News
Archive for February, 2017


Web Development: New Client: Redcup Beverage Service

Monday, February 27th, 2017

Web Development Project for Redcup Beverage Service

When you think about great coffee or tea, do you see your local café? Our new client, Redcup Beverage, is bringing that coffee house flavor to offices in the Denver metro area. redcup offers fresh roasted coffee and organic teas, clean, fresh water and ice, and good-for-you snacks delivered right to your office. We think what they do—creating those workplace moments where co-workers gather together over an exceptional cup of coffee or tea—is pretty awesome. When they asked FiG to redesign their website, we were thrilled to take on their web development project.

Denver Web Design

Website Content

As a Denver web design firm, we specialize in local businesses who want to elevate their visibility and expand their reach. We take the time to understand what makes your business great and why you’re different from your competitors. In the case of Redcup Beverage Service, the owner, Christopher Anson has a wealth of coffee knowledge that he uses to create an unrivaled customer experience. Ask him about flavor profiles, taste tests, delivery systems, roasting methods–you name it. He is a walking encyclopedia of coffee knowledge. Not everyone has his level of expertise and background, so we are going to create a unique website for Redcup that fully conveys his unique value proposition.

Web Designer

Better Web Design

As a web designer, FiG does more than just put words and pictures onto the Internet. Web design includes creating a search engine optimized (SEO) site that has been properly constructed for perusal by both search engines and people. We make sure our sites are constructed with SEO best practices in mind.

The Redcup Beverage site will highlight their commitment to partnering with local coffee companies to offer coffee products from the best coffee roasters our state has to offer. It will also detail all the services they offer and their exceptional customer service. Their site will be finished soon, so we will post the beautiful results next month.

Thinking about redesigning your website? Need a good web developer? Contact FiG to discuss your website project.

Advertising Agencies Battle It Out In Super Bowl 51

Wednesday, February 22nd, 2017

While the Super Bowl is a match of athletic wits and prowess, the Super Bowl ads are, well the Super Bowl for advertising agencies. This year, thirty seconds of air time cost advertisers and advertising agencies between $5M – $5.5M. And with 111.3 million people watching, it wasn’t just huge dollars at stake; it was the advertiser’s brand reputation as well.

Humor officially won over viewers during this year’s Super Bowl, according to a recent ad analysis. Live ad testing showed that consumers preferred humorous ads over popularly used “sadvertising” techniques that have been incredibly successful in previous years. Advertising agencies and brands that utilized humor in their advertisements fared better with consumers on an emotional level than those who opted for a more political route. Viewers wanted a reprieve from the stressful nature of recent political events. “Historically speaking, humor always tends to perform extremely well, often better than more serious ads. This year is a little bit different with the social and political climate in the states,” says Kellan Terry, one of Brandwatch’s senior PR data analysts. He says that brands who chose to take a political stance with Super Bowl 51 ads were not erroneous, but, “At the same time other brands would recognize that people would want a relief from the seriousness and the issues that face our country right now.” Here are some stats on how the top two funniest ads from Super Bowl 51 stack up.

Advertising Agencies Clean Up

Mr. Clean – ‘Cleaner of Your Dreams’

Some loved this ad, and some found it odd, but overall it proved to be a winner. The short thirty-second ad features a woman who is charmed by the animated Mr. Clean, who dances around the house cleaning while wearing a form-fitting white t-shirt and pants to match. Along with the Skittles‘Romance’ ad ‘Cleaner of Your Dreams’ received a 5-star score, which a mere 4% of advertisements receive. Research shows that high-ranking ads usually feature extreme levels of happiness at a maximum intensity. Brandwatch provided additional data on viewer’s reactions by tracking minute-by-minute brand mentions of brands during the game. Social media analysis showed that Mr. Clean had the largest amount of mentions, raking in 11,700 mentions in a single minute. Buick had the next biggest number, with over 7,300 mentions in one minute. In short, these statistics are the ultimate dreams of advertising agencies.

Advertising Agencies Feel the Love

Skittles – ‘Romance’

Although many people thought skittles would opt for a politically focused ad, they decided to go the humor route, and it worked.‘Romance’ features a young love-sick boy throwing Skittles at a young woman’s window in order to get her attention. The girl, her grandma, a thief, and a groundhog take turns catching the candies in their mouths. The most successful Super Bowl ads are witty and concise and oftentimes unexpected, such as this ad. Humor is a big win in this Skittles ad.

Both ads ranked highly on the “emotion-into-action” scale, earning a score of over 83%. The scale is based on BrainJuicer’s ad performance data and turns emotional responses into quantitative data which can potentially predict in-market business outcomes. BrainJuicer, a company dedicated to better understanding people’s behaviors through market research, concluded that, “Happiness is the emotion that is the most likely to generate the positive feelings that unconsciously make consumers feel good about a brand, and make it a future instinctive, intuitive purchase choice. Feel nothing, do nothing, feel more buy more.”

For more advertising and marketing insights, follow FiG Advertising on Facebook and Twitter. And if you’re looking for a Denver advertising agency, contact us to discuss your goals.

