Top 5 Keys to Branding Successfully

Feb 15, 2017 | blog, Branding | 0 comments

Top 5 Keys to Branding Successfully

In our first official podcast, I discussed a little bit about my experience and my top 5 keys to successful branding. Although there is plenty to discuss when it comes to brand development, I wanted to touch on some of the most impactful areas that promote originality and clarity. Since some people prefer to read over listening pleasure, I broke down my talk points below.

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1. Brand Authenticity

First and foremost, I believe in truly being authentic. Customers want to know who you are and who they’re doing business with. They want to know what your values are and why. They want to know what your company’s purpose is and how you came into fruition. But, most importantly, consumers want to know what your core competencies are and how you’re able to execute them differently than your competition.

Is the Brand Misleading?

In addition to the reasoning behind your launch, potential customers are looking for reassurance their money is well spent and they can trust you. As consumers become more aware of selling tactics, they want to know if there’s a catch. Are they going to have to upgrade or spend more? If they download a “free guide,” is there really going to be powerful information or simply more sales funnels. Especially online, users are beginning to recognize slanted selling tactics and want straightforward answers with actual solutions to their needs.

What are the Brand’s Incentives?

This doesn’t just include cost. Do you have a cause? Is there something you do that gives back to others? Are you reinvesting a percentage of revenue back into the company or towards a customer benefit? Is there a quality culture that you’re attempting to build and maintain over time? Are you transparent or convincing enough so they know you’re putting their money to work? All of these incentives will play a role in how trustworthy or appealing your brand is.

What About the Customer Experience?

Being authentic strikes a nerve that creates a vulnerability for critique – but authenticity also shows you’re committed to developing a quality brand your customers can trust and grow with over time. As soon as you seem phony or people perceive you as impersonal, not original, or cheap – you lose your unique authenticity. Often times, brands reach for ways to gain acceptance by literally mimicking others. Not only does this prove you’re disconnected from the customer experience, but disinterested in them. Instead of trying so hard to garner attention, why not promote authentic content that showcases your unique value? You can do this by simply telling your story..

2. Staying Relevant with Your Branding.

The second key to a successful brand is relevancy. If all of your promotional messaging or content doesn’t tie back into your value or objectives – then it’s lacking purpose. Although it may seem like quantity gives you the best chance, you’re potentially ruining the perception of potential customers. Taking the time to strategically place your brand with relevant copy and imagery allows viewers to define your brand and recognize your message when they come across it.

As aforementioned, generating authentic content instead of replicating similar brands will give you an advantage over your competition. For the most part, no business is the same, and it’s not only important for you to define your audience but taylor initiatives to them.

Relevancy enables potential customers to define your identity. It may sound cliche, but establishing your own niche and staying within your boundaries is a powerful way to gain brand recognition. When you’re able to allocate the values of your specific audience and only cater to their wants and needs, you begin to develop loyal following that supports your brand personality or identity.

3. Quality Presentation & Clarity Matters.

The third key to branding successfully is a quality. This is pretty self explanatory as low quality promotions tend to create a low quality perception. Although this may not cross the minds of sustained companies that rely on loyal customers, the expansion of online search and competition should generate a reconsideration. Eventually these smaller companies are going to come after your loyal fan base.

Quality Brand Messaging

When I initially think of quality, I don’t immediately turn to imagery and design – as these are secondary, in my opinion. Grammar, spelling, confusing (or convoluted) messaging can be just as big of a turn off. Consider two side by side podiatrists in an ad directory with the same message. One is clear and precise to the needs of it’s patients and the other tried to cram as many benefits, features, reasons into their limited dimensions. Nine out of ten times, the direct message providing sought value is going to resonate better.

Quality Brand Imagery

Imagery also plays a big role in quality control. Using the same example, imagine both podiatrists used the same message, but one used a picture of a general patient smiling with a doctor. The other used an actual image of their podiatrist examining a real patient’s foot? Do you think the potential patient looks forward to taking a selfie with a random doctor or experiencing the satisfaction or happiness of being treated by real doctor John who loves what he does? Up to you, I suppose..

Quality and Cohesive Brand Design

Design also needs to be considered. Now, I don’t necessarily mean a highly technical design needs to be incorporated in order to maximize your return, but cohesive branding needs to be executed. Although this may sound silly to some, matching the designs of your business card, letterheads, templates, flyers, emails, and social media posts, (even imagery editing) creates a memorable experience for the viewer. Remember, branding is about establishing your company and becoming recognizable. You’re hindering the effect you can have by not paying attention to quality presentation and simple design elements.

4. Consistently Relaying Your Brand Message.

The fourth key to branding successfully is consistency. In order to build loyalty and trust, you have to be purposefully consistent with your message, values, promise, and voice. Once you decide to invest in branding your company properly, you have to dedicate yourself (and everyone else representing the brand) to promote the same message and value across all touchpoints and channels.

Most importantly, you need to incorporate your brand initiatives into your marketing plan. Whether that may be blogging, advertising, social media posts, or marketing materials – implementing your voice within these channels is imperative. Especially when you’re catering to each level of the sales cycle – which we’ll get into more on a future podcast.

