Tag Archives: Brand Identity

Digital Brand Identity and Social Media for Chef Petite

Design Project Outline

Chef Petite is a concept and brand developed by Nicola Yap. Being 4’10 herself, Nicola found that many recipes and meal plans already catered for the average “short sedentary female” were still too high in calories. Chef Petite will fill the gap in the marketplace for the extra-small person by providing a unique spin on best-loved recipes, and show that it’s still possible to make creative and filling dishes with a limited caloric budget. Website content will also be supplemented with general cooking advice and fun event-hosting tips.

Brand Personality

Informative, concise, with a sense of humor.

Brand Goals

The primary goal of the website will be to become an authority for low calorie meal plans. The secondary goal of the website will be to provide tested product reviews, monetize the site through ads, and create organic engagement on social media platforms and blog comments within our marketplace niche.

Design Goals

Our goal was to create a brand design that looked like it could be found on the cover of your mom’s classic cookbook, but keep the colors and font modern and vibrant to still draw in the millennial crowd.

Designs Included:

  • Logo
  • Brand Colors
  • Font Treatment
  • Social Media Design

Chef Petite Brand Identity

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Jenny Stradling Brand Logo and Personal Website Design

Project Outline

Jenny Stradling is the Eminent SEO co-founder and CEO. She wanted to create a separate website as a place to share her own thoughts and creative work. She wanted a personalized logo that would act as the main design element on her personal website and blog. She prefers a clean aesthetic and wanted to make the blog about the posts and images within.

Brand Personality

Jenny loves the color red, but as a marketer herself understands that red is a stop color and not ideal for a logo or main website color. She asked the design team to use red wine as the inspiration for the color instead. We personalized the logo even more by incorporating her own handwriting into the “JS” used in the symbol.

Brand Goals

Her immediate goal was to create a logo and brand guide she could start incorporating into her own creative work asap. Longer term she would like to be recognized as an authority and leader in the digital design and marketing space.

Designs Included:

  • Logo
  • Brand Colors
  • Font Treatment
  • Personal Website Design

Jenny Stradling Brand Logo and Personal Website Design

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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HVAC Babes Illustrated Brand Identity and Social Media

Design Project Outline

HVAC Babes is a group of blue-collar ladies that work in the AC, heating, plumbing and home improvement space. They created the brand to help support other women in the industry. They wanted to incorporate an illustrated character into the design to help represent the “babes” in the brand.

Brand Personality

Hard working babes who aren’t afraid to get their hands dirty. If a guy can do it, we can do it better.

Brand Goals

Short-term the brand wants to grow their social media following and develop relationships with other industry babes. Longer-term they want to offer an online forum, community and job posting websites for women in the HVAC space.

Design Process

We wanted to illustrate a female character that would speak to the women in the HVAC space. Our babe has a little bit of everything: she’s got style and swag but she is still ready to get the job done.

Designs Included:

  • Illustrated Character
  • Logo with Tagline
  • Colors
  • Fonts
  • Custom Social Media Designs

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Maryland Recovery Logo Redesign and Custom Website Design

Design Project Outline

Maryland Recovery is an addiction treatment center offering services to those struggling with substance abuse. This client came to us looking for a brand and website redesign.

Brand Personality

Maryland is a holistic treatment center that offers a number of therapeutic and recovery services to help treat the mind, body and soul. They wanted to be seen as a safe, comfortable place to heal. They are authoritative and informational while still being supporting and helpful.

Brand Goals

As a substance abuse treatment center the goal is to help as many individuals and families struggling with addiction as possible. Maryland wanted an updated brand to help better represent their facility and service offerings in order to support the digital marketing efforts. They also wanted a brand design that would work well with print collateral, such as their brochure and business cards.

Designs Included:

  • Logo Redesign
  • Brand Color Refinement
  • Font Updates
  • Custom, Fully Responsive Website Design
  • Blog and Post Design
  • Custom Social Media Designs
  • Brochure Design

Maryland Recovery Brand and Website Design

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Brandon Scott Acrobat Brand Identity and Website Design

Design Project Outline

Brandon Scott is a professional acrobat and aerial performer and trainer. He wanted a custom brand identity that would incorporate his performance photography.

