Archive for April, 2011

FiG Advertising and Marketing Announces New Client: Infinite Future

Saturday, April 30th, 2011

FiG is pleased to announce the addition of Infinite Future to our distinguished client list!  Infinite Future is a Denver based sustainability consulting company for both the private and public sectors.  The engagement is focused on website redesign and SEO (search engine optimization) implementation, including a completely new site design developed in the Joomla content management system, keyword and site traffic analysis, and both on and off-site SEO efforts.  Ongoing SEO and site management is also an integral part of FiG’s objectives in working with Infinite Future in order to maximize site traffic and conversion.


Website Redesign & SEO Improvement:

The objective of the website redesign is to help Infinite Future establish a clear and engaging web-presence and to clarify its primary business purpose.  With the modification of user interface and the implementation of a content management system FiG will provide Infinite Future with a user-centered and user-friendly website that grows with the company, supporting business strength, and positively presenting Infinite Future in a highly competitive market vertical.

Additionally with SEO analysis and implementation Infinite Future will be able to increase the flow of relevant traffic and positive conversion rates.

On-Going SEO & Site Management:

Instead of being satisfied with simply getting more traffic to a website an on-going SEO and site management project will look to improve traffic relevance thereby decreasing bounce-rate and increasing time on site statistics.

Check back soon to see Infinite Future’s all new website!

A Look At Google From a Business Point of View

Thursday, April 21st, 2011

Most of us have grown up with Google over the last decade.  For a long time, Google has been recognized as one of the fastest-growing companies on the planet.  Much of its growth has been organic, but recently this search giant seems to have had challenges to decide what to do next.  Although the company has stretched its businesses across the web, from online search, email, social networking, web-based apps, and smart phone development, Google’s revenue is still heavily dependent on search-related advertising.  According to the company’s Annual 10-K Report, 96% of its revenue in 2010 came from advertising.  A reduction in spending by or loss of advertisers could seriously harm Google’s business.  Last year, in a news report, The Economist pointed out several threats and weaknesses for Google including competition from social media, Bing, government restriction, and internal bureaucratic structure.

However, FiG thinks there is one big problem that was not discussed–Google needs focus in marketing its products.

Apart from its online search engine, Google seems to have difficulty in deciding which market to target next.  Of course consumer adoption increasingly drives corporate decisions on product and service innovation but Google has followed too closely to competitors’ footsteps.  Witnessing Hotmail’s popularity Google started Gmail, noticing Apple’s mobile success with the iPhone Google introduced Android, and most recently Google announced they were joining the Social Media “Like” party by adding its new “+1” feature.  And there are many many more of this kind of story with Google products.

You may argue that it is wise for a company to follow market trends, and develop new products/services to satisfy new markets or new demands of an existing market.  While there is nothing wrong with following market trends Google hasn’t done enough to differentiate itself, promote, or market these products.  How many people know that they have access to over 50 Google products? How many people use more than 10? How many people realize they are using Google products when there is no “Google” logo in a brand? And how many people are aware that they can create a publicly viewable profile and use it to associate with other social and professional links just like Facebook, Twitter, and LinkedIn? With a potentially powerful self-created mega-media network Google has failed to leverage it against competitors.

This is how FiG sees Google, a brilliantly innovative company that may be too sprawling and ironically lacking in consumer awareness.

FiG Advertising and Marketing Announces New Client:Fall River Consulting

Wednesday, April 13th, 2011

FiG is excited to announce that we have been engaged by Fall River Consulting Group LLC., to work with them on assessing core competitive differentiators, developing targeted audience messaging, and redesigning their website.

Fall River Consulting

Fall River Consulting Group, LLC.

Message Development:

In order to improve the effectiveness and cross-department consistency of messaging and sales language FiG will leverage existing client and market data to help Fall River Consulting Group, LLC. uncover its competitive advantages and answer important questions like:

  • What are the objectives of your messages?
  • How are you different from competitors?
  • How will competitors/consumers react to each message?
  • How can you make your messages more personal, memorable, and impactful?

