Monthly Archives: branding

A row of white pills highlighting advertising in healthcare

What Goes Into Advertising in Healthcare?

The healthcare industry is one of the most important industries in the world. It’s also one of the most competitive with so many different services available across practitioners. It can be difficult to set your business apart from the rest, but enlisting in the services of a marketing agency is a sure-fire way to reach the public.

ON Advertising is one of Arizona’s top advertising agencies with experience in getting the results our clients require. We work with a wide range of businesses, including those in healthcare, hospitality, restaurants, CBD, financial services, and many more. We’re the go-to for quality services and a partnership with us leads to exciting new opportunities. Read our blog post below to learn what goes into advertising in healthcare.

The Impact Advertising Has on Healthcare

Because of its specificity, healthcare marketing is a very unique field of our industry because it uses certain concepts, methods, and techniques specific to both traditional and social marketing. Marketing strategies play an important role in helping medical professionals create, communicate, and provide value to their target market through strong education, empathy, and accessibility for the public at large.

Additionally, it’s up to us to ensure prospective patients know the potential benefits of choosing your practice. Oftentimes, this involves considering patients’ attitudes, judgments, and preferences towards certain brands and procedures. Your marketing partner will determine the best course of action that will resonate with your target patients.

Planning Your Healthcare Marketing Strategy

Use Consistent Healthcare Branding

Just like with any other marketing strategy, having consistent branding is vital to differentiate yourself from your competitors. Creating a brand tone of voice that is uniquely yours will ensure people quickly identify your marketing when they see it. When developing your brand, you need to consider a few things:

What is unique about your services?
What are your services?
What are your competitors doing for their brand?
What kind of environment are you trying to create for your patients?

These are just a select few questions you should be asking yourself when developing your brand. Your marketing agency will conduct extensive research to determine the behavior of your target market and develop an action plan for your branding to attract these individuals.

Have a Strong Digital Presence

Today’s digital-reliant consumers expect every business to have some sort of online presence. And that same mentality goes for medical providers. This isn’t just a simple website launch, it involves much more than that, including:

Social media
Google Ads
Email marketing
Influencer marketing
Search Engine Optimization (SEO)
And many more

Having helped our healthcare clients reach their target market, ON Advertising is strong in all areas of digital marketing. One of the greatest advantages to adopting a digital presence is the ability to pinpoint exactly who and where you’d like to market yourself. We’re very fortunate enough to have the tools and resources to identify, implement, and manage digital marketing activities to reach your target audience.

Understand the FTC’s Role and Regulations for Healthcare Advertising

According to JDSUPRA, keeping patients well informed is a core principle of American healthcare policy, and marketing plays a vital role in getting information out to the public. However, advertising is strongly enforced by the FTC to protect the public from deceptive practices. They created a three-part standard for the determination of a deceptive ad, which includes:

The representation must mislead or be likely to mislead the consumer;
The consumer’s interpretation must be reasonable under the circumstances; and
The misleading misrepresentation, omission, or practice must be material.

The FTC has also created guidelines relating to the substantiation of claims and consumer endorsements; something very relevant in this area of marketing.

ON Advertising Provides Extensive and Effective Marketing Strategies

The team at ON Advertising are masters in developing strategies to ensure your business is seen by your ideal customer. Our talented staff come from different backgrounds and carry unique skill sets to move your healthcare business forward. It doesn’t matter what you’re looking for, we’re here to support you. Visit our services page to learn how we can push your business to new heights.

A smartphone lying on a table to highlight advertising in mobile apps

Advertising in Mobile Apps is the Future

As marketers, we must promote businesses where consumers go, and right now it’s their smartphones. Between the streaming services, social media accounts, and easy access to eCommerce sites, it comes as no surprise. That’s why many marketing strategies incorporate advertising in mobile apps as it gets eyes on your brand from a wide audience. But, what does mobile app advertising entail and what can it mean for your business? Where do you even get started?

