top of page

Search Results

116 items found for ""

  • Why Brands Need to Make You Smile and Laugh: The Importance of Humor in Purchasing Decisions

    Do you ever buy a product or service because the brand made you laugh? If so, you're not alone. According to Oracle's (2022) report, customers want brands to make them smile and laugh. Humour is an important factor in your purchasing decision, and it can be the difference between choosing one product over another. In this blog post, we'll discuss the importance of humour in branding and how you can use it to your advantage. Photo by Andrea on Pexels The benefits of humour in marketing Humour is often seen as a tool to lighten the mood, but it can also be used for marketing campaigns that use humour are more likely to be successful because they make people remember the campaign, and they are more likely to share it with friends. Humour can also help to build a rapport with potential customers, making them more likely to do business with the company. In a world where marketing messages are constantly bombarding people from all sides, a little humour can go a long way in helping a company to stand out from the crowd. So if you're looking for a way to boost your marketing efforts, don't forget the power of humour. According to a new study from Oracle Fusion Cloud Customer Experience (CX), consumers want companies to make them laugh and smile, but business executives are cautious about employing humour in client interactions. According to the Happiness Report, which included insights from more than 12,000 consumers and business leaders in 14 countries across the UAE and the rest of the world, people are seeking new experiences to make them smile and laugh, and they will reward brands that embrace humour with loyalty, advocacy, and repeat purchases. Consumers are seeking new ways to be happy and are willing to pay a premium. Here are some key findings from the report: 61 percent of respondents wish for more positive memories and experiences in their life. People are placing greater focus on their health (80%), personal relationships (73%), and events (26%) to be happy. A perennial concern is whether money can buy happiness. More than half (66 percent) of respondents wish money could bring about joy, with 89% prepared to pay a premium for genuine happiness. According to the survey, during the pandemic, 90 percent of consumers attempted to find pleasure in online purchasing, while more than half said receiving shipments made them happy (49 percent), but only 16 percent struggled to recall their purchases. Customers want businesses to make them laugh and smile, yet company executives acknowledge that their brands seldom interact with consumers in a lighthearted manner. How to use humour the right way There are a few key things to keep in mind when using humour in your social media marketing campaigns. First, ensure that the humour is appropriate for your brand and target audience. You don't want to use jokes that will fall flat or offend people. Second, make sure the humour is relevant to your product or service. For example, jokes about vacuum cleaners are likely to be funnier than jokes about cars. Finally, make sure that the humour is used sparingly. A little bit of humour can go a long way, but if you use it too much it can become tiresome and ineffective. If you're looking for some inspiration, here are a few examples of brands that have used humour successfully: Old Spice: This brand has become famous for its humorous marketing campaigns, which often feature absurdist humour and a healthy dose of self-deprecation. Source: Old Spice Burger King: The burger QSR brand is well-known for its funny social media posts, which often take the form of jokes about its competitors. Zomato: The food discovery and the delivery brand have used humour in its marketing since its inception. The brand’s social media presence is full of witty one-liners and pun-laden posts. Source: Zomato Zomato congratulates another start-up on listing day on the Indian stock exchange. Amul: The content of Amul is ridiculously witty. They take current affairs and trends and give them an Amul twist. This makes the customers smile and also creates a top-of-mind recall for the product. Source: Amul The risks of using humour in marketing While humour can be a great way to connect with customers, it's important to remember that there are some risks involved. First, as we mentioned before, it's important to make sure that the humour is appropriate for your brand and your target audience. If you use jokes that are too edgy or offensive, you could alienate potential customers. Second, humour can be a double-edged sword. If you use it too much, it can become tiresome and ineffective. Finally, there is always the risk that something could go wrong. For example, if you make a joke about a sensitive topic, you could unintentionally offend someone. Concluding thoughts Humour is a powerful marketing tool because it can help you connect with customers on a personal level. It can also be a great way to show off your brand's personality and create a top-of-mind recall for your product. However, it's important to use humour sparingly and make sure that the jokes are appropriate for your target audience. Source:

