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Marketing

5 Most Common Marketing Myths

The world of marketing is fast-paced and always changing. It can be hard to keep up. There’s a lot of misconceptions out there about marketing your business and we are here to debunk five of the most common ones!

Myth 1: Marketing is the same as advertising

While marketing and advertising often go hand in hand, there is actually a significant difference between the two.

Marketing refers to the ongoing plan that scopes the entire process of selling a product or service – everything from branding, design, strategy, SEO, web development and social media. 

Whereas advertising is just one aspect of your marketing plan (but a very important one at that!) This encompasses creating, placing, and promoting ads across different channels to spread the word to your audience about your company. The key to successful advertising is to make sure your messaging is consistent with all other aspects of your marketing.

Myth 2: It worked for another company, so it will work for us

Successful marketing isn’t a copy-and-paste solution for every business.

Each business has its own brand, messaging, products/services, and target audience. So your marketing efforts need to be unique to your company! Be authentic with your marketing. Really knowing your audience and your brand messaging is crucial for devising a great marketing strategy tailored to your business.

Myth 3: Marketing is for only attracting new customers

Actually, acquiring new customers is only half the battle. It’s important to make sure your marketing efforts not only bring in new customers, but also retain the ones you do have!

Incentivizing your current customers to engage with your brand and keep them coming back is crucial for successful marketing. Otherwise, you will forever be chasing after new customers and losing them just as quickly as they came.

Myth 4: Marketing should deliver fast results

If you aren’t seeing an immediate payoff in your marketing, something must be wrong….right? Nope. Marketing takes time.

While digital marketing has faster results than traditional marketing methods, it still takes consistency and data analysis. It may take several clicks and website visits before a consumer converts into a customer. And then from there, you must use that data to tweak your marketing strategies to make them that much better.

Myth 5: Great products and services sell themselves

Having quality products or services is great, but what good is that if no one knows about it? Chances are, you have a competitor or two. And if you sit back and wait for customers to find you, it’s very likely that your competitor will get to them first.

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Uncategorized

How to ‘Spring Clean’ Your Business

Spring is in the air! A time for flowers blooming, birds chirping, warmer weather and… deep cleaning. Yes, we all know that when this time of year rolls around, it’s time for closet cleanouts, home reorganization, yard work…the list can go on and on. Spring cleaning might feel like a big undertaking, but the end results are so worth it – – a decluttered, re-energized, happy home. 

But, spring cleaning doesn’t just apply to your house. It’s also important for businesses too! By taking a yearly deep dive into your business, you can evaluate what areas are doing well and what areas may need a breath of fresh air.

Ready to revitalize your business this spring? Here are a few tips to get you started!

Spice up your social media presence

It’s no secret that social media is extremely beneficial for building customer relationships and growing your business. However, if your social media isn’t getting the traction you hoped, it might be time to give it a refresh.

Update bios: One of the quickest and easiest ways to spice up your social media is to update your bios on all of your social media platforms. Add some personality and even some emojis to make it fun. Also, be sure that your website link, phone number, and address are all up to date.

Get personal: People will get tired of only seeing products and services on a social media business page. They also want to see faces behind the brand! Share employee spotlights, fun facts, and hobbies away from work to give your social media a personal touch and attract customer engagement.

Create short-form video content: Okay, we’ve all seen the Tik Toks and Instagram Reels explode over the last year…and people love it. Creating quick, interesting videos is a great way to capture the attention of your audience and showcase your brand.

Re-energize your customer service

Has your company recently taken the time to see how satisfied your customers are with your business? Luckily, you don’t have to be a mind reader to figure out what they want…you just simply ask them! A customer satisfaction survey is a great way to get feedback on a product or service, determine how customers feel about your level of service, and even gather testimonials.

Based on customer responses, your company can then determine what practices, products, or services could be improved to offer an even better experience for your customers.

