Hello, Summerville! Welcome to a new year! With the Lowcountry now firmly entrenched in the frosty temps of winter, you can dedicate more of your time spent indoors reading up on the specifics of marketing and social media strategy here on the Creative Consulting blog! The new year presents an additional opportunity to revamp your branding and try new things. Creative Consulting is here to make sure you take advantage of every available opportunity. We’re happy to have you here, where you’ll find the most relevant, up-to-date information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. We are accepting new clients at this time, so reach out to learn more about our services and meet our team!
 
Our last article is the perfect precursor to this one, as we delved into several different kinds of marketing, namely: co-branding, affinity marketing, and cause marketing. Co-branding and affinity marketing offer brands the chance to combine their brand awareness and meet consumers’ needs with greater efficiency, while cause marketing responds to a recent trend in consumer sentiment. If you haven’t read our Marketing Trends of 2022 article, in which we explained the latter extensively, now is the perfect time to do so! Follow up with our most recent article for detailed explanations of each marketing trend, examples, and tips! 
 
Today, we’re continuing our exploration of marketing strategies. This time, we’ll tackle scarcity and undercover, two marketing strategies which can be used to expand your brands reach and generate positive attention. Any good marketing strategy will utilize multiple strategies to achieve a defined goal. If you haven’t already, you should start planning your marketing strategy by identifying your marketing objectives. After all, how will you know you’ve succeeded if you don’t know what you’re aiming for? According to research, marketers who have a “clear, documented strategy are 313% more likely to be successful.” The numbers don’t lie. Speaking of numbers–it’s important to keep track! In order to understand which aspects of your marketing strategy are working (and which aren’t), you’ll need concrete data to interpret. Marketing objectives might include: increasing web traffic, increasing followers, increasing conversions, or increasing the amount of time users spend on your website. For example, I want to increase my followers on X platform by 5%. This is measurable, but is it specific enough to be a smart goal? Let’s add a time component. I want to increase my followers on X platform by 5% in the next four weeks. Now it’s specific, measurable, attainable, relevant, and time-based. In other words, it’s SMART. 
 
Once your marketing objectives have been identified, it’s up to you to formulate a plan to help you reach those goals. That’s where strategy comes in! Let’s start with scarcity.
 
What is a scarcity marketing strategy? 
 
You’re probably already familiar with scarcity marketing, only you’ve never heard of it referred to by this name. This sale ends soon! Don’t miss out! It’s a tactic most commonly used by clothing and home goods sites and relies on a psychological weakness ingrained within human beings. In the same way we fear famine and drought, we’re also innately afraid of “missing out.” Even if, consciously, we know another sale will come around and we don’t technically need the item right away, subconsciously, we might also fear losing an opportunity. Businesses capitalize on this fear, shoving giant countdown clocks onto their landing pages, ticking away while users shop and adding a sense of urgency to the entire experience. 
 
Scarcity marketing can be subtle, though. When sites add a little bit of text underneath a product, in red letters, reading,“only three left,” this is a scarcity tactic. When businesses offer limited-time promotions–promise a free gift if customers order before the 25th or next-day delivery if customers order before 5 pm–these are also scarcity tactics. You see, what unites scarcity marketing isn’t the type of tactic used, but rather the sense of urgency generated by the tactic. It’s why limited-stock, isolated product drops perform incredibly well. Businesses can brand these drops as the ultimate purchase, inflating the perceived value of their products by tying the release to a limited supply. And, as you know, supply and demand have an inverse relationship. Scarcity drives sales, as evidenced by panic buying at the start of the pandemic. As soon as people thought there wasn’t going to be enough toilet paper, they needed as much as they could get their hands on. 
 
Now, scarcity marketing has a pretty bad rap, as far as marketing strategies are concerned. Scarcity marketing, by its very nature, preys on feelings of insecurity and fear. Toeing the line between cultivating an atmosphere of artificial scarcity around a product and inducing negative emotions within consumers is a thin line and it's where many marketers slip up. Instead of viewing scarcity marketing as a cheap ploy, instead, recognize its propensity to generate assumptions. This product is almost sold out. This product must be popular. These two statements aren’t necessarily linked, but scarcity tactics can cause consumers to link them. Guide your scarcity marketing strategy using four sentiments: exclusivity, rarity, excess demand, and urgency. Exclusivity means only certain people can buy and own this product. To buy exclusive products you might have to join a waitlist or become a member of something. Rarity means a limited quantity of this product exists. Think: limited release. Excess demand means the amount of people who want to buy this product exceeds the current supply. This happened when the Playstation 5 sold out before it’s initial release in 2020. Finally, urgency means you need to buy this product sooner rather than later. We witness urgency at play every year, on Black Friday. 
 
What is an undercover marketing strategy? 
 
Undercover marketing strategies are, just that–undercover. Stealth. Secretive. Hidden. As more and more overt advertisements slam their way into people’s daily lives, more and more brands have taken to using undercover marketing strategies for their subtly. When you see an influencer using a brand of eye cream in a make-up video, this can be a form of undercover marketing. Instead of holding up the eye cream and going on a spiel about it’s wonderful benefits, brands are trusting social proof to influence consumers. Social proof is “a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.” When you watch a sad, compelling commercial and then an insurance company’s logo pops up at the end–even though the narrative of the commercial had nothing to do with insurance–this is a form of undercover marketing. Instead of pitching the unique advantages of choosing their company over another, the company is relying on association to make their brand memorable. Association in psychology is the “mental connection between concepts, events, or mental states that usually stems from specific experiences.” Associations can be positive or negative. 
 
