Brandon Scott | Buzzazz Advertising & Marketing Agencyhttp://buzzazz.com Tampa Bay's # 1 Marketing FirmFri, 15 Sep 2017 20:58:20 +0000en-UShourly1Advertisements And Art Are Subjective?http://buzzazz.com/advertising-and-marketing/advertisements-art-subjective http://buzzazz.com/advertising-and-marketing/advertisements-art-subjective#respondThu, 08 Jun 2017 06:02:08 +0000http://buzzazz.com/?p=5434Advertisements are a type of artwork, but are advertisements’ worth subjective like other pieces of artwork? With regards to groups and individuals like Rotten Tomatoes, IMDB, online reviewers, and art critics, people sometimes have an issue with others trying to rate art. They argue it’s subjective, a matter of taste. And, they are right: techniques […]

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Advertisements are a type of artwork, but are advertisements’ worth subjective like other pieces of artwork?

With regards to groups and individuals like Rotten Tomatoes, IMDB, online reviewers, and art critics, people sometimes have an issue with others trying to rate art. They argue it’s subjective, a matter of taste. And, they are right: techniques are codifiable, but not artistic expression’s impact. Because if we could codify that, then we would have perfect movies, books, songs, paintings, poems, etc. We would also have perfect advertisements by now.

But we don’t. We don’t, and we can’t have such a thing. And here’s the interesting thing about that: it really is all subjective, but also, what works, works. We cannot measure the electrical brain response from all songs in all people and find what is the best composition possible, but we can track views, and we can track sales.

But, does that mean the things that sell the best are the best? Well, no. Not really. Often considered the best movie, Citizen Kane is not the highest-grossing movie.

So, again, not a good metric. Because there’s no good metric for artwork’s aesthetic quality. Now, let’s switch the focus more on advertisements. Because while we cannot judge the “artistry” of an advertisement, we can get numbers, and when trying to sell a product, numbers mean a heck of a lot more than audience’s enjoyment of the advertisement.

If an advertisement is not selling something successfully, then it is not working. It is a failure of an advertisement. If your advertisement works well, though, then it was a good advertisement. Even if someone claims it was “wrong,” that it was against the usual playbook way of doing something, if it was not illegal or immoral, and it worked, who cares?

Connectedly, the same is true of art. If it succeeded, then it succeeded.

But the trick for this to be useful is to have a goal. A specific goal, whether for advertising or a piece of art. Because how are you supposed to know whether something “succeeded” if you do not know what you are trying to accomplish in the first place? For art, the goal can be more general, like “I want people to tell me that part was funny.” But, for a business, the goal should be based on numbers, on stats. “Our product should ship twenty units.” “This post should convert thirty people onto a product.” Anything like that. High goals, low goals, anything, just have one.

Advertisements cannot just exist–they need a goal

Because the art of advertising isn’t subjective. The results are key. If you set out to sell one hundred of something, if you want to make two thousand dollars on a project—whatever it is—then you can judge if it worked by if it hit that target. And, if it was effective, it might be again.

Reviews (from an art critic or otherwise) are meant to make something better through analysis. They do not exist for their own sake. So, if you succeeded, and broke the “rules” (yet again, do not do anything illegal or immoral) then who cares about those rules? They’re clearly not good rules for you.

And the best part about this way of operating is, if breaking the rules does not work, you can always reexamine those rules you broke and judge them again to see if maybe they have merit.

So, if you want to sell, if that’s the long and short of it, then be creative, and sell something!

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Marketing To The Right People: Cat Or Dog Person?http://buzzazz.com/advertising-and-marketing/marketing-right-people-cat-dog-person http://buzzazz.com/advertising-and-marketing/marketing-right-people-cat-dog-person#respondWed, 31 May 2017 18:55:10 +0000http://buzzazz.com/?p=5428Are you a cat or a dog person? Which do you prefer, and how did we get to the point where people apparently fall into one of those two camps? And well I may not have a ready answer on why those two pets became the staple, it has a good parallel to marketing.

And that is for you to know your customer base. Your demographic. Sure, people do not actually fall into only two boxes, no matter how many analogies we throw around. Humans are much broader than that. There are two types of people: the ones who fall into a binary box, and the ones that don’t.

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Marketing Requires You To Know What Sort of Person You’re Marketing Toward

Are you a cat or a dog person? Which do you prefer, and how did we get to the point where people apparently fall into one of those two camps? And well I may not have a ready answer on why those two pets became the staple, it has a good parallel to marketing.