Declutter your desk

This may seem like a no-brainer, but organizing your desk can significantly boost productivity. In fact, a recent study found that executives waste six weeks a year searching for lost items or information. Yikes!

Maybe you’re back in the office, or maybe still working from home, or maybe your workweek is even split between the office and home. Wherever your work desk is, now is a great time to do a deep clean so you can feel organized, focused, and motivated.

Tidy up your website

Is your website in need of an update? Chances are, your business has undergone some kind of change in the last year. Don’t let your website fall behind.

Just like our lives, your company website could benefit from a yearly spring cleaning. Maybe your site could use a content or SEO update, or maybe your entire design needs a revamp. Your company website is the face of your brand, so make sure it measures up!

Refresh your logo

Spring is a time of new beginnings. Is your logo feeling a bit dull or outdated? It might be time to think about a redesign for your brand. Giving your logo a new, updated look is a great way to give your business a breath of fresh air, but it is also important that in doing so you stay true to your brand.

Categories
Business Marketing

The Secret to Successful Rebranding

Rebranding is an opportunity to revitalize a business, inspire consumers, and stimulate company growth. While many may think of a rebrand as simply updating a logo or picking new colors, it is so much more than that. The true power of rebranding is fueled by a carefully planned brand strategy. 

A rebrand can be the best thing to ever happen to a business…or it can be the worst. The key is to be true to your company’s identity and make it about better serving and reaching your customers. A successful rebrand needs to tell a story of who you are and who you have become as a company.

Behind the Rebrand

After a year of working with our client, The Furniture Shoppe and The Patio Shop, our team at Spectruss encountered multiple challenges in operating a single store with two names. We wanted to consolidate and strengthen the brand as one to eliminate confusion from a consumer’s point of view.

We began working on a strategy to rebrand the company back to its original roots as one store, Fowler Brothers Company. Our team dove deep into the company’s rich history of 135 years to form a precise brand strategy from start to finish including a new logo, website redesign, and storefront remodel.

Logo Redesign

We wanted to create a fresh, modernized look while also using elements of the original company logo (top right picture).

Paying respect to the history of the family-owned business, we designed a new logo that reflects the vision of the founders that long-time patrons would also recognize.

Storefront Remodel

One of the challenges that Fowler Brothers faced was the physical store’s lack of presence at its own campus. Our goal was to unify the store as one showroom for both home furnishings and patio furniture. We began reimagining the exterior design of the campus to create an eye-catching storefront that passersby wouldn’t miss.

We worked very closely with the president and owner of Fowler Brothers Company, Carter Fowler, with choosing every detail for the remodeling project from interior finishes to price tag designs, and everything their name would be on. 

Before:

After:

New Digital Presence

Launching a seamless rebrand across all channels was crucial to the success of the new Fowler Brothers Co. Home and Patio brand.

Our team gave Fowler Brothers Co. a new digital experience by developing a new website, an e-commerce store, and a unified social media account. This resulted in one simple way of identifying the brand through all online platforms.

The new website also features an interactive style questionnaire which allows customers to select their ideal style choices and rooms they wish to furnish for a customized interior design recommendation. This was a great way to highlight the store’s interior design services as well as give a personalized feel for website visitors.

Rebrand Success

Our goal of giving Fowler Brothers Co. Home and Patio “One name, One store, One company”, has been a total success and one of the most exciting projects we’ve been a part of. Our team at Spectruss was proud to receive a Silver ADDY from the 2021 American Advertising Awards for our work on the rebranding project.

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Marketing

The Benefits of Green Marketing

Our society is becoming increasingly concerned with the environment around us. Despite the higher cost, millions of consumers have begun to purchase socially responsible products in support of helping our planet be a cleaner, better place. In fact, the sustainable market is on track to reach $150 billion this year in 2021. 

In response to this trend, many companies are turning to eco-friendly products and “green” marketing strategies to tap into this growing market. Referred to as green marketing, this powerful strategy can strengthen your brand reputation and loyalty, as well as give your brand a competitive edge in the marketplace.

