Monthly Archives: marketing

Service Spotlight: Email Marketing

At ON Advertising, we recognize the power of digital media in marketing today. And our mission is to help you control the conversation around your business. How? By turning general prospects into highly-qualified sales leads and actually measuring the return on your investment through email marketing. 

To do this, we work to make our expert email marketing services work for you. Within our extensive services, we specialize in email marketing, which is another tactic that makes up a much wider marketing strategy. The goal is to move prospects through the sales funnel and truly deliver the right message, to the right audience, at the right time.

Here’s how we apply our knowledge of email marketing for the maximum effect on your messaging.

Email Marketing

Our email marketing services scope of work includes copywriting, list building, email campaign setup and deployment, email automation, custom integrations, programming, and a whole lot more. But each component we incorporate is just as important as the last. Because it’s all about crafting a conversation that turns prospects into an actual lead in terms of sales.

Full Service Campaign Management:

According to Statista, roughly 294 billion emails were sent in 2019; and they predict that up to 306.4 billion will be sent in 2020. This oversaturation of emails in inboxes means one thing: you have to stand out from the rest. From campaign strategy creation to execution, ON Advertising performs the full service campaign management that a successful email marketing campaign deserves.

Strategic Planning and Assessment:

The most important part of email marketing is getting users to actually open them, read them, and further: take action on your eblast. At ON Advertising, this starts with determining what exactly is the goal of the email we’re creating. From there, we can further define our audience and how we can best appeal to them. This includes everything from the design of the email itself, all the way to the copywriting that leads them to your call to action.

Building Email Marketing Databases:

In order to have a strong email marketing campaign, it needs to stand the test of time. Because things move fast and we have to adapt, you must build a database of visitors. And those visitors need to keep coming back. By gathering an audience of users that want to receive your updates, you can create a list of loyal followers – something often thought of as reserved only for social media platforms. Our team grows our lists organically, utilizing strong calls to action that are personalized for our clients. This helps to get them to subscribe to campaigns to develop these vital lists.

Email Design and Template Production:

Coming up with ideas that spark interest and employing creativity that demands attention is what we do. And the best strategies are ones that blend design and copy for the strongest presentation of information possible! Our strategy for creating enticing, eye-catching emails is having an attention grabbing subject, graphics, and concise yet informative text. We can also customize the template and further personalize it by inserting individuals’ names.

Email Message Writing:

Once we create a beautiful template to grab the attention of your subscribers, we integrate text that explains why users should stay, and what they’re there for. And that includes creating an intriguing subject line, down to a clear call to action. Our experience has shown us that simple copy with a salesy undertone works best at keeping the attention of readers, ultimately leading to a sales lead.

Email Deployment and Management:

Nothing can hinder the potential of an email marketing campaign like having a professional email service. Some email platforms are recognizable by spam filters, which can cause campaigns to lose reach potential. Having a platform that negates spam filters will result in higher open and clicks. At ON Advertising, we use iContact, which offers scheduling, deployment, gathering click data, A/B testing, creating well-timed message sending, and email filters for increased open rates.

Email List Maintenance:

Over time, the activeness of users within email lists changes. Subscribers may change emails or simply stop opening them, leading to inactive followers on your list. By performing email list maintenance, like checking for dead emails, adding new emails to the list, and avoiding spam filters, we maintain an accurate picture of your audience represented by data.

Triggered Email Campaigns:

Triggered campaigns are a way of sending emails based on their interactions. For example, if an individual opens a welcome email after subscribing and interacts with a link within, that can then trigger them to receive a follow-up email about that subject. And it can even be sent at a specific time, targeting the right message to the right audience. At ON, we utilize this to further differentiate what audiences are interested in, and to enhance the email marketing campaigns.

