Interesting and useful articles about marketing, our product and online communications

Tips for Digital Marketing & Sales in Altcraft Blog

We’ll send you a guide 

with 26 strategies for
automating marketing via email.

Our experts will guide you in maximizing the effectiveness of Altcraft Platform for achieving your goals.

Elevate Your Business 
to a New Level

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

Download documentation

Thank you!

Feel free to ask us any questions. Our experts are


Ask our expert 

ready to answer them during business hours.

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Page not found

Help Center: Guides on How to Use Altcraft Platform

Personal data policy

Privacy Policy
and personal data policy

Request a demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

processing of personal data

You can ask us your questions. Our experts are ready to answer them within the working day.

What else 
would you like to know?

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

<Video
url="https://www.youtube.com/embed/dmc-FcSRKgk?si=hkyvSz2raSWiRuDM"
/>

Not long ago, voice commands from a person to a computer were scenes from science fiction movies. Today, [**over 50% of people use voice search to find information on the internet**](https://www.demandsage.com/voice-search-statistics/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks,searches%20take%20place%20every%20month.) almost daily. Voice search offers a convenient way to quickly and easily access information in various aspects of life, such as stores, services, weather, current news, and more, especially when users are driving or have their hands full.


Despite voice input, text remains the foundation of communication, as the system converts spoken language into a textual format to search for answers on the internet and provide relevant results. Voice search opens up new opportunities for marketing and promoting a company. In this article, we will delve into voice search, its advantages, and its integration into businesses.


## What is voice search and why businesses need this tool


Voice search is an automatic speech recognition technology that translates spoken language into text and searches for answers on the internet. Voice-activated search engines are powered by [**artificial intelligence**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing) and are a prospective channel for promotion as they take into account SEO optimization rules and provide results that the system deems relevant.


Speech-to-text input is facilitated through special software known as voice assistants such as Google Assistant, Microsoft Cortana, Apple's Siri, Alexa, Bixby, and other systems. To activate the program, you simply need to say a specific phrase followed by your request, for example, "Okay, Google, what's the weather in London?" Voice search works on Android, Apple devices, PCs, and various other systems.


<Img
img="/uploads/voice_assistants_bf4af40d0f.png"
alt="Voice assistants"
/>

The ability to provide verbal commands to search engines is essential for brands looking to expand their audience. It's also another way to engage in primary marketing communications and promote through voice marketing, which includes [**podcasts**](https://altcraft.com/blog/podcast-marketing) and voice-based social platforms like Clubhouse.


## Advantages of voice search


**Voice search on the internet is more detailed** than text-based search. People tend to use more extended and natural language in their queries, allowing search engines to provide better results. Many people find it easier to speak a few words rather than write them down, resulting in more natural and conversational queries.


**Enabling and using voice search is straightforward**, leading to a growing number of users activating this feature. It is predicted that the voice assistant market [**will grow to $56 billion**](https://www.meticulousresearch.com/pressrelease/280/speech-and-voice-recognition-market-2030) by 2030.


**Opportunities for SEO optimization**, which is an essential part of marketing and promotion channels. Detailed queries encourage an extension and clarification of the semantic core, making words and phrases more accurately respond to user queries. The closer the information matches the user's query, the better the indexing.


**User-friendliness.** Voice typing can be done without having to hold the device, which is particularly convenient while driving or when your hands are occupied. It's easier to ask by voice rather than stopping and typing text hastily or on the go.


**Enhanced accessibility for visually impaired individuals.** Users don't need to adjust keyboard settings to a larger font size as voice assistants provide spoken responses to user queries. This helps integrate individuals with disabilities into the digital world.


**Continuous technological advancement.** Voice search is here to stay and continually evolves. It has already become an integral part of everyday life through smart speakers, which control lighting, play music, answer user questions, and provide entertainment. Developers continue to improve speech recognition algorithms, such as Google's Hummingbird, which aims to understand non-standard queries, unclear speech, and complex formulations. As voice search capabilities expand, businesses need to adapt to this trend.


## Which businesses need voice search


Voice typing is particularly important for businesses where users need information promptly:


**Brick-and-mortar stores and services.** When people urgently need to buy something (pet food, medicine, car parts, etc.) or access services (manicures, dental appointments, dry cleaning), a voice assistant can expedite the search process. Users can quickly obtain information about addresses and contact details, sometimes without the need to visit a website, as they want the product or service promptly.


**Cafés and restaurants.** This is especially relevant in tourist areas where proximity plays a crucial role. Users typically prefer establishments nearby when they want to eat quickly.


**Delivery services.** Speed is of the essence when it comes to delivery. People want their items promptly, so they search for nearby companies that can quickly deliver restaurant meals, groceries, packages, and more.


**Taxi services.** Ordering a taxi usually only requires a contact number rather than a detailed website exploration. Being at the top of search results after a user employs voice input is advantageous for these services.


**E-commerce.** Voice assistants can add items to the cart, place orders, and even recommend additional products based on the user's purchase history (as seen with Amazon's Alexa). [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) and speed appeal to users who save time while shopping online.


**Information portals.** Voice typing is convenient for quick data searches, news, and answers to questions. Web resources, including news outlets and content-oriented blogs, benefit when they optimize their content for voice search.
## How to integrate voice search into your company's marketing


### Use long keywords and complete phrases


In voice search, people often speak in extended phrases, such as questions they would ask in a conversation. For example, "*Where can I buy cat food in London?*" instead of the more typical "*buy cat food London*" used in regular text searches. Therefore, it's essential to include complete phrases in your content, even if they are low-frequency. Don't forget to incorporate conversational words that frequently appear in queries.


### Add a FAQ section


A section with specific concise answers will simplify the search and increase the chances of ranking higher in search results. Additionally, there's an opportunity to appear in Google's answer box, where a short text from your website and a link to it will be displayed.

<Img
img="/uploads/image1_1223cea23c.png"
alt="FAQ section as a promotional tool"
src="FAQ section increases the chance of getting to the top of search results"
/>


### Adapt content for mobile devices


[**According to Exploding Topics**](https://explodingtopics.com/blog/mobile-internet-traffic), 92% of people access the internet from mobile devices. It's logical to assume that users also prefer to use voice assistants from their smartphones. Therefore, the website should open conveniently and maintain the same functionality as the desktop version.


### Add your company's addresses to all possible platforms


Create business listings on Google, and all relevant directories. This is crucial for local search, enabling users to find services near their location. Make sure to include contact information and a link to your website in these listings.


*For example, if someone experiences a flat tire late at night and uses voice search to find "24-hour tire repair near N district," having your business listed with the specified address and operating hours could lead the search engine to recommend your service. This approach can significantly improve your company's visibility in local search results for queries containing the term "nearby."*


### Improve website usability and content structure


Standard SEO optimization criteria also work to enhance the effectiveness of voice search. If the website is user-friendly, loads quickly, and functions correctly, it is more likely to rank higher in search results.


## Summary


Voice search is an alternative to traditional text input, where technology converts spoken language into textual queries, providing quick access to information and enabling more comprehensive questions. Voice search is applicable on both PCs and mobile devices, and its ease of setup and use makes it a promising tool. Businesses should consider leveraging voice search for promoting their products and services as it offers a cost-effective way of generating leads, especially for cafes, restaurants, taxi services, and delivery companies.


To ensure users can find their business through voice assistants, companies should optimize website content with long-tail phrases reflecting common user queries, provide sections with straightforward answers to common questions, and ensure mobile compatibility. Creating business listings with company addresses on mapping services is also crucial.

Voice search converts spoken language into text queries, benefiting businesses, especially in food services and delivery industries.

golosovoj_poisk_95f6218ce1.png

Voice Search as a Digital Marketing Tool for Business

Voice Search as a Digital Marketing Tool: Integrating It into Your Business

<Video
url="https://www.youtube.com/embed/x_VgyveyKH0?si=ExAxd704ytU_6EsH"
/>

High sales and brand recognition are impossible without proper communication. Moreover, communication with customers and potential audiences should be regular and consistent. Only in this way will users form a unified brand image and trust will increase.

Companies communicate through online and offline channels, which are managed by different people. Therefore, it is important to establish common rules – a communication strategy to maintain consistency in the style and ideas that the brand conveys. This plan simplifies the work of employees and leads marketing to the desired results.

## What is a communication strategy

A communication strategy is the planning of how a company communicates with its audience to achieve business goals. Through various communication channels, the brand conveys specific information, values, and messages to lead customers to make a purchase, foster greater loyalty, and more.

