Marketing Interview Essay

1748 Words 7 Pages
Marketing Interview

Many small businesses don’t realize how important their company image really is. The following is a formula for low cost marketing for a small business to create or better their image. To find this formula I interviewed Evan Paull, the owner of a small sign making company based in Annapolis Maryland called ‘Independent Sign Consortium’ or ‘ISC.’ ‘ISC’ was started in 1996 and has had a steady growth ever since. I also interviewed Allison Green, the marketing director of ‘Revisions,’ ‘Revisions’ is based in Baltimore Maryland and is a non-profit organization dedicated to helping the mentally ill.

Many small companies believe that a corporate or company image develops all on it’s own. Therefore, they believe the
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Make note of the things you like. Decide on what components can or can not be changed (the name perhaps). Look at the parts that you hate or the parts that need a great deal of improvement. Notice the parts of your image that are neutral.

In order to develop a positive or a new and improved but inexpensive image, start identifying other businesses that have the look you want. Start with the competition. Collect their brochures and other printed materials especially business cards and annual reports. Visit their locations and take note of the signage, the décor, furniture, and display cases.

Next study other businesses that just have a look that you like or an appearance that gives you a good first impression. Even if they are not appropriate for your particular needs, identify parts of the look that you like, a logo or sign, a color combination perhaps. Whenever possible take pictures. Go through magazines and catalogs, clip logos, ads and pictures that express an image you would like to achieve. Carefully examine fonts, letterheads and graphics. Many times things are not as they appear. “Gold lettering on a sign is not gold, wood grain is not real wood and marble floors are seldom made of marble… [In these…

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