No matter if you’re involved in guest speaking, networking events, or any of opportunities to relay your brand purpose – you have to be consistent and believable at all times. This was hard for me to do when I first launched my company as I was initially chasing revenue. Taking the time to identify and streamline my message has allowed me to become more efficient with my pitch and solidify my services – and stick to the value I can provide my clients with on a consistent basis.

5. Committing to Branding.

The last successful branding key is commitment. Aside from marketing, you need to ensure you’re people are educated on your brand and being ambassadors at all times. Setting the guidelines for representation will not only solidify expectations but it creates clarity and a culture that people understand and support. Remember, your employees tend to be your first line of defense, and if they’re not being held accountable for brand standards then you’re doing your company a disservice.

This also goes for your marketing team. Take the time to figure out how each marketing campaign ties in and determine how you’re going to commit to monitoring your a plan. Make sure that measurement management follows the guidelines of your brand voice as well.

Committing to branding isn’t something that can be done overnight, but the return and loyalty you’ll receive will make the investment worthwhile. Essentially, it’s up to you how your brand is perceived, but staying true to your brand identity allows you to zero in on your value and execute the corresponding customer process.

Want More Information?

Branding successfully can be an extensive process that’s performed best with a brand specialist. Not only can we walk you through development, but Jordan can advise you as a consultant along the way.

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Capturing Authenticity with Page Carpet Cleaning

Feb 11, 2017 | blog, Branding, Photography | 0 comments

Capturing Authenticity with Page Carpet Cleaning

Working with small business owners is the best part about my job. Not only do I look forward to educating myself on their experience and value, but learning about their journey and what it's brought to their lives. Allen, from Page Carpet Cleaning, enjoyed sharing his story and teaching us about his industry. Not only has he been in business for over a decade, but he values a lot of the same core competencies that we strive to execute on a daily basis. Allen didn't want to invest in a lot of branding, but wanted to relay his person ability and attention to detail in order to stand out amongst his competition. Here are some of the photos he plans on using to further promote his business and the purpose behind the imagery we captured.

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First Impressions Matter

We wanted to encompass Allen’s personality and welcoming demeanor. In this shot, we focused on first impressions and captured his literal authenticity as he arrived for the shoot. This is my favorite photo as everything surrounding him is white. His smile and genuine eye contact really stands out.

Introduce Your Brand

When capturing authenticity conveying confidence and credibility is key. The concept was to compliment the “first impression” with an authentic eye level smile. A customer can easily imagine this brand visual as they meet the pro for the first time. His shirt color and logo complimented the truck graphics well.

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Capture Authentic Quality

A lot of consumers aren’t aware of the preparation required for cleaning carpets. After our discovery discussion, I found that Allen takes care of his equipment by monitoring how many square feet he cleans in relation to supplies used. His commitment to detail should be valued and promoted.

Showcase Capability

Allen talked about the general awkwardness of being in someone else’s home, and how he tries to participate in small talk throughout his visit. When there are children present, he enjoys showing them how his equipment works. So, we wanted to catch him in the act to promote his approachability.

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Expand on the Experience

In order to establish Page Carpet Cleaning’s value, we knew it was important to highlight his process. Cleaning floors is more than dragging a scrubbing vacuum over the carpet, and Allen’s quality approach was worth capturing. Unique angles and first person perspectives make capturing authenticity even better.

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Coordinate Your Presentation

Color coordination can play a big role in the way imagery is recognized and perceived. In this setting, we found a unique opportunity to match his equipment with props. Not only is this easy on the eyes, but it balances the picture so it can be used in coordination with his logo for ads.

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Promote Unique Originality

When it comes to capturing authenticity for social media posts, it’s important to paint a picture of reality. Although we shot an array of pictures with steam, this one is from the viewpoint of a child from the hall, watching his room being cleaned. It’s almost an inside look at the value he brings.

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Educate Your Audience

One of the suggestions I made to Allen was to begin educating his potential clients on facts regarding health and clean floors. Many people request carpet cleaning because they have to or as an annual investment – but providing information on health concerns may create more of a need.

The Purpose Behind Page Carpet Cleaning’s Enhanced Imagery.

One of the first things I chat with business owners about is brand positioning, promoted value, and clarity. Although Allen knew he needed to invest more money into his company, I wanted to detour him from wasting capital on advertising and other forms of content. If you take a look at their social media pages and website, you can see there’s a lack of originality and appeal.

After researching his industry, I knew that the saturated market wasn’t as focused on their presentation as they should be. This provided him with an opportunity to enhance his content and improve the way he stood out when people were shopping around. Not only can he use these photos for his website, but he can create a number of pieces of content that relay the value he provides his customers with. I was confident that a small facelift would help him get more customers in the door while his personable approach would take care of the rest.

Moving forward, he won’t have to focus so much time on selling as his capability, experience and personality can be easily seen in his photos. After capturing authenticity and publishing some new content, Allen felt like a new man. Now that he has a little more free time, he’s going to invest more on improvements.

Are you looking for a way to promote value?

Marketing and branding doesn’t have to be a convoluted process that overwhelms business owners and digs into their pockets. At PreFocus, we specialize in helping you find the best way to relay the purpose and quality your brand brings to the table. Whether it’s revising copy or improving your photography, there’s always a wise way to enhance your reach. So this time, PreFocus with us..

