Archive for the ‘Target Marketing’ Category

3 Reasons Why Branding and Design are Important in Your Marketing

With great branding through design, your business will stand out from the crowd and establish itself with a distinct image and message.

With great branding through design, your business will stand out from the crowd and establish itself with a distinct image and message.

Using graphic design and branding is important in all your marketing efforts because it presents your public image to the world and it dictates perception. Quality graphic design is key to establishing a brand or identity that people recognize and will remember. Here are 4 reasons why branding and design are important for your marketing efforts.


  1. Image is Everything – The image you present to your potential customers is very important and you want it to be on target. Your image and message is what makes that first impression or creates that instant connection. Visually compelling branding strategies are much more engaging, drive calls to action and are more adept to getting more customers to your product. With tens of potential marketing channels and campaigns available, you want your message and look to be seamless throughout all your endeavors and you want the look to be standardized so people recognize you right away, no matter if they’re looking at a brochure, billboard, Website or magazine ad.
  2. Effective Communication – Design is part of your communication and it makes a piece of communication easier to read and aids the reader by drawing attention to important points. Different forms of written communication have vastly different design, that’s why a Web page looks like a Web page and not like a print brochure.
  3. Attract Attention – A well designed image works harder at grabbing people’s attention. A display ad in plain text is much less engaging than one that uses graphics and text to deliver a coherent, interesting message. It also shows that you cared enough about the message to present it well and people will be more likely to trust you and your message if it’s presented in a pleasing manner.

You want to differentiate yourself  from the herd to achieve any level of success. By using graphic design as part of an overall marketing strategy, businesses can ensure they maximize the return on their advertising budget. With great branding through design, your business will stand out from the crowd and establish itself with a distinct image and message.

If you think it’s time for your company to include branding and design in your marketing, get in touch with Hadfield Communications at We’ll be glad to analyze your current branding efforts and give you feed back on how to improve on what you already have.

Communicate in Color — Consider the Culture

In a world of visual media, one of the most important first impressions you can make is with your use of color. Whether you’re looking at ads, logos, web sites or a product label or package, the impact of color on your perceptions can influence your emotions, attitudes, and ultimately the actions you might take in result. Furthermore, these perceptions can vary widely based on cultural differences around the world. For this reason, in creation of visual materials and images it is important to consider the impact that color might have in regards to the audience you will be targeting.

Psychoanalyst Carl Jung said “…colors are the mother tongue of the subconscious.” Studies have shown the importance of visual impact and the use of color in particular, on consumers and their purchasing choices. For instance, the Seoul International Color Expo conducted a poll in which 92.6% put most importance on visual factors when making purchases, and 84.7% felt that color accounts for more than half of that visual impact.

When you intend to communicate with color, take into consideration these suggestions about the meanings and perceptions associated with various colors as perceived in the Western culture and around the world:

RED — is powerful, passionate, exciting and energetic. As it is the color of blood, it can mean life and love, or conversely, danger and death. The stimulating characteristics of red make it a preferred choice in the marketing of beauty products and food. In China, red is a symbol of celebration and good luck, and in India it is the color of purity accepted as the traditional wedding color. In Japan red is the color of life, while in South Africa it is the color of mourning.

ORANGE — is cheerful and energetic, meaning warmth and balance. As a more neutral step away from red, it has similar energy without the negative connotations, except that it sometimes might give an impression of cheapness. Orange is used to market energy drinks, fast food and children’s item. In Ireland orange has a Protestant religious significance, and in the Netherlands is recognized as the color for royalty.

YELLOW — is generally considered a happy, joyous color, that of the sun and summer, though it also means caution. In advertising, yellow is a somewhat mixed blessing. While it is very eye-catching and optimistic, it can also be taxing to the eye and the mind. Sometimes symbolizing rejuvenation, yellow is often used to market beauty products, fast foods and children’s products. In Asia, yellow is a sacred, imperial color, in India the color for merchants, and in Japan it means courage, while it is the color of mourning in Egypt.

