• Go Mobile or Go Home in 2018

    On: November 29, 2017
    In: Design, Education
    Views: 1700

    Marketers need to make sure that mobile is part of their marketing plan next year. Mobile is becoming increasingly more niche-orientated and delivering at high speeds that reflect on the growth of consumers who now use their cell phones more than their personal computers or tablets.

    Here are some trends you need to know:

    1. Google announced last year that they would be indexing websites based on their mobile sites, not their desktop sites. Therefore, if you want to rank highly, make sure your website is responsive and the buttons work for touch screens.
    2. Make sure you have personalized online content that includes a welcome message to a new customer, a welcome back message to a prior customer and offer special deals for return customers.
    3. Optimize your site for fast speed. If your web pages are taking more than 3 seconds to load on mobile, the bounce rate rises to 53%. Check your site’s speed at Think With Google.
    4. Location-targeted ads are key to your mobile marketing success. Local searches are becoming 50% higher than general mobile searches. Pinpointing consumers while they are near your location can influence their buying decision.

    Mobile usage has increased from 3 to almost 6 hours over the last couple of years. It is predicted that by 2018, more that ½ of all consumers will be using their mobile devices first for anything that requires them to be online. So get your marketing plan ready!

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  • How to create the best subject line for your emails

    On: April 2, 2014
    In: Education, Email marketing
    Views: 1188

    I’m sure if you are like me, you receive hundreds of emails in your inbox daily. Which ones do you open and which ones do you automatically dump? Usually the most simple subject lines are the ones we tend to open.   Here are some tips to improve your open rates:

    1. Keep the message brief and remember that people are viewing your emails on mobile devices so you want to make sure they can understand them quickly. Cut to the chase and tell people exactly what your message is about.
    2. Don’t waste space, review each word of your subject line and if it does not add value, omit it.
    3. Make the works on the subject line searchable so your reader can find it later.
    4. Don’t pressure the reader by including phases like immediate action required.
    5. Be sure to include your company name so readers know where the email originates from and does not come across as spam.

    People spend over 30% of their day viewing emails.   With a great subject line, your email will get read, saved and responded to.

    Katrina Noble

    Media Director

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  • 5 Ways to Make Your Advertising Effective

    On: August 13, 2013
    In: Education
    Views: 1093

    I think the key to effective advertising is how you perceive it, what your goals are and how you adjust your approach.   Below are five things that you should consider:

    1)    Lower your expectations – I can’t tell you how many times I had a potential client tell me that advertising doesn’t work because they ran one ad or a radio spot over a week and didn’t receive any results.  Seriously, give your advertising a chance.  The objective of your ads should be to move people from awareness to trust to purchase.  Relationships take time.

    2)    Cast narrowly – target your advertising to your best customer, not everyone.  If you are purchasing radio don’t buy an 18+ demo, it’s too large….look at your customer base and determine the most likely to purchase your product by age and sex.   A yogurt shop by a university is going to most likely attract Females 18-24.  If you are doing a Facebook campaign target female college students between the ages of 18-24 that live in your geographic area.

    3)    Promote content – use your ads to promote something for free.  It could be a free eBook, How-To checklist and events that will help your potential customer learn.  This type of advertising lends itself to online banner ads.  Have a call to action, capture leads and gently (that is the key word) introduce them to your product or services.

    4)    Measure everything – reviewing analytics and tracking what you do is the only way to determine what is working.  Keep monthly tabs on your sales, phone calls, web activity as it relates to your advertising campaign.

    5)    Test, test, test – If you want to improve your results, you’ll need to look at fine tuning things like the headline, copy, doing a different call to action, switching out pictures, adding additional media to your mix or trying different media altogether.

    Advertising is an investment.  Make sure you are getting a great return on it!

    Katrina Noble

    Media Director

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  • Are you a small business looking to get noticed?

    On: April 15, 2013
    In: Education
    Views: 1095

    Here are 3 easy ways to get some attention for your business.

    1)      Social Media – A lot of people are searching for businesses through their Facebook page so it is important to have a presence there even if you don’t have a website.  Be sure your Facebook page includes your location, hours and any other pertinent information.   Having a website is important, but a Facebook fan page is another way that consumers can find you.

    2)      Get Listed– List your company on Google Places for Businesses.   Like it or not, Google is still the number one search engine so make sure your customers have accurate information on your business. 

    3)      Your Email Signature – add your company, address and contact information to your email signature

    Putting your info on these three items may seem small but can have a big effect.  You never know how people are going to find you so do everything you can to make it easy for them! 

     Katrina Noble, Media Director

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  • Why do primary research?

    On: April 30, 2012
    In: Education
    Views: 1240

    I’ve often wondered why so many, maybe most companies who operate locally do not  invest in primary research. Perhaps the biggest reason is cost. But the cost – I think a better word is investment – measured against the aggregate marketing budget and total sales volume, is quite small.