Drip Campaigns:

Also known as an autoresponder, according to HubSpot, drip campaigns are an email series automatically sent to a visitor’s inbox after being triggered by an event. This is essentially subscribing them to your emails once they’ve completed an action on your website page. And this could include actions like downloading a resource or purposefully subscribing to your newsletter. Unlike Triggered Email Campaigns, messages have a set course of timing and arrival. Interestingly enough, most marketers are now evolving beyond drip campaigns and pivoting to trigger-based campaigns. Why? Trigger campaigns are more customized or completely personalized based on the target user’s behavior.

At ON Advertising, we set drip campaigns apart by having informative yet concise information, retaining the right target audience, and having appropriate call to actions to a landing page on the website. We can also create custom graphics and video to enhance visibility and capture subscribers attention.

ON Advertising

We are committed to the success of our clients and bring decades of experience in full service advertising to our partnerships. We work to create focused, customized plans to meet the individual needs of each client, helping you to unlock the potential of your brand. Contact us to speak with our marketing experts and start building new business with the ON Advertising team.

Two hands holding two tell awards

ON Advertising Wins Telly Awards

2020 marks the 41st year of the Annual Telly Awards, honoring excellence in video and television across the world. This year, we’re thrilled to announce that ON Advertising has been awarded both a Silver and Bronze Telly Award for client video work completed by our agency’s talented Videographer, Nate! 

How did we get to where we are? At ON Advertising, we combine our analytical approach with our outstanding creative team, guaranteeing that our clients receive a focused, well-conceived plan that meets each and every one of their advertising and marketing needs. And we engage the most creative and effective available resources to use in our strategies. Thanks to our talented, enthusiastic team, we can offer a diverse set of skills, insight, and creativity to our partnerships; and also cultivate long-term client relationships while executing projects with integrity, a commitment to excellence, and bottom-line results! We achieve this by building committed relationships between brands, consumers, our clients, and ourselves! 

We can’t wait to see what the next year brings after such an honor. Until then, take a look at what videos of ours won Telly Awards within the Online Commercials categories in 2020:

Employee Recruitment – Silver Telly Award Winner – Online Commercials: Professional Services

I am Chompie’s – Bronze Telly Award Winner – Online Commercials: Food/Beverage

How ON Advertising Can Help You

At ON Advertising, we’re experts in making your brand come to life. And our talented video media professionals know how to analyze your needs, from identifying the right type and style to tone, script, and art direction – all designed to tell a compelling story for your business. If you’re looking to make an impact with your media, contact us to speak with our team of experts and start working with our in-house video production services today.

Welcome to Studio ON — Our In-House Virtual Event & Video Studio

When the pandemic hit, our event planning team at ON Advertising had its business model turned upside down. As our clients had to postpone or cancel their in-person events and pivot to a virtual event environment. 

Our team rolled with the changes from the onset and helped our clients reach their audiences in ways that were as seamless as possible. But we also took an opportunity to step back, evaluate what the landscape for events was going to look like in the coming months, and evaluate what we could do to best meet our clients’ needs. 

The result? A commitment to creating the best possible virtual event for our corporate and non-profit clients. No matter what their needs or their preferred platform might be. However, we realized in the process of making that commitment that we needed a few more tools in the toolbox. 

Studio ON

And that’s when we decided to create Studio ON — our new in-house production studio. Located on the 7th floor of our building in downtown Phoenix, Studio ON has been built out with full filming, production, and live streaming capabilities. Meaning we can now provide our event clients with the highest production value possible for their virtual events. 

Studio ON made its debut on July 23rd when we hosted St. Vincent de Paul’s “Calling All Angels” event. The virtual event was a mixture of pre-recorded and live content; and was presented on YouTube Live so it could be streamed to both computers and television screens throughout the world. The goal of “Calling All Angels” was to find new donors to sign up for St. Vincent de Paul’s new “Angels on Call” digital app, which links families in need with potential donors on a 1-on-1 basis. 

The event was viewed by hundreds of people across North America — and far exceeded its fundraising and engagement goals. 

