Archive for January, 2018

Scoperite Takes On The Storm – Our Newest Client

Thursday, January 25th, 2018

Scoperite LogoScoperite is a full-service claim management software providing public adjusters with a complete solution for staying organized throughout the entire insurance restoration claim process. Owner and proprietor, Constantine Anest, started out in the industry at Ethos General Contractors, LLC, a complete contracting service, which he took ownership of in 2009. His extensive experience with restoration claims and their many moving parts is what led him to develop Scoperite.

Guided by the tagline “Success through simplicity,” Scoperite offers an all-inclusive and easy-to-use solution for managing, organizing, and referencing all of the documents and details needed during the claims process. From a built-in camera for easy photo uploads to downloadable PDFs that can be customized for each relevant party, this mobile application is truly a one-stop-shop for public adjusters and their firms.

Claim Management Moves West

Scoperite had the right product, the next step was spreading the word. The annual Win The Storm Conference in Las Vegas, Nevada was the perfect place to start. After securing a booth, Scoperite came to us.

Trade Show Collateral

Win The Storm brings in contractors, public adjusting companies, and attorneys from across the nation to network and connect with different businesses and products in the industry. In order to stand out among nearly 100 other vendors, we needed to create unique collateral that accurately represented the Scoperite brand. We started with the standard necessities for a trade show booth – banner stands, table covers, and branded walls. Our designer worked to create a cohesive look that would spark intrigue and bring visitors to the booth.

The Scoperite team will be at the booth to introduce visitors to the software and establish connections with the Win The Storm attendees.

Video Promotion

Sample of video content

When it comes to a service like Scoperite, there are many details that are necessary to explain in order to convey the various benefits of the software. The best way to do this was through an engaging introductory video. We created a 60-second spot that would walk viewers through the process of creating and filing claims in Scoperite. It showed the unique features of the service, including the ability to take photos within the app, customize inspection checklists, store all information in the cloud, collaborate via a discussion board, and create and send email templates and other documents.

The video would be used at the trade show to introduce attendees to the service and then adapted for social media use.

On-Going Marketing

In addition to the special event promotion, we will also be managing social media marketing for Scoperite. In addition to this online engagement with current and potential costumers, we will be creating unique content that will live on-site through blog posts and supplementary videos.

Learn more about our newest client, Scoperite at

If you have an event coming up and want to leave a lasting impression on your target audience, contact FiG Advertising + Marketing today.

AI Is Changing The Face Of Marketing: Part 1

Monday, January 22nd, 2018
Robot Simulating Artificial Intelligence

The idea of AI, or artificial intelligence, stems from ancient philosophy, in which philosophers tried to explain the concept of human thinking through the mechanical manipulation of symbols. While initially held back by technological limitations, the increased capabilities of hardware and software have led to rapid development on the AI front. From self-driving cars to voice-operated assistants, we interact with the digital brain on a daily basis without even realizing it. As the technology becomes more and more intelligent, consumers are not the only ones who will be adapting. The marketing landscape has already changed drastically with the introduction of AI.

So, What Is AI?

It was 1956 when the term ‘artificial intelligence’ was officially coined. For a summer research project at Dartmouth College, Professor John McCarthy proposed a focus on ‘thinking machines’ based on the idea that “every aspect of learning or any other feature of intelligence can, in principle, be so precisely described that a machine can be made to simulate it.” From this point forward, artificial intelligence research began to expand. AI can be categorized into three different groups.

  1. Artificial Narrow Intelligence – Also called Weak Artificial Intelligence, this type of AI is what people are most familiar with, as it is the only form we have achieved thus far. It refers to AI that excels at one specific task. This includes devices like Google Translate or DeepMind’s Go-playing AI that was able to beat the world’s greatest player. Even the self-driving cars that are now entering the automobile scene are considered narrow AI – they perform one task and are incapable of doing anything outside of the task of driving a car.
  2. Artificial General Intelligence – This is also referred to as Human or Strong AI. This type of artificial intelligence would be able to understand and reason with the world around it just as a human would. Many think this type of AI is just around the corner, and that the final form of AI is not as far away as critics may like to think.
  3. Artificial Super Intelligence – ASI is the all-encompassing form of artificial intelligence and would far surpass even the brightest human brains in every category. The idea with ASI is that we will reach it through self-teaching devices that would continuously expand at exponential rates.

