Know This, Print Advertising is Not Dead

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In the United States print advertising spend has fallen from $65 billion at the beginning of this century to less than $19 billion by the end of 2016. The steady decline has many suggesting that print media advertising will continue to diminish and fall to the relentless onslaught of all things digital. However, the long history of dominance of print in advertising is making the medium more resilient against the relentless attack of new communication technologies, leading many media experts to declare that in spite of the fall from high, print is not dead. Research is revealing that readers trust the printed message more than any other medium. “The old trope that print is dead is just lazy thinking,” says Linda Thomas Brooks, president and CEO of the Association of Magazine Media.

The noise and constant clamor of digital is giving print an opportunity to live beyond the delete button and grab the reader’s attention. The rarity and uniqueness of a written, personalized message is attractive, especially to the C-level target. Luxury consumers still value tangible ad platforms, and glossy quality print collateral can still hold an audience’s attention. To be effective, print ads’ role in advertising will become one that supports the digital lead. “Print ads will be more effective if they are a complement to your digital campaigns already in play and entice readers to interact with your brand online,” says Jeannie Ruesch, of xero.com. The successful printed play will be achieved when it is fully integrated with a total campaign. At Meredith National Media Group, print revenue accounted for two-thirds of overall advertising revenue, and circulation represented 30 percent of revenue in 2017, making it the company’s second-largest revenue stream. “We see it as print and digital; not print or digital,” says Jon Werther, president.

“While digital continues to dominate multi-channel strategies, the art of print publications is not obsolete.” says Julie Gareleck, Managing Partner and CEO of Junction Creative Solutions (Junction). “Junction’s design team is rooted in graphic design with experience designing print collateral and publications for well-established Fortune 1000 Companies as well as small to mid-size business.” To be relevant, print content must be targeted and easily digestible and pass the skim test. The intent and purposefulness of the message needs to be readily identifiable to the reader and visually appealing. “If it looks like it was printed in 1978…the perception will be that the firm is still operating from 1978,” says Gareleck. All those tired, old newsletters must find their way to the burn pile.

Digital’s dominance has made consumers persistent multitaskers, dutifully monitoring our emails and text messages while navigating through daily tasks. Rarely do we give any message our full and undivided attention. Print content offers an opportunity to really focus and engage with the message. And to all those “print is dead” pundits, know this: According to the National Retail Federation, shoppers are most likely to start an online search after viewing a magazine ad.

Junction is a comprehensive partner that can assist with your print collateral needs, aligning with the overall brand goals and objectives. Contact us at 678-686-1125 to learn more about our print design capabilities!

Roses are Red, Violets are Blue, However in Marketing Not Just Any Color Will Do

 

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Are you feeling a little blue? Or perhaps you are feeling you’re in the pink? Color is frequently associated with our moods and how we feel about a topic of discussion or to elaborate on the day’s experiences. While many of these associations can be explained through personal preference, learned behavior or a result of individual culture and experience, some research studies have shown a valid correlation of color to personal motivation and behavior.  An Institute for Color Research’s study found that 92.6 percent of people surveyed said that color was the most important factor when purchasing products, and consumers’ subconscious judgment about products is influenced in 62 percent to 90 percent of cases by color alone.

Some colors can attribute the impact on behavior because of the nearly universal utilization to elicit an unchallenged response. Red, for instance, is the most commanding color of attention, perhaps due to societal utilization of the color red for everything from stop signs, fire trucks and flashing emergency lights. People have been pre-disposed to recognize and react to anything displayed red. It says, “This is important, pay attention!”  Forty-two percent more signs and advertisements are read when the color red is used, and comprehension of the message is increased as well.

