Archive for May, 2013

Multiple Networks in Social Media Marketing

Friday, May 31st, 2013

Social media is so well integrated into our lives that we don’t stop to think about it anymore. For the young and the old, the rules of social communication have vastly changed. The communication decision process may look something like this: I want to talk to my daughter, well, Viber will reach her if she is out, in an hour she will most likely be on Facebook chat, well, I don’t like phone calls and she won’t read her email till tonight, so I better text her to get her attention. I am hoping to set up a video chat date with her and other family members. Impressive, right? Well, its now a daily, even hourly, process…enabling communication across the world.

I call this multi-level communication or social media marketing. Where we used to speak to each other directly, we now have many technological choices as well as many software choices for the messaging layered over the connection. The rise of social media in our lives has created an unprecedented connectedness. If you are feeling lonely, or if you need information, you don’t need to reach very far.

The rise of social media “laid the gauntlet” for those in business. At one time multi-media messaging meant TV ads or phone call campaigns, perhaps a little email. Now business owners have moved on to embrace the Facebook, Twitter, Vine, You Tube and many more social media venues. As of yet, the one social media app to rule them all has not appeared.

Business intelligence took a little longer to catch up, but it is now possible to measure the impact of social media on your business. Businesses across the world have changed their processes to embrace multi-level communication and business intelligence. Many now leave part of their budget for responding to new technology and immediate social media communication. (Remember Oreo’s “You Can Dunk in the Dark” during the 2013 Superbowl blackout?)

If you need to move your business to the new multi-level communication paradigm, FiG is here to help, just give us a call.

Online Video Marketing – The Next Big Ad-Thing?

Thursday, May 30th, 2013

There is no denying that television advertisements have been and still are successful.  However, according to a recent survey by digital video advertising agency BrightRoll, a new form of video advertising is taking the lead .  In their March 2013 survey, BrightRoll found that the majority of respondents at 75% felt online video ads were as effective as television ads, if not more.  According to nearly half of respondents at 45%, the value of a digital or online video comes from targeting capabilities.  Reach comes in second at 27% and the price relative to TV is also a factor, coming in third at 10%.  From 2012 to 2013, video has seen a lot of growth and it does not look as if it will slow down, as more and more companies are leaning towards it, yielding an expected 25% growth in media spending for online videos.

Recently, FiG has been working with online video as well, assisting our clients Amazing Moves and CRMCulture in creation and production of marketing videos.

Amazing Moves:
In year three of their new logo, collateral and website, Amazing Moves Moving and Storage was looking for a next step in their marketing efforts.  Previously FiG had assisted with radio ads, but this time it was decided to move in the direction of an online video marketing series on packing and moving.  The series is broken up into 8 short videos with tips and advice for your move, including:

  • General Moving Tips
  • Choosing a Mover
  • About Amazing Moves
  • 1 Month Before Your Move
  • Packing Your Bedroom and Large Furniture
  • Tips for Packing Your Kitchen
  • 2 Weeks Before Your Move
  • The Day Before Your Move

The videos were released over a 6 month period and shared via social media.  They now live on both an Amazing Moves YouTube channel as well as the company website.

Over just the past four months, as the videos have been released and placed online, the videos have had a total of 800 views with 42% coming from YouTube viewers, 30% from other websites and 27% from mobile device views.  While these videos are not advertisements, they are a great example of the reach and marketing potential a company can gain from using this form of media.

FiG also completed a video project for CRMCulture,  a company that builds functionality and features to enhance the Pivotal CRM or Content Management System.  They came to FiG in need of a wow factor for their annual conference – a video that demonstrated the awesome features they have to offer with their Productivity Pack product and just how much they can make a difference in daily CRM activity.  To do this, FiG created a short teaser video, showing off some of the highlighted features one can get with the Productivity Pack and tempting the viewer to find out more.

CRMCulture attended the conference just a few weeks ago.  The teaser video was shown at the beginning of a longer presentation, playing a small ad role and getting the audience interested.  The Productivity Pack video is also available on the CRMCulture website for additional viewing and marketing use.

Again, while this was not purely an advertisement, when it comes to the online and digital video growth that has been and will be continued to see throughout the coming year, it is another effective example of the marketing potential these videos have to offer.

Contact FiG to see how we can help you with your digital and online marketing needs!

GrubHub & Seamless Team Up To Create a Restaurant Takeout Powerhouse

Thursday, May 23rd, 2013

Overshadowed by the news of Yahoo’s purchase of Tumblr, another big merger seems to linger under the radar.  GrubHub and Seamless, two startups used for ordering restaurant takeout, have announced that after years of existing as competitors they will merge to combine forces.  This is somewhat of an atypical agreement given the other recent acquisitions of Tumblr by Yahoo and Instagram by Facebook, where one company purchased the other.

So it may be different, but a merger for these two companies just seems to make sense.  GrubHub is notable for making it easy to order from the mom and pop shops, while Seamless received applause for its mobile app.  Each is popular within a different city and with varying audiences  – college students vs. corporate – giving them separate service networks.  GrubHub reported working with 20,000 restaurants and Seamless with 12,000 restaurants.  When orders are added up, together the two companies place over 90,000 orders a day!  Combining forces could create a powerhouse in the food ordering world, widening their reach both in cities and customers they are able to serve.

The websites are already eliminating the need for piles of take out menus and help users to discover new options in their neighborhoods.  If you aren’t sure what you’re looking for, just type in your address and a list of possibilities will pop up, including reviews and popular items on the menu.  This feature makes the merged company a large player when it comes to the reviews and recommendations side.  While companies like Yelp have a large influence here, they lack the ability to complete the crucial last step of purchase all in the same place.

Needless to say, of all the recent mergers and acquisitions, GrubHub and Seamless seem to have great potential to be even bigger players within their service niche and we are eagerly awaiting news on the name and marketing strategy of the new entity once the merge clears!

Going through a change in your business and need a new marketing strategy? Contact FiG to learn how we can help!

There’s Always Money in the Banana Stand

Monday, May 20th, 2013

There were many disappointed fans when Fox canceled the sitcom Arrested Development after just 3 seasons.  Thankfully, the series was picked up by Netflix who recently announced that after 6 years, they will be  releasing a fourth season this month and there are rumors of a movie in the works as well.  Netflix plans to release fifteen new episodes all at one time on May 26th for your memorial weekend viewing pleasure.  While original content is something new for Netflix, there is not much risk of failing to capture viewers, in large part due to the show’s cult fan base.

Anyone who has watched the show is familiar with the infamous family business – Bluth’s Original Frozen Banana Stand – and in preparation for the big release, Netflix took advantage of that, bringing the Banana Stand to life on a worldwide tour.  The stand has been popping up in various cities over the past month including London, New York and Los Angeles, bringing long lines of loyal fans waiting to get a frozen banana and with hopes of sighting a cast member.

All this hype can only be a good thing for Netflix and its brand.  After a division of services and price increase a few years ago, the company was almost written off for failure.  However, it seems to be back on track and doing well, embracing new opportunities as people look for alternative ways of viewing.  They have taken advantage of an enormous marketing opportunity with Arrested Development and have succeeded by knowing their audience and utilizing one of the most well known aspects of the series.

When you are ready to boost your business brand, contact Denver brand agency, FiG Advertising!