Tel: +506 2101-2300 / Toll free number for USA & Canada: +1 (833) 372-9833
Tel: +506 2101-2300 / Toll free number for USA & Canada: +1 (833) 372-9833
In this section, our team has selected the most frequently asked questions from our customers every day related to the implementation of marketing, graphic development and digital marketing projects. We hope you find this useful. If you have any questions that are not addressed in this document, you can ask us in the following link. We will be glad to answer.
Neuromarketing consist of using neuroscience techniques in marketing. Its objective is to understand the levels of attention people show in response of certain stimuli. As a result, people's behavior is explained based on their neuronal activity. Neuromarketing explains that brands connect with consumers through empathy turning the purchase decision into more emotional instead of rational.
There are some techniques to implement neuromarketing. 1. Use color psychology: It links particular emotional stimuli to certain shades of color causing a consumer reaction. It is important to understand the meaning of colors before implementing them in graphic proposals (packages, advertising materials). 2. Explore the purchasing triggers: There are factors that lead us to make "automatic" decisions; this is how our brain finds balance among all the information we constantly process. When there are certain stimuli, our brain knows it must act swiftly. When these stimuli are used in marketing, they lead to conversion. Some are: Social proof: Sharing the number of people who visit the blog or have bought some products will motivate those who have just arrived to do the same action. We inherently tend to follow others. Less is more: limited editions are excellent examples of how creating a shortage effect can be positive. The brain understands it should act as fast as possible in order not to miss the chance. Urgency: It follows the same shortage perception, urgency encourages people to act impulsively. Does it work? Black Friday or Cyber Monday prove this hypothesis. Exclusivity: People love to be part of selected groups or have access to products or services before others as it boosts their ego. 3. A/B testing: It takes place when comparing colors and mental stimuli. The objective is to design multiple versions of the same page with minimal changes in order to discover which one yields better results. This tool is also used to optimize Facebook or Google Ads. There, we place two versions of a graphic design both with the same message and same audience but different copies. 4. Price anchoring: Our brain struggles to think about pricing solely on product's intrinsic value or what it actually does for us. On the contrary, it is easier to check the price of similar products and observe whether the offer is expensive or affordable. The brain is focused on establishing comparisons to understand and measure an opinion. It especially works in sales when we establish a unique aspect in the products. 5. Provide added value: In inbound marketing, it is crucial to understand the need before trying to sell. What does it mean? Instead going directly to sell the product or service to those potential clients with minimal interest, be ready to understand them. This can be done by clarifying doubts, offering useful tips about how to act, and suggesting which product suits their needs. Valuable information is crucial for achieving an excellent search engine optimization performance. 6. Tell a story: When you tell a story, you can connect empathetically with the consumer, and it is significant when it comes to captivating new clients. Everyone loves excellent content, and it contributes to build a closer relationship between the company and the audience. Moreover, well-developed and executed content is more eye-catching and has a stronger impact when it comes to use it in digital strategies. 7. Strategically repeat ideas and concepts: Repeating ideas and concepts strategically makes the message reliable to the consumer and effective in driving conversion. Also, someone who initially has a complete different perception of those ideas can change their opinion after continuously listening to them. We use this online and offline when we repeatedly exposed the consumer to the messages the brand wants to communicate through its campaign.
A marketing plan is a document (in text or presentation format) that compiles the company's situational analysis (also known as a diagnostic), the expected objectives, and steps to follow. There are numerous reasons to prepare a plan in detail: It helps accomplishing company's objectives, strengthens the management's and employees' commitment, helps to define a long-term vision, improves efficiency, and prevents mistakes (and helps solve them quickly). When developing a marketing plan, we should understand the market globally, the consumer in order to communicate effectively with them, and analyze the commercial environment to reinforce the image of either the product or brand in this context.
The target audience refers to the brand's ideal consumer, and there are two types: primary and secondary. The primary target audience is the group we will target first focusing on their consistent consumption of the brand and their characteristics (gender, location, income, age, etc.). The secondary or bounce target audience consists of those who will be reach by the communication and do not belong to the primary target audience, but they still share certain characteristics with the brand's primary audience.
