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Check out our blog for industry related posts focused on helping you achieve your advertising and communication goals.

The Color Purple…so to speak.

pantone-color-of-the-year-2018-ultra-violet  ~Courtesy of Pantone

I complimented our always put-together graphic designer last week when she strolled into the KMK office wearing a blouse in a lovely shade of purple.

She said she recently bought a flat iron and a hair dryer in the same color, not because she’s infatuated with the shade but because it’s everywhere this year. Why? …a vivid shade of purple is Pantone’s color of the year. It’s actually Pantone #18-3838. (Purple Is The Color Of The Year For 2018). Pantone is now *the* authority on color trends. There isn't virtually anything you can't buy in a Pantone color anymore including paint, plastics and coffee mugs. Every industry is affected by Pantone's color "predictions,” especially the fashion industry, which spills over into design.

Our knowledgeable designer and I then devolved into a kitchen counter discussion on the shades of purple, what shades look good with what skin types, and I pondered whether the color of the year would ever make my husband willingly wear any shade of it and concluded, probably not.

Our talented designer looks great in purple and has designed some awesome-looking purple-inspired brands and creative work this year. So even if the color of the year hasn’t inspired my husband’s wardrobe (he’s more of a “Men in Black” kind of guy), it has infused a swash of beauty across some of our recent design work.

Thank you, Pantone, for choosing a hue that communicates originality, ingenuity and visionary thinking and that many of us “creative-types” enjoy.

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Can Small Businesses Benefit from Influencer Marketing?

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For months, I’ve been increasingly fascinated by both the capabilities and caveats of influencer marketing. Last week, Kylie Jenner posted a tweet expressing her disappointment with the Snapchat redesign.

One day later, shares of Snap closed down six percent which translated to a market value loss of $1.3 billion. Sources debate whether to credit Kylie with the drop, but either way it’s an intriguing coincidence.

Numerous others are annoyed about the redesign and over 1.2 million people have signed a petition asking Snapchat to remove it. While the change to the app improves exposure for advertisers, users are frustrated and find it more difficult to find the content they actually want to see, stories uploaded by friends.

In direct response to the petition, Snapchat said it would soon be adding tabs to make it easier to locate stories. Zooming out, it has likely been the backlash from multiple levels of influencers that contributed to this resolve in less than a week. Celebrities, bloggers and other micro-influencers had the clout to help the petition go viral.

The most well executed mainstream marketing campaigns are strategic enough to incorporate influencer marketing at the global, national and regional levels. For example, the film industry often rounds out marketing efforts by incorporating private screenings to influencers within their target audience.

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It’s Super Bowl Ad Time!

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Okay. I admit it. I don’t really “watch” the Super Bowl. I watch the TV ads. And that’s what I’ll be doing this Sunday evening as I scurry to get dinner together for our family during playtime until my husband calls me back to the TV when the commercials start.

It’s our business at KMK to keep track of national trends in advertising and, from what I’ve gathered, this year’s TV ads are supposed to be tear-jerkers overall. I look forward to the story-telling, to the TV spot that makes you scratch your head and wonder why in the world an agency convinced a company to waste gobs of money on it, and to the commercials that you know are going to be memorable for many months and years to come.

I also marvel at the obscene amount of money national companies spend to have their moment in the spotlight (a very fast 30 seconds of fame) and hope they’re tracking the return on their investment.  

Super Bowl LII is a big game investment for TV advertisers. Here’s the breakdown:

The average cost for a 30-second commercial in Super Bowl LII is just over $5 million.That equates to a price per second of $168,333. Blink and you missed $168,333.Total spending on ads during Sunday’s NBC Super Bowl broadcast will run approximately $419 million.Marketers have spent a total of $5.4 billion on Super Bowl ads over the last 52 years.The average cost of a 30-second TV spot in the 1st Super Bowl in 1967 was $40,000. ($300,000 adjusted for inflation)

Wow.

