Thursday, October 10, 2019, 23:46 | No Comments »

 

The most powerful thing you can do for your business is to have your brand consistently in front of by your target market where they hang out, and at each exposure, that your look, feel and voice is done exceptionally well. This includes your signage, digital presence, physical collateral and social media channels. So where do you put your money to get the best bang for your buck?

 

Recently, marketers indicated that digital channels are four of their top five most important marketing channels, with newspaper advertising and trade shows-events making up the balance. But the feedback from consumers, about the channels that inform their purchase decisions, was very different, indicating some interesting inconsistencies in typical marketing placement to what consumers say inform their purchase decisions.

Top channels marketers have used in the last 12 months:
50% Brand website | 47% Social media | 46% Email marketing | 35% Online advertising | 30% Newspaper advertising | 29% Tradeshow-Events

Top channels consumers use to inform their purchase decisions:
72% Recommendation from family / friends  | search engine results 48% | 38% TV advertising | 35% Brand website | 35% brochures- leaflets- catalogues / magazines | 33% Letterbox | 33% online catalogues

It seems that in same cases, they've missed their mark in marketing. Each business is unique and a ‘default’ one-size-fits-all solution is simply not appropriate to funnel everyone into digital marketing in our view. We are not all the same and there is nothing wrong with that. We are not meant to be doing all the same thing. There is room in the world for different business models, different ways of approaching our markets – and in fact, that could be a competitive edge – not to be competing with everyone else and doing something uniquely different.

For example, let’s take a shy service oriented local painter selling a $20,000 house repaint in a site visit to a 55 year old married woman, who will discuss the quote with her partner and consider comparison quotes. It is a purchase made every 7-10 years (long buying cycle) that is high-risk to the buyer (big investment with long-term expectations and some expensive consequences if the paint job goes wrong). Contrast that with a sales oriented 'Network Queen' ecommerce reseller of MLM $50 beauty products delivering Australia wide to females under 35 using their supplier’s product images.  This is a low-risk barrier to purchase (small investment, little consequences) and a product that may not be offered past next year and bought every 3-4 months (short buying cycle).

They need different things. They want different things. They have different resources and skills.  Let’s not funnel them into what ‘everyone’ is doing. They need a strategy suited to their personality, their business, and their market.

Australia has one of the strongest eCommerce markets in the world; a fact that Amazon has embraced as they opened their digital doors to Aussies looking for low prices and fast shipping. With global online sales expected to top $27 trillion by 2020, there’s plenty of room for local retails to cash in on the action. Using search ads, display ads, remarketing and product-focused experiences, if you have the budget and buying power – and your market sits here – this can be a powerful strategy.

The downside: lot of the price focus comes from the rise of eCommerce. Trying to portray ‘value’ as opposed to ‘price’ can be very difficult online. In store, or in person, it’s easier. Online, when a customer sees the right product at the right price, it’s difficult to talk them out of that sale. Also, when you go online to conduct a search, the first results that appear are the larger companies that are paying through the nose for those top search positions, but they also have the buying power to offer the lowest prices. From there, it can simply be a price competition.

Digital Marketers sell digital marketing and it common to have discussions only about digital channels, their performance and statistics, whereas an omni-channel broad based provider will consider all of a client’s needs, discuss all channels available to you and will keep a consistent experience across all platforms. Digital marketing is essential in our mind, but if you don’t have the foundations set in your business, and a strategy suited specifically to you, you might be better investing your well earned money with Ladbrokes!

Research shows:

  • 75% of customers expect absolute consistency no matter how they engage
  • 86% of customers are happy to pay more for a product or service when they’re offered a better customer experience (CX)
  • 27% of customers switch brands because they are not able to get answers from the business

If you are selling high volume items, the last fact may not bother you. If you are selling $20,000 house repaints, it may bother you more. Different needs. Different solutions.

So what is the solution?

A strategy that matches your and the brand’s personality, a value offering, consistency of branding, message and pricing structures, the right marketing channels for your business, great customer experience and tools for sales and marketing and conversion – both physical and digital. And a (swear word coming for some)...... budget.

First step:  Consider what resources do you have available – financial, time, skills and experience, work out what are the gaps in your business in its foundations, who is your market, how you are going to attract them, where they hang out, and how to do this affordably. And take one careful and considered step at a time, that allows you to keep trading, keep profitable and keep offering value to your market. 85% of people expect brands to offer good value for money and competitive pricing in order to retain their loyalty.

