For the 12^th consecutive year, Clariant challenged Blass to create a vibrant, visually stimulating, information-rich marketing brochure that identifies customer trends, global social attitudes and likely color preferences for the upcoming years for the plastics industry. The ColorForward concept helps brand managers and designers anticipate years in advance, what colors will connect with consumers on a deep, emotional level. Blass has been creating the unique marketing brochure since the ColorForward concept was created 12 years ago.

“This is always such a challenging and rewarding project for us, and each year we look forward to a fantastic global collaboration. We are proud of our team for once again developing what has become such a valuable tool for Clariant and the entire plastics industry,” said Kathy Blass Weiss, vice president of Blass Marketing.

Swiss-based Clariant, with a location in Charlotte, is a world-leading specialty chemical company with 140 operating companies in 53 countries. ColorForward has grown in industry popularity, particularly in the last two years, and has been highlighted in more than 80 presentations and lecture programs around the world.

“Customers are very excited to learn how ColorForward anticipates changing consumer behavior and societal trends, and how these trends translate into certain sensibilities with regard to specific color families. They rely on our color forecasting as part of their product development process,” said Judith van Vliet, ColorWorks® designer and a leader of the ColorForward team. “Blass’ creative graphic style consistently pulls all these elements together in a way that appeals highly to our customers.”

Blass Marketing operates three separate divisions: Blass Research, Blass Public Relations and Blass Photography In recent years, the second-generation marketing firm increased its focus in market research/consumer insight, technology, and creative, and dedicated even more resources to website design, search engine optimization and e-commerce. Opening an office in Charlotte in 2016, Blass Marketing positioned itself nearer to a core client base rooted in the high-tech, plastics, chemicals and manufacturing industries.

I take an interest in consumer lifestyle changes and trends and was thinking about all of the disruptions to our daily habits and practices since we have been sequestered at home. Life has dramatically changed. It’s no longer customary to head off to work with a mug of coffee, drop the kids off at daycare and work in an office atmosphere for eight or nine, or more, hours only to repeat the a.m. routine. Habits were more easily followed. We are now struggling to survive in all of this “togetherness.” I found it beneficial, almost therapeutic, to think of all the things that we are buying now or are buying more of since the COVID-19 outbreak.

Obviously, things such as disinfectants, wipes, hand cleaners, masks, etc. have been in peak demand for the last six weeks. But let’s take a look at some other products that we are consuming more of:

1. Hair coloring. Sorry to say that this is on the top of my list. Many of us consider hair coloring an essential service, and we are forced to do this at home.
2. Kid activities. Products from sideway chalk, crafts, puzzles, board games, etc. are on the rise as we think of things to keep the kids busy.
3. Libraries are closed. We are looking for things to do. These will be printed, audio and e-books.
4. DIY products. We finally are forced to address those items on the to-do list. Paint, house washing products, repair products such as wood, caulk and related hardware.
5. Movies and related snack foods like popcorn. Whether we are home with family or by ourselves, movies pass the time.
6. Some things need no explanation.
7. Nail polish and related nail care products.
8. Hand lotion. All the hand washing is drying out our hands.
9. Running, walking and hiking shoes and related apparel. Even sunscreen. We are spending more time outdoors.
10. Home gyms items: weights, balls, bands, mats
11. We are buying more coffee and tea since it’s no longer available at the office and drive-up is discouraged. K-Cups are now seemingly out of stock everywhere!
12. Disposables of all sorts. Paper plates, cups and yes, toilet paper. We are home more and there is a limit to how often we will tolerate running the dishwasher.
13. Bandwidth/internet speed for your home. With our use of the internet for work and play, many have had to upgrade speed.
14. Noise-cancelling headphones!
15. Sleep aids, sedatives and meditation timers, recordings and accessories.
16. Adopting a pet such as a dog. The kids have time to learn to take care of a new pet, and the parents have dedicated time to train, walk, play, etc. Along with this comes the bowls, collars, leashes and misc accessories.
17. E-learning. We have extra time to learn new skills or a new language.
18. Gardening products: plants, trimmers, mulch, plants, gloves. Start a garden?
19. Car wash products including sponges, soap, brushes, buckets.
20. Art and craft supplies. Sewing materials especially for face masks. Material, thread, scissors and other notions.
21. Home office setup. Temporary offices may need desks, tables, chairs, extra monitors, pens, mouse pads, printers and related stationery.
22. Home security systems.
23. Delivery services.
24. Things that keep us connected. Virtual church services, story times, social e-groups, etc.
25. Streamed fitness classes and the enabling technology such as Zoom.
26. Baking ingredients and supplies including mixes, pans, yeast, etc.
27. Food especially anxiety reducing snacks and candy of all types. Many of my friends have complained that the family thinks the kitchen is always open. Plus, eating out is forbidden at this time.