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Why Script Writing is Essential to Video Production

Jan 26, 2017 | blog, Content, videography | 0 comments

Why Script Writing is Essential to Video Production

Strategizing before producing a new company video not only expedites the process, but provides clarity for everyone involved. In this article, I discuss the important aspects of a production script and why a quality video strategy is important for any business near Memphis, Tennessee .

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What is Script Writing?

A production script is a word document that outlines and describes your video project. In other words, it helps establish the purpose and process of your upcoming video. For a more official definition, Wikipedia describes script writing as a document that outlines every aural, visual, behavioral, and lingual element required to tell a story. Planning and preparing for a production project is a lot more work than many realize. This is why an effective script that outlines your project will inevitably help you produce a quality video. In order to understand this process a little further, I’ve broken script writing down into two elements

The Story Structure.

The structure pertains to the actual story itself. No matter what channel you’re using, if you want to promote an effective video, it needs to incorporate a storyline. Some questions you can ask are: What happens in the beginning and what is the plot or purpose? How is the plot relevant to brand objectives or consumer needs? What type of conflict do you want to portray and how do you plan on overcoming it?

Organizing actors, happenings, expressions and outcomes also play a large part in the clarity of your production. Similar to a box office hit, short videos need to make sense. Also known as a “screenwriting,” this process forces you to organize your media presentation in story form so that it causes an emotional response or reaction by the audience. Once you solidify the storyline, you”ll want to expand on the action within.

The Visual Action.

A production’s visual action overview is one of the most overlooked aspects of script writing. Although most video projects incorporate a script, some wait to determine the video’s elements until the day of the shoot. There is no right or wrong way, but if you’re just starting off, then I’d recommend mapping out every scene beforehand. This is where you literally narrate movement, attitudes, actions, and dialogues.

You’ll want to describe interactions in detail to reassure your message is getting across. Furthermore, this is where you go into detail about, camera angles, lighting, scene moods, locations, and other varying factors. Meshing all of these variables together forms an effective script writing process. As you can tell, this is completely different from any other form of content – and far more complex. Instead of telling a story like a blog, you’re now showing your audience the story by using an effective script. Expanding on the visual shots beforehand will definitely give you an advantage.

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What Goes into the Script Writing Process?

Attention Headline. First and foremost, you’re going to want to focus on the video’s opening statement. When writing your script, you must understand that the initial communication is what hooks your audience. A failure to execute during this portion of the writing process can create boredom or disinterest overall. In most cases, the best way to start off your script is with the problem you’ve set out to solve. This is the most important element of production as you should want viewers to continue watching the video.
Characterization. Second, you’re going to want to solidify actor’s lines and their corresponding actions. The sooner you’re able to solidify this, the better. In this step, you’ll want to thoroughly define the look and feel of each character. Not only does this come in handy when executing casting calls, but it allows the characters to practice their lines and learn the purpose and personality of their respected role.
Scene Messaging. Similar to any form of content, it’s important that you relay your concept, or the value your story brings. Don’t just piece the production together to reach 30 seconds or 1 minute – as every form of communication matters. This is especially true when developing a video with humor. You must consider that way the joke will be perceived. Take time to carefully craft out each line so that it resonates well and doesn’t offend anyone involved.
Scene Transitions. Once you’ve outlined the dialogue, emotion, and viewpoint – it’s time to start identifying the way you’d like to transition each scene. Most movies, even short ads, have a number of transitions. Planning these out beforehand can save a lot of time and frustration. A simple misstep in this aspect can throw your entire story off. Poor transitions can create confusion or misinterpretation of what just happened.
Solidified Viewpoints. Lastly, you’re going to want to highlight the details of every scene. Experienced production writers, like myself, generally have an improved understanding of this. In order to incorporate the mood of every scene, I like to map out the visual representation of every scene through illustrations or box drawings. This enhances the way everyone understands camera angles, lighting, emotional reactions, surroundings, props, and additional features. Detailing the scene with a written description is OK – but imagery tends to resonate better.

Finalizing Your Written Script.

After you’ve completed the general production script, take additional time to look over the dialogues to see if anything else can be expanded on. I even recommend going as far as referencing voiceovers, natural noises, the cuing of music, and video animation. The more cohesive you are with your script, the more efficient the entire process will be.

Once you finalize the script, it’s time to start sharing it with and explaining it to your team. Depending on the extent of your production capability, this can vary. Let’s pretend, you hired me to design the video project and it’s now my job to relay the next steps. First I’m going to want to review everything with stakeholders and those vested in the project. Once I’ve received a green light, I’m going to email copies to my technical team to begin equipment preparation. It’s always best to confirm capabilities before anyone else is involved. If you don’t possess a production team, this is where you begin to garner quotes from equipment contractors and establish your budget.

From here, we can begin to execute casting calls and educate the selected talent once they’ve been hired. Leading up to the shoot, it’s imperative to review all production aspects with everyone involved. I would even suggest choreographing a morning meeting the day of the shoot in order to reiterate goals and workflow. This ensures your script goes as planned, all questions are answered, and general mistakes are eliminated.

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The Benefits of Script Writing for Video Production.