<Img
img="/uploads/kommunikaczionnaya_strategiya_4af369fffa.jpg"
alt="Build effective communication with target audience"
src="It is important for a brand to build effective communication with its audience. Source: Gettyimages"
/>

A communication marketing strategy addresses specific objectives and aligns with the overall business goals.

**The key objectives of a communication strategy include:**

- Effective interaction with the audience.
- [**Increasing brand loyalty**](https://altcraft.com/blog/customer-loyalty) and recognition.
- Clear communication of information about products and services.
- Boosting company sales.
- Brand image support and prevention of reputation scandals.
- Setting apart from competitors.


Any communication strategy involves working with analytics (market and [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) research), brand image development, and engaging with customers through planned channels such as social media, television, outdoor advertising, and others.

## Types of communication strategies

**Communication strategies can be categorized as:**

- **Internal** – This type of strategy focuses on communication within the company, utilizing tools like messaging apps, email, platforms for employee communication, and more. 

- **External** – This encompasses the exchange of information within and outside the organization.

**Based on the perception of the brand, a communication strategy can be further classified into three types:**

**Verbal strategy** includes both spoken and written communication, emphasizing the use of words. Key communication elements in this category include email campaigns, [**messaging app exchanges**](https://altcraft.com/blog/messenger-marketing), video calls, and personal interactions with customers.

<Img
img="/uploads/verbal_brand_positioning_45d39bc9cb.png"
alt="Example of verbal brand positioning by Gail’s Bakery via telling the story of the company"
src="Example of verbal brand positioning by Gail’s Bakery via telling the story of the company"
/>

**Non-verbal strategy** involves communication where words are not used, and meanings are conveyed through body language and tone. It is particularly crucial in video advertising.

**Visual strategy** heavily relies on graphic elements, logos, videos, photos, and may incorporate communication tools from both verbal and non-verbal categories.

The creation of a communication strategy often follows specific formulas.


<Table>
| Formula | Description |
| ------ | ------ |
| **AIDA** (Attention – grab attention, Interest – generate interest, Desire – create desire, Action – call to action) | This is the most well-known model in marketing that first grabs the customer's attention, then arouses their interest, and eventually leads to the desire to buy and the actual purchase. |
| **AIMDA** (Attention, Interest, Motivation, Desire, Action) | The formula mirrors AIDA but adds an extra motivation to make a purchase. These can be various triggers: scarcity, limited time, and so on. |
| **ACCA** (Attention — grab attention, Comprehension — explain the product/service, Conviction — persuade that the client needs to take action (buy/subscribe), Action — call to action) | Another model that resembles AIDA but focuses on argumentation and persuasion. |
| **DIBABA** (Desire - creating desire based on needs, Identification - linking needs to the company's product/service, Damp - pushing the user to take action (make a purchase) and explaining how the company's offer will be beneficial to them, reAction - noting the customer's reaction to the offer, Buy - suggesting a purchase, Atmosphere - creating an atmosphere for the purchase). | Essentially, it's a step-by-step model for selling a product by studying needs and creating the necessary conditions. |
| **4P** (Product - showcase the product, Price - justify the cost, Promotion - market and define positioning, Place - choose sales channels) | It is the formula for the classic marketing mix. |
| **DAGMAR** (which stands for "Defining Advertising Goals for Measured Advertising Results") | According to this model, customers are led through stages of product awareness, comprehension, conviction of the need to purchase, and, in the end, a [**call to action**](https://altcraft.com/blog/what-is-cta). |
| **4A** (Awareness - inform about the product/service, Attitude - shape attitudes, Action - call to action, Action again - motivate repeat purchases) | Here, the emphasis is on customer retention and encouraging them to make repeat purchases. |
</Table>

## How to create a communication strategy

### 1. Analysis

Developing a communication strategy should begin with an analysis of your audience and the competitive environment. It's essential to assess the effectiveness of your current customer communication in existing conditions. This analysis will help you understand trends and identify ways to differentiate yourself. 


**Determine:**

- the state and size of the market;
- your current market position;
- the presence of direct and indirect competitors and their strategies.


At this stage, it's crucial to create detailed profiles of potential customers, including their demographics, interests, values, and what motivates them to purchase your products and services. To simplify this process, create a persona—a specific customer character to whom your brand directs its communication.


### 2. Objectives

Establish the outcomes you want to achieve with your marketing communication strategy. This could include increasing sales, achieving virality (the number of people who have seen your online resources or advertisements), mentions on social media or in the press. 

<Img
img="/uploads/arrow_target_success_concept_jasmin_merdan_f570d6d225.jpg"
alt="Set right goals to increase sales"
src="Setting the right goal is very important when creating a communication strategy. Source: Gettyimages"
/>

A proper objective is measurable and contains specific numerical targets. For instance, "increase conversion by at least 25%." This not only sets a clear target but also defines the resources required to achieve the specified metrics. You can also include additional goals, such as increasing brand mentions by a certain percentage or gaining more social media followers.

### 3. Positioning

During this stage, you formulate the core messages that the company wants to convey to its audience. The messaging should be oriented towards customer values and emphasize the advantages of the product or service. In other words, you determine the positioning of your brand - its place among other companies, products, and its [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-usp). 

<Img
img="/uploads/Example_of_USP_830057ffdc.png"
alt="Example of USP from a furniture shop Haus"
src="Example of USP from a furniture shop Haus"
/>

A clear company image that is understandable to the users is created and maintained across all resources.


### 4. Timelines and budget

Calculate how much money and time will be required to implement the strategy.

Budget types include:

- Fixed monthly amount that does not change. 

- A percentage of the revenue generated. 

- Residual budget allocated after deducting operational expenses. 

- Flexible budget that is formed based on the needs and complexity of the set goals.

### 5. Media plan

The media plan outlines specific actions and tools for promotion across social media, traditional media, and other resources. It typically details what content is published, on which platform, and at what intervals. Advertising campaigns and their timing are specified, and channels and tools are selected (email marketing, personal sales, banner advertising, etc.). If influencer marketing is part of the marketing campaign, it is included in [**the media plan**](https://altcraft.com/glossary/media-plan-why-you-need-it-and-how-to-create-it).

### 6. Launch and evaluation

Monitor the development of your communication strategy in the field and adjust it as necessary. It's important to analyze the process in real-time to make corrections, eliminate ineffective channels, and ensure that your strategy aligns with your goals. Evaluate the results of your strategy and how well they correspond to your objectives.

**What's important in developing a communication strategy:**

- **Consistency and adherence to the planned approach.** It's a mistake to create a media plan but publish entirely different spontaneous posts. Flexibility is possible, especially when there is [**a newsbreak**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it), but the overall strategy should be followed.

<Img
img="/uploads/newsjacking_by_IKEA_ffe3b4724b.png"
alt="Example of newsjacking by IKEA, Christiano at Euro 2020"
src="IKEA rebranded its bottle after Christiano Ronaldo removed Coca-Cola from his table at the press conference"
/>

- **Relying on data rather than just experience and ideas.** Creative ideas will emerge during the strategy development process, but it's essential to filter them through market conditions, audience interests (identified in the initial stages of strategy development), and business plans. 

- **Timely error correction.** Any plan, even one based on data, can be flawed and may not yield results during execution.

## Summary

A communication strategy is a brand's plan for engaging with its audience across various channels to achieve specific goals. It is created to increase sales, enhance loyalty and brand recognition, and maintain a consistent brand image.

Communication strategies can be internal (within the company) or external (targeting the public), and they can take the form of verbal, non-verbal, or visual communication. They make use of marketing models such as AIDA, AIMBA, ACCA, DIBABA, DAGMAR, 4P, and 4A.

To create a communication plan with your audience, it's essential to conduct analysis, set goals, determine a budget, select communication channels, and create a media plan. It's also crucial to make adjustments during the process and evaluate the results at the end.

A communication strategy is a plan to convey messages effectively to achieve business goals and enhance brand recognition.

kommunikacionnaya-strategiya.png

Develop your communication strategy to maintain consistency in the style and ideas that the brand conveys.

Communication Strategy, Notion and How to Develop It

What Is a Communication Strategy and How to Develop It

<Img
img="/uploads/brandbook_a6258239d4.png"
alt="Brand Book and Why Your Company Needs It"
/> 

A strong brand represents stability and consistent business revenue. To create one, it's essential to maintain a clear visual identity and messaging across all channels, allowing your audience to form a unified image of your company. This is where a brand book comes in. This document outlines all aspects of your brand, including its core values and visual identifiers.

A brand book is particularly crucial for larger companies with numerous employees and contractors, where the risk of inconsistencies is higher. In such cases, standardized guidelines for online and offline platforms, as well as communications, ensure a cohesive brand style.

In this article, we'll explain why a brand book is essential and what it includes, along with guidance on creating such a document.

