We hosted a Winnebago Buy Local expert panel a couple weeks back. I had the pleasure of being one of the marketing experts on the panel that answered questions about small business marketing.
Many topics were covered from media buying to branding. While discussing branding, I remember talking about how you have to trust your marketing professional. Business owners like to think that they are their target audience and that they know which shapes, colors, words, images, etc… will work better for their customers because “I am my audience, and I don’t like it”. Well, the truth is that this is a faulty way of thinking about the design process.
I had said during that discussion that if your designer says red is the best color to use, you have to trust them even if you don’t like the color red.
Well – I still stand by that statement, but I think it’s important to clarify something. Not all design professionals know what colors are best. Some of them like to think that every color will invoke specific reactions from people. They claim to understand “color theory” and “color psychology”. Usually, these people use meaningless industry jargon to make themselves sound better than they are. Too many “designers” read a fancy infographic and claim to know something about color in branding & design.
I am here to tell you, for the most part – color means a lot less than you think. Here is a great article from Entrepreneur.com that discusses this exact topic.
The psychology of color as it relates to persuasion is one of the most interesting–and most controversial–aspects of marketing.
The reason: Most of today’s conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about “colors and the mind.”
To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, today we’re going to cover a selection of the most reliable research on color theory and persuasion.
Read more at the source: https://www.entrepreneur.com/article/233843
I think the general concept of this article is wrapped up well when they say “So the idea that colors such as yellow or purple are able to invoke some sort of hyper-specific emotion is about as accurate as your standard Tarot card reading.” However, color does play a huge part in the design process for a number of reasons:
- Brand consistency
- Product Awareness
- Ease/Complication in Printing
- Company/Brand Personality
But that doesn’t mean that using the color blue will automatically make you trustworthy. Having a trustworthy business is a better way to make people trust you.
It’s no secret that Digital Marketing is taking over as the go to advertising medium around the world. With newspaper and magazine subscriptions shrinking, print ads don’t give the kind of return they use to. Then there’s internet TV and DVR eliminating a huge chunk of TV commercial viewership.
Of course, that’s not to say that traditional marketing is useless. It may not be what it use to be, but it still has its place. Businesses are still spending money on traditional, and it actually covers the majority of ad spend worldwide. However, this could mean that traditional is just that much more expensive, and ad spend doesn’t always result in a return.
So – we came up with a quick comparison for you. Hopefully, this will help you see the main differences between traditional and digital marketing. Then you can make a decision, after a consult with a professional marketing firm, about which path is best for your marketing goals.
Its always nice when a client appreciates and likes the work we do. Its really nice when our work actually nets our clients a positive outcome. It feels even more excellent when other professionals in your industry say you’ve done well.
Not to down on our clients or anything, but they hire out marketing & design because they know that we know better. The members of the American Advertising Federation – marketing is their thing. They know design, good and bad. This is what makes receiving an award from them really cool.
This year, RyCOM won a Silver Addy Award for the work we did on the Rockton Christmas Walk. Starting in late 2014 and working throughout 2015, we updated the Christmas Walk brand and marketing materials, plus we made a couple feature videos. Our work fundamentally changed the way the Walk reached existing and potential visitors, and how event information was delivered to the general public.
When we took over the marketing of the Walk in 2014, it was clear to see that they way they approached marketing and advertising was very old school, and very costly. With a ton of money being spent on TV and Radio advertising, and very little left over for any socially minded marketing. The first thing we did was modify the event listing, and how visitors find events. In previous years, they would print thousands of brochures, and hand them out via local businesses. Well – not all of them, they were throwing away nearly 2000 of them every year, and these are the ones they didn’t even open. Not counting what was left over throughout town, or handed out and dropped in the trash.
So – we eliminated the brochure, and created a new mobile friendly website for events, sponsors, and entry forms. We established a standard system for event listings across town in a poster format, and brought in sidewalk signs that were on display throughout the weekend, with a big, bold map and events list. All the print materials we redesigned in a new color scheme and layout that was easier to follow, and cost less to print.
We then focused our efforts on reaching potential visitors, and bringing back the regulars. RyCOM worked with area leaders and business owners to create a simple video about what the Walk means to Rockton. This video spread throughout facebook quickly, leading to the highest sponsorship numbers the Walk has seen in years – and an increase in partner events.
During the 2014 Walk, we filmed a ton of events. We used this footage to create a nostalgic video that showcased the quaint, home town feeling that you get with the Rockton Christmas Walk. By using these videos before the 2015 Walk, coupled with the new website, the Walk saw a huge increase in exposure, attendance, and profits.
Receiving the award for our work with the Christmas Walk, is pretty sweet. Knowing that our work has such a huge impact on family tradition, and the Stateline Community, makes us proud and honored. Thank you to the American Advertising Federation for acknowledging this work with the Silver Addy. Who knows, maybe its the first of many to come – I hope.