We at IAS have always taken great pride in being custom. Custom marketing plans, custom marketing pieces, custom customer service. Everyone and everyone’s needs are different and we truly enjoy catering to each individual client. That being said, this blog is being written to remind people that there is a difference between “custom” and “customized” marketing.
The definition of custom is “made or done to order for a particular customer”. Which means the marketing piece is created to your exact expectations. Your preferred colors, fonts, pictures, layout, etc. The marketing company has to actually take the time to really get to know you and/or the project. If you are a small business really trying to gain exposure, you really want the company handling your marketing to understand what you do and what your end goals are. You want your marketing pieces to fully represent your business and the brand.
The definition of customized is a little different, “modify (something) to suit a particular individual or task”. What this says to me is a company that advertises “customizable marketing” really means “pick something we have already designed and we can change the colors for you”. Do you agree? They don’t need to take the time to really understand what your business it about because all they need to do is swap out a color or two and add your contact information. The issue with this you’ll probably come out looking like a bunch of other companies.
I guess the real question here is how do you want your business and brand to be perceived? In my opinion customized marketing shows a lack of effort, and worse, passion. Sure, you’ll save a few bucks but is it really worth possibly dampening your reputation to prospective clients? You really want the pride you have in your business to reflect in the marketing pieces that are put out there for the world to see. Your specific brand can be carried through to any marketing piece such as your website, business cards, brochures, social media, etc.
Take the time to fully consider custom vs customized the next time you go to order some marketing materials. And please keep us in mind for all of your CUSTOM MARKETING needs!