Second step: Download our free E-Book ‘Fish Where the Fish Are – Making Sense of Multichannel Marketing’ (see link below) to get industry insights into:

  • Defining your ideal client, understanding them and how to attract them;
  • Setting a budget and priority list you can afford;
  • Ways you can build a better customer experience and trust with your clients and prospects;
  • A buyers journey – both in the digital and physical world;
  • Digital trends – who is hanging out where in the digital world;
  • A ‘channel chart’ map of foundational items you need in place for your business before you start spending on marketing.

 Third step: Call us on 1300 244 001 and let’s chat.

 

How can I get my free copy of the E-Book “Making Sense of Multi-Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

 

At Big Bold Branding, we can provide you with branding, brand packages, marketing, websites, printing and signage and much more designed to build brands as assets and to make you look amazing.

#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #branding #logos #brandpackages #marketing #design #printdesign #signage #websites #social media

 

 

 

 

 

 

 

 

 

 

 

 

 


Thursday, October 10, 2019, 19:40 | No Comments »



Australians are by nature early adopters of technology, so where does physical marketing collateral marketing fit into today’s marketing mix? How can you use one of the most effective methods in marketing - emotions through touch?


Have you noticed that today’s competitive trading environment is focused on online as a medium to communicate with customers, and trying to attract new prospects. And when Aussies are all about their devices checking their digital channels, physical marketing collateral, direct mail or letterbox may seem to be a little bit old school.

Actually, statistics tell a different story. According to the Australasian Catalogue Association, 58% of Australians aged 25 to 34 read physical catalogues and 93% of Australians go into a store after reading a catalogue. Today, more people are reading these catalogues in Australian than at any other given time (around 7,000,000 Australians read supermarket catalogues on a weekly basis for instance). Plus physical marketing collateral can be targeted to both consumers and businesses and specific geographic areas.

Whilst the best way to market yourself is a mixture of both physical and digital channels, when such a large percentage of consumers voluntarily choose to flick through a physical catalogue whilst relaxing with a cup of coffee, physical marketing collateral becomes a difficult medium to beat.

Physical, direct mail or letterbox marketing is also a great leveller for businesses of all shapes and sizes. Using these traditional methods, a local business can rub shoulders with supermarket giants and the like and receive the same level of attention enjoyed by the nation’s biggest retail businesses (do you think they’re onto something?).

You may have a smaller marketing budget than these giants, and may not have the budget or expertise to manage all of the various options required for an effective online campaign, but physical marketing hits a targeted market – either business to business, or business to consumer, and is guaranteed to deliver.

It stuns me that we are just re-learning this again - researchers are only just beginning to understand the emotional power of touch, or ‘somatosensation’. Different fabrics, for example, have been proven to elicit different brain responses related to pleasure. Silk might make the recipient think of luxury and class, whilst terry towelling might elicit comfort and cleanliness.

Shape is another factor that can be considered – collateral in the shape of a car for a car dealership, a house for a real estate agent, a ring for a jewellery store, or a coffee-cup shaped fridge magnet from a local care for instance.

Physical collateral marketing is the only channel, outside of a store itself,  that can boast touch as an influencer of purchaser decision.

Promotional calendars have the advantage of being around all year in front of your customers reminding them of you each year, and can be a very low cost and effective investment for year round exposure that most businesses cannot afford in a digital campaign.

 

What to do now?  

Book an appointment on 1300 244 001 or email: hello@bigboldbranding.com.au to talk about how you can satisfy your market with quality marketing collateral.

Check out our range of premium quality calendars, marketing and promotional materials at:
www.bigboldbranding.shop

Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes 

How can I get my free copy of the E-Book “Making Sense of Multi-Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

   

At Big Bold Branding, we can provide you with a wide range of marketing material that satisfies the senses and keeps you in the forefront of your clients' minds all year around.... and of course, that make you look amazing!

#bigboldbranding #wemakeyoulookamazing  #designdigitalprintpromotionssignage #branding #logos #brandpackages #marketing #design #printdesign #signage #websites #social media

 



 




 

 

 

 

 

 

 


Monday, August 26, 2019, 05:00 | No Comments »

We have a new E-Book for Designers:
Easy Peasy Ad Design with Big Impact: Designing Fixed Display Advertisements Guide
Think television displays, rotating screen displays, buses, billboards, print media:

Display ads function like small, targeted billboards. Similar to billboards, display advertisements are valuable brand awareness and top of the funnel tools. When done successfully they can help to increase brand recognition, promote a business or service and tout new products or services.

