Bolchalk FReY's Blog


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

.
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



Are Your Radio Commercials Working? Here’s Seven Ways to Tell.
September 7, 2016, 10:17 am
Filed under: Branding, Marketing, Radio, Uncategorized | Tags: ,

 

  1. Be Creative. Radio is said to be “the theater of the mind.” It allows you- for a minimal cost- to create the most interesting man in the world, or an economy motel chain with a light on for you. A sharp agency can make your product (mnemonically) tap dance rings around your competition.
  2. Address Your Buyers. It’s drive time. Do you know where your audience is? You shouldn’t be spending money talking about semi-conductors to a group whose highest aspiration is obtaining front row tickets to a Taylor Swift concert.
  3. How You Say It Is Important. Skimping on production costs is like eating a chimichanga without sour cream and guacamole. It’s better than nothing, but doesn’t come close to reaching its potential. If your ads sound like they were recorded in the can, consumers will think your business is too. Insist your agency go the whole nine yards for quality production.
  4. You don’t think radio can affect your image? Imagine Hulk Hogan doing a spot for feminine deodorant product. See what we mean?
  5. Talk To One Person. Fascinate your listeners. If you just preach to them you’ll sound like your high school teacher. And get as much response.
  6. Start Strong. The first and most important step is to get their attention. We can do this without physically harming your customers.
  7. One Message. Reduce your commercial to one single message. This will keep it memorable…and from sounding like an auctioneer on a caffeine binge. Remember to sell one thing at a time otherwise you will confuse the audience and they are already easily confused!

 

If you’re not getting a clear signal that your radio advertising is working, give us a call. You’ll get a lot less static and make a lot more noise.



Myth #2: It Should Only Take A Couple Of Hours To Design A Logo Or A Website
August 24, 2016, 11:24 am
Filed under: Branding, Design, Uncategorized | Tags: , ,

It’s easy to look at a logo or a brochure layout that appears to be very simple and conclude that did not take much time to design. That conclusion is very far from reality. Graphic designers follow a methodical design process, and every step of that process requires time to complete.

Designers need to research, ask questions, formulate a creative brief that guides them to developing a solid final design. After the brief is established, a bulk of our time goes into creating ideas and concepts. Depending on the number of rounds of revisions, the refinement phase may require additional time. Stronger concepts are refined until the final design is approved. The design process applies to everything from logos to web sites and requires several weeks to several months depending on the scope of the project.

Other aspects of design can be time-intensive. A layout of a document like a brochure, a newsletter or a magazine spread is more than copying and pasting text from a Word document. There needs to be time allowed for typesetting to optimize readability, for formatting to create consistent appearance, and for proofreading so that the message isn’t compromised by errors.

Achieving an effective design solution cannot be rushed. Hastening projects along also leaves room for errors to occur which is a waste of time and money for the client and the designer. Remember, the wise words of Benjamin Franklin, “Take time for all things: great haste makes great waste.”



Is Your Newspaper Advertising Delivering? Here’s Seven Ways to Tell.
August 17, 2016, 2:18 pm
Filed under: Branding, Marketing, Newspapers, Uncategorized | Tags: , , , ,

 

  1. Dominate The Page. A good ad, like people how moved to Arizona, needs its space. In a medium where you, the news and your competitors are all struggling for the same reader, it’s important to “win the spread.”
  2. Corral The Reader. The right border around a small add can give it a big impact. It’s an inexpensive way to fence off your territory and let people know what’s yours.
  3. The Ol’ One-Two. A strong headline and graphic working together can be as appealing as peanut butter and jelly, bacon and eggs, or spaghetti and meatballs. If it’s really spectacular…ice cream and apple pie.
  4. The “Me” Generation. The old Mousketeers asked “Why? Because we like you,” are now asking, “What’s in it for me?” A benefit in the headline will keep them all ears.
  5. Keep It Simple. “See Jack run” and “to be or not to be” are both classics. They are easy to understand. And hard to forget. Whether you’re writing to someone who’s 5 or 50, simple sentences often work best.
  6. White Space. Philip Glass, a famous composer, said it was as much a part if his music as the melody. White space doesn’t have to be filled up with ink. Let it work to your advantage.
  7. Color Gives You Pop! In the black and white world of newspaper, color can really set you apart from the crowd. The pink hair you see people with at the mall will verify that.

 

If your newspaper ads aren’t creating any sales news, shouldn’t we talk?