Draws Media Blogfolio

Brand Tax

admin@drawsmedia.com (Shelley Ward) — Wed, 21 Jun 2023 22:17:44 GMT

Is there any difference?

The term "brand tax" does not have a widely recognized or standardized definition in the realm of business or economics. However, it is sometimes used to describe a phenomenon where consumers are willing to pay a premium price for a product simply because of its brand name or reputation, even if the product itself does not possess significant additional value or quality compared to a similar non-branded or generic alternative.

In this context, "brand tax" suggests that consumers may be paying an extra cost, often referred to as a "premium," for the perceived status, prestige, or association with a particular brand. This premium is essentially an additional price that consumers are willing to pay because they trust the brand or consider it to be superior, even if the underlying product or service may be comparable or even identical to a lower-priced alternative.

The concept of brand tax is subjective and can vary depending on the industry, product category, and consumer behaviour. It highlights the influence of branding and marketing strategies in shaping consumer perceptions and purchasing decisions. Some well-established and iconic brands have successfully cultivated a strong brand image that commands higher prices, while others may struggle to justify a higher cost based solely on brand appeal.

It's important to note that the term "brand tax" is not a formal economic or business concept but rather a colloquial phrase used to describe the phenomenon of consumers paying more for branded products due to intangible factors associated with the brand itself.

Whether The Weather Works

admin@drawsmedia.com (Shelley Ward) — Mon, 19 Jun 2023 19:21:57 GMT

The weather could be an opportunity

Marketers are known for their ability to seize existing opportunities and capitalize on them to sell products or services. One such opportunity is the weather, which has become a popular marketing tool for various industries.

In the realm of weather-related marketing, an interesting example is Disney's practice of selling ponchos during parades and rainy days in their theme parks. This strategy demonstrates how savvy marketers can leverage the weather to provide convenience and generate additional revenue.

During parades, especially if rain is in the forecast, Disney theme parks often experience an influx of visitors seeking to secure a prime viewing spot. Recognizing this opportunity, Disney strategically offers ponchos for sale at various merchandise locations near parade routes. By doing so, they cater to the immediate needs of park guests who want to protect themselves from the rain without sacrificing their parade experience.

Disney's decision to sell ponchos rather than provide them for free may initially seem profit-driven. However, it also aligns with the company's dedication to enhancing the guest experience. By offering ponchos for purchase, Disney ensures that those who genuinely desire them have easy access, while others who are less concerned about getting wet can enjoy the parade without an additional cost.

Additionally, the availability of Disney-branded ponchos presents an opportunity for the company to further reinforce its brand identity and maintain a cohesive aesthetic within the park. These ponchos often feature beloved Disney characters or logos, enhancing the overall experience for guests and potentially creating a sense of nostalgia.

While some may view this practice as a clever marketing tactic, it is important for consumers to weigh the convenience of purchasing a poncho against alternatives such as bringing their own or seeking shelter during inclement weather. Ultimately, Disney's approach to selling ponchos during parades demonstrates the interplay between marketing, guest experience, and the weather, highlighting the creative ways companies adapt to capitalize on existing opportunities.

FOMO

admin@drawsmedia.com (Shelley Ward) — Thu, 15 Jun 2023 17:50:13 GMT

When this is used against you.

FOMO, or the Fear of Missing Out, is a psychological phenomenon where individuals feel anxious or insecure about missing out on rewarding experiences, events, or opportunities. Marketers often leverage FOMO as a powerful tool to influence consumer behavior and drive sales. Here's how they use it:

Limited-time offers: Marketers create a sense of urgency by promoting limited-time deals, discounts, or exclusive offers. By emphasizing that the opportunity is fleeting, they tap into consumers' FOMO and encourage immediate action.
Exclusive experiences: Marketers promote exclusive events, launches, or products that are available to a select group of people. By positioning these offerings as rare or limited, they generate a sense of exclusivity and trigger FOMO in those who want to be part of the exclusive group.
Social proof: Marketers showcase social proof to demonstrate the popularity or desirability of a product or service. This can be done by sharing testimonials, reviews, or highlighting the number of people who have already purchased or engaged with the offering. Seeing others enjoying a product or experience can intensify FOMO and drive individuals to join in.
Influencer marketing: Marketers collaborate with influencers or celebrities who have a strong following and influence over their audience. By showcasing influencers enjoying a particular product or experience, marketers create a sense of FOMO among the followers, who aspire to have the same lifestyle or experiences.
User-generated content: Marketers encourage users to create and share content related to their products or experiences. By featuring user-generated content, they tap into the FOMO of others who want to be part of the conversation or experience the same level of enjoyment.
Event marketing: Marketers create buzz around events, such as product launches, conferences, or parties. They emphasize the unique and exciting aspects of these events to generate FOMO among their target audience, making them feel they will miss out on a memorable experience if they don't attend.
Social media tactics: Marketers leverage social media platforms to create a sense of FOMO. They use techniques like live streaming events, sharing real-time updates, creating countdowns, or teasing upcoming releases to keep consumers engaged and make them feel they might miss out on something exciting if they're not actively following the brand.

It's important to note that while FOMO can be a powerful marketing tool, its ethical use and the transparency of marketing practices are crucial. Marketers should avoid manipulative tactics and prioritize providing genuine value to consumers.

When Last is First

admin@drawsmedia.com (Shelley Ward) — Sun, 11 Jun 2023 00:40:51 GMT

The emails that start with last name first.

I understand that relying on the first name to populate the email field can be a challenge if you have an email address with the last name first format. In such cases, you might encounter difficulties in auto-populating the email field or remembering the full email address.

To overcome this limitation, here are a few suggestions:

Save the email address: Whenever you come across an email address with the last name first format, make sure to save it in your contacts or address book. This way, you can easily retrieve it when needed without relying on auto-population.

Create a contact entry: In your email client or address book, create a contact entry using the first name as the display name and the full email address with the last name first format. This way, when you type the first name in the email field, you can select the corresponding contact entry to populate the complete email address.

Use a text document or note-taking app: If you have trouble remembering the email addresses, consider creating a text document or using a note-taking app where you can store the full email addresses with the last name first format. You can refer to this document whenever you need to retrieve an email address.

Employ a password manager or auto-fill tool: Password managers or auto-fill tools can store and auto-fill form data, including email addresses. While these tools typically work better with standard email address formats, you can still utilize them by manually entering the last name first email addresses into the appropriate fields and saving them for future use.

Remember that these suggestions aim to assist you in managing and retrieving email addresses with the last name first format. However, it may also be worth considering using a more conventional email address format, if possible, to avoid such complications in the long run.

Distress of Interest

admin@drawsmedia.com (Shelley Ward) — Fri, 09 Jun 2023 19:49:46 GMT

Schadenfreude in Mainstream Media

Normally people don't wish bad things to happen to other people, so why is it they like reading about them in the National Enquirer? New and extremely popular on television are reality shows that exploit this trait in human behavior. The German language has a word to describe delight in another person’s adversity: it's “schadenfreude”. Schadenfreude is a somewhat sinister or taboo activity to indulge in. Few people will admit to wanting to see a nasty photo in The Enquirer, but plenty of copies do sell. Wondering who will get axed off the reality TV show this week also keeps viewers tuning in. Curiosity for the unpleasant varies to different degrees. My mother would say, “Please, spare me the gory details!” Some though seem to want tragic and unsavoury events, even before their morning coffee. Could it be that humans are somehow defective or lacking in moral character? Two possible causes are rooted in envy and in a person’s self-esteem.

A study referred to by Warren St. John can shed some light about envy. The participants were exposed to two types of people. One seemed to have everything going for him and the other did not. When something terrible happened to them both, most people had little sympathy for the successful person. Then there is someone specific who is envied and falls from grace, such as Martha Stewart, she was an extremely successful businesswoman who appeared to have it all. No one needed to be jealous of her at that time in her life.