And that is for you to know your customer base. Your demographic. Sure, people do not actually fall into only two boxes, no matter how many analogies we throw around. Humans are much broader than that. There are two types of people: the ones who fall into a binary box, and the ones that don’t.

But, back to our furry friends. And full disclosure, to make clear my bias on the matter (as everyone has a bias), I am a cat person. I like dogs well enough, but given the choice: I’d like the calmer animal. And, thus, is the segue to marketing to the right demographic. Age, religion, sexuality, what have you: they all have a preference, and it may be something so simple—but it is something you need to know.

The universal product, the universally beloved animal, does not exist. But marketing to a general group with common traits is possible—within reason. Modern day youth will often like both retro-looking devices and high-tech gizmos with a high level of usability. And, by the same token, if you are a cat person then you are more likely to like things calm. As opposed to if you like dogs, and thus maybe enjoy more energetic activities.

Sure, you can claim that’s simplistic, but for our purposes, it is worth examining seriously. Let’s say you are selling a strap used to keep a water bottle on the shoulder, so that running while still staying hydrated is easier. I’m aware that product already exists, but take this journey with me: would you first try to make people more likely to run so you could sell this product easier, or, would you find the group already in need of the product?

If you are a huge company, the former might be a possible option. The fact nearly everyone watches television is a testament to people adapting to a product. But, for the usual business, trying to change a personality, a mindset, is much harder than just selling to someone who already has a certain mindset.

Would you try to force an excited dog onto a person who prefers the aloofness of a feline? No, probably not. To sell a product, you need to find people with a disposition, not make a disposition. At least at first.

Marketing Can Do A Lot, But It Can’t Make A Cat Person Love All Dogs

Cater to your audience. Make something they want. Branching out is all well and good, and necessary sometimes as you grow, but only works if you have already regular customers. Potential buyers are not as good as earned already buyers. And, when you focus on who you already have first, those same people will appreciate the “loyalty” you’ve shown to them.

The world is full of products—and someone will get those others what they need. Unless you want to be a general store, you can’t focus on everything. So, instead, focus on the lovers of what you are making.

Don’t force a sale of cat food on a dog owner. It’s bad for the owner, it’s bad for their pet, and ultimately, it takes away time you could put toward a customer who needs you much more.

In fact, I take back what I said earlier: while we may not all fall into a binary when it comes to pets, there are those who sell well in the long-term, and those who don’t. And, when it comes to that, it doesn’t matter whether you like cats or dogs. It matters if you are good to your customers.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Advertising Better Security: WannaCry’s Harsh Lessonhttp://buzzazz.com/advertising-and-marketing/advertising-better-security http://buzzazz.com/advertising-and-marketing/advertising-better-security#respondThu, 25 May 2017 18:39:56 +0000http://buzzazz.com/?p=5417The “WannaCry” virus’s name is apt for the reaction it’s likely to cause in its victims. As I keep saying, all the time really—like a looping song—the world runs on technology, and cannot function without it anymore. So, when a virus shuts down computers and holds them hostage, lives go on hold. And, the result, at least somewhat, is advertising for people to have the latest software patch.

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Advertising Protection For Computers Is A Big Business: But Not Big Enough Apparently

The “WannaCry” virus’s name is apt for the reaction it’s likely to cause in its victims. As I keep saying, all the time really—like a looping song—the world runs on technology, and cannot function without it anymore. So, when a virus shuts down computers and holds them hostage, lives go on hold. And, the result, at least somewhat, is advertising for people to have the latest software patch.

Almost like it’s a conspiracy. Because tech companies and anti-virus software providers can now shift their advertising to being able to prevent the attacks of ransomware like WannaCry. But, not only that, it also lets Microsoft tell people they need to, for their own safety, update their machines to the latest software.

Which sways those annoying holdouts.

Some people dislike Windows models above seven, but this virus ensures those people will never let an update linger. This applies to businesses as well.

Or, those burned will go to Apple. Which is an advertising boon for those guys.

But, with that all aside, the biggest result of this is just the focus thrown on how ill-prepared the world is for a big nasty virus like this. And not only with larger firms, but individually. How many understand how a computer works beyond “it runs on binary,” and “it uses code,” and “turn it off and on again to fix it”?

