Brandon Scott | Buzzazz Advertising & Marketing Agencyhttp://buzzazz.com Tampa Bay's # 1 Marketing FirmTue, 23 May 2017 19:09:14 +0000en-UShourly1Promote 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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Advertising And Food, Is It Now Slimy and Greasy?http://buzzazz.com/advertising-and-marketing/advertising-food-slimy-greasy http://buzzazz.com/advertising-and-marketing/advertising-food-slimy-greasy#respondFri, 31 Mar 2017 05:36:19 +0000http://buzzazz.com/?p=5303Advertising for fast food is so common we don’t even think about it anymore, do we? Who doesn’t know, like they know their own birthday, the McDonald’s jingle? Who doesn’t have any idea what a Blizzard is, besides young, young children? And, as my final hypothetical question used to prove a point: who doesn’t know that these things are bad for you?

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We Are Not Always Advertising The Most Wholesome Foods

Advertising for fast food is so common we don’t even think about it anymore, do we? Who doesn’t know, like they know their own birthday, the McDonald’s jingle? Who doesn’t have any idea what a Blizzard is, besides young, young children?

And, as my final hypothetical question used to prove a point: who doesn’t know that these things are bad for you?

Because, it was to my knowledge that most were raised with the mindset that yes, there is indeed a Pizza Hut—for our purposes there is one on Belcher Road—and sure pizza tastes awesome, and pizza is a “staple” (somehow) of the American diet, but that doesn’t mean we should eat pizza all the time.

The kindergarten lesson was we should not eat unhealthy food every day.

Different world now though. Very different world. Where health, being healthy, is such a dire concern that we have an entire reality show devoted to it.

But, how did this happen?

Well, I am unwilling to say it was only people not having enough willpower. Have you seen what humans are capable of, even in their daily pursuits? Ever tried to perceive the entirety of what we as human beings have done in our relatively small time on this planet? I’m not willing to blame it entirely on people having too big of a sweet tooth or a craving complex.

But what I am willing to blame heavily, is pricing. Why is a soft serve milkshake like a dollar, but a salad often three to five? How is that reasonable? The obvious answer to my own question is that the chemicals and production process to make a cheap milkshake is dramatically less expensive, and thus you can sell it for a lot less. Cut corners, and those corners are money you don’t have to pay—at least upfront.

So, after this wordy roundabout, I come to my point: and what someone higher up on the world’s stage than I, should be advertising.

Advertising Can Get Expensive, Unlike Fast Food

Making all this cheap food, often on an assembly line, and then making those advertising video spectaculars to get people aware of the cheap food, must cost a lot. Sure, the food is cheap, but the initial stages of instigating the system weren’t, I’d say. Furthermore, I’d argue, by now at least, if one accounts for medical bills and lawsuits and the like, the total is probably equal if not more money than what it would take to work out a healthier food economic ecosystem with less salt and sugar and grease.

This is a little on the line of conspiracy to say, I’ll admit, but, modern day advertisements do a heck of a job convincing us we should indulge again in a burger—whereas fresh lettuce or lean chicken receives almost nary a mention on television.

Insert long, drawn-out suspicious “hmm” here.

The sad part is, though, even if that theory holds water, perhaps we are too late in the cycle for such a thing to change.

But, maybe not.

If more advertising talked about cheap but also healthier food—in the standard lower caloric/higher vitamin content definition of healthy—then health might be less of an issue for people. Chipotle’s ads, for example, do a good job of promoting more organic ideals.

Now, people obviously have choice and free will to make their own food decisions, but one cannot as easily make decisions if the better options are not clear or seen.

And making things known is advertising’s job. This idea has many hurdles, sure. Avoiding the embarrassing stigma of the PSA and not trying to treat people like they are idiots about their own health is a big one.

But it is worth more effort than we give it. A healthier country is worth the effort.

It’s uncomfortable to say sometimes, but the marketing and advertising coming out of our corporations affects us on a marked level. Subconsciously and consciously. So, I implore that those making companies, and running companies, keep this in mind.

And get healthy food choices to be more prominent in our advertising.

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 Fashion: It’s Arbitraryhttp://buzzazz.com/advertising-and-marketing/marketing-fashion-arbitrary http://buzzazz.com/advertising-and-marketing/marketing-fashion-arbitrary#respondFri, 31 Mar 2017 05:01:32 +0000http://buzzazz.com/?p=5299Why is that not beautiful? Why is a potato sack bad? Because we have a standard. But they determined the standard. They chose that style to be superior. The marketing of this is practically palpable.

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Fashion Marketing Declares A Style, But What Decides That Choice?

The modern-day fashion industry likely informs what clothes you buy at all the fancy-ish stores. They are the people who determine the common perception of what you would want at Victoria’s Secret, or Windsor Fashions, or Macy’s, or any of the other clothes stores you can find at the mall, like Countryside. And these groups have marketing power which is both baffling and impressive.

Let me put it this way, the phrase “beauty is in the eye of the beholder,” is the basic summation of the idea that art and aesthetic is subjective. That what a person, or a group, or a country, finds to be attractive in terms of features, clothing, qualities, etc. is entirely arbitrary and has no basis in anything besides personal taste.

