If you’re used to offices, happy hours, constant in-person conversations with your friends, then this isolation is more of a struggle than just figuring out how to work from home. You’re shut off from the rest of the world. Those happy hours have to turn into face time conversations, those in-person conversations must turn into texts, and there is a level of uncertainty that everyone is feeling.

No one knows what’s going to happen or when it’s going to end.

And that’s really hard.

We put together six ways to stay connected during COVID-19’s forced social distancing:

  1. Take Time to Heal: For most of us, this is the first time in years that we’ve had an extended amount of time to just stay home. Even though you’re still technically working, this is the perfect time to treat yourself or heal.  Take this time to look inside yourself and focus on areas you’ve been neglecting.
    When was the last time you had a healthy homecooked meal or an at-home skin treatment?  Have you been able to process things that you may not have had time to process earlier? Journal out everything that you’re feeling. Read the books you’ve always wanted to read, Learn to do your nails or take care of your hair. Focus on healing anything you feel needs to be healed.
  2. Stay in Touch: Sometimes our lives can get chaotic and by the time work is out, we are already onto the next activity. This can be especially true when you’re at home and no longer have a car ride to separate work life from home life.
    Make an active effort to video chat your friends and family to catch up with everyone who loves you wants to be sure your safe, but they will also appreciate you checking in as well. Text your friends when you know it isn’t going to cause a distraction or take breaks to go on a walk and give them a call. Perhaps both of you can walk and talk to each other on the phone!
  3. Shower and Change Your Clothes: Yes, this seems obvious but if you don’t leave the house, these things can fall by the wayside. Shower regularly and change your clothes every day. Get dressed for bed and wake up every day with a new outfit. This will help you feel more productive and refreshed.
  4. Co-Watch TV Shows: Movie nights are a wildly popular way to stay hang out with your friends, and you don’t have to give them up in the event of a quarantine.  Google Chrome has an extension called “Netflix Party” that syncs up the show and allows everyone to watch it together in real-time. If you don’t want to watch Netflix or don’t have Chrome, you can still sync up and watch shows at the same time. Start a text thread, do a countdown, and then text each other commentary during the show. Even though you won’t be physically together, you can still do this as a group activity.
  5. Check Off a Goal: Have you wanted to write a book? Learn a new language? Take this time to focus on yourself and accomplish one of those goals you’ve been talking about for years. Schedule time every day to work towards accomplishing it.
  6. Enjoy The Outdoors: In most areas of the country, spring has sprung. Take a break on social media and COVID-19 updates to go outside and enjoy the scenery. Flowers are blooming, grass and trees are coming back to life. Spend some time practicing social media detox. Try your best to live in the moment.

High Tide has been remote since day one. Our goal has always been to put our client’s money towards their projects, not towards our overhead. We’ve been seeing a lot of posts about the struggles and stresses of working from home, so we compiled our top 10 tips.

Top 10 Tips to Stay Productive While WFH During COVID-19:

