How Do You Reach Your Audience? Do This One Thing

When clients come to our Chicago marketing agency desiring marketing assistance, they always ask, "How can we break through the clutter?" or "How can you make us noticed?"

Be useful.

Find a way to make yourself useful to consumers. If they have no reason to call you because you're just "one of the boys", then they will not call you. No matter how much promotion work you do. Give a great deal, make your product offerings unique, something to stand out.

You may hear a lot of chatter about the latest and greatest thing in digital marketing and other forms of creative marketing, such as who's the brightest, most suave, biggest, etc. If we are honest with ourselves, that stuff just adds to the clutter sometimes. Consumers are smart! Consumers know what advertising lingo to avoid or forget; think about this for yourself, what words or phrases are you tired of hearing and seeing in ads?

Being useful is solving a problem and meeting a need. This can only be accomplished if you understand your consumer. If your business is ignoring the wants and needs of its audience, then it will not survive as a business. The art of listening and understanding is often overlooked in many business strategies.

Listen. Understand. Find where your business fits in. And go there.

Being useful to consumers is nothing new in business, so why do so many businesses skip this step? Or assume they are useful without any information to back it up?

Companies that last decades and have good relationships with their consumers are businesses that make sure they are meeting the needs of their consumers. Not businesses that expect consumers to change to them.

Being useful is a simple theory but the practice is hard. For help understanding how your business can be useful, contact Integraphix.

Why Your Business's Marketing Has to Evolve

Every business has to market themselves to some degree, whether they realize it or not. However, some businesses get stuck in a rut, sometimes a good rut, and stay there. Marketing has to change, it has to evolve.

Now, it can work to keep the same message, mascot, color schemes, branding, etc. But it does not work to keep the same platforms, techniques, and strategy. Very few businesses have succeeded because they kept with the same techniques & strategy.

Industries change. Consumers change. Interests change. You get the point. 

That's why a business's creative marketing has to evolve. If you don't evolve, you miss your market. Then you're like that owl wondering, "Where'd they go? Did we miss them? What happened?"

Industries change. Every industry in the world has likely changed in the way it operates over the last decade or two. For example, marketing. This industry has massively changed in the last five years, alone! Now there's a heavy emphasis on digital marketing and digital advertising; things like social media, YouTube, blogging, or search engine marketing have all become points of interest.

• Take a look at your industry, how has it changed? 

Consumers change. Every generation thinks differently than the last. Every demographic has its own interests. Every culture has its own way of doing things. If you haven't heard, Millennials are a big topic to talk about in marketing. So let's talk about them! They are vastly different than previous generations, Gen. X and much different than Baby Boomers. If your business targets a demographic like 20-30 year olds, your target market in 2015 is vastly different than your target market was in 1975. Even from year to year, consumers change; our minds change all the time.

• Take a look at how you shop, how has it changed? 

Interests change. As hinted in the last point, our minds change all the time. What seems like a good idea now might not be in a few months. Look at the K-Cup. At the beginning, people loved it because it was easy, personal, and no prep/cleanup. Now, it's one of the most hated ways of consuming coffee on the planet. Or, for us techies, look at how fast apps come and go in popularity. Draw Something? What's that? Maybe fashion is more your fancy; how often does fashion change?? There was a time when baggy jeans, K-Swiss shoes, and bull-cuts were popular. Now, it's skinny jeans, boots, & fades.

• Take a look at your interests, how have they changed?

The bottom line is that in business, especially marketing, if you stand still, you will be left behind. Don't stand still and become a static business! Hire Integraphix to help your business get going forward, not become irrelevant. 

How to Effectively Market to the Millennial Parent

Millennials are morphing from the generation that "won't grow up" to a generation firmly planted in adulthood, at least the Millennials 24-35. This section of Millennials are buying homes, having their own children, owning cars, and other "adult" things. Data states that 40 percent of Millennials are currently parents.

This generation likes to have marketing experiences that are personal and not canned/dry pushes. As a Millennial myself, and Chicago marketing company copywriter, I would agree with many other Millennials that we like products & services that are intentional and tailored to our needs. If we don't see a product or service and understand how it will make our lives better, we don't buy into it. Even if it's an extremely cool product or service.

More and more Millennials are 1st or 2nd generation immigrants. According to U.S. Census statistics, 15 percent of Millennials between 20-34 were born in another country. This is the highest rate of 1st generation immigrants in this age range since 100 years ago.

More than 70 percent of Millennials enjoy the influence of other cultures. As globalization is gaining more and more traction, the idea of understanding other cultures becomes more appealing. One aspect of globalization that has generated this is how easily people move around the country and world these days. This knowledge has forced marketing agencies to adjust their strategies when appealing to demographics based on region.

