Marketing – Slogan message.

How does businesses communicate to the customer their product? Most would say through the various channels such as T.V., radio, newspaper, social media, etc. and all are correct. But what is the message that they want to convey for their benefit and how is it developed? This is where Marketing comes into play. Many businesses spend millions of dollars in research and development to create brand equity. The task is not easy, businesses must develop a marketing plan for their product and eventually create their logo, slogan, and promotions to attract customers.

I want to give more emphasis on business slogans as is what most customers remember when a company is mention. The slogan does not only represent the company but is also the message that businesses want the customer to remember. Such as Home Depot, “More saving. More doing.”, choosing effective slogans that relate directly to customer satisfaction is key. Ultimately, no one buys something if it does not satisfy a need or want. Effective slogans draw attention to the business and their products.

This marketing technique is very important and seen with most major corporations in the world. Slogans are so important that they are utilized in the business’s commercial, apparel, billboards, videos, business cards, and anything else that they may use for advertisement. Now, can you think of different companies and see if you remember their slogan? Wal-Mart, Nike, Red Bull, McDonalds, Skittles, MasterCard, etc.  If you could recall the company’s slogan can you think of why it became important to you as a customer?

If you were to start your own business think of how important it is to develop an effective slogan. Remember that your slogan should be memorable by customers, it should define a benefit, and differentiate you from competitors. While there are many more key factors in a business always remember that your slogan will be something that your customers will remember, and it will carry on for years.

By: Emir Gonzalez, Business Major – IUPUC.

SOCIAL MEDIA HELPING BUSINESSES

Social media has a huge platform for our generation and it’s no surprise that businesses are getting its benefits from using social media as well.  By using social media, a business can promote the products that it provides or sells without having much work at all. The business whether it be big or small can have the opportunity to communicate better with its customers. Customers can give reviews and feedback on the business, allowing the business to know what to improve or sustain.

There are tons of social media tools and they can all have their advantages or disadvantages for businesses. Facebook is one of the most popular can help promote all services provided and get the news out to the people that are currently following you. The same can be said about Instagram and Twitter, those tools create a fast and easy way of showing what the company does. One tool that has become more popular recently is Yelp, especially for searching restaurants.

Yelp is a social media tool that is designed around review forums. It is generated for every type of business, anything from a doctor office to gyms. Yelp doesn’t require an account for the public to see the reviews or comments that others have left, but a commenter would need an account. Yelp gives the business a page to claim and allows a section for the description of what the business does and promotes services. This tool allows the businesses to upload the contact information, addresses, upload pictures, menus, hours of operation, and any crucial information that is needed for customers to notice the businesses.

A business can promote what services are on the page that it has claimed. by adding specific wording. If as a restaurant special is “dinner served all day”, Yelp and Google search are connected, and it opens the page for the searcher, giving more exposure. Reviews can be seen by the public and this can be an advantage or disadvantage to the business. The business can reply to the review by either thanking for the business or by telling the reviewer that you will take the comment into consideration. This will help the public to see what is good or bad about the business. Reading the comments This is important because it shows a potential customer of what other have liked or disliked, what needs improvement and what should be sustained. Yelp is a great social media tool for business any business.

By Tania Zamora, Business Major – IUPUC

 

Adidas vs. Nike

There has always been a constant competition between Nike and Adidas, but what about their online websites? Which business has the better website? While shopping online the other day I found myself going back and forth between the Nike and Adidas websites. One website was catching my attention more than the other one was but why was that?

After doing some research on what makes a business website successful I found that some of the most successful business websites are easy to navigate, informs their visitors, keeps the visitors on their page, and eventually converts them into customers. Also it is important to make sure that the website is responsive and can adjust to the screen of any mobile device. Turning a visitor into a customer by the time they leave the website is one of the main reasons for having a website for a business.