  1. Close Social Media Tabs: Have you realized that the blinking message sign from Facebook is almost begging you to check it? That’s sort of the point… don’t tempt yourself with social media. Close windows on your computer and put a time cap on your phone (we recommend starting with 30-45 minutes less than what you’ve been spending and weening yourself down from there). You can also use a monitoring app for reinforcement.
    iPhones have an app called “Screentime” that shows how much time you’ve spent on each app while Andriod users have an app called “Digital Wellbeing” that allows you to see how long you’ve spent on an app, and add time caps.  If you feel more comfortable with a third-party app, SelfControl is a good one. They block distracting websites until the time limit you set is up.
  2. Keep Your Morning Routine: Do you have a morning routine? Keep the same schedule. Wake up at the same time and plan to ‘leave for work’ at the same time. Not only does this make it easier to transition between your relaxation mode and your working mode, but it will also make it easier to go back to work once COVID-19 becomes a thing of the past.
    It’s also beneficial to separate your relaxing and morning routine areas from your work areas to help promote productivity. However, if your kitchen table doubles as your workspace (we are not judging you), try taking a few minutes after your morning routine to stretch, walk around (maybe change into work clothes) and sit back down with your ‘ready to work’ mindset.
  3. Write a Daily/Weekly To-Do List: To-do lists are great for two reasons. 1) they help you keep track of daily tasks and prioritize them and 2) if you’re having a hard time feeling productive because you’re at home, they can provide a tangible measure of productivity.
    Start out every morning by asking yourself “What do I need to accomplish today?”. Put a checkbox next to each task and prioritize them. Ask yourself questions like “What needs to be done first?”, “What takes the most amount of time?”, and “When can I schedule a lunch break?” Start with the hardest/top priority tasks and work your way through.
    At the end of the day, look back on your to-do lists and ask “Did I get as much done as I wanted to?” If the answer is no, roll some tasks over to the next to-do list and focus on being more proficient tomorrow.
  4. Set Timers: It’s a grade-school cliche, but it doesn’t mean that you can’t have some fun with it now that you’re an adult! Challenge yourself by estimating how much time a task will take you and then set a timer and try to beat your time. Sometimes a little competition against yourself is just what you need to crunch through a big to-do list. You may surprise yourself with how efficient you actually are.
    If competitions aren’t really your thing, try working with the Pomodoro Technique. Set a timer for 25 minutes, and work straight through. When the time is up, give yourself a five-minute break. Rinse and repeat. Online timers like TomotoTimer or EggTimer will automatically do this for you.
  5. Don’t work with the TV On: Trust us, as much as you don’t think you will be distracted, you will be. If you’re really craving some TV time, work through your hardest/top priority tasks first and then leave the mindless tasks to complete in front of a TV show.
    ‘But I need some sort of noise to focus!’ If that is the case, try out an instrumental music station. You get sound, but no words (or drama) to distract you from your work. Try looking up “Focus” in Spotify and pick from any of their hundreds of playlists.
  6. Exercise:  You’d be surprised at how often you get up to walk around the office to chit-chat with others on a normal workday. Your body ultimately craves those small breaks of movement and socialization to help keep you focused. Take five to ten minutes every once in a while to go for a walk and call a friend or family member. Just doing small workouts in your apartment and talking to your cat for a moment can give you body and brian enough of a break to stay productive all day.
  7. Make Your Workspace Comfortable: Get a nice chair to work from and put your laptop it a position where you aren’t looking down (this is where the kitchen table really gets you!), such as on a box or a bunch of books. This will make it so that you’re looking straight ahead instead of down. Your neck will thank you later. You can also try putting something soft (like a balance ball or a small pillow) underneath your seat, it’ll help your back and keep your hamstrings from getting too sore.
  8. Remember to Eat: Food = Energy, but we know that once you get into the zone, it may be hard to get back out. Set one an alarm on your phone to remind you to take a lunch break around the time you normally would at work. It’s important to keep a normal schedule in place so that it’s easier to transition back to it later. Lunch breaks also give your brain a break from work and provide an ample amount of time to catch up with your friends.
  9. Clean Your Workspace First: The most common complaint we hear from those working at home is that they get distracted by wanting to clean their house. Yes, that laundry pile DOES need to be taken care of but your work hours are not the right time to do it. If you feel the need to clean, focus on cleaning everything you can see from your workspace and your desk. Alternatively, move your workspace against a wall. Try to compartmentalize ‘after-work activities’ to keep them from becoming ‘during-work’ activities.
  10. Enjoy This Time: Try to make the most out of working from home. Listen to smooth jazz, work in comfortable clothes (not your pajamas, but something that is comfortable), wear a facemask while you work (unless you’re jumping on video calls), or use your breaks to talk to your family. If you no longer have a long commute to and from work, try using this extra time to cook nice meals to eat while working! Suddenly being told to stay home and work doesn’t have to cramp your productivity. Enjoy working from home.

Now that we’ve given you tips on how to work from home effectively during COVID-19, let’s talk about the underlying issue that most of us are struggling with. Working from home is one thing, but feeling isolated from society is totally different.
We have seen a few posts circulating that talk about taking this time to self-care, but there are a lot of us out there that might not know what that looks like. We compiled a list of six ways to combat loneliness during COVID-19.