There are five general tools used to evaluate a project:
1. Market study: It is research conducted before launching a product or service aiming to understand consumers and competitor responses. Moreover, it it helps improve the sales process (price, quality or product characteristics, distribution, and advertising) increasing the number of clients. Measuring and analyzing the market provides better results rather than assuming target audience's preferences and characteristics.
2. Technical study: It consist of the second stage of projects. Through research, all technical and operational aspects are analyzed; these are needed in the efficient use of available resources to produce a desired asset or service.
3. Administrative study: It outlines administrative elements such as strategic planning which defines the course and the actions that will help to reach the project's objectives. Additionally, other tools such as the organizational chart and human resources planning are established to define an adequate profile and follow the achievement align of the business' objectives. Lastly, the legal, physical, work-related and ecological aspects are outline; these should be taken into consideration across the entire organization to start operations or organize the predefined activities.
4. Financial study: It refers to the evaluation of business's viability, stability, and profitability.
Retail is a sector of the economy area that includes all companies specializing in the mass or volume marketing of products. Normally, we refer to those retailers who sell their products in mass-market consumption supermarkets or stores when we talk about retail market. Today, the retail sector includes: specialized, gourmet, technology, organic, wellness, and more.
Digital marketing helps small companies gain visibility in the market with clear and bold messages. This tool enables small investments as an alternative to traditional means of communication which used to be the only option. They are here to stay, and SME businesses (small and medium-size enterprises), also known in Spanish as PYME businesses, benefit from using them professionally to increase sales. Some key tips when implementing digital marketing in an SME: 1-To understand the context and the value proposition. 2-To identify our target audience we are focusing on. 3-To design graphic content that communicate our product's added value. 4-To consistently communicate our value proposition and distinctive feature compared to the competition. 5-To use the business management tools offered by Facebook to manage the campaigns. 6-To use Facebook/ Instagram/ Pinterest/ YouTube/ LinkedIn to communicate clear objectives and messages.
SEO (Search Engine optimization) is the process of optimizing your website and content appear in search results organically. There are three key aspects to improve SEO in different projects: Content: the keywords we use to write content on the website are crucial because they will bring traffic and help rank our website in search engines. Blacklinks: when we add links from high-traffic websites, we help our website gain traffic organically. Using analytics and understand the consumer behavior on the website will help us adjust our strategies accordingly.
If you are interested in designing a website, the first step consist of identifying who the target audience is and how we can attractively communicate the value proposition; we recommend following these steps: 1- Write all information in a Word document in quadrants (About us, services, pictures, videos, among others) 2- Using an SEO tool, identify which keywords the target audience is using in searches (observing the competition is highly recommended) 3- Focus on an attractive design, use pictures, videos and forms prevent leads from leaving the website. 4- Use an app which help you to diagram a website.
An API is a group of informative commands, functions and protocols that allow developers to design specific programs to certain operating systems. APIs greatly simplify programers' job since they do not need to «write» the code from scratch. They help developers use predefined functions to interact with the operating system or other programs.
Blogs help optimize the SEO rankings in search engines, customer loyalty strategies or attracting new leads. Some tips to star writing a blog: 1- Imagine you are a client. Why would you read that text? This content should provide valuable information. 2- Use slang that is easy to read and no too technical. 3- Connect with the consumer by offering updated content. 4-Posting frequently makes the difference. 5-Do not give opinions about controversial topics related to your brand (sports, religion, politics). 6-Track visitors' comments or questions. 7- Use of bullet points to list some advice clearly and concisely.
Inbound marketing is a methodology which combines non-intrusive marketing and advertising techniques aiming to contact a user at the beginning of the purchasing process to accompany it until the final transaction. The main objective of this methodology is to contact a person who is at the beginning of the purchase process of certain product. From this point, we accompany it by using the proper content for each stage while purchasing and its profile until the final transaction. It should be always in a friendly manner. Then, we turned them into loyal customers.
