Pinterest: The New Google?

The other day, I was listening to a webinar from Guy Kawasaki and Peg Fitzpatrick called “The Art of Social Media.” Guy and Peg are two of the most well known influencers on social media, so I was curious to hear what they had to say.

One thing in particular caught my attention: they argued that Pinterest might be the new Google. Whoa.

At first I thought, “Eh, I’m not so sure about that.” But as they continued their explanation, I grew more and more intrigued.

Once I got thinking, I realized that I actually have searched for certain things on Pinterest before (or instead of) searching on Google. In my experience, inspirational quotes, memes, recipes, design ideas, and fun infographics are easier to find on Pinterest than Google. The quality and variety of images on Pinterest is usually better as well.

“The Art of Social Media” webinar and this particular claim inspired me to do a little thinking and research of my own. Here are 3 reasons why Pinterest might be the new Google:

Pinterest has plenty of new and fresh results. It is estimated that 5 million pins are “pinned” by users each day. Pins are constantly rearranging and reordering to make room for new images on the page. For instance, when you search for “craft ideas” on Monday, different pins will appear when you search the same phrase on Tuesday. You can also add #hashtags to each pin in order to tag your images with the appropriate category and increase the odds that it will appear in a given search.

Pinterest leads to ‘accidental discovery.’ It is very easy to stumble upon new and interesting pins. One pin or search result can easily lead to another pin, another website, another blog etc. (Any avid pinner knows what I’m talking about!) There are also “suggested pins” on your home page that are posted by people with similar interests as you. This so-called “accidental discovery” is spontaneous and fun and can lead to lots of interesting finds. Google hasn’t been as successful with this feature.

Pinterest utilizes a successful voting system. Pins with a high number of likes or re-pins are considered more popular than others and will show up more frequently in search results. It’s that simple! By liking or re-pinning an image, you are essentially upping that pin’s chances of appearing in a search result. Google doesn’t use a system quite like this, so most of their search results remain in the same ranking over time.

Perhaps claiming, “Pinterest is the new Google” is a bit of a stretch, but I do agree with the points that Guy and Peg were making. At the end of the day, Pinterest is a rapidly growing and innovative platform with a unique search engine that should be explored. Plus it’s visual and so fun!

What do you think about this claim? Have you had any luck with Pinterest search results? Let us know what you think or which search engine you prefer!

The “Dumbification” of America

Why do advertisers often think consumers are idiots? I have worked with writers and creatives for over 20 years and it is always our goal to communicate information in the most direct and respectful way. Does it always work? No, but we certainly try.

This allergy season, Flonase nasal spray launched into retail. I have personally been using Flonase for years. It is a great product and helps me tremendously with my allergies. But seriously, their tagline is enough to make me want to try something else. “Six is greater than one.” Really? My 5th grader learned that in kindergarten and possibly before that when we were doing flashcards. Six is greater than one. Ok, so I get the point that you want to call out the six histamines the nasal spray attacks. I get the chemistry of it and I approve, but please don’t talk down to me.

Here’s another related example. Anoro, a new medicine for COPD states, “The world is filled with air.” Really – I didn’t know that either. I guess I must have missed that class during my MBA.

Have we all become so overworked, over advertised to, and over stimulated that we can only react when we hear the simplest of phrases? Is this where we are heading as a society?

Here are 3 tips to avoid insulting your audience:

Know your target

Before you start crafting copy for any piece of marketing communication, know who your target is. People react differently to different language, words and phrases.

For example, in children’s cereals, you have two target consumers: the adult making and paying for the purchase, and the child begging to have it. You wouldn’t advertise to those two groups using the same marketing concept or language. The language used in advertising should always be appropriate for your given audience.

Be honest

For many years, we all bought certain products hoping the claims were real. Today, there are more certification bodies out there to keep companies honest about what they say and promise. USDA organic, gluten free, and fair trade certifications are all heavily monitored and, therefore, are more trusted by consumers. In fact, they bring comfort and trust to the consumer. We’ve also seen celebrities and influencers endorse certain products. Some have resulted in amazing partnerships while others end up in the news. I live by the phrase, “never say or print something you don’t want to see on the front of the Times” and this is a perfect example of that. An inauthentic endorsement or sponsorship will get you nowhere.

Show a little respect

Though dogs and babies are often the strongest sellers, stereotypes and clichés simply annoy us. We are much more than a stereotype and by marketing to the lowest common denominator, you can alienate more people then you attract. Be respectful of your potential clients and market to their strengths and needs.

I don’t mean to rant on in this blog, but this is a topic near and dear to my heart. Although I understand the reasoning behind the Flonase and Anoro taglines, I think they cross a very fine line.

Have you come across either of these taglines before? What do you think about the “dumbification” of America through marketing and advertising? I’d love to hear your feedback.

Packaging Design Trends: 2015

I’m not sure if you all are familiar with Faith Popcorn, but I am fascinated with her. She has been the go-to person for marking and predicting trends that drive many of the industries we work in and service. (If you aren’t familiar, check her out here.)

Understanding that certain trends emerge and others fade away in every industry or field is critical to keeping you and your company in sync with all that is going on. Packaging design is no exception. You can tell a great deal about a product or brand by examining the packaging. A decade ago, packaging was all about rich, dark colors and then it shifted and we all moved toward clean, white packaging that looked great – until it became almost too generic. There are distinct patterns and trends that clearly give way to a certain time period, story, or even industry. Sometimes the design is good and other times not so much, but either way, packaging design usually tells an interesting, unique story.

