new year

Re-Evaluating and Renewing Your Brand for 2016

NewYearGoalsIt’s a new year…so perhaps it is time to reinvent and think about those resolutions. It’s also time to evaluate the past year and move forward with those new ideas that you shelved. Setting new goals and resolutions for your business and brand is just as important as setting those personal resolutions.

Looking back at 2015, what efforts and campaigns did you execute? Did they work for your brand? These tips will help you to re-evaluate or re-invent your company’s brand to appeal better to your audience. If your resolution is to finally launch that business you’ve been dreaming of, then these tips are great tools for you to make it a reality in 2016!

1. Know your audience
What services/products does your business offer and who are you targeting? Asking this question is a good first step to understand if you’re appealing to the right group. All marketing tools and tactics that you employ will need to be relevant to your target audience, so you don’t waste your efforts. Learn about the interests, needs and concerns of your audience. Surveying your audience is a great way to get to know them and get feedback directly because you can ask questions about what they want, what their preferences are, and what you as a brand can do to fulfill them.

2. Ask yourself what goals you would like to achieve.
Are you looking to increase awareness, increase sales, or a combination of the two? For any campaign, it’s important to have a goal and a plan in mind. Listing your goals will help keep your company’s view and messaging focused. Getting to know your audience will help you define what goals are most realistic. Then, moving forward, keep going back to that goal to ensure you’re staying on strategy and on message.

3. Ensure your messages align with your brand’s voice.
Your brand is the personality and essence of your company. In Forbes’ article “Why Branding is Important,” Scott Goodson says, “Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products.” If you develop your brand with the proper messaging and audience in mind, it will expand and grow over time.

Researching and knowing your audience, again, is key in this realm. If your target audience is a younger demographic, you might want to adjust your brand’s voice to appeal to that target group. The use of images appeals to all audiences, but especially to younger groups. If you’re just launching your startup, you’ll want to develop your brand properly. Create a mission statement and a voice that conveys what your business does and why you’re doing it.

4. What channels does your brand use to communicate?
Surveying your audience first can help you determine the best ways to communicate. Ask them if they use Instagram. Ask yourself if that medium is an appropriate tool for your brand to use. You don’t need to be present on all channels of social media, but if you’re going to be on a channel, do it well. Use the media that best appeals to your brand and audience. Plan your posts ahead of time. Tailor your posts to what your audience wants to hear and decide what is relevant for you to share. There are so many ways to reach your audience, from snail mail and email to Instagram and Periscope – the proper connection is key.

5. Tell stories, share experiences.
Consumers are valuing experiences more and more, and the social tools available are making it easier than ever to appeal to that. With apps like Periscope or Meerkat, you can live-stream an event and share it with your consumers. With Instagram, you share your brand purely through images. This can help build a connection between the company and the consumer. In Psychology Today, Pamela B. Rutledge Ph.D., M.B.A. said, “When organizations, causes, brands or individuals identify and develop a core story, they create and display authentic meaning and purpose that others can believe, participate with, and share.”

Starting a company blog is another way to share your message, while giving consumers insight into your brand. You can share stories about impacts your business has made, for example. A blog is a great way to build a connection with your audience and your company. Consumers don’t want to interact with a big corporation; they want to feel the personalized, intimate connection of a small start-up. They want to share your experiences and understand your brand.
If you’re looking to start your business or make a change to your brand this new year, contact us at info@lavozmarketing.com

2015 – Year in Review

Livestreaming

As 2015 comes to an end, we look back on the top marketing tools, trends, campaigns and more. Building a connection and sharing experiences with consumers, peers, businesses and more were some key themes we saw coming out of the marketing realm in this year. Here were some top trends from 2015.

Video Marketing and Live Streaming:
Live streaming has revolutionized marketing because it allows a company to connect with and learn more about a company, as well as share their experiences with their friends. Apps like Meerkat and Periscope lead the way in live streaming this year, and allow users and followers to share experiences and connect one another. This can help a brand by building a connection with users by sharing experiences through live video. Snapchat expounded on its marketing capabilities by creating the Discover options for brands, as well as allowing users to experience snaps and videos from around the world.

Technology:
Technology is always growing and getting better at anticipating our needs, which means that it anticipates the needs of a company and its consumers as well. According to Nielsen, Facebook, YouTube and Facebook Messenger take the top three smartphone apps. In addition, their study says that Android OS holds a higher market share in the United States with 52.7 percent, while Apple iOS only holds 42.8 percent.

Marketing Campaigns:
According to Entrepreneur.com, the top three marketing campaigns for 2015 are Apple’s “Shot on an iPhone 6” campaign, Glade’s “Museum of Feelings” campaign and Barbie’s “You Can be Anything” campaign.

