Branding

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Maximize Your Holiday Sales with Google Shopping Campaigns

By Melissa Morrison

‘Tis the season to shop! Do you search for gifts or holiday products online? Odds are, you most likely use Google. 

As the most popular search engine in the world, it’s no surprise that Google is used for the marketing and advertising of millions of products every day. By learning how to utilize the tools that Google offers, advertisers can boost their views and searches in order to maximize the success of their ad. At Holland Advertising, we use a lot of different tools to ensure our clients are getting the maximum search engine exposure. One of the tools we use for our retail clients is Google Shopping, which allows us to create campaigns and get more traffic to their websites.

Google Shopping campaigns provide more than a simple text ad to grab readers’ attention. By creating this kind of campaign an image of the product shows up at the top or right side of search results. This image shares the title of the product, price, name of the store, and more. With society becoming increasingly visual, the customer’s eye is immediately drawn to images. By creating a Google Shopping campaign, clients get more traffic to their websites, better leads, and a broader online presence.

Kotsovos Bridal Furs and Prom is one such client who decided to use a Google Shopping campaign to boost their revenue. A long-standing client of ours, Kotsovos was previously only doing a Google Search campaign. This campaign was highly successful, so they decided to include a Google Shopping campaign as well to maximize their profits.

By incorporating a Google Shopping campaign, Kotsovos’ products are now eligible to show up as an image that grabs the customer’s attention. Once someone clicks on the ad, they’re taken directly to the product page on the website. It’s a win – win! You get to see the details of the item you searched for without having to go directly to the page itself.

For example, let’s say you want a Jovani-brand dress for prom. When you search related terms for what you want (such as Jovani, black and gold, etc.) you’ll see a lot of options pop up that use those same keywords. If you click on “Shopping” at the top of the Google page, you’ll be taken to a page with different brands all using Google Shopping campaigns. The image to the right is what you would see: an image of the product, the price, and retailer. By clicking the image, you would be taken to the retailer’s website without having to go to their home page. It’s easy, convenient, and makes your shopping experience more enjoyable!

Teasdale Fenton is Living on the Air in Cincinnati

“Baby, if you’ve ever wondered, how my floors remain so clean…”

With the recent launch of the new Teasdale Fenton Carpet Cleaning & Restoration campaign, all of us at Holland Advertising have found ourselves unable to stop humming the catchy jingle. Set to the tune of the theme song from the popular 70s/80s sitcom WKRP in Cincinnati, the new commercial has been a big hit with everyone who experiences it.

Teasdale Fenton Carpet Cleaning & Restoration hired Holland as their agency in 2017. From the outset of our relationship, we talked about creating a jingle that would communicate both their carpet cleaning abilities and long-standing ties to the community. The idea came to light when Jim Olmstead, President of Teasdale Fenton Carpet Cleaning & Restoration, was on a business trip. A colleague mentioned WKRP in Cincinnati when Jim mentioned where he was from, and the idea blossomed. “We wanted a jingle that spoke to our hometown roots and was readily identifiable,” says Jim. “It seems like so often when I tell people where I’m from, the show is mentioned along with the theme song. It just seemed like the perfect fit.”

Both Teasdale Fenton and Holland Advertising have strong ties to the Cincinnati community, so it was important to both companies that we sourced the voices and talent from this area. Local acapella singer, Steve Morgan of the group Straight No Chaser, was asked to be involved, and he enthusiastically embraced the idea. Steve was so excited that he wrote the initial lyrics while on tour with the group in Helsinki, Finland. His is the sole voice heard throughout the jingle, which was crafted by layering different voice tracks to create a single piece of music.

In keeping with the theme of local talent, vocal artist Nancy James was brought in to perform the voiceover for the radio spots. Listen here:

Mickey James, local entertainer and vocal artist with no familial connection to Nancy, was cast as the “singing host” for the commercials. Every aspect of the commercial, from the talent on screen to the behind-the-scenes work, was kept in the Cincinnati area.