Creative examples of undercover or stealth marketing campaigns include that of King Kong. Before the movie was released, giant footprints were left in beaches around the world. This spectacle wasn’t immediately claimed, but consumers are smart. Undercover marketing relies on the natural inclinations of consumers to rely on social proof, form associations, and become excited when confronted with the unexpected. Product placements are another form of undercover marketing. You’re not necessarily paying attention to what the character on your favorite show is drinking, or what the villain in the latest blockbuster was wearing, yet–in a way–are. Product placements can be extremely effective, as consumers take subconscious cues, seeking out the same products as their favorite characters/ 
 
With undercover marketing, you need to strike the right balance. Too obvious and it’s no longer undercover. Too subtle and consumers might not even realize you were appealing to them at all. It’s important to make sure your product or logo is clearly visible, in whichever capacity it's being used; or that the association between your brand and a specific sentiment is obvious. With undercover marketing, it helps to have a sense of humor and spontaneity. When people spot your marketing, they should feel as though the advertisement was placed just for them to find. Further, it doesn’t hurt if your marketing leaves a smile on their face. 
 
We’ll continue to discuss marketing strategies in further detail in upcoming articles, including relationship and paid. Until then, we hope you’ll take advantage of the information we’ve shared in this article. For more marketing and branding expertise, the Creative Consulting blog has you covered.  Tune back in for our future articles! You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading.

Hello, Summerville! With the Lowcountry now firmly entrenched in the frosty temps of winter, you can dedicate more of your time spent indoors reading up on the specifics of marketing and social media strategy here on the Creative Consulting blog! The upcoming holidays present unique branding and marketing opportunities and, as always, Creative Consulting is here to make sure you take advantage of every available opportunity. We’re happy to have you here, where you’ll find the most relevant, up-to-date information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. We are accepting new clients at this time, so reach out to learn more about our services and meet our team!
In our last article, we discussed the power of earned media, which might be equated with “free PR.” While almost nothing is truly free, earned media is certainly more cost-effective than its opposite, paid media. When crafting a well-rounded marketing strategy, expert marketing teams are always on the lookout for opportunities to capitalize on the power of earned media. We gave a few examples of earned media, from Oreo’s Superbowl moment to Home Depot’s 12-foot skeleton, and how these companies drove exposure and boosted sales without spending a dime. We also investigated why earned media is an effective means of marketing before explaining how you can earn media for your business! Are there any drawbacks to earned media? Don’t worry—we covered that, too! Be sure to check out our last article when you’re done reading this one!
Today, we’re breaking down three new buzzwords: co-branding, affinity marketing, and cause marketing. We’ll provide you with a comprehensive overview of each, then delve into why you should endeavor to incorporate each into your marketing campaign. In our Marketing Trends of 2022 article, we discussed the increasing importance of supporting nonprofit organizations and being aware of your business’s societal and environmental impact. Cause marketing, in a sense, is the perfect answer to consumers’ need for change-based buying. Meanwhile, co-branding and affinity marketing are two commonly confused terms. We’ll explain the key differences between these two effective marketing strategies! As always, we’re pleased to be able to help further the growth of your small business through our educational content. We hope you’ll give a few of our other articles a read once you’re done here!
 
What is co-branding?
 
Co-branding is the result of two brands combining their products or services to offer increased value to their customers. Co-branding, unlike other types of branding and marketing ploys we’ll discuss later today, involves the creation of a new product or service. Therefore, when advertising, both brands are featured on the packaging or responsible for fulfilling said services. When two companies come together to co-brand, their purpose is singular: to increase the exposure of both brands. Partnerships between unequal brands are uncommon because the main draw of co-branding is the mutual benefit of both parties. 
 
An example of co-branding is the iconic partnership between Taco Bell and Doritos. Together, both companies created the Nacho Cheese Doritos Locos Taco, which was branded as the best of both worlds. The Doritos Locos was wildly popular, leading to record sales and Taco Bell having to hire more staff nationwide. It’s been eleven years since the original launch and the Doritos Locos is still a staple on Taco Bell’s menu. Why? Because co-branding works! 
 
However, it’s important to note, Taco Bell and Doritos were perfectly suited to become co-branding partners due to the similarities between their target audiences. As you can imagine, a partnership between Taco Bell and Dick’s Sporting Goods might be less successful. Therefore, in addition to seeking out co-branding partners which are of equal standing (i.e. similar reach and exposure), you must also seek out co-branding partners who have an audience which will be amenable to what your company offers. 
 
What is affinity marketing? 
 
Affinity marketing is similar to co-branding in that it involves two brands combining their services or products. However, affinity marketing does not entail the creation of a new product or service. To be affiliated means to be “officially attached or connected with.”  Therefore, affinity marketing can occur when two brands announce a joint promotion. For example, when Spotify partnered with Uber to offer riders the chance to create a personalized playlist for their trips. Of course, you could already create playlists on Spotify. However, with this partnership, Uber rides could be made more enjoyable and Spotify could facilitate this enjoyment, thus offering increased value to consumers. 
 
With affinity marketing, it's not necessary to have similar products or services. As you can see with the Spotify and Uber collaboration, sometimes offering different-but-complementary products and services is preferable. Affinity marketing can open up certain brands to untapped audiences, allowing them to grow their consumer base. While airlines might team up with rental car companies, credit card companies may collaborate with banks. Both co-branding and affinity marketing offer the chance for companies to be creative in their marketing campaigns. 
 
What is cause marketing?
 
If co-branding and affinity marketing are when two companies come together to strengthen their brands and promote sales, cause marketing is when a company and a nonprofit organization come together to strengthen their brands and support a cause. As we mentioned previously in our article about marketing trends, there is an increasing interest among consumers in the societal and environmental impact of their favorite brands. Of course, treating each stakeholder with respect is the bare minimum, but companies can take corporate social responsibility a step further and win over consumers by seeking to make real, positive change in our society. 
 
