PACKAGING DESIGN IS ESSENTIAL FOR YOUR BUSINESS SUCCESS

We all know the importance of branding and product packaging, but just how important is it for your business’s success?

There are a lot of factors that go into making your product successful in the marketplace. One of the most important aspects is packaging design. Packaging design companies are an essential part of any successful company, as they play a crucial role in making your brand stand out. The power that packaging has on consumers cannot be underestimated. Designing a package can also make or break a product launch!

This blog post will explore why it’s so vital to invest in good packaging for your business!

5 REASONS WHY PACKAGING DESIGN IS ESSENTIAL FOR YOUR BUSINESS SUCCESS

With so much competition between advertising media nowadays (social media vs. classical), less attention may be paid to how important the package design actually is — but don’t overlook this vital component when planning your marketing efforts! Here are a few reasons why.

1. PACKAGING DESIGN DIFFERENTIATES YOUR BRAND

The Paper Worker states that one-third of a customer’s decision-making process is based solely on product packaging. With so many products available, you need to have your branding stand out and look different from the competition in order to succeed.

If your brand isn’t unique, then it will be lost in the sea of thousands competing for their attention, but if you have an eye-catching design and bold message that pops out from the crowd, then people are more likely to notice your products over others.

One classic example is Captain Morgan’s recent product — Cannon Blast. The beverage comes in a canon-shaped bottle which makes the design highly relevant to its name. Furthermore, the package design is also eye-catching and is highly different from what many of its competitors offer.

Captain Morgan

2. PACKAGING COLOR INFLUENCES BUYING HABITS

Many studies have shown that our brain reacts to colors in different ways. Therefore, brands and marketers need to choose their product packaging design colors carefully. Color is an important aspect in product packaging, and the color experts cite that, generally speaking, more colors on a package means less sophisticated products.

Other colors convey different meanings, but it’s important to study your target demographic before deciding on what type of color you should use for your design because blue may be disliked by some groups while liked by others.

Take a look at this product packaging design by Hornall Anderson showcasing the use of different shades of the color blue. It is said that darker shades of blue appeal to adult audiences whereas more vibrant shades are right for younger customers.

Hornall Anderson

3. PRODUCT PACKAGING DESIGN CREATES OPPORTUNITIES FOR CREATIVITY

There is an upcoming trend towards brands that are entertaining and committed to the consumer. This simply translates to a packaging design that provides a great experience.

The trend essentially applies to young consumers, and aging hipsters of Generation X. One classic example is that of Pizza Hut. The brand developed a pizza box that functions as a stereo system. It enables pizza lovers to connect their pizza box to a phone or laptop through Bluetooth to play music.

4. PACKAGING DESIGN IS A MARKETING TOOL

Packaging Design is a lot more than just about the look and feel. It’s also an excellent marketing tool for your business.

You can use packaging design to convey how you want customers to perceive your product or service, as well as build brand loyalty over time. Package designs are often redesigned every few years in order to keep up with current trends and market demands.

It’s true that packaging design is an important aspect of your business, but it doesn’t have to be expensive or complicated either. There are many ways you can save money on a packaging design by using materials like paperboard, cardboard boxes, plastic bags, and even upcycled craft supplies that will keep costs down without compromising the quality of your product and the packaging.

5. PACKAGING MAKES YOUR BRAND MEMORABLE

Think about some of your favorite brands – all successful ones seem to share one thing in common: memorability. One way this occurs is through repetition; these companies want customers coming back week after week or year after year as buying habits establish themselves over time.

Brands like Coke have constantly made minor changes to their packaging and stayed true to keep their original look. Take a look at the infamous Christmas bow packaging campaign!

THE BOTTOM LINE

A branded packaging is an effective and important marketing tool because it not only keeps your products safe but also allows you to connect with consumers on a deeper level. It not only contributes to the protection of the product but is also an essential part of what makes a successfully branded package.

Branded packages are effective marketing tools that can help brands differentiate themselves from their competitors with carefully crafted messages, eye-catching designs, and even interactive features like games or competitions.

Have you tried any branding techniques on your product packaging design?

