Off-Line Marketing Concepts

Prerequisites: Basic Marketing Concepts

Introduction

Whether you have a brick-and-mortar or Internet business, you need to have a broad knowledge of both off-line marketing and on-line marketing concepts. Successful businesses are finding that in today's information-overload world, it takes elements of both to not only obtain new customers, but also to keep them.

In this course, we will be covering the general ideas for different types of conventional advertising that businesses have been using for years to promote their enterprises. We are going to tie in what you have learned in the Basic Marketing Concepts course to provide a cohesive message to your prospects and current customers.

Logos

Your logo is a visual representation of everything your company stands for. I advice that you don?t skimp on creating this key piece of your company's identity. McDonald's golden arches or the Nike swoosh are two logos that people instantly identify with the respective companies. Your company logo enhances potential customer's first impression of your business. It can build loyalty, establish your brand identity, and provide the professional look of an established business.

Logo Types

There a basically three types of logos:

  • Font-based logos. Instead of creating a picture representation, some businesses just use their name and create a special font to make it stand out. Microsoft, Sony, and especially IBM use type treatments that make them distinctive.
     
  • Illustrative logos. These literally illustrate what the company does, such as a house-painting company using a paint brush as part of its logo.
     
  • Abstract graphic logos. These are usually reserved to the big corporations. The Nike swoosh is probably one of the best examples of this. The symbol is meaningless until the company can communicate to consumers what it is associated with. Small businesses can rarely afford the millions of dollars and years of work required to create the needed associates to make it effective.

For the small business, the illustrative logo is probably the best. Customers should be able to tell what you do just by looking at your logo. This is best done by first writing a one-sentence statement stating what you want to convey to your customers and then make all of your design decisions based on that.