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When Does PR spell ROI?

roi

Our team and I have worked on public relations for multimillion-dollar corporations down to small start-up companies, and when we work with them they all have one thing in common.

The first question typically asked is, “How do I know if the PR is working?” (Which really means…is it resulting in increased sales?)

Public relations can be measured but not in the same way as other marketing and sales efforts. Unlike a coupon offer or a highly effective salesperson, the results of public relations are a bit more complex to track. That does not mean, however, that they CAN’T be measured.

So, how do you measure the results of public relations? Here are a few key areas to track:  

Number of Impressions. Basically, how many times did your topic get picked up by the media and where? Print, TV, online? Did the coverage include a link to your website or social media page? If so, you can track that inbound traffic, as well. Set up Google Alerts and check the websites of the media outlets that ran the story. Check your own web analytics.  Positive Brand Awareness. How many of your PR mentions in the media are positive? How many are negative? Are your proactive public relations activities resulting in more positive mentions than negative ones? This can truly be captured via an excel spreadsheet or written log.What is the conversation surrounding your media exposure? Is it positive or negative? Look at the social media comments posted to the stories online. Ask your outside sales/community relations people for specific customer feedback. Check your own website contact page and social media conversations.

So how do you start?  

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Let's Talk Strategy: Will You Be Ready for Q1?

Planning

Fall is official and fourth quarter is fast approaching on October 1. This can be a chaotic time of year for businesses and organizations as they are challenged with balancing various priorities including year-end campaigns, auditing, employee reviews and more. It can be so overwhelming that strategic planning for the year ahead gets put off or left behind. Developing your marketing strategy in Q4 is a sure way to finish the year strong.

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For the Love of Writing…

pen-letter

I confess.  I love writing.  Really, I do.

We have many clients, however, who don't love it. In fact, they hate it. They hate it so much they would rather fire an employee, get a root canal or assign any of their own writing assignments to their children than have to sit down and draft text for a marketing project.

I guess it's job security for us at KMK. But it does make me wonder, what's so scary about writing that people fear it so greatly?  

Unlike calculating how to successfully land a space ship on Mars or how to effectively teach squirrely, hormonal teenage students the angle bisector theorem, everyone naturally has something to say that can be translated into words on a page (printed or digital).  

In writing copy for marketing, the concept is the tough part. Once you have the idea, someone else is typically available (or for hire) to clean it up and make it sound good. There are quite a few news stories, web content, editorials and other writing out there that was conceived by our clients yet finessed by KMK team members. The best part? Our clients get all the credit!

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5 Simple Branding Tips to Make Strong First Impressions

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As the newest member of the KMK team, I find myself in first impression mode as I engage with my new colleagues and introduce myself to the firm’s clients. More than a remarkable resume, intriguing business card or firm handshake, strong first impressions stem from solid branding efforts.

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Dealing with Negative Facebook Feedback and Trolls

Be ready for any grumpy cat

Here's the bad news: Studies show consumers are more likely to give a review after a negative experience than give a review after a positive experience.

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Color Me Crazy

colormecrazy

I was aware that I wasn’t fond of the color of my office walls at work, but I didn’t realize just how much the color affected me until I recently switched offices. I went from feeling blah and at odds with my palest of gray/green walls to feeling a sense of ease and invigoration within the bright and warm beige refuge of my new office. Call me crazy, but I believe the paint color of my old office actually frustrated me with its lack of commitment–is it gray or is it green?

Crazy or not, color psychology exists and is a study of hues as a determinant of human behavior. Color psychology has been used by companies for years to improve the moods and reactions of their customers and workers. Looking to reduce stress and fatigue in your work environment? Blue and green hues have been known to create calming environments that are easy on the eyes. Want to stimulate creativity or energize your employees? Yellow and orange hues when chosen correctly can increase productivity. A red hue when used as an accent within an office space can evoke passion and emotion from your employees.

