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, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

2019-09-08 Paul Kostial

As we head into 2020 and you begin planning your business’s marketing strategy, consider this: 

Cutting through the massive clutter online is one of the biggest challenges in marketing today – rising above your competition is the only way to build short-term and long-term relationships that will ensure consistent sales and revenue.

Luckily, there’s a solution that combines both online and offline marketing to create a lasting impression.

Tangible touch points are physical direct messaging of your brand that your targets can hold in their hands, enjoy, and find useful.  And, when combined with digital targeting, the combination bolsters targeted response and sales interactions.

That’s precisely what we specialize in here at Audience Innovation.

I’m often asked, “Why do companies use your tangible touch point strategies when digital marketing is so popular?”

The answer is simple – our tangible touch points lift your brand above the clutter and overwhelm and amplify the results of what you’re already doing online and, especially well-placed for hard-to-reach targets of value.

  • Here’s one example. One of our large enterprise technology clients had the following results from our most recent tangible touch point campaign:

    • A 59% CTA response! Compared with the meager 0.9% CTA response this client received with online-only marketing strategies, the tangible touch points were a huge success.

    • The key to this client’s success? …

    • The combination of offline and online that performs best these days – over and over again.
  • A few more quick examples, …

    • global interactive agency used our tangible touch points to engage their CXO/CMO targets by +47% vs. traditional digital-only marketing.

    • major online retailer used our platforms to engage their affluent consumer targets by +14% vs. traditional digital-only marketing.

    • global pharma provider used our platforms to engage their most vital patient targets by +29% vs. traditional point-of-care marketing options.

 

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

 

How do we get these incredible compounded results?

We call it “tangible targeted interaction” – delivering a series of valuable and engaging sequenced touch points IN-HAND to drive interaction for your sales force, website, video, social and other sales channels.

Best of all, it works well for nearly any vital target.

  • The touch points are welcomed and appreciated, causing heightened target interaction offline and online.

  • It’s stealth, like a Trojan horse – it gets you there, even when your sales force can’t get in the door.

  • Some call it THE “bridge to digital” as it stair-steps target interaction via welcomed, engaging touch points.

It’s exactly like putting your company’s multi-page ‘brochure’ directly in the hands of only your exact target audience and, with our welcomed tangible touch points, they keep it longer, they read it more, and they engage more.

RESULTS are proven over and over, B2B and B2C.

 

Take a look and, let us know when you have a target that may be a good fit.

We specifically focus on B2BAFFLUENTPHARMA and RETAIL/OOH targets (and all sub-segments).

We’re already planning for our client’s 2020 targeting platforms now, so…

  • Visit Us Online where we share a variety of ideas, results, and examples.

  • Watch our newest targeting video updates

  • Respond to this email for target info, ideas, or a proposal.

  • We’ll let you know if your target is a smart fit and what you can expect.

  • BOTTOM LINE – Tangible Touch Points Cause Tangible Results®

KEY Q’s to DISCUSS: – Who’s your vital target? – Do you have a data file? – What’s the best co-branding partner? – What’s the ideal start-up timing? – How many touch points will affect the best results? – Over what timeframe? – Sequenced online or not?

SCHEDULE a TIME TO CHAT WITH US REGARDING YOUR VITAL TARGETS

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

 

VISIT US – GET QUICK QUOTE – SCHEDULE CHAT – LINKEDIN – ASK ABOUT DISCOUNT OPTIONS


, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

2019-07-28 Paul Kostial

In a recent ANA/DMA study, 76% of consumers said they trust direct mail advertising when they are making a purchase decision. Only two other formats scored higher: Prints ads (82%) and TV ads (80%). Multiple studies have shown that direct mail makes a connection with consumers. The TANGIBLE offer or promotion they hold in their hands requires “less cognitive effort to process than digital media.” #touchpoints #targeting #marketingstrategy #coverwrap #branding #advertisingstrategies #customerexperience

Over 80% of Businesses Will Maintain or Increase Direct Mail Marketing in 2019


, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

2018-10-20 Paul Kostial

Sadly, it’s true. And here’s just a few examples.