As aforementioned, your production script is essentially the blueprint of your video. Planning ahead reassures your ability to get your vision across in an effective manner. Aside from a thorough strategy, a professional script writer also makes sure the cast feels and acts out the script instead of just reading their lines. They have a keen ability to communicate with the cast and understand how certain viewpoints and angles improve audience perception.

Having solid leadership that ensures cohesion will eliminate excuses or error on production day. A strong process also allows directors to be more direct and critical throughout filming. The main benefit of a good script writer, is that they’re able to guide you through the process while paying attention to the fine details that can inevitably distract viewers from the video’s purpose.

Writing Out a Video Script is Bigger Than Producing Something “Cool”.

Here are some of the main advantages of hiring a creative director to write your production script.

Strategic Writing. Hopefully this blog has helped you understand the amount of strategic detail that goes into video production. When media is speaking to a specific audience or relaying a certain brand, this is essential. Not only is a story needed, but it needs to tie into the brand or audience’s values. Most script writers have advertising and marketing experience, so this comes natural to them and they’re able to communicate in a number of ways effectively. Let’s remember that a script isn’t written to be read, it’s written to be performed.
Less Time Filming. As most projects, improved planning creates a better process. This is even more true in the production realm. Preparing contingencies for weather help avoid setbacks while a thorough projection establishes cohesion. A script writer understands all of the things that can go wrong as well as every scenario that needs to be planned for. Quality production creates a seamless process with less stress and more action throughout filming day. This gives the business owner more time to focus on other aspects of the company that require their attention.
Creative Outcome. Experienced copywriters tend to have a knack for telling good stories. After all, this is their profession. Hiring someone to write your script not only saves you time, but creates a peace of mind that everything is under control. An understanding of the process increases one’s ability to be more creative and produce something that’ll engage, or catch the eye of ideal consumers.
Less Money Spent. When filming a video, you not only have to consider the time it takes, but the amount of money you pay everyone involved. Investing a little more on the front end to establish an outline projection sets the parameters of the project and ensures you don’t go over them.
More Money Earned. This is border line common sense. A professional production script will allow you to develop and promote a higher quality video with a more substantial message. The better your storyline resonates, the more trust you generate towards your brand. Entertaining users creates a sense of intrigue that leads to store visits and potential loyalty.
Production Satisfaction. Not only will a written script improve the video quality, but it creates a positive experience for everyone involved. A poorly planned video project can create a lot of stress or frustration quickly. Taking the time to ensure everyone is on the same page and everything is mapped out relays a sense of professionalism that’s appreciated. Not only will participants look forward to working with you again, but they’ll respect the amount of preparation you placed in the project so they could experience a peace of mind.

Concluding the Script Writing Process.

Content and copywriters have a passion for what they do. Not only do they understand how to position brands so their audience is reached, but they understand all of the work that goes into an effective presentation. If you’re on the fence with hiring a production script writer then consider the ramifications of avoiding one. Creating a video is an expensive project, but promoting low quality media can be brand damaging. Either way, good luck with your process and feel free to reach out with any questions or concerns.

Requesting Copywriting Services

Finding a professional to manage your copy can be a stressful and even frustrating experience. This is why I attempt to provide as much clarity as I can through my blog strategy. If you’re currently looking for help producing content that aligns with brand values and customer interests, let’s schedule a call to see if we’re a good fit.

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How to Target Senior Citizens in Memphis, Tennessee.

Jan 11, 2017 | blog, Branding, Content, Social | 0 comments

How to Target Senior Citizens in Memphis, TN.

Outside of targeted digital strategies, there are plenty of ways to reach and engage senior citizens throughout the Midsouth region. The biggest factor is tailoring your message to their values as this garners their trust and loyalty. Remember, this is an age group that tends to lean on traditional values, so it’s imperative to consider their well-being. In our ever-changing world, many elderly citizens fear their best interest isn’t a priority or even considered at all. Since I’ve had success with geriatric and retirement demographics, I thought I’d share some of the insight I’ve organized over the past few years.

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First and foremost, targeting senior citizens in the West Valley needs to be purposeful. A majority of them are either visiting for the winter, or settling in for the remainder of their lives. The decisions they make are concrete and if it’s your goal to change their behaviors, then you need to do so with quality promotions. No matter what you take away from this article, it’s imperative that you understand their perspective. This is something we take pride in at PreFocus.

A Few Senior Stereotypes.

Before we begin our senior targeting list, there are a few bias viewpoints I want to touch on regarding this growing demographic.

Seniors Are Cheap – I couldn’t disagree more. Look around and you’ll notice most of them driving brand new vehicles or golf carts with plenty of bells and whistles. Not to mention the amount of cash poured into pet grooming. Price can’t be discounted with the elderly. Purchase decisions by seniors (especially regarding healthcare) are usually made based on what the solution can do for them. They want to trust their investment. Once they can clearly see HOW it meets their need, price doesn’t necessarily matter. Avoid making them feel this way by harnessing a qualitative message over an affordable one.
Seniors Don’t Really Matter – Believe it or not, categorizing seniors as important, will garner more interest than you think. Too often, advertisements are geared towards younger generations (or et al) and their demographic is left hanging. Messaging that isn’t catered to their unique situation is a huge turn off and causes them to believe it’s not in their best interest. Promoting a large amount of copy (text) and stock images on flyers tend to overwhelm seniors. If you haven’t taken the time to tailor a more simplistic message with photos that showcase your value, then you’re missing on a ton of opportunity.
Seniors Need to be Told What’s Best – Senior citizens can be a stubborn bunch. Not only do they purposefully avoid change due to fear, but they really dislike being told what to do. Think of it this way: Once seniors begin losing their ability to care for themselves, they want to hold onto every sense of pride they can. They’ve been immersed in purchases or processes that have worked for them for a long time and they truly believe they know what’s best – for them. Using tactics that support change (we’ll discuss some below) help them understand what’s best instead of ego draining direction.