The public has always been concerned with celebrities. Nancy Day, in her book “Sensational T.V., Trash or Journalism?” recalls the OJ Simpson saga. It was covered extensively on tabloid T.V. and sometimes on regular news programs where it pre-empted other important stories. She states that viewers were all too happy to see that being rich and famous doesn't assure happiness. These types of events can level out people’s status in life. They can now come together to discuss the demise of another person. Spaghetti Westerns used to satisfy the urge to see the bad guy get it. Now real-life villains in the form of corrupt politicians and company executives are preferred. Cheers can be heard when these ones bite the dust.

Etiquette seems to say, not to revel in it when the unfortunate one is close, is a friend or a family member. It is not however, always a stranger’s misfortune that gives somebody glee. Lisa Kogan in the body of a research essay, provides a possible reason. Even the people who are known and loved are using up the resource is in the universe. These are the things desired by everyone, so when they lose, people's assumption in that they win. Wanting what others have can be linked to the feeling people have, of not having enough themselves. Some think there is not enough to go around.

Interest in another person’s failure or rejoicing over it can be connected to the observer’s self-esteem. McGowan points out that if someone is doing badly, and someone else is worth off, it lifts the mood for the benefited one. The National Enquirer issue showing the cellulite of some famous women did just that. Joyful cries arose upon revealing it to various female friends. They were eager to see it and commented that they now feel better about themselves. This response illustrates “schadenfreude, delight in the adversary of others”. Using what is known as Social Comparison Theory, psychologists attempt to explain schadenfreude. Humankind judges themselves by the yardstick of others, rather than examine their own measurements. If somebody falls short, then they can stand tall.

All the blunders and slapstick activity in the T.V. show “My Big Fat Obnoxious Fiancé” make one glad not to be involved in this fiasco. Someone watches and receives relief from their own world, even if it is just a diversion. It is the feeling of moral superiority they get that rewards the viewer, according to Michelle K Duffy, an assistant professor who has researched schadenfreude. These shortcomings that belong to someone else, boost selfesteem for those who don't appear to have any.

Co-authors Connie Zweig, PH. D, and Steve Wolf, PH. D argue that a lot can be learned from the dark side of this curiosity. The examples that a person is drawn to or detests the most: these provide clues to their personality. It's much safer to deal with someone else’s problems than one's own. Soap Operas abound to satisfy many of the population in this respect. Who hasn't been thankful to know others are not perfect? Schadenfreude as a type of therapy is linked in some way to most self-help approaches. Its role is in giving some bad examples of what not to do, that hopefully helps someone to acquire better knowledge about what to do to improve themselves. The popular media promotes self-help today on a regular basis, and certainly has always had a lot of schadenfreude at their disposal.

Shocking and sad occurrences have always been used to draw an audience. In the 70s there were a whole rash of disaster movies, “The Poseidon Adventure”, “Towering Inferno”, “Earthquake”, and “Airplane”. Inquisitive people filled the theatres. Don Henley wrote a song called “Dirty Laundry”, in it he sings “Dirty little secrets, dirty little lies, got our dirty little fingers and everybody pies; love to cut you down to size, we need dirty laundry”. No one is faultless when it comes to an appetite for seemingly disagreeable stuff. Although examining the motives for this, whether envy or self regard, may prove offensive to some viewers.

Copyright 2023 - Shelley Ward - All Rights Reserved

Stories That Repeat

admin@drawsmedia.com (Shelley Ward) — Sat, 03 Jun 2023 17:28:39 GMT

You've probably heard this one before.

Retelling stories is a useful addition to your tool box whether its for training, improving, or relating, retelling stories can prove a useful addition to every marketers writing. The fly hitting the window is one such story and I have heard it a half dozen or so times lately told by different guru types. Never gets old so here it is again told in the first person.

The fly hitting the window was a peculiar sight that captivated my attention. Its relentless determination to reach the outside world intrigued me. With each unsuccessful attempt, it demonstrated an unwavering spirit, refusing to accept defeat. The tiny creature buzzed around the glass, desperately seeking an escape. Its fragile wings beat furiously, symbolizing an indomitable will to overcome obstacles.

