Archive | July 18, 2013

Email Marketing: Etiquette is Key

Positive Impact Partners

When creating an email marketing campaign, it is important to stick to some key Email Etiquetteetiquette guidelines:

  1. Stay away from spamming. Don’t send mail to people you don’t know, or who haven’t requested it. Their email service will filter out emails that use spam trigger words in the subject line. At Positive Impact Partners, we will design an email campaign with the necessary amount of periodic emails. We also know which words and phrases to avoid so that your message will go to the customers’ inboxes and not their spam folders!
  2. keep it personal. If a recipient of your marketing message replies with a question or a request for more information, respond promptly. Using their name and responding to their inquiry specifically, rather than using an automated reply that can apply to a majority of the questions received, will make a difference in the way potential customers will feel…

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The Power of User-Generated Content

Social PR World

Marketing has two purposes to gain new customers and retain current customers. We spend thousands of dollars and countless hours on campaigns trying to reach these two audiences. Thanks to social media, we don’t have to spend our time or money to reach either. Why? Consumers are doing it for us. User-generated content is free, effortless, and a very powerful persuasive tool. Websites such as Yelp and Angie’s List are so popular because people trust their family, friends, neighbors, co-workers, classmates, and casual acquaintances more than they trust marketers and advertisers. It is obviously unrealistic to completely rely on user-generated content because it is not always positive and the reach is limited to that person’s social network. However, it is a powerful tool that should be utilized by brands.

User-generated content is most predominant on Twitter and Instagram. A picture is worth a thousand words and a thousand ad dollars…

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The Psychology of Color in Marketing and Branding

The Psychology of Color in Marketing and Branding

The psychology of color as it relates to persuasion is one of the most interesting—and most controversial—aspects of marketing.

The reason: Most of today’s conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about “colors and the mind.”

To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, today we’re going to cover a selection of the most reliable research on color theory and persuasion.

Misconceptions around the Psychology of Color

Why does color psychology invoke so much conversation … but is backed with so little factual data?

As research shows, it’s likely because elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect individual colors have on us. So the idea that colors such as yellow or purple are able to invoke some sort of hyper-specific emotion is about as accurate as your standard Tarot card reading.

The conversation is only worsened by incredibly vapid visuals that sum up color psychology with awesome “facts” such as this one:

Facts about Yellow

Don’t fret, though. Now it’s time to take a look at some research-backed insights on how color plays a role in persuasion.

The Importance of Colors in Branding

First, let’s address branding, which is one of the most important issues relating to color perception and the area where many articles on this subject run into problems.

There have been numerous attempts to classify consumer responses to different individual colors:

Color Emotion Guide

… but the truth of the matter is that color is too dependent on personal experiences to be universally translated to specific feelings.

But there are broader messaging patterns to be found in color perceptions. For instance, colors play a fairly substantial role in purchases and branding.

In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).

And in regards to the role that color plays in branding, results from studies such as The Interactive Effects of Colors show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (in other words, does the color “fit” what is being sold).

The study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived. This means that colors influence how consumers view the “personality” of the brand in question (after all, who would want to buy a Harley Davidson motorcycle if they didn’t get the feeling that Harleys were rugged and cool?).

Additional studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity. It has even been suggested in Color Research & Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you’ll stand out by using purple).

When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself.
 So, if Harley owners buy the product in order to feel rugged, you could assume that the pink + glitter edition wouldn’t sell all that well.

Psychologist and Stanford professor Jennifer Aaker has conducted studies on this very topic via research on Dimensions of Brand Personality, and her studies have found five core dimensions that play a role in a brand’s personality:

Dimensions of Brand Personality

(Brands can sometimes cross between two traits, but they are mostly dominated by one. High fashion clothing feels sophisticated, camping gear feels rugged.)

Additional research has shown that there is a real connection between the use of colors and customers’ perceptions of a brand’s personality.

Certain colors DO broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement). But nearly every academic study on colors and branding will tell you that it’s far more important for your brand’s colors to support the personality you want to portray instead of trying to align with stereotypical color associations.


Consider the inaccuracy of making broad statements such as “green means calm.” The context is missing; sometimes green is used to brand environmental issues such as Timberland’s G.R.E.E.N standard, but other times it’s meant to brand financial spaces such as Mint.com.

And while brown may be useful for a rugged appeal (think Saddleback Leather), when positioned in another context brown can be used to create a warm, inviting feeling (Thanksgiving) or to stir your appetite (every chocolate commercial you’ve ever seen).

Bottom line: I can’t offer you an easy, clear-cut set of guidelines for choosing your brand’s colors, but I can assure you that the context you’re working within is an absolutely essential consideration.

It’s the feeling, mood, and image that your brand creates that play a role in persuasion. Be sure to recognize that colors only come into play when they can be used to match a brand’s desired personality (i.e., the use of white to communicate Apple’s love of clean, simple design).

Without this context, choosing one color over another doesn’t make much sense, and there is very little evidence to support that ‘orange’ will universally make people purchase a product more often than ‘silver’.

Read the Full Article: https://www.helpscout.net/blog/psychology-of-color/

 

Spider Lightning Above Haystack Boulder Colorado

Striking Photography by Bo

A fantastic stormy night on the Front Range of the Colorado Rocky Mountains.  Here is a view of Haystack Mountain north of the City of Boulder on the right, looking south from the along the foothills in north Boulder county with Spider lightning striking above.Colorado Fine art nature landscape lightning weather photography poster prints, decorative canvas prints, acrylic prints, metal prints, corporate artwork, greeting cards and stock images by storm chaser James Bo Insogna aka "The Lightning Man" (C)   - All Rights Reserved.  *PLEASE NOTE, WATERMARKS WILL NOT BE ON THE PURCHASE PRINTS*

A fantastic stormy night on the Front Range of the Colorado Rocky Mountains. Here is a view of Haystack Mountain north of the City of Boulder on the right, looking south from the along the foothills in north Boulder county with Spider lightning striking above.

Colorado Fine art nature landscape lightning weather photography poster prints, decorative canvas prints, acrylic prints, metal prints, corporate artwork, greeting cards and stock images by storm chaser James Bo Insogna aka “The Lightning Man” http://www.BoInsogna.com

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