## What is a brand book and why it is required 

A **brand book** is a document that describes the unique aspects of a brand, including its ideology, values, communication guidelines, and rules for visual presentation.

A **corporate brand** book serves as a guide for all employees and contractors involved in marketing communications in the public domain. Its primary purpose is to maintain a consistent brand image across all platforms, making it easily recognizable to the audience.

Often, people associate a brand book with a set of visual design rules, including guidelines for the logo, fonts, color usage, and so on. However, such a document is commonly referred to as a style guide, which is just one part of the broader brand book.

### Why a company needs a brand book

A brand book is a tool that standardizes a company's visual and textual communication, simplifying marketing management. Typically used by marketers, designers, and other employees who engage with the audience across online and offline platforms, a brand book streamlines and expedites work.

Additionally, a brand book proves handy for business expansion, such as opening new locations or franchises. With consistent rules in place, it becomes easier to manage even remote entities.

Another advantage of an official brand book is the expedited onboarding of new employees. They always have access to information about the company's mission, communication strategies, and visual identity.

## What's included in a brand book

A brand book typically contains the brand's philosophy, description of visual identifiers, and guidelines for using the corporate identity.

### Brand philosophy

In this section, the brand's mission, values, tone of voice, positioning, character, target audience, and brand history are described. This section reveals the brand's identity - the unique features that set the company apart from others.

<Img
img="/uploads/bb_image_1_f0935eefde.png"
alt="Brand mission from Unicef’s brand book"
src="Brand mission from Unicef’s brand book"
/>

### Visual attributes

This section covers the logo (all its versions) and other distinctive brand symbols, corporate colors, variations of the brand name, as well as specifying brand fonts and any patterns that the company uses.

<Img
img="/uploads/bb_image_2_48f41da472.png"
alt="Options to use American Red Cross logo"
src="Options to use American Red Cross logo"
/>

### Guidelines for working with the corporate identity

This is the most extensive section of the brand book (style guide), which provides detailed explanations on how to use the brand's visual elements across different mediums and resources. It outlines acceptable variations in color and shape for graphic elements, the design of marketing materials, documents, product packaging, stands, and more.

To precisely define the corporate identity, the brand book even regulates minor visual details, such as sizes, proportions, potential backgrounds, and the distance between the logo and other objects, e.g., clear space.

<Img
img="/uploads/bb_image_3_3f4f01cd60.png"
alt="Clear space of Adobe Photoshop logo described in its brand book"
src="Clear space of Adobe Photoshop logo described in its brand book"
/>

## How to use a brand book

A brand book is a practical tool. Work with this document step by step:

1. Identify the issue you need to address and choose the relevant section where a potential solution can be found. *For example, you might want to know if it's permissible to translate the logo into black and white colors.* 

2. Study the information in the document and take the necessary action — create a design, write content, or provide instructions to the responsible party. *In the brand book example, it allows for changing the color of the logo, but only within specific shades or hues.*

<Img
img="/uploads/bb_image_4_9706f928c1.png"
alt="Brand book of Scrimshaw permits to use certain color pattern for logo"
src="Options to use Scrimshaw logo colors permitted in its brand book"
/>

Once the task is completed, it's beneficial to cross-reference it with the document to avoid mistakes.

The use of a brand book is essential for:

- **designers:** they use it to create visual materials;
- **marketers:** it guides content and advertising development;
- **contractors:** when they need to align with the brand's style.

The document is also valuable for other employees who interact with clients because it's crucial for them to communicate in a way that aligns with the [**brand's values**](https://altcraft.com/about-company).

## How to make a brand book

Creating a brand book is a crucial task that involves brand managers, designers, and marketers (depending on the company's structure), or it can be outsourced to a specialized team.

The development of a brand book typically involves the following stages:

1. **Conduct research.** Start by researching your competitors to differentiate yourself. Understand their target audience, brand style, and unique features. 

2. **Define brand identity.** Clearly outline your brand's identity, including its mission, values, slogan, tone of voice, character, positioning, target audience (customer persona), and [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-USP). This step establishes the brand's "essence" before moving on to its visual elements. It's a misconception that creating a logo and a visual style defines a brand; the brand's philosophy is essential. 

3. **Create and define brand elements.** Designers come into play here, working based on the brand's identity. This stage involves detailing all aspects of the brand's visual elements, such as the logo, colors, fonts, and other elements. It can be meticulous, specifying logo variations, colors, clear space (fixed distance from other objects), and minimum sizes. 

4. **Specify brand name usage.** Clearly outline how the brand name should be written, including format, size, whether quotes are needed, and whether it can be used in other languages. 

5. **Establish color schemes.** Set color schemes in various color models, including RGB, HEX, CMYK, and Pantone, for different applications, including digital and print media.

<Img
img="/uploads/bb_image_5_8c89fd4c35.png"
alt="Color breakdowns in brand book of American Red Cross"
src="Example of the color breakdowns of American Red Cross"
/>

6. **Select or develop fonts.** Choose or create the main font and any secondary fonts, specifying variations in style, size, font weight, alignment, and other parameters.

7. **Define document and brand presentation guidelines.** Outline rules for formatting documents and brand presentations to maintain consistency in visual style and content.

8. **Specify web element variations.** Provide variations of web elements like buttons, banners, and [**email signatures**](https://altcraft.com/blog/signature-in-emails). It's helpful to include visual representations of how these design elements should appear on both computer screens and smartphones.

9. **Show examples of offline materials.** Include examples of how the brand should be represented on offline materials such as business cards, banners, buildings, vehicles, and more.

<Img
img="/uploads/bb_image_6_74b1e555b6.png"
alt="Brand book of Hubspot gives the requirements concerning logo"
src="E.g., Hubspot provides requirements about how to use the logo in its brand book"
/>

10. Document Image Usage Rules: Detail guidelines for using graphics, photos, and patterns. 

<Note>
This description should be visual, clear, comprehensive, and easily understandable. A brand book can be formatted as a PDF document, a presentation, or hosted online on the brand's website; there are no strict criteria for the format.
</Note>

## Examples of companies’ brand books

The best brand guidelines are typically created by top-tier brands. Let's consider some examples.

### Google

<Gallery>
<GalleryItem
original="/uploads/bb_image_7_78077bbabe.png"
thumbnail="/uploads/bb_image_7_78077bbabe.png"
/>
<GalleryItem
original="/uploads/bb_image_8_e90f144a0f.png"
thumbnail="/uploads/bb_image_8_e90f144a0f.png"
/>
</Gallery>

[**The Google brand book**](https://gingersauce.co/brand-books/google-brand-book/) is entirely dedicated to the standards for using the logo. It provides concise and thesis-like information on all the characteristics and technical details of:

- the logo, icons, and their official variations:

<Gallery>
<GalleryItem
original="/uploads/bb_image_9_2c8d86f7c9.png"
thumbnail="/uploads/bb_image_9_2c8d86f7c9.png"
/>
<GalleryItem
original="/uploads/bb_image_10_91efe062ee.png"
thumbnail="/uploads/bb_image_10_91efe062ee.png"
/>
<GalleryItem
original="/uploads/bb_image_11_36eed9cfca.png"
thumbnail="/uploads/bb_image_11_36eed9cfca.png"
/>
<GalleryItem
original="/uploads/bb_image_12_c11b486577.png"
thumbnail="/uploads/bb_image_12_c11b486577.png"
/>
<GalleryItem
original="/uploads/bb_image_13_26b2365b6f.png"
thumbnail="/uploads/bb_image_13_26b2365b6f.png"
/>
<GalleryItem
original="/uploads/bb_image_14_5bd134ba99.png"
thumbnail="/uploads/bb_image_14_5bd134ba99.png"
/>
</Gallery>

- proportions and dimensions of the logo, including the standard minimum size of the logo:

<Gallery>
<GalleryItem
original="/uploads/bb_image_15_f5a7609c34.png"
thumbnail="/uploads/bb_image_15_f5a7609c34.png"
/>
<GalleryItem
original="/uploads/bb_image_16_a1f37ee979.png"
thumbnail="/uploads/bb_image_16_a1f37ee979.png"
/>
<GalleryItem
original="/uploads/bb_image_17_1bb20e493e.png"
thumbnail="/uploads/bb_image_17_1bb20e493e.png"
/>
</Gallery>

- the wrong way of using the logo:

<Img
img="/uploads/bb_image_18_6706d12e6a.png"
alt=""
/>

- the brand’s official colors:

<Gallery>
<GalleryItem
original="/uploads/bb_image_19_d2ed973cb2.png"
thumbnail="/uploads/bb_image_19_d2ed973cb2.png"
/>
<GalleryItem
original="/uploads/bb_image_20_e1a1880fa8.png"
thumbnail="/uploads/bb_image_20_e1a1880fa8.png"
/>
</Gallery>

- and finally, fonts for the logo:

<Gallery>
<GalleryItem
original="/uploads/bb_image_21_c0129731a9.png"
thumbnail="/uploads/bb_image_21_c0129731a9.png"
/>
<GalleryItem
original="/uploads/bb_image_22_fcdc635833.png"
thumbnail="/uploads/bb_image_22_fcdc635833.png"
/>
<GalleryItem
original="/uploads/bb_image_23_804376cb30.png"
thumbnail="/uploads/bb_image_23_804376cb30.png"
/>
</Gallery>

### Tiffany & Co.

Tiffany & Co. has included nearly everything [**in its brand book**](https://ravinkhosravi.com/wp-content/uploads/2020/12/Tiffany-BrandBook.pdf), starting from the color scheme, logo and its usage, all the way to future plans and the portrait of the target audience.

