Blog

The weekly recap - August 11, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

61% of Consumers Prefer Companies With Custom Online Content
Content marketing is what consumers are looking for, both B2B and B2C, from your Company.

Tumblr takes social media marketing to a new level.
Utilize Tumblr to enhance your brand’s social media engagement.

Celebrating 30 years of creative advertising: #13 Travel Michigan.
We took the mitten to the next level with our “Shapes Campaign” for the Michigan Travel Bureau.

Facebook Post Frequency: How to Find Out What Works
Use your own data to find out what post frequency will work best for you.

Data-Backed Tips for Crafting the Perfect Facebook Post [Infographic]
Craft the perfect Facebook post to encourage your fans to interact with your page.

Comments

8 Apps to Make Social Media Management Easier: #5: Tweet A Day.

Kaitlynn Knopp's picture

How many social media managers out there have ever been stumped? You’re looking for something interesting, timely and relevant to share with your followers, but you keep coming up empty-handed. In these far and few between situations, turn to Tweet A Day, a free app.

Once you sign into Tweet A Day with your Twitter information, the app will review your previous Tweets and hashtags and search for content that matches your brand and voice. It will find a link and draft three tweets based on the content of that link. Then, you have a few options. You can select one of them to Tweet right away, select one to schedule for later or ask the app to search for new ideas. Before posting or scheduling a Tweet, you always have the ability to edit the copy they generated for you—making it your own.

Will you use Tweet A Day to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

Comments

Celebrating 30 years of creative advertising: #13 Travel Michigan.

Bonnie Folster's picture

You know you’re from Michigan when you hold up your hands (remember the Upper Peninsula too) and point to where you live.  Everybody gets it. I’m sure people are envious when I’m talking to someone from a state like Indiana that isn’t so graphically accessible. We took it further. We noticed you could find a leaf that looked like Michigan. Or an artist’s palette. Or a bunch of grapes.  Our clients at the Michigan Travel Bureau (as Travel Michigan was called then) saw the potential and fun of it. The “Shapes Campaign” became a great poster/print series with very long legs that helped describe all the fun activities and events you could do on a visit to, uh right, Michigan. It was almost as much fun to work on as it was to be on a beach or sailing or skiing or…

We managed to generate “way beyond expectations” numbers of phone calls and a great ROI for a very modest budget. And phone calls meant visits. And visits meant applause (clap, clap, clap). Hands and thumbs up from the travel industry.

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

Comments

Tumblr takes social media marketing to a new level.

Liza Pryor's picture

 In the last decade, social media has grown from a casual pastime to a cornerstone of effective modern marketing. Any savvy marketer today knows that a brand’s engagement with social media can be a make-or-break component of their strategy and success. Facebook, Twitter, even Pinterest and Instagram have become advertising staples for even the most traditional of brands. However, one social media site that remains underutilized is Tumblr.

Tumblr is referred to as a microblogging website; essentially, the new form of blogging for those with short attention spans. Posts typically take the format of short bursts of text or visual content that can be liked and shared with other users. Even more so than other social media sites, Tumblr targets Gen Z and Millennials— 55% of the site’s users are under 34 years old.

 

As a social media site, Tumblr tends to fly under the radar. Despite its overwhelming popularity (Tumblr recently broke into the top 10 most trafficked sites in the US), Tumblr has yet to establish itself as the household name that Facebook and Twitter have become; it can be easy for marketers to overlook. However, Tumblr offers many advantages over the traditionally employed social media sites and can therefore be a vital resource for any modern advertising agency.

Unlike Facebook or Twitter, Tumblr is designed with the intention of sharing content posted originally by other users. So, Tumblr is much more likely to promote sharing of brand content, allowing that content to reach a much larger audience. Additionally, Tumblr’s higher post frequency means that brands have the freedom to post more content on a daily basis without fear of overwhelming or annoying users.

Tumblr is also much more visually focused than Twitter or Facebook and therefore has more opportunities for creative blog customization. Tumblr users can choose from a wide range of customizable themes, and there’s even an option to use HTML code to design the entire page from scratch.

This is good news for brands; a Tumblr blog can represent the unique feeling and look that they want to portray better than a Facebook or Twitter page.

Tumblr also has a highly effective tag-based search function that is very popular among users. Type any word into the search bar and all posts tagged with that keyword will appear for a user to browse through.

 So, by using relevant keywords to tag brand content, it’s easy for that content to be discovered and shared by people who are interested in it, regardless of whether or not they follow the brand’s page.

