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Above Creativity

Sharpies have been around for many years. When you think of sharpies you think of creativity, We’ll, at least I do. Sharpies are colorful permanent marker, pens, and highlighters.The company had a down fall back in the 1930-1964 during the great depression and that;s when the founder changed their name from Sanford to Sanford Ink Company which started producing Sharpies. The first celebrities to endorse the product were the talk hosts of NBC Johnny Carson and Jack Parr and in the 90s celebrities throughout the US only used sharpies when it came to autographs. Sharpie changed the permeant ink revolution.

Sharpie has three main social media platforms: FaceBook, Twitter, Tumblr,  and Instagram.

Facebook: Their Facebook page has over 3.5 million likes and followers. Their content is based on the month and what is trending. For the month of October they had several Halloween spectacular videos. The company is also known for sharpie challenges. About every other month Sharpie comes up with a new challenge and post it on their Facebook page since it is, the one with the most views and have it has more followers it is the perfect one to post the challenge. Of course, there is a prize attached to it and it varies through out challenge. Viewers and followers like their challenges because they feel a sense of connection with the company since they get featured on their social media. When it comes to connecting with their consumers, Sharpies do one heck of a good job. They are constantly asking for feedback and reviews and in return you might be surprised with a new Sharpie.

Twitter: Their twitter feature several of their fan work. Followers get inspired by other followers since Sharpie is only the marker producer and the final product is done by their consumer. In other words twitter is the right page to produce your original work and who knows you might get featured on their Twitter or you might get a retweet. On their twitter account they have been very interactive with their audience. In their Twitter account they also display how every lasting their product is and its resilience. As a consumer’s point of view I think that if you see how well the product really is, it makes the product a lot more approachable a desirable. Lately, they have been responding to consumers if they have any questions about their product. This is something not many companies do. Most of the time if you have an issue or complain you would contact customer service. But hey, not with Sharpie, you just tweet them out and they will respond to you in regards of your comment or concern. Pretty sweet!

Tumblr: When you visit Sharpies Tumblr page it sure is colorful and poppin. Bright and bright colors is all you see. It’s actually quite nice and enjoyable. Maybe not the average person might like it, but for artistic purposes it is well formated. A lot of creativity in one page that they can spare on to their Instagram.

Instagram: This social media platform can use some help since it is the one most millennials are utilizing now a days. They do have a good count of followers but not as much content. They can produce more original content on the platform to gain new users and followers. Yes, they have a lot of original work, just not feeling the platform as much as I liked their Facebook. Some suggestions can be having Instagram giveaways, challenges, and videos of fans doing their artwork.

Sharpies have now sponsored major events like Nascar and they have worked closely with some celebrities. Maybe it’s time they work on a Youtube channel to expand their creativity. Many people might not know that Sharpie teams up with well known school and office supply brands to give back to their communities. Sharpie has collaborated with Josten’s $10,000 scholarship for several years now to award creative student and Starbucks to redesign their coffee cups. The Starbucks collaboration was phenomenon because it gained attention to those who dislike art. 

Majority of Sharpie’s content is based on what fans produce and their work. It is amazing to see that the sharpie can produce a great product and fans expand their creativity. The brand is all about standing out being original.

"The Permanent Marker born for unique, unruly, courageous, outrageous self-expression that never, ever fades from glory. We are THE BOLD ORIGINAL, genuine article, and cultural icon of Permanent Markers.” Sharpie Brand

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#Socialmedia 

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#socialmedia #infographics

5 Quick Tips For Designing Better Infographics!

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75 years young

A company that has been around for about 75 years and is also the #1 chocolate brand in the world. How do they do it, you may ask? Well Mars, a family owned business are the creators of M&Ms. M&M Candies are more than just candies. When you think of M&M candies you also think of the M&M characters. No they are not human, but they act as if they were. Despite the fact that M&Ms alone are Americans favorite chocolate candy, but M&Ms are all around the world. Having characters as your main marketing strategy is challenging, simply because it is not easy finding characters that all consumers might like. However M&Ms did a great job with choosing six different colored characters. Each character represents one of their chocolate pieces and consumers emotions.