  • 6 Tips to help you ace your interview: communication strategies for freshers

    Landing your first interview can be an exciting time, but it can also be nerve-wracking. What do you wear? What do you say? How do you act? Don't worry, I've got you covered! In this blog post, I will discuss six tips that will help you ace your interview and set yourself up for success. Photo by Edmond Dantès on Pexels 1. Before you respond, think about it Take a few moments to really listen, consider, and respond logically. Many newcomers believe that confidence can be gained by answering the questions immediately. They don't pay attention to the interviewer's query, or the delay in responding. This way, you'll provide incorrect/incomplete responses. 2. Keep Things Simple & Clear Do not gab with the response. An acceptable interview response should be between 30 and 90 seconds long. Keep your answer simple and precise. In this manner, you keep the interviewer's attention while also avoiding grammatical mistakes. 3. Make eye contact and use correct body language. In an interview, your body language will exude confidence. Shuffling papers, fidgeting with your pen or hair, and blinking excessively are all examples of poor body language. When starting any response, make eye contact for 5 seconds and keep your hands on the table/use them to gesture. A small smile at the start and end of the interview will earn you brownie points. 4. Use Specific Examples - the use of general phrases is a big no-no. Show, not tell. If you say, "I am creative and innovative," give an example or two to support it. Have you completed a class project/started a business/raised funds for a festival/volunteered/founded a blog? Show what your talents are capable of. 5. Be positive, but also honest Make sure you know what you've stated in your CV and cover letter. In your answers, keep to the details you've provided. Being self-assured also entails being true to who you are and what you know. If you start over-explaining or giving phoney responses, the interviewers will notice and only question you further. Be truthful and give your best guess at an answer if possible. 6. Prepare a few questions in advance for the interviewer. Frequently, new graduates are unsure what to ask the interviewer at the conclusion of the interview. This can set you apart; be prepared with questions such as - "What growth opportunities does your firm provide?" Concluding thoughts Landing your first interview can be a nerve-wracking experience, but with these six tips, you'll be able to ace it! Make sure you listen carefully to the interviewer, keep your responses concise and simple, use correct body language, and prepare some questions in advance. Being honest and confident will show the interviewers that you're ready for the job. Good luck!

  • How Apple's Ecosystem Keeps Users Hooked

    Apple is well-known for its iconic products, but what many people don't know is the company's secret weapon: its ecosystem. Apple's ecosystem is designed to engulf users and keep them hooked on its products. Once you're in, it's hard to leave. In this blog post, we'll explore Apple's ecosystem and discuss why it's so successful at keeping users engaged. Photo by Arthur Edelmans on Unsplash Context Steve Jobs had an idea in 2010, and he instructed his team, "tie all of our products together so that we can further cement consumers into our ecosystem." This was the first step toward Apple developing a ‘walled garden,' a phrase that refers to Apple's incredible, but closed system of hardware and software products. They're walled because they've done a wonderful job at making it difficult for people to leave their ecosystem and garden. What is Apple's ecosystem? Apple's ecosystem is made up of five parts: hardware, software, services, apps, and content. Hardware Apple's hardware includes its Mac computers, iPhones, iPads, Apple TV, Apple Watch, Beats headphones, and more. Apple designs and manufactures all of these products themselves. This gives Apple a lot of control over how users interact with its products and how those products work together. Software Apple's software includes its operating system (OS), called macOS for Macs, and iOS for iPhones and iPads. Apple also makes the Safari web browser, iTunes media player, and iWork productivity suite. Like its hardware, Apple designs and controls all of this software itself. This control allows Apple to create a seamless experience for users across its hardware and software products. Services Apple's services include iCloud, Apple Music, Apple Pay, and the App Store. iCloud is a cloud storage service that syncs data across Apple devices. Apple Music is a streaming music service. Apple Pay is a mobile payment service. And the App Store is Apple's app marketplace. Apps Apple's App Store is the only place where you can get apps for your iPhone, iPad, and Apple Watch. This gives Apple a lot of control over the types of apps that are available to users and how those apps work. Content Apple's content includes music, movies, TV shows, books, and apps. Apple sells this content through its iTunes Store, Apple Music, and App Store. This gives Apple a lot of control over the types of content that users can access on its devices. Why is Apple's ecosystem so successful? Apple's ecosystem is successful for a few reasons. First, Apple has complete control over its hardware and software. This allows Apple to create a seamless experience for users across all of its products. Second, Apple's services are integrated with its hardware and software products. This makes it easy for users to access Apple's services and content on its devices. And finally, Apple's App Store is the only place where you can get apps for its devices. This gives Apple a lot of control over the types of apps that are available to users. Tim Cook has been a prominent leader in providing services to customers. No one sells services better than Apple. It's the confined environment that makes these services so appealing. Apple's ecosystem (including products, software, and services) functions in perfect synergy with one another. All of your data is automatically synced to all of your Apple devices using iCloud. AirDrop allows you to exchange a file with a nearby Apple device in no time. The Universal Clipboard copies and pastes text across your iPhone, iPad, and Mac without difficulty. Can't figure out which room you left your Apple Watch? You can call it. Of course, all parties must own Apple devices and be signed up for Apple's services in order to participate. These Apple-only features and capabilities are what makes Apple's ecosystem so appealing and successful. They're also what makes it so hard to leave. Criticism about Apple's ecosystem Apple has often been criticized for creating an "ecosystem" that is closed off and difficult to escape from. Apple products are designed to work well together, but this also means that users are locked into Apple's ecosystem of products and services. This can be frustrating for users who prefer to use products from other manufacturers or who want more choice in how they use their devices. Apple has also been criticized for making it difficult to repair its products, forcing users to either pay for expensive repairs or replace their devices entirely. This can create a financial burden for users and contribute to the growing problem of electronic waste. Apple's closed ecosystem may be convenient for some users, but it also has its drawbacks. Outside the garden, Apple has been dogged by accusations of anti-competitive behaviour. The walls are too high, and people on the inside can't go outside to try anything else. Concluding thoughts If you own an Apple device, you've likely invested in Apple's ecosystem. And if you're invested in Apple's ecosystem, you're likely to continue using Apple products for the foreseeable future. Apple has done an incredible job of creating an ecosystem that keeps users invested in their products. By making it difficult for users to switch to a different platform, Apple has ensured that its customers are more likely to remain loyal and continue using its products. If you're looking for ways to keep your customers invested in your product, consider following Apple's lead and creating an ecosystem that is difficult to break away from. What do you think? Will creating an ecosystem help keep your customers loyal? Share your thoughts in the comments below.