When comparing Nike’s website to Adidas’ website, here is what worked, what didn’t work and which one was more successful:

When I pull up Nike’s website I notice how there is a lot of use of the colors white and black. The only major use of color on the home page is when looking at the different boxes that were promoting certain products like running materials for men, women and young athletes. At the very top of the home page there is an ad promoting a new shoe, but there again was a lot of the color white. This didn’t make me very interested in the product and resulted in me just scrolling on past the ad. The home page also appeared to have only the main purpose of advertising running products. This in my opinion didn’t work for their website because not everyone is buying only running products from this brand. What really was successful for this website was that on the home page the links to men, women, and children products are right at your eye level in the center of the page. This made it easy to navigate. Also, when I first pulled up the website a box popped up for me to enter my information to sign up for a newsletter with coupons and information about new products. I felt that this was a good way to give customers information and to draw them back in to buy products later on.

When I clicked on the “women” link for Nike I am taken to a page that has advertisement boxes that say “bring on spring”, “lighten up for warmer weather” and “run your city”.  These categories seemed very vague to me and were in very tiny font. Even though there were tiny links at the tops of the page that said shoes, clothing and new releases, I have to scroll down even further to find the links to buy items such as shorts, sports bras, and hoodies. This page made it difficult to find what I was looking for right away. I would have to click on several links just to find the exact product I was looking for.

The home page of the Adidas website looks very similar to the Nike home page, but there were some major differences. On the home page for Adidas there is a large and colorful advertisement promoting a new shoe that they are selling. Already they have caught my attention through the use of color and have made me interested in looking into the new shoe. Unlike the Nike home page, Adidas’ home page featured a wide variety of products under the title “What’s Trending”. To sign up for the newsletter and receive coupons I had to scroll to the bottom of the home page. This was a downfall compared to the box that popped up on the Nike home page. What also didn’t work for the home page was that the links to the men, women, and children items were on the top left side of the page. The links weren’t the center of attention of the page and instead the large advertisement was. In my opinion those links are the most important links on the page and they should be placed in a way that shows that.

When I clicked on the “women” tab I was taken to a page that has around 7 pictures with the straight forward categorizes of Prophere, Ultraboost X, Bras, Tops, Tights, Shoes, and Adidas by Stella McCartney. Adidas had the tiny links for shoes, tops, new arrivals and other products as well, but I liked how the pictures were there as links too. That is so because these tiny links that both websites use are easy to miss.  This website made it easier to find certain faster by having them already categorized on the page.  I found that this made it easier for me to find my products compared to the Nike website. The large bold font that was used on the Adidas website made it easier as well.

Overall I found that the Adidas website was more successful than Nike’s business website. Adidas had better use of space, color, and text. I found that Adidas held my attention longer and had me looking into different products that I wasn’t even shopping for to begin with. Also, they were more successful with promoting a large variety of products whereas Nike seemed to focus in on only running materials. Adidas would result in me becoming a customer by the time I leave their website.

By Kaitlyn Richards, Business Major – IUPUC

 

Marketing with Video & How to Rise Above the Noise

Your average scroll through your social media feed will only confirm what we’ve known about the human species since… well, ever: visuals grab our attention. We know this so well that we sometimes have to remind ourselves not to fall for it (i.e. “don’t judge a book by its cover”). But with this natural pull in mind, it’s no surprise that video is increasingly becoming the go-to marketing method, particularly on social media.

So, how do you use video to your advantage? And how can you stand out from the crowd?

The truth is, you have to treat video content how you’d treat everything else (written content, photo content, etc.). It can be easy to only think of a video as a stand-alone piece of marketing – and complete videos with a full story (news stories, commercials, interviews, etc.) can be just that – but just like the right photo, passage, or tagline, video can also be implemented as part of a larger picture. For instance, many business websites have begun to implement video directly on their landing pages, either as background imagery or as featured sections of the site (think of testimonials). As a result, businesses are seeing better conversion rates, as well as other benefits. [For more ideas on how companies are using video, click here.]

I must admit, I purchased a piano keyboard precisely because of effective video (and I’m ashamed to say that I don’t use it often enough).