Not enough, not nearly enough. And to top this all off, clearly, not enough focus is on protecting data. It’s telling when the defeatist attitude is: you will get hacked at some point, or a catch a virus. Apparently, there’s no stopping the rampant march of evil hackers. Not even the white hats can stop their hungry search for data.

This is apathetic. And, forgive me for saying, not workable—and not right. The world of medicine did not sit down and say “well, looks like the bubonic plague is going to get us forever now. We can’t stop it,” so why would technology do the same?

Advertising Products To Help Against Current Attack Methods Isn’t Enough Anymore

Sure, hackers are always trying to get past our security as a technologically endowed race—I’m not denying that part—but advertising for solving the newest problem isn’t enough: we need more forward thinking than we already have. People who hack to steal, people who make things like the WannaCry virus—which ruins lives and companies—are criminals. Pure, flat, criminals. Bank robbers elevated by thicker balaclavas and bigger guns, trying to take from much, much larger banks.

And, however we can, like with our police force for real life crime, we need more security digitally. Viruses work as automated, self-spreading attackers. So, to fight such fire with fire, advertising (and development) from tech companies should not only focus on defensive measures, but aggressive measures.

And I realize this is all very demanding. Asking a lot from other people. But, it is necessary. And, to do our own part—me included—becoming more tech literate is an act of safety. Like learning martial arts for self-defense. Because being connected to, and reliant on, a device that a single person could shut down and hold ransom—without even being in the room with you—is too destructive a practice to allow to continue in any form or on any scale.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Promote Against The Goat: Superstitions And Sportshttp://buzzazz.com/advertising-and-marketing/promote-goat-superstition-sports http://buzzazz.com/advertising-and-marketing/promote-goat-superstition-sports#respondThu, 18 May 2017 19:11:23 +0000http://buzzazz.com/?p=5396As previously established, this article’s author does not know much about sports. But, as a player of various nerdy games of luck and skill more commonly engaged with within the confines of a basement, I understand—easily—how a superstition can affect a player of a game. And what I’m going at today is superstitions promote, they are promoting. As a mindset is no small part of an outcome.

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Superstitions Promote Something Regardless Of Facts

As previously established, this article’s author does not know much about sports. But, as a player of various nerdy games of luck and skill more commonly engaged with within the confines of a basement, I understand—easily—how a superstition can affect a player of a game. And what I’m going at today is superstitions promote, they are promoting. As a mindset is no small part of an outcome.

The concept of “willing” something into the universe with no action input from a person (or without a deity’s input, depending on what you believe) is sketchy. As is the idea that a curse, like the one put on the Chicago Cubs relating to a goat (go ahead and research that one for a good chuckle), could cause bad luck. But, with that all said, how you think changes outcomes.

It can cause results.

If you are hyped, if you are enthused about something, you can do more than if you are in a state of lethargic malaise. So, we have promotion going on here. You can promote for someone to buy a sports drink, but you can also promote someone to think a certain way. For instance, outside of sports, how else does the president end up in the position he does? He makes us think something—which, yes, we might have thought before—and thus we react a certain way.

Now, this concept goes against a lot of the individualistic ideals Americans hold dear—me included. But, this is the reality. Tell someone they look nice, and they will often walk like they look nice. And the reverse works just as much—unfortunately.

Let me take it back to Chicago, and go over this supposed curse of the goat. If the idea of it existing continues to have people within the team promoting it, then every game has a mental undercurrent, an operating mindset, inside each of those players that’s likely to work like this:

  1. They are “fighting” against the curse. Which while being an act of working harder, is putting more stress on oneself—affecting how one plays, perhaps to their detriment.
  2. They are denying it. But, of course, by that very nature, to deny, means actively rejecting something others think exists. It’s active. A conscious/unconscious effort. So, back to something to stress about.
  3. They accept it. They accept the curse. And, thus, back to how one acts in the presence of lack of enthusiasm.

And, among the three, you’ve got a problem.

The way to beat a superstition is not with cold logic. That never works. A superstition can only lose its power by another work of the intangible. A person blessing the group would promote success more than any lecture.

Or winning a World Series would do it. That works well too.

To Promote Against A Superstition, Is The Same Trick As Making One

A superstition can only die to belief. It is not logic you are working with here: it’s emotion. Heart and soul.

