The Power of Call to Action
A call to action or CTA can be summarized as a marketing message that includes a very finite and specific appeal to your target audience. In other words, your goal is to ensure that the audience takes the action following the receipt of the intended message. A call to action can be utilized in print, radio, outdoor, and television advertising. However, it is very commonly used in Internet marketing strategies that are tailored to specific audiences.
Why Create a Call to Action?
Advertising has two primary components. One is to get the marketing message in front of your audience, and the second is to get them to act upon it. Both of these elements can allow for a return on investment. We have outlined a few techniques to create your own ‘call to action’ that will have your telephones ringing, web conversations increasing, and finally your ability to innovate your profit margins with real time sales graphs.
Trial/Introductory Period:
Persuasive techniques indicate that allowing a user to try a service or product throughout an introductory time period can build loyalty quickly and help to establish credibility without the feeling of the classic buyer’s remorse.
No ‘Risk’ Purchase:
Various audiences seek out opportunities for the ‘no risk’ purchase in the event that he/she tries your product/service. Inform your audience about the simple cancellation policy within the first 15 or 30 days of initial purchase.
Price Increase:
Large enterprise organizations have been utilizing this technique to lure in more customers. Let’s face it, everyone is searching for a great deal on purchases. Let’s think ‘Black Friday’, as it is one of the retailer’s largest marketing ploy to lure mass consumers into their stores. This applies to both your brick and mortar and online stores. Consider this principle to bring in increased sales in a short period of time.
Upgrade Offers:
The automotive and consumer electronics industry are notorious for this simple call to action. Upgrades can boost sales performances with greater added-value. Upgrades can occur as a free incentive or can be furnished with paid options. After-all who doesn’t want a top of the line product/service?
Free Giveaway:
This technique is common and can be spotted in numerous marketing campaigns. Buy a computer and get the printer for ‘free.’ Buy this acne cream and we will throw in a second bottle for ‘free.’ These offers can drive high volume of sales in a short period of time.
These techniques can be combined with creative and meaningful copy that attracts your buyer. Provide a simple marketing message that will allow for your market to really hone in and listen.
Examples:
- Contact us today for a free white paper on Wealth Management
- Get a free market analysis on your home
- Sign-up now and learn how to protect yourself from identity theft
- Learn how to choose the perfect engagement ring and avoid costly mistakes
- Purchase a season pass to avoid long lines
- Read how to fall asleep if you suffer from insomnia
- Call today and find out what the IRS looks for in your tax returns
- See how we are helping small businesses manage cash flow and become profitable
A simple call to action can demonstrate a unique capability for the business and position itself for growth. Provide a solution and phrase your ‘call to action’ with the intent to attract your intended audience.
Why Advertising Should No Longer Be Called ‘Advertising’
Advertising, at one time once was defined as the embodiment of mass media that reaches a market through communication forms of outdoor, radio, print, and television. Advertising grew as organizations found creative ways to reach their core audience, influencing their market to make a purchase for an intended product or service. Advertising became a science where brands increased marketing budgets to reach top of mind awareness with their core market.
Certainly, advertisers were happy and media companies were equally content with high billings for the media expenditure (Think Superbowl commercials). As for the brands, everyone knew about the large brands. Who didn’t? They seemed to be everywhere with a consistent message across all verticals. Whether you turned on the radio, driving down the freeway glancing at billboards, or even watching your favorite television programming, advertising was everywhere. If you happened to be reading a newspaper, or magazine, advertisers were able to get your attention there too.
For example, The McDonalds’ ‘Baa ra pum pum pum’ signature tune Is inherently recognizable, but you see it on TV and can listen to the ads on radio. The Nike commercials were created to increase product demand with athlete endorsements.
You knew it was McDonalds just from the ‘Ba ra pum pum pum’ tune they play on both TV and radio or just by the placement of their logo. You saw Nike commercials and they created product demand with a super star athletes’ endorsement. If Michael Jordan wears Nike’s, they must be great shoes.
Nothing has really changed has it? Other than brands cutting budgets with mediums such as: TV, radio, print, and billboards, they have shifted their spending on the World Wide Web. Marketing budgets are focused towards social media and mobile enabled devices so that consumers can interact with a brand. In today’s digital age, consumers are interacting with products and services; it is not about pushing the marketing messages. It is about listening and interacting with the consumers, and allowing for both negative and positive feedback. Consumers consume messages at their will; all it takes is motivation from the brand.
How is that not advertising?
Some call it interactive advertising, others say digital engagements, all of which boils down to fancy terms for on demand consumer interactions. We cannot call it advertising, as we are not ‘pushing’ our communication channels. We are now in the digital age where consumers provide us permission to ‘feed’ them our marketing messages. Content rich environments are forcing brands to re-think how their brands are being perceived. Consumers have been given the power of voice and opinion, and if the sentiments are positive then consider your brand on a consistent growth curve.
We may feed messages to the intended audience through the following mediums: video, blogs, podcasts, social media sites, and more importantly remain connected through rich Internet and and mobile applications. Consumers can interact with brands on an non-intrusive level, and for the first time in history brands must continuously innovate to remain relevant in the eyes of their audience.
