25/12/2016 No Comments  

Stunning Corona Beer message

A couple of months ago the marketers of Corona managed to explode all over the world their paramilitary campaign and the commercial they did with Diego Luna in which he sent a message against the wall that Donald Trump promised to build on the border with Mexico once he occupied the presidency of the United States.

In use of the slogan “Let’s make America great again” (we are going to make America excellent again), Grupo Modelo has used this controversial phrase to make a commercial video for the Corona brand, claiming of course what we all know, America is a whole continent that touches the two poles on the planet and is not exclusively the United States.

https://youtu.be/mD6R0cUY4DU

The Corona brand has been able to identify everything that symbolizes feeling American, wild, united, we are not divisions but mixtures, “our colors make us proud”, from the passion for football to the taste for the spicy. Poetry, art and song, thirty-five countries.

The copy is quite clear too: “Enough of using our name to generate divisions. That is not what we are (…) We are 35 United States that today we dress with only one shield, because Americans are all that is why America has always been great “. Then he launches a new logo for the continent.

#AméricaEsGrande, always has been. It is our continent, it is passion and struggle, diversity and wealth. We are family and it is time for the same shield to unite us. # Defeat yourself

08/12/2016 No Comments  

Real influence of SEO strategies in ranking

The development of content marketing in the digital field has been a revolution for marketing and advertising on the Internet. Through web ranking, companies and organizations try to improve the knowledge and access of their addresses in what web search refers to.

SEO strategies have substantially modified the relationship of communication and the interrelation between users and organizations, to the point of creating an almost perfect search system in relation to web ranking. In this same case, social networks have acted in recent years as an engine that has increased this type of strategy, creating a true phenomenon of professionals dedicated to SEO, content marketing and web ranking of organizations, and creating itself A whole new field emerged alongside the online dissemination that allows a very detailed knowledge of the needs and interests of users on the Internet.

As we said, within the SEO world and web ranking, companies and blogs have used social networks as a springboard to exert a greater influence on the searches of users, which has meant a revolution in terms of dealing with Internet users, more if possible, when most of the social networks have derived to pure platforms of content and SEO that allow a greater knowledge of people, given the large number of information they can obtain through their profiles.

Let’s see then what are the conditioning factors that clearly affect Internet searches and mark the SEO strategy:

  • Use of the keyword. For a long time it has been considered that the key word or phrase should be placed in the body of an article and highlighted in bold, while in reality the important and most efficient thing is to place this word in the title and subtitle of the articles. It does not indicate that keywords in the body of the articles have no interest for SEO, but search engines first attract those titles with those words. At the same time, they need to offer a unique content or as distinguished as possible, which allows to identify the contents with the searches carried out.
  • Inclusion of reference links. For a long time it was believed that putting links in the body of the article was beneficial for an increase in SEO ranking, however, that of linking all the articles has passed to a better life. Currently, the inclusion of quality links (one or several) is considered important, which is what improves the ranking ranking and, better, the longer the link has reach. That is why the number of links and the quality of the links do not count.
  • The structure of the articles. The composition, length and ease of loading are the fundamental and most important elements in the SEO strategy. In addition, another relevant fact is the need to have unique and original content distinguishing between repetitive and copied pages.
  • Inclusion of the main link. Contrary to what can be believed, in the articles in which keywords are going to be used, it is important to only enter once a link to the place to which we want to channel searches, since otherwise it confuses the search engines when linking to the web and the results appear.
  • Utility of social networks. In social networks, various profiles are used for a greater projection in SEO. For example, the elements of social networks that can most influence SEO are the number of followers and contacts, which is known as a reference profile, the age of the profiles and the interaction with this of profiles, comments and answers, that can suppose a greater volume of publications of interrelation with blogs.

In general, advances in digital communication have led to the emergence of a very powerful sector dedicated to studying the behavior of users, their searches, the collection of relevant information and the improvement of dissemination and publication strategies on the Internet. This requires, on the one hand, to work more and be competitive in order to attract the attention of users and, on the other hand, it has greater benefits because it is a much more efficient strategy.

08/12/2016 No Comments  

Retail how to adapt to new times

In science fiction movies or set in a hypothetical future, one of the points that usually or used to show and that always attracted attention were the shopping streets. In a moment, the protagonist of the story ends up in a busy street, in which the cars are very different from those of now (yes, they are usually flying or something similar) and in which the stores are totally futuristic. It is a constant when futuristic forecasts are made: the products change and the process of relating to them also does so. Things appear practically alone, the dependents are robotic elements, the store is able to know everything about the consumer?