You hit a link on some online ‘sponsored’ message, and your phone rings in 3 seconds #$%^$#, or … you get a text immediately. Immediately #$%^$#!!! What? … #$%^$# … I only wanted to get some info emailed to me and, I really don’t want your salesman/woman calling or texting me at 10:00p on a Friday night. Seriously, I don’t. Stop it #$%^$#.

You try to find a phone number on a website, only to find they have no phone number, and ONLY an option to email them a request. Uhhhh #$%^$#, did your customer ‘service’ team all get fired, or sent on vacation? Really, now I do want to talk to a human, and I’m a paying customer; can’t find a human to answer a question RE my account, to save my life.

Oh, back to the first one. And now, you stalk the #$%^$# out of me, with dozens of emails, calls and/or texts, and it’s barely been 24 hours. Really? … #$%^$# … and you think I want to be your customer now? No, I don’t. I’ll find another to give my hard-earned dollars!!

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

Or often, I’m not looking to buy now, unless it’s shampoo, and I’ll order that online and, it’ll be at my door in a day or two. I’m just interested in learning more about this insurance option, on my own time, or home refinancing, on my own time. In the meantime, I’ll just go grocery shopping at my favorite #HEB, or #Randalls, and I’ll find what I want, in person, like a human – and me still shopping for my own groceries, and choosing my own apples.

Get this. Go to your local branch of your ‘major’ bank and ask to speak to a customer service rep who’s sitting there to answer customer’s questions. So you ask your question. They pick up the phone, and call the same 800# you could call, and they ask the question of their ‘rep’ online, with a code word at the front so they know it’s an internal inbound ‘branch’ call. Uhhh, really, this is how you do it now? #$%^$# – What happened to your customer service, did they all get fired, or you forgot to train them to help me with even basic questions, in person? I’m paying you – I’ll find another bank to do business. Today.

And let’s not forget now, the robo dial calls and texts, even though you’re on the DO NOT CALL list, and it’s been checked and verified. Did you forget to check that, any of you? I spent time listing myself there to avoid these antagonists frustrations, and you maybe ‘forgot’ to purge that list, so you can email me instead. One email would be nice, not 30 in a week.

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

One big time client has 180,000+ emails in his work email inbox. He’s shared, he can’t get the first email answered before there’s another 10 follow-up emails and now, many scold you for not answering the first email, or say “I’m sure you’ve been busy, did you forget to answer my prior email?”

Really? #$%^$# … uhhh no, you’re stalking the #$%^$# out of me, so I’ll just BLOCK you. How’s that for cutting off your robotic marketing? … now what, you’ll camp at my house or office, and catch me heading to the grocery store? Seriously?

Marketing, this is not. Sales, this is not. Yes, there’s a powerful benefit to online targeting and yet, there must be a limit to stalking #$%^$# that’s going on today. It’s insane. Insane.

  • Do you want to be stalked? No.
  • Do you want to be texted incessantly? No.
  • Do you want to get phone calls, repeatedly, and all hours? No.
  • Do you buy a vacuum cleaner, then want retargeting for vacuum cleaners? No.
  • Do you want to choose your path, and how you interact with companies? Yes.
  • Do you want valued relationships with companies that value your business? Yes.

Get the point? It’s not that difficult – it’s basic human psychology. Very basic, i.e. it’s not that difficult to understand and, even yourself as an example, you don’t want it either. Yes.

And to think, we stalk #$%^$# them to frustration and agony then, we wonder why they don’t buy. Hold on while I finish LMAO, OMG – what the hell? Is this for real? Someone must be punking me, right? Where’s Ashton Kutcher when you need him? Yikes.

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

In our business, we speak with marketers every single day – EVERY.SINGLE.DAY of the week. And guess what, they’re all mostly very frustrated. Their sales teams are frustrated, and no one’s much answering the phone any more, rarely responding to emails (unless it’s a known contact), and uhhhh … getting a H2H or F2F meeting these days is near impossible anymore. It’s an epidemic we call ‘bunkering’ and it’s a sad result of a shameful practice.

Read the articles, there are many on these topics, and it’ll only get worse, except for those marketers and sales managers who want to give their customers a more bona fide and productive experience. Honestly, these days, it’s not that difficult to set yourself (your company) apart and above the competition. To start, stop stalking people – it’s not working to produce the result you want and, IN FACT, it’s producing the opposite affect.

