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Archive for October, 2017


October Ad Of The Month: Burger King Has The “IT” Factor

Monday, October 30th, 2017

The 1986 Stephen King thriller, It, has been making waves as a second movie adaptation was released last month. The award-winning novel follows seven misfit children who are terrorized by a creature, commonly presented as a clown named Pennywise, who preys on their fears. Released in the United States on September 8th, the Warner Bros production has raked in more than $300 million in the box office and has ranked #1 since it premiered.

clown with red balloon

Burger King Has Concerns With Clowns

The movie is not only generating a buzz amongst Stephen King fans and horror movie fanatics but also left its mark on the fast food industry. A global hamburger joint, Burger King, has addressed concerns regarding the similarities between the main character, Pennywise, and their main competitor, Ronald McDonald. Russian leadership of the Miami-based company has gone so far as to file an official government complaint to the Federal Anti-Monopoly Service to have the film pulled from theatres.

With the red hair and red nose, one may be able to see the resemblance between the maniacal, serial-killing Pennywise and the happy-go-lucky Ronald McDonald, but we are not convinced.

The iconic mascot of the famous golden arches brings with it a fair share of complications. With an estimated 12 percent of Americans suffering from coulrophobia, or the abnormal fear of clowns, the brand has to be especially cognizant of the appearance of the mascot. Last year, following world-wide sightings of creepy clowns lurking around homes, McDonald’s cut back on appearances of Ronald McDonald at community events.

The pandemonium surrounding the movie release of the classic novel has only added to the perception headaches McDonald’s faces with their beloved clown mascot. McDonald’s is certainly not benefiting from the clownish villain, so why draw attention to the parallel?

Advertisers Become Pranksters

Burger King followed the complaint with a master prank at the German premiere on September 28th. A two-line clip followed the conclusion of the film, prior to the credits with the following text:

“The moral is: never trust a clown.”

The Burger King logo stamps the screen in the silence and then the credits roll.

Videos of the stunts show a terrified audience breaking out into laughter as the brand pulled off a stunt that made headlines. Burger King’s Deutschland YouTube channel captioned their video of the hijacking, stating that they “turn[ed] the horror film of the year into the longest Burger King spot of all times.”

Burger King saw an opportunity and capitalized on a current event that could have led movie goers to their competitor for a late night snack, turning it into a commercial for themselves.


Looking to make waves with your brand? Contact FiG Advertising + Marketing to see what we can do for your business.

Local Search Improves With Hawk Update

Thursday, October 26th, 2017

Local Search Improves With Hawk Update

As marketers, we are constantly evaluating and improving our tactics to ensure the best results for our clients. In a world that has very rapidly become digital-centric, this is a daily (and sometimes hourly) task, especially for those working towards local search optimization. One of the biggest influencers in a digital marketing strategy is Google.

woman using phone for a local search

Optimizing For Search

A leader in just about everything they do, success in reaching consumers is at the will of the marketer who understands the regular algorithm updates and responds appropriately. Sounds easy enough, right? Wrong. As a platform that rolls out multiple new updates every day, Google is not making announcements to the public or marketing professionals that say, “Hey! This is new, adjust accordingly.” If you are not keeping up with the changes, your digital assets can very quickly be left behind.

Google has always filtered their search engine results pages (SERPs). Ultimately, this is for the benefit of both businesses and consumers. A SERP that is filled with the sub-pages of a single business website offers minimal benefit to everyone but that business. Google’s goal is to produce a filtered list with a variety of highly related content for each query in the search box. While impressive and improving, the capabilities of creating this list is far from perfect.

Local Search Is Its Own Beast

Local search results seem to be one of the more difficult aspects of ranking to tackle. With city limit requirements and a smaller playing field, the competition grows exponentially. The Possum update, which rolled out a little over a year ago, had a major impact on local search results. It is believed that the goal of this update was to diversify local search results to include more local businesses, but, in fact, the results were quite the opposite.

This update worked very similarly to an organic filter, showing the most relevant options to a search query and filtering out those that were too similar. What this meant, though, was that business that shared an address, domain, phone number, parent company, or was even located physically near one another were no longer showing up in search queries they previously ranked highly for. A doctor’s office that had a page for each of their three practicing doctors and the practice itself would not show four unique search results.

What’s New In Local Search?

In late August, a new update took effect. The Hawk update, cleverly named because hawks eat possums, made changes to the proximity filter that was causing physically close businesses in the same industry to be filtered out of search results. It is not a perfect fix, as competitors that share a street address are still finding themselves filtered out of SERPs, but the distance filter has certainly been tightened.

