Author: Shantica Dawkins

Marketers Toolbox: Wireframe Design

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Part of marketing is first branding yourself. Showing your future employers your skill sets prior to employment is not only beneficial, but it gives you practice on how to perfect certain skills. Marketing professional should have basic skills such as, website development, communication, social media knowledge, and understand marketing concepts. Today, were going to talk about the beginning stages of website development, which is wireframe design. Before you develop a website for either yourself or a client you need come up with a plan, and that plan is the wireframe design. This design can be done either free hand or the use of an online application.
The wireframe is completed in gray, or black and white, with minimal details but enough to get the point across. This design gives the client an idea on what your website would look like when its completed. This is similar to a rough draft for a final paper. Once your design is complete its now time to show your ideas to your client for feedback. You can find, templates and more guidance on the wireframe by clicking here. Once you learn how to create a wireframe design, that’s one more toll you can add to your Marketers toolbox.

Lights! Camera! Action! Video Creation

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Creating a video can be the most overwhelming task we may face if were not properly prepared. You don’t need to think like Steven Spielberg, Quentin Tarantino, or Micheal Bay (explosion). Just be yourself and the ideas will start to flow in. There are three important steps you would need to take in order to get your master piece from start to finish. Número Uno, write down all your ideas on paper. Think about everything, all the possibilities your video can have, different themes, etc . Once you have completed your list, slim it down, and make sure you group like ideas together. At the end, you should have your main idea and a sure-fire
topic for your video. Step two, create a script. The script doesn’t need to be highly detailed with tons of actor dialogue. This is just a general idea or direction in which you want to go in with your video. For instance, instead of writing the exact dialogue for each character simply type in
“Character A: talks about going to the movies”. This small blurb allows you to keep control of your video while giving your actors “if you have any” freedom of creativity. Step Three, learn about cameras and video editing. Understand what lens, audio equipment, or lighting that you may need in order to make sure your video picture perfect. When it comes to editing utilize YouTube or Google to find how to guides and tutorials. Creating a video now becomes easy because you have established a step plan to help guide you along the way.

It’s More Than Just A Marketing Plan

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Marketers have been taught that in order for a Marketing Campaign to be successful we need to develop a plan. The Marketing Plan is used mainly at the start of a campaign to promote a new product. There are some aspects of the marketing plan that should be used by marketers every day, such as the executive summary. The executive summary gives a brief description on your company, and or product you want to market. These descriptions include; your target audience, the company’s budget, mission statement, target results, and many more. Everyday marketers would need to remember the company’s mission statement and objective in order to carry out campaigns. The last thing you want to do is ruin the company’s brand because the marketer’s creativity doesn’t go along with the mission of the company. The concepts of a marketing plan are more than the beginning stages of a business plan. Marketers have to look at it as an everyday task that requires constant improvement and maintenance. It’s more than just a marketing plan, it’s a way of life for marketers.


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Have you ever watched an advertisement without music? How did it feel? Was it missing something? Did you, as a consumer, feel a connection to the product? Did you have any idea on what exactly was going on? Just the other day, I watched the Sony Bravia Bouncy Ball commercial without music, and I will tell you, that was the most horrifying experience I have ever received. It felt like a horror movie, the balls bouncing down the street with no sounds created a sense of unpredictability. I saw these balls as a threat, an invasion of the city. The image of a little kid hiding, a woman sheltered in her home, a dog cowering on a ledge and even a little frog trying to escape these balls gave me the impression that the balls were nothing but evil. As a marketer, this would be the last impression you want your audience to receive about your product. When developing an advertisement, we need to encourage a thought, an idea, or storyline that better connects our target audience to our product. The best way to do this is by adding music. When I watched the ball commercial again, this time with music, the dynamic changed drastically. I felt a storyline, I felt emotion, I connected better with the product. I saw the balls as a symbol of freeness, release, and they became the focal point of positivity. The balls weren’t just evil anymore, they symbolized a change into something new. That alone brought Music To My Ears.


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Entrepreneurs have it the hardest when developing a new business or product, especially if it’s within the cosmetics industry. In order to set yourself up for success you need to develop a plan, a Marketing Plan. This plan allows you take control of your product with in the marketplace and focus on generating income. There are several steps to completing a proper marketing plan but, today we will be focusing on the most important step, the budget. Establishing a proper budget helps you decide were money will be allocated to towards a campaign. Once you find out how much money you have towards your marketing plan your able to adjust certain aspects to complete your goal or objective without any constraints. For example, if your budget is 1000 dollars towards advertising would you create a professional commercial including paid actors, travel expenses, and high-end equipment to be displayed on television? Or will you create a Facebook, YouTube, or Google imagine display ad? Having a budget allows you to scale back on certain luxuries to accomplish the same objective. So, next time you’re in a meeting with your business partners and they want to develop a plan or direction to take the company, tell them to Show Me The Money!

