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Archive for the ‘Denver Branding Agency’ Category


New Branding Client: Variable Steel

Thursday, June 1st, 2017

Variable Steel, a steel fabrication company, was founded by Jesse Tillman and his brother, Vernon in Atlanta Georgia. For the past ten years, the company which fabricates, designs, engineers, and erects steel has grown steadily without the help of any formal branding or marketing.

Word-Of-Mouth Marketing

What’s remarkable about this family-owned and operated business is that it has been garnering projects consistently in the past decade purely by word-of-mouth. With current and former clients like Mercedes-Benz Falcons Stadium, the Birmingham Airport, and NASA, clearly, the word-of-mouth has been working.

Getting To the Next Level

But to get to the next level, Jesse knows he must up their game, so he decided it was time to hire professional marketers. He learned about FiG through the branding and website work we did for Burgess Services. He liked what we did for them, and began talking to us about how to better communicate his company’s value proposition and differentiate his work from his competitors.

Branding: Logo

First, the company wants a new logo that will convey the nature of their company as a critical variable in the overall equation of building construction. FiG’s logo creation process involves translating into a visual image the core values of a company and their unique value proposition. Variable Steel’s new logo will visually convey their commitment to being a partner in problem-solving.

Branding: Website

While the company has grown consistently through word-of-mouth advertising, a website provides further information for prospective customers and opens another avenue by which people can find you. We will create a website for Variable Steel that will spell out what they do, how they do it, and why you should work with them.

Search Engine Optimization

A website is only as good as its search engine optimization (SEO). Without good SEO, your website won’t be found my potential clients searching for your services, no matter how great the site is. FiG will be optimizing the new Variable Steel website so that it gets found in search engines.

We’re psyched to be working with Variable Steel to create a new brand and website for their company. Stay tuned for the fantastic results.

Branding: Mattress Firm Enlists Steve Wozniak to Update the Brand

Wednesday, May 10th, 2017

When you’re an established brand that needs a branding update, what do you do? Well, Mattress Firm is calling on Apple co-founder Steve Wozniak to help bring mattress sales into the 21st century. Following suit of rivals Casper, Eve, and Lessa, the 31-year-old U.S. chain that boasts over 3,600 stores is attempting to become a technologically-savvy mattress retailer while featuring mattresses from Serta Simmons Bedding (SSB). (In marketing-speak, we call that a branding update.) Earlier this week Steve Wozniak hosted a reveal for two tech-integrated mattresses, paralleling previous reveals done by Steve Jobs and Tim Cook for Apple. The reveal served as an introduction for Mattress Firm’s “Technology to Power Off” campaign, which was created by advertising network Droga5 in order to heighten the retailer’s prominence as a tech brand and to reach out to fatigued millennials as well as older generations.

The reveal included the Simmons Beautyrest Black HybridPlus – a memory foam mattress that features individually wrapped coils for comforting support, as well as the Serta iComfort TempTouch – a foam mattress which uses breakthrough technology to regulate body temperature for a cooler night’s sleep

“Fostering a spirit of collaboration, this partnership brings together the sleep industry’s best in product design and innovation coupled with Mattress Firm’s national footprint to bring better sleep to people across the country,” said Serta Simmons Bedding CEO Michael Traub. “Through our shared commitment to our customers, these products ultimately deliver compelling value based on their individual needs and sleeping preferences.”

New Branding Campaign

Mattress Firm’s exposé will be followed up by a digital, TV, and radio campaign with Wozniak’s pitch being released via a sponsored content post on Wired.com. “The average American isn’t lining up outside a mattress retail store waiting for the latest breakthrough in technology,” said Sicily Dickenson, Mattress Firm’s new CMO as of last year. “It’s about taking that first step toward just stopping the sea of sameness out there around sales and price and that perception that shopping for a mattress is going to end up like a used-car experience.”

Stay in up-to-date with the latest marketing and advertising news by following FiG Advertising on Facebook and Twitter .

Brand Extension: AmazonFresh

Thursday, March 30th, 2017

Amazon’s Latest Brand Extension Puts Groceries Straight to the Trunk of Your Car

Google Advertising

Amazon has been practicing brand extensions since they expanded their inventory from books a decade ago. Never failing to create unique strategies to retain and grow their customer base, Amazon has recently announced its entrance into the e-grocery world. The launch of AmazonFresh Pickup, lets customers place their grocery order online, drive to an AmazonFresh location, and have someone place the order straight into their trunk. Amazon claims that orders can be completed in as little as 15 minutes. According to the company, AmazonFresh Pickup gives consumers thousands of options to choose from, ranging from basic everyday items, such as bread, milk, and toilet paper to expensive, top-choice cuts of meat.

