Newsletter - Central States Marketing

Data shows that about 25% of people make New Year’s Resolutions, and the majority think they’ll accomplish them.

Even if you don’t keep them, setting resolutions can help you improve in different aspects of your life, as well as increasing hope and optimism. When you seek to do better or be better, you tend to inspire others as well.

Notre Dame football coach Lou Holtz may be most famous for coaching his team to nine straight New Year’s Day bowl games. Or maybe you remember him for that undefeated national championship season in 1988.

While several of us at Central States Marketing are big Notre Dame fans, it’s something that Lou did OFF the field that is inspiring us this year. Lou encouraged his players to adopt a W.I.N mentality in their daily lives and we’ve chosen that philosophy as our touch stone for 2023.

What’s Important Now?

W.I.N. is a simple acronym that the famous coach used to remind his players to consider “What’s Important Now.” We can’t think of a better time than the start of a new year to ask ourselves that question—whether in regards to our personal lives or our business strategy. It’s so easy to operate on auto-pilot and move through life without paying attention to the scenery. We train ourselves to get through the day-to-day chaos of this world by developing routines and responses that require little thought. We set the alarm for the same time each day, we order the same coffee, we gather information from the same sources and we do the same promotions year after year because it’s fast and it’s worked in the past.

But it can be life-changing to pause and really take note of what’s happening around us. Lou encouraged his players to ask themselves “What’s Important Now?” at least 35 times a day! For those of us who get through life by multi-tasking and juggling two or three priorities at a time—it can be tough to stop and truly consider what one thing deserves top priority and our full attention at any given moment. But when we are able to slow down and truly focus on what’s important now, we often find that our thoughts are clearer and our responses are more informed and creative.

At CSM we are committed to having a W.I.N mentality in 2023. Won’t you join us? The impact on our health, our relationships and our careers may not get us into a New Year’s Day bowl game, but we believe it will allow us to look back on 2023 as a season of victory!

In the life of every legacy brand, including our own, there comes a day when a tired graphic identity needs a reboot. After 22 years, Central States Media is rebranding as Central States Marketing and we’re excited to finally unveil our new look to the people that matter most—our clients!

We are forever grateful to the clients who believed in us back then and to those who continue to trust us today. Thank you!

Renewed commitment, time-tested values

As we relaunch the CSM brand, we do so with the promise to continue providing the visionary strategy and personal service that you have come to expect from us. We may be growing, but we will never lose sight of our values. We built this agency on trust and transparency, and we remain committed to building long-term, mutually beneficial partnerships with our customers.

Did you know…

– While our midwestern roots run deep, we also serve national and international clients.
– While we DO create and place thousands of media campaigns every year, we also provide strategic direction, market research, and award-winning design services.
– While we have been in business for 22 years, we recreate ourselves daily as we stay ahead of new tools and trends to help grow your business.
– CSM was born in an alcove above Ann’s garage and now we have offices in 3 states from which we run campaigns in five languages in ten different countries.

The importance of graphic design cannot be overemphasized. It adds to identity as well as extends beyond the appearance of a brand. Here are a few trends from 2022 that are expected to continue into future year.

attention to inclusion

Diversity is represented in many designs. Reviewed interest in this can be seen in how designers portray diversity while trying to achieve positive changes with colorful illustrations and stock photos, highlighting different cultures, skin color, and beliefs.

geometric shapes

Wherever you look, you’ll see designers use such shapes in their work. You can combine them with any image and create a unique mix of unusual details. Apart from the images, you can use shapes to represent data points, display content, and even reflect your brand. Even better, these shapes combined with muted colors create client-friendly text and attractive visual effects.

monochrome effects

Nowadays many graphic designers are experimenting with the creation of images and saturating them with monochrome effects. As a derivation of a two-color trend of 2017, monochrome effects are becoming increasingly popular. Use a monochrome filter and the achievement of an unusual result is guaranteed.

source: https://merehead.com/blog/top-graphic-design-trends-2022/

A few years ago, Google started rolling out Local Service Ads (LSAs) to help attract customers to service-based businesses. While the scope of these ads has grown since then, they are still limited to select industries such as home service (electrician, fencing, flooring, HVAC, etc.), lawyers, junk removal, pest control, pet rescue/adoption/boarding/grooming, etc. View Full List

Appear at the Top of Google’s Search Results

LSAs appear at the top of Google’s search results, above both paid and organic listings. The lead provides a “click to call” functionality and operates on a pay-per-lead basis instead of cost per click. They link to a profile of your company with detailed information about your services, address, office hours (if applicable) and other critical information. Through the LSA profile, a user can book an appointment by submitting a form or calling you. The profile page is templated and automated.

Up to 3 LSAs will appear on desktop, 2 on mobile, and only 1 via Google Assistant. Factors affecting position and ranks include proximity to the searcher, average review score and the number of reviews you receive, your responsiveness to customer inquiries and request, whether you have received serious and/or repeated complaints about your business, the bid amount, and more. Placements cannot be guaranteed due to this number of variables.

