Are they really worth a million words?

04 Feb
February 4, 2019

Sometimes a picture is worth a million words. As the first of the new breed Arizona agency truly providing end-to-end integrated marketing work all under one roof, we have written a million words on the subject. (See some of our case studies and white papers on integrated marketing methodology.) In fact, for the first 10 years we advocated the methodology and clients’ heads would bob from all the buzzwords. Today, those buzzwords are common marketing speak. As we have become the best of class of the new agency model for marketing and advertising , FabCom is now teaching and mentoring the value, efficiencies, and world class results (400% more) that can be achieved from the same marketing effort with a completely different methodology.

How do you achieve end to end attributions if your work is not created to embed the attributions within the elements of the customers’ interactions? How do you accomplish this without it taking more time and budget than you have? How to accomplish end-to-end attributions across the customer’s journey if the current teams are not armed with those tech stacks and experience? If those interactions are across multiple channels and multiple screens, how do different workgroups with different databases create a progressive messaging journey that matches the time and place customers are in the buying cycle?

SEO Cheat Sheet for Web Developers

31 Jan
January 31, 2019

Onsite and offsite search ranking results. Google patent 8,843,477 B1
US Patent No. 8,843,477 B1 Google

Note from SEO team:
This morning, our CEO just noticed that one of our web developers had a cheat sheet on his desk for search engine optimization written last week by the FabCom SEO team. He skimmed through it and told us to redact any references to our clients, and then post it on the blog for the benefit of the world. The cheat sheet isn’t Bible, however, but we treat each action item as a Useful Working SEO Generalization for web developers and even web designers. Useful Working Generalizations, or UWGs, is a term coined by the late Harvard Business School professor Martin Marshall in his OPM course taught between 1984 and 1988.

UWGs are “not principles,” according to Marshall, “but are generalizations subject to some if not many exceptions. They are regarded as ‘working’ because marketing is a dynamic subject, and what seems to be a good generalization at one period in time becomes suspect in another period.” With that disclaimer out of the way, as of January 2019, these are the SEO rules for our web developers.

Eyes Wide Open: What Cutting-edge Marketing Really Looks Like

15 Jan
January 15, 2019

With a degree in marketing from a great business school, one would think I know about strategy. Words like integrated, strategic, and plan often get thrown around in the marketing and advertising universe. Of course I know what these words are; I studied them. I wrote an umpteen number of marketing plans for both fake and real companies. I have done the work. I know my stuff, or so I thought.

But I didn’t know that I didn’t know. Segmentation, targeting, positioning, and branding are all terms I know in the textbook definition sense, yet I didn’t really know what they meant until I started working at FabCom, a full-service integrated marketing and advertising agency in Phoenix.

First Job

Fresh out of college with no experience, what’s a gal to do? …Get a job at a digital marketing firm. Hired as a Social Media Copywriter, I wrote blogs, and you guessed it, social media. I had my list of clients for whom I curated monthly social media calendars while writing brand-building articles for other clients. My purpose was to make my clients local experts and be the voice of their brand in the digital sphere.

Building your Content for the Best SEO Results

08 May
May 8, 2018

Very few professionals, in-house or out of house, can earn high-value positions on Google that will open your company up instantly to 91% of the available market. The reality is, 99.6% of content creators and pages created every single day by professional publishers (or what we as content creators and SEO ninjas refer to as “hang and bang” teams) earn for a company the chance to only expose themselves up to 8% of the available market – at most – or assures the company that it will lose out on 91% of your businesses chances to do whatever it does. So, how much are you saving by allowing the ilk of in-house content creators, a free-bee, cheap or someone who can administer IT networks or draw or design a bit to build and manage your website?

Here is another little secret of the content building and SEO arena. Without a partner that CAN achieve page 1 results with meaningful search terms, then a company would lose out on all but 5% of what you could achieve with a front-page rank by hiring the 99 out of 100 who cannot achieve the objectives nor scale them efficiently when achieved.