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

If you want to reach people, i.e. your customers, how about sending them a little gift, or a nice gesture of goodwill, or offering them an advantage to doing business with you? Or, what about NOT stalking #$%^$# them? Simple steps cause big results, and this ‘marketing’ madness must come to a halt or, you’ll soon find yourself with fewer customers.

Company after company (large and small) are denoting the reality of this situation and, luckily, some are taking prompt action/s to reverse the saga/mess and, building valued relationships with their customers and prospects. It’s not that difficult but first, you must stop the insanity.

Shared in truth and a bit of humor, and happy to chat any time. These topics are important, and apply mostly equally to both B2B and B2C targeting. Some products/services do well with the online-only options, yet many do not. Think carefully how you’re cultivated a relationship the customer WANTS to have with you and your company.

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

Try being a customer of your company, and see how it goes. I’ve personally coached many CMO’s to do this, and create a fake profile for a test and, 95% of the time, they call back crying and/or screaming. Yes, they found the truth, the reality of overwhelm on their own, firsthand, and they wouldn’t want to be a customer of their own company.

Sadly, that’s both humorous, and horrifying. It’s time we take smarter/better action, and caring for our customers better, more intuitively, and giving them an experience they’ll want to repeat. Now that’s marketing, and that’s sales – like time-tested and proven over and over.

 

 

 

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing


, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

2018-08-19 Paul Kostial

In an age of digital fatigue, offline touch points are being engaged more often by marketing and sales and, not so oddly, performing better than ever, and more so.

 

And there’s many great reasons for it …

• Start with the overwhelm of online we each face daily; many are simply hard-to-reach online, much less get their attention, much less meaningful attention.

• It’s more distracting than many are willing to tolerate and, yes, although there’s a learning curve evolving … i.e. an adaptation timeframe … we’re all flooded with inbound online nuisance constantly these days.

• It can be annoying and, for any company looking to entice new and prior clients, it’s imperative that engagement work well.

 

As a result, many marketing and advertising decision-makers are layering platforms online and offline to garner amplified results.

Just ask Tory Brunker, VP, Marketing, Tech Trade Up:

In my experience, the combination of online and offline marketing are essential to cutting through the clutter, achieving higher ROI, and attracting top B2B targets. I’ve seen as high as a 50% increase in sales ready leads when we layer online and offline with our vital targets.”

And Michael McCarthy, CEO of Inkit, an automated direct mail platform, shares this:

Amazon gets it, for example, that offline channels work. Many companies still are trying to ‘go digital’ so much they’ve put blinders on.  Guaranteed, some people would be shocked to learn that many companies, like Amazon, are going direct mail big time.  May sound shocking, but not so oddly, it’s working well for them.”

What McCarthy is talking about is smart direct mail, i.e. automated, sequenced and channeled tangible media.  It’s no longer simply the same piece for your entire audience, that’s old-school –and best yet, your messaging lands in their hand ­–in their home or office– and, causing heightened response, and increased user interaction.

It’s a tangible touch point of value, and there are many options to heighten the impact, vs. the ‘mass’ impersonal approach of many channels, both online and offline.  Humans respond to appreciation.”

Long-time colleague, Jouette Travis, former SVP, OMD, and former Managing Director at Focus, Carat Dentsu, shares the customer experience:

Let the user specify how they want to be contacted (and contracted).  Instead of pushing a channel on them, let your online and offline channels form naturally.  For example, American Airlines lets you choose text, voice or e-mail, plus apps and more.

However way THEY connect, that’s the way you want to reach them.  This establishes a more powerful channel with amplified interest and, more effective retention both online and offline.”

As more marketing leaders navigate the proper channel balance for their targets, many well-respected in marketing and advertising are increasing investments in offline media, i.e. tangible touch point channels.

Specifically, as they realize that many of their targets are not always online (or ever, for some targets/users).  And, easy clicks in many cases are not generating enough throughput in the sales pipeline, at least for sales to engage, integrate, and close.

 

This applies to most all B2B categories, and many, but not all, B2C categories.  It does vary by product and/or target.

