As visual creatures, color plays a huge role in influencing our behavior. I’m sure, many of you can remember grabbing the sprinkles, sugar strands, jimmies, or hundreds and thousands at birthday parties. Color is often the first thing that hits our senses and often leaves the most lasting and memorable impression.
 
Research into the impact of color in marketing and color psychology, appropriately titled Impact of Color on Marketing and Color psychology: a critical review found that colors really do influence the moods and feelings (positively or negatively) of consumers. Research papers indicate that between 60-90 percent of product evaluation and product purchase is based on color alone. Additional research has also shown in The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness a correctly chosen color mix for your business logo can bring immediate value to your brand.
 
Basically, what do specific colors positively say to us?

• Black – authority, elegance, powerful
• White – cleanliness, purity, simplistic
• Red – energetic, excitement, passion
• Blue – loyalty, security, trust
• Orange – confidence, friendliness, warmth
• Yellow – happiness, intellect, optimism
• Green – freshness, growth, health
• Purple – wealth, wisdom, sophistication
• Magenta – creativity, imaginative, innovative

 
Effective brands use color to great success to engage and connect with their audience. Before choosing the color mix for your logo, marketing materials, website or product range it is important to firstly consider some basic points:

Color is Memorable
Color is a central element of your visual identity. Carefully consider your visual identity color mix, as it acts like the personality of your business with your audience. While it is not the only element in your visual identity, it is definitely one of the first things seen and possibly the most memorable of your visual identity. 

Color is Innate
Find out the demographic breakdown of your audience and what color mix may persuade them to act. Defining who you are speaking to will greatly influence your color selection. Now you know your audience, you will be able to choose a color mix that positively influences your audience’s moods and feelings.

Consider the Competition
Check out your competition and consider how you can differentiate your brand and products from your competitors with color. This can be tough, as you will still need to connect with your audience and satisfy marketplace perceptions. A/B testing (split-run testing) of color options with your target audience will help you make an informed decision.

Consider the Platform
Be sure that whatever color mix you choose for your brand and products it can work online as well as in traditional print marketing. What looks great on a computer screen in RGB may not look so great on paper in CMYK. Also, carefully consider the color mix for your online messaging, active text and purchasing buttons, so to complement and at the same time stand out from the other content on the webpage.

Be Color Consistent
Your branding and visual identity needs to be consistent, clear and uncomplicated. When you try to do too much color, your messaging gets lost. By keeping things consistent and clear, you are keeping your visual communications strong and memorable. Color consistency will ensure your audience develops a visual connection and relationship with your brand's personality and products.
 
As mentioned, color is one of the most effective ways to communicate your brand and products to your audience. Color contributes not only to distinguishing your products from your competitors, but also influences consumer mood and feeling.

​Scopic works with businesses to build consumer engagement, connect with us to find out more.

Two years after Pikotaro (Kazuhito Kosaka) grooved to the front of Japan’s pop music scene with "PPAP (Pen-Pineapple-Apple-Pen) he has now been born-again to join with Hungry Jack's to launch the new 'Summer BBQ Whopper'.

Hungry Jack’s brand marketing manager Claudia Cullen says: "We wanted to create something that made our audience laugh and ultimately appreciate the fun yet delicious food we offer at Hungry Jack's."

The 60-second social media video 'Summer BBQ Pineapple Whopper' created by PR agency Eleven and Content agency BOLT will play over Hungry Jack's social media platforms in 15- and 6-second spots from December 2018 to January 2019.

Scopic works with global businesses to build online exposure, contact us to find out more.

Instagram is the fastest growing social media platform of 2018—now reaching 1 billion monthly active users, up from 800 million in September 2017. This year continued to see a growing number of brands actively adding Instagram to their social media marketing mix.

Research has shown that successful brands are using popular Instagram hashtags to better connect with target audiences. The benefits for businesses and marketers are that hashtags are also searchable and can be tracked to measure a social media campaign’s ROI.
 
What are Hashtags?
Hashtags are basically words or phrases, that follow the symbol “#”. These #hashtaged words or phrases work to categorize and link posts to content with the same hashtag/s. Using popular and trending Instagram hashtags can be a powerful way to increase exposure and draw attention to branded posts, but don't over do it, use three to five as a general guide.
 
Popular Instagram hashtags for 2018:

1. #Love
2. #Instagood
3. #Photooftheday
4. #Fashion
5. #Beautiful
6. #Happy
7. #Like4like
8. #Picoftheday
9. #Art
10. #Photography

 
How to use Hashtags?
The best way to use hashtags is to find popular ones and use them in your branded post. Businesses should also create a hashtag that reflects their brand or campaign message. An example could be using the business name, product offered, product tagline, or the name of a current campaign, along with a popular/trending hashtag.

Benefits of using Hashtags?
Using hashtags consistently on Instagram boosts brand exposure and target audience awareness to your business. An added benefit of using hashtags is that you will be able to track and analyze campaign results across varying demographics/regions.
 
So, now that you know some of the popular hashtags on Instagram for 2018 and how to add them to your marketing mix—make smart use of them in 2019.