According to a recent study, a whopping 70% of consumers are interested in knowing how brands are endeavoring to address social and environmental issues (such as gender equality, climate change, etc.). As well, almost half of consumers pay close attention to the actions of brands on these fronts. A company seen to be socially-conscious, fair and equitable is much more likely to receive favor (and loyalty) from today’s consumers. 
 
Chances are you’ve seen a cause marketing campaign, such as a company pledging to donate a portion of its profits to a particular charitable organization. TOMS is a widely known example of cause marketing, as they promised for every pair of TOMS shoes purchased by a customer, they would donate another pair of shoes to someone in need. While the results of this campaign were outstanding, it's important to note that cause marketing has benefits which far outweigh any profit earned. When companies lean into cause marketing campaigns, their reputation, employee morale, and relationship with their surrounding community are sure to improve!
 
Using Co-branding, Affinity, and Cause Marketing 
 
The main hurdle to running a successful co-branding or affinity marketing campaign is choosing the right partner. If Taco Bell had chosen to partner with Lays, the campaign might not have performed as well. Why? Because Lays is a potato-based chip, while Doritos are a tortilla-based chip. Doritos also means “little golden things” in Spanish and Taco Bell sells Mexican food. These little details, while seemingly unimportant, play a major role in the success of a co-branding partnership. What you don’t want is for people to see the marketing campaign and say, “What? I’ve never thought about those two companies together.” The partnership should make sense to everyone involved, including the consumer. 
 
With cause marketing campaigns, it's important to choose a cause which genuinely aligns with your company’s values. You’ll also need to take into account the values of your consumer base to make sure you do not alienate them. Simple monetary donations, while nice, are not the same as a cause marketing campaign. With a campaign, you’ll want to expand on your support of the nonprofit, whether that be volunteer groups of employees or interacting with your nonprofit partners publicly. 
 
This has been so much fun! There are dozens of ways to brand your business, collaborate with other companies, and reach new audiences. We hope you’ll take advantage of the information we’ve shared in this article. For more marketing and branding expertise, the Creative Consulting blog has you covered.  Tune back in for our future articles! We’ll discuss a few more types of marketing campaigns, such as scarcity and undercover. You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading!

​Hello, Summerville! As chilly weather descends upon the Lowcountry, we sure do hope you’re keeping warm! The upcoming holidays present copious branding and marketing opportunities and, as always, Creative Consulting is here to make sure you take advantage of every opportunity available. We’re happy to have you here on the Creative Consulting blog, where you’ll find the most relevant information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. 
 
Recently, we took a brief look into the future (as much as we were able) to see what’s coming next in terms of marketing trends. While 2021 has seen significant changes to how marketers strategize and connect to consumers, 2022 is shaping up to be full of even more changes, with the rise of hybrid events, the micronization of influencer marketing, and the disappearance of 3rd party cookies. To see how next year’s marketing trends will affect you and how you can plan ahead, definitely check out our last article. While trends may come and go, the basics of branding remain the same. Do you know how to tell a compelling story? Storytelling is the essential component to reaching your audience. Only, how do narrative elements such as character, dialogue, and theme translate over into branding? How do you capture your audience's attention right off the bat? Our article, ‘Using Storytelling to Enhance Brand Message,’ covers everything you need to know about developing a well-told brand narrative. We’re constantly sharing relevant, deeply researched articles about branding and marketing. That’s why we hope you’ll give our last few articles a read!
 
Today, we’re discussing the concept of “free PR.”  Nothing’s free, you might be thinking, and you’d be right. However, earned media is significantly cheaper than paid media. What is earned media? We’ll discuss how this type of marketing works, it’s effect on consumers, as well as how you can earn yourself some “free promotion.” If you’re interested in learning more, read on!
 
The difference between paid and earned media? 
 
Paid media is just what you’d think based on the name. It consists of marketing efforts which are paid for by a brand or company. Examples of paid media include pay-per-click advertisements (such as Google Ads), social media advertisements (such as Facebook, Instagram, and LinkedIn ads), print advertisements (such as magazine and newspaper ads), billboards and television commercials. Simply put, paid media relies on the exposure of a platform and the exchange of currency for the utilization of such exposure. 
 
On the other hand, earned media does not rely on the exchange of currency. Earned media relies on the organic distribution of information about a company by other social entities. For example, if a newspaper decided to write an article about your business, this would be considered earned media. If you paid for a newspaper to write about your business, this would be considered earned media. Earned media does not include advertisements, influencer campaigns, or any other marketing ploy which relies upon paid endorsement. Since no money is exchanged, there’s a perception this type of exposure is “earned,” as in a company has outperformed expectations to garner the esteem of their industry and consumer base. This can, however, also work the other way around, as in a company has underperformed enough to warrant disdain from their industry and consumer base. 
 
Every time a customer tweets about their amazing brunch at a new restaurant downtown, writes a review on Yelp, or recommends a service or product to their friend, this is earned media. Television spots, paid articles, and blogs written and published by the company in question are not earned media. In addition to paid and earned media, there’s also owned media, which we can discuss in a later article. In order to make the distinction between earned media and it’s counterparts, here are a few more real world examples!
 
While Oreo, “America’s Favorite Cookie” paid millions for a TV spot during Super Bowl XLVII, their mid-game tweet made a much larger splash. When lights went out due to a power outage, the company acted quickly to publish a tweet which read: “You can still dunk in the dark.” This tweet went viral. After being retweeted by thousands, major news outlets such as HuffPost and Wired published articles (the important part: of their own volition) declaring Oreo was the true winner of the Super Bowl. 
 