Brand Personality

Brandon is strong and soft. His work takes a lot of training, strength and determination. It also requires him to be flexible, fluid and willing to let go.

Brand Goals

As a performer, Brandon has gained a huge following. He wanted to create a place online to house his performance photographs, services and event schedule outside of his existing social media.

Logo Inspiration

We were immediately drawn to a specific set of performance images that contains an array of bright colors. We used a performance photograph to design the outline of Brandon for the logo and create the brand and website color scheme.

Designs Included:

  • Logo Design
  • Color Selection
  • Fonts
  • Custom, Fully Responsive Website Design
  • Social Media Designs

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Arizona Gynecology Consultants Small Business Logo and Website Redesign

Design Project Outline

Arizona Gynecology Consultants hired us to redesign their logo and existing website. When they came to us they felt their branding no longer represented their services and staff. They contracted us to design something that would work well for their website, marketing and print.

Brand Personality

As a women-focused health treatment provider, the brand is feminine and holistic. They are also very inspired by Arizona nature and the art community in Phoenix.

Brand Goals

The brand wants to be seen as a leader in women’s healthcare in Arizona. Despite being a local, small business, they offer a wide array of unique services to women suffering from female issues that require a specialist. They needed the brand and marketing materials to represent that.

Designs Included:

  • Logo Design (for web and print)
  • Color Selection
  • Fonts
  • Small Business Website Design
  • Social Media Designs

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Why Going Green in Business Is Good for Your Bottom Line

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Going Green In Business Is Good For Reputation - Eminent SEO

Business mentality has shifted. Profitability remains important. Notoriety is often more important than profitability, as good and bad attention can help drive profitability. (Reputation management can fix the online backlash.) Perhaps now, more than ever before, what you do in business is second to how you do it.

Why the collective enterprise shift? Why is going green in business good?

Millennials. According to the Census Bureau, millennials outnumber baby boomers. In order for businesses to be competitive and stay competitive, their product or service offerings should appeal to the millennial mindset.

Because millennials possess a DIY mentality and appreciate acquiring knowledge, knowing how to save time and financial resources whenever possible will provide you with some clues. Certain business practices will also need to align with cost- and time-effectiveness on a local, national and global scale. After all, the accepted business mantra is “Think Local, Grow Global.”

So how do we do this, attain, maintain and grow financial success without sacrificing human consciousness? Be green.

Being green in business today is far different than it was 10 years ago. Your green initiatives must go beyond a mere positioning statement. It has to literally define your existence. Seriously.

Being Green Before Was the Seed for What’s Blossomed Today

If you were in business within the first decade of the year 2000 or worked for a company back then, having the ability to say you were a “green” corporation was all the rage. There were changes to the way employees experienced the office space, eliminating the use of paper, unnecessary lighting, and low-flush toilets.

This was all a very big deal. Companies wanted to boast about these changes. So they’d do a press release about how green they were. They’d add a tab on their website menu dedicated to their green initiative so that the public would know how important the environment was to them.

Green in Business Is Good and Even Better for Industries

Construction and real estate companies seized the opportunities available in green. Energy efficiency was proving to be big business. Properties, both residential and commercial, that had low-e windows, artificial grass or solar panels seemed more attractive to buyers and tenants who were looking for built-in ways to lower operating costs. But this wasn’t enough – and that’s a good thing.

Public Outcry and Government Support Create a Brighter Hue

“The use of green products generated more than $500 million in energy-efficiency savings and more to come in 2017.” Inc.com

The spiritual floodgates of consciousness have opened up about thinking greener. With government programs now supporting the private sector in selling green products to consumers, the opportunities appear, in a word, limitless. Business, maybe even your business, needs to step it up.

What was good enough before isn’t enough today.

Baby Boomers, Millennials and Generation Z Demand More

Many of today’s baby boomers came from a more holistic approach to living. Remember hippies? For them, in the 1960s and 1970s, life was all about peace, love and harmony. Those desires still live in the hearts and minds of many mid-lifers and young seniors.

