The power of colour in marketing

Importance of colour in marketingEvery year around this time, I relish the fact that the colours in nature are becoming more pronounced as the season progresses into Summer.  Seeing these signs of new growth emerging each day, brings to mind the importance of colour when thinking about marketing.

Whether we’re seeking to stimulate people’s appetites or create a sense of trust, colour sends a specific message, not only when designing our promotional materials, but also the brand itself.

Our minds are programmed to respond to colour, offering an instantaneous method for conveying meaning and message without words.

Research shows that 60% of the time, people decide if they are attracted or not to a message based on colour alone.   Many of the most recognizable brands rely on colour as a key factor in their instant recognition, increasing brand recognition by up to 80 percent.

What does your brand colour say about your business?

psychology-color-marketing-branding-color-emotion-guideImage Credit: The Logo Company

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your branding and marketing, Tweet me or call me on 01273 772033 today.

Advertisements

7 elements to creating an effective Marketing Plan

Marketing Planning Christine Davey BrightonWhat is marketing? Why is it important to you as a small business?

In its most basic definition, marketing is everything you do to place your products or services in the hands of potential customers. Every time you speak about your business, you are involved in marketing.
Planning is key to help you identify your ideal target market and a marketing strategy will help you focus on the different ways you can communicate with your customers and target the ones that will create most sales.

You’ll need to look at each of the following areas in order to create a comprehensive framework to develop an effective marketing plan:

Product
Simply, what your business offers: this covers the combination of goods and services that your business offers.
Place
This refers to how your customer accesses your product or service; it should be convenient for the client at all times. This could be your business premises, shop or online presence.
Price
What approach will you take to pricing your product? Price communicates a lot about a brand. It is a key factor in the marketing mix – too low may put off the target market, too high will carry a high client service expectation which may be tough to fulfil.
Promotion
Refers to how you communicate with your customers. The objective of the promotional mix is to communicate what the company does and what it offers, to the right people at the right time, in order to acquire and retain customers.
People
All people who come into contact with a potential customer are part of your marketing; they can have a profound effect on customer satisfaction. Your staff or collaborative partners are ambassadors for your business.
Process
The processes you use in the day-to-day operation of your business ensuring that enquiries and orders are effectively managed.
Physical Evidence
This is the evidence you can provide to show you can do what you claim you can do. Asking for feedback from satisfied customers to underpin your expertise and publishing it for potential customers to refer to.

Christine Davey
@DaveyMarketing

If you’d like some help with planning your own marketing Tweet me or call me on 01273 772033 for an initial chat over a coffee!

Photoshoot: a day in a professional photography studio. . .

As a marketing professional, images play an important part in creating an impact; whether it’s making sure you have consistent, good quality representation of your products or you need to project a warm and welcoming impression, good creative imagery plays a key part in your marketing activities.

My own bio images were starting to look a little tired and whilst representative of my personality, I felt it was time to create a better impression by investing some time and money in a professional photoshoot.

Having met Ted Davis on several occasions over the years and collaborating with him on several marketing projects I had never actually experienced an actual photoshoot with Ted, who is a fabulous professional photographer based in Hove.

Studio 323 is located in historic Palmeira Square, overlooking the beautiful gardens and the sea and occupies a space that was once the first floor drawing room of a large Victorian house.

The studio provides 500 square feet of space, 14 foot ceilings, and is equipped with full blackout facilities for studio photography or generous daylight for naturally lit work.  The view from the windows of this magnificent space provides the perfect backdrop and setting for many types of photoshoot.

Here are some of the resulting images Ted created for me. . . .

Christine Davey Marketing Brighton

Christine Davey Marketing Brighton

CD5

CD4

Christine Davey
@DaveyMarketing

If you’d like some help implementing your marketing activities Tweet me or call me on 01273 772033 for an initial chat over a coffee!

Utilising colour to influence your customer’s purchases

Pantone2014I was heartened at the weekend, when it was clear that another new season is well on its way, with the emergence of new colours, enhanced by the warmth of the sun.