Consider the above takeaways as you progress through my guide to targeting senior citizens below..

1. Social Media and Content Marketing.

Many of you might think I’m crazy for putting this at the top of my list but let me hit you with a few statistics before the chuckles roll off your tongue. According to Target Marketing Magazine, 47% of seniors 50-65, and 30% of 66+ preferred online communications and transactions in 2012. In 2013, those numbers increased to 65% of seniors 50-65, and 34% 66+. In order to understand what they use the internet for, here are some of their behaviors. 94% of seniors use the internet for e-mail; 77% use it shop; 71% use it to allocate health information; and 70% use it to read the news. If you notice one common theme, they’re engaged in some form of content. Although most don’t believe seniors are on social platforms, they are. They realize that technology can help improve their health while giving them a form of engagement they can’t receive bedside.

Whether they find content on social media platforms while keeping tabs on family members and old friends, or come across a relevant ad while browsing for a gift they’re shopping for – seniors are present online. The problem with most senior citizen targeting efforts are the reasons I listed in the beginning of this article. Ads or content that’s not geared towards their demographic tends to disinterest them while creating a poor first impression. This doesn’t solidify they aren’t online – it solidifies you’re not presenting them with a purposeful message. A targeted strategy with an agenda alongside brand clarity will help you overcome this marketing bias.

2. Create or Collaborate for a Tailored Event.

Believe it or not, seniors are an active bunch – especially in Memphis where it doesn’t get too cold during the winter. It seems like there isn’t a time of day most of them aren’t on the road. Aside from the danger this presents, it means they’re always looking for something to entertain their time. Of course they have their routine appearances, but for the most part they’re seeking new ways to interact and engage with others. This is a perfect opportunity to present them with an event that aligns with their values, needs, and interests.

Imagine the type of credibility you can achieve by presenting seniors with a new event catered to them. Even if you have a small budget, there are plenty of ways to engage them with basic activities. Most importantly, find time during the event to relay your cause or provided value so they know who’s behind their consideration. As long as you’re able to promote it effectively, you can expect a solid return on your investment either way.

3. Direct Mailing with Targeted Messaging.

Direct mailers are a common tactic when targeting the senior citizen community. If you’re looking to create an effective flyer, consider some of the stereotypes I mentioned above. First and foremost, you’ll want to design a presentation that’s geared towards them. Simplify your message, enhance the font size, and capture original imagery that resonates with them best. Remember, seniors don’t want to be told what’s best, they want to allocate brands they can trust and justify on their own. Simply ease them into the process by engaging them with what they value.

Moreover, try to incorporate something within your design that they can find useful. Maybe create a crossword puzzle with answers that sends a specific message and aligns with your core values. You can even present them with a mailer design that serves an additional purpose. With this strategy, seniors can use it for more than information and potentially hang it on the fridge to share with others. If they’re able to use it as a guide, then your company will automatically be associated with that value. At the end of the day, you’re executing brand recognition.

4. Online Advertising Strategies.

Again, I know you might be hesitant to invest here – but hear me out. As aforementioned, seniors are online – and even though they might not be looking for you specifically, they’re engaged somewhere. This is where paid advertising or display ad retargeting can come into play. Using online advertising based on behavioral activity is a great way to target seniors with a message that’s relevant to what they’re currently looking for.

For example: Senior A is looking for a pharmacy close-by to refill their cardiology medication. They happen to come across an advertisement by a mobile cardiologist that also executes prescription delivery. Don’t you think that’s something that would catch their eye? Using strategic initiatives to target senior citizens not only increases conversion rates, but it lowers the amount of money you have to spend on entire campaigns. Targeting with purpose, especially when advertising, enables you to ramp up or cut off your campaigns at a moments notice to execute the processes you’re promoting.

The same thing goes for children of seniors. They play a large role in influencing their parents with decisions. If you’re able to target them accordingly so they can pass along the message, then you’ve executed another channel through valued influence. It may be a little more strategic, but it beats sending out 10,000 mailers and crossing your fingers, in my opinion.

5. Partnering with Relevant Companies.

When it comes to partnering with relevant channels, there are opportunities everywhere. If you’re looking for a place to start, try the local Piggly Wiggly or farmer’s market for starters. Seniors seems to visit the grocery almost every day. For example, Bell Road and the 303 is host to 4 grocers within a mile. (Albertson’s, WinCo, Sam’s Club, and Safeway) Visit a location and watch who they interact with and what they stop to examine. Who’s loyal to which brand and why? These might be opportunities for your brand to present itself – whether at the cash register or through an affiliate ad inside. Approaching the business is the first step to generating a relationship that serves their customers with value.