If you don’t have seven minutes to spare, I’ll sum up the content. A keyboard connoisseur, if you will, spends the entirety of the video discussing his collection, and eventually plays the Williams keyboard. Only around the 5:15 mark does the video actually address the product. It seems lengthy, but in reality the video creates a purposeful and strong build-up of credibility in the musician that leads to a trustworthy conclusion about the instrument. It’s a strong testimonial, and it does better to display the capabilities (and quality) of the instrument than any short demo could do.

Why did this work on me? Because it resonated. The video was of a high quality (which reflects back on the quality of the product), they knew their audience (customers who were unsure of the quality of the product for the price), and it was genuine. The musician’s delight of the quality of the instrument mirrored the company’s desire to share it with customers, and it made the purchase of the keyboard more of a buy-in to their passion for music as a whole.

Viewers want to know that you care about whatever product, idea, etc. you’re trying to sell them, and that needs to be evidenced by the production quality of your video content. Does your video need to be able to win a short film fest? No. Do viewers need to be able to clearly hear dialogue of an interviewee (for example) rather than a blaring backing track? I’d wager so. (Will I continue to use lots of questions? Probably. Please bear with me.)

Now that we know what makes video content worth watching, surely the next question is how to stand out when everyone will inevitably be pushing video content. Some experts suggest keeping up with trends and tailoring your message, but I personally wouldn’t focus on trends (especially if that feels untrue to your brand). Chasing trends can lead you astray from your brand – or at least lead to eye rolls (or worse) from the very audience you are trying to attract. (Surely a quick search can provide examples of Twitter hashtags gone wrong.)

The honest answer is that if it resonates, people will spread it. If a viewer takes the time to watch something and ends up feeling it wasn’t worth their time, they won’t be checking out the next one. However, quality content that is engaging and satisfying will lead to its spread. If viewers connect with it, they are likely to share it with friends. After all, what’s better: reaching a wide audience for a short time with one topical post, or building a reputation amongst friend groups, peer groups, communities, etc.?

Finally, in a world of click-bait, don’t be that guy (or girl). If you have quality content that stands alone, give it the headline/title/caption it deserves.

If any of this is starting to sound applicable to social media in general, that’s because it is. While video is rising in popularity and setting competitors apart from those who aren’t up to speed, the audience is the same. We’re still visual creatures. The same rules apply.

And we can still see through disingenuous crap.

 

By Amber Schadenfroh, Business Major – IUPUC

As a part-time student, Amber is aiming to graduate with dual concentrations in Marketing and Management. While most creative fields garner her interest, she most aspires to someday work in the film industry.

 

Social Media: Business Made Easy

 

It’s 2017. Times have changed. People can be connected to their friends and family with a touch of a button now thanks to social media. Because of the vast amounts of people logging onto Facebook, Twitter, Snapchat, and Instagram each day, businesses both big and small have created their own social media platforms. Why do this? Why change the way customers find out about your company and products? What are the benefits?

Well-known companies and brands such as Apple, Hollister, and Wal-Mart have figured out the best benefit of social media: marketing. On Facebook, ads catch a person’s eye and take them to the company’s page. This not only promotes the business but also introduces it to new people. However, not many teenagers use Facebook as their main source of social media, so a business might consider making an Instagram account to attract the younger generation to their products. While marketing is a big part of a business’s interest in social media, companies also can use it for connecting with their customers.

Twitter is a wonderful way for a brand to know their customers wants and improve their business practices. For example, many fashion brands will post new releases on their account which allows their customers to comment, like, and share the post. This introduces another benefit of business on social media: feedback. Companies would know what they need to improve after reading through the comments on their posts, create a relationship with the customers, and know what they are excelling at. Though there are several other benefits of incorporating social media and business, marketing and instant feedback make combining the two worth the time.

Aside from the major sources of social media, businesses also advertise on successful blogs. My cousin Lauren Bradberry, who writes a style blog, had an unpleasant experience with Ipsy, a company that sends people make-up samples for a monthly fee. “I was put on a waiting list for an indefinite period,” explained Lauren. “Unless I shared their company on all my social media platforms, then I would be taken off.” Lauren cancelled her subscription because she thought Ipsy was being manipulative. From Lauren’s experience, businesses could learn that it is best to promote themselves on their own social media and allowing people to come across it on their own.

