Emotional Marketing

Our Top 5 Emotional Marketing & Advertising Campaigns of 2013

Having worked in the television industry for 17 or so years, one may gain an affinity towards certain aspects of the industry. For me, it was always the commercials... and not just during the Super Bowl. I was always intrigued by the concepts... and I'm talking ALL TYPES of commercials: the creative, the humorous, the sexy, the direct sell, and more often than not, the emotional. 

Emotional Marketing is used to create a bond between a brand and a consumer by engaging an emotional response in the consumer for the brand... in which the brand is hoping to fulfill a specific need. Storylines, symbolism and imagery, cinematography, music integration, product placement, etc., need to all work together to produce the desired emotional response from the consumer. Elicited responses can range from love, joy, security, elation, reassurance, gratification, and empowerment, to name a few. 

Emotional Marketing also creates a personality for the brand, in which the consumer will recognize and gravitate towards, further developing the bond between the brand and the consumer. Developing a personality for the brand is critical in emotional branding... and it is established over time.

There have been some amazing emotional marketing & advertising campaigns over the past year, and I've managed to compile my top 5 for the year. Hang onto your seat... and bring a box of Kleenex!

#5. Johnson & Johnson - " For All You Love"

Love is the most powerful thing on the planet. What says "love" more than a beautiful, smiling baby/child? Soft, black and white imagery with subtle product placement, with the retooling of the popular Guns N' Roses "Sweet Child Of Mine" from the late 80's as an angelic lullabye, all combine to restore trust in the Johnson & Johnson brand. Powerful, emotion-provoking piece.


#4. Guinness - "Wheelchair Basketball"



The choices we make reveal the true nature of our character. How powerful that statement is... as well as this commercial. I was absolutely speechless when I saw this for the first time. The first half of this spot just sucks you in, completely unaware of what the commercial is for. The rhythmic build of the music (The Cinematic Orchestra "To Build a Home") works beautifully with the intensity of the game, and the strong message of the voice-over, connecting friendship and character with the Guinness brand. The end frame reveals the tagline "Made of More". Did this provoke the question of "am I made of more (character)" when you viewed this?  Kudos to Guinness for such an incredibly powerful ad with an equally powerful message.


#3. Purina Pro Plan - "Inside Every Good Dog is a Great Dog"

Inside every good dog is a great dog... and how can you not respond emotionally after seeing these dogs! All dog owners/lovers know the power of the pooch on our emotions. Unleash the greatness in your dog by feeding him/her Purina Pro Plan. The music for this spot was written and performed by Tony Rogers, the SVP/Creative Director of Arc Worldwide/Leo Burnett.


#2. Sealy Posturepedic - "Life Before Your Eyes"



Incredibly clever concept of one family's milestones through the "eyes" of a mattress. Beautifully filmed, edited and produced with an original music score... the images tell the story without the need of voiceover. Great emotional connection with the viewer as we all can relate to the special moments in everyday life. An equally clever tagline of "Whatever you do in bed, Sealy supports it".


#1. Budweiser - "Brotherhood"



By far one of the best Super Bowl Ads from 2013, Budweiser does it again with their Clydesdales. The storyline of the connection between the trainer and his horse parallels that emotional bond between parent and child. Since this spot was about raising a Budweiser Clydesdale, product placement was weaved into the story seamlessly (Budweiser truck, Budweiser bottle and newspaper article). "Landslide" by Stevie Nicks/Fleetwood Mac is expressively edited to provide added emotional intensity.


So what are your thoughts?

The Business Website... Part 2

The discussion continues on the top 12 points to keep in mind when designing your new business website. 

So you've mastered that content and professionalism is "king" from the first 6 points to designing your new website. What's left?

7. Make it easy-to-use. The navigation should be easy to maneuver. Branding, email links, phone and social media links should be easily accessible on each page. Text should be easy-to-read and photo galleries should give close-up options. If videos and music are applicable on your site, give the option of a stop or mute button. Keep forms (if necessary) short and simple. The easier your site is to navigate and more visually appealing, the more time clients and potential clients will spend on your site.

8. Differentiate from your competitors. How can you stand out and above your competitors? Be unique... think of creative ways to make your website shine through by offering free downloads or using special offers that just can't be refused.

9. Keep your credibility. If you have to include advertising on your website, make sure it's relevant to your content. Too much advertising can damage your credibility as well as junk up the look of your site. Affiliates you include on your site look like recommendations, so be sure to research these companies and their business practices to ensure that they conduct business professionally.

