Details

This post is probably NOT going to get you more business... but it will help you look like you have your act together.

When you're surfing the web, whether for business or pleasure, you come across hundreds of company websites. How do you decide if you're going to TRUST the information on any particular website enough to engage that company or buy its products?

Within seconds you synthesize an opinion based on:

• Aesthetic Design
• Layout of Content
• Ease of Use
• Relevance of Information

How the website is designed and how quickly you can find information are key. So is credibility.

Credibility Flag
Here is a pet peeve of mine that relates to credibility.

When you bookmark a site or type in the URL do you ever notice that some sites have their icon appear next to the URL, and some have a dog eared page? (see example below)



When you see the dog ear in place of the icon... what is the feeling you get about that company?

If you're like most visitors, it makes you feel like the company is not quite savvy with its online presence. They don't quite get it. They're playing baseball but there's no ball.

Why wouldn't they take the opportunity to put their logo everywhere?
That's Marketing 101. I don't get it.

At best they just didn't realize they could... at worst... they're not paying attention. So that begs the question... what else aren't they paying attention to? My order... your account?

Adding an icon to your website is not only easy... it also shows that you're paying attention to the details... or that your webmaster, marketing department, hairdresser's son, is paying attention for you. Either way... it gives them a feeling of security knowing that you have your act together.

Who knows, enough of those positive feelings about your company may even get you more business after all.


Add Your Own Icon
Want to do this for your site? Follow the instructions below:

The web logo is called a “favicon” (short for favorite icon or favorites icon).

We will start by assuming you know how to use a graphics program or have the assistance of somebody who does.

For this tutorial, we are going to use a free application called AveIconifier. It can be downloaded here: http://www.softpedia.com/progDownload/Windows-Portable-Applications-Portable-AveIconifier-Download-100585.html

1. Start with the image you want to use for your favicon, make sure it has a 1:1 aspect ratio (i.e. make sure it’s square)
2. Save the file as a PNG to your desktop
3. Launch AveIconifier
4. Drag-and-drop the PNG from your desktop to the box in AveIconifier that says “Drop a PNG file here” (the box on the right)
5. Drag-and-drop the ICO image from the box on the left to your desktop.
6. Rename the image you just put on your desktop to “favicon.ico”
7. Upload the favicon.ico file to your website

What Can Companies Learn From The Homeless

At least once a week as I drive around the city, I see a homeless person asking for help. Lately it seems the trend includes those who have recently lost their jobs. Not to belittle their situations because I am sure their lives have not been easy, I can't help but have the same thought every time I see the homeless...

What would I do if I were homeless and forced to make a living on the street?

• Would I wash car windows... only illegal in NYC!
• Would I "Work for Food"?
• Would I make a sign... with what message?

Suffering from highly developed creative and design tendencies as well as a marketing background, I can't help but think I would try to go all out. I know that including color and a readable font would be high on the list... what about handouts or charts of my life and how I got here... or what I needed? How about a thermometer style graphic that I could color in after every donation?

Recently I stumbled upon a great post "What Can Companies Learn From the Homeless". No color or graphics... just focusing on a better message. You can read it here.

Test Your Color IQ Online

Tired of arguing with your Art Director what shade of Blue your logo should be? Take this test and see how you rank. If you beat our score... we will forever concede to your superior ocular greatness.



What Is It?
The Munsell Hue Test measures your ability to perceive subtle differences in colors — and that turns out to be a tricky proposition. Click the link below, and you’ll see four rows of jumbled color bars. Your task is to arrange the boxes in each row so that the hues flow seamlessly from one end to the other. When you’re satisfied, click to see how you measure up.

Take the Test
Click here to take the test.

How We Did:
Roman = 8
Mary = 8
Mike = 4
Matt = 19
Becky = 42
Tim = 4
Julio = 38

Tell Us How You Did
Click the comments link at the bottom of this post and tell us how you scored.

Snap Out Of It

Greetings All,

As an owner of a company or for that matter anyone who is self-employed, there are sometimes days when the pressure to succeed becomes greater than the will to continue. When you wonder... why am I doing this? Is it all worth it? Is the world really coming to an end?

Given the state of the economy, low consumer confidence levels and the reliance on our government to "Save the Day"... you may be experiencing these days more frequently as of late.

Recently I came across this little bit of perspective. It comes to you courtesy of John DiJulius. John is an excellent customer service guru and good friend. You can read more about John at www.johndijulius.com





















This worked wonders for me so I made it my own and posted it in the following places:

• My bathroom mirror
• My daily binder
• My car visor

I try to look at it at least once a day... more, if needed.

You can download my KrausCreative version HERE.

If anyone is interested in getting a version with their logo / colors, send me an email and we will make one for your company... NO CHARGE (make sure to include your logo if we don't already have it).

To Your Continued Success
Roman Kraus

Get Creative

We’re living and working in unprecedented times.
The world today is changing faster than ever before.

• The unpredictable stock market alters our outlook on a daily basis …

• The world economy is in a recession ...

• Fuel prices are dropping, but the cost of doing business continues to rise …

• New forms of communication and marketing are sprouting like mushrooms …


But this is not the time to wait and see what happens—it’s time to play offense, so that you can build your business, gain market share and prosper.


It’s Time to Get Creative!

Creativity is one of the key ways that companies can differentiate themselves in this global marketplace and bring more business to their own doorsteps.

At KrausCreative, we know creative—and we want to help you become more creative. What’s more, we’re going to help you for free.

Every two weeks, we’ll post a creative marketing idea to help stimulate your own marketing efforts. These ideas will range from the simple to the complex: Some ideas that you can implement on your own, and others that should only be attempted by a trained professional.

You can use these ideas, change them, ignore them as you see fit… we only ask that you don’t sell them.

We promise that these ideas will inspire your thinking, challenge some of your beliefs and give you a fresh outlook on how to market your business.

The next post will be our first idea. We welcome feedback, critiques, opinions, complaints, accolades and offers for free lunches. Please note that comments written on US Currency will be given first priority.


To Your Creative Success,
Roman Kraus

Marketing Lessons from the Election

I read an interesting article in AdvertisingAge on marketing and branding as it relates to yesterday's election.

No matter how you feel about the outcome of the presidential race, this election was won in large part due to superior marketing strategies.

In this article you may find insight and ideas that you can apply to your own businesses.

Ideas that if implemented will help you inspire your staff, engage your customers and gain market share from your competition. Now those are changes we can all believe in.

Here's a sample;

Nov. 4, 2008, will go down in history as the biggest day ever in the history of
marketing.

Take a relatively unknown man. Younger than all of his
opponents. Black. With a bad-sounding name. Consider his first opponent: the
best-known woman in America, connected to one of the most successful politicians
in history. Then consider his second opponent: a well-known war hero with a
long, distinguished record as a U.S. senator.

Download the full article

Lessons_from_the_Election.pdf