Based on Instagram, there are 6 key aspects which influence on the algorithm for post: 1-Interest 2-Connection 3-Opportunity 4-Frequency 5-Tracking 6-Use It is important to highlight the algorithm is constantly updated. In January, 2020, Instagram officially announced the change by the following link: (https://www.instagram.com/p/B7rY_wkBj38/) Some interesting data implemented by Instagram with artificial intelligence are: #1- Instagram's algorithm can predict when a post can captivate a user. Basically, what appears on Instagram's feed is a mix of all your attitudes in the app (previously explained). Friends you interact with, stories you see from friends or brands, people you etiquette on photos and the type of posts you like and comment. #2- The algorithm works to determine the connection you have with followers. Some software engineers said Instagram using their artificial intelligence tools can decipher what is really important for the consumer following these parameters: -People or brands they search -People they know in real life. #3- Take advantage by using the algorithm. It is essential to post photos or videos constantly. #4- Discover when users are more active using web analytics. #5- It is crucial to consider the post frequency since it is a network which based its model on current events and innovation.
The difference between impressions and clicks is based on 2 aspects: When we talk about impressions, we consider the content that appeared in the news section of someone. A member of the audience does not have interact with the post to be consider as an impression. As a result, impressions are a bit deceptive to determine a post's interaction since the same person can have numerous impressions in the same post. On the contrary, clicks are the person's interaction with a post. These refers to those clicks on tracked links added on social media messages.
The optimized level is an estimate of the Google Ads campaign effectiveness to achieve the performance expected. The campaign optimization consists on checking campaigns, advertisements, key words, conversion cost of the platform, and conversion tracking on the website.
There are three formulas used to measure engagement based on interactions. You can measure specific posts or all posts done in a specific period of time. It is crucial to measure posts' interaction to discover either we are connecting with our followers or we should restructure our marketing content strategy. We should start measuring interactions on social media such as: Facebook: Reactions, likes, comments, shares. Twitter (X): Favs, retweet, answers. Instagram: Likes, comments, reactions to stories.
In order to monetize your social media properly, you should take into consideration the following aspects: 1. Choose the excellent social network to invest: Before posting content, it is crucial to choose in advance which digital means we will invest on. Eventually, this depends on the social network our target audience is located. 2. Design high quality content: In order to obtain profits from communication campaigns on social media, you must design high quality content. 3. You should determine which posts actually succeed in the social network selected to pay for them and what kind of topics are relevant for the target audience. 4. Profit the target audience: Once you posses an organic traffic amount, you can pay for ads on social networks. Consequently, you should make good use of loyal followers of the brand to turn them into clients and take advantage of the ad targeting.
SEM stands for Search Engine Marketing which could be explained as marketing in search engines. SEM aims to appear constantly among the Google search results and other similar websites when the user search for key words related to our brand.
Your IP address is a number which help systems on internet to understand where to send you information such as: websites our consumers visit. In digital marketing, this information can be used to direct to our website every time it is requested. This will contribute to organize our clients' website according to the user's preferences helping us to measure the traffic on our website.
A "Cookie" refer to a short text message which can be use to gather information about our website activity. When someone visits a page on a website, a Cookie is incorporate to the user's device (if the user accepts Cookies) or is read if the user has already visited the website. We usually make use of cookies to track remarketing campaigns / abandoned cart by integrating the webpage with Facebook pixel. This is greatly used in E-commerce.
Commercial strategy consist on investigating, conceptualizing, developing, implementing and optimizing the sales management of a company using marketing tools and business' sales. The commercial strategy applied in the company can be measure by evaluating the following points: How many clients do we have and in which sector are they? Do we have the appropriate product mix based on the distribution means? How often does the rebuy of products occur? In participation and sales growth, this help us to discover if we have a dog, star, cow or question mark (products BCG matrix) to comprehend the profitability by product's family and quarter.
Checking prices is done daily based on the display power of the company whether internal or external. It is essential to constantly monitor our competition to communicate the commercial department about the exhibitions, discounts and possible offers dynamics they are implementing. Commonly, companies may use various names, so it can be done from an excel document to a dynamic sheet using Google Sheets or the mobile app.
Innovation consists on a brainstorming session conducted by a group of people diverse backgrounds who solve a marketing problem using profitability and ensuring resolution to be applied in the market. Each process of innovation has its own specific step, and they may not work to solve other challenges. As a result, it is complicated to strictly define a unique method to innovate. Sometimes it is perceived as illogical since it deals with problems that have not been discovered or develops necessities. What is the difference between innovation and creativity? Creativity is the first stage of a process which will become innovation. While creativity surges by fresh ideas and practices, innovation is their successful implementation. Innovation should be profitable for the industry and replicable in the business model of a company.
