Archive for the ‘Denver Advertising Agency’ Category

Industry News: Facebook Ad Canvas Expands to Instagram

Monday, October 2nd, 2017

Industry News: Facebood Ad Canvas Expands to Instagram

Instagram As An Advertising Platform


Instagram has been making waves on the marketing scene for a while now. With more than one-third of the stories viewed by the platform’s 250 million daily users coming from businesses, Instagram is capitalizing on this interaction point and making it easier than ever for brands to engage with their consumers.

Instagram already allows for business profiles that offer the ability to create different types of content for a targeted audience and provide real-time metrics. Paid advertising for business accounts can be done within the app or through internal and external ad managers. In addition to that, businesses on Instagram now stand to reap the benefits of parent company, Facebook’s, unique marketing capabilities.

The Canvas ad format we originally saw on Facebook in February of last year was introduced as a way for brands to interact with consumers online without interrupting their social experience. A customizable, digital space, these canvases open from Facebook ads, allowing brands to create unique, full-screen, multimedia experiences for their consumers. Better yet, these digital ads load at record-breaking speed within the app itself – no more directing consumers to an external browser to learn more about a product.

So, What Does This Mean for Businesses on Instagram?

We have already seen immense growth from Instagram Stories, launching in August of 2016 and upending Snapchat with 36 percent more daily users in less than a year. The capability expanded to allow for advertising in March and will now introduce the Canvas ad format for business accounts as an extension of the story option. Users will now be able to swipe up on a sponsored Instagram Story to see branded additions to the initial story that are completely customized by the brand itself, allowing for product information, customer testimonials or anything else a marketer may want to share in conjunction with an ad or campaign. The fast loading format loads up to 10 times faster than other web browsers and users will not ever have to leave the application.

In addition to this, Instagram now allows business accounts to upload the organic content from their Instagram Stories to the Power Editor or Ads Manager where they can be repurposed as an ad later on. This adds the face filter, text tool and boomerang features to the other creative elements of campaigns that can be displayed across platforms – which is something Instagram Stories also now allows.

The Proof Is In The Pudding

Based on a split study done by Procter and Gamble’s SK-II, the influence of incremental exposure to brands campaigning through Facebook, Instagram and Instagram stories resulted in an additional 30 percent reach among the brand’s target audience. Thus, Instagram now provides the opportunity, though placement optimization, to capitalize on cross-platform campaigning at maximum cost efficiency.

These new advertising tools and opportunities offered through one of the most widely used social platforms is opening new doors for businesses on Instagram and their ability to engage with consumers.

Want to capitalize on this new social media feature? FiG Advertising + Marketing is dedicated to helping our clients get the best exposure on and offline. Find out what we can do for you.

Media Buys & the Wonder Woman Ad Campaign

Monday, June 12th, 2017

Media Buys for Comic Book Films

Many people speculated on the seeming lack of advertising for the Wonder Woman film. There are industry critics who think the film’s opening wasn’t supported with enough media buys, as compared to similar comic hero films. Some opined that this lack of advertising would contribute to the film’s eventual failure.

Wonder Woman Box Office Receipts

In truth, Wonder Woman‘s opening weekend grossed $103 Million which is nothing to complain about. However, last summer’s Captain America blockbuster had a lot more media buys and an opening weekend of $179 Million, making it one of the top-grossing opening weekends ever.

Fewer Media Buys?

Wonder Woman‘s first trailer was released at the San Diego Comic-Con in July of 2016 to a 96.8% “like” vs. dislike rating on Youtube. Despite the appeal of the trailer, concern arose when there was a conspicuous lack of TV spots and media buys supporting the film’s release. Blastr contributor Shana O’Neil blamed this on sexism and discrimination towards a film with a female lead. Her article raised the questions but when Vanity Fair did some data digging they discovered that at five weeks before the opening, Warner Brothers Studios had spent just over $3Million on ads for Wonder Woman. By comparison, at five weeks out, the studio had spent $2.6 Million on ads for Suicide Squad. I think we can rule out sexism.

