Marketing is more than advertising; it is how a product is designed, presented and sold. Effective marketing at an advertising firm looks at the overall picture. In today’s market, this also has to take into account how products are viewed, discussed and sold online. At Ruby Porter Marketing + Design, we consider a business’s target audience, come up with strategies that are right for individual businesses and drive business forward with emotional connections through branding. Below are a few—though certainly not all—aspects that go into marketing. Whether local to Eugene, part of a national chain, or selling a product from a website, these are factors that come to play in any business.
Having a recognizable brand is part of differentiating a company from their competitors. Having a name without a logo means your product or company will not be recognized.
Attractive colors and extravagant packaging is often considered a must. The key to packaging isn’t always colors but to showcase a product in a memorable way that differentiates them from others. Having a good design that makes the brand name identifiable, memorable, as well as eye-catching are necessary to attract customers.
Eye-level and right hand shelves are considered to be better for selling. Novelty items are placed at the front of stores and common items are at the back as far from the entrance as possible. This means people have to walk past impulse buy items they wouldn’t normally spend money on to get to what they need. Unless one owns a retail shop, it isn’t common to have a say where products are placed. Placement is just as important on book covers, website design and organization of packaging, but design theory uses different techniques so the viewer can find what he or she is looking for easily and not get lost among other products. Online presence and placement has to do with search engine optimization and techniques specific to web design development.
Psychology plays a major role in effective marketing. They say homeowners who are trying to sell a house should bake bread or cookies to make their house feel like a home. Stores often don’t post clocks so people feel like they have lots of time. They play soothing or familiar music so people feel relaxed. Companies try to create uplifting moods to associate with their product. The words and images these moods create for us influence how we see their product. The language and images associated with the product need to be pleasant, though it could be a fun, cartoon-like-pleasant often used with candy or sweets, or it a different kind of pleasant that uses risqué poses and stimulating language to elicit feelings of sexuality. The mood will depend on the target audience, product and how it is being presented.
Website and blog
In today’s online world, companies and products need to have a web presence. This involves having a current website with accurate contact and purchasing information. Creating new content that brings people back to your website or draws in new potential customers is more than posting new products. Writing Facebook posts that direct people back to a website without giving new, informative or interesting information that the target audience is interested in will not direct traffic to the product. There is an art to writing content that matches an audience’s interests and needs. An online marketing campaign is one of the specialties of a full-service creative agency.
This is about emotional connection to the target audience. Building up product loyalty and creating the feeling that your company is the only one that can satisfy a customer’s needs are part of branding. Ruby Porter Marketing + Design specializes in using branding to create an effective online marketing campaign.