 

Should companies use a tragic event to try and increase followers?

 

High Tide and JNF Creatives had a discussion on self-promotion in the wake of a tragedy. Both companies came to the same conclusion, don’t do it.

 

Whether you were a basketball fan, a parent or a child, there is no doubt that Kobe and his daughter Gianna’s death affected you in some way. There have been outpours from the community, murals painted, donations made, mournings, discussions, arguments, and…

 

Companies trying to self-promote in the wake of it all….?

 

Don’t get us wrong, we’re all about making the most out of every opportunity, especially when it comes to growing our client’s bottom line. However, there are some things that we believe should not be touched. 

 

A tragedy is one of them. 

 

One notable instance was a company that posted on Instagram that they would donate $1 to the Mambacita Foundation for every new follower and every repost they got on their Instagram. There were also similar posts with the same content that circulated for the Australian wildfires. All of the posts tended to start with something along the lines of ‘Out of respect for the recent tragedy, we will be donating _____ for every like, repost or follow on our page’

 

“If you want to do something good in the wake of a tragedy, do it to impact people positively. Asking for likes or follows in return is bad and distasteful practice.” 

 

Imagine being a victim of a tragedy. Imagine seeing an unrelated company exploiting that tragedy and letting people know that they will only support that tragedy if they receive more attention on their social media page. Although they increase their follower count, what are they saying about their business practice?

 

“We help you, only if you help us first.”

 

When it comes to growing your business, you shouldn’t attempt to sell your products or services to everyone. Marketing shouldn’t be a competition to get the highest amount of followers, it should be a matchmaking process. You should be identifying your target customers (those who will truly benefit from using your product) and work to help them understand how your product or service can make their life better. 

 

Gaining followers is great if you’re making money off likes, but realistically you’re not. You’re making money off people who see your brand and align with what you have to offer. Yes, gaining more followers gives you the chance to get in front of more eyes, but are they interested in your product or are they emotionally involved in a tragedy and willing to do anything to lessen the burden of guilt upon themselves?

 

If you want to get involved, do it for the good of the world. What is your goal with your business? Figure out your why and build up from there. How can your company better the world? 

 

Don’t wait for a tragedy to try and increase your bottom line, focus on bettering the lives of your customers through your products, services, and contributions to society. When you start with your why and work out, you attract customers that stand by your product. When you better their lives, they become your brand evangelists. Although this is a longer strategy than ‘follow our page and we’ll donate’, it provides a cornerstone to who you are as a business.

 

Let your actions speak for themselves. Focus on doing good and creating fantastic products. The world needs you now more than ever. 

Hashtags were a phenomenon that started on Twitter and quickly moved their way to all social platforms.  Although they can be slightly obnoxious in some contexts, they are a great tool to help grow your online presence and followers.  Let’s break down what a hashtag is and does.

A hashtag takes whatever it is attached to and pushes into a whole new world on social media full of people who are looking for exactly what you’re hashtagging.  Let’s take an up and coming mother, blogger and fitness guru.  She has grown her business mainly online by using hashtags to connect with other people interested in fitness and motherhood.  Here is one of her latest posts:

 

 

If you read through her post, you notice at the bottom she has lots of things strategically hash tagged.  She did not hashtag random words, she went after broader descriptions of what she does.  Notice that the hashtags are blue, that means they link to another page.  When you click on a hashtag, it takes you to another page where you can see all the photos that have used that hashtag.

 

Your photo gets ranked differently on each specific hashtag depending on how many likes you have compared to the other photos in the same hashtag category.  In #fitmomteam, Monica is ranked first which means anyone looking for a Fit Mom Team will immediately see hers.

In contrast #tbt or Throwback Thursday, is an extremely popular hashtag and harder to get a higher ranking with.  As you can see, Monica doesn’t show up on the top three for this one (the top hit has 63,000+ likes).  Not showing up does not mean you shouldn’t use it, there is a still a great chance it would increase your visibility with a broader audience.

