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6 Filters to Test Brand Strategy Before It Hits the Market


As marketers, too often we base the success of our brand campaigns after they have been released. We judge revenues, awareness and sales to see exactly how successful our brand campaigns have been. All of these responses, however, require a lot of waiting and even more uncertainty during the brand development process. It makes brand strategy a guessing game, but it doesn’t have to be. Dr. Rich Gooner, PhD, a marketing professor at the University of Georgia, teaches his students a screening process consisting of six filters. This screening process is to be used before implementing your brand campaign to make sure it says exactly what you want it to say. The six filters are defined below.

filter resized 600

1. Benefits Filter

The purpose of this filter is to make sure your ad communicates the brand’s benefits accurately and in a compelling manner. Therefore, the first step in brand development is deciding what benefits your brand has. For example, if you are Mountain Dew, your brand benefits are energy, exhilaration and thirst quench.

2. Symbolism Filter

What does the brand represent in terms of values, sensibilities and identities? This is especially important for soft drinks, alcohol, automobiles and fashion. You can really take hold of what your brand encompasses with this filter. Many brands create characters that represent them, like the SunDrop Girl, or use celebrity endorsers like Eva Longoria for Revlon.

3. Resonance Filter

This filter has several dimensions. Make sure your target audience will identify with your brand’s ads in terms of cultural references, characters, music, action, etc. You want the ideas represented to be interesting and meaningful, which is really difficult to narrow. As a brand manager, you really need to become the consumer and figure out exactly what it is they want.

4. Story Filter

Every ad and every brand campaign has a story. The story consists of the character, setting, backdrop, scenery and plot. Your brand and ads need to identify with the exact market to which you want to appeal. Whether this means the market consumers are aspiring to be a part of or the one they already are. Ask yourself, “is the story simple, understandable, entertaining, original and creative?”

5. Product Integration Filter

The product or service you are marketing is obviously the center component of brand development. Often times, however, as Apple has demonstrated, you can sell an idea or concept before the product. Arguably one of the best advertisements of all time is the Apple computer from the 1980s. It never proposed the computer as better than IBM but as a revolutionary element alongside Ghandi, the American Revolution and other great names and global events. It is still important to make sure your product is at the center of every campaign.

6. Campaign Extension Filter

Campaign implies a theme similar to a TV series or a sitcom. This theme is incorporated into a series of ads that can extend as long as they are successful. L’oreal has used “Because you’re worth it” since 1972 and look at the Allstate Mayhem commercials that have yet to halt in popularity. The campaign needs to be fresh and current, not predictable.

With these six filters, the guessing and uncertainty in the game of advertising decrease significantly. Use these screens to make sure your campaign has potential before it ever hits the market.

For help with your brand development, contact our Atlanta advertising agency today.

Learn more about the author here.

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Color ROI: It’s All About Psychology


What does the color of your logo say about you? Does it catch people's attention? Is it pleasing to the eye? Check out this interesting infographic from www.bestpsychologydegrees.com to learn all about the influence of color in marketing and advertising. 

Psychology of Color resized 600


For information on how we can establish or enhance your brand identity through creative marketing and advertising solutions, contact our Atlanta ad agency today.  

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10 Tips to Help Revitalize Your Business's Social Media Efforts


Social Media generates leads that result in real customer acquisition. Stay current in this ever-changing world with the latest and greatest tips and tricks from infinitee's social media team.


Tip No. 1: Don’t be afraid to ask for outside opinions.

Most of your employees and clients are active on more than one social media channel. Use them to test out a new page and gather information on user experience and look and feel. The more eyes the better!


Tip No. 2: Drive traffic to your social media sites via contests, sweepstakes, promotions, etc.

Let’s face it – People like freebies! You would be surprised at the number of people willing to give out their contact information for a chance to WIN!


Tip No. 3: Maximize your reach by uploading your e-mail contacts to Facebook.

They may be a colleague or client of 10+ years but do they LIKE you? If not, you’re missing out on potentially reaching thousands of followers. Social media is the new word of mouth!


Tip No. 4: Document everything.

Complete your Facebook Timeline to provide followers with interesting and credible information and to add more searchable content to your page. The more you share, the more likely you are to be found. 


Tip No. 5: Visuals, visuals, visuals.

Images generate more interactions than text alone, but did you know that including people, specifically faces will help followers relate to your page? Images that convey specific emotions will help your brand seem more relatable.


Tip No. 6: Don’t use broad #hashtags.

Simply tagging your event post with #event or #sofun isn’t going to get you anywhere. Make your hashtag campaigns as specific as possible by using your company or brand name, event title, etc. This will make measuring the success of the posts much easier by ensuring you’re the only one that uses it.


