5 B2B Marketing Trends for 2015

Here we are in the 9th month of 2014; we are officially 3/4s of the way done with the year. If this was a football or basketball game, we'd be in the 4th quarter. That being said, we in the corporate world are looking at 2015 and wondering what is on the horizon for our industries. When you are in the creative industry, like marketing, then each year brings something different.

So what is in store for 2015 for the marketing and advertising industry?

1. Micro-targeting. Well this one has been on some radar's for a year or so already. It is now time to really get to know your customers and clients. We need to move past the plans and strategies that are one-size fits all and really get into making custom ideas and plans that fit people uniquely. These strategies will find the small, likely profitable, subsets of our target markets. Why go for these consumers? Well, doing so will allow you to capture more market without doing something you shouldn't already be doing. It will require data parsing to make the one on one conversations that we need for micro-targeting. 
1. Get into buyer persona development and learn how the people think, live, and what motivates them. We do this with major target markets but it's time to give that love to subsets. 
2. Paid placement is here for the long-haul. Social networks, as well as some large publishers, are moving away from earned media and towards paid media. This means that great marketing teams will have to spend more money and especially time on paid placement in order to get noticed by consumers. We have all see an increase in promoted Tweets, sponsored Instagram posts, and how few of our posts on Facebook reach nearly the amount they used to (a 44% decline). 
3. Mobile. Mobile. Mobile. Mobile users are rampant now with the incredible access to smart phones and tablets… now even phablets. We are consumers 24/7 now, no matter what time of day or where we are, we are able to buy, view, and talk about anything. The challenge this coming year will be to create amazing digital experiences that will fit with the lifestyles of our target markets. The time has come for mobile-optimized elements and activities as well as dynamic content that offers an incredible, personalized experience in digital form. Mobile marketing is a fantastic place for engagement with consumers and even in real-time. 
4. Marketing automation that changes the game. In the past, marketing was about responding to things that happened; nowadays, we have tools that allow us to stay a move ahead. The term "real-time marketing" is more real than ever. we have tools like CRM, email marketing, content management, search engine optimization, analytics, lead generation tools, etc. that all help us boost our ability to give quality content and in great time. 
5. Quality content. We have seen the shift to content marketing and a more explosive use of tools such as blogging, articles, and social media to get more words out there. We like to connect with consumers and give them stories to enjoy while the brand loyalty gets stronger. This means that the need for professional writers will be put at the forefront instead of just a luxury. 

Getting the right marketing trends and knowing what will happen before it happens can be tricky. This is why so many businesses hire a marketing firm rather than try to devote non-existing time to it. Hire an agency that can help your business stay current and grow. Contact Integraphix. 

Does Product Placement Harm Entertainment?

When it comes to advertising, it has somewhat struggled to keep great pace with the media of today. In the past, commercials on TV & radio, paired with print ads, would be the bulk of the ads we would see throughout the day.

Now, we have things like online video streaming, DVR, etc. all things that make it hard to run commercials with the same effectiveness they once had. There is one form of advertising that has held its ground with such strength as it always has: product placement.

We see our favorite brands and products show up in shows, movies, etc. and be utilized by our favorite characters. This mental connection is made between the product and the love we have for the character(s) and we become more connected to that product or brand. This effectiveness has made product placement one of the biggest and most popular topics of discussion for any marketing group, just ask the people at our Chicago marketing agency!

Watch any show or movie and look for the product placement; be watchful because it can be very subtle. If you watch one of the hottest shows on "TV"-- Netflix-- House of Cards, you will notice Claire Underwood uses an iPhone and Frank uses a Blackberry. Or, look at the hit show Breaking Bad, Walter White drives a Chrysler sedan later in the series and they also drive a Pontiac Aztec earlier in the series.

One thing to consider is that product placement makes movies and television more realistic. You would not see someone in real life using a cell phone or drive a car that does not feature a logo on it (unless they manipulated it, it wouldn't be bought from the store like that). A bag of chips in the average household does not say "Potato chips" on it without some sort of product name on it.

Create a Great Marketing Plan with 3 Simple Questions

Any company that exists, whether you are a startup or a global business, needs money to survive. It is no secret. Even the nonprofits need money to survive or they could not do their work, though their money may be from donations.

What is interesting is just how many entrepreneurs in the world put their money into marketing efforts that do not have ROI. It is all about the marketing plan and strategy that is put into place that will determine if your marketing plan yields any ROI. The way you market your business is dependent on your industry and your demographic of consumers. Maybe you will gain sales from print advertisements, radio, TV, social media, search engine optimization, etc.

So what are the three questions you need to ask yourself in order to create a great marketing plan?

• Why should someone buy your product or service over someone else? 

