All posts by optimist

The Interconnection between Design and Marketing

For any agency, Design and marketing are two sides of the same coin. There is good design and then there is a design that fits well in all marketing parameters. However aesthetically good the design maybe, if it fails to achieve its goal or desired outcome then it is of no good to the brand.

It’s very important for any designer to understand the aim of the design before he/she gets going on the given task. The framework of designing is research. Understanding the product well, researching about it and deeply understanding the consumer behavior, their likes –dislikes is the ideal process that should be followed. If you don’t understand your target audience how will you deliver your message and get desired outcome.

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In such cases, agencies play a very vital role in deciding the fortune of the brand. Just satisfying the brand aesthetically doesn’t work. The agency needs to have expertise in marketing the brand well than just artistically designing creative’s for them. At the end of the day, the emphasize is on the outcome of the creative. The difference in work lies between two agencies again ie a creative ad agency & a brand design agency.

A creative ad agency would work to please you through a beautiful ad but a brand design agency would work to not create good but an effective ad or marketing collaterals for the brand. By an effective ad I mean an ad that strategically create good brand value and reaches the right audience at the right place. Analysis and strategy together take a good design long way. Creating a good design with the correct content but not placing it in front of the correct audience is an extreme wrong way of marketing.

For eg. Marketing a luxurious hand bag brand at local Bus Stand

Or

A mechanical spare part producer putting up an ad in a beauty and lifestyle magazine, is a severe case of marketing disaster.

The idea behind any marketing collateral design should be reaching its target audience. So a deep thought should be given about its target audiences, their whereabouts. In fact in print media ie in the highly read newspaper also, placing your advert strategically is very important. Placing a leisure trip advert on a city crime page is a blunder.

One such unfortunate thing seemed to happen in today’s Newspaper. Negligence of the agency let to the downfall of the advertisement and eventually the brand.

Right side advert of a Travel agency unfortunately placed right next to a crime article that states city’s fraud travel agent that duped money from its customer and denied them basic facilities like food on the vacation.

A case of sheer carelessness by the agency of placing a leisure travel companies ad on a city news crime sheet. Lack of strategy and research work leads to such unfortunate disasters. The agency designed a good ad but failed to strategically place it.

At Optimist Brand Design we understand the brand needs and hence work accordingly. We are the top brand design company, advertising agency and Digital marketing agency in Pune.

5 Golden Rules for Exhibition

The off-season sales is a tedious task for any brand. May it be a well-known brand or just any upcoming lesser known brand; if there is no sales there is no survival. As opposed to the sales season, the lull market is a sign of using of various advertising tools. It is a myth that retails industries like jewellery, fashion, home décor are nowhere in the effective persona of a lull market. The economic conditions or the seasonal ups and down, however, make way for exhibitions, advertising and stall displays. Wherever you go, whichever is your business industry these five golden rules for any exhibition, stall or a trade show is a win-win to a little uplift for your sales.

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Keep up the trend:
A simple mundane display in every exhibition or stall is rather outdated. True, the sizes and dimensions change as per the trade show; so, make a change in your product display style as well. Make a trendy variation according to the highlight of the then time.

Make a central piece:
Examine how your stall magnifies the customers and how much does a stall which has minimal display but a properly planned display inventory relates with its customer. Visually attractive displays attract more potential consumers and thus evolves a strong sense of familiarity with the brand.

Identify the product need:
Every exhibition is different, yet every exhibition is the same. Even if the exhibition differs, your product is meant for the same audience and has same objective. Try to change the highlights of the product as per your exhibition’s need.

Synchronize your marketing script:
The next important part for an exhibition is how well your package your stall or the product on the display. What is seen by the naked eye by your consumers is not the only thing of your product. A display will lack a wording, description or an educational sign. This is what a marketing or a sales script will suffice. Likewise, hire a marketing or an advertising agency that can identify these traits for your product. How well your sales team presents your product makes your product affable to your target audience. Therefore, make a synchronized system with the designs or layout you have finalized for your display.