Color also plays a major role in product identification. Tomato ketchup apparently is preordained to be red, in part because ripened tomatoes are mostly perceived as being red. Just ask Heinz, who discovered the public’s inherent relationship of the color red and ketchup. In an effort to excite and attract a younger consumer by making ketchup available in various colors, the marketers of fifty-seven varieties soon learned of the special relationship of red to consumers; perception of the product. Can we imagine a brown-colored Pepto Bismol?  How soothing is that perception? Marketers commonly use certain colors because those colors elicit generally accepted emotions.  While many of us react differently, most of us react in a similar way to the paring of colors to products. But there are broader messaging patterns to be found in color perceptions.

Savvy marketers of digital advertising use colors to increase conversion and click-through rates on websites. By utilizing color to differentiate call-to-action buttons or links they are driving user-consumers to take actions and improve the conversation. Understanding how design and color can work together to influence and motivate consumer behavior is a key factor to effective and efficient messaging. Studies have revealed that color can often be the sole reason someone purchases a product. In one survey, 93 percent of buyers said they focus on visual appearance, and nearly 85 percent of respondents indicated that color was a primary reason in the decision to purchase.

Customers will only respond favorably and strongly to a brand if the right color is chosen to represent that brand’s personality, culture and menu of products.  In a study titled “Impact of Color in Marketing,” researchers found that up to 90% of snap judgments made about products was based on color alone.  Research has also found that predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color, and it is extremely important that new brands specifically target logo colors that ensure differentiation from entrenched competitors.

The psychological impact of color on human behavior is neither an exact nor a settled science. But the impact of color on consumer perceptions and motivations is undeniable. So, while roses may be red and violets may be blue, in all things marketing not just any color will do.

To learn more on how color can influence purchasing behavior and enhance a brand’s identity, contact Junction Creative Solutions (Junction) at 678-686-1125.

Opening a New Door to Opportunity

Junction Creative Solutions (Junction) is an award-winning strategic agency committed to creating high impact solutions for SMBs and Fortune 500 companies. By combining the intellectual capital of a business consulting firm with the creative execution of an advertising agency, Junction is exceeding growth expectations and expanding by opening a new office in the Atlanta area. Near the Sandy Springs City Center, Junction is centrally located for easy access to Buckhead, Downtown or North Alpharetta. The new location helps better position Junction to meet the demands of its growing list of clients.

Seeing a rise in start-up companies, leveraging intellectual property, soon to hit the marketplace and with our increasing capability to perform quick turnaround Rapid and Custom Development website development projects as well as web-based applications, Junction has added qualified and experienced members to the staff, adding strategic experience across every layer of business. “Junction, for nearly a decade, has remained focused on building a team of talented professionals to not only drive our business but also our clients forward,” comments Julie Gareleck, CEO & Managing Partner, Junction.

The cross-disciplinary team, working for some of the most notable Fortune 100 and 500 brands, has proven that a collaborative, consultative approach can yield the best results.  “Our project management system was designed by engineers to streamline internal and external client communications, improve client satisfaction, and increase overall efficiencies. We don’t just talk about process, we are  passionate about implementing it,” adds Gareleck.

For more on how Junction Creative Solutions, a hybrid agency model for today’s business environment, can help your business meet its growth projections, call 678-686-1125 today.

Passion is Our Purpose and It’s Fueling Our Business

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John Mackey, as co-CEO of Whole Foods, once said of entrepreneurs, “Though they want to make money — start businesses out of passion.” He went on to say: “Physicians make money, but their mission is to heal; teachers make money, but their desire is to educate; and architects make money, but they yearn to build.” Looking at the day to day, quarter to quarter postings of profitability statistics constantly ticking across the bottom of our video screens, one would be hesitant to extoll business intentions to be anything other than making a profit. The truth, however, is that the most profitable businesses began as a dream; a vision to create something non-existent; a goal to provide a solution to the yet unsolved; a passion to fulfill a very personal need.

It’s not that a profit motive is undesirable or misguided. Without profit, even the most well-intentioned business is unsustainable over time. Perhaps it is more of a chicken or egg thing. What comes first? In today’s most competitive environments customers want to be appreciated for being more than a source of revenue. They are looking to businesses to focus as much on delivering value and fulfilling a purpose as they do on profitability.

