news

superbowl_news

SUPER BOWL & ADVERTISING

It’s no secret that the Super Bowl is one of the most watched TV events in North America. Since its first edition, the sporting event is also a cultural and advertising event. Each year, advertisers have 30 expensive seconds to unveil to the general public new and spectacular ads. Once again, last year, some ads stood out and won the hearts of the public. Think of Alexa losing her voice, Peter Dinklage’s lip sync battle for Doritos and Morgan Freeman for Mountain Dew.

 

While the Super Bowl remains a must-see television and advertising event, the sporting event has seen a slight drop of viewers in 2018. The advertising budget has also dropped from $ 534 million in 2017 to $ 419 million the following year. Remember that the average price for a broadcast of 30 seconds during the Super Bowl is $ 5 million. Some experts argue that this  decline is partly caused by the growing awareness that football is a dangerous sport.

 

However, with more than 100 million pairs of eyes glued to their screens each year (only in the United States), advertising investment can only be profitable. Almost half of the audience say they like to watch the commercials broadcast during the Big Game ! It’s more than any other program. This is not surprising since during these precious minutes of advertising, brands come out with outstanding campaigns created especially for the occasion. These campaigns are then adapted and broadcast on social medias. Then, they reach an even larger audience, all year long. Increasing even more the return on investment.

 

Some advertisers choose to unveil their campaigns before the Super Bowl to increase their visibility. Others, on the contrary, keep the suspense until the last minute to titillate the curiosity of viewers. 30-second spots are not the only forms of advertising around Super Bowl. Some brands with smaller advertising budgets still use the event to create incredible and ingenious campaigns. Think of the magnificent and effective Volvo Interception campaign that took place on Twitter in 2015.

 

A few days before the 2019 edition of the Super Bowl, we can not wait to see the new advertising masterpieces

infolettre

HOW TO CREATE EFFECTIVE NEWSLETTER

Concrete link between brands and customers, the newsletter is an essential marketing tool. However, in order to achieve its objectives, it must be well written and harmonious in its content as in its form. Therefore, here are 5 tips for writing an effective newsletter !

Personalized content

This may seem obvious, but the first thing to do to write an effective newsletter is to provide personalized content that meets the needs and expectations of readers. Thus, data and information about customers is the key to the success of personalized newsletters. For example, a company with the purchase profile of its customers can send them customized newsletters. Thus, a customer interested exclusively in items on sale will receive content about it.

 

Human tone

In a technologically hyper-connected society, the human relationship becomes more and more valuable. Adopting a human tone allows the reader to guess the presence of the newsletter’s writer behind the screen. Thus, the company creates a real link of quality with its target clientele.

Great design

Headers, hooks, initials, logos, hyperlinks, photos … it’s about using the unique graphic codes of the company, whether to be identifiable or to make an impression. For the sake of efficiency, it is imperative to create responsive newsletters. It is also important to keep in mind that a newsletter is the extension of a website. Therefore, the newsletter must be in perfect symbiosis with the company’s website.

Ideal length

It is sometimes difficult to judge, with more or less precision, the size of a newsletter for maximum effectiveness. With images and adaptable content, a newsletter that is too short will not be taken seriously. As for a newsletter that is too long, it will tend to annoy the reader, who will not go to the end of the page. Outside advice may be helpful. The best solution is to be proofread before validating the final sending.

Great email subject

No matter the field, it’s important to use a creative and interesting email subject. It is the subject of the email that creates the reader’s first impression of a newsletter. Consumers are constantly bombarded with information. To stimulate the interest of readers, objects must stand out. What kind of object will make the reader want to open the email? Something personalized (Ex: Anna, we offer you …) for example, will be more eye-catching than a simple ‘10% discount just today!

communication-epuree

MINIMALIST DESIGN & EFFECTIVENESS

Much more than just a graphic or advertising trend, minimalist communications is a major asset when it comes to branding and marketing. Whether it’s branding, advertising or a website, the minimalist factor is often synonymous with marketing effectiveness.

 

For example, when it comes to branding, think of big international brands like Apple, Starbucks or McDonalds. Over the years, these companies have simplified their logo ! Major brands are simplifying their logo and branding for several reasons. First, a simplified logo is much clearer and memorable for the consumer. Indeed, if a logo is simple and readable, it will be easier for the consumer to understand the message and to memorize it. The same goes for every element of the branding. In addition, a minimalist branding is more functional. Take the example of the logo. A minimalist logo is easier to apply on all communication tools. Whether on a cap, press pocket or pen, a minimalist logo is easier to print. Another advantage of a minimalist branding: timelessness. A minimalist branding remains effective and aesthetic for many years.

 

Minimalist communications are also effective in the advertising field. In a world where consumers are constantly solicited by advertising content, companies only have a few seconds to attract attention and send a message to the target. In this context, the minimalist aspect allows not only to stand out from the competition, but also to highlight the most important elements of advertising. In addition, by simplifying the textual and visual information, it easier for the consumer to assimilate the message.

