Month: August 2022

Digital Branding

5 Common LinkedIn Advertising Mistakes You Should Avoid

With LinkedIn advertising, you can reach a more professional audience and direct message them. LinkedIn offers professional exposure to brands and enables you to target specific demographics. It also allows you to customize your advertising budget based on your desired conversions and campaign performance. While LinkedIn advertising effectively creates brand awareness and attracts new customers, errors can water down your efforts. This article outlines six common advertising mistakes you should avoid.

1.   Not leveraging content

79% of content marketers say that LinkedIn ads generate the best results. And since users go on LinkedIn with an aim, including consuming professional content, creating content that your target audience finds interactive, educative, valuable, and information-rich is essential. LinkedIn is home to industry trends, news, insights, recommendations, and research. Without a content marketing strategy and knowing what you want to achieve with it, your efforts will amount to nothing.

To create content that hooks users, ensure your headlines are optimized for LinkedIn, ensure your content is easy to read, make a length optimal for the channel, create a compelling CTA, and keep your readers engaged with the right visual count. Creating content for your LinkedIn advertising campaign requires skill and can be time-consuming. However, a LinkedIn advertising agency Sydney or any other near you can help you meet your content marketing goals.

2.   Using ineffective targeting tactics

LinkedIn has unique targeting alternatives, including company name, company size, member size, job title, and more for marketers. However, the many targeting options available make it easy to over-target your ads when building an audience on LinkedIn. If your audience is too small, you’ll have fewer clicks, leads, impressions, and sales opportunities. Ensure you understand what can narrow or expand your audience to prevent this mistake. If you make several choices within a class, your LinkedIn advertisements will target all of them, widening your audience.

3.   Underutilizing the matched audience feature

LinkedIn has three matched audience types, including email contact, website, and account targeting, that can improve your ad campaigns. Since LinkedIn has excellent targeting alternatives, you might overlook these three campaign types.

Supplying LinkedIn with the customer data you gather is vital to your brand’s success and can bring more results at an affordable price. Consider including website retargeting, email contact targeting, and account targeting in your LinkedIn ad campaign to help you concentrate your efforts on accounts and users who’re more likely to drive revenue.

4.   Underfunding your advertising budget

LinkedIn ads are quite effective, but they aren’t cheap. The minimum daily amount you need for any LinkedIn ad format is $10. If achieving this spend is challenging, explore other options. Consider allocating a significant part of your budget to a single campaign at a time so you won’t spread your LinkedIn campaigns too thin. Allow your campaign to succeed with more money and impressions, then utilize the website demographic feature on LinkedIn to track your ad campaign’s failures and successes.

5.   Ignoring customer journey


Schematic representation of customers

Various types of ads are suitable for different sections of the customer journey. Consider your campaign’s goals and adjust your advertisements to meet your customers where they’re in the marketing funnel.


When done correctly, LinkedIn advertising can be pretty effective for your business. Consider avoiding these LinkedIn advertising mistakes for successful campaigns.

Brand-Digital advertising
Digital Branding

What to Consider When Digitally Advertising Your Brand

Today’s world is a place where people spend more time online than carrying out in-person interactions. Here, if you are a business owner, your top priority is likely to have a robust reputation. Your brand building is going to dictate how the world perceives you, and in such a digital world, it would be a grave mistake not to market your brand over the internet. Digital advertising is the answer to achieving worldwide exposure. Here’s how to ensure you’re doing it the right way:

1.    User-Friendly Website

A website is a channel that connects you with your online audience. People can not resonate with your brand if they don’t understand what you’re trying to achieve. In fact, 72% of consumers claim they wouldn’t buy from a brand with a poorly designed website. Your brand’s website should depict what you stand for all while having a user-friendly interface. Additionally, all the options and contents should be easily understandable. Make sure the website’s components are displayed in an organized manner and that it’s easy to navigate so that it doesn’t look too crowded.

2.    Engaging Visuals

You can not build trust among your audience unless you connect with them. One way to do that is to display photographs and videos of your work and interactions with your customers. Leverage the popularity of videos and incorporate them into your brand-building and marketing efforts. Video production is easier nowadays due to the emergence of reasonable and compliant production companies. You only need to tell them your message, and they will create a video that allows your audience to relate to your brand.

3.    Blog Section

Many users prefer to read blogs about a brand and its work before they make a decision. Reading blogs helps them establish a better opinion of what you do and how much authority you hold in your niche. Creating a blog section will give audiences a better insight into your brand. In addition, guest blogging helps attract audiences from different platforms. You can also have influencers write a blog for you to get more traffic.