Referral marketing:
This may seem a little amateur but keeping a ledger and adding referrals through display branding is a great way to create a database for future marketing. Expose a customer to maximum benefits; this will create a belonging sense to the customer thus making them habitual with your brand even before the display show.

Thus when it comes for an exhibition or a display stall, you could showcase lifestyle graphics that help customers associate to your products. For example, a real estate stall could display an image of a family cozied up the living room, emitting the happy feelings that put shoppers in a good mood.

A jewelry store could display a woman cherishing her bond with the jewelry, creating an association between the store’s jewelry and a habitual brand.

Branding in Exhibition and Expo

Some businesses have a different approach when we speak of marketing trends, they most certainly do not over budget their advertising campaigns. Instead, they stand out with their brand promises through ways and means of exhibition or stall design or booth design. Exhibitions are the most favorable and cost effective solutions for instant brand promotion. Just like any marketing tool, some things should be considered while displaying your brand in expo or exhibition.

First and foremost is the arrangement of your brand value on the display panel. While you would like to focus more on what all should be expressed or communicated, going overboard can be a risky game to be played in an expo. Poor arrangement, cluttered design structure or an unattractive entrance is a big No-No for any display. Therefore, proper planning and structure will work wonders for your exhibition stall or trade show display. Analyse the branding space of your stall, make the most simplistic and equally balanced design.

A stall is a display space just like your office cabin or your room. Hence, what suits your office cabin interiors will definitely go for your stall. Thus, if your stall is small, keep the designs light coloured and precise. This will give a feeling of free space and airy. If however, if you have a long stall, fill it with multiple accessories and décor spaces to create a statement for your brand. Vertical arrangement for long stalls makes a simplistic décor.

To add to the effect, club your stall design with use of innovative display tools like fascia or logo embodiment and designs that pop out. Such techniques will add a status to your display thus making you stand out amongst others.
Apart from the look and feel, pay attention to the colour scheme of your stall. A brand is recognizable by mostly three attributes; the logo, the tagline and the brand colours representation your logo. While designing a layout or a colour scheme for your stall, look for colours that can match with your brand attributes. This will create a mark of your brand while at the exhibition as well as for the spectators.

Next, you need to understand is the presentation of your stall. The stall is set, the designs are done and the layout has been sort through. Now, the most important part is the compatible infrastructure for your stall. If you have to co-ordinate with your on-lookers keep a specific space assigned for it and design accordingly. Do not merge the layout of this space with that of your general brand design. This will ensure your on-lookers the special attention that require is appropriately dealt with.

Lighting is another part which must be considered in an exhibition stall. However, avoid the corner lightings or frame lightings when you are considering any exhibition stall. Light up your stall in the mid (which does not mean you ignore the corner pieces). The bright yellow lights are most preferred in the exhibition stalls as they create a flair of well-lit, structured and spacious display quarters.

Thus, with a perfect combination of lights, fabrication, accessories and colour technique you have a complete brand promotion display without trying too hard to look good.

Trade Show Tips for Exhibitors

Running a booth at a trade show or exhibition is tough and most of the times very exhausting. But this is the way to showcase your product all over the world, this is how commerce has to be conducted by many business sectors, so you should definitely make the best of it!

 

Trade show conventions allow both small and large businesses to compete on the same platform, no matter how big their trade show budget is. There are few things that trade show exhibitors do that can make an impact on their success at expos, but there are also many things that successful exhibitors avoid that are equally as important.

 

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Assuming you have your preparations, here are some ideas to help make your investment in trade shows and exhibitions more productive, more profitable, and even more rewarding.

 

1. Deciding booth place and what you want to put there

 

At a tradeshow, booth location can be beneficial or it can be harmful. One way to be sure you’ve got the best location in the trade show is to search for all the parameters that are essential for selecting a perfect booth place. Pick a stall design expert like Optimist advertising agency in Pune and set up a meeting to open up the discussion of what your company needs to stand out at your show. What are your objectives for being on the show and how best can you represent those objectives and your brand?

