Archive for 2017

Davidsons Centennial: Beer Wine & Spirits Closer To Home

Friday, December 22nd, 2017

In 2013, Davidsons Beer, Wine, and Spirits of Highlands Ranch came to us with the goal of understanding their relationship with their clients. We conducted in-depth market research to provide a better understanding of the Davidsons brand and business and to find any weak spots in the current strategy.

A Longstanding Partnership

Since then, FiG Advertising + Marketing has developed a complete marketing campaign that included web development, social media, email marketing, search engine marketing, and holiday specials. So when Davidsons had grown so large they needed to open another location, it was a no-brainer – FiG was there to help.

A New Frontier

The location’s Facebook page chronicled everything from the building construction to getting their massive inventory of more than 13,000 products up on the shelves to the new team of expert staff members that would be running things in Centennial. All this led up to Mayor Cathy Noon and a number of other Centennial officials coming to the ribbon cutting ceremony for the new location.

The grand opening of the Centennial location of Davidsons Beer, Wine, and Spirits was earlier this month on December 5th and was a huge success. Rave reviews came in both on and offline from happy customers who were thrilled to find their favorite beverage selections closer to home.

Davidsons Centennial Takes Off

The Centennial location’s website launched alongside the grand opening of the newest branch of Davidsons. Our content specialist worked to create unique and engaging content for the new site that would make it stand apart from the Davidsons Highlands Ranch location’s.

This fully functioning e-commerce site has been thoroughly tagged and optimized to drive traffic to the new location – both physically and online. Since the site launch in early December, we’ve seen more than 200 sessions. This is incredible for a site that’s only been live for a few short weeks and we couldn’t be more excited about the success we are seeing.

wine bottles

Not only is the new site driving traffic successfully, we also see that users are spending more than three minutes on the pages of the Davidsons Centennial website. Typically, you have about 8 seconds to catch a user’s attention and if you can’t do so within that very limited time frame, they will leave. This increased session duration proves the effectiveness of the new site.

Success By The Bottle

Conversions have also started to come in with a number of online sales already being processed, further proving both the effectiveness of the site and the loyalty of the Davidsons customer base.

We are so excited to have taken on the project with our long-time partners at Davidsons and can’t wait to follow the success of the newest location.

If you’re interested in growing your client base through digital marketing, FiG Advertising + Marketing can help you. Contact us to schedule a consultation and start enhancing your online presence.

Transparency In Advertising From Big Tobacco

Monday, December 18th, 2017

Lighting of a cigarette

Nearly twenty years ago, a battle was waged against the tobacco industry regarding the inaccuracy and blatant deception in cigarette ads over the past half a century. Last month, the repercussions took full effect with a series of transparent “corrective statements” paid for by big tobacco themselves that warned of the effects of smoking.

Historically Sexy

If you rewind about fifty years, you would find cigarette ads that oozed the kind of suave seduction more commonly associated with perfume (or a Carl’s Jr. burger). The copy of these original ads boasted that smoking a Camel would make men more manly and lighting up a Kool made women that much cooler. These ads ran largely uncontested until the early 80s, when organizations like the American Lung Association and the American Cancer Society took action, running anti-smoking ads that were as common as their pro-smoking counterparts.

Preventative Measures

There is an abundance of seemingly inflated advertising out there in every industry with an equal number of hoops advertisers have to jump through in order to prove the so-called “facts” they are advertising. This is where the big tobacco marketing strategy fell flat.

The Battle Begins

In 1999, the United States brought a lawsuit against nine cigarette manufacturers and two related trade organization citing previous and continued violation of the Racketeer Influenced and Corrupt Organizations Act with a conspiracy to deceive the public about the health effects of smoking. Specifically, the plaintiffs were looking at the misleading information big tobacco was sharing about the addictiveness of nicotine and the use of phrases like “low tar” and light” to manipulate the perception of these types of cigarettes.