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5 SECRETS: HOW TO USE PACKAGING DESIGN TO CREATE A SUCCESSFUL BUSINESS

Everyone says don’t judge a book by its cover but when it comes to buying new products almost everyone does exactly that. Consumers judge a product by the package it comes wrapped in and make their buying decision in less than a sixth of a minute. So product packaging matters. It matters a lot. The question is how to ensure that your package is the one that gets picked every time – it is the one inviting enough to drive consumer buying decisions?

If you want this to happen, here are 5 things you should consider in your packaging design decisions:

KEEP IT SIMPLE

If you are still wondering about the importance of packaging design try this:

Name three questions that any consumer will ask when they look at a brand new product on a supermarket shelf. They are:

  1. What is this product for?
  2. Who made it?
  3. Why should I buy it?

If your packaging can answer the first two questions within the first four seconds of looking, you stand a 50% chance that the consumer will put it in his cart. If you can answer the third one, the chances increase manifold.

Your packaging should tell the consumer the What, Who, and Why of any product clearly and simply.

Simple and clear is the rule of the thumb for product packaging. The millennial consumer has a short attention span. He frequently sees products from afar and often has no chance to pick up the package and examine it closely. So if information about the product is apparent from afar he can make a snap decision.

Rule #1: The product name, its utility, and your brand name. should be readily apparent on your product package.

BE HONEST

The marketing industry has long been criticized for overrating products and making false claims. Creative packaging is partly to blame. Designers can sometimes get carried away and mislead consumers albeit unintentionally. Marketers are now realizing that being simple and honest is far more important than hard-selling because that way you get long term loyal customers who will not only stay with the brand but attract new consumers as well. Misleading consumers – even unknowingly – and ultimately disappointing them can and does backfire by damaging the brand image.

Honesty in packaging, advertisement and other marketing collaterals backed by a good product or service brings far better results. People are happy to buy simple products at a reasonable price as long as they know what it is and how it will help them.

Rule #2 – Give the product a face-lift by all means but in a way that is honest and lets the consumer know what he is buying.

BE AUTHENTIC

“Me too” is not a new concept. Once an idea or invention has been launched millions of copycats swarm the market with similar products confusing the consumer. But if your original product gives the consumer the satisfaction he desires, he will come back to you without so much as a glance at others. Oh, they might give one or two a shot because they are cheaper but soon they’ll be back for the real thing. With that said, it’s important to be different too. After all, the product package must stand out in the crowd on a supermarket shelf.

Rule #3 – Be bold be different be genuine.

MAKE IT POP

Making a package design attractive does not necessarily mean that it must be intricate, spectacular, dashing, or even bold. A simple white lily stands out in a bouquet of red and yellow roses. Simplicity can sometimes attract more attention than the most complex and colourful design. This is something packaging designers must test before implementing.

Remember that consumers never view products in isolation. Also, they view your package from a distance among a host of others that are similar if not the same. The key takeaway here to make the design different. The neither means abject simplicity nor does it advocate profound boldness. Different simply means different.

Rule #4 – Being different takes priority over other elements of package design

BE SUSTAINABLE

Have you ever had goods delivered with the toothpaste squished out of the tube? Have you ever cursed the product because you find yourself hunting for a tin opener every time you want a drink?

The importance of packaging design cannot be denied but this does not that you should sacrifice other elements. Package design is as much about what’s inside as it is about what’s outside. As a package designer, you should pay heed to what product the package will carry and how far it is likely to travel so that you can design it in a way that keeps the product safe inside. Packaging material is important too. For instance, if you are designing for foodstuff you should be careful that the food inside does not react to the chemicals in your packaging.

This type of practical approach to packaging is oft-overlooked when considering packaging design importance. While all the elements described above are important, practicality and sustainability are perhaps more important.

Rule #5 – Make sure your package is strong, practical and sustainable.

Packaging design is an emerging industry that is fast gaining traction because of the large number of start-ups coming up. Given the extent of digitization, the package is sometimes the way a consumer first becomes aware of a new product even before seeing advertisements about a new brand. Package designers must therefore pay close attention to both creative packaging and practicality.