ON Advertising is one of the best advertising agencies in Phoenix, Arizona. We’re experts in finding solutions and obtaining results that ensure your business secures an increase in ROI. One way we achieve this is by developing a strong marketing strategy that makes sure your brand is front and center of your target audience. Read our blog post below to learn how advertising in mobile apps can be the key to unlocking a new level of branding.

Advertise Where the People Are

According to Insider Intelligence, U.S. adults spend an average of 3 hours and 35 minutes per day on mobile devices. The top leading activities in apps include digital audio, social networking, video streaming, gaming, and messaging. With the growing popularity of eCommerce, people are only becoming more reliant on their smartphones. But what does this mean for advertising in mobile apps?

It’s simple. It’s making it easier for people to promote their businesses to a wide range of consumers. Thanks to the countless amounts of data available online, it’s even made our job easier in identifying, strategizing, and implementing a marketing plan that ensures your business is seen by your target audience.

How Does Advertising in Mobile Apps Work?

When you decide to launch mobile app advertising, there are a few steps you must take to get started. Such as:

Choose an Ad Network: Mobile app ad networks act as the middleman by connecting publishers with advertisers. To launch a successful campaign, you need to consider many things like who you want to reach, where they are, and what your advertising goals are
Select Your In-App Ad Format: There are 5 different ad formats you typically see in mobile advertising. There’s the banner, interstitial, native, video, offer-wall, and playable and rewarded ads
Select an Ad Pricing Model: There are several different pricing models for mobile app advertising campaigns: Cost-Per-Mille (CPM), Cost-Per-Click (CPC), and Cost-Per-Action (CPA).

What is the Difference Between Mobile Advertising Pricing Models?

Cost-Per-Mille (CPM)

The CPM is a format in which the advertiser pays the publisher every 1,000 times an ad is displayed. This is particularly beneficial for app publishers since an ad will only be shown to generate revenue.

Cost-Per-Click (CPC)

The CPC model is one where the advertiser only pays when their ad is clicked. This is the most popular model as advertisers won’t pay anything for an ad that doesn’t generate a lot of clicks.

Cost-Per-Action (CPA)

With a CPA model, advertisers only pay for clicks that lead to a specific action. This might include an app install, a form submission, registration, or newsletter signup. It’s a low-risk option for professionals since they’ll only pay for specific outcomes.

Advertising in Mobile Apps Leads to Better Targeting

In-app advertising is displayed in the context of the app, which means they’re usually more natural than ads seen in a browser. Additionally, many apps can be made to be interactive and be chosen to display at certain points during an in-app experience. But, what’s even more important is its ability to target very specific consumers.

Advertisers are able to achieve this by pulling direct demographics and geo-location data. This allows us to analyze and determine if particular apps are a good fit for your marketing strategy. Additionally, this detailed view enables us to fine-tune our strategy to ensure we’re not wasting your time and money on an audience who wouldn’t engage with your ad.

Advertising in Mobile Apps is Going to Get a Boost With 5G

5G-enabled smartphones are one of the biggest innovations hitting the market. By 2023, global 5G smartphone shipments are expected to exceed 424 million. This means many smartphone users are going to experience improvements in their mobile experience, such as high-definition media and greater interactive technology. These developments open a wealth of new opportunities for advertisers, giving them more room for creative solutions and even more engaging in-app ads.

ON Advertising is YOUR Partner Across All Marketing Activities

To attract prospective customers, having an online presence is essential in today’s business world. By employing strategic advertising in mobile apps, you can effectively reach your target audience and generate more leads for your business.
As a leading ad agency, ON Advertising specializes in making your company seen by those who matter – current and prospective customers. Our team consists of a variety of professionals with backgrounds in PR, video production, copywriting, strategy, media buying, and more; ensuring you have the support across all marketing activities. Contact us today and learn how we can help maximize your marketing efforts.

3 Considerations for Creating Strong Brands with Personality

Whether you’re stressfully engaging in a job interview or charming your way through a first date; first impressions are important. That same mentality is no different for companies looking to create brands with personality. It’s absolutely critical to developing a brand personality that resonates and attracts consumers to your business. But, what are some ways this can be achieved?