I hope this list reminds us that as marketers, difficult times like these present opportunities.

I take an interest in consumer lifestyle changes and trends and was thinking about all of the disruptions to our daily habits and practices since we have been sequestered at home. Life has dramatically changed. It’s no longer customary to head off to work with a mug of coffee, drop the kids off at daycare and work in an office atmosphere for eight or nine, or more, hours only to repeat the a.m. routine. Habits were more easily followed. We are now struggling to survive in all of this “togetherness.” I found it beneficial, almost therapeutic, to think of all the things that we are buying now or are buying more of since the COVID-19 outbreak.

Obviously, things such as disinfectants, wipes, hand cleaners, masks, etc. have been in peak demand for the last six weeks. But let’s take a look at some other products that we are consuming more of:

1. Hair coloring. Sorry to say that this is on the top of my list. Many of us consider hair coloring an essential service, and we are forced to do this at home.
2. Kid activities. Products from sideway chalk, crafts, puzzles, board games, etc. are on the rise as we think of things to keep the kids busy.
3. Libraries are closed. We are looking for things to do. These will be printed, audio and e-books.
4. DIY products. We finally are forced to address those items on the to-do list. Paint, house washing products, repair products such as wood, caulk and related hardware.
5. Movies and related snack foods like popcorn. Whether we are home with family or by ourselves, movies pass the time.
6. Some things need no explanation.
7. Nail polish and related nail care products.
8. Hand lotion. All the hand washing is drying out our hands.
9. Running, walking and hiking shoes and related apparel. Even sunscreen. We are spending more time outdoors.
10. Home gyms items: weights, balls, bands, mats
11. We are buying more coffee and tea since it’s no longer available at the office and drive-up is discouraged. K-Cups are now seemingly out of stock everywhere!
12. Disposables of all sorts. Paper plates, cups and yes, toilet paper. We are home more and there is a limit to how often we will tolerate running the dishwasher.
13. Bandwidth/internet speed for your home. With our use of the internet for work and play, many have had to upgrade speed.
14. Noise-cancelling headphones!
15. Sleep aids, sedatives and meditation timers, recordings and accessories.
16. Adopting a pet such as a dog. The kids have time to learn to take care of a new pet, and the parents have dedicated time to train, walk, play, etc. Along with this comes the bowls, collars, leashes and misc accessories.
17. E-learning. We have extra time to learn new skills or a new language.
18. Gardening products: plants, trimmers, mulch, plants, gloves. Start a garden?
19. Car wash products including sponges, soap, brushes, buckets.
20. Art and craft supplies. Sewing materials especially for face masks. Material, thread, scissors and other notions.
21. Home office setup. Temporary offices may need desks, tables, chairs, extra monitors, pens, mouse pads, printers and related stationery.
22. Home security systems.
23. Delivery services.
24. Things that keep us connected. Virtual church services, story times, social e-groups, etc.
25. Streamed fitness classes and the enabling technology such as Zoom.
26. Baking ingredients and supplies including mixes, pans, yeast, etc.
27. Food especially anxiety reducing snacks and candy of all types. Many of my friends have complained that the family thinks the kitchen is always open. Plus, eating out is forbidden at this time.

I hope this list reminds us that as marketers, difficult times like these present opportunities.

On a scale of 0 (zero) to 10 (ten), with zero being not likely and ten being highly likely, how likely would you recommend (your company) to a friend or colleague?

NPS Promoters: Those who rated their likelihood 9-10. These are you loyal advocates; your most loyal customers.

Passives: Those who rated 7-8. Passives are neutral or ‘on the fence’. They don’t feel strongly positive or negative about your company or brand.

Detractors: Those rated 0-6 and are likely to make negative comments about your brand.

