Projector

Has this crossed your mind lately? It’s crossed mine. Exchanging information is easier than ever, what with smart phones, tablets and social media. But is this always the best way?

I strongly feel nothing beats a personal connection, it’s all about building good relationships and this is where the business card plays an integral role. Sure, you can send out an email campaign, post links on social networking sites and direct people to your website. But, you also need to make that personal connection with your audience so they’ll find those things useful. Talk to people about your business, listen to their needs, and show them how you have the solution.

Although technology has brought creativity and productivity to a new level and allowed us to communicate like never before… it is not 100% reliable and never will be.

Let’s take a quick glance at an example of technology being used to exchange contact details with potential clients at a networking event. The Apple iPhone, has recently been touted as one of the primary technological replacements for the business card. What happens if your iPhone runs out of juice during this hectic event? You have no way of professionally passing on and receiving all those potential new clients you’ve met that day. Alternatively, you may rely on your Bluetooth technology to exchange data with potential clients or fellow business people. But what happens if the laptop or Blackberry crashes in the middle of the event? Business cards are an uncomplicated solution to many of these headaches. Containing details about every possible way to get in contact with you, the originality, legibility and simplicity of your business card may save you embarrassment or worse – the loss of a potential customer.

Business cards are the last line of defence in overcoming any technical glitches.

When you’re out and about, you never know who you’re going to meet, run into, etc. With this in mind, always be ready! But, don’t just hand your business cards out to just anyone. Create the connection first, and then hand them a business card. Try to leave the conversation with them needing more information. In other words, stimulate their interest without giving all of the details. That way, you can call them the next day to set up an appointment for them to learn more.

Your card could be what prompts the recipient into contacting you. A clean, uncluttered design shows that you care about appearance and immediately sends out a professional vibe. You never get a second chance to make a first impression!

I’ll talk to people I’ve done business with five years ago, and they’ll tell me they still have my business card. You don’t get that same effect with an e-mail or v-card because it’s not personal and it doesn’t last.

What about you? Are you still giving out your business cards, or do you find yourself using technology instead?

Projector are currently: Thinking things are better when you only play football once a week.

Despite the sudden appearance of a sweltering Indian Summer, you can’t deny the impending chill of winter is almost upon us. This cold snap must be prepared for, so in riposte I took a walk through Newcastle this weekend to see if I could get that all important winter jacket.

As a designer it’s quite normal to find it tough to separate your job from the things you do outside working hours. You critique film titles and credits, (insert more examples). So you spend a super XXL portion of your time consciously, or subconsciously observing. And there’s a lot to observe, as everything you see, has to some extent been designed.

After an unsuccessful trawl through the usual haunts, I decided to take a trip to a few vintage shops, to see if they could yield any rough gems. Personally, I’m not an ardent fan of vintage clothing but there are many who take pride in vintage fashion, which is evident from Highbridge Streets glut of shops. I know some people enjoy trawling through racks and racks of disorganised clothes as it makes “the find” seem a lot more worthwhile but it’s just something that doesn’t appeal to me. Until recently, the shops all had a very similar outlook and interior. Slightly dingy and the decor harks to a certain era, as do the clothes. A look that is ubiquitous as the use of Helvetica.

How about you turn that on it’s head? Less clutter and more order and make the clothes seem less like they’re hand me downs from your Mum and Dad. A new brand on High Bridge Street, DEEP has just done that. It might have been unintentional, but what separated DEEP from the other vintage clothing shops i’ve experienced elsewhere was it’s unique interior. Inside it’s a light, airy and minimal space, with the garment sections given a lot of space. Overall an easier shopping experience. Because of this the aesthetic is that of a high-end fashion outlet, despite selling pretty much exactly the same products as the other vintage shops. That’s a differentiator. The genius of it however, is that as the clothes are second hand,the prices remain low. It lulled me into the false sense that the clothes would be expensive (due to the boutique look and feel) and to my surprise they weren’t at all. They seem bargains in times when the wallet is a little lighter. A great piece of strategy (if intentional, if not very lucky).

This just shows Brand Positioning is an important factor to consider. DEEP faces stiff competition in terms of product, as it is geo-centric with three other similar outlets selling practically the same products. It’s products aren’t original, but the store itself is completely different to it’s competitors. The interior makes the customer think they are buying something better, something that’s in fashion a little bit more aspirational despite it being second hand – so their products are more appealing, despite their lack of difference.

Brand Positioning isn’t difficult. It’s basically determining similarities and difference so you can then proceed with the right strategy to give your brand a unique image that sets it apart from it’s competitors. It makes a lot of difference to how your brand is perceived, if you have a unique offering, you’ll reap greater rewards.

Projector are currently: Working away!