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Webinar: Strategic Marketing for Produce and Floral

Thursday, 12 October 2017 | Posted in Marketing by Renee Harrison

What is marketing? We are all familiar with the term, but what does it really mean? In this webinar, we will begin to better define marketing and how it presents itself in our industry. PMA’s CMO, Lauren M. Scott, will define what marketing can be in the produce and floral industries, review the different facets of the function and share how you can start to use strategic marketing to grow your business.

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Color Affects Mood, Behavior in Marketing

Monday, 6 June 2016 | Posted in Marketing by Renee Harrison

Consumer color preferences are deeply rooted in emotional responses that seem to lack any rational basis, yet the powerful influence of color is hard to deny. This is especially true in the floral industry where purchases not only reflect interior design color trends but also personal messages associated with gift giving. This article takes a look at the importance and meaning behind color in the Western Hemisphere.

We all know that color is a catalyst for affecting mood and behavior in marketing. In fact, numerous studies confirm the correlations between colors and behavior to aid marketers in engaging consumers and ultimately into buying their products. (Keri, The Science of Colors in Marketing and Web Design) Here are some quick facts about color (Jill Morton):

  • 92.6% of survey respondents state visual factors are most important when purchasing products. (Secretariat of the Seoul International Color Expo 2004)
  • People make a judgment about a product within 90 seconds of initial viewing;
  1. Between 62% and 90% of assessment is based on color.(CCICOLOR - Institute for Color Research)
  2. Color increases brand recognition by 80% (Source: University of Loyola, Maryland study)
  3. Ads in color are read 42% more often than the same ads in black and white

Colors enhance the appearance of merchandising and influence consumer behavior making it critical to consider the impact of the colors we use on our target audience. For example, fast food restaurants decorate with vivid reds and oranges to encourage diners to eat quickly and leave. Color also affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue while those who plan to stick to their budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels: pink, rose, sky blue. (June Campbell, The Psychology of Color in Marketing) 

  • Pale blue: Light-hearted
  • Blue: Honest, trustworthy, conservative, caring, serious, peaceful, calm, relaxed, tranquility, reliable, belonging, coolness
  • Dark blue: Corporate
  • Indigo: Serious, compassionate
  • Turquoise: Caring, peaceful, calm, relaxed
  • Green: Eco-friendly, caring, compassionate, peaceful, calm, relaxed, safe, optimism, harmony, wealth, luck, nature, fresh, cool, growth, abundance
  • Red: Passion, exciting, excitement, strength, sex, speed, danger
  • Dark red: Corporate
  • Orange: a risk-taker, affordable, happy, social able, energy, warmth, ambition, enthusiasm, creative, playfulness, vibrant
  • Yellow: Playful, light-hearted, happy, lively, energetic, warmth, sunshine, cheer, happiness
  • Pink: Caring, compassionate, femininity, love, romance, tenderness, soft, sweet, nurture, security
  • Magenta: Caring, compassionate, creative, imaginative, creative, imaginative
  • Black: Elegant, high quality, luxurious, sophisticated, powerful, corporate, authority, seductive, mystery
  • Silver: Elegant, high quality, luxurious, sophisticated, prestige, cold, scientific
  • Grey: Conservative, traditional and serious
  • Gold: high quality, luxurious, prestige, expensive
  • Purple: high quality, luxurious, creative, imaginative, noble, power, wealth, royal, spirituality, dignity
  • Pastels: light-hearted
  • Brown: Solid, dependable, confident
  • White: Purity, cleanliness, sterility, virginal, clean, youthful, mild.

Colors have different meanings for different cultures, so the preferences of your target audience should be considered when you plan your design. While different cultures hold different associations for many colors, the Western meanings are becoming more universal as markets become global. Personal preference, experiences, upbringing, cultural differences, context, etc., often affect how people respond to colors. (Gregory Ciotti)

Blue is the most popular color for men and women. Women list purple as a top-tier color, but men do not list purple as a favorite color. Additional research on color preferences show that when it comes to shades, tints and hues, men seem to prefer bold colors while women prefer softer colors. Also, men were more likely to select shades of colors as their favorites (colors with black added), whereas women were more receptive to tints of colors (colors with white added).

