How To: Adding Color To Your Marketing Strategy

Did you happen to see Wade Harman's recent Color Psychology blog? You can read it here.

Color is powerful: it triggers emotions

Harman discusses why color -- or visual stimulation when done correctly -- is so important when your objective is engaging an audience.

Color is powerful -- because it triggers emotions. 

Home builders, for example, want to take home shoppers on an emotional journey when they're considering a home purchase. Correct color selection, in sales office design and marketing collateral, can do more than create a mood.

Consider developing a color strategy as a result of evaluating the message you want your audience to know. And, color strategy considerations get more involved than knowing there are cool and warm colors!

Go Blue with Boomers! Generate a sense of trust & security

As an example: red is frequently considered a warm color, sometimes triggering feelings of anger and hostility.

Yet, a HubSpot study found that a red Get Started web button outperformed a similar green button by 23%. Red has been found to be very effective when trying to create urgency, in other words! What do you think about adding red to your I'm Included option buttons?

On the other hand, blue is thought to generate a sense of trust and security. Think about developing marketing collateral including a SalesTouch interactive touchscreen presentation; wouldn't including a blue palette create messaging that will resonate for your Boomer home shoppers?

Ask us to help you create an engaging interactive touchscreen presentation -- or a Social Media Wall featuring traditional marketing copy and content along with your #GetSocial input. CPS can help you analyze maximize the power of color as part of your marketing strategy!

Interactive Touchscreens: Branding Dives Deeper than Marketing

Previously, we've talked about how using an interactive touchscreen system at a sales or leasing office or a welcome center provides builders and developers with a unique branding opportunity. 

Branding:  providing benefits to customers

Branding is at the core of a business' marketing strategy.  More than logos, colors, web designs, sales office styling... branding reflects your business purpose, values and culture.

How do those big picture concepts get translated to an interactive touchscreen? We've always said SalesTouch is more than a pretty face -- although the introductory screen presented here is certainly attractive! 

Is your market first-time buyers? Your home shoppers might not be familiar with your community or the surrounding neighborhood or the financing process .  They're just getting started in the purchase decision process: let them engage and explore using the touchscreen.  Storytelling is key for this demographic!

Now to the opposite buyer profile: 55+ buyers: they're just as concerned about the surrounding neighborhood; however, their specific interests probably differ than the first-time buyer. Schools give way to golf courses, local attractions to golf courses.  Financing might not be as much of an issue as available structural options: is it possible to convert bedroom #3 to a flex room? What makes your amenity package attractive?  Details are critical to this demographic.

A well-designed touchscreen system helps you respond to your homeshopper's objectives; it benefits your customers -- and isn't that your brand's objective?

Want to continue thinking about branding and the relationship to marketing strategy? There's a very interesting branding discussion in a recent Kissmetrics blog located here.