As the years go by M&M does a great job with advertising. There content and theme changes every year to the consumers current trend and likes. M&M’s audience is extremely broad, somehow they find a way to market to everyone. One of their chocolate character the “Ms. Green” M&M was featured in the Sport Illustrator magazine. It wasn’t an Ad, she was one of the featured models. Weirdly as that sounds, that was a major role for that sophisticated character and for the Mars chocolate company. 

 M&Ms are doing more than just selling Your favorite chocolates. They also care about the consumers well being and the air they breath. “We want to make them in a way that is sustainable and treats the planet better. Guess that’s what makes us such big fans of renewable wind energy”. Yes, you heard that right. In 2014, Mars, the family business which makes M&Ms, became the first U.S member of RE100, a global collaboration between influential businesses committed to using 100% renewable electricity, as well promoting it. (Mars 2017). M&M started creating energy fans. The company wants to reduce air pollution or carbon emissions and want to take action with climate change. The company went green and has continued to produce wind energy. By 2040 their goal is to increase their renewable energy usage by eliminating greenhouses gasses. So far, M&M has established energy fans in Lamesa, Texas, Moy, Scotland, UK, and Mexico in the near future. Hopefully Mars, inspires major companies to start doing the same and all unite to end air pollution.

M&M connects with their consumers by “living in the moment”. All the content they produce some how is relate able  to their everyday consumers. The company is all about bring happiness and positive thoughts to the consumers. They also do a great job by storytelling. Most major things they produce have a story behind it. Consumers love storytelling! Having a story behind every product, connects with the producer and the consumers. Consumers feel some type of belonging and that’s exactly what M&M wants.“At Mars we take our responsibility for marketing our brands appropriately very seriously”. Yes, they sure do take their Marketing strategy seriously. So serious that you can personalized your own M&M. 

Did you know that M&M was one of the first brands to appear on TV and have characters as spokespeople. M&M did it right from the beginning. The brand is also on top of their social media platforms. Back in 2008, M&M was one of the first chocolate companies, to be active on social media along with Snickers, Mars Chocolate is doing it right. The company is constantly active on their accounts and have exclusive goodies for their loyal fans. They’ve also worked with several big brands, theme parks, celebrities, and companies. M&M overall is well recognized and loved. “We are constantly alert to what’s going on in the world and make sure we’re part of pop culture. We want to make sure the brand remains cool for our consumers”. –Mars Company. 

If you ever happen to be in “Sin City” or in other words “Las Vegas”, check out M&M world. A store dedicated only for M&M fans. What other chocolate brand has their own store? Seriously, I can’t seem to think of any but M&Ms. 

M&M continues the authenticity with the original characters. Like mentions earlier in the blog, each character represents a color as well as an emotion. Characters have connections with their consumers. The characters are well recognized that fans around the world have been demanding their own Hollywood movie? I mean come one, what other chocolate brand has such enthusiastic fans? Would you be able to watch a chocolate M&M character movie? I would!

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Halloween Spectaculars

The month of October is full of surprises, screams, spooktacular events, Octoberfest, and much more. Seems to me to be one of the busiest holiday besides thanksgiving and Christmas. Companies like busy months and holidays because there is lot of Marketing that needs to be done and they release a lot of content that gets geared towards consumers. While most consumers are in the October holiday spirit marketers are loving it and so are we. Marketers take advantage and find creative ways to get gasp their consumer’s attention and let me tell you they are doing one heck of a good job. Companies like Universal Studies, Disneyland, Knott’s Berry Farm and Queen Mary focus their theme parks and attractions on Halloween. Many people look forward to the month of October because of all the spookiness that get promoted towards the end of the summer.

My all-time favorite is Universal Studios Hollywood. They also have a theme park in Orlando, Florida that is twice as big compared to the one in Hollywood, California and another in Singapore and Japan. Universal Studios has a special Halloween theme event that runs all of October but because of high demand it now starts late September and ends Early November. Their event is called Halloween Horror Nights “HHN”. The event is gear up their social media toward the fall season. October seems to be their best month for HHN because of all the scariness going around. They are constantly active on all their social media platforms and consumers seek to enjoy it. On their social media platforms, they are very interactive and connect with their followers. Several followers have been featured on their sites and have gotten exclusive gifts. Their target population is millennials but all ages seemed to enjoy the events. HHN does have ad commercials, and billboards here and there. But most of their marketing is done by word of mouth. Their fans and followers are their real marketers. People who tend to attend their events have such a great experience that they recommend their attractions to their friends and post it all over social media. It has become one of the most visited attraction in California. People travel far distances just to come and experience the horror of Hollywood. Their own fans have made the event trend all over social media and now people can view their videos worldwide.  