While color psychology and it’s use in the workplace is fascinating, color psychology in marketing and branding is a whole other ball game. Color psychology in marketing and branding is both widely used and widely debated. The reason for this is the margin for error – it is difficult to predict with 100% accuracy any given individual’s response to a color. The application of color psychology to marketing and branding requires an understanding of color theory combined with a good amount of research and a healthy dose of gut instinct. Even with those three things applied, your desired effect for your brand or your product is still at the mercy of consumers' personal preferences.

If you want to learn more about the use of color in marketing and branding, the article “The Psychology of Color in Marketing and Branding” on Entrepreneur.com is a pretty good starting point. Be prepared though, the more you increase your knowledge of the use of color as it applies to the consumer, the more you may drive yourself crazy analyzing your purchasing decisions.

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Cool or Creepy? Snapchat’s New Feature Toes the Line

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Have you ever wondered what your friends are doing and wanted to track their exact GPS location in real time with your smartphone? Probably not, but thanks to Snapchat’s latest update, you can now do just that!

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Frank Lloyd Wright: Branding Master

Rockford is home to a Frank Lloyd Wright-designed Usonian house, the Laurent House.

A man of many hats, Frank Lloyd Wright was an architect, interior designer, writer, educator and visionary. Yet, until I read "Frank Lloyd Wright Was A Great Architect–But He Was Even Better At Branding," I had not put much thought into how the renowned architect really had a knack for branding.

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Website Re-Engagement Best Practices

Re-Engagement

How can I increase my website conversions or site engagement? Or how can I capture a few more email addresses or leads each month through my website? These are challenges marketers ask themselves on a daily basis. One method we have found effective is re-engaging website users with pop-ups that appear based on pre-defined user patterns. This method is called website re-engagement: Re-engagement pop-ups are everywhere these days and most are annoying at best.

Website re-engagement works when done right. And to do it right, evaluating user experience is crucial. Study your analytics to identify user behavior patterns and then set your set behavior criteria conditions. For example, if a visitor shows interest in a particular service or product, but does not take inquiry or purchase action, you can set a condition to display a pop-up offer. Again, the goal is to increase website conversion, whether to sign up for your newsletter, fill out a contact form or complete a purchase.

An important note to remember is Google penalizes websites that implement re-engagement on mobile devices. So, make sure your re-engagement pop-ups are disabled on tablets and phones.

I suggest giving website re-engagement a try to see if it makes sense for your organization and marketing goals. It has worked for KMK and our clients very well under the right conditions.

Website Re-Engagement Case Study

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Fail to plan and plan to fail

Missed-Target

There is an old saying in project management: "How do you want it? Good, cheap or fast?"

triple constraint

Known as the “triple constraint,” the sentiment is that you can pick two of the three characteristics to get the job done but three out of three won’t work.

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Bad Taste or Good Advertising?

skittles

If you are familiar with Skittles, then you are probably familiar with their long-running line of edgy and absurd commercials.

Skittles has been pushing boundaries and possibly taste levels with their commercials ironically featuring the tagline “Taste the Rainbow” for almost a decade. While kids and adults alike consume Skittles, their commercials employ weird and abstract humor some adults might struggle to understand.

The commercials go back as far as 2008 with odd classics such as piñata man in “Chocolate the Rainbow” (http://bit.ly/2qs3AHB) and the miserable man with the Skittles touch in “Touch the Rainbow” (http://bit.ly/1E3K9I7). Skittles continued to evolve in bizarreness when they released a series of sensory commercials that included the YouTube viral hit “Lick the Rainbow” (http://bit.ly/1o82I40).

While Skittles commercials may have left people scratching their heads over the years, it’s hard to argue with their success at garnering an audience just based on their online presence alone. Skittles has continued to grab the attention of consumers with recent gems “Trap the Rainbow” (http://bit.ly/2qsJJIZ) and “Settle the Rainbow” (http://bit.ly/2qS8xLt), but it is their latest commercial that has many people asking, “Have they gone too far?”

