Competing With Color Levels The Playing Field

 Competing With Color Levels The Playing Field

• According to the United States Small Business Administration, small businesses make up 99.7 percent of all employers. There are an estimated 22 million small and medium-sized businesses (SMBs) in the U.S. today. These businesses constantly face the challenge of making a big impact with a limited budget in a noisy market.

• According to the United States Small Business Administration, small businesses make up 99.7 percent of all employers. There are an estimated 22 million small and medium-sized businesses (SMBs) in the U.S. today. These businesses constantly face the challenge of making a big impact with a limited budget in a noisy market.

• Thanks to affordable imaging and printing technologies, it is now possible to create your own marketing program. In fact, Revival Lighting, a vintage lighting fixture company in Spokane, Washington, was able to cut the cost of producing marketing materials by 90 percent when it brought marketing in-house. Because marketing materials quickly become outdated and need to be updated frequently, companies that can respond flexibly can impress their customers while reducing costs.

• Color has become an effective, even necessary, tool for marketing materials. According to a study by Loyola College in Maryland, the use of color increases brand recognition by up to 80 percent.

• Bold and colorful designs can influence people's moods. Environmental green is considered hip and has awakened new, positive associations, while the combination of blue and floral reds, according to a 2005 study by the Color Association of the U.S., is reminiscent of vintage designs and traditions.

• In addition to printing materials in-house, SMEs should take advantage of low-cost and often free marketing services available on the Internet. HP, for example, runs an in-house marketing portal for entrepreneurs and SMEs. It contains case studies, how-to seminars, and other free tools and information, including over 200 free marketing templates ranging from brochures to an image library.

• Blogs - online journals or newsletters intended for the general public - are another great tool to learn more about using color and creating marketing materials in business. To save time and money, SMB marketing guru John Jantsch, who runs the popular blog Duct Tape Marketing, recommends that businesses create a marketing kit describing themselves, their business and services, and what sets their business apart from others.

• To improve marketing effectiveness on a shoestring budget, take it into your own hands, use color, take advantage of free services, and seek expert advice.