Target Markets: A Counterpoint

15 03 2013

two men wrestling with armsWell, this is interesting…

Recently, my twin brother, a professor of entrepreneurship, guest blogged about the critical importance and use of target markets in marketing your business.

This is neither a new nor radical point of view, as a quick search on the ‘Net will show. And it is a factor that we take into serious consideration on all DMT Artistry design projects.

However, I’ve just digested a very different view on the subject – VERY different – on the blog of a designer I admire greatly. It aptly addresses the personal side of what we do at DMT Artistry and, more particularly, why our tagline reads: “Designing You.”

I believe it’s important that you, also, have the opportunity to read this alternate viewpoint:

Click here to read the Before & After blog, “Who is your logo for?”

John McWade’s blog has inspired me to reassess how and who I prioritize in the design process.

My conclusion? Depends on the project! Both are essential, though to varying degrees on each and every project. Whether the client’s or the target audience’s preferences take precedence depends very much on the goals of that design, the desires of the client, and the needs of the business.

What are your thoughts on the subject? When push comes to shove, whose input should “reign supreme?”

Please share your thoughts in the comment section! (click “Comment” below)

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2013 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.





What Design Is… and Isn’t

11 01 2013

Dawn Tomczyk-Bhajan giving a web design presentationMy husband’s a great guy. And because he’s a great guy, he insisted on supporting me at a recent speaking engagement at Eastern Michigan University, through a seminar-based company called Web Adventure Workshops.

I was asked to give an overview of Website Design.

While my mind was awhir with psychologically strategic content placement, target audience impact, and structural integrity across browsers, my husband was, very understandably, not-so-eagerly awaiting a 45 minute schpiel on how to make a website look “pretty.”

Happily, my podium time gave me the opportunity to dispel this popular myth for more than just my better half.

While I’m on a roll, let me clear up this point here, too…

Design is NOT the art of “making things pretty.” Design is the psychology of making messages effective, of initiating action via sensory stimulation.

In simplest terms: it’s getting people to do things… not in a creepy or mind-controlling way, but in showing them how your product or service provides a solution to their problem, whatever that may be.

More than that, design does not always have to be “pretty” to be effective. Looks play a role, but it’s not the end-all-be-all goal of a successful designer.

Here’s the thing… the purpose of a website is to elicit some sort of action from a targeted group of people, preferably within a desired time frame. That could be a call to contact the company, read its blog, follow its tweets, visit its store, leave a donation, pass on information, watch a video… the list goes on. And it can be several of those things at once.

A web designer – or any designer, really – needs to think about the psychology, the science, and the math of making that happen. The “pretty” part is icing on the cake.

Corporate culture, existing branding, structure, competitors, and mission all influence how the message is presented. That’s design.

Audience age, gender, income, interests, location, and culture all influence how a message is perceived. That’s design, too.

Colors, layout, navigation, style, imagery, and content all influence whether a message is acted upon. And that’s definitely design.

So, when you contact DMT Artistry LLC with your next design project, anticipate a fascinating, in-depth conversation that will not only help ME create effective marketing for you, but will give YOU useful insight into your own company and clientele.

And you can rest assured that we will make it look pretty, too. The artist in me is always happy to oblige.

“An object imbued with intent — it has power, it’s treasure, we’re drawn to it. An object devoid of intent — it’s random, it’s imitative, it repels us. It’s like a piece of junk mail to be thrown away.”  ~ John Hockenberry

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.





Wear Your Number Proudly: Entrepreneurial self-gratification

7 11 2012

Wear your numbers with prideA few years ago, butterfly hordes took my innards hostage, while I stretched before my first duathlon (run/bike competition). Surrounded by fellow, shivering newbies making repeat bathroom runs in the pre-sunrise chill, I distinctly remember the moment that volunteers penned my race number on my arms and legs. They used permanent marker for easy identification. I felt so official.

I was a duathlete.