AmazonFresh will be free for Amazon Prime members once testing is complete, but currently, the beta launch is currently only available for employees in the Seattle area. Last December, Amazon announced a similar brick-and-mortar store idea called AmazonGo, which would give customers the ability to enter the store, grab desired items, and leave without having to interact with a cashier, as items will be scanned automatically and then charged to their respective account via an app. However, Amazon has yet to unveil this idea to the public.

Amazon has been toying with numerous ways of reinventing traditional grocery shopping habits, and AmazonFresh is the newest example of the company’s innovative strategies. Trends are suggesting that physical grocery stores are becoming replaced by e-grocery marketplaces , such as those soon offered by Amazon. Similar to banks and electronic retailers, grocery shopping is becoming an amalgamation of physical and online entities. Walmart is another company getting in on the online grocery store market, as they recently announced an online shopping and in-store pickup option similar to that offered by AmazonFresh. While it has yet to be determined who will run the e-grocery sector, it is certain that online grocery stores will shift consumer habits away from brick-and-mortar stores.

For more marketing and advertising news and stories, follow FiG Advertising on Facebook and Twitter.

Case Study – Davidsons Liquors Website Marketing Performance

Monday, January 30th, 2017

Davidsons Liquors in Highlands Ranch has been our client since 2013 when they initially hired us to perform market research for them. Eventually, we helped them develop a new brand identity which included building a new website. In the years since we have periodically released case studies on our progress with their website, email marketing and PPC campaigns. Now that the website has been operating successfully for several years, this case study will look at the year over year results of 2015 versus 2016.

Website Performance 2015 vs. 2016

DavidsonsMetrics2

Often when comparing website performance for a client, a marketing agency has to compare their results to another agencies’ website which is often not an apples-to-apples comparison. No two sites are built in the same way nor do they have the same goals, so it’s not always possible to make an equitable comparison. This year, however, because we are assessing our own site against our own site we can have an accurate accounting of Davidsons’ website performance based on marketing efforts.

Website Performance Core Metrics

First and foremost, the website traffic or the number of visitors who come to the site is an important metric for performance. Davidsons’ total traffic increased 15.5% year over year. That’s a nice bump, but what’s even better is that organic search itself had a 22.15% in traffic.

The organic search increase from search engine optimization was powered by a site that is well built, has the depth of information, is well tagged, and has a Google-friendly SSL certificate. These are all things Google looks for and when a site is properly built and maintained, organic search increases

Organic Search Performance.

DavidsonsMetrics1

In 2015, 62.32% of search traffic coming to the site was from organic searches. In 2016, it was 66% of total website traffic. Just a three-point increase, but overall, 66% coming from organic means that not only did the total volume increase but the share of traffic as well because the site has been well optimized.

How did we achieve these kinds of organic search results? We did extensive site tagging on 16,000 products. We do ongoing link building, and we were successful at securing a media placement for Davidsons Liquors.

Increase in Total Transactions.

Of course, the bottom line is what matters to the client. Total transactions increased 25% year over year, and the transactions related to organic search increased 26.12%. The total sales on the website increased 39.5% year over year.

Media Placement.

Market Watch Wine Spectator featured Davidsons in an article about Argentinian Wines, drawing on their wine buying expertise.

Paid Search Campaign.

We have also been managing digital marketing PPC campaigns for Davidsons and our work has resulted in a 431% return on investment.

In 2015 we did a traditional search ad campaign, but in 2016 we began a Google shopping campaign. The Google shopping campaign shows search results that include a photo of the product the user searched for and a way to click right to the product page on the site where it is offered. The ad also gives the price and basic product information which the path to purchase much easier for the consumer.

FiG made over 5,000 products available to purchase through this Google Shopping PPC campaign, which makes it a very robust shopper interface. The result is Davidsons received twice as many clicks, 2.5 times as many transactions and shoppers spent four times as much. Our retail store PPC campaign garnered more transactions and higher dollar value transactions.

January 2017 versus January 2016.

DavidsonsMetrics3

January is typically a slow month in liquor sales, but 2017 is off to a great start. Comparing January 2017 sales to January 2016 sales, Davidsons online sales are up 44.96% year over year. Their organic search is up 24% year over year.

Your website can be a money-making machine. You can get more sales, more leads and higher performance from your website. When you are looking for an ecommerce website, search engine optimization, and high-performing PPC campaigns, FiG can help you get better results from your marketing dollars. Contact us and let’s get started.