Monthly Archives: digital marketing
The Phoenix skyline where ON was named one of the best advertising agencies in phoenix

We Did It Again: ON is One of the Best Advertising Agencies in Phoenix

There’s nothing like being acknowledged for your hard work. ON Advertising is excited to share that we have been named one of the best advertising agencies in Phoenix in 2022. Between our company’s growth and working with many new exciting clients, this is just the icing on the cake. So far we’ve been recognized by two publications, Expertise.com and Digital.com. We’re extremely proud of our team and can’t wait to see what else we achieve this year. You can learn how we were able to obtain these awards below. 

How Did Expertise.com Name Us One of the Best Advertising Agencies in Phoenix

Expertise’s goal is to connect people with the best local experts. They scored over 254 agencies in Phoenix and broke down the best 35 based on each company’s availability, qualifications, reputation, experience, and professionalism. Based on their scores, this is what ON Advertising got:

  • Online Profile: Good
  • Average Review Score: 4.6/5 (Best)
  • Total Reviews: 11 (Better)
  • Score Consistency: Consistent (Best)

How Did Digital.com Name Us One of the Best Advertising Agencies in Phoenix

Digital’s advertising and marketing agency reviews are based on over 40 hours of research on 230+ agencies across the web. Their goal is to help small businesses and startups find the best advertising and marketing agency for their needs. They evaluate agencies based on their service lines, their size, and the industries that they focus on. Based on their research for the Phoenix metro area, ON Advertising is one of two standouts.

ON Advertising is Your Choice for Quality Marketing Services

As one of the top advertising agencies in Phoenix, Arizona, we strive to combine innovation and creative ideas to every assignment. Whether it’s part of our video production services and social media or our PR capabilities and event planning, we’re the go-to for quality servicing. We’re excited to continue this mission and look forward to developing new projects and relationships with our clients. If you’re looking to enhance your marketing efforts this year, contact us and one of our team members will be in touch.

The Original Grande logo in front of nachos and corporate characters

Client Spotlight: The Original Grande

After much anticipation and excitement, JRI Hospitality officially opened its first The Original Grande location in Salina, Kansas on February 7th, 2022. The road to get here was long, but for ON Advertising, it has been one of the most rewarding experiences. We helped JRI create a brand that would stand out to consumers for its exceptional service and commitment to providing quality food. 

For almost 30 years, ON Advertising has been one of Arizona’s top marketing agencies for our way of obtaining favorable results for our clients. We take a business-based approach in our partnerships, which means we look at the bottom-line growth for our clients. Read our blog post below to learn how we have helped JRI Hospitality launch The Original Grande and create a brand that excites its customers. 

Who Are The Original Grande?

The Original Grande is a blossoming fast-casual restaurant chain that is owned and operated by JRI Hospitality. JRI has extensive experience in managing a variety of hospitality businesses including Freddy’s Frozen Custard & Steakburgers, Chompie’s, Mokas Cafe, and the Salina Country Club. 

The Original Grande is one of their newer concepts that focus on serving affordable Mexican food with friendly service. Their menu is full of your favorites, including tacos, burritos, enchiladas, and their famous taco burger. As a new venture, they needed help creating their brand from the ground up. 

We Developed a Laid-Back Website That Builds Customers’ Appetites

One of the first things we were tasked with for The Original Grande was to create a website with personality and mouth-watering imagery. 

Mexican food is loved by all and we wanted to highlight how the restaurant welcomes any and everyone to enjoy The Original Grande menu. To achieve this, we created a brand tone of voice that is laid-back and welcoming to any and every diner craving a taste of the southwest. 

Frankie Calandra, ON Advertising’s Copywriter, explains, “when I was developing the copy for the website I looked at many different companies to see how they were presenting their Mexican food and overall business. I learned that creating a down-to-earth voice is important, especially when offering affordable menu items like The Original Grande.” He adds, “So, I incorporated fun language into the copy to show that while the restaurant takes its food seriously, they are a fun company to engage with.” 