What is green marketing?

As you probably guessed, green marketing is when a company highlights the environmental benefits of their products in their marketing assets and campaigns. Consumers recognize these brands by terms like “sustainable,” “eco-friendly,” “organic,” or “recyclable”.

Your company could be the most environmentally-sensitive brand out there, but if you aren’t marketing it, who’s going to know? By using green marketing tactics, you can show consumers that your business is socially responsible and cares about giving back to the environment just like they do!

Do consumers really care if a brand is “green”?

In short, yes. A whopping 90% of millennials say they are willing to pay more for products that contain sustainable or eco-friendly ingredients. And products with these attributes have been steadily climbing in sales – – 19% in 2014, 22% in 2017, and now to an anticipated 25% in 2021.

Benefits of green marketing

While the demand for sustainable, eco-friendly products is certainly evident, many companies are unsure if going green will benefit their business. For example, the upfront costs of launching a sustainable product or switching current business processes to meet more eco-friendly measures can seem astronomical. However, there are several reasons why a business should consider investing in green marketing:

1.It expands your reach and attracts new audience segments.

2. It strengthens brand visibility, loyalty, and reputation.

3. It provides easy consumer education and engagement.

4. It makes your brand more personal and relatable.

5. It offers unique product positioning by helping your brand stand out.

Example of an Eco-Friendly Brand

Our team at Spectruss partnered with Double Cola to help them launch a brand new beer called Brewski. Their brand voice and design were essential in positioning their product in a saturated beer market.

The Brewski brand prides itself on providing adventurous minds with the thrill they have been seeking while also encouraging conscious choices. Brewski helps the environment with its fully recyclable cans and eco-friendly cardboard holders. Check out the full Brewski case study at https://spectruss.com/case-studies/brewski/

Green marketing is a powerful way to connect with your consumers and build a strong brand reputation for your business.

Categories
Business Design

Can Design Make or Break your Business?

Did your know that the design of your website could be the deciding factor for whether or not a customer will do business with you? In fact, users take only 0.05 seconds on average to form an opinion about a website… and 94% of those first impressions are related to design!

Is your website design falling behind? Here are several key design tips to keep your users engaged and take your website to the next level.

Bold Font

We hate to break it to you…. but most users will only read about 20% of words on a webpage. To avoid your users getting lost in large blocks of copy, use bold text to really help your messaging stand out. Not only does bold text make your website more functional, but it can also bring a fresh, modern look to your website.

Visual Hierarchy

Visual hierarchy is the arrangement and presentation of design elements to show their order of importance. This design principle is crucial for leading users to your “call to action”, which is ultimately the most important aspect of your website.

A call to action is what prompts the user to take action on your page by contacting your business or buying a product. A recent study found that 70% of websites for smaller businesses lack a clear call to action. Without this design element, your website could be missing out on significant customer conversions.

Personalized Content

Consumers are tired of a generic interactions and want an experience to be tailored specifically for them and their location. Even a small amount of personalization goes a long way towards boosting engagement. In fact, 93% of companies who incorporated personalization to their website saw a significant boost in customer conversions. And a recent study found that 44% of people said they would become a repeat customer after a personalized shopping experience with a brand.

Photography with Graphics

Grabbing a users’ attention and keeping them interested with your site is crucial for converting visitors into customers. A great way to do this is by introducing eye-catching imagery. A big trend we’ve seen this year is to mix photography with graphics and here’s why:

  • It adds depth to your site and draws people in
  • It gives your website extra personality
  • It reinforces company branding
  • It grabs immediate attention

Overlapping graphics with photography is a great way to add a creative flair to your site as well as unify your brand personality.

Mobile Ecommerce

The year of 2020 set a precedent for mobile online shopping. Mobile ecommerce traffic grew by 25% in the first quarter of 2020 – making up 71% of total traffic!

With 45% of consumers saying they are shopping more on their phones since March 2020, it is more important than ever before to ensure your mobile web design experience is flawless.

