INSIGHTS COOL FINDS »
UGC: NOT JUST FOR BIG BRANDS
Worried that the user-generated content approach doesn’t work for your business? Not so fast, says Stephanie Carls. Here’s her advice on jumping into the fray.
START FROM THE INSIDE OUT. An easy pathway into UGC is to share your own stories. But don’t just tell people how great your brand is. Those who are “too close” to their company sometimes don’t see them, but every company has stories to tell. Showing something as simple as what goes into making your products builds trust.
ASK FOR CONTENT WITH YOUR GOAL IN MIND. Don’t just ask, “What do you think of us?” Let people know specifically what you’re looking for. If you sell travel insurance and your clients didn’t need the insurance on their trip, flip the story and ask them to share images of the fun things they did. If they needed it, ask how the insurance came in handy.
DEFINE YOUR METRICS. Once you collect content from users, know what you want to do with it and define what you expect out of your efforts.
SAY THANKS. Once people talk about you online, acknowledge them and let them know you appreciate it. These people love your brand, so keep that enthusiasm going and honor it by sharing their story with everyone else. Even if the comments are negative, that’s an opportunity to learn what you could change and to show other consumers that you care.
NO MATTER WHAT, LISTEN! Even if you don’t provide a platform for people to share content, people will find or create a way to talk about your brand, so you have to be paying attention. Google is the new résumé. People can say what they want about you and your brand.
All Hail The 2016 Pantone® Colors of the Year: 13-1529 Rose Quartz 15-3919 Serenity
Leatrice Eiseman Executive Director, Pantone Color InstituteTM
www.colorexpert.com
How is the Pantone® Color of the Year selected?
According to Leatrice Eiseman, Executive Director, Pantone Color InstituteTM
, “certain colors begin
getting more attention in the fashion industry first.” Lee and her assistant travel to London, Paris, and Milan (among other international and exotic ports) to begin observing evidence of color trends. Although fashion is a large part of it, they must be seeing the colors trending in other places, including the entertainment industry (Hollywood films), the art world, the automotive industry (new car colors), and the technology sector (cell phones, tablets, and digital devices), among others. They look for colors that depict certain lifestyles that are impacting a broad segment of society. They also look at the current economy and apply their expertise in the psychology of color from the standpoint
13-1529 Rose Quartz C-0 M-14 Y-9 K-0
0 M14 Y9K0 R-242 G
Pantone® G-221 B
of what will engage the consumer’s eye and give an uplifting message and feel. Color experts have observed that, once people begin to see colors trending in major industries, they begin to want them in their own lives in the form of eyeshadows or lipstick, clothing or shoes, furniture or paint colors. We are all influenced by color, and in
particular the Color of the Year. It’s not just how the color stands alone, but it’s also how you are using it and what you are using it with that makes it be perceived as something fresh and new. Lee “focuses on the macro picture” rather than becoming entrenched in just one industry, such as fashion, when making the choice of the COY. It’s interesting to note that, as you are reading this right now, they are already stalking
the macro influencers that will inspire the Color of the Year for 2017!
B-222
Colors of the Year C-46 M23 Y0K0
C46 M-23 Y-0 K-0 R-137 G-
15-3919 Serenity G 171 B
Winter 2016
05
B-227
For all the color lovers, fashionistas, designers, tech gurus, and watch collectors,
DON’T MISS OUR
D R
REGISTER TO WIN TODAY!
WINTER GIVEAWAY!
Visit
modernlitho.com/Winter2016Register or scan the QR code.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20