Tip No. 7: Utilize the power of LinkedIn connections.

Have trouble contacting that important CEO or decision maker? Try searching for them via LinkedIn. You might be surprised how many connections you have in common or what groups you might share interest in.


Tip No. 8: Embrace the power of video.

You can squeeze a lot of information into a 6 second Vine or 15 second Instagram video. If you’re lacking video content, try using apps like Animoto to create stunning photo slideshows.


Tip No. 9: Keep embracing the power of video – You’ll be a winner in Google’s eyes.

If you don’t already have one, create a YouTube channel and include content like customer testimonials, interviews with industry professionals, introductions or highlights on integral employees or how-to videos.


Tip No. 10: Create and maintain a Google+ company page.

Google+ posts stand a better chance of indexing on Google search above Facebook, Twitter or LinkedIn posts. This is a great place to encourage testimonials or reviews, which will lead to organic SEO.


For more information on social media best practices and services, contact infinitee today at 404.231.3481 or e-mail Jocelyn at Jocelyn@infinitee.com.

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How to Use Social Media in Destination Marketing


What’s the best part about including social media strategy in destination marketing communications plans? People already do it. The only thing you have to do is reward their predetermined behavior.

Destination marketing can be enhanced through the use of social media.

1. Facebook

Facebook allows users the options to tag their locations for all 2,000 of their closest friends to see. As soon as they post a picture they can say who they are with and where. Destination marketers need to have a Facebook page that allows users to automatically direct their location posts to a certain Facebook page. If you are at the Vatican in Rome, Italy, the Vatican should have a separate Facebook page and Rome, Italy will be tagged separately as well. Then have your content managers review these posts and reward them for “checking-in” with a brief comment, suggestion on something to see, etc. Be sure to encourage interaction.

2. FourSqaure

FourSqaure is an App that allows users to “Check-In” when they arrive to certain locations. There are different user levels that people can be awarded based on the number of times a person checks in to the same location. For example, you can become a “Mayor” of a place after so many check-ins. Most companies have already capitalized on this reward feature. Mexican restaurants primarily offer a free cheese dip if you check-in when you arrive. Chain restaurants and hotels have set up this feature, but small businesses should do this in their social media strategy too. Hospitality and tourism marketing benefit greatly from FourSquare. 

3. Twitter

The average life of a tweet is one hour. If your tweet has not been seen or shared within an hour, statistics show that it probably wont be. Therefore, it’s important to engage people when they are tweeting most. This needs to be taken into consideration for how people use social while travelling. According to the infographic shown in this post, 64% of people checked-in during the day, not at night. Also, the average duration of a trip is two days. That means that when your hotel or restaurant is packed during the day or you know you will have a large influx in, monitor twitter and control, promote and engage in the conversation that will already be occurring. People are going to be talking and it’s to your advantage to join the conversation.

Facebook, FourSqaure and Twitter are just three platforms where the conversation is happening, but they are the most popular when it comes to use in destination marketing. Incorporate social into your hospitality and tourism marketing strategy.

To learn more about destination marketing tactics or hospitality and tourism marketing strategy, contact our Atlanta advertising agency today.  

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5 Interactive Design Solutions for Mobile Apps


One of the most recent buzzwords in advertising and marketing has been "mobile marketing." The importance of it is apparent as almost everyone not only owns a mobile device, but uses it to search the Internet, download apps, shop, and store information. It’s quickly becoming the number one channel of interaction between businesses and customers. 

Digital media for mobile marketing

It’s one thing to know that mobile marketing is important but it’s another thing to know how to implement it in the most efficient and effective ways. There are many factors to consider when developing interactive media. One piece of the puzzle is deciding how to maxmmize user experience through digital. Mashable outlines five interactive design solutions that are key to mobile marketing strategy.

1. Create The Illusion Of Immediate Interaction

Consumers expect things instantly. This expectation intensifies when consumers use a mobile device. Statistics show that if a mobile website or app doesn’t load within five seconds, the user will abandon it and most likely never try using it again. But, here’s a trick you may not know -just because your mobile device responds instantly to your request, doesn’t mean it actually registered online simultaneously. 

When you scroll through Facebook and click to “Like” a picture or post, your phone screen switches to a check mark signifying that the action is complete. However, in the virtual world it takes time to register. This interactive design solution satisfies the consumer’s need for immediate interaction when in reality it will not complete for a few minutes. Fortunately, users who participate on mobile rarely interact on the web simultaneously. Therefore, this problem is rarely realized. 