You can never guess what the internet will make viral, but you can surely capitalize on sudden public interest. That’s exactly what Ocean Spray did when a video of Nathan Apodaca drinking their cranberry juice while skateboarding and listening to ‘Dreams’ by Fleetwood Mac went uber-viral. They gifted Apodaca a brand-new truck, which was covered by The New York Times, and created their own video inspired from Apodaca, which was covered by The Boston Globe. 
 
In 2020, in honor of Halloween, Home Depot fabricated a huge, anatomically correct, 12-foot skeleton. This skeleton went for $300 and quickly sold out as a result of going viral. Reductress published a satirical article called, “How to Stay Humble Even Though You Own the 12-Foot Home Depot Skeleton.” Home Depot was quoted in an Insider article about the unexpected surge in popularity as saying, this was “the strongest [Halloween] we’ve ever had.” 
 
Is earned media effective? 
 
As evidenced by the examples mentioned above, earned media can be incredibly effective. While virality can play a large role in the success of earned media, virality isn’t an essential component of earned media. Earned media, by nature, is organic. It’s compelled by a genuine love, or hate, of a business, brand, product, or service. Human beings, by nature, are influenced by social customs. Most humans value the opinions of others and will base their personal opinions on the opinions of those they love and trust. For this reason, influencer marketing is the strongest form of marketing available. Likewise, for this reason, earned media holds greater weight than paid media. 
 
According to research done by HubSpot, as many as 57% of U.S. citizens trust the opinions of their friends and family about new products more than any other information source. At least one-third of buyers use Google searches to determine their opinions about new products. When making the decision to buy, or not to buy, consumers rely on public opinion, not ads, to make their final choice. Earned media, which relies on a business’s name being shared, mentioned, reviewed, and reposted, also cultivates a greater online presence for a brand. Highly sought-after elements of industry dominance, such as credibility and authority, can be most easily built by earned media. 
 
Now that you’re aware how effective earned media can be, the next step is to understand how to cultivate earned media. 
 
How can I “earn” earned media?
 
Earned media can be a bit tricky, since it’s not as straightforward as paid media. One type of earned media can be derivative of owned media. For example, blog posts published on your business’s website provide opportunities for driving organic traffic, obtaining reshares, and establishing credibility. Higher levels of engagement with high-quality content equate to higher rates of earned media. Having a content strategy which utilizes earned media and a marketing team which understands how to take advantage of earned media is essential. Think about the examples of earned media mentioned previously. All of those companies took advantage of an existing opportunity and doubled-down on their exposure by thinking quickly and responding in kind.
 
Are there any drawbacks to earned media?
 
Absolutely. Unlike paid media, you cannot ensure earned media will always be positive. For example, while Spirit Airlines garners plenty of earned media in the form of videos and mentions, many of these instances are commenting on the unreliability or lack of safety consumers associate with the brand. “All publicity is good publicity,” right? Not exactly. To ensure earned media is beneficial, you’ll want to be particular about which opportunities your brand responds to and ensure your social presence is spotless. 
 
 
We hope after this mini-lesson you’ll take advantage of earned media. While paid media is an important aspect of any marketing strategy, earned media is a potent addition to any marketing arsenal. For more marketing and branding expertise, the Creative Consulting blog has you covered.  Tune back in for our future articles! We’ll discuss co-branding, affinity, and cause marketing. You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading!

Hello, Summerville! Happy Fall! We hope you’re enjoying the fall weather and taking advantage of the beauty autumn has brought to the Lowcountry. We’re happy to have you here on the Creative Consulting blog where you’ll find the most relevant information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. 

Our most recent articles about utilizing QR codes for advertising and using storytelling to enhance brand messaging are currently available on our site. QR codes can seem tricky or highly technical, which is why we broke down what they are and how to use them in a simple way. As well, we looked into the psychological impact of encapsulating a brand’s message in a story. Suffice it to say, people are much more likely to be interested in your business when you frame your product or service within a compelling narrative. If you’re interested in either marketing strategy, we recommend giving those articles a quick read!
Today, our focus is on the future. The past year has been unpredictable and, at times, quite frightening. The pandemic has altered our society in ways which will continue to unveil themselves in coming years, but so far we’ve seen a massive shift towards digital marketing (as in-person events became untenable) and reduced marketing budgets. Marketers have had to be quick on their feet to evolve with consumers’ shifting demands. From how we interact with each other to how we consume media, things are changing. If you and your business want to stay ahead of the curve, then planning is essential. Today’s article is all about marketing predictions for 2022. The advertising experts have weighed in and they’re in agreement about a couple of important trends. We’ll break down each of these trends and give you an idea of how you can manage their arrival. Without further ado, here’s what you can anticipate from the marketing industry in 2022!
Hybrid Events
As 2020 saw a shift towards virtual meet-ups and corporate events due to safety concerns, 2020 will likely see a return to in-person events, but only partially. While some consumers languished at home, waiting for the opportunity to attend concerts and parties in-person, another set of consumers found themselves enjoying the comfortable access virtual events provided. The latter could enjoy entertainment and conferences from their homes and save travel expenses, both of which were worth the lessened experience. As we approach the new year, many marketers are planning hybrid events, which will feature a strong digital presence (using technologies like AR and VR). The goal is to satisfy both sets of consumers—those who want to go out and those who want to stay in. As you’re preparing for 2022, consider still offering a virtual component for customers who still don’t want to leave the house. 
Cross-Platform Alignment
It’s always been important to strategize and unify the content released on various digital platforms by a single brand. Just as you wouldn’t use a different logo for Facebook and your website, it’s obvious your brand voice should remain consistent no matter the digital sphere. However, as marketers level up, they develop new standards for what cross-platform alignment looks like. If your goal is to establish industry dominance in your sector, you’ll need three things: visibility, credibility, and authority. Visibility equates to brand awareness. Do people know about your business? Credibility is akin to trust. Do consumers believe your brand does what it says it does? Authority is a mark of leadership. Do other similar brands quote and mention your content? 
To establish visibility and credibility, it’s important to have source content. Source content is generally blogs or videos produced by your brand and displayed on your website. These forms of media can be easily embedded in other sites and shared. By aligning your promotional materials and SEO, you can increase visibility and establish yourself as an industry leader. 