4.    Pay-Per-Click Marketing

Pay-per-click, or PPC marketing, is a form of online advertising where you have to pay a small fee every time someone clicks on your ad. It is cost-effective because you’re only paying for the traffic that is assuredly being directed to your website. This form of advertising is easily trackable and gives you detailed statistics of all the clicks and impressions. Google ads are among the most popular platforms for such advertisements.

5.    Website Optimization

Optimizing your website for SEO is vital as it ensures a solid online presence. Search engine optimization (SEO) is a way of making your website more discoverable on search engine results. One way to optimize is by doing a popular keyword search regarding your work niche and using those keywords in your content. Aside from that, you should build a solid backlink profile. In other words, authoritative websites should link back to your website. You can do that with the help of a link-building agency like the Husky Hamster link-building agency. You should also ensure your site has a good loading speed across all devices. This is important because the longer a site takes to load, the quicker viewers will be clicking the back page option.


Digital advertising is the new trend in today’s fast-moving world. And it’s hard to compete when all the brands do their best to market themselves. Simply follow these advertising tips, and you’ll undoubtedly be on par with your competitor brands.

Corporation team
Legal Branding

The Essential Qualities for a Legal Team in a Modern Corporation

The rise of e-discovery and big data has dramatically impacted litigation attorneys. Here’s what makes a corporate legal team desirable in modern business.

Embracing technology

Understanding and embracing technology in daily operations is the key to a legal team’s effectiveness and productivity. This understanding should be at a level that’s optimal for their use. For instance, a property lawyer in Sydney doesn’t have to know all the backend nitty-gritty of their software, but they do need to understand the workflow, processes, and basic troubleshooting that they will encounter at the front end as the user.

Each corporate legal team will approach the tech aspect of their job depending on their own budget, priorities, and skill set. Some will heavily invest in robust platforms, others will opt for more niche tools. In either case, there should be a solid ROI. The tech needs to prove itself accurate and time-sensitive. The team needs to know enough to maintain an efficient workflow.

Flexibility toward changing legal specializations

Generally speaking, a team of legal counselors should have a significant level of proficiency in several different areas of law. The core ones are the corporate legislature, transactional law, and employment laws. In addition, they should have a solid knowledge of and experience in the legislature dealing with compliance, insurance, litigation, intellectual property, and resolving disputes.

These are typically coordinated by one person in the position of General Counsel. They need to have a minimum of two decades of experience in all of the areas of law listed above. The corporation’s legal team works as the General Counsel’s support, and they may be individually specialized in certain issues.

The complications arise from the legal landscape continually changing. Regulations keep evolving along with technological developments and a new understanding of human rights and interactions. An excellent example is laws concerning data privacy.

Modern in-house legal professionals have to navigate these changing currents. They must be ready to adapt their practice at a moment’s notice and to evaluate how the changes in the law will affect the procedures and processes in their corporate environment.

Financial savviness in prioritizing cases

Legal teams need to produce value and reduce expenses just like any other department. The trick is that protecting the company can cost wildly different from case to case. A good legal team will closely work with other departments to manage the legal-specific spending.

This might include efforts to save time, increase security, and manage the company’s data safety, as a way to curb risks and associated costs. It’s a two-way effort: one or more members of a company’s legal team might be responsible for helping the finance team. They would provide information about the legal expenses to contribute to the company’s spending tracking and management on the whole.

The key is to understand the proportions of each case. Is it worth fighting over? Will a success return the invested time, money, and effort in a high enough value for the company? Modern legal teams must also keep in mind the attitudes of their country’s courts. What are the regulations on the proportionality of cases?

Some of the factors that litigants should consider include:

  •       The importance of what is at stake
  •       Access to relevant information
  •       The cost-benefit ratio of the necessary discovery
  •       Resources
  •       Controversy (real and potential)

Proactivity in the business aspect of law

A corporate legal team is, at the end of the day, a business unit, and modern corporations are increasingly recognizing that. There is a growing expectation that the legal will act less as go-to reaction people and more as proactive counselors.

A modern company will appreciate a legal team that gets involved of their own volition. The legal perspective is important in developing policies and devising business strategies. Corporate legal teams are essential for assessing the risks and balancing them against the benefits when it comes to setting and achieving business goals.

Along that line, a General Counsel can have an enormous impact on the company. Modern businesses will value a GC that can evolve away from the “cost check center” stereotype and take a more active role. Today’s business landscape is primarily data-driven, highly competitive, and exceedingly fast-paced. A legal executive has to adapt.