The point is that mobile digital design needs to satisfy consumers' needs for immediate satisfaction and interaction. Although this is not possible due to network deficiencies, the user interface can provide the illusion that it is – and that's what’s most important. The app needs to respond immediately to taps, swipes, etc., and all of that is possible through digital design.

2. Put The User First

Continuing with the idea of dealing with inconveniences at a later time, many mobile apps are taking a round-about approach to inbound marketing strategies by allowing users to bypass registration and personal information sign up constraints. The purpose of mobile is convenience and ease. A user already has to wait for the app or mobile website to download. Once it’s complete the user wants to start interacting, not put in information or register just to wait longer. 

The question comes down to, do you want people to use your app or not? If the answer is yes, then cater the app to their needs. Usually less than half of the people who download an app are likely to complete registration anyway so why ask them to do it right upfront? By letting them immediately use the app after download completes and providing an option to register later, your brand and business delivers more customer value and creates a better experience. Allow your interactive media to be interactive. 

3. Design Digital Media For A Mobile Screen First

This is a fantastic point and one not to miss. When creating digital design for any platform, think about how to implement it on a mobile screen first. This does two things. First, it keeps you from having to redesign interactive media for a mobile device later, saving time and money. Second, and most importantly, it reveals what’s really important.

When designing for a mobile screen you realize what the most important elements are. Is it coupons, location and contact information? Do you need a "How to Order" option? Once you've established the most crucial elements, then you are able to apply this digital design to your website, decreasing clutter and eliminating items that really aren’t necessary. This maximizes user experience and again, saves time and money. 

4. Design With Self-Provided Limitations

This tip piggybacks the previous point of how efficient it is to format digital design to a mobile screen first. The second part of that is how to provide interactive design solutions with physical restraints in mind. Give yourself limitations when designing the app. Do you want users to be able to navigate the app with just one thumb, or with one thumb and an index finger? Once you consider these tiny details, your app will really stand out from the competition and be more desirable by consumers, not just convenient. 

5. Capitalize On The Psychology Behind Taps

As humans we have a need to accomplish things, no matter how big or small. We feel a huge sense of relief and self-satisfaction when we achieve a task. The task with apps in mobile marketing is the tap. When users tap a digital media graphic they feel satisfied, especially if the desired reaction is instant. They enjoy seeing the direct and immediate result of their action, even if it is just from a split second tap.

What mobile marketers and digital designers can do is capitalize on this psychology to increase user experience even more and facilitate continuous consumer interaction with the brand. The trick, however, is finding a balance. Users don’t want to tap a million things but they do want to interact more than we give them credit for. Find a balance and you will strike gold with interactive media.

These five tips for improving digital design will drastically affect mobile apps by increasing user interaction and most importantly, user experience. Please comment below with your thoughts or call our Atlanta ad agency today.

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The 3 I’s In Creative Advertising Agency Selection


As consumers change, so do creative advertising agencies and the messages created for clients. It is a fundamental skill of the communications industry to continually re-invent itself and approach the consumer in new ways. Social media and digital proliferation have catapulted the need for this fundamental skill. As we enter the age of “adaptive marketing,” the expectations of what creative agencies deliver forces change. Forming long-term relationships with active and agile agencies will prove in the best interest for a company. When considering an agency, The 3 I’s will lay a framework in which to select one with adaptive marketing skills.

Pick ME


Engaging with customers through the execution of new and innovative ideas is an essential element of a creative agency. The component that sets agencies apart is the ability to create ideas that are homogenous across all efforts, yet are appropriate for specific channels. Experiences with the product or service become more prominent than the campaign.


The social atmosphere in which customers are living is where marketers should be. Being a part of the many conversations happening daily is vital to future success of a product or brand. The proven strengths of an agency working across diverse types of media should be an indicator to its competence.


Gathering and analyzing data to learn about the consumer is more relevant than ever before. What will set agencies apart from their communications counterparts will be the way in which they create actions to compliment the insights provided.

Now that you know what to look for, you can add one more “I” to the list. infinitee has the ideas, interaction and intelligence needed to take your brand or product to the next level. Call us at 404-231-3481.

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4 Tips to Better Communicate your Brand Strategy


Communication is essential to life. It comes in countless forms – verbal, nonverbal, visual, but the hidden element of communication is the underlying assumption that it is a two way street. One person speaks and hopes the other person receives the message exactly the way we intended for them to receive it.

Now that’s the tricky part. How can we be sure people are consuming the information we send them correctly when context can paint such a different picture? How do we know semantic differences between two people are being conveyed?