Dissimilar to billboards, display advertisements come in many different formats and can be optimized to reach the right people through keywords, demographics, location and remarketing. While the success of the advertisement greatly depends on the audience, industry and product/service, there are some best practices that can be used as guidelines.

This guide is focused on fixed display advertisements (think television displays, rotating screen displays, buses, billboard, print media).

Check out the E-Book to identify some quick ways to improve your advertisement design. Some advertisers will insist on advertisements being done their way (often trying to put too much into the advertisement). The best ads are concise and brief, just enough to cover what is important. Try to bring your experience and guidance into the conversation and never make them wrong. Provided it doesn’t cross any ethical boundaries of current advertising standards where you can decline the content, simply suggest “Well let’s give it a try, you measure the results, and we can revisit later on if needed”.

Index:
  • HEADING
    SUB HEADS
    ADDED INFORMATION – CREDIBILITY STATEMENTS AND OFFERS
    BUSINESS NAME
    CONTACT INFORMATION
    CALL TO ACTION

  • DESIGN HINTS
    BE AWARE OF THE CLIENT’S BRANDING
    AVOID ALL CAPS
    SCRIPT FONTS
    BEWARE OF SOLID COLOUR AND REVERSE BLOCK ADS
    REVERSE TYPE
    AVOID STARBURTS
    FONT SELECTION
    WHITE SPACE
    USING ILLUSTRATIONS AND GRAPHICS
    BALANCE YOUR ADVERTISEMENTS
    ODD NUMBERS
    EXPIRY DATES
    GETTING CLOSE
    HANGING ILLUSTRATION
    AVOID BEING SEEN AS ‘BORING, BORING, BORING’
    MULTIPLE OFFERS OR SEASONAL CAMPAIGNS
    REMEMBER “RESIDUAL VALUE” WHEN CHANGING ADVERTISEMENTS
    SPEC ADVERTISEMENTS
    DON’T USE “COUPON” OR DESIGN AN ADVERTISEMENT TO LOOK LIKE A ‘COUPON’
    REFERENCE BOOK

  • COPYRIGHT
    SEARCH ENGINE RESULTS ARE NOT A COLLECTION OF COPYRIGHT-FREE WORKS
    COPYRIGHT IN AUSTRALIA
    SEEKING PERMISSION TO USE IMAGES
    USE YOUR OWN PHOTOS AND IMAGES OR THE CLIENT’S COLLATERAL
    CREATIVE COMMONS-LICENSED IMAGES
    USE IMAGES FROM STOCK PHOTO AGENCIES
    CONFIRM WHO OWNS THE COPYRIGHT IN THE IMAGE
    SHARING OR LINKING IMAGES
    BE INFORMED

  • AD STANDARDS AUSTRALIA

  • REFERENCES AND RESOURCES

  • 12 QUESTIONS TO ASK YOUR DESIGNER ABOUT YOUR LOGO

What to do now?  Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes 

How can I get my free copy of the E-Book “Easy Peasy Ad Design with Big Impact - Fixed Display Advertisements Guide”?
It’s simple, click on the photo below to download the file from our ecommercie site www.bigboldbranding.shop. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:

At Big Bold Branding, we can provide you with branding, brand packages, marketing and much more designed to build brands as assets and to make you look amazing.

#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #branding #logos #brandpackages #marketing #design #printdesign #signage #websites #social media


Monday, August 26, 2019, 02:48 | No Comments »

BBB LogoBlog

 

Everyone and their labradoodle these days calls themselves a designer, but most are not qualified and have no idea they are not servicing their clients properly. And they charge the same generally. So, how do you know you are getting true value, and also getting the protection you deserve when paying good money:-
These are suggested questions to ask your designer, or design platform, about your logo and brand elements. Then get pricing and do your value-for-money assessment for an informed choice.