“We needed new ways to connect with people, to bring people together — from their own homes, of course — to give people something to watch and hope for that was in their control,” said Ryan Corry, Chief Strategy Officer for St. Vincent de Paul. “ON Advertising provided the expert guidance, technological support, and physical space to create that experience for St. Vincent de Paul and the people who matter most to us. With ON’s help, we were able to do something brand new at a very high level — and we are thrilled with the results, the lessons learned, and our new partnership with ON.”

Work with ON Advertising

Studio ON is available for both live and pre-recorded corporate events. As well as non-profit events, networking opportunities, general video production, and so much more. It boasts a variety of potential configurations to help customize the look for each client; and has state-of-the-art video and production equipment to ensure exceptional quality. 

We look forward to continuing to find new and innovative ways to serve our clients during the pandemic. And we appreciate the opportunity to create virtual events that exceed expectations.

Arizona Governor's Conference on Tourism

Events We Attended in 2020: The Arizona Governor’s Conference on Tourism

The Arizona Governor’s Conference on Tourism is typically an in-person, three-day long event each year. And it shares education, and information about travel professionals and destination marketers. It’s one of the most sought after, important events of the year, as tourism is our state’s number one export industry, and one of our clients in the agency is Visit Glendale. But, just like a plethora of other events, the Arizona Governor’s Conference on Tourism went virtual this year due to the COVID-19 pandemic. And shifting from in-person to remote attendance turned the extended conference into just two days of webinars lasting just a few hours each day. 

Join us as we examine our client’s first virtual event ever and learn how the adjustment to virtual attendance affected the way the conference was presented, what it means for Visit Glendale’s future, and what strategy changes came from the annual event for all of us!

What Works

To best understand our new, recommended strategy for Visit Glendale, a tourism client within the agency, we keep an eye on the Arizona Office of Tourism’s program. And we align Glendale CVB’s tourism campaign to complement the State’s activities.   

Considering we target the same cities they are advertising in, including markets like Chicago, Seattle, Minneapolis, San Francisco, New York, and Dallas, we are able to amplify the message for Glendale; without having to spend as much advertising dollars. We follow a similar cadence to the Arizona Office of Tourism’s Rural Marketing program. This program allows small DMOs (Destination Marketing Organizations) and CVBs (Chamber & Visitors Bureaus) outside of Maricopa County to partner up with each other. And to advertise, along with the state, to amplify the overall message to travel to Arizona.

In terms of tourism, things are certainly a little different right now for Macro-Economic Dynamics. As COVID-19 has become an everyday worry, processes have pivoted to include social distancing policies, travel restrictions, and more. These changes are already having a huge impact on the economy. According to the conference, past recession recoveries have followed three common shapes: V (Rapid), U (Steady and Incremental) and L (Long Haul). V (Rapid) is a fast, dramatic dip in the economy followed by a narrow trough and quick, steady recovery over a period of six months. U (Steady and Incremental) is an extended trough period and a gradual upswing. And L (Long Haul) is a very long period of minimal increment improvement, which would be the worst case scenario for our state. So, what does Arizona’s plan look like, exactly? 

Arizona’s Tourism Recovery

The AOT Destination Recovery Plan for the next 12-18 months is based upon the “U” Steady and Incremental plan. With the possibility of adjustment to other plans if the virus requires. And it should come as no surprise that for the state of Arizona, accelerating leisure travel activity statewide is priority #1. 

As far as outdoor recreation is concerned, Arizona’s outdoor amenities allow individuals to explore. And all while maintaining social distancing protocols, which is extremely important during the pandemic. Because of this, these opportunities will become the destinations for a number of staycations as Arizonans rediscover their own backyard. Many parks have already been seeing high visitation, even with travel restrictions in place. To help, itineraries promoting the lesser visited, populated areas will aid in dispersing and spreading out visitors. 