Since the website’s launch in January, the site has received 5,000+ user visits and has no signs of slowing down. This is due to our SEO techniques, strong website copy, design, and engaging social media content.

We Use Social Media to Excite The Original Grande Fans

Speaking of social media, it’s a very important part of The Original Grande’s marketing strategy. We run the franchise’s Facebook, Twitter, and Instagram, sharing images of their menu items and informing their audience of any updates about the brand. Our strategy is simple – spread the word of The Original Grande and encourage residents of the cities they’re located to visit. 

“Facebook alone sees a high number of engagement. On average, a post will receive an engagement rate of 200.” says Michelle Berry, ON’s Director of Social Media. ”I am thrilled to see where we have taken the brand’s social. Its growth in followers and engagement has truly been exciting to watch.”

Email Marketing is Designed to Inform

One activity we just launched, now that The Original Grande is officially open, is sending out emails to people who’ve subscribed to the e-club. We are focusing our email campaigns around hiring events, location updates, limited-time offers, and more. According to our Mailchimp analytics, since our first email campaign, the brand has experienced an open rate of 40%. 

As the brand continues to grow and develop an even larger following, we anticipate this number to grow significantly.

We Created Corporate Characters That Relate to their Customers

As we began developing The Original Grande brand, we started thinking about other fast-food chains and what made them so unique. One of the biggest things we found was how businesses have a corporate character that almost mirrors the values and brand image they wish to portray.

So, we began knocking around some ideas for the brand. We came up with Señor Grande and Chico Grande. Their story goes like this:

Señor Grande, a southwestern saguaro, and his son, Chico Grande, were tired of the scorching hot Arizona summers and limited supply of water. The two decided to embark on a journey to find the perfect place to call home. They visited every state and every major city and noticed many did not have easy access to affordable Mexican cuisine.

The idea for The Original Grande was born. By prioritizing high-quality ingredients, the father-son duo made it their mission to satisfy customers’ cravings for affordable, quality Mexican food. They chose to set up shop in Kansas to entice people from all directions of the country to visit their restaurant.

Eric Garcia, ON Advertising’s Creative Director, explains what the duo represents, “It tells a humble origin story that represents the generation gap between old and new that brings authenticity to the brand. The story behind The Original Grande incorporates the company’s core values in a fun, engaging way. Additionally, we made it as simple as possible so anyone who reads Señor and Chico Grande’s journey understands what to expect when they visit one of the TOG restaurants.“

ON Advertising Are Experts in B2C Businesses

We are proud of the work we accomplished for The Original Grande and JRI Hospitality, and we are excited to continue our partnership with them. As one of the top advertising agencies in Phoenix, ON Advertising is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.

A man is holding his iphone with the Google Search Engine up to highlight PPC and SEO

How Do PPC and SEO Work Together?

PPC and SEO are the Batman and Robin of the digital marketing world. Why? Because the two go hand-and-hand in attracting additional website visitors, increasing your leads, and boosting your overall revenue. But, how exactly do the two work together and how can you measure their success?

As one of the top digital marketing agencies in Arizona, ON Advertising is committed to the success of our clients. 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 on why PPC and SEO are needed in your digital marketing strategy.

What is SEO? 

SEO, or search engine optimization, is a digital marketing practice we use to boost the visibility of your website in relevant searches on sites like Google or Bing. It is the process by which a website is improved to rank better in searches for targeted keywords and phrases.

For example, a company that wants to improve its search engine ranking for “sustainable packaging” might use this phrase in its website components like product description, page titles, meta descriptions, and more. Additionally, website design plays a huge role in boosting the SEO score. You can get a better idea of what SEO is all about in our article here

What is PPC?

PPC, or pay-per-click advertising, refers to the advertising you see on the top and along the sides of searches on Google, Bing, and Yahoo!. It’s called pay-per-click because the companies that place them only pay for the ads when they are clicked.