And, thus is the way of certain acts of marketing, of promotion, of advertising. Cold hard facts do not sway always, as, to the average ear, bare statistics are bland and hard to engage with. Instead, you must get them to feel. Feel the truth in the words.

And that is the realm of art. Of glory. Of a tale told by many. So, bottle those feelings: set it in an advertisement or promotional material, and no curse (or stigma) can easily stand in opposition. Convince your viewers or customers why the superstition or doubt can be overcome, and the “logic” will work itself out internally in your favor.

And, hopefully, if you’re a business, your financial favor as well.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Promote Who We Can Trust: But Who Would That Be?http://buzzazz.com/advertising-and-marketing/promote-can-trust http://buzzazz.com/advertising-and-marketing/promote-can-trust#respondFri, 12 May 2017 16:25:41 +0000http://buzzazz.com/?p=5389What is an expert anymore if no one will believe experts? What is the point of the scientific method if no one accepts its outcome? How is anyone supposed to understand anything if no one can be trusted? Even the cold hard truth of numbers, once loved, goes shunned—because a biased human calculated it.

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Who Do We Promote As A Credible Source?

Who do we promote as trustworthy? What groups do we promote for such status? Who, in this world, can we trust?

These are the questions now, aren’t they? Recent events, recent observations, recent verbal spouting on the internet by anyone with a keyboard and an opinion—and possibly a desire for attention or “clicks”—results in a slow glide toward no one trusting anyone in a place of major authority.

“Fake news” is the order of the year.

It’s absurd. It’s modern day. Everyone has an agenda they are trying to promote, and they will find a source—no matter the difficulty to do so—that promotes their outlook.

And we sometimes accept these questionable, dodgy outlooks because it’s human nature to do so.

You are more likely to believe the things that support your worldview, because your worldview is already what you think is true, and so anything that slots into it must be true too, right? And combine this with the adage of “don’t trust everything you read on the internet” slowly taken to a new extreme with “don’t trust anything you hear from any media, anywhere,” and soon no one knows anything at all except their own opinions and experiences. Personal evidence becoming the only evidence.

What is an expert anymore if no one will believe experts? What is the point of the scientific method if no one accepts its outcome? How is anyone supposed to understand anything if no one can be trusted? Even the cold hard truth of numbers, once loved, goes shunned—because a biased human calculated it.

Climate change, vaccines, health care, minimum wage, immigration.  Science, politics, economics, medicine, in their entirety it seems sometimes, is questioned by at least one person.

And, unlike some posts I do on Buzzazz, I don’t have a summation of an answer. You’ve read this far, and I am sorry if it disappoints: but I don’t know what to do. My usual options of promoting empathetic and analytical responses—that is a little left-leaning and technologically optimistic in mindset—will not work much here. No truism can I offer: no mike drop of a conclusion.

Because some news is fake.  

But some is real.

But some is biased.

But, then, everything is somewhat biased.

By the issue of having been delivered via a human’s brain and mouth, and witnessed through organic eyes—even if only seeing it on a screen—a bias exists.

And you can make your own conclusions from data you have or you research, but you can’t in-depth check everything in the whole wide world to confirm the study untainted. Furthermore, everyone’s personality, mental state, biochemistry, education, and general cultural upbringing is a little different, even among siblings, or even twins, so, if someone says the food pyramid is a lie, for instance, that might be true for someone, but not everyone.

Never everyone.

And that’s great, sure, better than being cogs—but it’s not helpful on a global stage. We must have a way to decide for huge swathes of the populace, somehow. No one, and I hate to say it, has total control over their life—even a bump in the sidewalk can make you late.  The butterfly effect is a real observable thing in hindsight—and someone, be they president or teacher or scientist etc. must make decisions about how to handle situations at some point from some knowledge pool—which will affect other people regardless of how they feel on the matter.

We Have To Promote For Someone To Be Trustworthy

Even if we got an A.I. to do it, the program would contain bias. As someone programmed that A.I. to begin with, and they had a bias.

We can promote the truth being made available. But, when we cherry-pick the truth-bringers to our own worldview, then it is not helpful to humanity as whole.

We need an almost blind way to judge who is qualified to give workable answers.  Perhaps college degrees? Experience? Age?

We need something uniform.

But of course, everyone will have different opinions on those criteria too.

As I said, there is no definitive solution. And a lack of a generally accepted reality of what is, and what is not, true and factual and observable, leads to anarchy. Democracy deals with the whims and priorities and ideas of the masses, but for that to work, a majority must promote an outcome within those masses.