If anyone is thinking of starting a business or is looking for ways to improve one they have already created, social media is the key. It gets the company’s name out there and is more likely to be recognized. With social media playing an important part today, it shows that people are accepting of businesses having a respectful role. Several companies have already taken on the challenge of growing through social media, so why should you miss out?

Hot Chicks, Guns and “Bad Words” Sell Merchandise!

By: Cody J. Giordano

Gary Vaynerchuk is a media expert. Vaynerchuk recently said in a Facebook video that he does not want to make a conventional video. He would rather make something people enjoy watching with cues, such as logos and objects or merchandise within those commercials. All forms of advertising have a place, but newspapers and inkblots, alone, will not cut it in our technology-driven society. Advertising styles have changed dramatically.

Black Rifle Coffee Company does an amazing job at selling products without directly advertising them. The veteran-owned and operated company makes funny and outrageous videos on YouTube and Facebook. The videos depict attractive women (hot chicks), guns, extreme sports, nice cars and everything else guys, like me, can’t get enough of. Below are three videos from BRCC.

John Willis, the owner of Special Operations Equipment (SOE) and James Yeager, the “MFCEO” of Tactical Response, have gotten famous by being unapologetic business owners. SOE makes gear like gun belts, chest rigs, rifle slings, etc. Tactical Response is a firearms-fighting school. Both Yeager and Willis speak their mind. When someone doesn’t agree with them, they will fan the flames. This gets the customer fired up. That customer then runs to forums and social media outlets to complain about either businessman. This draws supporters, like myself, to defend Willis and/or Yeager. Willis says that this model works because it is like a traffic jam. Everyone stops to look at the car with a flat tire. This slows down traffic, and more people see the flat tire (his name). The people then flock to his page by the hundreds to buy products. Yeager uses this model to get new students to sign up for classes at Tactical Response. They call this firing customers. By not wasting time on one bad customer, they can help two or three good ones. Both can be seen on YouTube and Facebook doing this very well.

Times have changes, and so have advertising styles. Rather than try to convince you why their product is better or tell you all about their products/services, they give you entertaining content that has subtle hints towards their business.

A New Business Environment

2004 was a year in innovation that everyone should remember. This is the year that effected nearly every human being either directly, or indirectly. It is said as of 2010 “one out of every dozen people on the planet has a Facebook account” (Grossman, 2010). Whether you realized this transformation or not, it plays a vital role in our economy. Some of us love it, others hate it. I have heard it called a gold rush, networking tool, and the demise of humanity. Which side you choose to be on is your individual filter of reality.

Yes, it is one of the most used social networking sites in the world today. Facebook.com. Founded in 2004 by Mark Zuckerberg, the company’s owner is valued at “$55.9 billion dollars” (Wikipedia, 2017). The site works by allowing users to build profiles of anything that can assume an identity such as a person, pet, or business to name a few. Once the profiles are built, the user has now agreed to the privacy statements herein the agreement you accept for using the company’s service, which is social networking. In return for using this service, you agree to allow them to use certain aspects of your profile for marketing purposes, which is also a way that they make their money. Since nearly two billion have profiles, Facebook has a vast array of human assets that can spread viral content, making them one of the best ways to advertise in today’s economy.

The aspect of collectively networking so many people through a social platform that allows for individual personalization continues to drive growth and innovation throughout the technology community. This platform practice is a template for many to learn from and grow with

On the other side of the business websites, we have a local plastic engineering firm that makes their money from manufacturing goods rather than the internet. C&T Engineering, Incorporated was founded in 1986 and their practice is to provide tooling and engineering expertise. They may not be an internet minded company, but they do have a website with a dot com domain thus making them a company represented with an online presence.

After reviewing their webpage, the main objective of the site is to inform potential customers of their background, location, and capabilities. The site does not allow for individual personalization, but offers the ability to inquire about servicing a need in this industry of tooling and engineering.