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your competition. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn what goes into creating successful brands with personality.

Brands with Personality: What is it?

Brand personality is an important component for every business as it essentially encompasses the human characteristics tied to your brand. There are few questions you need to ask yourself when developing your brand tone of voice.

How would your brand be perceived?
What age group are you trying to target?
What is their social class?
How does your brand act when compared to your competitors?

What is Your Brand’s Personality Type?

Jennifer Aaker, a researcher at Stanford, created a paper that breaks down the 5 frameworks of a brand personality. These include:

Sincerity: Down-to-earth, honest, wholesome, cheerful
Excitement: Daring, spirited, imaginative, up-to-date
Competence: Reliable, intelligent, successful, hardworking
Sophistication: Upper class, charming, glamorous, feminine
Ruggedness: Outdoorsy, tough, masculine, western

You’ll want to pick 3-5 personality traits you want to be perceived when people think of your brand. The simple framework can help you differentiate yourself from your competitors and give you a clear direction on how to create brands with personality.

Creating Brands with Personality with Strong Messaging

Now that you’ve identified the personality type you’re trying to go for, it’s time to develop your messaging. Whether it be on your website, social media, advertising, etc., everything revolves around your messaging. Additionally, your messaging should complement your visual components. This may include:

What fonts you are using
Your logo
The images and videos you’re using

Copywriting also plays a significant role in your messaging. To convey what you’re all about, you need to articulate it through website copy, ads, videos, social media graphics/captions, etc. Copywriting is what drives home brands with personality by informing and exciting target audiences about one’s brand.

Frankie Calandra, ON Advertising’s copywriter, explains, “your messaging is the lifeblood of your brand. It’s meant to highlight what you are all about and why the customer should care about you. We’re all attracted to different personalities, so it’s important to develop one for your brand to attract your audience.” He explains further, “whenever I work on website copy or an ad piece I brainstorm ways to make the client stand out. I look at what they’ve done previously, where they’d like to take their brand, and what resonates with their audience. Also, I look at what their competitors are doing. Once I’ve identified them, I jump into brainstorming mode and craft messaging unique to them.”

Successful Brands with Personality are Consistent

As previously mentioned, everything revolves around your messaging. From social media and email marketing to your website and advertising spots, your personality should be consistent across all platforms. Think about how disjointed it would be if you came off as glamorous and sophisticated on your website, while your social media is heavily masculine and tough. It just wouldn’t click and your audience would take notice.

Stay the course, stay consistent with your personality across all your marketing efforts. If your branding isn’t resonating with your target audience, it’s okay to reevaluate what your brand’s personality should be. That is why we encourage A/B testing to see what is working to develop a better course of action.

ON Advertising Creates Brands with Personality

As one of the best creative agencies in Phoenix, ON Advertising are experts in developing successful brands. Our strategic approach will expand your company’s personality and help determine the image you wish to portray to the public. ON’s team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Contact us today to learn more about our services and how we can help your business shine.

A Copywriter brainstorming ideas for a piece of advertising

What Does a Copywriter Do and Why Do You Need One?

Go to anyone in the advertising world and they’ll tell you content is king. Look at all of the great advertisements in history, each has a unique way of connecting to the public and they transcend the idea of a “simple ad”. Instead, they become a part of a culture, even if it’s for a few days or years. A large part of its unicity is the role of the copywriter and the creative, persuasive wordplay they bring to all mediums of advertising. While it’s not entirely different from what you probably saw from Peggy Olson and Don Draper in Mad Men, the writer’s role has evolved quite a lot in the past 50 years.

At ON Advertising, we appreciate good creative. We strive to develop incredible ads that create a response with our clients’ target audience. Our creative staff is comprised of a team of video production professionals, graphic designers, and a copywriter; who specialize in making your brand stand out with memorable advertising. Read our blog post below to learn more about what the copywriter does in an ad agency and why it is important for one’s branding.

What is a Copywriter?