I know you’re probably wondering where to start with your hashtags.  Here are some questions to help you get started

 

 

You can search for hashtags and check different websites to see what hashtags are trending for your business.  Never be afraid to #test out something #new and #havefun!

The impression you leave on someone starts five minutes before you are even introduced.  Often we find ourselves jumping to conclusions about a person before we know their story.  Sometimes once we start learning their story, our perception of who they are can change.

The more people know the story behind you, your business or your product, the more they will feel emotionally invested in it. This article in Psychology Today talks about how people’s emotions factor more into a purchasing decision than logic.  People buy based on how they ‘feel’ about a certain product whether that is good or bad.

Tom’s Shoes is a perfect example.  They decided that for every pair of shoes sold, they would donate one to someone in need.  They did this with sunglasses as well.  For every pair of eyeglasses sold, they pay to have someone else’s eyesight restored.

Toms is a for-profit company that still put a cause in the center of their activities.  They created a commercial in 2009 and paired with AT&T.  The commercial showed what Toms was doing and not only showcased the company but AT&T as well.  Their business model spoke to young adults across the nation.  The shoes are priced high, but customers did not see that price as the cost of shoes.  They saw that the price of a cost of shoes alongside a good deed.

Buying clothes is often perceived as something someone does for themselves.  People can feel selfish when spending money on themselves, so being able to buy a fashionable product and help someone else can be validating. When a customer buys a pair of Toms, they aren’t just purchasing a pair of $60 canvas flats, they are buying a pair of shoes for a child in need.

Building a story and a why behind your product could be the difference between someone choosing your brand or a generic brand.  Give your customers a story, give them something they can stand behind and feel great about supporting, give them the why.

At High Tide, all of our marketing is customer-focused. We focus on understanding the why behind your company, then speak directly to your customers to create our wording, design, and strategy. If you’re interested in learning more, feel free to contact us. 

“It’s not official until it’s Facebook official.”

 

Most of us have probably heard that once or twice in our lifetimes.  It may be accompanied with an agreeing nod or maybe a big eye roll.  Either way, there is no denying that social media is officially integrated with our lives.  Social media (https://www.globalwebindex.net/blog/social-networks-grab-a-third-of-time-spent-online%20) now takes up 1/3 of our time spent online which means for businesses, this is a necessary tool to help build your business.  To some social media seems easy but there is still social media etiquette that some may be unaware of.  We have outlined the top 6 social media practices for business owners.

 

1. Use the right platform.

2. Check your sources.

3. Make your content visually appealing.

4. Try out new ideas.

5. Don’t just try to sell.

6. Engage your customers.

You can read hundreds of articles that dissect different tips and tricks for social media beginners, but best thing you can do is to pick and choose what you believe fits your company best.

High Tide is currently working with a client who had one admin on their Facebook Business page. Sadly the admin account belonged to someone who had passed away, and there was no way to access the account. No one could add managers or admins, no one could track the profile, and unless a new business page is created, the current one had to remain stagnant. As a marketing firm, we knew that this was not acceptable and had to be fixed. The firm before us had also tried to remove the admin but was not successful, we knew with enough persistence, we could figure it out. We then did what we do best, we rolled up our sleeves and figured out how to solve the problem.

One would think that a simple google search or Facebook request would alleviate this problem, but that was not the case. Our firm submitted over 10 requests to have the admin removed with no response. Each request went unanswered. 

We combed through different marketing forums asking questions and trying various suggestions. Finally, someone gave us a link to chat with a Facebook representative (Shoutout to Daily Carnage’s Facebook Group!). From there, we were able to move through the steps and alleviate a painful, two-year dilemma.

We wrote out a list in chronological order followed by three key takeaways that you can implement today. Sit down, take a deep breath, and read slowly. You aren’t going to believe what Facebook hoops you have to jump through to remove an admin:

Removing a deceased facebook admin:

1. Before you reach out to Facebook to submit a request, you need a list of notarized documents. They will not submit a request without the following information:

• A copy of a valid government-issued photo ID, such as a current driver’s license or a passport, of the individual signing the statement. 

