• How to set an advertising budget

    On: September 12, 2020
    In: News
    Views: 201
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    One of the most difficult questions to answer is how much money to invest in advertising. However, there are ways to determine how much money you should be spending on your ad budget. Keep in mind that as your advertising becomes more effective and more revenue is produced, you may need to revisit your budget to continue to foster growth for your company.

    Objective Based
    Using an objective based method requires you to set an objective such as increasing your online sales by 10% and figuring out how much revenue it will bring in and the costs necessary to find and market to these consumers. This method is typically utilized by companies that are just starting up or companies who do not have enough revenue to support a large advertising budget.

    Dollar Based
    This method works by setting a maximum amount that you feel comfortable investing. This method works best for companies that have a solid cash flow or reserves from which to draw. In this situation, decide on a total investment amount and then portion it out accordingly, such as “X” amount for collateral, “X” amount for digital, etc.

    Competitor Based
    If you want to remain competitive within your industry, quite often your competitors will determine how much you invest on your advertising budget. Find out where and how your competitors are advertising. See if they are using print, radio, digital, etc. and then you need to gauge how much money they are spending.

    Testing New Methods
    To help determine how much money to spend on an ad campaign, test and explore new avenues to determine effectiveness. Examples include a pay-per-click and results-based marketing for this technique. You can set a small initial budget, track it, and then increase it as needed.

    Note that we use the word “invest” instead for spend on advertising.  A strategic advertising plan will make the most your advertising dollars and provide a return on your investment.  We can help your business determine the best way to arrive at a budget and plan to drive success.  Call us today at 520-745-8221.

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  • Why SEO is important for your business

    On: July 14, 2020
    In: Branding, Marketing, News
    Views: 255
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    What is SEO and how can it help your business?  SEO stands for Search Engine Optimization and basically makes your website more visible to consumers searching for your service on the internet which translates to receiving more traffic and more opportunities to turn prospects into customers.

    Here is what you need to know and why it is vital for your business.

    • Keywords are words and/or phases that prospects use to find online content when conducting research. When researching keywords for your website look for ones that have high search rates and include short and long-tail keywords and local keywords.  Use keywords to optimize your titles and URLs
    • Content – this is the component that reaches and engages audiences. Content can come in a variety of ways such as videos, logs, infographics, podcasts, white papers, and social media posts.
    • Off Page SEO- external optimization that occurs away from your website with backlink building. Backlinks from external site help build authority.  They can be linked to guest bloggers, shared infographics, and influencers,
    • Local SEO- make sure you claim local directory listings so prospects can find you easily on their mobile phones. Main sites include Google My Business and Yahoo business, but there are many more that you should create pages for.

    The main goal of SEO is to increase traffic to your website. This happens when you increase your visibility and page rankings.  Most people only look at the first ranking page.  SEO can help your business build better relationships with the internet audience – improve customer experience with great content, responsive rates, increase your authority ranking, drive traffic to your site and give you the upper hand on your competition.  In short, you need SEO to convert prospects into customers!

    Frey Creative Marketing can help your business incorporate a SEO plan for your website. Call us at 520-745-8221.

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  • Marketing During a Crisis

    On: April 9, 2020
    In: News
    Views: 318
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    We are in the middle of a pandemic and all our businesses have been affected.  So how does your marketing adapt during this time?  The first thing you want to consider is how you want your business to be perceived not only now but when we go back to being “normal”.  You don’t want people to think your company was unemphatic or taking advantage of consumers during this time.

    The reality is that your advertising plans that were logical last month are probably not today.  If you arranged for automated messaging with emails, make sure these messages are still appropriate and if not, make sure they are pulled altogether.  I was getting emails from airlines telling me to book my dream European vacation today…really?

    Another realty is the economic impact of Covid- 19 to your business.  You may need to have to prioritize your budgets with fulfillment capabilities and your employees’ welfare.  If you have e-commerce sites, you want to let the public know you are open.  Your marketing strategy would be best served with a digital campaign instead of a drive-to-store campaign.

    The messaging is important more than ever right now.  It needs to display a sense that you are in tune with your customer and can instill trust and value to them.  Think less about advertising and more about being a helpful and useful service.  A lot of car dealerships are offering no payments for 6 months and low APR to encourage sales.

    Remember that the advertising you to do today, will help you to build trust and brand loyalty over the next year.  We can get through this!

