Olala

The Company:

Olala is a Washington-based beverage company.

The Situation:

Olala came to Spot Digital Marketing with a desire to increase brand awareness and product sales. The company needed an increase in their click-through rate and response rate on call-to-action advertisements. Olala also required a solution that made managing campaigns and tracking results both easy and intuitive.

The Solution:

Spot introduced Olala to a geofencing strategy to be implemented over the agency’s private advertising network (PAN). This network is capable of targeting key demographics based on location, age, and gender identity. The data provided by the PAN reveals the number of people who saw an ad in the system, clicked on the ad, and visited the company after engaging with the advertisement.

Spot applied this strategy and geofenced ten of the stores that sell Olala’s product, running ten targeted campaigns over the course of 60 days. The campaigns’ advertisements appeared on platforms such as entertainment apps, social media/networking apps, and lifestyle apps.

The Results:

Through Spot’s geofencing strategy, Olala saw rapid and noticeable improvements. In the ten stores selling Olala products that were fenced, Olala saw an overall 20% increase in product sales! On the advertisements themselves, Olala received an above average click-through rate on nine of the ten performed campaigns. While the average click-through rate of similar campaigns is .25%, Olala’s advertisements earned as much as .16% higher than average click-through-rate. The campaigns resulted in 254,343 impressions on 242,484 unique users with a total of 779 ad clicks, which greatly improved Olala’s sales.

Due to the strong success of Olala’s geofencing campaign, the company is continuing on with Spot’s services. The agency is fencing another ten stores that carry Olala’s brands and expect to see similarly positive gains for the company at the next time of reporting.

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3 Effective Ways to Market Your Products to the Next Generation

3 Marketing Tips

 

What are the most effective ways to market your products to the next generation? The unnamed Generation Z (Gen Z) is entering the market as shoppers and their age cohort alone makes up a quarter of the population in the United States. Members of Gen Z, or Post-Millennials, as Pew Research Center, a reputable nonpartisan demographic research analytics firm, has chosen to call them, are individuals born in the year 1997 or later. According to a study by Fast Company, Gen Z will account for 40% of all consumers by 2020. For now, many of them are coming of age, with the oldest of this generation turning 21 years-old in 2018. Researching the buying motives of the previous generation, Millennials, when they came of age, paved the way for researchers to understand how Post-Millennials view marketing. With that information in mind, here are 3 effective ways to market your products to the next generation.

 

What are Defining Traits of the Next Generation?

digital Marketing Portland

Post-Millennials want to be a part of the development of their products. When they were young, around elementary school age, companies began experimenting with customizable features. Take Nike for instance: the shoe brand allowed consumers to design themselves a unique pair of shoes right on their website. Build-A-Bear Workshops took a similar approach, giving children the experience of creating their own stuffed animal from the stuffing itself to the toy’s clothing and accessories.

Gen Z-ers are also known for their desire to make the world a better place; simply put, they are driven by doing good. Post-Millennials care about environmental issues. In fact, 76% are concerned about humanity’s impact

on the planet. Social causes surrounding racial, gender, and income inequality are also at the front of many Gen Z-er’s minds. Data also shows that 60% of Gen Z consumers “want their jobs to impact the world”, and “26 % of 16-to-19-year-olds currently volunteer.”

Another interesting trait of this generation: Gen Z-ers trust influencers more than traditional celebrities.  A Fullscreen report found that “over half of teens would prefer to see a brand advertise with social influencers rather than television commercials, pre-roll video ads, sponsored articles/posts or banner ads.”

 

What’s more, Fast Company describes Gen Z-ers as “risk-averse, practical, and pragmatic,” They went on to note, “Whereas millennials were criticized for their lack of focus, Gen Z are determined to plan. Gen Z has been strongly shaped by their individualistic, self-reliant Gen X parents and they are committed to avoiding the mistakes their meandering millennial predecessors make.”

 

With these main qualities in mind, how can companies sell to Post-Millennials?

How to Effectively Market Your Products to the Next Generation

  1.   Be authentic and inclusive

digital Marketing Portland

Distrusting of traditional advertising, Post-Millennials see through the overly touched-up commercials that we are constantly exposed to. It is important to remember that to reach Gen Z you need to meet them on their level, feature real people and stories in your campaigns, and build a brand that seems down to earth, and relatable. Aerie by American Eagle took this approach as they decided not to manipulate their photos with programs like Photoshop and feature real people instead of models. This was seen most recently in their #AerieREAL campaign, which showcased a diversified set of female models highlighting women with disabilities.