Both the GC and the legal team as a whole need to reframe their thinking. Here are some matters to consider:

  •       In what ways does the legal perspective shape the company’s vision?
  •       How does the legal team’s work impact the revenue and cash flow?
  •       What legal processes affect suppliers and customers? How can they be more understandable and effective?

To sum up, a modern corporation appreciates a flexible legal team. They want advisors who are good at risk-benefit assessment, comfortable with tech, and proactively address the interaction of legal and business sides of operations.

Legal Branding

Top Trends in the Construction Sector for 2022

The construction industry has experienced some unprecedented situations and drastic changes in recent years. And while many predicted this would impact the industry in quite devastating ways, the opposite was actually true. The sector slowly turned to technology and innovative solutions for overcoming common challenges, completely transforming traditional operations in the process. As a result, new trends and tendencies emerged in the industry, all shaping to make construction a smarter and more efficient field in the near future. With that in mind, here are just some of the many important trends affecting the construction sector right now:

Modular building

The modular building represents the process of constructing buildings off-site, under controlled factory conditions and using the same standards and materials as conventional construction, and then putting together the produced building parts (modules) on site. This process can cut construction times in half and significantly reduce costs, which may explain its growing popularity. This type of building has proved to be particularly useful for time and noise-sensitive projects, making solutions such as modular classrooms particularly appealing options for educational facilities. Modular construction can provide space solutions to schools all over the world, eliminating disruptive open construction sites.

3D printing

Even though we’re still far from being able to produce 3D-printed structures on a larger scale, this technology is slowly revolutionizing the entire industry. 3D printing is most commonly used for practical solutions at the moment, such as producing materials, equipment parts, and building components. Smaller-scale projects have also been completed around the world using 3D printing, including tiny homes, villas, and office buildings. But right now, it seems like 3D printing technology will have the most practical utilization in building low-income and emergency homes to fight the current housing crisis. The better turnaround times and lower waste produced with this process make 3D printing even more appealing.

Greener materials

Along with modular building and 3D-printed solutions, new construction materials are starting to dominate the market as well. From recycled materials and engineered wood to bendable concrete and similar developments, eco-friendly materials are being used more than ever before. This is likely due to the rise in sustainability needs among consumers, and growing government incentives and green goals across the globe. However, it turns out that sustainable building materials are more cost-effective as well, allowing construction companies to remain environmentally conscious while reducing their overall expenses in these changing landscapes.

Smarter cities

Cities are beginning to evolve as well, mostly in an effort to increase the quality of life, improve economies, and enhance sustainability efforts. Smart cities are now implementing tech in the process of construction, whether that means using WiFi-enabled lighting or including pedestrian sensors. As a result, designers and builders alike have to improve their technical knowledge if they want to keep up with changing environments and remain competitive. The internet of things (IoT), public transport, “smart roads”, and waste management should all be studied to prepare for this shift.

Need for efficiency

The current digital transformation tendencies continue to make companies more flexible and agile organizations across all sectors. But when it comes to the construction industry, this might mean that net profits will remain lower in the foreseeable future. Combined with the current volatility of building material markets, it seems like optimization will be the best possible choice for most construction firms. It can be achieved by focusing on efficiencies and cost-saving options, being mindful of the way fluctuating costs are affecting estimates, bids, and budgets, and then planning operations accordingly.

Declining workforce

While a shortage of qualified labor is a continuing trend in construction, this issue is only getting worse. Job openings in the industry continue to increase, reaching around 50%, but new hires make up less than 15% at the moment. This has created a devastating labor shortage that impacts everything from construction operations to customer satisfaction. Investing in human resources departments can aid companies in retaining the best workers and finding new ones efficiently. Other helpful aspects include investments in construction equipment, workflow automation, competitive wages and bonuses, apprenticeships, and similar solutions.

Construction digitalization

As technology evolves, the construction industry continues to be impacted in more specific ways. For instance, self-driving vehicles are used for material and equipment transportation, robotic labor is leveraged for streamlining repetitive tasks, drones can perform surveying and inspections, sensors can enhance on-site safety, and artificial intelligence (AI) could create collaborative designs and smarter projects management. This reduces the need for human labor and increases overall efficiency, thus giving construction companies a wide array of choices in terms of boosting productivity and achieving better project outcomes.

Evidently, technology is already driving the construction industry in 2022, a factor that will only become more prominent in the following years. Partnering with more tech-savvy businesses may be key to future success.