As we look at some businesses, it is easy to recognize that intentions can be misguided. “Many entrepreneurs enter into business thinking ‘I am going to get rich quick or I am going to take advantage of a gap in the industry and over-price customers for work,’” says Julie Gareleck, founder and CEO of Junction Creative Solutions (Junction). “Financially motivated organizations tend to be here today in good economic times and gone in tomorrow’s economic down-turn. Purpose and value must be foundational to a company’s vision and must align with the organization’s financial goals for profitability.”

The Junction team of experienced professionals is passionately focused on partnering with clients to create value. “Whether developing a complex comprehensive strategy or executing digital solutions, it’s all about our customers, and the process of providing quality work. It is the differentiator in our business,” says Gareleck. “We don’t take on clients just to take on clients. We invest our time and energy into clients that want our help and want to partner with us to achieve something greater.  It is a model for success that we have proven over and over.”

“When you believe in something the force of your convictions will spark other people’s interest and motivate them to help you achieve your goals. This is essential to success.”- Richard Branson.

To learn more about Junction’s passion for helping others to achieve success, call 678-686-1125.

The Most Important Marketing Content is Video

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It is interesting that the more that fundamentals of just about everything change with time and technology, the more so many well-established truisms remain the same.  The era of content being king in marketing is giving way to a new visual medium, a rerun of the progression from printed media advertising to television more than a half century ago. Despite all the dramatic shifts in the methods of communications over time, a picture is still worth a thousand words.

Today the most important  content marketing is video. Regardless of the platform; Facebook, Twitter, Snapchat or YouTube, video has become an essential part of any organization’s overall marketing strategy. Video seems to be adding value to the customer’s content experience. When both video and text are available on the same page, 72% of people would rather use video to learn about a product or service, and 85% of consumers indicate that they prefer to see more video from brands in the coming year. With such positive response from consumers, brands are responding by increasing video participation.

With 81% of businesses utilizing video in marketing campaigns (up from 63% just a year ago), 99% of those predict they will continue to use the medium in the future. Clearly content alone is being dethroned. Video is here to stay and marketers should embrace the change. The medium brings with it more opportunity for brands to be creative in their messaging. As with content alone, quality trumps quantity.

With four distinctive platforms available, videos can be created to take advantage of each platform’s unique targeting capabilities. Whatever the goal of the video, it should be defined at the outset of the process and be used to tailor a particular strategy. Consumers are becoming increasingly selective about the content they consume, so it is important to develop videos that are educational and entertaining.

The cost of producing a single video can range from $1,000 to $10,000 depending upon the level of complexity and professionalism of the production, but with 64% of consumers more likely to make a purchase after watching a video and with the potential of reaching millions of viewers with one single video, the cost is justified.

For more on how video can impact your brand’s awareness and its importance in an effective content marketing strategy, contact Junction Creative Solutions (Junction) at   678-686-1125.

Overcoming the Challenges of Succeeding in Business

 

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“The most admirable benefit to being self-employed is having the freedom to select which 80 hours to work each week.” For those unaccustomed to the realities of becoming an entrepreneur, the most common misconception is that with the ability to cut ties with regular paychecks from an employer comes freedom from the commands of another. In reality those who choose to step out from the pack and start a new business are trading one demanding 40-hour work week for an all-consuming lifestyle that is full of daunting challenges and surrounded by seemingly endless numbers of foes bent on stealing the dream.  According to the U.S. Small Business Administration, over 50% of small businesses fail in the first year and 95% fail within the first five years. So, with that statistic in mind; what is wrong with all the small business people out there?