In comparison, both web pages have dot com domains and are representative of their comparative knowledge of how users interact with their respective online content.

In contrast, Facebook allows users to build personalized accounts and socially network with their community in exchange for the information you provide on that account. This site is monetized, meaning that they use your demographics to sale to companies that are in the market for someone like you. Because they have so many accounts connected, they have an enormous field of assets to sale, making them the leader in this style of business webpages. C&T’s website on the other hand, is built to inform you about the certain information hoping to attract your business. From what I have seen, they do not have personalization or social networking capabilities directly on their web portal thus they do not monetize their online content.

After reviewing both sites, it is my determination that having the ability to personalize an individual profile drives users to want to be at your web site and the internet is a vast forum of content that everyone wants to share. As color tv was to black and white broadcast, the internet is the new age of advertisement compared to traditional news applications. Keeping this in mind, you have to decide if you want to your website to be a marketing tool or just a plain informative page that barely generates viewership.

In conclusion, websites that just offer information on their services are missing out on opportunities to increase capital by not generating the ability to network and personalize. Networking and sites that generate wanted content, will continue to share a multibillion dollar advertising industry.

A Selfie is Worth a Thousand Comments: How Kim Kardashian Turned Herself into a Media Mogul.

Whether you love the Kardashians, or love to hate the Kardashians, chances are you know the famous family’s name. The family first came into the public eye in 1995 when the late Robert Kardashian Sr. was apart of O.J. Simpson’s  defense team representing O.J. in the People v O.J. trial. The family resurfaced again in 2007 when the hit reality show “Keeping up with the Kardashians” first aired, giving a glimpse into the lives of the Kardashian-Jenner family. Ten years later the show is still running and has turned the family into pop culture icons.

The most well known and fiscally successful Kardashian is Kim,with an astonishing 89 million Instagram followers and 49 million Twitter followers. Kim’s personal brand, that keeps her social media followers satisfied, is her actual image. Everyday people, magazines, and talk shows are fascinated by Kim’s ability to accentuate her famous features, through posting controversial selfies, promoting her husband’s clothing line, or snap chatting her beauty routine. Kim created this image by living by the mantra: there’s no such thing as bad publicity. Kim turned a sex tape “leak” into a playboy cover, from there the controversy continued and so did her magazine appearances, along with a growing following from the public.

Today a key part of Kim’s marketing strategy is communication with her audiences. Kim can instantly share what products she loves (Kardashian can see profits up to $300,000 for products she endorses online), give her followers glimpses into her elaborate vacations, and post an endless stream of selfies. Why this constant communication is a key to her success is because she has forged a platform and a following to share what she’s doing or what she endorses.

Key business lessons that are components of Kim Kardashians continued success are her ability to turn scandals into positive publicity opportunities, allow constant communication with her supporters, and utilize social media. Objectively speaking, Kim’s ability to capitalize on basic marketing techniques to become one of the most recognizable figures, makes her nothing short of admirable. To see what scandal Kim will capitalize on next, we’ll just have to Keep up with Kim, which is exactly what she wants.

 

Author: Nicole Bodi- Student at IUPUC

Ad Web Audience Targeting

Defining and targeting an audience are vital steps in great communication.  In publications, the ads are an excellent representation of who the targeted audience is.  Websites of these publications also target an audience but with an added dimension, the ability to individually target the viewer (audience.)  The ads vary by the choices selected within the publication website thus, redefining the audience.

Forbes website was the chosen publication to illustrate this changing targeted audience.  On the homepage of Forbes, the ads are geared toward a well-defined target group.  The initial ads were for Wall Street Journal; government tax programs; CD bank rates; oil dividends; filmmaking courses; and senior cell phone plans.  Together, these ads are for older wealthy businessmen. These are representative of the homepage initial ads.  The target audience is towards one who is interested in financial issues of taxes, CD notes, dividends, and business news from the WSJ…a businessman of diverse monetary concerns.  Definitely, the “senior plan” refers to an older generation.  The filmmaking courses also reinforce the older target group with an advertisement for a new hobby or starting a new business.  This is an extremely focused target audience.

