Sometimes you get what you pay for, or do you?

It’s called Value and in its’ simplest terms, describes the relationship between what something costs, and what the benefit of ownership that particular product or service brings to the buyer.

Value-Propositions-Price-BenefitIn marketing, we talk about perceived value which refers to your product or service value when compared to the competitive product or service. This means that value is not strictly based on facts and numbers but has a subjective component to it. The perceived gain that a buyer gets could be emotional, social, cultural, environmental and economic. It’s not always just about the dollar. It’s almost always a relative reference. Higher value at a much higher price actually has a lower perceived value. At the other end of the scale, low value at a much lower price also has a low perceived value.

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Why you should know your customer, like totally

Three main groups of generations in Canada include Baby Boomers (roughly between ages 50-69), Millennials (roughly between ages 15-35) and Generation X (roughly between ages 35-55). The interest in targeting Baby Boomers has increased since they make up the largest part of the population with the most disposable income. In fact Canadians, aged 50 to 54 have 64% more disposable income than that of 25 to 29 year olds.  Millennials make up the second largest population in Canada. Marketers are eager to think outside the box to gain attention of this interesting, media savvy group. And just like the middle child, Generation X often tends to be forgotten.

Who’s who?

Baby Boomers, born from 1946-1965 did not grow up in the digital age and can be classified as less tech savvy but are individuals that do embrace technology. More of this aging group is entering retirement every day. Many are trying a fresh approach on marketing to Baby Boomers. Many companies are now using mature models in their advertising campaigns. One example is seen from L’oreal Paris which uses Helen Mirren as their spokeswoman, looking beautiful at 69 years old.

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How to build an awesome website

Before you go too far here I must warn you, this will not give you details on how to program a website. After all I’m not a programmer.
I’m not a plumber either, but that’s a different story. You can read about that here if you like: http://www.cohesive.ca/blog/im-not-a-plumber/
So what can I tell you about building an awesome website? Continue reading

FOMO: To Exploit or Not to Exploit?

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One recent Friday evening, I was lamenting to a friend that I was so tired and didn’t really want to go out, but I probably would end up out for the night in order to satisfy my FOMO. “What’s that?” she asked. I told her it’s the Fear Of Missing Out, a psychological phenomenon that’s becoming prevalent in our daily lives, and that she should Google it. Moments later, she texted me back to thank me for telling her about it, saying she thinks that’s what her teenage daughter has much of the time.

Well I have it, and I’m supposed to be in the “mature” stage of life, so I bet that a 15-year old has it in spades!

In my personal life, I’m not one to exploit emotions, but in marketing, it’s done all the time. Remember the olden days when people used to watch commercials on TV? What did most of them say?

TWO DAY SALE!

SALE ENDS FRIDAY!

CLEARANCE SALE ON FOR A LIMITED TIME!

HO-HO-HOLD THE PAYMENTS FOR THE NEXT 3 YEARS!

We are experts at creating a sense of urgency and immediacy but it hadn’t seemed so ubiquitous until the advent of social media, because we had to rely on our human memory to relay to others of what they had been missing. Now, if you miss something it will be held in effigy on the Internet or social media as a constant reminder of the great event/show/sportscast/sale/party, etc.

I read this article with great interest because it applies everything we know about FOMO in marketing, but does so in a humane and understanding way. The 3 fundamentals that it mentions describe exactly what a good marketing campaign should do: 1) Make an emotional connection; 2) Build excitement around your products and services; 3) Engage customers through (social) media.

I think this approach can work for most any industry, and I encourage you to give it a try. If you need some pointers on where to begin, contact us, but whatever you do, don’t miss out!

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Adwords – paid online advertising

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Adwords is Google’s paid advertising platform where you pay when someone clicks on your ad. Showing up in the search results is technically free; you only pay on the click, hence the term pay per click (ppc). You set limits on how much you want to pay per day but the price you pay per click is determined by a bid process and you have no control over that. Continue reading

The insane obsession…with our smartphones?

Insane obsession with our smartphones

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Last Thursday at the office, I reached into my purse to grab my smartphone. When it was nowhere to be found I felt a sense of panic. I asked myself, “did I seriously leave it at home?!” It’s like that feeling you get when you forget your wallet but 10 times worse, okay, I’m being a bit dramatic here. I put my purse down and thought, “no it’s okay, I don’t need it.” Immediately I was searching my purse again. Finally a sense of relief, it was in my purse all along. When the clouds cleared and it was all sunny again, I started to wonder if I’m really that attached to my smartphone, or was I just overreacting? Before you say the latter, there is a good chance that you are attached to your phone too.

We heart our mobile devices

The January 2015 report from We Are Social, shows that 81% of the Canadian population, aged 16-64, have a mobile subscription (not unique users). The top activities include using social media apps, watching videos, playing games, mobile location-based search and mobile banking. According to the Globe and Mail, in 2014, Canadians were spending 2.5 hours a day on their cellphones. 78% of those that owned a cellphone were using a smartphone. Continue reading

Brand-A-PALOOZA!

Chameleon-resizeOkay, I know that Superbowl was 4 days ago, but it’s the only time of year that a massive number of people collectively pay attention to the psychology and various other aspects of marketing, so I feel that I’m still in the realm of riding that wave…

The weeks leading up to Superbowl and the actual game is like Christmas for me – everybody is talking about advertisements, watching what brands are doing and saying, and wondering what their next big marketing step will be…or misstep, as it were – I’m talking to you Coca-Cola.

Sadly, now I have to wait another whole year before the masses are again speaking my language, but in the interest of riding it out, let me ask: Do you think brand identities are subjective or objective?

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Connecting with customers

content marketing winnipegMarketing is ultimately about connecting with potential customers. Whether it is brand recognition or lead generation, it’s still about connecting and selling. Brand recognition and awareness is a need separate from generating sales and needs to be dealt with separately, not just in thought but also in your budget. Lead generation marketing leads to sales and one of your strongest tools is your website. And it’s the content on your website that should lead ultimately to sales.

So, when you create content, for your online or offline marketing pieces, it needs to be sales oriented, driven and focused.

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4 clever ideas that gets you noticed

With all the advertising that surrounds us, brands are doing their best to outdo their competitors, show their unique selling proposition (USP) and differentiate themselves in the market. How can you make your business stand out from the crowd?

1. Being trendy

The new twitter account ‘Brands Saying Bae’ (@BrandsSayingBae) mocks brands that try to relate to the younger generation by being cool and by saying things like “Bae” and “Bruh.”  If you are falling behind in your slangs, “Bae” refers to someone or something you like and “Bruh” is how you can casually address someone. There, I totally brought you up to 2015. Even though Walmart, Pizza Hut and Tostitos are trying to keep up with the times, they just sound silly. Brands Saying Bae has only been in existence for a little over a month and already has 26.4K followers. Whenever Brands Saying Bae retweets or replies to a brand, they help give them additional advertising. What can we learn from Brands Saying Bae? Although people are talking about you, it may be negatively. More importantly you can’t pretend to be cool, it just has to come naturally.

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