Obviously, the challenges to achievement of success in business are many, formidable and often complex. Financing, marketing, administrative tasks and acquiring needed talent just to name a few. Most say that the leading hurdle in running a business is the demand of time. Small business ownership is generally a lonely journey, particularly in the beginning. Nearly a quarter of all small business owners feel that having enough time to get everything done each day is their most formidable barrier to formulating the long-term strategies necessary to succeed. The Small Business Growth Index found that 65 percent of small business owners believe technology innovations are making it easier to streamline business operations.

Fortunately, the technology that is providing large businesses significant competitive advantages in the marketplace is also providing endless opportunities for small businesses to automate routine and redundant everyday activities, permitting much needed time for owners to focus on long-term goals and objectives without sacrificing quality performance. Developing a reasonable and achievable plan and working the plan has never been more important to achieving success in business.

While 95 percent of all business owners admit to performing their own marketing, less than half identify themselves as being “marketing savvy.” The universe of marketing is experiencing a revolution. The Internet, social media platforms, mobile devices and an increasingly expanding range of digital technology is providing a plethora of new vehicles to connect with consumers. Selecting an affordable mix of marketing collateral that project your unique business proposition to your targeted customer requires time and an understanding of what vehicle will best suit your particular business needs. With most small businesses unable to afford in-house marketing professionals, outsourcing the marketing function to experienced marketing professionals can have an immediate positive impact on a small business.

Attracting and selecting qualified employees is perhaps the most challenging of all tasks facing small businesses today. Identifying and onboarding the talent needed to establish and grow a sustainable business is paramount to success. Filling a need for individuals who share your passion for achieving the vision, who mirror the company culture and who can bring valuable insight, skill and effort to the journey is difficult and time consuming but is essential to earning a place in the 5 percent club.

Each year there are more than 600,000 new businesses opened by people who, as statistics suggest, have something wrong with them. The reasons given by those who choose to establish a small business is varied. Some profess a need to command their own destiny or are compelled by a need fulfill a personal passion. Some relish the immensity of the challenge and still others are attracted to the game of risk and reward. The reasons, perhaps, are as many as the challenges to be overcome.

For more on how Junction Creative Solutions’ (Junction) experienced marketing professionals and business development experts can help you overcome the many small business challenges, call 678-686-1125.

Junction Taking a Page from Its Own Playbook As It Expands Its Team

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There are a multitude of skill sets required to successfully achieve a business owner’s vision, each practiced daily and each with its own level of importance.  Perhaps the most important of these skills is hiring, onboarding and motivating the right people who will be instrumental in achieving the vision.  American author and lecturer on the subject of company sustainability and growth, Jim Collins said, “Great vision without great people is irrelevant.”

At Junction Creative Solutions (Junction), we share the idea that hiring great people impacts virtually every aspect of an organization, from company culture and values to the ability to innovate, adapt, and remain focused on achieving the vision. Building a team of qualified associates makes it possible for a business to differentiate itself from the competition, establish a credible brand, and deliver a superior customer experience.

“Junction, for nearly a decade, remains focused on building a team of talented professionals to not only drive our business but also our clients forward,” comments Julie Gareleck, CEO & Managing Partner, Junction Creative Solutions (Junction). “As Junction’s portfolio continues to expand, the need for qualified people with the skills to manage and execute multi-faceted, integrated strategies and solutions has been a critical area of focus.”

Susan Lynam, a former Account Manager for a Global Healthcare Company and an entrepreneur, has enabled Junction to improve its internal and external processes to better serve our clients.  With nearly 2 decades of expertise in business management, logistics, and operations, Junction is excited to have Susan as a valuable member of the team. “Susan’s insights and experience have made a significant impact on our business in the last year.  Her professionalism and positive approach to problem-solving have made her an asset to our team,” comments Julie.

Kai Weber, a marketing veteran, has successfully built corporate marketing teams and managed complex marketing initiatives for a subsidiary of Morgan Stanley.  Kai, as a Strategic Account Manager, will be focused on new client acquisition and account management.  In her role, she will work to expand opportunities for Junction and contribute to the growth of the firm. “Kai brings a unique viewpoint to Junction’s team. In her previous roles, she was the client working with agencies.  This insight will help Junction provide an unmatched client experience.”