Before we get into what a copywriter does, let’s talk about what a copywriter exactly is. They’re the wordsmiths of the advertising world that turn simple messaging into exciting branding exclamations. They encourage people to act in some way with their toolbox of adjectives, verbs, and buzzwords that resonate with consumers. Additionally, they’re an important part of the creative brainstorming process by sharing ideas for video scripts, content direction, and the overall feel of a piece of advertising.

What Does a Copywriter Do?

Research… Lots and Lots of Research

For many writers, each project begins with a brief and a strenuous research process. Once the copywriter understands what the client or manager is looking for, they go deep into research.

Frankie Calandra, ON Advertising’s in-house copywriter, explains his research process, “Typically when I get a project I start with extensive research on the client and what their competitors are doing.” He continues, “then I brainstorm ways to make the client stand out from their competitors by using verbiage that might connect with their target audience.”

it’s also not uncommon for writers to use keyword research to guide them when developing website content, i.e. websites and blog posts.

Of Course, a Copywriter is Going to Write

As you’d expect, writing is the main responsibility of the copywriter. They work in a variety of areas by brainstorming and creating engaging prose that enlists a response. Some of the most common types of copy they write include:

Webpages
Blog posts
Landing pages
Printed, radio, and video ads
Email marketing
Brand taglines
Product descriptions
And many more

Additionally, many copywriters must follow specific guidelines every time they produce copy. For example, when it comes to digital writing they must incorporate keywords into the website content and blog posts for search engine optimization (SEO) purposes.

The Copywriter Collaborates with All Members of the Agency

Of course, the copywriter works very closely with other members of the creative team. It’s not uncommon for them to share ideas with the graphic designer working on the project, or go to the creative director for some guidance on a piece. Also, writers collaborate with the video production team to develop the direction of a video spot.

While the writer may be a full-fledged member of the creative team, they work closely with all members of an ad agency. For example, they work with the accounts team quite often to better understand what the client is looking for in a project. Also, they collaborate with the social media team to ensure the brand tone of voice aligns with what is established for the client.

Create Inspired Taglines and Engaging Content

Copywriters spend an extraordinary amount of time researching and writing headlines and content for blog posts, sales pages, website copy, and brochures. It’s fairly typical for writers to run tagline ideas to other writers, marketers, and clients to gauge how well they may be received. Depending on the feedback, they’ll refine the taglines to make them truly stand out.

They also create content that engages the audience. One way our copywriter measures copy performance is by looking at our clients’ Google Analytics report. He explains, “there are three things that I look at after publishing a blog post or launching a website: specific page views, average time on the page, and where it ranks on the website’s popular pages.”

This information gives Frankie and other writers an idea of how engaging the copy is for the user. As well as how enticing the headline is in attracting users to the website. So, you better believe Frankie will be spying on this blog post’s Google Analytics report to see how it performs!

Good Copy That Reflects Your Brand Image

A good advertisement is not just about colorful designs and attractive product placements. Incorporating copy into the mix, or at least considering it, is an absolute must.

Good copy is what connects people to a brand by playing to their interests and personality. It creates a strong brand tone of voice that consumers resonate with and one they come back to ensure their favorite brands are still one of their own. It projects an image of what a company is all about and sells it to the consumer with captivating writing.

One brand ON Advertising is particularly proud to establish its brand tone of voice is JRI Hospitality’s The Original Grande.

Frankie explains his approach to developing the tone for The Original Grande, “After a lot of research and brainstorming, I geared the brand tone of voice towards a more laid-back, fun attitude to promote a more casual environment. While the restaurant chain isn’t open yet, I can’t wait to see how people react to the work we’re doing for The Original Grande.”

Make Your Brand Stand Out With ON Advertising’s Creative Services

For more than 25 years, ON Advertising has been one of Phoenix, Arizona’s premier marketing firms. Our agency is composed of a variety of professionals ranging from marketing strategists and account executives to creative video producers and graphic designers. We’re the source for marketing solutions that bring you an increase in ROI. Contact us today and learn how our team can help elevate your business today.

