Category Archives: Creative Marketing

What The Rings Signify

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It seems that engagements are a thing in Melbourne nowadays. Happy endings and new beginnings. Such is the case for actor Anthony LaPaglia who has just recently announced his engagement with fiancée, Alexandra Henkel. This was blatantly done during the YSL Beauty Club event in Melbourne when Henkel was making sure that everyone saw her engagement ring.

It was rumoured then that the 17-year marriage that LaPaglia had with ex-wife GiaCarides failed but this idea was shot down by the actor. He stated that it did not fail, it was just due to irreconcilable differences. LaPaglia and Carides are now sharing custody of their 15-year old daughter.

Going back to the newly engaged, with 30 years’ gap in their ages, the two seemed to go up against the world. Their love story was publicised when they attended the premiere of Mad Max: Fury Road in May 2015 together. It was noted that it was just in March 2015 that LaPaglia and his then wife finally broke up. The years together seemed to bear changes in both as well. Not just their outlook but their appearance as well. The actor from Without A Trace is now sporting a new look and Henkel is seen as a blonde, a change since she was a brunette when they first got together. Conservative was gone and sophisticated and sexy is now her style too.

With this engagement, it’s going to be LaPaglia’s 3rd marriage and it raises the question if this will be the charmer? The last happy one? Well, people are hopeful though, especially after the fact that in the event where they announced the happy news, they seem to not be able to get their hands off each other while of course, Henkel was making sure her engagement ring is seen in full view every step of the way.

Age seems not to matter anymore. May-December love affairs are not something new anymore. What is essential is the emotion that this shows, the love it signifies. There might be a dozen engagement rings in Melbourne but for a fiancée, hers is the most special one, no matter how age factors in.

Making Your Product Stand Out From the Rest

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The brand designs of most products are created in such a way with the notion that shoppers make informed and rational decisions when filling up their shopping carts. The truth is that shoppers make reactive and purely instinctive moves when presented with goods to buy. Studies have shown that the consumers only read at least seven words in the entire shopping process and buy instinctively by color, familiarity of the location and shape. Best sellers are those with market strategists that appeal to the reptilian brain which decides even before logic jumps in and takes over.

Most of the instinctive reactions are designed into packaging with the application of the Biomotive triggers. These are cues which affect the person’s subconscious and generates emotion and action even before the conscious part of the brain can react or respond. There are plenty of triggers and scientists have identified at least 16 of these key combinations. You need to understand what these primal cues are in order to help your brand connect emotionally with your potential customers, sell more products and build great assets for your company.

In order to be successful, each brand should have a unique and distinctive view point and should be able to express a clear and unique reason. Effective packaging would make it easy for the consumer to understand at a glance what the product is, what it’s used for and why it is relevant to the life of the consumer. Naturally, the product should be able to deliver its promises in order for a repeat purchase to happen.

Stand out

You need to make your product stand out from the rack and from its competitors. Simply covering the shelf and shouting louder just would not make your brand stand out. You need to draw a point of orientation on the packaging of your material which will attract your shopper’s eyes and communicate your product to them. You can make use of cusps to do this. The cusps are pointy shapes with sharp edges and usually trigger the feelings of danger, fear and caution. You can also make use of other creative products like Paper Mart tulle when packaging your product so that it will stand out.