Millennials and Gen Zers invoke a deeper consciousness about the products they buy. They don’t take our natural resources for granted. Water is treated like a gift: It is used for washing and rinsing in the sinks and showers of America but turned off during those moments in between. Additionally, if your business, at its core, doesn’t have an environmental social consciousness, your product or service – no matter how good – isn’t even considered.

Green Today Must Translate to a Greener Tomorrow

Consumers want to feel comfortable in the products and services they sign up for, not just for today but how they impact tomorrow. It’s a strange paradox really. Although people don’t want to “own” anything, when they do make a decision, it should make a positive difference to someone else down the road, whether it’s their family, friends or strangers abroad. Doing business green-minded allows this to play out, naturally.

Green Is Good for Business Profitability and Longevity

Studies Show Consumers Buy From Environmentally Conscious Companies - Eminent SEOIf you watch what’s trending (and who doesn’t), people are demanding that feelings matter. Many business success stories are not led by how magnificent their sales are but by how their business connects people. The sales funnel lives in the relationship-nurturing process.

So is there room for sentiments in business? Absolutely, and sharing them through your green philosophy is a great way to communicate them.

Going green in business is good for producing cost and time efficiencies in logistics, production, employee head count, and more. When businesses can minimize operating expenses and increase customer satisfaction, not only do they have a better ability to expand their market share, but grow positive brand awareness and existing customer loyalty, which collectively goes a long way in building longevity.

Incorporating green into your company doesn’t have to be a long-winded, complicated process. For example, allowing employees to work remotely lessens gas consumption and pollution. There are little modifications that can be made to help all of us realize the big picture: Together, we can create a more sustainable way to live and thrive.

Even if your business doesn’t directly fall into the following types of industry, you can certainly think of ways to use them to help your company’s environmental stance.

Sustainability businesses include:

  • Printer Ink Recycling
  • Cleaning Services
  • Solar Installations
  • Energy Auditing
  • Home and Commercial Property Improvement
  • Landscaping
  • Organic Foods
  • Restaurants

These Companies Should Make You Green with Envy

There are three different companies that I’d like to highlight as complete purveyors of green. I believe their missions will serve to inspire and remind us all that it’s never too late to do business better.

Every business that uses water, plastic or fuel, with the right alternative, can strengthen their green. Here are a few examples of how it gets done.

Airespot.com

With its consumer focus on the millennial market, Airespot took a look at urban living and wanted to make it more proficient for professionals and local businesses. They’ve done it with one seamless app. The Airespot app is available for those living in specific high-rise apartments where getting to and from anywhere can be a challenge.

The purpose of the Airespot app is to connect apartment owners or property managers with their tenants and also put them in touch with local service providers who can make their life easier, all at a discount. Dog sitters and walkers, cleaning services and restaurants are part of the mix.

Through app use, residents can get what they want with a swipe, but what makes this even sweeter is that the more people that use the same business service, the deeper their discount. Residential logistics issues are solved.

Dynamic Water Technologies, LLC

Large-scale enterprises like resorts, hotels, industrial and manufacturing plants need expansive water systems to keep their businesses running. Over time, these systems require upgrades to sustain safety and health requirements, costing millions of dollars in new equipment and production delays.

Dynamic Water Technologies in Scottsdale, Arizona, part of Universal Environmental Technology (UET), provides businesses a cost-effective and time sensitive solution. Through best-in class technology and sustainable engineering, chemical additives to water are removed and water consumption is reduced. In fact, Dynamic’s clients experience up to 80 percent in water savings and up to 40 percent in energy savings.

The Plastic Bank

Imagine combining two of the world’s largest problems and solving them with one multifaceted idea: world hunger and oceanic pollution, eradicated. The idea behind The Plastic Bank is for people – in both private and public sectors – to work together to remove the plastic waste in our oceans and prevent it from ever getting there. But who and how?

Some of the worst offenders in oceanic plastic waste come from the most impoverished countries. The Plastic Bank offers the poor a way to generate income and sustain their own livelihood, simply by cleaning up the plastic.