And when that majority has no stable terminal of accurate data, even on such things as the state of our living, breathing world, then the straits are dire. It’s not a good place to be.

Somehow, or someway, numbers, facts, statistics, must regain their integrity and lack of meddling and manipulative presentation, and promote itself back into a state of trustworthiness.

There might not be any other way.

Society must have some level of organization to be a “society,” and organization relies upon group agreement. The alternative is a sort of anarchy that even a proponent of that political philosophy—read: actual anarchists—might not approve of existing.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Marketing And Politics And Bill Nye: Stop Attacking Entertainershttp://buzzazz.com/advertising-and-marketing/bill-nye-marketing-politics http://buzzazz.com/advertising-and-marketing/bill-nye-marketing-politics#respondFri, 05 May 2017 19:00:09 +0000http://buzzazz.com/?p=5378It’s a sign of the modern world that one can hear about some controversy via image macros, or reactionary posts on social media, before even getting an inkling of what’s fully going on in the physical world. And I will not say that’s not impressive, that’s effective viral marketing, but it’s not a great sign for public discourse.

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Marketing Makes Things Known, Sometimes Things You Don’t Agree With

It’s a sign of the modern world that one can hear about some controversy via image macros, or reactionary posts on social media, before even getting an inkling of what’s fully going on in the physical world. And I will not say that’s not impressive, that’s effective viral marketing, but it’s not a great sign for public discourse.

The most recent example I’ve seen is with, of all people, Bill Nye the Science Guy. And, again, sign of the times, my immediate thought was: “Oh, I bet he talked about climate change.”

And, yeah, he did. Among other things. Was also not the only politically charged idea he presented either. Now, I will remain neutral, not going to weigh in on the matter too hard. For or against Bill Nye. Because it’s not about him, really.

It’s about calm, measured responses.

Are we so soft-skinned that we cannot even deal with a fun, nostalgic figure agreeing with something we might not? The situation would be different if he was doing something illegal…

But this is a show on Netflix.

We may be taking things a tad too seriously. Or, at least, venting in an unhelpful way.

Now, there’s nothing wrong with having personal integrity, and not supporting groups you feel are not helpful, or plain destructive to your values. That’s personal ethics, and it is commendable. Nothing wrong with standing up for yourself.

But, with that said, it is untenable to not connect to anyone or anything, for example, that is from a democrat if you are republican, or vice versa. You cannot avoid the “opposition”. Unless you want to live in a media-free bubble, the marketing from companies alone, will make sure you experience differing ideas at least sometimes. And, furthermore, the attempts to block all opposing political viewpoints, and deny the existence of other general viewpoints, is how you get echo chambers and intolerance.

Marketing Contested Ideas Will Not Go Away, Nor Should It

So, my point is this: watch, interact with, surround yourself with whatever you want. That is your right. As it is for everyone. But, if you come across a piece of media, a piece of marketing, a piece of anything that simply has a differing opinion than yours, then perhaps pause, breathe, empathize, and consider what you’re doing before you blast them publicly?

I am trying to be tentative here, as there are so many exceptions to my general premise, but the backlash against media figures like Bill is reactionary and kind of ridiculous.

Yes, marketing and media and all other matter of stimuli do affect you, do affect kids—if that’s the concern, which it might be. Something being “corrupting”. But no one forces people to watch his show. Nostalgia is powerful, but not that powerful. There’s plenty of other media to consume even if you only use Netflix.

Silencing all polarized ideas is legitimate censorship. There’s a difference between someone having a different opinion and being an enemy worthy of attacking. And that’s a line we need to keep firm if we want civility in this country.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Clearwater Web Design Companies Are Good For Creativeshttp://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies-good-creatives http://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies-good-creatives#respondFri, 28 Apr 2017 19:01:24 +0000http://buzzazz.com/?p=5371Do you have a hobby? Many people do, though some don’t—preferring to simply relax and hang out with friends when they are off work hours. But, for those of us who fall in the former camp, there is a subset of those who make things and want to share those things with others. The content creators, the performance artists, the live-streaming builders, and the “DIY” video people. A subset of a subset—but one that is huge, thanks to the internet, in public visibility. Some even make their living at it. But, they could be more visible. They could show themselves to more of the world, show more of their art, if they will work with one of the available Clearwater web design companies.