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  • Social Media Trends in 2020

    On: December 2, 2019
    In: News
    Views: 435
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    Social media is always changing.  As 2020 approaches I’ve gathered some trends to be on the outlook for:

    TikTokTikTok is an iOS and Android social media video app that is used for creating and sharing short videos with music, filters, and some other features.  The app was launched in 2017 and gaining in popularity among young adults. 40% of its users are between 16-24. TikTok is predicted to take over Facebook in terms of time spent.    Currently the average user spends approximately 45 minutes on TikTok compared to 35 minutes on Facebook.  We will most likely see more ad budgets being taken away from Facebook and added to TikTok.

    Instagram – The platform has been testing more ad volume in their Stories through putting back to back Stories from various brands.  Users have complained that the ads have been distracting and don’t like them.  We’ll see if they continue.   Overall, Instagram is seeing a decline in their organic reach as new social media outlets are starting to replace them.

    Twitter – Twitter is still the most cost-effective way to reach people.   A well written and timed tweet can result in viral success.

    Facebook – Facebook is working on changing the user experience to put their Facebook Groups at the center of their platform which will offer an opportunity for businesses to nurture their own Group communities.  Facebook will also continue to invest in long-form news shows which will lead to more mid-roll programmatic advertising opportunities for brands.

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  • What is OTT Advertising and How Does It Work?

    On: November 1, 2019
    In: News
    Views: 511
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    What Is It?

    The way we consume television has changed drastically.  Instead of waiting for our favorite show to air, we are becoming more in control of what we want to watch and when we want to watch it.  OTT which stands for Over the Top is referring to any device or service that is used to stream digital content to a television.  If you own a Roku, Smart TV, Amazon Fire stick, etc.  then you are already part of this new wave of television viewing.   Pew Research Center showed over 61% of Americans are viewing content through a streaming device and that number is expected to grow annually.

    OTT advertising is a means to deliver television commercials through streaming media on an OTT platform.  It has the advantage of TV advertising showcasing a product through sight, sound and motion with the digital advantage of being highly targeted.

    People who are watching media via OTT devices can’t skip the ads or jump to another browser which means the video completion rates are over 90%.   Think of OTT as an awareness medium since viewers are unable to click on your ad.

    How Does it Work?

    An audience is created on the platform’s subscription data such as Video Ad Serving Template or Video Player Ad Interface Definition.  These platforms match the audience demographics and psychographics to the specific TV’s subscriber lists as well as other devices in the household that show browsing and online shopping data. This data is used to determine where the best place is for the ad to be shown.  The OTT operator then can generate reports for the advertiser to show how many times their full ad has aired and where.

    The advantage to the advertiser is the ability to target their ideal customer with little waste.  Viewers of OTT benefit because the ads they see will better match their personal interests.

    OTT capabilities will continue to develop resulting in an increasing share in the advertising world. It is poised to become one of the most lucrative opportunities for advertisers.

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  • A Little Info About Pantone Colors

    On: August 5, 2019
    In: News
    Views: 595
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    One of the biggest challenges for designers and clients is colors. Monitors may be calibrated differently, and color ranges are different on screen compared to on paper. And even on paper, there may be a difference in how a color will appear from one printer to another. In printed media, that is solved by the use of a standardized system of colors called Pantone® colors.

    Pantone® colors or Pantone Matching System (PMS) colors are specially mixed colors that are designed to print consistently no matter which print house you use. There are over a thousand specially mixed colors to choose from and even include metallic and fluorescent colors. A designer or agency will usually have access to a swatch book in order to select the right colors in designing your logo, or your company may already have specific Pantone colors used for their branding.

    You can request a sample of a Pantone swatch that is being used in your project so that you can see in person what the color looks like. The benefit to the Pantone color system is what you see in the swatch book will be what you see in the final printing.

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  • How to have a successful video campaign

    On: July 1, 2019
    In: News
    Views: 616
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    If you haven’t already, you should consider adding a video component to your marketing campaign.  The video can have multiple uses ~ website, social media, digital advertising and presentations. Marketers who used video last year saw an 81% increase in sales and a 54% boost in brand awareness!  According to a recent study from e-Marketer, brands are projected to spend over $53 billion on video ads by 2023. But before you incorporate video into your marketing mix, you need to keep the following in mind to ensure your video campaign is set up for success.

