College Life and Technology
Reynolds DeWalt on Cross-Media
You, Your Brain, and the Things You Buy:Large-Format and How Your Brand is Remembered
“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.” - Chinese Proverb
According to Martin Lindstrom’s book Buyology, the items we buy in stores are seldom decisions of our own. Through the science of Neuromarketing, it is believed that the reactions received through various marketing strategies, such as slogans, commercials and signage, are solely responsible for many of the purchases the average consumer makes.While conducting a study on Neuromarketing, Lindstrom collect brain scans from a total of 2,081 subjects. While collecting data, Lindstrom scanned the brains of his subjects while showing them visual marketing pieces. After scanning and observing the brain activity of the individuals he realized that the brain patterns of the individuals witnessing the marketing began to react to what they were seeing. Where this very well may be true, marketing tools such as posters, banners, and other large displays may also work as a visual stimulant while advertising, possibly inducing individuals to buy.A great deal of money is lost in unsuccessful marketing each year; however, a lot of money is also made through successful marketing. By appealing to the senses mentioned by Lindstrom, with quality and attractive marketing tools, your success rate is increased and the likelihood that it will begin generating revenue for you rises.
You want your name, logo, and brand to be remembered. You also want to be remembered for the level of professionalism you expel from the tools you choose to use. It is for these reason that utilizing the large format facilities at Reynolds DeWalt are beneficial to your marketing success.With years of experience and an outstanding reputation for great work and even better customer service, our company is capable of developing the marketing tools you need for a successful marketing. Large format refers to any print with a width between 17” and 100”. This includes banners, posters, general signage, window cling, car wraps, and anything else to make you stand out amongst the rest. These prints are also available on a variety of media including strip mesh, perfect for the outdoors; artist canvas, perfect for museum displays; and many others. With our large format, possibilities are endless. With cutting edge technology and quality comparable to none, the Neuromarketing that will be done with the final product will make you memorable amongst consumers. Contributed by:
India Russell
Marketing & PR Manager
irussell@reynoldsdewalt.com
Fantasy Fish
Fantasy Fish: By Gina A. Gomes
With jewelry making, my mother would frequent a small bead shop in Cambridge, MA which was very close to where she was working at that time. There she would spend hours on end buying some of the most beautiful beads I had ever seen, and then spend even more time transforming those beads into beautiful pieces.
Her second passion was photography. She did a great deal of it while traveling to a number of beautiful countries. After discovering this passion, she began taking photography courses at the Rhode Island School of Design, or RISD, which later lead to her enrollment in Interior Design Courses. Being that my mother has been an architect for a number of years, this wasn’t very far from her career and offered her greater opportunities in her field to expand her expertise.
Her newest hobby, which is actually quite far from her line of work is the painting of her Fantasy Fish. Each of her pieces are hand painted with watercolor.It is her artistic eye, as well as her passion that convey her understanding of color, making these pieces quite unique and quite beautiful. Since I am an employee at Reynolds DeWalt, I have become more familiar with the work that is being done. I am also in an ideal position to refer my mother to the company to have her paintings reprinted on mediums such a postcards, business cards etc. Since the pieces are hand painted, one of the dilemmas we were faced with was copying the paintings without losing the texture and feel of the artwork. After receiving some help from the Sales Manager at Reynolds DeWalt, my mother was able to photograph the paintings using a Nikon d3000, a series of small hot lamps and a table top photo studio. The end result was phenomenal. The beauty of the pieces were not lost in the photos and she was then able to apply color effects to others. This is were Reynolds DeWalt became very important. After doing all of this, my mothers cards were well received and I became part of my first printing project.
Contributed by:
India Russell
Community Manager
irussell@reynoldsdewalt.com
Increase in Postage: The Result of Demand for Electronic Mail
Changes in Direct Mail: Electronic Mail and the Increase in Postage Costs
When the cost of postage increases, the public is often up in arms about the change. On January 22, 2012, the United States Postal Service plans to increase the cost of the postage stamp by one cent. Along with this change, the cost to send a post card will increase by three cents, letters to bordering countries will increase eighty cents and international mail,over seas, will go from seven cents to $1.05.It appears as though these increases are quite steep; however, these changes are being made in order to make up for the financial loss that has resulted from the loss of patrons.
