Tag: sarasota

Joseph Grano Blog

14 Years and Counting

As we embark on our 15th year in business, it’s hard to believe the incredible journey we’ve been on – and how far it has taken us. I am incredibly grateful to our team members, our clients and the many others who supported Next-Mark as it has grown and evolved in this ever-evolving marketing environment.

It’s been an extraordinary experience, which literally has taken us around the world, from hosting clients from Sweden, to holding conference calls with clients in Dubai, to creating communications plans for Sarasota neighbors just a few miles down the road. From developing marketing strategies for international corporations to local sole proprietors, we have helped numerous companies create conversations about their brands and tell their stories. Their stories have become our own, and we are proud of the ongoing relationships we have with our clients and within our community.

While we’re excited to see what’s next, we know some things will remain steadfast, especially our core beliefs and values, which guide us to:

  • Provide extraordinary service
  • Collaborate with our clients
  • Focus on truly understanding our clients’ needs and business objectives
  • Be strategic in every aspect of our business
  • Engage fully and be evolve as the marketing landscape changes
  • Embrace the latest communications tools and technologies to fuel powerful marketing plans
  • Translate our passion for what we do into impactful marketing outreach

Although we definitely are proud of what we’ve accomplished, we know we didn’t do it alone. Again, we are sincerely thankful for all who helped us get to where we are and excited to continue those relationships while building new ones.

We’re looking forward to what awaits us in the years ahead. If you would like to engage with us, let us know. We are ready and eager to help.

Joseph Grano Blog

Don’t Get Overlooked: Corporate Social Media

As we dive into 2019, one thing is for certain: Social media is here to stay. While channels will continue to evolve and change, digital mediums are now infused into our social fabric. Although the negative aspects of sharing online will forever be debated, individuals rely on social media for news, engagement, suggestions, insights, connection and just plain fun.

Roughly two-thirds of all adults use Facebook, and an even greater number are streaming video content on YouTube. Newer channels like Instagram, Snapchat and others are also growing in popularity. Many companies have embraced this societal frontier and utilize it to successfully reach target audiences. Brands are now more than simply a logo on a billboard; they can develop unique personalities and followings online to sell products, share messages and impact the world.

Is your organization still new to social media? Here are some best practices to follow:

Be authentic:

Paid promotions and reviews are permeating social media, causing many audiences to mistrust companies online. Make sure interactions are sincere and any purchased product placements are disclosed. Your organization’s core values need to be reflected online.

Find your unique brand voice:

Quirky, cool, or educational – whatever voice you choose for your online brand, make sure it’s consistent. Audiences should be able to identify your content as distinct to your organization. Be sure to refine your messaging to reflect this consistency.

Take an innovative approach:

Distinguish your company from its competition by taking a fresh approach to its online presence. Just because something worked for a similar organization, doesn’t mean that it will (or should) work for your brand.

Be consistent with aesthetics:

As simple as it may seem, one of the factors that distinguishes a successful company from one that gets less engagement is look-and-feel. Choose colors, types of content and imagery in advance to make sure it’s a cohesive, branded visual. The goal is to have audiences view your content on different channels and know it came from your company.

Find the right medium:

Not every social media channel will be the right fit for every organization. Find suitable mediums based on the content you’ll be sharing, your target demographic and the amount of time required for successful implementation on each platform.

The bottom line:

Companies who are resistant to a digital presence are losing out on valuable customer interaction. Employ a strategic, comprehensive approach to best utilize social media platforms and you’ll see your company’s presence surge!

Is social media the next step for your company? Give us a call – we would love to share our insights at 941.544.2765. For more information on our capabilities, view our Online LookBook.

Joseph Grano Blog, Homepage Post

Is Traditional Marketing Effective?

While digital strategy is a crucial part of most comprehensive communications campaigns, it’s important for marketing professionals to recognize that “traditional” mediums certainly can still be effective. Before we dive into why we think you shouldn’t ignore traditional media, let’s review the distinction between the two:

Traditional Communication Channels – Think magazines, newspapers, phone calls, brochures & other print collateral, guerrilla marketing, billboards, as well as good ol’ fashioned broadcast media.

Digital Communication Channels – This category encompasses any online activity including social media & other apps, websites, display advertising, e-newsletters, affiliate marketing and many more! Online communication continues to evolve and expand as more digital mediums are created.