“From the first time we heard the rough cut of the jingle, we knew we had something unique,” says Allie Honebrink, Director of Marketing & Creative Services. “And we knew we wanted to create the spots with the idea of campy humor to grab and keep attention.”

“For the visual commercial, we wanted to interject an element of fun into their messaging while communicating their expertise in full-floor cleaning and restoration services,” says Paul Frodge, President & CEO. “The jingle was perfect for grabbing viewers’ attention, and the fun visuals keep that attention until the very end.” Complete with dancing carpet technicians, a satisfied homeowner, and a singing host that pops up out of nowhere, the commercial combines humor with Teasdale Fenton’s message about their carpet cleaning abilities.

Every aspect of creating and launching the commercial was truly a group effort. Paul negotiated rights to the WKRP theme and oversaw the project, and Allie came up with the concept for and directed the TV commercial. Media Director Lisa Specht was responsible for all media placement, and Social Media Manager/Account Coordinator Kyle Mitchell developed a social campaign to support the radio jingle and TV spot. Other members of the Holland team assisted in writing press releases, sharing the commercial on social media, and offering general advice/suggestions. Without the input from each member of our company, this commercial would not have received the overwhelmingly positive reaction that it has.

In the news:

Cincinnati.com: Cincinnati company pays tribute to ‘WKRP in Cincinnati’ with new ad
Cincinnati Business Courier: ‘WKRP’ theme song lives on in commercials for a Cincinnati company
WVXU.org: ‘WKRP’ Theme Living On The Air – In Commercials For Carpet Cleaning

A Prime Brand For Jeff Ruby From Our Cincinnati Advertising Agency

Celebrating 80 Years of Client Success Stories • 1937-2017 • Blog 9 of 12

 

In 2008, Holland Advertising : Interactive convinced Jeff Ruby, one of the nation’s most renowned restaurateurs, that his name was an effective part of his brand.

When our Cincinnati advertising agency started working with Ruby, three of his restaurants did not show his name in their logos. One of the three restaurants was known as The Waterfront – a fine dining restaurant floating on the Ohio River. And without any sort of wager, Holland had bet Jeff Ruby no one knew The Waterfront was owned by him.

Our marketing strategy then went into solidifying the corporate identity for Jeff Ruby’s Culinary Entertainment and all of its corresponding restaurants. Holland designed each logo with an oval shape and gold/black/white color scheme. Inside each oval, we placed the name of the restaurant in a distinguishable font, and finally, Ruby’s recognizable signature. Once the logo for each restaurant was created, we put together an elaborate Brand Standard book to ensure these methods were used perfectly in all marketing outlets.

With the Brand Standard set, our Cincinnati advertising agency then launched several campaigns. From February to July, we ran a 14×48 ft. rotary bulletin through Norton Outdoor; In March 2008, we ran a coupon through RSVP’s promotional post-cards targeting people between the ages of 30-64 and who were highly-educated earners with household incomes; And finally, in April 2008, we ran a 7-week flight of a 30-second spot and a 10-second spot on network T.V.

After it was all said and done, Jeff Ruby saw an 18% sales lift during the 90-day promotional period as a result of the direct mail and the expressway billboard. Tom Norton of Norton Outdoor commended Holland saying it was the best branding work that had ever been done in Cincinnati.  In fact, our Cincinnati advertising agency was proven to be right when Jeff Ruby said people dined in his restaurants and commented on how they didn’t know he owned The Waterfront as well as his two other restaurants.

Since then, Jeff Ruby has continued to keep his name on the logos of his restaurants. Even though he may have lost the “bet,” he did win a cohesive brand that was easily recognizable to consumers. In fact, after all these years he has kept his brand standards almost exactly the same with only a few minor changes if any.

Are you in need of a strategic and cohesive brand? Contact Bryan Holland at 513.744.3001, or email him at bholland@hollandadvertising.com and you can become one of our many client success stories.

