You Better Believe What You See
HOW VISUAL MARKETING CAN ENHANCE BUYER AND ORGANIZATIONAL UNDERSTANDING
MarketReach sells Sales Appointments. But did you know we also sell visual sales and marketing collateral? What does this mean for your business? What follows is a series of tactics and statistics that are representative of how the conveyance and discernment of information has evolved.
Business executives and marketing departments create a focus on making their product “sticky” by impressing upon the minds of their buyers. The effort to differentiate their respective value proposition from that of the competition has become increasingly more important. A less explored avenue is the resource of organizational belief- the belief structure inside the organization that internally promotes the product or service and empowers sales teams to work well beyond the desire to generate revenue.
While making money is the main goal for most businesses, providing value allows for a long-term method of achieving a higher degree of satisfaction from buyers. We seek to explore the concept of visual marketing, the abstract study and rationale surrounding it, and how it continues to shape how we communicate value every day.
Where Have I Seen This Before?
How often do you recognize multimedia, such logos, videos, photos, or objects, as something familiar? Placement has evolved to such broad stroke in marketing that wherever you go, whether at the bus stop, at the mall, or scrolling through social media on your phone while waiting at the bus stop to go to the mall – visual marketing has an omnipresence.
Albert Mehrabian, a professor, psychologist and author of Nonverbal Communication focuses on how nonverbal communication becomes an efficient method of understanding. Our minds make strong connections through association, which allows us to engage on a much more personal level with what we consume.
Superbowl commercials almost perfect this art; a prime example being the discourse that followed when E-Trade used a talking baby to promote its service. Or, perhaps even better, when the cellular network Sprint commissioned the long-standing face of its competitor Verizon’s commercials. The ambition behind all these visuals is to elicit an emotional response and potential connection that can be referred to in the future, like a preexisting pathway. This familiar route is comforting to the consumer, therefore, enabling a smoother road to converting the interaction to a sale and retaining their business.
What Can I Do About It?
The most effective, worthwhile contribution any firm can make to its marketing strategy is communicating its value proposition internally and ensuring that it resonates with all staff. Every employee, from chief executive to intern, must have the value proposition engrained in their belief structure.
Creating a culture within the internal operations behind the business’ development of marketing collateral fuels the value proposition stick with the creative juices necessary for success. Strengthening the brand identity among the creators, in turn, strengthens the brand identity communicated through the content. A survey conducted by Vennage shows that the most frequently used tools are stock photography at 40%, original infographics at 37%, charts and visualization at 12%; with video and presentations followed by memes capping off at 7 and 4 percent, respectively. Incorporating these elements in email newsletters, flyers, and brochures prioritizes the proposed value as a marketing solution.
Most alluring is 90% deeming usage of visual marketing quite important or higher for their marketing strategies and campaigns. The time and cost associated with the production and implementation of these platforms, with 42% of those surveyed accounting for a usage of 10 percent or less of the marketing budget, indicates that just a tenth deposit of the allocated budget can justify a 90% level of importance in the marketing strategy. To the credit of the business, an investment in these strategies can enhance the potential of growth in the amount of credits to the ledger of revenues. Understanding the relationship between marketing and sales can enable the sales team to showcase their prowess in connecting to the consumer base best in touch with the projected value.
Creating visuals, however, is not just about showcasing the product or service — it is about the creation of need from the relationship with some sort of principle with each consumer’s value system. It is about doing something that resonates in the minds of those consuming the content. It not only fires the transistors within the synapses of their brains, but it gives a healthy tug on their heart strings. More often than not, consumers are wading the waters, waiting for a tugboat to direct their cruise ship to a new destination. Rather than have buyers expend the energy treading the waters, businesses can find ways to propel pre-existing values or teach buyers new strokes that will enable them to swim in a direction they did not know existed. Find out where our visual marketing services will take your business!
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