10. Invest in SEO. What’s the point of having a website if potential clients can’t find you on the internet? Take the time to learn about search engine optimization; or better yet, hire a professional to apply the most creative tactics to ensure that your site is easily accessible on the internet.

11. Incorporate social media. Facebook, Twitter, Linked in, You Tube, etc... stay plugged in and on top of current social media trends to maximize your visibility and client reach.

12. Most of all, LOVE your business. Your business website should show that you love what you do. Once you put your heart into it, your confidence in your products/services will shine through!

The Business Website...

The top 12 points to keep in mind when designing your new business website. 

Part 1 of 2...

Your website will be one of your most valuable marketing tools when it comes to your business. It will most likely be the first place people will look to find out about the products and/or services you offer. When developing your business website, keep these all-important key points in mind.

1. Develop your website for your target market.  You want to appeal to the people that you want to be your clientele, so make sure that your content reflects what your business has to offer. Keep it streamlined for business and not personal. You're providing a solution to their problem, so avoid the sales and marketing tactics.

2. Create great, to-the-point content.  People scan websites as opposed to reading them like a book. Keep your content concise, relevant and informative while providing interest. Organize the information in easy to read columns with short, descriptive headers. Simplicity is the key and ask yourself if you would be interested in reading it. If you’re not the best writer, consider hiring a copywriter to help you with the content to ensure that grammar and sentence structure is correct and to also infuse creative writing techniques. Articles, tips, tutorials, special deals, freebies, etc., are even more ways to generate interest in your content as long as it is applicable.

3. Cut out the clutter.  You want your business message to be crystal clear. Keep the number of pages/links in your site relevant to your services to keep it streamlined. Focusing on the main aspect/service of your business will add more value and professionalism to your website.

4. Invest in professional photography. You want your business website to reflect your highest, most professional standards. So why would you include an out-of-focus "headshot" taken with an outdated digital camera from your college years? You are a business owner... hire a professional to take a photo that reflects your professionalism. Same with stock photography... invest in some key shots that portray your services (if applicable) and review the usage licensing associated with them. The more professional your site looks, the more professionals/target clients you'll attract.

5. Invest in quality, customization and branding. The look of your website will reflect on your business image and the clients you attract (or not attract). Working with an experienced web design/branding professional is the best way to ensure that your site looks good and is up to current website standards. Keeping your brand consistent throughout your website and your other marketing materials (business cards, advertising, etc.) is paramount. 

6. Keep your content up to date. Update your content frequently via a content management system to give your target market reason to visit often.  Add news, new photos/products, blog posts, features, etc. 

Starting with these first steps will ensure that your website is on the path to attract the right clientele. Check back for the next installment of idbd:focus for the next 6 steps to developing a successful business website.

Color Theory in Branding...

Do the colors of your logo, website and marketing/advertising materials help to better connect with your audience?

Red and yellow and pink and green; purple and orange and blue... I can sing a rainbow... la la la... you know the rest. Colors. There are many of them... and you have your favorites... but which colors work best for which brands... and ultimately for your business? To answer this question, you need to learn a little about basic color theory... mainly the color wheel, color harmony, color context and the meaning of colors.

                                                            

1. The color wheel is made up of 3 primary colors: red, yellow and blue. All other colors are derived from the primary colors. Secondary colors – orange, green and purple – are formed by mixing the primary colors. Tertiary colors are created when primary and secondary colors are mixed, and have names that combine both colors: red-purple, blue-purple, blue-green, yellow-green, yellow-orange, and red-orange. 

You can further divide the color wheel into 2 sections... warm colors that denote energy and creativity; and cool colors that are more calming and serene. 

Now, if you add white to a pure color it becomes a tint. If you add black, it is referred to as a shade. Adding gray to the pure color creates a tone of the color.

2. Color harmony results when combining color arrangements that are pleasing to the eye... creating balance. There are a few different basic color harmonies. The complementary color scheme utilizes 2 colors that are opposite of each other on the color wheel. Analogous color schemes use 3 colors that are located nest to each other on the color wheel that match well.The triadic color scheme uses 3 colors that are evenly spaced around the color wheel and are usually pretty vibrant. 

To delve deeper into color harmony, visit: http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm

3. Color context refers to how the color behaves in relation to the other colors it is paired with. For instance, a red square looks different on a black background when compared to a white background. Some colors "ring" when placed together, some combinations look dull while other combinations compete. 