As for Universal Studios Halloween Horror Nights, they advertise their best and most haunting movie thriller mazes. Big Hollywood screen movies like, The Shinning, Halloween, The Purge, The Exorcist, and much more. Advertising big Hollywood names attracts lots of movie and horror fanatic. Their audience varies throughout the years. Another great bonus for their event is that it is now trending as must do for October that celebrity endorsement. Famous Hollywood figures have attended their event and fans are just waiting to meet their idols. Many celebrities let their fans know about their appearance at the event and more people attend the event, hoping they get to see celebrities. Kendrick Lamar posing with a scary man. 

 Every year they add and take away attractions and same goes to their revenue. Their revenue seems to go up around the same time they have the Halloween Horror Night event and goes down after the holidays. Meaning, having this Halloween special event is a major asset for the company. This event has been going on as long as I can remember, so give or take about 10 or more years. Universal Studios alone bring goes revenue to the company they are owned by which is Comcast. Competitors like Disneyland Six Flags and Knott’s Berry Farm bring lots of more revenue because those theme parks are twice as big. Even though Universal Studios suffered at first with HHN event they have successfully made it. Now it is one of the most visited events of Southern California.

However, they do need to seem to be active yearlong because one of their weaknesses is that when the HHN event is over they seem to lose a lot of their followers. Yes, they do have some super fans that keep loyal to the company but majority of their regular followers only follow the company around the Halloween season. What can be recommended for them is to have constant content throughout the year of behind the scenes work on their HHN event or special events to have their followers stay connected. Or have polls and surveys for their website and see what their consumers really want from them. Remember communication and connection is key with your consumers because you are providing for them.  

Overall, they can use minor changes but they are doing a great job.

Do you dear attend? What are your fears?

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10 easy steps that will help you improve your social media marketing. 

Want to improve your social media marketing? Practice these rules.

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#hashtag #feelingold #marketing

What’s your favorite hashtag? #BeSocial

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Well Hello There…

Have you ever wonder what makes a brand unique and interesting? Most of the time, the most successful brands are the ones people can really relate too. Whether it being because it is well designed or just because it is a simple trend. 

Well after several hours of intensive research and reading different articles. I realized that local business and start up companies don’t always have the best content but what they do have is a unique personality that consumers seem to enjoy. Today we will be touching on brand personalities and a small portion on content marketing.

Examples: Nike’s has a unique way to target beyond athletes. Yes, they are an athletic brand for most sports but lately with the constant trend change anyone and everyone has been purchasing their product. The reason why is because Nike is empowering their consumers through their storytelling. Storytelling plays a big role in content marketing. Their slogan also happens to be extremely catchy “Just do it”. Overall Nike has done a great job with their content and connecting with their consumers.

So let us start. What is a brand and what makes a brand unique? A brand is a type of product manufactured by a particular company under a particular name. Meaning a brand is not human but it keeps the company alive because the brand is the face of the company. The brand becomes its own identity. In order for your brand to get well known you need to have system of volumes. A business main focus should not only be good content marketing that they post and offer; what they need is to bring a sense of uniqueness.

When creating a brand get a lifelike idea of your brands personality. You can start by identifying yourself. Your company must have the following in order to have a constant flow.

mission statement a formal summary of the aims and values of a company, organization, or individual.

core values are the fundamental beliefs of a person or organization. These guiding principles dictate behavior and can help people understand the difference between right and wrong. Core values also help companies to determine if they are on the right path and fulfilling their goals by creating an unwavering guide.

prefer tone of voice communicates how an organization feels about its message. The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm. ... Tone is more than just the words we choose. It's the way in which we communicate our personality.

Many companies struggle with the creation of content because they are too focused on the technicalities rather than their imagination. I am not saying SEO is not important but remember to use your imagination. Imagination is key and it is one of the main components when it comes to digital marketing.

Remember that besides being cognizant you also need to be creative. Try putting yourself in your brands shoes to fully understand what you want your brand to be.

Another great concept when it comes to content marketing and your brand is your Brand Story.

