Author: Martin Communications

Let’s say you’re new to an area and want to find the best pizza joints around town. The first thing you do is pull up Google and plug in “pizza near me,” right? When you click search, you’ll see a list of pizza restaurants based on your location. Advertisers (the pizza shop owner in this case) pay Google to be ranked in the top of your search results based on keywords or phrases. When you finally bite into that perfectly seasoned, crispy, cheesy slice of pizza, rest assured you will remember the name of the restaurant you got it from, and possibly become a regular customer. That is thanks to the power of Search Engine Marketing (SEM). You may have heard this word tossed around a few times in your own research. It involves search engine visibility through paid advertising engines such as Google. If you are a business owner looking for a strong foundation to increase your company’s website traffic, look no further.

Set Reachable Goals for Your Campaign

Reachable, meaning realistic. A realistic goal could be to increase your company’s website visitors by 10%. Whereas, if you wanted to land at the top of a search results page continuously—that’s a little farfetched. The two most important key elements relevant to SEM are: website traffic and conversion rate. Traffic means more visibility on your website, while a conversion rate indicates more convincing content. This could mean spicing up content on your website to make it more appealing to your audience. Or if you are feeling confident with your current budget, you can pay more on SEM.

Research Your Customers

You should have a good understanding of what your customers are using search engines for. This can include things like their own research about a brand, entertainment (content can range anywhere from news stories to video games), or shopping—they can often be convinced to buy something immediately if your ad is compelling enough. It’s crucial to center your ads around your customers’ interests.

Select Your Keywords

Once you have a good idea of who your audience is, it’s important to do an analysis of choosing keywords that identify with your audience. There are multiple research tools available to help you identify these keywords. The most frequently used is Google Keyword Planner. When you have an understanding of what words you want to appear in your search results, you’ll bid for them against your competitors to win your ad’s display on search engines such as Google or Bing.

Conclusion

If you take anything away from this, always keep in mind the attainable goals you want to achieve, the kind of people your market consists of, and the identifiable keywords your target audience would type in the good old Google search bar. If you’d like to learn how Martin Communications, Inc., can provide SEM for your business, click here.

Below you’ll find more information on general SEM understanding, along with a more in-depth guide on landing a successful SEM campaign:

SEM (Search Engine Marketing) For Beginners

 

 

What is the very first thing you do when you wake up? Let the dog out? Make coffee? Pick up the phone and check social media? Boom. That’s the winner.

We’re all a little guilty of picking up our mobile devices and falling into a rabbit hole of constantly refreshing our news feed of user-generated content. Social media has become a major trend that has taken off over the last couple of decades to share personal journeys and build relationships. More recently it has become more open for brands to engage, connect, and sell products or services. Companies measure their performance by using social media analytics.

What is Social Media Analytics?

Social media analytics is defined as:

“The approach of collecting data from social media sites and blogs and evaluating that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or ‘likes’ to develop an in-depth idea of the social consumer.” (Leidig, 2021)

Map Out Your Social Media Strategy  

The first step in monitoring growth and success of your business is to develop a social media strategy.

Outline your goals. Find out what you want to see more of — increase brand awareness (get your name out there), grow your brands audience (bring in new followers), or boost community engagement (grab attention of your current followers). Wherever you see room for growth will help you determine which social networks (Facebook, Instagram, TikTok, etc.) to manage and the right content to publish. Your social media strategy should data-driven — focusing on the amount of people that see, click, engage, or react to your content.

Discover Your Target Audience

Once your strategy is mapped out, it’s time to master the art of research. If you haven’t already, create strong, personal relationships with your brand and target audience. Find out what your audience’s interests or beliefs are and find common ground among them. Use keywords and phrases that resonate well with your followers. There are plenty of resources and tools available to determine what demographic your products or services will attract. Once you’ve finished your research, compare and contrast with the engagement of your current audience.

In conclusion, implementing your business goals into a concrete strategy can lead to a higher percentage of brand recognition. Once you have your goals set in mind, you are more likely to discover the social networks and content appropriate. Research is a key element in understanding how to attract a stronger following that connects with your brand. The more understanding of your brand’s internal marketing, the more opportunity you will have to highlight the assets of your company and increase market share. What’s something your brand can improve on?

The resources below give insight on how to improve your brand:

https://netbasequid.com/blog/what-is-social-media-analytics-why-is-it-important/

https://sproutsocial.com/insights/social-media-marketing-strategy/

As years pass, it’s important for companies to rebrand to stay relevant with their consumers. Though 2021 has just begun, companies in the auto, fast food, sports, agency, and science industries have announced a change in their identity.