In addition to the inaccurate positive claims, it was argued that big tobacco also falsely denied that:

  • smoking causes lung cancer and emphysema
  • environmental smoke causes cancer and respiratory problems in children
  • nicotine is a highly addictive drug that is manufactured by big tobacco to sustain addiction
  • low tar and light cigarettes are less harmful
  • they intentionally marketing to a young demographic
  • they concealed evidence and took advantage of attorney/client privilege to hide the dangers of smoking from the public

The final ruling in the case required explicit transparency from cigarette advertisers and prevented any further use of deceptive descriptors and the issuance of corrective statements across a number of outlets. In these corrective statements, big tobaccos must clearly explain the health effects of smoking, the addictiveness of nicotine, the lack of any benefit from low tar or light cigarettes, the effects of second-hand smoke, and, finally, big tobacco’s manipulation of the product to sustain addiction.

A number of appeals and negotiations followed, with the final wording for these corrective statements only being decided upon earlier this year.

Transparency Runs

In late November, the campaign launched with a variety of ads running in print, digital, and on television. The ads explain that a federal court ordered Altria, R.J. Reynolds Tobacco, Lorillard, and Philip Morris USA to make a statement, followed by the negative effects of smoking and an admission that cigarettes are modified to offer enough nicotine to create and sustain addiction.

Transparency In Cigarette Advertising

You can see the entire campaign here.

But, Does Transparency Work?

While these corrective statements are decades in the making, many are skeptical of the effectiveness of the campaign. Kenneth Warner, a professor of public health at the University of Michigan, says that the confession from big tobacco that they intentionally manipulate cigarettes to make them more addictive will likely be the most impactful part of the campaign. Most of the facts about the harmful nature of cigarettes included in these campaigns are old news, but smokers may become irritated to find out that there was a method to the addiction.

The design of these ads may overwhelm the message, as they feature a plain white background and disembodied voice-over that is almost asking to be ignored. The lack of imagery in these ads has many wondering if this effort to show transparency in cigarette advertising is too little, too late.

However subtle, the anti-smoking campaign marks a new turn in successfully advertising to consumers. Stanton Glantz, a Truth Initiative professor of tobacco control at the University of California, San Francisco says “[the ads are] meant to, to some extent, reverse 50 years of lying to the public.” With this shift towards transparency, advertisers will find that consumers will no longer put up with inflated ads and they will do their own research to disprove claims.

If you’re looking to build a relationship with your consumers through honest, meaningful communication, contact FiG Advertising + Marketing for a consultation.

Why Influencer Marketing On Social Media Works

Friday, December 15th, 2017

influencer marketing
In any given minute, social media explodes with new content. There are 66,000 Instagram photos posted, 500,000 tweets, and 3.3 million Facebook posts created every 60 seconds. It is safe to say that social media presents users with a content overload. Competing with thousands, even millions, of other posts makes it difficult to get the right message in front of the ideal consumer.

More importantly, when one of these posts does manage to catch the attention of a consumer, how do you ensure that there is trust communicated in that message? As a business profile, you often won’t be able to. More than 90 percent of consumers are going to turn to people they know for a product or service referral over any other source. That’s not to say that some brands haven’t excelled at building relationships on social media, take Wendy’s for example, but there is an inherent amount of skepticism from users reading content about products that come from the brands themselves.

A New Way To Sell

As trust between consumers and brands dwindled, the idea of influencers started to edge its way into the marketing mix.

According to Merriam-Webster, influence means “the act or power of producing an effect without apparent exertion of force…or command.” An influencer in the marketing space is someone who is able to engage consumers and help them to form specific opinions about a brand or product.

Through social media, influencers are able to build a relationship, however distant, with their following. Users find themselves following the lives of perfect strangers and trusting the things that they say. This is where brands can benefit. Whether on a blog, through Instagram, or another platform entirely, influencers can be used to humanize a brand.

The Success of Influencer Marketing

Influencer marketing works for a number of reasons. Influencers build up their following prior to making a profit from their social profiles, so there is a symbiotic relationship between the two. This leads to more genuine and reliable reviews of products. If an influencer is giving false reviews, it’s only a matter of time until their followers find that out for themselves and lose trust in the influencer altogether.