    Nevertheless, not investing in primary research is short sighted in my view. Here are four darn  good reasons to do primary research

    1. Mitigate your risk – minimize marketing decisions by assuming you know more about your customers or prospective customers than they do.
    2. Help shape the strategic direction of your company.
    3. Gain a competitive advantage simply because much of your competition does not use research appropriately.
    4. Identify new opportunities in the marketplace.

    So consider the opportunities.

    Mike Bolchalk

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  • Is Your Company First, Best or Different?

    On: January 10, 2011
    In: Education
    Views: 1103

    My friend Henry Dahl, who had a long career in senior management at the Upjohn Company,  taught me  that companies usually need only one of these attributes to be successful. Writing advertising copy to emphasize these attributes also makes perfect sense but make sure to focus only one attribute per message.  More on this subject can be found at Business Tips Blog.

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  • Career Questions on the Advertising Business

    On: December 6, 2010
    In: Education
    Views: 1255

    Kylee Garrett, a student at The University of Arizona, had questions for Michael Bolchalk for her class assignment on advertising

    Q. Why did you get into advertising?
    A. I started my career with Reader’s Digest in circulation sales and marketing and did field research work for the magazine’s advertisers.

    Q. How long have you been in the advertising business?
    A. Over 30 years in Tucson

    Q. Who has been your favorite client?
    A. There are too many to list. Those most favorite clients were the ones who allow us to do good work and treat us with respect.

    Q. Who has been your worst client?
    A. Clients who were disingenuous. Clients who were not respectful  Clients who would not listen to facts – only their own personal opinions. Clients who did not know what they did not know. Clients who were short sighted.

    Q. What was the biggest challenge in creating your own business?
    A. I did not start the business. I came to the firm ten years after its formation. I became a partner in the firm in my fifth year. The challenges are many today: a horrible economy; declining or negligible budgets; fewer opportunities to get new business; and migration from traditional advertising to less expensive digital marketing are some of the challenges.

    Q. How many people work at Bolchalk Frey Advertising?
    A. We currently have nine people on staff.

    Q. How long has Bolchalk Advertising been in business?
    A. Since 1964.

    Q. Who would you say is the most influential person in advertising?
    A. It’s hard to say because the history of advertising has had may influential people. The creators of Google and Facebook are changing the advertising game right now. My most influential person is Earl Wettstein, who founded our firm.

    Q. What is your favorite part about being in advertising?
    A. There are so many positive things about the advertising business. Things like meting new people and creating advertising that works. The longtime relationships and friendships that come from this business are priceless.

    Q. Did you major in marketing when you were in college?
    A. Yes.

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  • Advertising 101

    On: January 7, 2009
    In: Education
    Views: 1211

    Questions were prepared by Kristy Litten, a University of Arizona student majoring in Communication with a minor in Marketing. Answers were supplied by Michael Bolchalk, President and Elaine Nathanson, Director of Public Relations of Bolchalk FReY Marketing, Advertising and Public Relations.

    Q. How can a recent graduate set themselves apart in a competitive job market?

    A. A recent graduate can set themselves apart by being proactive in their industry of choice, and by obtaining knowledge about the companies that are within that industry. Also, join organizations to network within the field that you are interested in.

    Q. What is some insight about the advertising industry that young people don’t realize when entering the industry?

    A. The advertising industry is a very detailed-oriented job. Also, many people at the agency are normally involved in a single project in order to get many perspectives to create a great product.  It also takes much teamwork to produce a product on time and
    within budget.

    Q. What are some good companies to start out with in marketing?

    A. One avenue that can be investigated for marketing jobs is in higher education at community colleges and universities. These institutions have different departments within colleges that require marketing and PR work.  One can also look to non-profit organizations to start their marketing career however; many non-profits do not have the budgets to hire marketing type staff. It is also sometimes more difficult to transition from the non-profit sector into private and corporate businesses.

    Q. What are some of the steps that you take during the creative process to create a product?

    A. First step in this process is to know the goals of the expected outcomes, then do your research, develop your concept after looking at alternative solutions, and the final step in this process is to be able to measure results after the product or program is launched.

    Q. In today’s market what do clients seek in results of a campaign?

    A. Many clients seek interactive elements so they must become educated in this aspect and bring ideas to the clients that can produce optimal results.

    Q. What are some good interview skills for a graduate?

    A. The first great tip that will help you have a successful interview is having a good foundation of research on the company that you are interviewing for. So, when they ask you “what do you know about our company” you will be prepared.

    Another important tactic is identifying the employer’s competition. This will allow you to know who the competition is and how your prospective employer stacks up against its competition.

    Finally, it’s always best to promptly send hand written thank you note after the interview.

    Click here for more career and job information.

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