Think Lemonad Advertising, one of the top packaging design companies in India is here to help you design and clothe your products in the most optimum way possible keeping in mind all aspects of packaging. Call or write to us for more details. You can drop a line at [email protected] or call us on +91 9926105654

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THE COMPLETE GUIDE TO BUILD AND LAUNCH DIGITAL BRANDING STRATEGY

Branding is the creative and strategic process of building your presence, letting people know about your business, and telling them why they should buy your product or avail of your services. Digital branding is the process of doing exactly the same thing in cyberspace a.k.a. online. While the process is the same, its execution – or digital branding strategy – is different.

And if you are still asking why you need digital branding, well it’s obvious. If everyone’s going online that’s where your business should go too because that’s where you will find your customers and consumers.

The more important question is how digital branding is different from traditional branding or rather –

What are the essential elements of digital branding?

Logo
Your logo represents your brand and symbolizes it. That’s a given and it’s as true online as offline. So it should appear on all your digital marketing and branding collaterals. Need we say you should make it attractive and instantly recognizable? Just think of Apple, Nike, Mc. Donald’s or any of your favourite brands.

Website
Your website serves as your online storefront in absence of – or complementing – your brick and mortar store. This, therefore, is the second most important element of digital branding. It’s the place where all your online consumers go to get more information about you and your brand, view your products or services, and make inquiries. Indeed, your website provides more information than any shop window. Which brick and mortar shop for instance displays information about the founder, directors, and so on?

Any brand advertising company will tell you that your website should be simple, fast loading and easy to navigate without detracting from the aesthetics. Make sure everything works as it should and check for search engine indexing and ranking elements.

Your website is the most important part of the digital branding process. Litmus Branding, one of the top branding companies in India has you covered.

Brand messaging
What you say matters. How you say it matters more. It’s not enough for your patisserie to make the best red velvet cheesecakes in town. You should tell people about it at every opportunity and drive the fact home. Coca Cola lets people know that they represent coolness not just physically but metamorphically too and their brand message says as much – Thanda matlab Coca Cola – Cool means CocaCola – and says it with pride and emphasis making sure users associate relief from the heat with the cool black drink in a transparent glass (or plastic) bottle.

Typically any brand message should convey what the brand is about, what it represents, and why it matters. The Coca Cola message does this and so should yours.

SEO
All your digital branding efforts are for nought if your website does not rank up there among the first few SERP (Search Engine Results Page) results because that’s about all the millennial consumers see before clicking on one of them. According to Google’s Webmaster Guidelines, SEO pages stand a better chance of featuring on the SERP if you:

  • Can link your page to another more easily findable page.
  • Limit the number of links on your page – Google recommends a thousand which should be more than sufficient.
  • Keep your consumers in mind while creating the pages.
  • Keep in mind the things that will attract and engage your consumers
  • Stand out from the crowd and provide value.

Google hates broken links so you should constantly check your website for broken links. You should also check for large media files that take time to load and optimize for a seamless user experience.

In short, SEO is not just about keyword ranking. It is about optimizing the entire experience of your consumer from finding your page or website right up to inquiry and sale.

Social media
From Facebook to Discord, Telegram, and Whatsapp, everyone these days is on one or more platforms actively chatting with friends and sharing experiences. It matters when these experiences are about your business and your brand. It also matters if people are not talking about your products or saying negative things about them. If your brand is on these platforms you can listen in and turn negative conversations into positive sales by subtly prodding users to discuss certain aspects of your product or service. Facebook is, of course, the biggest most versatile and intricate platform and for this reason, it should be your first choice.

You can use the social media automation tools like Hootsuite available online to gather insights and data or utilize the services of a digital marketing company in India or elsewhere.

Online advertising
If you entail the services of a brand advertising company they will use every available online advertising channel to make your presence felt online. Some of these channels include:

SERP – when a user searches for your product or service, your advertisement appears alongside his search results putting your product at the top of the page irrespective of keyword ranking while also suggesting that your brand is the best in the industry.

Banners or Display Ads – these appear on websites with whom you have a tie-up for the paid advertisement of your product or service.