    The fifteen second video
    We know that today’s consumers have short attention spans and it continues to get worse.   Facebook users spend approximately 1.7 seconds looking at mobile content and 2.5 seconds looking at content on their desktop.  People are constantly switching back and forth online. This is the reason you need to keep your videos short. Real short!  Facebook studies have shown that videos under 15 seconds have a higher conversion rate.  Focus on one thing at a time and make them fun and informative to watch.  It is better to have several mini videos than one long one.

    Test and test again
    If you are unsure about adding a video to your mix, it may be a good idea to test video against other ad types you are currently doing to determine what resonates best with your audience. There’s only one way to know whether video is working and that’s by testing it out on your digital campaigns.

    Determine what you are measuring
    Before starting your video campaign, you need to have a clear set of goals in mind to easily measure the impact of your efforts.  Your goals may include brand awareness, engagement, or response.  For example, if your goal is to improve brand awareness, you should be viewing number of clicks, impressions, view-through rates and average engagement. It is important that you do your due diligence and think about the results you want before launching your video ad campaigns.

    Content and research taken from GIULIANNO LOPEZ, CONTENT MARKETING MANAGER, ADROLL

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  • Tactics for a highly successful direct mail campaign

    On: June 7, 2019
    In: News
    Views: 568
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    Direct mail is not dead!   Including a traditional direct mail campaign into your marketing strategy can still be highly effective.   In fact, with more people opting to receive their bills via email the amount of mail has decreased making your direct mailer less likely to get lost in the pile.

    How can you make sure your direct mailer stands out in the crowd?   Here are some tactics:

    • Get Personal – when you take an individualized approach, potential customers feel like you really know them and understand their needs. Consider tailoring a specific offer toward a product or service that is most relevant to them.   Take the time to break down your direct mail list into niches and you will supercharge your efforts.   You will need to send out the direct mailer at least three times to reach your target audience.
    • Get Creative – the advantage of a direct mail piece is that it can be kept and referenced. Make sure your mailer includes all the information needed to get prospects to make the decision you want.  Images should be clear and attractive to draw attention.  Include testimonials to show why you are the clear choice over competitors.  Concentrate your message on how your brand will benefit the customer in terms of value, convenience and quality.
    • Have a call to action- make your call to action compelling, clear and concise. To draw attention to the call to action, put the message in a sidebar or postscript that is offset from the main body of your content.
    • Integration – integrate your direct mail strategy with other marketing efforts. Align your direct mail efforts with your emails, digital ads and social media promotions to build synergy.
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  • Don’t use these phrases when writing online content

    On: May 2, 2019
    In: News
    Views: 2997
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    When you are writing for online, your goal is simple and easy copy to understand.  Forget about the fluff and gain readers. Here are some “fluffs” to avoid:

    • Believe and/or Think –subjective words that indicate doubt, replace with know
    • Always and/or Never –seldom 100% true, use many or rarely instead
    • Often – be specific on how frequently something happens
    • Stuff – not only is this term unprofessional it is not specific enough
    • It and thing– both are non-descript, replace with the specific word you are referencing
    • Really or a lot –Omit this word and replace with a more accurate descriptor
    • Got – replace with obtained, received or earned, it just sounds better

    In addition to above, drop these words from your copy and your sentence will still have meaning (in order, just, that, then, completely, entirely, so, as a matter of fact, the thing is, absolutely, anyway, when it comes to).  Strive to improve your writing and use action verbs, less adjectives and omit overused phrases that don’t add to the meaning of your content.

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  • Why a business can’t (and shouldn’t) be everything for everybody

    On: April 1, 2019
    In: News
    Views: 609
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    If you want to build your business around a brand that will serve everyone, you will always fall short.  It is impossible to offer something that everyone will want and need all the time and even more impossible to please everyone.   Businesses make the mistake of wanting to offer too much in an attempt to gain more business.  What happens?  You run the risk of weakening your business proposition and brand promise by going too broad.

    A better approach is to become the expert in your chosen field and be the best at one or two things.  Pick your target customers that need your skills and are most likely to appreciate them.   The audience may be smaller, but your return on investment will be greater.

    Once you have determined your specific expertise for a specific customer base, always strive to evolve and improve your offering.   This will keep customer engaged and repeat purchases thus growing loyalty to your business.    Your goal is to understand what matters most to your current customers and what problems you solve for them to showcase your brand and value.

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