Kia

Kia’s rebrand incorporates a dynamic design to help shift focus to their new electric vehicles and “movement that inspires.” Their new logo, now used on vehicles currently in production and advertising materials, includes a sleeker italic typography. Kia announced their rebranding with an elaborate firework display in South Korea, setting a record, according to Guinness World Records, for most unmanned aerial vehicles (UAV) launching fireworks simultaneously.

Burger King

For the first time in 20 years, Burger King rebranded with branding materials from their past to create a more digital-friendly identity. A new color palette, graphics, and font are inspired by a retro theme that reflects Burger King’s core values and food. The rebrand will be used in all aspects of the company, including advertising, apparel, in-store experiences, and food packaging.

League Championship Series

As e-sports gained popularity, League Championship Series (LCS) marketed themselves as a traditional sports league with sponsor ads and pre- and post-game shows for participants. To stand out among other leagues, LCS announced a rebranded logo and two new taglines, “made by many” and “all for the game.” Their new logo adds a modern touch and the letters LCS are formed to form a diamond.

CIA

The CIA announced a digital rebrand to appeal to a more diverse recruiting pool of younger generations. Their updated website incorporates contemporary typefaces and graphics for a modern look, commonly seen in start-up tech agencies, design agencies, and the music industry. Headshots of different ethnicities are placed throughout webpages to include more diversity.

Pfizer

Pfizer made waves in 2020 as their COVID-19 vaccination was announced. As trials went through approval, their branding was going through a trial of its own. The original blue pill logo was replaced by double helix to signal their shift from commerce to science. Pfizer’s rebrand isn’t a result from the coronavirus; in fact, the logo itself took 18 months and 200 different designs to capture the essence of the company.

Sources: AdAge, AdWeek, Motor1, ESports.com, GRS Magazine

Save the Snow Day

There was no better feeling than a snow day as a child. You woke up to hear school had been cancelled, so you sprinted out the door to go sledding and collected the perfect amount of snow to build a snowman. After spending time in the cold, you came home to warm up with a can of chicken noodle soup and cup of hot cocoa.

That won’t be a reality for children this winter.

As children continue school online due to continuing health precautions, the tradition of snow days is in danger. Campbell’s Soup Co. wants to change that with Save the Snow Day, their latest campaign to “preserve the beloved day off.” Parents or guardians who visit SavetheSnowDay.com can take an online pledge to mandate a snow day in 2021. The first 3,000 pledgers will receive a snow day kit filled with gloves, scarves, and items needed to build a snowman.

http://www.youtube.com/watch?v=xSj_8mFouus

A Beauty-Ful Partnership

Ulta lovers nationwide can purchase their beauty products at Target starting in 2021. As a new partnership, Ulta mini stores will open in over 100 Target stores. The partnership was created to increase sales at Ulta stores due to declining in-store sale numbers since the start of the coronavirus pandemic.

“Beauty consumers have already started shopping for their personal care and beauty products at Target since one-stop shopping raised this year. Ulta can benefit from tapping into the consumer’s shopping habits changed due to the pandemic,” executive director at Consumer Insights said.

Ulta’s competitor, Sephora, partnered with JCPenney back in 2006 to open a select number of mini stores inside the fashion retailer. Since then, over 574 mini-Sephora stores live inside JCPenney locations today.

Meet a Martin – Nicole Ezbiansky, MPW, Project Coordinator

At a young age I found myself writing children’s books for my younger cousins. Little did I know, my passion for writing was just beginning. Fast forward to 2014, I started undergrad as a Social Work major, but graduated with a Public Relations degree and minor in Professional Writing. In the spring of this year, I graduated with my Master of Professional Writing degree where I learned to write technical documents, grant proposals, and even political news stories. Since joining the team in 2018, I’ve become fascinated with the advertising industry. I enjoy being able to brainstorm with my co-workers, write an ad, and manage workloads all in one workday. I even spend some time as the wordsmith behind the company’s blogs.

I currently live in the Midtown neighborhood of Harrisburg with my boyfriend and our newest four-legged roommate, Wheaties. In my free time I enjoy coffee runs, hiking, reading non-fiction books, and catching up on the newest Netflix series.

Sources: AdAge, MarketPlace.org

The holiday season is here, and what better way to get in the spirit than watching new holiday commercials? Some brands use humor while others take an emotional route, but five stand out among the rest.