If you are still advertising, think again. Shift to the digital landscape and your return on investment will be that your business is still in the market. That is what we do at Creative Intellects. We ‘feed’ branded messaging to core audiences, generate buzz and positive sentiments about the product or service. We maintain and manage web presence and keep organizations relevant in the market. If you want your business to exist in five years, contact us. We would love to hear from you and see how we may partner for growth.
Creating Your Brand Identity Small Business Marketing 101
This series includes:
Small Business Marketing 101
Step 1: Position and Plan
Step 2: Create an Identity
Step 3: Spread the word through Internet Marketing
Step 3: Spread the word through Internet Marketing
Step 5: Measure your Social Media ROI
If you were to take a stroll down your neighborhood, you will notice a variety of businesses that sell products and services, some of which are very tempting to the eyes. There will also be some that are doing exceptionally well, that have the Yelp! sticker on the window indicating that they are known and very well liked on the World Wide Web. You may or may not have heard of Yelp!, but it is an online product and services resource for entrepreneur’s and franchises alike. Did you notice that some of these businesses are just like yours, except that they may be taking measures to increase their business? In other words, they could be using the World Wide Web to get orders via e-mail, telephone, but not the traditional foot traffic. The environment has changed, people are now searching for products and services online, and if they can get same service with a click of a mouse, or a quick telephone call, 9 times out 10, they will continue to come back to you.
Now that we have your attention, if you were to walk into that same store you will notice that they have updated their storefront, have a distinct design and logo, perhaps a fresh coat of paint, investment in new technology, a innovative website, you get the idea. You sit there and think how can they afford such things in a recession? Well, it could be a variety of factors, but one thing is certain they managed to create an identity both traditional and non-traditional.
This is just one example of a business that is taking their marketing strategy to a competitive platform. There are several key issues to consider in the process of strategic design. You must take into account 10 fundamental criteria when you execute an identity for your business and/or organization. Keep in mind that this design should endure the test of time.
The criteria listed below will help you to execute your brand identity, or even assist you in asking the proper questions before you start the process – or at the least it will help you to get started!
1. Visibility
Take into consideration the typography and graphic treatment when you are working on your logo design. Many people make the mistake of overlooking the most important image of your business. From what we have come across, businesses sometimes are hesitant to make such changes not realizing that perhaps they could be losing out on potential business. Some questions that you need to ask yourself are: What is the message that you are trying to convey to your niche market? Will the logo withstand durability under the conditions of light, atmosphere, or different mediums? Will this logo capture my market?
2. Application
Many companies today use their logo through the use of applications. Examples include, but are not limited to, websites, print advertisements, newspapers, outdoor signage, silkscreen printing, embroidery, packaging, etc. It is important that your logo is compatible through any form that is applicable for your business.
3. Simplicity
You know that cliché ‘less is more’? Well, it is true. It is really easy to take a simple concept and turn it into a logo that is so complex that you won’t even know what it represents anymore. The golden rule is that the brands that hold the greatest equity today have embraced simplicity.
4. Differentiation
Does your logo allow your business to set itself apart amongst your competition? Does your target market understand the product/service that you will be selling/providing? However, if you were to ask yourself the following question then you might want to take a step back to create a new strategy. Does your mark have a similar look and feel as your competitors? If the answer is yes, you may want to consider a new direction.
5. Retention
Does your logo spark an interest to your target market? At first glance, will your logo be able to provide a quick recall, or will it get lost in the clutter pile with the rest of the images in the market?
6. Color
Don’t get so carried away with colors and the use of gradients. Technology is constantly changing so we can push the limits when it comes to presentation. It is important to begin design work in black and white, taking color into consideration as you progress. Keep in mind that despite the fact that technology is always changing, businesses today still utilize printers and fax machines that deliver in black and white. Make sure to take extra steps to ensure that your logo can be used in any medium without compromising presentation. Don’t ever take the risk of misrepresenting your brand. This can either make or break you.
7. Timeliness
Relatively speaking, logos used to last between 15-20 years. Today, the life cycle is approximately 5 years. Many companies redesign their logo to move forward with trends and they strategize to maintain themselves in the competitive market. It is important that your logo conveys your position in the market. It is not just about having the best look; it is about having a conceptualized meaning behind the logo that sells your product and/or service.
8. Modularity
How will the logo work with other design applications, images, and typography treatments? If you plan on having other marketing material, your logo should blend with ease when integrated into your supporting material. The last thing you want is for your logo to compromise your business, that would be fatal.
9. Descriptiveness
Will your logo be easy to read and interpret? Will it conceptualize your business? What will your target market say about your company when they view your logo? Your logo should positively describe your business, no matter what!
10. Equity
Will your logo be recognizable by a group of audience members? Will they be able to recall your logo ten to fifteen days later?
Designing a logo is a crucial part of a business. An indicia creates an everlasting impression on an organization, and what it will reflect as a business. Follow these ten steps to guide you through your strategic design process. After all, if you don’t put that investment into your business, then who else will?
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