The Do’s and Don’ts of Marketing in a World of Overconsumption

The Do’s and Don’ts of Marketing in a World of Overconsumption

As a leading creative agency in the Bay Area, we often find ourselves providing marketing advice and direction to our clients. To hone in on your marketing techniques, we recommend considering these small tips as you launch your brand or product.

Don’t: Invest too much in print advertising.

It is common knowledge that the majority of advertising has moved online, shifting from print.  However, many companies do not understand how effective digital marketing can be. For one thing, digital marketing is often cheaper than print. Print ad space most often has a set price for ad size.  It cannot target your audience as precisely and there is no quantifiable method in order to track the effectiveness and reach of the ad. With the majority of the population viewing their news and information via the internet, online marketing will provide  a larger audience. Platforms like Facebook and LinkedIn ads, will also allow you to target your audience more specifically, set a  tailored budget, and view performance analytics that you can utilize to improve your next campaign.

Do: Focus on digital marketing, especially images and videos.

One difficulty of digital marketing is standing out from the crowd.  Most Americans experience an overload of digital information and ads in their day to day lives, making it difficult to  grab attention amongst all the competition.  One proven way to grab attention immediately is with stunning visuals – either images or videos.  Often people don’t have time to click on an article and read paragraphs of information, so if you can get your point across and entice audiences with one image or an autoplay video, you will have successfully  outdone some of your competition.

Don’t: Push non-mobile-friendly content.

If you’re anything like us, a bad mobile site means you’re leaving the page immediately. Mobile optimization is crucial as more audiences use their phones as their main source of information.  Whether it’s a sales app, article, or website, if it will be viewed on a mobile device, it needs to be designed with this in mind.

Do: Consider a mobile friendly sales application.

If you run a B2C company, a sales app is something you may want to consider.  A sales app provides clients with a platform that can house all of their information, track performance analytics, and help improve sales managers’ performance.  Consider this, without an integrated application, real estate agents are faced with inefficient methods rather than simply showing potential homeowners the hundreds of units available at a large development with one easy swipe. The integrated sales applications allow users to view availability, price, floor plan, etc. about each unit. Users can create a login in order to save favorite units that they can refer back to. This application not only allows the agent to do his job better, it provides the client with a better experience, leading to more trust in the seller.

Don’t: Damage your product image with poorly lit and unprofessional photos.

Whether you are selling a house or laptop, the images that you put out to your consumer are everything.  As we said before, images and videos are major attention grabbers, but if your content is of poor quality, the effort is essentially lost. The consumer knows that when they actually receive the laptop it won’t be perched at the perfect angle with a glossy black background and a soft light reflecting off the sharp edges. But, they do want to be inspired and excited by the potential of their product purchase!

Do: Focus on photorealistic and beautifully staged renderings.

Organizing a full photoshoot for a few great product shots can often be time consuming and less cost efficient than hiring a team to do renderings. A photorealistic rendering can also benefit clients who can carefully select the exact angle, lighting, and finishings.  For a product, you won’t have to worry about the color or detail being washed out and in real estate or interior design, you can create a space that does not yet exist.  Another great use, especially if you are on a budget, is a partial CG rendering.  For instance, if you have a condo that already exists, you can have a photo taken that can then be filled with CG furniture.  We call this “Virtual Staging”, which will save cost and time in staging, while still giving the client an idea of what the filled space will look like. It is important that renderings are high quality and photorealistic, so that your clients are truly impressed with the end product.

Before Virtual Staging

After Virtual Staging


Don’t: Be too closed off when considering new marketing approaches.

Because we live in a world that is consistently evolving in terms of technology, aesthetics and interests, it is best to continue testing various marketing strategies that work best for your company.  In order to keep up, we encourage marketers to part ways with old strategies and old technology.  In order to excel, you should embrace new ideas, new technology, and new platforms for consumption.  In just under 130 years, successful advertising moved from print, to radio, to tv, to internet.

Do: Be open to new options, like virtual reality.

Being a leader in marketing strategy, often means trying out the latest and greatest in technology. Right now that latest is Augmented Reality and Virtual Reality.  Despite some popular belief, AR and VR are not just toys for the gaming world.  They have started to show incredible promise as a marketing tool as well.  Having a VR experience is not just entertaining, it can be convenient and cost effective as well.  Perhaps an international client wants to view a luxury condo before they purchase it or a local client wants to see the interior of a car before production has been completed. These experiences can be accomplished with the help of this exciting and growing industry.  This industry has provided sales agents with the opportunity to wow their client and increase sales.

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