Logo Designers in 2021: Make Logos Flat But Not Forgettable

To engage the notoriously short attention span of internet users, even older brands have recently introduced modern, streamlined versions of earlier logos. Flat logo design refers to the popular trend of using two-dimensional, two-color branding images that don’t contain realistic images, shading, and other enhancements. They’re meant to appeal to contemporary consumers and easily transfer to various media, packaging, and products.

Certainly, many new or established brands can benefit from cleaner and more practical graphics. On the other hand, it’s easy to find examples of companies taking minimalism too far. This results in colors and graphics that closely resemble other products or brands or fail to reinforce the company’s image in other ways.

Find out more about the benefits of flat logo designs and hopefully, how to avoid some common pitfalls.

Why have brands turn to flat logo design?

apple logo design journey from intricate to flat logo design

The image in this section compares Apple’s original logo with the current one. Actually, there’s a lot to like about Apple’s original logo. It tells an entire story about Isaac Newton getting hit on the head by an apple and noticing gravity. It probably strikes most contemporary people as nostalgic and almost like something to expect on a craft beer or wine label.

That image probably represented the budding startup well at the time. In those days, Apple may have told their branding agency that they wanted the logo to send a message that they had better ideas, genius designers, and high standards of craftsmanship. No doubt, the original logo communicated a lot of information. It’s also obviously the opposite of a flat design.

These days, Apple wants to portray a somewhat different image to an evolving marketplace. Even though the original graphic tells a story, it contains so many details and graphical enhancements that it looks even more old-fashioned than it even is. Today, Apple strives to position themselves as the cutting-edge tech company for smart and savvy customers. Since they’ve established their brand so well by this time, they don’t need to use their logo to tell so much of their story.

Besides, Apple can now enjoy the benefits of a minimalist design that they can easily use as a package label, product logo, or cell phone icon. Most of all, few people remember that old, nostalgic Apple label, but almost everybody recognizes their current brand image. This design change worked, though it’s fair to say that the old one looks sort of cool.

Do contemporary, flat logo designs always work well?

Creative Bloq nailed the problem with today’s minimalist logo design trend. In theory, flat designs should reduce cognitive load by displaying a simple image to represent a brand. However, so many of these new graphics rely on similar shapes and color schemes that it might actually take more mental effort than ever before to tell them apart. In that way, they can actually increase cognitive load.

New vs. Old Product Logo Comparisons

Image

For instance, look at the comparison of Google’s previous icons on the top row and the current versions on the bottom row. As just one example, it’s fair to argue that the top mail icon more clearly tells typical Gmail users that this image offers a portal to their email inbox than the stylized “M” below it.

Plenty of users say the same thing about the document and video image comparisons. In fact, the images on the bottom row tend to look so much alike that it takes more thought to tell them apart than it did before. For a company that prides itself on its focus on usability, the icon redesign doesn’t appear to achieve its set goal. It’s so stylized that it fails to communicate well.

Brand Logo Comparisons

Download Monzo Logo in SVG Vector or PNG File Format - Logo.wine

Possibly even worse than giving users minor problems with distinguishing between products from the same company, some brands have begun to mimic each other so closely that they’ve grown way too hard to distinguish.

The logo for a UK bank called Monzo has a stylized M, and sometimes they use only the M without the bank name below it. Refer back up to Google’s new email icon to see how similar the graphics would look as app icons on a smartphone or labels on a box. They’re different, but they would still be easy to mistake for each other because of the closely matched font style and colors.

Examples of Successful Logo Redesigns

Burger King logo evolution

Some clever logo designers have introduced graphic redesigns that both creative agencies and customers appreciate. As examples, consider the good choices made by Burger King and Adobe.

Burger King’s New Logo

As one winning example, look at Burger King’s redesign. Notice that the current logo on the right side of the image actually looks more like an earlier graphic than the more stylized version that immediately proceeded it.

For one thing, Burger King reverted away from the stylized and perhaps unclear image of a hamburger bun. For another, they removed the blue crescent to simplify their color scheme and reduce the amount of details. According to Lisa Smith, a creative director at Burger King’s logo design agency, they wanted to pay homage to the company’s history but produce a more refined version of it.

Perhaps less obvious, they also hoped that taking away the blue crescent would help symbolize the brand’s removal of artificial colors and ingredients from their recipes. Either way, the new logo should not confuse anybody who wants to find a burger from the established fast food chain, and nobody would think Burger King looks like McDonald’s.