 

In terms of web communication, the same principles prevail. Internet users spend more time on a website if it is easy to navigate. Thus, it is essential that the visual and textual information on the website is clear and concise. Hence the importance of minimalist communications. A minimalist design helps users to quickly understand the structure and content of the website. In addition, just like branding, a website with a sleek design will age better than one with many details.

 

Ultimately, opting for minimalist communications has many benefits. Much more than a trend, it is about ensuring effective and sustainable communication. It is for this reason that minimalist communications are part of H2O communication’s DNA.

poste-recrutement

GRAPHIC DESIGNER POSITIONS

We would like to thank the 237 applicants who applied for the full-time and  part-time graphic designer positions at H2O Communication. We are currently processing your applications. The interviews will begin January 14th for a period of 2 weeks. Thank you for your interest and good luck to all !

happy holidays 2018

HAPPY HOLIDAYS

H2O communication wishes you health, serenity and prosperity !

The holiday season is also an opportunity to take a break. Please note that our offices will be closed from December 21st, 2018 to January 6th, 2019 inclusively.

Looking forward to seeing you again in 2019.

tendances_marketing_web_en

WEB MARKETING TRENDS 2019

Web marketing is changing rapidly. Whether it’s design, social media or website, marketing is constantly influenced by the arrival of new technological advances. Obviously, the change in consumer behavior also has a strong impact on web marketing strategies adopted by companies. Thus, companies, as well as marketing specialists, must closely observe the evolution of marketing trends. In this regard, December seems to be the perfect time to look into the digital marketing trends of the upcoming year. Here are 3 web marketing trends of 2019 that we recommend to our clients.

 

SEO: again and again

In order to offer higher quality content to its users, Google has adopted several changes in its SEO policy. In 2018, Google’s requirements were mostly technical. Indeed, sites with internal / external links, publishing long text, incorporating meta-descriptions of quality could have a good SEO without necessarily providing great web content. Google has recently integrated semantics into its list of SEO criteria. Otherwise formulated, both the technical and semantic aspect of the web content is now analyzed by Google. Thus, in 2019, companies will have to redouble their efforts to create high quality content to improve their SEO. In 2019, SEO strategies will also have to take into account the growth of voice searches.

 

Authentic content

In 2018, brands have relied on the abundance of web content. Indeed, companies have made the habit to diffuse frequently, sometimes at the expense of the quality of the contents. Consumers have been overwhelmed by web content. In 2019, companies will have to rely on original and authentic content in order to stand out and reach their target. Precisely, companies will have to publish emotional content that integrates perfectly their brand image.

 

Video content: a must

According to the latest statistics, 8 million videos are published every day on Facebook. On YouTube , more than 1.5 billion subscribers watch at least 1 hour of videos daily. Then, 300 million people a day use stories on Instagram. These three impressive statistics show that Internet users love video content. This appreciation for videos is not expected to decrease soon. Thus, as part of an effective marketing strategy, companies have to create videos to reach and interest their target customers.

 

Obviously, several other marketing trends will mark the year 2019. For example, given advances in the field of artificial intelligence, it is likely that 2019 will be the year of the democratization of chatbots. These automated conversational agents help improve the customer experience by providing quick and personalized responses to users. They will therefore be more and more widespread in the upcoming year. For more details on all the trends in web marketing of 2019, and especially to know how to apply them to  your marketing strategy, do not hesitate to communicate with us.

rebranding

REBRANDING : EVOLUTION OR REVOLUTION

In marketing, the term branding corresponds to the deep identity of a company. The logo as well as all the communication tools must be in synergy with the branding. Branding allows a company to stand out from the competition, increase brand awareness, increase revenue and retain customers, because a unique visual language allows customers to easily recognize the brand.

 

However, over the years, the image of a company may become gradually obsolete. In order to remain effective, the branding of a company must sometimes be modernized. Thus, company do a rebranding operation in order to always offer a professional  brand image.

 

Depending on the context and objectives, branding change can be subtle and gradual or completely revolutionary. In the field of marketing, this is what we call evolution or revolution of the branding.

 

As the term indicates, in the case of an evolution, the branding and its components undergo slight modifications. Evolution allows a brand to rejuvenate its branding while maintaining the reputation gained over the years. Several reasons may justify this type of rebranding. Sometimes, the brand image is simply obsolete. Then, in some cases, the evolution of branding aims to stand out more from the competition or to stimulate the growth of the company.

 

On the contrary, in the case of a revolution, the branding and the elements that compose it undergo a complete and drastic change. Various reasons can motivate a branding revolution. For example, following a merger between two companies, it is often necessary to opt for an original branding revolution. Also, some brands are opting for a revolutionary rebranding to completely change the perceptions of the company. The branding revolution is also a good option when a brand wants to join a new target.

