general marketing


Psychological Marketing for your Brand

Psychological Marketing is based on how customers think, feel, reason and select between different product and services. Different psychological factors influence how and why specific customers purchase certain goods. So why would you choose to build a strategy based on the psychological needs of your customers? Well, when we combine Marketing Strategy and Psychological Marketing, a business can expect higher profits and sales. This is the essence of how you can create emotional feedback or responses from your audience, also known as an emotional appeal.

Through emotional appeals, you are able to connect and relate to your customer by using a variety of methods. Harvard Business Review recently published an article that identifies common high-impact emotional motivators. These motivators, listed below, can be used to build a strategy that will make your brand stand out.

1. The Feeling of Importance to Create Urgency for Your Customer

Firstly, remembering that all your customers want to feel important and special. By promoting exclusivity based on an individual’s self-esteem can go a long way. Promoting your product or brand’s exclusively is a way that essentially creates desire and urgency. Introducing wait lists, loyalty programs and setting time limits are ways to create urgency.

2. Your Customer’s Ideal Self

Secondly, by marketing your brand based on your customer’s ideal self is another emotional tool that can be used to create a more effective strategy. Every person has a perception of an ideal self. Depending on your audience, you can use this tool to make individuals buy a certain product based on what they strive to be. For example, when owning a fitness collection, it is likely that a business will promote their brand through the use of fit and healthy models. This fulfills a desire for ongoing self-improvement and essentially, they believe that when purchasing your brand, they will be able to live up to their ideal self-image.

3. Enjoying a Sense of Well-Being

Enjoying a sense of well-being signifies that no individual enjoys the feeling of stress. By creating a marketing strategy that promotes your product or services in a way that will reduce a person’s stress, can make people feel like everything is under control. Being in a state that reduces conflicts or stress can create balance and the feeling that life measures up to society’s expectations.

4. Socially Conscious Customer

Nowadays, individuals are growing more environmentally conscious. By knowing that we are now living in a more socially aware society, you can use this to formulate your marketing strategy. Targeting towards your audiences’ beliefs and values, individuals will feel a connection to your brand and as a result, they are more likely to become a loyal customer.

5. Appreciating and Valuing Your Customer’s Diversity

As said previously, customers want to feel special. Providing a variety of choices can help your customer express themselves in a way that they feel unique. Appreciating that your brand projects a unique social identity, your customers will essentially feel like they can stand out from the crowd. Purchasing a product that is catered to the specific needs of an individual, can also increase brand loyalty. Essentially, feeling an emotional connection to a brand guarantees that your customer will be more loyal to your brand.

Psychological appeals are more effective than basing your strategy on functions. Although the function of your product or brand is important, it can be seen that basing your strategy solemnly on this is not enough to convince your customer. Essentially, implementing these emotional appeals will ensure that your marketing strategy is convincing to your customer.


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7 Things to Include Before Building a New Website

If you’re sitting in front of your website and thinking that it’s probably about time to give your website a much needed redesign, then you’re not alone. There are plenty of businesses that designed their website initially without putting too much thought into the customer experience and the design. Just like updating your brand, you should also consider updating your online presence as it will benefit your business by providing trust, improving your credibility and strengthening your online brand awareness.

Here are our top tips to consider before building a New Website.

1. Newsletter Signup

Adding a sign-up form to your website is a great way to increase your customer database. Customers that love your brand and your products and services will want to be in the know for the special promotions, new releases and special events. Also developing your customer database, means that you have direct access to your target audience to advertise promotions to.

2. Clear & Beautiful Images

Always use high quality and professional images for your website to show off your products. It’s a fine line where you want make sure that your website images will download quickly and won’t impact your website speed, but you also don’t want images that are pixelated. Using photoshop, you can easily set the pixel size for your website and also amend the resolution of the image. Still not sure, then get in contact with a graphic designer to help you.

3. Testimonials

Get in contact with your customers to find out if they will provide a testimonial from you. The best time to grab their testimonial is straight after they have used your product or service. It doesn’t need to be long, but try to get them to mention the name of the product and service they purchased and their experience. You can also use testimonials from Facebook or from Google Reviews for your website. Testimonials are an extremely powerful way to add credibility and build trust for your brand, products and or services and will often be a driving force to converting customers when they’re sitting on the fence about a product or service.