Your company’s score is a calculation of Promoters less Detractors
% Promoters – % Detractors= NPS

NPS Alone Does not Answer the Why? Question

Beyond this single measure, it’s critical to probe further with qualitative research as to the reasons why the rating was given. Additional topics to explore through in-depth discussions should include perceptions of product quality, customer service, leadership, delivery, and technical support to name a few. Understanding the background for customer perception oftentimes exposes opportunities for change. Taking action on this customer feedback can move a customer up this loyalty scale.

Are you missing opportunities?

It’s great to have a large # of Promoters and it makes sense to spend time to increase their numbers, but so much more can be gained if we engage this audience. Consider actively involving individuals from this group in referrals and references that can be used in a variety of areas in your sales and marketing materials. Web content, press articles, bid proposals, presentations, blogs, videos and user groups are just a few areas where Promoters can bring value to your company.

On a scale of 0 (zero) to 10 (ten), with zero being not likely and ten being highly likely, how likely would you recommend (your company) to a friend or colleague?

NPS Promoters: Those who rated their likelihood 9-10. These are you loyal advocates; your most loyal customers.

Passives: Those who rated 7-8. Passives are neutral or ‘on the fence’. They don’t feel strongly positive or negative about your company or brand.

Detractors: Those rated 0-6 and are likely to make negative comments about your brand.

Your company’s score is a calculation of Promoters less Detractors
% Promoters – % Detractors= NPS

NPS Alone Does not Answer the Why? Question

Beyond this single measure, it’s critical to probe further with qualitative research as to the reasons why the rating was given. Additional topics to explore through in-depth discussions should include perceptions of product quality, customer service, leadership, delivery, and technical support to name a few. Understanding the background for customer perception oftentimes exposes opportunities for change. Taking action on this customer feedback can move a customer up this loyalty scale.

Are you missing opportunities?

It’s great to have a large # of Promoters and it makes sense to spend time to increase their numbers, but so much more can be gained if we engage this audience. Consider actively involving individuals from this group in referrals and references that can be used in a variety of areas in your sales and marketing materials. Web content, press articles, bid proposals, presentations, blogs, videos and user groups are just a few areas where Promoters can bring value to your company.

Billboards are having a heyday in a digital world
Outdoor advertising is bigger than ever.

From Recode.net. Sept 25, 2018

It’s the era of internet advertising. The era of targeting that tracks you acrossbrowsers, platforms and across the city. The era of apps that know what you want before you do.

But surprisingly, a seemingly retro ad format — outdoor advertising — is also having its heyday.

Ads on billboards, buses and at venues like baseball stadiums are expected to see record spending this year. Worldwide ad spend on so-called “out-of-home” advertising is expected to reach $38 billion this year, up 3 percent since last year and 35 percent since 2010, according to data from ad measurement company Zenith.

That’s the fastest-growing non-internet ad media besides cinema, which is drastically smaller — making percentage gains easier — and where the growth is mostly in China. Out-of-home ads, which make up 7 percent of total ad spending, have outperformed the rest of non-internet media, including TV, for the past six years.

Top U.S. spenders in the format last quarter included likely suspects McDonalds, Chevrolet and Coca-Cola, but also major online companies Facebook, Apple and Netflix, according to industry trade group Outdoor Advertising Association of America.

And tech companies are not just the clients; they’re also becoming owners. Netflix and Alibaba have recently made big investments in outdoor ad companies. Google is reportedly introducing an ad product for billboards and other outdoor displays.

Why now?

This old-school ad format is booming precisely because digital ads are so commonplace. Amid all the digital noise, it’s a guaranteed way to reach a broad swath of people.

“It’s getting so hard to reach a mass audience today because it’s unclear who’s watching other more classic media channels like TV or who’s clicking on internet ads — or even then if it’s a real human being clicking,” said Mark Boidman, head of media services at PJ Solomon, an investment bank that advises companies and investors on buying and selling media companies, including out-of-home ad companies.

Digital technology is also driving growth in outdoor ads.

Our mobile phones and digital footprints help create a much more precise picture of where we are and what we’re spending. In turn, ad buyers can better understand the impact of outdoor advertising: How many people are walking by an ad, their demographics, what they purchase afterward.