  1.   Team up with influencers

digital Marketing PortlandThe next time your brand is looking for a new spokesperson, instead of collaborating with a celebrity to endorse your products, you will find more success pairing up with influencers. To find influencer candidates, you can search the web using Google, Cortana, or Alexa for bloggers in your brand’s niche. You can also scroll through social media feeds to see who people are talking about or even better, who is talking about your brand or relevant keywords. In a similar way, look to your customers!  You might just find a few who love your products enough to promote them with passion. Once you find your future promoters, be sure to get in touch and write up an agreement on how you would like to work together.

 

  1.   Enable product customization

digital Marketing PortlandAs mentioned previously, Post-Millennial shoppers crave to be a part of the product development processes. When you are trying to decide what merchandise to sell, try to seek their input or let them build the products themselves. If possible, construct situations that enable customers to build and customize their merchandise. In the scenario that your company does not sell individualized products, try allowing customers to make unique packages instead, like filling a reusable container with 3-5 makeup products of their choice for a set price.

When it comes to marketing to Post-Millennials, you can’t go wrong with being authentic, partnering with an influencer, or offering customization. To maximize your efforts, partner with a digital marketing agency such as Spot Digital Marketing. For 17 years, we have

 

 

helped companies grow their businesses revenue and brand awareness through consistent text message advertising, beautiful website development, strategic search engine optimization (SEO), unified branding, geofenced advertisements, and continual content creation.

Begin your growth journey with a complimentary marketing consultation. Have a few questions? Give us a call: 503-477-4355 or email: spot@spotcolormarketing.com.

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Text Message Marketing for Customer Loyalty Programs

Text Message Marketing

 

Text Message Marketing is a great way to connect directly to your customer base. By making it easy to offer exclusive deals, announce new products, or promote a flash sale, Text Message Marketing is perfect for customer loyalty programs.

 

What is Text Message Marketing?

This form of marketing uses standard text messages to broadcast your campaign. Our cell phones are a huge part of our lives today, so targeting customers on these devices is a smart move. In fact, 98% of people will read a text they receive within the first 5 minutes. This guarantees your customers will see your advertising!

 

Text Message Marketing targets customers who have opted into receiving news from your business via text. The list of customers then becomes your subscriber base for such a campaign. These people are those customers most interested and engaged with your product and business. Targeting this loyal group via text ensures that the marketing your customers see is relevant.

 

Once the campaign is broadcasted, we at the agency will analyze the results coming in. From here, we can optimize your campaign to ensure that your investment is being used in the most efficient way possible.

 

Why is Text Message Marketing Great for Loyalty Programs?

This form of marketing is perfect for customer loyalty programs. First off, it’s simple to register your customers; all they have to do is provide their phone number and opt-in to getting texts from your business. Secondly, Text Message Marketing is an inexpensive way to quickly spread the word about new promotions and products to those in your loyalty program.

 

Is Text Message Marketing a Feasible Option for my Business?

Text Message Marketing is an efficient and cost-effective strategy. For instance, options for running a Text Campaign here at Spot begin at just $140. Check out our pricing plans to see what’s included with each level.

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Curious about Geofencing?

Geofencing

 

Geofencing is a relatively new marketing strategy that’s really taking off. Some of these newer technical marketing terms can seem complex at first glance. However, geofencing is a service we specialize in here at Spot. We’re here to walk you through it.

 

So…how does it all work?

 

Running on our private advertising network, or PAN, geofencing campaigns allow a business to target mobile device users based on opt-in location data. In other words, geofencing makes it possible for a person walking down the street using a mobile phone app with advertising to see an ad for your business just a mile away from where they are at the time.

 

Tell me more about the benefits.

 

Geofencing is a positive for you and your potential customers. You use your money allocated for advertising efficiently. Meanwhile, your potential customers see only relevant and interesting ads.

 

Plus, when you advertise within a targeted area, the people seeing your ads are already right around your business. This makes it easy for new customers to see your intriguing ad and walk right into your store. As the ones running the campaign, we’re able to provide data on the people click on your ad.

 

We can then use this data to further optimize your campaign. This resulting information lets us be sure we’re constantly placing your ads in the ideal target area and on the best mobile apps to reach your customer base.

 

What’s next?