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Clearwater Web Design Companies Can Make You A Website, And You Should Have One

Do you have a hobby? Many people do, though some don’t—preferring to simply relax and hang out with friends when they are off work hours. But, for those of us who fall in the former camp, there is a subset of those who make things and want to share those things with others. The content creators, the performance artists, the live-streaming builders, and the “DIY” video people. A subset of a subset—but one that is huge, thanks to the internet, in public visibility. Some even make their living at it. But, they could be more visible. They could show themselves to more of the world, show more of their art, if they will work with one of the available Clearwater web design companies.

This is a topic I’ve been hitting a few times recently. The professional artist, the employable creative, or really anyone interested in selling something, should consider a website, as it’s the main method of communication amongst the various halls of the internet. And, if you are in Clearwater, then Clearwater web design companies can make that possible for you.

Let me put this simply. Allow me this clarification. Let’s say for instance you are a musician, or a sound mixer, or anyone interested in working on the lyrical or instrumental arts. To get your stuff public, you might use some place like SoundCloud to post your music and try to garner a fanbase. And I am not knocking that as an option. People do that, and I think that’s necessary. But, for any creative, for anyone working on something they love, and maybe even working toward eventually making money from it, a website—preferably one made to your specifications—offers better visibility.

Anyone with a connection to the internet can find a website. That’s how the internet works. But, if you are posting only on social media or specialized sites (not that one should not use social media too if they want attention—they should), the interested party might have to make an account to even access the media you made.

There’s an older idea in marketing, though not too old as it still a product of modern-day technology: and it’s that clicks matter. Attention spans, for good or for ill, are short in the average person, and if you cannot get someone to make all the clicks it takes to get to the thing you need them to see, whether because of making accounts or complex submenus, or an annoying lack of organization amongst pages, then you’ve lost someone who could have been a fan.

The less clicks required, the less hassle required, the better for everyone.

Clearwater web design companies will help you make that possible. Help create a concentrated location for your creations so others can more easily find them.

Clearwater Web Design Companies Can Help Many

Whether you are a musician, artist, painter, writer, or practice any of the more specific and incredible artistic or creative or practical hobbies or activities in our world, like animator, or wood worker, or rapper, if you want to share, if you want to show the world what you can do—even if you do not intend it to be a major job—a website gives you a home to your work. Rather than different places all over the internet.

A website creates a place that says, “Here I am, this is mine. This is me.” And, that’s a great thing. All endeavors hoping to succeed, need confident actions. Decisive motion. Visible worthwhileness.

If you take sharing your hobby seriously, then I must recommend it.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Marketing Star Wars Episode VIII: Not The Last Successhttp://buzzazz.com/advertising-and-marketing/marketing-star-wars-episode-eight http://buzzazz.com/advertising-and-marketing/marketing-star-wars-episode-eight#respondWed, 19 Apr 2017 18:48:41 +0000http://buzzazz.com/?p=5338Here we go again, the newest Star Wars trailer. The Last Jedi. Five million views on a single post on YouTube (at least by April 17th, 2017). The collective view count on all the videos, I’m sure, stretching into the billions. And we are not even close to the actual release yet. The rebirth of Star Wars is, and will continue to be, a massive phenomenon which will stretch for years to come. And, it is a perfect illustration of great marketing tactics and the effects of the self-perpetuating machine referred to as “hype”.

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Marketing Success For Star Wars, This Is Not The Last To Come

Here we go again, the newest Star Wars trailer. The Last Jedi. Five million views on a single post on YouTube (at least by April 17th, 2017). The collective view count on all the videos, I’m sure, stretching into the billions. And we are not even close to the actual release yet. The rebirth of Star Wars is, and will continue to be, a massive phenomenon which will stretch for years to come. And, it is a perfect illustration of great marketing tactics and the effects of the self-perpetuating machine referred to as “hype”.

Because it is not just a trailer. It is not just articles on the topic. It’s not just a new movie. It is an interconnecting series of pieces building on each other. Marketing stacked on marketing, stacked on further marketing.

Let’s break this down, as these steps, though not always perfectly following this order, and, in fact, often seem to happen simultaneously, leads to Star War’s continuous success.

First off, and one of the first real steps: the name dropped. Fell right on the media landscape. “The Last Jedi” is not only a cool title, it invites speculation. Making people wonder what a title like that could mean. And the internet’s and the physical world’s guessing at that meaning, already gets the news circulating.

