Outside of my career in advertising, I produce low budget horror movies, and believe it or not, there’s more similarities between the two than you might think.
Now, I’m not suggesting we put a bloody chainsaw in your ad for toothpaste, but if you can understand the psychology of how monster movies work for an audience, you can leverage those ideas to create some truly powerful marketing plans.
Here are three quick concepts to consider in future projects.
There you have it. Three quick lessons on how strategies in marketing and in horror movies share common goals that you can leverage for your next big idea.
We’re constantly curating the soundtrack of our lives, handpicking melodies that speak to us on any number of levels, conscious or subconscious. Going through a break-up? Cue the heartbreak ballads. Working out? Turn-up the techno beats. We’re used to tuning into the songs that best correlate with what we’re feeling or doing, but did you know that the reverse is also true?
That is, that music can elicit a particular feeling when you’re in an otherwise neutral state. You’ve probably implicitly noticed this, even if you haven’t given it too much thought, but the power of music has swayed audiences for centuries. Take a movie, for example: the soundtrack or score supports what’s happening onscreen and guides spectators into feeling a certain way about situations and even specific characters.
Using the same logic, businesses can harness this tactic to build brand recognition and positive perception.
Take this study published in the Journal of Applied Business Research. A sample audience of 210 undergraduate students was asked to record all the thoughts that came to mind after watching a suite of ads. What the audience didn’t know was that prior to constructing these test ads, 16 melodies were pretested based on music that would elicit negative, neutral or positive emotions. Those findings were used to develop three music beds (one negative, one neutral and one positive) that were added to a single commercial. The results supported the hypothesis that negative, neutral and positive musical emotive cues exerted a progressively enhanced influence on brand attitudes, meaning the “negative music has a less favorable influence on brand attitude than neutral music, and neutral music has a less favorable influence on brand attitudes than positively valenced music.”
So how do you use this to your brand’s advantage? It certainly takes trial and error to get right, but finding the perfect music bed can take your audience on a journey that a voiceover or just an image simply can’t. Brands can use a song’s message to reinforce their own and in doing so, seamlessly strengthen a visual with an accompanying aural cue. But lyrics aren’t the only way to spread a message, as even an instrumental song can elicit happy or sad emotions, transcending language barriers and broadening audiences through music.
Most importantly, in an age where brands must stand out among all the clutter, music in advertising helps content break through by connecting with audiences on an emotional level.
In advertising, humanizing a product or service is the first step in gaining the trust that leads to conversions. Music tells the story of the human condition, and it can be a powerful tool in your next campaign.
This bee was busy working. See how we used music to set the tone:
We developed our own list of major social media trends we think are really going to take off this year. Since some of the items on our list were relatively mainstream last year, we’ll explain each tool and give our insight on how you and/or your business can utilize these this year, either on your social media accounts or website.
2017 marks the 20th anniversary of the emergence of social media. Since its humble and somewhat intangible beginnings, social media has become the way to engage audiences in a discussion surrounding campaigns and increasing brand awareness for businesses and products. Consumers also seek reviews from family and friends about products and services through social media before making decisions to buy. The content users post on their social media channels evolves as quickly as the tools used to capture the content.
At A. Bright Idea, we continuously research the latest applications, tools and techniques. Here are the top four social media trends we’re excited about and look forward to implementing this year:
Boomerang: One of the hottest features we’ve seen in the past six months is Boomerang. This Instagram-exclusive feature loops a series of photographs together to create movement, making them visually similar to a GIF. Users can film Boomerangs within the Instagram app, adding it to their “story” or through the stand-alone Boomerang app. As video continues to rise in popularity throughout social media, Boomerang adds another level of engagement, furthering the wide use of video features to every day users. If you’re on Instagram, you should try Boomerang. We recommend using it once per story and very infrequently in your actual Instagram feed. Boomerangs are compatible on Facebook and Twitter, as well as Instagram.
When you win new business!
Live Video: Live video serves a purpose for broadcasting information or entertainment. It gives audiences a direct connection with the broadcaster in real-time for a true-to-life experience. Facebook, Instagram and Periscope are the most popular applications offering this service. Live video thrives due to its unedited, unrehearsed and in-the-moment content. The uses of live video are many and worth a try. If you’re looking to boost engagement on Facebook, we recommend using Facebook Live to get a nice bump in engagement. Facebook algorithms play favorites with their in-app tools, allowing your live video content to reach more people than a normal photo or video. We recently wrote a blog to serve as the beginners guide to using Periscope for live video. You can use the tips in that article for any live video application.