PPC ads are a fairly affordable way to acquire new customers and generate leads. 

However, the cost to bid on specific words and phrases, also known as keywords, varies. Some words are just more affordable than others, while the more costly ones can cost hundreds of dollars, simply because there is so much competition for this specific word.  We’ll explain in the next section how that works.

Do PPC and SEO Affect One Another?

To put it simply, no. Having PPC ads does not directly affect your site’s ranking, and your ranking doesn’t affect your ads. While there are no SEO benefits to having PPC ads, there are other benefits that can affect how well your website performs when using both PPC and SEO.

How Do PPC and SEO Work Together?

If you’re looking to improve your website, increase your leads, and boost your revenue, launching a digital marketing strategy that incorporates PPC and SEO is key. Here is why

  • SEO + PPC = Better Search Engine Presence: As you know, improving your website with SEO gives you a better chance at ranking on the first page for one or more keywords that you are targeting. Purchasing PPC ads for that keyword allows your ad to appear near the top of the page when someone searches for that keyword. When you do both of these things for that particular keyword, you are ensuring your brand dominates the search results resulting in more valuable clicks.
  • Remarketing Campaigns Allow You to Reach Previous Visitors: So, your website ranks fairly well thanks to SEO activities. You’re drawing in a good amount of visitors but shoppers are taking a while to make up their mind on doing business with you. You can use PPC and SEO to create a remarketing campaign to bring visitors back to your site to complete their purchase at a later time.

For example, say someone wants to buy those sustainable packaging materials but wants some time to think about it. You can purchase ad space from a website in Google’s network to show them ads for those same materials at a later time. This will remind them to come back to your site and complete the purchase. 

  • PPC Lets You Test New Keywords for SEO: Building up your SEO takes a lot of time and research. There are times where you want to target a specific keyword but aren’t sure if it will be worth it in the end. One way you can test its success is by using the keyword in a PPC ad. This way you can see how popular it is and how successful it is in generating leads. 

ON Advertising Can Help Build Your Digital Marketing

To attract prospective customers, having an online presence is essential in today’s business world. By employing strategic SEO activities and creating PPC ads, you can effectively reach your target audience and generate more leads. 

As one of Arizona’s top digital marketing agencies, ON Advertising specializes in all things digital. By enlisting in our digital services, your brand will get on the first page of your favorite search engine and maximize your conversions and revenue. Sounds promising? Contact us today to get started.

ON Advertising and Peddler's Son delivering food for the canned food drive

ON Advertising Is Proud to Give Back With a Canned Food Drive

The past year has been challenging for many people across the State of Arizona. In the spirit of the holidays, ON Advertising felt it was necessary to give back to the community that needs it most. So, in partnership with Peddler’s Son, we launched a canned food drive to benefit the Harvest Compassion Center of North Phoenix. Read our article below to learn more about our canned food initiative. 

Arizona is Hungry and Needs Help

According to the Harvest Compassion Center website, 1 in 4 Arizona children and 1 in 5 adults are hungry. Arizona ranks 13th worst in the country in food hardship, with 19.2% of Arizonians not having enough money to provide food for their family throughout the year. The national food hardship rate is 17.2%.

That’s not even accounting for the hardships people have struggled with during the COVID-19 pandemic. While we were fortunate enough to have had a successful year, we knew many others haven’t, so we decided to give back.

In Partnership with Peddler’s Son, We Started a Canned Food Drive

Both companies launched a food drive to help support the Harvest Compassion Center of North Phoenix and its mission in feeding families in need. Nobody should go hungry, especially around the holidays, so our team and clients brought in nonperishable food and supplies to help keep people fed. 

