Bon’s Eye Marketing was founded on the principle that good marketing comes from great creativity. We do our best to conceive original ideas and strategies that will make your business as successful as possible. But we don’t want to keep our creative minds all to ourselves. We want to share our knowledge with you, the community, because we believe a well-educated community is a better one. Here’s a little insight into what Bon’s Eye does on a regular basis (without giving all of our secrets away).
Why do you think Instagram and Snapchat have become so popular in recent years? Their branding strategies probably had something to do with it, but both apps feed our appetite for visual-based consumption. If 40% of people respond better to a picture than plain text, marketers are right to be placing greater emphasis on pictures, not just words.
NewCred, a content marketing software company, recently released a document entitled Visual Storytelling. It discusses how to create an effective piece of visual marketing based on four key points: authenticity, sensory, archetype, and relevancy.
No one likes a fake because it represents the imitation of something better. The same philosophy applies to pictures. Photoshopped bodies and airbrushed faces imply perfection, never delving deeper than surface-level. Candid moments, however, are more believable and allow users to connect on a more personal level with the picture and the brand. The Wall Street Journal tells us that users clicking on photos of real life people are twice as likely to convert to a sale. User-Generated Content (UGC) takes this idea a step further by allowing users to see their own pictures in advertisements and therefore create an even stronger connection with that brand.
The sensory factor refers to high-definition photos; the ones that make us feel the spray of the waves or smell the salt in the air. Pictures that go beyond being just a picture and become a sensory experience; this is to what consumers are willing to give their attention. We want authenticity, and we want to sense it, too. If marketers can figure out how to make the look, feel, taste and touch of their product crystal clear, consumers are going to be more willing to receive the information – and share it.
By taking stories and applying visual aids (like sensory pictures of authentic objects), marketers can reach consumers on an emotional level. These pictures and stories play an important role in shaping our culture and are powerful enough to change it. Is the typical beer drinker a group of guys on a night out or is it a hard-working woman looking for a little release at the end of a long day? Marketing has the power to shape that image.
It doesn’t matter how authentically you portray your archetype if it isn’t relevant to your audience. Your image should be moving but in more than a sensory way. It should push the limits of acceptance. NewsCred says it perfectly.“Powerful branding follows change. Extraordinary branding leads us to it.” However, be prepared for every reaction. Taking a risk does not necessarily satisfy every consumer. Your company should be prepared for the lovers as well as the so-called “haters.”
A picture conveys much more than a thousand words. It produces a thousand emotions, a thousand thoughts, a thousand memories. If marketers can create a visual that promotes their product and incorporates these four concepts, one picture will be all they need.