Then there were videos and articles from a single picture, a single leaked bit of data. The hype already rising.

But, like The Force Awakens, once the trailer goes out: things get insane.

Marketing Like This Is More Influential Than Any Jedi Mind Trick

Three days ago, at time of writing, The Last Jedi’s trailer popped into the internet. And from that alone, the following burst into existence, almost as an automatic response: news articles, video dissections, copies of the video, think pieces, forum discussions. And all of it. ALL. OF. IT. Gets shared around the internet. The marketing is so powerful it sweeps through in a moment.

And, what’s even more spectacular, and truly a product of our media-soaked place in history, is that the people who talk about these sorts of things, will further promote the marketing of a product because talking about it, is a way to get attention for themselves. YouTube videos about Star Wars, for instance, get views.

I mean, I’m using this tactic right now. In front of your eyes. I’m writing a Star Wars article, because I know that’s the hot thing right now, and you are likely to read on that premise alone. And I, and you, and anyone who shares, likes, or even mentions this article to someone, is helping market Star Wars indirectly.

People refer to aspects of the internet as an echo chamber. But, it is also an echoing source of power. As in, it takes what is already happening, and conflates it so fast and to such a huge amount, that the world knows about it in minutes, perhaps even seconds.

A scandal can ruin a person’s life fast. A single bit of negative press can turn on a person as if they’d done whatever they did in front of the entire world. And the reverse is true as well. A popular thing, even semi-popular thing, across enough eyeballs, will inflate rapidly to a cultural phenomenon.

And, normally, the internet has a small enough attention span to move on from something after the initial rush of attention. Each thing grows and then fades. But…

This is Star Wars we are talking about here. One of the biggest pillars of nerd interest. And a cultural landmark of which few come close to in terms of influence.

So, it’s not going to die down much, it will inflate. And will make Disney so much money, every time. It is a pinnacle of marketing success. The Force, as I said about the first new movie in the trilogy, is strong with this one too.

And, come the third one, it will only be bigger. Even more intense.

So, prepare, and take notes if you see fit. Because this is a master class on marketing. And shows just how high the ceiling of success can be with the right franchises and the right strategies.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Clearwater Web Design Companies And Authorshttp://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies-authors http://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies-authors#respondFri, 14 Apr 2017 18:56:29 +0000http://buzzazz.com/?p=5333So, you wrote a book: congratulations! In the modern world, there are plenty of places to publish your book, and plenty of avenues, both free and requiring payment, which can help you sell that book. But, getting an audience is the problem, and the solution, at least if you live in Clearwater, is using Clearwater web design companies.

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Even Authors Can Benefit From Clearwater Web Design Companies

So, you wrote a book: congratulations! In the modern world, there are plenty of places to publish your book, and plenty of avenues, both free and requiring payment, which can help you sell that book. But, getting an audience is the problem, and the solution, at least if you live in Clearwater, is using Clearwater web design companies.

I talked about this in a general sense for businesses last time, but now, as literature is, for obvious reasons, closer to my personal proclivities, we are taking a more laser-focused look at the world of books, and selling books, and how a website can help you do just that.

A common misconception is the author is not in charge of advertising their book – of pushing the sales of their book. That the big powerful publisher will do it for them. Now, that’s not to say the publisher is not trying to sell copies of the book.  They obviously have a vested interest, but unless you are Stephen King or J.K. Rowling or some other author with a name so prevalent even people who do not read books can recognize them in an instant, then you are part of a huge mass of lower level writers too vast to individually promote.

The number of new books (like all types of media) coming out in one year, heck, in one month, is staggering. That’s a topic I’ve already exhausted, so I won’t come back to it here, but the result is this: though a publisher might care about an author and want them to succeed, they are often too swamped with work to do promotion on any sizable scale.

This is not an act of malice, but it is a reality.

And the problem is even more compounded with the self-published authors, or those who are working with a smaller publisher as they have an even tinier promotional budget. An author must get the news for their book out and about by themselves.

So, how could you do it? Well, I’m sure you’ve already figured out my answer to the question. You would need an author website. You need a blog. You need to promote and advertise and market outside of just throwing “buy me” ads into social media—which is not to say one should neglect the social media side of things, as it’s invaluable, but the “buy me” spam is not recommended.