As I observed the struggle, I couldn't help but draw parallels to my own life. Like the fly, I too have encountered countless barriers and setbacks. However, witnessing its resilience reminded me of the importance of perseverance and tenacity.

The fly's story taught me that success is not always achieved through brute force, but rather through adaptability and creative problem-solving. It forced me to question my own approaches and seek alternative paths to achieve my goals.

Work smarter not harder. Which is also a statement getting quite a lot of use in today's themes for the health industry.

No harm in repeating things that resonate.

Dog Gone Catchy Picture

admin@drawsmedia.com (Shelley Ward) — Tue, 30 May 2023 01:23:13 GMT

Dog Gone Catchy Picture

Ads need a catchy picture for several reasons that revolve around capturing and retaining the attention of the target audience. Here are a few key reasons:

Visual Impact: A catchy picture immediately grabs attention and creates a visual impact. Humans are highly visual beings, and we are naturally drawn to visually appealing and stimulating content. A captivating image in an advertisement can pique curiosity, spark interest, and make the ad stand out amidst a sea of other visual stimuli.
Communicating the Message: A picture can convey a message or story more effectively and efficiently than words alone. It can evoke emotions, convey ideas, and create a memorable impression. By using a compelling image, advertisers can enhance the overall communication of their message, making it more engaging and memorable for the audience.
Brand Recognition: A catchy picture can play a crucial role in establishing and reinforcing brand recognition. By using consistent visual elements, such as a distinctive logo or a recognizable visual style, an advertisement can create a visual association with a brand. This helps in building brand identity and making the brand more memorable to the audience.
Differentiation and Recall: In a crowded marketplace, where numerous ads compete for attention, a catchy picture helps an advertisement stand out from the crowd. A unique and visually appealing image can differentiate the ad from competitors and increase its chances of being remembered. The human brain is more likely to recall images than text alone, making a catchy picture an effective tool for enhancing brand recall.
Engaging and Memorable: A captivating picture has the power to engage the audience and leave a lasting impression. It can evoke emotions, trigger curiosity, and create a sense of connection. A catchy image increases the likelihood of the audience remembering the advertisement and the brand associated with it, leading to a higher chance of conversion or future engagement.

Overall, incorporating a catchy picture in advertisements is crucial for capturing attention, conveying messages effectively, building brand recognition, standing out in a crowded marketplace, and creating a memorable and engaging experience for the audience.

P.S. Ad well done but make sure to proof your spelling adorable one.

Mel Robbins and Martha Stewart

admin@drawsmedia.com (Shelley Ward) — Mon, 22 May 2023 21:01:49 GMT

Rocking it as your authentic self!

Mel Robbins and Martha Stewart are both notable figures in their respective fields, their styles and approaches differ greatly. But there is one big thing they share in common, such as being straightforward and authentic. It is important to note that their liberating qualities are subjective and can vary depending on individual perspectives.

Mel Robbins is a motivational speaker, television host, and author known for her direct and no-nonsense approach to personal development. She gained popularity through her TEDx talk on the "5 Second Rule," which encourages taking action and overcoming self-doubt. Robbins emphasizes the importance of taking responsibility for one's life and making proactive choices.

Martha Stewart, on the other hand, is a businesswoman, television personality, and author known for her expertise in cooking, entertaining, and home decorating. She built a brand around the idea of achieving a stylish and organized lifestyle. Stewart's approach often involves meticulous attention to detail and a focus on traditional values of homemaking and craftsmanship.

Both Robbins and Stewart have gained recognition for their authenticity and refusal to pretend or conform to societal expectations. They have found success by embracing their unique styles and perspectives, inspiring others to do the same. The above picture of Mel Robbins shows some imperfections that most women would want airbrushed. She appears as she is because she says she doesn't care about these things. Martha braved doing a swim suit photo shoot at the age of 81. No plastic surgery for her she also appears without the touching up.

Social Media and Copyright

admin@drawsmedia.com (Shelley Ward) — Sat, 20 May 2023 16:06:39 GMT

Is Pinterest an infringement fest?