Personal Branding

Small Changes That Will Have a Big Impact on Health and Wellbeing in Your Office

If you employ a team, the health and well-being of everyone in your office should be incredibly important to you. Keeping your staff healthy and happy is a caring and considerate thing to do, but it can also benefit your business.

While you can’t control what your employees do outside of work, there are some very simple changes that you can make in the office that can have a positive effect on everyone’s health and well-being.

Why You Should Find Ways to Improve Health and Wellbeing in Your Office

A healthy and happy team will stick around, lowering employee turnover and increasing loyalty. They’ll work more productively getting more done in the time they are in the office. Being happy also means that they’ll be less stressed out, and more comfortable and the quality of their work will improve. A healthy staff is also less likely to take time off sick, which can be costly for your business.

Below is a look at some of the simple changes that you can make in your office, which will improve the health and well-being of everyone who works there.

Invest in The Right Office Chairs

We sit on office chairs for a massive amount of our time at work. Yet so often they are cheap, uncomfortable, and offer no support. Over time, this can lead to back pain, neck stiffness, and headaches, and no one works their best when they are uncomfortable.

Investing in supportive office chairs, but also considering each individual’s specific needs and remembering that the same chair won’t suit everyone, is one of the best things that you can do for your team.

Consider an Ergonomic Desk Setup

Ergonomics is the art of fitting an office to a user’s needs. The office furniture should offer support and reduce discomfort. Small things like keyboard height to reduce the risk of wrist pain are good ergonomics. Desk chairs play a big part in creating an ergonomic office, but the desk height and size can be equally important.

Branch Furniture offers a range of ergonomic office furniture, but also this informative guide on ergonomic desk height. Branch suggests a great option is investing in adjustable height desks, to help you find the perfect ergonomic desk height for each employee.

Add a Standing Desk Option

Standing desks are great for health, fitness, and mental health. But they don’t work for everyone. If any members of your team have joint or mobility issues, a standing desk isn’t ideal. So, consider offering standing desks as an option, but don’t replace all of your seats.

Maximize Natural Light

Natural light improves our mood, increases productivity and energy levels, and helps us to get more vitamin D, which is great for our health and wellbeing.

In a rented office space, there’s not always much that you can do about light, but small things like making sure the windows are clean, their surroundings are clear, and any blinds or curtains can be opened fully can make a big difference.

If your office is small, adding mirrors and other reflective surfaces can be a great way to reflect the light that gets in, increasing brightness and helping the office to feel more spacious.

Add Houseplants

Houseplants improve mood, but they can also improve the atmosphere and air quality in an office. It’s best to stick to easy-to-care-for plants, and if you are short on space, it’s worth making sure your plants aren’t going to grow too big.

If you have client-facing areas and waiting rooms, adding plants can help make visitors feel welcome and help you to make a good first impression.

Encourage Personal Touches

Personal touches help us to feel comfortable and safe. Encourage employees to bring in things that make a space their own, even if it’s just mugging in the shared kitchen.

Stock Up on Healthy Drinks and Snacks


Healthy drink to take away

At work, there’s often a temptation to fuel ourselves with coffee and unhealthy, easy snacks. But these typically lead to an afternoon energy slump and could ultimately contribute to weight gain and associated illnesses.

Try to fill your kitchen or fridge with healthy snacks that are easy to grab, as well as a range of healthy, sugar-free drinks and smoothies to keep everyone hydrated.

Create an Open Plan Space

An open-plan office can be a great way to encourage good team spirit and boost morale and productivity. It can also encourage openness and honesty. Your employees are more likely to talk to you and their colleagues if they have a problem if you aren’t all shut behind doors.

If you can’t have a fully open plan office, make sure there’s at least a communal workspace, separate from the break room, where everyone can come together to work creatively on projects.

Improving health and wellbeing in your workplace should be a priority because you care about the people that work for you. But there’s no denying the positive effect it could also have on your business. Making some of these fairly small changes can have a huge impact. 

Local Branding

Laser Scanning Services: Should You Consider it?

Laser scanning services are becoming increasingly popular in a variety of industries. They offer a number of advantages over traditional surveying methods, including greater accuracy, speed, and flexibility.

There are many options available but you should consider the Best 3d Laser Scanning Services when you have to opt for 3D laser scanning services. As the technology continues to evolve, there are more and more applications for laser scanning services. In this blog post, we will explore some of the ways that laser scanning is being used in manufacturing, construction, and other industries.