Sure, Amazon or the publisher’s site is all well and good for selling the book—in the sense of it being a storefront—but it does not do much for promoting the actual author, as a person. A personal site will do that though, it can do that in spades.

One of the Clearwater web design companies around here can help an author set something like this up and make it look nice to the public. They can help make it searchable and make it appeal to search engines. And then, once they’ve done that: it’s up to you, the person interested in selling books, to further draw people in with your personality.

Clearwater Web Design Companies Can Help Push You Up

Again, (and I know I said I was not coming back to it, but this is quick) there is so, so much media coming out, the only real way to attract is to have a good draw: a gimmick, or concept, or quirk to the work. Something to make it stand out, even if the draw is something weird or shocking. As people become more and more media savvy, and aware of tropes and clichés, originality is a craved quality. But, besides that, as the barriers of communication between creator and audience break down, they also want a personable person to interact with. Liking a person, and then liking the things they make, is as good of a loop as liking the work and then the person. And you can share yourself, through your site, toward this goal. Through your blog, through your newsletters, and through your YouTube channels.

Just like a publisher, Clearwater web design companies can help, but it’s up to you, the creator, to push your work to the right eyes and the right people. It may not be easy, but if you finished writing an entire book, if you revised it to the point you can publish it/submit the manuscript to a publisher, you are mentally disciplined and skilled enough to do this too.

So, go forth, and through the magic of the internet, share your story with the world.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Clearwater Web Design Companies–Why You Need Onehttp://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies http://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies#respondFri, 07 Apr 2017 19:25:24 +0000http://buzzazz.com/?p=5321If you are a business that exists, you should have a website. I’m sure you’ve heard this rule a hundred times before, but this time, it will not be some glib statement. I mean to explain why you should seek the services of a Clearwater website design company and get your presence to exist in the widest and wildest part of the modern world.

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Clearwater Web Design Companies Can Give You What Every Business Needs

If you are a business that exists, you should have a website. I’m sure you’ve heard this rule a hundred times before, but this time, it will not be some trite statement. I mean to explain why you should seek the services of one of the available Clearwater web design companies and get your presence to exist in the widest and wildest part of the modern world.

Now, first off, let’s talk about that presence. Let’s talk about how the public perceives things. It is becoming more and more common for a person to just look up a company’s websites to screen and ascertain how much they can trust them. And, one of the most “sketchy” things you can see, is that a company has no website.

It’s like finding out someone does not have a Facebook/Twitter/LinkedIn profile. Or does not own a phone. You immediately make assumptions. And most of them are not positive. Often leaning into the perceptions of one being a hermit or paranoid.

And much is the same of a company. A polished and well-established website is necessary to PR. It’s as, if not more, important as the look of a business card or the actual physical lobby of the building your company might have as a location.

A website works as what a phone book used to find as its purpose. It lists a method of contact. How else is someone supposed to know what email, what phone number, what social media profiles, are useful for getting in touch? Sure, phone books still exist, and directories and such are still things. But, unless you want to rely entirely on old fashioned systems, luck, foot traffic, and walk-ins, you need a way for people to easily find your location and contact you about it.

And, finally, you want a website so Google will care about you. And this is especially where Clearwater web design companies can come in handy. Being on search engine results is super important to being seen. Word of mouth is the most powerful and effective marketing, but do not underestimate the usefulness of someone simply finding you by searching for local stores that fill their needs.

The internet ties us together. Websites show we exist. Having one, and here’s the trite statement again (now hopefully in thorough context), is necessary to your business’s success. It is imperative.

Clearwater Web Design Companies Can Swing Chances Of Success In Your Business’s Favor

And, now, as a final word on the subject: people will try to make their own websites. Sometimes, this is fine. Sometimes you can work with a good template system and make something shiny and appealing. A lot of websites can offer tools of that ilk—Squarespace I’m told is a good example. But, if you want a fully functioning, fully appealing website, I must recommend you get someone experienced. For us locals to Clearwater, plenty of Clearwater web design companies would be perfect for the job.

Because, even though I said a website was necessary, and it really is, an unprofessional-looking site, is almost as bad as having no site. A website as an afterthought makes your company an afterthought.

And you don’t want that. I don’t want that for you. So, just like with everything really: if you are going to do something, do it right. Do it well.

And succeed as a business in this futuristic world of ours.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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