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Tag: branding

Primary Insights into Color Marketing

Primary Insights into Color Marketing

October 20, 2020July 15, 2022 Clairemont InternBlog, Inspirational, Marketingbranding, Color Marketing, MarketingLeave a Comment on Primary Insights into Color Marketing

Colors and marketing are complementary. They work together, bringing vivid visualizations to campaigns, persuading buying decisions and shaping consumer perceptions. The strategic use of hues and shades not only makes a business logo stylish, but it also communicates a clear message to your audience. 

When it comes to your brand’s image, what kind of picture are you painting?

The Psychology of Color in Marketing

People tend to associate certain colors with specific emotions, making color a valuable communications and marketing tool. For example, red conveys power, strength, hunger or love, while blue channels a calm, cool and collected vibe. Therefore, knowledge and application of the emotions that color can evoke are vital to any brand campaign or advertising endeavor. 

Recognizing that colors can communicate feelings, emotions and perceptions in relation to a brand is powerful knowledge.  

Painting Your Brand in a Positive Light

In the study titled Impact of Color on Marketing, analysts found that up to 90 percent of a brand’s first impressions are made on the basis of color. Potential consumers make snap judgments on colors and brands based on perceived appropriateness of the use of the color with a specific brand. In other words, consumers want to know: do these colors align with what this brand is selling?

What would Coca-Cola be without its uplifting and energetic red logo? Would anyone easily recognize a Tiffany’s package without its signature teal box and white ribbon? If McDonald’s made its golden arches green, how would it influence its brand image?

At Clairemont, we love the happy hues of pink, teal and light green. 

  • Pink showcases our imaginative campaign ideas and boundless creativity.  
  • Green highlights our desire for personal and professional growth along with our team’s positive energy, of course! 
  • Teal emphasizes Clairemont’s professionalism and reliability, and channels our signature “keeping calm under pressure” promise. 

As Coco Chanel says, “The best color in the whole world is the one that looks good on you.” As your organization crafts campaigns, brainstorms social media posts and launches advertisements, consider which colors “look good” on your business. How do they further your message and align with your brand’s mission?  

Brightening Audience Impact

When we use colors effectively, we not only catch our audience’s attention, but we also increase its memory, engagement and knowledge of our brand. 

Flashing back to 2000, Heinz took its classic red ketchup and made it green. This innovative “EZ Squirt Blastin’ Green Ketchup” sold more than 10 million bottles in its first seven months on the market. Changing a condiment color from red to green led to Heinz raking in about $23 million in sales that year, its highest revenue increase to date. Kids’ excitement over colorful ketchup led to orange, purple, teal, blue and pink joining the product lineup. While the hype for this wonderfully weird product ultimately died down, it was enough to garner attention to the Heinz Company and significantly boost sales while the product was popular.

Heinz hasn’t been the only company to recognize the power of color. When Apple introduced a stock of colorful iPhones, Macbooks and iPods, the simple shift of color in its product offering revitalized its brand and sales. Even Skittles’ long-running advertising slogan “Taste the Rainbow” is clear evidence of color’s influence in marketing campaigns. 

Curious for a deeper look into color and its impact on an audience? Give this guide a read!

Colorful Personalities

Your brand isn’t the only thing that can be explained and better understood using color theory. The True Colors Personality Test uses four colors — green, blue, orange and gold — to classify and describe an individual’s core traits and motivations. 

Using the method of color to understand values, self-perception and preferred methods of communication is an interesting tool that can be leveraged to improve self-awareness and communication with teammates and peers. 

Curious about your true color? Take the test here!

From personalities to branding, color possesses the power to make a positive impact. So don’t be afraid to get creative and scribble a little outside the lines.

Orange you glad you gave this a read? Give a few more of our bright ideas a skim in the Creative Challenge section of our blog!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Getting Personal: Building Your Brand

Getting Personal: Building Your Brand

May 31, 2019July 15, 2022 Kelli FletcherBlog, Marketing, Social Media + Influencer Engagementbranding, branding tips, personal brandLeave a Comment on Getting Personal: Building Your Brand

In the digital age when everything from cars to cats has an Instagram account, a Facebook page and even a Twitter handle, it has become obvious that branding isn’t just for businesses anymore. Branding, it seems, is necessary for anyone (or anything) with a public presence.