We will also touch on some of the challenges that laser scanning faces, as well as the future of the technology.

What is 3D laser scanning?

3D laser scanning is a technology that uses a laser beam to create a three-dimensional scan of an object or environment. The laser beam is projected onto the object or environment and then reflected back into a detector. The reflected laser beam is then used to create a three-dimensional image of the object or environment.

3D laser scanning can be used to create detailed models of objects or environments. It can be used for architectural rendering, engineering analysis, and even entertainment purposes. 3D laser scanning is a versatile tool that can be used in many different industries.

How can 3D laser scanning benefit your business?

Three-dimensional (3D) laser scanning is an advanced technology that can be used for a variety of applications in different industries. This technology can be used to create detailed 3D models of objects or buildings, which can then be used for a variety of purposes such as analysis, simulation, or documentation.

3D laser scanning can also be used to create virtual reality (VR) environments or augmented reality (AR) experiences. This can be beneficial for businesses that want to create immersive customer experiences or that want to train employees in a realistic environment.

Overall, 3D laser scanning can offer a lot of benefits for businesses in different industries. If you’re considering using this technology for your business, be sure to research the different applications and benefits to see if it’s a good fit for your needs.

What are the challenges of 3D laser scanning?

3D laser scanning is a powerful tool that can be used for a variety of applications. However, there are also a few challenges that come with using this technology. For example, 3D laser scanning can be expensive, and it can also be time-consuming to scan large areas. Additionally, 3D laser scanning data can be difficult to interpret and process, especially for large data sets.

Despite these challenges, 3D laser scanning is a valuable tool that can be used to obtain accurate and detailed data about an object or area. With the right equipment and software, 3D laser scanning can be used to create highly accurate 3D models that can be used for CAD, reverse engineering, and more.


Based on the information above, it is clear that laser scanning services can offer many benefits. If you are considering laser scanning for your business, you should weigh the pros and cons carefully to decide if it is the right solution for you.

Real estate
Local Branding

How is Data Compiled in the Real Estate Industry?

Like many other industries in the modern world of business, data is a crucial aspect of the real estate industry. Data is compiled in several ways and used for numerous reasons. Today, we’ll take a closer look at data in real estate and how it’s compiled. Keep reading to learn more about data in the real estate industry.

Data Profiling

The data profiling definition is the process of analyzing data to identify patterns and trends. This can be used to understand how a particular system works or to identify potential security threats. Data profiling can also be used to determine which customers are most likely to buy a product or to find new leads for a business. When it comes to real estate, data profiling is one of the main ways information is compiled to study the market and better understand trends.

What Data Should Realtors Profile?

When it comes to real estate agencies like, data can be collected in a few different ways. The most common type of data is sales data. Sales data includes information about recent home sales in a particular area. This data can be used to identify trends in the market, such as the average selling price of a home or the amount of time a property spends on the market. With this data, a realtor that focuses on customer service like Oyler Hines can help their clients to the best of their abilities.

Another type of data that can be useful for realtors is demographic data. This data includes information about the population of a particular area, such as their age, income, and ethnicity. This data can be used to help realtors identify potential customers and better understand what type of homes are in demand in a particular area.

Finally, real estate agents can also compile data on the prices of properties in a particular area. This data can be used by reputable realtors like Oyler Hines to help home buyers and sellers understand what they can expect to pay for a home in a certain area. It can also help realtors identify areas where the market is heating up or cooling down.

The Benefits of Data Profiling for Realtors


A data word is written on a tablet screen

Data profiling can be an extremely useful tool for realtors. By analyzing data, agents can identify trends and patterns in the market, as well as target specific buyers and sellers. Profiling also allows agents to better understand their clients, which can lead to more successful transactions.

There are several benefits of data profiling for agents. First, profiling can help agents identify new leads. By examining data, agents can see which areas or neighborhoods are growing or declining in popularity, and they can target advertising to specific buyers or sellers. Additionally, profiling can help agents understand their client’s needs and preferences. By understanding a client’s buying or selling history, an agent can better anticipate their needs and provide them with better service.

Data profiling can also help agents predict market trends. By profiling data, agents can see which neighborhoods are becoming more popular and which ones are losing value. This information can help agents price their listings correctly and avoid making costly mistakes. Moreover, data profiling can help agents develop marketing plans that are most likely to be successful. By understanding what types of properties are in demand, agents can create marketing materials that will appeal to their target audience.

Overall, data profiling can be a valuable tool for real estate agents. By understanding the data, agents can identify new leads, understand their client’s needs, and predict market trends. This information can help agents be more successful in their careers and provide better service to their clients.