Social Media Ads – advertisements that appear on the likes of Facebook, Twitter, or Instagram.

These are the most commonly used and aggressive digital marketing strategies but there are a few more that complement and enhance these strategies such as –

  • Content marketing
    Content marketing helps you engage with your consumers and generate loyalty.
  • Influencer marketing
    Similar to social media marketing, influencer marketing uses social media stars to convey your brand message and engage your consumers.

Brand Story
Unlike conventional marketing channels, your brand story assumes far more significance in your digital branding strategy. This is because you share a much more intimate relationship with your consumer when you engage them online through channels like social media. Your brand story should therefore be much more humane so that it touches the hearts of your consumers.

The visual elements of your brand – such as your logo, website, memes, and other marketing collaterals should be much more attractive and attention-grabbing than those in traditional marketing collaterals.

Competition in cyberspace is much keener and more intense therefore your digital marketing strategy should also be sharper and focused. Litmus Branding is here to help you in your efforts – all you need to do is reach out.

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BOLG

WHAT IS LOCAL SEO? HOW DOES IT HELP TO BOOST YOUR BUSINESS LOCALLY?

SEO is a common enough term in marketing. All search engine optimization services in India as well as overseas perform SEO as a part of their digital marketing to rank at the top of Google search results. But ranking at the top when a buyer from down the street, searches for a business, product, or service “nearby” or “in a particular location” is not necessarily implicit in your SEO. Enter Local SEO.

What is Local SEO?

Consider a scenario where a new set up boutique is looking for a conveniently located digital marketing and SEO service close by. The owner of such a business would naturally search for something like SEO Company near meEven if you rank among the top 10 in Google search or even among the top 5, you are still likely to be missed by this boutique because when a user adds the words near me or nearby, the Google algorithm prioritizes the geographical location when ranking the results. So even if you are located close to the boutique, another company may rank higher than you may.

Local SEO helps you rank higher not only within the industry but also within the location.

How does Local SEO help Business?

Geographical prioritization is not the only reason why you should add local SEO services to your regular SEO though that is important too if you want to increase your visibility and generate organic local traffic.

Traffic

The pandemic lockdown situation escalated the demand for locally available products and services. This ramped up the already fierce competition among local businesses. Business owners began searching for ways to drive online traffic their way. Pandemic or not though, whenever a person on the go searches for – say a restaurant or petrol pump – en-route, ranking among the top three locally available businesses is of paramount importance.

Retention

Once your consumer has found your business – and satisfied – he is likely to return for more. This is particularly important for businesses in residential areas such as DTP services and laundries. You will not only attract and retain customers living in the neighbourhood but are also likely to grab the attention of frequent fliers in your area – people who visit frequently – and require local services.

Competitiveness

Mobile users have a short attention span and they are likely to hit one of the top few businesses that show up in their search. Businesses that rank lower are unlikely to get business from passers-by looking for a quick fix like an insole for their shoe or a quick bite. To avoid being lost in a list of local businesses, it is important not only to be present within a certain radius but also to be among the top 5 if not 3 in Google local SEO rank.

Organic Business

The millennial user shares his experiences – both good and bad – on social media including Whatsapp. So when friend 1 asks friend 2 for a local service that is conveniently located – think beauty parlour or salon – your local SEO will come in handy to give you better word-of-mouth driving organic social media traffic – a definite plus for your business.

Alliances

Cross-selling and referrals are common among businesses located close to one another. If you rank among the top few businesses that show up in a local search, other – perhaps smaller – businesses in your area may approach you for references, cross-selling and other business alliances. This will not only increase your organic traffic but also bring in referral customers.

Vocal for Local

That’s not just a phrase coined by Prime Minister Modiji. There are many consumers out there, who believe in promoting local business. So if you want to shine and do your community, area, and hometown proud, you must let that shopping in your locality know. Moreover, you might just end up winning sponsorship to the local football team – giving your business huge visibility.

Trust

People searching online for businesses close to wherever they are; usually hit one of the first three that show up – not only because it’s easy to do but also because they instinctively trust Google Ranking. So if your business is up there, you are likely to garner the trust of the user on the strength of visibility alone. Of course, you must follow this up with quality if you want to retain the customer.