Adobe’s Logo Redesign

Adobe logo redesign

Adobe also removed one color in their transition from an old to a new logo. According to the Adobe Blog, the company wanted to make their new design more functional across a range of different surfaces and product types.

Besides their brand logo, they also introduced new product logos with stylized images of two- and three-letter mnemonics to help customers easily find the products they want. As an example, Ps stands for Adobe Photoshop, and PsC stands for Adobe Photoshop Camera.

With a focus on usability and attention to choosing colors for accessibility, they made graphical changes that not only should enhance their brand but also improve functionality.

How an Experienced Branding Agency Approaches Logo Design

For logo design or even redesign, it takes more than just a typical graphic design agency. It takes a good branding agency that’s willing to understand the company’s audience, message, and even its history. While prudent designers will pay attention to trends, they never want to produce work that’s so trendy that it mimics other players or loses its purpose in the process.

With that in mind, business logo designers should always adhere to these best practices:

  • Conduct brand discovery and market research first: As in the case of Burger King and to some degree, even Apple, the best logos can look very contemporary without sacrificing a nod to the past. Also, invest in enough research to ensure the audience will respond well to the new logos. It’s better to hear this kind of criticism from a focus group than to see it on Twitter.
  • Note current trends without blindly following them: Changing a logo carries some risk, especially for a business that already has significant brand and logo recognition. Flat and minimalist designs offer plenty of benefits; however, don’t sacrifice functionality and uniqueness.
  • Avoid out-of-the-box typography and color pallettes: Very often, even simple typography customization can help avoid accidental similarities between one brand and another. For instance, choosing either different colors or another font could have kept the Monzo logo from looking quite so much like Gmail’s.
  • Shy away from image clichés: Sure, the new Apple logo looks a lot like the old graphics for Apple Records, but thankfully, most Apple buyers probably aren’t old enough to remember the old Beatles label. Anyway, Apple got away with it, but using common shapes, like globes, light bulbs, or apples, risks confusion and can even appear stale. If it’s necessary to use a common or generic shape, try to customize it in a unique way.
  • Avoid making logos too abstract: In Google’s effort to simplify icons, they took away the instant recognition of what the images represented.
  • Strive for simplicity: Complex logos may present problems when displayed on different devices or surfaces. That’s also why sticking with two colors makes logo designs more practical for a variety of applications. Using just one or two colors can also open up the possibility of reproducing it in monochrome if the need arises, say for stationary or business cards.
  • Develop responsive logos: Logos shown as icons for apps, emblems on products and packaging, and advertisements on TV or computers will need to scale to various sizes. If it’s not possible to design one responsive logo, consider creating variations for different applications.
  • Develop brand guidelines: Finally, businesses should protect the investment they make in developing and promoting their brands by publishing guidelines that specify how to use the logo. Some guideline considerations might include permitted and prohibited uses, fonts, colors, and padding.

Developing a Logo that will Last for Generations

Businesses invest a lot in creating a brand identity, and a logo represents a visual cue or reminder of that. While brands may have good reasons to develop new logos or redevelop old ones, no business wants to do that very often. Nobody can say for sure if today’s graphics will look dated in 20 or 30 years; however, it’s helpful to look back on logos from the past to see how well they stood the test of time.

As a branding firm in Florida, Bigeye has helped established branding and designed innovative logos for dozens of growing and established organizations. Take a look at the online portfolio to find a graphic design agency that builds brands.

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How to Build an Email Strategy to Grow eCommerce Marketing Sales

Build a customer- and growth-focused eCommerce email strategy to attract, retain, and satisfy customers by relying on accessible eCommerce tools.

In addition to causing dozens of other disruptions, the pandemic drastically changed the way most consumers shop. In particular, people turned to online shopping for additional convenience and of course, to avoid crowds.

Even though eCommerce marketing sales had steadily increased for years, they massively spiked in the spring in 2020. Even so, online retailers may need to improve their marketing tactics in order to keep growing because of changes in the overall market.

As eCommerce Marketing Grows, So Will Online Competition

According to a report on global eCommerce published by Insider Intelligence, an incredible 150 million shoppers made purchases online for the very first time during the course of the pandemic. Even now, shoppers are busy discovering new categories of items that they never considered buying over the internet before, like groceries, TV warranties, and furniture.