• A notarized and signed (banks will do this for free by the way, you just have to go in and ask) statement from a person with sufficient knowledge and authority over this matter that includes all of the following: 

• A description of your relationship to the Page (including your authority to request a change in the person(s) who manage the Page, as applicable); 

• The name of the current person(s) who manage the Page, as applicable; 

• The Facebook account or email address associated with the Facebook account that you wish to have added as the new admin of the Page; 

• A declaration under penalty of perjury that the information you have provided is true and accurate

• All documentation supporting your request including a death certificate or any documentation that you have to prove the claims (In our case, the admin was deceased so we had to print out and notarize a death certificate OR a printed out obituary.) This needs to be printed and notarized on separate pages. 

• A photocopy of the Articles of Incorporation for your business or your business license. This proves that you aren’t an outside party trying to ‘steal the business page’Once you have all of your documents notarized and organized, upload them to your computer. 

 

2. Go to https://www.facebook.com/business/help, click “get support,” pick a category, then select “Need more help? Contact support” and you will be able to have a live chat with FB business support. You don’t have to put in the business page you are requesting help with. Just fill out the form as best you can and explain your issue in depth when you get a representative. 

 

3. Once you are connected with a representative, let them know that you are requesting to remove a page from the owning Business Manager and that you are also requesting admin privileges for the account. 

 

4. They will then ask you for the paperwork above (don’t be surprised if there is additional information tacked on last minute). Send it to them over Facebook but make sure that they verify the quality. Our request took an extra two days because they looked at each form individually and requested higher quality versions one after the other. 

 

5. From there, they will give you a case ID to track your progress. They will submit a request with all of the paperwork to their Internal Team so that you can claim admin access. 

 

They noted that you can not remove a current admin however once they add you, you are able to delete the other admin. 

 

Key Takeaways:

 

1. Set up a successor for your social media accounts. Add your passwords to a password bank and give the one password to your successor. That way, in case of an emergency, someone else can access your account.

2. Always have two admins on the account. If you are hiring an outside marketing firm, make sure that someone reliable in house is also an admin. This will protect you against any company that might try to hold your social media accounts hostage.

3. As we progress into this new digital age, we need to be cautious about our online footprint and how we pass it on to the next generation. 

4. Hire a firm to take care of this. It is an incredibly drawn out, dehumanizing, and painful process.

Our company name, High Tide comes from the belief that a High Tide raises all ships. We took the information we discovered and compiled it so that you won’t have to go through as many obstacles as we did. We rise together. If you are interested in receiving support with removing an admin we are happy to consult. You can fill out our contact form here

Social media is everywhere these days. Whether you love it or hate it, one thing is certain; social media is not going anywhere. There are multiple social media trends that come and go, but there has been one consistent stronghold that has become an optimum online marketing tool.

Facebook.

Facebook seamlessly transitioned from a platform that kept college kids connected to a platform that and make or break your business. Studies show that if your business doesn’t have a social media presence (especially on Facebook), it is deemed as less credible than a competitor that does.

Facebook has continued to evolve into a ‘pay to play’ platform, pushing businesses to purchase promotional advertising in addition to managing their page. Although it is quicker to pay for advertising, there are still a few ways you can gain a following organically.

At High Tide, we use a combination of organic strategy and paid advertisements. Below, you will find 7 ways to increase traffic online, organically.

1. Contests and giveaways in exchange for shares.

Announce a contest for your product, a service, or just something fun. The person who shares it and gets the most likes wins. Sharing it on their profile will lend you credibility from word of mouth and gain more visibility.

2. Post engaging content.
a. Engage your audience, ask them to share an experience or a memory that relates to your business or your product. The more emotionally connected customers feel, the more they will remember your product. Always remember to start with the benefit. Customers want to know how your product will make their lives better.

3. When you post, make sure you add a photo.
It has been proven that posts with photos get more traffic than ones without. Whether the photo is cute, funny, or related to your product it will boost views. When you don’t have a photo, you can always create a graphic! Canva is a great tool that can turn your quotes (or anything else) into a fun graphic.

