our clients' success
"Creatives help us see life in a new light – to perceive a new dimension, a deeper way of encountering what we know."
We have all heard of the stereotype of the “starving artist”, but many artists do not make their money through their artwork alone. Instead, they use their creative potential in other, innovative ways, that can be invaluable in many work environments. Graphic designers are not the only types of artists who can use their skills in multiple work environments, all artists see the world a bit differently than the average individual which is why they can bring so much to the table. I concentrated in Digital and Experimental Media for my Bachelor of Fine Arts, and in doing so I obtained an internship with Make-A-Wish Kansas for about a year as a graphic designer, and now I am working with Cherish Local as a Marketing and Creative Manager. Within my current position, I am responsible for creating and managing our multiple websites, Facebook pages, and blogs. I design various graphics for contests, promotions for our clients, and email campaigns. The best part about concentrating in an experimental field during my undergraduate career is I have a lot of skills in my pocket that allow me to contribute to my job in plenty of ways.
Marketing has become more personal, and it is essential to humanize the brand so consumers will be more likely to connect with it. Sharpiro refers to diversity as a “trust gate” that allows passage for all authentic marketing to illustrate genuine human moments. TJ Leonard, CEO of VideoBlocks, suggests that “first person content will drive content demand in 2017”, which is a direct result of the explosion of social media. This “real life” content is authentic, imperfect, and increasingly mobile (which, in itself, is an essential marketing trend to pay attention to).
An example of using “real life” to appeal to customers is Dove’s Real Beauty campaign. Dove took a risk in exposing the absurdity of its own industry which uses very thin, and photoshopped, models to make sales. Going directly against this, dove decided to bring in a diverse group of women, from all shapes, sizes, religions, and cultures. This is exactly what Sharpiro was talking about with the “trust gate”, because with consumers receiving that message of body-positivity they were more likely to buy the product because of how that campaign positively impacted them.
How an audience feels about the marketing message they are receiving from a product is vital to if they will even consider investing. The creatives are the masterminds behind creating that marketing message, they are responsible for considering new authentic ways in delivering that message, and essentially creating the “core message of marketing”. Being a creative within the marketing field is much more than creating aesthetically pleasing content, but it is coming up with the story that content will tell in order to draw in the desired audience.
For More Information:
5 Creative Marketing Moves
5 Transformative Creative Trends in 2017
Content Marketing Expert: Where Digital Media is Heading in 2017
What is a Creative?
Author - Megan Carry
Marketing and Creative Manager for Cherish Local
Something that does serve everyday people browsing the internet is search engine optimization (SEO). Optimizing a brand’s search results does not involve annoying pop-up ads, but instead focuses on making a brand easy to find online. In the first quarter of 2015, mobile searches outpaced those made on the web. This trend has grown exponentially since then which is why businesses today must have a mobile presence to stay relevant.
95% of smartphone users use local search, yet only 7% of businesses have a local search strategy implemented
Local search is mobile search; therefor, local visibility is mobile visibility. The statistics speak for themselves regarding why businesses need a local and mobile presence. Regarding driving new customers into your business, 90% of consumers read online reviews before they visit. If your business is lacking in reviews consumers will be less likely to visit, and they will be even more unlikely to visit if reviews found are poor. Once consumers complete their mobile research 92% of them went out and made a purchase within 24 hours. Therefore, it is becoming increasingly important for businesses – local especially – to keep up with this mobile trend.
Keeping up with digital trends is a job in itself; yet, it is one that must be undertaken to be successful in today’s market. With the rise of digital assistants like Siri, Alexa, Cortana, and Google Assist, it is more vital than ever to make the top of a search list. If you are not the first result, the consumers implementing these tools are not going to hear about you. Seeing how search engines, like google, are making results specific to one’s location, local businesses must master local search – or partner with someone who does. To master the mobile search process, businesses need to claim and fortify their location on as many review sites as soon as possible. For businesses that have more than one location, make a centralized site with links that can connect consumers to each locations’ own website. Make it obvious to consumers where they can find your business. This is when you can begin using marketing and advertising strategies to appeal to local consumers and drive them to your business.
Author - Megan Carry
Marketing and Creative Manager at Cherish Local
For More Information
Many businesses believe online marketing is too expensive or is too complicated for their business. For most, foundational online marketing is affordable, but it takes time, research and the understanding of the various tools available. The struggle is the business owners typically do not have the time, and they have struggled with an "online marketer" or a "digital agency" in the past.
Fortunately, I have been part of this process on both sides for several years. It has taken many late nights, weekends, computer on lap while watching tv, and a ton of trial and error to guide me to solid strategies that have led me to a 90% plus success rate.
Here are a few of the golden nuggets I have found.
Targeted email, text message marketing, reputation monitoring, review generation and management, maybe some pay per click. Every business is different, so every strategy needs to be crafted individually for each customer.
The brutal truth is many companies get oversold on the next wave of online marketing solutions without someone guiding them through the Foundation First.
So why aren't these practices being conducted by the marketing companies you have worked with in the past? Because it takes too much time and they can charge more for the sexier products which do not serve you well without a solid foundation. One of my goals is to begin the shift from the hamster wheel to a ringing cash register - it has been working for me for years - I know it can work for you.
Author - Marty Carry
Founder of Cherish Local
Author - Cherish local