Integrated Marketing & Advertising Delivers Business in a Box

03 Apr
April 3, 2019

Wrapped box with bow signifying one stop marketing agency

These days, CEOs want it all.

In the marketing and advertising business, it isn’t enough to come up with cool ideas to help clients build their businesses. It doesn’t cut it to offer branding, custom websites, PPC, and social media management. Smart CEOs demand more and they need more than just a digital marketing agency.

Your Wish is Our Command

Recently, we had a chat with a CEO who was coming out of retirement to introduce his new software to the world. He had a product but needed a marketing and advertising strategy, integrated implementation—and an office.

He chatted with our new-breed marketing and advertising agency one day and 100 days later walks into the branded, fully-customized, tech-integrated office of his new company. With his logoed wall behind him, he begins conducting client meetings on his 64” curved 4K screen with integrated video system.

He had an idea and we had the plan and a full-service team of experts to implement the strategy.

Ping Pong is Passé: Serious Marketing & Advertising Agency Wanted

27 Mar
March 27, 2019

Millennials Playing Table Tennis at Marketing Agency

When you walk into a glass-walled marketing agency and your eyes focus on a ping pong table with a couple of hoodies clicking a ball back and forth, you’re meant to be thinking: innovative, tech-savvy, free-thinking environment brimming with creativity and full of collaborative millennials who know all that new stuff and who work just as passionately as they play.

That’s the idea, but isn’t the whole ping pong workplace becoming something of a cliché? Why have table top games in the workplace become synonymous with creativity? When you think about it, what is creative about following exactly what all the other creative agencies do?

Are Ad Agencies Afraid to be Serious?

Do you think creative agencies are afraid not to have happy hours, arcade games, and massage Mondays? Agencies know that to stay in business, they need to attract both quality clients and phenomenal staff. How do they do it? It’s not easy, but, for starters, I think we can agree that copying what everyone else does isn’t an agency’s path to success.

Why DIY Marketing Will Ruin Your Business

20 Mar
March 20, 2019

stop learning it will ruin your business

You’re not going to succeed in business by figuring out how to do query matching to classified entities.

Stop it. Stop trying to figure it all out. Stop using your time to research if you’re supposed to be running display ads or search ads, if your team needs to complete attribution modeling, and if first party cookies is something that should be on your radar.

All this endless research and trial and error steals your time. It’s a distraction from your main purpose and you’re not getting good return on your time investment.

To run a successful business, you need to focus on what made you start your business in the first place. What was that one thing you were so good at that you swept everything else off your desk for? What was it that never felt like work? Do you even remember anymore?

You’re consumed with payroll, inventory management, and monitoring your online reviews. In trying to keep up with best practices on everything from digital advertising to company culture, you’ve lost your spark. You’re thinking fondly about the good old days—that boss, the cozy cubicle, and the thrill of having weekends off.

Positioning Done Right

19 Mar
March 19, 2019

RXBAR three flavors

I think RXBARS taste awful.

If I thought this was part of my workout plan, I’d dread exercising even more.

In RXBAR’s defense, I only tried one flavor once.

But it only took a single bite for me to cringe and start inspecting the packaging for what the heck I was eating.

I don’t know how I missed the quite obvious ingredient list plastered on the front of the package.

I guess I was too focused on not passing out while I frantically scanned the sparsely-stocked coffee bar for something to eat (blood sugar issues).

Clearly, RXBARs aren’t my thing. But it looks like I might be the only one who isn’t taken with the healthy snack. In the first half of 2018, sales of RXBARs hit the $110 million mark. That’s a lot of bars sold—even if they are charging a hefty $1.72 each.

Marketing Geniuses

Actually, RXBAR and I have a very mature relationship—I don’t like them, but I greatly respect them—not for their whole, started in my parents’ basement gone wild genesis story or because their Instagram page is particularly clean and pretty.

5 Ways Agencies Complement Your In-House Creative and Marketing Team

15 Mar
March 15, 2019

fabcom blog agency vs in house

You just got out of a Q4 meeting with the CEO who handed you a bucket list of projects to tackle next year. You slowly walk back to your office thinking, I love this team, but now the boss wants all of this on top of everything we’re already doing? Does he understand anything about creatives? Does he think just because we have “marketing people” on staff, that they are experts in everything related to marketing and advertising?

You’ve been doing this a long time, and there is no way to get through the whole list, and you know it. When you look at his wish list, you know you can finish a handful of items with the team you have, but the rest is not in your wheelhouse.

You’ll need to petition your CEO for an updated budget to hire the right people. But when you start thinking of all the experts these projects require, you know he’s not granting you that kind of budget. So, what do you do if you can’t hire the team of in-house creative and marketing experts you need?

My Experience with PPC Fraud

15 Mar
March 15, 2019

Fabcom blog businessman looking at laptop shocked about PPC fraud

I’ve worked at marketing and advertising agencies for years and know everyone does pay per click a little differently. Some agencies might charge 17.5% commission on PPC spend, and some may charge 15%. Some require a $750 setup fee, and for others, it’s more like $2,500. The price to outsource your online advertising depends on the agency and the scope of work.

I’ve always worked for reputable marketing and advertising agencies, but I’ve seen clients experience bad things with other vendors that make me shake my head and wonder how and why they let it happen.

Is your business handing over a budget and just hoping your staff and vendors manage it conscientiously? If you’re not actively engaged in reviewing advertising performance, you’re leaving yourself open to abuse by in-house staff and outside vendors.

Here’s a recent situation I experienced that helps illustrate how busy people can be abused by inexperienced staff and shady advertising companies.

Six Marketing Truths Learned From Your Mother’s Mouth

01 Mar
March 1, 2019

Mother Daughter Lipstick
Mama always knew what was really going on, didn’t she?

What is it about moms? They just innately know things, right?

How does a new mom know how to soothe her screaming newborn? Or stop her 2-year-old from having an epic tantrum about Snickers in the checkout line at Target? Or just know, without even looking, that the 10-year-old who vehemently claimed he flossed his teeth, really didn’t.

Mothers know everything. And they even know the essential truths about marketing (even though they’d deny it).

Here are the Six Integrated Marketing Truths

1. Don’t Get Smart With Me

I fully believe that everyone is good at something. And in my experience, if you’re an expert software developer, you’re probably not also an expert at getting people to buy your project management software.

The team that was hunched over for three years working out all the minute details of the product usually has difficulty explaining to a mom of two teenagers what the software does and why it will revolutionize her family’s life.

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, when we advocated the methodology, clients’ heads would bob from all the buzzwords. Today, those buzzwords are common marketing speak. As we have become the best in class for 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 taking more time and budget than you have? How do you 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 customers’ position in the buying cycle?

©2019 Fabiano Communications.