  • Making Money and Making a Difference: The Triple Bottom Line in Business

    When it comes to business, there are a lot of different ways to measure success. You can focus on the number of products you sell, the amount of money you make, or how much profit you generate. However, there is another way to think about success, and that is through the triple bottom line. This concept suggests that businesses should also focus on their social and environmental impact and their financial performance. Photo by Anders J on Unsplash What is the triple bottom line and why should businesses care about it The triple bottom line is a business principle that takes into account environmental and social factors in addition to financial performance when making decisions. The goal is to create value for all stakeholders, not just shareholders. This approach recognizes that businesses operate within broader systems and that their success depends on the health of those systems. For example, a company that pollutes the air or water may be able to save money in the short term, but it will eventually have to pay the costs of clean-up and damage to its reputation. A triple bottom line approach considers these long-term impacts and balances them against the financial gain. This perspective is gaining traction as businesses increasingly recognize the importance of sustainability. By taking the triple bottom line into account, businesses can make decisions that are good for their bottom line and good for the planet. What are some examples of triple bottom line businesses? There are a number of companies that have adopted the triple bottom line approach. Patagonia, for example, is a clothing company that focuses on environmental sustainability. The company uses recycled materials in its products and has reduced its carbon footprint by using renewable energy. In addition to its environmental efforts, Patagonia also gives back to the community through grants and donations. Another triple bottom line company is TOMS, which is known for its One for One giving model. For every product sold, the company donates a product to someone in need. This business model has helped TOMS provide millions of shoes to people around the world who would otherwise How can businesses measure their social and environmental impact? The triple bottom line is a framework businesses can use to measure their social and environmental impact. The three elements of the triple bottom line are financial performance, social responsibility, and environmental sustainability. To assess their financial performance, businesses can look at their profit margins, return on investment, and cash flow. To assess their social responsibility, businesses can look at how they treat their employees, customers, and suppliers. To assess their environmental sustainability, businesses can look at their carbon footprint, water usage, and waste production. By measuring their performance in all three areas, businesses can get a well-rounded picture of their social and environmental impact. What are some ways businesses can improve their sustainability? In order to be truly sustainable, businesses must balance the three pillars of sustainability: people, planet, and profit. . One way to improve people's sustainability is to invest in employee wellness programs. These programs not only improve the health of employees but also lead to increased productivity and lower healthcare costs. Another way to improve people's sustainability is to develop a diversity and inclusion strategy. This can help businesses attract and retain top talent, while also creating a more equitable workplace. When it comes to planet sustainability, businesses can focus on reducing their energy consumption and waste production. Finally, businesses can improve their profit sustainability by investing in renewable energy sources and implementing green marketing initiatives. By improvements in all three areas of sustainability, businesses can create a positive impact on the world around them. Are there any drawbacks to using the triple bottom line? The triple bottom line is a framework for businesses to consider environmental and social sustainability in addition to financial profitability. While this may seem like a win-win-win situation, there are some potential drawbacks to using the triple bottom line. First, it can be difficult to measure environmental and social impacts in a way that is comparable to financial metrics. This can make it challenging for businesses to set objectives and track progress. Additionally, businesses may be reluctant to make changes that could impact their bottom line, even if those changes would be beneficial in the long run. Finally, some critics argue that the triple bottom line simply gives businesses a way to greenwash their operations. Overall, the triple bottom line is a helpful tool for businesses to consider environmental and social sustainability, but there are some potential drawbacks that should be taken into account. Concluding Thoughts While this philosophy has been slow to catch on in mainstream business practice, it is gaining traction as more and more people become aware of the negative consequences of our current economic system. Businesses that are able to adopt a triple bottom line approach will be well-positioned to succeed in the future. What do you think? Is the triple bottom line a good way for businesses to operate? Let me know in the comments below.