Facebook, Instagram and especially Pinterest are social media platforms that allow users to discover, share and save images and other media content to their virtual pin boards or scrolling sections. While they have been involved in copyright infringement cases in the past, it is important to note that they say the responsibility for copyright infringement lies primarily with the users who upload and share content on their platform.

Its pretty apparent that copyright infringement is common place and no one seems to fuss too much about it really. I guess there is the odd case of someone being called out and asked to take down content. Most people who create content don’t mind if its shared since this is more exposure. Do you check to see if attribution is necessary?

Although these companies take steps to address copyright concerns by providing tools for copyright owners to report infringing content and request its removal they don’t take responsibility for it being there. They also have a system in place known as the Digital Millennium Copyright Act (DMCA) that allows copyright holders to submit take down notices for infringing material.

However, it is possible that copyrighted material can still be shared without permission from the rights holders, as is the case with many other platforms that rely on user-generated content. Social media platforms, face challenges in monitoring and preventing all instances of copyright infringement due to the vast amount of content shared by its users.

It is important for users to respect copyright laws and obtain appropriate permissions before sharing copyrighted content on any platform, including Pinterest. Likewise, it is essential for copyright owners to actively protect their rights by monitoring and reporting infringements when they occur. If it were the responsibility of the platform to make sure of any of this it would prevent the opportunity for them to be in operation most likely.

Powerful Jaws

admin@drawsmedia.com (Shelley Ward) — Thu, 11 May 2023 02:45:40 GMT

Iconic For So Many Reasons

Peter Benchley’s “Jaws” is a classic novel that has had a significant impact on popular culture. The book cover of “Jaws” plays a crucial role in marketing the novel and capturing the attention of potential readers. Here’s an analysis of the power of Peter Benchley’s “Jaws” book cover for marketing:

Iconic Image: The book cover features a powerful and iconic image—an ominous great white shark swimming towards an unsuspecting swimmer. This imagery immediately grabs attention and creates a sense of danger and suspense. The shark represents a primal fear and taps into our innate fascination with the predator-prey dynamic, making it visually striking and memorable.

Visual Simplicity: The cover’s design is simple and focused, with a stark contrast between the dark blue background and the sharp, white teeth of the shark. This simplicity helps the book stand out on the shelves or in online listings, making it instantly recognizable even from a distance. The visual impact is crucial in catching the eye of potential readers amidst numerous other books competing for attention.

Evocative Atmosphere: The cover conveys a sense of impending doom and fear. It sets the tone for a thrilling and suspenseful story, creating a sense of anticipation and intrigue in the minds of potential readers. The combination of the shark’s menacing presence and the vulnerable swimmer generates an emotional response, encouraging readers to pick up the book to discover what lies within its pages.

Cultural Significance: “Jaws” is not just a novel; it’s a cultural phenomenon that has had a lasting impact. The book cover has become instantly recognizable and closely associated with the story, thanks to the success of the novel and the subsequent blockbuster movie adaptation. This cultural significance adds to the book cover’s marketing power, as it taps into the existing awareness and interest surrounding the “Jaws” brand.

Genre Indication: The “Jaws” book cover effectively communicates the genre of the novel—suspenseful thriller or horror—through its imagery and atmosphere. This is important for attracting readers who specifically enjoy this type of story. The cover promises an exciting, heart-pounding experience that fans of the genre are often drawn to, increasing the book’s appeal and marketing potential.

In conclusion, the power of Peter Benchley’s “Jaws” book cover for marketing lies in its iconic image, visual simplicity, evocative atmosphere, cultural significance, and genre indication. The cover grabs attention, conveys a sense of danger, and generates curiosity, enticing readers to explore the thrilling story that lies within its pages. Now that is powerful marketing.

A Little Story

admin@drawsmedia.com (Shelley Ward) — Sun, 07 May 2023 18:17:58 GMT

A Little Story By a Sleeve

This is to illustrate. This illustration by Charles Dana Gibson who was a master at communicating whole stories with just one of his drawings. The caption at the bottom reads " A Little Story, by a sleeve". I posted it here because it shows "getting the message out" can be accomplished in few words, but not without style. I endeavour to imitate him so that I can bring valuable insight and communicate information about media and marketing in my projects as well.