360 Video and Photographs: Panoramic video and photographs give a 360-degree view from where the user stands. Images and video captured leaves a lasting impression from the stunning views or perspectives of the photographer. For social media, posting 360 images provides the audience with an interesting perspective. The post becomes more engaging, enticing audiences to interact with the photo to see the entire image. Currently, Facebook allows users to post their panoramic or 360 photographs directly to their account. YouTube supports 360 video. We anticipate an uptick in 360 video use with event centers and venues trying to showcase their amazing spaces to potential audiences. 360 video improves leaps and bounds on the Y2K era “virtual tour” with the use of Virtual Reality viewing devices and interactive features within the video.
Drones: Another popular piece of technology that we think is going to make waves on social media is drones. Drones are radio-controlled aircrafts used in many practical functions. The aircrafts vary in size, shape, type and capability. First introduced in military surveillance applications, todays off-the-shelf drones are primarily used by professional and novice photographers and hobbyists alike. In order to operate a drone, you must first register the craft with the Federal Aviation Administration (FAA). Guidelines for flight are listed on their website under “Fly for Fun.” Drones squeezed their way into the mainstream in 2016, mostly on YouTube but now Target and Best Buy sell drones so we’re anticipating seeing more wondrous drone video and photography on Facebook and Instagram this year.
As with everything in life, “everything in moderation.” The same is true for social media. The trends above balance accounts and create diversity of posts while adding personality and fun to a feed. However, you can have too much of a good thing. Use the trending social media services sparingly. A feed of nothing but Boomerangs and drone shots might get engagement in the beginning but will become unexciting to audiences over time.
Let us know the top social media trends you engage with on a daily basis by commenting below.
The light bulb. It’s synonymous with creativity, ideas and innovation. If you haven’t noticed, we are infatuated with these inspirational glass orbs of light. Each employee has an original, personalized light bulb icon. In fact, when a new “light” joins the team their first assignment is to determine what their light bulb will represent about them. It’s a process that demonstrates our approach at A. Bright Idea — a true, first collaboration with other members of the team.
When creating these icons, the challenge is figuring out how to communicate someone’s interest or expertise within the limitations of a light bulb. As with any logo or icon project, the goal is to create a clear, simple and recognizable graphic reproducible at any size.
The process starts with concept sketching. Whether it is on a Wacom tablet or hand drawn in a notebook, sketching allows us to toss around a lot of ideas to see what sticks. Oftentimes eliminating what doesn’t work, ends up contributing to the discovery of a successful concept. After the team has discussed and decided on an option, it’s time to take the concept digital.
We begin by importing the sketched image into Adobe Illustrator; this serves as reference for the final icon. Next we roughly trace the hand drawn image with the pen tool, allowing us to have a rough editable form to refine. Once the rough form is captured, we refine the illustration by creating/manipulating editable line paths, followed by applying separate layers of color for shading and highlights. Keeping the lines editable and layers labeled, keeps us organized and makes changes efficient. Since all of A. Bright Idea’s icons are one color, we must rely on applying tints in order to create a sense of dimension. After the working vector icons are reviewed and approved, it’s time to prep and export the files for use in print and multimedia applications.
We hope you enjoyed this spotlight on our team light bulb icons! Take a look at these lightbulbs and try to guess who’s is who’s.
Instagram recently implemented a video feature, taking the once still image only platform to a new level. Instagram video allows users to take a 3 to 15 second clip of anything they want, stopping and starting a video recording whenever they feel; so that you do not have to record the video clip all at once. It also includes a filter feature and a video stabilization option, a feature that put Instagram on the map when it was first introduced.
What at first felt like another version of the highly similar video-only social media outlet Vine, Instagram video has erupted as a strategic marketing tool. The Vine platform limits users to 10 seconds. Many companies use their 15 seconds to capture the users’ attention and provide an interactive glimpse at what services they have to offer. Many retailers are giving behind-the-scenes glimpses of sales and new products while some producers are posting shortened movie trailers. Businesses are finding new ways of reaching consumers as Instagram video transforms marketing methods.
For more information on the newest social media trend and how to integrate it into your marketing strategy, send us an email to our Multimedia Manager, David Wells, at firstname.lastname@example.org.