The gathered data will be used to develop messaging guidelines and top-level phrasing, for example tag-line and shorthand to be used across the company both internally and externally.

Website Development:

With the brand-messaging shored-up the Website will then be built to reflect both the existing visual aspects of Fall River’s brand and the newly developed brand position.  Content will be created and edited based on newly established messaging and sales language as well as SEO keyword analysis.  User-interface will also be improved to maximize site-flow and conversion rates.

Feedback from Newsletter

Friday, April 8th, 2011

A couple of weeks ago FiG launched our e-mail newsletter and we received some really valuable feedback!  Thank you everyone, for sharing your opinions about marketing and helping FiG better understand what information is important to you.  As most of the feedback suggested, FiG will share more case studies in the future, glad you liked what you saw.  Also today FiG will answer 3 main questions raised from our audience:

  1. What is the primary purpose of marketing activities?
  2. Why study and research consumer opinion about my brand/product/service?
  3. Is there any disadvantage to using direct marketing only?

Primary Purpose of Marketing: Although each marketing activity should address a specific problem or to achieve an identified goal, their primary purpose is generating sales by attracting new customers, or increasing individual sales volume.  In other words, marketers have to be able to tie every marketing activity back to a specific financial goal and measure how those efforts helped attain that goal, otherwise it will be simply a cost to a company.

Reasons for Researching Consumer Opinion: As one of our readers mentioned, many small business owners don’t care or don’t know why they should care about how customers recognize and respond to their brand(s)/products/services.  Let’s look at why this is important.  Brand only exists in consumers’ mind and heart.  Let me give you a real world example.  When Justin’s Nut Butter first came out in a 1.15-oz. squeeze pack, the owner planned to target and attract active sportspeople.  You can easily tell their initial positioning from a Youtube video.  But several months later, after a consumer sales study, the company found most of the products were purchased by young moms!  Moms loved the organic product, and its small and convenient package.  With this information, Justin’s revised its positioning to focus on young moms, by creating a “Justin’s favorite nut butter song” campaign, distributing mostly in local & organic grocery stores instead of sports centers, etc.  Today Justin’s one of the most popular and favorite topics among organic & nutrition magazines, and is available in almost every big grocery chains in the US!  In short, Justin’s success is due to the revised and corrected focus based on their research to understand consumers!

Direct Marketing: Many small business owners prefer direct marketing, because the result is usually linked straight to revenue, and thus it’s easy to measure.  Marketing piece goes out, phone call comes in.  While it is usually a good way to start marketing with a limited budget, FiG wants to remind you about 2 substantive limitations of direct marketing:

  1. Low Purchase/Response Rate: Many marketers complain that response rate of direct marketing is becoming lower and lower.  According to Direct Marketing Association, the average response rate of direct mail is only about 2.5%, and mail still pulls the best response rates!  The reason of this low response rate lies in the consumers changing mindsetResearch and studies show that consumers want more control over the ways that products/services are peddled to them.  They tend to seek the brand that they like, they prefer to control the channels to receive information from marketers, and many of them demand an end of direct marketing for privacy reasons.
  2. Insufficient for Brand Building: Effective brand building requires interactive communication between companies and consumers.  But direct marketing is mostly a monologue. Although lack of an effective brand is not a life-threatening situation for small and medium-sized companies, it is definitely a bottleneck for growth and difficult to compete with those that have well-recognized brands.

This is not to say direct marketing is something you shouldn’t do, we are however, saying that this is something that should be thought out.  Researching your audience can improve your results significantly in two ways.

  1. Does your target audience respond to this marketing method/is it appropriate?
  2. How should you talk to this audience?  Does the message you put out there talk to the audience in a way that connects with them?

Again, FiG thanks you for your input and hopes we answered most of your questions this time.  We’d always love to hear more from you. So don’t be shy and leave us a comment!