Compiling Data

As you can see, one of the best ways for realtors to compile data is through data profiling. This method of data compilation provides realtors with many benefits that can make their businesses a success.

Hotel room
Legal Branding

5 Hotel Lighting Design Ideas to Create a Seamless Guest Experience

Find out how hotel properties can benefit from better lighting design including lighting control systems and transitional lights

Interior of spacious lobby

A fancy golden hotel lobby is well decorated

In the hospitality industry, the guest experience is paramount. From the second a guest walks through the front doors of a hotel, they should have their needs met at all times. Since hotels are such busy atmospheres, it can be difficult to discern the impact of lighting design on the guest experience. In reality, lighting is one of the most important aspects of hotel design. From the lobby to the guest rooms, every area of the property should be lit in an appropriate, safe, and appealing way. In fact, good lighting can actually boost a guest’s mood upon arrival—it is that powerful!

To give you a bit of guidance as to what hotels should prioritize in terms of lighting, we’re going over some modern lighting design ideas & trends. We hope that our examples help you identify ways to improve your property from a design, building management, and guest experience perspective. Plus, we’ll be taking an in-depth look at how commercial control systems provide superior outputs for your customers. Let’s get started and discover how hotels can use lighting principles to enhance their service and ambiance.

1. Lighting Control Systems For Common Areas and Guest Rooms

These days, it is easier than ever for hotels to implement lighting control systems for adaptive fixtures

Luxury stylish kitchen and living room

A guest room is decorated with an LED lighting package

Lighting control creates more comfortable guest rooms.

Some of the greatest recent innovations in the lighting industry are thanks to lighting control systems. Many large properties will already have lighting control systems that are used to control lights in ballrooms for special events or potentially even outdoor lighting packages to create an appealing facade. Today, we are going to be talking about how lighting control systems work in common areas and guest rooms. 

As we mentioned, lighting can change a guest’s mood as they enter the property. So, in order to provide the best possible guest experience, you should provide the ideal amount of lighting. Since outdoor light changes throughout the day, implementing adaptive lighting is the only way to ensure that guests are always receiving the right amount of light in the hotel lobby and other common areas.

It is also beneficial to make sure that guests are getting the best lighting in their rooms as well. While guests still need to be able to control the brightness of their room light, hotels can use adaptive lighting to change the hue slightly to match a natural circadian rhythm. Simply put, when guests have the right kind of lighting brightness and hue, they’ll be able to fall asleep and stay asleep more easily. 

Luckily for hotel properties, it is easier than ever to introduce adaptive lighting elements without breaking the bank to retrofit every fixture. Hotels can achieve these adaptive lighting concepts through the Internet of Things (IoT)

An Internet of Things is a type of lighting control system that relies on WiFi connectivity to communicate between devices. In the cases we’ve just discussed, the two devices required are a light sensor and the light fixture itself. This is sometimes referred to as “smart lighting.” Communicating via the control system, the sensors instruct the lights on how to change and respond to natural lights. Using this technology, hotels can ensure that guests are getting the best lighting possible everywhere on the property.

2. Prioritize Natural Light

Use natural lighting as much as possible to integrate your property with its environment

Skylights are an excellent way to provide natural lighting for hotel lobbies.

When we spend too much time indoors, it tends to affect our mood. Going too long without natural sunlight makes anyone feel stressed, irritable, and impatient. This is especially true for travelers arriving in a hotel lobby. Your guests have likely been cooped up in a car or an airplane for the majority of their day. To combat stress caused by travel, we recommend that hotels use as much natural light as possible on their property.

Using large windows for natural light also helps tell the story of your property by showcasing the surrounding area. Whether your property is located at a tropical destination, a bustling downtown, or in a rural area, visitors will want to take a look around. By giving your guests opportunities to take in the surrounding area, they can essentially start exploring while they are in your lobby. Not to mention, the more there is for guests to view, the more time they are willing to spend in your lobby in the case of longer than normal wait times.

3. Match Lighting to Ceiling Height

When choosing lighting fixtures for common areas or rooms, make sure you are taking the ceiling height into account

Lower ceilings require recessed lighting.

Lighting design principles change based on the size of a room on your property. Essentially, your lighting design should be altered room by room based on the size and the design of the room. When planning out a lighting redesign, one of the most common mistakes made is not taking the ceiling height and composition into account. For example, if you have a large space with an exposed loft-style ceiling, you will need to choose bulbs and fixtures that are optimized to fill a room with light—including the ceiling above. For rooms like these—conference rooms, for example—you may want to use bay style lighting to properly light the room.