Individuals can bring plastic to designated recycling centers where they have the option of being paid in local currency, or in green-generated goods or services. Sustainability drives The Plastic Bank’s entire business lifecycle.

Is Your Business Green Enough?

Truly green companies use sustainable solutions at every possible opportunity. How green do you think you are? Could your business pass the judgment of your customers on this subject?

If you’re not sure, use the following questions as a guideline:

  1. Does your business give back to the community in every business transaction?
  2. Does your business represent a green mentality in operations?
  3. Does your business represent a green mentality in its culture?
  4. Does your product or service (in its use) support a lower carbon footprint?
  5. Do you partner with other green-minded corporations?

Talk Green to Me, Just Comment Below…

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Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

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Do the Fields of PR and SEO Overlap? A Closer Look at How One Can Strengthen the Other

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Do PR And SEO Link Building Overlap - Eminent SEO

Fresh out of college with a public relations degree, I found myself stumbling into the world of search engine optimization – specifically, link building. I wondered how the two realms would overlap, if at all.

A quick refresher: Link building is an SEO tactic that refers to the method of increasing a webpage’s number of inbound links from external sources with the intention of boosting the visibility of that page in search engine results.

There are a handful of different avenues a link builder can take, but the end goal is the same: to get a certain page or website to rank higher in the search results than those belonging to similar competitors. High search engine visibility increases the likelihood of more traffic to a client’s website, which in turns leads to better brand awareness.

Coming to Eminent SEO, this process was new to me. While I understood the general theory behind search engine optimization, I was undoubtedly a rookie, in terms of actually putting the theories into practice.

Fret not. Little did I know then just how much the strategies I picked up from my background in public relations would supplement my new career as a link builder. Before I elaborate on the advantages of how initially entering the workforce as a “PR coordinator” eventually bolstered my link-building approach, I want to relay several key differences.

PR vs. SEO Link Building

In a public relations agency, you are typically promoting a brand or a company. Exposure does not necessarily lead to a link to your brand’s website, but for the most part, any exposure or mention in the press is good.

If your client sells products or services, you’ll want to research and pinpoint journalists or media outlets who would be interested in covering or testing the product out. If you are like me and work in food public relations (yum), you’ll want to send out food samples or coupons to these media outlets in exchange for a product review. Additionally, bloggers are going to be your best friends. (Hint: because bloggers like free stuff.)

Link building, on the other hand, is a completely different ballpark. You are promoting a brand, yes, but more specifically: a brand’s website. As a link builder, you want more than just free press. You want the webmaster or influencer to link back to your site.

In many ways, link-building strategy is much harder than public relations because you need your contact to go that extra step: to link back to you, pretty please? You’re asking somebody for more using less, with no free samples or products to offer as incentive.

No Free Samples The Simpsons - ESEOThis why your creative team needs to produce great content that’s promotable and will make your life as a link builder easier – but you already know that. Bloggers are your friends… sometimes.

Getting the Right Backlinks

On the other hand, if you’re in the SEO industry, you’ll quickly realize that not all links are equal, and certain blogs have more domain authority than others. Getting “exposure” from certain websites can hurt your rankings, and thousands of spammy links is a death sentence for a growing site.

Luckily, the skills I garnered from contacting media outlets for exposure as a public relations coordinator ended up helping my transition into the daunting (but rewarding) field of search engine optimization.

Building Relationships with the Media and Webmasters

Public relations people often carry the stigma of having ulterior motives, and, unfortunately, it’s often accurate. We want to get our clients exposure! However, people hate feeling manipulated, and if you’re begging them for free press every other week, more than likely they’re going to get annoyed.

Black Sails Ulterior Motive Starz - ESEOInstead, what I used to do when I conducted my public relations outreach to various bloggers is begin with a friendly tweet or comment on past blog posts. I wanted to get their attention and have them recognize my name before asking for something outright.