Growth, while positive, can have its own challenges.  As purveyors of strategy, Junction is taking a page from its own playbook. “As we grow our team, we have to be sure that we have the right folks in the right seats to drive this business forward.  In an environment with a multi-generational, technology focused mindset, finding top talent is especially difficult although not impossible.”

Embrace the Digital Transformation

 

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Change is rarely received eagerly, and most times is met with procrastination and surrounded by more than an ample amount of fear and consternation. However, failure to embrace change in a dynamic business climate can lead to marketplace irrelevance. Small businesses are struggling to remake their operations to stake their place in a new competitive world where technology is altering the very fundamentals of commerce.

Digital technology is revolutionizing all aspects of business marketing, communication, distribution and the way we interact with our employees, partners and our customers. Improved productivity and organizational efficiencies are optimizing and personalizing the customer experience. Adopting new technologies and embracing change promises to provide significant competitive advantage across the whole of the small business (SMB) spectrum.

According to the U.S. Census Bureau, small businesses account for 60 percent of all new jobs while 90 percent of U.S. companies employ fewer than 20 workers. By the end of 2019, businesses are expected to spend $2 trillion dollars on digital transformation projects as SMBs realize the significant gains that can be achieved by adopting the technology across the organization. Studies have found that early digital adopters enjoyed a doubling of revenue growth when compared to those competitors who adopted a wait-and-see strategy. With cloud computing, small businesses can benefit from much of the same technology that larger counterparts enjoy.

A successful digital transformation strategy requires a willingness of all organizational stakeholders to embrace the strategy that identifies a clear goal and well-defined path to achievement. It should be simple, scalable and provide easily recognizable benefits. Be careful to understand how the transformation process will impact customers. Identify which technologies will be most beneficial and realize that not all technology is one-size-fits-all. A recent study revealed that 85% of people who shop online begin a purchase on one device and finish on another. Your transition must be multi-channel, consistent across all channels, and deliver uniformly on your brand’s promise.

The process of digital transformation can be stressful and intimidating, not only to you but to all your employees. Communicating the importance and reasons for initiating the change and sharing a plan that prioritizes meaningful goals and objectives will appease much of the fear that often accompanies such an undertaking. Set reasonable benchmarks and an achievable timeline for completion. Identify key performance indicators and measure the program’s progress. Challenge original assumptions to accommodate unforeseen dynamics and ensure that existing IT infrastructure is capable of supporting the desired outcome.

Adapting and growing digitally is critical to the success of any business and can improve the experience for everyone involved with the business. SMBs that don’t adopt a digital transformation run the risk of being left behind, as competitors take advantage of the benefits of operating in an ever-expanding digital world.

Moms in Aprons and Ties for Dad No Longer Representative of Parents’ Special Day

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What does something homemade, dinner, and a greeting card have in common? They’re the top three things Moms want for Mother’s Day. For those who agonize every spring over selecting the perfect gift for their perfect mom, the solution seems rather simple. All we have to do is cook mom her favorite meal and hand-make her a greeting card and we all will score a bullseye with the 85.4 million mothers in the United States. Either millions of us have been overcomplicating the gift giving process or we all need a remedial course in inferential statistics.

According to the National Retail Federation (NRF), spending in 2017 around Mother’s Day hit a record $23.6 billion, and this year the upward trend is likely to continue as an estimated 86 percent of Americans celebrate the Day. Add Father’s Day to the mix, with an estimated $15.5 billion dollar consumer spend, and the parental back-to-back holidays promise a profitable opportunity to marketers who get their advertising campaigns right.

Motherhood is no longer one single stereotypical lifestyle anymore, and successful advertising campaigns reflect the diverse varieties of what being a mom means in the 21st century. The most effective campaigns are those that are unique, personalized and portray real people in real life situations in 2018. Despite the changing Mom role model, emotion and nostalgia is still playing well to this audience. Marketing campaigns that develop creative messaging that depict these new realities are those most likely to succeed.