LSAs are set up under your Google Account, so if we are setting them up on your behalf, we will need access to this account. We will work with you to get access and troubleshoot any potential issues that arise.

Get the Google Guarantee

LSAs require a verification process to gain the “Google Guarantee” checkmark and badge (see screenshot below for a sample of how these ads appear; headshots are only included for select categories). Items needed for verification vary depending on the industry, but can include:

– Owner’s First Name
– Owner’s Last Name
– Total number of professionals
– Year founded
– Verification of the physical address
– A business background check on the company as a whole
– Confirmation that the company has an online rating of 3.0 stars or higher
– Background Screening Process
– Proof of Insurance

A recent national survey of media buyers and ad agencies shows trends toward what type of media businesses are currently drawn to, which tactics are seeing growth and which are remaining stagnant or decreasing.

Purchasing radio, social media, and events/sponsorships. Shown an increased interest in streaming/online video and social media.

Plans to increase their budget.

Plans to increase their search marketing.

Plans to increase their streaming video spend.

Of those same same tactics, less than 5% of those surveyed plan to trim or eliminate their budget.

Traditional media such as newspapers are seeing the opposite trend:

– 14% plan to decrease their spending.
– 7% plan to maintain or increase their spending.

Magazines are seeing a similar tract:

– 9% of businesses are planning to decrease their spending.
– 7% are planning to increase their spending.

In a not-surprising find, social media is also on the rise. A whopping 89% of respondents use social media to market their companies, and the average business uses 2 platforms.

83% of respondents are using Facebook for marketing.

50% of respondents are using Instagram for marketing.

28% of respondents are using YouTube for marketing.

8% of respondents are using TikTok for marketing.

this number has doubled since 2021, showing that while usage of short videos is still small, it’s growing quickly.

Where is video placed for marketing attention? Videos are most likely to appear:

– Social media pages (76%)
– Company website (62%)
– Traditional TV commercial, such as network or cable TV (49%)
– YouTube (44%)

*Statistics provided by Borrell Associates

baby boomers (ages 58-76)

Baby boomers were born between 1946 – 1964. This post-war generation grew up in a time of prosperity and economic growth, and they hold the most purchasing power and discretionary income of all the generations. Today, most are empty-nesters that are close to retirement or already retired.

How to reach them: They use traditional media but also tend to use laptops and PCs more often than the younger generations for non-work activities such as browsing or visiting news sites. They’re highly motivated by good deals – 75% are more likely to make a purchase if they have a loyalty discount or coupon – and are very brand loyal. Although they spent most of their lives without modern technology, 86% research products online before purchasing and 82% are active on at least one social media site.

generation x (ages 42-57)

Born between 1965 – 1980, Generation Xers are now juggling homeownership, child care, and peaking careers. They’re busy, and they’re engaged on social media – more than 80% are on multiple social media sites. They are on par with technology adoption and use with millennials. They claim to be the most dedicated to lists while shopping but also confessed to making the most unplanned purchases on their shopping trips.

How to reach them: Gen Xers are a true hybrid when it comes to marketing. They still enjoy a trip in-store shopping, but have also fully embraced online shopping. They love coupons (68% have used coupons they received in the mail), and are more likely to support a service or product that somehow benefits society or the environment.

millennials (ages 26-41)

Slowly outnumbering Baby Boomers, Millennials were born between 1981 – 1996. They began entering the workforce as the economy crashed, and are notoriously soft-hearted and soft-shelled, valuing societal issues far ahead of economics. They are the least frequent in-store shoppers and are most responsive to online shopping, recommendations from family and friends, and are motivated by shopping ease.

How to reach them: Millennials love the next big thing. They rely on reviews a lot, seeking peer input on decisions, so make sure your online reviews and customer experiences are up to par. They use social media a lot – 68% are more likely to ‘check in’ to a business on social media if they’d receive a discount or coupon. They enjoy brand loyalty programs – 77% already do or are willing to participate in rewards and loyalty programs. And contrary to popular belief, millennials listen to a good amount of radio – 93% report listening to a total of around 11 hours per week!

generation z (ages 10-25)

Gen Z was born 1997 – 2012 and are currently the most diverse and most tech-savvy generation. While many of them are still young, they already hold a significant amount of spending power. They value financial stability above all else due to economic uncertainty stemming from the Great Recession, and are responsible spenders.

How to reach them: Gen Z relies more on reviews, recommendations and social media than any other generation. They engage best with brands that are environmentally and socially responsible, and engage with them as individuals, offering personalized products and experiences. They’re less likely to sign up for loyalty programs. A whopping 81% prefer to shop in stores instead of online for the social aspect of it, and 90% check with their parents on a product or services’ affordability before making a decision.

When you place traditional media, and what mediums you use, are both important factors to the success of your campaign. With summer right around the corner, let’s take a look at some different tactics and how they fare during this time.

