• Why do Consumers Purchase?

    On: February 8, 2017
    In: Marketing, Social Media
    Views: 518
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    Consumers purchase different products and services to meet their goals. Their goals can range depending on the day or the hour. For instance one person’s goal can be to nail a job interview or it can be to look “cool” in front of some new friends. These two situations can change what a person is willing to purchase despite their attitude towards a product.

    Someone interviewing for a job may purchase a business suit at the store. Even if they may hate wearing business clothes they will be more likely to purchase them to meet their goal of receiving a job offer. On the other hand someone who wants to look “cool” in front of their friends that night might purchase a trendy new outfit. These competing goals can lead to different purchase decisions regardless of their personal preference.

    There are also many influences over consumers that affect how they will meet their goals. Some of the influencers over consumers include cultural influences and family and friend influences. Cultural influences depend on how someone was raised and where. For instance, in China the color white represents mourning; this cultural norm can cause someone to buy an all-white outfit when a family or friend passes. In the USA this view is the opposite, the social norm is to wear all black to a funeral.

    Family and friends can also change the purchasing behavior of a consumer. Consumer’s two main reference groups include family and friends. Depending on which group someone is trying to fit into will affect the purchase decision. For instance, if you are planning on being around your family you may feel more comfortable buying a pair of sweats to wear, but if you are going to be with friends you know you will be looked down upon for wearing them and will not purchase them.

    Your goals and other social influences can affect your purchasing behavior. It is important as a marketer to realize this and understand that consumers are not necessarily predictable. This is because their attitudes do not always align with goals and others in their reference groups leading to an out of ordinary purchase.

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  • Why Should You Outsource Your Marketing & PR?

    On: January 4, 2017
    In: Marketing, Public Relations
    Views: 496
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    Outsourcing is a way to increase business efficiency. When looking into outsourcing your marketing and public relations you should look into an agency that specializes in it. Here are some of the top reasons you should outsource this task:

    1. Creativity: Marketing agencies are more likely to have better and more creative ideas than someone in-house. This is because there are one or more people with the job to be creative!
    2. It’s who you know: When it comes to Public Relations it comes down to who do you know in the media and how enticing is it. Agencies are more likely to know more people to contact with press releases.
    3. 2 is greater than 1: It’s unlikely that your one employee or small group of employees can do all that an agency does. This is because and agency is solely focused on what you need them to be giving your in-house marketing a chance to work on different aspects.
    4. Flexible: This connects with number 3. If you have your team working on too much they will never be able to keep up with the ever changing market. This is where the agency comes in. You can still have someone working in house, while simultaneously having an agency work on a different project.
    5. Time: Lastly, we all know time is money. Often in small businesses there are few employees with little time to focus on marketing. Marketing is essential to communicating your product or service and can be time consuming to put your ideas into action.

    Overall, outsourcing marketing can be a great idea for a company. It can mean having more time to work on other business functions and can allow for creation of more successful marketing campaigns. Just remember not everyone can be everything!

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  • Are Your Radio Commercials Working? Here’s Seven Ways to Tell.

    On: September 7, 2016
    In: Branding, Marketing, Radio, Uncategorized
    Views: 511
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    1. Be Creative. Radio is said to be “the theater of the mind.” It allows you- for a minimal cost- to create the most interesting man in the world, or an economy motel chain with a light on for you. A sharp agency can make your product (mnemonically) tap dance rings around your competition.
    2. Address Your Buyers. It’s drive time. Do you know where your audience is? You shouldn’t be spending money talking about semi-conductors to a group whose highest aspiration is obtaining front row tickets to a Taylor Swift concert.
    3. How You Say It Is Important. Skimping on production costs is like eating a chimichanga without sour cream and guacamole. It’s better than nothing, but doesn’t come close to reaching its potential. If your ads sound like they were recorded in the can, consumers will think your business is too. Insist your agency go the whole nine yards for quality production.
    4. You don’t think radio can affect your image?Imagine Hulk Hogan doing a spot for feminine deodorant product. See what we mean?
    5. Talk To One Person. Fascinate your listeners. If you just preach to them you’ll sound like your high school teacher. And get as much response.
    6. Start Strong. The first and most important step is to get their attention. We can do this without physically harming your customers.
    7. One Message. Reduce your commercial to one single message. This will keep it memorable…and from sounding like an auctioneer on a caffeine binge. Remember to sell one thing at a time otherwise you will confuse the audience and they are already easily confused!

    If you’re not getting a clear signal that your radio advertising is working, give us a call. You’ll get a lot less static and make a lot more noise.

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  • Is Your Newspaper Advertising Delivering? Here’s Seven Ways to Tell.

