Why You Should Use Infographics to Communicate Visually

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By Vincent Derama, Design Specialist 

For a business, it is important to send the right message to your audience, but it is equally important that the audience can understand your message. After all, not everyone is an expert. Today, any individual can access the Internet and find very specific answers to very specific questions, but if their questions involve you or your message, how do you know that they’ll remember that information?

Information graphs or “infographs” are visual tools that communicate information simply and aesthetically. They take profuse and in-depth knowledge and present it clearly and concisely through visual representation. Infographs typically contain statistical information about a specific topic or field of work, but have also been adapted to communicate themes and ideas as well.

The value of infographics as a communication tool can be attributed to the way our brain processes information. For instance, right now you’re reading this article, line by line, taking in everything in the chronological order it was written. Because we read in a linear pattern, our brain cannot process information faster than we can supply it. The brain can process visual information up to 60,000 times faster than text, however. When you look at a picture of, let’s say a beach, every element of the photo is interpreted simultaneously, so you know the image is of a beach. Even when viewed separately, say separate images of palm trees, sand, or waves, you can infer that a beach is connected to these themes. However, after just describing a beach to you, you had to process that information linearly (e.g. palm trees -> sand -> waves = probably a beach).

Infographics are a valuable communication tool. When communicating with your audience, as a business or otherwise, an infograph brings a level of professionalism and expertise in a given topic through your ability to clearly convey complex data or information. Additionally, people want more visual content. In fact, there has been an 800 percent increase in “infographic” searches on Google throughout the past two years. The viral potential for visual content is at its highest. Who knows, maybe your next infographic could be your breakout in Internet immortality.

The Myth of the Marketing ‘No-Brainer’

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By Julie Wright, President

Over the past 20 years, I’ve often heard people ask for the ‘no-brainer’ marketing idea. Two weeks ago, it was an entrepreneur with a national retail product looking for a PR ‘slam dunk.’ And two days ago it was the nonprofit executive overseeing a multi-million dollar fundraising campaign who scoffed at the notion that marketing dollars should be budgeted for her organization’s social media program.

This thinking is a dangerous delusion: There are no marketing no-brainers, slam dunks or results without a commitment of time, resources and, yes, budget.

How can I be so sure? It’s pretty obvious to me: If it were that easy, we’d all be millionaires and every nonprofit would be well-funded.

It takes a lot of hard work and money to understand your target market’s needs, reach them with your messages and keep those messages top of mind so that they think of you when they are ready to buy or donate.

Social media may have low barriers to entry but that doesn’t mean that making it work is free. Far from it. Like press coverage, engaging your target audience via social media means you need to earn their attention—earn, as in “to receive as return for effort and especially work done or services rendered.”

Entrepreneurs underestimate the investment required in time, attention and dollars to earn both their market’s attention and its business. This myth may be a big reason that roughly half of all businesses fail within five years.

Nonprofits need to keep their cause “top of heart” with donors all year round through storytelling and sharing. Imagine how donors will feel when reading a yearend appeal letter when they know how hard an organization has been working all year round. Their heart is already open to the appeal.

Return on investment from marketing activities requires strategies, systems and the people in place to see them through. The first step to marketing success is letting go of the idea that there’s a slam dunk, no-brainer or result to be earned without any investment.

(W)right On’s Julie Wright to Discuss Social Media at Local Business Summit

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Julie Wright, president and founder of (W)right On Communications, will speak about social media at the Economic Development Corporation of Southwest California’s 4th Annual Business Summit on May 9 in Temecula.

Wright, who is one of three scheduled speakers, will discuss how entrepreneurs can best use social media platforms to promote their businesses.

“So many businesses are already using social media, so I will share tips that will help them take their program to the next level to truly engage their customers and stakeholders while seeing a return on the investment,” Wright said.

In addition to social media, business professionals will learn about trends in cloud computing and employee recruitment. The event will also give attendees an opportunity to talk to vendors and network with other professionals.

The 4th Annual Business Summit will be held from 7:30 a.m. to noon on Wednesday, May 9 at Temecula Civic Center, located at 41000 Main St. Join us to hear Wright’s presentation, and be sure to stop by (W)right On’s table!

Registration is $20 and ends on May 8. To register, visit edcsummit4.eventbrite.com.

Marketing with a Mission

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By Rebecca Chappell, Account Executive

Last week I attended the 14th Annual Cause Conference, the West Coast’s largest cause partnership event featuring experts in cause marketing, nonprofit resource development, community relations, new media technology and corporate social responsibility.

The term ‘cause marketing’ refers to a type of marketing involving the cooperative efforts of a for-profit business and a nonprofit organization. In the equation, the business benefits by fulfilling its Corporate Social Responsibility (CSR) while the nonprofit benefits from direct financial support and increased visibility for its cause.

Consider the annual ‘Save Lids to Save Lives’ program initiated by Yoplait and Susan G. Komen for the Cure. Launched 13 years ago, the partnership has since raised $30 million for breast cancer outreach programs across the country. Overlooking Komen’s recent troubles in the press, what has contributed to the longstanding success of the Save Lids campaign? A white paper recently published by Incite, a company that presented at the Cause Conference, examines Six Pillars of Effective Cause Marketing:

1. The Cause Must Align With Your Brand

For your cause marketing campaign to be successful, you must ensure the mission of the cause or your nonprofit partner properly aligns with your brand’s mission. Komen champions women’s breast health, Yoplait supports a healthy lifestyle. Voila!

2. Find Your Voice

Ensure your cause marketing efforts reflect the tone and voice of your overall brand and that messages are shared with your consumers in a way they like to receive information. Be careful to avoid cognitive dissonance.

3. Be Transparent and Authentic

Tell your consumers exactly how your cause marketing partnership works. How much money will the nonprofit receive? How will the sponsor donate? How can the consumer act?

4. Be Relevant and Intentional

Connect emotionally with your consumers and consistently engage them. This might include featuring the stories of individuals who benefit from your campaign on your website or social media channels.

5. Reach People Where They Are

Understand when and where your target audience will be most receptive to receive your cause marketing message. For example, is your demographic likely to attend sports events, reside in a senior living facility or eat healthy foods such as yogurt? Take your message to your audience.

6. Measure Success with Strong Calls to Action

Before your cause marketing campaign launches, define what success will look like. Use a hard number versus a goal like ‘to drive awareness.’ Do you want 10,000 new donors? 2,000 new email subscribers? And don’t forget to report the success of your campaign to educate and ‘close the cause marketing loop’ for your consumers.

(W)right On’s nonprofit clients will agree: doing good business is just good business. If you’re a business owner looking for a cause to represent, just look to your own values and follow your heart!