<Gallery>
<GalleryItem
original="/uploads/bb_image_24_d079caf848.png"
thumbnail="/uploads/bb_image_24_d079caf848.png"
/>
<GalleryItem
original="/uploads/bb_image_25_cfabe79f4e.png"
thumbnail="/uploads/bb_image_25_cfabe79f4e.png"
/>
<GalleryItem
original="/uploads/bb_image_26_d7aac37434.png"
thumbnail="/uploads/bb_image_26_d7aac37434.png"
/>
</Gallery>

It's logical for a brand book to begin with the brand's history and mission. Of course, this would also include the iconic and legendary scene from the movie "Breakfast at Tiffany's" where Audrey Hepburn's character stands in front of the beloved jewelry boutique's window.

<Gallery>
<GalleryItem
original="/uploads/bb_image_27_ab0c023b6e.png"
thumbnail="/uploads/bb_image_27_ab0c023b6e.png"
/>
<GalleryItem
original="/uploads/bb_image_28_b1193bb8ab.png"
thumbnail="/uploads/bb_image_28_b1193bb8ab.png"
/>
<GalleryItem
original="/uploads/bb_image_29_423349d36e.png"
thumbnail="/uploads/bb_image_29_423349d36e.png"
/>
</Gallery>

The brand book also describes the key directions that the brand adheres to in its development journey.

<Gallery>
<GalleryItem
original="/uploads/bb_image_30_f17329bbf5.png"
thumbnail="/uploads/bb_image_30_f17329bbf5.png"
/>
<GalleryItem
original="/uploads/bb_image_31_ea5858cd8b.png"
thumbnail="/uploads/bb_image_31_ea5858cd8b.png"
/>
</Gallery>

The brand book also includes technical specifications of the logo, provides examples of incorrect logo usage and color combinations, presents the correct color scheme, and specifies "Baskerville Old Face" as the correct font.

<Gallery>
<GalleryItem
original="/uploads/bb_image_32_b53a49d0a2.png"
thumbnail="/uploads/bb_image_32_b53a49d0a2.png"
/>
<GalleryItem
original="/uploads/bb_image_33_e4866352c9.png"
thumbnail="/uploads/bb_image_33_e4866352c9.png"
/>
<GalleryItem
original="/uploads/bb_image_34_d17fa07579.png"
thumbnail="/uploads/bb_image_34_d17fa07579.png"
/>
<GalleryItem
original="/uploads/bb_image_35_5dae336e4d.png"
thumbnail="/uploads/bb_image_35_5dae336e4d.png"
/>
</Gallery>

A few words are mentioned about the products the company produces and how it expands its product line.

<Img
img="/uploads/bb_image_36_201134847c.png"
alt="Brand book page about products by Tiffany & Co."
/>

On today's date, many brands place a significant emphasis on the environment and nature conservation. Tiffany & Co. begins by describing the exceptional quality of the raw materials, such as diamonds, used in their jewelry. It then smoothly transitions from mining to environmental protection. The brand emphasizes that even their iconic blue boxes are turning green because they are made from recycled materials, and no forests are cut down for their production.

<Gallery>
<GalleryItem
original="/uploads/bb_image_39_0d88808892.png"
thumbnail="/uploads/bb_image_39_0d88808892.png"
/>
<GalleryItem
original="/uploads/bb_image_38_240af0c8cf.png"
thumbnail="/uploads/bb_image_38_240af0c8cf.png"
/>
<GalleryItem
original="/uploads/bb_image_40_2448f45c07.png"
thumbnail="/uploads/bb_image_40_2448f45c07.png"
/>
</Gallery>


They also mentioned their own interactive application that allows users to try on jewelry in real-time. The brand book also describes the brand's online presence, including its presence on social media and collaborations with notable individuals.


<Gallery>
<GalleryItem
original="/uploads/bb_image_41_02d842044e.png"
thumbnail="/uploads/bb_image_41_02d842044e.png"
/>
<GalleryItem
original="/uploads/bb_image_42_3e375efb2a.png"
thumbnail="/uploads/bb_image_42_3e375efb2a.png"
/>
<GalleryItem
original="/uploads/bb_image_43_d326a4cbe6.png"
thumbnail="/uploads/bb_image_43_d326a4cbe6.png"
/>
<GalleryItem
original="/uploads/bb_image_44_4f491d18fc.png"
thumbnail="/uploads/bb_image_44_4f491d18fc.png"
/>
</Gallery>

### Skype

Skype's approach to presenting [**its brand book**](https://download.skype.com/share/blogskin/press/skype_brandbook.pdf) in a dialogue format is original. It allows the company to describe its philosophy through conversations, which can make the content more engaging and relatable to the reader. This approach can humanize the brand and create a more personal connection with its audience.

<Gallery>
<GalleryItem
original="/uploads/bb_image_45_5b0b0cc29e.png"
thumbnail="/uploads/bb_image_45_5b0b0cc29e.png"
/>
<GalleryItem
original="/uploads/bb_image_46_e4b57bc913.png"
thumbnail="/uploads/bb_image_46_e4b57bc913.png"
/>
</Gallery>


Using portraits of the target audience represented through characters and having them explain why they choose Skype is a creative and engaging way to connect with users. 

<Img
img="/uploads/bb_image_47_d8c2abb873.png"
alt="TA portrait in a brand book of Skype"
/>

Using dialogue bubbles in the brand book to represent the brand's color pattern is a clever and thematic way to reinforce Skype's philosophy of simple communication. It not only communicates the brand's identity but also visually aligns the brand book with Skype's mission and values.

<Img
img="/uploads/bb_image_48_acff7d131a.png"
alt="Color pattern in a brand book of Skype"
/>


### Audi

Audi's brand book, with its unique approach, compares the old and new styles of the brand. The document explains the reasons for the changes and demonstrates them visually. This type of brand book can be valuable in helping stakeholders and employees understand the brand's evolution and the rationale behind it.

<Gallery>
<GalleryItem
original="/uploads/bb_image_49_b3040e0a41.png"
thumbnail="/uploads/bb_image_49_b3040e0a41.png"
/>
<GalleryItem
original="/uploads/bb_image_50_41bacfb035.png"
thumbnail="/uploads/bb_image_50_41bacfb035.png"
/>
</Gallery>

The brand book showcases a simplified logo and changes in the brand's colors, which involve removing gradient variations.


<Gallery>
<GalleryItem
original="/uploads/bb_image_51_a86f9c81f3.png"
thumbnail="/uploads/bb_image_51_a86f9c81f3.png"
/>
<GalleryItem
original="/uploads/bb_image_52_7a3b519abb.png"
thumbnail="/uploads/bb_image_52_7a3b519abb.png"
/>
</Gallery>


Each value is described not only through text but also visually.

<Img
img="/uploads/bb_image_53_c890e96a8c.jpg"
alt="Description of values in Audi’s brand book"
/>

## Summary

A brand book is a document that describes the brand and compiles rules for working with its visual elements and communication. This document serves as a guide for employees and contractors such as marketers, designers, and new hires. The brand book's primary purpose is to maintain a consistent brand style across all platforms and media, creating a correct and recognizable image of the company in the eyes of the audience.

A brand book typically includes the brand's philosophy, visual identifiers, and guidelines for working with the corporate identity. It can be developed by an internal team or by external professionals.

A brand book is a guide that defines how a brand should look and communicate. It covers logos, colors, fonts, and messaging for brand consistency.

brandbook.png

Here are tips on how to create a brand book, and examples of how other companies do it.