Many times it has already reached the exact moment that these futuristic films represented (and that is not exactly as it appeared in the story), but the truth is that these stories are saying much more than you might think about how the experience of the future should be. customer in these modern times. The cars may not fly and are not able to skip the traffic jams, but the truth is that things have changed. Retail has to adapt to modern times if it wants to continue connecting with consumers and if it wants to keep up with what consumers’ expectations take

What do consumers expect from the immediate future? How should the stores of the near future be? Although it may seem like a sci-fi movie cliché, stores must increasingly use technology and have to do so because the consumer has become an advanced user of it. If the buyer needs to access the information at all times, if he uses multiple connected devices and if he has experiences that include more and more elements and more and more scenarios, the brands have no choice but to play with it and have it very much in mind to create the experiences that fit your new needs.

The buyer of the present is already an omnichannel buyer, so he also needs an omnichannel customer service. That is to say, the consumer experience is no longer in compartments and the relationship with the brand is no longer carried out only one way or another. Now, consumers are everywhere and they use all the contact channels and all the tools at the same time and the brands have to be up to this challenge.

And this necessarily has a direct impact on the retail and on the sales strategy. After years of reducing everything to a comparative analysis between ecommerce and physical stores and establishing again and again that only one can emerge victorious from the battle, it is time to analyze what is actually happening in the market and see that consumers They want experiences every time in which the lines of separation are more and more diffuse between one channel and another and in which the marks are able to measure up.

The future of retail linked to ecommerce

Does retail have to reinvent itself? The analysts have it clear, as they are also clear that not only should they make a change. As they point out in an analysis at Phys, drawing conclusions from a study by researchers at Singapore Management University, ecommerce must also reinvent itself and be able to change its position. They have to be able to unite all digital with a constant flow of physical products they want to be able to compete actively. In front of them, the stores have to be able to merge their physical presence with a boom of techie elements.

And, in general, all of them have to be able to position themselves in front of the new challenges and to understand which are the new demands that they have to fulfill. After all, it is no longer about some going on one side and others on the other. The sellers of physical stores themselves have started selling online to compete with the push of electronic commerce. Everyone needs to be able to improve their inventory management, to have the best logistics services (the delivery of the product is a crucial moment of electronic commerce) or to be able to multiply their geographical presence in terms of storage to offer better results

This has several ramifications. As pointed out in the conclusions, more and more holistic approaches to sales will be taken into account. That is, instead of completely separating ecommerce and commerce from always, more and more firms will be using their physical stores to provide service and support to online sales. On the other hand, every time the online stores will have much more relation with the logistics part. That is, it will become more and more usual for me to sell it, I will give it. This will happen not only with the products themselves but also with those sold through the store, that is, the products of third parties (as Amazon does).

And in parallel are also emerging new elements that can work to simplify deliveries, such as creating new tools that allow deliveries remain in the hands of individuals to save costs (what is known as the uberization of ecommerce).

Technology enters the store

But the truth is that the changes experienced by the retail or that must live are not only linked to the relationship established with electronic commerce, but also are very marked by the technological advances that are emerging and the positive reaction of consumers to the same. Buyers want more and more information, more personalized services and more memorable experiences and stores have no choice but to resort to technology for it.

The future will therefore be full of intelligent testers, which will allow consumers to have more than simply the image of how they have the product, and screens that will give access to more information about the store and what it sells. Artificial intelligence will create much more complex and much more efficient assistants, while virtual reality will offer more immersive and memorable experiences.

The stores will be increasingly complex scenarios in which consumers will have more and more elements at their disposal.

25/09/2016 No Comments  

Super Mario Run: 40 million downloads in 4 days, but not everyone is happy

The first Nintendo title for smartphones, the Super Mario Run, reached a record of downloads, but users were reluctant to the single cost to unlock content, which led to the actions of the Japanese videogame maker to the minimum of one month.

Super Mario Run reached 40 million downloads in just four days after its launch on December 15 in 151 countries on Apple’s App Store, the company said. Gross sales reached about 21 million dollars, showed data from the sensor analysis applications company.

But Nintendo shares have lost 11 percent since the launch, as the Italian plumber game has received negative reviews from users, who complained about the initial cost of $ 9.99, instead of the usual method of paying small sums for special characteristics.

“Mario is possibly the most popular game franchise in the world, and yet we see that only 8 percent of those who tried it, bought it,” said Sensor Tower analyst Spencer Gabriel, who had estimated 25 million downloads before. of the company’s report

“I do not think it’s an evaluation about the quality of the game (…), but rather the perceived value when compared to free games that offer more content with optional microtransactions,” he added.