Same goes with link building: In the end, you need something from someone (a link). Veer away from that mindset for a second and think long term. If we can befriend a webmaster, or at the very least give a good impression, they are much more likely to link to us in the future. Start up a conversation without asking for a link (yet).

This is counterintuitive because what I am essentially asking you is to not ask for a link – upfront, at least. It can be as simple as chatting them up about recent industry news, or letting them know you liked their latest blog post so much you passed it onto your coworkers. Once they’ve warmed up to you, you can start asking for shares, retweets and, best of all, links.

Use PR Tools to Your Link-Building Advantage

Max Monster On Computer - Eminent SEOSites like HARO give you direct access to media outlets and reporters looking for a source to quote. If you’re a journalist, you can sign up as a media contact and use the tool to get access to experts and quote them in your next article.

On the flip side, you can sign up as an industry expert and act as the highly knowledgeable source for these articles! This requires more out-of-the-box thinking because oftentimes reporters are covering topics that are only vaguely connected to your industry.

My advice? Don’t grasp for straws here. If it’s too much of a stretch and only kinda-sorta-maybe related to your client, leave it be. Every so often, however, you will strike gold and find a journalist who’s covering something extremely acutely specific to your client’s industry. The trick here is to be patient.

The biggest disadvantage is that you may have to mediate communication back and forth from the client to the media contact. So, after you’ve reached out to the reporter and confirmed their interest in your client, you’ll want to make sure the client is responsive and open to being cited as a resource or expert in their field. Once the client is included in the story, you can request that the journalist to link back to the client’s website upon publishing.

Of course, this strategy works optimally on media contacts who publish their articles or blog posts in reputable online publications.

Use Each Client’s Story or Mission to Enhance Your Outreach Efforts

Meg With Heart - Eminent SEOBecause you represent the client, you need to align yourself with their story. Keeping in mind the “soul” or “heart” of the client’s message will naturally give your outreach more of a voice – and therefore help you differentiate yourself from the rest of the leeches asking for favors.

In the world of public relations, we called them “pitches,” and it’s crucial for your pitch to be well-written and unique to the client. This can get tough when you’re in food PR and you have multiple gluten-free bread clients. How many different pitches can you really write about bread? If you study each client’s backstory and convey their enthusiasm effectively in your writing, the answer is very many.

Outreach as a link builder follows a similar concept. Many webmasters have their inboxes piled up with requests. To distinguish your outreach from others, abandon the boring, soulless email template and draw a clear distinction between your client and their competitors.

To Wrap It Up

While I am still quite new to search engine optimization, I was relieved to discover that what I learned in a public relations agency could be applied to link acquisition. A key variance was that I could no longer offer bloggers or journalists free stuff in exchange for a review (hello, high ROI) and easy exposure.

Instead, I had to rewire my thinking to view the website as the “free stuff.” What makes the website unique? How does it impact consumers? How can I create great resources for the website to draw organic traffic? What can my website offer that competitors cannot? Most importantly of all, what is the most effective way to promote this website and convince people to link to it?

Having to transition from promoting a tangible, material product (such as bread) to a website forced me to ask these questions before beginning any outreach.

Incorporating skills I’ve gained from both the search engine optimization and public relations fields has only strengthened my outreach methodology. A sound link-building strategy, when executed skillfully, will no doubt draw from many aspects of effective public relations.

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Nicola Yap

Nicola grew up in San Ramon, CA and graduated from Boston University with a degree in public relations. As an Organic Marketing Strategist, Nicola focuses on developing and implementing outreach campaigns for Eminent SEO’s clients in order to generate organic traffic.

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The Retail Online Shopping Experience Differs for Generation Z: Are You Ready?

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Generation Z Online Retail Shoppin Experience - Eminent SEO

There’s probably nothing more generic than the phrase, “Let’s go shopping”! Over the years, how people go shopping has changed just as much as where they go shopping because with online purchasing, the how, where, when and why of shopping shifts – in an instant.

Consumers demand choices, more than ever before. With Generation Z moving into the forefront of retail business owners’ minds (as they should), the face of the retail online shopping experience is only part of the larger picture in targeting consumers’ wants to equal product niches and availability.

Retail Websites Need to Drive Intrigue, Not Just Sales

Generation Z Girl Entertained By iPad - Eminent SEOSome U.S. retail hubs, like JCPenney, have totally missed the mark on changing consumer behavior. Sure, they have websites, but doesn’t everyone?

If your web presence isn’t more than a poster board for your corporate culture or a lengthy display ad for your wares, what is it really doing for you? Better yet, what is your website really doing for your customer?

According to senior national retail consultant Catherine Mountain, brick-and-mortar retailers have been closing their doors in record numbers in recent years because they were, and are still, “homogenized.”

“Generation Z wants a compelling reason to shop at your business,” said Mountain. “There has to be a good why. They have the money, but they don’t want their time wasted. When they figure out what they want, which might take a while, they are ready to act and don’t want to wait for delivery.”

Even online retail giant Amazon.com is opening physical stores, as Mountain pointed out.

If retail online shopping experiences don’t create interest or provide content that engages the viewer and leaves them wanting more, all you really have are multiple landing pages, a destination. Generation Z wants so much more. They want the journey.

Gen Z Craves Unique Experiences Where Retailers Provide the Tools

Generation Z Parents Want Children To Work In High School - Eminent SEOThough there are exceptions, as a whole, each generation comes with a mindset or unspoken cultural guidelines. The young people of Generation Z are fueled by innate intelligence and seldom take things at face value. Why should they? What gets their attention is unabashed authenticity, and more.

Generation Z appreciates:

  • Innovation
  • Craftsmanship
  • One-of-a-kind products
  • Customization
  • Anti-establishment
  • Quality
  • Meaningful customer service
  • Purchases with cause
  • Good stories

Discriminating? Perhaps. Selective? Undoubtedly.

Where did this mentality come from? It came from them, honestly. In fact, it’s how Gen Z was raised.

Childhood and Parenting Play a Role

2.6 Billion Generation Zers By 2020 - Eminent SEOThere is an interesting oxymoron embedded within Generation Z. On one hand, they are dedicated to social consciousness to a point where if you don’t have it, you’re just not good enough.

On the flip side, they want to be taken care of through a level of service that is more than attentive, but actually intuitive. Is this an impossible expectation?

Let’s dive deeper.

Digital communication for Gen Z is not a choice, but their only reality. The intuitive nature of the internet shopping experience over the years has blossomed and is somewhat oversaturated with deceptive pay-per-click ads and data-mining techniques that mirror online consumer behavior, to a point. Gen Z desires change, not merely for the sake of change, but with purpose. It’s just how their minds work.

Their parents believe in entrepreneurship and, more than likely, both are working. Helicopter moms were replaced by empowering role models that pushed coping skills instead of protective barriers.

These children and young adults are self-directed and do not have the fears that many millennials carry. If a Gen Z child wants to know something, there is no hesitation in asking. Their individuality is the new norm, as conventional attitudes are not only so yesterday, but offensive.

The Evolution of Shopping

For decades, there was an art in shopping known as salesmanship. Today, people don’t want to be sold, convinced or coerced into a single purchase. Generation Z personifies the compilation of generations before it.

Baby Boomers want their shopping experience to be simple, Generation Xers want it fast and millennials don’t want the purchase to involve any work.

Meanwhile, Generation Z wants all of the above – but honest, transparent and specific to their needs, every time.

Loyalty Matters

Many retail online shopping experiences include special rewards programs or referral incentives. These fall flat on the Generation Z population. They know that these programs are geared to benefit the retail business more than the customer, as businesses are trying to pursue customer retention and build their list of prospects.

Ernst & Young learned in a 2015 study that only 30 percent of Gen Zers thought that a rewards program made a store worth their attention, compared to 45 percent of millennials. To gain customer loyalty from Gen Z requires the retailer to show them respect and loyalty first. It appears that the adage “respect is earned, not given” is resurfacing.

Cause and Conscience Matters

Even the way business engages social consciousness has transformed. In the past, many companies included a charitable component as an afterthought or a requirement to garner tax benefits and positive press from the media.

