I'll Take One Ad to Go,
Please
Craving a quick logo? What about a print ad with the
works-pronto? A new crop of online service providers are offering
creative materials in no time at all-and at affordable prices, too.
With just a few clicks of the mouse, you can find (and buy)
anything from a designer logo to a full-scale advertising campaign
for as much as 40 to 60 percent less than what traditional agencies
charge.
One leading contender is Creativworks.com, which bills
itself as the "Kinko's of advertising." It's also
the first national company to target marketing and advertising
assistance at small and midsized businesses. It's accessible
online as well as in several visible but nontraditional
storefronts. The company provides services such as marketing plans,
media buying, design and copywriting.
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Another player is Artpronto.com, which produces
advertising materials ranging from storyboards to finished ads.
Customers simply visit the Web site, choose services, call the
company and then place their orders. Proofs are checked online, and
the finished product is sent overnight on approval. Other companies
include Cooltext.com, which
offers logos and other resources primarily for Web site
development, and Speed
Logo, which sells predesigned, personalized logos for as little
as $75.
While creativity on the fly may be convenient and cheap, you
should make sure upfront that your provider produces high-quality
work. To do this, review an online portfolio or contact the company
for references. Check out the company's Web site to see if you
can request samples.
But be forewarned if you're planning to substitute one of
these services for your regular provider: Expect to see changes in
how your materials look, because creative styles vary significantly
from provider to provider.
Move Over, Mama
These days, with fathers taking a larger role in
child-rearing-and the product purchasing that accompanies it-more
and more entrepreneurs are targeting male parents as prime
customers. Fathers have become sought-after prospects for the
products and services traditionally targeted toward moms.
Why the shift? As women increase their earning power, many
moms' salaries now compare to those of their husbands or
partners. As a result, the role of "provider," once
male-dominated, is now split more evenly down the middle. More
fathers are reducing work hours or telecommuting to bond with their
kids. Consequently, they're taking more responsibility for
buying for their kids.
Shaun Budka, publisher and president of Davenport Media Inc., a
New York City publisher of magazines that target first-time
fathers, sees dads as a growing, long-term market. It's not
like people are going to stop raising their kids once they start.
"Good fathering is addictive," says Budka, 33.
If you're looking for fatherly approval, don't forget to
consider the macho factor. Dads won't be caught dead carrying
diaper bags plastered with bunnies and bows. Instead, make sure
your products appeal to masculine consumers. Also, remember that
while moms tend to be more price-conscious, fathers tend to buy
premium products.
Gwen Moran is president of Moran Marketing Associates and
founder of BoostYourBiz.com.
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