Monthly Archives: Social media marketing
A close up shot of an Iphone with social media app icons on display

Do Restaurants Need Social Media?

In today’s digital-heavy world, checking social media is an influential part of our daily online activities. According to HootSuite, 3.8 billion people use at least one platform, which has caused businesses to incorporate these platforms into their digital marketing efforts. For restaurants, it’s become almost mandatory to have a social media presence. But, do they need it? How can these platforms benefit restaurants and other businesses? As one of the premier digital marketing agencies in Arizona, we have the details below.

Social Media Provides Brand Awareness

Every brand has a target audience they’d like to reach in their marketing efforts. With social media, every business can attract the specific consumer they want, and restaurant owners can cast a larger net to catch them. Users who search or follow these hashtags may see your post and find their way to your profile and, eventually, your restaurant.

It Can Generate Traffic to a Website

Of course, you want people to visit your restaurant’s website. It will have detailed information about your business, menu, location, and imagery that builds up an appetite. By incorporating social media into your online efforts, you will have the ability to bring more visitors to your site. According to Total Food Service, things like posting a discount code or a new menu item can increase users to your website. Furthermore, we’ve seen how crucial applying well-thought out call-to-actions (CTAs) is to driving more users to a website.

Social Media is an Affordable Marketing Strategy

While businesses can utilize commercials and radio spots to promote their restaurant, social media is a more affordable online platform to promote their businesses.  Also, business owners can buy ad space to promote their brand to their target audience. While this form of digital marketing is cost-effective, it can be time-consuming for some business owners. But with each platform having a large user base, advertising on these sites can be extremely beneficial in promoting your restaurant. 

Helps Restaurants Stay Connected With Guests

Consumers appreciate when businesses are responsive and active in communicating with their customers. By incorporating social media into your digital marketing efforts, it will allow you to do just that. Did someone have a good or bad experience? Do they have a question regarding one of your menu items? These platforms provide an opportunity for customers to communicate with businesses about their experiences. Furthermore, you can use them to update your followers on specials, changes to the menu, holiday hours, etc. Communication is the name of the game, and these platforms provide an easier way to do so.

Social Media Can Improve Trust and Loyalty in Restaurants

We’ve established how these online platforms can improve the communication between your business and consumer, but it can also enhance a customer’s trust and loyalty. There’s no doubt guests want to know they can trust the service and quality of food served. By adopting social media into your business operations, restaurants can establish transparency by allowing users to comment, review, and post pictures about their experience.  

ON Advertising Are Social Media Experts

Social media has the power to bring people and businesses together. As a restaurant owner, it’s especially important to incorporate these platforms into their digital marketing strategy to build and maintain a relationship with customers. At ON Advertising, we specialize in developing strategies that ensure your brand is seen by the right people. We leverage creative, unique, and informative content to help push your business in the right direction. Contact us today to learn how we can assist you in your digital marketing efforts.

A title picture that says marketing strategy

Digital Marketing vs Traditional Marketing Strategy: Which One is Better?

For the last decade, the debate between traditional and digital marketing strategy has been a question on many marketing professionals’ minds. On the one hand, technology is evolving, and consumers continue to be engaged online. But, on the other hand, some audiences are more impacted by traditional marketing methods. Both have their advantages and can build brand awareness of your company and product. As one of the top advertising agencies in Arizona, we have first-hand experience in both methods. Learn why each method is important below. 

Investing in a Digital Marketing

This form of marketing is, as you’d expect, entirely digital. It’s a strategy that involves anything online, such as social media, online ads, email marketing, Pay-Per-Click advertising, and website optimization. As consumers become more reliant on digital, there are more opportunities open for marketing. 

Some form of digital marketing is essential for businesses today. It’s become routine for consumers to research and buy products online. For example, when someone is interested in trying a new Italian restaurant, they will typically Google: “Italian restaurants near me.” In doing so, you’ll see ads of Italian eateries and strategically ranked websites

Digital marketing allows for a truly personalized marketing experience by targeting specific audiences in cost-effective, measurable ways. By partnering with a digital agency, you can expect a marketing strategy that will resonate with your target market for a fraction of the cost of a traditional campaign. 