Google Pack

If you’ve ever searched for something like SEO Company near me, you would have seen that Google displays the first three entries differently. This is commonly referred to as Google’s 3-Pack. These entries are easier to connect because of direct links to their website and a map showing how to get there. This means that the user will not only see your business first, he can quickly get there too.

Near-Zero Cost

The millennium consumer lives a fast-paced life with little time to spend on shopping and stocking up. Operating through their phones, they are apt to do a quick search for local businesses. According to Midriffinfosolutions,, research shows that 80% of the disposable income in USA is spent within 20 miles of home. Local SEO is therefore important if you want to attract and retain local customers.

Ready to Buy

Although online shopping is trending, people still prefer to visit stores before actually making a purchase – particularly when it comes to essentials – perhaps because they need the items quickly. Reason notwithstanding though, the fact – says SearchEngilneLand –  is that 90% of all retail purchases are made at a physical store. Local SEO, therefore, assumes even greater importance than regular SEO.

Local SEO plays an important role in your marketing and branding strategies. LitmusBranding offers search engine optimization services in India. So if you are looking for local SEO services, contact us now.

– All Rights Reserved to Litmus Branding

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WHAT IS PSYCHOGRAPHIC BRANDING? HOW TO USE IT FOR YOUR BUSINESS?

Embedded in this enquiry is an exciting new kind of a branding technique. A fresh term coined. But before we get to the core of the discussion, let’s first get the ABCs right. In a quintessentially-traditional branding ethos, organisations naturally lean towards building their product expansion and marketing plans before working on their market positioning.

Brand positioning calls for intensive brain storming sessions to kick-start a thought process on what is the core proposition of a brand. Undeniably it’s a strategy that starts from outside and moves inward.  In this exercise the first focus is the market and the next, the brand.

“The tactic has so far paid off for a lot of iconic brands and should work for yours too,” observes Serkan Ferah in Build Adaptive Marketing Strategies with the Psychographic Branding Method in Brandingmag. It fails only when:

  • The company pays no attention to potential consumer behaviour and their psychological frame of mind
  • When a company takes the concept of uniform consistency too seriously and creates barriers to brand access making it appear that the brand is only accessible to the classes and not the masses. That unfortunately limits the scope of the brand.

In both cases, the missing link is a strong consumer focus. This is equal to hara-kiri in the highly demanding, consumerist world that we live in today, where every little gesture must directly favour the customer. Adaptive marketing is the buzzword for this kind of a market scenario. Brands NEED to establish a more “bespoke” relationship with their consumers or they will perish.

Additionally, brands have to remain ground on factual, informative feedback received from numerous data networks. Only then can brands adapt themselves to customer demands and send out the right message at the right time. It goes for both products and services if the idea is to log in high sales volume and in turn demand sustained loyalty and a rising growth chart. How do you achieve all this and more?

The answer is with psychographic branding.

What is psychographic branding?

A more internal procedure, psychometrics is used to predict how consumers with diverse personalities and buying behaviour relate to a brand and its specific product/service. With psychographic branding, one can generate a blend of personalized mini-messages built on universal personality types. This of course, brings the marketing strategy several steps closer to the consumer and connects with him/her on a personal, intimate level.

The marketing blue prints till date have mostly looked into the how, when, who and what to market. Psychographic branding tool asks both the Who? And the Why? questions. However it has to be done with zero breach of privacy, while enabling brands to micro-target clustered segments according to general/segmented personality types. Call it “mass bespoke marketing,” which is a far cry from – ‘one standard for all audience’.

Phew!! ‘Market Segmentation’ has come a long way since 1956 when the phrase was first coined by Wendell R. Smith, an academic and a marketer. He was the first to propose segmentation of consumers by demographics, age, gender etc. for targeted marketing. These days, every branding agency in India worth its salt swears by this technique that implies zero wastage of effort. Mac Kinsey & Company notes that brands that employ behavioural insights surpass competition by 86% in sales progress and 25% in gross limits.