Super Mario Run is free to download from the store; in Japan it has a rating of 2.5 stars out of 5 based on 1095 reviews. “This is a paid application disguised as a free application,” wrote user Racing Game Guy. “You have to pay after playing 10 minutes. It does not bother me to pay, but the cost is a bit high. It is a disappointment after waiting with so many expectations, “he added.

A Nintendo spokesperson told Reuters that the “price was designed to assure parents that they would be charged only once, not multiple times” when their children use the game.

Reuters Agency

08/08/2016 No Comments  

How colors influence brands

The choice of colors for your brand is something that you must choose very carefully

Color is the impression produced by a tone of light in the visual organs, or more accurately, it is a visual perception that is generated in the brain. Within marketing, color is one of the main characteristics that allows us to seduce customers to attract them to our products and services.

The colors have a great influence on the psychological behavior of each individual, and the purchase decisions were not going to be less. According to a study by Color Marketing Group, a company specializing in the use of colors, color represents 85% of the importance in the decision to purchase a product or service.

But colors are not only important when choosing a product, they are also fundamental in branding, to provide the brand with certain values ​​for consumers. That is why the choice of colors for your brand is something that you must choose with great care.

What should you keep in mind when choosing the color of your brand?

All the brands have a color that represents them and in most of the occasions when they name us a brand, it is their color the first memory that comes to mind. In short, the choice of a corporate color is one of the most important steps if you are learning to design logos. When choosing the color for your brand you must answer some basic questions.

With what emotions do you want to provoke?

Leatrice Eiseman, in her book Color: Messages and meanings, explains that colors provoke different emotions in human beings. Therefore, you should reflect on what emotions you want your brand to transmit and use colors that are in line with them.

What shades are used in my industry?

Pay attention to the tones that are mainly used in your industry to not choose a color that does not look natural when associating your brand to that industry. For example, in the United States, red is associated with meat, silver with dairy products or yellow with desserts.

What is the personality of your brand?

As we said at the beginning, colors convey emotions, but also personality to your brand. Therefore you must decide which are the most appropriate colors to convey the personality you want to give to your brand.

What colors does the competition use?

A great way to differentiate yourself from the competition, especially if they have gained a large market share, is the color. For example, Pepsi uses blue as opposed to Coca-Cola red.

Are the colors in line with my message?

Consumers are much more likely to believe in your message if the colors in which you print it are in line with it. For example, if you are talking about ecology it is more credible to use a green text than a red one.

What colors should you choose for your brand?

When choosing the colors for your brand, you must bear in mind that it is not the only color of your logo, but that in order for it to be effective, you must use it in all your supports: from the web page to letterheads or the business cards.

But what does each color transmit? Next, we offer you a small guide so that you have it easier when deciding:

Red:

Red is a warm and intense color, which conveys various emotions ranging from adventure to danger. But when it comes to using it in a brand’s logo, it is usually associated with adventure, energy, strength, vigor or passion. There are several studies that corroborate that it can lead to hunger or increase blood pressure. Therefore, it is ideal for energy drinks, restaurants or products related to the engine.

Pink


Pink is a color traditionally associated with femininity, delicacy, innocence and romance. In general, it is used to add a feminine connotation to logos and women’s products. It is recommended for feminine, children’s products or sweets.

Yellow


Yellow is a color that is traditionally related to joy, happiness, summer or sun. When it comes to using it in logos, you usually want to transmit happiness and warmth. It is especially suitable for children’s and leisure products; as well as to announce special offers and news.

Orange

The orange color is formed by red and yellow, which contains characteristics of both. It transmits strength and confidence like red and optimism and the joy of yellow. The orange is usually used by companies that have as their audience the young public, companies that want to transmit modernity.

Green

The green color represents life, freshness, the environment, vegetation, ecology and all the values that have to do with it. It is normally used by companies that want to transmit their ecological values and respect for nature.

Blue:

Blue is one of the most used colors by companies, both as the main color and to give some detail. It transmits authority, security, success, trust and loyalty. It is also a color that can be identified as masculine. Therefore, we will find it in medicine, government agencies and digital or technological companies.

Gray:

Gray transmits mostly stability and neutrality. It is the midpoint between black and gray. It is mostly used for fonts thanks to its neutrality.

White:

White is the quintessential color of peace and purity. It also conveys style, elegance and honesty. It is used in cosmetics, personal care, beauty, among others. Most cases serve to balance the other color.

Black:

The black color is technically speaking the absence of color. It transmits values such as tradition, seriousness, elegance and mystery. It is usually used in companies that target a clientele with high purchasing power, as it is associated with luxury and elegance.