4. When you make a post on your business page, share it on your personal profile as well.
If you are feeling shameless, tag people who might enjoy your post. When you tag friends on something you post on your personal profile, it automatically shows up on theirs (if they don’t have the privacy settings set). Your friends want to see you succeed. Ask them to share your post and have them interact with it.

5. Follow the 80/20 rule.
Experts say you should post 80% non-promotional content and 20% promotional. You want to create a bond with your customers that go beyond selling your product. Give them content that can benefit them. Are you selling yoga mats with yogis as your target customers? Spend 80% of the time showing great poses (on your yoga mats of course) and 20% explaining why your yoga mats are the best.

6. Create an online referral program
Let your current customers know they can receive a discount on a service/product by talking about your business online and even bigger bonuses for referring to their loved ones! If you can turn your customers into your brand evangelists, they can help sell your product and you can focus your efforts on growing your business.

7. Partner up with like-minded business and offer a give-away

Pitch in a service/product with a few other businesses and offer a tempting giveaway to those who like and follow all the involved accounts, while commenting and tagging 4 of their friends. This is a great way to use your network to support other local businesses while tapping into their network and expanding your own.

These are a few ways to organically grow your business on Facebook but the most important thing is to focus on how you can benefit your customers. Share things that can inspire your potential customers, whether they all correlate to your product or not. Remember your job isn’t to just sell your product/service to everyone, it’s to find the people whos live’s will improve from your product/service. How can you start to connect with those people?

If being on social media isn’t your thing, let us take care of it for you. Contact us today for a social media audit.

If you own a business, you’ve at one point noticed a competitor during better than you because of brand awareness and a solid marketing strategy. You want to hire someone to help with marketing but you can’t afford a full time marketing professional let alone a marketing department. You want to hire an agency, but their price point is too high. You decide to find a marketing consultancy, a boutique agency with consultants who can help guide you in the correct direction while allowing your employees (or bringing in new hires) to take charge and support various marketing efforts. 

 

As a marketing consultancy, we believe that marketing is a cornerstone for growing your business. That being said, we don’t believe it is a good fit for all businesses. After working with clients and businesses of all sizes, we put together 5 questions to help you decide if you are ready to work with a consultancy. We want your business to succeed and sometimes, that means being honest and turning down business. We truly believe that we rise together and sometimes that means supporting businesses from afar.  

 

These questions are not meant to deter you from working with a marketing professional, we work with plenty of incredible marketing consultants, these are simply meant to help you understand if we are a good fit for your business right now. 

 

 

Is your business thriving or failing?

 

Marketing should be used as an asset to help grow a brand and business, not save a shrinking one. A consultancy should not be brought in as a last-ditch effort to grow a struggling business. 

A marketing agency can help grow your brand, but doesn’t look at the books and cannot save a struggling business. A solid marketing strategy takes time, effort and some additional funds. 

If you are reading this frantically while brainstorming ways to boost your business, you may not be a good fit. 

 

Do you have enough to cover their cost for at least 1 year?

 

Most agencies will require a minimum of 3-6 months so that there is time to understand the business and produce results. A lot of times, your grand ideas will take far more than the monthly allotted time. Even if the final product doesn’t produce the results you were hoping for, you still need to prepare to pay your agency for time worked. 

Marketing isn’t an exact science (and anyone who tells you otherwise is ripping you off). Marketing is a theoretical approach to selling a product. Not everything will work, 100% of the time. You pay a consultancy based on their expertise and willingness to pivot and try new tactics. Those tactics, overtime should increase brand awareness, presence, and overall purchases.

If you are planning to bring on a consultancy and expect that there will be an immediate ROI that will cover their costs within the first month, you might not be a good fit. 

 

 

Do you have clear expectations of what you want to accomplish with the agency?

 

The benefit of hiring a consultancy is that you aren’t on the hook for a marketing department (which can start at $600,000 a year). The downside is that you do not have 24/7 access to the consultancy. There are a set amount of hours in the negotiated contract. 

One of the consultancy’s jobs will be to get involved in your company to understand it as intimately as possible. That being said, you still know your company better than anyone else. Do you understand your current customers, what their needs are, and where you want to put your marketing efforts?