At Think Lemonad  we have been using psychological marketing since ad infinitum with encouraging outcomes.

Recommended: Brand color psychology – The art of choosing brand colors

How to use psychographic branding?

The application is a two-stage modus operandi.

Stage#1

What I mean to you!

Lay your foundations on truth that what is the importance of your brand in the lives of the consumers. First recognize what value you are transferring to your consumer through your product/service? The ideal meaning of a brand from the customer viewpoint is ‘what you got for them!’ The logos, the brand story, even the product and other forms are only a representation of your brand. The ‘worth you add to their life’ is however a different ball game altogether. You, as a company must know “why” the consumer is buying your products or services. This would reflect their psychological orientation to your brand. Explain it to them, how they should “see, hear, feel, touch and experience” your brand. For instance, if you are an outlet that deals in organic food items at a rational price your brand proposition could be “Go Organic … Pay Reasonable”

Stage# 2

For your ears only!

Communicate with them in a ‘language’ they can comprehend, effortlessly. Find out if different consumer sets relate to your brand differently and why? In what manner does your brand influences them? Search for answers from different groups, maybe Facebook, LinkedIn groups. It will help your understand your consumer better and you can accordingly, tailor your message to each consumer set. Trust + connect – those are the two values you need to build your relationship on.

According to psychometric tool DISC, there are –

16 universal personality types, of which four are primary and 12 are a combination of these four. Following is a brief discussion of these four personality variants.

Dominant

These consumers are not interested in the method. They are only concerned about the results before pronouncing the final verdict. Take the shortest direct approach to find your way into the hearts of these consumers. Pay attention to a few, concrete features of your product/service. That should be your game plan. No long-winding stories. The communication mantra to adopt is – ‘Crisp Content’ ‘Direct Communication’.

Influencing

They are die-hard dreamers. They get super excited by futuristic visions promised in an affirmative environment. The fear card will not work here. Any negative note could entirely damage your chances with them. Paint a bigger picture for them stating how your product/service will help them grow bid in life. They will buy a premium priced product if you tell them it will take them up the social ladder. The mantra here is – ‘Happy Future’ ‘Go Visual.’

Steady

The thoughtful crowd. The steady group will have a systematic and logical action sequence. They are in search of support, consistency and loyalty. To reach out, your communication strategy must be empathetic and friendly. Be gently sensitive. Do not use overpoweringly strong language. Bridge faith through earnest meaningful dialogues. This audience can be a huge part of a brand’s loyal brigade. The mantra – ‘Subtle Words’ ‘Sensitive Vibe’

Recommended: Using simple narratives to build powerful brands

Calculating

They are hesitant and a doubtful set of people, who get easily attracted to actualities and statistics. They appreciate lengthy, exhaustive studies and stay away from small talk. Feed them with maximum informative material and a breather to look over and examine the same. These people can promptly change their minds. There are lesser odds to which your brand can impact them by intruding into their course of decision-making. They like the safety and security; feed them timely assurances and proofs on the declarations and claims your brand has been making but make sure those are really substantial. Comforting messaging with loads of factual data and realities. The mantra – ‘Indicative Numbers’ ‘Reality Check.’

Added Driver

Once the company knows which personality type, it is catering to; use suitable emotional triggers to stir and shake them. Especially in online advertisements this combination can be a boon for advertising. It could stimulate conversion rates. Here is the road map of top ten emotional drivers, culled from 9 Mind-Bending Ways to Use Psychographics in Your Marketing by Dan Shewan in Word Stream.

Let’s play!

The Dominant type can be driven by trigger of Interest.

For the Influencing it can be Happiness, Delight, Hope and Excitement.

The Steady ones will react to Joy and Affection.

The Calculating can also be won over by Interest but by different means.

As your shift through feedback received from every kind of customer, start building a data bank. It will make personality identification and futuristic goal-setting easier. Listing down of motives will complete this process of psychographic branding.

Lastly, customize your products/services to these psychographic profiles. You will soon discover lesser risks and higher returns from your marketing spend. Don’t engage with a bunch of anonymous listeners. Hello People!

What is psychographic branding?

Let this question linger on in your mind, until you take the stage #1 step.