But, along with a shift in strategy comes the need for accommodations. This means supporting Destination Marketing Organization efforts. No matter whether it’s promoting staycations or campaigns related to residents rediscovering the Arizona they know and love. Plus, it will be important to develop a plan to tie travel experiences to other overnight options; and even bundle local places to stay with nearby experiences. These programs could drum up additional interest and promote community exploration. As well as keep a visitor who traveled to the destination longer than anticipated.

Interestingly enough, meetings, incentives, conferences, events, and other business travel make up a large portion of travel to urban areas in Arizona, like Visit Glendale. And what is usually a reliable source of travel and hotel stays, has changed due to COVID-19. In turn slowing down the typical indirect spending to local establishments. The Arizona Office of Tourism has historically focused on leisure travel. However, it depends if a budget becomes available. Then, they’ll focus on helping to accelerate the return of business travel that is so central to stabilizing visitor volume. 

By applying these tactics on a smaller scale, we can help Glendale CVB get through these times; and help them come out on top on the other side of the pandemic.

What’s in Store

According to the Traveler Sentiment Report from Destination Analysts covering data from March to July of 2020, 18% of those surveyed are extremely worried about contracting COVID-19 by traveling. In Arizona, when asked what best describes their current state of mind regarding getting back out and traveling, 15% of those surveyed say they are ready to travel but feel some hesitation. 

But, now that we’ve learned about the Strategic Recovery Plan for the state of Arizona, what’s in store for FY21? Consumer sentiment and health will drive decisions. In fact, the main initiative of the Arizona Office of Tourism will be the Rediscover Arizona campaign! And when consumers are ready to start traveling again the campaign will be expanded to drive markets; and then to the target cities and national audiences.  

A Look at Arizona Governor’s Conferences Past

This year was the first time the Arizona Governor’s Conference on tourism was held virtually. And it certainly looked and operated quite a bit differently than it did years prior! 

With COVID-19 leaving the future of well…everything uncertain, we’re eager to see what the conference will look like in the year(s) to come. But not only does the pandemic have the potential to change the format of the conference, but it could equally change the content that the event is centered around. Depending on how long it takes to return to a “new normal”, that includes travel, the industry could see massive changes in the near future. And that means everything from panel discussions to internal strategies are contingent upon what kind of recovery Arizona sees. So, we’re staying tuned – and so should you!

Partner with ON Advertising

At ON Advertising, we deliver business results. We offer an extensive list of services that can help your company with whatever you need by tailoring a business growth strategy specifically to you. Despite these unprecedented times, we are more determined than ever to help your business succeed. 

Contact us to speak with our team of experts about your project and begin working alongside us today!

The Influence of Gen Z on Marketing

Boomers? Gen X? Millennials? Move aside and make way for the newest generation making waves in the marketing industry: Gen Z! Born after 1996, many members of Generation Z aren’t even old enough to vote yet. The oldest of the group turning 23 just this year. But despite their seemingly young age, they’ve been given an advantage. And that’s the ability to be a completely internet dependent generation; with a whole lot of influence that comes with it. 

Just last week, a couple of our expert team members virtually attended the WP Engine webinar: “Generation Influence. Gen Z and the power of identity in marketing” featuring Jason Dorsey, a leading Millennial and Gen Z researcher and president with the Center for Generational Kinetics, as well as Mary Ellen Dugan, CMO at WP Engine. And we learned a ton about how Gen Z is making an impact on buying habits; and influencing the marketing aimed at every other generation. Join us as we discuss what sets this generation apart and what differences they’re making in marketing at every turn.

Who is Gen Z?

According to WP Engine’s brand new, groundbreaking study (data collected pre-COVID-19) with The Center for Generational Kinetics, the identity of Gen Z is unlike other generations. One difference being that they are the most internet dependent generation. So much so that anything less than 1 hour without screen time can feel pretty uncomfortable for 24% of participants. And while these users, who need constant access, are active on the internet, many have become their own content creators. With some even making a living doing so in industries like gaming, vlogging, and more. Even teaching themselves, through trial and error, about platforms like WordPress. Interestingly enough, Gen Z is leading all Americans in planning to (21%) or possibly starting (24%) their own business in the future. 

