10 steps to your new printer - laser printer vs. inkjet printer

As an entrepreneur or member of a board, in spite of paperless e-mail communication you still have a lot of communication printed on paper. In order to print your correspondence on paper, you either need an inkjet or a laser printer. Think about what you consider important in a printer and find out in these ten steps, whether you should buy a laser or an inkjet printer.

Your requirements
Before you buy a new printer think about your requirements: How many pages do you print per week/month? How many of them are in color? Do you print many photos (on special paper)?

1. Speed
   Laser printers print faster than inkjet printers. If you often make a lot of prints within a short time, it might make sense to buy a laser printer.
   
2. Quality
   When printing with laser printer, the print quality is better.inkjet. In addition, the ink of the laser printer is (somewhat) water-resistant and abrasion-proof. Printing with inkjet printers, your prints are neither water-resistant nor abrasion-proof.
   
3. ! Health !
   If you decide to use a laser printer, you should set it in a well ventilated area that is not someone's office. The toner dust is toxic and damages the genetic material of human cells! An inkjet printer on the other hand can be safely put right next to you in your office.
4. Purchase and printing costs
   Inkjet printers are cheaper to buy than laser printers. Since the cartridges of inkjet printers are relatively small, they are much cheaper than the toner cartridges for laser printers.
5. Size
   Inkjet printers are relatively compact and can fit on any desk. For a laser printer, however you need a separate table and of course a seperate room - unless you want to ruin your health.
6. Media to print on
   For inkjet printers you will find an incredible number of different media to print on, such as photo paper and other special papers in all kinds of sizes, labels, t-shirt transfer paper, printable CDs/DVDs). For laser printers, it is more difficult to find different printing material.
7. Ports for memory cards and cameras
   Most new printers (both laser and inkjet printers) have connections for various memory cards or digital cameras. So you can print directly from your memory card or digital camera without having to go the detour via your computer.
8. Photos
   Photos can be printed in very good quality with a sharp image on any type of paper when printing with a laser printer. For an inkjet printer you need special photo paper to ensure that your pictures look good.
9. Scanning, copying, faxing
   If you scan many documents, but do not really have room for a separate scanner, consider a multifunction device. Inkjet printers with integrated scanners are still relatively small. The multi-function devices and laser printers however really take a lot of space.
   If you often make copies, but do not want to buy a copy machine, a laser printer with a copy function could be a good solution.
   Among both inkjet and laser printers you can find multifunctional devices that also have a fax option.
   A multifunction device (whether laser or inkjet printer) does not only save space, but also money, since you only need to buy a device and not several different ones.
10. Maintenance
    With inkjet printers, you have to ensure that the ink does not dry up and the print head does not get clogged. Laser printers require relatively little attention from their owners.

More time for important things – learn how to type

As a freelancer or small business owner you often are under a lot of time pressure. But also when you volunteer in an organization time is precious.

Typing letters or texts can be very time consuming – especially when you type with one or two fingers. The easiest thing would be to hire a secretary. However, this is unrealistic for most freelancers, small business owners or organizations – due to various reasons, such as lack of space or lack of money. Therefore, you should learn how to type yourself - learn the system of touch typing - and improve your way of communicating.

There are various possibilities for you to learn how to type: You can take typing classes. Many times, such classes are offered for free by communities.
There is also software on DVD or CD or as a download that can help you learning to type fast with ten fingers.
You can also find various possibilities to practice online, such as a speed test, various typing trainers (just google ‘learn typing online free’ or play typing games. You can also practice touch typing online for free.
A very good possibility people often forget are books. These might be useful if you do not want to install software or do not have internet access. Just remember, sometimes the most simple things are the most effective ones.
In order for you to be able to learn quick, you need to practice a lot. Just follow the different units in the given order – again and again.

Public Relations instead of Marketing

Utilize public relations instead of paying for marketing efforts.

Articles in the press are more likely to be read than ads. People percieve ads consciously as advertising and therefore are less likely to notice them. However, more people than just your target audience read press reports.
Additionally, press reports are more credible than advertisements, as they are written by (independent) journalists, wheras ads are designed by advertising specialists.