Following the rise and thrive of the Internet, social media, and other types of electronic mail, fewer people are using the postage systems as a means for communication. Electronic mail has begun to monopolize communication effectively enough to fuel a financial crisis in postage. According to Postmaster General Patrick Donahoe, "The overall average price increase is small and is needed to help address our current financial crisis...We continue to take actions within our control to increase revenue in other ways and to aggressively cut costs.” That the changes in cost are minimal, yet they are planned to make a large difference. It is stated that the cost increased is small, but what if you are sending out large quantities of postage? These increases may inconvenience your budget more than you realize. This is when using electronic mail becomes more appealing.
With electronic mail, you save money in a variety of ways. One is that you are not paying for printing. Another is that you are not paying for binding and addressing. Lastly, you are not paying for digital proofing. Also, without the printing method, the time spent producing the mail is decreased. If you are not expecting to produce mail at a large quantity, using ground mail may be in your best interest if you are attempting to reach a consumer in a more personal and direct way. If you are attempting to attract a large audience, electronic mail is in your best financial interest. With the increasing demand for electronic mail, resulting in the increase of postage costs, what do you think this means for the future of direct mail?Contributed by:
India Russell
Marketing & PR Manager
irussell@reynoldsdewalt.com
Creative and Effective Promotional Email
Creative and Effective Promotional Email
I hate junk mail as much as the next person. It floods your inbox and makes weeding out the important mail just that much more difficult; however, there are some attractive ways to reach consumers through promotional emails. In marketing, your objective is to attract customers and build relationships with them. What better way to do this than an gripping promotional email? What is essential in effectively doing this is grasping the potential customers with something that will make them open your email rather than dragging it to the trash bin.
One way is to increase literary impact. Don’t bother sending it unless it is worth reading. One of the most effective ways to attract a consumer is to make sure what you are sending them is relevant, unique and entertaining. Emails that are purely promotional are much like coupons or store flyers. It is then that your marketing becomes ‘interruption marketing’ and is disregarded as such. By making the email more informative while indirectly displaying your label, this will make the receiving party more interested in all of your promotional emails, subconsciously thinking of you when they need your services.
Another important part of your promotional email is making it visually enticing. If your email looks interesting to the receiver, chances are, they will want to continue to look at it. In combination with the excellent quality of the writing in the email, there is no way that they could ignore your promotional email. The combination of quality and compassion for the customer will translate through the way you market to them. You never want to be one of those emails that are swiftly directed to the trash, but instead, one of the emails that they keep coming back for.
Contributed by:
India Russell
Marketing & PR Manager
irussell@reynoldsdewalt.com
India Russell
Marketing & PR Manager
irussell@reynoldsdewalt.com
Timeless Marketing
Timeless Marketing
In the words of Thomas Bertram, the Director of the Office of Management and Budget in Jimmy Carter's 1977 administration, “If it ain’t broken, don’t fix it.” Where he made this statement in reference to policy, it has become a popular slogan promoting change, but only when necessary. Although it wasn’t until the late 70’s when it was stated, it seems to be a philosophy that has worked very well for the Mars Company’s marketing of their M&M candies.
It was during the Spanish Civil War in the 1930’s that Forrest Mars Sr. developed the idea for a new confection. While observing soldiers eating the chocolate pellets, with hard shells to prevent melting, Mars was inspired to patent his own product in March of 1941. After teaming up with Bruce Murrie, of the Hershey Company, and giving him 20% interest in the company, Mars was granted access to the rationed chocolate, which was controlled by the Hersey. During WWII the practicality of the new candy made them exceedingly popular and production increased.With growing popularity, the company began advertising using animated M&Ms as the main characters in their commercials. A presence we still see today. We are all well acquainted with each of the M&Ms, named after their color. The characters, which are frequently avoiding being eaten by their human predators, provide a humor and presence that has been enjoyed for decades.Where striving to remain current is often the focus of many companies, the Mars company has done an excellent job at being consistent in technique. Through their characters, they have been able to turn their product into an icon gaining global recognition. They have also developed a name and image for themselves that can be recognized by many generations. It is for this reason that the marketing of the M&M company serves as a great inspiration to all in the marketing field. If one begins with a solid technique, they too may be able to turn a symbol into a global icon.