Could your company website use a boost? Contact us today to see how we can help you take your website design to the next level!

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Business Digital Marketing

Top Digital Marketing Trends in 2021

The tumultuous year of 2020 caused a major shift in consumer behavior, buying tendencies, and online interactions. Businesses were forced to quickly pivot in their marketing strategies in order to stay relevant and continue to serve consumers.

As we move into a more hopeful 2021, businesses must consider what was learned last year and form new strategies based on current digital trends. Read below to learn some of the top digital marketing trends that will lead in 2021.

Short-Form Videos

Staying at home and increased levels of boredom has led to many people turning to short-form videos for entertainment. TikTok soared to the forefront in 2020 and is now the top preferred platform for Gen Z. This soon led to Facebook launching the new Instagram Reels to give consumers what they want.

With the increase of social media use of all ages, businesses have began to increase marketing budgets to these channels. In Q2 of 2020, social media accounted for nearly 25% of total marketing budgets, an increase of 13% in 2019.

Quick, catchy videos are taking over social media and are here to stay. This year, brands need to meet consumers where they are. If your business isn’t already investing in a creative video strategy, it’s time to get started!

Social Media Shopping

In 2021, social media is set to become a top channel for purchase, rather than just discovery. In recent years, Instagram has become increasingly used for shopping. And early last year, Instagram made a big switch to make social shopping even easier. The platform replaced the activity tab with a shopping tab, making Instagram shopping a simple click away.

A recent study found that 30% of consumers would shop directly through social media platforms. This year in 2021, it is crucial for businesses to use social media shopping as part of their e-commerce marketing strategy.

Virtual Events

While virtual events began out of necessity during the pandemic, they have proved to offer substantial ROI and increased accessibility. Companies discovered that going virtual allowed their event to reach a whole new audience. By eliminating the extra expenses and travel costs of an in-person event, many businesses experienced higher attendance and participation with online events.

The key to a successful virtual event is excellent content, great speakers and having fun in order to keep online viewers engaged. In 2021, virtual events will continue to be a top marketing trend for businesses to reach a large number of consumers where they are.

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Business Marketing

The Power of Brand-Driven Storytelling

Brand storytelling is the art of using a cohesive narrative to connect your brand with customers. The key to successful brand storytelling is to clearly communicate your brands’ core values in a way that resonates with consumers.

A recent study found that 55% of people consider buying a brand if they love their brand story. Of those people, 44% will share that story with others, and 15% will immediately purchase the product.

It appeals to consumer’s emotions

It is scientifically proven that human emotions are impacted by stories. Our emotions play a significant role in our daily lives, which also affects our buying decisions. When your brand tells a great story, you are speaking to the underlying reasons why a consumer might buy your product or service. A successful brand story goes well beyond just talking about the product, it’s about making a connection with your audience.

It humanizes your brand

In a heavily digital world, the human element can sometimes get lost behind a brand. Think about the emotions, values, and ideas your company offers to consumers and incorporate those elements into your brand story. A great brand story is always authentic and knows how to relate to consumers on a personal level. When consumers see that your company is made up of real people, it helps to build trust and customer loyalty.

It makes your brand unforgettable

Your brand story can give your company a unique edge and stand out in the crowded marketplace. With so much competition in the digital space, it can be very difficult for brands to stand out. It’s not enough to have a good product or service, you need to have a story that sets your brand above the rest.

Studies have found that storytelling will not only increase your brand favorability to your audience, it can also be up to 22x more memorable than facts. So rather than just sharing facts about your product, tell a story that clearly communicates your company values.

Using storytelling to get to $1 billion

The Dollar Shave Club exploded into the retail market with the launch of a hilarious video that creatively told their brand story with a direct aim at one of the biggest razor blade providers in the world- Gillette. This startup company tapped into a 30 billion dollar industry with Gillette owning about 70% of it. In March 2012, this video was released and went instantly viral – getting more than 12,000 orders in the first 48 hours. Just five years later in 2016, the Dollar Shave Club was purchased for $1 billion.