As more people get used to shopping online, growth may slow somewhat but the trend line will almost certainly remain pointed up. Still, any prudent eCommerce marketing agency would certainly advise clients to remain on top of their game because of increased competition.

Retail giants, traditional wholesalers, and eager startups have responded to the rise of eCommerce with additional investments in this space. For instance, a great email strategy can offer a competitive advantage against even the strongest competitors.

Why a Good eCommerce Marketing Agency Will Push an Email Strategy

An efficient email strategy provides eCommerce marketers with one of the best tools to beat competitors, big or small. Shopify, one of the best-known eCommerce platforms, published a list of reasons that their most successful partners develop an effective eCommerce email strategy:

  • Keep connections with website visitors: Attracting customers to an online store requires a substantial investment, but they don’t always make a purchase the first time. Email can help close sales and even remedy cart abandonment. Shopify’s own data shows that the highest conversion rates came from email campaigns when compared with such other channels as direct, search, and social marketing.
  • Develop customer relationships: Besides connecting with prospects, email helps develop relationships with customers. Online stores can let customers know about specials, sales, new products, and other promotions to attract them back for repeat purchases. As an example, in response to the recent RobinHood-Gamestop controversy, Acorns quickly sent out an email to let members know the difference between their investing strategy and RobinHood’s.
  • Provide customer service and information: During the process of making a purchase, waiting for delivery, or requesting customer service, email serves as an efficient way to keep customers informed and to provide service. The right messages can build trust and even reduce the demand for live calls or chats with customer service reps.

Even more, Shopify mentioned a report that found 80 percent of companies relied upon email marketing as a primary channel both for acquisition of new customers and retention of loyal ones. They observed that email marketing occupied a unique place because it works well for attracting new audiences and retaining existing ones.

ECommerce Email Strategy Best Practices

Of course, not every business enjoys the same level of success with their email marketing strategies. Anybody with an email account probably gets dozens of marketing emails a day, and they probably don’t bother to open most of them and respond to even fewer. Just like eCommerce, email marketing remains a competitive business.

Even so, and believe it or not, some online businesses send out emails that their subscribers and customers actually look forward to receiving. That’s because these communications provide recipients with a good value, possibly in the form of specials, new products, information relevant to the customers, or of course, the status of orders. Businesses that want to develop a brand identity that helps entice customers to pay attention to their emails should consider these best practices.

1. Create strong subject lines

A previous on email subject lines article reported on a study that a typical email design agency expects returns of $38 for each $1 spent. If emails aren’t performing that well, begin by crafting better subject lines. Some highlights of these tips include personalizing subjects with the recipient’s name and adding humor, surprising facts, or even a challenge. Also, a limited offer that appeals to a consumer’s FOMO also generally proves effective.

2. Include an email signature

Even if an email design agency or writer crafted the email, it’s best to add an email signature line that includes contact information for somebody responsive within the company. Naturally, people will favor messages that look like they came from a person who can help them and is open to communication. To help with this, HubSpot has a free email signature generator that can produce a professional-looking signature.

3. Keep the main message above the fold

For internet marketing, above the fold means that readers don’t have to scroll to read the message. According to HubSpot, as few as 30 percent of readers will bother to scroll down. It’s fine and probably optimal to repeat the call to action later in the email, but make sure to include it early. Also, recipients will probably scan the greeting first, so businesses should also personalize that part of the email.

Examples of Online Retailers with a Great Email Marketing Strategy

Online retailers who want to use email marketing to help grow their business can benefit from the examples of some well-known brands.

Wayfair

If customers order a product, Wayfair will send followups to suggest complementary products. As an example, a customer could order a bed with a French Provincial headboard and frame. After the purchase, Wayfair might send out an email suggesting French Provincial dressers, nightstands, and other complementary bedroom furniture or accessories.

ProFlowers

ProFlowers provides an excellent example of emails that can help lure back potential customers with abandoned carts. Business Insider found that cart abandonment shouldn’t always translate to lost sales. Instead, it can give online retailers a great chance to get customers to respond to emails. In fact, they discovered that 40 percent of shoppers will open emails sent within three hours of leaving the cart. Even better, 20 percent will click through. 

Of course, customers might not finish transactions for a variety of reasons. These could include price or some dissatisfaction with the exact product.

The ProFlowers approach includes:

  • Maybe the shopper decided the product wasn’t exactly what they wanted, so the company tries to remedy this by showing that in addition to the abandoned product and a variety of similar ones.
  • ProFlowers also uses emails to sweeten the offer by providing a 10-percent discount and a free vase if the customer completes an order.

