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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

Our Cincinnati Advertising Agency Triples Mullaney’s Pharmacy & Medical Supply’s Sales

Celebrating 80 Years of Client Success Stories • 1937-2017 • Blog 5 of 12

Currently owned and operated by Tom Mullaney, Mullaney’s Pharmacy & Medical Supply recently celebrated its 80th anniversary in 2016, and much like Holland Advertising : Interactive, Mullaney’s is in its 3rd generation of ownership.

Our history with Mullaney’s begins in 1998 when Tom Mullaney and Mark Holland first agreed to do business with each other during a lunch meeting. The challenge since then has been to increase awareness of the pharmacy and its medical equipment & supplies. We also wanted to build its business with a much smaller budget than the national competitors who dominate the same markets.

In our first big attempt to rise to this challenge, our Cincinnati advertising agency advised Mullaney’s to collectively combine marketing efforts with two other local pharmacies, Bernens and Kunkel, to form Everything Medical. Through Everything Medical, all three pharmacies paved the way to a stronger presence in the Greater Cincinnati market.

In addition, our Cincinnati advertising agency used the following marketing strategies to increase awareness of Mullaney’s Pharmacy & Medical Supply:

  • Developed a TV campaign and executed targeted TV media buys
  • Developed Yellow Pages advertising
  • Created low-investment, high-impact direct mail pieces
  • Designed and created sales literature
  • Built websites for Everything Medical and Mullaney’s
  • Developed radio campaign, using local personality Bob Braun as a spokesperson
  • Used PR to establish Mullaney’s as a trusted source for health care products and information.

Years later, our Cincinnati advertising agency continued to develop campaigns and execute targeted media buys in outdoor, transit, television, radio, access buses, and the yellow pages. However, we first improved the Mullaney’s logo to create a unified brand across all mediums and establish an even stronger presence in Greater Cincinnati. We also created low-investment, high-impact, dimensional direct mail pieces, designed vinyl wraps for delivery trucks, and placed ads in Reach Magazine and targeted ValPak’s.

Within recent years, we have also improved Mullaney’s online presence by building a website that effectively leveraged Search Engine Optimization (SEO). Once their website was complete, we consulted the client to develop an e-commerce site as a way to list products and improve sales. Mullaney’s online presence will continue to spread as we start a digital retargeting campaign soon.

Ultimately, Holland Advertising’s marketing efforts since 1998 have tripled Mullaney’s Pharmacy and Medical Supply’s sales. In addition the expansion of the Blue Ash store, Mullaney’s has also grown to have new locations in Cheviot and West Chester.

Would you like to become one of our many client success stories? Contact Bryan Holland at 513.744.3001, or email him at bholland@hollandadvertising.com.

Want A More Profitable Marketing ROI?

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Learn How To Optimize Big Data For A Profitable ROI

November 15 at 7:45 AM to 9:15 AM
Rookwood Towers, 5th Floor

Are you uncertain as to how your marketing investment will deliver business-building results? Maybe you’re like John Wanamaker who said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If you are, then you should join us on November 15, 2016.

At this event you’ll hear how Holland Advertising: Interactive and Inner Join Technologies have combined their extensive expertise to develop a system that ensures your marketing dollars are working.

During this session our speakers will:
• Share how they systematically manage big data in a strategic way to determine what marketing investments are, or are not working.
• Discuss the 7 Steps in The Holland Data ROI Optimizer.
• Utilize case studies—including Holland’s savvy client, Kaeser & Blair Promotional Products.
• Highlight the smart application of data analytics and creative execution to drive an optimal marketing ROI.


Speakers

bryan
Bryan Holland
Partner, Holland Advertising: Interactive

joe
Joe Wendt
President, Inner Join Technologies

Learn How To Optimize Your Big Data For A Profitable ROI

Holland Advertising: Interactive
Names New Writer

Cincinnati – October 26, 2016 – Holland Advertising: Interactive, celebrating 80 years of client success stories, is excited to announce the addition of Michael Brookbank as Writer, effective October 26, 2016.

michaelslide

Michael is a graduate from Northern Kentucky University with a degree in English— Creative Writing. As an undergraduate, Michael had two poems published in separate literary magazines and wrote lyrics to an album that debuted #21 on the Billboard charts. His experience in short-winded writing has taught him the art of brevity, which he uses constantly in his copy.
Michael also has a deep understanding of rhetorical theories, which allow him to craft a bridge (metaphorical, of course) between our clients and their customers. He doesn’t just want to tell your story. He wants to know the story, approach it from every perspective, and tactfully use the best approach to reach your customers.
When Michael isn’t twirling his beard thinking of how to spell out a client’s brand story, he is probably still writing. Among the poetry and lyrics he writes for fun, Michael is taking on the task of writing his first SyFy novel. He also enjoys playing music and going to nice dinners with his wife.