Radio

Historical data from Nielsen has shown that radio listening habits shift during the summer – and some formats see more of an increase than others. Classic rock and country tend to see substantial increases during the warmer months, as listeners are relaxing on warm weather days and planning vacations.

television

With traditional TV (cable and network), live TV viewing tends to be lower in the summer months as consumers are on-the-go. That’s also why new releases are often in the fall or winter. However, streaming TV services see consistent usage in the summer months, due to the flexible and portable nature of the tactic. Television can still be an effective method of getting your message across in the summer, but a strategic media schedule is crucial.

outdoor

Outdoor billboards are another tactic that can see increased success in the summer. Since more people are enjoying time outside or driving to vacation destinations, there are a lot of opportunities to get your brand out there in the summer! There’s also daylight for more of the day, so people can see your outdoor message later into the evening.

Here are just a few ways ux is expected to grow in the future:

data visualization

This approach puts data into a visual context, arranging it in such a way that it builds a story for the user. Instead of pie charts, graphs, etc, you may want to consider creating a fun way to make the data more interesting.

dark mode

Dark mode simply refers to user interfaces with a primarily dark color palette and flipping the design so the text and secondary details are more pronounced in lighter colors. It’s been used by platforms in the past, but it’s becoming a more common and popular approach to design.

micro-interactions

These are small, visual movements that serve the purpose of making the user experience more engaging and interesting. Examples can include a swipe, hover color, animation, or scroll bar showing where you are on a page.

larger typography

Oversize typography is an increasingly popular option to put some flair into website design while also maintaining accessibility. Combined with a minimalistic or more simplified design, typography can be a way to add a unique twist to your site.

73% of customers now describe themselves as ‘channel agnostic’, meaning that the formats you place ads on matter less than the journey the customer goes on. In order to do this, it means focusing less on the platform or tactic your ads are delivered on and focusing more on the message you want to deliver and the audience you want to deliver it to.

It’s important to adopt an omnichannel mindset to be ready for the changing behavior and deliver a seamless customer journey across all platforms. Just as much attention should be paid to your ‘digital storefronts’ as on the physical real-life locations. For example, 55% of consumers will visit a brand’s website during their purchase journey.

55% of consumers will visit a brand’s website during their purchase journey

One way to set the foundation for long-term relationships are mobile apps, which also increase engagement with your customers. Mobile apps allow brands to collect first-party data and can help spot trends and generate more customer value.

Studies show that app customers are more loyal than non-app customer with the same retailer – they spend 37% more, buy 33% more frequently, and buy 34% more items. Customers increasingly expect brands to offer new technological solutions that enhance the shopping experience. 66% of people say they are interested in using augmented reality for help when shopping and 60% say they want to be able to visualize where and how a product could fit into their lives.

Customer behavior is rapidly evolving, but so are marketing solutions that can help you stay ready! The most insightful brands think about the customer journey holistically, offer novel and compelling cross-platform experiences, and continually reinvent and improve the shopping experience.

When it comes to social media marketing, odds are that you think of Facebook, Twitter, or Instagram. But LinkedIn shouldn’t be overlooked – it has a number of targeting capabilities that can be utilized to ensure your ads reach the right audience and is a great way to improve brand awareness, build your network, and boost your leads. It’s the world’s largest professional network and is an essential social marketing platform for marketing. Let’s take a look at some of the most common uses and types of ads:

Types of Campaign Objectives on LinkedIn

Awareness

– Brand awareness ads are ads designed to reach more people and inform them on who your brand is through impression-based campaigns.

Consideration

– Website Visits: The goal of this objective is to have users visit your website.

– Engagement: Drive clicks, actions (likes, shares, comments) or company page follows on the platform.

– Video Views: The objective of this campaign type is to have your audience view your video to learn more about your product or business.

Conversion

– Lead generation: Gain more leads using a form that is pre-filled with LinkedIn member information.

– Website conversions: Drive specific actions on your website such as a download or collecting leads.

– Job applicants: Promote job opportunities and receive more applicants at your company.

Types of ads on linkedin

job ads

– Jobs ads are dynamic ads that appear in the jobs function of LinkedIn to reach top talent and encourage them to apply with your company.

types of targeting on linkedin

retargeting

– Retarget users who have visited your website by using the LinkedIn pixel, or retarget users who have viewed your video ad, engaged with your LinkedIn Page, or RSVP’d to your LinkedIn event.

audience attributes

– Demographics: You can target users by gender and age.

– Education: You can target users by the degrees they have obtained, their field of study, as well as the school they attended.

– Job Experience: You can target users by job function, which is based on standardized groupings of job titles entered by LinkedIn members. You can also target users based on job seniority or job title and years of experience. Lastly, you can target by member skills, which are highly elegant keywords found within a member’s profile and skills section.

– Interests and Traits: You can target users by the groups they are a part of on LinkedIn, their interests, and their traits (or behavior on the platform). These categories are identified either directly from the users’ profile or inferred from member actions on LinkedIn.

geographic

– This is based on the user’s permanent location stated on their profile.