The Formula for Award-Winning Ad Design

23 Feb
February 23, 2018

Let me start out by saying I know this entire post is a brag – but let’s be real. As CEO of FabCom, I’ve got bragging rights, and exciting news to share.

This year, we received four Addy Awards for client work that transformed each company. We’re not talking niche association awards. We’re talking a tip of the hat at the national level from judges who are among the best of the best in the industry – the Addy Awards.

FabCom is one of the top, longest-standing integrated marketing agencies in the Southwest market with a special focus on the fusion of business strategy, creative strategies, and new technology. We are not usually a marketing and advertising agency that brags about the quality of our designs. What we do brag about is our ability to meet and beat the goals and objectives of our clients with the work we produce.

We’ve learned that if we show 100 people the same design, we will get 100 different opinions. A top marketing firm does not design based solely on someone’s opinion. FabCom’s strategic designs fuse together business and creative strategies with new technology for one reason: to achieve superior marketing and advertising results and bottom line ROI – not to glean opinions on how good our designs are from random stakeholders outside of the influence or buying cycle – that drives the ROI of the marketing or advertising campaign.

FabCom is a Finalist in the Scottsdale City Flag Design Contest!

13 Feb
February 13, 2018

After 65+ years, the City of Scottsdale is updating their city flag. After running a design contest that was open to the public, they received 260+ entries from all over the state. On Wednesday, January 31, 2018 at the Scottsdale Mayor’s State of the City luncheon the top finalists were announced, and we are ecstatic and honored to say that one of FabCom’s designs has made it to the top 10!

The icons of the cactus and the mountain range were chosen to represent the beautiful horizons and mountain ranges surrounding Scottsdale. Highlighted are the breathtaking, radiant sunsets, represented by the blaze of orange and yellow. The deep royal blue was chosen to create a visceral connection to the depth of elegance within Scottsdale.

It means so much our team to even have the opportunity to design something that will last past our careers. But now the REAL challenge begins — a landslide victory — and FabCom needs your vote!

Top Five Ways To Sell B2B Software as a Service To My Marketing Agency

01 Sep
September 1, 2017

As a marketing business intelligence analyst I get 20-30 emails and several phone calls per week from various SaaS sales reps hawking their latest and greatest software suite that “revolutionizes” SEO, PPC, CRM, Business Intelligence, Analytics, Project Management, eCommerce, programmatic, or marketing automation, ad nauseum. The list keeps growing and growing every year. BTW, thanks to Scott Brinker over at ChiefMarTech for keeping track of the industry growth to put things into perspective for we marketing folks. The point is, there are more and more sales reps out there selling more and more marketing software. Now some of these sales guys and gals really do their homework. They Google my name, stalk me on LinkedIn, and one rep even researched enough to convince our experienced assistant that he was a friend and to patch him through to my direct line.

All this wasted time and effort could be saved by implementing these five software sales tips:

Leading the Way with Business Strategy, Creative Strategy, and New Technology

25 Aug
August 25, 2017

FabCom is proud to celebrate 25 years of innovation and creativity in Arizona.

Being an integrated, strategic marketing and advertising agency is distinctive; becoming continual technology innovators is game changing. At its founding, FabCom was among the first strategic online full-service marketing agencies in the country, and that was just the start.

Decades later, FabCom continues to empower brands to reach their full potential by converging the best of business strategy, creative strategy, and new technology that together wield high-impact advertising and results-driven marketing. 

As the model for the new breed of marketing agency, FabCom has consistently reinvented for clients what was possible for their businesses with the application and deployment of new marketing capabilities and dynamic content development.