  • Amazon's Best Kept Secret: Sponsored Results

    Amazon is a powerhouse when it comes to e-commerce. But did you know that they also make a killing from advertising? Yep, right at the top of every page on Amazon, you'll see results marked as "Sponsored ⓘ". It's Amazon's way of showing you a list of 'curated products', but the reality is that these products are only at the top because some sellers decided to pay Amazon an advertising fee. Advertising is Amazon's most inconspicuous revenue stream - but it's one that makes them billions of dollars each year! Photo by Christian Wiediger on Unsplash How does advertising work on Amazon, and what are the benefits for sellers? Amazon is the world’s largest online marketplace, and advertising on Amazon can be a great way to reach out to potential customers. When a seller advertises on Amazon, their product is displayed on the search results page when someone searches for relevant keywords. In addition, advertising on Amazon can also help to increase traffic to a seller’s product page and boost sales. There are two main types of advertising available on Amazon: Sponsored Products and Product Listing. Sponsored Products are paid ads that appear on the search results page, and they can be targeted to specific keywords. Product Listings are essentially unpaid ads, and they appear on a seller’s product page. There are many benefits to advertising on Amazon, but it is important to understand how the system works before getting started. By using advertising effectively, sellers can boost their sales and reach a larger audience. The company that is now seemingly unassuming, Amazon made $9.7 billion in advertising revenues during its fourth quarter of 2021 alone! For the whole year 2020-21, it earned even more than YouTube's ad revenue which was previously thought by many people as being too big to be taken seriously at all -- but not anymore because this source has now been tucked inside "other" section due entirely thanks solely from an incredible rise over recent years with their online retail marketplaces. Amazon is the most popular shop on earth. Each month, over 200 million people visit Amazon's website in the United States alone. And every time a user visits an Amazon product or service, that person's activity is recorded and stored. To summarize, Amazon's algorithms understand what customers search for, what they purchase, and what they leave behind in their carts. For advertising agencies and businesses, this is a free-for-all. Do you want to get your product more exposure up top? Sponsored banner advertising is available. Do you want to show off your goods to the world? Run a short film on Amazon's homepage for $5. Would you like something else? If you invest in ads on Amazon, there are almost certainly options for you. But advertising on Amazon isn't just a way to make your product more visible. It's also an incredibly effective way to reach out to new customers and connect with them on a personal level. Because Amazon knows so much about its users, it can target ads specifically to them. And because Amazon is so popular, advertising on the site can reach a large number of people very quickly. As some research has shown, nearly three in four clients were inclined to begin their online search for a product on Amazon. In that light, Amazon adverts provide advertisers greater value for their money than advertisements on social media or YouTube. And they aren't overly pushy about it either. Because you didn't notice the sponsored tag, you may often overlook it. Next, Amazon's advertising business has remained relatively unchanged from Apple's privacy changes. The modifications stripped Facebook and Google's ad operations of their behavioural data, which generated a profit. However, Amazon mostly relies on data collected through its own app and website. Nothing is altered as a result of what Apple does to the operating system. The Amazon ad engine is also rather inconspicuous. Advertisers can use keyword-targeted advertisements to promote goods linked to a set of keywords. That means a perfume maker will pay for its product to be shown when people type "perfume" or "deodorant." That's all there is to it! Meanwhile, as advertising spending has risen across the board, Amazon has started inserting sponsored goods in its suggested area such as "Products related to this item" or "More items to explore," nudging people toward these sponsored items a little further. Amazon has been investing heavily in advertising. Ad income now accounts for Amazon's third-largest source of income, behind online sales and AWS (Amazon's cloud business). The company's ad business now generates more yearly revenue than its physical shops ($17 billion), as well as about the same amount as its subscription services ($31 billion). Amazon most certainly isn't the first corporation that springs to mind when it comes to advertising. But with the aid of inexpensive advertisements, The Everything Store is going berserk. Concluding thoughts Conclusion paragraph: If you're looking to make some extra cash, consider advertising on Amazon. It's a great way to get your products in front of a huge audience and can be very lucrative. Of course, as with any type of advertising, it takes some effort to see results, but if you put in the work, you can definitely see a return on your investment.