 

2. Customer Engagement is important

 

Always remember the first impressions are everlasting. A customer is not bound or determined to get to you. Don’t turn off customers with a poor experience. If your booth doesn’t make people want to stop by, you’ll never get them to take their next steps (i.e. learn more, purchase), no matter how good your product is. Remember, an experience a customer had with you can be memorable even though your product is the common one.

 

3. Choosing a right booth staff

 

Your staff will be the face of your company at the trade show, so having a team that is enthusiastic, knowledgeable on your products or services, outgoing, and timely are important characteristics of these people. Having a staffer who is lazy, won’t make eye contact with attendees, knows very little about the products, and clearly doesn’t want to be there will reflect poorly on your business and would hurt your chances of generating all of the leads wanted to get the best return on investment.

 

4. Focus on post marketing and follow ups

 

For most of the exhibitors, the real work starts after the exhibition ends, i.e. converting all qualified leads into sales. So you must prepare your standard follow-up contact messages and literature in advance, set yourself a deadline to get these out — within the next week? and do make time for all those invaluable, top-priority follow-up calls?

 

Choose the best stall designers who know very well about industrial stall design, exhibition booth design and exhibition stand design to make your booth look more attractive. As an exhibitor, this list may also give you ideas on how to more fully harvest the potential value of trade shows, or perhaps how to better explain their value. With all these suggestions, put on a great exhibit show with great success and have fun.

A Strong, Consistent Brand, Build Up Over Time, Is the Best Guarantee of Future Earnings

A brand is not a logo, name, trademark, symbol or jingle. Yes, these things affect the brand, but the brand encompasses all of this and more. Simply put, a brand is the sum total of all the impressions a customer has. Brand design companies in Pune help you to brand your product or services on various platforms because branding is something you should be focusing on even in your start-up days. It’s better to design a brand at the first place rather than fix it later.
Many small business owners I talk to already understand that branding is essential to their business, but surprisingly many of them don’t know really why. It is difficult to settle on one product branding definition because branding triggers an emotional connection in consumers. It is when the brand design agencies come into the picture. If done well, product branding can be maintained and produce a solid, well-connected network throughout the life of the product.
A brand’s success relies on the repetitive delivery of a consistent message. It is typically designed to cause immediate recognition by the viewer, inspiring trust, admiration, loyalty and superiority. There are plenty of companies out there with a prominent graph of success, but more are failing entirely. So, what it is that makes some businesses successful while their competitors are left in the dust? It’s not always an easy question to answer, but there are few companies that no matter what they do, they are lucky stars. One of the best examples is Nike. The great thing about Nike is that they have convinced the world that they are actually committed to improving our lives even though they are committed to making money.
Branding a product was amiable when there were no websites, Smartphone or social media. Today, innovative teams are required to brand a product across multimedia. Brand design and ad agencies in Pune like Optimist brand design apply their branding strategies across various platforms.
Creating and sustaining trust is what branding is all about. The best and most successful brands are completely logical. Every aspect of what they do and what they are strengthens brand image. A successful, consistent brand identity will distinguish and give acknowledgment to your company as well as creating an ‘irresistible’ factor for existing and potential new customers.

Digital marketing- Yes or No

What is the difference between digital marketing and social media ads? To answer honestly, not much! Social media ads are in fact a small version of digital marketing itself. However, most people confuse them with Google ads. These ads too are included in digital marketing. If you go searching on the internet, you might find loads of articles and write ups on this topic. But, before starting let’s just objectify whether your business needs digital marketing or no. It’s a myth that e-commerce sites significantly need digital marketing. In an era where everything is run at a touch of fingertips, every business is passionate about having their digital presence. Digital Branding can be of great help to the business but only when you have worked on your goals for it and achieving results accordingly. Having an unrealistic goal for digital marketing can prove hazardous. Focus on what do you need from it. If you want to gain audience conversion, make a fruitful content and communicate it directly. If however, you are looking only for digital presence then telling what your product/service does will be beneficial.

