'Media Planning & Buying' Category

Online Advertising and The Supplement Industry

Posted by Morgan Sims on December 2nd, 2014 at 3:19 pm

There are few things that work as well as the marketing for supplement companies. It is a multibillion dollar industry that is not regulated in many ways. One might ask why do supplement companies do such a great job at marketing? There are countless reasons that will be outlined and some of these you might not have thought about in the past.
Margins Are So High
Supplement companies many times have such a high profit margin that they can dump a lot of budget into marketing. Many supplement companies put a low dollar amount of product and charge a high price for this. When a product has great results then the price can be driven up even higher. The high margins also leave room for the companies to have brand reps who may be bodybuilders or fitness personalities. There is just so much money in supplements that sometimes they just can’t help taking over marketing with ads.
Native Advertising Is Great For Them
Native advertising lends itself to the supplement industry in a great way. In my personal experience with searching about fitness topics, my Facebook feed and computer is blown up with different ads for supplements. They will show an incredibly in shape... Read more

When Words Don't Work from the Customer Perspective

Posted by Jeannie Walters on December 2nd, 2014 at 5:30 am

I've been in lots of meetings, particularly regarding digital user interface designs, when the term "accessibility" is tossed around. We know, for the most part, how we *should* make things "accessible" for the greater population, but we don't always know how.
It's easy, when we look at the world through our very own lens, to think our way will work for all. But there are so many ways to make things better for those who otherwise may not be able to access the information and tools available.
Whose lens are you looking through?
Customer experience is, overall, an exercise in challenging the lens you have. Playing the role of the sales director or the ecommerce lead or even the head of human resources means we use that lens to view the world. Our role in business is to accomplish something - higher conversions, better engagement, increased revenue, lower turnover, etc.
Our customer approaches their experience with us in a totally different way. The customer wants to accomplish something, too, but often it has nothing to do with the goals the leaders of an organization have. Our customer needs guidance. Our customer seeks better understanding of how to use the tools we sold them. Our customer... Read more

The 4 "simple" steps to content marketing

Posted by Jacqueline Lisk on November 20th, 2014 at 12:36 pm

I find myself frequently explaining the four steps to a content marketing campaign to clients, and even to friends who are curious about the buzz surrounding brand journalism (or what the hell I do all day). The breakdown below is simple, accurate and an effective formula for launching your first, or hundredth, content marketing campaign.
1. Strategy
Skip this and you’re screwed. Your campaign should be part of an overarching content strategy which includes the following:

Your brand persona
Your company style guide
Your audience persona
Your goals for your readers (what will they get from your content?)
Your goals for your business (Common goals include brand awareness, relationship building, establishing thought leadership, SEO and lead generation. I always urge my clients to complement these big picture goals with concrete targets, such as how many views, clicks, or subscriptions you’d like your campaign to generate.)

2. Creation
Okay, now someone has to produce this content--the article, blog post, white paper, video, infographic or listical (I could go on!) that will educate your audience and align with your brand’s messaging. For many businesses, this is the most challenging part. Whether you decide to create the content in-house... Read more

Integrated Marketing: A Better Approach to Building Leads

Posted by Winnie Brignac Hart on November 17th, 2014 at 2:35 pm

As long ago as 1989, the American Association of Advertising Agencies defined an integrated marketing campaign as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. A comprehensive communications plan combines the strategic roles of advertising, public relations and sales promotions to provide clarity, consistency, and increased impact.” Basically, integration is the application of consistent brand messaging across both traditional and nontraditional marketing channels.
Inbound Marketing: Making Integrated Marketing Easier
While social media and online marketing channels have provided opportunities to expand the definition of non-traditional marketing, the real breakthrough in effective integration has been the development of computer based, technology driven Inbound Marketing platforms. Giving new meaning to CRM, these platforms not only make consistent communication across channels easier, but provide critical reporting and measurement features in real-time to exponentially increase the effectiveness of campaigns.
Learn the ABCs of Inbound Marketing
Seems  simple—but developing an Inbound Marketing campaign takes time, resources, and commitment to building lasting, long-term results. Our e-Book The ABC's of Inbound Marketing will help you get started.

Ways To Save Money In Your Direct Marketing Campaigns

Posted by Morgan Sims on November 16th, 2014 at 9:50 am

There are various ways in which you can actually save up to 40% of your marketing expenditure and maintain or improve results. You need to take some time and think about what you can do to optimize direct marketing campaigns. This basically means that you have to analyze communication purpose and compare with business goals. Then, you have to see if objectives are met in relation to the cost.
We can obviously talk about this topic for a really long time but what counts the most is information. You have to be patient and gain as much information as possible from the high authority finance blogs and the best marketing blogs that exist online. This is what will help you out the most. At the same time, you have to consider the following.
Campaign Relevance
In order to make a campaign effective, you have to be careful and make everything as relevant as possible. This basically means that you need to take the recipient’s fears, pain points, desires and needs into account. There are various studies that highlight the fact that relevance is vital and enhancing it leads to an increase in response rate. At the same time, orders tend to be larger... Read more