Some of the most famous posters of modern times are the ones produced by the USSR during its communist era. The Soviet propaganda machine was notoriously prolific, and thousands of posters were printed extolling the virtues of the “mother land”, while decrying the evil wishes of Russia’s enemies.
There were anti Hitler efforts during World War II. During Olympic years, posters praising Russian athletes appeared regularly. Of course, posters of Soviet heroes like Vladimir Lenin and Josef Stalin were everywhere. There were posters, eerily reminiscent of George Orwell’s “1984” story, telling citizens to keep their mouths shut or be charged with treason. When the state run economy needed to increase demand in a certain product (for instance, cigarettes) posters were often employed to do the job. And, of course, there were many militaristic posters asking young men to stand up and defend the country.
These posters were not just effective in their day; they continue to be popular now. Many people pay good money to have copies of theses posters – and similar ones from other countries – because they are so popular.
How does this relate to business? Well, it should tell you that a poster can still be a very effective marketing tool for your small company.
Take a look through some of the more enduring posters in history. Look at what made them unique, beyond the fact that they are old and historic. Try to incorporate these aspects into your own poster designs.
Basically, you should engage in a form of modern propaganda. Obviously, you are not out to badmouth another country, or even another company (at least not explicitly). But you are out to make your own company look better, and to make customers think of your company as the very best one in the industry. You are trying to convince all of your target customers that your company can offer them more than any other.
In a sense, you are doing exactly what those old Soviet posters did, only your intentions are much less hostile. At least I hope they are.
In fact, in all of your marketing efforts you should take on a more propaganda like attitude. If you constantly remind yourself that you are engaged in a battle for the hearts and minds of the customers, you will undoubtedly create more effective marketing items. So take a page out of the old Soviet book and increase your profits.
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