For the businesses that are still affected as a result of the possum update, all hope is not lost. Neither is their ranking. When you zoom into a Google map results page, the filters are removed and all of the listings are shown. In order to get into those top rankings, though, the businesses need to evaluate their SEO strategies to ensure that they are providing the most relevant content to specific queries.


For all your search engine optimization needs, contact the experts at FiG Advertising + Marketing.

Case Study: redcup Beverage Service

Monday, October 23rd, 2017

FiG Advertising + Marketing Case Study: redcup Beverage Service

Denver Beverage Service Provider Triples In Size Following New Marketing Plan

redcuplogo

Earlier this year, corporate beverage service provider, redcup, came to us seeking a full website re-design. The owner, Christopher Arson, has a wealth of knowledge when it comes to his products, making his customer experience unique among his competitors. So, in April, we launched a completely remodeled website, filled with relevant and interesting content that was optimized for search engines. Over the last 5 months, this is what has happened.

Who’s Viewing?

More than 60 percent of redcup’s website visits were done through organic search. This means that people were looking for the brand or service through Google or another search engine and found redcup.

With more than 75 percent of clicks going to the first five results, we knew redcup was reaching the top of the results page, so we took a look at how searchers were getting there.

What Are They Looking For?

Searches like “office tea service,” “coffee service Denver” and “Denver beverage” were leading keywords that brought searchers to the redcup website. This is a great sign of high-quality traffic because those searches are specific to the product that redcup provides. Not only did the redcup website provide the information they were looking for, the services were readily available through the contact page.

How Long Did They Stay?

Once searchers found redcup’s website at the top of the results page, they were spending more than two minutes on the site. This is a major win for any website, especially when you consider the nature of browsing the internet.

Searchers are not only clicking on redcup’s site, instead of major local and national competitors, but also spending time looking through multiple pages of the site and really getting to know the brand and what it has to offer.

Then What?

redcup’s website has a conversion rate of nearly 4.5%. This is a great sign that people are finding exactly what they are looking for on the site and taking the next steps to work with the business.

The website has shown great success since FiG redesigned and optimized the content. Additionally, we have worked with redcup’s social profiles, increasing the amount of relevant Facebook content shared to more than double the average impressions received.

Arson told us that he recently expanded his small business loan to accommodate his growing client list, which has tripled in the last month.

We look forward to continued success with redcup, but for now, we will sit back and enjoy a cup of freshly roasted, Colorado coffee.


Want to find out what search engine optimization combined with a beautifully redesigned website could do for your business? FiG Advertising + Marketing in downtown Denver can help maximize your business goals.

New Client Announcement: FiG Advertising + Optimum Networking

Tuesday, October 10th, 2017

Client Announcement: FiG Advertising Partners With Optimum Networking

Meet Our Newest Client

Optimum-Networking-logo

Optimum Networking offers business-driven IT solutions. Built on the foundation of understanding technological needs from a business perspective, Optimum Networking is the ideal solution for any company that is seeking customized IT solutions to streamline efficiency and productivity.

For Optimum Networking, though, it is not just about the installation. They take great pride in being a trusted advisor for their partners and offering consistent technical support – before issues ever become a problem! The first priority when working with Optimum Networking is successful technological solutions for your company that decrease costs and hassle.

Website and Logo Overhaul

Recently, Optimum Networking contracted out the creative work for their website and logo. After a complete redesign, making their website user-friendly and their logo unique and striking, they decided it was time to team up with an agency that could take their product and run with it. That is where we came in.

Search Engine Optimization

All the hard work of a new website is for nothing if there is no one coming to see it. FiG will be working with their front-end content and back-end coding to optimize the Optimum Networking website and drive the right traffic to the quintessential IT solution provider through search engine results.

Content Creation and Management

As the cliche goes, “Content is king.” In the constantly evolving industry of technology, it is important for Optimum Networking to stay on top of all the new trends. The brand’s blog is the perfect place to let consumers know that Optimum Networking is at the forefront of the changes in technology. FiG will be working with their content producers to keep fresh content on their website for consumers and search engines alike.

We are so excited to partner with Optimum Networking to fulfill their marketing needs. Stay tuned for the results!


Check out our client successes here. Want to be the next “fig” thing? Contact us to schedule a meeting and learn what FiG Advertising + Marketing can do for your brand.