Blog Miller Design

We’ve done a lot of brochures for real estate development companies.  The marketing must be created before the property is built or even rehabbed since developers can start selling the properties before one even exists!  Sure, the buyer may go through a model of the potential property, but they usually go home with my brochure. The buyer will look at all the marketing of the property including the floor plans, model renderings, layouts, colors, and logo.  And in this day and age, most likely the consumer will check out the website of the real estate developer/ property too. 

I love to picture buyers sitting at home comparing properties in the same area that don’t exist yet.  All they have at that moment is the design to determine how nice the property will be built and managed.   Those assumptions are many times based on the marketing we create, and it’s our job to make our property stand out.

But my main point is that the marketing materials are what lingers on the coffee table. A buyer will flip through a brochure to pass a few minutes, refer to it to make a final decision. The design of a simple brochure keeps the consumer engaged with the product long after the tour is over. At the very least, we present the developer as professional and competent.  At the most, we sell the property.

Sure, you could say the same thing for a brochure for the latest sports car, but when’s the last time you bought a car before it was built?

We aim to go beyond our client’s expectations, but stay within their budget.  We want them to be trilled, but clients need to understand what the design process is and what it is not.

“This isn’t right, but I’ll know it when I see it.” I’ve received that “feedback” before and it shows a lack of understanding of what designers are hired to do.  Also, you’ll notice that comment gives no direction or information to create the project.  We make sure the client’s needs have been communicated before we begin.

Here’s how the design process works:

First we meet with the client to gather information on the project (let’s say a logo).  We discuss the business, the audience, the competition, the marketing goal, the possible uses, creative concerns…etc.  If the clients is really looking for a brown logo, they need to speak up.

We take that information and put together a creative brief that spells out the requirements.

After research, sketches, and revision, we present the designs.  We present several options and evaluate based on the creative brief.  In other words, if we’ve met the concerns and we’ve communicated, then the designs are all “right.”

If “I don’t know what I’m looking for,” is the position the client is coming from, they should be ready to accept what a designer comes up with.  Designers are professionals in communicating visually, but we usually limit ourselves to presenting 3-5 comps.  It’s not unlimited.  It’s limited by the budget.

If a designer misses the mark and isn’t meeting the goal as initially expressed, that’s another story.  Also, if the client has an unlimited budget to explore every option under the sun, I’m glad to do that as well…Actually, I not want to waste a client’s marketing budget on random ideas.

I don’t want a client to over-direct us and design the project for us, but they should have some idea what they need and what is acceptable.  You can’t just expect it to appear out of nowhere.

We all know the slogan “You Never Get a Second Chance to Make a First Impression,” from the Head and Shoulders ad campaigns of the 1980’s.  Playing on our fear was a great way to sell shampoo, but that crap really sticks with people.  Unfortunately, companies use “The Head and Shoulders” excuse to put off their marketing.  Everything has to be perfect so we don’t screw up our big first impression.  While on a technical level, it’s true…This is totally the wrong way to think about your marketing.

Don’t hold off on your marketing.  Don’t look for reasons (flakes) to avoid reaching potential clients.

Companies hold off on announcing their business until the website is up.  They hold off on the website until they have a finished prototype, revised copy, better photography, a new logo…whatever.  Don’t let the perfect be the enemy of the successful.  Even if a client sees an imperfection in your business is some small way…You are better off contacting them.  Would you hire a firm with a typo on there website or the firm you don’t know exists?  If they have a need for your product or service, they will respond to the marketing that is in front of them at that moment.  You never get a response from the marketing that is never sent. I cringe when I hear people say with an air of pride that they are a perfectionist.  I hear “procrastinator,” not someone who achieve perfection.  Sure, you can spend months getting something from 95% there to 98% there, but you wasted months.

Also, you can usually make another first impresion (OK technically a second impression).  Announce your new logo, website, service, employee, product, when it is ready.

I’ve sent out direct mail campaigns that get now response the 1st and 2nd mailings, but get a huge response the third time.  I’m glad I didn’t wait to get my portfolio perfect and just went for it.  The lesson is not to put off your marketing.

Here are some tips:

• Give yourself a deadline and stick to it.  You can aim for perfection as much as you can aim for perfection in the time you have.
• Have people review the marketing.  Show it to others outside to make sure it sounds ok and has no obvious flaw.  Be careful of the committee affect and take input with a grain of salt.  Just have people proofread and give their 2 cents.
• Have a plan.  With a schedule and marketing plan, you can’t sweat each little thing becuse you have the next effort to plan and exucute.

Ok…So maybe you noticed a few typos with my blog.  I should be embarrassed.  I look unprofessional.  Sure, I do…I am…I take it in stride and take pleasure in the fact that you read my blog.  

But seriously, Never Wear Black without the Blue. Those are words to live by.