    On: August 17, 2016
    In: Branding, Marketing, Newspapers, Uncategorized
    Views: 768
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    1. Dominate The Page. A good ad, like people how moved to Arizona, needs its space. In a medium where you, the news and your competitors are all struggling for the same reader, it’s important to “win the spread.”
    2. Corral The Reader. The right border around a small add can give it a big impact. It’s an inexpensive way to fence off your territory and let people know what’s yours.
    3. The Ol’ One-Two. A strong headline and graphic working together can be as appealing as peanut butter and jelly, bacon and eggs, or spaghetti and meatballs. If it’s really spectacular…ice cream and apple pie.
    4. The “Me” Generation. The old Mousketeers asked “Why? Because we like you,” are now asking, “What’s in it for me?” A benefit in the headline will keep them all ears.
    5. Keep It Simple. “See Jack run” and “to be or not to be” are both classics. They are easy to understand. And hard to forget. Whether you’re writing to someone who’s 5 or 50, simple sentences often work best.
    6. White Space. Philip Glass, a famous composer, said it was as much a part if his music as the melody. White space doesn’t have to be filled up with ink. Let it work to your advantage.
    7. Color Gives You Pop! In the black and white world of newspaper, color can really set you apart from the crowd. The pink hair you see people with at the mall will verify that.

     

    If your newspaper ads aren’t creating any sales news, shouldn’t we talk?

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  • Is Your Media Plan on Target? Here’s Nine Ways to Tell.

    On: August 4, 2016
    In: Marketing, Uncategorized
    Views: 430
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    1. If your ads get all the response of a memo handwritten in a snowbank, we can help. A good media plan should bring traffic, leads and sales.
    2. Media Research. Nostradamus can wing it. But a great media department can’t. You’re entitled to know how many people will get your message and how often. And from a better source than a 500 year old French guy.
    3. Competitor’s Activities. A sharp ad agency will scout out the opposition. If General Custer had kept up with his competitor’s smoke signals, he wouldn’t have ended up wearing an arrow shirt.
    4. Reach and Frequency. Muhammad Ali knew the value of “reach” and “frequency”. So does a good media department. If your advertising hasn’t scored any knockouts lately, maybe you should ring our bell.
    5. Response Analysis. If your agency thinks number crunching is an invite to lunch, call us. Our confidential sourcing methods let you compare as themes, sales promotions, even daily sales. And in the tastiest pie charts ad multicolor graphs your sales manager ever ate up.
    6. Educational Levels. You don’t need to be a Rhodes Scholar to buy a cola. So why include Brain Surgery Digest in your media plan? A good media buy isn’t an over-achiever.
    7. Socio-psychographics. Are you about to import the first car from China made entirely of fortune cookies? Psychographics tell you how to target those innovative folks who aren’t afraid of change. And how not to spend money reaching the terminally conservative.
    8. Right Age. If you’re selling Hilltop Haciendas, but frat boys show up screaming for free beer, then your media strategy’s on rocky ground.
    9. Socio-economics. The “socio” part means reaching the folks most likely to want your product or services. “Economics” is simple: can they pay for it? A smart media buy delivers both.

     

    If your media plan is working now you know why. If it isn’t, shouldn’t we talk?

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  • Why Design is Necessary for Marketing

    On: June 8, 2016
    In: Art, Design, Marketing, Uncategorized
    Views: 420
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    Design is a broad term and has many definitions; however there is a science to it. There are psychologies and strategic principles that designers use to ensure an engaging experience for the intended audience. The designer must know what the audience wants to see and how the product or service will sell to them. Designers use visual storytelling to market a product or service to an audience which is increasingly using social media and mobile browsing. This recent wave of social media and mobile browsing use is forcing companies to up their content marketing game.

    The better the designer understands core design principles and psychology, the better they can connect with the target audience and potential consumers. Designers are able to choose every font, color, and shape used in a marketing design to communicate a subconscious message evoking human emotions and connections to the product or service.

    The logo design is pivotal for the branding of the business. When you look at a logo you think about what it is conveying about what the company does. For instance, when you see the Whole Foods green logo with a leaf attached to the ‘O’ you think peace, growth and health. The logo can say a lot about a company, which is why the design process is so important.

    When it comes to marketing through your company’s website, content drives people to your website while design enhances that content. When design is done well, it helps potential customers navigate through the website easily and quickly. Design can organize content giving visitors a pleasant experience, which keeps them on your site longer. The connection on an emotional level to your audience is important, but it also must be functional. A successful designer can establish a strong emotional connection wile communicating the intended message for the audience.

    Now you can understand the true importance design has over the intended audience, consumer actions and overall brand experience. These principles can be used over many forms of marketing designs, such as, logo, website design, infographic, video, or content for social media. It is important to establish the goal and intent of the project being used. Once you know the message you want your brand to convey to the audience, you will be on the right track to finding the right design direction for success.

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