Popular eCommerce Marketing Platforms

Good eCommerce marketing platforms help provide a level playing field for startups, small businesses, and even larger corporations. No business needs to design their own “Amazon” from scratch, which makes entry into online sales very accessible. From a DTC startup brand, to a small Main Street Mom & Pop, all kinds of brands have used these platforms to offer customers a good experience from the first day.

Shopify

Over a million businesses use the Shopify platform for retail sales. Visitors to Shopify.com might notice that the very first thing this company does is ask for an email to begin a free trial. If nothing else, that should demonstrate that Shopify understands the importance of building email subscriber lists for online business.

With modest pricing, customizable store themes, and plenty of add-ons and integration with other services, Shopify can provide the best online selling and growth solution for all sorts of eCommerce businesses.

Shopify has also introduced its own email marketing platform that integrates with paid store plans. According to their help system, Shopify provides up to 2,500 emails a month with any paid plan and charges a modest fee for overages. As an example, 1,000 extra emails would cost $1.

Klaviyo

Among other features, Klaviyo can introduce automation to email campaigns. Jordan Schau, the CEO of Pure Fix Cycles, offered a good illustration of benefits in his testimonial for this service. He said, for example, his company can sell a bicycle to a customer, and one week later, the platform might email that customer to offer them a useful bike accessory, like a lock.

The Klaviyo and Shopify integration allow stores to collect visitor information and send personalized messages. Personalized automation triggers can include dates, specific events, or membership in certain segments. It’s also great for running A/B tests.

Narvar

Narvar provides a way to enhance customer service and the overall customer experience after purchases. As an example, they provide a turnkey Shopify solution that manages shipping, tracking, notifications, and returns. In particular, the ability to send proactive communication to customers helps build trust, reduce concerns, and increase the chance of repeat business. 


Design an Email eCommerce Strategy to Ensure Growth

Shopping online has spiked during the past year and will certainly continue to grow, though perhaps, not at the same rate. Even so, the very rise in eCommerce has attracted plenty of competition, from innovative startups to deep-pockets legacy enterprises. To thrive and grow, successful businesses need to maximize the benefits of efficient marketing channels, like email.

In addition, business face more restrictions about the way they buy or track people via search and social media because of regulations or sensitivities about privacy. According to Plytix, that alone should encourage eCommerce businesses to focus upon the efficiencies and valuable, first-party user data they can benefit from with email marketing.

Here’s the good news. Plenty of accessible platforms already exist that can ensure even startups and small businesses have access to the same smart technology that powers their largest rivals. For many companies, developing a strategy to use these tools to attract, retain, and satisfy customer may not take that much of an investment. An experienced eCommerce marketing agency can provide the insights and tactics almost any business needs to do more with email.

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Learn From These Amazon Bestsellers in Order to Beat Them

Millions of buyers search Amazon for new products and brands. See examples of the best Amazon eCommerce marketing in order to find ways to beat competition.

When it comes to Amazon, lots of sellers say that if you can’t beat them, you should join them. That doesn’t refer to copying either the products or tactics of other sellers. At the same time, the platform offers so much information about best-selling products that successful eCommerce marketing often depends upon researching top products and sellers in order to come up with a profit- and growth-driving strategy for their own business.

Learn what kinds of products to look for, examples of top sellers, and why Amazon eCommerce marketing offers the perfect platform to launch or grow a business.

Finding Amazon top sellers to research

StartupBros, one Amazon marketing agency, has their own simple formula they use to find likely products. While other sellers may use different criteria and not every box needs checking for all products, these look like sensible gauges for new sellers who want to find products to help generate new ideas:

  • They tend to favor products with prices between about $20 and $200.
  • For obvious reasons, it’s beneficial to have easy-to-ship items that can qualify for express shipping.
  • Reasonable prices for the item should allow for a profit margin of at least 50 percent.
  • Current product listings should have less than 150 reviews, indicating the market isn’t totally saturated.
  • The product should generate at least 10 sales a day to demonstrate it has already attracted buyers.

Evaluating Amazon top sellers

Using the requirements listed above, it’s fairly easy to find some briskly selling products and figure out how another seller could improve upon them for their own business.