A consultancy can come in and develop the strategies and information needed to put together a comprehensive marketing plan, but that takes time and money. Are you willing to make an investment? Since the consultancy acts like an outsourced marketing department, you are still considered the head. Are you prepared to lead the team? If not, a consultancy might not be a good fit. 

 

 

Do you understand that outside your set amount of hours, they have other clients?

 

A consultancy gives you the opportunity to afford a highly experienced team, but that affordability comes at a cost. The consultancy is contracted to multiple clients at one given time, each with a set amount of hours. 

Consultancy’s use a monthly retainer to smooth out months with more work vs. months with less work. but along with that comes other commitments from the agency. 

If you are expecting to only pay for 20 hours a month and consistently get 40-50 hours worth of work, you are not a good fit. 

 

 

Are you able to communicate effectively?

 

You will be in constant communication with your consultancy, but will you be able to voice any questions, concerns or direction changes? Agencies will always work to fix any perceived problems, but they cannot fix what they are not aware of. Nor, can they fix the problem months after it has presumably been fixed. 

Consultancies will go above and beyond to make sure you are satisfied with the product you are receiving. They cannot fix what they don’t know is broken. 

If you’ve ever found yourself arguing a bill month’s after it was sent to you, you are not a good fit. 

 

As a consultancy, we pride ourselves in our work and the ability to bring strategies from ideas into reality. Our goal is to help all the businesses we encounter, succeed. If you feel as though are prepared to grow your business to the next stages, contact us here. We will be in touch within 12 hours.

As I sit here and think of what to type, I look around at my surroundings. I glance at the white Toyota Corolla parked next to our office that says, “Hey! I get a lot of gas mileage but I’m still cute and professional”. I glance at my iPhone and Macbook I purchased because of the association of Apple products with creatives. I take a snap chat of my Starbucks pumpkin spice latte with my computer and other work spread out in the background, “Happy Hump Day!”. I laugh to myself because even though some people don’t believe it, marketing is everywhere.

We live in a time where it isn’t always the best product that wins, it’s the one that people remember. One of my favorite examples is with Edward Bernays and his impact on the cigarette market or more specifically, his impact on Lucky Strike Cigarettes. Bernays believed that people are motivated by unconscious desires. He was one of the first documented marketers to combine marketing with crowd psychology.

In the 1920s the American Tobacco Company realized they were missing out on a huge share of the market, women. At that time, it was still taboo for women to smoke so they had to think outside the box. Bernays talked to a psychoanalyst Abraham Brill who explained to him that for most women smoking was taboo but for feminists, cigarettes were “torches of freedom that represented their freedom from male oppression.”

Bernays contacted a female friend and had her get a group of women to “light their torches of Freedom” in front of reporters and photographers at the New York City Easter Day Parade. They did and on April 1, 1929, the headline read, “Group of Girls Puff at Cigarettes as a Gesture of ‘Freedom’”.

Later into the 1920s and early 30’s he made the emerald green on the Lucky Brand Cigarettes the color of the year. Interior design, fashion, balls, department stores, everyone was embracing that emerald green which meant Lucky Strike kept that grasp on the female clientele for quite some time.

Whether you agree with his marketing schemes or not, Bernays was a great example of the way we market today. We are bombarded with advertisements, infomercials, and celebrity endorsements every second of every day. When we go to the grocery store, there are hundreds of brands offering the exact same products. How do we choose? Do we choose based on price? Based on looks? Or based on a feeling? Although some people (myself included) shop based on price, a large group of people shop based on their feelings surrounding the product.

Lucky Strike didn’t take control of the female market share because they sold a cigarette. They took control of the female market share because they sold a statement that went along with holding a Lucky Strike Cigarette. By smoking one, you were not only smoking but you were making a statement.

The cars we drive, the clothes we wear, what we post on social media, it all boils down to how we see ourselves and how we want people to view us. Marketing isn’t just about marketing the features something must offer. Marketing is about understanding your customers, how they think, what they want, how they act, and then showcasing your product to show how it will benefit their lives. The best marketing is marketing you don’t even notice and that is an art. We hope you find as much appreciation for it as we do.

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