 

Now that you’re informed about geofencing, you might be interested in learning more about how this strategy would work for your company in particular. Give us a call at (503) 477-4355 to speak with an expert from our agency. If you’re ready to try it out for yourself, visit our geofence campaign plans here, starting from just $250.

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6 Common Social Media Questions & Answers

Social media can be frustrating for many businesses that don’t have the resources to promote their brand on social media. With the algorithms changing all the time, it can be difficult to manipulate your strategy to ensure traffic stays steady. We’ve compiled a list of some of the most common social media questions to help you navigate the muddy waters.

  1. How Do I Get More Followers?

Answer: By giving people a reason to follow you.

Here’s why: This is the million-dollar question everyone asks.

This answer is simple, but the execution can be a bit tricky. People are drawn to resources they identify with; content that brings value into their lives. Whether it’s an inspirational quote, a news update, or beautiful photos of loft apartments, people are looking for content and images that positively contribute to their lives, not your bottom dollar.

A great place to start is to create content that you are drawn to; chances are your audience is interested in the same information. Invest in quality copy and images.

Another popular tactic is to share promotions and exclusive contests for social media followers, everyone loves a good freebie!

Lastly, spend time demonstrating loyal engagement. No one likes to be treated like a number, and that includes social media followers. In order to be successful, you need to care about your social media community by liking, posting, following and creating loyal relationships in digital environments.

  1. What Type of Content Should I Share?

Answer: Content that resonates with your audience.

Here’s why: Your ideal customer is one that is currently interested in your services, brand philosophy, and/or company culture. The rules of effective communication are three fold: ask your customer what they want, give them what they asked, tell them that you gave it to them.

You should avoid posting frequent promotional messages. Humanize your brand by being an authority and offering informational posts, like links to good articles or to your own blog content. Be diverse in your brand content, this will allow you to reach more people and ultimately a more interesting social media feed.

If you are feeling a little uninspired, do a little research to understand your social media market atmosphere and draw inspiration from influencers.

  1. How Often Should I Post?

Answer: It depends.

Here’s why: Posting frequently will increase the ranking of your post, allowing more people to see your content. It is important to remember the time old adage, quality over quantity. So if your post isn’t perfect yet, don’t publish it. Wait until the content and imagery are on point.

Frequency for posting social media content varies from network to network. However, in order to stay relevant, you should consider at least a weekly post to your primary social media platforms. By doing a little research on top influencers in your industry, you can base your social media calendar on those successful accounts. You can perform a few A/B testing experiments and analyze your results at the end of the month to see which times and days got the most traffic.

  1. When Should I Post?

Answer: It depends.

Here’s why: The best time to post is based on a much larger picture of behavioral consumption of social media. Unfortunately, people (across the globe) do not use social media at consistent intervals when examined over long periods of time. The current activity on social media is constantly changing and will impact when peak engagement hours occur.

That being said, you can find good times to post your content when you research the social media networks you are posting to and when your primary demographic is most active with popular statistic reports that are published quarterly.

  1. Do I Have To Post On Every Social Network?

Answer: No.

Here’s why: Don’t waste resources by posting the same content or different content to every popular social media platform. Find your audience where they spend the most time and engage with them on the social media networks they like best. Then, create social media strategies around those networks.

  1. I’m in a “Boring” Industry, Do I Still Need Social Media?

Answer: Yes.

Here’s why: Social media is a great way to create brand awareness. It’s a free resource and tool that can help you move conversations into conversions. You don’t have to post pictures of boring office meetings or strange machinery, you can create a social media presence that people enjoy following because your posts are: visually pleasing, humorous, informational, inspirational, or tug at our heartstrings.

You can continue to establish authority in your industry with a strong social media presence. Be sure to continue your research!

If social media is an important part of your business (it definitely should be) then you need the right tools to work more efficiently and effectively.

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Eagle Eye Outfitters

Type of Site:
Ecommerce site focused on selling name brand outdoor clothing, gear and accessories.

The Situation:
Eagle Eye Outfitters sells outdoor clothing, gear and accessories for men, women and children through their retail location in Dothan, AL and recently upgraded by introducing a new website and
ecommerce platform through Magento.

SEO- Their overall web content and web portfolio was missing key SEO applications both on site and off site. Their on-page SEO for over 6,000 pages was missing meta-title, image and description data for both the page and the media assets in it. The initial audit produced 4,668 errors that related to on-page SEO and showed a low # of overall online content such as backlinks and other external resources.