FabCom has a deeply proven track record as creative methodology innovators with a long line of Valley firsts:

  • First marketing firm to guarantee the results of your marketing plans.
  • First in the Southwest to deploy artificial-intelligence-empowered marketing business intelligence into our weekly marketing meetings with clients.
  • First marketing agency in the Southwest to adopt real-time ad tracking as well as real-time and responsive mobile designs—long before the rest of the pack.
  • First agency to deploy dynamic augmented reality cross channel within a print ad (Phoenix Business Journal)
  • First agency to deploy multi-channel dynamically-personalized advertising.
  • (more…)

Psychonomics: A Facet of Neuromarketology

31 May
May 31, 2017

More than a decade ago, a small team at FabCom began assembling the set of emerging and converging concepts, insights, methodologies and tactics we had developed over the years into what became a powerful, coherent, dynamic, and quantitative system of marketing we called Neuromarketology.

FabCom CEO Brian Fabiano’s 2010 book of the same title (available on Amazon) has since brought recognition of this successful science to a world-wide audience. As the subtitle of the books states, Neuromarketology allows marketers to “harness converging technologies, diverging audiences and splintering media channels to create hyper-relevance and unprecedented marketing ROI.”

At the time, “big data” technology didn’t exist to compile and crunch the mountains of consumer data streams that are available to us now. As marketing practitioners, we knew that in order to connect with markets effectively, we have to—to the greatest extent possible—speak meaningfully to individuals about why something is right for them, specifically. Not the what. We knew we had to step up our ability to more minutely segment the market beyond simple demographics and census statistics in order to map our client’s brand attributes directly to individuals in the market. We had to go beyond the traditional question, “What do they want?” to answer, “Why are they thinking about what they want?”


Why a Strategy? Why not tear into creating a website FIRST?

29 Sep
September 29, 2016

Have you ever gotten in your car to drive to a destination and realized you didn’t know exactly where you were going? Without direction upon entering new areas, we often find ourselves lost, confused, and ultimately, extremely frustrated.

What do you do when you are lost? The most obvious answer: seek direction. You look for a map or guide to get you to your destination. When drawn correctly, maps provide not only clarity of course but also emotional relief now that the feeling of hopelessness that being lost creates has vanished.

This basic instinct of seeking direction when lost is the basis of FabCom’s proven Comprehensive Marketing & Positioning Strategy method. Brands are a maze of segments and nuanced faceted details that all need to be pointed in the same direction so they can harmoniously work together to accomplish business goals and objectives, establish a sense of emotional connectivity with target audience segments, and build an over-arching positive brand reputation and organic scalability allowing the brand to address multiple segments simultaneously but authentically. (more…)

Everything We’ve Wanted to Say About Design… to Our Clients Everyday

18 Apr
April 18, 2016 Just because someone can “design” something may not mean they should. There is much the masters of craft must teach those crowned with the responsibility of learning new tech to create new capability. Fortunately and unfortunately, new tech allows the uninitiated with and about design to create. But 99 percent of what is created fails because the new capability has not been met with the lessons of those who practice the elements of the design craft. It requires skills built long before the new tech or tool was available to learn. Without the benefit of design experience or apprenticeship and the developed mastery skills of UX design or the physiology of progression and discovery from strategic design, new capability is destined to fail without incorporating the theory and lessons of the learned masters. Without the balanced emphasis on the liberal arts AND the culture and tech of advancing technology, it is impossible to achieve the synthesis required for successes in today’s tech and business. (more…)

Want to Rank in Google’s Artificially Intelligent Search? Know the Difference between Proof vs. Relevant Terms

06 Apr
April 6, 2016

One of FabCom’s higher education SEO & business analytics clients asked why we wanted to update the copy of one their degree offering pages. We explained that while the page contained plenty of keywords that are relevant to popular search topics, it didn’t contain proof terms that indicate authority on those topics. That answer led to another question, “What is a ‘proof’ term and what is a ‘relevant’ term, and why do we need them?”

I thought the answer would also be useful to our readers.

The difference between proof terms and relevant terms

Prior to our update, their Game Programming Degree page covered elements of game programming, but failed to mention the specific names of those elements. The page cited relevant topics, such as “Apple development,” but not the learned skillsets that would normally be part of a discussion about the topic of Apple development. These individual skillsets are examples of proof terms.