Want To Build Your Business With Referrals?

Getting referrals for your business can be one of the least expensive ways to build your business. There are many benefits to referrals that go beyond just the added revenue they generate. Referred customers tend to be better customers, and because they are somewhat informed about your business it makes it easier to start off on the right foot.

Some businesses suffer from a lack of referrals for one simple reason – they don’t ask for them. Asking clients for referrals should be done on a regular basis, yet many companies don’t. It’s easy to understand why some business owners don’t like to ask for referrals – they may lack what they consider the sales acumen necessary to get a “yes”, or they may feel it’s an imposition on the client. WHATEVER the reason, you need to view asking someone for a referral as a genuine opportunity for them to help a friend benefit from your service.

Getting to a “yes” is surprisingly easy once you ASK for the referral. In most cases your clients will be glad to help, especially if it’s at the right time – which is immediately following a successful sale or positive experience. It’s this kind of relationship building that strengthens your business and keeps it growing. Remember that the worst that can happen is that your client says “no”. If they do, it’s a great opportunity to open a dialogue about what you could be doing to improve the way you do business.

Aside from asking, there are other ways to get your company referrals, and they can be easy to implement and highly effective.

      • Start a blog and add fresh, relevant content on a regular basis. If potential clients view you as the expert in your field they will have no trouble referring you to others.

• Never underestimate the power of social media. Shares, likes, comments, etc., all raise your word of mouth value. Positive interaction with your brand will keep your business on everyone’s minds.
• Refer other businesses. Chances are they will be glad to do the same.

• Believe in your products and services. Your enthusiasm will spill over to your interaction with your customers.

• Don’t let complaints go unresolved. You may end up reading about them in an online review about your company and by then it’s too late to solve the problem. A complaint is an opportunity to turn a dissatisfied customer into your biggest advocate!

• Contact your customers frequently. Touching customers with new ideas, follow-ups and information will keep you top of mind, and make it more likely they will refer you to new clients.

• Offer a guarantee of satisfaction. When you do, it builds confidence in your business, making customers more likely to refer you.

• Implement a program that rewards your clients for referrals. For some companies it can be as simple as a coupon, for others it may be a monetary reward. Either way, it should be something your client values, and it should be commensurate with the value of the referrals.

• Educate your clients about your products and services. The more they know about your company’s capabilities, the more likely they will be to refer you to a prospect that needs your services.

• Acknowledge new referrals. THIS IS A MUST. A thank you note or email, call, or reward can go a long way to get additional referrals. If a customer referred you once, they will likely do it again.

• Give people the tools they need to make it easy to refer you. Cards for them to hand to others, Facebook shares, a referral page on your website – these are all tools that make it easy for you customers to refer you.

All of the above suggestions will increase both your brand awareness and referrals, but remember – the most powerful tool of all is to ASK. Ask for referrals, ask for repeat business, ask your clients how you can help them – and tell them you value their business. You’ll be surprised how willing they are to sing your praises and grow your business.

Need help implementing a referral program? Holland can help. Let us craft a message and referral program that will get your clients talking – about YOU. Call Bryan Holland at holland advertising : interactive at 513.744.3001 or email him at bholland@hollandadvertising.com.

7 Biggest Mistakes in Healthcare Marketing

Having a strategic marketing plan isn’t just for the business sector. Potential patients have many choices about medical care, and a common mistake medical and dental care providers make is not having a solid marketing plan. At Holland Advertising : Interactive, a healthcare marketing agency in Cincinnati, we see the same mistakes repeated by our clients – which is why they’ve come to us for help. Here they are.

1. Not using social media. If you think healthcare DOESN’T translate well to social media, think again! It ‘s a great forum to put a personal touch in your practice. Showing the latest technological addition to your office is great, and so is a patient of the week or month, success story, or newest addition to your staff. Remember to keep a balance; personalized posts juxtaposed with the latest tips and trends will give keep people interested. Remember to maintain your pages – unlike your website, people can leave comments that can be viewed by everyone. If you do receive negative comments you are NOT required to leave them up. Feel free to remove them and block any negative content, but FIRST address any problems with the patient who posted them.

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