1. Can you give me production quality files?

2. Will you offer CMYK and RGB versions and also Hex colours?

3. If you use images not drawn or photographed by yourself, do you pay the licence fees for them?

4. What level of liability protection do you offer?

5. Do I own the copyright?

6. Is it able to be trademarked?

7. Is it able to be used, or can you adapt professionally, for high quality signage, car signage, promotional products, embroidery, uniforms, pad, offset, wide format, and screen printing?

8. Will you give me all the files I need in vector, png, gif, jpeg, PDF , including low and high resolution versions and tell me where and how to use these formats?

9. Do you design taking into consideration the 8 types of colour blindness?

10. Are you local and supporting other locals in where you do business and spend your money?

11. Have you worked with international, national, large and small business?

12. How many hours have you worked exclusively as a graphic designer?

If you know us, you know we make our clients look amazing. Weare qualified and have been doing it professionally since 1981. This means we know our stuff and answer all 12 questions with a resounding YES!
Can you help educate and pitch Big Bold Branding when you see requests for designers and include we are qualified, widely experienced and doing the right things by our clients.

 

What to do now?  Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes 

How can I get my free copy of the E-Book “Making Sense of Multi-Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

At Big Bold Branding, we can provide you with branding, brand packages, marketing and much more designed to build brands as assets and to make you look amazing.

#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #branding #logos #brandpackages #marketing #design #printdesign #signage #websites #social media


Monday, August 26, 2019, 00:08 | No Comments »

WHO KNEW? Search engine results are not a collection of copyright-free works..

How many times have you searched Google images, Facebook, Instagram etc. and found the perfect image, illustration or photograph? Or perhaps a map, table or infographic? Or perhaps you’ve created an image and found someone has copied / posted it without permission or attribution? As tempting as it is to copy and paste these types of photos and images (‘images’) into your own material, advertisement, website, e-book or elsewhere, and perhaps even manipulate it for your purposes, you need to first consider copyright law, and treat it (from a copyright perspective) like any other content you find online. Search engine results are NOT a collection of copyright-free works.

COPYRIGHT IN AUSTRALIA
There is no system of registration for copyright protection in Australia as it is free and automatic. Copyright protection does not depend upon publication, a copyright notice, or any other procedure. In Australia, copyright is governed by The Copyright Act, 1968 and copyright duration (which is similar in the U.S.) is the life of the author plus 70 years. The Australian Copyright Council also has many easy to read fact sheets about copyright in Australia that you can search by the type of industry you are in.

SEEKING PERMISSION TO USE IMAGES
To start legally using images, you should assume that all located online images are protected by copyright. An image does not need to have a (C) symbol displayed to be copyright protected. Do your research. Act on facts. If you don’t see permission clearly indicated on an image or photograph, then you need to investigate its copyright status or find an alternative image.
If you decide to investigate, take the necessary effort and steps to determine if the image is under copyright protection. It may take time, effort and creativity in your research to determine the name of the copyright owner. Then you need to investigate whether they’re still alive or not. In Australia, copyright is governed by The Copyright Act, 1968 and copyright duration (which is similar in the U.S.) is the life of the author plus 70 years, you need to determine when the duration of copyright will expire or if it has expired already. Therefore don’t just think an “old” photo or image is free either.
In September 2018, Google announced initiatives that make it easier for you to find creator and copyright information. They now provide links to image creator, credit and copyright notice metadata, whenever available, for images on Google Images. For more information, see their blog post ‘Image Rights Metadata in Google Images’. If you’re fortunate, the copyright owner’s name will be on the image with a link to click to contact them to ask for permission. And hopefully the copyright owner will promptly reply. Keep in mind: Seeking permission is not the same as being granted permission. But this best-case scenario won’t always be your scenario. You may get no response, or you may get a no, either of which means you cannot use the image.

USE YOUR OWN PHOTOS AND IMAGES OR THE CLIENT’S COLLATERAL
When possible, use photos and other images that you’ve taken yourself. Unless you’re employed and took the photos as part of your job, you own the copyright in your own photos. (Don’t forget to obtain a model release from any persons in your photographs and be aware of. This isn’t a copyright issue, but a privacy/publicity issue.) Also keep in mind that if you’ve licensed your images to someone else, you may have limited your own use of those images. Legal123.com have a great ‘Legal Guide for Photographers and Photography Businesses’.
If your client is supplying their own images for you to use, make sure you get an indemnity in your contracts from them that grants you permission to use the images and protects you against copyright breaches. Speak to your lawyer on this.