Carefully cultivating your personal brand is important. It allows you to control your narrative both visually and verbally, which is critical in a time when first impressions are often in the form of a Google search. In fact, in a survey last year, it was found that a whopping 70 percent of employers use social media to screen candidates during the hiring process.

When you consider that big companies put a hefty amount of money and time behind establishing a brand, you may think you don’t have what it takes to create your own. But really, it’s a lot easier than you think. Simply put, your personal brand is what you do, how you do it and why. Which means, it’s nearly impossible to fake. And building your personal brand will do for you what it does for big businesses: make you stand out from the crowd.

We’ve rounded up a few easy steps that will assist you with establishing your personal brand and getting it up and running.

Know Yourself

Push past your passions to dig a bit deeper. What are your strengths? Values? What is your expertise? But keep in mind that (ironically) building your personal brand isn’t actually all about you. Think about your friends, family and coworkers – all the individuals in your circle. What are their needs and wants? What frustrates them? More importantly, how can YOU help, and how is it different from anyone else?

Know Your Audience

From their jobs to what brings them joy, study your audience. Where are they located? What makes them happy? But even more, get to know what they value and the challenges they face.

Once you identify them, reach out to connect to further explore what makes them tick. Begin creating content that aligns with each of these points to capture their eyes. Perhaps it’s an article with valuable tips on how to save time or money. Or maybe it’s simply a tell-all about your personal approach to an issue (anything from a design challenge to a parenting problem).

Know Your Message

Make it short. Make it simple. Make it strong. These things will make it memorable.

Position yourself as a person familiar with your audience’s interests, tastes and outlooks. Transfer this message across all your profiles – personal and professional. Most importantly, embody it in nearly everything you do. Doing this will help your message gain momentum and further make your mission clear.

Stay on Mark

Now that you have these three pillars in place, make sure you stay consistent with both your content and your cadence. Doing this will not only help you retain your audience (while also attracting new followers), but it will also keep you sharp and skilled, ready for interactions – on and offline.

Want to learn how we can help you build an authentic and strong personal brand? Send us a note!

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The Big Deal With Small Influencers

The Big Deal With Small Influencers

April 2, 2019July 15, 2022 Kelli FletcherBlog, Marketing, Social Media + Influencer Engagementbranding, influencer, Instagram, social media marketingLeave a Comment on The Big Deal With Small Influencers

Long before 2018 was dubbed “The Year of the Influencer,” brands were tapping celebrities to peddle their products for a fine fee. Turns out, a recognizable face could persuade the masses to try a new item or even switch their loyalty to a new brand. But it’s no big secret that looks and style have always had selling power.

In today’s social-media-soaked world, Andy Warhol’s famous words – “In the future, everyone will be world-famous for 15 minutes” – have never rang more true, largely thanks to Instagram.

When Instagram launched in the fall of 2010 (only eight years ago!), the possibilities were limited. People who didn’t have an iPhone couldn’t access it, so its user network was low. But even as its numbers grew, Instagram’s content retained a real-ness. People were sharing snaps from their life that were authentic, in real time and even a bit – gasp – unplanned. Now, nearly nine years later, 1 billion people are using Instagram all over the world. And each day, or so it seems, the platform is churning out hundreds of influencers for you to discover. That’s a lot of curated content. In fact, no longer is there just one type of influencer. The group is divided into categories. You have your influencer (50,000+ followers), your micro influencer (10,000-50,000 followers) and now the nano influencer.

The nano influencer is the newest wave of ‘Gram groupies. They represent the “normal” everyday consumer who keeps a small group of 1,000 to 5,000 followers. The key to nano influencers is their authenticity. Because they keep their community selective, they tend to be more trusted by their followers. That trust and relatable-ness can compel consumers to buy. In a New York Times article that was published last year, it was suggested that it’s the “lack of fame” that makes nano influencers so approachable. When they recommend a product or brand on Instagram, it feels like a recommendation from a friend.

And big brands have taken notice. Kate Edwards, the COO of social marketing technology startup, Heartbeat, recently shared with Forbes that “brands are moving away from influencers and celebrities, and more towards recognizing the voices of everyday consumers.”

