Celebrities and the Power of Branding

Have you ever wondered what it would be like if Kim Kardashian completely gave up social media? Or if Oprah started endorsing cheesy potato chip snacks as the next super health food? Can you imagine Donald Trump changing his hairstyle?

No. You can’t. Because these celebrities have created brands for themselves, and they stick to them. People who follow celebrities know exactly what they’re like: how they act, things they enjoy, which products they use or endorse. If celebrities go outside their brand, people have a hard time adjusting, and longtime fans might not be fans any more.

Take Katy Perry for example. She used to be a Christian singer, so you can bet her fans at the time were not pleased when she kissed a girl and liked it. A similar situation happened when Taylor Swift switched from country to pop; it took quite a bit of convincing for pop fans to come around to the fact that this country girl was singing in their genre.

The reason these celebrities garner so much attention is because they know how to create a brand and stay faithful to it. If their brand weren’t consistent, they wouldn’t be able to get any traction with the public. Bands don’t release albums with 12 different songs in 12 wildly different genres—an album like that would not connect with very many people or sell very well.

Your business is kind of like a celebrity, and it needs to be branded consistently in the same manner. If you use a different logo on your building from what you use in your newspaper ads, people won’t know what to look for when they come see you. If your brand has been historically funny and quirky, it’s going to be hard to pull off a heart-felt commentary in your TV commercial that resonates with your core audience.

In order to get your business up to celebrity status, you’ve got to create a brand and stick to it. If you don’t want to get your hands all dirty and sticky, Field Group can help you out, so give us a call.

These aren't sticky notes. We just have really sticky hands at FG.
These aren’t sticky notes. We just have really sticky hands at FG.

Posted by Jonathan.

A small post with a large amount of information about every medium

Making decisions about where to spend your media budget can be a little overwhelming. Should you buy newspaper ads, billboards, TV commercials, direct mail, or online? There are so many choices, it can be paralyzing. You want everyone to know about your business, so you might think you need to puts ads in every single media that exists.

It certainly helps to clearly define your target audience, which includes the people who are most likely to become your customers, visit your business repeatedly, and tell their friends about you. Once you know your target audience, you can choose a specific set of media that will reach that audience.

Below is a brief overview of various media types with descriptions for the primary audience of those media.

  • Newspapers:
    • Broad audience with a variety of interests
    • Older, well-educated readers
    • Can target specific sections, such as sports, local, lifestyle
  • Radio:
    • Large, diverse audience
    • Each station has a specific niche depending on music type
    • Affordable ads means more repetition of your message
  • Television:
    • Most homes have at least one TV
    • Large audience
    • TV ads are more memorable than print or radio, since they combine both visual and audio
    • Expensive spots, and it’s costly to produce a quality commercial
  • Online:
    • Very popular with almost everyone, especially younger audiences
    • Easily track data on who is viewing and clicking on ads
    • Can target specifically to age, gender, language, location, hobbies, and interests
  • Billboards:
    • Usually not effective as a standalone ad, but work to reinforce message shown in other media
    • Only have about six seconds of viewers’ attention
    • Effective boards use a strong image with a small amount of text
  • Direct mail:
    • Great for promoting something specific like a sale or event
    • Can purchase mailing lists to target specific demographics
    • Needs to be designed well with a strong call-to-action in order to stand out from the clutter of junk mail

If you’re still feeling a little overwhelmed by media, give us a call! We would be happy to help you develop a campaign and media schedule to make your business stand out.

The Power of #

First off, this blog’s title would be a lot cooler if we all still pronounced “#” as “pound.” But nooooo, Stowe Boyd had to go and rename it to “hashtag.” I personally would have preferred “poundtags,” but no one asked me.

Now that that’s out of the way, we can get to the vegan meat alternative of this matter: the # and why you should use it.

Think of the hashtag as the search engine of social media. When someone tags their post with a hashtag, anyone on social media can search for that tag and be able to see that post. By using hashtags appropriately, you can make your posts more visible to people who might be interested in your business. For example, if your business sells shoes, you can create a post about a new shoe design you just started selling and use #shoes. Someone might search for #shoes when they’re looking for a new outfit, and they see your post—now you’ve just gained a new customer and follower!