And, though I am unsure of to what degree this is true—I do not have the page space to argue/discuss what is and what is not innate beauty—I can accept the saying as true for this article. But, if that’s indeed true, that means what we find to be high-end clothing is only considered high-end clothing because the industry said so.

I mean, duh, right, Seems obvious. But this is a loop. This is a self-contained marketing loop. If something vastly different from the style now in the fashion world were to branch out, such as a loose-fitting functional version of the potato sack, it would never ever gain real traction. Because the people who determined the arbitrary style beforehand, now conditioned our collective mainstream tastes to not accept the flagrant alternative.

Why is that not beautiful? Why is a potato sack bad? Because we have a standard. But they determined the standard. They chose that style to be superior. The marketing of this is practically palpable.

They Are, Successfully For The Most Part, Marketing Our Perceptions

Now, sure, as any pictures from the 70’s which shows what people wore back then can handily teach, styles shift out eventually. There is a natural changing pattern which overhauls the style to a new standard—or, at least, there appears to be. But, for the ten or so years that each style lasts, these fashions will continue to sit where they do because of the marketing of the fashion moguls and the celebrities paid to wear their wares upon their bodies.

Now. I don’t mean to sound overall critical. Because I think dressing nicely is a good thing in the right situation. I think people striving for a good appearance—within reason, mind you—is not a bad thing. Esthetics are art, and I’m a big proponent of art. But I also want to point out that marketing is a method of making an idea innate to the public. Fashion is so ingrained: to deviate would seem odd. And, with anything like this, one should be aware of what marketing is telling us.

We do, unequivocally, judge people based on their appearance. And certain people decided, perhaps even arbitrarily, that a good part of how that judgment turns out comes from their tastes and their decisions.

And if something like that goes toward wholesome honest products, then it’s usually fine. But we must be careful. We, and they, need to market with the power of marketing in mind. Marketing can sell good things, change the world even. But powerful enough people can also use marketing to make people perceive wearing bright pink fuzzy hats in the shape of birds as the height of attractiveness.

So, let’s all agree to try to stay careful and smart with this power? Okay?

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 With A Celebrity Voicehttp://buzzazz.com/advertising-and-marketing/promote-certain-voices http://buzzazz.com/advertising-and-marketing/promote-certain-voices#respondFri, 24 Mar 2017 19:23:00 +0000http://buzzazz.com/?p=5290This is not a new trick. This is not an uncommon trick. But it works. Oh, yes, it works. And that’s why animation companies use it so much. Animated movies find a huge amount of marketing power and ways to promote through the voice actors—if they are famous for other things.

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Promote Success With A Successful Voice

You can promote a show with a single voice. Don’t believe me? Well, if you’re a Doctor Who fan (or a Jessica Jones fan, or Broadchurch, or many others) I think you’ll suddenly find some interest in the new Disney reboot of DuckTales when I tell you one of the main characters is voiced by David Tenant.

This is not a new trick. This is not an uncommon trick. But it works. Oh, yes, it works. And that’s why animation companies use it so much for movies. Animated movies find a huge amount of marketing power and ways to promote through the voice actors—if they are famous for other things.

Like, if you’re an older non-kid individual planning on watching DreamWorks Animation’s The Boss Baby in Countryside Mall’s theaters, I have to imagine it’s partially because you like Alec Baldwin. And, because I am a fan and a promoter of animation, I and others like me should be (and I personally am) okay with this, if it keeps animation as an artform going forward.

From The Secret Life of Pets to Bee Movie this is a tactic using name recognition. But also has a new wrinkle, because lately, and The Boss Baby works as an example of this, some voice roles go rather well to certain actors.

Marvel, as I’ve covered before, can tie an actor to a character, and make them a forever connection, and though this is more temporary, you can do the same with these kinds of animated roles.

The Emperor’s New Groove (and I am aware I am dating myself a little by choosing that movie) is a perfect example of having the right famous person for the right voice. Patrick Warburton, despite playing smarter characters than Kronk, lent a certain level of lovable almost deadpan goofiness to the character, that I think that specific actor pulls off well.

And the methods to promote don’t stop there. Because, yet again, I’m coming back to The Boss Baby for another example: you can use the connection from voice to face, to make a joke.

You Can Promote Many Ways, Including Using Collective Culture

“Cookies are for closers” is a comedic reference which does not work unless you know the actor tied to the voice. Unless you know him for his live action role in Glengarry Glen Rose. Now, does that kind of joke also make the movie cheesy? Yes, quite a bit. But, it’s not a bad way to promote. It’s somewhat cheap humor, but we live in a cultural landscape that kind of loves referential jokes. Perhaps too much. But, it does work.

And, anyway, will all this said, if you want to make an animated movie, if you want to make an advertisement, if you want to promote something in an animated medium—or even live action if Farmers Insurance and J.K. Simmons have anything to say about it—you can get a real boost by attaching the recognizable voice of someone the crowds already love to a new character you want them to love.

I mean, as one last example, just to fully prove my point, if Morgan Freeman voiced an animated character, you know the movie would practically promote itself with one advertisement.

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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