By Luke Herriott
Eating places, bars, and cafés are probably the most aggressive companies on this planet. Getting the selling and branding correct is key for survival. This booklet presents a catalog of artistic principles for buying eating place images correct. It deals designers 1000s of inspiring and cutting edge image ideas for identification, signage, installations, promotions, swag, menus, and extra. As with the opposite books within the one thousand sequence this ebook bargains designers the last word source to jump-start their creativity for his or her eating place consumers.
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Extra resources for 1,000 Restaurant, Bar, and Cafe Graphics From Signage to Logos and Everything In Between
To get an idea of what typical businesses spend on advertising, I asked several of my agency’s clients what percentage of gross sales they spend. Not a single one of them could give me a straight answer to my question. They had each used a different formula to arrive at their budget number, and they each planned their advertising expenditures, using different criteria. Chapter 2: Setting and Working within Your Advertising Budget Our agency has one retail client who spends as much as 10 percent of gross sales on advertising.
These brochures are filled with this week’s bombastic specials on everything from soft drinks to bathroom tissue, dog food to deodorant — and they usually contain coupons you can use when you shop at their stores. These newsprint brochures are almost entirely paid 34 Part I: Advertising 101 for with co-op funds provided to your local grocer by the companies that produce the dozens of items listed inside. Each of the manufacturers, suppliers, or distributors pays for the percentage of advertising space it receives in each brochure.
Chapter 2: Setting and Working within Your Advertising Budget You may be relieved to know that you can spend a lot less than your competition and still make more of an impact by being more creative with both your message and your media buying. You can make up for a lack of money with an abundance of creativity and careful — no, make that diligent — media negotiation and spending. You can also make your available advertising budget stretch if you don’t waste any of it on irrelevant media that brings you little or no business.