As a result, the balance of ‘layered media’ is returning full swing today, embraced by many, even while cultivating online channels.  Many have already added new expressions of layered offline channels and, they are now garnering even better results with both, specifically by adding tangible touch points. May seem old-school, but it’s working.

Recent study of online vs. online+offline …

  • In a study conducted by a F500® company, they compared the qualified response rates of online-only vs. online+offline side-by-side, meaning they also deleted those leads generated that were of no value, i.e. not qualified for further engagement.

  • Their online-only group delivered less than 1% qualified call-to-action vs. online+offline, which was their existing online platform layered with an Audience Innovation tangible touch point platform, for B2B specifically in this case.

  • Their target was high-level B2B c-suite execs (an enterprise channel), and delivered +56% CTA.  Wow, seriously – AND, this target is considered this company’s most difficult-to-reach of their B2B targets, mostly high-level C-Suite executives.

 

+56% CTA Online+ Offline vs. <1% Online CTA Only

 

It’s not that either is better, specifically – simply, it’s that the two (in combination) produce an exponentially greater volume than either alone, and by a large X-factor. Their sales force was pleased, and had better quality leads as a result.

 

And, it makes sense – tangible touch points last much longer than digital touch points, at least many of them, like 3-weeks vs. 3-seconds in many cases.  And, they express an interest that’s not as common today, while more engaging in-person, and … they stand out more – i.e. they make a bigger statement of interest.  People notice.

 

Advertising innovation expert, Tom Goodwin, EVP, Innovation, Zenith, shares:

When are we going to understand that people do not ‘spend time’ online?  They exist in a world where reality blends the two. Digital stuff is just another channel how we live. It’s not a choice. It’s not a behavior.

We don’t ‘go to the power grid’ to boil a kettle, we just make tea.  In the same way, we don’t do digital banking, online dating or ecommerce, we just send money, go on dates and buy stuff in 2018.

This isn’t semantics, it’s the outlook and mindset we have to have for the modern age, we have to build for this reality not adapt what we have to just about work in it by bolting things on the side.”

So then, let’s add the role of humans in this process:

According to well-known expert, Sangram Vajre, Founder & CMO, Terminus, humans are the most important key in the transaction, in many business/sales conversations:

At the end of the day, regardless of whether you’re in marketing for a business-to-business (B2B) or business-to-consumer (B2C) organization, it’s about creating human-to-human (H2H) connections.

With H2H marketing, it’s about creating a compelling narrative, a story that people will actually care about. It’s extremely rare to get people to care about your brand unless you already have a certain amount of prestige associated with your company.”  Human value.

At Audience Innovation, we call this the ‘Lotsa Itty Bitty Carrots Marketing Platform’ and, all joking aside, it’s essential to see its simplicity.

Each has a role, and each contributes to the valued moments in the customer journey, compelling the path of engagement, and … funneling sales actions.

You’ve got lotsa itty bitty online carrots ‘floating around’ your targets online all day every day, attempting to entice them to engage an interaction with your company.  It’s the combination of both online and offline channels that most effectively engage your most vital targets, unless you have a click-and-buy product/service you’re selling.”

Then, you have bigger carrots that are your offline touch points, whose job is designed to amplify your valued relationship, and vested as a ‘target’ your company will now invest more than ‘just banners’ forward.

These are tangible touch points that deliver direct connection, interest and reaction and, should be coordinated with the sales force to optimize targeting choices, and a simple plan for their interaction in reverse (with the same targets).

 

They’ll know your interest as soon as they receive your first tangible touch point and, they’ll have an amplified response increasing over time, including their greater appreciation for the recognition you have given.  They’ll take note, whether the phone rings or not (yet); it’s a heightened reciprocity that’s positively lodged in their brain.”

The crescendo is your sales force, which is your biggest and most powerful of all marketing carrots – the biggest, when supported properly.  It’s all about driving purchase, one carrot-nudge at a time.”

The ONLINE+OFFLINE+HUMAN Marketing Sequence:

 

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

The ‘LOTSA ITTY BITTY CARROTS’ Marketing Platform

 

As we’re all planning our target strategies for Q4’18 and into 2019, many are now considering the impact and ROI of their most robust online PLUS offline targeting platforms, along with the validation it’s already working.