Marketing to the Millennial

05 Apr
April 5, 2016

“Millennial” is no longer a buzzword. In 2015, there were about 54 million Millennials ranging in age from 18-34. They account for one-third of today’s workforce according to Fortune, which is the largest generation at work. By 2025, Millennials, also known as Gen Y or those born in the ‘80s and ‘90s, will make up the majority of the workforce.

Millennials comprise a huge chunk of consumers, but not everyone understands them. We already know that marketers put a huge energy and focus into advertising towards Millennials, but have you ever truly understood what makes them tick? We know they’re smart, savvy, and super connected, but do you have what it takes to engage them? Ask yourself this:

  • What motivates them to buy and eventually be loyal to your brand over the competition?
  • What social media platform do they use and spend most of their time on?
  • What intrigues them enough to share ideas, stories and posts with their friends?
  • (more…)

Six Common Mistakes When Using Google AdWords

22 Mar
March 22, 2016

Just how Google AdWords campaigns are managed makes all the difference in their success rate. Because members of FabCom’s marketing and business intelligence team have special SEO, SEM and Google AdWords expertise, managing these campaigns for clients includes an in-depth understanding of precisely how to avoid the mistakes that befall many others in the industry. The top marketing and advertising agency’s deft navigation around these pitfalls means highly successful AdWords campaigns generating greater ROI for clients.

Mistakes to avoid include:

1. Targeting keywords that are too broad

One of the most common mistakes companies make are bidding for too broad of keywords. Keep in mind that terms can be too broad, even if they’re two or more words. Here is an example; Let’s say you own a frozen yogurt shop in Phoenix, Arizona. As you’re opening up your business, you decide you want a top 10 ranking for “frozen yogurt”. This would be a classic example of using too broad of keywords. If you use these keywords you would potentially have a majority of visitors looking for recipes or nutrition information. Even if they’re looking for a place to get frozen yogurt, they might not be looking for one in Phoenix, Arizona. Thousands of random visits to your website aren’t worth as much as one qualified lead. For example, one person looking for “frozen yogurt shop Phoenix” may be worth more than 1,500 people searching for “frozen yogurt.” By having less broad keywords, it’s easier to get a better ranking because the more specialized you are, the less competition you’ll have. In the end, it’s not how much traffic you get to your site, it’s how many are actually interested in what you’re selling and will, in turn, buy something. Instead of focusing on number of hits, focus on the quality of hits.


Top Phoenix Marketing Agency Is The Perfect Fit

15 Oct
October 15, 2015

To be honest, when I first started my position as an Account Coordinator at FabCom, an integrated marketing and advertising agency located in Phoenix, Arizona, I was a little intimidated. Even with a couple of advertising internships and three years of marketing experience, I had never actually worked in an agency environment. I had heard what the #adlife would be like from people I graduated college with while earning my Bachelor of Science in Marketing in Wisconsin, but in reality I didn’t know what to expect.

The advertising industry is fast paced and can be overwhelming at first, but my experience at FabCom has been nothing less than amazing and I can’t picture myself working anywhere else. It’s busy, awesome, demanding, and – in between the craziness- fun. So how have I survived? Here are seven things I’ve learned in my first seven months at FabCom:

  1. Watch how others work. At FabCom, the average employee has been working here for 10 years. From the moment I walked in the door, I could see they knew what they were doing. They know how to get things done, but have fun doing it. I can honestly say I work with some of the most creative, passionate individuals in the advertising industry. Every day I come to work I learn something new, so one thing I’ve learned is to not only take physical notes, but mental ones. Finding out what people do and actually understanding how they do their jobs successfully, gave me an idea of what others would eventually expect from me.
  2. (more…)