Father’s Day advertising is taking a heartwarming and humorous approach as consumers look for different gift ideas for Dad. Americans who celebrate Father’s Day this year are expected to focus more on “special outing gifts” than ever before with nearly $3.2 billion expected to be spent on concerts, sporting events, or dinner by 47 percent of consumers. “Consumers are looking into other types of non-traditional gifts to give dads, which includes personal care, gifts of experiences, and gift cards,” says Ana Serafin Smith, director of media relations at the NRF. “Therefore, brands and retailers are modifying their Father’s Day ads to be inclusive of some of these new gift options that Millennials are looking to give during this holiday.”

Authenticity is key to successful messaging for both Parents Day events as consumers are more likely to make a purchase decision based on recognized influencers rather than a single celebrity. Like motherhood, the role of being a father is evolving in 2018.  Gifts of sporting tickets, technology toys, backyard grills and tools will remain welcome gifts for dads across America, but surveys are indicating that the best choice for father may not be a thing at all.

Special day holidays provide on-going opportunities to marketers throughout the year. Developing campaign strategies and tactics that are honest, trustworthy and reflect the values of the brand and the consumer will be well rewarded.

Artificial Intelligence is Promising to Disrupt Email Marketing

 

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Artificial intelligence (AI) in some form is growing in popularity.  The concept that machines could learn to think and interact with humans and other machines without ongoing input from human intelligence has been a hotly debated topic for decades. As server capacities, computing speeds and a proliferation of new technologies increased exponentially, the Sci-fi notion that real human beings could be out-thought and out-performed mentally by the machines that they created has become a reality.

Each passing generation experiences increased use of AI in their daily lives, spawning fears in many that machines may someday soon rule the world. While such total machine dominance is still more fantasy than reality, AI is making inroads into performing accelerated learning and comparative analysis at far greater speeds and accuracy than mere mortals are capable of performing. Despite fears of AI taking away human jobs in marketing in the future, AI is more likely going to enhance the creative experience and optimize marketers’ abilities to connect with customers with higher quality and more effective messages.

AI technology is promising to maximize consumer engagement and conversions by automating email content, send times and frequency. Content remains king in all things digital marketing. AI technology is enabling content creators to learn more quickly what combination of content performs best and alleviates a lot of time spent on A/B testing while providing for greater variations of testing elements. More personalized campaigns can be tailored to smaller, targeted market segments improving an email campaign’s conversion rates. Based on each subscriber’s engagement history, the technology can automate the process of determining the ideal send times and frequency rates of each email effort, thereby maximizing campaign engagement.

Much of the promise of AI still remains unrealized, but where the technology has been implemented it is having a significant positive impact on the email marketing process and, like all new advances in tech, caution should be exercised in its implementation. Mike Muse, Google NextGen Tech Policy Fellow, speaking on the subject said, “For every advancement, there are unintended consequences to be mindful of that we’ll need to solve for. There is still a human at the beginning inputting the data, a human with implicit biases.” In the end, AI outputs are only as good as human inputs. So where is this new technology taking email marketing in the future?

Zoe Belisle-Springer, Social Media & Content Executive at Phorest predicts, “In 10 to 15 years from now, bulk and impersonal email marketing will undoubtedly be long gone. With email providers making it harder and harder for marketers to reach inboxes, we’ll see Artificial Intelligence and powerful algorithms come to the surface. In fact, Artificial Intelligence – with tools like Alexa – will probably be used by customers to tell marketers how they want to be marketed to. With highly sophisticated interactive and personalized marketing campaigns, better targeting and real-time outreach, the conversion rates and ROI on email should see a dramatic increase – better than ever before.”

To learn more about how AI can improve your email marketing efforts, contact Junction Creative Solutions at 678.686.1125.