The science of design

Posted in Galley Blog

science of design2

Often clients ask the excellent question, Why?  Why social selling and infographics? So, for two of our most frequently addressed topics, here are a few bits of science to explain:

1. Why use social media to promote brand?

In addition to the expanded brand awareness , timeliness, and lower cost benefits,  social media provides the information well-informed, well-researched clients and customers seek.   According to  a Linked In survey, today 72% of buyers research on social media before buying and 81% engage when the social brand is strong.  Also, remember the days of B2B when you engaged with the client? Gone. Today's decision makers are typically a multiple; research suggests that 5.4 decision makers are involved in most B2B decisions; with social selling your reach and opportunity for engagements expands.  Linked In Sales Solutions publishes and excellent guide for more tips: "Getting Started with Social Selling"

2. Why should we use infographics?

First of all infographics are everywhere; according to Google's Insights for searching data, search volumes have increased by 800% in the past few years. Translated, exceptional SEO .  In addition, because information is better understood when visuals and text are combined, well designed infographics  better transmit complex information.  Neomam published an excellent article entitled "Thirteen reasons why your brain craves infographics."  The entire piece is a fun visual read we recommend; here are the highlights:

  • "the use of visualized information has increased [ 400% in literature since 1990, 9900% on the internet since 2007, 142% in newspapers between 1985 and 1994]
  • we are visually wired [50% of the brain is involved in visual processing, 70% of all sensory receptors are in your eyes, and we can get the sense of a visual scene in less than .01 seconds]
  • it takes us 150  milliseconds for a symbol to be processed and 100 milliseconds to attach a meaning to it
  • because we suffer from overload, infographics help because they are more engaging
  • color visuals increase the willingness to read by 80%
  • information is more accessible: people following directions with text and illustrations do 323% better than those without illustrations
  • infographics are more persuasive; people remember 80% of what they see AND do
  • infographics are easy to digest, fun to share and extremely engaging"

 So the answer to why, both for social selling and infographics is brand awareness, at its best.

Making Your Dollar Count in Small Business Advertising

Posted in Galley Blog

Why hyperlocal publications are the way to go

When you're a small business owner, every penny counts, especially when it comes to advertising. Caron Beesley, a frequent blogger for the U.S. Small Business Administration, companies earning less than $5 million in revenue should allocate 7 to 8 percent of that revenue, and maybe more, to marketing strategies. Promotion professionals, operating on an ideal budget, frequently advocate for a mixed media cocktail of print, online, television, and radio ads, hoping to strike gold by targeting consumers from all sides. But does that approach truly work? And which is the best option for a modest financial plan?  The answer is more traditional than you might think.

Several studies have shown that print media advertising still comes out on top in terms of a retailer's return on investment (ROI). Specifically magazines, with their niche audiences, are most likely to influence consumers.  Nielsen, the notable information measurement company, advises in one of its insight reports that magazines are key to maximizing both short-term and long-term ROI. Online advertising alone, though effective in the short-term, provides little to no long-term success in reaching a target group of people.  Elements such as brand loyalty are formed in the long-term, and an important part of keeping a small business afloat.
The Association of Magazine Media (MPA) declares that a consumer's intent to purchase increases by 25 percent when they are exposed to a magazine advertisement in addition to another form of media.  Furthermore, more than 50 percent of magazine readers, who also use social media, are shown to follow and interact with a magazine on Twitter.  47 percent of magazine readers also post magazine articles to Facebook, according to MPA sources, and magazines trigger the most online searches about a product or service.
Local advertising, particularly when it comes to online searches, is also growing. Significantly, Google has tried to improve its capabilities as a local advertiser in recent years.  According to Google research, "consumers who conduct local searches are further down the purchase funnel. Within a day of a local search, 34 percent of consumers who sought local information on their computer or tablet made their way to a store, and of those who used a smartphone, the number is even higher at 50 percent." As an example, if a niche hyperlocal magazine, such as Her Mind, compels a reader to look further into a product via search, chances are high that they will make a purchase.  Many companies are navigating their way over to the local search market because they understand this concept.  In fact, brands have grown to expect that they will see a higher ROI when they "go local," according to Street Fight.
When these advertisements are additionally narrowed down to a female audience, the money comes rolling in, as women control more than 80 percent of a household's spending.