Social media is a casual approach to your audience. Therefore, the things that you cannot materialize in PPC, can be made possible on social media. The cliched question-answer approach will give you in fact good result. Simple, plain content with this approach cannot be mismatched. Question and answers have a direct way for telling your audiences what your product/service does and what to expect from it. Although social media has reached momentously to a varied audience, balancing both PPCs and social media ads is the best way if you are thinking about digital marketing.

However, another problem that has risen is coping up with the constant new updates of social media is the need of the hour. If you must have followed Facebook or twitter from their earlier days, you can quite well understand what I am talking about. With the business competition rising, being active and being updated with the digital marketing tactics will prove equally futuristic in the long run.

Understanding the target audience even on digital platform helps for remarketing as well. Most marketing agencies lack in this regard and thus the failure of most digital campaigns. This can be avoided if you yourself take keen interests in understanding the modules and general know-how’s of social media, digital marketing and PPCs. Although not a part of digital marketing, but, big data gives a substantial foundation for the all new age marketing trends. Determining the objective and the communication for your online consumers enhances the success rate of ROI through digital marketing. Most agencies have jumped into this trend so fast that half of them don’t know how to calculate while half of them don’t show it to the marketers. Therefore, once you have set your objective next step in action will be understanding what the marketing agency is offering. Most certainly, you would want to run towards local media agency because they are familiar and easily adjustable. But, have a quick study on these certain points to make your business up and running even in digital platform.

The idea behind Gruhamev Jayate

This August we successfully designed & strategized a marketing campaign for our client Aksha Group called Gruhameva Jayate. This group mainly features budget friendly homes for their buyers. Currently they have six ongoing projects in Pune in their kitty. Their Chairman, has long vision of helping every single person buy a house of their own. This kind hearted person wants to make the house buying process stress & hassle free for the common man.

When Mr. Chaudhary, Chairman – Aksha Group came to us with his vision, we well understood his idea & conceived the Gruhamev Jayate campaign for Aksha Group aiming to offer 2000+ options to its buyers. Like Satyamev Jayate ( which is means “Truth alone triumphs.”), a mantra from our ancient Indian history we chose the campaign name Gruhamev Jayate – No more struggle for home. This title had to depict the battle every home buyer has to fight for buying a house of his own.
Unlike most real estate campaigns which are sales oriented we wanted this campaign to be more common people oriented. The communication of the campaign was decided to be like very simple that reached the hearts of the common man. Of course, the offers that Aksha Group had like the Convenient payment options, Family health coverage for every buyer with no additional charges were very thoughtful & buyer centric.

The campaign communication was decided to go on Print & Digital Media. Print included newspaper ads & OOH.

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The resulting outcome of campaign was brilliant and yet again the client was overwhelmed with our work. At Optimist Brand Design we try create some of the best & innovative designs & strategies of our diverse clientele. And that is why we are regarded as the best advertising agency in Pune.

Stall & Expo Management

As marketing tactics go, an advertising is pretty much the most creative thing. Place a catchy caption with an impressive imagery to support it and a big prominent business logo. Well… In recent times, there is absolutely many different things to look into marketing. There are advertisements, exhibitions, stall, kiosks, campaigns and so much more.

Exhibition and Stalls were not a usual marketing tool unless for a FMCG product or handicrafts. But, with the advancements in every manner and every field Exhibitions and stalls have become a major marketing tool for every business. An exhibition stall or an expo booth is the very likely place where your business and brand is going to matter the most in the span of an exhibition. Therefore, creating an impressive impact is pretty much necessary. So, it’s not a bad idea to put a little thought and planning into its design, of your expo booth or a stall design. Here are some things to consider when you design your horse’s living space.