Just this past Mother’s Day weekend, Skittles released the commercial “Cut the Rainbow” and I must warn you that it is disturbing. The ad features a mother and grown son connected by an umbilical cord enjoying Skittles together. The question remains, is the most recent Skittles commercial still considered good advertising due to its effective attention grabbing and having gone viral or is it just in bad taste? For those of you brave enough, you can watch the video here – http://bit.ly/2pnufq5.

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United Airlines and Their PR Facepalm

United Airlines and Their PR Facepalm

Unless you’ve been living under a rock for the last month, you’ve no doubt seen the uproar caused by an incident where a United Airlines passenger was forcibly removed from a flight just prior to takeoff. The situation led to international backlash, countless jokes and Internet memes at United’s expense.

To make matters even worse, United CEO Oscar Munoz released an initial statement that was criticized by many as tone-deaf and insensitive. It also contained one of the most infamous made-up words of all time, stating his regret when United Airlines had to ‘re-accommodate’ their customer.

As with most high profile PR blunders, the blowback from the United Airlines incident wasn’t so much about the removal of the passenger itself, but the company’s seemingly apathetic response. Munoz eventually changed his tune, however, and apologized for the situation, labeling it as a “mistake of epic proportions.”

Eventually public outcry will die down and the event will be remembered as an embarrassing blemish in the company’s history. However, for the time being, ‘United Airlines’ is just about synonymous with ‘root canal’ or ‘telemarketer.’ Here are a few other well-known PR goofs that might make the folks at United feel a little bit better about their jobs.

Phillip Morris touts the financial benefits of death from smoking

In 2001, tobacco giant Phillip Morris published the results of a study that outlined the positive financial impact of early deaths due to smoking. The study examined the economic benefits from smoking deaths in the Czech Republic – stating that smoking “resulted in a net gain of around $147 million, including saving between 943 million and 1.2 billion korunas (about $24 million-to-$30 million) in health-care, pension and public-housing costs due to the early deaths of smokers.” Not surprisingly, the company was grilled by media outlets around the world and eventually apologized.

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Style guidz? Grammar rules in marketing and advertising and when to break them

Style guidz? Grammar rules in marketing and advertising and when to break them

“Eat More Chikin.” “Got Milk?” “Eat Fresh.”

English teachers and grammarians alike groan when they see these slogans, and fellow marketers like me give the brands a nod of approval for their cleverness. These ad campaigns are all grammatically incorrect but are memorable and appeal to their audience.

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Leverage Demographic and Socioeconomic Data to Make Sound Marketing Decisions

Leverage Demographic and Socioeconomic Data to Make Sound Marketing Decisions

Whether, researching the best area to place your marketing dollars or identifying the best location to open a new business, Census Business Builder Small Business Edition is a wonderful resource to quickly gather data on your market. And it is free. Census Business Builder, is a tool that leverages various demographic and socioeconomic data to help marketers make sound business decisions.

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Dove’s 2017 “Real Beauty Pledge”: A demonstration of social responsibility and effective storytelling

Dove’s 2017 “Real Beauty Pledge”: A demonstration of social responsibility and effective storytelling

Eleven years ago, Dove’s “Evolution” video went viral. The 60-second video illustrated how lighting, make-up and Photoshop completely transformed a model. It was compelling and eye-opening for consumers, yet did not sell a product. Instead, it supported Dove’s social mission and resulted in becoming one of the most shared and talked about videos of the year.

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What Exactly is Fake News?

What Exactly is Fake News?

The term ‘fake news’ has been thrown around quite a bit since the 2016 presidential election – so much so that it’s getting more and more difficult for people to distinguish what ‘fake news’ actually is.

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Feeling Fenced In?

Feeling Fenced In?

If you’re feeling fenced in, it’s probably because you are.

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Who We Are?

KMK Media Group is a full-service communications firm focused on helping businesses succeed through consistent creative, message and tone.

What We Do

Our services include award-winning design, web development, social media management, video production, public relations, ad campaigns and more!

Where to find us?

Address
716 North Church Street
Rockford, Illinois 61103
Phone Number
815-399-2805
Email Address
info@kmkmedia.com