Smarter Media Buys

There were indeed fewer TV media buys for Wonder Woman but to my thinking, the ad campaign was going for quality over quantity. Wonder Woman‘s ad money went towards targeting smarter ad buys like running the spots during the NCAA Basketball Championship and the Kids Choice Awards. Those are high-eye-ball events and the right place to run comic strip action film Wonder Womanspots, as opposed to spraying the ads across time slots with smaller audiences.

It should be noted that while Wonder Woman topped the box office on its opening weekend, and did much better than the predictions from many sources, it is still the “worst” opening weekend for a DC Extended Universe film. Man of Steel‘s opening weekend grossed $116 Million; Batman vs. Superman: Dawn of Justice grossed $209 Million, and Suicide Squad brought in $133 Million. So, while $103 Million is more than respectable, for the genre it is a smaller share.

In the final ad analysis, Warner Brothers displayed a quality over quantity ethos when choosing ad spots. Wonder Woman is a proof of concept for an advertising ethos, that less is more and precision beats out broad strokes.

Does your brand need smart, precision media buys? contact FiG Advertising for better ad buys.

7 Steps to Successful Book Promotion

Friday, April 28th, 2017

Successful Book Promotion

If you’ve always thought you have a book in you, this marketing blog post is for you because writing the book is only half the equation. Successful book promotion is what will get your words into people’s hands.

As a former Barnes & Noble community relations manager, I have ten years of experience working with authors and promoting books. And in my current agency role, I have a fair amount of knowledge in current marketing strategies and tactics. Still, even for me, successful book promotion is a big topic. In April, I was interviewed by Dr. Judith Briles in her weekly podcast for her company, AuthorU. Judith works with and educates authors on successful book promotion and helps them get their book from concept to distribution. She interviewed me to gain some insights on how authors can promote their books more effectively. (You can click here to download the segment.) If you’re more visual, here are some takeaways from our talk:

The 7 Steps to Successful Book Promotion

(In the podcast, I talk about five steps, but there’s actually seven when you add in writing the book and understanding your book’s unique value proposition.)

1. Write a Book Worth Reading

Successful book promotion starts with a book worth reading. Just because you can self-publish, doesn’t mean you get to cut corners and write dreck. Write the best book you can write. Get a good editor to help you hone your story. And always keep your reader in mind when you’re writing. Will they find this useful? Entertaining? Enlightening? Ultimately, you are writing for them, not yourself. If you’re writing a book for yourself, that’s called a journal.

2. Research The Book Market

Man Doing Research

Part of writing the best book you can write comes down to researching what is currently available in the marketplace and what’s already been written on the topic (Or if you’re writing fiction, what’s been written in the genre). See what traditional publishers deem print-worthy and what readers find read-worthy and learn from them.

3. Define Your Target Market

Who is going to read your book? Who will find it interesting and a must-read? Is it stay-at-home moms? Electricians? Mystery lovers? Make sure the market is big enough and that it is also reachable. There may be a fair number of albino salmon fishermen in the world, but how are you going to reach them? Also, if your material is so niche as to only appeal to a very limited audience, say that of you and your mother, it’s probably not really a book worth writing.

4. Understand Your Unique Value Proposition

Your unique value proposition (UVP) is comprised of two things. First, what is different about your book? Second, what is special about you as the author of it? Your UVP has to be part of your promotional messaging. For example, if you are a zoologist and your book’s protagonist is a zookeeper, you offer readers an informed point of view on zoos and zoo employees that is unique. Further, your UVP outlines how your book is distinct from what’s already available in the market. For example, your book is the first with a zookeeper as crime fighting super sleuth who uses his animals to help him solve crimes.

5. Craft a Strategy

Once you’ve written the book, you are no longer, as Judith Briles says, the Chief Writing Officer. Now you are the Chief Marketing Officer, and you must market your book. Unlike the movie, Field of Dreams, where if you build it, they will come, no one will read your book until you promote it. Successful book promotion requires effort.