Investing in a Traditional Marketing Strategy

Traditional marketing refers to any type of marketing that isn’t digital. It consists of a range of mediums including, television, print, radio, direct mail, and billboards. It’s one of the oldest forms of marketing, making it one of the most researched. Traditional may seem antiquated in the fast moving digital age, but it doesn’t mean it’s not effective.

People still rely on traditional media for information. According to 99 Designs, the experience of an impactful TV commercial or a clever array of words on an ad in a magazine has a lasting effect on a person’s memory. The familiarity of traditional methods of promotion makes it much easier for many consumers to understand. Studies have shown that hard copy marketing is easier for audiences to process and recall. 

Furthermore, by implementing a traditional marketing strategy your message has a great chance of reaching local consumers. Mediums such as radio and television make it easy to communicate your message on time. While digital strategies may be able to get your message across globally, traditional advertising can resonate locally. 

Which Marketing Strategy Should You Use

When it comes to choosing a superior marketing strategy, we believe there is no right answer. Both methods provide many benefits that businesses can use to reach their target audience. A great marketing campaign should find the right balance between traditional and digital. TV commercials and print ads are often repurposed for social media and online ads to help consumers recall the message. By combining both methods into one strategy, the campaign has a greater chance of success.

Benefit From Our Marketing Strategy Expertise

For over 25 years, innovation and creativity have been the core of ON Advertising’s marketing strategies. Whether you’re a B2B or B2C company, we work closely with each client to ensure their brand and message reaches the right audience at the right time. Contact us today and let us know what you are looking for in your marketing strategy. 

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!

Ephemeral Content

Have you heard of ephemeral content? You may not know it by its official name, but you sure have seen it in applications like Snapchat and Instagram Stories. And according to Strike Social, ephemeral content is here to stay. 

We already utilize ephemeral content in our everyday content here at ON Advertising, both for ourselves and our clients! But as the content grows in popularity, we’re following how it may impact our marketing and advertising tactics overall. We looked at how ephemeral content is evolving, what it could mean for our strategies, and how it may affect yours.

What is Ephemeral Content?

Ephemeral, by definition, means “lasting for a very short time”. And this is a concept we’ve seen rapidly take off in the world of social media over the last few years. Interestingly enough, we have the social media platform Snapchat to thank for this popular content style. They were the first to entertain the idea back in 2011, according to Rebrandly. What was the reason behind this new concept? The platform was looking for a way to break up the monotonous, overly planned aspect of social media. Unsurprisingly, internet users were behind this new way of utilizing their accounts; and from there, a beloved social media medium was born. 

Since then, we’ve seen ephemeral content abilities, of various approaches, pop up in a number of platforms. Instagram, Facebook, and, most recently, Twitter with their introduction of fleets – just to name a few. Each platform’s idea is slightly personal, but with a common main concept. It’s content that, once posted, typically lasts a maximum of 24 hours before it disappears for good. At least from an outside viewer’s vantage point.

Ephemeral Content and ON Advertising

We’re no stranger to the inclusion of ephemeral content at ON Advertising. That goes for both our employee’s personal content, our own company posts, and client activity as well! With all that said: we see a huge value in the strategic use of the idea. With where our industry currently is, as well as where it’s headed, being able to convey a sense of authenticity is more important than ever. This goes for personal social accounts belonging to an everyday user, to the much larger, unapproachable platforms that celebrities and public entities hold. And for us, this also applies to our own clients and their businesses. 

Typically, the main feed of a company’s social account is fairly premeditated. Whether it’s an in-house social team managing the page or an outside agency running it for them, posts are often planned. It allows for consistency and a sense of cohesiveness that can help solidify brand recognition. But with this also comes a lack of spontaneity; and in a sense, relatability. After all, if everything is perfectly in place all the time, where’s the sense of fun? This goes without saying, but a perfectly balanced mix of both planned and impromptu posting is the ideal strategy. 

