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Ad Of The Month: KIND Sugar Installation in Times Square

Monday, September 25th, 2017

Ad Of The Month: KIND Sugar Installation in Times Square

In late August, KIND, a “not-only-for-profit” snack company, started the conversation about child sugar consumption in the United States. The sugar dump installation included 45,485 pounds of sugar displayed in Times Square representative of the amount of sugar American children are consuming every five minutes. The mountain of sugar is surrounded by sugar sculptures of kids, created with sixty-four pounds of sugar each. The average eight-year-old consumes that much sugar in one year.

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Erected in the middle of the night on August 22, the installation certainly made a statement. The American Heart Association recommends children consume about 100 calories (25 grams) of sugar each day, while KIND estimates that the average nine-year-old eats their weight in sugar every year.

The installation was designed to promote KIND’s new Fruit Bites, which mark the brand’s first move into the fruit snack category. Having already disrupted the norm in other snack categories known for minimal nutrition, such as breakfast bars, KIND is off to a notable start for their newest venture in healthy snacks. The new Fruit Bites are the first of their kind to be made with only fruit and with no added sugar. True to the brand image, the packaging proudly displays the ingredients of each flavor – five cherries and half an apple goes into the cherry apple flavored fruit bites. Each pouch comes packed with one full serving of fruit.

The Center for Disease Control and Prevention (CDC) notes that more than 40 percent of a child’s daily caloric intake is made up of empty calories from added sugars and solid fats. And although there has been an increase in the amount of fruits and vegetables consumed by children ages 2 to 18 years in the last decade, there is still a long way to go towards eliminating the excess added sugars in snacks and other foods. According to an interview with USA Today, KIND Health & Wellness Specialist, Stephanie Perruzza, R.D., hopes that this promotion for the brand’s new Fruit Bites will encourage parents to make more informed decisions regarding what they are feeding their children.

With 98 percent of users feeling an inclination to purchase a product after attending an event, such as this one, they are off to a great start with this experiential installation. In addition to KIND’s own outreach for the event, which included brand representatives in Times Square providing free Fruit Bites and branded flyers, as well as social media promotion on their own channels, it can be expected that a minimum of one-third of the passersby of this installation were taking photos or videos for their own social media channels.

Check out a video of the construction of the sugar mound on the KIND YouTube channel here.


Want to see your brand generate buzz like this? FiG Advertising + Marketing specializes in creating awareness that’s right for your brand. Find out what we can do for you.

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.

Small Business Opportunities with Snapchat

Tuesday, October 4th, 2016

The last two months we offered you a crash course in Snapchat 101 and outlined some of the unique features of the phone application. This month we are going to discuss some of the small business opportunities with Snapchat.

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Facebook 360 Canvas Ads

Monday, October 3rd, 2016

The first version of Facebook Canvas Ads was released back in February. These ads were limited to a few large brands and then later, opened to everyone. This month, Facebook has now added a 360-degree video feature to this ad platform to make them more interactive and more engaging than any social media ad ever before.

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