Basic Infographics

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Infographics are a way to display data so that the information can be easily understood towards its target audience. One of the major issues that designers have when creating these displays, is the use of too many illustrations which tends to distract from the data. In order for your
target audience to fully understand the information being presented your infographics should support the article not over power it. There are several different ways designers effectively graph data. Ranging from nominal comparisons to part to whole data, all can be displayed using a bar graph. The main thing to understand is that the target audience is always right, and you need to display data that attracts those consumers.

The Lifetime Value (LTV) Relationship

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When we talk about the lifetime value were not talking about the Lifetime television network and how much meaning it has to your life. Some may say that the value of the TV network is mainly cherished when you’re going through a relationship break up or just want to watch a few “chick flicks”. The lifetime value in marketing is the net profit a customer attributes to a
company over its lifetime. Let’s relate this to an actual relationship, if there was a way to determine how long a relationship would last (the lifetime value) then we can determine how time, money and memories we share with that partner. Marketers on the other hand, use the lifetime value to determine their net profit over the lifetime relationship with a consumer. With this information you can decide how much money the company can spend on advertising or promotion towards consumers.

Yelp Me !

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Before I go to a new restaurant, order a product online, or make an
appointment at a day spa I tend to look at what other people say about that company and read consumer feedback. As consumers, we do our research
to feel satisfied that were making the right choice before we purchase a product. Many marketers count on this type of word of mouth interaction
and provide feedback sections on their websites to engage their audience.
This digital word of mouth has even expanded to the Yelp App where
popularity and engagement reigns supreme. Most consumers search for
products or services, the higher the rating the more likely consumers will
choose your company. Some companies have even offered discounts for
leaving a positive review on Yelp. This is why most marketers would market companies on Yelp.  Yelp provides a great place to engage and use digital word of mouth to promote the company’s brand.  The next time you’re looking for a new restaurant to try out make sure you Yelp Me.

Marketing Research Done Right!

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Have you ever went to a store and wondered why a company would
add a certain feature to a product?  Why it’s not selling as much as
projected? Let’s blame marketing research! This research is the most
important step to run a marketing campaign, honestly is it “THE” step to
running a successful campaign. Without proper research you won’t be able
to understand what your target audience is looking for and what problems
will need to be solved.  

A great example of marketing research being conducted properly is
the makeup brand, Fenty Beauty created by music artist Rihanna. In 2015,
before the launch of Fenty Beauty, many women had the problem of finding their exact make up shade.  The beauty industry was known for its lack of
proper representation, especially for dark skin tones.  Research was
conducted to find out exactly what make up wearer wanted from a brand
new makeup line. Fenty Beauty was released in September 2017 with the
slogan “beauty for all” which included 40 foundation shade choices. According to Vogue Fenty Beauty made $100 million in sales in its first 40
days. Now that’s Marketing Research Done Right!

Value + Consistency = The Marketers Dream.

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The perfect campaign for a Marketer is to promote a product that speaks for itself. A product that has been tested and has the highest quality when it comes to customer assurance. Now, why is this product so great? According to the Visual Design book by Krause there are elements that are used to make your final products more appealing, value and consistency. Value is actually putting forth the effort to create a higher substance when it came to the product. For instance, a chef can make a regular omelet which is mediocre, but, to add value to the omelet, the chef can add spices, and fresh ingredients, such as onions, tomatoes, peppers and cheese. Consistency is
ensuring that the chef can recreate the same recipe with the same result.

The main difference between the two elements is that value can always be increased to make the product better. The value can also add to the price of the product as well. By contrast, consistency is ensuring that value is replicated to its highest quality. Consistency can be increased or maintained by following a certain formula by the products manufacturer. The main reason why the combination of these two elements are a marketer’s dream, is that it allows for the product to sell itself. If you are campaigning for a product that has great value along with ensuring each product created maintains the same value, it becomes easier to market.
Think about the iPhone, a product with amazing value, including sleek functionality, great picture quality and the best operating features. Not only that, but each iPhone created in that series have the same functionality which shows consistency. Value + Consistency = Marketers Dream.