And that’s just it. These nano influencers have only slightly curated feeds. They don’t require drawn out contracts. And they don’t use middleman managers to communicate. But most of all, they look a lot like, well … you. Their lifestyle is reachable; their word is reputable. In short, they’re real.

While it might look that Instagram did to authenticity what the digital camera did to candid photos, we do seem to be searching for a return to realism. And that’s refreshing. So the next time you’re scouring the “search” tab for new people to follow, consider on-boarding some nano influencers into your feed. Their content is sure to be inspiring in a much-needed fresh and relatable way.

Want to explore an influencer program for your brand? Drop us a line!

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A Social Media Super Bowl

A Social Media Super Bowl

November 27, 2018July 15, 2022 Clairemont InternBlog, Public Relations, Social Media + Influencer Engagementbranding, creative content, football, Public Relations, Social MediaLeave a Comment on A Social Media Super Bowl

There are 32 teams in the NFL across 21 states. Super Bowl XLIX, New England Patriots versus Seattle Seahawks, was the most-watched Super Bowl and most-watched television program of all time with a staggering 114.4 million American viewers. This past season, 103.4 million American viewers tuned in for Super Bowl LI, Patriots versus Atlanta Falcons. You could say professional football is a pretty big deal.

The various football teams have a lot of work to do on the field, and their communication teams have a lot to do off of it. Each team has to connect with thousands of fans, and one great tool to do this is social media. Any given team will be using social to post game results, questions to fans, information on players, news about the team, the game schedule, merchandise and more. That being said, we’ve ranked the top five NFL teams who we think have done a stellar job with their social media.

1. Dallas Cowboys

The Numbers:

The Cowboys have 3.75 million followers on Twitter, 2.6 million followers on Instagram and 8.6 million likes on Facebook.

Why We Love Them:

We love that, like most teams, the Cowboys share player interviews and highlights, but the team stands out in the way it uses social media to focus on the team as a whole and the friendship between players. We also love the shoutouts the Cowboys give the Dallas Cowboys Cheerleaders, who have 393,000 Instagram followers of their own.

The Cowboys do a great job of utilizing Instagram stories, including highlights of wallpapers, captains, events and the season schedule. Most importantly, this team makes its social media shine by never missing a birthday shoutout to the players and well wishes to fans on holidays. 

2. Carolina Panthers

The Numbers:

The Carolina Panthers have 3.01 million followers on Twitter, 1.5 million followers on Instagram and 2.3 million likes on Facebook.

Why We Love Them:

The Panthers might have the most clever and humorous social media in the NFL. Expect to see a gif blowing off a big loss or the Panthers hitting another team with lighthearted jabs on Twitter. The Panthers are also in tune with younger fans and pop culture, recently turning Ariana Grande’s hit song “Thank u, next” into a hilarious meme and sharing the Panthers players you can play in the popular video game, Fortnite.

The Panthers can also be serious. We appreciated the team’s post in solidarity with Pittsburgh after the recent shooting at the Tree of Life synagogue.

In addition to staying on top of current events, the Panthers love showing off their players off the field, their fans and their city, Charlotte, North Carolina.

We’ve also got to hand it to Sir Purr, the official mascot of the Carolina Panthers, who boasts 17,900 followers on Instagram.

3. Minnesota Vikings

The Numbers:

The Minnesota Vikings have 1.26 million followers on Twitter, 769,000 followers on Instagram and 2.1 million likes on Facebook. The Vikings have a Facebook show, The Rundown, but with a pretty small following of just 1,700 followers.

Why We Love Them:

So! Much! Purple! The team colors of purple and gold jump out at you on the Vikings’ social media but especially on Instagram where uniforms, crowds of fans and tinted cartoons make a wave of purple. This team gets fans pumped for upcoming games by putting the Vikings’ cleats up against their opposition’s footwear.

We also love the way the Vikings get their fans involved with #purplepups.

4. New York Giants

The Numbers:

The Giants have 1.8 million followers on Twitter, 1.7 million followers on Instagram and almost 4 million likes on Facebook. The Giants also have a show on Facebook, called Giants Life, that has 4,000 followers.