The most important thing about effectively using Tumblr for marketing is posting aesthetically appealing content that users are interested in sharing, regardless of whether or not they’re invested in the promotion of the brand. Tumblr also allows for more direct interaction between a brand and its fans, which serves the dual purpose of humanizing the brand and making the consumers feel involved and important to the brand’s success.

 For some examples of the possibilities that Tumblr offers, take a look at Consumer Packaged Goodness, a blog dedicated to spotlighting what’s working and why in different Tumblr ad campaigns. For a more comprehensive list of all the brands currently using Tumblr for marketing, take a look at this page (Denny’s, Taco Bell, and General Electric are some standouts). Which brands’ tumblrs do you like the best?

Comments

8 Apps to Make Social Media Management Easier: #4: Wi-Fi Finder.

Kaitlynn Knopp's picture

How many times have you been managing social media on-the-go when suddenly, you lose your Wi-Fi signal? Instead of weaving in and out of stores or restaurants searching for a signal, download Wi-Fi Finder, a free app that generates a list of available Wi-Fi connections based on your current location. It will tell you which ones are free to connect to, which ones cost money and it will give you the location’s address. Tapping on a location will give you more information, like the Internet provider and directions to the establishment. You can’t go wrong with this app.

Are you looking forward to using Wi-Fi Finder to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

Blog Category: 

Comments

The weekly recap - August 4, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Do You Know How to Delegate?
Should You Delegate That? Ask Yourself These Questions First.

Celebrating 30 years of creative advertising: #12: Arthur Andersen & Co
Brogan’s “the best bean counters” campaign helped Arthur Andersen & Co. lose their “bean counter” reputation.

8 Tips and Tricks for LinkedIn Power Users
LinkedIn can be a valuable professional resource, use these tips to get the most out of this social media site.

Study: 69% of Marketers Believe that Native Advertising Is Valuable
According to the respondents, the question is not whether to do native advertising, it’s about how.

Facebook Pages App Changes: What Marketers Need to Know
The Facebook Pages App is updating to make managing your pages more efficient.

Comments

Native advertising—an ad in news clothing?

Lori Bahnmueller's picture

I’ve been duped, and chances are so have you.

A few weeks ago, I was brunching leisurely over a Sunday edition of The New York Times. After chewing on the news and business sections, I reached for something sweet in the beautifully art directed features section. The story on the rise of female inmates in the U.S. caught my attention.  

I enjoyed every morsel, spouting little facts across the table to my husband before moving on to more news features. Only the story wasn’t news. It was paid content, sponsored by Netflix to launch the new season of Orange is the New Black.

Love it or hate it, native advertising is increasingly spilling onto the pages of long-esteemed news rooms, posing as real journalism. Some call it trickery, others genius.

Of course, I prefer my news served commercial-free and free of bias. Who doesn’t, really? But the information age has ironically compromised free press. With the Internet widely accessible and free, fewer people are willing to pay for news subscriptions. This has left the news media, particularly the print media, floundering for a new business model. Most didn’t look far, wandering the halls until they bumped into the advertising department.  News + Advertising = Native Advertising.

And they lived inconspicuously ever after?

Native advertising was once fairly conspicuous, hastily dressed in second-hand graphics, horsey headlines, and flagged “advertising content,” “advertorial,” “sponsored content” or just plain “advertising.”  There was simply no confusing news content from advertising content.

The New York Times committed to continued transparency when the publisher announced plans to adopt native advertising in December. In fact, Times CEO Mark Thompson promised "utter clarity" and "zero confusion" between what is advertising and what is journalism in a related Ad Age article.

But I was confused. And I like to think I’m particularly adept at spotting paid advertising. I started my career as small town daily news reporter, writing news and the occasional advertorial for home and garden tabloids and holiday inserts. But should consumers have to be experienced to tell the difference?

Native advertising can be smart. The format gives brands a long-form platform to articulate features and benefits in a story format. It works especially well for health and wellness products, as well as beauty and lifestyle. But it needn’t be deceptive to get the job done.

Political satirist John Oliver has an opinion on the topic. What’s yours?

Blog Category: 

Comments

Celebrating 30 years of creative advertising: #12: Arthur Andersen & Co

Laura Pryor's picture

In the mid-1990s,  Arthur Andersen & Co. was looking to market their financial services and dispel the misperception that they were only “bean counters,” tallying up numbers and wearing pocket protectors. In reality, the company was more than just an accounting firm, offering a full menu of financial, planning, productivity and consulting services for companies of all sizes, but awareness of these additional services was low.