Apple’s global campaign relied on consumer-created content to show the professional-looking images that the iPhone 6 can capture.

Glade’s pop-up museum started as a Facebook event page promoting “the first museum that reacts to emotions.” The museum and its website had mood filters that users could easily turn into a profile picture on social media channels. The mood filters suggested the best smells for a user’s mood, which made perfect sense when it was revealed that the “museum” was a campaign by Glade. The campaign came under scrutiny for being a “Secret Corporate Art Museum,” but also managed to garner 120,000 impressions, including the mood-based selfie filters. The museum closed on December 15, 2015.

Barbie’s campaign was created to connect with millennial parents. The campaign features a video of girls in various career settings. The videos are unscripted and have hidden cameras to capture how those around them would react, and the careers were chosen based on what the girls wanted to be at the time of filming. The video followed young girls as they became a professor, a veterinarian, a soccer coach and a museum tour guide for the day. The video states: “When a girl plays with Barbie, she imagines everything she can become.” The brand also introduced dolls with more ethnic diversity earlier this year.

Emojis:
Emojis have taken the texting world by storm. With the launching of multi-ethnic emojis and the hard-fought battle for a taco emoji, these little images are allowing younger-targeting businesses more opportunities to connect with their consumers. Domino’s Pizza, whose digital orders make up about half of its overall orders, announces a “tweet-to-order” system that will allow users to tweet the pizza emoji to @dominos, and an order will be placed! Emojis even made their way into our lexicons. Oxford Dictionaries announced that the 2015 Word of the Year wasn’t a word at all, but was the “laughing with tears” emoji .

Social Media:
Social media connects consumers to their brands and to each other.
Images are ruling communications methods, which put social media channels, like Instagram at an advantage. Businesses should be using these social channels to connect with their followers. Social media is also the easiest and quickest way to get feedback from consumers and engage with them.

Twitter hashtags changed with the breaking news stream. Here are the most-used Twitter hashtags of 2015:
1. #jobs
2. #Quran
3. #ISIS
4. #PrayForParis
5. #LoveWins
6. #CharlieHebdo
7. #JeSuisCharlie
8. #BlackLivesMatter
9. #地震 (Earthquake)
10. #SandraBland

Emails:
Email has continued to be one of the most direct methods that businesses can use to connect with their consumers. Emails help a business share data, deals and information with consumers.

What do you think 2016 will have to offer?

Are you interested in getting started with these marketing tools and trends? Contact La Voz Marketing at info@lavozmarketing.com.

Social Media Marketing in 2015

Pew Research Social Media UPdate
Social media usage is increasing and so should your budget for social media marketing in 2015. eMarketer estimates there will be 154 million social network users this year. Although Facebook is still in the lead, Debra Aho Williamson, eMarketer’s principal analyst, says the next phase of growth in social networks is happening on mobile social media platforms such as Twitter, Instagram, Pinterest and Tumblr.

In a recent survey, 5,000 marketers were asked about their budgets for 2015. Here were some of the results:

  • 84% of marketers plan to increase their budget and 38% of these marketers plan a shift in spending from traditional advertising to digital advertising
  • 70% of marketers plan to spend more on social media advertising
  • 68% of marketers have already integrated mobile into their larger marketing strategy

Marketers shared the belief that mobile marketing and social media is core to their business. So, which social networking sites should you be investing in?

According to Pew Research, Instagram, LinkedIn, Twitter, and Pinterest increased in membership and saw significant growth in almost every demographic group. As you may know, each social media platform targets a different demographic. eMarketer predicts how market share will change for the top social networks in 2015, finding that the largest group of social media users will still be using Facebook and are between the ages of 25-34.

For more information about social media marketing and social media advertising, contact us at info@lavozmarketing.com.

Creating a New Year’s Resolution for Your Marketing Strategy

LVMDEC

A new year symbolizes a new beginning for many people across the globe. According to Statisticbrain.com, approximately 45% of Americans make new year’s resolutions – which consist of losing weight, getting organized and spending less but saving more. While you are creating new year’s resolutions for yourself, you should create new year’s resolutions for your company’s marketing strategy. Defining goals is important for your company and will help you measure its success. However, marketers must ask themselves the following questions before creating a new year’s resolution.

  • How did your marketing messages help increase your product’s sales last year?
  • Were consumers receptive to your marketing messages and participative in the conversation?
  • What sales goals does your brand hope to accomplish this year?
  • How will you adjust your marketing messages to achieve this year’s sales goals?
  • What are your consumers’ most common complaint and how will you fix it?

La Voz Marketing believes these questions will help guide companies to create a measurable news year’s resolution for your marketing strategy. We hope your brand has a successful year!