Brand Book: What Is It & Why Your Company Needs It

What Is a Brand Book and Why Your Company Needs It

<Img
img="/uploads/gejmifikaciya_v_marketinge_d50cd0e664_2f1fd062fa.png"
alt="How to Use Gamification in Marketing"
/>

In the world of an "epidemic" of [**banner blindness**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it), users are increasingly not noticing online ads and other types of advertising on the internet. This behavior is typical for 86% of website visitors. 

Brands have to find new ways to attract the audience's attention and engage users in their content. One of such tools is **gamification**, i.e. using game elements in marketing campaigns. Gamification is more noticeable than regular advertising and often more effective. 

From the article, you will learn what gamification is, its pros and cons. We will also provide examples of game mechanics that well-known brands are already using.

## What is gamification

Gamification in marketing is the use of game elements to promote a company, its products, and services. Typically, quizzes, quests, competitions, lotteries, and giveaways are used.

*For example, a customer doesn't just accumulate points through a [**loyalty program**](https://altcraft.com/blog/customer-loyalty-program), but enters a world where everyone has their own rating. They progress from level to level and earn points that can then be converted into a discount.*

Elements of gamification are used in retail for promoting mass-consumer products, education, and even banks create games to engage customers in serious financial topics. Gamification is a method that has almost no limitations in terms of business directions. Gamification tools are even used in B2B sales.
Games work in two main directions:

- **Attracting new users**, when the goal of gamification is to draw a user's attention to the brand's content in the general flow and leave contacts (lead generation).


- **Involving the user in the product**, so that customers stay with the brand and do not leave. This is especially relevant for language learning services, where users do not drop out of lessons, including due to the thrill of wanting to reach the next level and get a higher rating. That's why gamification is so popular in education.

Games may seem to be a kind of a "magic pill," but actually they are not. Gamification in business is an interesting promotion method that can breathe life into any marketing campaign, but it also has its drawbacks. We will tell you about the pros and cons of gamification.

### Advantages of gamification

- It makes the brand more recognizable, especially when the gaming project becomes "viral".


- Gamification techniques engage users and keep them staying with the brand. Playing is more interesting than just receiving content in a newsletter.


- It increases sales: digital gamification is more noticeable than standard advertising and it brings leads that convert into sales. Also, brands offer additional products through games and increase the average check.
 

- It sells brand products natively: it seamlessly integrates them into the game plot.
 

- It increases loyalty, because the company communicates with users through games, draws attention, and creates emotions.

### Disadvantages of gamification

- Gamification technology is not equally useful for all businesses. The audience of serious companies simply won't understand why you launched a game. Such a move is unlikely to bring results.


- It is also important to evaluate the resources of the brand, because gamification of processes is an investment of money and time in its creation. Often you need to involve technical specialists or a whole team (your own or invited).

## How to create gamification in marketing

The steps for implementing game mechanics in marketing may vary across different businesses. The process could look like this:

1. Set a goal and determine how the use of gamification will solve your business objectives. Do not choose this tool just because you want to be trendy.


2. Choose your [**target audience**](/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it): you need users who will be interested in gamifying their life in the brand's world.


3. Think about the format: a game with a set of points/rankings, quiz, quest, competition, lottery, and so on. Also, decide which marketing channels you plan to use for promotion: [**messengers**](https://altcraft.com/blog/messenger-marketing), SMS, email newsletters, and others.


4. Define what motivation the user will have to participate in the project: what they will receive (bonus, emotions, status).


5. Write a scenario with detailed actions for the user. This is also where the mechanics of gamification are thought out, where it is determined what the user will receive bonuses for and how much, and how to use them further.


6. Think about what tools (software and others) are needed to implement the idea and where the game mechanics will appear: on the website, [**in a chatbot**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses), in an application, etc. Write a technical assignment for the team that will implement gamification.


7. Test the chosen gamification method on a small group and fix the errors.


8. Launch the game for all users and track the results.

## Gamification: examples of usage in marketing

The use of gamification is a popular approach, especially during holidays and important events such as premieres and various gatherings. Below are some examples of gamification.

### Japanese KFC’s game “Shrimp attack”

An outstanding decision of Japanese *KFC* outlet was performed due to their collaboration with *Nintendo* and promoted their new line of shrimp food. *Nintendo* developed a video game that suggested defending a castle from the shrimps attacking it. The users got virtual reward coins for their successful attempts and could spend them as real money at the nearest *KFC* location. Due to such a smart idea the sales increased up to 106%. 

<Img
img="/uploads/out1_1_717617b983.gif"
alt="Shrimp attack by Japanese KFC"
/>

### Making a pizza of your own with Domino’s Pizza

In 2011, *Domino's Pizza* launched an original game in their mobile app: users could create their own pizza online and order it at the nearest location. As a result, sales increased by 30% that year. But that's not all: the company invited the best pizza makers to work for them.

<Gallery>
<GalleryItem
original="/uploads/Piczcza_szhataya_1_35f70a2d14.gif"
thumbnail="/uploads/Piczcza_szhataya_1_35f70a2d14.gif"
description="The custom pizza of your own by Domino's Pizza"
/>
<GalleryItem
original="/uploads/Piczcza_szhataya_2_3728e81ca6.gif"
thumbnail="/uploads/Piczcza_szhataya_2_3728e81ca6.gif"
description="The custom pizza of your own by Domino's Pizza"
/>
</Gallery>

### M&M’s Eye-Spy Pretzel

In 2010, *M&M’s* launched candies with a new pretzel flavor. After a few years, they decided to reload the new flavor and posted an easy game *M&M’s eye spy pretzel* on Facebook. The result was 21,000 likes and 6,000 shares, which ultimately revived interest in the legendary brand.

<Img
img="/uploads/m_ms_facebook_gamification_aec81634df.png"
alt="M&M’s Eye-Spy Pretzel"
/>

### Starbucks

*Starbucks* is known for staying on top of technology trends, and one of the ways they do this is through their "My Rewards" program in the *Starbucks* app. This program allows customers to earn stars or points every time they make a purchase, and after collecting a certain number of stars, they can redeem them for discounted vouchers at their local *Starbucks*. Additionally, customers may receive free items like coffee or sandwiches during their visits.

<Img
img="/uploads/Starbucks_cde7fee5a3.gif"
alt="Starbucks"
/>

### The wheel of fortune by Gap

The clothing store Gap provided the newsletter with the wheel of fortune. You can never lose because you get your discount of a fixed amount of dollars, or you get some percent off for a purchase. 

<Img
img="/uploads/GAP_wheel_of_fortune_7588e9c14f.gif"
alt="The wheel of fortune by Gap"
/>

### Pepsi, For the Love of It campaign with AR game

In 2020, *Pepsi* launched a promotional campaign that utilized augmented reality (AR) technology, featuring four globally recognized football players, namely **Lionel Messi**, **Paul Pogba**, **Mo Salah**, and **Raheem Sterling**. The campaign introduced *Pepsi* cans with exclusive QR codes that could be scanned to load AR versions of the football players on users' phones. This allowed users to participate in a virtual kick-up game and share their experience on Instagram. The AR game was part of a cross-channel digital experience called *Pepsi, For the Love of It*, which aimed to boost customer engagement and enhance brand recognition.

<Gallery>
<GalleryItem
original="/uploads/gamification_pepsi_1_904bf5c7d1.png"
thumbnail="/uploads/gamification_pepsi_1_904bf5c7d1.png"
description=""
/>
<GalleryItem
original="/uploads/gamification_pepsi_2_b339c46906.png"
thumbnail="/uploads/gamification_pepsi_2_b339c46906.png"
description=""
/>
</Gallery>

### The Australian Sink a Sub

In 2020, the Australian brand *Subway*, together with *Wunderman Thompson Australia and New Zealand*, introduced a gaming experience called *Sink a Sub*. This game is set on a virtual battleground at sea and aims to transform how customers interact with the brand's most iconic product, the submarine sandwich. Every customer who purchases a sandwich and a drink at Subway locations in Australia and New Zealand got a code for the high-sea gaming experience, where they can participate in a game that involves sinking a submarine sandwich on the digital gameboard.

<Gallery>
<GalleryItem
original="/uploads/gamification_subway_1_948d2a4463.png"
thumbnail="/uploads/gamification_subway_1_948d2a4463.png"
description=""
/>
<GalleryItem
original="/uploads/gamification_subway_2_da85741866.png"
thumbnail="/uploads/gamification_subway_2_da85741866.png"
description=""
/>
<GalleryItem
original="/uploads/out1_2_f43d3dbd87.gif"
thumbnail="/uploads/out1_2_f43d3dbd87.gif"
description=""
/>
</Gallery>

## Summary

**Gamification** in marketing is the use of game mechanics to promote a company instead of traditional advertising. This method is chosen to attract new users and engage existing ones. It includes games with point accumulation and ratings, quizzes, lotteries, quests, competitions between users, and so on.

