Archive for September, 2013

Client Case Study: Denver Community Credit Union Radio Ad Campaign

Monday, September 30th, 2013

As you may recall, FiG has been working with Denver Community Credit Union for the past year, first on a website redesign followed by a re-brand.   The relationship has continued through an Agency Retainer and a few months ago FiG was chosen as the credit union’s Media Buying Agency, the focus of which has been on a number of radio advertising campaigns.

The Campaign:
The latest radio campaign aimed to promote Home Equity Line of Credit, or HELOCs, and had a very specific target audience within Denver, Adams, and Arapahoe counties.  Ads were created and played on five various radio stations with the intent of reaching a broader audience within those counties.  In order to track the conversion rate and which station individuals heard the ad on, each ad contained a different phone number and URL.  From there we were able to see which landing pages received the most traffic and which phone numbers received the most calls.

The Result:
Traffic to the landing pages was high-quality given the campaign was very geographically targeted.  The ads had specific and limited calls to action, drawing only those who were actively interested in the product.  The landing pages seemed to convert at a high rate:

  • 20.75% of visitors completed the form
  • combined 32.08% conversion based on total contacts (both form completion and phone calls)

Overall, given how specific the message was, this campaign successfully hit and drew in the target audience.  Through landing page and phone tracking, FiG was able to see conversion and Denver Community Credit Union was able to follow up with interested individuals in order to guide them through the approval process for a HELOC.

If you think you could benefit from an advertising campaign, whether radio, print ad, or other media, contact FiG to learn more about how we can help!

Google Encrypts Search – What does this mean for SEO?

Friday, September 27th, 2013

This week brings some big buzz in the Search Engine Optimization world due to a sudden change from Google who, instead of opening new doors, is closing a few.

In 2011, Google made searches encrypted for users who were logged in to Google when searching.  Their reasoning behind this encryption was privacy and now they have taken it a step further.  In the past month, Google made a quiet change that that has encrypted all search activity except for paid search.  This means that Google Analytics will no longer be collecting search data unless it is a paid ad that is being tracked.  Now when you look for which keywords are driving traffic, “not provided” appears instead of the keywords you are looking for.

So what does this mean for SEO professionals and marketers?  While some question the motive – privacy or trying to boost ad sales – one thing is clear and that is tactics will have to change.  Not having the keyword data, makes it more difficult to identify the low hanging fruit, or keywords that more easily drive traffic.  In an article from Hubspot, various professionals shared their thoughts and suggestions.  Given that today, SEO has a lot to do with the content, they suggest continuing to focus on themed, specific content, tracking at a page level rather than by individual keyword.  This is just one of the ways that SEOs and marketers can work around Google’s change.

If your search marketing tactics need a refresh, now might be the time.  Contact FiG to see how we can help.

Is the Term “Social Media” Outdated?

Friday, September 20th, 2013

Have you ever stopped to really scrutinize the phrase “social media?” We’ve been using the terminology for years (coined in the 1990s at AOL according to Forbes), but think about how much the meaning of it back then has changed with the use of social platforms throughout the years. Sure, when you break it down to its simplest form, people are still using it the same way – entertainment, communication with friends and gathering information. But consider how much the social space has evolved over the years – does the term “social media” still encompass all the facets of the online social-sphere?

According to Brandon Evans, CEO and owner of Crowdtap – it doesn’t. He believes social media strayed from its original meaning and has evolved into a misleading term that confuses customers, and the word “media” implies some type of platform where things can be bought and broadcasted. Social platforms may have this capability, but Evans stresses that it’s more of a place where people share photos and videos while making plans with friends – among various other things of course.

Another reason Evans says the term social media has a negative connotation is because a percentage of the population is opposed to engaging in these platforms. When some people hear that term they associate it with being engulfed by the numerous tools, useless status updates, and loss of privacy.

It’s true the online social scene has gotten extremely saturated, and one has to wonder what percentage of people have been opting-out because they’re becoming overwhelmed. Evans even goes as far to argue that maybe one of the reasons these people are dismissing these useful tools is because of the negative connotation with the phrase “social media.” He encourages we as marketers consider replacing the expression to “social technology” – a term that stresses the relevance and utility that comes with social platforms. Evans essentially wants people to acknowledge the maturing social landscape and proposes that a simple name modification could make potential users more inclined to opt-in to additional social platforms.

What do you think? Are you seeing the correlation of the phrase “social media” with people becoming disinterested because of reasons mentioned above?

Chipotle: Cultivating a Better World

Tuesday, September 17th, 2013

Inhumane farming is no secret, yet that does not make it an easy topic to broach.  Chipotle however, is taking on big agriculture and calling for more ethical practices to be brought back.  Last year the company released their short film “Back to the Start” which made a splash, winning them awards in the ad industry.

This year,  Chipotle has released a follow up film, “Scarecrow”, which takes us on one scarecrow’s journey from working in Crow Foods, an industrial farm operation, to revitalizing his own farm that he previously left behind.  While the film sends a strong message on its own, it also cross promotes an interactive game which lets players undo the wrongs of Crow Foods, making the world better in return.

Chipotle has said that the idea behind the film and game is less to generate sales and more about using the entertainment as a way to educate people on the issues in food, hoping to facilitate better decision making.  The company also has their Cultivate Foundation, which works to support sustainable agriculture, family farming and education.

Each piece of the marketing keeps their message consistent, to “cultivate a better world.”  Change may not come quickly, but it is encouraging to have a strong message coming from such a well known and liked restaurant.  Creating awareness is key and there has already been a growth in the popularity of local and organic foods.  We will be sure to keep an eye on the company as they continue to market their message.

Watch the short film below!