Support Nonprofits

More and more consumers are becoming aware of the environmental and societal impact companies can have and are now more likely to support companies which stand for something larger than themselves. Brands which give back in some way perform better among consumers. It’s important to align your brand with a mission which is genuinely dear to your heart. It’s even better if your philanthropic venture is relevant to your product of service. Investing in nonprofits can mean potential product placement, affiliate marketing, donating a percentage of your sales, or agreeing to sponsor an organization. These endeavors open your brand to a wider audience and humanize your brand in the consumer's eyes. 

Influencer Marketing

Influencer marketing is still on trend and experts predict the market will increase from $9.7 billion to $15 billion in 2022. Most marketing firms are spending twenty percent of their overall budget on influencer marketing. However, there’s been a shift from targeting high-follower influencers to focusing on what are termed “micro influencers.” Micro influencers, while their following is smaller, have highly-engaged followers. These followers are more likely to turn into leads and covert than the sometimes millions of followers larger influencers have. AI-technology is allowing marketing firms to invest in influencer identification (which can predict the conversions likely from a particular influencer) for a low cost. This advanced technology nearly ensures a return on investment. 
 
Privacy Protection Impact of 3rd Party Cookies
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Google recently announced a delay in their Privacy Sandbox initiative, which pushed back Google Chrome’s phasing out of third-party cookies to 2023. Third-party cookies are hosted by ad servers, social media sites, commenting aggregators, live chat pop-ups, and more. They collect tracked information on a particular user across different sites. Their purpose is to enable adware and target likely customers as they roam across the internet. Third-party cookies are responsible for the dozens of water filter ads you see after searching for one water filter on Amazon. Consumers are tired of feeling constantly watched and are taking back their privacy. This means marketers, if they haven’t already, need to plan for the eventuality when third-party cookies will no longer be supported. First-party cookies, which are collected by the brand’s site for the purpose of optimized user experience, are still viable and can still be used to learn about consumers. 

Social Media Shopping
 
As we’ve seen Instagram increase the presence of businesses and stores on its shopping platform, we’re likely to see other social media sites follow suit. Social commerce buyers, or people who bought things from social media, increased 25.2%. This number is predicted to increase from 80 million to 100 million by 2023. If you aren’t advertising your products on social media and offering users a means of checking out without leaving the app, sorry to say: You’re leaving money on the table. 
 
Short-form Video Content Craze
 
TikTok took over during the pandemic and it’s not likely to loosen its grip anytime soon. Fifteen second, one-minute, and now three-minute videos are now all the rage. Instagram even followed suit and released its popular Reel feature in August 2020. Brands have an opportunity to engage directly with consumers and capitalize on emerging trends with short-form video content. It’s a small investment which can yield massive returns, considering TikTok’s virality. One study even predicts 82% of online content will consist of videos by 2022. Can you believe that? 
 
User Generated Content
 
With the proliferation of user-generated content (UGC) comes the incorporation of this content into many brand’s marketing strategies. According to research, brands which added user-generated content into their branding saw a 20% increase in return visitors, a 90% increase in time spent on their website by consumers, and an 81% increase in likeness to convert. The numbers don’t lie. Consumers want to see themselves in more companies' branding efforts. 
 
 
No one can know for sure what’s coming next, but predictions like these help us prepare the best we can for the future. Here’s hoping 2022 will be a fruitful, safe year for everyone. We hope these tips help you strategize a plan for the upcoming year. Tune back in for our future articles! We’ll discuss the intricacies of email marketing soon and you won’t want to miss it! For more marketing and branding expertise, the Creative Consulting blog has you covered. Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading!

We want to tell you a story. This story begins with a brand. This brand began with one man, who travelled to a distant land… Do we have your attention yet? Encapsulating your brand message in a story format can draw consumers toward your business and keep them coming back. Is there a reason we love stories as much as we do? Probably. And we’re sure the reason has scientific backing (such as a psychologist saying we’re twenty-two times more likely to remember information given to us in a story) and a long history (such as human beings using storytelling as a means of oral history for thousands of years). However, we’re more interested in how storytelling can help you reach your marketing goals. If you’re interested too, keep reading!
 
(And when you’re done with this article, be sure to check out our last post about using QR codes to market your business!)
 
What is a narrative? 
 
“Narrative” is just a fancy way of saying story. A story can be a book, a television show, a film, or a ten-minute explanation about why you were late to work. My car battery died. There was an accident on the highway. Then, a giant lizard came out of nowhere. How well you’re able to tell a story can be the difference between a light warning and a pink slip. It can also be the difference between a consumer remembering your brand and forgetting. Stories can inspire consumers to take action, spend money, and even tell their friends about a product or service. Therefore, it’s important to understand the key mechanisms of any story. There’s more to a narrative than beginning, middle, and end, right? 
 
    Character
 
Every great story needs a compelling main character. A main character can be your brand, an individual who played a large role in the creation of your business, or even a talking gecko (read: Geico). The main character serves to humanize your brand and give people a reference point to associate your brand with. The character should be well-defined, with clear goals, traits, beliefs, and fears. 
 
When Disney ran a marketing campaign for their Disneyland Paris location, they chose a young duckling as their main character. The duckling finds a Donald Duck comic book and becomes obsessed with the Disney character. An unfortunate series of events causes the duckling to lose the comic book. After a night spent enduring turbulent weather, the duckling arrives at Disneyland Paris with his family and is welcomed by none other than Donald Duck himself. 
 