The heart of Times Square highlighting all of the different types of media advertising

Media Buying – Choosing The Right Media For Your Business

When you think of an advertising team, you probably picture a group of writers, artists, and account executives huddled around a conference room table. As creatives, we can spend all day creating ads, but what’s the point if they’re not seen by the right people? That’s where the media buyer comes in. Media buyers are an integral part of an agency’s success as their job is to understand the client’s goals and target the right audience on the right advertising platforms. Without the media buyer, your message can easily get lost in the static.

What Does a Media Buyer Do?

Media Buyers plan and negotiate buys for various clients. They work with other departments to better understand the client’s marketing goals and the target audience for the advertising. With this information, the media buyer will purchase ad space where the target audience will respond, engage, and buy the company’s products or services. They are knowledgeable in all aspects of media, including television, radio, print, billboard, digital, and OTT. By knowing the different areas of media, the buyer helps choose the right medium that would give the client the best return on investment (ROI) for their advertising dollars.

Look At Where Your Competitors Are Advertising

The media buyer takes several things into consideration before making recommendations on where you place your hard-earned advertising dollars. This includes looking at your competitor’s ad placement and ways to outshine and outperform what your competition is doing so you capture more market share.

Fine Tune Your Message With Consumer Analysis

It never hurts to do research, especially when you’re marketing your brand to consumers. Trends and buying habits change over time, and it is the media buyer’s job to make sure your message is seen in relation to their interests. If your target audience is a part of the generation Z demographic, buyers must look into their buying habits and current trends that could help your brand stand out.

Which Medium is Right For You?

With several different places to advertise, the media buyer has many outlets to choose from to get your message out there. Depending on the marketing strategy, the buyer may decide on television, print, radio, digital, or billboard spots. Each with their own benefits, including:

Television: Can deliver a message visually and audibly with a low cost for viewing
Radio: Provides an outstanding reach, frequency, and ability to expose the listener to build awareness
Billboard: With placement along freeways, it provide a high reach and visibility
Digital: Digital advertising has strong targeting capabilities that will provide brands a more efficient way of delivering their message to their audience
Print: This medium benefits from a highly engaged audience, which may translate into action

By combining research, analytics, and strategy, the media buyer will ensure your ad reaches the proper audience, engages with them, and gets your audience to buy your product or service.

Make Your Brand Stand Out With ON Advertising

In today’s digital world, there are several ways brands can stand out amongst your competitors. At ON Advertising, we work closely with our clients to ensure their brand is front and center. Advertising is a strategy, and knowing when and where to buy takes an experienced media buyer. Contact us today to get started.

Thank You for a Great Year

As the 2018 year is coming to an end, we are reflecting on the growth we’ve had throughout the past 12 months. At ON Advertising, we are so proud all of our achievements and success during the year and we want to share with you a little bit of what we’ve done. We would like to thank all of our clients for making 2018 such a great year.

Rebrand

Back in the early months of 2018, we had a complete rebrand of the agency. We changed our logo and our website, giving ourselves an updated look. The marketing industry is constantly changing, as an agency, we have to keep up with the latest trends in graphic design and website features and give ourselves a fresh look.

STD/HIV Awareness Ad

As STD’s become an epidemic here in Arizona, the Maricopa County Department of Public Health wanted to educate people on getting tested. We created video ads for them to promote awareness to the public about Syphilis and STD’s.
Click to see our previous blog to learn more about the entire campaign.
We are glad to play a role in educating the public on the need to get tested for STDs because the risk is not knowing.

New Clients

We have had a tremendous year in servicing new clients. If you have been following us on social media, you may have seen just how many. To mention a few, we have added Chompies, Cavanagh Law Firm, Vintage Industrial, Kobargo Technology Partners, Timeless Wood Furniture, Yandy.com, and more.
Click here to see a full list of our clients.
We would like to thank all of the clients that have worked with us and we are excited to see your businesses grow.
Don’t forget about our Halloween Yandy.com video ads we talked about in our previous blog.