This authenticity provides an additional benefit for brands that use influencer marketing. More often than not, the right influencer for a brand is someone who fits into the ideal buyer persona for that product, so brands are able to discern more in-depth information about their target audience by working with an influencer.

Why Does Influencer Marketing Work

Influencer marketing has proven to be so successful because it reintroduces the transparency that is missing from a lot of marketing efforts. The strategy combines the best of social media and word-of-mouth marketing for a serious return on investment. Statistics show that for every dollar invested in influencer marketing, brands see an average of $6.50 returned in sales.

Influencer marketing is not only showing value in sales efforts but also in building long-term relationships with consumers who become loyal advocates for the brands, as well, proving itself to be an effective strategy that will most certainly be sticking around for a while.

If you’re interested in building a trusted relationship with your ideal consumer, contact FiG Advertising + Marketing to see how influencer marketing can enhance your communication strategy.

What Consumers Want From Advertisers: Earning Trust and Building Relationships In An Overstimulated World

Monday, December 11th, 2017

Earned advertising, especially that in the form of recommendations from family and friends, has been the reigning champion of influential communication for many years now. According to Nielsen’s trust in advertising report, recommendations from family and friends exceeds the next highest form of communication, branded websites, by fifteen percentage points. It does not take a background in psychology to hypothesize why that might be.

Relationships with human beings are built on a foundation of respect. We listen to one another, make compromises when necessary and show appreciation when appropriate. All of these things are what lead to a healthy relationship with hallmarks like open communication and trust.

Building Relationships In The Digital Age

In the age of social media and Web 2.0, brands have to coexist in the space where human beings communicate with one another. In a rush to forge connections, many brands have skipped the steps required to build a meaningful relationship and they find themselves shouting about their products and service in an empty room.

Consumers care now, more than ever, about the products or services you offer and the value it can add to their lives, but they don’t want to hear it from a brand they don’t trust. In fact, they simply won’t hear it from a brand they don’t trust. Quirk’s Media found that a mere 22 percent of women and only 30 percent of men trust advertising at all. When you make claims about your products or services, consumers are instinctively going to look for trusted sources through which they can verify what you’ve said. If your claims can’t be verified, your chances of convincing a consumer to trust your brand or purchase your product are virtually nonexistent.

False (or unverifiable) claims are not the only kind of online behavior that turn consumers off of a brand. With so much information bombarding people on the internet, often the very tactics brands are using to stand out are what lead to their accounts being ignored, unfollowed, or even blocked.

Successful Social Marketing

With millions of people on social media platforms and an equal number of brands vying for attention, we, as marketers, stand to lose when we are pitted against the living, breathing peers of our target audience that we share the space with. So how do we make our efforts meaningful to our audience?

When it comes to reaching consumers online, they want the same things out of a brand that they want out of a friend. A recent Sprout Social study lists the top three behaviors consumers want to see from brands on social media as honesty, friendliness, and helpfulness. Less than half of the consumers polled were interested in the brands being humorous, on trend, or even politically correct. What this means is that we have to step outside of our perfectly packaged box of product statistics and provide consumers with the real people who are behind the brand persona that can offer meaningful interactions.

A Trusted Brand

When you befriend a human being, you do not repeatedly share all the reasons why you are the best choice and all the benefits one will reap by being friends with you. Yet, this is how many brands attempt to forge connections with their desired audience. On paper, it is easy to see why this strategy is ineffective at best. Building a relationship and developing trust with your consumers starts with knowing who they are. As marketers, it is our job to show (not tell) our target audience that we understand their pain points, that we’ve been in their shoes, and that, through our experiences, we can relate to what they are going through. It’s no longer about your product and what you can do for your consumers, it’s about your consumer and what they want from you.

This kind of authenticity is what makes your communication stand out in the crowd, whether that is on social media, in a print ad or at a major event. Regardless of how you are reaching your consumer, what you say is what matters the most. You cannot make someone trust your brand, you have to earn it.

If you’re interested in building a meaningful relationship with your consumers, FiG Advertising + Marketing can help. Through genuine communication, you can earn trust from your audience.