Assuming you’ve written a good book, done your market research, designated your target market, and realized your unique value proposition, now it’s time to craft a strategy. Your strategy statement covers the who, what, and why of your book promotion. For example, “I will tell avid mystery readers, zoo supporters, and animal lovers (who) that my book features a one-of-a-kind crime fighting team of a zookeeper and his animals that will delight their imaginations (what) because it’s written by a zoologist who trains bears in his spare time” (why). The statement says who the target market is, what are they going to get, and why the writer and the book is unique.

6. Choose Tactics

Digital Marketing

Tactics are the delivery method for your strategy. And this is where most authors make their mistakes. They choose tactics first before doing any of the previous steps I’ve outlined. They’ll decide even before they have finished the book that they’re going to promote it on Facebook–or a book tour or flyers or with whatever they feel most comfortable.

Selecting your delivery channels is one of the last things you do. If you’ve done the previous steps correctly, your tactics will practically choose themselves when you factor in your budget.

Tactics can be digital or traditional. Traditional methods are TV, radio, print, live readings, snail mail, conventions and conferences, and media relations. Digital methods are websites, videos, podcasts, webinars, pay-per-click advertising, email campaigns, social media, and marketing automation. (Digital tactics are always evolving, so this is a partial list.) Your budget will largely shape your choices as different tactics come with varying price tags. TV, radio, print and pay-per-click advertising are generally the most costly. Keep in mind that each approach has a time price tag as well. If you know that blogging and social media are the best tactics given your audience, message, and budget, you have to allot time in your schedule to create the content to feed these channels.

7. Measure Your Efforts

Whatever tactics you choose, you must measure the results. Successful book promotion requires learning what’s working and what’s not and adjusting your efforts accordingly. You don’t want to spend precious time and money on things that aren’t garnering sales. Find what works and keep doing it.

Download the podcast for more specific information on things I’ve seen authors do well and things you should never do to promote your book.

If you want to learn how to get media coverage for your book, I’ll be speaking for AuthorU on Saturday, May 6th in Denver on how to leverage the media to sell more books. You can register for the event here.

Finally, if you are an author who doesn’t want to become a marketing expert, contact FiG Advertising and we’ll handle your book promotion for you.

April Fools’ Day Ad Hoaxes

Wednesday, April 26th, 2017

Advertising doesn’t have to be serious. In fact, every year April Fools’ Day ad hoaxes allow advertisers the opportunity to have a bit of fun with their brand. This April Fools’ day, marketers couldn’t resist being goofy, deceptive, and downright hilarious in order to showcase their brands. We’ve compiled a list of our favorite April Fools’ ads from this year.

Best April Fools’ Day Ad Hoaxes

Google Play

We humans love our games and apps, but what about entertainment for our furry friends? Introducing Google Play for Pets, an answer to the question of, “What does my dog/cat/turtle really do when I’m not home?” This hilarious ad features apps catered specifically towards pets, complete with their own special section on the Google Play store.


If you want all the taste of a Big Mac without the big size, McDonald’s Micro Mac is the burger for you. The advertisement begins like a typical Mickey D’s ad, with a close-up shot of the juicy burger with melted cheese nestled inside the classic sesame seed bun. But once the camera zooms out, it’s clear this burger is no regular Big Mac.


Lexus’ Lane Valet ad pokes fun at one of our biggest commuting annoyances: Left-lane stragglers. With the simple touch of a button, those slow-driving left-lane hogs are transported out of your way, so you can continue living life in the fast lane.

Tough Mudder

In the running for one of the most entertaining and adorable April Fools’ ads of 2017, Tough Mudder’s “Puppy Mudder” ad makes us almost want to participate in a Tough Mudder. Almost. The ad showcases the extreme obstacles featured on the course, but with puppies.

USA Swimming

The new fragrance of the U.S. swim team is here, complete with blood, sweat, and bleach. Eau de Chlôrine aims to encapsulate the smell of poolside success, and we must say, it’s pretty convincing. “We worked with our fragrance scientists to capture the smell of success, which is a little different for everyone,” says Matt Farrell, chief innovation officer for USA Swimming. “For us, Eau de Chlôrine embodies that indescribable feeling you get when you dive into the pool for the first time.” A similarly comical website accompanies the ad, making this one of the year’s best April Fools’ ad campaigns.

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