Don’t be afraid to think outside the box of normality as well. A common service venue I visit when targeting senior citizens are local dog groomers. The elderly view their animals as a part of the family and frequent these locations often. If you’re looking for low hanging fruit, consider car dealerships, RV parks or maintenance shops, restaurants, craft stores, and other retailers that are apart of senior’s every day lives. You could even volunteer time with a non profit at a chance to promote your product or service.

6. Print Advertising or Sponsorships.

Print ads are another intriguing way to target senior citizens in the Memphis area. Many care facilities and placement providers tend to invest in senior care publications and other weekly newsletters. Although I have my own opinion on this tactic, it really depends on the product or service you’re looking to provide. Similar to content and online ads, you’ll want to focus your message on the value you provide with simplicity in mind. Some examples include newspapers, billboards, event brochures, announcements, prescription packaging, or sponsored vehicle wraps.

Either way, it’s important that you monetize your investment before throwing out dollars. Although some publications have an extensive number of viewers, it doesn’t necessarily mean senior citizens will see your ad. Print is very difficult to measure because of this. You can only assume, which is why it can be muddy waters if you aren’t careful. Don’t allow the salesperson to sell you, take the time to research your investment and make a decision with your best interest at heart. In most cases, you can take that $3,000 and pour it into other areas where your message is accepted with ease.

7. Scratching the Backs of Senior Communities.

This tends to be the traditional way to reach seniors or the geriatric community. At the same time, I know how difficult this can be. These facilities deal with so much solicitation it’s no wonder they’re never too happy to see you. If you’re going to invest in this type of approach, please be prepared. Don’t go in there without a plan because most of them are wanting to hear what you can actually do for them and their residents – not why they should align with you.

Take the time to research each community so you can understand what to expect when you arrive. Learn about the management or the person you may first come across upon arrival. Ensuring you’re able to execute a positive first impression opens the door to possibility. From here, it’s all about how committed you are to helping them improve their facility while enhancing the experience of their patient base. Until you place yourself in their shoes, you’ll find this a frustrating option – which is why I placed it at the bottom of my list.

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Although it’s important to target senior citizens with purpose, we also want to ensure your brand message and presentation accurately relays your value. Our strategies align your voice with target customer needs in order to improve efficiency and drive down costs.

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Top 5 Reasons Realtors Should Invest in Property Interior Imagery

Jan 5, 2017 | blog, Content, Photography | 0 comments

Top 5 Reasons Realtors Should Invest in Property Interior Imagery

Capturing the interior of real estate listings is beginning to grow nation wide. Realtors are beginning to realize that showcasing properties accurately provides future home owners with clarity. Although it may seem like a lot of work or cost a lot of money - here are 5 reasons why it's worth the investment.

About PreFocus Branded Imagery

1. Purposeful Property Imagery.

Have you ever tried to take a bunch of pictures of properties yourself? When I first began house hunting, I attended viewings alone and sent pictures to my wife. No matter how many different angles or videos I sent her, it never presented the property accurately. It was nearly impossible to paint a picture of the way the room or space made me feel. It was because I was trying to showcase the listing from a device purposed for making calls – not virtual tours.

When you invest in an imagery professional, you’re gaining access to proper angles, lighting, and equipment. In most cases, this isn’t something your buddy or wife can always do. Presenting purposeful images that promote all of the nooks and crannies (that potential home owners want to see) provides you with a sense of credibility and trust.

2. Enhancing Realtor Trustworthiness.

For those that know me, they understand I tend to be pretty honest about my experiences. When it comes to real estate, I haven’t had many positive vibes. The problem is, it’s not because I don’t like the realtor, it’s because I’ve felt misled by the listing. I understand no one’s perfect, but avoiding some of my concerns so that I meet you for a tour isn’t exactly an amazing first impression. You’re not going to sell me until I’m sure about every square inch. So, why not present as much accuracy as you can on the front end so potential buyers know what to expect.

Organizing your images (so certain aspects of the property can be accessed easily) also allows you to avoid constant questioning. Most buyers spend a lot of time searching online before they waste their time with an agent. It’s a fact. So, why not present yourself and your listings in the most professional and transparent way so the consumer is drawn to you? Similar to realtor headshots, home buyers want to see updated and professional looking photos. They always select the most presentable portrait to represent them. Don’t you think they consider properly listing imagery the same way? Phoenix is full of realtors and I know I’d want to stand out. Moreover, you’ll receive less questions about the property because they trust you. In turn, the more time you’ll have to execute the tours you’ve scheduled.

3. Saving Time – For REALtor.

First and foremost, investing time and money into capturing property listings can be exhausting. Especially when you don’t have proper equipment that relays accuracy. Being a business owner myself, I definitely understand the capital constraints experienced through the first set of clients. In the beginning, you need to do what you’ve got to do.. But if you’re making a decent living and still running around taking pictures – it’s time to monetize your time.

Even if you don’t want to hire full time help, a photographer that understands property listing imagery can educate you along the way. Once you’re able to determine what your time is worth, you can begin justifying your investments and monetizing the value. Why not focus on what you do best and stop wasting your time updating pictures?

