Bolchalk FReY's Blog


Creative Myth #5 Stock Images – fact and fiction
July 19, 2017, 1:54 pm
Filed under: Art, Marketing, Photography, Uncategorized | Tags:

 

 Myth:  If I pay for a stock image from a stock website, I own the image.

Well, yes partially.  You have paid for the licensing rights to use an image or in other words you have paid for royalty free copyrights.  However, that image is still available for anyone else to “buy” and use.

Why this is important…if you are creating a key marketing campaign around a single image or small packet of images and have only invested in the rights for usage, your competitor or someone else in your industry might also love and use them.

Images are so critical to tell stories, based on shorter attention spans and massive amounts of daily messages.  If your image or images are critical to your “story”, hire a photographer or purchase full rights for the images.

 



Creative Myth #4: Branding and Logos are the Same Thing
July 13, 2017, 3:27 pm
Filed under: Branding, Marketing, Uncategorized | Tags:

These two words are often misused and misunderstood. Branding is about the elevation of a company, product or service from being a commodity to being distinct and recognized through identity, marketing, advertising and most importantly, client experiences. There are many competing products, services and organizations, but branding creates that crucial distinction from the competition.

 

Logos by themselves are a graphic icon and/or typographic mark that identifies and represents a product, service or company. Logos are part of brand identity which is the visual part of branding that includes advertisements, signs, uniforms, packaging and many other collateral materials.



Myth #3: Your design should follow the newest trends or match the styles of other designs in your industry
May 10, 2017, 3:23 pm
Filed under: Uncategorized

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Don’t do it. Resist the temptation to tread a path that’s already been worn by others. Trends come and go
(and sometimes come back again), and they change so often and so quickly.
Matching the look of competing logos is lazy, uninspiring and bad practice. To truly shine, you want to set
your brand apart from the competition. That is where an agency like ours can help. As graphic designers,
we know that there are many competing brands in the marketplace, and it is a challenge to develop
something that is creative, fresh and different. A solid design should reflect what your brand is about. It
can convey your brand’s personality or tone with current and prospective consumers, communicate your
brand as being unique rather than a commodity and be easily remembered in the hearts and minds of
current and future clients.
Lastly, the final design can utilize or follow a style or trend ONLY if its use is needed for or is relevant to
the communication of your message and not just for personal aesthetic preferences. Again, styles and
trends can quickly become dated. You will want your financial investment in the final design to last as long
as possible. Don’t pay extra to have your logo, collateral or web site redesigned because it is perceived to
be dated or does not communicate your brand. It will cost you not only in money but also in brand value in
the eyes of the consumer.



Is your social media marketing working? Here’s how to tell.
March 22, 2017, 2:58 pm
Filed under: Branding, Google analytics, Marketing, Social Media | Tags: ,

To measure your social media marketing you do it in a similar way in which you analyze all your marketing strategies.

Measuring your firms reach is one of the most important first steps in this process. Reach is how many people are exposed to your account/advertisement. How many followers your Twitter and Instagram have and how many likes on a Facebook page your firm has are great measurements of how much exposure you social media marketing is receiving.

Next, you must look at the level of interaction from people who were reached. Social media marketing can be highly interactive, which in turn can increase your reach. You can measure this by the amount of clicks, shares, likes, reposts etc. These are easily measured and can be done by someone fairly inexperienced.

Most importantly you must look at your conversion rate. Your conversion rate is dependent on your original marketing goal…why are you advertising? Your call to action can be increasing visits to a store front or website, increase sales, or even increase brand awareness. It is all dependent on the firm and what they need to better their business. Google Analytics is a free tool to help you analyze your conversion rate, but there are many others out there too.

Just like any other type of marketing it is important to realize that this is a great way to advertise, but it’s also extremely easy to lose a lot of money and time. As long as you keep up on your reach, interaction, and conversion you should have no issues creating a cost effective social media campaign.

 



Why do Consumers Purchase?
February 8, 2017, 2:46 pm
Filed under: Marketing, Social Media

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.



Why Should You Outsource Your Marketing & PR?
January 4, 2017, 10:28 am
Filed under: Marketing, Public Relations

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!



Brand Ambassadors: What they do & What are the Benefits
December 14, 2016, 10:09 am
Filed under: Branding, Online marketing, Uncategorized | Tags:

What is a brand ambassador? A brand ambassador is a person who represents the brand by going into the community and increasing brand awareness. They can accomplish this through many different faucets. For instance, they can create events, attend events, create a social media presence, or even use personal experience to spread awareness through word of mouth. Often times around colleges, brand ambassadors are unpaid volunteer positions given to students. If this is not an option, you can easily pay a brand ambassador minimum wage to entice them to help.

When searching for your perfect brand ambassador it is important to make sure their values align with the brand. In most cases they will have very little supervision when it comes to being out in the community and interacting with potential customers, so you want to make sure what they are saying and how they are acting aligns with your company.

The Benefits:

  • Inexpensive
  • Creates Positive Word of Mouth
  • Increases Company Awareness
  • Helps Reach Different Geographical Locations
  • Receive Direct Feedback
  • Seen as More Credible

A brand ambassador can assist in brand awareness and brand image overtime. It also helps to create a direct marketing strategy to better reach your target audience. Remember, you want a brand ambassador to align with your target audience with regards to ethics and personalities.