Bolchalk FReY's Blog


Myth – My organization doesn’t need at crisis communications plan.
August 3, 2017, 1:54 pm
Filed under: Uncategorized

Oh my friend, yes you do. Even if it is a simple list of who gets called first.

And why? Because anything that enters social media streams about your company, true or not, can be discussed with a potential for escalation. And if there is a real crisis you need to be prepared to speak with the media.

A few things to consider: Who is the point person that delivers the message? Who is in the key team should a crisis arise? How and when do you reach out to your key stakeholders to keep them updated on the situation?

Get your crisis plan ready before you ever need one.

 

 



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.



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.



Blog: 4 Simple Online Advertising tools any Business Owner could Use!
November 23, 2016, 8:49 am
Filed under: Uncategorized

 

  1. Google AdWords: Google AdWords is a free tool that allows you to create PPC (pay per click) advertising on the Google Search results. You can easily target your advertisements based on keywords and phrases. Google AdWords also gives you the ability to advertise videos and images on partnering sites.
  2. Facebook: Facebook is an industry leader in re-marketing. In other words, Facebook advertising can assist you in targeting consumers who already know about your products or have already visited your webpage. Giving you an opportunity to target consumers who have left their shopping carts full without purchasing the items.
  3. Google Circles: Google Circles allows customers to review your business leading to a better SEO (Search Engine Optimization). Not only will you be more likely to land higher on a search results page, but your company will have a star rating visually presented next to it. It also allows for consumers to directly access reviews right off of the results page.
  4. LinkedIn: On LinkedIn you can advertise job openings and your company to potential consumers. In order to target the consumers you can post interesting articles that followers can see on their feed or create sponsored that target consumers based on job title, seniority, etc.


Target Marketing by Generations
November 9, 2016, 11:20 am
Filed under: Uncategorized

Everyone is part of a specific generation. We hear all the time about the Baby Boomers and the Millennials, but what about Generation X? And how do you market to each of them?

Baby Boomers:

We know them as the children from after the war. According to US Census data there are around 77million people in this generation. It is a declining generation due to their age at this time. Unlike the millennials, they do usually have more money to spend due to retirement and other factors. Contrary to popular belief they are large users of the online interface. However, they are mainly using search engines and email not social media. Effective tools when targeting this market would be TV commercials and the use of Google AdWords.

Generation X:

Generation X is often forgotten about because of their smaller size and difficult classification. They are only about 61 million people in this generation in the US and were born between 1965 and 1982. This generation consists of people that are at the peak of their careers and are large consumers. Interestingly, they carry many attributes of both the baby boomer and millennial generations. They use social media like millennials making it a great way to market to them. Coupons and direct mail are also great ways to market to them because of the more traditional values they hold.

Millennials:

According to Goldman Sachs these are the children born between 1980 and 2000. They are currently the biggest generation at 92 million people. Despite the fact that they are the largest generation they are also the most price sensitive. It is said that 53% of consumers in this generation price compare while in a store. They do this through technological means. Not only are the millennials the most tech savvy, but they are also bringing attention to health and wellness in the market place. The most popular techniques for marketing to them are social media outlets. They are very brand loyal, in other words you need to make your brand known!

Resources: http://www.goldmansachs.com/our-thinking/pages/millennials/, https://www.dmn3.com/dmn3-blog/3-most-effective-channels-for-marketing-to-baby-boomers