5. TK Maxx: The Lil’ Goat

Fashion retailer TK Maxx, sister-store to TJ Maxx, used comedy for their commercial by showing a farmer treating one of his goats to a makeover. The messaging conveys how rough the year has been but that everyone still deserves fashionable gifts.

http://www.youtube.com/watch?v=MgIigoL1Lro

4. Amazon: The Show Must Go One

The Nutcracker is a popular holiday performance, so Amazon incorporated ballet in this year’s advert. When a young ballerina’s winter show is cancelled due to COVID-19, family, friends, and a little bit of Amazon Prime two-day shipping brought the stage directly to her.

http://www.youtube.com/watch?v=gQdLD6kk960

3. Shutterfly: Let That Good Fly

If 2020 was a commercial, Shutterfly would be the director. Their commercial looks back at the quarantine activities in which we participated. Whether that be adopting a new pet, cooking new recipes, or learning to cut our own hair, we’re encouraged to reflect on the good 2020 has brought.

2. Coca-Cola: The Letter

This year marks Coca-Cola’s 100^th year of holiday adverts, but we won’t be seeing polar bears in this commercial. Instead, we’re led on an emotional expedition to get a daughter’s letter delivered to Santa Claus.

1. Disney: From Our Family to Yours

From tree shopping to gift swapping, holiday traditions create lifelong memories. When a grandmother sees her granddaughter uninterested in their yearly holiday crafting, she reaches for her old Mickey Mouse toy for comfort. Little does she know her granddaughter is planning a big surprise for her on Christmas morning.

Consumers can purchase a limited-edition vintage Mickey Mouse toy shown in the commercial. Proceeds will be donated to the Make-A-Wish Foundation.

Sources: YouTube, HouseBeautiful.com

Rite Aid Rebrands for the Mind, Body, and Spirit

Companies rebrand themselves to stay relevant and keep up with their audience. Walmart has a modern logo, Dunkin’ Donuts is now Dunkin’, and even our local grocery stores announce a redesign occasionally. This year, Rite Aid began rebranding their stores with fresh designs inside and out. With this new branding comes a new digital campaign embracing both traditional and alternative medicines.

Rite Aid’s updated branding and digital campaign consists of a fresh blue and green color scheme and logo, advertising themselves as “the store of the future.” In-store, the pharmacy department has a new look and now allows pharmacists to walk on the retail floor to help customers and provide suggestions. A natural and chemical-free section will highlight products targeting customers interested in alternative remedies.

The Newberry Commons Rite Aid in Etters, PA, was chosen to be one of first three rebranded test stores during their in-store experience trials: only a short drive from the Martin Communications’ office!

“Can I Please Get a McPlant and Small Fry?”

If you prefer to not eat meat, grabbing a meal at the golden arches may not be your restaurant of choice. That’s about to change. In 2021, McDonald’s will offer the McPlant, a meat-less cheeseburger. The burger will replicate their standard meat cheeseburger with lettuce, tomato, onions, and condiments. McDonald’s corporation and their meat substitute supplier worked together to create a taste that replicates a Quarter Pounder or Big Mac.

But their menu isn’t the only item getting an upgrade. The McPlant’s branding is ditching the yellow and red packaging to a green box with an image of a leaf. “In the future, McPlant could extend across a line of plant-based products including chicken substitutes and breakfast sandwiches to create a new brand for the chain,” a corporate representative said. McDonald’s joins Burger King, Wendy’s, KFC, and more to provide meat-less meal options for customers.

Meet a Martin – Kelsey Steinmeier, Account Manager

I’m a 2012 graduate of Pennsylvania College of Technology with a Bachelor of Science degree in Graphic Communications and a minor in Business Administration. I came to MC in the spring of 2017 as an Account Manager after working for a local print shop for four years as an Account Manager.

Every day, MC provides a daily dose of learning. The fast-paced environment makes for a different excitement each day.

Outside of work, you can find me with family and friends, running around with our soon to be one-year-old son and six-year-old chocolate lab. I enjoy giving my Pinterest boards life in our newly built home, going to the beach, camping, and reading thrillers.

Sources: AdWeek, Chain Storage, Eater.com

Trick-or-Treat Goes Digital

Families are finding new ways of celebrating the fall season in the midst of coronavirus. Pumpkin patches and haunted houses are still operating, but many neighborhood trick-or-treats are cancelled due to social distancing. In a stride to continue high candy sales, one candy company is keeping the spooky season alive with a new way to trick-or-treat.

Mars Wrigley, makers of Snickers and M&M’s, have launched Treat Town, an app that allows families to trick-or-treat virtually. Once downloaded, users can choose to be a candy giver or trick-or-treater. Candy givers purchase Mars Wrigley candy online that will be distributed to trick-or-treaters in the app. Trick-or-treaters collect candy credits that can be exchanged for real candy redeemable in stores.

Learn more and download today at Treat-Town.com.

Get Your Flu Shot, Get Rewarded

The end of the year brings the holidays, chilly weather, and flu season. And the best way to stay healthy is to get your flu shot. With the concern of flu season during the coronavirus, companies are encouraging us to get our flu shot early.