On the other hand, for a smaller room with a finished, plaster ceiling, it should absolutely not be lit with bay lights. For smaller rooms, recessed lights will be able to light a room properly without overlighting or influencing the room design too much.

4. Plan Out Transitional Lighting

Transitional lighting is essential to provide a seamless environment for guests

Transitional lighting helps guide the guest from room to room without barriers.

One of the key features of hotel design is the need for rooms with various different purposes. You have the lobby, guest rooms, common areas, conference rooms—and in some cases pools or restaurants. All of these areas will require slightly different lighting profiles. Because all of the areas will have different lighting, it is important that you plan for transitional lighting to avoid having areas be too bright or too dim.

For example, guests who exit a bright lobby and into a dim mood-lit hallway will likely have some difficulty adjusting. To combat this phenomenon, place transitional lights on either side of the entrance from the lobby to the hall. These transitional lights will help the guest’s eyes adapt to a change in light more gradually, as opposed to suddenly. This is also true for hotel elevators. If the elevator lighting is different from the guest floor hallway lighting, then transitional lights need to be placed in the elevator bay area to help people adjust as they find their room. 

5. Balance Task Lighting with Decorative Lighting

Hotel lighting design should make a statement, but not if it means compromising task lighting

Stylish spacious lobby

A lobby is decorated with decorative lighting and task lighting

Design is important—but providing excellent service is more important.

In a lot of hotel lobbies, the lighting acts as both a practical lighting fixture and centerpiece. Chandeliers, fountains, and other fixtures often include lighting elements that add to the ambient light in a hotel lobby. While these are great for adding to the guest experience, it is important that task lighting is prioritized as well. At the front desk, luggage check, and valet stations, there should be ample light for guests and employee communication. These lights are referred to as task lights—which means they are used for an express purpose like completing a job task. By keeping task lighting as a priority in addition to decorative lighting, designers can create fashionable and functional hotel lobby lighting landscapes.

Commercial lighting is not easy when it comes to the hospitality industry. You have to take into account the emotions and motivations of everyone who uses the space—in addition to the architectural elements. We hope that you learned a bit more about how lighting is used in hotels and got a few ideas to improve your own property. While lighting for hospitality is not an exact science, following the design ideas we’ve presented will help you create seamless lighting for an optimized guest experience.

Digital Branding

How to Send Event Invitations Using a Gmail Mass Email Service

With a Gmail mass email service, you can instantly send personalized invites for your next major company event.

 Glass toast

Corporate people are dressed up and are toasting

No matter your industry, hosting special events and parties for customers, donors, or employees is a great way to inspire confidence in your brand and give guests an experience they won’t forget. The first step in planning a corporate event is to establish a guest list and send out invites. These days, most event invites arrive in an inbox rather than a physical mailbox, so you’ll need the email address of all of your guests in order to get started with your invites. If you are hosting an internal company party, getting the addresses should be no problem. If you are hosting a customer appreciation party or another type of event with external guests, you need to make sure they provide an address otherwise you’ll have to find their address on a social media platform like Facebook or Linkedin. Once those addresses are collected, you can compile them into an address list.  From there, you can get started composing and personalizing your invitations. If you haven’t done this before—you’re in luck! We’re showing you how to send mass email invitations for business events. Using our techniques, you’ll be able to garner a greater response rate and set yourself up for a successful event. Let’s dive in!

What Should Be Included in an Event Invitation?

Before we learn how to use a Gmail mass email service, we need to break down the basic parts of an event invitation


A man is standing In front of people at a corporate conference with tables and chairs and a presentation on screen

Make sure you cover the basics in your invite.

Every event invite needs to contain certain basic information that guests will need in order to attend. It doesn’t matter how many design or personalization elements you add to the message, if the necessary information isn’t present, people will either be confused or will be hesitant to attend the event. Because of this, you need to include the following point in any invitation for a corporate event.

  1. Time and Place – The time and place of the event need to be clearly communicated. If the location is hard to find or has certain parking restrictions, you should list those as well.
  2. Links – Depending on the type of event, you will want to provide some context. For example, people like to know what charity is benefitting from a charity gala. Providing a link to the charity site helps educate guests on the organization before they contribute.
  3. Benefits – For some, attending an event is enough of a benefit—but that isn’t the case for everyone. In order to make sure you get the best attendance possible, list a few benefits or highlights that you want potential attendees to know about.
  4. Schedule – While not every event will have a fully fleshed out schedule by the time invitations are sent out, it is a good idea to give your guests an idea of what will take place at the event. This can include a lineup of speakers, cocktail hours, dinner times, etc.
  5. Food Options – If you are holding an event that is serving food, you should definitely list the options that will be provided. While this may not seem like the most important information regarding your event, it is essential for those with dietary restrictions.