What else sets Gen Z apart on the internet? Their overall openness and transparency. Because they are born-digital, they have a digital mindset – and a digital vision to match. According to the study, they see the digital experience as being the emotional human experience; that they are one and the same. In fact, 54% of Gen Z members share images publicly online, 50% share videos publicly online, and 46% even share selfies publicly online. And they hope that honesty is reciprocated; with 23% trusting someone they met online rather than in person and 56% being friends with someone they only know online and have never actually met in person. But above all, Dugan says that Gen Z wants entertainment before information. That personalization is important, but a predictive experience (41%) is really what they’re searching for in comparison to an anonymous one (59%). 

The Gen Z Difference

So, how does that translate into making a difference? The answer is influence. Generation influence more specifically. To do this, they’ve achieved a cohesion as a generation; and they are similar around the world due to internet and cheap technology access. According to the WP Engine’s study, freedom (22%) and tech-savviness (19%) are the most important things to them. Which seeps into everything they do. Intriguingly, 72% believe they are part of a social movement, as a form of activism, only if they are responding to a position on social media. 

Less surprisingly, 72% of Gen Z participants use brands that contribute to a social cause, compared to 69% of Millenials, 62% of Gen X, and Boomers coming in last at 51%. Truly, a great product is what builds Gen Z’s trust in a company or brand the most. Across all generations, loyalty ranked highest in importance, which means they use a product regularly. As long as it aligns with their values and helps others view their lifestyle as cool, of course. They are, however, more likely to buy a product if they can customize it (75%) in comparison to 56% of Boomers. Plus, because they do the research, they don’t need to know someone to have recommendations. But on top of it all, Gen Z has a sense of corporate social responsibility; and they’ll forgive you if you aren’t perfect, which is pretty critical for a brands longevity nowadays.

To fully build trust in a company or a brand, Gen Z is looking for quality products, stellar customer service, and most importantly: honesty. Achieved through real online reviews, from real customers. In fact, 82% of participants in the study said they would trust a company more if the images they use are unedited and of actual customers. Compared to Boomers at 73% with the same feeling, and even Millenials at 79%, this younger generation is holding companies accountable and demanding more transparency, which is beneficial to all of us in the long run.

Gen Z Influence

To put it frankly, Gen Z has the power to make huge changes in marketing and buying habits for all generations to follow. For example, 59% of Gen Z participants believe that all shopping will begin to take place online within the next 10 years. However, it may take a moment for other generations to catch up to similar sentiments. Take for instance the stance on AI. 64% of Gen Z thinks artificial intelligence will positively impact the world; and only 46% of Boomers feel the same way. 

According to the study, 79% of Gen Z participants feel as though the internet has made people even more connected, compared to 70% of Boomers. So, how do we bridge this disconnect? By realizing the similarities between generations, what they want, and letting Gen Z lead the charge. Case in point being that all generations, with the exception of ready-to-eat food, prefer websites over apps for online purchases. And this could drastically change how we do our online shopping in the future. 

According to the webinar, if we make a Gen Z digital experience other generations will continue to catch up – which is key. 

Work with ON Advertising

As the world shifts towards Gen Z influence, we are keeping up with what’s new at ON Advertising. Because we believe that in order to keep up with the ever-changing marketplace, it’s essential to stay in the know. When you partner with us we develop a strategy, based on research, that targets your ideal audience and accomplishes your business growth goals. And from advertising to digital marketing, full-service is what we do best. 
Contact us  to speak with our team of experts and start working with us today!