The F-word at a Phoenix Marketing and Advertising Agency

09 Sep
September 9, 2015 What comes to your mind when you think “f-word”? Fantastic, freak, frumpy, fearless, farm, fast, film, fluoride, Friday, frugal. There are a vast amount of “f-words” in the English language, but we all know which one was first on your mind… Your mother wouldn’t be proud. It’s time to get your mind out of the gutter because in this case, the “f-word” to which I am referring is family. Family means countless different things to many different people. A family is a group of people with the same ambitions and principles who work together for the greater good of the whole. I had the luxury of joining a family recently, FabCom. FabCom is a boutique, strategic marketing agency that fully encompasses the ultimate “f-word”: family. FabCom and family, two “f-words” that go hand-in-hand. The first real involvement I have had in the workforce was as an intern at FabCom this summer. Normally, when thinking of the business world, people anticipate a cutthroat, every-person-for-themselves feel. However, in reality, the FabCom atmosphere is one of acceptance and genuine togetherness. The experience I had as a summer intern for FabCom was exceptional. Taking part in client meetings, video shoots, and production was just half the fun. What stands out as fun about an internship at FabCom is being a part of the family. My experience would not be the same without the aura of family being all around the second you walk into FabCom each day. (more…)

Sustainable SEO Success

16 Apr
April 16, 2014 Sustainable SEO Success: understanding how to leverage Google’s continuously updated intent-driven search platform It’s the Direct Result of the Science of Neuromarketology Who should you listen to when it comes to understanding how to gain and maintain search engine success? One clue is how well that entity itself performs on these search engines. One of the pillars of this integrated marketing agency’s long-term success is consistently placing their websites on the first page of organic search engine results. You might expect that from a top-performing online SEO agency and a top integrated marketing agency in the Southwest, but seeing is believing. Here are some examples in the education arena, from two very different universities we work with. (Call us at 480-478-8500 for examples in your industry). 1. Open a browser… 2. Go to Google 3. Search “Arizona Tech University”. Our client is UAT. 4. Now search “Health Science School” and “Health Science University”. Our client is ATSU. Note that both U’s are on the front page of broad search intent categories. (more…)

Phoenix advertising agency exposes secret sauce for providing extreme value to clients

17 Jan
January 17, 2014
Choosing the right marketing firm or advertising agency is an investment in your company’s future. But sometimes, it’s difficult to make the move because you wonder ultimately about ROI. Will you see a return? If so, how much? Ultimately, the answer depends on the advertising agency you choose. FabCom has proven itself as the one advertising agency where your return on investment is assured. Their advertising campaigns and strategic marketing plans are designed with the goal of creating a budget neutral scenario for clients and maximizing their ROI, often to new heights. It’s true; the right advertising pays for itself when it’s part of an integrated strategic marketing and advertising plan. Being the newest employee at FabCom, and a former employee of a large hospital system that had worked with FabCom as their advertising agency of record, has given me added perspective regarding the value FabCom provides. It’s not just “ad speak” being spoken here. Our clients are the proof. As a copywriter involved on this elite team of industry leading strategists, programmers, web designers and artists, I get to be involved at this Phoenix advertising agency in the development and implementation process and apprised of the results as they happen. (more…)

How Do You REALLY Feel About Online Advertising Driven by Big Data?

18 Nov
November 18, 2013
We are often surprised how some people feel when dynamic marketing agencies and smart brands leverage big data to create on-target and efficient online engagements. If you are nervous about how much online marketers may know about you – and we know a lot these days – here’s a thought that may ease your mind. Think of a merchant in your small town or community years ago. Everyone in the store knew you, knew your family (maybe for a couple of generations) and greeted you by name whenever you came in. They knew your likes and dislikes, what you had bought on your previous visits and even which other merchants in town you patronized. Because of their commercial, yet close, relationship with you, they provided friendly, highly personalized service and always made recommendations which fit you perfectly. They could even let you know when a new item arrived that they knew you would be interested in. In short, they may have known what you wanted even before you realized it yourself. (more…)