How We Use Ephemeral Content

So, how do we utilize ephemeral content in our work? By doing a little planning, funnily enough. When thinking about how best to utilize ephemeral posts in our content strategies, we had to think about what goes best, and where. For example, for a business, a planned feed is likely to house things like product updates, strong photos of their work, and anything else they want eyes to consistently be on. Ephemeral content, on the other hand, may be where things such as casual behind the scenes photos, timely event updates, and more personal posts may go. 

By evaluating our client’s needs, and the needs of our own company, we have implemented approaches that mirror this! And beyond the ability to communicate with followers on a more intimate level through the content you know won’t last, it’s a great way to keep your feed uncluttered in general. With brand recognition in mind, it is important to have a sense of eye-catching branding. And a feed is the perfect place for that kind of content to live. By allowing more unedited, raw videos and photos to stay within the ephemeral bubble, you can really enjoy the best of both worlds for your accounts.

Along with everything else, ephemeral content analytics are extremely helpful when it comes to meeting the needs of our clients. For example, though posted stories on Instagram only last 24 hours max for another user, it still lives on in an archive. If you have a business account, that is. By regularly tracking this data, we can see what’s working, what isn’t performing, and come up with new ideas based on those numbers. 

Where Do We Think It’s Headed

In reality, the capabilities of ephemeral content, as well as its impact on analytics, are at the beginning stages. Like any other aspect of social media, we’re bound to go through millions of changes over the coming years. So far, we’ve found that it’s a great way to engage with our various audiences in a more personal, timely way. And we’re truly excited to see what new ways we can implement ephemeral content, whether it be the introduction of a whole new platform or just an update to the capabilities we know and love.

Partner With ON Advertising

We know it’s important to connect your brand values with your company goals, and we’re here to help. We use customized social media strategies and campaigns to make sure you’re reaching the right people, in the right places, at the right time. And if you’re looking for help with ephemeral content, our highly-skilled social media experts can provide you with the solutions that work. Contact us today to partner with our team.

Client Spotlight: Chompie’s Restaurants

In 1979, the Borenstein family brought their timeless family recipes from Queens, New York all the way to Phoenix, Arizona, and Chompie’s Restaurants were born. While we’re grateful for the opportunity to enjoy classic, authentic New York deli foods right here at home, we’re also grateful for the partnership we’ve created with the Chompie’s family! ON Advertising has been working with Chompie’s for over 2 years and we can’t wait to see what comes next. But before we begin the next chapter, take a look at what we’ve worked on so far!

What We’ve Been Up To

Although our union with Chompie’s Restaurants is relatively new, we’ve gotten to work on some pretty amazing things with their team thus far. And our custom, thorough strategy for Chompie’s may have something to do with it!

Our extensive scope of services for their team includes: 

  • Social Media Content & Management
  • Menus, Promotional & Packaging Designs
  • Email Marketing
  • Website Maintenance
  • eCommerce Website Development
  • Media Relations
  • Paid Media Management
  • Google My Business Management
  • Still Photography
  • Video Production
  • Service Evaluation Reports

But, how exactly did our partnership begin? Chompie’s reached out to ON Advertising to help with increasing their brand awareness. And in a state with ever-changing demographics, an increasingly competitive restaurant community, and five locations across the Valley, the task at hand seemed big, but we were confident our team was up to the challenge!

From the beginning, we were tasked with revamping the restaurant’s menu, driving sales through paid advertising and media relations, and enhancing customer retention through strategic email communication. In addition, we did marketing for the restaurant’s 40th anniversary in 2019 and continually handle their social media. Before we began, we first needed to interview patrons of each of the various locations. This was to find out exactly what it was about Chompie’s that resonated with them so much. 