With 2015 in full swing, we’re starting to notice a few new design trends on the shelves. Here are the 4 biggest trends we’ve detected:

Authentic and upfront. Companies are embracing a more welcoming, friendly appearance in order to connect with consumers on a more personal level. Authenticity, visually, is achieved through hand drawn fonts, illustrations, and use of color, the anti-over packaged look and feel. All of these elements work together to create a “handmade, artisanal” look that abandons the traditional corporate image. With callouts and nutritional facts up front, all of the information is displayed clearly and honestly.

Eco-friendly. Biobased or “green” packaging is no longer “just an option” – it’s quickly becoming a necessity! More and more consumers are searching for eco-friendly, sustainable packaging solutions that fit their lifestyle and needs. There has been a huge movement toward eco-friendly packaging and education in the consumer goods industry. Many consumers prefer to buy from companies that care about their social or environmental impact; it’s as simple as that! Right sizing of packaging is no longer a trend but a movement that will ultimately set companies apart and increase long-term profits.

Minimal. Stripped-down styles, shapes, patterns, and easy to read fonts are also very popular with brands this year. White space and clean design can stand apart from other packaging on a noisy, overcrowded shelf. Minimalist design can also give a product a premium, luxurious, or high quality feel.

Multifunctional. Packaging can serve a purpose. A well-designed structure and functional packaging takes the consumer experience to the next level. Packaging that looks beautiful and also makes the product easy to use or store will attract attention. I love the pizza packaging that becomes a plate! Consumers see multifunctional packaging as a useful benefit that adds value to the product, which translates into brand loyalty.

What are other packaging trends you’ve noticed recently? Which design trend is your favorite? Let us know what you think by commenting in the space below!

Can I have your attention please?

Whether you are attending a networking event, representing your company at a trade show, or meeting with a potential new client, making a good first impression is crucial.

You’ve probably heard the statistic, “You have an average of 7 seconds to make a good first impression.” So don’t waste it!

Having said that, how do you stand out, connect authentically, and create a lasting impression? Here are a few suggestions:

Do your research. Before you meet with a new client or go to an event, spend some time researching as much as you can about the situation you will be in. Identify some potential pains or challenges that your potential client might have. Being prepared with questions and insights will show your interest and dedication upfront.

Know who you are meeting with. Most of us have online profiles. Take the time to look at their LinkedIn profile to learn their background. It may give you a better understanding of who they are and what goals they have in their position. It will also give you more insight into them as a person and things you might have in common. This is great for starting conversations and finding common ground.

Be clear about who you are and what you offer (but be authentic!) Ultimately, you are there to help solve a problem, because – let’s face it – you are the expert. Don’t promise to do something you can’t, but share your knowledge and give a little away. Not only will it help them see your strengths, but also it feels good.

Share! Share stories about your experience with their brand, their product or their service. This builds trust and connection. If you have never had direct contact with their brand, then share your experience with their industry.

Rework your tagline or mission statement to appeal to that potential client. Sometimes tweaking or reworking your tagline can help you connect faster with a potential client.

For example by changing our tagline from, “Strategia Design is a branding and design firm that creates visual solutions.” to “We help companies create connections to their consumers through strategically-focused visual design and branding programs” we can create a different and stronger impression of what we do.

Learn about your client’s history and the evolution of their company. There is not a single big, established company that started out as a big, established company. They all started out small, just like you and me. The journey is the interesting part – ask questions and learn from them. It may help you along the way as well!

Know how their industry has changed or evolved over the last 5-10 years. The game has changed and you have to be conscious and open-minded about this. We cannot do things the same way we did in the past – it just won’t work.

And finally, listen. Start the conversation about them. Remember, it is not just about you – it is about the other person and how you can help.

What are your best tips for making a good first impression? How do you make the most of those seven seconds? Leave your thoughts in the space below!

Generation what?

According to an article on Mashable, 25% of all startups fail within the first year; of those remaining, 36% will fail in the second year. Of those remaining, 44% will fail in the third year and of those remaining 50% will fail in the forth year. Why is this? Because business owners are so excited about what they have to offer that they don’t take the time to look objectively at the marketing side of the business.

You are probably familiar with the statement, ‘We are shaped by the events around us as we grow up.’ There are political, economic, and societal events that happen on a national scale which ultimately shape our perceptions throughout our lifespan.

This is the first time in our history that 3 generations are working side by side in the workplace -Baby Boomers, Generation X, and Millennials. Each generation has their own personas, beliefs and work styles and we need to learn how to accept what each generation brings to the (conference) table.

Let’s take a quick look at the different generations:

Baby Boomers (born: 1946 – 1964)

Life-shaping events: Man on the Moon, Civil Rights, Vietnam War, Woodstock, the pill

Characteristics: idealistic, time-focused, politically correct, consensus-driven

Generation X (born: 1965 – 1980)

Life-shaping events: Challenger Explosion, Watergate, high divorce rates, women in the workforce, DotCom boom/bust

Characteristics: pragmatic, self-sufficient, Devil’s Advocate, “Me” Generation

Generation Y or Millennials (born: 1981 – 2001)

Life-shaping events: 9/11, AIDS, Internet, Safety Laws, Social media

Characteristics: well-educated, community-focused, tech savvy, global citizens

Because of this, the marketing game has changed. There is no longer one generic 18 – 65 year old consumer. We as marketers need to rethink the way we craft our messages and understand the nuances and details of each generation in order to effectively connect on a meaningful level with customers and grow profits and sales.

Last year, Anne Loehr and I formed a partnership and today, we are very excited to announce the launch of Engage Every Age (www.engageeveryage.com). Our vision is to create a world where purposeful and meaningful marketing connects to right people at the right time. Refining your skills and improving your communication with each generation can greatly benefit your business and relationships.

What do you think about the three different generations working side by side in the workplace? How have you used generational marketing practices in your business? Share your tips in the comments below!