Why Hire an External Marketing Team?

Why Hire an External Marketing Team?

NOVEMBER 2, 2018

It’s a busy season. Your in-house team is overloaded and you need a great idea developed in order to complete an important project. You need fresh ideas to bring a fresh, powerful and new concept to the table.

An external marketing team can support your in-house designer to start building a better marketing strategy, also allowing him or her to focus on what they do best for your business.

An external marketing team with extensive experience in different areas is a perfect opportunity for your company to cut unnecessary expenses and build a marketing strategy that works the best for your business. While your in-house team is busy with day-to-day deadlines, the external team can fill the temporary staffing gap. They can take over larger initiatives such as branding and product launching or assist with workflow and ideation.

Hiring an external marketing team will help you grow your department for a short-term solution while hiring full-time employees. Not to mention, it gives your in-house team a chance to learn more and advance their knowledge and skills by collaborating with a team with a more colorful background and broader perspective.

It’s always a great idea for big companies to have an in-house graphic designer for day-to-day tasks, but to complete an important project you'll need a fresh concept that could come from a fresh team. Say, Black Rhino Marketing Group, for example.

The Myth of "Going Viral"

The Myth of "Going Viral"

SEPTEMBER 14, 2018

According to Derek Thompson, Atlantic senior editor and author of "Hit Makers: The Science of Popularity in an Age of Distraction", nothing “goes viral.”  There is a calculated reason why some of the worst films become cult classics, while masterpieces can fade into obscurity. The same idea can be applied to the marketing industry. Even the most impressive advertisements don't go viral. It takes more than a great knowledge of color and design to create an impressive ad. Let’s see how to go viral!

The first key to having the most effective advertisement is "exposure". The popularity of a book, song, person or  ad, is about more than quality, it’s about How, Where, and When does the consumer encounter your ad?

The next key is to always innovate.  Raymond Loewy, a Franco–American industrial designer who achieved fame for the magnitude of his design efforts across a variety of industries, believed that, “The adult public’s taste is not necessarily ready to accept the logical solutions to their requirements if the solution implies too vast a departure from what they have been conditioned into accepting as the norm.”

In other words,  to create a new product whether, it is music, a movie, or a commercial, you need to combine new and advanced ideas with things that are familiar to your audience. Things that they feel attached to, but with a new twist. Having a successful design means balancing between these two things.

So, to be seen in the age of digital media, you need to know How, When and Where to present your product. Also, the best designs are not the ones that are too creative and ahead of their time, the BEST designs are the ones that engage their target audience.

Ad Placement: How to Ruin a Good Design in One Minute!

Ad Placement

How to Ruin a Good Design in One Minute!

JUNE 29, 2018

A key tool used to add overall quality to a company is graphic design. Clever logos, trending ads, and creative banners are instrumental in getting the people's attention enough to search more about you. However, as many entrepreneurs know, getting your ads noticed is no easy feat.

“We never know where the consumer is going to be at any point in time,
so we have to find a way to be everywhere. Ubiquity is the new exclusivity.”

- Linda Kaplan Thaler, Chief Executive at the Kaplan Thaler Group

Now, from billboards to bus benches, there is an ad wherever the eye can see! But is it worth it simply to "get in where you fit in"? I'd argue that poor ad placement can highhandedly ruin an ad.

Just the other day, I was driving through downtown where I saw the following ad that made me say “Eww!!!"

It had nothing to do with the design. The ad itself was actually designed clean and simple, the portrait photographed really well, and the color and layout were chosen wisely. It also had nothing to do with the fact that the ads were installed on garbage bins all over the Chicago Loop.

What made this ad so appalling to me, as you may have already deduced, was the unfortunate facial piercings used to screw the ad on. Perhaps this would have been effective for an ad about facial warts, but sadly that is not the case here. Poor ad placement such as this distracts entirely from the message the ad is trying to communicate.

Let's imagine Disney World is your ad and the weather is your ad placement. It would be pretty hard to enjoy the trip if it were pouring rain the whole time, right? While on the other hand, Disney World thrives on a sunny day. That's the effect ad placement can have on an ad.

When it comes to graphic design, it is important to always remember that, in order to have the best impact, a good design must not only be good but it must also launch at the right time and in the right place.

Color Matters

Color Matters

Color is powerful marketing tool that helps you send your message and makes your business, service, or product stand out.

When you were first setting your color pallet, you may have asked yourself a few questions. Most importantly, how do you choose the right color palette for your brand?

1 |Did you pick your personal color preferences?

2 |Did you pick colors based on your services or products?

3 |Did you pick colors to send your message to your audience?

Colors carry emotion; each color will send you a different message and will give you a different feeling. Colors can make us feel happy or sad…they can make us feel hungry or relaxed. It is important to understand the psychological effects that colors on your target audience.

For instance, look at nature; each season has their own colors. Spring green is not the same as Summer green. Even the color of sky and earth is different from season to season and climate to climate. Also, look at insects; some are warm and bright, some are natural. Their color is based on their need, used to help them in terms of hunting or hiding.