Pet grooming gloves

Pet grooming gloves make grooming and de-shedding a pleasant, comfortable experience for both long-haired pets and pet parents. This listing on Amazon ranks at the top for both cat hair removal products and the pet category for Amazon Launchpad, a platform for innovative startups. It also has an Amazon’s Choice badge, which is a designation for products with generally favorable reviews, immediate shipping, and reasonable pricing.

Is there an opportunity to do better? Obviously, the seller does well with this product. They’ve also effectively used images in the heading and description. However, they have very little text in the description area. Not only could these sellers have used text to provide more information, they might have sprinkled in a few more key words or phrases to help with ranking on Amazon and other search engines. 

Vegetable Spiralizers

Spiralizers slice vegetables for salads, stir-fry dishes, or pasta replacements. According to the reviews, the Mueller product performs pretty well out of the box for some tasks. Unlike the pet glove listing, this product page appears to contain both clear photos and plenty of text. In fact, the description even provides tips for setting up and using the device, probably cutting down calls and emails for customer service.

Is there room for improvement? For one thing, even many positive reviews mention that this wasn’t the first such device people have had. Mostly, this product has steel blades but otherwise relies upon a fairly cheap plastic body. Less favorable reviews pointed out some problems with the product. These issues include: 

  • The bin to catch vegetables was too small.
  • The plastic body felt cheap.
  • The product sliced zucchini well but didn’t perform to expectations with softer yellow squash.

A competitor should not have a tough time either sourcing or manufacturing an alternative product that resolves these design flaws. Even if the product would cost a little more, plenty of people appeared willing to pay for quality.

Why Amazon offers a great eCommerce marketing opportunity

According to the eCommerce platform’s own Amazon Advertising page, customers don’t just use the site to shop for things they already want. In fact, 80 percent of Amazon shoppers also visit to browse around and find new products and brands. Also, because so many sellers have already found success, it’s easy to find top sellers and improve upon their product development and marketing.

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5 Successful DTC Launches With Podcast Advertising

Podcast advertising gives DTC brands a chance to connect with a wide, engaged, and growing audience. See five DTC advertising success stories.

PPC, blogging, and social media advertising tend to dominate discussions about DTC marketing. These kind of conversations totally ignore the rapid growth of podcast advertising as an effective and increasingly popular promotional medium for DTC brands. Even last year, The Drum reported that DTC ads had increased overall podcast revenue by over 50 percent in 2018. This comes at a time when podcasts have replaced radio shows for a hands- and eyes-free way to consume entertainment and information.

Which DTC brands have enjoyed success with podcast advertising?

Look at some examples of DTC companies that have found an audience with podcasts.

TakeMeUndies

As the name implies, TakeMeUndies sells underwear. As a podcast advertiser, they shifted some of their social media advertising money to podcast advertising a few years ago. As early experimenters, they managed to cut deals with some fairly notable celebs. Their bet paid off. According to Ad Exchanger, they have already sold nine million products and expect to generate $75 million in revenue for the year.

In this case, the company used host-read ads. The CEO, Jonathan Shokrian, said that he credited his company’s success to having the advertisements sound more like person-to-person referrals than typical advertising.

FabFitFun

FabFitFun offers a unique and fun subscription service. Subscribers pay $49.99 each season. In return, they get a box filled with eight to ten products with a guaranteed value of at least $200. Members can also choose some of the products they want included in their basic box, or they can pick add-in products for an additional fee.

According to Magellan, FabFitFun first started advertising on podcasts in 2017 and by 2019, they made the list of the highest spending podcast advertisers. They’re featured on such popular shows as The Goal Digger Podcast and Chatty Broads.

Blue Apron

Like TakeMeUndies, Blue Apron has grown up with sponsored podcast ads. In fact, they have even launched their own branded podcast called “Why We Eat What We Eat.” During the show, a food historian named Cathy Erway discusses a variety of interesting topics related to food. Some examples have ranged from the origins of duck sauce to dealing with picky eaters.

Whatever their content marketing agency comes up with, it’s working. The company’s sales have increased 500 percent.

ZipRecruiter

Similar to Blue Apron, ZipRecruiter sponsors a podcast. In this case, it’s called Rise and Grind, a podcast that caters to their likely audience of job seekers, hiring managers, and entrepreneurs. Rise and Grind, the sponsored podcast, has even launched other businesses, like a Shark Tank investor named Daymond John.

By producing the right type of content and sharing their platform with entrepreneurs, ZipRecruiter has earned a large, targeted audience and some great publicity. As an example, Daymon John praised ZipRecruiter as a company that focused upon finding good people and good jobs, according to FastCompany.