Basic Dimensions

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There is no ideal size for a stall; depending on the size of the stall given by the event planners it is going to be your showroom cum office cum shop cum brand profile for the next couple of days. For small businesses like stationery or ceramics or DIYs, a 10 feet by 10 feet space probably is sufficient, but for commercial aspects you cannot restrict to single size. Of course, the limitations for stall size can be invariable as per the event organisers. Balancing these norms and producing a unique brand positioning through them is a tedious task. This is where stall designers, event companies and interior decorators come for your assistance. According to your business requirement they can consult you with the best possible option and in a reasonable budget.

Material and Finish

If you’re planning a stall with a proposed budget, you might have to work within the limits of material and the fabrication (such as POP finish, LED beams, in built structure etc.). Anew material for stall fronts and partitions is polypropylene, popularly known as “plastic boards.” Its credible and been tested in Europe for more than 10 years. They might be slightly expensive, they are no-maintenance and extremely safe. The individual plastic panels are approximately 11-2 inches thick, and are hollow. They have an innovative fixture method which is in a tongue-and-groove fashion that won’t loosen even with the impact of a heavy unloads, but can be taken apart and moved around if necessary. Therefore, if you have a frequent use of exhibitions and stalls this material will be a worthy investment.

Shape and Size

A countable budget might make a stall impossible, in some cases, to make your stalls square. Consider the width of your central aisle, for example–you want it to be at least long and spacious across in order to be able to manoeuvre your products, services, customer desks etc. without feeling short of elbow room. If you plan to set up a singular desk structure, there is no need of aisle or a platform, it would not require any generous dimensions. That could mean that your stalls take on a rectangular rather than a square shape. A great many stalls make up in length what they lack in depth, and a stall which is rectangular can be workable.

In terms of ceiling height, less is better in terms of safety and ventilation. Higher ceilings also means more wiring and light which will increase the risk of disaster and also your budget unnecessarily.

Most architects would agree the more the length, the brighter your stall can be. All the more, the furniture adds to the look and impression of your stall which reflects your brand. The pricey looking logo is the giveaway to your customers while they will be engrossed in the information provided by your sales desk in the exhibition. Therefore, when building a stall for an exhibition these are some basic things to be considered. If you are not quite aware about such detail intricate, you might need a help of advertising agency or event and expo planners.

What Mascots do to your business?

There is absolutely no new way to gain popularity or market your business in any another manner. But even with traditional way of marketing, there are brands, which have become popular in short span of time in the adept way. There are actually many different ways how a brand gets known to its potential customers. Endorsements, question-answer campaigns, facts and info graphics or the most effective way that has proven till date to be great is innovating a mascot. An appropriate and well-designed mascot can swiftly amplify your brand and become your best marketing tool. It acts upon your social media connect as well. Therefore, all you need to do is work on your mascot, and have a imperative advertising campaign for a long period. However, it does not mean you have to put all your marketing resources single-handedly on this particular marketing tool.

What are Mascots?

Mascots are playful beings that exclusively communicate your brand values and your brand insights. They are the brand endorsers that unite your T.G. into one league. If you have a diversified demographics working along the brand, mascot is the best way where you can unite all your communication how much ever it may seem irrelevant. Mascots resonate with your target audience, inspire to stir up a conversation and engage in the community; Thus benefiting the brand essentially.

mascot

How effective are mascots?

Studies show mascots engage more appropriately than any brand endorsement tool. If we went to compare celebrity endorsement against mascots, undoubtedly mascots will be an effective tool which is left unhampered with any negative publicity. Exploring the Social Media, engaging content is the daddy of all. Reports depict while celebrity endorses increased the sale 3.19%, mascots have contributed to the rise in sales upto 24.17%. Also, significantly the maintenance expenditure and publicity valuation is very low for brand mascot. (Statistics taken from an excerpt in business2community.com)

How do you choose brand amplifying mascot?