Now, let’s explore the top two reasons why traditional mediums can help you share your message and reach your audiences.

1. Add a personal touch

As more and more advertisers are paying for online placement, opinions and reviews, audiences have become masters at recognizing when content isn’t authentic. Companies that personally connect with their customers are getting noticed. For example, when the new president at the University of Florida was hired, he went above and beyond to show students that the university cares about their well being. He’s been known to buy students Starbucks drinks during finals week and photo bomb graduation photos. These interactions were often shared online, but the interaction with students displayed a sense of authenticity often lost to many organizations. In the New Year, try to reach out to your audiences through a traditional channel – write a letter wishing your clients the best in 2019 or pick up the phone and give them a quick call to say you’re grateful for their business.

2. Go with a trusted source

While channels like Instagram and YouTube certainly boast impressive reach, traditional media is still viewed as an essential source for fact-based information. A recent Pew Research Center survey showed that 47% of Americans still prefer watching the news rather than listening or reading it. Considering how many online articles rely on shock value headlines to garner clicks with little if any valuable content, it’s no wonder that many people still turn on their television! Thus, targeted TV interviews, advertisements and other broadcast media outreach can still be strategic, as least for the time being.

As always, keep in mind that every tactic should fit into a larger communications plan! A combination of both traditional and “new” media is generally the best route. If you need help figuring out the best way to reach your audiences, give us a call.

 

Ryan Hoevenaar Blog, Homepage Post

How to create compelling infographics

We live in an era dominated by powerful imagery and compelling visual content. From stunning virtual reality capabilities, to seamless animation and graphic design, we’re flooded every day with extraordinary optical creations. It’s no wonder that marketing professionals cater to such a high level of sensory appeal — 90 percent of information sent to our brains is visual and we process images 60,000 times faster than text. The power of data visualization is undisputed and is why infographics have soared in popularity over the past ten years. Infographics allow people to quickly digest information and remember it for longer than they would a normal block of text. If you want to enhance message effectiveness and boost audience engagement, keep reading to learn how to create compelling infographics.

Understand the data

Novice designers sometimes settle for simply understanding the “big picture” concept of the data, while failing to truly grasp the building blocks of information they’re highlighting. You need to have an in-depth knowledge of the narrative in order to design an effective infographic. If there is something in the content that you don’t understand, ask the client what it means. It’s far better to ask too many questions than to display the information incorrectly.

Research, research and research some more

Being in tune with the latest design trends is crucial to crafting a piece that feels timely and relevant. Pie charts and bar graphs simply won’t cut it anymore if you want your design to stand out. Now, even static infographics are taking a back seat to interactive, multimedia pieces that actively engage viewers. Infographic styles evolve rapidly and if you haven’t checked out the latest craze, your design could easily be perceived as out-of-date.

Know your boundaries

If you’re designing an infographic for a specific company or client, ask them if it needs to fall within their brand standards. While sticking to certain colors, fonts and graphics can feel limiting, remember that your infographic is just one piece of a matrix that makes up their entire marketing strategy. A consistent look-and-feel is paramount, especially with larger corporations. Use this opportunity to stretch your creative wings and play with other aspects like size, hierarchy and texture to make the piece unique.

Segment information

Breaking a large infographic up into smaller segments not only helps the reader to better understand the information, but it is also easier to design multiple smaller infographics rather than one big one. The size of the pieces will also depend on how the infographic will be used. Is it going to be printed or digital? Is it the first in a series of graphics?

Put numbers first

Infographics usually display at least a few numbers and percentages. Since these tend to be the focal points of the piece with the most impact, they should take precedence in hierarchy.

Don’t over-design

Cramming in superfluous design elements was a classic mistake many designers made when infographics initially gained popularity. Never forget that negative space is your ally. It gives the audience time to scan the graphic without drawing their attention to too many different elements at once and overwhelming them. A busy infographic can also detract from the message. Crisp, clean content is king in the infographic world — if the design is stunning but the audience doesn’t grasp the message, then your efforts have failed. Conveying the correct information takes precedence over “pretty design.”

 

Infographics are no longer a novelty; they’re a necessity. Master the art of creating these pieces (or hire a team who can!) to advance your objectives and have a lasting impact on your audiences.