  • Disney Plans to Build "Theme Towns": Yes, Alice in Subdivision Land

    Disney is at it again, this time with a new venture called "Storyliving by Disney." The first-ever Storyliving neighborhood is already under construction in Rancho Mirage, California. It comes with its own 24-acre "grand oasis" lagoon, smack in the middle of the town. The new venture will fall under the company's theme parks division, though "theme town" or "theme life" is probably a more apt description. Source: People Depending on who you ask, Disney's latest endeavor will either result in The Happiest Place On Earth or a living nightmare. Disney announced that it will establish a number of residential communities throughout the United States. Except, unlike its famous theme parks, these townships won't have Walt Disney or Mickey Mouse characters roaming the streets. Instead, you'll be able to discover meticulously manicured homes, condos, shopping centers, and entertainment complexes with subtle Disney hints. The community will be managed and maintained by Disney's guest services, the same people who run those parks. Background The Disney fairytale may be experienced in a variety of exquisite theme parks across the world. They receive millions of visitors every year to date. Its parks division posted $7.2 billion in earnings last quarter alone, demonstrating that there are plenty of people on the planet who like to love, exist, and breathe "Disney." The company's theme parks business will manage the new project, which is presumably more appropriately characterized as a "theme town" or a "theme life." Only one site has been announced thus far: a 1,900-unit community in Rancho Mirage, California, with a 24-acre "grand oasis" to be built around a “Cotino," which is Spanish for "little puddle." No prices have been set, and no, Mickey Mouse will not be collecting rent checks or offering the actual property for sale (pun intended). At Cotino, DMD Development, a third-party luxury community developer, will build, own, and market the properties. Walt Disney himself originally intended EPCOT, the name for Disney World's original master plan, to be a utopian "City of the Future," but settled for an add-on theme park expansion. In 1996, Disney constructed Celebration in Florida, a planned community near its Orlando resort with a population of roughly 10,000 people. In 2011, it opened Golden Oak Resort in the state of Florida–another planned community with home prices starting at $2 million–slightly more than the cost of a Disneyland Churro. Yes, you aren't wrong to think that real estate wasn't Disney's cup of tea. However, they appear to be getting a handle on things at last. Concluding thoughts Conclusion paragraph: Disney is continuing its trend of innovation with the launch of Storyliving by Disney. This new venture will allow families to live in a town that is themed after one of Disney's popular movies or parks. With its own lagoon and other amenities, this development is sure to be a hit with families looking for an immersive experience. If you're interested in learning more about this exciting new development, make sure to subscribe to ScroogeMarketer blog so that you don't miss any future updates.

  • Pringle's Chips: An Engineering Marvel

    When you think of Pringle's chips, the first thing that comes to mind is probably their unique saddle shape. But what you might not know is that this design is no accident - it was carefully crafted by engineers to create the perfect chip. Source: Packaging Company The shape is known as a hyperbolic paraboloid, and it took 2 years and the use of supercomputers to design. Why did they go through all that trouble? It turns out that there are several advantages to this particular design: it is self-centering, meaning it is easy to stack up; and it is impossible to predict how it will break up when you eat it, creating a more crunchy feeling and satisfying experience. Background In 1956, Procter and Gamble tasked chemist Frederick J. Baur with devising a new type of potato chips to address consumer complaints about broken, greasy, and moldy chips as well as air in the bags. With these criteria in mind, Baur set out to produce the world's greatest Potato chips. Baur spent two years working on saddle-shaped/hyperbolic paraboloid-shaped chips from fried dough, and the tubular can was selected as the chip's container. The machine that produces pringles was designed by mechanical engineer and author Gene Wolfe, best known for his science fiction and fantasy works. This was the start of Pringles. Their meticulous attention to detail has aided in Pringle's success and popularity in the chips segment. The saddle-shaped Pringles design, also known as the Hyperbolic Paraboloid form, has been a major factor behind its success. A timeless case of a highly technology-focused solution to neatly tackle customer's issues in a non-tech sector, and it was created in 1956. Source: Interesting Engineering So the next time you reach for a bag of Pringle's chips, be sure to appreciate the engineering marvel that they are!

  • Shrinkflation: The Economics of Package Downsizing

    In recent years, shrinkflation has become a more common phenomenon as businesses attempt to offset rising costs by reducing the size of their products. Sometimes this means that you get less for your money, as is the case with many food items that have shrunk in size over the past few years. So what is shrinkflation, and why is it happening? Read on to find out! Photo by Charles Gao on Unsplash What is shrinkflation and how does it work? Shrinkflation is an economic phenomenon in which a product's price stays the same while its size decreases. This shrinkage can be seen in many different products, from groceries to toys and even houses! The average weight of snack foods has been shrinking over time due to shrinkflation happening all around us - but why? When prices go up, companies can't always just raise their prices to match because that would mean they'd lose customers. So instead, they shrink the size of their products and keep the same price. This way, they save money on things like ingredients, production costs, and even shipping! How does shrinkflation impact consumers? Shrinkflation doesn't just affect businesses - it impacts all of us as consumers. For one thing, shrinkflation makes it harder for us to track how much value we're getting for our money. Furthermore, it results in unreported price increases. This is because inflation indexes take into account the average price levels, but they do not consider minor changes in product sizes. The indexes are designed to maintain the basket of goods constant. Examples of shrinkflation in the real world Snack foods like potato chips, chocolate bars, and cookies have all been shrinking over time due to shrinkflation happening all around us! The average weight of these foods has decreased by as much as 20% since the 1990s. Another example is notebooks. The page count on a notebook is reduced from 1000 to 800, yet the price stays unchanged. Take a look at this bar of chocolate. Do you see how our chocolate bars are "shrinking"? The second chocolate has less quantity than the first. The future of shrinkflation Unfortunately, shrinkflation doesn't seem like it's going away any time soon. With inflation rates on the rise, businesses are likely to continue reducing the size of their products in order to keep costs down. So what can we do? The best thing we can do is be aware of when shrinkflation is happening and shop wisely! Concluding thoughts While shrinkflation can be frustrating, it’s important to remember that businesses are doing what they have to in order to stay afloat. The best way to combat shrinkflation is by being informed about the products that have shrunk and making sure you are getting the best value for your money. Subscribe to ScroogeMarketer today so you can stay ahead of the curve and make smart purchasing decisions.