Understanding that some people may be reluctant, four retailers created campaigns offering  incentives for every person that gets a flu shot in their stores. Target is offering a $5 coupon to use in stores, CVS is offering $5 off a $20 purchase, Publix is offering a $10 Publix gift card, and Walgreens is offering $5 off a $15 purchase. While detractors may claim this is just another ruse to build store traffic, the broader conclusion is that corporations are intent on pursuing ways to “give back” to the communities they serve.

To find a flu shot provider near you, visit VaccineFinder.org.

Meet a Martin – Alex Willis, Account Manager

Originally an intern, I rejoined the Martin team a few years post-graduation in 2017. MC was such a great place to learn and grow as an intern, I was ecstatic to return full time.

Though the current pandemic has turned our lives upside down, I saw an opportunity. It had been a dream of mine to move to Colorado, and so I thought I would ask if working remotely from another state was possible (as the whole MC team is working remotely). My question was met with such support that I felt blessed and super grateful to be working for a company that cares about their employees beyond the workplace. One month later, I made the drive across the country with my best friend and not even a week after that I was already in the mountains catching my first Colorado brown trout! Though the fires may have put a dampener on my mountain adventures the past few weeks, I know it won’t keep me away from them for long.

As you can probably gather, I love spending time outdoors in my free time, and if I’m stuck inside, you can find me being creative with a paintbrush or experimenting with a new recipe in the kitchen… and recently building furniture for my new apartment.

If you’re ever in the Fort Collins area, feel free to reach out! Colorado team-builder event in 2021?

Sources: News Talk, Media Post

The past six months taught us to create honest and positive content. As we endure the second half, honesty and positivity are needed more than ever.

Quarantine is Better with a Furry BFF

In the age of coronavirus, households are spending more time indoors and less time outdoors. In turn, adopting and fostering a pet is in high demand. Pet brands saw this as an opportunity to boost their advertising budget and increase sales … and they did not disappoint.

Between March and May, the number of pet-related advertisements increased by 52% and online retail sales increased by 24%. Chewy, one of America’s largest pet suppliers, increased promotion of their products by 51% alone. Pets at Home, the largest UK pet supplier, now has an average 30-minute wait time to access their website.

So if you’re thinking about a pet, now is a great time. The numbers don’t lie; quarantine really is better with a furry BFF.

Netflix Takes Their Newest Collection Outdoors

In light of recent events across the country, businesses of all sizes are using their voice to take a stand to help fight racial injustice. Netflix was one of the first companies to use their video  platform by creating a new collection, titled Black Lives Matter, dedicated to educating their subscribers through film. The collection includes more than 45 movies, documentaries, and television series such as Malcom X, When They See Us, and All American.

To further promote their collection, Netflix created an out-of-home campaign in two major cities: New York City and Los Angeles to deliver as broad a reach as possible. The campaign highlights select films included in the Black Lives Matter collection. Advertising outside of digital and social was not in the original plans, but a 4,665% increase in interested watchers pushed their decision. “We believe that one of the ways Netflix can have a direct positive impact is through our stories,” said Netflix CEO.

To view the entire Black Lives Matter collection, click here.

Meet a Martin – Colleen Jones, Media Manager

I’m originally from Wilkes-Barre, and I came “down” to Harrisburg after an arts administration internship at the Whitaker Center for Science and the Arts. I moved on from Whitaker Center to the events and marketing team at the publisher of the Central Penn Business Journal and Central Penn Parent, where I stayed and grew for 10 years. I started at Martin Communications in 2016, where I’ve had the opportunity to fully focus on media strategy and buying. 

Though I didn’t continue working in the field, I’m still very passionate about the arts! I have performed with Theatre Harrisburg; I take dance classes (Hip-Hop, Tap, and Lyrical – plus some Zumba and East Coast Swing on occasion); and I am very proud to be a founding volunteer advisor with the Betty J. Gantz Foundation for the Performing Arts, a 501c3 nonprofit organization founded in 2019 to provide access to dance and other performing arts for under-served and minority communities in Central PA through scholarships and outreach programs. 

Another fun fact about me: I go on an annual snowmobiling trip in Adirondacks State Park in upstate New York, sledding miles on rail trails in the freezing cold, then warming up by the fire without any cell signal. For us, it’s a great way to disconnect from the real world and spend time with friends. 

Pictured: my husband, Andy, and our rescue mutt, Leia (as in Princess Leia) on one of our snowmobiling trips. Back in 2013, Leia got caught going after the apple in a groundhog trap on the CPBJ property. She was released and ran toward me barking, then rolled over for belly rubs. We bonded instantly and when no one reported her missing, she truly became our household princess. 

Sources: AdWeek, The Drum. The Verge, Netflix