PPC- They needed a strategy and the application of, for a successful PPC campaign that paid off in the short term as well as continued long-term growth and ROI’s.

The Solution:
SEO- Spot Marketing introduced an organic SEO strategy that started with building quality backlinks in bulk and applying on page SEO techniques that focused on industry compliant formatting. Backlinks build your site’s reputation with search engines. Keyword research and list building are done first and those lists include hundreds of keywords and phrases identified as the most valuable, based on brand and revenue. These were included in the organic campaign which consisted of press releases, blog sites, social media, social bookmarks and articles.

PPC- Spot Marketing used a strategy of dynamic ad campaigns targeted to their individual categories following the structure of the website and highlighting over performers as the campaign progressed past 7 days. Dynamic ads are smart ads which allow individual inventory items to be shown in ads when a user’s search criteria matches the PPC campaigns content. Continual optimization every week on shopping campaigns is critical to its success.

The Results:
In 2 months of introducing and optimizing the Paid Search and SEO strategy, the Spot team has achieved amazing results from June 2017 to July 2017

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Partners In Care

Type of Site:
Non-Profit that provides in-home and in-house hospice care and end of life support for family members.

The Situation:
Partners In Care came to Spot Marketing looking to increase Adwords traffic in order to maintain the Google Ads Grant they just received. They wanted to increase awareness of their organization and expand the area they serve. This organization knew they needed Spot’s expertise in order to gain the increased exposure and awareness they were looking for.

They wanted to increase measurable conversions and ad spend in order to maintain their ad grant. The goal was to increase the number of conversions (phone calls & online forms) decrease the Cost-per-Conversion to create a program that could scale effectively going forward. This had been a challenge for their in-house staff to effectively achieve and manage.

The Solution:
The Spot team of AdWords Certified analysts presented the option of a fully Managed PPC campaign to Partners In Care. With the client’s approval, Spot performed an entire account audit,
created new Campaigns, Ad Groups, Ads, expanded keywords, and wrote new keyword-rich ad copy to help improve Quality Scores. This newly refreshed Account was then optimized to grow overall awareness of the brand and its service offerings.

The Results:
The improvements in this new Adwords account were rapid, with Conversions increasing over 2000% and Total Clicks by over 300%! Additional improvements have continued steadily month-over-month, with additional gains to account CTR, Conversion Rate, and Total Conversions.

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Oregon MESA

Oregon MESA is a non-profit organization that supports a pre-college academic program in STEM (science, technology, engineering and math.) They came to Spot Color Marketing for public relations support.

148,443,270 Total Media Impressions | Coverage in the Oregonian, Portland Business Journal, Oregon Live and KATU TV News.

Overview

Oregon MESA is a chapter of MESA USA, a non-profit organization that supports a pre-college academic program in STEM (science, technology, engineering and math) for students all over Oregon and the U.S. MESA implements chapters in middle and high school by training teachers to run after-school programs to increase students’ interest and involvement in STEM subjects.

MESA seeks to break the cycle of poverty and fill the STEM pipeline with underserved youth students.

Objective

Oregon MESA came to Spot Color for help with boosting positive awareness of the fantastic work that they do. They were looking for particular support with making the public aware of their two signature events – National MESA Day and the MESA National Engineering and Design Competition. Their goal was to encourage influential figures in government and academia to attend these events, connect their work with the National MESA organization, and to participate in current conversations about STEM education.

Most importantly they wanted to share the story of educational empowerment, earn thought leadership and place themselves in a better position with future donors and policy-makers.

Challenge

Messages about the amazing work that MESA does with the youth of Oregon were getting lost in a community saturated with non-profits. They needed to find a way for their message to stand out above the fray and appeal to potential partners, supporters and community activists.

Strategy

Spot Color developed and implemented a multi-layered public relations and marketing strategy to accomplish Oregon MESA’s objectives.

Spot Color connected with resources at local media organizations and facilitated the publication of a number of photo essays that gave a fantastic visual picture of Oregon MESA’s work. We composed press releases that communicated Oregon MESA’s mission, key partner and event stories. We ensured that this press release was distributed to key regional editors and journalist research databases.

We helped Oregon MESA develop thought leadership by working with them to create a video to use in future fundraising that leveraged and highlighted their partnerships.

Results

Together, Spot Color and Oregon MESA generated an enormous amount of interest in and support for their events. We secured 148,443,270 total media impressions, made the community more aware of their work and we were ecstatic to contribute to the successful implementation of their mission.