  • How to Find and Address Unmet Needs: Lessons from Canva

    Designers are always on the lookout for new ways to improve their workflow and Canva has become a popular tool among them. What makes Canva so special is that it focuses on addressing the unmet needs of its customers. In this blog post, we will explore how Canva was able to find and serve the needs of its users, and what other businesses can learn from its success. Learning to be a graphic designer takes time, dedication, and study. To be successful in this highly competitive business, you must understand the complex tools that designers use. But what if you don't have the time or money to go all the way and become a designer? What if you need the ability to produce high-quality designs without any formal education? That's where Canva comes in. Source: Canva In 2012, founder Melanie Perkins had a revelation: there are millions of people throughout the world who wish to be able to create but don't have the tools or knowledge. Canva is a free, simple-to-use design platform that allows anybody and everyone with an internet connection to access the world of graphic designing. It provides a straightforward and easy-to-use interface that allows users to create high-quality, aesthetically appealing designs. Canva was able to create an empowering product that addressed a genuine problem of a previously neglected audience — people interested in design but without formal training. So, how did Canva grow to have over 60 million users, achieve exponential growth, and become profitable in less than ten years? This blog post will investigate their strategy for growth and the recipe for success in depth. Background Perkins' inspiration for Canva came while she was studying at the University of Western Australia. She was struck by how difficult and complicated design software is when instructing pupils on its use. “It might take a whole term to master the fundamentals,” Perkins stated. “Even basic activities like exporting a high-quality PDF file may require 22 clicks.” So, what's the answer? A less complex design tool. Source: Startup Talky Perkins and her partner, Cliff Obrecht, branched out and launched Fusion Books, an internet design program that allowed students to produce their own yearbooks more quickly. When they became convinced that their invention might be applied to a much larger audience, they partnered with tech expert Cameron Adams, and Canva was officially formed. (image) Perkins, Obrecht, and Adams launched the initial version of Canva in 2013 — but it was only available to a select group of professionals. It worked out well for them. They were able to get the ball rolling, obtain feedback from their chosen users, and then use any acquired insights to improve the product before putting it out into the world. They also used the method of starting with a niche and then expanding. They began with Fusion Books (a more specialized product) and then evolved it into Canva (a considerably more broad-applicable tool). Perkins discovered that by starting small, they were able to gain a more comprehensive knowledge of their target audience — their issues, requirements, and desires. Moreover, they were able to create a solution for their target audience's problems once they realized what those issues were. They also needed to finalize their brand objective and messaging before releasing Canva to the public. This meant determining their company's brand goals and values. The objective of Canva, according to Perkins, is "to make it possible for everyone in the world to design." In a nutshell, Canva makes the complicated simple and allows non-designers to create. It also delivers real, practical value to customers. With a solid brand vision, clear messaging, and an innovative product, Canva was ready to take things up a notch. Guy Kawasaki as 'Chief Evangelist of Canva' In January of 2014, Canva went public and quickly amassed 150,000 users. At this early stage, Perkins and Obrecht made the crucial choice to collaborate with tech influencer Guy Kawasaki (the author of the bestseller Rich Dad Poor Dad), who helped them triple their users in just two months. But more significantly, Kawasaki became the "Chief Evangelist of Canva," sharing his enthusiasm and guidance with his millions of followers on social media. Source: Santacruz Works Canva was able to quickly attract and convert thousands of new users by partnering with a reputable and respected technology influencer. Kawasaki himself expresses Canva's attractiveness, as he has said: “I believe that Apple democratized computers, and Google optimized information, and now Canva is doing the same with design.” Route to profitability Canva became profitable in 2017 and by June 2020, it had received $60 million in funding at a valuation of $6 billion. At this point, it was used in 170 countries around the world thanks to roughly 294,000 paying customers. As of February 2022, they now have over 70 million monthly active users, with over one billion designs submitted. Using Social Proof Over Paid Advertising This was a hit-or-miss strategy — a significant risk. While many businesses use paid advertising, such as search and social media, to ensure that as many new users as possible see their product, Canva took a different approach. In their early days, they relied on their early adopters to spread the word, share their designs, and, essentially, become brand advocates. And it worked! Source: Twitter Early users began sharing their designs and experiences with coworkers and friends, which helped to boost its visibility. Word of mouth spread like wildfire, from articles on well-known publications such as Tech Crunch to congratulatory tweets from investors and Twitter & YouTube influencers. While any business may purchase ads promoting their advantages and amazing products, there's nothing quite as powerful as good social proof. Canva took a different strategy, and as a result, did not have to spend too much of their precious cash on high-cost sponsored content. Concluding thoughts Canva is an astonishing success story. However, not every startup or small business can hope to replicate their immense growth and utilize the same tactics. While it may seem intimidating to have a successful marketing campaign without these resources, there are still some great tips that smaller companies can take away from this article. 1. Identify your target audience and understand their needs and wants. It's one thing to have a general feel for who you think your product and services are best suited for. It's another thing entirely to truly grasp their needs, challenges, and interests. To obtain this sort of data, start by conducting preliminary research on your target audience. Businesses that truly know their target audiences will have a better shot at connecting with them and gaining their support if they conduct market research, consumer insights, and other types of research. 2. Work on earning social proof from real users It's wonderful to have encouraging users, but obtaining support from key influencers in your field may take you to the next level. A single video/tweet from a well-known and reputable influencer in your sector may reach thousands — if not millions — of people. Hiring an official "Evangelist" as Canva did might be a wonderful method for your business to engage with new consumers through a respected voice. 3. Provide true value and empower users There's a distinction to be made between the brand value you believe your consumers want and the value they truly desire. That is why it's critical that you continue to conduct consumer research in order to figure out what people want.