Scopic builds businesses socially through creative communication solutions, contact us to find out more.

For a brand to attract and engage with an audience in a saturated global market it needs to communicate its brand in a consistent, relevant and authentic manner across all channels to all audiences. The smartest way to maintain strength across your brand is to create a style guide with exact specifications, guidelines and examples.
 
What is a brand style guide?
A brand style guide (also known as a brand book or brand guide) is simply a reference tool that helps content creators maintain consistency by establishing what a brand must look, feel and sound like at all times. It’s one of the most important resources of your business. It sets a clear focus for all parties—employees, partners and investors.
 
A style guide should include all the essential guidelines for your brand’s identity voice and tone especially the elements listed below.

• Brand Position: Brand story, mission and values.
• Logo: Color, size, positioning and clear space.
• Color Palette: Print color (CMYK) and digital color (RGB) codes.
• Typography: Font type/s, size, color, spacing and alignment.
• Imagery: Mood, size, focus, clear space and background.
• Copy: Key words, word count and tone.
• Print Material: Specific specifications and examples.
• Digital Material: Specific specifications and examples.
  

A well-thought-out style guide is an essential reference tool for creating branded content. To clearly and effectively communicate with your target audience in a consistent and effective way you should always refer to your style guide, as it provides brand stability and strength.

Scopic works with businesses to create engaging and memorable brands, connect with us to find out more.

Now we are in the last month of the year, it’s still not too late to start shaping your 2018 content marketing strategy. For B2C and B2B social media marketing to really engage in 2018, businesses must publish relevant, authentic and targeted content across selected platforms. To make this happen—you need to know and understand future audience trends.
 
But before we look at 2018, it’s probably a good idea to take a minute to review your social media content marketing wins and losses of 2017—where, when, what and how your target audience consumed your content—what were the results?
 
Okay, now you know what worked, and what didn’t work, let’s focus on the trends for the year ahead.
 
1. Be Visual
Research shows that video will play a greater role in the content marketing mix in 2018.  It may take time to plan, capture and edit video content, but your audience is more likely to engage with video than just text or images. In 2017 90% of all content shared on social media was video, but remember, to make this happen, you need to catch your audience's attention in the first 3 seconds.
 
More Ideas: 7 Ways to Create a Killer Marketing Video
 
2. Be Influential
People will want more authentic and credible sources of information prior to making purchasing decisions in 2018. For this reason, building audience relationships and partnering with a quality social media influencer could really boost your sales. In 2017 74% of people turned to their social media network for advice on purchasing decisions, and 40% of Instagram and Twitter users made a purchase based on the endorsement of a social media influencer.
 
More Ideas: The State of Influencer Marketing
 
Final Thoughts
Using video and influencers may seem like a solution to the lack of social media traction your business made in 2017, but it’s important that you don’t forget key marketing fundamentals.
 
1. Be Targeted
With an explosive amount of content being published across multiple platforms, you will need to be more targeted with the content you create, and where you publish it in 2018. This requires you to even better understand your target audience's social media habits. Take the time to identify, what content and which platforms have your target audience’s attention. Once you understand where the attention is, you can then better create targeted content that snatches your audience's attention from the competition.
 
2. Be Ready
In 2018 businesses with the highest and most effective consumption rate of social media content will be those businesses that conduct A/B testing (split-run testing) of the content they create, and the platforms they publish it on. Through A/B testing you will start to better identify/understand your audience's habits and this knowledge will then shape the content created and the distribution platforms used.

Finally, social media content marketing winners in 2018 will be those that grab and hold the audience’s attention in the first 3 seconds—it's that simple.
 
Scopic works with businesses to create content that grabs attention and builds engagement, contact us to find out more.

What is a brand style guide?
A business’s brand is one of its most visual assets.  Business branding reflects the core personality and culture of a business. It sets clear direction for employees, and creates meaningful connection points for target audiences. For a brand to be truly engaging and memorable, it must strongly communicate its brand in a consistent way across all channels to all audiences.
 
The smartest way to maintain consistency across your brand is to create a style guide with exact specifications, guidelines and examples. A style guide is simply a reference tool that helps maintain consistency by demonstrating what a brand must look, feel and sound like at all times.
 
Essential Elements of a Style Guide:

• Brand Position: Brand story, mission and values.
• Logo: Color, size, positioning and clear space.
• Color Palette: Print color (CMYK) and digital color (RGB) codes.
• Typography: Font type/s, size, color, spacing and alignment.
• Imagery: Mood, size, focus, clear space and background.
• Copy: Key words, word count and tone.
• Print Material: Specific specifications and examples.
• Digital Material: Specific specifications and examples.

To clearly and effectively communicate with your target audience in a consistent and effective way you should always use your style guide as a starting point.
 
Scopic works with businesses to create brand style guides that provide clear direction for employees and partners connect with us to find out more.

With so much attention on social media marketing and the role of influencers it is easy for businesses to overlook email as an important part of their marketing mix.
 
Findings from a recent Adobe survey (​Adobe Consumer Email Survey Report 2017) on email marketing indicate that consumers are sick of branded emails that are hard selling, uninformative and irrelevant.
 