This Isn’t Exactly News

No, it is not. Having been around since the mid-20th century, the presence of artificial intelligence in our everyday lives is not an exciting, technological breakthrough that we have never seen before. But, it is bringing us into uncharted territory. Google’s parent company, Alphabet, has been a major leader in the push towards developing the technology. From the acquisition of DeepMind, the leader in AI research, in 2014 to expediting the training process needed to accomplish deep learning in an AI device with the second generation tensor processing unit (TPU) to surpassing even the most notable automobile developers with Waymo, Alphabet’s self-driving car unit, the company is certainly no stranger to technological advancement in this area.

But, It Is Important

Technological advancement in the digital age is important because if you don’t catch on quickly, you will very easily get left behind. By the time many consumers are able to grasp the latest and greatest change in the digital world, the digital world has already moved on to the next big thing. When it comes to marketing, at a very high level, the continued evolution of AI is going to change the way we do things. It begins with the menial tasks that take up our time. When we are able to successfully automate those tasks, we free up time to focus on the parts of our job that require human insight, which, let’s face it, is most of our job. Additionally, the increased availability and affordability of these advanced data analytics tools allow us, as marketers, to develop truly data-driven communication. This, combined with the time spent delving into the human psyche means more effective, more impactful, more successful marketing.

Stay tuned as we dive deeper into the impact AI has in the marketing industry. Next, we will be looking at how Google’s RankBrain algorithm is using AI to sort search results based on intent.

Is staying on top of the latest technologies and newest trends in marketing keeping you from doing what you love? Contact FiG Advertising + Marketing today and let our experts do it for you.

Taco Bell Offers The Keys To A Secret Society

Friday, January 12th, 2018
Taco Bell Bel-luminati

Inspired by a local taqueria, San Bernadino restaurateur, Glen Bell, opened the Mexican-inspired favorite, Taco Bell, in 1962. In just five short years, the fast-food restaurant had more than 100 storefronts in states all over America. By 1997, Taco Bell had more than exploded on the fast-casual dining scene and was purchased by YUM! Brands, formerly Tricon Global.

Not unlike their food industry prowess, the chain has never shied away from making a splash in the marketing scene either. From a galactic campaign that offered a free taco to everyone in the United States in 2001 to a petition requesting the Federal Reserve to produce more $2 bills for the $2 Meal Deal in 2010, Taco Bell is no stranger to sensational marketing tactics. Most recently, they have launched two 30-second spots promoting their Dollar Cravings value menu.

The Belluminati Is Born

The spot opens with a digital rendering of the Illuminati triangle and Taco Bell logo merged together. Featuring glowing elements that offer a sci-fi effect, viewers are swept into a lavish ballroom with an extensive buffet of value menu favorites. All the while, the narrator explains the subtle hints at Taco Bell that can be found on a dollar bill. Suspense runs high as masked party guests and ominous hooded figures enjoy the Taco Bell Cravings, begging the question:

“Who’s really behind this? Is it the Illuminati or the…Belluminati?”

Some were intrigued by the secret society, others, like Charlie Daniels, were uncertain of where their dollar might take them. See what kind of extravagance your dollar can get you here.

A Powerful Connection

The latest effort to promote the value menu at Taco Bell comes on the heels of extensive consumer research that revealed people consider the value menu as a “trade-off.” This perception is related to the overly simplistic options and small portions that diners often receive from the discount section of the menu. Taco Bell, however, boasts an extensive selection with tacos, burritos, and their new Stacker among the 20 meal choices that guests can enjoy for just $1 each.

Chief Marketing Officer, Marisa Thalberg, says that “this powerful connection between the dollar and Taco Bell” is a “real point of difference.” The intention of the newest campaign was to convey how Taco Bell’s value menu stands apart from other fast-casual restaurants’. The campaign appears to have done that and much more.

VIP Access at Taco Bell

The two 30-second television spots are supported by social elements that have created a secret society that one only needs a dollar to gain entry into. Taco Bell’s spin on the Illuminati, an Enlightenment-era organization, is a complete 180 from marketing efforts done by others in the fast-food industry. Rather than a focus on the typical perceptions of value menus, the Dollar Cravings menu is now at the center of a “society” that is cloaked in decadence and prestige. The comical campaign perfectly ties together sarcasm and strategy to position the value menu as an appetizing and affordable option for Taco Bell diners.