This is a question that can be tough to answer legitimately. We like to think, "Well, because mine is better, duh." Every business owner must be able to answer this question; if you are not able to answer this question, that is not a good sign. If you are not able to say why your product or service is better, than no one in the world will be able to figure that reason out in their head and if they can't do that, they won't buy your product or service over competition. If you are not able to figure this out, then you need to hire a Chicago marketing firm.

Once you can successfully answer this question, you will know what your competitive advantage is and this is what you will deliver to your target market(s) in your marketing. 

• Is there a market segment that will appreciate your differences? Are they a big enough group to support your business? 

You will need to be able to differentiate your product or service and identify your target market. You also have to realize if there is a segment of the market that will be interested in and be able to support you with the sales. You might have a unique product, like body-odor scented candles but will people want that? No. 

• What is the best financial way to reach this target market? 

You have to realize this market and the way they are accessible. Is it via ads? Which kind? Or is it social media? Which platform? Etc. You have to research the way they communicate and how they like the messages to be delivered within that medium. 

Hire a Chicago marketing company that is able to help you get noticed and in the right way to gain ROI. Contact Integraphix. 

How You Can Rock Your Corporate Social Media

Having a corporate presence on social media is a must these days. Basically, every company has at least one social media account, if not 2, 3, or more. However, having a legitimate presence on social media for a company is much more than just posting your merchandise, your deals, etc.

Being successful at social media often means having a long list of things you need to do and many of them are correct; having a corporate social media presence that doesn't flop means doing things right, even the small stuff.

So how do you dominate your Facebook, Twitter, Google+, Pinterest, LinkedIn, Instagram, and other platforms? Don't worry your noggin, my friend, we'll tell you how!

• Be good at:
• Communicating. This means that you will need to be a good writer. Now, you're not writing dissertations on your social media, so you don't have to be that worried about writing exceptionally; however, you have to be good. Punctuation, grammar, write like a human (not a robot), and be concise (why use 5 words when you can use 2?). 
• Using images. When you can use an image to draw attention to your post, especially when it helps with the message, then do it! Now, do not go image crazy but use them when you can. 
• Using video. YouTube and Vimeo are great for this. When you have a video that you can share, especially informational, then go for it! 
• Utilizing more than one social network. Sure, your business has a Facebook page but you can also use other platforms as well! Depending on what your business does and where your target market is (in terms of social media), then join more than one! If you're a visual business (perhaps a bakery), then Pinterest and Instagram would be great since you can showcase your pastries and even share recipes (more so on Pinterest). 
• Responding. When you let days go by before you respond to someone on social media, if you respond at all, then you're not doing social media right. Social media is a fantastic tool for customer service and if you respond to things right away, it can vastly help improve (or maintain) your image. If it's a response to a complaint, then you contain the damage that much faster! 
• Not being emotional but having emotion. Do not get angry or frustrated when someone complains about you; do not give your negative emotions a chance. However, show that you have emotion! Say you're happy (and other positive feelings) about stuff. "We're so excited we could get deep dish pizza for our company lunch!" 
• Avoiding "ME". Sure, you want to promote your business but remember, a little of that goes a long way. The majority of your posts should be answering questions, giving tips, conversing, referring your people to someone else's great info, and commenting. Share, retweet, +1, repin, etc. If you can share someone else's post, they will notice and so will your followers. Which kind of person do you like better (in real life): the person who always wants to build themselves up or build other people up? 

Doing corporate social media marketing is not always super easy but it can be done. If you have any questions, then feel free to contact Integraphix. We are a Chicago marketing firm. 

Coca-Cola Strikes Gold with New Marketing Campaign

If you pay attention to marketing news, then you may have heard about this idea that was published today, if you don't, then congrats! We'll inform you.

Coca-Cola has invented 16 awesome caps that you can apply to your empty Coke bottle; turning it from something to throw away to something you want to keep and play with. It's called the "2nd Lives Campaign."

For those of us who want to help preserve the environment and drink Coke, this idea is a win-win. The caps allow you to turn your empty Coke bottle into a squirt gun, pencil sharpener, rattle, paintbrush, soap/shampoo dispenser, bubble maker, dumbbell, sauce bottle, whistle, nightlight, and more. There are 16 designs total.

The message brought forth from the campaign is, "What if Coke bottles were never thrown away?" Kind of an interesting concept, hmm? Whether you truly do use it for a long time or you use it once with the alternate cap and then toss it anyway, it's still very cool and a unique idea.

The idea was created by Ogilvy China (of Ogilvy & Mather). If there's one thing Coke knows how to do besides make a great product, it's make its way into the hearts of people; they did it back in WWII by being the only soda supplier to American GIs, they continue to do it with ideas like this.