84 percent of Millennial parents say that trust the recommendation or distaste of a brand they hear from their peers. This is why word-of-mouth marketing is so huge for brands to capitalize in 2015, especially since search engine marketing and social media marketing help facilitate and even spark much of that talk.

With so much technology and fast-paced industries, it is no wonder why we all want gratification instantly. This means that many Millennial parents, while meeting the demands and requirements of their young children, not only desire a process that is easy & straightforward, they require it.

As the first truly digital-native generation, Millennial parents turn to online resources for a lot of things. Yes, they turn to it for entertainment options and other fun resources but it is common for them to turn to the web for things like advice and tips on parenting and family matters.

Millennial parents and their kids share interests. This is not a jab that the parents never grow up mentally, they just appreciate and embrace more than previous parenting generations. The parents and their kids like some of the same movies, video games, and more. This includes brands, as well. This allows some brands to appeal to both parents and kids in one marketing effort.

Is your brand's target market Millennials? Specifically Millennial parents? Email or call Integraphix and see how our creative marketing team can help you reach them effectively! We have many Millennials on staff so you get first-hand knowledge. 

3 Myths About Marketing That Are Costing You Sales

Myths are everywhere. They even exist in marketing. Some myths are 100 percent made up, while others were once rooted in truth. Regardless of their origins, if a myth is no longer valid, it can be harming your business.

Here are three myths about marketing that can be harming your bottom-line.

1. Not understand how in-person sales work. When doing sales in-person, or at all, really, you need to establish a connection. However, not every company has realized just how mIn the past, salespeople were the gatekeepers of information for companies; consumers could not research a product or service and obtain the info they needed without talking to a salesman. However, with the internet, people can find any info they want, whenever they want.
uch technology has changed that aspect of sales.

Don't get us wrong, salespeople are still very, very important to the success of a company. It is just that their purpose has shifted a little. Now, salespeople are who consumers call when they need answers beyond what they've found online. Today, salespeople need to be great at developing relationships, creating trust, and being able to key in on consumer needs.

2. Believing that the more communication, the better. Just like everything in life, moderation is key; yes, you want communication but too much can be overwhelming for consumers, sometimes. Due to the rise in popularity of things like blogs and social media, companies can publish so much more information than ever before.

You want good, reliable content for your clients and customers but you don't want to say too much, otherwise they get overwhelmed and a boomerang effect occurs. If it is not relevant and helpful information, then you don't need to publish it.

3. Not utilizing a marketing mix. Having great content marketing is essential for business in 2015 but it really only works if people know to look for your products or services. If you create a marketing mix, you can create a beautiful blend of content creation and great branding. This will drive demand for your products and services.

Unfortunately, too many companies want that "silver bullet" or "magic potion" that will fix everything in one go. This results in those companies ditching the marketing mix.

Do you know of any marketing myths that companies still believe in? Let us know! Email Integraphix - a Chicago marketing company.

Things to Remember When at the SXSW Festival for Small Business Owners

It is the time of year when the South by Southwest Festival (SXSW) becomes a big deal for business owners, especially small business owners.

When at the SXSW Festival, it is important to learn new techniques and tools for running a business. One thing to remember when at the festival and looking for new tips to make your business more effective is to think about your customers first. As a Chicago creative marketing agency, we will tell you that a successful business is one that focuses on its consumers' needs before its own.

You might think, "But if the business doesn't take care of itself first, how can we help consumers?" Here's the thing, your consumers' needs are your needs. If your business ignores the consumers' needs, then there are no consumers for you to think about, which means there is eventually no business for you to run, either.

Give your consumers what they want, what they need, and what they may not know they need, yet. One thing any good Chicago marketing company does is market research, which is what your business needs to do (or contact a marketing agency to do it) and find out what your consumers' needs are. Simply asking them will be a big help. A consumer will (often) only buy something if they know how it will improve their life, this is why knowing the needs of the consumer is crucial.

Another thing to remember when going to the festival is to be storytelling topics that people will find engaging. Find something cool that you know your consumers will like? Post about it! Content marketing and social media marketing are great places to be a storyteller and create engaging, worthwhile content.

Need more business tips? Then email Integraphix, a Chicago marketing agency.

Target Will Be Using Location Based Marketing on Black Friday

Despite the immense popularity with shopping online, it seems the trip to the actual store will dominate this Black Friday as crowds of people head out to get their hands on incredible deals. The only hangup for some brick and mortar stores is how to get through to people who use their smartphones for price scanning.