You can review some of our work with Jeff Ruby below:

 

Tips to Help Your Business Make
the Most of the Holiday Season

The Holidays are just around the corner, and with them comes an outpouring of holiday bucks from consumers all around the world.  This leaves a great opportunity for businesses of every size and industry to capitalize in even the smallest ways.  Here are a few tips to use marketing to your advantage this holiday season:

1) Send out a seasonal/holiday email to your customers and clients.  This small gesture will not only let the people that support your business know that you are thinking about them and grateful for their continued business, but will remind them to consider you for holiday gifts.  Make the email festive, fun and keep it simple.  You might also include a special offer to further encourage the customers to consider you for holiday gifts.

2) Express gratitude.  Nothing is more off-putting to loyal clients and customers than ungrateful companies with whom they regularly spend their money.  For this reason, it is important to do whatever you can to show that you are grateful for the fact that they continuously choose you as a business partner by thanking them for the partnership.  Send a special gift basket, give them a special rate for a limited time or simply send a “thank you” note as a kind gesture.  A little bit truly does go a long way.

3) Use social media to your advantage.  While many small businesses lack a strong social media following, those that do follow are loyal – and they should be treated as such.  Leverage social media platforms like Twitter, Facebook and even Instagram to display and promote any ongoing sales or specials that your company has. Even taking a second to post about company culture, holiday parties or any similar event could bolster support for your overall business and brand.

4) Offer special shipping options (for e-commerce sites).  Many people put a lot of their holiday shopping off until very late in the season.  This makes it vital that you offer expedited shipping options – along with standard – to accommodate such last-minute decisions.  Making standard shipping free is also an enticing gesture, and makes potential customers more likely to be actual customers.

Need help getting the most return on your marketing investment this Holiday season?  We’d love to chat! Holland Advertising: Interactive has an extensive history helping its clients more successfully reach existing and potential customers and clients, taking local businesses to new heights along the way.  For more information about how Holland can help your business better align with its audience, meet sales goals and take advantage of the holidays of present and future, contact Bryan Holland at 513.744.3001.

1 of 4 NCAA March Madness: What does it mean to marketing and advertising companies?

There is no better time of the year for a marketing and advertising company than March Madness to have a promotional campaign for their clients. This Holland: Interactive blog series will talk about why retail, health care, and B2B clients all need to be a part of the $11 billion dollar NCAA March Madness. This blog series will explain how an advertising company can learn from the way a non-profit such as the NCAA was able to brand March Madness into one of the biggest and most popular sports showcase for fans and advertisers. It will dive into how industry leaders in retail, health care and B2B created a multichannel March Madness campaign that ultimately generates brand loyalty, leads, new customers, and starts more conversations about their brands.

The NCAA’s March Madness started in 1939, coincidentally two years after Holland Advertising: Interactive opened and is the only advertising agency in Cincinnati that is still in operation today. Although a non-profit, the NCAA has done a remarkable job branding itself and March Madness. By 2013, March Madness generated $1.5 billion in advertising revenue compared to $220 for the 2013 Super Bowl. In 2014, the NCAA March Madness Tournament spent over $1.5 billion on advertising and had a television audience of 30 million people.

March Madness is an advertising company’s fish in a barrel. It’s a great way to strengthen a company’s brand by creating and executing an exciting promotional campaign. In 2014, over 30 million people were tuned into the games. Another great thing about March Madness is die-hard fans and novices alike get involved in a month long bracket competition; drawing participation of over 140 million fans! A marketing and advertising company can use these exciting three weeks with 67 live televised games. The media coverage alone is across four television networks: CBS, TNT, TNBS, and truTV as well as across every social media platform imaginable. This is an advertising company’s dream come true.

