Ryan Blythe

Creative Marketing, the Millennial Way

BY RYAN BLYTHE

I interviewed Octavia Gilmore, founder and chief creative officer of Creative Juice. At 23, she launched her marketing firm and represents some of the most prominent companies in North Georgia, including Chick-fil-A, the Home Depot, MARTA, Equifax and Habitat for Humanity. A champion for entrepreneurship, Gilmore is dedicated to sharing the knowledge it takes to quit your day job and become your own boss.

What steps should business owners take to maximize their marketing efforts?

I think owners and executives need to pay attention to the effects of the pandemic, which has forced us to look at technology and the importance of human connection. While working virtually, we were able to see how we can leverage technology to be more efficient at our jobs. There are multiple channels in which your target audience is receiving content from organizations. So, you must develop a strategy and execute it in a way that sets your organization apart. Specifically, try utilizing the idea that consumers are constantly being fed various concepts from different media. People have transformed how and where they are working. With being comfortable in mind, decision-making has completely transformed over the past year and a half.

How is marketing different from branding?

Simply put, branding is the foundation of your organization. It defines who you are and what your organization stands for, which sets the standard for the experience your customer will have when working with you. Branding is a part of visual identity. It includes all your fonts, colors, logos and graphics, which are meant to trigger brand association with your company.

Marketing, however, takes your brand and extends it into different channels. It is an external process of explaining the features and benefits of your services or products to your audience. Think of marketing as getting the word out. Branding is more internal; it is what you do to help people inform their opinions and thoughts about your company.

How important is choosing the right colors?

Having an established color palette for your branding and marketing materials is extremely important. There is a reason why, when someone sees red, they instantly think of Target. Or, if they see brown and yellow, they instantly think of UPS. You want the colors of your brand to be recognizable and easily distinguishable for your audience, so they can differentiate you from your competitors. Also, pay attention to color theory and the psychology behind it. For example, people perceive red as a color that makes them hungry, which is why a lot of fast-food restaurants use the color red.

A graphic design graduate of the Savannah College of Art and Design, Octavia Gilmore launched her multiple six-figure marketing firm at age 23, despite not having a business degree.

What advice would you give to a new business owner with a limited budget?

It is imperative to have a strategy and focus on what is giving you the best return on investment; avoid a strategy that involves trying to keep up with things other companies do. For example, every business should be on social media. But, you must be deliberate about what platforms you are on and what you are saying on these platforms. Ask yourself, how will people receive us on these platforms? Everything you do needs to be strategic. The goal is to prioritize what is going to give you the best bang for your buck.

Ryan Blythe is the founder of Georgia Trade School, which for the sixth consecutive year, was named one of the Cobb Chamber Top 25 Small Businesses of the Year.