“We wouldn’t have this level of location data without mobile being where it is today,” John Laramie, CEO of Project X, an outdoor media buying agency, told Recode.“The majority of our job is planning against a bunch of demographic data and using that to think differently about audiences, where they’re going and where they are.”

Direct-to-consumer brands — think Glossier, Everlane and Homepolish — represent the agency’s fastest-growing vertical. That’s because online brands are looking to find customers outside of internet silos. (Many of these companies are also investing in physical retail locations, which some have called “profitable billboards.”)

Additionally, out-of-home ads have lately become easier to purchase as the market becomes increasingly programmatic. That means people can use software to buy and sell ads — a much less labor-intensive and more data-guided process than buying in person.

“Outdoor trading is getting more like internet trading,” according to Jonathan Barnard, head of forecasting at Zenith.

However, much of the outdoor ad landscape remains difficult to access.

“At the moment, if you want to buy a billboard from us, it’s pretty hard work, frankly,” Jeremy J. Male, CEO of major outdoor media owner Outfront, told an audience at the Goldman Sachs Communacopia media conference this month. “And it’s probably going to involve a fax at some stage.”

The actual billboards are also becoming more digital. Screens can broadcast a variety of advertising on the side of a single bus stop, meaning advertisers can try multiple campaigns or tailor their ads to specific events.

When a snowstorm hit Chicago, Project X updated its digital advertisements for the local Kmart to showcase snow shovels. “You can be responsive, proactive and reactive with digital,” its CEO Laramie said.

Other brands and agencies have altered the length of text in a digital message to match how fast the traffic is moving by or the message itself based on the time of day.

What’s next? More data means more targeted ads in real life.

“By understanding where people go and how they behave in a typical day, we can use data to pinpoint activities: Where they go, what they’re doing, what sort of apps they’re engaging with,” Outdoor Advertising Association of America CMO Stephen Freitas told Recode. “We can start to identify like-minded people and where they might go or congregate. We then can start to serve ads in the particular places where those types of consumers are more likely to be found.”

More data also means a better ability to determine if an ad is actually working.

Clear Channel Outdoor, a public out-of-home media company, has a product that can demonstrate cause and effect from exposure to an advertisement, like if footfalls in stores or visits to websites increased before and after exposure to an ad.

These technologies are still in the early stages and are likely to get more robust with time as advertisers connect more datasets, increasingly linking locations with behaviors, like purchases or tweets.

If you would like to know more, reach us at:
Ken Blass – 518.766.2222 x201. Kblass@BlassMarketing.com
Kathy Weiss – 704.765.2118 x202. Kweiss@BlassMarketing.com

1. Be sure your headline is engaging.

The headline (H1 tag) on a landing page or home page is vital. Write one that engages visitors to learn more. It is also important to the search engines, so include appropriate keywords.

2. Include a clear value proposition.

Tell potential buyers what’s special about your product or service. How is it better than similar products on the market?

3. Make sure conversion elements are visible without scrolling.

Always keep in mind the site’s appearance on mobile devices. Opt-in boxes, request-a-quote forms, and other conversion elements should be above the fold (visible without paging down) for optimal results.

4. Offer a refund policy.

Include a no-questions-asked refund policy on all purchases. This reduces the risk for a buyer, and increased sales will usually more than make up for returns.

5. Create dedicated landing pages for pay-per-click (PPC) ads.

If you’re using AdWords or other PPC ads, be sure to send these visitors to a dedicated landing page rather than your home page. Your ad should tell visitors exactly what they’ll find once they click through to your site. Landing pages also improve your ability to track results.

6. Incorporate strong calls to action.

Let your readers know exactly what you want them to do next, whether that’s click a button, read a blog post, or fill out a form. When writing calls to action, use language that spurs visitors to take action (for example, “buy now,” “reserve your seat,” or “request a quote”).

7. Provide a privacy statement.

Your privacy policy can impact your opt-in email conversions. Online studies show that changing the wording can result in large increases in conversion.

8. Focus on the benefits of your product or service.

Listing the features of your product is important, but it’s more important to tell potential customers exactly how your product or service will help them.

9. Include customer reviews.

Customer reviews can be extremely influential in helping people make purchase decisions.

10. Test variations of your call to action.

An “order now” or “get a quote now” button may perform differently depending on placement, color, and size. Test several variations to see which ones perform best.