Bechét Proto, an ON Advertising Account Executive and lead on this project states, “It’s such a joy to be able to collaborate with our teams in an effort that helps benefit others. In the spirit of the giving season, it’s important to acknowledge the successes we’ve had, and to be able to pay it forward is both rewarding and meaningful. When we donated food to Harvest Compassion Center, there was a line out the door. To see who we are helping makes a small project like this feel like a big difference in the community.” 

What Did We Accomplish With Our Canned Food Drive?

We are happy to share that between both ON Advertising and Peddler’s Son, the Harvest Compassion Center of North Phoenix received over 100 pounds of food and supplies. We’re extremely proud of our team and clients for stepping up this year to give back to our community.

Bechét describes the excitement of reaching our goal, “Peddler’s Son has a lot of experience in giving back to the community, and it was inspiring to us to be able to jump in and help. Even with our small team, we ended up filling all of our boxes to meet our goal. If you are willing and able to give back, I highly recommend it because it brings people together and shines light amongst any negativity that might be going on.” 

If you’d like to get involved with the Harvest Compassion Center, visit their website and reach out so you can play a part in making a difference

Looking For Help Boosting Your Marketing Activity in 2022? ON Advertising is Here.

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. 

A smartphone in a Christmas tree highlight social media

Creating Brand-tastic Social Media Content for the Holidays

The holiday season is upon us; which means it’s time to plan a social media strategy that excites and delights online users. Many platforms see a tremendous spike in conversations during the holidays, so it’s important to create and post content that gets your followers engaging. 

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 how you can use social media to help your branding during the holidays.

Where Should I Start With My Holiday-Focused Social Media Content?

It’s almost always tricky figuring out where to start in developing social media content that’s focused on the holiday. But, as long as you have a strong digital marketing strategy guiding you, it is made much easier. Here are some things to consider when developing your content:

  • Send out messages that are on-brand for your company across multiple channels: This includes your social media, email marketing, website copy, newsletters, and traditional advertising.  Making sure your messaging is consistent and easily recognizable to your followers is a top priority.
  • Prepare your editorial calendar in advance: This will give you time to brainstorm, create, adjust, and post in a timely, consistent manner.
  • Create holiday-themed graphics: Not only does this connect the post to your holiday campaign, but it creates fun imagery that catches the eyes of your followers.
  • Hashtag it up: Another element to consider is adding holiday-specific hashtags that relate to your business. If you’re a restaurant promoting a holiday menu, hashtags are a great way for diners to spread the word they’re eating at your business.

User-Generated Content Contests Help Boost Social Media Branding

Some of the best digital marketing campaigns involve followers creating content related to your brand. For example, look at Sun-Maid’s #12DaysOfSunMaid sweepstakes. To enter, fans simply had to share a family favorite Sun-Maid holiday memory – a story, photo, or both – post it on their Instagram or Twitter using hashtags #12DaysOfSunMaid and #sweepstakes. Every winner would win one of twelve daily gift packages.

User-generated content is a great way to get your customers involved with your brand and initiates a strong word-of-mouth aspect, which results in people talking about your campaign and getting more attention towards your brand.  

When it comes time to choose a winner, you have two options. If voting was enabled, you could choose the entry with the most votes, or choose a winner randomly from the entries with the most votes. Or another option is to choose a random winner from all of the entries. Once your winner has been selected, be sure to share it across your social media channels!

Offer Exclusive Rewards, Discounts, and Giveaways

The holidays are a time for giving and cherishing those you care about. Why not show your social media audience just that? By offering exclusive rewards, discounts, and giveaways only your followers will see, you’re almost rewarding them for being avid followers. This makes it seem like a big thank you for being a fan. To really pull it off, create an announcement mentioning that you value your followers (because you hopefully do!). 

Make Social Media Branding for the Holidays Easy With ON Advertising

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.

The New First Direct Financial Logo above a pos system

Client Spotlight: First Direct Financial

Since its founding, First Direct Financial has established itself as a strong partner in merchant services. They provide extensive transactional support for businesses across many industries to ensure they find great success. ON Advertising is proud to work with First Direct on their marketing activities to bring their company to the next level.