Using Hashtags in Social Media Marketing

Wednesday, February 22nd, 2017

If you spend any time on the internet, you’re probably familiar with using hashtags in social media (the pound sign–#). These are words and phrases that follow many social media posts. What you may not know is that hashtags are becoming more and more important for the success of social media marketing and small businesses, providing an advantageous way for businesses to connect with current and potential customers.

Hashtags originally came from Twitter, and when clicked on, would send the user to all other tweets containing that same hashtag. This allowed Twitter users to engage in conversations relating to the hashtag topics. Various social media networks like Facebook, Pinterest, and Instagram followed suit, adding hashtag capabilities to their platforms to facilitate more user engagement. The smart social media marketers also began using hashtags to locate their audience.

Using Hashtags in Social Media Marketing

Start a Conversation

Businesses can use hashtags in a variety of ways to promote public outreach and enhance their brand awareness. Like those savvy social media marketers, SMBs can use popular hashtags to target suitable audiences. Almost all social media sites allow users to see all trending hashtags which give users the ability to follow trending news and other topics in real-time. By participating in popular discussions on subjects pertinent to their industry, products, and services, businesses can advantageously use hashtags to gain new clients and establish their brand among new consumer populations. For instance, in Boston during the 2015 record-breaking snow storm, restaurants began to use #digoutdineout, letting those who wanted to eat out know that local restaurants were open as usual, regardless of the 10 feet of snow on the ground. Many businesses even offered discounts and specials to those who ventured through the blizzard to eat out, which allowed businesses to fill their empty tables, feed hungry customers, and help the local community.

A Few Suggestions for Using Hashtags in Social Media Marketing

Using Hashtags

The point of a hashtag is to draw in new customers to your business, so make sure the hashtags you use are relevant to your target audience ( Click here for more info on choosing your target audience .) Do some research on what similar businesses are using for their hashtags and check out your customers’ interests and likes to see what topics your hashtags should emphasize. There are many sites that post current trending topics to give you some ideas on where to start. Remember to make your hashtag unique enough so that it can be remembered more easily.

Jumping on board with trending hashtags is also a way businesses can reach out to customers. A trending “#” is used by many people at the same event or location, for example, in the case of breaking news or at a rally. Twitter even has a feature that tells its users when their followers are tweeting about the same subject. Take advantage of popular subjects if they’re relevant to your industry and target audience, but don’t forget to research any hashtags before using them. DiGiornio mistakenly used a hashtag regarding domestic violence when marketing their pizza, and consequentially faced harsh criticism from its customers. A hashtag should boost your business’ reputation, not ruin it.

Looking for ways to make your social media bring in more customers? Contact FiG. We can help you get more from your social media marketing.

Digital Marketing: Nordstrom Targets Millennials Via New Tactics

Thursday, February 2nd, 2017

116 Year Old Brand Embraces New Digital Marketing and Social Media Techniques

Digital Marketing Tactics

For the past 116 years, Nordstrom has been considered to be one of the top luxury department stores in the world and one of the top retail marketers. The company has spent decades refining its customer service model, which has resulted in strategies such as offering top-of-the-line store associates who are willing to go to any length to satisfy customers. Now, Nordstrom has utilized various new digital advertising strategies to try to appeal to millennial buyers. They are hosting themed pop-up shows and Nike concept shops, and also using digital marketing techniques, specifically ramping up its presence on social media marketing through apps like Snapchat.

Earlier last year, according to Consumer Affairs, Nordstrom held a social media-based contest on Snapchat, giving students at five universities the chance to win a campus-wide shoe party, where free shoes were given away to students. Millennials took note, and the number of Nordstrom’s Snapchat followers increased by 60%. This demonstrates how Nordstrom is using digital marketing technology to engage with potential customers. Nordstrom has shifted its focus towards the mobile marketing realm, by giving shoppers the option of purchasing merchandise by texting retail store associates.

The addition of pop-up shops has also been crucial in attracting millennials. Shops alternate every few weeks and feature seasonal collections from up-and-coming designers. Because collections are always changing, customers always have a reason to come back. “It’s a smart and creative way to repackage some of the things they have – and a big testing ground for them,” notes Tiffany Hogan, senior analyst at Kantar Retail. “It’s very successful for them. All of those brands are targeting millennial shoppers, and that’s a big group they need to continue to go after.” Rotating inventory also provides a useful way of collecting customer data about what designers and retail products are most popular. Additionally, Nordstrom is also partnering with popular new brands like Topshop, Bonobos, and Madewell to appeal to the millennial crowd.

By customizing its inventory to preferences of both old and new buyers, Nordstrom has successfully kept its sales figures up, netting $3.5 billion in sales for the third quarter of 2016, a 7.2% increase as compared to the previous year. Creating digital marketing strategies that draw in millennials through social media campaigns is key to Nordstrom’s continued success.

Do you need some new digital marketing or social media ideas to generate retail sales? Contact us to discuss your goals.