How to create a profitable marketing plan [4 essential steps]
Blog originally published for Dockside Publishing, Nov. 18, 2019
t’s the most wonderful time of the year! Yes, the festive season is almost upon us, but for most of us who own and operate a business, it’s also planning season.
Now’s the time to look back at the year’s revenue, marketing choices and return on investment. You may find yourself wondering whether you reached your marketing goals. What could you have done differently? Should you have spent more, and if so, where?
It can be difficult to know how much to spend on marketing, and how it compares to your competition’s ad decisions.
According to a recent study by the Business Development Bank of Canada (BDC) most Canadian small businesses spend just over $30,000 a year on marketing, and larger companies (those with over 50 employees) spend close to $100,000.
The truth is, marketing is a necessary investment for almost all companies, regardless of the industry. While some may spend more or less than others, operating on a clear marketing plan will keep you from making rash decisions that you will later look back and regret.
So how do you choose where to put your marketing dollars? Here are four tips that have worked for our clients again and again:
Now’s the time to look back at the year’s revenue, marketing choices and return on investment. You may find yourself wondering whether you reached your marketing goals. What could you have done differently? Should you have spent more, and if so, where?
It can be difficult to know how much to spend on marketing, and how it compares to your competition’s ad decisions.
According to a recent study by the Business Development Bank of Canada (BDC) most Canadian small businesses spend just over $30,000 a year on marketing, and larger companies (those with over 50 employees) spend close to $100,000.
The truth is, marketing is a necessary investment for almost all companies, regardless of the industry. While some may spend more or less than others, operating on a clear marketing plan will keep you from making rash decisions that you will later look back and regret.
So how do you choose where to put your marketing dollars? Here are four tips that have worked for our clients again and again:
1. Go to your ideal clientele.
A business card-sized ad on your local coffee shop’s leaflet is affordable, but will it be seen by your ideal client?
Think about your ideal demographics. Consider their age, income level, family and marital status, and where they live and go on a day-to-day basis.
Picture them reading your message: are they having lunch at a diner? On the dock at their cottage? Taking a break at work? Knowing this can help shape your message.
Think about your ideal demographics. Consider their age, income level, family and marital status, and where they live and go on a day-to-day basis.
Picture them reading your message: are they having lunch at a diner? On the dock at their cottage? Taking a break at work? Knowing this can help shape your message.
2. View your ads as an investment.
A good investment shouldn’t just earn you your money back; it should return to you three-fold.
Seeing it is an investment, your ads should look as good as they’re worth.
Don’t just invest your money into their success; invest your time into making sure they reflect your brand and will represent your company well.
Seeing it is an investment, your ads should look as good as they’re worth.
Don’t just invest your money into their success; invest your time into making sure they reflect your brand and will represent your company well.
3. Measure your ROI.
This is a big one! You can’t accurately measure your profit and plan for the next year without a clear understanding of what was gained from your investment.
Train your staff to ask each new customer how and where they heard about you. If you get a lot of orders online, make it a mandatory question on your website.
Train your staff to ask each new customer how and where they heard about you. If you get a lot of orders online, make it a mandatory question on your website.
4. Match the medium and the message.
With so many marketing options, it can be tempting to sprinkle your dollars everywhere and try a little of this and a little of that.
Your measurements from point three may even encourage this – if an ad didn’t bring results, you move to a different medium; it’s the old “one and done” approach. But if there’s a problem, is it with the medium or was it the wrong message? Is a billboard the right spot to explain a complex product offering? Is Dockside the right place to announce a sale you’re holding this weekend?
Unsure about your marketing message for 2020? Let us know.
Our team is always available to meet, brainstorm and give you the tools you need for a prosperous fiscal year.
Your measurements from point three may even encourage this – if an ad didn’t bring results, you move to a different medium; it’s the old “one and done” approach. But if there’s a problem, is it with the medium or was it the wrong message? Is a billboard the right spot to explain a complex product offering? Is Dockside the right place to announce a sale you’re holding this weekend?
Unsure about your marketing message for 2020? Let us know.
Our team is always available to meet, brainstorm and give you the tools you need for a prosperous fiscal year.
7 Tips for Taking Better Photos (Even with a Cell Phone)
Blog originally published by Dockside Publishing, July 15, 2019
We live in a photographic age. Thanks to cell phone cameras, we appear in more photos than anyone ever has before. So why do so many of us still struggle to look good when we pose for an organized photo shoot?
Knowing what to wear and how to pose, deciding where to shoot and how to get the right lighting can all be tricky. But it isn’t impossible. Here are seven quick tips to from Dockside photographer Andrew Fearman to make your photo session better.
Knowing what to wear and how to pose, deciding where to shoot and how to get the right lighting can all be tricky. But it isn’t impossible. Here are seven quick tips to from Dockside photographer Andrew Fearman to make your photo session better.
1. Dress Comfortably
“What do I wear?” It’s one of the first things we think of when we’re planning a photo shoot. Do you dress up? Dress down? Wear black or bright colours?