Why We Love Them:

The Giants do so much community service and giving that there’s an account dedicated just to community relations! We love that the main Giants’ Twitter does a great job of retweeting highlights and sharing those moments with a larger Giants’ audience.

Like the Vikings, the Giants get fans involved with #NYGiantsPup, which has been used on almost 900 posts this season. Where the Giants stand out are their fun and flavorful posts sharing healthy tailgate recipes, which are done in partnership with Weight Watchers.

5. Buffalo Bills

The Numbers:

The Buffalo Bills have 965,000 followers on Twitter, 472,000 followers on Instagram and more than 890,000 likes on Facebook. The Bills also have a Facebook show with 17,000 followers.

Why We Love Them:

The Buffalo Bills prove that the number of followers you have doesn’t always equate to the originality of your posts. We love the Fun Fact Friday posts the Bills have been doing to highlight players and make them relatable to fans.

We also love how the personal lives of the players are shared on the team page, including interviews with the wives and kids of players.

Loyal football fans get excited about the uniform their team wears. This team shows its social media finesse by sharing what combination of pants, jerseys, gloves and socks the Bills will be wearing at their next away game.

Overall, the Bills are great about connecting with fans and are giving them a look behind the scenes.

Interested in other ways social media can shine? Check out our blog about getting the most out of your hashtags.

Written by Kaitlyn Karcher, a senior at the University of North Carolina at Chapel Hill.

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The Social Race: Paid vs. Organic Exposure

The Social Race: Paid vs. Organic Exposure

July 18, 2018July 15, 2022 Clairemont InternBlog, Marketing, Social Media + Influencer Engagementbranding, Marketing, Public Relations, Social Media, social media marketingLeave a Comment on The Social Race: Paid vs. Organic Exposure

It sometimes feels like social media is one big race; everyone’s trying to gain the most followers, likes and comments in the fastest time possible.

Social media provides an excellent opportunity to learn about your customers, expand your business and stay connected to the community. It doesn’t matter whether you’re an international corporation, a local business or a freelance artist. Taking advantage of the benefits of social media can be exceptionally rewarding.

Many people, though, can find it hard to grow their following and engagement. That’s where exposure comes in to play. Organic exposure is when you provide content on social media without paying for it, such as posts to your own feed, shares and comments. Paid exposure requires a monetary investment for items such as ads and sponsored posts.

In terms of our race, paid exposure is similar to a series of 100-meter dashes. You pay for an ad or sponsored content targeting specific audiences that, if done correctly, provides a quick boost to your numbers. Once that ad has accomplished its goal, a strong social media strategy will retarget the audience (another sprint) to move them along the sales funnel.

One benefit to paid exposure? Paid promotion helps to connect you with people that are already interested in your expertise but may not be following you yet. For example, if you’re a sports retailer, taking advantage of paid ads on social media means that sports fans (identified by their online activity) are more likely to see your ad than someone who doesn’t know that LeBron signed with the Lakers. This can drive an increase of traffic to your social media accounts and website. Paid promotion can also reach new customers and provide them with incentive to take action. With ad buys and strategic marketing, your customer base can grow exponentially.

Organic exposure is akin to the cross-country marathon. It takes time, effort and creativity. Posting creative, relevant content on a regular basis will help to build a relationship with your customers, further brand imaging and distribute information about your business. Organic engagement, however, often lacks a broad reach, especially in today’s social media climate. Facebook, Twitter, Instagram and Linkedin have all changed their newsfeed algorithms recently. This means that users’ feeds show content based on who they already follow and who they interact with using likes and comments. With this change, businesses can’t rely on just posting content regularly to drive traffic.

So what’s the best tactic to increase followers and engagement?

The short answer is both.

Paid and organic exposure work best when done together. It’s difficult to gain results by utilizing just one tactic. Start by establishing a reliable organic strategy. Post regularly, interact with followers (or non-followers relevant to your business) and follow others. Then try a paid strategy for a boost in followers and engagement. Make sure to research your target demographic and test varying ad durations, copy and target segments to find the right fit. But never forget to stay consistent with your postings and interaction.

Slow and steady (with a few well-placed paid slots) wins the race.

Are you looking for an award-winning social media campaign? Drop us a line!

Written by intern Yasmine Evans, a senior at NC State University.

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