Stock Photo

admin@drawsmedia.com (Shelley Ward) — Wed, 03 May 2023 18:49:39 GMT

Stock Photo is great and obviously popular.

Stock Photo sites are great. A source for finding photos for your marketing. Professional people use them all the time when they don't have something suitable of their own or have no big budget or time for a photo shoot. It always makes me grin when I see a stock photo that has been used by different people in different ways. I remember one particular picture of a girl holding a computer and smiling that was quite popular. I saw it on various websites and print ads a lot for a few years. Doubt she even knew how great her picture was. Below are a couple pictures of an equally popular wise guy who was worth a second look.

The Fine Print

admin@drawsmedia.com (Shelley Ward) — Sat, 22 Apr 2023 20:22:47 GMT

The Fine Print

The fine print. Or rather the very small print that we see on all kinds of marketing materials is just way too small. It has its place on pill bottles (not a large canvas to work on) and some disclaimers and legalese that know body wants us to read anyway. But honestly if we have to get our reading glasses on to see a business card, then it's too tiny. Is there too much info that needs to be on it? Then do a brochure. I see lots of space around little bits of type far too often. In fact I didn't include an example here because there are too many and I would embarrass someone in the process. So I include a piece of driftwood I took a picture of one day at Goose Spit Comox BC instead. This is a blogfolio after all.Websites geared for seniors with wee letters, in grey, on black backgrounds, how thoughtful. Some say bigger type doesn't look as professional. Hogwash. Remember messages don't get read at the best of times. At least my typo's are always in plain view.

Unbelievable

admin@drawsmedia.com (Shelley Ward) — Wed, 19 Apr 2023 02:07:01 GMT

Lost in Translation

Lost in Translation. Yes, some messages seem to come out differently in other languages, but it works both ways. Maybe there is a Chinese person laughing at our wording of things in Chinese (Englese) the same way we find a bit (quite a bit) of humour in their Chinglish sometimes. It is very hard to get a message across without a proper native translation. And even then there is no certainty. How do you know? You can't read it. Could still sound funny. In fact this probably convey's "I can't believe its not butter" after all, if you really take time to think about it.

The Internet Never Forgets

admin@drawsmedia.com (Shelley Ward) — Mon, 17 Apr 2023 01:33:24 GMT

Who really pays attention to this?

A common saying which relates to watching what you say or display on it. If you are doing social media then you need to keep this in mind, and doubly so. Triply so if you’re doing someone’s Facebook page as a professional. Most of the common websites you post your content and comments to own and control what you give them. And this is long after you thought you took it down or deactivated your account. Regular websites you have made and host yourself are remembered by programs and can still be viewed. Just ask the Way Back Machine to find an old version of a website. Google has got everything it ever indexed I'm sure. So whether you keep tight lipped, or let it all hang out, one thing is for sure, you can kiss your content goodbye if you put it out there on the internet.

Tips for writing great posts that increase your site traffic

admin@drawsmedia.com (Shelley Ward) — Thu, 16 Mar 2023 19:25:35 GMT

Write about something you know. If you don’t know much about a specific topic that will interest your readers, invite an expert to write about it.

Speak to your audience

You know your audience better than anyone else, so keep them in mind as you write your blog posts. Write about things they care about. If you have a company Facebook page, look here to find topics to write about

Take a few moments to plan your post

Once you have a great idea for a post, write the first draft. Some people like to start with the title and then work on the paragraphs. Other people like to start with subtitles and go from there. Choose the method that works for you.

Don’t forget to add images

Be sure to include a few high-quality images in your blog. Images break up the text and make it more readable. They can also convey emotions or ideas that are hard to put into words.

Edit carefully before posting

Once you’re happy with the text, put it aside for a day or two, and then re-read it. You’ll probably find a few things you want to add, and a couple more that you want to remove. Have a friend or colleague look it over to make sure there are no mistakes. When your post is error-free, set it up in your blog and publish.