When it comes to planning your photo shoot attire, Andrew says the most important thing quality to consider is your comfort. “Wear something you’re comfortable in. Ultimately, if you’re not comfortable in what you’re wearing, you won’t look comfortable in front of the camera.” If jeans are your thing, great! If you’d rather dress up, that’s okay too. Just make sure you’re comfortable.
As for colour, Andrew says to wear colours that compliment your skin tone and stand out from the background. Keep away from white shirts on a white background, or blue shirts under a blue sky.
“If you’re stuck, think about that outfit that you receive compliments on every time you wear it,” says Andrew. “It’s likely because the fit complements your body type and the colours suit your skin tone.”
When it comes to planning your photo shoot attire, Andrew says the most important thing quality to consider is your comfort. “Wear something you’re comfortable in. Ultimately, if you’re not comfortable in what you’re wearing, you won’t look comfortable in front of the camera.” If jeans are your thing, great! If you’d rather dress up, that’s okay too. Just make sure you’re comfortable.
As for colour, Andrew says to wear colours that compliment your skin tone and stand out from the background. Keep away from white shirts on a white background, or blue shirts under a blue sky.
“If you’re stuck, think about that outfit that you receive compliments on every time you wear it,” says Andrew. “It’s likely because the fit complements your body type and the colours suit your skin tone.”
2. Master your glasses
Do you wear glasses? You can take them off for the photo, but if they’re part of your personality and style, leaving them on isn’t a problem… that is, as long as you position them correctly.
Before the camera starts clicking, push your glasses up to the bridge of your nose. The closer they are to the top of the nose, the less likely they are to leave dark shadows around your eyes.
Before the camera starts clicking, push your glasses up to the bridge of your nose. The closer they are to the top of the nose, the less likely they are to leave dark shadows around your eyes.
3. Find the light
If you don’t have the proper lighting equipment, use natural light to brighten up the photo, and eliminate troublesome shadows. If you’re taking your photo outside, find what Andrew calls “bright shade” – a shaded area under a tree, that will shield harsh rays while giving you the illumination you need.
If you have to be in the sun, do your best to schedule your photo shoot for early morning or early evening, when the light is softer. While mid-day sun is bright, it often leaves severe shadows.
If you have to be in the sun, do your best to schedule your photo shoot for early morning or early evening, when the light is softer. While mid-day sun is bright, it often leaves severe shadows.
4. Strike a pose
Be aware of your body language. While posing with crossed arms or hands in your pockets is an easy go-to for many of us, hiding your hands and crossing your arms can often make you look closed off and unapproachable.
Instead, think of ways to catch people’s attention. Loosen up, have fun with the shoot and try poses that show your passion and personality.
Instead, think of ways to catch people’s attention. Loosen up, have fun with the shoot and try poses that show your passion and personality.
5. Keep your hands busy
Another reason we’re drawn to crossing our arms and putting our hands in our pockets is because we often get in front of the camera and wonder “Now what do I do with my hands?” The result is often a robotic or awkward pose.
Instead, keep your hands busy by bringing a prop to hold onto. Not only will holding the prop help you to pose naturally, it can also help you convey what you do.
“If you’re a contractor, bring building plans or a hammer,” says Andrew. “Or hold your hardhat on your hip. A little prop goes a long way.”
Instead, keep your hands busy by bringing a prop to hold onto. Not only will holding the prop help you to pose naturally, it can also help you convey what you do.
“If you’re a contractor, bring building plans or a hammer,” says Andrew. “Or hold your hardhat on your hip. A little prop goes a long way.”
6. Think proportionally
How often have you seen someone who’s barely 5-ft tall next to someone who looks like they could be in the NBA? If there’s a significant height difference, it can often be distracting and detract from the purpose of the photo. So how do you solve it?
Position yourselves by size – move the smaller individuals closer to the camera and have the taller individuals a few steps back, to give the illusion of equal stature, without having to place anyone on a platform or stool.
“If you’re not sure what looks best, take the time to change positions and see how it looks,” says Andrew. “Some lenses will actually stretch anyone standing on the outside, making them appear taller. If that’s the case for you, place shorter individuals on the outside, and leave the taller ones in the center, to balance the image.”
Position yourselves by size – move the smaller individuals closer to the camera and have the taller individuals a few steps back, to give the illusion of equal stature, without having to place anyone on a platform or stool.
“If you’re not sure what looks best, take the time to change positions and see how it looks,” says Andrew. “Some lenses will actually stretch anyone standing on the outside, making them appear taller. If that’s the case for you, place shorter individuals on the outside, and leave the taller ones in the center, to balance the image.”
7. Use the Rule of Thirds
Whenever you’re taking a photo, remember the rule of thirds. This rule states that you should always place your subject in the right or left third of the photo, not the centre. Why? Placing the subject in the centre makes your eye lazy. Instead of looking from left to right or right to left, they only look at the centre of the photo. The result is a boring shot that your viewers will want to skip over quickly.
Want help with your next business photo shoot? Dockside’s custom photography sector is always available to help you and your team create captivating images for your website, marketing material and social media. Give us a call and let us help you present your business well.
Want help with your next business photo shoot? Dockside’s custom photography sector is always available to help you and your team create captivating images for your website, marketing material and social media. Give us a call and let us help you present your business well.
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