Product marketing

How Visually Appealing Goods Trigger Consumer Interest

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When you are working up presentation ideas for whatever you want to market under the sun, it’s no secret that people have to like the way your images and appearance look. But there is an entire science that lies beneath just the first few thoughts any marketer has about visually appealing goods. Yes, your models and people can be attractive, but what about the WordPress theme, templates, colors, and text? What we have learned from many of our cohorts in media is that it only takes 1/10 of a second for people to form an opinion about your character, and websites are absolutely no different! We predict that that time frame is only going to get tighter, with some publications and bloggers claiming that web designers only have 50ms to make an impression. Even though that’s not a lot of time, there is plenty of positive news, and a lot of it is regarding the solution to appeal to a wide variety of viewers and tactics you can use.

What the most prominent names in the industry have decided is that the first impression depends on a lot of factors, but can be narrowed down just like any other. Key studies in this arena watched eye movement, how long participants took to focus on certain parts of a URL, and the menu, logo, images, and social media icons were the main focus. Many hours of research show that users spend about 6 seconds on a logo before moving on, the most important part, or “header” of a website. The main navigation menu takes a close second, also capturing an average mean time of about 6 seconds by the browser’s eye. The search bar is also a very important component of your website, where users can quickly look for what it is they are on the detective hunt for. When you are dealing with clothing and items in the fashion realm, also realize that first impressions in the web realm are 94% about design. Whether or not the layout is busy, half of all users surveyed say that typography, font sizes, color schemes are the most important things to them.

What most demographics that come out clearly in the wash tell us is that if people instantly like your website, they are willing to compensate for a few hiccups or misgivings down the line. The saying that the “above the fold” area is the most important really rings true, as the first second spent on the website is the most important. Bounce rates and subscription numbers are really the key elements to measure how the website is doing, and making things appealing visually are of utmost importance. Many website owners that we have talked to tell us that blue and green colors in web schemes attract browsers to stay, while other genres like the tones of red and black to convey their idea.

When dealing with a website, visual design and usability are the two most key assets, and it can take a few tweaks to get the idea perfect. In the fashion realm, most frames are best conveyed with the typical image that goes full screen when you hover over it or click on it, and shows you a boutique style image with goods for sale displayed. If the goods you are displaying are visually interesting, your target market will more than hover, they will be engaged and intrigued. The task of taking them happily through the shopping cart process and beyond is imperative, but you can do it with the perfect combination of design and above normal caliber engaging content.

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Raise the Bar; an Action-based Method for Maximum Customer Reactions

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The new book Raise the Bar; an Action-based Method for Maximum Customer Reactions is by Jon Taffer, who prevents many businesses from eroding into dust with his skill set. On Spike TV’s “Bar Rescue”, he shares his wealth with bar owners who desperately need one last chance to succeed. With theories based on the notion that you can always control your customer’s reaction and make them really buzz about your business, many owners way beyond the restaurant realm will want to crack this for some excellent pointers. There’s nothing more exciting than finding the book that pushes your business above the rest.

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Skinnygirl Cocktails, the Success of the Low Calorie Drink Concocted From a New York Housewife

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This ready-to-drink assortment of cocktails was started 4 years ago, by Bethenny Frankel. Two years later, the brand was sold to the booze giant Beam for what was reportedly an epic sum of money. In 2012, it was reported that sales climbed 400%. This is truly newsworthy, for anyone in the realm of cocktail marketing, or marketing period. As we researched comments and opinions on the web, the taste of their flagship drink, the skinny girl margarita, was not as sickeningly sweet as some other brands out there.

As we peeked at their social media pages, we noted some trademarks of their logos and some key things that may have boosted their brand so high in today’s over-competitive, shark-filled tank of marketed drink products. Being endorsed by the Bravo network did not hurt; at a time when people were cutting the cable and going strictly to the internet Bravo still had a huge female demographic pull.

Skinnygirl Vodka Logo

First of all, the logo on the Twitter site has a very distinct and voracious red behind the circle that is almost reminiscent of a polka dot dress; or something billowy and easy. It almost conveys a hammock or fresh linen, then inside the circle is the woman with a black dress, red top, and holding out a cocktail in her left hand. One of the most ingenious things done with Skinnygirl marketing is the portrayal of the skinny girl herself. Yes, she is very thin, but the ponytail and the very simplistic portrayal were decidedly not high maintenance; it was almost a “sensible Sally” looking girl, maybe a step away from a librarian, not a runway-walking catty type donna.

In 2011, it is said this company sold 586,000 cases of their liquid, low cal ware. One of their only minor hiccups in their branding journey was when Whole Foods stopped carrying the line because of a preservative that did not meet their standards for pre-inspection. This was noted in a shaky economy, but for many reasons, sales of vodka were up. Skinny Girl has a line of wines as well, a very savvy move for anyone in the lovable liquids line of work. Part of the success of the line is no doubt the creator had already written books about attaining skinniness.

In 2009, she released The Skinny Girl Dish: Easy Recipes for Your Naturally Thin Life. Drinks like White Cranberry Cosmo and Pina Colada added to the appeal and selection of the line as well. The cucumber, Island Coconut, Tangerine, original margarita, and bare naked are vegan-friendly as well, a huge plus in the current climate. Once laughed at, the vegan lifestyle is no longer a laughing matter, with tons of people following the footsteps of a healthier choice in what they pour down the hatch; and always being happy to stay skinny.

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Great Brand Awareness Compels Consumer Spending

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What we saw today with Apple’s iPhone 5 launch is proof that brand awareness is the key component to a successful brand. Noticed I mentioned great in this blog title due to the simple fact that all brands are not created equal and some brands are miles away from connecting with a consumer who is interested in their product.

Can you name at least five other brands that have had people camped outside their stores awaiting their product days in advance? I’d have to think a minute but I’m willing to bet, aside from the retail stores which really don’t count there’s not many to name.

Great brand awareness starts with introducing a product or service that invokes thought or feeling. It puts the consumer in a certain mood. And when their happy about what they’ve purchased it avails the opportunity to further sell other products and services. I believe it’s easier to upsell an existing customer than it is to sell to a new customer. Mainly due to the existing relationship you have which favors a more inviting opportunity to babble about other things you’re able to offer.

It’s not like anyone is surprised at Apple’s success with the iPhone 5 when you take into account their track record. However, there’s always something to take away from their Launch events.

The biggest branding lessons I’ve captured from Apple are:

1. Make a personal connection with the consumer. Identify how you can make their experiences better in your industry/field. It’s better to make a personal connection than treating them as receipt numbers. By the way, did you notice how happy those people were when they finally got their iPhone 5?

2. Forget the competition. As Apple continues to dominate Samsung it’s evident Samsung’s market share doesn’t effect Apple. They still have the upper hand. They follow their own blueprint. They run their own playbook. Sure, competition will come out of the woodwork but without your execution, they can forget it!

3. Go with what you know. Instead of trying to be everything to everyone stick with what works or has worked for you. Wearing too many hats confuses people and distracts from what you’re truly best at. Apple’s focus is technology-based and they’ve proved its what they’re best out. Not sure how I’d feel about Apple Clothing!? Naahh.

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