 

Ultimately, sooner or later, companies are rebranding to maintain an effective and modern brand. Some companies are changing their branding while others are opting for a revolution. Having achieved many rebranding mandates, H2O communication carefully assesses the situation and objectives of each client. Whether for an evolution or a revolution, H2O helps and guides its clients through these changes to create an effective and relevant result.

conference_2018

CONFERENCE ON BRANDING

It was in front of a packed house that Isabelle Boismenu, Sales & Marketing Director of H2O communication offered a conference on branding and refreshing the brand image to business people at the Strategies PME event. This conference was held yesterday at the Palais des congrès de Montréal.

In addition to being an exhibitor at the show, H2O communications was invited to present a conference on branding and other services such as strategy, advertising, packaging and web communications . Isabelle offered business leaders a conference on the importance of effective and efficient branding. More specifically, the conference focused on “Refresh your brand: Do you have a corporate look for 2019? ”

Thanks to this conference, the business people present learned a lot more about branding and its practices. Extremely generous in her presentation, Isabelle Boismenu revealed to the public many practical tips for creating a distinctive and powerful branding.

The conference rightly raised the fact that the branding of a company allows it to distinguish itself from the competition and build its credibility in order to convince its target. To do this, a brand must communicate a clear, relevant and consistent message about all of its communication tools. This is much more effective, credible, and above all, profitable! Branding is much more than a logo, it’s the face of the business. It is the imprint, the perception that a company leaves to its potential and current customers. It is therefore imperative that the latter be positive and convincing.

Given the success of the conferences presented by Isabelle Boismenu, the sales and marketing director of the H2O communication agency will present several conferences and trainings to the business community of Montreal and its surroundings throughout the year 2019. For more details on the conferences and the services offered by H2O communication, do not hesitate to contact us.

marketing_entreprise_familiale

MARKETING & FAMILY BUSINESSES

In our current demographic context, the transfer of businesses is a subject of considerable importance. In fact, for several years now, baby boomers have gradually been preparing for retirement. Today the moment has finally arrived, the baby boomers are ready to pass the torch. Family businesses are no exception to this demographic phenomenon.

 

Indeed, at H2O communication, we have observe an increase of clients from small and medium sized family businesses that are living or are completing the business transfer process. Generally, these are entrepreneurs who take over the reins of the company founded by their parents.

 

Beyond the hierarchical change, this transfer often leads to changes in the branding and marketing of companies. Several young entrepreneurs who have grown up in the family business wants to modernize and optimize the branding and the marketing strategy when they take over the company.

 

However, several factors must be taken into account when it comes to the rebranding of a family business. For example, most of the time, branding elements have some sentimental value for the management team. Some entrepreneurs will find it difficult to change the entire branding, review the logo or redesign their website. This is especially true in cases where the founding parent remains slightly active in the business.

 

This is why it is essential to understand the reality of family businesses before starting the process of creating a new branding or marketing operation. An agency needs to understand the reality of family businesses and support the new management through every step of the rebranding process. The goal is to create a modern and efficient branding that remains representative of the company’s values. The same goes for the global marketing strategy.

 

In the end, the family entrepreneurship community is currently undergoing major changes in Quebec. These changes are often accompanied by a modernization of the company’s brand image or marketing strategy. Having achieved many mandates with family businesses, H2O communication understands the reality of this clientele. Thus, H2O supports and guides its clients through these changes to achieve a modern, efficient and representative rebranding of the family business.

branding_propret_entretien

LAUNCH OF THE PROPRET BRANDING

H2O communication unveils today one of its most recent achievements: the branding and the website of PROPRET.

 

PROPRET is a leader in the field of housekeeping and building maintenance. Seeking to modernize its brand image in order to highlight the quality of its services and trainings, the Montreal company has mandated the agency H2O communication for the creation of its new branding. H2O has also been asked to create various communication tools such as the the roll-up and the PROPRET website.

 

Obviously, the new branding, as well as the set of communication tools created, needed to reflect the professionalism and expertise accumulated by PROPRET during its 30 years of activity.

 

For the new branding, H2O Communication has proposed a completely redesigned logo. Resolutely contemporary, the new logo of PROPRET is in the image of its services : professional and highly qualified. With its solid typography, the new logo subtly suggests the field of maintenance while inspiring a modern image, reliable and dynamic. Branding also highlights human interactions related to the company’s various fields of activity, particularly with regard to social inclusion and trainings.

 

Also, as part of the creation of branding, blue is the color and acts as a corporate link between the various communication tools. This color symbolizes the clarity, the reliability, and of course, the area of activity of PROPRET.

 

In the end, H2O communication has created a branding representative of PROPRET. The branding is professional and dynamic. Indeed, the branding successfully represents the expertise and superior quality of the services of the company in the field of housekeeping and building maintenance.