Brogan & Partners faced the number-crunching image head on, marketing Arthur Andersen as “the best bean counters.”  Four print ads promoted individual service lines—Family Wealth Planning, State and Local Tax Services, Business Systems Consulting and the Enterprise Group (services for small to medium size businesses). A fifth image ad touted their core accounting, audit and tax services.  

In addition to winning creative awards and earning high recall and awareness ratings, the campaign brought in new business for the firm, including current clients who added new financial services.  Cool beans for Arthur Andersen... and Brogan, too.

Which Brogan ad is your favorite?  To see the rest of the 30 Best of Brogan, visit our original post in this series:  Celebrating 30 years of creative advertising.

Comments

The weekly recap - July 28, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

CPG Marketers Are Going Digital With Loyalty Programs
Third-party data is helping marketers make the digital move.

Does Customer Service Actually Work on Twitter? 5 Brands That Do It Well
Learn from the companies that are successfully using social media for customer service are reaping the benefits.

TD Canada says “thank you” to customers in a viral video.
TD Canada is one of those brands taking “thank you” to the next level—and we love it.

5 New Social-Media Platforms Worth a Look
New social media networks arrive on the scene each year with potential to grow in popularity the way Instagram, Snapchat, Vine and Pinterest have.

Introduction to Eye Tracking: Optimizing Your Content for How People Read [Infographic]
Essentially, you need to know the basics of eye tracking research to make any website redesign successful.

Comments

8 Apps to Make Social Media Management Easier: #3: Bitly.

Kaitlynn Knopp's picture

If you’ve ever wanted to shorten a link—whether it’s to make a status update look cleaner or to save characters on Twitter—Bitly is the (free) app for you. Once you have it downloaded on your smart phone or tablet, you simply paste a link into Bitly and press “Go.” The app will shorten the link for you in seconds, giving you a clean and concise URL to post with your Facebook status update or Tweet.

In addition to speedy shortening, Bitly also keeps track of how many clicks your links receive, making it easy to track which content does best.

Although there are certainly other link shortening websites and apps, Bitly is my favorite. It makes social media management easier. Will you use it?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

Blog Category: 

Comments

TD Canada says “thank you” to customers in a viral video.

Kaitlynn Knopp's picture

Saying “thank you” is a simple action. It’s quick. It’s easy. It’s protocol. These days, brands should be thanking their fans after every interaction, and most do. They verbalize a polite and proper “thank you” and then send customers on their way, but there are a few brands who choose to do more. TD Canada is one of those brands taking “thank you” to the next level—and we love it.

This week, TD Canada released a video (that’s since gone viral) of customers all across the country stepping up to one of their ATMs to make a financial transaction and discovering that the ATM had been transformed into something different—an Automatic Thanking Machine.

Each ATM interaction was tailored specifically to the customer, in which the ATM knew personal things that each person was struggling with. Then, they gave each person a gift to make their struggles a little easier, including everything from throwing the first pitch at a baseball game to an all-expense paid trip to Disneyland.

Ultimately, this is the type of campaign we love—one that tugs at our heartstrings, does good for others and raises an incredible amount of awareness and respect for the brand. So, while TD Canada is thanking its fans, we’d like to thank TD Canada for all of their efforts and for giving us a new video to admire.

What are your thoughts about the video?

Comments

Celebrating 30 years of creative advertising: #11: KitchenAid.

Kaitlynn Knopp's picture

Think about all of the times you’ve gone into a store for just a few things, but end up leaving with so much more. Your cart ends up filled with a few movies that caught your eye, a new shirt with peppy colors and a kitchen utensil you just have to have. But, do you know what you’ll never casually leave the store with?

Thirty years ago, while working on an advertising campaign for KitchenAid, we noticed a trend that still exists today. Consumers, in general, are reluctant to purchase large, high-priced items unless they’re absolutely necessary. When it comes time to buy a new refrigerator, oven, dishwasher or washing machine, there will be no impulse buys—no rationalizing with your husband by saying, “It was close to the register!”

So when KitchenAid asked us to create their quarterly merchandising promotions, we knew a flashy campaign that made its viewers “ooh” and “aah” wouldn’t get us anywhere. We needed something clean, clear and straight to the point. Something that would make consumers think, “If I have to buy a new (insert appliance here), I want it to be from KitchenAid.”

To get consumers to that point, we came up with simple messaging, promoting efficiency, effectivity and features—all of the things that really matter when you’re making a big purchase—and it worked. During the years we were lucky enough to work with KitchenAid, sales of their appliances increased approximately 15 percent per year.

There’s something that makes us “ooh” and “aah.”

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

Comments

Pages

Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Read more

Tweets, Blog Posts and Tidbits...

Connect With Us