Thus, the blended or layered messaging sequence is producing greater results and, creating more engaged end users, qualified end users for our sales force to engage.

 

It’s simple – humans did not stop engaging with tangible touch points of value; they simply have a new intangible option that’s also part of their daily routine.

It’s the ‘lotsa little carrots’ in the marketing equation for your targets and, there’s no denying the baseline impact, and cutting through the clutter while establishing a long-term value asset with each customer/prospect relationship.

 

As marketers, our challenges involve growing everything from building awareness to generating sales results and, 1,000+ other goals and objectives – it’s not easy.

It is, however, very motivating to understand how we’re best-served by engaging our audiences both online and offline and, the value-to-interest equation is increased with each succeeding engagement asset, i.e. sequenced steps online plus offline, engagement and interaction.

As a result, customer-connection is stair-stepped upward via little bitty baby steps.

 

One long-time marketing & sales exec recently said it well:

We’re using valued offline channels more now, simply because we’re drowning in the ‘always everywhere’ overwhelm of online channels that are cluttered, and fragmented.  So, why would we not also be where we are seen bigger, bolder, and without drowning over here?  Specifically, we deploy a simple ‘be where they’re not’ plan – it’s smart layered targeting working best.

_________

20180818

We build impactful story-telling touch point platforms that amplify highly-valued customer connection. It’s a sales-minded valued asset.

Paul C. Kostial – President & CEO, Audience Innovation

OFFICE: 888.241.6634,719 – paul.kostial@audienceinnovation.com

 

Touch Points That Matter®

Reference Articles


, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

2018-08-11 Paul Kostial

• People often ask how we get such amazing results for our client’s most vital targets?

• With tangible touch point platforms, and though it may sound a bit obtuse, direct marketing results are proven impressive, even more today.

• Tangible touch points are more effective today, now more ever than before, and there’s good reason for it.

 

Here’s some details, and target examples …

Though it may seem a bit counter-intuitive, it’s rather easy – the targeting tactics work well, and better than ever before.

Adept marketers frequently use our solutions for many targets, and this spans everything from thought leadership platforms, sales assets, multi-touch prospecting platforms, affluent marketing, trade shows and conventions, pharma point-of-care, and more precise databases.

 

 

Yes, it may seem a bit obtuse – people will often put so much emphasis on the magazine (like inside book advertising), they forget it’s really direct marketing. Thus, it’s never about the magazine – it’s always about the target, exactly precise targets.

The magazine is only a simple delivery device, the envelope that gets vital messages in your target’s hands. And, for good reason, the magazine is also why your ‘envelope’ is warmly received, appreciated. People like to be recognized – it’s very basic Psychology 101 – human psychology works.

It’s a Trojan horse, and very reliable marketing … a valued tactic that delivers ongoing messages directly into the hands of the exact customers and prospects (targets) you care about reaching the most, those you want to cultivate most.

It’s not a ‘mass’ medium – it’s all about the exact placement, any niche target, and content that matters, i.e. appreciating relationships you value in business, for acquisition and retention, both short-term and long-term growth goals.

 

 

Yes, for any target you can fathom, you literally deliver your custom messages placed on the covers of high-value magazines and, then deliver your call-to-action content, even for direct-to-digital platforms. And, you do so reaching them in-home, in-office, or in any collection of geo/demo retail locations or doctor’s offices. It’s precise, and compelling.

It’s bold, precise, and visually compelling – and invokes an emotional connection, visceral response. And, … it’s very much appreciated, which causes greater interaction.

These campaigns deliver reliable results, and sales teams who’ve used cover wrap assets LOVE their campaigns, always.

Our best prospect is a Sales Director, as he/she understands the pain-points of reaching vital targets, which is very difficult these days. It delivers valued touch points.

OUR BEST TARGETS: B2B & CXO, AFFLUENT, PHARMA, RETAIL & SMALL BUSINESS

Q: How often do your customers say ‘thank you’ for blasting them on social media? … A: Uhhh, likely never. Never.

– CMO, F500 Tech Provider

“OVERWHELM is not the best path to improved customer targeting, at least the kind that delivers smart results.”