Oftentimes our own assumptions, and the assumptions of our clients, were right. Other times what we uncovered was a surprise! The reality is that people in different places, even within a span of a few miles, have different motivators for behaviors. Our data ultimately pointed to a broad consensus point transcending generations of Chompie’s fans: nostalgia!

Memories of coming to Chompie’s Restaurants for years shined through. Stories of East Coast natives who moved to Arizona and miss New York deli’s, to parents of younger individuals taking them to Chompie’s were just some of the memories we were honored to hear. And once we understood the audience at hand, our team of diverse, skilled experts got straight to work. 

What Happened

As a result of our efforts, sales increased substantially at three of the five Chompie’s Restaurant locations all within just six months. The two other locations had sales equal to the previous year and remained steady. We even helped Chompie’s eliminate items from the menu that were not selling in high volumes. Meaning we helped them cut internal costs by curating a menu that customers truly enjoy. 

Another vital aspect of Chompie’s success is its cohesive social media strategy! And during our time with Chompie’s Restaurants, we’ve implemented some stellar tactics within our partnership. We can attribute much of our Instagram success to a rapidly growing industry: keto influencers. Because Chompie’s offers unique, low-carb products, working with influencers can reach a farther, larger niche audience. Coupled with giveaways, the keto community is proving to be a powerful, driving force for Chompie’s Restaurants.

But beyond social media partnerships, an internal shift of Chompie’s messaging has gone a long way. By using a cohesive photoshoot style and photo editing style, their platforms have a consistent look across the board. Pair this with short, witty, straight to the point captions and Chompie’s has a strategy that’s working.

In our industry, it all comes back to ROI for the client. And in June of 2019, we launched a new online shopping experience! We continue to maintain and update the shopping page for performance and functionality. The results of this update were further ease in ordering products and reduced shipping costs! Plus, a dramatic increase in website orders has shown ever since we launched the new online shopping cart – and sales are only increasing.

We are proud to say we gave this 40-year-old brand a positive return on their investment in us – what we strive for in every one of our partnerships.

In fact, here’s what Chompie’s VP of Operations, Frank Lara, had to say about working with us: “We couldn’t be more pleased about our partnership with ON Advertising! They’ve delivered measurable ROI, helping us to increase sales at our restaurant locations. They’ve streamlined our menu, and their creative team redesigned our bagel boxes. They are creative, responsive and thoughtful…ON Advertising is the best!”

What We’re Planning for Chompie’s Restaurants

A new year means a whole new set of goals! In 2020, we are aiming to greatly enhance the overall awareness of Chompie’s brand and further expand its customer base. This means aiding them in sharing their Jewish culture and DELIcious food with the melting pot that is Phoenix! And because Phoenix is the fifth-largest city in the United States, the future’s looking bright. 

Ultimately, we hope to continue helping to share authentic New York deli recipes with new customers that share a love for comfort food. Additionally, we will work to strengthen and expand their current digital advertising impact, both locally and nationally!

ON Advertising

At ON Advertising, our goal is to unlock the potential of your brand. And by partnering with our team of experts, in various fields, we can help you enhance your brand – just like Chompie’s! Contact us to get started on your project. 

How 2020’s Super Bowl Commercials Stacked Up

Super Bowl LIV has come and gone! While some were in it to root for favorite teams, many tuned in to watch a Super Bowl of a different kind: commercials! Each year, millions gather to see what out-of-the-box, memorable ads will join the ranks of what is considered the pinnacle of advertising. In fact, according to Heavy, companies needed to shell out approximately $5.6 million for just a 30-second slot this year; far from the $37,500 it cost in 1967. We’ve had enough time to watch and rewatch our favorite (and least favorite) ads over and over again. So, here’s a look at how we thought a few of the highly-anticipated 2020 Super Bowl spots performed and alternatives for those who might not have the budget.