GREEN — is most widely recognized as symbolic of nature and the environment, and means good luck, prosperity and vitality, but also has connotations of envy and greed. Green would often seem to be a good choice for marketing use, though studies prove that not to hold true in France, where it does not seem to be effective in packaging, or in China where it can imply betrayal or exorcism.

BLUE — is perhaps the best universal color choice, signifying truth, serenity, comfort dependability and authority. At the same time, it might be the worst choice for food-related endeavors as it acts as an appetite suppressant, possibly due to the rarity of the color to be found in nature. There are some negative connotations as well, with the coolness of the color implying cold, distance or sadness. In China, blue means immortality, in the Middle East is symbolizes protection, in Judaism it means holiness, and in Hinduism it is the color of Krishna.

PURPLE — is widely accepted as a noble color of royalty, spirituality and luxury, excellent for representing the higher-end, top quality goods and services. Purple is also recognized universally to stand for Catholicism, while in Thailand it is the color of mourning worn by widows.

PINK — is generally known to be the most feminine color, signifying romance, friendship and affection, making it a good choice for use with anything for girls or babies, also for women and sometimes for candies or sweets. Although it can have a calming effect, it also seems to have an element of irritation in regards to most men. In exception to that is Japan, where pink is popular with both genders. In Korea, pink is the color of trust.

BROWN — means earth, home, comfort and stability. It can stimulate the appetite, which would make it a good choice for use in the food industry, however in India it is the color of mourning, and in Colombia it is known to discourage sales.

WHITE — in Western tradition means purity, reverence, simplicity and innocence, and is the most widely accepted color for weddings. This does not hold true in Eastern cultures however, particularly in Japan and China where white is the color of death and mourning, and in India where it means unhappiness.

BLACK — is powerful, sophisticated and elegant, while also meaning death or evil. In Thailand and in Judaism, black means bad luck, unhappiness and evil, while in China it is the color associated with young boys.

The use of color can have a marked impact on the messages you communicate visually though marketing materials of all kinds, so be sure to know your audience, and the effect that the colors you choose may have. Hadfield Communications, Inc. has more than 16 years of experience in marketing and promotions. Contact us to help you communicate in color!

More Holiday Marketing — Never Forget the Fourth!

Another holiday is already upon us, and in the tradition of the American Dream, the Fourth of July is surely a great one for promoting and growing your business. Of course Independence Day celebrations can clearly be expected to generate sales in the food and beverage industries, but many other areas of business will benefit as well, and all can certainly take action and observe the holiday to positive effect for the bottom line!

Americans celebrate the Fourth of July in many ways, including barbeques, pool parties, lake or beach excursions, tailgates, festivals and fireworks displays. All of these can require purchases ranging from food and drink to clothing, accessories, decorations, yard and garden goods, furniture, tools and electronics just to name a few. Your business might do well to advertise special holiday sale prices, or you could stage an event to attract consumers, using the holiday theme as an exciting departure from the ordinary.

A few methods you can work with to get the word out about your special holiday sales or events might include printed materials for direct mail or on-site promotion, web site presentation or banner advertisements and email campaign blasts.

Hadfield Communications, Inc. has more than 16 years of experience in marketing and promotions, so we can help you turn this Independence Day into a true celebration for your business. Contact us to make the most of your holiday marketing options.

Target Marketing in a Trying Economy

These days, every penny counts. Every dollar needs to pull double-duty, especially when it comes to marketing. If you’ve done your research, you’ve learned that slashing marketing from your budget is a dangerous idea. In the long run, doing away with marketing could wind up costing you sales instead of saving you money. So, what do you do? It’s time to ask yourself if you are optimizing your priceless marketing budget. Every marketing dollar must land on fertile ground. One of the most effective strategies is targeting your marketing efforts towards a specific portion of the general population – “target” marketing.