This underlying assumption of communication that the message is delivered exactly as intended across channels is the primary struggle of brand development. With the help of Inc.com, here are four ways to make sure your customers hear what your brand is saying.

target audience 

1. Start with Market Research

The first thing we focus on as marketers in brand development is creating a catchy slogan to capture consumer attention. This is not where we should start. We need to start at the beginning with some market research.

Don’t just assume you know what’s important to your target audience. For some consumers, the important ideas to convey could be user experience, quality or company values. Once you truly understand what your customers want you can formulate some ideas for your brand strategy.

2. Define Your Customers, Don’t Label Them

This could be the most common mistake of all brand managers. Do not label your customers with stereotypical labels. You’re only showing how little you understand your customers when you use labels assigned by some generationally aged market researcher that you don’t understand.

Instead, define your audience and let customers tell you what labels they would prefer to use. This way, you can reach out to your target market, engage them and show a greater understanding of what they want. Plus, this is great way to differentiate your corporate identity from others as one that is innovative and caring.

3. Take Consumer Feedback with a Grain of Salt

Remember, you are the expert in brand development. You have degrees, experience and enough research to back up your claims. Your customers do not. Human nature directs us when we don’t fully understand something and we attempt to overcompensate, which can lead to faulty deductions. Therefore, take consumer feedback lightly. Even though it is a best practice to include their ideas and suggestions, keep your perspective objective. They might not understand brand strategy like you. Measure consumer feedback by verifying the credibility of sources.

4. Don’t Use Industry Jargon

Touching again on tip two, use words that your customers understand. Better yet, use their words. Don’t use industry terminology that only your brand development team understands. It’s important to really get to know your consumers and learn their vocabulary then apply that to your brand campaign.

In short, do some market research to really get to know your customers. Don’t label consumers but define them and let them tell you how to reach out to them. You are the expert so take some customer feedback with a grain of salt and verify its credibility. Lastly, use the target market’s vocabulary, not yours. Taking all of these into account will set you on the right path toward a successful brand strategy that is powerful and will set you apart from the competition.

Don’t hesitate to contact us today for answers to your brand development questions. 

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Brand Building Efforts Should Focus On Loyalists, Not Advocates


The number one brand strategy businesses try to implement is the capture of brand advocates. Brands want people that are fanatics about their products or services to share their enthusiasm across all social media platforms and tell their friends and family in hopes of creating more fans and increasing consumer loyalty.

Forbes questions this approach. From a collection of the publication’s articles, we were able to takeaway three main concerns about brand advocates or brand evangelists.

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 1. Dilution

Arguable brand advocates may experience a similar passage of the product life cycle. They are introduced to the brand, consume it and then grow at a rapid pace once people begin paying attention to their content. They mature and then arguably, the presence and reach declines. It’s questionable to ask if their passion and advocacy becomes diluted. Does this influence grow old after a while? How long will other consumers really listen to someone boast about their love for a product and at what point will the conversions stop coming in?

2. Credibility Decline

Chances are, brand advocates are not just brand advocates of one single brand. They probably promote and boast two maybe even five brands on every social channel possible. Eventually their names become recognized, or at least their online voices, and people start to questions – hey, how can this person be so passionate about so many brands? Why should I trust this opinion on one product when they are saying the exact same things about others? The credibility of brand advocates declines as the number of brands they promote increases. One person can’t be an expert in everything. 

3. They are not employees.

Here’s the bottom line. Brand advocates don’t work for you. They don’t know what their purpose is in regards to your brand strategy, nor do they care. They are passionate consumers that want to talk, converse and argue with other passionate consumers. They aren’t paying attention to the consumers you are hoping to convert through their own content. You have no control over how they communicate, what they say or to whom they speak. All you can do is monitor the interactions from a distance and this has the potential to seriously hurt your brand identity. 

Branding and advertising is so focused on attaining and maintaining brand advocates, and yes, it is absolutely true that word of mouth advertising is still the leading way to build credibility, gain new customers and have people try your product, but brand advocates may not be the best choice. 

Perhaps instead, brand strategy should be focused on customer strategy. If we spend more time investing back into our customers to uphold standards of satisfaction, feasibility and overall positive experience with our products and services, then we’ll have numerous brand loyalists even though they aren’t advocates. The loyalists are just as capable of word of mouth sharing as advocates and because there will be more loyalists; more consumers will be reached in the end.

Key takeaway: Brands should consider other options to spreading brand awareness instead of just investing in brand advocates. Customer service and consumer relationship management is great way to increase word of mouth advertising, which is still the most credible conversion source today. The more satisfied customers, the more brand loyalists. The brand loyalists are more likely to tell their friends and family as well. In simple math, that adds up to even a greater reach and greater credibility than brand advocates.