To see samples of color context in action, go to http://www.colormatters.com/color-and-design/basic-color-theory

4. Color meanings. All colors evoke emotion when viewed... and you want to use the colors that will best define your brand. Here is a short list of what each color means: 

                Red: Passion, love, rebellion, power, excitement, bold, danger 

                Yellow: Happiness, fun, alert, friendly, young, summer 

                Green: money, natural, abundance, environmental, safe 

                Blue: smart, progressive, trust, cold, tech

                White: open, clean, pure, sterile 

                Orange: inviting, retro, warm, energy, creative

                Purple: stylish, elegant, royal, decadent, luxurious, wise 

                Brown: stable, reliable, approachable, organic 

                Gray: Timeless, practical, intelligent, neutral 

                Black: authoritative, powerful, classic, sophisticated 

                Pink: romance, happiness, light-hearted, confident, passionate

So which colors best represent your brand? Does your brand currently utilize colors that work? Need help in deciding? Your best bet is to hire a design professional who is skilled and trained to develop color schemes that will best enhance your brand's message.

Speaking of color... 

Pantone recently announced its choice for color of the year... 

... calling it "Lively, Radiant. Lush... A color of elegance and beauty that enhances our sense of well-being, balance and harmony." For more info, read on: http://www.pantone.com/pages/index.aspx?pg=21055

We tend to agree... and think it works especially well with the upcoming St. Patrick's Day holiday... so get your green or blue or red, etc... on!

The Business Card: A Missed Opportunity?

More often than not, your business card is the first piece of marketing material that is viewed by potential clients. So what does your card say about your business?

First off, the business card needs to establish 3 things: who you are, what your business is, and how to contact you. However, it also needs to do a little more. It needs to connect with potential clients by differentiating from your competitors while staying consistent with your brand.

Some helpful tips...

1. Composition. There are two sides to the business card... and that's valuable real estate. Use both sides of the card to lay out your information... and remember that negative space can be a good thing if designed appropriately. Be sure to include your company logo, tagline, name, title, phone, email, web address, and physical address. Social media contacts should also be included to engage the potential client to connect with you to further establish and nurture the business relationship.

2. Size matters. The traditional business card is 3-1/2" wide by 2" high. If your layout makes better sense designed as a vertical, then lay the card out at 2" wide by 3-1/2" high. Try other non-traditional sizes (smaller rectangle, squares, circles, rounded edges, die cuts, folds, etc.) to differentiate from the crowd. Many printers offer specials for different sizes and shapes of business cards... just be sure that they can fit in a pocket without getting damaged as that will defeat the original intent.

3. Printing and paper. There are many different types of paper (stock) options and printing methods available for business cards. You generally want a stock that is durable. If you have the opportunity, get paper samples to feel the weight of the paper. Some stocks feel like linen, others can feel like silk, and others can print on transparent vellum or even wood veneer... your choice depends on the feeling you want to leave with the person left holding the card, and if your choice is relative to the business you are in. Consider the finish of the stock as well... matte, gloss, uncoated, etc. As far as printing, you can have colors print digitally, on a 4 or 6 color press, screen printed, foil embossed, letterpressed, spot-gloss, etc. Pricing for the different printing methods can vary greatly, so do some research before you make the final decision.

4. Stay true to your brand image. You want to be sure that your business card is an extension of your visual image... so stay consistent! Use your logo, fonts, and color scheme that you have established for your look. Nothing screams unprofessional more than an unbranded business card.

5. Connect with your audience. Is there a specific question you ask potential clients to make them think to convert them into paying clients? Use it on your card. Do you have a QR code or special to drive to your website? Include it on your card as well. Use your card as a "promotional" piece for your business to generate more interest.

6. Be professional. Is your current business card not doing your business justice? Ready for an overhaul? Then consider hiring a brand + design professional to guide you with the process. Most professionals are trained and experienced not only in design and branding, but also the latest in printing methods, and can tie it all together for you which will inevitably save you time and money.

Logo Redesign: A Case Study

The Jacksonville Jaguars NFL football team unveiled a new logo redesign for their franchise last week. Was it successful? These are our thoughts...

Overall, the new logo (pictured below), is an improvement from the old version and a step in the right direction. However, as a rebrand to "harness momentum by incorporating bold changes", it seems, in our opinion, to have missed the mark, and resembles more of an "update" than a true "rebrand". The new logo appears a bit soft, incomplete and just not fierce or strong enough to convince that they are a force to be reckoned with.

1. Fonts. The new font design is better than the old, no question. The angles in the letters provide some movement, but it lacks in commanding attention. The addition of varying letter sizes (J and S of Jaguars) and more angular elements could help with energy and momentum. Incorporating both words to work as one element will also give the sense of unity.