Your “target” market (or target audience) is the portion of the population that is most likely to buy your product. Does most of your business come from young, single women? Do you notice an increase in sales among high-earning customers in upscale establishments? The idea is to identify where the majority of your sales come from and gear your marketing efforts towards that particular group of consumers. Look at your existing client base.  Do you notice a trend? Any similarities? The easiest way to establish your target market is to examine a few key factors:


Understanding the financial status of your clients allows you to better serve them by adjusting your pricing and payment options. That’s why it is paramount to look at the average income of your customers. In the past year, the United States has trudged through a dwindling economy. Despite income level, everyone everywhere is paying closer attention to their bank accounts. Now more than ever, people are keeping an eye on their money and where it goes. Make them feel like they’re getting the most for their money. Catering to your clients’ means is essential to your success. Examine your options and implement specials, coupons, or even a rewards program. Draw in new and existing customers with special promotions and contests. Lure them in with giveaways and buy-one-get-one-free deals. Anything you can do to stretch their dollar on your behalf will not soon be forgotten. Promoting the ideal that “we are all in this together” strengthens the vital relationship that you share with your public and suggests that you’re on their side.

Remaining aware of the income level of your target market can also help you make better decisions about marketing expenditures and alleviate unnecessary spending. If your clientele consists primarily of middle-class families, focus your spending on advertising that is relevant to their lives. Neighborhood newsletters, local newspapers, fliers – even direct mail, are all good options to explore.


Next, break down your clientele by gender. If you specialize in products or services most often consumed by women, why waste money marketing to both men and women? It might appear that you’re getting greater exposure by advertising to the whole world, and you may pick up incremental business. But no matter what marketing choices you make, your business will still come from a select group of buyers. The most effective strategy is to position yourself directly in front of the customer that is spending the most money on your product or service.

Typically, advertisements for goods and services such as grocery stores, discount chains and hair/nail salons are aimed at women. On the other hand, ads for automobiles, sports-related items and even beer are clearly geared towards men. While this is still the appropriate path to follow, there have been some significant changes in regards to who is buying what. For example:  Historically, major purchases such as homes and cars have mostly been made by men. However, modern market studies show that women are sharing an ever-increasing portion of the market. Now more than ever, independent women are relying on themselves to achieve their goals. It is important to keep this in mind when considering gender in demographics.

3. AGE

While the average age group of your client base may seem obvious, you must consider a number of variables regarding who is actually willing to make a purchase. Though you might think your business is aimed toward children, more often than not, parents will actually make the purchase. Remember to appeal to them as well. If you’re selling a new kind of toy, include the benefits that result from a child’s interaction with the toy. Explain any educational, health or social benefits your product offers. The benefit could be as simple as supporting socialization skills. Don’t just sell the toy, but the entire experience.

It’s also important to remember the age of your target market when choosing how you market yourself. In a sea of competition, it is vital to stand out. When addressing young adults, explore the many benefits of utilizing social networking tools such as Twitter, Facebook and Myspace. Avoid technical terms, and position yourself amongst current trends and fashions. If you maintain an older client base, avoid slang terms and stick with traditional, easy-to-understand advertisements. Show them how your business can help make their lives easier and more enjoyable.


It is essential to consider the social status of your clientele when determining your target market. What appeals to single men and women can vastly differ from what appeals to a married couple looking to settle down. While it might be productive to offer late-night specials or discounted drinks, why not promote a “date-night” to a client base that consists primarily of young families and older couples? Knowing who your customers are is the key.

In addition, children greatly effect decisions made by consumers. Do you own a restaurant with a large, family-based client list? Or, do you operate a sports bar with late hours and rowdy fans? In any case, what is appropriate for single adults may not be suitable for families. Large families might be inclined to return to a restaurant that advertises a weekly “kids-eat-free” special or an “all-you-can-eat” buffet night. Gestures like this go a long way, and often result in happy, loyal customers.

In today’s business climate, savvy marketers do their research, pinpoint the focus of their spending, and ultimately reap the financial rewards of a sound target marketing program.

For more information on the benefits of Target Marketing, please contact Hadfield Communications today!

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