Having the advantage of real-time viewing, websites can narrow the target audience.  When a viewer chooses a selection, a story or an article, the site chooses ads focusing on the audience’s interests.  If the chosen article deals with businesses with negative issues then the ads may change to customer service aids for businesses, insurance ads, or company improvement ads.  Relating the ads to the different types of articles narrows the targeted audience.

Another audience-targeting dimension of websites is third party advertising, directly targeting the individual viewer.  Third party advertising is advertisers which monitor viewers’ web surfing on their computers.  Directing ads of the real-time viewer’s interests allows the publication to broaden its audience.  These viewer-interest ads frame the articles with familiar and personal target ads.  Even though these ads may not have any connection with the article or the publication, the audience is familiar with these ads.  This frame may keep them reading the articles.  This allows for various changes so the targeted audience is the viewer even if the viewers do not fit the original targeted audience.  A young want-to-be businesswoman planning to start her own business would now be a targeted audience.  This real-time changing redefines the target audience as the current viewer to keep them interested in the publication even if they may not initially seem to be the audience targeted.

Concluding, this publication’s ads were aimed at a senior population of wealthy businessmen.  In general, this is the overall targeted audience but with websites drawing in different audiences with a specific article, the website uses ads to include the new audience in real-time viewing.  This advantage allows websites to reframe the site to include the viewer.  This is the magic of website ads – framing articles with advertising content this viewer is interested in seeing.

By Kentrina Freeman, Liberal Arts Major – IUPUC

Ad Web Audience Targeting

Defining and targeting an audience are vital steps in great communication.  In publications, the ads are an excellent representation of who the targeted audience is.  Websites of these publications also target an audience but with an added dimension, the ability to individually target the viewer (audience.)  The ads vary by the choices selected within the publication website thus, redefining the audience.

Forbes website was the chosen publication to illustrate this changing targeted audience.  On the homepage of Forbes, the ads are geared toward a well-defined target group.  The initial ads were for Wall Street Journal; government tax programs; CD bank rates; oil dividends; filmmaking courses; and senior cell phone plans.  Together, these ads are for older wealthy businessmen. These are representative of the homepage initial ads.  The target audience is towards one who is interested in financial issues of taxes, CD notes, dividends, and business news from the WSJ…a businessman of diverse monetary concerns.  Definitely, the “senior plan” refers to an older generation.  The filmmaking courses also reinforce the older target group with an advertisement for a new hobby or starting a new business.  This is an extremely focused target audience.

Having the advantage of real-time viewing, websites can narrow the target audience.  When a viewer chooses a selection, a story or an article, the site chooses ads focusing on the audience’s interests.  If the chosen article deals with businesses with negative issues then the ads may change to customer service aids for businesses, insurance ads, or company improvement ads.  Relating the ads to the different types of articles narrows the targeted audience.

Another audience-targeting dimension of websites is third party advertising, directly targeting the individual viewer.  Third party advertising is advertisers which monitor viewers’ web surfing on their computers.  Directing ads of the real-time viewer’s interests allows the publication to broaden its audience.  These viewer-interest ads frame the articles with familiar and personal target ads.  Even though these ads may not have any connection with the article or the publication, the audience is familiar with these ads.  This frame may keep them reading the articles.  This allows for various changes so the targeted audience is the viewer even if the viewers do not fit the original targeted audience.  A young want-to-be businesswoman planning to start her own business would now be a targeted audience.  This real-time changing redefines the target audience as the current viewer to keep them interested in the publication even if they may not initially seem to be the audience targeted.

Concluding, this publication’s ads were aimed at a senior population of wealthy businessmen.  In general, this is the overall targeted audience but with websites drawing in different audiences with a specific article, the website uses ads to include the new audience in real-time viewing.  This advantage allows websites to reframe the site to include the viewer.  This is the magic of website ads – framing articles with advertising content this viewer is interested in seeing.

By Kentrina Freeman, Liberal Arts Major – IUPUC

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