Now that we know the most important parts of an email invitation, it is time to learn about writing and sending invites using a Gmail mass email service. 

Writing an Email Subject Line for a Corporate Event

A Gmail mass email service makes it easy to add personalized elements to your email copy


An audience is applauding to speaker at a work conference

Write an attention-grabbing email subject line.

To get started writing your invite, you should come up with a few ideas for a subject line. Your subject line is arguably the most important part of your invitation because it is the first thing a recipient will see when the message arrives in their inbox. If your subject line is unclear or just isn’t strong enough, you will likely end up with a lower response rate than you expected. We highly recommend using a Gmail mass email service to help you personalize your subject line. When people see their name mentioned in the subject line, they are far more likely to click than if the message looks like it could have been sent to anyone.

The second element of subject line writing that event planners need to pay attention to is word economy. A subject line is short, which means you have to use your words wisely to get your initial message across. A good example of a compelling subject line would be—”{first name} you’re invited to our Annual Gala!” In this example, the name is personalized and the intent of the message is clear. If there are other details you can fit into the subject line—that’s great! A good example of this would be including the name of the headlining speaker. However, in most cases, it is best to keep the subject as short and direct as possible.

Writing and Body Copy for Your Email Invite

Now that your subject line is taken care of, it’s time to give your guests the details in the body of the message

Man working on a laptop-

A man is smiling and sitting at a desk, writing emails while the woman takes notes

Include all essential information in your message copy.

Once you’ve settled on your subject line, you can shift your attention to the body of the message. While no event invitation should have paragraphs of copy, it is important that you hit the 5 main points we addressed earlier in the article.

One thing to keep in mind when writing your body copy is to do your best to sell the event. Be sure to highlight the most enticing parts of the event. If your event is a charity gala, showcase the charity and include a section about how much money you intend to raise/how much money was raised in the past. If you are sending out an invitation for a seminar, you will want to highlight the speakers and their credentials.

Once you feel that your body copy is well written and has hit the 5 major details to be included, you can move on to adding design elements.

Adding Design Elements to Your Invitation

To make your message even more appealing, you can add design elements, photos, or embedded videos

Mass email services make adding design elements super easy.

When the core of your message copy is ready to go, it is time to add even more appeal to your message by using design elements. Most event planners and marketers aren’t expert graphic designers—and that is ok! Using a mass email plugin, event planners can access drag and drop-style tools that make adding borders, backgrounds, pictures, and videos a cinch. Using the tools provided with your mass email service, you can create an appealing, professional message quickly and easily.

By including these elements in your invitation, you will set your email apart from other messages in an inbox and provide your recipient with more important information about the event. If you have a video from last year’s event or an example speech from the headlining speaker, you should include a video embed in the message to give attendees an idea of what your event entails.

Execute a Mail Merge to Automatically Personalize Your Messages

Once your message is all set, it’s time to run a mail merge and test that all personalization elements are being correctly input


Sending emails represents a concept of the art

A mail merge is a process that automatically adds personal information where designated.

Now that you’ve successfully designed your email with all of the essential elements, you are ready to execute a mail merge and start testing your messages. A mail merge is a process of automatically inputting information from your address list into each email. When you designate personalization elements using brackets like {first name}, double-check to make sure that the phrase in the brackets is the same as the phrase used in the vertical columns of your spreadsheet. That way, when you import your address list and begin the mail merge, you can be sure that the correct information is being put in the correct part of the message. You can also use more personalization elements than just a first name. For example, you may want to include the recipient’s profession or job title. As long as the information is present and properly organized in your address list, you can use it to personalize your invitations.

The last step you need to take before hitting send is to test your messages. Easily test your messages by sending yourself or a coworker a test message from your mass email service. Ensure that all photos, videos, and personalization elements appear correctly and your copy is free of errors. Once you are sure that your invitation is free of any errors, you are ready to hit send. 

Events are an important part of keeping customers, employees, or donors involved in your business. To make sure you put on the best event possible, you should follow our steps to craft compelling email invitations using the tools included in a mass email service. By following these steps, you can start sending out eye-catching invitations in a matter of hours.