The NCAA’s brand thrives in the social media sphere and that’s where a marketing and advertising company should focus during March Madness. Clients need to join the action and engage anyone following NCAA’s March Madness. During March Madness clients need to keep the same alliterations as the NCAA brand identifies for the tournament. Alliteration is a fantastic recollection technique because it creates imagery and rhythm; two things people enjoy. Examples of alliteration are March Madness, Elite Eight, Sweet Sixteen, and Final Four. Even non-fans can recognize these phrases! Marketing and advertising companies need to create local offers, events, photo caption contests, voting contests, bracket contests all across a multitude of internet channels and promoting it with social media.

Now that we have shown the importance of utilizing March Madness for clients, our next few blogs will give examples of some of the best brand marketing throughout March Madness and what marketing agencies need to be doing. The series will dive into how each different industry, Retail, Healthcare, and B2B clients each utilized social media through the 2015 NCAA March Madness. Why each various social media platform can be used in each various industry and how.

Call or email Bryan Holland at bholland@hollandadvertising.com. We offer a FREE marketing consultation to help you grow your business and get a greater ROI. Let us help you achieve your business goals with our marketing expertise to get the conversation flowing around your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Digital Billboards

Over the last decade, the landscape around our roads has been changing, particularly around major commuter routes. Traditional billboards are giving way to digital billboards, making outdoor advertising more interactive and flexible. Digital billboards typically rotate 6 to 8 messages per playlist, and can be scheduled to change throughout the day or hour based on traffic patterns and time of day. Digital billboards are also more visible than traditional static billboards; the display is brighter and the motion can be more eye-catching.

For Outdoor billboard companies, this gives an opportunity for additional revenue by increasing the number of clients they can serve on a single billboard. For advertisers, it makes Outdoor a more exciting, dynamic way to engage prospects. By understanding your prospects you can greatly increase brand awareness, generate new customers and see a nearly immediate increase in response to offers.

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Effectively Communicating Your Brand Story

Pease take a moment and ask yourself: How effective am I in communicating the core message of my business to my customer target? The answer (if you are really being honest with yourself) is probably – “Not as effective as I could.”

I empathize with the challenge. It’s not easy; but there is a better, more effective way to communicate the core message of your business. And it’s called . . . brand storytelling.

A brand story is the art of storytelling – reapplied – to communicate a business’s brand strategy. It’s human nature for us to love to hear stories, and it is also an effective way to tell your business’s story.

So, a brand story is a method of creating a brand strategy, which is a choice of what the business stands for. An effective brand story is one that is clear, concise, consistent, and compelling. All four elements are required to be effective.

So, you might be asking yourself: How do I develop an effective brand story for my business?

Well, you start by focusing on your customer target, and more specifically identifying their pain. Their pain can either be the need they have that your business can uniquely address or the problem that they have that your business can uniquely solve.

That focus leads to an essential element of the brand story – the business’s unique selling proposition (USP). The USP communicates how a business is uniquely different – in a positive way – compared to its competitors in the marketplace. Once identified, the USP can be effectively communicated within a business’s tagline, which in turn can serve as a teaser to the full brand story. The full brand story is typically conveyed in the marketing communications copy in brochures, on the website, etc.

From there, you need to address the components to a brand story. They are the brand purpose, the brand promise, and the brand credibility and authenticity check.

  • Brand purpose is about sharing passionately why the business exists. You want to make an emotional connection with your customer target. By conveying WHY you do what you do communicates at the outset the passion that drives your business. This helps to make the emotional connection for those that believe what you believe, those with whom your message will resonate.
  • Brand promise is what your business stands for. To be effective, this is translated into the outcome that the customer target derives from interacting with your brand – in other words, what they can consistently expect from engaging with the brand.
  • Brand credibility and authenticity check is evidence that supports the brand promise your business claims. Any business can make a claim though, so you must be able to support the claim you make to have credibility. You also need to communicate authentically about what your business delivers.

These are the “chapters” of the brand story for your business. I encourage you to utilize the brand storytelling approach to brand strategy development so you can effectively communicate to your customer target the core message of your business.
Bryan Holland
Partner
holland advertising: interactive