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Archive for the ‘Denver Branding Agency’ Category


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.

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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.

New Client – AimHire

Thursday, January 12th, 2017

Brand Development

Ask any marketing agency employee what they enjoy doing most, and many will tell you that branding a new company is a highlight of the job. Brand development can include everything from the market research to the name to the logo design, to the tagline, to the letterhead, business cards, and website design and development.

AimHire Logo

Branding is a process wherein an agency defines the target market, surveys the competitive landscape, and develops the company’s SWOT to strategically position the new or existing company in the best way.

At FiG, we’ve done brand development in Denver for numerous companies over the years. It’s one of the most interesting things we get to do because we can delve into the roots of a company and create a brand image that reflects the core principles and value proposition of the organization. It’s truly exciting to be at the helm of creating a new brand.

AimHire

When AimHire, a Denver-based employment agency decided to expand their brand, they turned to FiG, a Denver branding agency for help. AimHire is forming a new company specializing in executive sales placement, so they need a fresh new brand for this effort. Our team determined that the best way to define the strategy behind the brand was to start with market research. This research would give us insights into the kind of look, feel, and messaging that would make the firm stand out from the competition.

The research fuels the strategy which propels all the other decisions in the brand such as the name, the logo, the color palette, and the website design. Because it’s not enough to choose pretty colors and a cool name; the entire brand and all it’s marketing communication pieces have to uniquely represent the company in a way that will resonate with the target market.

Yes, brand development encompasses deliverables such as a new name, a logo, and a website, but at the core, brand development is about communicating your value to your audience with an authentic, compelling voice.

We are developing a new brand for AimHire that will position them effectively in the marketplace and be a brand they are proud to stand behind. Stay tuned for the beautiful results.

Thinking about creating a new brand or updating your old one? Contact us and let’s chat about your goals.

The 5 Love Languages of Branding

Wednesday, October 12th, 2016
5-love-langs-book

The New York Times bestseller, The Five Love Languages by Gary Chapman, gives us insight into the most effective ways to communicate love. He outlines the five languages as Quality Time, Words of Affirmation, Physical Touch, Acts of Service, and Gift Giving. Chapman asserts that everyone has a primary love language, but not everyone shares the same one. And therein lies the friction in many relationships. One person’s primary language may not match their partners, so they simply don’t communicate their love in the language in which the other can hear it.

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