Even with this short description, you’ve gone through an emotional journey. That said, a character doesn’t have to be a person or an animal. An example of a brand doubling as a character would be TOMS. TOMS uses the brand message, “one for one.” This slogan means for every pair of shoes a customer buys, another pair of shoes are given to someone who needs them. A customer buys a pair of shoes. TOMS sends shoes to the customer and someone in need. Stories don’t need to be long, but they need to center around a central figure. In this case, the central figure is TOMS. 
 
Theme
 
If you’ve ever had to write an essay about literature, you know themes play a major role in storytelling, though they can be hard to pin down. A theme is an overarching message encased in your brand storytelling. Usually, the theme of your branding should align with the values of your company as a whole. Do you value consistency above anything else? Or are you known for your quality? Does your company prioritize charitability? Is the happiness of your workers something you take pride in? Make sure to emphasize what’s important to you throughout your brand messaging.
 
The themes prevalent in the fairytale, Cinderella, are good versus evil and luck can change your life. Your theme might be more specific or more vague—that’s perfectly fine. Now, take a company like State Farm for example. Their motto is, “Like a good neighbor, State Farm is there.” This messaging sets up a character—a good neighbor—and emphasizes the themes of trust and reliability. Their commercials, while entertaining, always remain consistent in their message: You can count on State Farm to be there when you need them. 
 
After a while, themes become what consumers subliminally associate with your brand. Thus, after years of consistent message, consumers associate positive sentiments (i.e. trust, safety, community) with State Farm. 
 
Dialogue
 
We’ve already seen a few examples of how brands use dialogue to story tell in this article. TOMS’ “one for one.” State Farm’s “like a good neighbor.” A few more examples would be Geico’s “fifteen minutes could save you 15%” or Disney’s “the most magical place on earth.” Dialogue is a concise, potent aspect of storytelling. It’s used to further the theme and most often delivered by the main character. Dialogue is the message in brand messaging. 
 
You can use customer testimonials as your dialogue. Or, you can use written text. A local Charleston business, Baker Roofing Company, bought out several billboards along the highway. They read: Billboard 1, “We shall do good work.” Billboard 2, “At a profit if we can.” Billboard 3, “At a loss if we must.” Billboard 4, “But always good work.” This slogan is adapted from a quote by Collis Potter Huntington. Thus, this dialogue began as a spoken phrase and has the cadence of natural speech. 
 
The key components of good dialogue are authenticity and personality. Your brand message should be unique. This helps people remember your brand and differentiates you from the competition. Before coming up with dialogue, you should have a pretty good understanding of your brand voice. This is the tone inherent in everything your company publishes, from newsletter to social media to website content. Understanding your brand voice will help you keep dialogue consistent and authentic. 
 
Know Your Audience
 
Just as authors pen novels in different genres, brands must tailor their stories to their consumer base. A middle-grade author would not employ the same narrative strategies as an adult thriller author, would they? Similarly, you need to understand what will hook your consumer base’s attention. If your target audience struggles to understand what your company does and why they should invest in your services, then the main goal of your storytelling should be articulating why your company exists. What purpose do you serve? How can you help them? Similarly, if your target audience wants to be entertained and appreciates a bit of humor, your brand storytelling should crack a joke (just not at your brand’s expense). Consumers want to be seen, heard, and understood. By telling the right story, you can accomplish all of those things. 
 
Streamline 
 
If you’re checking out at a grocery store or withdrawing money from your bank, more than likely you’re not interested in hearing a story. And, if someone approached you to tell you a long-winded story, you might even feel accosted. The same is true of consumers. They have lots of things to do and places to be, which is why you should be respectful of their time and try to tell your brand’s story in as few words as possible. As well, position your story in an area where they’ll be more receptive to listening. For example, your brand’s storytelling shouldn’t take over your entire website to the point that potential customers cannot easily navigate to purchase products. 
 
How do you know you have a good story? 
 
A brand’s storytelling will not draw in every consumer. But, done well, the story should bring in those who are in need of your service or product. Good stories have the elements we discussed above. They are well-thought, well-executed, and (eventually) well-received. They should be easy to understand and useful. As well, they should prompt an emotional response (and preferably not anger). 
 
To begin crafting your brand’s story, start with the original purpose behind the brand. This is what you’ll highlight within the story. From there, flesh out the necessary details. Character. Theme. Dialogue. When you’ve finished painting the broad strokes, test the story out on someone unfamiliar with your brand. Incorporate feedback. Try again. Large corporations have entire teams and test groups, but you don’t need all of that. Anyone can tell a story. That’s the beautiful thing about stories.  
 
For more marketing and branding expertise, the Creative Consulting blog has you covered! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand! Be sure to return for our 

​Hello, Summerville! Welcome, business owners! We’re happy to have you here on the Creative Consulting blog where you’ll find the most relevant information about marketing your business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. 
 
Today, we’ll be discussing a widely known but rarely understood tool in marketing—the QR code. You’ve probably seen these strange, black-and-white boxes posted to the sides of lampposts, lingering on the backs of business cards, or even looming above the highway on massive billboards. At first glance, these unassuming squares can resemble their technological cousin—the barcode—but they’re actually far more advanced. The potential applications of QR codes have yet to be breached, but the average business owner can already benefit from its existing capabilities. We’ll explain what a QR code is, how a QR code works, and how to use QR codes to expand your business’s reach. If you’re interested in learning more, read on!
 
What are QR Codes and How Do They Work?
 