Client Spotlight: Pioneer Packaging

At ON Advertising, we have a portfolio chock full of incredible clients; and this month, we’d like to talk all about Pioneer Packaging! Founded over 35 years ago, Pioneer Packaging is a leader in packaging design and manufacturing of customized packaging solutions. They’ve been engineering these solutions for various clients within the industrial, retail, and moving and storage industries since the beginning. They make sure that each client partnership results in cutting-edge packaging that truly reflects the quality and message of their business. They approach each project with the mindset of “Imagine It…Done”; and it’s what authentically sets them apart.
We’re honored to have been working with the Pioneer Packaging team since 2013 and cannot wait to see what the future holds for our partnership. Here’s a look at what we’ve done during our time together so far!

What We’ve Been Up To

Having worked with Pioneer Packaging for over 6 years, we’ve gotten to know their brand well. Over the course of our partnership, a custom strategy, unique to their brand, has allowed us to execute some awesome jobs with their team. 
Our extensive scope of services for their team includes:

  • Website Creation and Maintenance:
    • Within the website creation service, we’ve continued to maintain and update their website for performance and functionality. This includes doing things such as updating plugins, keeping media up-to-date, optimizing pages, and more. 
  • SEO Blog Posts
    • We create blog posts that emphasize packaging trends and industry news. They also strategically leverage SEO keyword terms that people use to identify a company like Pioneer Packaging online.
  • Paid Media Management
    • We advertise Pioneer’s Packaging services to users within Arizona and California and leverage keywords in Google’s platform to target the ads to individuals interested in general, food, and medical packaging services.
  • Email Marketing (4,000 Individuals Per Month)
    • We write and distribute an email blast to prospective clients and current Pioneer Packaging clients.
  • Social Media Growth and Management
    • We create content specific to social media platforms to garner traffic and engagement.

In our industry, we know that it’s easy for businesses to get lost, and even lose contact with their customers for a number of reasons. In this instance, our partnership came to fruition because Pioneer was having difficulty engaging with their clientele and building new business. While connecting the right people at the right time may be difficult, it can certainly be done! 
Once we understood the Pioneer Packaging audience, we immediately got started on helping simplify their marketing process. And we also focused on building valuable relationships between them and their customers through inbound marketing techniques. We’ve built them a new website, executed effective email marketing campaigns, engaged digital advertising on Google Ads and LinkedIn, provided high-quality video production, and generated creative collateral. 

What Happened

Due to our efforts, Pioneer Packaging has experienced some pretty incredible growth over the years, in a number of aspects of their business. From 2018 to 2019 alone, we’ve seen an increase in website speed and increased the number of targeted keywords for Search Engine Optimization. The Pioneer Packaging website has been one of the main drivers for new business leads for their company. Plus, thanks to Google Ads, the amount of sessions has increased by 15%, users by 17%, new users by 18%, and paid search by 65% from 2018 to 2019. 
Not to mention, social media strategies have also been crucial to Pioneer Packaging’s increased success. For instance, we work weekly to create social media platform-specific posts that we know Pioneer Packaging’s audience will be interested in. We can attribute the steady growth of their social media numbers to consistent posting when the audience is online. And highlighting specific services and packaging, utilizing trending hashtags, and sharing relevant industry information has also made an impact. Interestingly, much of Pioneer Packaging’s traction can be attributed to the topic of sustainability. Specifically sustainable packaging – of which they have hundreds of products available. Because green packaging initiatives are extremely important to Pioneer Packaging, it has become a strong area of expertise for them and interest for their audience.
But in tandem with post topics, we’ve also streamlined the ways in which we convey Pioneer Packaging’s messaging. How? By implementing an informational, conversational caption style and a cohesive photo editing technique so that each social media platform represents the brand accurately. All of this combined has created an overarching brand they can be proud of.

What We’re Planning for Pioneer Packaging

Each year we partner with Pioneer Packaging means new opportunities for growth! So what’s ahead? Going forward, we are setting our sights on some exciting new ventures. From a new website and new videos to improved paid advertising and new business leads, a ton is in the pipeline. We will continue to work towards increasing engagement with their clientele and new business building.  