You’ve probably heard of “trending,” but what exactly does that mean? Trending is when a hashtag is used frequently in a short time in your local area. If everyone in Yakima is posting pictures of their dog using #dogsareawesome, that hashtag will be officially trending. You can start your own trends by creating hashtags that will be popular, or you can piggyback onto hashtags that are already trending. Just be careful to only use trending tags if they are actually applicable to your business. If you’re going to use #dogsareawesome from above, you should probably own a pet store.

Hashtags are also the master organizers of social media. Let’s say you have a big event coming up called “Dance Party Fundraiser.” You could create #dancingforacause and use it for all of your posts building up to the day of the event. Then, you can encourage people to use that hashtag to tag any photos they take while at the event. This will allow you to use a variation of the hashtag for next year’s event, like #dancingforgood—this way, everything will be nicely organized year to year. For an organization junkie like myself, this is totally my cup of tea. Or shall I say, my cup of hashtagulated filing system?

If you can master the use of the hashtag, you’ll be #ing it with the best of them.

#pound

Posted by Jonathan.

Target Audience

Your target audience probably doesn’t like the same things you like. In addition, an ad that you like might not necessarily be effective.

For example, let’s say you get up early and watch the morning news, and you want to run TV commercials during those programs. Well, if your target audience is people aged 20-30, most of them will never see your ad. That means you just wasted a lot of money producing a commercial that didn’t promote your brand or sell any products. This is why it’s so important to define your target audience and to know how they behave and how best to reach them.

What a wonderful ad! Said no target audience ever

That’s where we come in. We’ve spent tons of time researching media consumption habits of many different demographics, and we’ve worked with a lot of clients, which has given us the experience and knowledge to be able to reach the appropriate audiences for a variety of different types of businesses. For example, we know that young people don’t watch the morning news on TV, but rather get most of their news from social media that they view on mobile devices. We are then able to create a campaign that speaks specifically to that audience and reaches them in the place where they spend most of their time.

The kids love this stuff
The kids love this stuff

It’s essential to target the correct audience. If you don’t know who is most likely to purchase your product, you’re going to waste a lot of time, effort, and money throwing ads at people who probably don’t care. Once you do know who is in your target audience, you can carefully craft your marketing messages in order to reach them and get them to listen to you.

Posted by Jonathan.

What is marketing?

I would like to use this post to explain what it is we do here at Field Group, both to give a better understanding to our clients and to the general public. Let’s start off by explaining what exactly marketing is.

Marketing is different from advertising. Advertising means using media (whether it be in a newspaper, radio, or online) to promote a certain product, sale, or event. If you own a car dealership, you might place an ad in a newspaper for a particular vehicle at a set price. The ad might look really nice and include features and benefits of the car, but ultimately the goal of the ad is to sell the car.

Marketing does not equal advertising
Marketing does not equal advertising

Marketing isn’t about necessarily selling a specific product. Instead, it’s all about creating and selling a brand for your company. Your brand is defined by a lot of factors: logo, color scheme, font choice, photography style, the voice used in text, and many other elements all work together to give create a look and feel. When a brand is clearly defined and unique, it is almost instantly recognizable. Think of the McDonald’s golden arches with the red background—if every store used a different color palette, the brand wouldn’t be as powerful.

In Soviet Russia, McDonald's is still McDonald's
In Soviet Russia, McDonald’s is still McDonald’s

Creating a brand and using it consistently in everything that comes out of your company is the key to effective marketing. People associate your brand with whatever your company sells or offers. Going back to the McDonald’s example, when most people see their logo, their tummies probably start grumbling because we associate Mickey D’s with food.

Marketing is also about finding the right people to market to. These people are called your target audience—the group most likely to want to do business with your company. McDonald’s (this is the last time I’ll talk about them, I promise) should be marketing to hungry people, because stuffed people won’t want anything to do with them.

That guy looks hungry--he would definitely buy my stuff!
That guy looks hungry–he would definitely buy my stuff!

Posted by Jonathan.