New Year, New Strategy For Taco Bell

Following the successful launch of the Belluminati spots was the announcement that fans will not be seeing Taco Bell in the upcoming Super Bowl. Thalberg explained to AdWeek that “it’s not something [they] will ever be compelled to do,” preferring to keep Super Bowl advertising among many other tools in their marketing arsenal to use occasionally, instead of annually. Taco Bell will, however, be directing their budget towards more television advertising in general and away from digital. While some campaigns, including the Belluminati, will be supported with digital elements, Thalberg says digital advertising has previously led them “down some garden paths.”

Taco Bell is not alone in their decision to move money away from digital advertising, with brands like P&G making great company. Following major advertising faux pas’ on both Twitter and Youtube, not even the Digital Duopoly are safe until digital advertising platforms can improve brand safety and prove more accountable metrics. We can expect to see continued changes from digital advertising platforms as 2018 ramps up.

If you are looking to stand apart from your competitors, contact FiG Advertising + Marketing today to schedule a consultation.

Google Search Console: New and Improved

Tuesday, January 9th, 2018
online search

In August of last year, Google released the beta version of the updated Search Console with some new features. A select group of users tested out the two new features – an Index Coverage Report and AMP fixing flow.

Earlier this month, Google announced that they would be releasing the beta version to all Search Console users.

What Is Google Search Console?

Google Search Console, formerly Google Webmaster Tools, is an online tool that allows webmasters to check the indexing status and gather insights to optimize websites. The tool allows webmasters to gain an understanding of how Google is viewing their digital assets. Webmasters can then use that data to make adjustments that will improve the performance of the website in search results.

Originally launched in 2005, with just four report options, Google Search Console has expanded exponentially to include more than twenty-four reports and tools that offer a variety of information about a site. The primary goal of the Search Console is to help webmasters improve their search performance.

Redesigning For Better Data

After a re-brand in 2015 from Google Webmaster Tools to Google Search Console, the experts at Google determined that it was time for an update to more than just the name. There were a variety of updates to already existing tools in the Search Console, including:

  • issues grouped by the likely root-cause
  • ability to share action items when diagnosing and fixing issues
  • on-the-spot testing to speed up fix acknowledgment
  • search preview to confirm fixes

These updates were based on discussions with a number of organizations. Google worked to understand how webmasters were using the tool and then optimized it for maximum efficiency on the user side.

New Features In Search Console

In addition to the updates, Google introduced two entirely new features to the Search Console.

The Index Coverage report provides webmasters with a count of the indexed pages, as well as a guide to fixing indexing issues. It also enables a sitemap submission flow that is able to filter all of the data into any sitemap that has been submitted.

This tool will not only allow webmasters to gain better insights regarding what pages of a site could not be indexed and why but also allow them to fix problems more efficiently and update the index more quickly.

The AMP fixing flow includes an error report with pages grouped by the root-cause with a button to verify fixes and direct Google to re-crawl the affected pages.

AMP, or accelerated mobile pages, were the next big thing in SEO in 2016. The goal of this specific HTML5 coding was to create rich content that was mobile optimized but compatible with all platforms and devices. The median load time for AMP-coded content was .7 seconds, while non-AMP coded content loaded in about 22 seconds, or in Google AMP product manager, Rudy Galfi’s, words “the time it takes for you to leave [a] site and never come back.”

The AMP fixing flow in Search Console will help webmasters identify and solve issues in their AMP-coded pages to ensure fast load times and high-quality user experience.

Now Available To All Search Console Users

Now that the test of the beta version is complete, the new Search Console will be applied to existing accounts. It will live side-by-side with the old version until the new Search Console is finished.

What Does This Mean For Webmasters?

This new Search Console design will allow for more seamless integration of the features, including improved ability to analyze search performance, index coverage, AMP status, and job posting reports. It will also include sixteen months of data, allowing a deeper analysis of long-term trends. The experts at Google have simplified the process of getting actionable insights from the Search Console, making SEO easier and more effective for webmasters.

For more on the expanded release of new Search Console, check out the Official Google Webmaster Central Blog announcement.

If you’re interested in seeing what these actionable insights could mean for your website’s search performance, contact FiG Advertising + Marketing, Denver’s leading SEO agency.