Gamification increases loyalty and sales, is suitable for many businesses, but usually requires investment to develop such projects. To implement gamification in marketing, first set a goal and define which business tasks it will solve. Next, mechanics, scenarios, and a technical task for the team are outlined. When launching gamification, it is worth testing it on a small group before opening the game to the entire audience.

Gamification in marketing is the use of game elements to promote a company, its products, and services. Quizzes, quests, competitions, and so on are used.

gejmifikaciya_v_marketinge_d50cd0e664.png

Hunting for a fresh & creative idea to boost customer engagement and increase sales?

Gamification: What is It and How to Use It in Marketing

How to Use Gamification in Marketing

<Img 
img="/uploads/BLOOOG_155d109a5c.png"
alt="Cross-Selling: Definition and Types"
/> 

Sometimes customers are ready to buy more than they plan. It is important to offer them complementary products that can be used with the main one at the right time. For this reason, companies introduce cross-selling, which increases profits by 30% on average. This happens without wasting time or budget, often automatically and almost always unobtrusively.

In this post, you will learn what cross-selling is, why companies need it, how it differs from upselling and downselling, as well as what types and techniques exist to increase the average order value.

## What is cross-selling

**Cross-selling** is the process of recommending supplementary items to customers when they have already chosen the original product they intended to purchase. For example, if customers add a smartphone to their carts, you can offer them a case for this model or a screen protector.

It is important to understand that cross-selling is not about forcing a product on a customer, but about a profitable deal. Additional products should not be random, but useful for using the main one.

<Gallery>
<GalleryItem
original="/uploads/Frame_16_9ff077b7d9.png"
thumbnail="/uploads/Frame_16_9ff077b7d9.png"
description="Cross-selling example"
/>
<GalleryItem
original="/uploads/fram1_94569edaa3.png"
thumbnail="/uploads/fram1_94569edaa3.png"
description="Cross-selling example"
/>
</Gallery>

Cross-selling is often confused with upselling and downselling. Let's find out the difference between these types of sales.

<Table>
| **Sales type** | **Description** | 
| ------ | ------ |
| Cross-selling | Offer customers products that complement the items they originally intended to purchase. | 
| Upselling | Offer customers a similar but more expensive product. Motivating a customer to buy another unit of a product is also upselling. | 
| Downselling | Offer the customer a similar but cheaper product (in case the budget is limited). | 
</Table>

<Gallery>
<GalleryItem
original="/uploads/Frame_17_b33aea5a13.png"
thumbnail="/uploads/Frame_17_b33aea5a13.png"
description="Upselling example"
/>
<GalleryItem
original="/uploads/upselling_2_bb4f632aa8.png"
thumbnail="/uploads/upselling_2_bb4f632aa8.png"
description="Upselling example"
/>
</Gallery>

**Here are the benefits of cross selling:**

- **An increase in the average order value** and, as a result, the company's income.
- **You don't need a budget to promote related products** because their offering is usually automated.
- **Less effort to sell.** The cost of supplementary products is much lower than that of the main product. A person who is already willing to pay for the purchase of a product is likely to spend a small amount for related categories. This technique is one of the [**classic sales secrets**](5-marketing-techniques-to-push-customers-to-buy). If the customer really needs the product, it is easy to sell it. For example, in an online store toy cars are sold without a battery, so customers have to buy them as well.
- **Increasing customer satisfaction.** It is more convenient for customers to immediately buy the bundle they need to fully use the product, even if they have to spend more money than they intended. Let's go back to the toy example. If you remind customers about batteries at the time of placing an order, they will be satisfied. They do not have to look for the right product elsewhere and waste their time. Therefore, the cross-sale is also a tool to increase loyalty.

## Types of cross-selling

<Table>
| **Product type** | **Description** | **Example** | 
| ------ | ------ | ------ |
| Necessary | Without these items it is impossible to use the main product. | The company stopped putting the charger in the iPhone package, so buyers have to buy it anyway. |
| Related | With these items, the use of the main product is easier or more convenient. | Phone case |
| Impulsive | Not the most necessary, but inexpensive and interesting items that are bought for nothing. | Designer phone stand | 
| «Might like it» | Items related to the purchase. | Smart watch of the same brand | 
| Seasonal | Related to the main product, but only needed at certain times of the year. | Touchscreen winter gloves | 
</Table>

## Cross-selling techniques

### What sales techniques are used for cross-selling

- **Offer supplementary products** when the customer has already added the main one to the cart or is about to check out.
- **Selling a bundle** that includes everything customers need to fully enjoy the original product. For example, this sales method is found in BackMarket. On the page with the MacBook, they immediately show a set of items that will come in handy.

<Gallery>
<GalleryItem
original="/uploads/cross_selling_bundle_1_bc6f548de8.png"
thumbnail="/uploads/cross_selling_bundle_1_bc6f548de8.png"
/>
<GalleryItem
original="/uploads/cross_selling_bundle_2_2_8f465daa89.png"
thumbnail="/uploads/cross_selling_bundle_2_2_8f465daa89.png"
/>
</Gallery>

- **Confidential sales to regular customers.** The brand offers new products to those who have been buying from them for a long time. Items are not always directly related to the main one, but the client will purchase them because of the trust in the brand.
- **Identification of additional purchase needs.** Usually at this stage there is a manager who asks questions to the customer. Another way to recommend products is to use data from previous purchases and customer activity on the site.
- **Recommendations by interest.** This is what online cinemas do. They show which movies the user might like. The algorithms select movies similar to the ones the user has already watched.
- **Bonuses for a certain order amount.** Customers are offered a discount, free shipping, or credit option only if they spend a certain amount of money. In this case, the buyer has to pick up a basket of add-ons. Although such a sales technique is manipulative, it is effective.
- **Social proof.** You can show products that other users buy with the one the customer has added to the cart.
- **Cross-selling through advertising and email campaigns.** [**Remarketing will catch up with customers**](what-is-retargeting) on other sites with banners after they complete the target action on your ecommerce site. Another way is to offer additional items via email after the first purchase. For example, [**Altcraft Platform**](/en) has scenarios and triggers for email cross-selling. After the purchase, the user will receive an email with products that match the main one.

You should not stop at one technique. Mix and try sales techniques.

<Note>
Important! Offer products that match with the main one and enhance the effect of its use. Don't sell too expensive products and don't offer too many options — sometimes the customer does not want to spend time choosing. Successful add-on purchases are quick and do not require extra actions so that the user does not have time to change his mind.
</Note>

## How to set up cross-selling

1. Study what the audience is already buying with your products. You can get insights by using the collected data or [**conducting a survey**](customer-satisfaction-survey-mistakes).
2. Make a cross-selling matrix. Compare products by compatibility and choose those that complement each other. Indicate in which case the goods are used together. It is convenient to make the matrix in the form of a table.

**Cross-selling matrix example**

<Img
img="/uploads/cross_selling_matrix_example_1a54a0cc4e.png"
alt="Matrix example"
/>

The size of the matrix depends on the assortment. Include in the table products that are essential to use the basic one, as well as impulsive, seasonal and “might like” products.

3. Determine if there will be discounts to encourage sales. If so, in what categories?
4. Decide when to offer additional products. At the moment when customers view the product they came for, or when they [**add the product to the cart**](how-to-reduce-cart-abandonment-rate)? Maybe after purchase or through remarketing? You can also recommend other products in the product description.
5. Think over the text for the offer of related products. For example, ‘people buy with this product’ (social proof) or ‘do not forget to buy’ if these are products that are useful for the effective use of the main one.
6. Set up supplementary product offers on your site or in the system you use to manage your online store.

## Conclusion

Cross-selling is a process of encouraging customers to purchase a product that is related to what's being bought already. This sales tactic is used to increase the average order value. The customer is offered the items that are needed for the functioning of the selected product. These are useful sales because customers only buy what they need.

It is important to choose the right moment for the presentation of supplementary products. The recommendation block can be shown when the customer has already chosen the main product or after the purchase. Also, sellers sometimes give a discount on a bundle or give bonuses (such as free shipping) starting from a certain order amount in the cart.

Get started with cross-selling by looking at your customers' purchase history. Then make a matrix of goods by compatibility, choose ways to offer specials. And finally, automate processes in the online store management system or on your website.

In this post, you will learn what cross selling is, how to use it to increase the average order value and how cross-selling differs from upselling and downselling.

cross-prodaji.png

For those who want to implement cross-selling and increase the average order value.