Best Performing

Snickers

Perhaps one of the most recognizable brands today, Snickers has become a staple in the Super Bowl commercial world. Each year we wait to see what star-studded cast will grace their promotions, and this year, actor Luis Guzman made an appearance! But what was successful about this commercial from an advertising standpoint? By sticking to the same similar message year after year, Snickers has cemented themselves as an expected participant; and people are watching. This year, the company took their “You’re Not You When You’re Hungry” slogan to the next level. 

A common theme throughout Super Bowl commercials this time around was the use of relevant references and pop culture mentions. And with commentaries about the world’s problems, like smart home surveillance or children being named “Kale”, they certainly target a specific audience. Then, thousands gathered to save the state of our world by “feeding the earth” a Snickers bar. But not before a pair of “social media influencers”, another reference to the state of things, fell into the pit.

From the very beginning, filling the spot with relevant cultural and pop culture references helped capture viewers. Sticking with a recognizable message kept them locked in. And emotionally, viewers can relate to a changing world. While it was a slight turn from the typical Snickers message, it appeared to make its mark on audiences. It even came first in lists, like the one from Thrillist, ranking the commercials from best to worst. 

Doritos

For some, along with brands like Budweiser and Pepsi, the Doritos spot is one of the most well-known ads to play during the big game. And just like Snickers, they too utilize celebrity power to get viewers’ attention with Chance the Rapper and the Backstreet Boys appearing in 2019. This year, we saw rapper Lil Nas X and actor Sam Elliott have a western dance-off over a bag of Cool Ranch Doritos in a minute-long ad – ending with Lil Nas X edging out Elliott with a dancing horse. 

While certainly unique, Doritos did exactly what it does best each year: kept it simple. In analyzing the commercial content itself, it’s easy to see that Doritos didn’t have to go above and beyond to sell themselves. Instead, they maintain their core message and focus on continually adding to brand recognition, and it works! 

Pepsi

When it comes to brand identity, Pepsi also knows exactly how to market with a purpose. In 2019, rapper Cardi B, actor Steve Carrell, and rapper Lil Jon partnered with them. This year, hip hop artists Missy Elliott & H.E.R. remixed the Rolling Stones’ “Paint It Black” while visibly transforming their competitor’s iconic red Coca-Cola cans into black, sugar-free Pepsi cans. 

Luckily for Pepsi, this promo appeared successful in a number of ways. By working with a recognizable song, the company appealed to multiple age and gender demographics. Not to mention they perfectly incorporated their competitor in a subtle, yet notable way. Unsurprisingly, they also have made many lists of the most popular Super Bowl commercials. Even landing themselves on Vogue’s roundup of “The 16 Most Iconic Super Bowl Ads of All Time”.

Least Favorites

From unclear messaging to lackluster footage, there were also a few ads during the Big Game that seemingly missed the mark, leaving less of an impact on viewers. 

Quibi

One Super Bowl commercial that left the audience with more questions than answers? An ad for the new streaming service launching in April of this year, Quibi. The 30-second clip features bank robbers running away from a bank heist, expecting to see their getaway driver out front. He tells them he’ll be there in “a quibi”, meaning 10 minutes or less. The spot then explains that Quibi will have quick bites, big stories, and episodes in 10 minutes or less.

It’s clear this promo intends to sell the streaming service, but without any indication of what shows they’ll be featuring, viewers are left wondering what kind of entertainment the subscription platform will offer. And with conglomerates like Hulu, Netflix, and now Disney+ to compete with, it could be a difficult sell in such a saturated market. 

Procter & Gamble

Contrary to ads like Pepsi and Doritos that used celebrities sparingly (but successfully), Procter & Gamble’s 2020 Super Bowl ad was chock-full of recognizable faces; too many, perhaps. The 60-second ad was introduced as the “first interactive Super Bowl ad”. It featured a mix of various celebrity spokespeople representing many of the brands under Procter & Gamble. 