Google Hummingbird

03 Oct
October 3, 2013
Happy birthday Google! Of course Google could not celebrate its 15th birthday without a major change to the way we find things online. As a SEO analysts for an integrated marketing agency in Phoenix and Los Angeles, I see it as we are the ones receiving the birthday present. Google is calling it Hummingbird, a substantial change to their search algorithm to handle more complicated queries. If you’re a SEO specialist or an integrated marketing agency and were not prepared for this, don’t fret – not many were. The Hummingbird search algorithm update was already implemented weeks ago. Google is tight-lipped about what specific changes come along with Hummingbird, but so far no word from the SEO world on any websites experiencing a major change to traffic. What we do know is that this is in response to a changing landscape of search engines queries where users are asking more complex questions.The new search engine optimization landscape should benefit the users who use voice searches on their mobile devices especially. Google expects their search engines to understand the meaning behind a search faster and with more precision. A user might ask “where is the best sushi restaurant?” The older algorithm would run the search word-for-word, like “best” “sushi” and “restaurant,” but now the new online search engine by Google is expected to search the sentence as a whole instead of matching a few words to a webpage. The new SEO standard will help integrated marketing as well as the consumer connect to what they are really looking for. A big win for everyone.While there were the occasional algorithm updates like “Panda” and “Penguin,” Google has not had this kind of change to their search engine since their 2010 “Caffeine” overhaul. SEO-wise, Google states there is not a real change happening except noting the key is to continue putting out unique and quality content. So the jury is still out on how much affect this will have on organic search rankings and time will tell. (more…)

Expensive Google AdWords Keywords and Finding the SEO Agency That Gets ROI

27 Aug
August 27, 2013 Congratulations are in order for insurance companies as they top the list for most expensive search marketing keywords in Google AdWords and other PPC advertising platforms. But not really. It’s not the competition you want to win. Having a high CPC puts a lot of pressure on your SEO/SEM specialist. There’s little to no room for error when dealing with a large sum of money. So when an insurance agent tries to convince you that you absolutely need that volcano insurance, it’s because they’ve spent over $50.00 just to get you to their website… which doesn’t even guarantee a lead or signup. The other top 19 most expensive keywords on the list in Google Adwords also are connected to competitive, big money industries:
  1. Insurance
  2. Loans
  3. Mortgage
  4. Attorney
  5. Credit
  6. Lawyer
  7. Donate
  8. Degree
  9. Hosting
  10. Claim
  11. Conference Call
  12. Trading
  13. Software
  14. Recovery
  15. Transfer
  16. Gas/Electricity
  17. Classes
  18. Rehab
  19. Treatment
  20. Cord Blood
Proceeding down the list of search marketing keywords, you may notice some of these PPC marketing keywords even fall within the same industry, such as “loans” and “mortgage,” and “attorney” and “lawyer,” with the goal of getting as many clicks as possible. Most of the search marketing keywords in the top 20 are not surprising since they work with expensive services—until your eyes rest on “cord blood” and “conference call.” (more…)

From the Eyes of an Intern: Phoenix Marketing Agency FabCom – Week 4

23 Jul
July 23, 2013
As an underclassman, I am still uncertain of what I see myself passionately pursuing for a 40-year career once I graduate. My old coach and now first new business mentor, marketing agency CEO Brian Fabiano, created this internship position for this specific scenario. As a top Phoenix advertising agency, he wanted to provide a “balanced” and holistic first impression of the marketing industry and how it applies to business in general. The “internship program” at this strategic integrated marketing agency, was designed for me to experience various sides of the diversified, integrated and highly fragmented marketing and advertising landscape. Until this week, I have been immersed in the marketing world from the viewpoint of industry experts from one of the top strategic marketing firms in the Southwest. This week, however, I was given a wonderful opportunity to see another perspective: the client’s. At the commencement of my internship, I was assigned as an intern to three client accounts: a medical billing company, a technology-focused university and a postgraduate medical university. This assignment required that I attend each of FabCom’s weekly marketing and advertising meetings with these three clients. The agency’s internship also included a day shadowing the CEO or CMO of each company in order to get a feel for how the client prepares for the meetings with their marketing and advertising agency. That being said, this week I was able to observe a very well respected leader manage his business, company and personnel in what seemed an effortless manner. It was inspiring to watch him lead. (more…)