While a large majority of consumers prefer color patterns with similar hues, they favor palettes with a highly contrasting accent color. In terms of color, this would mean creating a visual structure consisting of base similar colors and contrasting them with accent complementary colors or tertiary colors. The names of colors matters as well. Fancy color names are preferred. For example, mocha was found to be significantly more likable than brown. The more unusual and unique color names can increase the intent to purchase. (Aesthetic Response to Color Combinations)


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The State of Social Marketing | 2015 Report

Wednesday, 11 November 2015 | Posted in Marketing by Renee Harrison

There are now over 7.18 billion people in the world, and we’re more in touch than we ever have been.  Technology has brought us closer to each other, giving us the ability to share just about anything with just about anyone, any time.  The advent of social media has made the world smaller.  We Are Social reports that over 2 billion people worldwide use social media, meaning 28% of the global population is interconnected.  

For marketing organisations, this web of connections presents a massive opportunity to make an impact on an unprecedented number of people.  Marketing via social is a priority for more companies than ever before.  On average, social media accounts for 9.9% of digital marketing budgets in 2015, a figure that is projected to grow to 22.5% in the next five years.

With each year bringing more networks, more metrics, more companies competing for a share, and a greater ability to connect the dots between social media and business results, marketers are able to create more meaningful programs that impact their company’s bottom line. But, making this impact requires increasingly sophisticated resources.   

According to VentureBeat, marketing technology accounted for $3 billion in 2015 investments and acquisitions, and social was the number two category on the list (second only to analytics), accounting for almost $500 million in deals. 

With increasing investment, focus, and pressure on social media to make an impact, it’s important for social marketers to understand the space more than ever.  This report is designed to serve as a resource for social marketers, pulling together data from different
Simply Measured studies and surveys, as well as other sources, to identify key trends in the social marketing industry such as:

  • How best-in-class social marketing teams are structured
  • What social marketers are focused on
  • Where social marketers struggle
  • What social marketers need to be successful
  • How the biggest networks are evolving

Whether you’re a CMO with the goal of integrating social media into broader marketing initiatives, a social marketing leader looking for continued education, or a community manager trying to broaden your understanding of the market, this report aims to provide context to your professional world.

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Sourced from Simply Measured  

The Complete Guide to Instagram Analytics

Wednesday, 11 November 2015 | Posted in Marketing by Renee Harrison

Instagram’s growth has been nothing short of amazing. With 400 million monthly active users and 80 million photos posted daily, it’s no surprise that marketers are focused on making Instagram a big part of their social marketing plans.

Instagram, in turn, has continued to innovate, bringing new features and apps into it’s mix. Over the last year-and-a-half, Instagram has added Hyperlapse, Layout, and now Boomerang to it’s collection of apps, added new features like Discovery and a revamped Instagram Direct, and most notably, developed their ad platform into a powerful marketing tool.

Instagram is changing the way that brands evaluate their audiences and create content. This is clearer now than ever before. 89% of the Interbrand 100 companies are active on the network, and a recent study from eMarketer found that by 2017, over 71% of companies with 100 employees or more will be using the network.

Whether your brand is just starting to invest time and energy in Instagram, or is an established powerhouse on the network, you’ll want to optimize your strategy. This must be done without a solid understanding built on analysis. Through research and measurement, you can develop a solid foundation of what works, what doesn’t, and what to focus on for your specific brand.

This guide to Instagram analytics outlines the metrics required to measure and fully understand the photo and video-sharing network, and walks through some tips for using these metrics to plan and optimize your Instagram campaigns.

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Sourced from Simple Measured 

What Is Social Analytics?

Tuesday, 28 April 2015 | Posted in Marketing by Renee Harrison

Despite popular belief, the advent of social media hasn’t fundamentally changed digital marketing. Tactics, nuances, and roles are different, but the basic principles of marketing remain.

Where social media has most impacted digital marketing is in the tremendous volume of public data it produces and the potential of that data to provide marketing insights, much like we’ve seen with web data.

Social analytics – the ability to discover and communicate meaningful patterns from this social data – gives social marketers the opportunity to grow and develop their programs, fuel the entire marketing organization, and challenge assumptions more easily than they’ve been able to do with other digital mediums. The vast and disparate amount of data available to social marketers may make the process of analysis more complicated than it is in other areas, but its breadth and volume is also the reason it’s so valuable.

In this paper, we’ll define social analytics, how it fits into the social marketing process, and the components needed to develop an analytics-fueled social media strategy. We’ll explain where marketers often miss an opportunity to both plan and strengthen their social strategy by analyzing the necessary components. 

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This report is freely available to PMA members and industry. Click here to download the whitepaper

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