It’s no secret that colour plays an enormous part in how we are portrayed to our customers and, seeing the signs of new growth emerging all around Brighton brought to mind how we can utilise colours to influence what our customers will buy; consumers place visual appearance and colour above all other factors when making purchase decisions.

The colour of the year, as predicted by Pantone for 2014 is Radiant Orchid, which according to their blurb; blooms with confidence and magical warmth that intrigues the eye and sparks the imagination.

So, exactly how important is colour in your marketing?  Whether you’re seeking to stimulate people’s appetites, or creating a sense of trust, colour plays a big part in how we are portrayed by sending a specific message to the people who view them, not only when designing your marketing materials, but also the brand itself.

To learn more about colour psychology and how it influences purchases, check out this infographic created by Marketing Tech Blog on The Psychology and ROI of colour – fascinating stuff!

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your branding and marketing, Tweet me or call me on 01273 772033 today.

Psychology-of-Color-640x6419

How hard does your logo work?

I was reading a really interesting article recently, which was entitled ‘Our logo looks like underpants’ which illustrated the difficulties facing global brands when different cultures interpret particular visual stimuli in very different ways.

It got me thinking about logos and how we need to think about how hard our logo works – like anything in your business, your logo has a job to do; it not only needs to be distinctive but it needs to be memorable too.

Try to look different from your competitors – don’t blend in, stand out!  And, you want people to recognise it.  In order to build customer loyalty, recognition is the first step to establishing you as the ‘go to’ company.

Have you ever wondered what messages some of the famous brands are sending with their logos.  Although they’re mostly American, this video demonstrates brand messaging through the eyes of a five year-old.  Shown by her designer-dad, these were her immediate responses.

Christine Davey
@DaveyMarketing

If you’d like some help on reviewing your brand or developing a new logo Tweet me or call me on 01273 772033 to set up an initial chat over a coffee!

Simple steps to understanding your Target Audience

How to appeal to your Target AudienceWhen it comes to growing business and increasing sales, the most successful brands don’t try too hard; they don’t constantly bleat on and on about it; they simply design their products and services around the needs of specific segments of their target audience.

Whatever you’re selling – be it food, legal services, travel, or luxury goods – one thing is for sure: no one likes to be told what to do!

Start by going back to basics and putting yourself in your customer’s shoes.

Understand your audience
What it is they like about your product?  Or, even more important, what it is that’s stopping them from buying it?

Research
Qualitative research (focus groups) and product trial (hall tests) is potentially valuable in understanding what makes your customers tick and together with quantitative research (questionnaires and surveys), you’ll be able to clearly define your target audience with more precision than ‘someone who might like what I sell’.

Design
Design your product or service specifically for your audience and ensure it is based on a clear need, making sure you design your communications to sell the product, not as a plea to appeal to your audience.  For example, if you’re appealing to an older audience and you’re selling car insurance, using the headline  ‘Car Insurance that rewards your driving experience’ is far more effective than saying ‘Car Insurance for the over 50’s’.  There’s nothing more off putting than being told you no longer fit the ‘norm’, even if it might be beneficial to you!

Communicate
Be open to engaging the audience through new and less used channels.  If you’re appealing to an older audience, research suggests that 37% of over 65’s will be using Facebook by 2017, and if your customer is more likely to appreciate a more tangible representation of your product or service (say you’re a photographer or graphic designer), consider producing printed literature which will showcase your specific skills.

We all tend to fall into the trap of looking at how we can sell more to our customers, rather than looking at what we can do for them – whilst subtle, a very important difference when it comes to successful targeting and generating more sales.

Christine Davey
@DaveyMarketing

If you’d like some help on planning your marketing activities Tweet me or call me on 01273 772033 for an initial chat over a coffee!

Is Direct Marketing ‘old fashioned’ or just under-used?

Direct Marketing in BrightonI read an article today which cited some traditional marketing methods as ‘old fashioned’, specifically print marketing such as newsletters and branded promotional products.

I tweeted the article in agreement that, whilst fewer businesses are using the more traditional direct marketing methods, they could still achieve excellent results if they included them as part of their marketing mix.  If the message is relevant and targeted, a well designed piece of direct marketing can also translate perfectly online.