With value-added precise database targeting, our client’s targets appreciate them for including them, and they say thank you – thank you – THANK YOU!!

And in waiting areas, customers appreciate the info shared in close proximity to their dentist, veterinarian, doctor, barber, hair stylist, i.e. any secondary influencers for the products or services you’re promoting – geo/demo targets, and local targets.

It may sound complex yet, essentially, it’s a very simple process … we deliver it for you turnkey, and do the heavy-lifting for our client, and agency and magazine partners – it’s a well-constructed and sequenced plan.

For smartest messaging, we recommend a human ‘message’ be included, a personal ‘letter’ from one of your key executives, your CEO or other leaders, influencers – it’s the human ‘voice’ of the company, i.e. a human-to-human connection, which is even more powerful today, especially amidst digital fatigue.  It cuts through the clutter.

Your custom cover wrap content is also consumed more consciously, and for longer periods of time (vs. digital), for example. It’s the gift that keeps on giving … and it’s why people appreciate it so much, chosen for VIP customer status.

It’s relationship-building at the core, very effective to develop long-term loyalty, valued customer sales, and to engage your targets online.

The value of ‘co-branded’ content cannot be underestimated – it literally lifts your brand via the association, and your multi-page cover units are visually stimulating. Thus, they cause a natural inclination to engage the info shared. They feel special, and 80% readership is a expected, proven with many audience types – consumer and business.

Smart Bridge-to-Digital via NFC Tags or Video Content

You can now digitally ‘tag’ cover wraps with devices like NFC, Digimarc, video, buzz cards, and creative units like gatefolds, textured printing, variable printing, and pullouts too. It’s kinda like, what’s old-is-new-again, but with the newest interactive innovations added as well.

 

 

It’s simple. Your messages stand out, far above your competition. You get noticed and, you’ll cut-the-clutter of digital overwhelm too, causing relationship value.

Those who receive your special issues are first notified via an announcement letter or card, i.e. “please enjoy receiving Fast Company magazine” … for example. Your gesture stands out, gets noticed, and delivers an ongoing series of productive touch points, which builds interest, loyalty, reciprocity and sales.

, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

 

As an example, a tech client recently targeted 2,000+ high-level CIOs, all of whom were enterprise or channel targets. Within only 6 months of this campaign starting, the client reported a 56% engagement, compared with their digital engagement stats, which was considerably less potent and more costly per event.

Their sales force was elated, got the bounce they needed and, they renewed their next year six months earlier than needed, simply to lock inventory with magazine partner.

It worked well, and they’ve continued for 3 consecutive years, and they will renew, due to proven reliable results.

We also build retail platforms in any footprint of geo/demo targeting, i.e. spas, hair and nail salons, auto dealers, tattoo parlors, country clubs, athletic facilities, coffee shops, and any of 200+ location types – each chosen by exact geo/demo radius, demos, address, zips, etc.

 

15 Examples of Highly-Targeted Magazine Cover Wrap Campaigns

Let us know if you’d like to learn more, or get targeting ideas for your planning.

When the targeting objectives fit, there’s nothing like the precision of magazine coverwrap campaigns to deliver smart results. It’s a direct marketing tactic that’s often misunderstood and, we hope to assist your biggest ideas – 888.241.6634,719.

If you’d like to learn by phone, we promise – your time will be valued and, at least, you’ll know more about effective direct targeted marketing tactics, and options.

Understanding the full potential of these options is smart, for all marketers today (even digital marketers) and, especially when used tactically as shared above.

When engaged for proper targets, with powerful messaging sequenced over time – that’s how we deliver the valued client results we deliver consistently over time.

Please reach out if you’d like more info, new ideas, or to chat with one of our 40 client leaders. They are adept with the most-valued and productive targeting. We’ll first want to understand your targets better, and goals, and will provide options (unless it’s not a fit, and we’ll let you know that too).

https://audienceinnovation.com

• Paul C. Kostial • 888.241.6634,719

paul.kostial@audienceinnovation.com


, Judging a Book by Its Cover: How to Amplify Your Visual Marketing

2018-11-21 Paul Kostial

Making a great first impression with a product or service is essential when launching a new business. While your product or service may serve a real need, it is difficult to generate sales and interest without visually appealing marketing. Amplifying your visual marketing helps to boost revenue while building your company’s brand both online and locally. With the right marketing techniques, you can extend your product’s appeal to any target audience you want to reach.