CREATIVE COMMONS-LICENSED IMAGES
There are various Creative Common (CC) licenses that allow you to use an image or photograph (or other online content) without first obtaining permission.
You need to read that license to see what it permits. You may be able to only use the image as-is or perhaps you can modify it. Or, you may be able to use it for non-commercial purposes only. All CC licenses require you to acknowledge the owner of the image.
Another thing to look for are specific terms of use written on the site where you find the work. The terms may be specific and you need to follow them. As an example, the terms may state that you may use the image for non-commercial or educational purposes. (Unfortunately, the terms usually won’t define non-commercial or educational purposes so you’ll need to make that judgment call.)

USE IMAGES FROM STOCK PHOTO AGENCIES
Purchase images from stock photo agencies and follow the license terms. Remember, you’re not outright buying an image from a stock agency, but are paying for certain uses of it. Read the specific terms and conditions (to which you have agreed). For example, you may be able to post the image on your blog but require additional permission to use it on the cover of your e-book. Using images from stock photo agencies will usually offer you a written guarantee of legal protection to a certain value. Make sure you read the terms. Don’t buy one image, use it endlessly, and then share it with everyone else. Licences have restrictions. You are offered protection, but you also have a equal responsibility in the use or distribution of the images.

CONFIRM WHO OWNS THE COPYRIGHT IN THE IMAGE
Always verify that the image’s creator has the rights to permit you to use it. They may have assigned their rights to someone else and no longer own copyright in the image. Or, they may have created the photograph or other image at work as part of their employment duties, and copyright belongs to the employer. Ask the image’s creator to provide you with a warranty or guarantee that they are the image creator, still own the rights in the image and have the right to provide you with permission to use it.
On free sites, you need to read the licence agreements. For example on Canva they have a clear statement in bold ‘We can’t guarantee that any free images have the appropriate releases for commercial use.’ Often the free sites do not offer you the guarantees, protections and assignments to use images that stock photo agencies do.

SHARING OR LINKING IMAGES
This is a changing environment. Copyright-wise, it’s always less risky to link to a photo or other image than it is to copy and paste it onto your website or social media platform. And, it’s best not to embed that link but rather to set out a URL. Legalnews.com published recently a controversial decision in the U.S. District Court Southern District of New York(2) that one could infringe copyright simply by embedding a tweet containing an image from another source in a web page. The logic of the ruling applies to all in-line linking, not just embedding tweets. If in doubt, go to the author and seek permission to share or use the image.

BE INFORMED
If copyright has been infringed, the copyright owner is entitled to commence an action in court and various remedies may be awarded including damages or an account of profits that the infringer has made from using the work, legal costs and more. Be informed. Don’t risk it. Respect copyright. Read and understand licence agreements. Use images you have permission to use. Have the correct forms and protections in place where you are using an image the client supplies and if in doubt discuss this with your lawyer.

AD STANDARDS AUSTRALIA
Ad Standards Australia has an extensive resource of codes and initiatives, including resources from The Australian of National Advertisers (AANA) as part of advertising and marketing activities, including industry practices for digital marketing. The aim is to ensure communications are legal, decent, honest and truthful and that advertisements have been prepared with a sense of obligation to the consumer and society with a sense of fairness and responsibility to competitors. If you are preparing advertisements in Australia, care should be taken to know the Codes of Practice around different industries.

REFERENCES AND RESOURCES:
https://www.legislation.gov.au/Details/C2017C00180
https://www.copyright.org.au
https://www.blog.google/products/search/image-rights-metadata-google-images/
https://creativecommons.org/
http://legalnews.com/detroit/1455269
https://legal123.com.au/how-to-guide/legal-guide-photographers/
https://about.canva.com/license-agreements/free-images/
https://adstandards.com.au/codes-and-cases/codes-and-initiatives-0

Please note, we are not lawyers and are not positioning this as professional advice. This information is based on our own research and online resources and your should seek advice of a lawyer that specialists in trade marks and copyright to review your product, service, position, jurisdiction and unique circumstances. 

What to do now?  Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes 

How can I get my free copy of the E-Book “Making Sense of Multi-Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

 

At Big Bold Branding, we can provide you with branding, brand packages, marketing and much more designed to build brands as assets and to make you look amazing.

#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #branding #logos #brandpackages #marketing #design #printdesign #signage #websites #social media


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