The same applies to our life. Colors connect to feelings in a unique and memorable way, making them a powerful marketing tool for any design project. You want to discern what message you want to share about your upcoming event, business, or product and make sure your color choices reflect that. It is easy to fall back on your personal color preferences when creating your marketing design, but the most important thing to remember is that your design needs to speak to your prospective audience.

So instead, ask yourself these questions:

1 |What colors will grab your target audience’s attention?

2 |What colors best represent the message you’re trying to share?

3 |What colors consistently represent your business brand?

Color resonates with people in different ways. We all have a favorite color or color that we use more during specific periods of life, but the color you use in a design project can say a lot about the work itself. That’s a scientific fact.

At the end of the day, especially for small businesses, you need to feel comfortable with your color palette. Like the color(s) you choose to wear to go to work, you have to show your confidence, so don’t forget to find a way to find the balance between your personal color preference and the colors that help send a message to your prospective audience!

How To Be Seen In The Mess

How To Be Seen In The Mess

Our eyes and ears are filled with pictures, colors, lights, songs, and slogans! Subway turnstiles bear messages from Geico auto insurance, Chinese food cartons promote Continental Airways and US Airways is selling ads on motion sickness bags. There are TV’s in cabs, lobbies and hospitals as well as ads on socials media that are based on your interests and needs (which let’s be honest, is scary!). For instance, just the other day I was thinking about buying something, and the next day when I opened Facebook there was a small ad on the right side of the page giving me an option to buy what I was thinking about! It was like a scary movie!
Now, imagine yourself as a business owner wanting to sell your product or services in this mess. What makes you stand out? Think about it. You’re walking down an aisle in a supermarket looking for your favorite coffee; there are hundreds of other brands there, what makes you change your mind and try a new brand? A brand your friend suggested? The one you’ve just seen the ad on your way home? The package? It could be one or all of these!
Packaging design is the silent salesman that will grab busy consumers’ attention in-store. It informs consumers about the product’s properties and visually differentiates the brand from the competition on the shelf. There is a lot competition to promote and sell products or services online, so to put it quite frank, you need professional market research and advertising.
Advertising is a powerful tool to create and shape a brand universe as it is very visual in which it tells a story about the product/company. As John McNeil states, “If you do it the right way, you actually win points”. This is why your cousin who knows Photoshop is not enough to help your business succeed (sorry not sorry).
There are lots of questions you need to ask yourself and find answers to even before you run your business…
- Who is my audience?
- What is the age range?
- What are their needs?
- Who are my competitors?
- What is missing?
- What do they do to promote themselves?
- What are the colors, symbols, shapes, and languages they use?
Each of these requires professional research. Behind every successful company is a group of analysts who interact with the business stakeholders and subject matter experts to understand their problems and needs, along with the creative group who visualize and bring everything together.
Black Rhino Marketing Group is capable of delivering the right strategy, effective marketing campaigns, and definitive results. We will help your company grow your revenues and develop a plan for success!

Graphic Design in Iran

Graphic Design in Iran

About a week ago my colleague asked me what the difference was between graphic design in Iran and the United States…

I responded:

“Actually, not a big difference. If the U.S. has beautiful actress/handsome actor shown on a billboard who is enjoying a bottle of water, there is an image of a Persepolis soldier being used for the same concept in Iran. Both are trying to show their identity.”

I moved to the United State 6 years ago and am still struggling with language and so it’s not been easy to express myself in a way I want to. But while Farsi is my first language, I find good deign is a language of its own.

Even though the relationship between Iran and Western countries, especially United State, hasn’t been great, one of the most sensitive parts in studying graphic design is our relationship with the graphic design of the West. Our graphic culture has constantly looked to the West as an example, it has been shown in all aspects of graphic design in Iran, and this influence hasn’t been just in graphic design, you can see the foot print of the West in all kinds of art in Iran, such as music, fashion and Fine Arts.

Iran is a country in which its people are tied with its art and design; walls are decorated with tiles and floors are covered with carpets. Every shape and color in the carpets have been designed to represent something in our life: a flower, an animal or even a special event such as wedding, birth or death. Some carpets have been made based on a plans which have been designed by a designer and some like “Gabeh”, have been improvised based on daily events. I believe living and seeing these extraordinary arts and designs make them ordinary in our eyes and this could be on of the reasons that Western graphic design has been imitated by Iranian designers for decades.

In the modern age, where the internet breaks the walls between countries, we expect to see more influence of West in Iranian design but what we see instead is the revolution of getting back to our roots while still being able to communicate with the world. Artist and designers of all kinds, such as fashion, furniture, jewelry and of course graphic design, try to use their identity in their works while still being able to send their message to people who have no knowledge of the Iranian culture. Some believe that the identity in graphic design is only applicable to cultural graphics, because graphics in the area of information and publicity take form based on the content, information, message and relationship with the audience. Communication requirements leave no space for identity, but the current graphic designers in Iran prove it is wrong.

The influence of the West has been happening for decades and having thousands of years of history in art and design, helped Iranian graphic designers be able to communicate the rest of the words while having their identity in their works.