Podcast Superstar

According to the Podcast Superstar page on Airbnb, $195 gives guests an interview in a Manhattan studio for a podcast called mürmur. video. The page promises guests a chance to promote themselves, their business, or their idea directly to the world.

This example doesn’t exactly fit with the more conventional approaches to using sponsored podcasts to attract an audience and promote a specific business. Instead, the podcast promotes itself as a way for people with a modest budget to get featured in a podcast.

The reviews suggest that the host does a good job with the interview, even if his Airbnb page doesn’t mention the audience size. Still, the deal includes a professional recording, so at least, it can give startups and small companies a way to get content produced for a budget-friendly fee. To make this opportunity truly effective, they may need to invest more to distribute and promote the recording.

How DTC brands can benefit from podcast promotions

Podcast advertising shares certain features with both digital and radio promotions. Still, it has its own character. To make the most of this rapidly growing medium, keep these tips in mind:

  • Typically, podcasts work very well to increase brand awareness, though they can directly push leads and sales.
  • Since many listeners may listen to archived or downloaded programs long after the original date, they may work better for offers that aren’t time sensitive.
  • As with radio, it’s usually not possible to finely tune audience demographics as tightly as on PPC platforms.
  • When developing content for sponsored podcasts, keep the audience in mind. They probably don’t want to listen to 30-minute advertisements, so find relevant topics that would lend themselves well to mentions of specific products and services.

As with any other kind of marketing, expect to test and tune a bit before finding the perfect podcast advertising solution. Still, many DTC brands have found receptive audiences and growth opportunities by investing in various kinds of podcast promotions.

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Defining Luxury Shoppers in the eCommerce Marketing World

eCommerce marketing is growing, but it takes a different skill to target audience demographics for online luxury goods buyers.

A McKinsey report upon the luxury goods sector this year expressed both cautions and reasons for optimism. Because the pandemic has slowed in-person sales worldwide, they emphasized the importance of focusing upon online growth. Not only can eCommerce marketing fuel online sales, it can help propel more potential customers to visit stores later. Of course, to make the best use of digital marketing dollars, it’s important to carefully target audience demographics.

How targeting eCommerce marketing to luxury buyers differs from other niches

For many niches, a consumer marketing agency will suggest targeting the right buyers through content marketing. After all, posting relevant content can cast a wide net. In most cases, it’s fair to assume that people with an interest in the content will also want to buy associated products and services.

Yet, this kind of strategy may not prove as effective for an audience analysis agency that hopes to target their market for luxury buyers. MediaPost mentioned a good example of some pitfalls luxury brands have encountered when they tried to define and target audience demographics with posts about multi-million dollar homes, imported purses, or other big-ticket luxuries. They may attract some potential buyers; however, they’re also likely to engage a more aspirational market.

Who hasn’t looked at their social media pages to see a friend posting a picture of a dream home by the beach or high-powered sports car? That’s more about sharing a daydream about a luxury item than serious thinking about buying one.

After that social media friend has shared or commented on one of these posts, they will suddenly find themselves targeted or retargeted for similar ads. Daydreaming friends may find the situation amusing; however, for the brands paying for clicks or displays, they’re wasting money.

Consider location targeting

Property development companies put a lot of thought into where they will build their next gated community or luxury condos. Likewise, high-end jewelers and other kinds of luxury retailers carefully consider which shopping districts to choose for new stores. Even though eCommerce customers can compare, shop, and buy from almost anywhere, it stands to reason that businesses will still find them mostly in the same kinds of areas that would help a physical outlet prosper.

With that in mind, consider a few ways to gather information for location targeting:

  • Past behavior: Of course, targeting people who have actually taken the time to visit the physical location of a luxury brand may work the best of all. Even if the consumer did not buy from the business, perhaps they have shopped and purchased from other luxury brands.
  • Geo-locations of homes: The location and value of a current home or rental can help suggest the price range and quality that a consumer might feel comfortable with. Just as physical outlets for high-end goods will target high-income communities, so should luxury eCommerce sellers.

Try focusing on millennials

The Shopify blog published some optimistic predictions about the future of online luxury goods sales. They expected a growth rate for eCommerce of over twice that of other sales channels. In particular, millennial adults have arrived at their peak time for spending and are especially prone to buy high-end goods for such lifecycle milestones as weddings and other events.