Target has found the answer: location-based marketing. Their plan this Black Friday is to use location beacons in their stores that communicate to consumers via the Target app, telling the consumers where to go in the store by linking products to a store map. On Black Friday, the app will help shoppers find the best deals within the store they are in, making it a much more personal user experience.

Users of the app will be able to build shopping lists in the app and search for products and find out where they are in the store. As a Chicago marketing company, we think this
is a huge leap forward in enhancing the shopping experience.

The app is Target's attempt to transcend the ideal shopping experience between physical and online stores. A bold move, will it pay off? Another great move that should pay off for them this year is their decision to use Apple Pay. 

As a Chicago marketing agency, we love a great idea that is paired with another great idea, it's what makes for successful marketing. The beacons and the payment system that Target will be offering on Black Friday should give them a nice competitive advantage.

Does your business want to gain more sales and expand its reach? Perhaps take a new approach to its existing target market? Then hire Integraphix, a Chicago creative agency. Call us at 847-537-0067 or visit our site.

What to Know About Naming a Business

The process of naming a business is sometimes one of the hardest decisions one can make. Your business's name is supposed to be something people will remember, describe your business, and let you stand out.

There are many challenges to naming your business; aside from the creative necessity, one may find that getting a name for a business requires patience and a knowledge of legal matters. So what are the various hurdles?

• Trademark law. This is one of the hardest things to overcome when you are thinking of a business name. You have to find a business name that has not been trademarked yet. The American trademark laws are not so lenient, either. As a business owner, there are two things to consider: confusion and dilution.
• Confusion is the chance that your business name will be confused with another brand. This is not only a worry about confusing consumers but could be a legal issue. One example I, even as a Chicago marketing company creative, is "Belvita" and Velveeta". Belvita makes energizing morning bars & Velveeta makes cheese. 
• Dilution is when your name/branding attempts to mooch or steal another company's, even if your names have no confusion. So, if your company name is "Ricky's Auto Shop" but your trademark is styled after the legendary "Carl's Auto Garage" by mirroring script, etc. then that's no good. 
• The penalties. If your business name violates a law, then the business could face some serious penalties. 
• No longer being able to use the name
• Being forced to recall products with the name on it
• Frozen inventory/seized inventory
• Monetary compensation
• What will your URL be like? Having a long but cute name might be good and dandy for your business but what if your site's URL is now going to be really long? That will make your internet presence hard and any search engine optimization will be a bit more difficult. At the very least, consumers will have some trouble remembering your site. 
• The realization that good products make great brand names. Sometimes we go into the idea of naming a business with the idea that we will be the next Apple or Nike; the reality is that they had to make great products before their names became great. 
• You have to love it. No good business name was created because the person thought, "Yeah, I guess it'll do." You have to think of a name that excites you; even better, it can excite those you ask for advice. 

As a marketing agency in Chicago of over 25 years, we have lots of experience with branding and naming a business. Is your business in need of marketing assistance? Then contact Integraphix! 

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. 

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. 

Being More than Just a Company to Clients

Being in the service industry, like marketing, advertising, graphic design, etc. can be a tough business sometimes. People come to you for a need that is not always tangible and the ability to satisfy their need does not always happen instantaneously nor with the same result every time. For some companies in the service industry, like restaurants, people come to you because their hungry, they order food, you give it to them, and you're both on your way; granted, the satisfaction is still up in the air.

So, how as a company that works in this area, can you make things better for your clients? How can you make sure that you keep your client's happiness your priority instead of just seeing them as a source of money?

One thing you can do is to keep in touch with your clients. We talk to our clients when we have questions for them or they have questions for us; however, do we ever send them emails to see how they're doing and let them know the status of projects without their asking? Chances are, we don't. Now, you don't want to get all lovey-dovey on them and say you love them and their on your mind, that would be creepy. What you can do is like what I said earlier, notify them of statuses without their asking, drop an email saying you wish them a happy holiday (whichever one is coming up), send them a happy birthday email or call, etc. Keep it professional but keep the contact.

Another thing you can do is to ensure the client that you wouldn't advise them to do anything that you wouldn't do if you were in their shoes or if you had to make a similar decision. If the client can't afford something, find a part of your services they can afford and will actually help them. We can't tell clients to spend $10,000 on ads if we know they won't work or if the client only wanted to spend $6,000. They will realize what you're doing and will not like it. As a Chicago marketing company, or whatever city you're in, it's important to have good credibility and an honest word because that's what builds trust, a good reputation, and gets/keeps you business.

It can be tough but it is doable. Seeing or hearing from our clients can and should be a thing that makes us smile; the same concept should apply for our clients.