First, the term QR code is actually short for quick response code. Quick response code was developed in 1994 by Masahiro Hara, the chief engineer of a Japanese automotive company called Denso Wave (a subsidiary of Toyota). Hara developed the code as a method of tracking parts and parcels through the production, manufacturing, and distribution process. QR codes contain more information than the standard bar code (e.x. locators, identifiers, trackers) which can all be read by a machine. The QR code utilizes four standardized encoding modes: numeric, alphanumeric, byte/binary, and kanji. Several factors inherent to the QR code design (including the surrounding white space, the position of the black pixels, and the anchoring black squares) allow the code to be scanned quickly and from virtually any direction. 
 
There are two types of QR codes: static and dynamic. As you might have inferred already, static QR codes are codes which cannot be altered or changed after being generated. This might apply to QR codes which share a coffee shop’s WiFi password or QR codes for entrance to a mass event like a concert. Meanwhile, a dynamic QR code can be altered or changed after being generated, as many times as needed. The dynamic version lends itself to customization and increased ability to track advertising statistics. 
 
Though QR codes were created in the 1990s, the United States has been slow to integrate their use. While countries like China have been using QR codes in their payment systems and day-to-day life for decades, we’ve only caught onto the brilliance of these black squares in the past few years. Apple programming their cameras to read QR codes in 2017 and the coronavirus pandemic in 2020 played a large role in introducing QR codes into our society. Many restaurants switched to paperless menus with the help of QR codes. 
 
The truth is: There are an endless number of applications for QR codes. They can be used to determine an object's position in three-dimensional space for augmented reality. They can be used to establish “virtual stores,” which unfold before potential customers wherever the QR code exists. Giant companies such as Walmart, Procter & Gamble, and Woolworths have already undergone making the concept a reality. QR codes can store bank account information and can work in tandem with a payment provider application to facilitate transactions. They can be used to log into a website, board a flight, order food at a restaurant, and join a WiFi network. Best of all, QR codes cannot be hacked. 
 
We’re only just scratching the surface with what QR codes can do. And, when it comes to advertising, there may be no better way to establish a personal connection between consumers and your brand.
 
Applying QR Codes to Your Business
 
The wonderful thing about QR codes is that users need only scan the code with a phone camera to unlock the code's information. This makes the user end of the interaction incredibly simple and streamlined. On the brand’s end, there are a multitude of places you can take a user once they’ve scanned. You can choose to direct a consumer toward a website or a landing page. You could also direct consumers toward the download page for an app. You could pull up multimedia (i.e. video, audio, image) or a discount code or promotion. If you’re participating at a business conference or engaging in networking opportunities for your business, you can use QR codes to quickly exchange information. Whatever you choose to do, you want to make sure you establish a clear Call-To-Action (CTA). Users should be able to determine exactly what scanning a QR code will do. Some businesses use QR codes to expand their SMS or email list, but we wouldn’t recommend doing this. Anytime consumers scan a QR code, while they are trusting the creator of the code, they haven’t given their express permission to be a part of any mailing lists. 
 
QR codes do not obtain any personal information from the phones which scan them, however they do provide some insight to their creators. QR codes can report on where and when they were scanned, which gives advertisers an increased comprehension of which areas are proving to be highly engaging and at what times, too. The major reasons for using QR codes in an advertising campaign are the ability to build direct connections with consumers, collect first-party data, and ass attribution tracking to ad channels. If you use the same QR code on a billboard and a mail card, within a given time span you’ll have the requisite data you need to determine which campaign is better suited to your efforts. 
 
Most QR codes require a connection to the internet. You’ll want to keep this in mind when choosing locations for your codes. 
 
QR codes have evolved in the decades since their inception and now offer perks like brand protection, anti-forgery protection, and increased traceability. There are companies which specialize in assisting businesses tailor and apply their QR code strategy across their business platform. Next, we’ll examine a few cases where businesses applied QR codes to their benefit. 
 
Examples
 
One of the best examples of integrating QR codes into a business structure is Instagram’s name tags. Once scanned, name tags allow users to quickly and easily identify the user they want to follow. Instead of searching for their username (potentially spelling the username wrong, missing an underscore or a period, etc.), name tags simplify the entire process. As well, in Instagram’s case, they were able to alter the appearance of the QR code to be on-brand and appealing. This is a huge aspect of using QR codes, as you want to incite the user to scan the code and they’re more likely to do so when the code is pleasing to the eye. This feature could also be used cross-platform, allowing users to post their name tags on other social media sites; thus adding more followers to their account and bringing more users to Instagram. 
 
Another example is when Amazon Go stores implemented the use of QR codes. Instead of waiting in life for a limited number of cashiers, customers could check out on their own time using QR codes. This cuts the shopping time for users in half and leads to a more positive shopping experience overall. 
 
 
This has been a shallow overview of the possibilities inherent to QR codes and we’ll definitely be returning to this subject in the future to delve deeper into it’s wonderful uses. Until then, consider the benefits of using QR codes in the expansion of your business. QR codes are inexpensive to make and easy to use on both the user and the developer’s end. The potential to learn more about how consumers engage with your business—as well as to convert consumers into customers—is an appealing draw to QR codes. We hope you’ll give them a try soon!
For more marketing and branding expertise, the Creative Consulting blog has you covered! Or, give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand! Be sure to return for our upcoming posts on CRMs and co-branding! Until next time, thank you for reading!

Hello, Summerville! Happy July! If this is your first time visiting our blog, here you’ll find the most up-to-date information about marketing your business. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting is a one-stop shop for taking your business to the next level. 

Today, we’re going to break down the difference between two types of advertisements: Exposure vs. Lead Generation. There are dozens of different marketing terms and strategies you’re probably eager to learn (and we’ll be delving into CPC, CTR, PPC, CRMs, and every other acronym you can think of in later posts), but before you can become an expert you’ll need to understand the basics. 

What Are Exposure Ads? 