11. Recommend alternate products.

Add links to related products to keep visitors engaged on your site.

12. Provide testimonials.

Testimonials offer social validation. Use them on product landing pages and on your email opt-in page.

13. Request as little as possible.

When asking for information in an opt-in form, ask for as little information as possible. The more questions, the less likely a visitor is to fill out the form.

14. Reduce the superlatives.

Most consumers are too savvy to fall for hype-based copywriting. Focus instead on writing clear, compelling copy that helps your visitors make a purchase decision. And remember relevant keywords for SEO.

15. Tell visitors what they’re going to get.

Provide visitors with everything they need to know about your product: What are the dimensions and weight? What are the features and benefits? What are the possible uses? Who will benefit most from it?

16. Add videos.

Include videos on landing pages and on websites to make the user experience more interactive and to help humanize your brand. Video allows a potential customer to see a product in action and get a better feel for your organization and its products and services.

17. Use high-quality images.

Using generic stock photos can send the wrong message about your brand. Use professional-quality photos of your store, plant, people, and products.

18. Offer payment options.

Not everyone uses PayPal. Offer a variety of payment methods to satisfy all potential customers.

19.Remove distractions.

When creating a landing page, remove anything that could distract your visitors, such as a navigation bar. Your landing page should be all about getting your visitors to take one specific action

20. Use pictures of happy people.

Pictures of smiling people tend to result in higher conversion rates.

21. Keep input fields optional.

If you must ask for numerous fields of information, keep as many as possible optional to increase the likelihood that visitors will complete the form. You can always ask for additional information later.

22. Use call-to-action buttons rather than links.

Buttons are more visible and clickable, particularly when viewed on mobile devices.

23. Offer online chat.

Consider adding live chat (even if only offered during your normal business hours) to help answer customers’ questions and alleviate concerns.

24. Include personnel photos.

Consider including photos of your management and customer service teams near your call to action. It can reduce the sense of risk by showing that there are real people behind the brand.

25. Limit the number of choices.

When presented with too many choices, a visitor may become overwhelmed and completely avoid a particular task or decision. When possible, be clear about who your product is for, or suggest a “most popular choice.”

26. Offer to price-match.

While most people likely won’t use this offer, it helps convey that your prices are competitive.

27. Include contact info.

Give your customers confidence in buying from you by including contact information in an accessible location. Also add a store or dealer locator to provide information about where a potential customer can purchase off-line.

28. Offer bonus discounts at checkout.

Consider offering free shipping or a percent-off discount to customers on their next purchase.

29. Don’t require registration to buy.

Instead of requiring users to complete a registration form to make a purchase, offer a one-time “express” checkout to minimize roadblocks.

30. Test, test, test.

What works for one website, audience, or niche may not work for another. A one-size-fits-all strategy rarely results in optimal conversion.

As a final note, according to research from Stanford University, over 46% of people say a website’s design is a major factor for deciding if a company is credible or not. So, it’s critical that your website looks professional. Whether or not your website is aesthetically pleasing also plays a big role in conversion.

Gain a Better Understanding of your Customer

Numerous studies have proven that it’s much more cost-effective to generate revenue by increasing sales to existing customers than it is to cultivate new ones. Research is clearly NOT selling and never should be, but conducting conversational-style in depth customer research using a third/impartial interviewer can contribute volumes to gaining a greater understanding of this crucial audience.

Improve the Buying Experience

The existing customer can give invaluable feedback on their experience and perceptions of the product(s), company and its service/technical support. I think the most significant facet to explore is the buying process: How did they first learn about you? Who was involved? What was the process and why was your company chosen?

Other topics that are useful to include in the interviews are: Is the service where it needs to be? Is the company exceeding expectations or just marginally OK? Is the product a good value for the costs?

Gain Referrals

Fact is, done correctly, most customers appreciate the opportunity to share their opinions and value the company taking the time and effort to listen. During the interview, the facilitator can inquire in a non-judgmental, non-pressure manner if the customer would be willing to provide a referral.

Companies who incorporate a referral strategy into their marketing initiatives have a greater level of success in gaining referrals. It never hurts to ask and it says that you value their opinion.

