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Archive for April, 2016


Ad of the Month: Taylor Swift Falls for Hip-Hop Artist, Drake

Friday, April 22nd, 2016

Social media is an interactive and engaging marketing tactic that has the potential to launch new ideas and products to stardom. But, running a successful social media campaign isn’t as easy as it looks. Effective social media campaigns require planning, strategy, and careful execution. Below is an examination of a particularly good social media campaign followed by a look at a social media fail.

Apple Music employed a social media strategy to gain worldwide exposure for its mobile music platform and playlists as well as a particular song and artist. In a staged video, Taylor Swift trips and falls off a treadmill while listening to an exercise playlist featuring hip-hop artists, Drake and Future’s single, “Jumpman.” Her fall from grace was subsequently shared across social media platforms that resulted in a 431% increase in sales of the song on iTunes globally. This sudden surge in sales of “Jumpman” wasn’t by accident or some spontaneous public desire for rap music. It was a campaign flawlessly executed in social media.

The Taylor vs. Treadmill Video

The video, released on all of Swift’s social media pages, begins with a close-up of Swift on the treadmill putting on her Bluetooth headphones with a voiceover of her saying, “Man, I really hate cardio.” The video then cuts to her searching through a “Running” playlist on her iPhone, selecting #GYMFLOW, then landing on Drake and Future’s single, “Jumpman.” Swift stretches her neck while echoing the opening lyrics as part of her warm up. She then goes on to rap the main lyrics like a boss while running full force. The video shows Swift getting lost in the music only to fall off the treadmill and flat on her face. After her fall, she continues to bust out the lyrics, indicating the song is that good.

Translating Social Media “Likes” to Sales Numbers

Swift’s marketing team initially released the video on her Instagram page noting her clumsy fall was based on a true story. The video achieved instant viral success. Her team then pushed the video out to her Facebook page and Twitter handle. The video has since received 1.5 million likes and has been viewed over 37 million times. The idea of leveraging Taylor Swift’s social media pages to promote another music artist was smart considering she has 73 million followers on Instagram alone. According to Larry Jackson, Apple Music’s head of content, “that’s bigger than NBC, CBS and Fox and the viewership of prime-time combined.” These numbers translate to thousands of iTunes downloads and a 431% spike in sales.

Why the Ad is a Viral Success

The impressive spike in iTunes sales for Drake and Future’s song doesn’t come as a surprise with Taylor Swift’s popularity on social media. Swift’s social media reach means her brand can introduce music to a wide audience that may not normally follow a particular artist.

The video itself is effective because we get to see the country-singer-turned-pop-star rapping along hip-hop lyrics that are outside of her expected music genre. Additionally, the video brings us intimately into her world and allows us to relate to how we all get lost in the music while performing everyday tasks. Her epic fall at the end of the video was an entertaining and funny twist that connected audiences with the star’s unpretentious personality. The fact that Swift continued to rap after her fall is also motivating because it sends out the message to have fun, laugh at yourself, and to keep going.

Celebrities & Social Media

Celebrities hire PR or marketing agencies to handle their social media feeds. What may appear to be random, or spontaneous posts are in fact carefully executed strategic campaigns to bolster the celebrities’ brand or leverage it in service to another product or service.

When Social Media Campaigns Fail

But leveraging a celeb’s audience can backfire when not done correctly. Social media is immediate, and therefore, its execution must be handled with great care. Acute attention to strategy must be employed, or a brand can get in trouble very quickly. View this epic fail from Total Beauty.

While calling out Oprah in a tweet might have seemed like a good way to bring Oprah into their brand conversation, it backfired. I’d bet $100 the strategy of the entire campaign effort was off from the start.

FiG Advertising is Denver’s leading marketing company for your social media, branding, and digital marketing needs. Contact us to discuss how we can increase your marketing reach.

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Industry News: Instagram and Apple Pies

Thursday, April 21st, 2016
apple pie

Instagram users miss about 70 percent of posts in their Instagram feed. This means Instagram users can only scroll so much before they switch to doing something else. Instagram, a Facebook company, will soon provide users a way to view what’s most relevant to them more quickly. The upcoming algorithm update is intended to place the best content at the top of a person’s photo feed rather than going by chronological order.

This concept isn’t new in social media. Facebook already uses this type of algorithm, and other online platforms are continuously looking to bring users better content more conveniently. Here’s what you need to know about creating the best content in your social media strategy.

Relevant is Best

Instagram’s new algorithm will attempt to predict what is relevant based on user interactions. The more a user likes, comments, or lingers over your post the higher the relevancy score of that social media account. For instance, if you frequently like photos of your Aunt Sue’s homemade pies, the algorithm will rank all photos by Aunt Sue at a higher relevancy score.

Quality vs. Volume

While it’s still important to post regularly, marketers won’t have to post Instagram photos multiple times a day. If the algorithm thinks, Aunt Sue’s pies are relevant to you, it will land all her posts towards the top of your photo feed. You won’t miss that photo of her homemade apple pie, even if Aunt Sue posted that photo a week ago.

Go for Social Media Engagement

There is less emphasis on the number of Instagram followers your company needs to have. Instead, the primary goal is to keep your audience consistently engaged with your brand. Likes and comments are the obvious ways for the algorithm to gauge user interest. Just as importantly, Instagram will also track how long people stay on posts. You may not always hit the “like” button, but the algorithm knows your scrolling slowed down for Aunt Sue’s homemade pie. So, how should you engage with your audience.