For almost 30 years, ON Advertising has been one of Arizona’s top marketing agencies for our way of obtaining favorable results for our clients. We take a business-based approach in our partnerships, which means we look at the bottom-line growth for our clients. Read our blog post below to learn how we’re helping First Direct Financial reach its goals. 

Who Are First Direct Financial?

Headquartered in Scottsdale, Arizona, First Direct Financial is a credit card processing provider whose reach spans across the United States. They’re an Inc. 5000 company that maintains a large network of over 5,000 representatives, ensuring every client has direct access and support to their services. Additionally, their abundant network of staff members establishes a high standard for exceptional customer service. 

Some of their services include:

  • Credit card processing
  • Point-of-sale equipment
  • Local personal associates
  • Client security

ON Advertising focuses on 3 areas for the merchant services provider: email marketing, content marketing, and brand development.

Enhancing the First Direct Financial Brand

When we were approached by First Direct Financial, one of the things we were tasked to do was touch up their branding. After analyzing their current brand, we felt it necessary to update their logo.

Meghan Norris, the lead Account Executive for First Direct Financial explains what led to their new logo, “To differentiate First Direct Financial from other merchant services companies, we added a tagline to the logo to make their services apparent right off the bat to potential customers. One of the best things about First Direct Financial is the team behind it. They provide personalized service to help their customers receive the lowest rates in their industry. This is not a typical approach for a merchant services company. It was important for them, and for us, to show their modern approach to this industry. To do this, we brightened up their brand colors and incorporated them into their logo as well as modernized the fonts.“

As we continue to work with First Direct Financial, we will continue to enhance their branding in other areas, like their website. Stay tuned for those exciting developments!

Content Marketing Helps Boost First Direct Financial’s SEO

To have a strong digital presence, you need strong search engine optimization (SEO)

SEO brings organic internet users to your website in a number of ways, including:

  • Keyword usage
  • Website design
  • Backlinks

One way that we are enhancing First Direct Financial’s SEO is through content marketing. We’re creating blog posts to build up the keywords the website ranks for. We began this process by conducting extensive keyword research to identify keywords that we can use based on their volume, CPC, and search difficulty. Then we incorporate them into the client’s blog posts.

Frankie Calandra, ON Advertising’s in-house copywriter, explains, “By using these specific keywords, First Direct Financial will slowly build upon its Google ranking when people search for these words and phrases. While words like ‘Merchant Services’ and ‘Credit Card Processing’ are no-brainers, the keyword research guides us on what other keywords are out there they can be ranking for.”

Once we begin redeveloping the website, we will also be using the keyword research to incorporate the selected keywords into the copy. 

Email Marketing is Driving Business Towards First Direct

One area First Direct Financial is proficient at is providing service for high-risk merchants. This is a specification banks give businesses that are potentially high risk of chargebacks and other troubling consequences. 

Recently, we launched an email marketing drip campaign geared towards high-risk merchants, specifically CBD businesses. We informed email recipients of First Direct Financial’s credit card processing expertise and how they can benefit from their services. Additionally, we highlighted a special offer for recipients who enroll in their services.

Bechét Proto, another Account Executive managing First Direct Financial, shares how effective the campaigns have been, “The first email drip campaign performed really well and spoke to First Direct Financial’s competitive edge. They can help high-risk merchants receive the services they need to succeed, even when the other guys might not give them the chance. The focus of the campaign was to drive this message, and we saw some of the highest open rates compared to the industry average. We saw a 21% average open rate out of the five messages sent throughout the campaign.” 

ON Advertising are Experts in All Areas of Marketing Strategy

As one of the top advertising agencies in Phoenix, ON Advertising is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.

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:

  1. 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
  2. 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
  3. 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.

Square blocks lined up to read different aspects what makes up brands with personality

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. 

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