More Effective Marketing Communications

Gaining insight on your customer profile and their stories is one step in process of defining buyer personas. Not only does customer research help you to gain insight on how your products are used but organic conversations enable you to identify user vernacular for improved messaging. Explore their media and other source preferences for finding out about new product offerings and their participation in social media for work related topics.

Better Product Development

Customer conversations enable a company to gain knowledge of user needs, potential unmet needs and explore their initial receptivity to expanded or modified product offerings. Engaging the customer at many stages along the product development process can also help increase the likelihood of a successful product. Customer insight on product concepts and prototypes allow you to modify designs as needed based on customer engagement. This type of research can also help isolate a small number of participants who might be willing to test and share results.

At the core of every successful company is a strong understanding of its customer base. When companies recognize their customers’ wants and needs, they can make sound decisions on product and service offerings, which ultimately drive revenue.

Gain a Better Understanding of your Customer

Numerous studies have proven that it’s much more cost-effective to generate revenue by increasing sales to existing customers than it is to cultivate new ones. Research is clearly NOT selling and never should be, but conducting conversational-style in depth customer research using a third/impartial interviewer can contribute volumes to gaining a greater understanding of this crucial audience.

Improve the Buying Experience

The existing customer can give invaluable feedback on their experience and perceptions of the product(s), company and its service/technical support. I think the most significant facet to explore is the buying process: How did they first learn about you? Who was involved? What was the process and why was your company chosen?

Other topics that are useful to include in the interviews are: Is the service where it needs to be? Is the company exceeding expectations or just marginally OK? Is the product a good value for the costs?

Gain Referrals

Fact is, done correctly, most customers appreciate the opportunity to share their opinions and value the company taking the time and effort to listen. During the interview, the facilitator can inquire in a non-judgmental, non-pressure manner if the customer would be willing to provide a referral.

Companies who incorporate a referral strategy into their marketing initiatives have a greater level of success in gaining referrals. It never hurts to ask and it says that you value their opinion.

More Effective Marketing Communications

Gaining insight on your customer profile and their stories is one step in process of defining buyer personas. Not only does customer research help you to gain insight on how your products are used but organic conversations enable you to identify user vernacular for improved messaging. Explore their media and other source preferences for finding out about new product offerings and their participation in social media for work related topics.

Better Product Development

Customer conversations enable a company to gain knowledge of user needs, potential unmet needs and explore their initial receptivity to expanded or modified product offerings.
Engaging the customer at many stages along the product development process can also help increase the likelihood of a successful product. Customer insight on product concepts and prototypes allow you to modify designs as needed based on customer engagement. This type of research can also help isolate a small number of participants who might be willing to test and share results.

At the core of every successful company is a strong understanding of its customer base. When companies recognize their customers’ wants and needs, they can make sound decisions on product and service offerings, which ultimately drive revenue.

There are many elements of a marketing plan that benefit from the intelligence research can bring.

• Audience: Research can help define such things as the size and makeup of your target audiences. Are there geographic concentrations? What are the buying dynamics? Demographics, buying influence, titles, readership and use of social media are important to any marketing effort.
• As part of your “SWOT” analysis; the term that highlights your company’s Strengths, Weaknesses, Opportunities, and Threats
• Competitive landscape analysis. This study will look at how your competition is promoting itself, what media vehicles are used and what are their positioning, strategies, and messages.

2) Product development.

Customer insight is invaluable in many stages of product development, from initial discovery of unmet needs to concept and prototype testing to product receptivity.

3) Employee recruitment and retention.

You might be faced with an issue of attracting and retaining staff in critical areas. I was asked to investigate this problem with a major hospital faced with a nursing shortage. It’s vitally important to gain a thorough understanding of the current issues before solutions can be generated. Subsequent research through in-depth interviews clearly indicated problem areas that needed to be addressed before recruitment efforts would be effective for long-term retention.

4) Lost customer.

With costs for B2B calls ranging from $350 to over $600, it’s well worth your while to determine why you lost a sale. Sometimes it takes independent conversations with a trained interviewer to determine how the relationship was lost…and what kind of measures must be put in place to potentially bring that type of customer back.

5) Customer satisfaction/insight.

Customers like to feel valued. Listening to customers share their experiences with your product or service is an integral part of the process, ensuring long-term success, and can lead to a greater understanding of the value your brand delivers. Thoughtful insight can also be helpful for new product development.