Like the name suggests, exposure ads are advertisements which have been placed in an exposed environment. With these, the advertisers’ objective is to place their ads in strategic locations to ensure as many eyes as possible see the ad. They can be innocuous (think: paper mail catalogues) or ostentatious (think: billboards). They can be stagnant (think: television commercials) or interactive (think: mall kiosks). And, while these ads can target a specific audience, they can also reach a broad range of audiences, as their viewing really is a matter of potential customers being in the right place at the right time. 

Example

Company ABC is a fashion brand. They’re hoping to market their clothing to consumers between the ages of 18-25. They decide to employ the use of exposure advertising by purchasing paid ads on TikTok (which will appear once when the user opens the app), by purchasing paid ads on Facebook (which will appear on the side of the screen while the user is scrolling), and by purchasing a billboard in Time Square (which will occupy the space for two weeks). 

In this scenario, Company ABC is expecting the money they spend on exposure to directly translate into a higher volume of consumers visiting their website and purchasing their clothing. This conversion is not guaranteed, however the assumption is that the more people are reminded of the brand, the more likely they are to purchase the brand’s products. 

What Are Lead Generation Ads?
Lead generation ads are also quite self-explanatory. These types of ads collect data about the consumers who click on them and—if done correctly—transform those consumers into customers. Consumers might be asked for their name, email address, or other contact information. Think of these ads like an investigative journalist. A journalist must follow a lead—which is a small piece of information which points to something larger—in order to uncover the underlying story. These ads are, literally, generating leads which a company can then use to enlarge their customer base.

Example

Company XYZ is also a fashion brand. They’re hoping to market their clothing to consumers who are socially and environmentally conscious, regardless of their age. They don’t have much money to spend on advertising widely. Therefore, they decide to employ the use of lead generation ads on Facebook and Instagram Stories (which will ask for consumers' main environmental concerns, what they look for in a clothing brand, and their email address). 

In this scenario, Company XYZ is expecting the information they receive from consumers to directly translate into a better understanding of their consumer base, a personal connection from consumers to their brand ethos, and that the newsletters they send out to the consumers’ emails will generate traffic to their online site.

Pros of Exposure

Exposure advertising is advertising in the traditional sense. In this case, the phrase “out of sight out of mind” truly does apply. Exposure ads perform the much needed work of increasing brand awareness. Without brand awareness, consumers won’t think of your company when they have a need. 

In most cases, consumers have a need and an advertisement conveniently pops up in one of their social media feeds. A short click and the need is met. There’s a feeling of gratification on the customers’ end because the brand happened to be there when they were in need and saved them the trouble of having to search for what they needed. In this scenario, both the advertiser and the consumer were in the right place at the right time.

Another positive aspect of exposure ads is the ability to isolate demographics while also maintaining the possibility for diversity. For example, a company might be seeking consumers over the age of thirty-five, who have advanced degrees and disposable income. If this is the case, they might choose to advertise on LinkedIn or run a commercial on a home improvement channel. The placement of these ads can narrow the target audience while also allowing for unexpected consumers (i.e. those under thirty-five without advanced degrees but with disposable income). 

Cons of Exposure

Exposure advertisements are what most of us recognize as advertising. They are the kind we’re used to seeing (and ignoring). As of 2021, the average person is exposed to between 6,000 and 10,000 ads every day. And this number is only expected to increase. Over-exposure is a term for a reason—it’s when media coverage becomes excessive, to the point people lose interest. Counter-intuitive, isn’t it? 

Exposure ads should be well-placed and relevant to the consumer. Otherwise, you run the risk of alienating potential clients. 

Pros of Lead Generation

Lead generation ads are interactive. They require the consumer to engage with the advert, which weeds out consumers who aren’t genuinely interested in your company’s service or product. With lead generation ads, a company can amass a sizable amount of data on their consumer base, which gives them insight into what their customers might expect from them in the future. They can also compile an audience for an email newsletter, which will keep consumers informed about new promotions and products. 

Since these are form ads (and the results can be submitted without the consumer leaving the site on which they saw the ad), they can be run even when the company doesn’t have a website up and running yet. This makes lead generation ads a stellar option for companies looking to advertise on a budget.

These types of ads are most popular on sites like Facebook, LinkedIn, and (as of April 2021) TikTok!

Cons of Lead Generation

Sometimes a pro is a con and a con is a pro. A double-edged sword, of sorts? 

Lead generation ads, as previously mentioned, are great for weeding out consumers who aren’t genuinely interested. Unfortunately—they leave a ton of “so-so” consumers by the wayside as well. There are plenty of consumers who just aren’t willing to spend thirty seconds to a minute filling out their information. These consumers (especially if the company is operating without a website) can easily turn into lost customers. 

Which Type of Ad is Right for Your Business? 

As with any aspect of your business, before you can answer this question you’ll need to take stock of your priorities and your capabilities. What are your priorities? Do you want your products and services in front of as many people as possible? Or, do you want to build a database of consumers who are interested in your products and services? What are your capabilities? Do you have a large marketing budget to spend on diversifying your exposure and reaching untapped markets? Or, do you have a conservative marketing budget which must turn each and every ad interaction into monetary gains for your company? 

Once you have an idea of what’s important to you and what you’re able to sustain financially, you’ll have a better idea of which type of ad is the best for your business.

Don’t be daunted! You don’t have to choose either exposure or lead generation advertisements. In fact, most successful companies operate with a mixture of both. As you make attempts and gather useful data, you’ll gain deeper insight into what works for your specific brand. ​

We’ve only scratched the surface with these two types of ads. There are countless other types, which we’ll explore together in the future. Until then, we hope you’ve found this helpful. For more marketing and branding expertise, be sure to return to the Creative Consulting blog, where we dive deep into the best marketing practices. Or, give us a call and set up an appointment. We are always more than happy to help you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading!