Today, the compilation of accurate data about customers and competitors is an indispensable tool for any organization. We understand that the process of conducting market research can often appear overwhelming, however, the dividends it yields are priceless. With that being said, here are five reasons why market research is a must for business success.

1. It Elevates your Messaging and Communication

All too often, companies find themselves talking at consumers rather than to them. There’s a big difference. Market research is an invaluable and effective way to test concepts and key messages to evaluate those customers and prospects relate to best. With this information in hand, you can create content that resonates and determine how best to get that content to the people who matter.

2. It Can Optimize Your Brand Strategy and Positioning 

Every company’s goal is to position itself uniquely in the marketplace in a way that puts them ahead of the competition. Quantitative and qualitative marketing research can be used to identify where your brand is positioned compared to your competitors, what metrics you should be tracking over time and what brand benefits matter most to your target market.

3. It Fosters Better Decision Making

In today’s rapidly shifting market landscape, the ability to make effective data-driven decisions is crucial for all business operations. Having the right information at your fingertips can help you go forward with confidence, validating what you know to be true and minimizing the risk of getting it wrong.

4. You Gain Better Insight on Target Customers

 One of the biggest returns you get from effective market research is that it compels you to actively listen and to engage with your customers on a personal level. This in turn enables you to more accurately assess their needs and identify potential holes in customer satisfaction so you can make necessary adjustments to better serve them. Significantly, when you can communicate at this level, it shows you not only know your customers and prospects but you also respect them, not wasting their time with incessant and unnecessary communications.

5. It Allows You to Remain Relevant and Future Focused

You may be familiar with the phrase “adapt or perish.” This can certainly apply to businesses and brands, as well as individuals. Conducting regular market research helps ensure that your brand stands the test of time, looking past short-term gain and evolving as necessary to survive and prosper.

In the modern global market, marketing research is not only useful but essential. Put it at the top of your marketing to-do list. Trust us, you’ll be glad you did.

As social and political issues overwhelm the media, companies are working harder than ever to cut through the clamor and grab the attention of their desired consumers. Interestingly, this cacophony has led to the liberation of graphic design. Visual marketing and advertising trends soaring in popularity are perhaps best characterized by a feeling of daring independence — strict structures are crumbling, wacky effects reign supreme and colors are flashier and louder than ever!. Graphic designers seem to have gone back to their roots as artists, experimenting and mutating previously worn-out practices.

Let’s explore some of these trends that, in some ways, are giving voice to the myriad emotions felt by many around the world.

Distorted effects
Think overlapping images, multiple light sources and “glitching” photos. Known as distorted effects, these design features are coloring everything from movie posters to retail advertisements. The result is a gritty image that can feel dark and somewhat ominous. However, when paired with bright colors it can exude a modern, edgy appeal.

Creative use of negative space

Even the use of negative space — the blank area surrounding an object — is being elevated in 2018. Negative space is often hailed as the most important part of an image, and traditionally it has been used to draw viewers to a focal point. However, graphic designers are once again flipping the script on this institution. Now, we’re seeing images merge with negative space to create a secondary feature that not only attracts the eye, but also inspires the imagination.

Broken, or cropped typography

Utilizing negative space has also proved popular in typography. It’s tough to erase parts of letters, or space them far apart and on multiple lines, while maintaining readability. When utilized correctly, however, the treatment can entice viewers to take a little more time and absorb the piece. The effect is futuristic and can be worth the risk when applied in the right context.

Bright colors and gradients

This year, muted colors are being shoved to the side by vibrant, bold palettes that shout for attention. We see this visual particularly being used in gradients, with colors gradually transforming and shifting into each other. Designers are also using this effect to incorporate various shapes and textures, creating an interesting visual that can benefit companies with a playful, lively brand personality.

Although these trends certainly won’t work for all businesses or industries, brands looking to garner attention can benefit by giving their designers freedom to break away from the traditional mold and draw outside the lines, both literally and figuratively. However, companies also need to evaluate the longevity of these trends and whether they fit with their mission, vision and values.

Are you contemplating a visual refresh? Give us a call and let’s talk.

Your company is suddenly mired in a negative situation with potentially serious repercussions. While a chill grasps your heart, a slew of questions assault your brain. What’s your first step? Who are the decision makers? When and how should you respond to the media? Who should do it? Then what?

Most organizations likely will be confronted with some sort of a crisis communications challenge, whether internally or externally. With thorough preparation and an efficient response, however, you will be able to shape the appropriate, successfully navigate challenging times and maybe even come out the better for it.

Following are some core principles of crisis communications. The biggest takeaway, however, is this: Be prepared. That is, don’t wait for a disaster to strike. Look deep into the organization, acknowledge vulnerabilities and honestly confront them. Time-consuming? Yes. Painful? Most certainly? Necessary? Absolutely.

C – Choose the Right Tools
While the resources you employ will differ with each situation, make sure you always have: a core team of leaders to vet strategies, share insight and provide approvals; established communications channels and methods through which you’ll relay messages to internal and/or external audiences; and a messaging document approved by leadership and stakeholders. Other tools, such as support resources for staff, can be added as necessitated by the crisis.

R – Reveal the Facts
Before you act, you need to assess the particular situation to fully understand the crisis at hand. Knowledge is power, and gathering intelligence is crucial to your success. Fully understanding the facts, the players involved and any outside influences will help you objectively create meaningful conversation and collaboration. Once the facts are gathered, you’ll need to develop a communications strategy to address the issue in a timely manner.

I – Instill Trust and Tell the Truth
Demonstrating your ability to objectively listen and make informed decisions in a crisis communications situation will develop trust, both within your organization and with the public. If you respect each internal and external stakeholder’s position and perception of the situation, you are more likely to resolve the issue in an expedient and proficient manner. This also will ensure that you address all concerns and offer timely, effective and valid solutions that will cultivate sustainable results.

You don’t have to share every irrelevant detail, but what you say must be the truth. If you don’t know what that truth is yet, say so. Don’t guess. There’s usually no going back once you’ve said the wrong thing – intentionally or unintentionally.

S – Streamline Processes
Crises easily can get worse, so you’ll need to act fast. Make sure every step of your reaction plan is concise, clear and detailed. Each person involved should be aware of his or her responsibilities, the actions they need to take, to whom they will report and whom they should or shouldn’t contact. Checklists are an efficient way to keep team members on track. Craft your media responses in advance, even if the chance of reporter inquiries is small; if the issue does make it into the spotlight, you’ll be able to respond quickly and consistently.

I – Institute Change
Your job isn’t over when the media moves on to the next story. Crises test core organizational responses, procedures and culture, and it’s a communicator’s job to help drive transformational growth. Debrief after the event to address and identify issues that emerged. Consider alternative scenarios and establish effective action plans that address weaknesses.

S – Sustain Confidence
As an organization, it’s important to follow through on promises made during a crisis. Committing to needed change and effectively communicating it to the audiences involved can instill trust and restore confidence in your company.

There is so much more involved, of course, and so many specifics among the generalities.

Preparing for, and learning from, crisis communications situations benefit us as professional communicators, leaders and team members in any organization. Though crises always will impose an element of chaos, preparation and a solid communications plan provide the anchor you need to make the right decisions and create the groundwork to sustain the conversation and continuously grow.

Contact us for additional insight into how your organization can successfully and effectively manage crisis situations.