All you have to do is give your audience an idea of who you are and what your company has to offer besides your product. You do not want to be that company that has a lot of content about your product and that is it. Expand your horizons and give them a sense of who you are and what you have to offer besides product. Let them meet your staff and any fun facts about the company. Consumers want to know who is behind the scenes from their favorite product and you will also be gaining a new audience who might connect with your personality. When creating your brand’s story answer the following questions.

What is the purpose of your business, but don’t give them your mission statement. Give them a simple basic answer.

What is the history of your business and how did you meet your original staff. Or better yet who are the OGs.

Who are your main supporters and what do you do to continue having them on your journey.

Lastly, Ask questions. Obviously you want to know what your consumers are into as well as what is the current trend and what what you need to continue your business growing. Asking questions is highly recommended. It gives you the main idea of what your consumers like and what they want from you. They are pretty much telling you what to give them.

*Quick advice from a chief content officer at Arment Dietrich Erika Heald, suggests that being organized well come in handy as well as creating a clearly defined brand voice and chart. Break down the chart into different sections and get your main points resolved.

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Neil Patel, Nails it.

Content Marketing can be difficult and believe me it is hard to keep up with the constant posts and make sure everything is perfect. But it is also easily to get lost and not have a sense of what direction you are trying to go with in regards of your content. It’s obviously simple to not know what it is that you want to do but like all things in life you need a plan. Whether it is simple or complicated but you need a goal for you content and have a strategy of how you are going to accomplish that goal. Then when you have an idea of what your plan is you will need the “right tools for the job” as Neil Patel would day. Well in his blog “82 Content Marketing Tools to Make Your Life Easier”, he gives his readers some great tools. These are my favorite tools from his blog when it comes to Content Marketing.

Content Discovery:

Neil touch a great point when it comes to Content Discovery, he asks himself the following "How are you supposed to come up with fresh ideas that are surprising, helpful, and valuable? It’s easy: Just ask your customers what they’d like to learn about”.

My favorite tool when it comes to Content Discovery is BuzzSumo. I mean the name says it all. It’s cool, fun and edgy. With BuzzSumo you can find a variety of things. Such as influencers, trending topics, and blog post that are doing well. It is also simple to reach out the people who created the articles.

Content Topic Generator:

HubSpot’s Blog idea generator is so my ultimate favorite. It’s like Blog heaven when you feel like there is absolutely nothing you can write about. Well think again because HubSpot is a generator that comes up with blog ideas. All you need to do is add a couple of nouns and that it.

Content Spelling and grammar:

I am sure you have seen the Grammarly ad on Youtube or have heard it over the radio. But when it comes to grammar check “Grammarly”is actually very useful and you know what? It is FREE!

Also, use the urban dictionary that always helps when you forget the meaning of that one word you are trying to use.

Content Graphics:

Now, when it comes to content graphics GIMP is actually very help. It is very similar to Adobe Photoshop and you can use similar functions. Try it out and see if works for you.

Did you know that “Customers rely on influencers. In fact, a recent study found 62 percent of customers are willing to pay more for a product that comes with positive review”. Since I am touching on statistics apparently “92 percent of people trust personal recommendations over brands and advertising even if they don’t know the person making the recommendations” That simply amazes me how we lack of trustworthiness issues but when it comes to recommendations more than half of us will trust a random stranger with their recommendation. Ironic, isn’t it? Well I sure believe that because I know if someone gives me a recommendation on any avocado dish, bet you sure bet I will be there trying it.

Content promotion and sharing tool: Neil points out and reminds his readers that “epic content isn’t enough”, remember if you want to have the best content around you need to have the right target audience who will get you there.

My favorite and new discover is “Hootsuite”, why? Simply because somehow you are used to Hootsuite without having to try it. Hostile helped you schedule your social media platforms updates. You schedule when and what you want to post and Hootsuite does it for you. There are additional services you can use but you will have to check it out. Simple right?

Content optimization tools:

Wouldn’t you want to know why consumers aren’t connecting with your content? Well you can with CrazyEgg. CrazyEgg is a great tool, that with the great work of heat maps you can see exactly where consumers are dropping off and what isn’t working for you and what is working for you. CrazyEgg gives you detailed information of why the consumer is connecting with your content.