The Importance of a Logo

A well-crafted logo is key for a successful brand. When individuals are able to identify your logo immediately upon viewing it, you have done something right. Top brands and companies such as Twitter, Facebook, Instagram, and even Starbucks have all mastered the art of a well-designed logo, making it easy to identify their products and services anywhere.

Avoid designing a logo that is too busy or complicated. Instead, use less than three colors when first developing your logo for your website and product packaging. Consider the type of design you want to implement in your logo and whether typography, iconography, or illustration works best for your intended audience.

Color Psychology

Understanding color psychology is highly recommended when launching a new product or developing branding for a business. Colors cause individuals to respond in different ways and, in some cases, motivate shoppers to make a purchase. Some of the most common ways color psychology is used in business today include:

  • Red: Red is a show-stopping color that draws attention and is often used in makeup, clothing, and vehicle ads. Red is useful when promoting sales, discounts, or freebies as it has the ability to instantly catch the attention of shoppers.
  • Orange: Orange is a neutral color that represents creativity and uniqueness. Orange is often used in online communities, local groups, and non-profit organizations.
  • Yellow: Yellow is a friendly color that encourages communication, friendship, and positive energy. Yellow is most common among children’s toys and brands with a carefree vibe.
  • Green: Green is used to promote wealth and represent banking institutions. The color green often revolves around money, eco-friendly brands, and outdoor products.
  • Blue: Blue is a standard color used with corporations and social networks. Blue signifies trust, communication, and professionalism.
  • Purple: Purple is the color of royalty and appears smooth, sleek, and elegant. Purple is ideal for high-end brands and companies that want to convey a modern message.
  • Brown: Brown is calm, subtle, and promotes eco-friendly products and those with a modern or grounded appeal.
  • Black and white: Using black and white is optimal if your brand is modern, chic, and minimalistic. The use of black and white is ideal for products that are simple or for brands that want to stand out from the competition.

Source: The Psychology of Color in Marketing and Branding | Entrepreneur

Product Packaging

Visual appeal is crucial when it comes to packaging, especially when you operate in an industry that is saturated or highly competitive. Packaging should catch the eye of your customers and draw them in to learn more about your product. Avoid creating packaging that is dull or not relevant to your product. Research successful products in your market and study the packaging, logo, and types of messages used on the packaging to attract buyers. Consider the material used for your packaging and whether it is important to choose an eco-friendly solution or a colorful, robust, and complex package design.

Source: 5 Modern Package Design Trends for 2018 and Beyond | Jansy

Graphics, Photography, and Video Media

Choose a visual aesthetic that works best with your intended audience and demographic. Research competing businesses and brands that are successful in your industry to compare logos and visual campaigns. Launch AB tests using ad platforms with different styles of graphics, photography, and even videos or animations. Knowing how to effectively communicate with your followers and prospective customers is essential to create effective visual marketing campaigns that generate interest and revenue in your business. Depending on where your audience is located, it may also be effective to send out a variety of mailers. While they are less common in marketing, there is something about a tangible product that can help your brand stand out in a potential customer’s memory.

Source: Digital Printing Fit of the Digital Age | B Squared

Car Wraps and Signage

Car wraps and signage are additional tools used to boost visual marketing while maximizing your exposure locally and offline. When creating signage and car wraps, implement the same logo and overall design aesthetic used in your product’s packaging and your company’s main logo. Use similar typography and messaging techniques to integrate your branding across all mediums you choose to visually promote your products and services.

Integrate with your Web Presence

Simply having great branding isn’t enough. You need to get it out there where prospective customers will see it. Make use of diverse web tools and strategies to ensure that your business’s branding reaches the right customers. Place your branding on social media, in digital advertisements, and everywhere else. You’ll get a much larger response as a result.

Amplifying your visual marketing is much easier once you have chosen a logo and aesthetic for your company that is engaging and relevant. With the right tweaks, you can ensure your visual marketing is successful. Begin launching local and online campaigns to increase exposure and the amount of revenue you are able to generate.