Use Memorable Photos

Use photos or videos that elicit an emotional response, are visually stunning, or tell a compelling story. The greatest benefit of the algorithm change is that Instagram marketers can focus more on creating meaningful experiences. There are creative graphic designs and photo editing tools to capture a moment, but your photo doesn’t have to be complicated. Let’s say Aunt Sue inspires you to open up a homemade pie shop called Aunt Sue’s Homemade Pies. An effective Instagram post may be that photo of you, as a child, taking a bite of her homemade apple pie.

FiG Advertising and Marketing is the best marketing company in Denver for your business and consumer marketing needs. Contact us to learn more about how FiG can take your marketing to the next level.

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Marketing Thought: Marketing Strategies for B2C

Friday, April 15th, 2016

Mobile searches drive more local traffic and in-store visits. In fact, three out of four relevant local searches by shoppers results in people visiting the store or business. Consumers want easier, faster ways to search and find what they need. Think about the last time your in-laws or friends were in town and you were searching for a nice restaurant that everyone could enjoy. Didn’t you appreciate when a restaurant had an attractive website that explained their cuisine, personal background story and had a well-formatted food menu? That’s the same user experience you want to provide your audience. FiG recommends these three key B2C marketing strategies to connect with consumers.

B2C Strategy #1: New Website Design

The first and most immediate way to reach your audience is to get a new website. Whether you run an established roofing company, a booming health and wellness center, or recently opened a new outdoor gear shop, you want to outshine the competition.

Rule of Thumb. Even if you are an established business and have a website, it may be time for a website design refresh. Our rule of thumb is that if your existing website is nearing its 5th year it is time to consider a new site. Your new website should have a clean look that reflects your core business today.

Design and Functionality. A website’s design plays a large role in functionality and the user experience. This is important because you don’t want people to simply glance at your website. Just like in a store or in-person consultation, you want visitors to stay on your website, peruse your products or services, and be motivated to take action. You want a website design that is mobile-friendly, easy to navigate, and useful.

B2C Strategy #2: Digital Marketing

When you invest in your online presence you create brand loyalty. We always recommend our customers have a basic digital marketing strategy that includes SEO and social media.

Search Engine Optimization. A good SEO strategy will get your business in more relevant internet search results. This means people who are looking for your service or product will find you faster. There are basic keyword strategies that anyone can follow but a marketing expert who understands how to analyze what people are actually searching for will get you the most optimal results.

Your Social Media Strategy. Social media is especially impactful for local B2C companies and is a great tool for spreading brand awareness and brand loyalty. Social media allows your business to engage with local communities, develop a personality, and share the story of your brand. Consumers are also more likely to think of your brand and refer their friends and family to you.

B2C Strategy #3: Content Marketing

Content marketing is about creating and distributing valuable, relevant, and consistent content. The purpose is to attract and engage a very specific audience.

Begin with your website. Your website content should clearly articulate your brand, your business, and your value proposition. It is no longer enough to have a paragraph here and there when your audience is easily researching three or more of your competitors. It’s important to have meaningful content that educates, simplifies, or inspires the buying process.

Blog. Blog. Blog. Regular blogging and meaningful website content are one of the two most effective content strategies to improve your SEO. Blogging is also another way to add personality to your brand.

Print and Radio. Print campaigns are not dead. When done right, printed content is an effective strategy for local audiences. There are creative ways to leverage postcards, brochures, printed collateral, and formal reports that are well designed and compelling. As for radio, people are still stuck in traffic and listening. Streaming radio is also a very effective strategy for digitally targeted ads.

Are you considering taking your marketing efforts to the next level? FiG Advertising and Marketing is Denver’s best marketing company for B2C companies. Contact us to learn more about how FiG can help with your B2C marketing strategy.

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New Client Announcement: Teleo Remodeling

Tuesday, April 12th, 2016

Background:

Teleo Remodeling is a local home remodeling company, headquartered in Highlands Ranch, CO. They remodel mid to high-end basements, kitchens, and bathrooms throughout the Metro Denver area and its surrounding neighborhoods.

teleo builders

FiG designed Teleo’s logo, business cards, and digital signatures when they first opened their doors in 2010. Back then, they were known as Teleo Builders, a residential construction company specializing in kitchens and bathrooms. FiG designed a logo and business card that conveyed durability and clean aesthetics by using “heavy,” stylish font imagery. FiG received Honorable Mention recognition for the Teleo Builders logo at the MarCom Awards.

Six years later, Teleo Remodeling has hired FiG Advertising and Marketing to update their digital marketing strategy and provide ongoing digital marketing services.

FiG will be their next-level Denver marketing agency to support their goal of securing more basement remodeling projects. Our work will include SEO, blogging, pay-per-click (PPC), direct mail, and sales brochures

The Challenge: Add a Brand Extension

Teleo has experienced significant growth in the booming Denver real estate and renovation market. They started as a general contracting and residential construction company, and now want to focus their efforts more concisely. Teleo will still maintain an interest in kitchen and bath projects, but they want to emphasize their home basement remodeling business.

The Strategy: Digital Marketing

Teleo is engaging with FiG on new digital marketing strategies that will help Teleo secure more basement remodeling projects.

To make their marketing efforts more trackable, we immediately added lead capturing, call tracking, and form-fill mechanisms to their website. We’ve also developed a robust marketing campaign to improve their online presence which includes content marketing for SEO, blogging, pay-per-click (PPC), direct mail, and sales brochures.

The results will be captured in Google Analytics and other applications to track the ROI of the campaign.
Look for updates on design, strategy, and results over the next year. FiG Advertising and Marketing is your leading Denver branding and digital marketing agency. Contact us to learn more about how we can focus your brand or advance your marketing efforts.

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