  • Everything You Wanted to Know About Branding: a beginner's guide

    Don't know what "branding" means? Don't worry, it's something about marketing that is a little fuzzy and can be perplexing even for those who have studied the field. If you're new to the world of branding, you may be wondering where to start. What is branding, anyway? How do you create a brand that represents your company or product in the best way possible? In this beginners guide, we will answer all of your questions and help you get started on the path to branding success. First, we must understand what products and brands are in order to comprehend the notion of branding. Let's get started! Product definition Kotler and Keller (2015) defined a product as "anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.” A product can be anything from a hotel stay to a flight, a language course, or even clothing, food, or a toothbrush. To illustrate the definition of a product and how it contributes to branding, we'll use water as an example: Water is a necessary resource for human existence and maintenance. However, it has become a commodity since people and businesses began marketing it, such as by selling mineral water in a glass and plastic bottles. Isn't it the case that water always appears to be the same? It's a liquid and transparent substance. So, how can various businesses sell the same product while still enticing customers to buy theirs rather than another company's bottled water? Brand definition "An organization’s promise to a customer to deliver what the brand stands for not only in terms of functional benefits but also emotional, self-expressive, and social benefits. …It is also a journey, an evolving relationship based on the perceptions and experiences that a customer has every time he or she connects to the brand” (Aaker, 2014). A brand is a concept or image people have in mind when thinking about a firm's products, services, and activities both a practical (e.g., "the shoe is light-weight") and an emotional (e.g., "the shoe makes me feel powerful") way. The feelings that consumers form about a company or its products help to define a brand. It is not just the physical characteristics that create a brand; rather, it is also the emotions that customers gain toward the business or its product. When exposed to the name, logo, visual identity, or even message conveyed, this mix of physical and emotional signals is triggered. A product may be duplicated by other players in a market, but a brand will always be unique. Although the flavors of Pepsi and Coca-Cola are quite similar, some individuals feel more linked to Coca-Cola while others prefer Pepsi. Let's apply this to our water example once more. The product sold is water, but different water brands are available in order to persuade consumers to buy a particular brand of water, such as Evian, Perrier, Fijit, or Volvic. And each one of these brands provides a different meaning to the product water: Evian makes you feel young Perrier is refreshing, bubbling, and sexy Fiji Water is pure, healthy, and natural …and so on. Source: At the end of the day, a brand is a consumer's gut instinct regarding a specific product or company. It evolves and changes shape based on how people feel about it, some brands become more popular or less popular as a result of how people feel about them. Branding The process of giving meaning to a specific organization, company, product, or service by developing and formulating a brand in consumers' minds is known as branding. It is a marketing technique that companies use to help customers quickly identify and experience their brand while also providing them with a cause to choose their goods over those of the competition. It explains what this specific company is and is not. How to do branding? According to Kotler and Keller (2015), different tools are utilized by businesses to develop and shape a brand. Branding, for example, maybe accomplished using the following methods: Brand definition: purpose, values, promise Brand positioning statement Brand identity: name, tone of voice, visual identity design (which includes the logo design, color palette, typographies…) Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile apps… Sponsoring and partnerships Product and packaging design In-store experience Workspace experience and management style Customer service Pricing strategy In our case of branding water, packaging design, and advertising are perhaps the most powerful marketing tools: 1) Packaging design An intriguing case is Fiji Water, which was able to create a bottle design that perfectly reflected the company's values: purity is expressed through transparency effects, and nature is represented by tropical flowers and leaves in the background. 2) Advertising Advertising is a highly visual, narrative tool that may be used to construct and define a brand universe. The following are some examples of branding water from advertising: Evian makes you feel young. Perrier is refreshing, bubbling, and sexy. Fiji Water is pure, healthy, and natural. Concluding thoughts If you don't have a marketing strategy that drives sales, then it is time to consider branding. This will help your company stand out from the competition and form an emotional connection with consumers by using logos, slogans, colors, sounds, and other elements of design in order to create brand recognition. References Kotler, P., & Keller, K. L. (2015). Marketing Management, Global Edition. England: Pearson Education Limited. Retrieved from Aaker, D. (2014). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing. Retrieved from

  • Did you know that a patch of floating trash in the Pacific Ocean was converted into a Country?