For help with developing your company’s brand identity, contact our Atlanta advertising agency today.

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Develop B2B Marketing Strategies using Left & Right Brain Psychology


Predicting your target market’s reactions to messaging is the first step to creating an effective marketing strategy. As depicted in this infographic from MarketO Blogs, Jason Miller breaks down the differences between the analytical sides of the right and left-brain. These significant differences are important in understanding customer behavior.

Use psychology to strengthen your B2B marketing strategy.

Right-brained people tend to be creative, emotional, and imaginative. For this group, story telling is important. Messaging should include a plot with unexpected surprises and a memorable climax. They don’t want to be sold too – they want to be engaged in an emotional experience.

Left-brained consumers relate to statistics, logic, and facts. Focus on the following when speaking to this audience segment. 

  • What is it?
  • Why do they need it?
  • How is this product better than the rest?

Be specific with your messaging and make sure your Key Point of Difference is clearly demonstrated and supported with statistics.

Understanding customer experiences and what messaging appeals to your target audience is essential in developing B2B strategies. As referenced in this picture, marketing campaigns should either make the audience forget about the competitor’s products or directly compare the products and explain why yours is better. If you can identify your customer base as primarily left-brained or right-brained consumers, you can develop a B2B marketing strategy that matches the way they think with the way you market your product.

At infinitee, we know the ins and outs of developing a strong B2B marketing strategy and deploying it within an integrated marketing campaign. For more information on this topic or other strategic solutions, contact us for the answers.

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Marketing to Women: A Piece of the $7 Trillion Pie


$7 trillion – That’s the purchasing power of women in the American economy. Just to give a clear picture, that is nine zeros: $7,000,000,000. Whether a stay at home mom, a working mom, a part-time mom or single woman, one thing is clear – Women make the majority of purchase decisions in households. They decide what food to buy, what décor to use - many balance the checkbooks and are becoming primary decision makers for high involvement interactions like cars, homes, technologies and finances.

Marketing to women is an art that should be carefully crafted by experts.

If you’re a big brand in one of those previous categories and you’re still primarily directing marketing to men, you are behind the game. Start Up Nation offers these seven insights in marketing to women that you need to know.

1. Women are not universal.

Just because you’ve managed to segment your market into two categories, men and women, does not mean that this is good enough. Women have subgroups. As you segment any market, you need to do the same with women. This can be based on demographics, psychographics (like activities, interests or opinions), geographic measures and more. But, two things that are absolutely necessary when segmenting any market, especially women, is to identity the unmet needs and segment based on if the market responds similarly to situations and marketing initiatives.

2. Women don’t need new products.

This is such a common mistake. Women don’t want a new brand created just for them. As Start Up Nation states, there is “no need to market a herPad when an iPad is pretty itself”. Don’t feminize your brand anymore or less than it already is. Functionality trumps femininity. 

3. Communicate values over attributes.

Marketing to women can play to the female’s emotions in the appropriate scenarios, especially when it comes to cars. Think about it. Women are not as concerned with the hydraulic brake adjustments, V8 engine, or killer equipment under the hood. Convey the value of the attributes rather than the attributes themselves. Women are more likely buying cars for their children and want to hear about safety, dependability and durability so they don’t have to go through this process again in eight years when their kids graduate from college.

4. Women don’t miss a beat.

You can’t make a mistake in your integrated marketing and communications strategy. From Twitter, to Facebook, direct mailers, the company website, advertisements, you name it. Women will detect any inconsistency you make. Get your team together and do it right to make the message come full circle.

5. Women are more than moms.

This goes back to the first point. There are more segments under the wide umbrella of “women” than most companies recognize. Women are not just moms. They are business professionals, athletes, food and wine experts and so many other things. Don’t lump them into one category. Dig deep to find out what it is each segment really values. Respect it and play off the research. 

6.  Women are willing to spend more than men.

Some people reading at this point are probably saying yeah, no kidding. Sometimes, I have to hide the credit card. But, that’s not exactly what we mean. Women are willing to spend more money when they believe a product is of high quality and standards. They appreciate organic food, or paying extra for technology. When marketing to women, take this into serious consideration.

7. Go full speed, or no speed.

If you start a campaign marketing to women, make sure your marketing and communications strategy is 100% committed. Don’t barely scrape the surface but dive in, do the research, integrate all promotional elements and make sure it’s well coordinated.

As a women-owned business, our Atlanta advertising agency knows the ins and outs for marketing to women. Give us a call to talk about your marketing and communications strategy. 

As the CEO of a women-owned business, Jocleyn Smith knows how to approach marketing to women. Learn more about here her.

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