The most effective marketing plan is likely to cover different types of media to communicate specific business propositions and messages and Direct Marketing still has its’ place as a tangible representation of your product or service.

Still considered as one of the cheapest, yet most effective ways to create customers, Direct Mail generates a response rate of around 4%, whilst the cost per lead is generally the same or comparable to the cost of email marketing.  Customers created through direct mail are also more likely to perform repeat business.

Direct Mail is a great medium to drive your customers online to purchase your product or service, with the added benefit of tracking sales and collecting data through simple coding methods such as a promo code or a QR (quick response) code.

Promotional products are also still a very popular medium for businesses to gain brand recognition.  Physical items such as pens, calendars and sticky memo pads, printed with your logo and web address, are great reminders for potential customers who might have a need for your products or services; easily able to recall your business whilst sitting at their desk!

Even better results can be achieved by including some of these traditional methods in your marketing mix, especially as fewer businesses are using them you stand a better chance of being noticed.

Old fashioned, or just under-used, direct marketing will never die!

Christine Davey
@DaveyMarketing

If you’d like some help on producing print marketing Tweet me or call me on 01273 772033 today.

5 Ways to gain Brand Recognition

Christine Davey Marketing ManagementIt doesn’t matter what kind of business you have, whether you are a big corporate brand or a one-man band – in order to be successful your brand needs to stand out from the crowd.  Your ultimate goal is to have your target market think only of you when they are ready to buy.

Gaining brand recognition isn’t just about a fancy logo – it’s all about making sure that whenever your target market associates with a product, service or organisation they remember something distinctive about you which will jog their memory.  This could be a logo, a colour, some kind of packaging or just memorable customer service; something that triggers associations in their minds and sets you apart from your competition.
Here are 5 ways you can easily gain brand recognition

1.  Exceptional Customer Service
Develop a reason customers will trust you enough to come back time and time again and recommend you to others.  Today’s customers are much more discernible; looking for guarantees, prompt turnaround time and first-class after sales service.  In fact, customer service can often be the major factor in the final buying decision.
2. Be Personable
Create a persona to engender trust; become the go-to person/company in your field of expertise.  Your target market needs to accept you as the person behind the brand before they will buy what you are are offering.
3. Generate Awareness
Create a strategy to remind your target market that you are actively doing business; make them aware of what you offer by keeping your brand top of mind, communicating with your target market both online and offline with a consistent, objective message. Fail to do this and your target market will forget about you and go somewhere else!
4. Add Value
Exceed people’s expectations – share your expertise through a series of touchpoints; become the well-respected ‘go-to’ person in your field through blogging, white papers & webinars.
5. Be Consistent in your Branding
Be instantly recognisable to your target market by using the same imaging and logo styling in all forms of communication.  Brand consistency is the key to brand recognition and one which is strictly adhered to by top successful brands.  It seems an obvious one, but it is very often overlooked.

What other ways could you help your target market recognise and remember you and your brand?  Why not take the time to develop a marketing checklist and develop a strategy you can easily implement to ensure your brand stands out from the crowd?

Christine Davey
@DaveyMarketing

If you’d like some help on managing your marketing, Tweet me or call me on 01273 772033 today.

The importance of colour in marketing

ProductImage.aspxThe Pantone Matching System (PMS) was created by American company Pantone Inc. who each year predicts a ‘colour of the year’ from its range of vast colour guides.  These guides contain a series of related swatches, widely adopted by graphic designers and printing houses throughout the industry.

This year, their prediction is Emerald 17-5641, described as “Lively. Radiant. Lush. . .  a colour of elegance and beauty that enhances our sense of well-being, balance and beauty.”

Colour plays a big part in how we are portrayed by sending a specific message to the people who view them, never more so than when designing not only your marketing materials, but also the brand itself.

Whether you’re seeking to stimulate people’s appetites by using the colour red or creating a sense of trust with a shade of blue, there is no doubt that colour has a significant effect on us all subconsciously.

Check out this fascinating infographic, created by WebpageFX, which shows the overall importance of colour to consumers and presents some common colour associations.

Davey Marketing The Pychology of Colour

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your branding and marketing, Tweet me or call me on 01273 772033 today.