ON Advertising

We are an ad agency committed to the success of our clients. Our talented, enthusiastic team brings a diverse set of skills, insight, and creativity to whatever we work on. We cultivate long-term client relationships while executing projects and providing the bottom-line results our clients look for. Contact us today to unlock the potential of your brand.

Ranked in Top 28 Best Advertising Agencies of Phoenix 2020

Wow, we’re honored! We’re proud to announce that ON Advertising has been recognized as one of the top 28 Best Advertising Agencies in Phoenix of 2020’ – scored by Expertise. 

Expertise is a company that helps over 10 million customers find the best-qualified service professional for their needs monthly. They scored Phoenix Advertising Agencies on more than 25 variables across five categories; including reputation, credibility, experience, availability, and professionalism, and analyzed the results!

At ON Advertising, our team includes talented account executives, web developers, social media managers, graphic designers, videographers, and more. And whether you are a business-to-business or business-to-consumer operation, we can help you unlock the potential of your brand. We are an ad agency committed to our clients’ success. Our analytical approach combined with our outstanding team guarantees that our clients receive a focused, well-conceived plan to meet their marketing and advertising needs – every single time. 

We are a marketing and advertising agency with innovation and big creative ideas at its core; and we’re ready to add your project to our portfolio and help your business thrive.

 Contact us today to work with one of the best advertising agencies in Phoenix.

Micro-Influencers and Marketing

Have you recently seen a post from someone advertising for something like designer leggings or the newest makeup line? Was it from your favorite celebrity, so you bought it right away? Did it feature a promo code – or even make it clear it was an advertisement at all? If you’re active on the internet in any capacity, you likely follow micro-influencers. Or you’ve at least have seen their, often sponsored, posts like this on your timeline. But, within the fast-growing industry, ranging from beauty influencers to fitness gurus, there are tiers of influence. And contrary to popular belief, having more followers doesn’t always mean being more influential. 

According to HubSpot, a micro-influencer is someone who has between 1,000 and 10,000 followers on social media, compared to a celebrity or influencer who could have millions per platform. But, how could using micro-influencers mean success for a business? We explored the power of influencer marketing, on a smaller scale, and its role in business growth today.

Why Micro-Influencer Marketing Matters

On the surface, it may seem to make sense for companies to solely aim for partnerships with influencers with a much larger audience. However, the most important aspect of influencer marketing is actually doing some influencing. The goal is to drive consumers to make purchases or use a service; and a niche following could be the secret to doing so. How, exactly? By harnessing the authenticity that comes with having such a close-knit community that follows them. Which is something larger accounts don’t often bring to the table.
In the influencer industry, there are “celebrity influencers” who have massive audiences watching their every move. This could be a famous actor promoting a new vodka on the side, for instance. Or, it could someone who has become a celebrity solely due to their influencing career. And though these influencers typically have followings in the millions, they don’t often have the engagement level per post to match. Why? Because it’s just not often believable. That’s not to say they don’t have swaying power over their audience. Because many fans and followers will purchase anything their favorite celebrity does. And, according to Forbes, the higher the follower count, the lower the engagement rate is. 
On the other hand, Micro-influencers are usually aiming content to a niche audience. One that is interested in all of the same things they are. An audience who is looking to them for tips, tricks, and advice. While maybe not as large as one belonging to a famous athlete, their smaller following is far more likely to trust their word. That’s thanks to more intimate, closely established relationships they’re able to achieve through things like Instagram Stories and social media posts on their platforms. Not only that, but micro-influencers are typically able to speak directly to a larger portion of their audience without millions trying to get through. Meaning influencing is happening even in one-on-one conversations. And it seems to be working because, according to Marketing Dive, 82% of survey respondents said they were highly likely to follow a micro-influencers’ recommendation.
All in all, a perfect mix of micro-influencer marketing and celebrity-type influencers is ideal for ROI. But, for companies without the budget, micro-influencers are just as effective for spreading their messaging at far less a cost. And a well-rounded partnership with someone equally as passionate about your product or service, who actually uses and recommends it, only helps establish a company as trustworthy and reliable.