When choosing which is the most appropriate color for your brand, you should also take into account the representative color of the product you are going to offer. If you are going to use a combination of colors it will be important that you know how to put them together so that it was not disastrous. The most recommended combinations are:

  • Yellow on black
  • Red on black
  • White on red
  • Red on white
  • 
Blue on white
  • Yellow on blue
  • White on blue
  • 
Black on white

If you have in mind to create a company or you are thinking of designing a logo, but you do not see yourself with enough knowledge or materials to do it perfectly, you can consult us to do it.

08/06/2016 No Comments  

Businesses are taking advantage of the pull of Pokemon Go

Pokemon Go is making consumers leave their homes and is forcing them to enter certain places and connect with certain spaces.

It’s one of the news of the summer, one of those topics that give thousands and thousands of articles: Pokemon Go, the augmented reality game of Nintendo and Niantic, is being a massive success and everyone wants to play it. Therefore, Pokemon Go is being the protagonist of increasingly eccentric headlines. From the woman who quit her job to become a full-time Pokemon trainer and sell accounts on eBay, to the town hall that includes Pokemon activities at youth parties to those who end up being arrested for chasing pokemons where they should not have gone. It’s Pokemon fever and, of course, the brands are also getting into the fray.

Everyone is trying to use the frenzy for the game in their favor

As often happens with any hot topic and with any element that goes directly to the trending topic, the brands try to get rid of Pokemon Go. The companies try to talk about the pokemon, they try to be part of the conversation and they try to get into the Pokemon fever battle.

Although only McDonalds has become an official advertiser, their restaurants will become pokemon gyms where you can train the characters. The company will do it with 3,000 of its Japanese restaurants, it will sell themed Happy Meals and it is not known how much it will pay for the benefit (although those responsible for the game explained to the economic press that these ads linked to sponsored locations will be charged with a cost linked to the visit. ). What effect did this news have? McDonald’s stocks skyrocketed as the information touched the market, as noted in Business Insider.

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Según estadísticas, la presencia de un Pokemon puede hacer que las ventas de un restaurante suban un 75% (si entran algo tendrán que consumir). El 67% de los hombres y el 35% de las mujeres visitaría un negocio solo con la intención de cazar a un pokemon.

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According to statistics, the presence of a Pokemon can make the sales of a restaurant go up 75% (if they enter something they will have to consume). 67% of men and 35% of women would visit a business only with the intention of hunting a pokemon.

All this has a powerful explanation. Pokemon Go is making consumers leave their homes and is forcing them to enter certain places and connect with certain spaces. They are making consumers visit stores, restaurants and all kinds of spaces, making from the retail to the museums through the libraries have a new flow of visitors marked by the game. And if the consumers are there, we have already managed to comply with at least part of the work and we just have to give them a little push so that they end up buying. They are visitors, you just have to convert them into consumers.

A pizza bar in Long Island City in New York claims that its sales increased 75% over the weekend, by activating a decoy model feature that attracts virtual Pokémon characters to the store.
And that’s why the stores are going crazy to direct traffic and hunt Pokémon hunters in their hunts around the city. Being a Poketop or having a gym (in some you can get things to improve your game and in another compete with others) or have a pokemon has become a blessing of heaven, as explained in Business Insider, in one that stores They chase like crazy.

The stores are directly investing money to achieve this, as they point out in the media, which has analyzed what British small businesses are doing with respect to Pokemon Go fever. Taking into account that Spain arrived a little later, it could be expected that this fever of exploitation by the stores will also arrive a little later.

Cheaper than social media marketing

How are they doing it? Not only do they rely on the luck of having a Pokémon element inside them, but they are also using all possible resources to do so. For example, they are investing in buying lures (‘lures’ in English) that make the quantities of hunting birds grow or improve certain things within the game.

That is, they are investing in things within the game that their clients can use and that are a bait to attract consumers. As explained by a person in charge of a cafeteria, in this case Dublin, Business Insider leaves a decoy every day at the doors of his cafe and announces it on social networks, launching a promotion linked to the associated consumption. Consumers have increased significantly.

The investment cost is not very high (the manager of the cafeteria has spent 99 dollars, that of a clothing store about 66 in a week) and the return is high, since it exceeds in results the campaigns on social networks and It has a lower cost, or at least that is how they see these small businesses that are already using this tool.

Just like promoting your location this close to a gym or pokeparadas you can get more visibility and foot traffic, if you have a good presence in social media.

Niantic, has enabled a web page that contains a form where anyone who wishes can send directions to create new gyms or pokeparadas in Pokémon GO. You will have to visit the Niantic support page and fill out a form to not only place your order but also attach a photo.