The Dollar Shave Club brand story was ingenious because it not only built a brand that inspired customer loyalty but it also simultaneously disrupted the brand story of a massive company. The Dollar Shave Club proved that brand storytelling  isn’t about the massive budget, it’s about the strategic brand narrative – one that communicates a meaningful message that immediately resonates with consumers.

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Business Marketing

Black Friday 2020: Is Your Business Prepared?

The holiday shopping season is just around the corner. With the COVID-19 pandemic, it goes without saying that Black Friday will look a little different this year. Over the last few months, we have seen a major shift in consumer buying habits including a drastic increase in digital purchases and curbside pickup.

Online shopping during the holiday season has been on the rise over the past few years. In 2019, over 93 million buyers made a purchase online on Black Friday and another 83 million purchased on Cyber Monday. This year, data shows the number of online shoppers is expected to significantly increase due to the influx of new customers who usually shop at brick and mortar stores.

The End of Black Friday Crowds

In June 2020, a Google survey found that more than a third of US shoppers who normally shop in store for Black Friday, won’t this year. And half of US shoppers say the pandemic will affect how they’ll shop for the holidays this year. In addition to this, 47% of planned shoppers said they’ll use options to buy online and use curbside pickup.

Walmart, Target, and Best Buy have already announced they will be closed on Thanksgiving – ending a longtime tradition of door buster sales that attracted large crowds. This year, the rush for hot-ticket items instore may be at an end and replaced with online discounts that begin sooner and last for longer.

With even more consumers turning to online shopping in 2020, businesses need to ensure their digital presence is stronger than ever.

Stand Out in a Crowded Digital Space

With online stores facing significant competition this year, especially in the upcoming holiday season, it is crucial that businesses implement online customer experiences that will help them resonate with consumers.

Provide a seamless customer journey

Last year, the abandoned cart rates on Black Friday and Cyber Monday were around 70%, making it extremely important for businesses to provide a seamless process in order to maximize revenue. Even when a consumer has added an item to their cart, the journey is far from over. Strategic tactics must be implemented to obtain a conversion.

Find consumers where they are

In 2019, a study found that 40% of new Black Friday weekend buyers made their first purchase from a different browsing device than the one they first used. Many holiday shoppers bounce across different devices before they actually complete their purchase. This non-linear purchase pattern is common for many Black Friday Shoppers, making it crucial for businesses to use cross-device tracking. This tactic reminds consumers of their shopping cart across multiple different channels to help them pick up where they left off and complete with their purchase.

Optimize for mobile

Optimizing for mobile is essential for obtaining conversions and should be a high priority during any time of the year. In 2019, nearly 40% of Black Friday sales were placed through a smartphone. Now is the time to ensure your site is properly optimized for mobile devices.

Launch Google Shopping Listings

In April of 2020, Google announced that Google Shopping would now include free listings for retailers. Previously, the listings have only been available for paid advertisers. As a free channel with the potential for large visibility, Google Shopping Listings is a must for businesses to use this holiday season.

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Business

Van Halen: A Brand That Lives On

Millions around the world are saddened by the recent passing of rock n roll legend, Eddie Van Halen. Over the years, the Van Halen band has achieved worldwide album sales of over $96 million with all but one of its albums hitting Number Six or better on the charts. Outstanding success by any means.

Van Halen was more than a band; it was a BRAND. One that offered constant quality, volume, excitement, and attitude. Eddie Van Halen showed us what it takes to build a lasting brand, and many businesses today can learn from his example.

Brand Consistency

To have consistent branding, a business must hold true to its core values, vision and principles. Branding that stays consistent even when a company undergoes change, shows consumers who you are and what you stand for. Consistency results in a brand that people will trust and loyally follow.