Sofia Vergara was the star, Troy Polamalu showed up for Head & Shoulders, the Old Spice guy Isaiah Mustafa was included, Busy Philipps promoted Olay, Boyz II Men sang a jingle, and Rob Riggle was a superhero who arrived to save the day from a chili mess with Bounty paper towels. Not to mention that animated Mr. Clean and a Charmin toilet paper bear also made an appearance. And while it’s clear what the message is trying to convey, it gets lost in what feels like a slew of guest appearances; and with selling the company’s goods falling by the wayside.

Super Bowl Advertising Alternatives

Have you ever wanted to air an ad during the Super Bowl? Unfortunately for a lot of companies both big and small, it’s just not feasible in terms of costs. There are alternatives, however, to make sure your advertisements are seen by the right people, on the right platforms, at the right time during the game – without having to drop a whopping $5.6 million. 

According to Hubspot, buying video ad space on social platforms, developing a deeper narrative, maximizing on major events or holidays, co-marketing, and influencer marketing are other ways to be seen and get noticed; and ON Advertising can help.

ON Advertising

Advertising is our game, and it’s even in our name. We utilize a consumer-centric approach in everything we do, including creating, planning, and buying advertising locally, nationally, and internationally. We develop tailor-made media strategies for our clients and see projects through from inception to completion. From TV to desktop and mobile to billboards, we can put you in front of your target consumers. Contact us to learn how we can help unlock the potential of your brand.

Man in a lab coat is carefully looking at a jar that contains cannabis concentrates

Client Spotlight: Procan Labs

Say hello to our latest client: Procan Labs! Started in 2017, they’re now California’s leader in purified cannabis concentrates. Procan Labs extracts the highest quality full-spectrum crude oil and distillate; their mission is to keep the California cannabis supply chain stabilized and reliable with the clean, compliant oil, distillate, and Terpenes required, all while elevating the quality of life for people across California. 

We’re honored to have started an incredible partnership with them in 2019 and look forward to working alongside them in 2020. Here’s a little bit more about the difference you’ll see when working with Procan Labs.

Who They Are

It’s no surprise the cannabis industry is booming, and Procan Labs is a key player in the current field. But, what sets them apart from the rest? The Procan Promise. They take an authentic, honest, and transparent approach to their business and their customers. Their cold-pressing process ensures impurities or harmful residual solvents in their oil, distillate, or Terpenes are removed, therefore you can feel confident that their products are pure, natural, and versatile.

What They Do

Procan Labs can do it all. No really, they can! In their Concord, CA laboratory, they produce a wide array of products for various needs. Using a cold-pressed extraction method at sub-zero temperatures, they’re able to produce any end product you need:

  • Terpenes: Procan Labs believes you should be able to smell and taste the difference in your end product, and their process ensures you do. The entire plant and biomass run through cold-pressed extraction methods to bring you true cannabis-derived Terpenes.
  • Distillate: The processes at Procan Labs also include multiple passes of molecular distillation, with an end result of high potency distillate. They make sure each fraction is clean and pure with the specifications needed to manufacture your consumer products.
  • Full Spectrum Crude: The unique processes don’t stop there because Procan Labs also delivers a full spectrum crude rich in terpenes. How do they do it? During post-process closed-loop decarboxylation, which controls the loss of light volatiles normally associated with ethanol extraction.

Procan Labs produces products ranging from tinctures and salves to balms and vape cartridges. Most importantly, they do what they say they will: promise transparency, availability, and integrity in every communication and transaction.

How We Help

Though our partnership is in its beginning stages, ON Advertising has already created some pretty incredible things with Procan Labs. As with all our clients, our 30-60-90 day plans create the guide for executing the marketing and advertising elements, and it was no different for Procan Labs.

In the first month, we worked on brand development, logo design, and social media development. In month two, we created their website design, as well as began the process of creating three videos that will live on the site. And finally, in month three, we launched the new Procan Labs website! Stay tuned to see what we come up with next for this client, you won’t want to miss it.

Innovation and big creative ideas are at ON Advertising’s core. Our analytical approach, combined with our outstanding creative team, guarantees our clients receive a focused, well-conceived plan that meets all of their marketing and advertising needs. Contact us to learn more about our services and about how we can help you grow your business.