4. Your business’s contact details

If you have business, that involves a fair amount of customer contact, for example a medical clinic, restaurant or hotel then it’s fairly important that your contact details particularly email and phone number are easy to find and clear to read. For example you may want to consider placing the contact number of your business in the navigation header design of your website. Adding a Google map plugin with a location marker on your contact us page, will help customers in finding your business. Along with this, if you’re business is located in a shopping centre, make sure that you give clear instructions on where they can find you. You can also upload images of your storefront to Google My Business, so they know what your business looks like from the outside.

5. Blogs and News to Improve Website SEO

Take your SEO up a notch by regularly writing a news article or blog about one of your products or services. Blogs are a form of inbound marketing, which means it’s content that draws people to your website. Writing more on products or services add credibility and trust to your brand and also positions your business or yourself as an authority on that topic which leads to more people trusting your products and more likely to purchase your products and or services. In terms of SEO, make sure that your articles are long form articles and also include keywords or terms that your customers would be searching for.

6. Check mobile friendliness on your website

Mobile optimisation is about ensuring that visitors that access your website have an optimised experience while using that device. Every year, an increasing amount of people are using their mobile devices more often to access information. So it’s no surprise here that mobile optimisation is a the top of the list when it comes to designing and building a new website.

Site design for a mobile is important, particularly for websites that have page banners, customers need to be able to clearly read the information no matter what device they are using. Our top tips for mobile site design, include not using flash, no pop ups and design for a fat finger for a better touch screen experience.

7. Use Colour Psychology

Using the colour red on your website is a powerful way to draw the eyes attention to a price or a sale. Red is synonymous for being associated with a sale, which in turn to most consumers means value. So why not create attention to products by changing the price to red or increasing the font size so that its clear to the site visitor. Some websites use green for their add to cart buttons, as green is associated as being safe and ready to go. Depending on your site design, colour can play a special part in the customer experience.

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6 Essentials For Marketing Campaign Success

Marketing campaigns or as we like to call it Masign (Marketing + Design) is essential for business growth and for promoting your services and products to your customers. Essentially marketing campaigns are planned promotional activities designed to promote products and services delivered through a range of channels to deliver results.

Successful marketing campaigns are able to elevate your business to the next level by incorporating marketing strategy alongside design prowess. Our Masign Marketing Campaigns incorporate a range of sophisticated tools, comprehensive planning and research to ensure that results are achieved.

In this blog we’ll cover the 6 essentials for driving a successful marketing campaign.

#1 Set Your Campaign Goals

The first step of delivering a successful campaign is developing and setting your campaign goals. Your campaign goals are the overarching key performance areas of your marketing plan. This may including driving traffic to your website, increasing online sales or increasing your average customer spend. Aligning your campaign to your goals is critical as it provides focus for each campaign to help you deliver results.

#2 Understand your audience

Define your customer audience into segments will help you deliver strategic campaigns that connect stronger with your customers. Defining customer segments can be based on either behavioural or demographic elements. For example you may want to separate your customers based on their purchase behaviour and target customers that rarely visit your business to encourage them to engage with your business. Alternatively you could target customers dependent on their residential status, perhaps a letterbox or and a digital campaign targeting customers located within a 10km radius to your business.

#3 Personalisation matters

In a crowded room, personalisation is an excellent way to break through the noise of all the marketing messages being sent to customers. Through personalisation, you can increase your click through rate and open rate through emails, thus by ensuring that your key marketing messages are being delivered.

#4 Innovative Campaign Strategies

Stepping out of the box and delivering campaigns that are different from your competitors is not only critical but equally difficult for the ill-prepared. Utilise your customer data to better understand their behaviour, their interests and what makes them tick to best communicate with them. Taking a sales focused approach may work during big sales periods such as Black Friday or Christmas, but your campaign planning should also include campaigns that build your brand and focus on elements that builds customers loyalty and brand trust. Delivered through a multi-channel strategy, you’ll see results in no time.

#5 Multi-Channel Centric Planning

Mobile, Edms (email marketing), website, brochures, posters, social media, direct mail are just some of the channels that could be implemented as part of your campaign strategy. Map your plan around which channels to utilise to ensure great results. Significant amount of planning goes behind ensuring the the messaging is consistent and making sure that they are all scheduled in to communicate effectively.

#6 Schedule Your Campaigns

Planning is the critical element of Masign (Marketing Campaigns), without it none the above points would be effective. Map out each campaign aligned with your key goals to a definitive timeline that both provides you flexibility to make changes and keeps everyone in the loop as to what the campaign is about. The time and resources it takes for each marketing campaign is so important, that its essential that deadline management is adhered to to ensure an effective and successful campaign.


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