4. Competition and Home Value.

Selling a hot home can become ugly fast. I remember missing out on a ton of properties because people were willing to pay more – before even looking at the house! Can you imagine the engagement and over the phone bidding wars you’ll receive with an eloquently presented property? Appeal will steal the show every time. If you want your listing to resonate as a hot commodity, promote as many quality pictures as you can. Showcase the blemishes, create some trust, and let the demand take over.

A property with minimal or low quality photos says two things to me: There’s something being hidden, or it’s really not all that great. Buyers understand this and when they’re able to see a majority of the property online, the chances of them making an offer increases drastically. The more people you have interested in the property, the better chances you have at selling it for the asking price – or more.

5. Sell Properties Faster

Consumers base big purchases on a few things. Most of them we’ve already discussed. Trust, sight, and value. At the end of the day, home owners want to make sure their money is well spent. If they feel like they can trust you; if a majority of the interior photos are clear and precise; and if you limit the amount of questions (or banter) you have to answer – it’s common sense that you’ll sell your listings faster. When it comes to real estate, being detail oriented and honest will go a long way. Although professional interior imagery is a portion of the process, I wouldn’t sleep on it. You may catch the eye of someone browsing, and wake up to an offer on your desk.

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Investing in property listing imagery can be a big step in your journey as a real estate agent. This is why we cater to our clients by offering custom packages that best suit their needs. Feel free to tell us what we could help with and we’ll respond with an affordable option that satisfies the value you’e seeking.

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Presenting a Product Effectively with a PreFocus

Jan 4, 2017 | blog, Branding, Photography | 0 comments

Presenting Product Display Effectively

When it comes to marketing your product, it's imperative that you consider the way it can be perceived. At the end of the day, lackadaisical imagery can alter consumer perception. Presenting your product effectively can relay quality in an instant.

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Why some brands take shortcuts when presenting a product.

In order to understand the reasoning behind product company initiatives, I thought it would be beneficial to put myself in your shoes. At Prefocus, we long to understand why shortcuts are taken so we can provide solutions that satisfy individual brand needs. Presenting product display effectively can drastically aid your growth efforts. But first, I wanted to highlight my opinion regarding low quality product promotions and why they’re executed.

Time Constraints

Listen, I get it. I completely understand that launching a product can be a difficult process that causes you to focus on more important developments. Especially if you need to drive some revenue before investing money into the brand. It can be overwhelming and even expensive to set up a product display with proper backgrounds, lighting and lenses. Moreover, a majority of your time is being exhausted with manufacturers, product display designs, and even general sales tactics. When it’s time to curate product descriptions and imagery, you’re more than likely drained form the overall process in itself. Starting from scratch can be difficult and we know you’re eager to get the product out there.

Limited Capital.

Anyone that launches a new product without liquid or investment capital is already facing an uphill battle. Not only are they stressed for time, but they want to stretch their dollar as much as possible. There are plenty of ongoing expenses and legalities that come along with launching a product. I understand that priorities often times fall elsewhere – and that’s OK. It’s important that you focus on sustaining your business – but if you want to sustain – there’s always a way to allocate additional funds to enhance your sales.

I Can Do It Myself.

A lot of factors go into capturing branded product photography. On several occasions I’ve had conversations with ecommerce companies that say they’re “OK” with the current presentation they’ve developed on their own. I’m not here to tell you that you’re wrong for this, but presenting product display effectively is a lot of work. At the end of the day, this comes down to how ownership monetizes and values their time.

Imagery Isn’t Important – To Them.

One of the most common opinions I encounter about product imagery is the simple thought that it doesn’t make a difference. I hear a lot of reasoning like: “The product sells itself” or “Pictures aren’t going to change a need.” Again, I completely understand – it doesn’t necessarily matter to you.. There are plenty of marketers that don’t think product imagery matters. At the same time, try considering the perspective of potential customers. Not everyone has the same viewpoint as the company. Similar to time constraints, this inevitably falls on the company’s standards and how they go about reaching their target audience.

A Quantity Over Quality Focus.

Another frequency in this realm pertains to a quantitative approach. When it comes to launching a new product, most brands believe that more options equates higher revenue. Although I couldn’t disagree more, I completely understand the perspective on this. One of the most difficult aspects of starting my business was focusing on what I do really well. Although I can manage a plethora of tasks and projects, I needed to streamline my services to impact and provide value to a specific niche.

This is uber relevant in the product realm as well. It can be difficult to comprehend how an overwhelming number of options can actually increase bounce rates and disinterest. It simply takes an open mind and strategic patience to overcome this. Thinking about immediate return can easily detour us from our long term objectives.

How a Lack of Quality Can Hurt Branding.

After acknowledging some of the reasoning behind this epidemic, I’d like to discuss some the ramifications that can transpire. Failing to consider the impact of quality product presentation can alter your growth aspirations and short term goals. Marketing materials that avoid presenting product display imagery with a purpose can hinder credibility. Here are some of the consequences of ignoring a quality presentation.

Competitive Disadvantage.

