martinvr
Producing brochures and flyers is easy; making sure that they are successful in catching the attention of customers is another story entirely.
Sometimes people confuse the difference between Designers and ‘Flyer Makers’. Maybe because both are able to create a flyer, but the difference is that designers create and develop marketing material with strategy and concept behind it.
A successful flyer is linked to a marketing campaign or is used as conversion tool, which is developed as an extension of a corporate identity.
On the other hand, people who we like to call ‘Flyer Makers’ often put together a design concept without any design rules or plan. In most cases it is a waste of time and money because it is not aligned to strategy.
LET’S TALK STRATEGY
A designer provides the flesh and flavour to business. Design strategists string tactics together into a plan that every person at the table can agree upon and execute with confidence. It strings the customer experience, content strategy or media strategy, just to name a few. Much of what design creates are new patterns in behaviour and can be the catalyst for business strategy. What a design strategist can do is help your customers visualise how they can reach objectives, with the appropriate tools and resources at their disposal.
While quite closely linked, business and design strategies meet different needs. Business strategy includes financial, product and market objectives, which are best expressed through touch points. Marketing and Design strategy could be described as inventing the language to express your values and business strategy most clearly.
The one thing we find ourselves often having to say to clients about marketing and design strategy, ‘the concept is not about what you like or what I like. It’s about what’s right for us as an organisation and, ultimately, for our customers. Staying on strategy is the best way to create value for our customers.”
Take a website for example, having design strategy aligned with the user experience (UX) means taking your users needs into account at every stage of your product lifecycle. From usability of your website home page to adding a product to your cart to receiving the email invoice. UX is the difference between a good and bad website.
Marketing and design strategists will help any design team create the why and the how that will lead to a more meaningful what.
If you are looking at ways that can help drive revenue and profit, feel free to give us a call for a casual chat on 1300 235 378.