Make sure you have google analytics on your site. But also make sure that it is installed properly. Apparently most people have Google Analytics but unfortunately it is not installed probably. If you need assistance check out: https://support.google.com/analytics/answer/1008080?hl=en

Lastly, remember these are all tools to help you form the right marketing content. You need to first have your plan and use some of these tools to make that plan come to action. If you don’t like any of the suggestions I added please let me know what tools you use so I can check them out.

For the complete Neil Patel 82 Content Marketing Tools To Make Your Life Easier check out his blog https://neilpatel.com/blog/convenient-content-marketing-tools/

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How to Boost your Digital Marketing Strategy

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Think it. See it. Do it.

We've all have had dreams about places we thought we’d never visit or rare activities we never dare to do. Well… GoPro takes it’s viewers into places that most could never dream of ever going. GoPro is a small video camera/camera that captures those extreme moments. Their founder Nicholas Woodman mission for his company is  “We dream. We have passionate ideas about what’s possible in this world. Our passions lead us to create experiences and realities that expand our world and inspire those around us. GoPro helps people capture and share their lives’ most meaningful experiences with others—to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun”.

For those who own GoPro cameras there are endless possibilities to capture all the moments. You can even put a GoPro on your dog so you can capture their moments. In the society we now live in, and with social media ruling the world it has become a persons necessity to post, blog, and write about everything they do and with GoPro you can do more than that, you can take the viewers there.  

GoPro has partnered with Instagram and YouTube influencers who travel the world to capture breath taking moments and blog about them. Viewers can see first hand how the product is being well used and how to use it but at the same time you are watching an adventure like the one bellow.

When viewing GoPro’s social media accounts it feels as if you are entering an adventure kingdom. All their images and content is outstanding and well shot that it looks as if a professional took the videos and pictures. You see amazing images from all around the world. Most of their Instagram page is all fan based production. Images that are completely breath taking and stories they share are simply awesome.

When you think go a GoPro camera you don't simply think about the camera, you think about happiness, adventure, and memories. Happiness that was captured when you least expected. Adventures about places you never visited and or stories you turned into adventures, and Memories that you will keep forever and view them whenever you want at the comfort of your phone or bed. 

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“Every Day I’m Brusselin”

Is it weird that I really enjoy going grocery shopping? Well, weird or not weird I do. My favorite local grocery store is Sprouts for mainly reasons. Well first of all Sprouts passion is “We believe healthy living is a journey and every meal is a choice. We love to inspire, educate and empower every person to eat healthier and live a better life”. They have amazing $5-dollar panini combos (I recommend the Artesian Pesto Panini or Chicken Cesar Wrap), organic fresh produces, and surprisingly very friendly.  When I walk into the store, sometimes I forget what I am shopping for because I want everything and it feels as if I am at my local farmers market. Yes, it can be overwhelming because they carry thousands of items but if you have an idea of what you are going for its fairly easy.

Sprouts has very unique quotes and sayings about their produce that attract the consumer’s eye. Things such as “Every Day I’m Brusselin” or “Oh, Kale Yeah” and “Turnip For What”. Small trending sayings a millennial would say or even an older consumer would find humorous. What I love most about their content on their social media platforms is that they find a way to utilize their products and bring a smile to your face by small complements they post on their social medias. They also post their costumers photos at the store with the products or ideas on how to be healthy using some of the products they carry. Sprouts does have a passion for health and you can see that by all their social media platforms.

Also, if you get the opportunity to review their website they always have food options for about almost everyone. Varying from Non-GMO to Vegan. Their website does need some work but you can always check out new recipes as well as add the items you purchased at their store and see what new dishes you can cook with those items.

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Would you like a fresh cold Coke Cola right now as you read to go along as you read so you can taste refreshing cold drink? Well maybe you do or maybe you don’t but you know what taste I am talking about. Well at least I hope you.

As a child growing up Coke Cola had the best Christmas commercials because of Santa Clause and the polar bear drinking a cold Cola. However, those commercials were always replayed every winter. It would still fascinate me as if it was the first time I was watching the commercial. I don’t know what was more fascinating to watch, a cold Cola or how happy a polar bear was. Either one would set the holiday spirit.

Coke Cola has brought happiness to the world whether the product is good or bad. Coke Cola has done something that has never been seen before and in their 20 minute video they broke down every chapter and explained their future plans, changes they want to make, and goals they will accomplish by 2020. They talked about Creative excellence to content excellence.