Generation Z can see through it and demand that altruism is an integral part of a business’ platform. Even Stevens, a local sandwich shop in Gilbert, Arizona, fulfills the Gen Z requirement. For every sandwich it sells, the owners donate a sandwich to the hungry. To date, Even Stevens has provided more than 1.2 million sandwiches to help eradicate hunger in America.

What’s Your Story?

When you appeal to Generation Z, your marketing world opens wide with possibilities. This is the target audience that yearns for a good story. They want to be part of something bigger than themselves, and if your product/service and company culture resonates with them, they will be your best marketers.

Your brand voice will become their brand voice, socially sharing their consumer experience every step of the way. If you have an on-site retail center or store – the benefits are even better.

The Resurgence of Brick-and-Mortar Shopping

With research and inquisitiveness leading the buying lifecycle of Gen Z, many retailers are fulfilling the need for more a personal touch with the redesign or new construction of actual on-site stores.

International retail chain AllSaints has addressed the changing needs of the consumer to positively engage Generation Z. Young people can go to any AllSaints location, after ample research online, and gain more product knowledge from hipsters who live in big cities and speak their proverbial language.

AllSaints’ website, physical stores and customer experience engage interaction through a consistent, no-nonsense brand voice, displays, and high-end, private-label products.

Brick-and-mortar shopping isn’t a dinosaur. Generation Z has provided the reason to bring it all back in the form of shopping with purpose.

If your business needs an online refresh or strategic update to align with new target audiences, Eminent SEO can help! Give us a call at 800.871.4130 today to learn how.

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

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Gatorade’s Example: Can a Company Be Health Conscious and Sales Focused at the Same Time?

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Health-Conscious and Sales-FocusedMarketing is a tricky game: Businesses must convince consumers to buy their product, even when both the consumer and the business are aware of certain product drawbacks. No product can be everything to all people, though.

For instance, proper running shoes won’t look like Converse Chuck Taylors. What makes running shoes fly off the shelf isn’t their style, but their function. The reverse is also true: Converse can’t market their sneakers like they would athletic shoes. In this case, it’s about style over performance.

The Marketing Dilemma: Handling a Product’s Weakness

Companies in the food industry have a similar dilemma. In today’s health-conscious society, consumers are paying attention to labels. Dramatically high numbers of fat and sugar will turn off many customers.

If a business isn’t selling a health food, marketing can be tough. Most companies generally avoid pointing out unhealthy ingredients in their products and focus more on the items’ positive aspects, never addressing issues that might be considered a drawback.

Ad campaigns and marketing for these products tend to focus on taste and satisfaction. They even appeal to the bandwagon nature of people: “This celebrity likes it, so should you!” While this makes sense, acknowledging the perceived weakness of a product may be a boon to a marketing campaign.

Leverage Weakness for Better Marketing

One company is changing the game. Gatorade, the well-known sports energy drink, has a new video campaign that explicitly addresses the amount of sugar the drink contains. One 20-ounce bottle of Gatorade contains roughly 34 grams of sugar, although the specific amount can slightly vary, depending on the flavor. Sugar is often considered one of the worst ingredients in today’s diet, and people have a tendency to consume far too much.

Since the American Heart Association recommends that men cap their daily sugar consumption at 37.5 grams and women at just 25 grams, Gatorade’s high sugar content could be seen as a sales liability. Gatorade’s new campaign, however, turns this weakness into opportunity.

Gatorade’s Bold Marketing Strategy

Gatorade is addressing concerns about the amount of sugar in its product with a new video series featuring professional athletes. In the videos, professional athletes such as J.J. Watt and Karl-Anthony Towns confront ordinary people drinking Gatorade outside the context of sports or exercise.

The athletes challenge these individuals to “earn the sugar” by getting active and working up a sweat. For example, in one video Watt has one woman push a blocking sled in order to burn enough calories to “earn” a Gatorade. In another, Towns challenges a man walking calmly down the street with a Gatorade to try to dribble a basketball around the reigning NBA Rookie of the Year.