2020 media strategy sprawled across the image with a cactus standing tall in front.

What is our Media Plan for 2020?

Well, we’re getting ready to say goodbye to 2019 and hello to 2020 here at ON Advertising! While we’re sure you’ve also seen the articles popping up on your timeline describing the top trends for the new year, or what you should look out for when it comes to media planning, we’re here to tell you what’s really what. We keep our finger on the pulse of the latest trends in marketing, branding, and strategy; because we believe a strong media strategy gets results.

We’ve compiled a quick lineup of some of 2020’s hottest predicted trends and how we plan to take them to the next level in the new decade.

Video Marketing

Perhaps one of the most talked about, important aspects of marketing as of late is video marketing. While videos and even GIFs aren’t new to the digital marketing world, incorporating them into your media plan is an absolute must if you want to continue to be viable. 

According to Social Media Today, video content can drive a greater response than any other social content type, if it’s done well. In an infographic of video marketing statistics, they revealed that on Instagram specifically, video generates more engagement than any other content type and 65% of impressions from an ad come from videos. On Pinterest, users are 2.6 times more likely to share a video than any other post type. Tweets with video see 10 times more engagement than those without, and promoted tweets with videos can save you on costs up to 50%. Not only that, but on Twitter 82% of users mainly watch video content when using the app. As for LinkedIn, video campaigns have 82% view rates. 

Essentially, video rules all when showing social results, and harnessing the power can change the game for your strategy. So, how do we plan to utilize our video services to slay in 2020? By knowing exactly what you need and delivering even beyond your expectations. Our video media professionals are experts at defining the most appropriate video content solution for your needs. By identifying the right type, style, tone, script, and art direction, we can effectively tell a compelling story. Analyzing the needs of your target buyers helps us determine the best way to distribute and showcase your story. These tactics help ensure that the right type of video content is being seen by the right people, and that we’re making the right impact on your bottom line.  

Social Media Stories

If you’ve followed us for some time, then you may remember our excitement for ephemeral content for 2019. Again, ephemeral content is any photos and videos that aren’t permanent on your platforms. Typically they disappear within 24 hours, so it’s important to make them eye-catching and memorable for their short lifespan. These stories make it possible to post more, without oversaturating and bogging down your page. We view these as another channel within your channel, and employing them is vital.

In an article by Medium, they explained that Instagram Stories’ see 400 million daily users. That’s a huge number for something that doesn’t remain on your page indefinitely. Although Instagram’s ‘Story’ feature is probably the most famous when it comes to ephemeral content, it certainly wasn’t the first platform to come up with the idea. In fact, Snapchat was the first platform to introduce them in October of 2013 and launch the trend. Since then, we’ve seen a huge influx of other companies coming up with their own versions, such as Facebook Stories. We’re expecting to see even more implement the feature in 2020 and the near future.

As 2020 approaches, ON plans to continually incorporate stories into our social media strategy. With the employment of even longer video mediums, like IGTV, there’s endless potential when it comes to the power of video.

Influencer Marketing

While influencers in marketing is also not a new concept, we’ve seen a massive shift in the impact and influence they actually carry. From beauty bloggers to foodies, influencers from all walks of life are in our feeds, and they hold more power than you’d think.

In an article by BigCommerce, they predicted that 65% of influencer budgets by marketers were going to increase. They also explained that 17% of companies spend over half of their marketing budget on influencers and 89% of all marketers found that ROI due to influencer marketing was comparable or even better than other marketing channels. Sounds like some crazy statistics, right? It might not be as out of the box as you think. 

As for ON Advertising, the biggest tactic we used with influencer marketing in 2019 was realizing and harnessing the power and impact influencers and micro-influencers have on social media, especially on Instagram. At the beginning of 2019, we examined our clients and we narrowed down who had a niche product or brand. We then figured out what the best tactic to get the word out about the product was. Unsurprisingly, influencers were the answer. With these tactics, we’ve been able to grow this client’s followers past 15k. We’ve also seen increased impressions, boosted engagement within the 6 digits, and have reported a huge growth of ROI. 