I finished in the top something-or-other, and walked away with a medal, a banana…

… and permanent marker proof that I had competed.

For a whole week after, I was very careful not to scrub off my numbers. They lingered, and I sheepishly recall spending that week in sleeveless shirts and shorts, running errands and eating out like it was going out of style. I was PROUD, and receptive to a little recognition.

If you’re smirking, I suggest you recollect back to the medals, trophies, ribbons, certificates, degrees you’ve had on display. And what about the times you’ve gone out in your soccer kit, gi, team jersey, golf get-up, exercise gear, etc., when it would have been just as easy to change first? We thrive on recognition: we’re human.

And there is nothing wrong with that. It’s one of the perks of doing something that few can or will do. It’s a motivator. It’s a reminder. It makes us a part of something cool. It’s EARNED.

Being a successful entrepreneur is remarkably special. It takes guts, brains, charisma, bravery, endurance, strategy, self-motivation…

So, where’s our trophy? Our certificate? Our badge of honor?

It’s in our branding!

Every time you wear a company shirt, mail company letterhead, conclude emails with company info, set up company voicemail, direct people to your company website, and post on your company Facebook, you are shouting your accomplishment from the rooftops,

“I own a business, and it’s the real deal!”

To keep your enthusiasm at an all-time high, get your branding out everywhere. Embroider it, attach it, print it, post it, vocalize it – this is a special situation where reaping recognition coincides directly with building success. You never know when your branding exuberance will spark a conversation with the right person, in the right place, at the right time. Why not improve the odds?

Entrepreneurs, “wear your numbers” with pride. YOU’VE EARNED IT.

DMT Artistry’s re-branding… yeah, it’s back ON. (The photo at top is just a small segment of a very impressive race number wall at Hometown Bicycles.)

Note: I dedicate this blog post to my Uncle Mark, who will be a guest blogger in the near future (right, Uncle Mark?), and inspired me to write a new post. Much obliged! 

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.





What’s in It for Me?: Determining Why People Buy

7 09 2012

It gives me very great pleasure to introduce today’s guest blogger – my dad and marketing wizard, Fred Tomczyk! Without further ado…

Why do people buy?As a Marketing Communications Manager, one of my jobs is to identify the messages we want to tell our customers about our company and our products. The usual goal, of course, is to move them towards purchasing one of our products.

Here’s a simple way to approach this task.

Let’s start by talking a bit about how to select a message that has the best chance of stimulating sales.

The first thing you need to recognize before settling upon a message is why people buy your products or services. I emphasize the word “people” because whether you’re selling B2B or directly to a consumer, there is always a person making the decision to buy what you have to offer.

Recognizing that you are selling to a person, you need to ask yourself why your customers would want to buy what you have to offer. This is actually more challenging than it sounds. Everyone who is considering whether or not they should buy what you are offering is standing in front of you with a question written boldly across their forehead, just waiting for you to read it and give them the answer they need.

What’s that question? It’s simply, “What’s in it for me?”

What your customer is always asking is how will what you’re offering benefit them. This is really powerful, so let me emphasize this again. They want to know how the product or service you’re offering is going to BENEFIT them.

That word “benefit” is what it’s all about. It doesn’t matter if your widget has a two inch diameter while the competition only has a one inch diameter (the feature). It doesn’t even matter that that two inch diameter means you are stronger (the function). All that matters is the BENEFIT he will derive from the fact that your widget has a two inch diameter and is stronger.

For example, because of this larger diameter, which makes your widget stronger, your buyer will experience increased confidence in using your widget. This may even help him protect his employees. It might help him make more money, improve his customer relations, reduce risk or save time..

Whatever the underlying benefit, your customer will decide to buy your product because they see the benefits that answer their question, “What’s in it for me?”

Here’s a simple example: Two people bought wrist watches. They both say they bought the watches so they can tell what time it is. One of them bought a $20 no brand, while the other bought a $4,000 Rolex. Both watches tell time. So why would one person buy a Rolex while the other buys a $20 disposable watch?