Gatorade’s head of consumer management, Kenny Mitchell, said the “Sweat It to Get It” marketing campaign was born out of a desire to address the amount of sugar in Gatorade – a key component of the product – without hurting sales. Essentially, the company wanted to make it clear their drink is intended for use by athletes who need to replace the sugar they sweat out during exercise.

An Uncommon Approach May Be Successful

The Gatorade campaign is a risky venture, but it looks like a surprisingly successful one. In addition to being used as a sports drink, Gatorade has gained popularity as a folk remedy for hangovers, as well as being popular with consumers who simply like it for the taste. The new marketing campaign, which makes it clear that Gatorade is intended for athletes, risks alienating these other consumer bases.

In contrast to the new ads from Gatorade, companies such as Coca-Cola and PepsiCo (the latter happens to own and distribute Gatorade) have been in the news for trying to protect their market share by lobbying against health bills meant to combat obesity by reducing soda consumption.

It’s a much more common strategy than Gatorade’s approach, similar to tactics big tobacco and alcohol distributors have used in years past. This approach also comes with some risks: No one wants to support a company that sacrifices their consumer’s health for profit. Gatorade’s campaign is different by showing that a company can send out positive, helpful messages to the public that address a product’s drawbacks but still encourage purchases.

Has the Health-Conscious and Sales-Focused Strategy Paid Off?

Recent sales data shows that quarterly and annual sales of Gatorade appear to be doing well. Data from the market research agency IRI shows Gatorade’s various brands of sports drinks (led by Gatorade Perform) dominated the field of sports drinks in 2015, with the overall market share rising 10 percent that year.

It’s too early to tell if Gatorade’s new campaign will result in increased revenue. However, the health-conscious campaign comes off as a legitimate branding strategy, rather than a gimmick to drum up sales.

It’s interesting to note that while Gatorade’s new approach seems to be helping its brand and sales, public consumption of sugared sodas and carbonated beverages is dropping off, in spite of Coca-Cola and PepsiCo’s lobbying efforts to protect consumers’ access to soda.

Although carbonated soft drinks still led in overall sales among convenience stores in 2015, sports drinks such as Gatorade were a much closer second than they’ve been in the past, and the product shows much greater overall growth.

Consider Other Health-Conscious Approaches

Gatorade’s new campaign makes for an interesting comparison to other efforts by brands traditionally viewed as unhealthy, which are trying to keep their sales stable in an increasingly health-conscious market. Take McDonald’s, for example. Particularly after the release of the documentary “Super Size Me” in 2004, the company has worked relentlessly to convince consumers its food isn’t all that bad for you.

McDonald’s recent “Always Working” campaign in the U.K. aimed to convince parents that they’ve made Happy Meals healthier over the last 10 years, and that parents shouldn’t feel guilty about offering them to their children.

Changing the Product vs. Changing Your Campaign

A big difference between McDonald’s and Gatorade, however, is that Gatorade hasn’t changed the product, just the marketing. McDonald’s campaign is trying to show that it is listening to its consumers and thus changing the product to make it healthier. Gatorade, on the other hand, doesn’t claim to have made any changes to the amount of sugar in their traditional drinks.

However, it’s worth noting that Gatorade recently launched a G Organic lineup of drinks. While these new products still contain a high amount of sugar, they are made with only seven ingredients, including organic cane sugar.

Gatorade’s new ads clarify that the product is meant for athletic competition and that when it’s consumed alongside exercise and sports activity, the amount of sugar isn’t overwhelming for your body. Mitchell actually states that Gatorade is proud of the sugar in their drinks and has no plans to change its formula.

Turn Weakness into Opportunity

Marketing is about explaining to your base why they want or need your product. If your product has a downside, there may be a way to leverage that perceived weakness into a strength, much like Gatorade has done.

The “Burn It to Earn It” marketing campaign shows that it’s possible for a company to stay true to itself while also responding to public health concerns, all without hurting the bottom line.

At Eminent SEO, we can evaluate your company’s brand messaging and marketing strategy for areas of weakness and potential opportunities. Give us a try! Call 800.871.4130 today.

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Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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