Creating partnerships with these influencers and micro-influencers proved to be the most important thing we’ve learned. They trust the brand and the product, and love promoting it. In turn, we share all of their content and find new ways to support them. Building these partnerships through heavy community management and being available to answer various questions took the partnerships even further. It took time but, in the end, our client is flourishing. The influencers and micro-influencers are reporting that their social media has grown with the established partnerships. 

As we look to the 2020 and begin planning our social media strategy for our clients, our top priority is finding and establishing new techniques to manage our influencers. Not to mention utilizing tools that can help us find more influencers that we can form partnerships with.    

How ON Advertising Can Help in 2020

At ON Advertising, we believe that big ideas build more business. When our decades of experience in full-service advertising, marketing, video production, public relations, website production, media buying, and more pair with new innovations and strategies, who knows what we can create for you. Contact us today.

A woman scrolls through the Instagram app on her phone

How Instagram’s Elimination of Likes & Following Tab May Change SMM

Did you notice anything different when you recently opened up Instagram? You’re not the only one. The platform has finally decided to do away with its Following tab, a feature that has caused quite the controversy among users for its expository nature. The newly deleted tab had once allowed users to see what their friends were liking, commenting on, and who they were following in real-time. 

Instagram likes are also currently the subject of a deletion rumor, and if the plan is carried out, it would mean the removal of the most popular, sought after feature of Instagram as a whole.

Why are these changes a big deal? Because it means your behavior and activities on Instagram are once again private. What does this mean for social media marketing? We’ll explain everything you need to know.

How Marketing Companies Made Use of the Following Tab

Though the feature was mostly frequented by typical Instagram users to spy on their friends, coworkers, exes, and significant others (and sometimes even their enemies), it didn’t go unutilized in the social media marketing world. In fact, according to Harper’s Bazaar, the original intention of the Following tab was to allow users to find new accounts and interests through who their connections were interacting with. This, in turn, made it much simpler for companies to actively gain information on targeting specific audiences, find competitors, and keep up-to-date with what content of their own was working well. Essentially, the feature was an extra layer of analysis and insight that businesses can no longer use as a reference.

What Now?

If you’re a company that made particular use of the Following tab as a way to collect data, you may be wondering what tool you can now use to retrieve the same kinds of information regarding users’ patterns. That’s where the Explore page will come in handy. It may not display activity as granularly as the eliminated tab, but the Explore page will help supplement information about what is trending, popular pages, and just a general idea of what’s being liked by the people you are following. Keeping close tabs on this page, along with Instagram’s general insights, will give you an edge when it comes to content targeting and following customer behavior.

What Life Might Look Like Without Likes

According to Instagram, the idea behind getting rid of likes is to remove pressure from users to receive likes, to alleviate the need for validation, and to make an effort to help with self-esteem and mental health. While the withdrawal of the Following tab has already occurred, this change has not yet hit the entire app as quickly. Instagram tested the idea in markets like Australia, New Zealand, Ireland, Japan, and several other countries, leaving users in the United States to watch its trial run from afar. Although the move may not affect the average everyday user’s experience with the social media platform, influencers, brands, and companies may be greatly impacted. With likes comes revenue, and now active users looking to grow will only have their follower numbers to increase and rely on. 

How ON Advertising Can Help

With massive Instagram changes being implemented and the possibility of even greater alterations on the horizon, the way analytics and user data is gathered may be experiencing a huge shift in the coming months and years. Need some assistance making sense of it all? ON Advertising can help with that. Our agency offers Digital Strategy Services to ensure that your marketing efforts are aligned with your goals because a formal strategy puts you steps ahead of your competition. Contact us to see how we can help your business navigate these changes and continue to grow. 

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