As a Chicago marketing firm, we love ideas like this that show true creativity. Marketing and advertising is more than getting products out there and purchased, they are also about making life easier and more fun.

How To Create a Great Elevator Speech

Elevator speeches are a necessity in the 21st century business world, especially when you are in marketing, sales, public relations, etc. If you are trying to gain awareness for your business, then you need to have an elevator speech planned.

The term "elevator speech" is a synopsis of your business that you can deliver very quickly; the term comes from being able to do so in the time it takes to ride in an elevator. Nowadays, it can still happen in elevators but you can also deliver you speech to someone at an expo, trade-show, in the hallway, or at a coffee shop.

Here are a few things to remember when creating that awesome pitch:

1. Try to not make it sound too sales-y but it's okay to have it sound just a tidbit sales-y. You can use adjectives like: original, leading, certified, pioneering, etc. You just have to make sure your pitch still clearly sends the message you want it to and give a good description of your company. 
2. The pitch has to be short. Clearly state the name of your company and what your company does. Give some details, enough to encourage the person to inquire further. Just make sure it is no more than a minute long but shoot for 30 seconds. 
3. Use language everyone can understand. Your elevator speech means nothing if you are using jargon from your industry that is gibberish to people outside the industry. If the person has to use a dictionary to understand what you're saying, you might as well not even deliver the speech. 
4. Consider starting it off with a question. This will get the person involved in the speech and so they feel that connection. You can try something like, "Do you feel pleased with your company's marketing efforts?" Pause for answer, assuming they said no, "Well my company is a pioneering internet marketing agency…"
5. Be comfortable. Nothing is more awkward than hearing an elevator speech that is rigid, fumbled, and robotic. Be loose, know your speech, and act like you've done it before. And know your speech well, that will help. 

If you need help with this or are looking for other marketing tips, then contact Integraphix. 

5 Successful Rebranding Campaigns

Every company has branding, it's just part of the process to create and run a business. Whether you consciously created branding for your business or not, you created one. The concept of holding the same branding for the lifespan of your business is unheard of; at some point or another, there is reason to go through rebranding. There are several reasons to rebrand your business; it can be a scary decision because it means doing something new/different, you are taking your business into unchartered waters. What if it turns out to be a bad rebranding experience and ruins your company? What if it turns the company from a small fish into a big fish? You never know unless you try.

Here is a list of five brands that went through rebranding and what made them successful.

1. J.Crew. J.Crew is known to many as a high-end clothing brand that sees customers anywhere from high schoolers all the way to A-list celebrities. They are doing really well and are a coveted brand for fashion lovers. However, they were not always this beautiful in the eyes of the world. It wasn't until 2003 when they hired a new CEO. At that time, they were seeing deep declining sales; however, once they hired the new CEO, they rebranded themselves as a store that sold simple clothes made from quality fabrics. They utilized high-profile faces like the Obamas to wear their brand during the 2008 Presidential campaign; Michelle wore a J.Crew outfit on the Tonight Show. 
2. Pabst Blue Ribbon. In the past, PBR was known as a cheap, low quality beer that was only intriguing to hipsters and frat guys. This blue-collar lager is still not seen as a great beer in the US but in other countries like China, it is seen as premium stuff. They launched a product extension called Blue Ribbon 1844 and put it in some fancy packaging and now it sells for $44 in China, the world's largest beer market. 
3. Harley-Davidson. In the wonderful year of 1985, HD was a motorcycle that was one flat tire away from being wiped off the corporate map. Once they hired the new CEO, their fortune began to change. Harley knew they had to improve their product so they did just that; once they improved their bikes, they focused on being the name they claimed, which was a quality bike made for the road warrior. 
4. Target. Up until the late 90s, people saw Target as just another store, like Walmart and Kmart, that was for bulk purchases and rather low quality. However, Target realized they had to stand out from their competitors, which they did by offering pared down versions of goods from high profile designers, this decision saved Target. Still, Target is number two in the race, behind Wal-Mart, but they are seen as a higher quality store and their clientele is seen as more affluent than their competitors too. 
5. UPS. UPS was, and still is, in a huge battle with FedEx. UPS used to be well behind their competitor in the race, though. FedEx was mopping the floor with UPS with their decisions like overnight delivery. In the late 90s, UPS decided to rebrand and switch their slogan from, "Moving at the speed of business" to "What can brown do for you?" They then launched ads showing mailroom guys to CEOs using UPS and loving their experience. They showed their consumers that they are adapting and looking forward to constantly meet their consumers' needs. 

If you are looking for branding or rebranding needs, then contact Integraphix - a Chicago marketing agency.