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7 MUST KNOW EMAIL PERSONALIZATION PRACTICES FOR YOUR BUSINESS

Email personalization is much more than putting a name into your email. It is a way to let your subscribers, – and potential customers – know you care for them.

Here are a few email personalization techniques that will drive conversions and sales.

Segmentation

Of all the email personalization best practices, segmentation is the first step. While it is important to target select market segments as a part of your overall marketing strategy, we are actually talking about grouping your target consumers based on their wants and desires. Of note here is that what a consumer desires and what he demands may be different. For instance, a consumer may desire a smart TV but ask for an LED or HD due to budget constraints.

Knowing how to personalize email, and leverage consumer data will help you create quality emails targeted at individual customers.

Individualized Emails

To drive conversions, you must show your target audience that you respect and care for them. Addressing them by name is just the first step. Pay close attention to who they are, where they work, their social status, and other details. A personalized subject line like – Open to see a collection just for you, can increase your open rates by more than 40% says Marketing Sherpa. Within your email, address their challenges, responsibilities, objectives, and pain points. Refer to their recent purchases – Amazon does this all the time; – and suggest specific products that you think they may interest them.

Such personalized emails will definitely up your CTR (Click Through Rate).

Recommended: Is email marketing dead?

Map to Behaviour

If you want your emails to be relevant, you should know what your target consumer wants. Mapping their online behaviour – on your website and elsewhere – will give you loads of information. For instance, you might send a fist-time website visitor a Welcome Email, which tells him a bit about your business and suggests what he should do next. Invite your target customer to participate in online events and remind him to sign up. Tapping birthdays, anniversaries, and other relevant dates to wish your customers is a nice personalized touch. Send an email after an event, reminding him to collect rewards, bonuses and so on.

Addressing consumer behaviour will ensure the customer returns to you repeatedly.

Email Design

Email design is the most discounted among all email personalization best practices. Remember though, that appearances matter and an appealing look is important. Images are doubtless an integral part of marketing emails but they cannot stand alone –your target consumer may have turned off Display Images. Moreover, large images not only take time to load, they are difficult to view on mobile devices. Adaptive and responsive marketing are email personalization techniques that marketers adopt to ensure that customers get a great experience. This means having different content for different devices – such as saying click for a laptop and tap for a mobile. It also means having relevant clickable content – both on the image as well as in text.

Clickable content makes it easier for target customers to respond to your suggestions – such as subscribing to your newsletter.

Integration

Branding and digital marketing efforts cannot be compartmentalized. It is important to integrate various campaigns to give your consumer a holistic experience. Link to your social media pages and give your targets another way to interact with your brand. Once you have conveyed your message, invite the reader to visit your blogs, website, landing pages, social media, and other locations. Select carefully where you would like to direct your target – dumping links within the email won’t work. Direct target customers to where they would most like to go.

For instance, consumers who use Facebook the most would be most likely to visit your FB page. Conversely, professionals who use LinkedIn may not visit FB but would be happy to connect with you on LinkedIn – and if they can click directly in your email, they are more likely to respond through these channels.

Target customers are more likely to relate to your brand if they can quickly click through to their favourite place on the internet.

Recommended: 13 Tips for eye catching email subject lines

Personalized Landing Page

When you talk of integration, it is a good idea to personalize the space where you invite your customer. For instance, you might create a personalized landing space for a customer where you highlight all the items he is likely to purchase. Give the target customer a glimpse of what’s in store. Then show him the benefits of the product or service and invite him to your website for pricing and purchase.

For the budget conscious, creating a single landing page for each consumer segment will lower marketing costs.

Action

Integrating marketing campaigns will increase open rate and CTR – but for those who simply visit the page and return, actionable content that will not cost them a penny will encourage them to respond. Examples of such content include wish lists and preference lists – where customers can share their desires and the price they are willing to pay to fulfil them.

Personalized emails are the latest trend in email marketing. In order to set up your email campaign, contact Litmus Branding now.