Micro-Influencers And Marketing With ON Advertising

At ON Advertising, we employ custom social media strategies. These ensure your message is heard by the right people. As well as shared in the right places, and that the activities are driving your company’s business objectives. Especially in ways that we can be measure, verify, and justify. We design each social media campaign to help you connect with your audience in meaningful ways. And to help build trust in your brand. 
We also work to reinforce your brand and position your business as a credible authority in your industry. We do so by leveraging creative, unique, and informative content to develop a community of engaged followers on social media. And this includes working with micro-influencers in the industries our clients service. Contact us today to learn more about influencer marketing and start enhancing your brand with the help of our expert team. 

Virtual events

Hosting Virtual Events and the Future of Getting Together

It’s been just over a month since the Evans Communications team merged with ON Advertising to expand our crew, and we’ve enjoyed every minute of the process. We’re now capable of doing more than ever on our clients’ behalf and have enjoyed working as a new unit to get through these challenging times. Since our merger, one question we get a lot is: “What’s going on with your events division?” We were halfway through our spring season when COVID-19 hit and were only able to hold about half of our events for the season. Because of this, we are postponing most of the rest until fall 2020 or spring 2021; as a result, we began offering virtual events.

The Future of Virtual Networking

With such unique times to work through, we’ve been purposefully studious about the best ways to produce online events. Why? We wanted to identify true best practices and decipher which approaches and platforms work best. And while we’re not epidemiologists, we don’t believe that virtual events are the long-term answer to the question of how we’re all going to interact. This too shall pass!
Still, we do see the value in virtual events for some of the clients and organizations we work with. And we’ve noticed a few best practices we can share with you as remote working becomes more of a new normal.

  • Keep it small and simple for virtual events. Zoom or WebEx calls are hard enough to navigate for a work function; and for a social or networking event, they can become unruly unless you limit the attendance size and designate a host who can thoroughly manage the conversation. 
  • Keep everything short. It’s one thing to sit in a hotel ballroom for four hours for a charity dinner. But, it’s quite another to keep people’s attention spans focused online. Especially when they may have a million other distractions around their homes. How can you be safe and avoid losing audience interest? Err on the side of caution that any virtual meeting over an hour is a stretch. And if it’s an hour, you should probably have a reason and make it clear about why it’s longer. 
  • Market, market, market. Organizations can actually expand their reach far beyond what their in-person events might have attracted if they push hard through social media and other marketing channels. An event that might have drawn a few hundred people in-person can potentially draw thousands online. But, there must be a coordinated, strategic PR and marketing effort to make it work. 
  • Find the right platform. “Live” events are still very possible, and we’re working with several companies that are providing the option of doing in-studio content, including fundraising platforms that can capture donations in real-time! But, we’re also seeing some organizations pre-create their content. Going instead with a more passive fundraising ask that can be done on the donor’s own schedule. 
  • Make it professional. If you expected someone to pay to attend your in-person event, and you’re asking them for money now, they should expect to see a professional presentation in return. Think about fundraisers, for example. The in-person experience would ordinarily include a scripted program with themes and supporting visual elements. The online version of the event should be no different! 
  • Most importantly, don’t do anything off the cuff. Everyone wants to do something right now. But if you don’t go into virtual events with a clearly defined goal, thoughtful content, and a significant marketing and social media push, you’re wasting your time and energy and that of any potential attendees.

How ON Advertising Can Help with Virtual Events

No matter the event, from theme conception to running of the show, the team at ON Advertising is ready to ensure your events are executed memorably and flawlessly. We know times are truly unpredictable and unprecedented, which is why we are here to help you with your specific needs, and to share even further insight with you about how you can make virtual events beneficial in these challenging times. 
Contact us to learn more about our event planning services and to start working with our expert team.

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