However, there was a positive and that was consumers would still rather get an email offer from brands compared to direct mail, mobile apps or social media. As Adobe puts it, consumers still have a love affair with email, but these days a bit more balance in needed. 

1. You launch your social media platform/s with no (long-term) strategy in place.
​Without a clear long-term strategy in place and a commitment to that strategy you are doomed to fail.
 
Three important components of your social media strategy:

• Clearly define your objective — increase likes/followers, increase website traffic, promote products/services or create sales leads?
• Clearly identify your audience — sex, age, background, interests, location, preferred platform, preferred device (mobile or desktop) and social media habits.
• Clearly plan your guidelines — how many posts per day, what time, content type (text, image, video, audio, live), content length (300 word post, 15 second advertisement or 10 minute video blog) and importantly — who will manage and monitor the platform/s.  

2. You feel that you don't have the budget to go social.
Obviously a bigger marketing budget if implemented correctly — traditional anyway — should provide greater results, but this is where social media is different.
 
If you have an iPhone, an Internet connection and a well-developed social media strategy, you can now communicate with a global audience like a big brand without the obscene marketing budget. 
 
Just remember — keep it real — genuine, informative, entertaining and useful to the audience you want to engage with.
 
3. You feel you don’t need a social media presence.
Sorry, but you are wrong.
 
Social media is not just a passing fad: 

• Every second there are 61,500+ Google searches
• Every day there are 4.5+ billion Likes on Facebook
• Every day there are 500+ million Tweets on Twitter
• Every day there are 95+ million photos and videos uploaded to Instagram

Fact source: www.internetlivestats.com
 
If you are not social — you are not visible!

However, you may prefer spending your marketing budget solely on traditional forms of marketing (print advertising and television spots) that are overpriced with a rapidly eroding (attentive/engaged) audience. If this is the case, it’s your money!
 
Scopic works with your business to craft communications and marketing solutions that drive accelerated growth in a multi-channel world, contact us to find out more.

Color is one of the most effective ways to communicate your brand and products to your audience. Color contributes not only to distinguishing your products from your competitors, but also influences consumer mood and feeling.
 
Research into the impact of color in marketing, appropriately titled Impact of Color on Marketing found that colors really do influence the moods and feelings (positively or negatively) of consumers. This research paper indicated that between 60-90 percent of product evaluation and product purchase is based on color alone. Additional research has also shown in The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness a correctly chosen color mix for your business logo can bring immediate value to your brand.
 
Effective brands use color to great success to engage and connect with their audience. Before even choosing the color mix for your logo, marketing materials, website or product range it is important to firstly consider some basic points:
 
1. Color is memorable
Color is a central element of your visual identity. Carefully consider your visual identity color mix, as it acts like the personality of your business with your audience. While it is not the only element in your visual identity, it is definitely one of the first things seen and possibly the most memorable of your visual identity. 
 
2. Color is innate
Find out the demographic breakdown of your audience and what color mix may persuade them to act. Defining who you are speaking to will greatly influence your color selection. Now you know your audience, you will be able to choose a color mix that positively influences your audience’s moods and feelings.
 
3. Consider the competition
Check out your competition and consider how you can differentiate your brand and products from your competitors with color. This can be tough, as you will still need to connect with your audience and satisfy marketplace perceptions. A/B testing (split-run testing) of color options with your target audience will help you make an informed decision.
 
4. Consider the platform
Be sure that whatever color mix you choose for your brand and products it can work online as well as in traditional print marketing. What looks great on a computer screen in RGB may not look so great on paper in CMYK. Also, carefully consider the color mix for your online messaging, active text and purchasing buttons, so to complement and at the same time stand out from the other content on the webpage.
 
5. Be consistent with color
Your branding and visual identity needs to be consistent, clear and uncomplicated. When you try to do too much color, your messaging gets lost. By keeping things consistent and clear, you are keeping your visual communications strong and memorable. Color consistency will ensure your audience develops a visual connection and relationship with your brand's personality and products. This will inevitable influence sales. 
 
​Scopic works with businesses to create strong and memorable brands, connect with us to find out more.

Now we are officially at the halfway point of 2016 – 1st July 2016 – it is a good time to evaluate your social media objectives and plans for 2017.
 
What we continue to find interesting about 2016 is the preferred communication platforms and behaviors of Japanese users on social media. With much of the world dominated by Facebook 1090M+, Japan users continue their love affair with LINE 50M+ and Twitter 26M+. Even the way Japanese users post and interact on third-placed Facebook 25M+ is different compared to United States users; with a slower shift to video posts and a greater preference to link content in Japan. It will be interesting to see whether Facebook uses their rapidly growing Instagram 8M+ user base (55% Females) in Japan to generate growth and synergies across the two platforms in 2017.

See the statistics here: www.socialbakers.com/statistics/facebook 

In 2017, we see Facebook move to become an even more valuable tool for professionals and businesses as it continues to strip away at Linkedin's 340K+ user base and gains the respect of major Japanese brands. 

Scopic works with your business to identify the best social media platforms to increase your customer engagement, contact us to find out more.