Engage with your customers at periodic basis. Sometimes mascots choose themselves for the brand unlike any other marketing tool. Listen to what your audience want you to know and let your mascot take care of it. This will add to your brand buzz and boost the proportion of share ability. If your brand is relatively new, study your audience carefully and decide what should be attitude of your communication. This will enhance your decision for the mascot. Also keep in mind this will be the face of your brand permanently or at least for a long time. Therefore, choose your mascot accordingly. Let him grow as your brand grows. Some of the very effective mascots have outgrown their brands in the journey. Eg: Amul, Pillsbury, MRF and many such.

Another important thing needed for the mascot to be an effective tool is consistency. Keep in mind that your brand is partly recognised or will be recognised by your mascot. Therefore, it cannot be absent and appear suddenly. Make your campaigns mascot centric and you will be free of inconsistency.

How else does it work for your brand?

Other than creating a brand buzz for you, a mascot works more in converting your customers to being habitual to your brand. Take the example of Amul, even though many new brands have attacked the market, people still tend to prefer Amul. Moreover, the trends and the current topics have made people pronounce the brand name as an independent product name. This is another game changing initiative which has been enhanced by the mascot marketing tool.

Unpopular Mascots

Communicating a brand personality is a key objective of your mascot. In an effort to develop a friendly, relatable mascot, many brands lose sight of what a mascot is intended to do—establish a brand promise and embody the brand’s personality. When there is no brand promise present in a mascot, it loses its effectiveness as a brand representative. So, to avoid this disconnect, it’s important to collaborate with a creative team who can help you develop a mascot that accurately depicts your brand. A perfect example is Noid (Dominos Pizza) that prominently focused on a negative message communication. This approach hampered the brand in many ways resulting which the mascot had to be exited forever. (Excerpt taken from factscodesign.com)

Facebooks Ads have become the Advertisers Favorite

With the enormous changes in our lifestyles there has been a shift in change in the products & services that we use. Since the product & its marketing go hand in hand, there are diverse ways in which one can actually market a product now. Brands these days prefer more digital adverts than the conventional print or outdoor ads. Digital ads reach the target group more since people spend maximum time of their day on the internet via various medians like phones, tabs, iPads & computers.

Facebook is one such social media platform where one can advertise its product successfully.
Did you know?

•   Worldwide, there are over 1.71 billion monthly active Facebook users
•   Daily active users on Facebook are 1.13 billion people
•   There are 1.57 billion mobile active users
•   Five new profiles are created every second
•   Every 60 seconds on Facebook 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.
Source (https://zephoria.com/top-15-valuable-facebook-statistics/)

Facebook is the single platform where one can reach its target audience fastest due to its multipying number of active users. Three most effective placements of the adverts are the Desktop Newsfeed, Mobile Newsfeed and Right Hand Side Feeds (viewed on the right hand side of your Facebook screen). With Facebook Adverts, one can actually select the audiences by their location, age, interests and more. This makes your adverts more relevant for the people who see them, and brings you real results. Additionally, along with your advert one can get directions to your shop, download your app, view your videos, add an item to a shopping basket or take another action on your website.

How to create an effective Facebook Ad?

At OPTIMIST BRAND DESIGN we follow the below mentioned guidelines to create effective & successful Facebook Adverts for our clients.

The two most important element of any Ad are its Content & it’s Design

•   Ads with minimum content have the highest reach
•   Write content that is easily readable & to the point
•   Include offers in the content & highlight it
•   Always have a Call – to – action to your advert
•   Use one single high quality image that describes your product.
•   Use text & font styles that go with the image that relates to your target audience

A good advertisement is the one with perfect combination of content design. To make it more convenient, Facebook lets you set a daily budget for your Ad also lets you measure its performance. Understanding your target audiences and their preferences is the primary way in which one can create a effective Facebook Ad.