In an article in the press your company or organization can be represented in detail - including pictures. In an ad, this is more difficult and only possible with a lot of money.
Press reports are free, whereas ads can be very costly. With the right PR, you can not only make your firm or organization known to the public, but also your products and services. You get the opportunity to build a distinctive and credible image, which will help you gain more customers, clients or members - especially in the long run.

Ads on the other side might increase awareness, but do not build credibilty. But how will being famous help you, if people do not trust you, because you lack credibilty?

Make sure the media report about you and not about your competition. You can for example feed the media with material, such as press releases. Organize interesting events, to which you will invite the media. You can organize a run for a good cause, hold an open house in your organization or as a company you can support a non-profit organization (NPO). Make sure that all events support the purpose of your organization or your company's goals. If you support an organization, you should make sure that the organization and your company are a fit. It makes little sense to support a non-smoking organization when you are a tobacco shop.

Publish a short press release with a picture for every event you organize. It is worth much more when the regional daily newspaper publishes a note on your event, than any marketing in form of an ad.

Quote by Antoine de Saint-Exupéry

“If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.” /Antoine de Saint-Exupéry

When the communication is motivating, more ambitious targets can be reached. This can be the case in companies, associations or clubs.
You can make other people your allies more easily, if you manage to get them on your side.

Obama and the social networks

Social media are becoming increasingly important for advertising and PR. More and more organizations create positions for people that take care of communication with customers/members through social networks.

The American President, Barack Obama, already created such a position a while ago. Now, this position as a social networks manager is available, as Mia Cambronero does not want to do it anymore.

Getting paid for hanging around in facebook, twitter, myspace and others all day? That sounds too good to be true.
However, it is not completely clear, what qualifications are required for such a position. Of course you will need experience with social networks - but how much experience can anyone have with something that has not been around for a long time? Social networks are not yet matured and keep on developing. Those people having to do with social networks have to acquire new knowledge quickly, in order to make sure they do not miss any trends an are up to date all the time. Of course, you will need a certain experience in writing thrilling and motivating articles. Correct orthography and phrasing are always important in a job like this. Also, marketing knowledge and experience, as well as creativity might come in handy. You should be able to develop new social media strategies. Managing social networks is not a 9 to 5 job - you are always working...

But now let me go - have to send my applicaion to Obama real quick!

Tutorial: How to develop your marketing plan

When starting a business, you need a marketing plan in order to know which target groups to attend to, how to plan your marketing campaigns, how to set up your budget and control it.

Before your start to develop your marketing plan, you should ask yourself the following questions:

• Which product/service are you selling?
• Who is your target audience that will buy your product/service?
• What need does the above market have for your product or service?
• Which information on your product/service do you want to communicate to your target audience?
• What is the best way to get into contact with your target audience (for example TV, radio, newspaper, social media)? – When answering this question you should not forget about your budget?

Your marketing plan should be set up like this:

1. Executive summary
(this information you can either take from your business plan or write anew)
>> The questions who, what, when, where and how should be answered in regard to the marketing goals and strategies.
>> This part can be answered easily at the end, after the marketing analysis has been done.

• Description of the company
• Mission statement
• Products/services
• Financial feasibility

2. Analysis of the industry
>> Here you should go into the industry, competitors, suppliers, regulatory environment, customers, as well as the role of the company within the industry.

• SWOT-analysis: analyze the strengths, weaknesses, opportunities, threats.
  http://www.websitemarketingplan.com/marketing_management/SWOT.htm
• Porter’s 5 forces analysis: Here you should analyze competitors, future competitors, potential substitutes for your product/services, suppliers on the market and customers
  http://www.websitemarketingplan.com/marketing_management/marketing_strategy.htm
• Mission/vision of the product/service
• Objectives
• Competitive environment
• Situation analysis
• Competitor analysis

3. Products and the corresponding target audience
>> Describe each product/service

• Demographics of the target audience: income, interests,activities, way of life, other geographic descriptions, psychological mindsets, political affiliations, family situation, age, taste
• Market trends and social trends through which customers are being influenced-
• The needs and wants of your target audience and corresponding benefits received from products

4. Marketing strategy

• Overall marketing objectives
• Mission statement
• Product's positioning relative to competitors and in the eyes of target customers
• General strategies you will use to reach objectives and fulfill the mission statement
• Product's marketing mix, including specific marketing programs.
• "Four P's":
  - Product (any related changes, improvements and issues)
  - Pricing strategy for each product
  11 different pricing strategies: http://www.websitemarketingplan.com/techniques/pricing2.htm
  - Distribution channels (how the product gets to customers and consumers)
  - Promotional activities: Public Relations, internet marketing and advertising, offline advertising, viral marketing and other marketing programs

5. Measurements
>> Build success metrics into each marketing program, including intermediate measures, and how you will use them to monitor progress and adjust execution when applicable.