Innovation manager is the person who is capable to implement and lead projects or activities of I+D+i (Investigation, development and innovation) together with other collaborators focusing on helping the company or organization to innovate.
Innovation culture does not exist; it is promoted and implemented in companies. This company culture comes from the belief that innovation should be in all business areas from design stage, operations, production, communication, marketing, sales to customer and post-sale service. Additionally, it should be adopted when it comes to new technologies since the current competitive framework requires adaptation flexibility and speed.
Brand book is a document made to work as a brand's guide. It describes the visual identity guidelines and leads the style and identity of the brand. At Neurobrand, we can design from a basic brand's manual to a detailed brand book based on the brand's needs. A basic logo manual focuses on the design of aspects such as logo development, logotype elements, typographic and color palette. Even though a brand's manual focuses on the general vision of the company, logo uses, color palette, typographies, communication guidelines, implementations, clients can have additional preferences about establishments and point of sale.
A new packaging design consists on going through the entire process of designing the packaging. This process refers to the following information: -Understand the objective of the packaging's design (national and international) -Information the packaging should have -Product's ingredients -Nutritional label if the product requires it -Company's information -Product's barcode - Detailed information about the printing.
On Ministerio Industria y Comercio de Costa Rica website, they explained small and medium businesses (PYMEs) are all permanent production entities which operates its own human resources, manage them and work under a proprietorship or legal entity engaged in industrial, commercial, service or agricultural which develop organic agriculture activities.
Enterprises are classified based on their business activity as industrial, commercial and services using the Clasificación Industrial Internacional Uniforme of all Actividades Económicas (CIIU).
On the webpage, they mention the aspects required to be a PYME (SMEs):
Its size should be micro, small or medium. See the table in the link
Formal productivity unit and activity in the market
Complete the forms.
When Neurobrand was registered as a SME business in Costa Rica (November, 2019), We carried the following documents. Our legal representative did the process, so we can affirm if you require another document in case your legal representative is not the person who will provide the documents.
-Get the legal status of the company
-Obtain a proof of being up to date in Caja Costarricense del Seguro Social
-Look for a telephone proof with the company's address
-ID copy of the legal representative
-Assist to the new MEIC offices located in the following link
-Fill the form they provided
It is done! Then, we received an inscription email
An exporting plan is similar to a business plan. It consists on a document which gathers the company's information in its country of origin and a future perception of how we will integrate the value proposal in this new country.
The exportation plan is usually done and executed by the business, marketing or sales management since it will have marketing, sales and negotiations differences in the destination country. Some of the general points to develop in an exporting plan are:
Current status of the company: Understand the product's portfolio, production capacity, updated EXW or FOB prices, possible commercial support to the distributor in the target country, guarantees and distribution contracts availability, confidentiality, and so on.
Investigation: Comprehend the market and understand its fundamental requirements in order to analyze the possibility of expansion in a new country. This section contemplates the market's size in the category (importation - exportation), competition and possible increasing or radical innovations to develop in order to adapt the product to the market.
Conceptualization: To define a business plan together with the distributor of the future country is essential to continue the commercial development of the brand through the various distribution channels. During this stage, the smart objectives, strategies, and tactics to develop are added.
Implementation: We have a meeting with the distributor's counterpart, and we start executing the plan with the strategies and tactics by using a work schedule. It is recommended to flight and visit the distributor to understand the context and discover more about the company.
Optimization: Results should be constantly tracked in order to optimize the tactics. This point is crucial because if there is a commercial support of marketing, the distributor should provide the report which proof the expenditure.
If you want to know more about how to internationalize your product, you can send an email to hola@neurobrand.net
E-commerce is a business model based on products and services transactions through electronic media such as social media or websites. At Neurobrand, we provide 3 e-commerce options which could be implemented by small and medium businesses: -Leading page: It is a tool which helps to gather clients information. It is the best option for contests or dynamics. -Informative webpage: It is a website which aims to inform clients. This page is not transactional and allows users to comprehend the company. It is recommended for consultancy companies that do not commercialize products. -Transactional webpage: It works as an informative website and helps sales management by using a bank incorporation which captures the money and logistic integration that delivers the products. It is important to include details of Google Analytics, Google Tags, online chat, and a constant monitoring to ensure the information is updated.