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Archive for August, 2014


Marketing Thought: Image Is Everything

Monday, August 11th, 2014

Marketing Thought: Image Is Everything

If you recall last month’s marketing thought, we discussed the importance of logo creation — what makes a great logo, and what it takes to invent a logo that will stand the test of time. No doubt that a logo is one of the most important elements in brand appeal, and a great place to start when branding a new company, but there are even more aesthetics that come into play when branding a new company or product.

How many times have you come across an ugly website when searching online for something? Chances are you hit your browser’s back button in hopes of finding a better site offering the service you’re looking for, because let’s face it: we’re all guilty of judging a book by its cover, and a website’s homepage is the modern day equivalent to a book cover.

Truth be told, if your website isn’t aesthetically pleasing, you’re probably losing out on a lot business. And it’s not just your website, it could be any one of your marketing pieces — billboards, magazine ads, email newsletters… anything. If your marketing collateral isn’t well designed, it’s very likely being scoffed at, or ignored.

It’s built into our society that we (as consumers) are drawn to beauty, cleanliness, certain colors/patterns, etc. and we tend to judge people, places, products, and more… on first impression. How many times have you bought something at the grocery store because “the packaging looked cool”? Guilty.

So what are some general rules where brand design and marketing collateral are concerned? Here are a few:

Colors:

It is important to establish the right colors for your brand, which usually consist of 1-2 primary (brand specific) colors, and usually 2-3 secondary (complimentary) colors that can be used on different marketing pieces. It is also important to know how and when to used these colors, and to know what kind of emotions they evoke. For example, cool colors (blue, green, purple) tend to incite feelings of calmness, whereas bright colors (yellow, orange, red) can provoke exuberance. There are millions of colors, and color combinations, so it’s necessary to take the time to research the right colors for your brand.

Images:

Before you go poking around on a stock photos website, it is critical to establish some rules on how you want your brand to be portrayed, and what kind of images are going to be required to deliver that message. Is your brand funny/fun, or is it serious/professional? This will be the difference between using a stock photo of a clown holding a banana, or a pair of businessmen shaking hands (for example). This may sound like a no-brainer to you, but finding the right set of photos to use for your brand is harder than you might think. Research should be done to identify what types of imagery is going to be used to best represent your brand, and once that imagery has been established, it is important to keep that theme consistent throughout your marketing collateral.

Typography:

How many times have you driven past a billboard that used a strange font, used small characters, or had so many words on it that you couldn’t read it all in time? That is just one example of poor typography. It is paramount to choose fonts and font sizes that can be read easily, no matter the application — from a billboard to a brochure, to your entire website, having a font that is easily read will help to get your message across with little effort. On top of that, it is crucial to choose a font that represents your brand. Is your brand elegant? Maybe you choose a font with more curves. Is your brand technical or modern? Perhaps you choose a font that has more edges or straight lines. There are several things to consider when choosing type for your brand: readability, thickness, style, spacing (tracking & leading), and more. It is also important to know how and when to use certain stylings of each font: titles/headings, body/paragraphs, tag lines, type within your logo, etc.

Use of Space:

When using all of the above elements (colors, images, type) to create brand collateral, it is essential to know what goes where. Having too much of one or the other could end up in disaster. Knowing how much type to use, which colors to use, and how many images to use and where to use them is vital in marketing collateral creation — it can make the difference between someone stopping to read your ad and spend time on your website, or ignoring your ad and leaving your website. Generally less is better, so asking yourself some basic questions before getting started is good practice: What is the least amount of text it will take to get my message across? What are the colors that are going to draw the most attention to the piece? What kind of image(s) should I use to best represent the content? And equally, where should each of these things be in the layout to ensure their importance in the delivery of the message?

These are just a few of the things we at FiG think about every time we go to create collateral for our clients. If you’re interested in how FiG can improve your brand and help to drive new business, or if you’re just looking for some more articles on branding etiquette, please contact us!

 

Case Study: Davidsons Liquors Social Media

Monday, August 11th, 2014

This month we take a look at our social growth efforts with Facebook for our client Davidsons Liquors.

Over the past several months we’ve managed to more than double Davidsons’ Facebook followers, which might not sound all that impressive, as anyone can go out and drop a bunch of money into paid advertising to solicit more likes. What is impressive is that the followers we’ve acquired are not derived from paid ‘like’ campaigns, and that every new like is a ‘qualified like’ — people that are following the page because they actually want to, and will continue to because they’re true fans of who Davidsons is, and what they do!

Davidsons Liquors Facebook Likes

What’s our secret? Well, we can’t tell you everything — obviously there is a lot of effort put into developing every campaign, targeting the right audiences, etc., but we’re happy to share some of the interesting campaigns we’ve created and executed so far. Below are just some samples of fun and interesting Facebook posts, events and/or contest/giveaways we’ve done that have helped to snowball quality Facebook followers.

Sweet Action Ice Cream | Beer & Ice Cream Pairing Event:

Davidsons Liquors Facebook Event

Breckenridge Brewery/Davidsons Exclusive 72’ Imperial Chocolate Cream Stout Event:

Davidsons Liquors Social Media Marketing

July 4th Grill/Food Pairing Photo Contest:

Davidsons Liquors Social Media Marketing

Highlands Ranch Beer Festival Ticket Giveaway/Referral Contest:

Davidsons Social Media Marketing

Breckenridge Beer Festival Ticket Giveaway/Photo Caption Contest:

Davidsons Liquors Facebook Marketing

Stayed tuned for more updates on things we’ve got in the works for Davisons Liquors, including an all new ecommerce website, coming soon!

New Client: Amazing Moves Moving & Storage

Monday, August 11th, 2014

New Client Announcement: Amazing Moves Moving & Storage.

Amazing Moves Moving and Storage

We know what you’re thinking: “Isn’t Amazing Moves already one of FiG’s clients?” Well, you’re not wrong — Amazing Moves is definitely not new to FiG’s repertoire. If you recall, last month we did a whole case study on some of the great things we’ve done for Amazing Moves’ web presence over the past year.

Amazing Moves is “new” because we’re happy to announce that as of earlier this month they have renewed with FiG! Yes, we’re thrilled to have Amazing Moves on board for another year of business, which means we will be able to continue in our efforts to produce great results for the company — increasing brand awareness, improving site user experience, driving website traffic, increasing site visibility, growing social media outlets, and overall creating new opportunities and gaining more & better business for Amazing Moves! This will be the 5th year of being their exclusive creative and marketing agency, and we couldn’t be happier!

If you’re interested in how FiG can improve your online presence and help to drive new business, please contact us!

Marketing News: Shark Week

Monday, August 11th, 2014

Well, I don’t know if we can call this “Marketing News”, per say, but August 10th – 16th is ‘Shark Week‘ and we all know what that means: everyone is hopping on the boat… or off the boat? Anyways… it’s only day 2 (as of today, August 11th) and advertisers are already chomping at the leg (pun intended) to take advantage of shark infested waters.

Shark Week Twitter Highlights:

Hot Pockets:

Hot Pockets Shark Week

Priceline.com:

Priceline.com Shark Week

Southern Comfort:

Southern Comfort Shark Week

Vokswagen (watch the full Vine here):

Volkswagen Shark Week Vine

Lush Cosmetics:

Lush Cosmetics Shark Week

Dunkin Donuts:

Dunkin Donuts Shark Week

And yes, even good ol’ Cap’n Crunch:

Cap'n Crunch Shark Week

Need more? Get on Twitter and search #SharkWeek — unless you have a life.