In today’s age, most consumers want to obtain peace of mind that they’ve made an investment that satisfies their imminent needs and values. Moreover, a majority of consumers shop products and compare their features before pulling the trigger. This is especially true with more expensive options – such as appliances, tools, and electronics. According to PWC, 83% of U.S. consumers compare products online before venturing to their local store. If you’re unable to separate yourself, or even be comparable to your competition – then how do you suppose you stand a chance? More often then not, you’ll find yourself lowering prices to compete.

Even if a product is less superior, consumers are attracted to appeal. Especially when they’re shopping and cognizant of first impressions. It can be difficult to acknowledge this, so try to look at it from a different perspective. An online store (let’s say Amazon) shows the same product, for the same price, by two different suppliers. One of the product presentations is lower quality and hard to see. Every time, the consumer will select the better visual. Simply because it’s a more trustworthy purchase when they aren’t able to physically hold the item.

Here is a client example prior to working with us, versus 3 of their competitor’s variety photos.

presenting-product-display-imagery-by-considering-brand-competition-and-audience-resonation-fit-bands-watch

Product Display Provides Insight.

Have you ever looked through a product catalog and been frustrated because “image unavailable” sits atop the product description? I know I have. For the most part, we all want to be able to see and understand something before making a purchase. Low quality (or ineffective) imagery doesn’t allow a buyer to physically see the quality of the product. Even more, a low quality presentation resonates the same. As corporations and small businesses transition online, it’s imperative that consumers are able to visibly gain a sense of the product since they aren’t able to physically hold it. Strong imagery showcases value and establishes trust alongside the brand.

Brand Perception.

I know this may seem like an impact below the waste, but it’s the reality of the situation. It means something to a potential customer when a company goes into detail about a product their interested in. Quality presentation creates a peace of mind that shows you’re willing to enhance the visual in order to garner consumer trust.

No matter how spiffy your ecommerce site is, or how awesome your logo looks – poor presentation can turn off potential buyers. Sometimes even causing a low perception of the brand because of it. In turn, it hinders new acquisition and repeat customers altogether.

How Branded Imagery Benefits the Business

I know I went into extensive detail above, but my intention is not to offend you. Although it can be a tough pill to swallow, I want you to know that we’re only here to help. Allowing an outside influence to help promote your baby isn’t an easy transition. But, here are some reasons why it can be in your best interest moving forward.

Monetizing Your Time.

The first question I want you to ask yourself is: how are you monetizing your time and when is it worth it to outsource? I know what it’s like to feel the need to control everything in order to reach the standards you set for yourself – but is it taking away from what you do well? Does it feel like there aren’t enough hours in the day? What’s the worth of being able to feel accomplished on a daily basis or spend more time with family and loved ones?

Setting up a product photo shoot can be a lot of work. Placement, lighting, and angles are taken into consideration for a reason. When you’re crunched for time, it’s hard to execute capturing a product effectively. Why not allow someone to help with this in order to streamline the process and save you time? At the end of the day, this is up to you to determine – but monetizing the time you spend on business endeavors should be a consideration nonetheless. Even if it seems like you’re saving money, everything has a price tag.

Confidence and Contentment.

Possessing a product with quality presentation enables business owners (and employees) to confidently promote it accordingly. If you’re ashamed of the way something looks, in comparison to something similar, then it’s more than likely going to hinder your excitement towards selling it. We can all understand that an image is better than no display, but why not be proud of your display?

Although it seems like you’ve crossed off all the boxes, you’re disallowing yourself to feel a sense of contentment – you know there’s still more to improve upon. This causes you to sell harder or talk more to overcome what a quality presentation can bring. Ask yourself if your current presentation gets the job done or if it could be better. If you could care less, consider what your audience’s thought process. Inevitably, trust and acceptance is in the eye of the beholder.

Enhancing Your Return.

I’d like to return to a previous point that touched on quantitate product metrics. I often hear that offering a wide variety of products increases overall sales funnels by creating options. Unless you’re already established, this couldn’t be further from the truth. Why not take the time to pinpoint your biggest areas of opportunity (or most relevant needs) and cater to them? Publishing a large variety may improve SEO reach but it won’t necessarily fill your pockets.

Even if it takes longer to launch product lines, you’re promoting quality from the get go. Customers take notice of this. Using proper angles and lighting can drastically enhance the attractiveness of your product. Investing time and money into presentation establishes a qualitative presence and branded recognition. Once you’re able to sustain a select product line, you can then expand on options or add-ons while retargeting previous customers with enticing offers. I know that keeping it simple doesn’t sound sexy, but sometimes “more is less.” Improve your chances of converting until you’re able to scale and expand.

Lastly, quality presentation creates consumer engagement. If something is beautifully or articulately displayed, people will want to share it. Whether you promote a 3D display, slideshow, or optimized image – consumers are more likely to share and suggest appeal. Consider the amount of reach (or awareness) you can garner from product imagery that’s promoted organically. These are some of the reasons why presenting a product effectively can actually drive more revenue – simply by strategically viewing promotability with an open mind.

presenting-a-product-effectively-using-branded-photography-and-strategic-imagery-alongside-catchy-and-purposeful-packaging-phoenix-az

Thanks for reading and best of success nonetheless in 2017!

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We understand that investing money back into the business takes extensive consideration. This is why we’re currently OFFERING $100 OFF to new customers in 2017. Simply submit a contact form and mention “100OFF” alongside your project description.

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