Archive for February, 2016

Case Study: Web Design for Source Communications

Thursday, February 25th, 2016

Source Communications needed a new web design with improved functionality, better content and mobile optimization. Their goal was to increase sales interaction via online forms and phone calls. FiG analyzed Source Communications’ existing website and mapped out a digital marketing strategy that would increase traffic and sales leads.

Business Challenge: Focus & Clarity

Source Communications started as a cable assembly and wiring company in 1987. Since then, they expanded into designing, installing and maintaining security systems and designing and manufacturing custom retail checkout product lines. Straddling so many capabilities made it challenging for Source Communications to effectively message their value proposition to all their intended audiences. Their website had to convey their core business offerings and let visitors know where to find what they needed quickly.

Solution: Web Design & Development

The old website had broad “Products” and “Services” categories for cabling and wiring. They also had a separate site for security services. Their site was also not optimized for mobile devices:

website design

In the new design, we merged the two websites and streamlined their navigation bar into three core areas: Cabling, Security, and Product Lines. We also created large homepage banners directly linking to each category for easier navigation. These simple changes brought their capabilities under one umbrella and helped focus their brand:

website development

with mobile optimization:

mobile optimization

Solution: Digital Marketing & Content Strategy

The new website design made it easier for Source Communications to post client updates, announcements, and manage social media. FiG then rewrote site content for clarity and flow. We added keyword analysis, and goal and event tracking which allowed us to analyze and improve user interactions.

The Results: Increased Traffic & Page Views

The combined efforts resulted in increased traffic, page views, session duration, and sales conversions from the previous year. The most notable achievement was our ability to lengthen the time spent on our client’s website from 47 seconds to 2:26 minutes. This resulted in a 100% sales conversion through their contact submission form–outstanding for any digital strategy!

increased session duration

View Source Communications’ new site here and contact us to learn more about how we can improve your digital marketing strategy.

Marketing Thought: Content Marketing & Marketing Automation in 2016

Thursday, February 18th, 2016

content marketing

We discussed content marketing and marketing automation two years ago. With 42%-46% of marketing budgets expected to go into content development this year, we thought it made sense to revisit how digital best practices will impact your business in 2016.

Content Marketing: The Job Focus

Content marketing requires thoughtful strategy, planning, process and timely execution across multiple platforms. While we emphasize strategy and planning as the most important step to managing brand awareness, scalability tends to be the biggest pain among marketing teams to accomplish this.

Marketers simply do not have the capacity to follow best practices. In fact, only 44% of B2B marketers can benchmark and define the success of their content marketing efforts. Due to the overwhelming responsibilities that go into content marketing, many companies now hire a dedicated person internally or look to hire a full-service marketing agency to manage their content strategy.

Marketing Automation: Tracking Your Digital Footprint

Marketing automation tools like Marketo and Pardot are the disruptive technology worth learning. Automation is key to managing content, tracking process, executing tasks, and measuring the success of marketing campaigns across multiple channels.

Marketing teams who maximize the full potential of marketing automation software are better equipped to leverage the data that is collected. Marketers are able to analyze results from each campaign to gain broader insights into their target audience’s buying behavior. Furthermore, marketers can then apply their insights to the next level of their strategy and planning.

Content Marketing & Marketing Automation Trends in 2016

Content marketing and marketing automation is no easy task. But here are some trends to look forward to:

  • Algorithm updates will reward quality of content versus quantity of keywords. Spam tactics will be rewarded less and audiences will get more relevant content.
  • Small businesses will adopt marketing automation. We will see an increase in marketing automation tools that are more accessible to small businesses and not just the big and mighty.
  • Once your foundation is established, it’s easier to adapt and refresh your strategy as the market changes.

Contact us to learn more about how FiG can help with your content marketing strategy.

Doritos is the Best Super Bowl Ad Campaign 2016

Monday, February 15th, 2016

Last Sunday, the Denver Broncos won Super Bowl 50 (pause for celebration). We are from Denver so of course we watched and celebrated the game, but we are still ad geeks at heart. As an advertising agency, we couldn’t help ourselves so we watched the ads with the same vigor as the game.

Best Super Bowl Ad Campaign 2016

Though there was tough competition this year, Doritos came out on top with their #CrashTheSuperBowl campaign that generated ads from devoted fans.

For the past ten years, Doritos has asked their fans to join in on the advertising fun by drafting their own Doritos commercials. The top three winners’ ads are aired during Super Bowl Sunday and compete for a chance to score a $1 million cash prize. This year, the final year Doritos is producing the contest, the 3 winners were selected from a pool of 50 semifinalists through public voting.

To generate hype for the final contest, Doritos drummed up a video mashup of all of the past winners commercials called, “Graduation (Bold Forever).”

Doritos Dogs

The winner of the 2016 #CrashTheSuperBowl contest was called “Doritos Dogs.” The ad featured a group of dogs who were determined not to let their animal stature defeat them from being able to purchase a bag of Doritos.

Swipe for Doritos

The runner-up, “Swipe For Doritos” poked fun at the dating app Tinder. In the ad, a handsome gentlemen swipes through various and somewhat nightmarish dates, only to land on someone holding a Doritos bag, even if she isn’t his dream girl.


The “Ultrasound,” was not the ultimate winner of #CrashTheSuperBowl, but it was certainly a crowd pleaser. It already has over 11,000 retweets and 12,000 likes on Twitter. The commercial is a warning signal for how powerful the craving for Doritos can be, even for babies.

User-Generated Content Creates Brand Evangelism

In general, Super Bowl media time runs at about $150,000 per second. With ad spots being so pricey, why not designate the creative to other outlets, such as fans. With fans supplying the creative content, the brand saves money while provoking brand evangelism. With fans selecting the winner, the commercial they most enjoy, market research is also built into the process—another cost savings.
In the end, user-generated content is fun and engaging for customer and renders great commercial content. But beware, this tactic isn’t for everyone. When you give your customers’ free reign, they can sometimes take advantage of it.

Coca-Cola recently promoted a GIF maker that allowed people to add feeling on top of a massive GIF created by Coke. The Internet wasted no time in having fun with the GiF’s with pokes, such as “I’m into feet” and “let’s ruin our phones.” Check out Digiday’s article to see more.

The lesson is that allowing your fans to create brand content is a great way to invoke brand evangelism, but you have to ensure that there is some kind of approval process so that you can take out any malicious or inappropriate content.