2. The Jaguar. It just feels soft and too round/fluffy, like a house cat. The line weights are a bit confusing. The top of the head should have more defined line weights, bringing out more angles of the bone structure, thus making the icon more bold. Since the line weight of the chin/cheek is so prominent and combined with the black of the mouth, it makes it a bit bottom-heavy. The eyes are said to be the "window to the soul"... and the eyes here are in much need of more definition to draw the viewer in to feel the emotion this logo is supposed to generate. The nose area should display more crinkles as the cat is baring its teeth, which also could use more refinement. The main facial features get lost as they are competing with the spots, and the fluffy ears just don't fit .

3. Color. The color scheme works for the new logo that is shown. However, a bolder, deeper color scheme could work to make the logo look more iconic and powerful. Less white space around the cheek area and ear would also be beneficial. The eyes need to pop with more color. Teal is their team color, but we've never seen a jaguar with a teal tongue, except for their old logo. If the logo was more iconic, the teal tongue would be more successful. Although the Carolina Panthers use a black panther as their logo, maybe investigating the use of a black jaguar would exhibit more strength and distinction.

4. Composition. The layout hasn't changed at all from the previous logo. Perhaps incorporating all elements (icon & text) to work as one should be attempted to make a more cohesive arrangement. For example, see how the Philadelphia Eagles logo works as a complete unit below. From an unbiased, design and layout viewpoint, the fonts, icon, colors and composition of the Eagles all combine to form one very successful logo.

5. Simplify. The new Jacksonville Jaguars logo looks as if it's getting stuck on being a bit too realistic. Maybe if it were simplified to more of an icon/mark, incorporating the main features or message of the brand, it would be more successful. The Houston Texans did a fantastic job with their iconic look; which incorporates the head of a bull, in deep steel blue, battle red and liberty white; with a lone star... all which reference the flag of Texas and it's rich history.

From a marketing stance, the new Jacksonville Jaguars logo was successful in generating buzz and excitement to look towards the future as the team begins to rebuild with a new coaching staff. However, the real question still remains: will these changes be enough to produce a winning season? What's your opinion?

Branding.
 

We've all heard the term... especially if you own your own business. But do we truly know and understand what it really means?
 

By definition, your brand is your business identity {id} that will clearly define who you are and the services and/or products you offer; will be used to advertise and promote your business; and should succeed in getting your target market to see you as the best and only option of providing a solution to their problem. An effective brand will connect with your target market on an emotional level and build a lasting relationship with that market, and will completely set yourself apart from the competition.
 

Your brand consists of a number of key pieces that all work together to create continuity and achieve a higher level of professionalism. So how does a business establish a successful brand?  By creating a positive emotional connection with your brand's name, image, marketing materials and products/services that will build market loyalty. One of the steps to achieving this is having a recognizable, memorable and consistent brand image that will give your business the visibility necessary to enforce your brand message and build credibility throughout your target market. In other words, establish a professional brand identity {id} - starting with a strong business name, an identifiable logo and descriptive tag line that your target market will connect with and remember. 

What does your brand identity say about your business? Does it speak to your target market? Does it make an impression? Does it stand apart from the competition? Let's look at an example...

Blue Ribbon Sports (BRS) was founded in 1964 and has grown to be one the largest, most successful traded sports equipment & apparel brands in the world. Ever hear of them? Of course you have... and chances are, you own many of their products.

In 1971, BRS realized that in order to increase their profits, they needed to expand their market and refocus their brand. Shortly after, they developed an icon (logo), the "swoosh", started marketing the first "swoosh" t-shirt, and profits began to increase. The "swoosh" icon was based on the winged goddess, Nike, who served as an inspiration to the most courageous warriors from the beginning of civilization. They named their first line of footwear "Nike" after the Greek Goddess of Victory and, in 1978, officially changed their name to Nike, Inc.

The company grew rapidly over the next few years by product endorsements, positive reviews from athletes and consumers, and becoming a publicly traded company in the early 80's. The start of the advertising campaign that produced their "Just Do It" tag line in 1988 catapulted Nike, Inc. into continuous, steady growth and evolution across the global market. Today, Nike, Inc. is a top-200 Fortune 500 company that continues to grow and prosper.

Do you think this company would have been as successful if it remained Blue Ribbon Sports? Maybe... but most likely not. They realized that in order to connect with their target market, they had to invest in their brand identity {id} and make some changes. They chose to build upon the feelings of courage, strength and victory... as one should feel when wearing/using their products... making that emotional connection... for the "warrior" in all of us. Seems to have worked out very well for them.