10 Signs You’re an Advertising Agency Account Executive with OCD Tendencies

11 Jul
July 11, 2013 Let’s face it… to be a successful account executive at a leading marketing and advertising agency, you need to be a little obsessive compulsive to get the job done. Here are 10 signs you’re an ad agency account executive with OCD (obsessive compulsive disorder) tendencies:
  1. You have 75+ Outlook folders that you use religiously to organize your incoming mail (with folders inside of folders, inside of folders, inside of folders…).
  2. You double check a proof before it goes into production at least three times to make sure everything is correct. Then go back at it a fourth time to make sure you didn’t miss anything the first three times.
  3. You very carefully think through every one of your email subject lines because you know you’ll need to find and reference that very email two, three, five years down the road.
  4. It drives you crazy when someone responds to your email on a new thread… breaking a link in the chain of your carefully organized inbox.
  5. Saving files on the shared company drive is meticulously thought through. There is a reason for each folder, sub-folder, sub-folder of the sub-folder, etc.
  6. On your way to work in the morning you check your email at each stoplight to see what new developments have surfaced so you can start prioritizing your day. You also often check your inbox during your lunch break so you don’t walk back in the office to any surprises.
  7. The titles of your Word/Excel/PowerPoint/etc. files follow a strict format (client name – project title – date). And you wish it wasn’t weird to ask everyone else to do the same.
  8. On extremely busy days or busy weeks, you think about your clients’ projects and your next day’s to-do list before you go to bed and the projects often make their way into your dreams.
  9. Grammar. Enough said.
  10. Though you may have piles of paperwork on your desk… the piles follow a very specific and organized methodology in which each subject matter is sorted into groups, stacked perpendicular to one another, one inch apart from separately themed piles.
  11. (more…)

From the Eyes of an Intern: Phoenix Marketing Agency FabCom – Week 3

03 Jul
July 3, 2013 As I was sharing my blog with my family and friends, I realized that people who do not know me might want to know what an intern does each day at FabCom, a top Phoenix integrated strategic marketing agency with offices also in Los Angeles and O’ahu. So I would like to provide background information as to the specifics of this internship at FabCom, as well as how I came to acquire it. I feel that one of the ways internships can be looked at is by separating them into two groups: labor-based and learning-based. In conversations with many of my peers working internships this summer, they have expressed to me, not necessarily their disappointment, but misunderstanding of their internship job descriptions. Their days are spent doing busywork around their offices, as well as tending to the needs of company personnel. I would consider these scenarios labor-based internships, which appear little to no different on a résumé; although I feel they are much less effective as a life or career building experience. In contrast, a learning-based internship is more structured, aiming to provide interns with the skills and knowledge necessary to succeed in their relative areas of study and sooner than later, that all important job. It is a top marketing agency in the southwest and I am lucky to have found this kind of opportunity at FabCom. (more…)

From the Eyes of an Intern: Phoenix Marketing Agency FabCom – Week 2

24 Jun
June 24, 2013 During this second week as an intern at FabCom, I have begun to delve deeper into the inner workings of this top Phoenix advertising and marketing agency. There is a prevailing pattern within the FabCom marketing process, even an over-arching theme per se. What continues to be the mantra for each marketing campaign is relevance, or as CEO Brian Fabiano refers to it… hyper personal relevance or emotional visceral relevance. So what is hyper-personal relevance and emotional marketing relevance? Being a college student I of course looked it up and according to Miriam-Webster relevance is the “relation to the matter at hand” …but what does that have to do with marketing and advertising? Team FabCom emphasizes a key concept and necessary question to consider throughout the entire marketing process. The chief strategist continually reiterates, “Keep the main thing, the main thing.” The team at FabCom and their clients are disciplined in first defining the end goals and objectives for each “piece” or component of multichannel marketing campaigns. (more…)
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