When compared to older groups, millennial also generally favor comparing and buying online, so this age group looks like a great place to start. In the past, luxury brands focused upon differentiating their goods by emphasizing quality and exclusivity. These benefits can lure Millennials, but they also appear inclined to support companies with a clearly design purpose.

As an example, Gucci says that these younger adults drive just about half of all of their sales. They succeeded with this market by introducing a site called Gucci Equilibrium that highlights their efforts to promote sustainability, diversity, and inclusion.

As with other sectors, luxury marketing must adapt

The pandemic has impacted just about every kind of business in one way or another. Sales of luxury brands online suggest that high-end businesses can look forward to a bright future if they carefully target their marketing and promote the right message.

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How Health and Wellness Brands Bring Self-Care Home

Health and wellness brands know self-care matters more today than ever. Learn how to understand the current landscape and connect with customers at home.

No doubt, the coronavirus pandemic delivered a tough blow to many parts of the beauty and wellness industries. As an example, concerns over hygiene and social distancing measures hurt the incomes of professionals who need to touch people to perform their jobs.

Locally, these kinds of professions could range from hair stylists to massage therapists. The problem also spread to these professionals’ support staff, landlords, and suppliers. Of course, the coronavirus has also impacted companies that sell health and beauty products in stores.

On the other hand, both the beauty and wellness industries have proven themselves adaptable and resilient during past downturns. People might consider beauty even more of a luxury than wellness. Yet, according to McKinsey, the beauty industry grew seven percent during the worst years of the Great Recession.

During the current crisis, growth may have slowed in some sectors. During the Great Recession, businesses did not need to contend with social distancing and shutdowns. Even so, from the vantage point of a beauty and wellness marketing agency, many of the strongest brands have pivoted rapidly during this downturn as well. One way they’ve adapted includes helping their patrons attend to self-care at home.

Why is self-care a perfect marketing niche during the pandemic?

Even the Mayo Clinic and other health experts have emphasized the importance of self-care during these times. People need to take care of themselves to strengthen their immunity and to deal with the sometimes overwhelming nature of additional social isolation and abrupt change.

So, creating a wellness brand can tie into measures that average folks already know they need to take. For examples of areas that beauty and wellness brands could help people with, consider some of the steps that the Mayo Clinic suggests for self-care:

  • Maintaining physical health: The Mayo Clinic suggests getting plenty of sleep, enjoying physical activity, eating well, staying hydrated, and taking the time to relax.
  • Maintaining mental health: The Mayo Clinic urges people to maintain social relationships through phones and computers, focus upon things they can control, and look for ways to help other people.

Examples of pivoting health and wellness marketing to self-care

If customers can’t or won’t visit a salon or store, businesses have cleverly found ways to deliver at least some of the benefits of their services at home:

  • At-home dye kits: When one colorist couldn’t serve his clients in the salon, he began taking orders for at-home delivery of dye kits that he customized for each client from professional products.
  • Virtual massages: The Motley Fool published a story about a massage therapy clinic that successfully offered virtual therapy and coaching sessions to replace in-person massages.
  • Hand sanitizer production: It’s tough to find a wellness or health marketing agency that didn’t advise clients to start marketing high-demand items during the coronavirus outbreak, like hand sanitizer or face masks.

Glossy brought up the example of digitally-native Nécessaire. The brand noticed that not only had engagement risen on social media posts about self-care topics, sales of these products had also increased during the pandemic. To their credit, they didn’t just ride the wave of increased online sales.They also worked to focus their social media posts on having conversations about self-care at home.

Social topics include self-care tips and quizzes. They also included mentions of their own self-care products and even those of other companies. Their strategy has paid off with an engagement spike of 200 percent. To maintain momentum, the brand intends to expand its presence to YouTube and email marketing. Plus, they want to engage additional features on Instagram and Facebook.

According to Randi Christiansen, the CEO of Nécessaire, businesses like hers can’t just talk about the benefits of their products. They also have to engage in some creative storytelling and conversations. This way, they can let customers know why taking care of themselves matters so much and that it matters to the brand, too. They’ve focused upon branding themselves as more of a self-care and wellness brand than they even viewed themselves as before. 

Creating a wellness brand during coronavirus

Any beauty or wellness agency should consider the times and the state of mind of the people they’re trying to connect with. The pandemic has created a situation where self-care really matters, but it’s hard for many customers to visit the businesses that delivered their products and services in the past. That means smart businesses have striven to understand the situation and helped customers bring self-care home.

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