Cross-selling | Definition, Types, Benefits, Implementation

Cross-Selling: Definition and Types

<Img 
img="/uploads/marketing_s_ogranichennym_byudzhetom_6c4bd72c27.png"
alt="9 Budget Ways to Do Marketing"
/> 

Effective marketing campaigns are important for large corporations as well as for medium and very small companies. They are all interested in promoting their business, attracting new customers and increasing sales. The only difference is the amount of money a business can afford to spend on advertising.

In this post, we will talk about how to properly position yourself in the market if you are limited by a small budget.

## 1. Use guerrilla marketing

This is a creative and low-budget way, which is based on strong emotions of potential consumers. Your task is to come up with such a marketing move that is sure to memorize and surprise customers. This way they will show interest in the brand, and they will want to personally try your products. At the same time customers will tell all their friends and acquaintances.

<Img
img="/uploads/Mister_proper_ddbe35bc6f.jpg"
alt="Guerrilla marketing"
/>

You need to [**study the target audience**](creating-a-customer-profile), determine the location of a large number of potential customers and come up with a good idea. Only then will guerrilla marketing bring tangible results.

The more unusual the idea and the placement, the more people will turn their attention to it. As with a crosswalk, hundreds of people pass through it every day, and many of them will want to post a custom zebra crossing on social media.

## 2. Use social media

Modern users spend a lot of time on their phones. People are always in touch on [**messengers**](messenger-marketing) and social networks. Learn what social networks your audience prefers. If you don't have a Twitter or LinkedIn account yet, it's time to get one. In some channels, you need to take an active position in promoting your products and services. While in others you need to interact with buyers through a question and answer.

Post useful materials: posts, videos, quotes, and etc. How-to videos, tutorials, and interviews work well to engage potential customers. Hashtags designate places and headings, large buyers and partners. This way you will increase your audience reach.

## 3. Hire a PR-manager

If you don't have a PR-manager in your company, fix it right away. The main task of a PR manager is to maintain a high reputation of the brand, including through the history of the brand. This specialist gives the company publicity, increases its recognition. Due to this, trust in the brand and product among customers grows. Trusting relationships with customers is a very important factor in successful sales.

In a PR strategy, specialists focus on those problems that can be solved through a promoted product. For the best result, [**involve bloggers or influencers**](what-is-influencer-marketing-how-to-build-strategy) in cooperation. Such partnerships can be expensive, low-cost, or free (for example, through barter). It depends on the size and goals of the company.

Segment the audience, find communication channels for each segment and gradually warm up the leads to the desired level. This is where a good PR-manager comes in handy.

## 4. Improve your content marketing

The right content strategy moves the business forward. Content is the first thing a user gets to know when they come into contact with a brand. It matters how you present information. Content marketing is at the core of good communication.

First of all, check your official website: how SEO works on it, especially on the [**blog page**](https://altcraft.com/blog). The ranking of the domain in search engines will depend on this. Try offering different content to your customers and see what works best. In most cases, storytelling is a good way to attract an audience.

Also, make sure that your resources provide answers to frequently asked questions. Let customers know that you are aware of their needs and ready to offer them a solution. Use an interactive blog, do not hide data, visualize boring numbers through infographics.

<Img
img="/uploads/marketing_podcasts_5c40ce4d9a.png"
alt="Marketing podcasts"
src="Marketing podcasts"
/>

[**Publish podcasts**](https://altcraft.com/blog/podcast-marketing) — users like them a lot. Pay attention to the **guest post**. This is an option for sharing valuable articles with a link to your company website on other resources. Backlinks increase traffic to your site. The method indirectly affects the reputation of the brand. The more often your company name is shown on the Internet, the better your brand looks.

## 5. Run giveaways

Draws and contests attract the attention of a large number of people. Existing customers increase their loyalty to the brand, and potential buyers start to get interested. The prize doesn't have to be expensive. Any useful device will do. The main thing is that the conditions for participation in the competition should be as simple as possible. For example, mention friends under the post; like a post; share the post on your page; tag the brand. At the end of the competition, be sure to award the winner.

For [**honest reviews**](how-to-use-customer-feedback-to-increase-sales), offer the client a discount or give a free gift. To increase brand awareness, use merchandise with your logo (mugs, pens, notepads, t-shirts).

<Gallery>
<GalleryItem
original="/uploads/Hudi_d1a65afb7d.jpg"
thumbnail="/uploads/Hudi_d1a65afb7d.jpg"
description="Merchandise by Altcraft"
/>
<GalleryItem
original="/uploads/Ryukzak_2938adc512.jpg"
thumbnail="/uploads/Ryukzak_2938adc512.jpg"
description="Merchandise by Altcraft"
/>
</Gallery>

## 6. Create partnerships

Look for allies in the market. [**Partnerships**](https://altcraft.com/partners) work best with brands that make products that complement yours. Collaborating with competitors will not bring benefits, but the right allies will strengthen your business and their own positions. Place a partner's ad on your site, and in return ask them to publish your material and get additional traffic. Expand the production chain, make friends with suppliers and consumer firms. The smaller the firm, the more useful it is to collaborate with similar businesses. But even the largest companies should maintain a reputation and fame.

## 7. Get to know GMB

Google My Business is a free service where you can advertise yourself so that potential customers can see you. The GMB account is easy to create. It is enough to provide contact information, address and work schedule. Small businesses receive free promotion through Google services and Google Maps using this tool. But you should always keep your company information up to date.

## 8. Don't forget email marketing

An old but still effective way to communicate with customers. It is used both to keep existing customers engaged and to [**attract new ones**](what-is-a-lead-magnet). Try to make your email newsletters as useful as possible. Tell them about new products, discounts, promotions and hot offers. From time to time develop educational materials (product guides, useful article recommendations and life hacks).

<Img
img="/uploads/image_2023_01_11_14_49_49_f580241e5c.png"
alt="Рассылка от известного магазина"
src="An example of a newsletter from Casper"
/>

## 9. Develop referral programs

Imagine how your popularity will increase if at least a third of your existing customers introduce your product to their friends. [**Referral programs**](affiliate-marketing-for-beginners) provide rewards to clients for attracting new users. With the help of them, the sales market expands and the brand is popularized. We can say that this method is based on the principle of word of mouth.

## Resume

We have described nine great ways to do low budget marketing. Expensive doesn't always mean good. Get creative, use the ideas described here to surprise your customers.

Find out how to promote your business, increase brand awareness and attract new customers with a limited budget.

marketing-s-ogranichennym-byudzhetom.png

For those who want to promote their business, but are limited by a small budget.

How to Market and Promote Your Business on a Small Budget

9 Budget-Friendly Ways to Market Your Business

<Img
img="/uploads/NFT_4dbbc2853c.png"
alt="NFT: What is It and Why is It So Popular"
/>

Today, there's a lot of buzz going around NFT. It's the [**word of 2021**](https://blog.collinsdictionary.com/language-lovers/get-your-crypto-at-the-ready-nfts-are-big-in-2021/) according to Collins dictionary. And the popularity of the technology will continue to grow. The NFT market size reached $25 billion in 2021. According to forecasts, this number will reach $35 billion in 2022 and will increase to $80 billion by 2025. 
 
NFT allows one to sell and buy digital objects for cryptocurrency. Digital property prices reach thousands and millions of dollars. The core [**target audience**](creating-a-customer-profile) of NFTs are gamers, collectors and advanced investors. They tend to invest in NFTs rather than in stocks. The value of digital objects is growing, and NFT may soon replace documents in the real world. 
 
In this piece you will learn what NFTs are, how they work, what they are for, where to create, sell and buy a digital work of art or a digital object.

## What is NFT
 
**NFT (a non-fungible token)** is a technology that represents an entitlement its owner has to a digital object and confirms the uniqueness of a digital property. The concept came from the world of cryptocurrencies. Each NFT exists on a blockchain: a technology that records data in digital blocks in a certain order. Information on a blockchain can't be deleted or changed. Blocks are stored on multiple servers all over the world. It's almost impossible to hack a digital object on a blockchain. 
 
A **token** is a blockchain element or a digital record that can be compared to securities and stocks in the real world. There are fungible, partially-fungible and non-fungible tokens (NFTs). 
 
Let's look at examples.
 
### Fungible token

If you borrow the US one-hundred-dollar bill from someone, and then recover your debt with another one of the same value, there will be no difference for the person from whom you borrowed. Although the bills are different (i.e. each one has a unique number), they are of equal value and can replace each other. Cryptocurrency works the same way in the digital world. Any bitcoin is equal to the same one because each has a fungible token. 
 