Coke Cola content excellence was to “create ideas so contagious they cannot be controlled”.  Ideas that the, every day consumers and not consumers will remember. Through the stories Coke told the provoked conversation they learned the way to what the “pop culture” is today but secondly Coke the brand to be more than just a brand, they want the consumers to have a feel for themselves. Um you are probably asking yourself what does that mean? Well you see, Coke Cola isn’t just about promoting their product to the world. Yes, they want their product to be known and consumed worldwide but they also want to bring happiness to the world. Far along their multiple campaigns they have accomplished that part of their advertising.

Coke Cola uses three important key drivers towards change. First, Coke Cola wants to double the size of their world wide business. As is if Coke Cola doesn’t have enough consumers already. Secondly, Coke Cola’s Distribution of Creativity is far beyond out of this world compared to competitors.  It is highly impossible to watch any video, commercial, and Ad without smiling. Sometimes the ads can be as simple as a Polar Bear drinking a cold Cola during the holidays or an add of friends hanging out drinking cold Coke Colas. Third and Final Key Driver: Coke Cola and technology, is far way ahead of their game. The business knows who they want to target and how they will target them

 One thing Coke Cola has done an excellent job has been with Evolution of story telling. Telling a story, making you happy while watching or reading the story, and making you consume the product all at once is quite challenging. But hey, Coke Cola did it. Their dynamic story telling is well on point. They sure know how their consumers are feeling and how Coke can make them smiles. Recently with their That strategy Coke Cola used was very similar to the one Taco Bell used in 2012 with their sauces packets. Taco Bell added quotes and famous sayings and it was trending for quite a while on social media.

amazing campaign of the names on the coke bottles that scored them a major home run. That to me has been on of the far most brilliant strategies any business in their market has done. Even if you don’t like the product, but the satisfaction that you found your “unique” name on a Coke Cola bottle would bring you lots and lots of happiness. Well… maybe not to all but to most people it did. I’ve seen random people searching through many stores just to find their name on that one bottle. Then while they are at they might as well purchase a couple of Cold Colas.

Overall Coke Cola has done an outstanding job with strategizing content and reaching out to their consumers. After viewing the video and their plans for the next up coming years Coke Cola has set high bars for the rest of the brands. The video was made to be shared with the world so that consumers and competitors can have a sense of what Coke Cola is bringing to the table.

 Coke Cola makes it all look easy but we also know similar brands that have failed. Cough Cough … Pepsi with Kendal Jenner.  

Coke Cola’s New Image 2020

To good to be true. Things never seen before. 

#Tastethefeeling #CokeCola

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Coke Cola’s New Image 2020

To good to be true. Things never seen before. 

#Tastethefeeling #CokeCola

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Changing Marketing Perspectives.

Hello readers, and welcome to my first blog! My name is Alma Rosa Secundino or “Rosie” for short. I am a California State Los Angeles University Marketing student. I will be posting weekly and discussing the difference between your traditional marketing you see daily and content marketing. Enjoy! 

What is a business with out their customers? In order for a business to be successful in today’s world, good marketing is very well important and much needed. Businesses no longer want to sell traditional marketing, which is “only selling the product”, business now are using content marketing that is “selling ideas about the product”. 

 Meaning, back in the days a businesses purpose when it came to marketing was to only advertise the product and sell it to consumers. Yes, of course that worked for some time but times are changing. Ideas that worked then no longer work now. Now, new generations are trending new things and more than ever people want to be part of the new and improved society. If you purchase something the reason you are purchasing it is not simply because you need it but also because it is either trending or there is a purpose behind it and at some point we all want to feel included and not excluded. The thumb sucking add above went straight to the point. It’s purpose was selling “Baby Alice Thumb Guard”, which included a drawn picture of the product, place the product was being sold, name, and description of the product which is something you won't see on any trending 2017 ads. 

For example 1: Equonix, the following add below is trendy and is update for today’s consumers. It is a life style many have and many wish to have. It demonstrates todays youth and millennials. Everyone is stuck up on their phone not enjoying the moment. But the man in the center is completely rocking and enjoy life at that moment. Equonix is a fitness center and they slogan is “Its not Fitness, It’s a life style”. They are selling the lifestyle in one picture and the membership to their gym.