6. Prognosis and financial analysis

• Size of the target audience
• Size of the market shares
• (monthly) growth forecast
• Profit und loss statement (with sales units and dollar forecasts, cost of goods marketing budgets, fixed overhead and variable expense projections, other expenses, profit margins)
• Breakeven analysis (units and dollars needed to make a profit for each marketing program or new or changed product)
• "What-if" scenarios (sensitivity analyses) showing what happens if forecasts and profit margins are lower or higher than expected

Logo design

Nice logos can be comprehended, learned and recognized easily. Your logo (usually) is the element of your visual identity that is seen the most.

Once you start developing a logo for your business or organization, there are a few things to consider:

• It is advisable to hire a designer for your logo.
• Your logo should go well with your business/organization and you (and your staff) and of course you should like it.
• Of course, the lgoo should reflect the skills and core features of your company or association.
• It should also fit the target group you want to reach.
• Shapes, colors and fonts should make a unified image and also fit the image your company/organization wants to communicate.
• A high signal effect of your logo would be desirable - in order to increase the recognition value.
• The nicest logo will not help you, if it does not stand out from the logos of your competition. It should also be unique.
• Your logo can be designed to follow a short-term trend or it can be usable throughout a long period. If you wnat to follow a trend consider that what is in today can be out tomorrow.
• As your logo will be used on your business card as well, it should be designed in a way that it is still readable when printed small. Also, it should still look good when printed black and white, for example when sent on a fax.
• Make sure that your logo is recognizable and works when used in different media (internet, print, outdoor advertising).
• To make sure your designer can create good work later on with your logo on it, such as flyers and posters, your logo should be available as a vector (eps file).

Communication in advertising is similar to advertising in interpersonal communication

Why do we communicate? It is simple - to meet with our social environment.
The communication process works as follows: A sender wants to send a message. In order to do so, he/she encrypts the message, which is called encoding. The message is then sent through a channel to the receiver. The recipient must then decrypt the message, which is also called decoding. The meaning of a message only emerges after the receiver decodes it.
Usually, we think we know the meaning of a message. However, we are often wrong, which results in a misinterpretations of the message.

When decoding or interpreting the message, the codes we use are very important. Without codes we would not be able to decrypt the message in a meaningful way. Codes can be verbal or nonverbal. Nonverbal codes are usually more important for decoding. Verbal codes can be spoken words and sound. When talking about nonverbal codes, we usually mean body language, such as appearance, facial expressions, gestures, posture, eyes, head movements, body contact and spacing, but also the tonality and voice. These signals are more subliminal, but essential for decoding.

According to Young and Matt*, communication in advertising works in a similar way: for the transmission of messages to customers different codes (pictures, texts or sounds) are used.
This means, that in advertising as well as in interpersonal communication, it is important how the message is decoded. Many means of advertising contain complex product descriptions that customers do not understand. It must be ensured that the message that is being sent also arrives at the receiver the way it is meant to.


*Young, H. and Matt, J.-R.: Momentum. Die Kraft, die Werbung heute braucht, 2004, Lardon Verlag. 38,- €

Guerrilla Marketing

Guerrilla marketing campaigns differ from the familiar and rely on unconventional means. Instead of spending money, creativity is crucial.
An often used example is graffiti on sidewalks. The Seattle Art Museum (Seattle Art Museum) sprayed an indication of a current exhibition on sidewalks in Seattle (Seattle Weekly Blog).
The Zurich Zoo relies on viral marketing with a Youtube-Video in which an elephant falls off a bridge, because he does not live in the Zurich zoo.
For more ideas about guerrilla marketing, please visit the following blogs and websites: Guerrilla Communication, Guerilla-Marketing Blog, Webseite von J. C. Levinson.