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Oregon Food Bank

Oregon Food Bank came to Spot Color Marketing for help with launching their first social media campaign in support of their biggest annual fundraiser, the Waterfront Blues Festival.

124,000 Impressions | 500% Increase in Re-Tweets | 600% Increase in Link Clicks

Overview

Oregon Food Bank provides emergency food to people who are hungry through a cooperative statewide network of hunger-relief agencies, helping 1 in 5 households fend off hunger. Their biggest fundraiser, the Waterfront Blues Festival, is held at the Portland Waterfront Park over the 4th of July weekend every year.

Objective

Oregon Food Bank wanted to take advantage of social media channels to promote and boost enthusiasm for the Waterfront Blues Festival. Increasing social media engagement leading up to and throughout the festival would better position OFB with potential donors through the rest of the year.

Challenge

The Oregon Food Bank team had never implemented an intense, aggressive social media strategy before. They were excited about the opportunities this new form of communication would present and they were eager to learn how to make it work for their event. Additionally, they realized that members of their typical demographic were not social media power users. Inspiring this group to engage, while building an audience with a more social media savvy audience, required a specific and creative plan.

Strategy

Spot Color began by taking stock of what was being posted on both the Oregon Food Bank and Waterfront Blues Festival social media channels. We developed a plan for building on and strengthening that content with an in-depth social media calendar. This calendar gave specific topics for the OFB team to post about on Twitter, Facebook and Instagram for the three months leading up to the festival and during the event. We targeted specific hashtags to connect with that social media savvy audience and we executed a photo contest and giveaway campaign to appeal to everyone.

The entire plan was implemented through three intensive training and content-generating sessions we held with the OFB team.

Finally, members of the Spot team stepped into the action by volunteering to attend the festival and live-posting on the 4th.

Results

The Oregon Food Bank team confidently executed the social media campaign Spot Color Marketing developed. As a result, they gained a wider audience with new social media followers, including more than 2000 new likes on the Waterfront Blues Festival Facebook page. Overall, their social media presence contributed to the success of the event.

  • 26% increase in Twitter followers
  • 124,000 impressions in 28 days — an increase in 457% over the previous 28 days
  • 500% increase in retweets and 600% increase in link clicks

The 2014 Waterfront Blues Festival was an incredibly successful event and the donations generated will allow Oregon Food Bank to continue their amazing work in the next year.

  • $1.1 million in donations
  • 100,000 festival attendees
  • 33K pounds of food donated

Visit The Oregon Food Bank website to get involved!

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Ride Connection

Ride Connection is a non-profit that provides transportation services to customers in Clackamas, Multnomah and Washington counties. They came to Spot Color asking for help with planning their website redesign project.

A clear vision for future growth.

Overview

Ride Connection works with community partners to provide and coordinate transportation services primarily for older adults, people with disabilities, disabled veterans and other individuals. Ride Connection and its network of partners serve customers in Clackamas, Multnomah, and Washington counties with customer-focused, safe, reliable transportation service. Their services include door to door service, public transportation training, and emergency rides.

Objective

Ride Connection was planning to build a new website that was responsive to the needs of their users, partners and donors. The goal was to improve usability, serve customers better, and increase donations and community support. Spot Color’s primary objective was to become fully immersed in the organization in order to gain the insight needed to provide Ride Connection with a comprehensive overview of what should be included in a Request for Proposal document. This discovery phase promised to provide an informed RFP that would account for all of the nuances of a complicated organization.

Challenge

Spot Color wanted to make sure that the needs of all of Ride Connection’s various stakeholders were considered in the design and development of their new site. This information was wide and varied in demographic nature. Their new and current sites serve a vast number of internal and external users.

Strategy

Spot Color put together a schedule, questionnaire and conducted interviews with a wide variety of the Ride Connection website users. Stakeholders interviewed included staff members, customers, partners and donors. We put this information together in a document titled “User Stories” that summarized the experiences and needs of all of the different website users. In addition to collecting this information, we conducted a thorough audit of Ride Connection’s current site in order to fully understand current business processes and form submissions. We then worked with our technology director to create a recommendation of a platform and web applications. From there, Spot Color created a high-level content strategy to pair with the technological suggestions.

Results

This clearly organized summary of user needs, itemized description of Ride Connection’s current assets and the resulting site design and technology recommendation gave Ride Connection the information they needed to move forward with the next phase of their website project.

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