It’s all about the benefits they were seeking.

The $20 watch buyer may be content with telling time to be sure she gets to her appointments on time. The Rolex buyer says he’s buying the same function, but he’s also buying several other benefits. He’s buying the feeling of prestige. He’s buying something he believes makes him look and feel good. He’s buying something that he thinks tells people, “I’ve made it!”

So, if you were selling a Rolex, would you talk only about the high precision manufacturing process? The composition of the metal? The spring tension on the watch band?

Or, would you explain to your customers how their friends will admire them? How good it will look on their wrists?

Use the following list of benefits (“Reasons Why People Buy”) with your products or services. Develop your list of deliverable benefits so you can use them with all of your communications tools – face-to-face sales, web site, ads, literature/flyers, press releases, signs, packaging, etc. Remember to differentiate between Features, Functions and Benefits. Then use your lists of benefits to answer your customers’ question, “What’s in it for me?” and increase your sales

Reasons Why People Buy
To Increase:
• Profit
• Satisfaction
• Confidence
• Convenience
• Pleasure

To Protect:
• Investment
• Self
• Employees
• Property
• Money

To Make:
• Money
• Satisfied customers
• Good impressions

To Improve:
• Customer relations
• Employee relations
• Image
• Status
• Earnings

To Reduce:
• Risk
• Investment
• Expenses
• Competition
• Worry
• Trouble

To Save:
• Time
• Money
• Energy
• Space

Next Blog: Just two weeks away. If you can’t wait that long, contact me! I’m always happy to talk smart business.

Found today’s topic fascinating? Me, too! Here’s a bonus TEDx video, “Start With Why: How Great Leaders Inspire Action,” that makes a phenomenal compliment to what my dad wrote above. Thanks to Chris and Jenny of Body Within Personal Training for bringing this video to my attention!

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.





Purple Revelations: The Joy of Impermanence

24 08 2012

DMT Artistry LLC officeMy husband, who reliably radiates the patience of a saint, requires Netflix and a sleeping bag any time we select paint colors. Yes, I am one of THOSE people.

Put me in a paint department with my artistic soul and perfectionist tendencies, and Mother Theresa could be forgiven for bolting for the door.

So, when it came time to choose colors for my in-progress office, I did everyone a favor, and went it alone. Interestingly enough, it took less then 15 minutes for me to leave with my liquid treasure.

Which got me thinking…

The way I see it, my office colors are the epitome of impermanence… the exact OPPOSITE of how I view DMT Artistry’s re-branding. My office colors can be changed in a few hours with a gallon of paint and elbow grease. But I’ve given myself the expectation that my new DMT brand must remain consistent across materials, locations, and time.

That’s a Mt. Everest order. Every brand evolves – even for the big guys, like Pepsi and Xerox. It has to. Stagnation means death.

It seems to me, then, that the “get-it-right-the-first-time” mindset is one of the primary sources of entrepreneurial quicksand. In an effort to make it right the first time, make it work perfectly the first time, make it a raging success the first time, we set ourselves up to be the deer in the headlights.

Impermanence is not only less intimidating; it’s more realistic. It reduces waffling over decisions. (It should NOT, however, be used as an excuse to be, think, or act in a mediocre fashion. We already talked about mediocrity in last week’s blog.)

Tell me, what decision have you been postponing for ages because the fear of “getting it wrong” is looming, piano-like, over your head? I challenge you to recognize that an incorrect decision is workable – you’re rolling your eyes, but I’m quite serious, you can always always correct your course to wind up on unexpected, opportunity-packed avenues – but going nowhere is not.

Come on, fellow entrepreneurs – let’s take this business world by storm!

Next Blog: … will be written by a guest blogger marketing guru, who’s been a DMT go-to guy for inspiration, motivation and valuable support – my dad!

“Nothing endures but change.”  ~Heraclitus

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.