    A country has been born out of trash. The Great Pacific garbage patch, a region in the Pacific Ocean that is twice the size of France and filled with plastic waste, has become an unofficial member of the United Nations. Despite this, world governments have chosen to ignore the issue because it floats on international waters. But some people are working to clean up the mess and are raising awareness about it. LADbible and the Plastics Ocean Foundation collaborated to have Trash Isles recognized as a sovereign nation by the UN, in order for nations to have a shared responsibility of assisting other countries in need. If it gets through, other nations will be forced to clean up this country, which is literally 100% garbage. Trash Isles fulfilled all of the requirements necessary to receive official nation status: A definitive area: All of the plastic in the North Pacific Ocean. A government: It established a monarchy and bestowed the title of queen on Dame Judi Dench. The capacity to interact with other nations: public relations, social media, advertising, and online content. Citizens: The initiative called on individuals to become citizens and sign a petition calling for the UN to recognize Trash Isles as a sovereign state. Celebrities such as Chris Hemsworth, Al Gore, Gal Gadot, Pharrell Williams, Sir David Attenborough, and Gerard Butler are all residents of a huge garbage patch in the Pacific. Even John Cena, a WWE professional wrestler, agreed to be the country's Minister of Defense. The campaign attracted over 200,000 individuals to become citizens of the Trash Isles and has reached over 500 million people around the world, raising awareness about plastic pollution. Although it was not recognized as a sovereign nation, the UN did recognize the Trash Isles as a unique and innovative approach to spreading information.

  • PESTLE Analysis Tool: How to Analyze Your Business Environment

    The business world is constantly changing, and it's important for businesses to be able to analyze their environment and make changes accordingly. One tool that can help with this is the PESTLE analysis tool. This tool can help you assess your business environment by looking at six factors: political, economic, social, technological, legal, and environmental. Let's take a closer look at each of these factors. Photo by cottonbro from Pexels The details of each of the six PESTEL factors (Political, Economic, Social, Technological, Environmental, and Legal) are broken down below. The conclusions drawn from a PESTEL analysis may be utilized in other strategic frameworks such as SWOT Analysis and Porter's 5 Forces where relevant. 1) Political Factors When you examine political variables, you're considering how government policy and activities affect the economy as well as other elements that may influence a company. The following are some of them: Elections Cold-war Trade Restrictions Tariffs Bureaucracy 2) Economic Factors Economic Factors consider a number of variables in the economy, as well as how various parts of the economy may influence your company. Central Banks and other government agencies frequently track and publish these economic indicators. The following are some examples: GDP value and growth rate Taxation Interest Rates Exchange Rates Inflation Consumer Price Index (CPI) Unemployment Rates 3) Social Factors The PESTEL analysis takes into account sociological aspects that are linked to society's cultural and demographic changes. The influence of social norms and pressures on consumer choice is critical in determining consumer behavior. The following factors must be considered: Cultural Aspects & Perceptions Eating Habits Festivals Religion 4) Technological Factors Technological elements are related to innovation in the sector and the overall economy. Being unaware of current industry trends might be detrimental to a company's operations. The following are examples of technological components: Internet connectivity Automation 5) Environmental Factors These factors have little to do with the company's actual operations, such as climate, pollution, weather, and environmental regulations. The company might have to spend money on green technologies, or it may be affected by government regulations. Key environmental factors include the following: Waste Treatment Usage of raw materials Temperature Climate Change Pollution Natural disasters (tsunami, tornadoes, etc.) 6) Legal Factors The distinction between political and legal variables is frequently unclear in the context of a PESTEL analysis. Legal factors are concerned with any legal forces that restrict or enable a company's activities. Legal factors include the following: Industry Regulation Licenses & Permits Labor Laws Concluding thoughts The PESTEL framework is an important strategic tool for understanding the macroenvironment in which your business operates. By taking into account all of the factors that can impact your business, you are able to make more informed decisions about where to allocate resources and how best to respond to changes in the environment. For example, if you notice a significant change in one of the PESTEL factors (e.g., a new law that affects your industry), you can use this information in the SWOT analysis and develop strategies specifically tailored to address the new challenge. As another example, if there is an impending recession and it will have a negative effect on your sales, you may want to consider cutting costs or increasing prices. Be sure to subscribe to my blog for more insights like this.

bottom of page