Social Media Marketing!
Social Media Marketing and How it is Related to Mobile Space
Social Media Marketing and How it is Related to Mobile Space
Similarly, the use of technology such as the Internet, permiting users to email, access social networks, and builds a demand that manufactures of technology can not ignore. The production of smart phones is one example of this manifestation, based on the demands of the consumers. For those who produce mobile phones, it is in their best interest to develop phones with the capabilities to access social media. Now with the growing development and demand for smartphones, customers are able to email, use social networks, and be advertised to through their devices. The connection between mobile space and social media has continued to expand often becoming based or reliant on each other. Following the growing demand for mobile space, which was caused by the growing demand to remain socially connected through social media, many of these social medias are becoming mobile friendly and making access more convenient for consumers. Mobile apps, QR codes, and web friendly sites are an example of a few ways this is done. Through the use of all of these medias, the user is always being marketed to. These progressions in technological development are developed to make it easier for consumer and to make you want to use it.
If you don’t have a device with these capabilities, the demand, the need, and the social pressure to remain socially ‘in tune’, may drive you to want a device with these capabilities. At the end of the day, the majority have the devices, they are socially active, and communicating with the other members of the majority who also have access to social and mobile media. What becomes exceedingly important in terms of marketing is the utilization of these outlets in your marketing strategy. By knowing that the masses are interested in social and mobile medias, your advertising should be done by using both social and mobile. Understanding the desires and interests of the consumer make them more enthusiastic about accessing the information you are putting out.Contributed by:
India Russell
Marketing & PR Manager
irussell@reynoldsdewalt.com
Social Media
| Detailed Facebook Demographics | ||||
| Age range | Male | Female | ||
|---|---|---|---|---|
| 14-17 | 9.8% | 9.1% | ||
| 18-20 | 13.7% | 13.2% | ||
| 21-24 | 17.5% | 16.6% | ||
| 25-29 | 13.2% | 11.7% | ||
| 30-34 | 10.2% | 9.7% | ||
| 35-44 | 15.3% | 15.4% | ||
| 45-54 | 10.4% | 12.3% | ||
| 55-63 | 5.5% | 7.2% | ||
| 64+ | 4.5% | 4.8% | ||
| Source: Facebook.com ad platform. Percentages include those Facebook members who include a gender in their profiles. Data collected in May 2011. | ||||
| Detailed MySpace Demographics | ||||
| Age range | Male | Female | ||
|---|---|---|---|---|
| 14-17 | 14.8% | 19.6% | ||
| 18-20 | 27.2% | 19.0% | ||
| 21-24 | 14.7% | 14.8% | ||
| 25-29 | 12.0% | 12.5% | ||
| 30-34 | 6.8% | 7.1% | ||
| 35-44 | 8.4% | 7.5% | ||
| 45-54 | 12.1% | 11.8% | ||
| 55-64 | 0.9% | 1.1% | ||
| 65+ | 3.0% | 6.6% | ||
| Source: MySpace.com ad platform. Percentages include those MySpace members who include a gender in their profiles. Data collected in May 2011. | ||||
Cellphone Marketing
Cellphone Marketing: Advertising in The Palm of Your Hand.
In terms of marketing, the technological advances that cell phones have undergone make it exceedingly important and beneficial to target this media.Where most people own cell phones, using them primarily for communication purposes, the use of SMS (short message service), email, and telephone calls is a great way to connect with consumer. Other ways of spreading brand awareness include QR codes(quick response codes) and pop up advertisements on the Internet.
Using the chart above we see the various uses of the mobile Internet; the most dominant media being email. By recognizing where your consumers are looking, you are then able to strategically advertise in those areas. People use their cellphones quite frequently for a variety of purposes and will continue to do so until something better comes along. In the mean time, cellular devices are an efficient way of communicating and marketing to consumer in the palm of their hand.
Contributed by:
India Russell
Marketing & PR Manager
irussell@reynoldsdewalt.com