Even with three different lead singers, Van Halen created a distinctive sound and brand consistency over the years. With his dedicated leadership as CEO, Eddie Van Halen acted consistently on decisions and maintained control from behind the guitar. Eddie Van Halen grew his brand and fan base by showing consistency and staying true to the original vision of the Van Halen band. Van Halen was always about the music and never wavered from producing awesome rock n roll.

Brand Evolution

It is essential that your brand has the ability to evolve and take risks to stay relevant. Testing organizational limits is part of understanding your brand’s full potential. Van Halen had three different lead singers over the years which proved the band’s ability to evolve and continue to grow a loyal fan base. While replacing the iconic lead singer David Roth with Sammy Hagar was a risk for the band, Van Halen music continued to soar high on the US charts (all four of Van Hagar Albums hit #1).

In 2009, Van Halen was able to capture an entirely new audience with the release of Guitar Hero’s: Van Halen. Now that teenagers thought listening to Van Halen was cool, it opened a whole new landscape for the band. This new fan base purchased music, tickets, merchandise, and helped Van Halen reach a whole new generation of fans.

Brand Quality

Consumers expect the quality of a product to align consistently with your brand. Eddie Van Halen poured his life’s experience and expertise as a guitarist into designing a product that would line up with the quality of rock music that Van Halen was known for.

The Wolfgang guitar design and development process took over two years of trial and error research. This intense process included multiple prototypes that went through a full year of hardcore, in-concert testing by Eddie Van Halen during his 2007-2008 world tour. The final product of the Wolfgang guitar revealed a first-class instrument with outstanding durability and quality.

When asked about the Wolfgang guitar, Eddie Van Halen stated, “It’s not a fad, it’s 35-40 years of my knowledge of what makes a sweet, sexy, toning, quality, indestructible instrument.”

Eddie Van Halen will always be remembered as an amazing guitarist with a memorable brand.

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Business Marketing

Building a Strong, Cohesive Brand for Your Business

Every business has its own unique mission, brand voice, and goals. Knowing how your business differentiates from competitors is an important step, but knowing how to clearly communicate that to your consumers is what really sets your business apart. Successful businesses must not only build a strong brand, but they must also take a cohesive approach to their branding. 

What is cohesive branding?

Cohesive branding is showing consistency in your brand across all platforms to ensure that your business is immediately recognizable to consumers. Your audience may encounter your brand in various places such as your website, social media channels, landing page, digital ads, commercials, brochures, etc. To resonate with consumers, a strong brand must keep the same tone of voice, colors, graphics, and fonts consistent across all marketing platforms and materials.

Why a cohesive brand strategy matters

  1. Makes a positive first impression
  1. Creates a memorable brand
  1. Increases trust in your brand
  1. Builds brand recognition
  1. Increases conversions and sales

Building a cohesive brand marketing strategy is crucial in a competitive marketplace. If a business fails to communicate consistent branding to its audience, you could leave prospects feeling confused with who you are and what you do. Strong, consistent branding builds recognition, trust, and credibility for your business.

Everything you need under one roof

If you are looking to build and strengthen your brand the right way, partnering with Spectruss could be exactly what your business needs!

Spectruss is a full-service, all in-house marketing agency with over 10 years of experience working with numerous brands and businesses in various industries. We are a team of specialized individuals whose mission is to create stronger, more cohesive brands for businesses.

As a full-service, all in-house agency, we offer everything your business needs for branding, marketing, promotions, and advertising under one umbrella. This not only keeps your brand consistent, but it also saves your business both time and money.

Capabilities:

We tailor our services and packages specifically for each business based on their unique needs and goals!

Strengthening your brand during COVID-19

Creating a cohesive brand that consumers trust is crucial to the success of a business, especially during uncertain times. Through strategic brand marketing strategies, we helped our client, Refine Aesthetic Studio, continue to grow during the global pandemic. In four months during COVID-19, we increased the number of consultations and booked appointments by 90.2%!

If you’d like to learn more about how Spectruss can help strengthen your brand, give us shout! We’d love to talk with you.