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CHECK OUT THESE 6 COOL BRAND POSITIONING EXAMPLES THAT WORKED

Beardo and ByJu’s – two names that have risen to great heights in a short while. How did they do this? They positioned their brand well. That is why they figure top on the list of our brand positioning examples –

What is brand positioning?

Positioning is the process of creating your brand identity in the minds of your audience. It differentiates your product, but it is neither your USP (Unique Selling Point), nor your brand identity. It is what your customers feel when they hear your brand name.

Think of it this way –

  • You want your brand to evoke a certain emotion.
  • You want to create a certain image in the minds of your consumer.
  • You present your brand the way you want your consumers to see it.

That’s positioning – and it’s not as easy as it sounds.

Let’s look at some brand positioning strategy examples –

Epigamia

Epigamia – from Drum Foods International – was just another ice cream brand until they began leveraging their lactose free element in yoghurt having realized that close to 70% Indians are allergic to lactose – a milk protein.

How did they do this?

Knowing that curd is an important part of the daily diet of most Indians, Drum Foods International positioned their flavoured curd as the Hero of Small Hunger – distinguishing their product from other yoghurt brands as whey free, lactose free, flavoured curd – as a healthy evening, ‘anytime’ snack.

Beardo

The founders Valani and Shah discovered potential in the men’s grooming industry – an industry in which there were already big players like Proctor and Gamble – and decided to leverage their ecommerce site Aajkiitem to grab their share.

How did they do it?

The Beardo tagline – Anybody can grow a beard, but not everybody can be a Beardo–directly targets the millennial’s desire to look sleek and classy. Giving brick and mortar a pass, the founders decided to channel their marketing budget into online channels like social media and ecommerce – which added to the sense that Beardo is for the millennial and strengthened their positioning.

Recommended: 8 Powerful Global Branding Strategies to Emerge as an International Brand

ByJu’s

Of all the brand positioning examples, ByJu’s stands out as the most significant because of its organic growth. Raveendran the owner of ByJu’s understood the perspective of both parents and students towards education. He decided to capitalize on his teaching skill.

How did he do it?

Following up on his belief that children learn best when they initiate the process, he positioned the ByJu’s app as a self-learning app that evoked an inclination to learn.The tag line Self Learning is the Best Learning underlines the sentiment behind the app. The rest as they say is history.

Axe

Unilever segments its target customer by age, gender, location, and many other demographics. Not so with Axe Deodorant, – which is targeted at all men.

How did they do it?

Axe positioned their product as a need for all men irrespective of age, social standing, work, location, or other demographics. They broke stereotypes – breaking their own tradition of segmentation and bundling all men into a single segment – thus leveraging their brand globally.

Patanjali

The origins of this new and huge brand, is no secret. Baba Ramdev had already gained the trust and followership of his viewers through his televised Yoga sessions and established Patanjali Yogpeeth – a place where Hindu culture, traditions, and norms were propagated along with herbal medicines and Yoga. The birth, growth and success of the FMCG was incidental – emerging from an already – perhaps unconsciously – established brand.

How did they do it?

Capitalizing on the popularity and followership of the Yoga Guru, Balakrishna – the current owner of the company – positioned Patanjali as a brand of trust; and that is what drove the success of Patanjali – challenging well-established industry giants like Dabur and Himalaya.

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Colgate and Close Up – Same Product different positioning

Ask any brand strategy agency and they’ll give you many examples of brand positioning. Let us look at two similar products – Colgate and Close Up.

Different variants of Colgate are positioned differently – for example, Colgate Sensitive Pro Relief is positioned as a pain reliever. Yet the brand itself is positioned as a trusted family brand at a premium price – and all their marketing collaterals are aligned to this central theme.

The Close Up “Make Your Move” tagline focuses on a healthy and bright smile, and fresh breath even when up close. The entire marketing strategy revolves around youth emanating freshness and liveliness.

Two contrasting strategies for the same product – toothpaste.

Positioning your brand matters. You could liken it to describing a beautiful landscape or a pretty butterfly and trying to evoke the right emotion in the minds of your listener. It has to be just so – the imagery captured in exact words – no redundancy.

Looking for a brand strategy agency? Come to Litmus Branding and let us help you create and position your brand.

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