New Hires

In the new year, we have added 4 new people to our dynamic team. Our Account Coordinator Mikaela Copley came to the agency as an intern in January 2018, then became a full-time member after graduating in May. Recently, Brent Barcena and Chris Jones joined the team our Graphic Designer and our Video Producer. Lastly, Courtney Blackman was hired in the fall as our new Traffic Manager.
Here at ON Advertising, we would like to thank all of our clients and employees for making it a tremendous year for the agency. We can’t wait to see what 2019 holds for us! Contact us if you want your business to grow and start thriving for 2019.

2018’s Hottest Advertising Trends

Can you believe 2018 is almost history? On the cusp of a new year, it’s an appropriate time to reflect on a few of the trends that shaped the advertising business these past twelve months.
The growth and influence of ephemeral content was the advertising story of the year. Ephemeral content is photos and videos that aren’t permanent; it disappears in a certain length of time, usually 24 hours. With Instagram creating a Story’s feature on their platform, users are now exposed to more relevant content. In 2018, consumers were looking to connect with brands that stood out from competitors. It’s easy to show off the personality of a brand using quick and playful content. Stories allow us to post time-sensitive content without over-saturating our audience. Check out a good example of ephemeral content by viewing the Stories on our Instagram page.
It seems that every year we talk about the growth of video content getting more attention than the written word. The majority of videos we shoot and produce are overview videos that help our clients provide consumers with a visual idea of who they are and what they do in about 60 seconds. Although we still produce many overview videos, in 2018 we began incorporating a new trend: blog videos. Ranging from about 30 seconds to two minutes, these videos adroitly combine blog sentences with engaging images and b-roll footage. We have learned that blog videos often achieve better engagement on social media and on websites.
See an example of a blog video we produced here.
The idea of popular bloggers and influencers isn’t new. However, in 2018 we saw a new trend in micro-influencers, people who have semi-popular social media accounts promoting various products or services with a personal message. We have learned that micro-influencers have passionate fans who trust them because they think of them as friends giving advice. In fact, with some of our local clients whose target consumers are Arizonans, we’ve found micro-influencers who promote their product or service achieve positive results.
Here is an example of a micro-influencer who we have used for one of our clients.
Those are just a few of the advertising trends we have been adopting during the past year. If your company is not taking part in modern-day advertising that is aligned with these trends, don’t worry – we are here to help. At ON Advertising, we actively research and engage in the latest and greatest advertising techniques that have been proven to be effective. Don’t wait around: Contact us today if you want your business to thrive in 2019 and beyond.

Advertising During the Holiday

It’s coming faster than we think; the anticipated holiday season. It’s the time when people are ready to spend and indulge on …

Advertising During the HolidayRead More »

The ON team staring at a bunch of emojis

How Emojis Help Consumer Engagements

We love using emojis! With more than 2 billion smartphone users all over the world, 6 billion emotes are sent in text messages every single day. They have not only redefined how we communicate with each other, but they are also proving to have a tremendous impact on the marketing and advertising industry.

For Social Media

When we use emojis in our social media posts, we notice more engagement. They are powerful tools that help our marketing messages stick with our audience. For example, studies show that they are used in a tweet, engagement increases by 25.4%. If they are used in a Facebook post, the number of likes increase by 57% and the number of comments and shares rise by 33%.

For Email Marketing

For Chompie’s, we noticed that email campaigns that include emojis in the subject line are more successful than those that do not. Studies show that if a business chooses to include emojis in their email subject lines, open rate increases by 56%, unique opens increase by 3.29%, unique clicks increase by 6.28%, and click-through rate increases by 18.93%.

For Brand Voice

When trying to differentiate your brand from the competition, it can be somewhat challenging to find your unique brand voice. Emojis add personality to text and can make a message appear as more friendly and relatable, thus resonating with more consumers. When using them, we can add emotions to a message, ultimately distinguishing our brand voice from others.
No matter what your marketing strategy, emojis can be beneficial for generating excellent results. Here at ON Advertising, we use emojis in our clients’ social media posts as well as email marketing campaigns to increase consumer engagement. We also frequently use them in our daily communication among our team members. We all have our favorites (see photo).
For more information on how we can help you reach your marketing goals, please contact us here.