### Partially-fungible token

A train ticket you buy is not unique because other passengers have the same tickets that can be exchanged. However, each passenger has a seat number specified in their ticket. It distinguishes one ticket from another. In the digital world, this ticket would combine the characteristics of a fungible token (the passengers of this train can exchange their tickets with each other and still get to their destination) and a non-fungible one because each ticket has a unique seat number. Therefore, a train ticket with a seat number can be viewed as a partially-fungible token. 
 
### Non-fungible token (NFT)

If you buy a painting that is sold in a single copy, you can't replace it with a reproduction because it has its own characteristics. When a unique object exists only in the digital world, it is assigned a non-fungible token (NFT). 

*An example of an NFT that is adored by many people around the world is a game called [**CryptoKitties**](https://www.cryptokitties.co/). There people buy digital pets with unique tokens. People breed NFT crypto cats and get new kittens. The blockchain code here functions as a genetic one: all new cats will be unique.*

<Img
img="/uploads/Crypto_Kitties_33c6faf574.jpg"
alt="CryptoKitties"
/>

## How the NFT Technology Appeared

The technology appeared in 2017 on the basis of the Ethereum cryptocurrency smart contracts. Smart contracts are agreement codes between a buyer and a seller and a way of using an object. In the digital world, a token performs the function of a signature. 
 
Initially, the NFT technology supported blockchain art: it protected the copyright of unique content. It is difficult to find out who the real author is in the digital world. For example, a JPG image of a cat doesn't differ from its copy. When you copy an image, it loses its uniqueness and the author remains unknown unless users don't specify their name under each post. If an image has an NFT, the copying history is saved and each user knows its author and owner. 
 
The first transition of a real work of art into the digital world became a performance. Injective Protocol bought Banksy's stencil «Morons (White)» created in 2007 for 95 thousand dollars. The work was burned, and only the virtual version in the form of an NFT was left.

<Img
img="/uploads/Morons_a3a09f84f4.jpg"
alt="Morons"
/>

Now, not only paintings, but also author's images, GIFs, music, photos and videos, game items can have an NFT. Even real-world objects can have it: cars, real estate. Perhaps in the future there will be no need for paper documents because NFTs will replace even passports. 

## How to Create, Sell and Buy NFTs

### How to Buy an NFT
 
First, you need to choose a platform. NFT platforms trade digital objects in cryptocurrency, sometimes in dollars. Examples of platforms: Juggerworld, Treasureland, Blockparty, Nfty Gateway, Rarible, OpenSea, NFT STARS, NFT-X and others. 
 
A buyer receives a digital certificate with unique blockchain data and stores an object on any device: smartphone, computer, flash drive. The object itself remains in IPFS (Inter-Planetary File System). Other users will be able to download and view the object, but only one user will have the private key (certificate). The owner has the right to issue public keys to users when copying to confirm the authenticity of the object.

### How to Create an NFT and Sell It 
 
You can use one platform for creation and sale. The user needs a crypto wallet to pay the platform commission (sometimes there's no commission) and the object itself. The owner uploads the content to the platform and sets the price.
 
NFT is created in one of the blockchain formats: ERC-721, ERC-1155, ERC-998, EIP-2309 and others that NFT platforms have. 
 
**An NFT author has the right:**

- To limit the number of copies. 
- To receive royalties from each sale (sometimes this process is automated). 
- Not to prove copyright, which is registered in the blockchain. 

## What are NFTs for

### Authors can earn money from their content

Usually authors promote the platforms with their content. In return, they get advertising and virality, but not money directly. With NFT, the author will receive royalties when someone uses their content. 
 
### Copyright protection

Before NFTs, it was necessary to specify the author's name on their creations. The method worked poorly, the author's name was often lost. The creator of the object, the current owner and the resale history are recorded in the blockchain.
 
### Replacement of digital documents and tickets

With NFTs, ownership of real estate or a car is confirmed with a token instead of a paper document. The technology is also used to sell tickets to events. The difference between ordinary e-tickets and documents and NFTs is in the degree of protection: NFTs can't be forged and stolen.
 
### Content interactivity

NFTs make media content interactive allowing the user to take part in its creation. 
 
Example. Creators of comedy series The Gimmicks distributed free tokens that users use to [**vote for plot development options**](https://www.sammobile.com/news/samsung-tv-buy-sell-hold-nfts/). Also, users receive a unique NFT character from the series and even become assistants in the production team. 
 
### Investment

Buying digital objects is a profitable investment. NFTs are getting more expensive, digital objects are being resold for impressive amounts of money, but still it's impossible to say for sure the price of which NFT will skyrocket in the future. Not all NFTs are valuable: it depends on the author and characteristics. For example, [**Elon Musk put up for sale his tweet**](https://www.cnbc.com/2021/03/16/elon-musk-is-offering-to-sell-his-tweet-as-an-nft.html) in the form of an NFT. The price of the item at auction exceeded one million dollars.

<Img
img="/uploads/tvit_ilona_maska_4917169831.jpg"
alt="Elon Musk put up for sale his tweet"
/>

## Examples of NFTs 

Some NFTs become famous all over the world, not just among collectors. Such objects are sold at famous auctions Christie's and Sotheby's. Sometimes NFT art seems primitive, but even simple images can cost millions of dollars. Below you will see a few examples of digital objects that cost like millionaires' yachts.

### CryptoPunks

This is an example of a very simple but expensive NFT. Only rich collectors can afford these [**unique pixel avatars**](https://www.larvalabs.com/cryptopunks).

<Img
img="/uploads/Crypto_Punks_55a6ec26df.jpg"
alt="CryptoPunks"
/>

A collection of nine rare CryptoPunks images was sold for almost [**$17 million**](https://www.christies.com/lot/lot-6316969) at Christie's.

<Img
img="/uploads/Crypto_Punks2_a3ab63d3f4.jpg"
alt="CryptoPunks"
/>

### The First 5000 Days

Artist Beeple published a new work every day for 13 years and then combined all the images into a collage of 50000 thousand elements and sold as NFT at Christie's. The image is called The First 5000 Days because the author decided to create a new picture every day for the rest of his life. The collage with the first days costs $69 million.

<Img
img="/uploads/pervye_pyat_tysyach_dnej_3eec316268.jpg"
alt="The First 5000 Days"
/>

### World Wide Web source code

English scientist Tim Berners-Lee created a token for the [**source code of the Internet**](https://www.sothebys.com/en/buy/auction/2021/this-changed-everything-source-code-for-www-x-tim-berners-lee-an-nft/source-code-for-the-www), which he invented in 1989. The cost of this NFT at Sotheby's is $5.4 million.

<Img
img="/uploads/iskhodnyj_kod_interneta_aac87ed64d.jpg"
alt="World Wide Web source code"
/>

### Campbell's Soup Can
 
Andy Warhol's famous painting of Campbell's soup cans also turned into an NFT. The work called «Untitled (Campbell's Soup Can)» was sold at Christie's for $1.1 million.

<Img
img="/uploads/banka_supa_campbell_s_73d98ef1bc.png"
alt="Campbell's Soup Can"
/>

### Transition by Pokras Lampas

Calligrapher Pokras Lampas digitized and sold for [**$29,000**](https://foundation.app/@pokraslampas/foundation/5441) an NFT photo depicting a projection of his work at the Chirkeyskaya hydropower plant.

<Img
img="/uploads/Transition_pokrasa_lampasa_e67041ca23.jpg"
alt="Transition by Pokras Lampas"
/>

### Nyan Cat

Creator of Nyan Cat meme Chris Torres made a token out of the [**Internet-famous cat**](https://foundation.app/@NyanCat/foundation/219) and sold it for more than $560 thousand dollars.

<Img
img="/uploads/Nyan_Cat_afdc9a304c.jpg"
alt="Nyan Cat"
/>

## Conclusion

NFT (a non-fungible token) is a blockchain-based technology that confirms the uniqueness of a digital object, protects copyright and keeps the history of changes and resales. 
 
It's impossible to support NFT, but it's easy to create one. A digital object is uploaded to one of the NFT platforms and the price is indicated in cryptocurrency (sometimes in dollars). With the technology, people sell works of art, images, music, GIFs and even game items. NFTs even replace paper documents when buying real estate or a car. 
 
This technology allows content creators to receive royalties. NFTs are also an alternative to conventional investment. Digital objects are growing in price and are often sold at auctions for thousands and millions of dollars.

In this piece, we will tell you what NFTs are, how they work and what they are for, where to create, sell or buy a digital work of art or a digital object.

NFT.png

NFT allows one to sell and buy digital objects for cryptocurrency. It may soon replace documents in the real world. 

NFT: What It Is, How It Appeared, What It Is For

NFT: What is It and Why is It So Popular

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

Interesting and useful articles about marketing, our product and online communications

Don't forget to subscribe to our Blog