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Think First. Design Later: a marketing snap shot by Creative Order
Creative Order were proud to be the marketing partner for this years AIGF, held by the Australian domain name administration authority (auDA). As part of the conference we developed ‘Think First Design Later – A Marketing Snap Shot by Creative Order’ an overview of what’s happening in the marketing industry.
Eight steps to scale-up from a start-up
Independent online women’s news and lifestyle publisher Mamamia, has recently
announced its goal to be “the best women’s global communications business”.
In fact it launched as a blog in 2007 from the Sydney living room of former
magazine maven, Mia Freedman and now boasts multiple sites, an influx
in staffing numbers and an office launch in the US.
So how do you transition from a successful start-up? The answer is scalability
– the process that allows your business to adapt to a larger workload without
compromising performance or losing revenue. The most important
thing is to have the right systems, resources and mindset downpat.
1. Make sure your core product is successful with no leaks
2. Ensure all your systems and processes are watertight
3. Have adaptable resources and outsource where possible
4. Really get to know your audience’s needs and wants
5. Ensure you have a solid and safe cashflow
6. Invest in smart marketing, especially social and content marketing
7. Test, test and test again
8. Think big!
Social Media Advertising
Just two years ago the internet surpassed newspapers to become the world’s
second-largest ad medium (behind television) and there is no doubt that it is social
media platforms that are driving that revenue – by 2016 it is estimated that there
will be around 2.13 billion social network users around the globe, up from
1.4 billion in 2012.
So how can understanding the mentality of those billions of social media consumers
help you create content that converts to sales? According to marketing research
firm Ipsos, almost a quarter of social media users globally share “everything” or
“most things” online so great content is crucial. Engaging content gets shared and
this ‘shareworthy’ content increases your exposure – presto!
Ryan Holmes, CEO of HootSuite has identified six ways to use social media ads to
grow your business and we think he is spot on. He suggests using free social media
to beta-test your paid social ads, taking advantage of targeting features, rotating
ads frequently, using small samples to test your social ads, understanding how ads
are sold and, in what we believe to be the most important suggestion, designing
your ads with smartphones in mind.
Once you’ve decided that social advertising is for you, you’ll need to think
about what ad types will be most effective for your business and which
platform is best for reach.
Be the U in UX: User Experience
User Experience or UX is really about ascertaining how the person (end-user)
engaging on your website feels about the quality of their time spent online
and how satisfied they are with what they found – their interaction with your
company, services and products. It is really no different to old-fashioned customer
service experiences in a bricks and mortar environment – if the experience isn’t
satisfactory, they won’t return.
At Creative Order, UX is a fundamental part of all the work we do. In fact it is
imperative in the delivery of a great experience. So before we undertake any work
we make sure that we get inside the heads of your end-users – get to know who
they are, their motivations, their needs (functional and emotional) and what they
want from visiting your site. We have two key criteria:
1. To be: Become your end-user
Spend time as a visitor to your brand, product or service. If you have an existing
website then note what you love and what frustrates you. If you are just starting
out, then look at competitor sites and really discover what’s great and what’s late.
If you have a tangible product or service, then get out into the bricks and mortar
space too – be a customer yourself. If you would really return, then your
customers would too.
2. To see: Meet your audience
Do your research and talk to your potential end-users. As a start-up, research is
fundamental to the innovation process, so make sure you are capturing digital
requirements, limitations and potential problems in that captive research phase.
That will show you what their needs are and deliver a solution that they
are comfortable with and excited about. If you aren’t or can’t invest in formal
research then talk to potential users – colleagues, family, friends, your neighbour,
anyone who fits the mould of a potential customer.
Branded: The terminology of branding
“Your brand is what other people say about you when you’re not in the room.”
Jeff Bezos, Founder Amazon.com
A brand encompasses the name, term, design, symbol or other features that
distinguishes one seller’s product from those of others. In the world of
advertising and marketing there are literally dozens of terms bandied about
when you are starting a new brand, so it can be a bit of a maze. We specialise
in creating brands for start-ups and have identified the key brand terms that
will help you navigate the trail to success.
Architecture / the organisational structure detailing the relationship
between the brand, parent company, products and other related brands.
Attributes / functional and emotional, negative or positive associations
that an audience assigns to your brand.
Champion / dedicated ambassadors who spread the brand’s vision
and values to internal and external audiences
Equity / a measure of the tangible and intangible assets that contribute
to the value of the brand in the marketplace
Identity / this forms the overarching message personified by the name,
logo, style and visuals.
Image / constructed by marketplace, this is the opinion and perception
of the brand in the marketplace.
Personality / the brand’s image and identity expressed in terms
of human characteristics that personify the brand.
Promise / the unique benefit of the brand that is intended
for its audiences