Brain Power

14 Dec
December 14, 2012
Researchers study it. Certain foods maximize it. But harnessing the power of the brain doesn’t just occur in a laboratory. It’s the secret to mind altering, earth moving, revenue generating marketing. Just how you tap this previously hidden well of potential is the proverbial key to marketing success in the 21st century.

For several years, neurology labs have been abuzz with studies on how the human brain responds to marketing and the possibilities in what is now being called neuromarketing.

Recent articles in two well respected publications support the connection between neuroscience and marketing (Forbes, Dec. 12, 2012 and Advertising Age, Oct. 3, 2012), focusing specifically on the behavioral aspects of neuromarketing. This represents a critical shift in how marketing is implemented today, and I applaud the authors for bringing to the forefront the integration of information and technology to maximize audience engagement and connection.

While neuromarketing is a new and powerful concept, it’s only part of the marketing equation.
(more…)

Marketing Trends | Multi-Screen Advertising in Phoenix

29 Nov
November 29, 2012
90% of all media interactions are screen based. In our modern multi-screen world we divide our media interactions throughout a majority of screen based devices. At FabCom, integrated strategic marketing agency advertising in Phoenix, Arizona, we tailor dynamic variable messaging for ourselves and our clients’ multi-channel campaigns to ensure that clients and consumers are met when and where they are most ready to be contextually engaged. In an August 2012 research report conducted by Google in partnership with Sterling Brands and Ipsos, we see a substantial premise for marketing strategy that include cross – channel multi screen engagement.

The device we choose is driven by where we are and what we want to accomplish in the amount of time needed. This is called context driven device usage. The two main modes of multi-screening are sequential screening and simultaneous screening during these contextual sessions. TV has become the least commanding of these devices and is usually found within a simultaneous screening session.
(more…)

Google “Page Layout” Algorithm Updates and Potential Effects on Phoenix Online Advertising

26 Nov
November 26, 2012
Ever landed on a web page overstuffed with ads after searching for some type of services in Phoenix? Online advertising these days is the delicate art of keeping your advertising’s online landing pages and marketing centric content balanced with integrity above the fold. For those that stuff lots of ads at the top of their page, Google is ready to stack another update on us and penalize without prejudice (unless of course you are a Google product page – but that’s a whole other story).

Too Heavy With Ads?

The alteration takes unswerving aim at any website content development pages that are obscured under loads of online advertising and is dubbed the “page layout algorithm”.
From Google’s post on its Inside Search blog in January:

“We’ve heard complaints from users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with the experience. Rather than scrolling down the page past a slew of ads, users want to see content right away. So sites that don’t have much content “above-the-fold” can be affected by this change. If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience. Such sites may not rank as highly going forward.”

(more…)

One client team member goes on a behind-the-scenes tour of FabCom’s integrated strategic marketing and advertising agency

21 Nov
November 21, 2012
One of the many things I’ve observed as the new kid on the block at FabCom, a Phoenix based integrated strategic marketing and advertising agency, is the honesty and transparency with which our client relationships are formed. Our relationships form not only with the client company’s executives but also with the other teams such as Information Technology (IT).

I feel compelled to relay what I witnessed that day I was working in my office when the new IT manager for one of our established clients visited this Phoenix based marketing and advertising agency. Brian Fabiano, FabCom’s CEO/President, had invited him to our office to learn more about our integrated strategic marketing and advertising agency. The in-person meeting opportunity was scheduled to help the IT manager better understand how his team’s IT duties compliment FabCom’s internet marketing strategies for the client. To understand the look and feel of all that FabCom is and does in interactive marketing, seeing is believing.
(more…)

Communication at FabCom, a strategic marketing and advertising agency, transcends to a deeper level

16 Nov
November 16, 2012
It’s no big surprise that the foundation for any solid relationship is honesty and transparency. As someone who recently joined FabCom from an in-house public relations and marketing department at a large organization just west of Phoenix, Arizona, I’m learning that – what is a nice big surprise – this foundation also serves as the basis for the way FabCom, a Phoenix based strategic marketing and advertising agency, does business every day.

Beyond our expertise as a Phoenix based strategic marketing, advertising and public relations agency that produces communications results that amaze on numerous levels, we communicate one-to-one with our clients with honesty and transparency. As I witness the interactions with FabCom’s clients, I notice our relationships with each client form lasting strategic marketing and advertising partnerships. Establishing a meaningful strategic marketing and advertising relationship with each client means getting to know the team, helping everyone understand how we work and more importantly, how we will work together. Communication – central to any relationship – includes frequent updates, weekly team meetings with our team and the client’s, availability of our team at a moment’s notice, detailed reports and progress analyses. We’re hyper focused on marketing, advertising and public relations results, yet flexible enough in our implementation to forecast market changes and adjust accordingly, which ensures the strategic roadmap we develop continues on a steady course toward maximizing ROI – results that are guaranteed.
(more…)

FabCom’s SEO/SEM strategic marketing focus transforms page rank

13 Nov
November 13, 2012
A common complaint we hear from prospective SEO (search engine optimization) and SEM (search engine marketing) clients is, “I hired a firm to get my website better noticed, but after I spent a fortune, my site is still on the third or fourth page of every defined keyword search.”

With FabCom, a Phoenix area strategic marketing and advertising agency, that scenario changes significantly. As the newest member of the FabCom team, I’ve had the tremendous opportunity to witness just how the strategic marketing team ensures that a company’s SEO and SEM projects a client’s brand to be in the right place at the right time. Whether it’s #1 on a search engine results page or dynamically served at the exact moment when user variables align for the “maximum tipping point” of action, clients are solidly positioned to ensure brand loyalty that lasts.

We want a client’s site to rank first on sites such as Google, Bing or Yahoo. Well strategized SEO and SEM can make that happen, driven from the systematic integration of a company’s value, trust and story to online digital assets that attract the right visitor at the right time in their cycles of interest, consideration and conversion.
(more…)

Witnessing the power of SEO/SEM internet marketing at FabCom

08 Nov
November 8, 2012

As you read these blogs about my discoveries of the inner workings of FabCom – a Phoenix area integrated strategic marketing and advertising agency – you may notice the many repetitive terms embedded within the copy, highlighted in blue. These terms include cross media, cross channel advertising, online and offline marketing, one to one direct and dynamic marketing, SEO/SEM, public relations, crisis communications, strategic marketing planning, integrated strategic marketing and advertising and represent the many powerful services available to our clients.

These terms, referred to as search terms or keywords, are integral to achieving maximum online visibility of a specific product or service. At this Phoenix area integrated strategic marketing and advertising agency, we want everyone to know about our areas of expertise that give companies the razor sharp edge and achieve unprecedented ROI.

With regard to online marketing, just how do we leverage our clients’ branding and positioning messages online in the most targeted manner? I’m discovering the power of FabCom’s online marketing and how the right internet marketing strategy, complete with SEO (search engine optimization) and SEM (search engine marketing), is integrated seamlessly to provide a distinct marketplace advantage.
(more…)

Participating in a Strategic Marketing Input Session… designed for Maximum Output

05 Nov
November 5, 2012
There’s an aura of excitement surrounding each FabCom client, and our newest member of the “family” is no exception. That’s because we ensure our innovative approach to integrated strategic marketing and advertising is well matched to each client’s needs for our cross channel, cross media and one to one direct, dynamic marketing methodologies that define FabCom as an industry leader. When you feel confident the relationship is a good fit, it becomes exciting to know you can make a difference and measurably impact the bottom line.

FabCom is entering the first phase of research and strategic analysis that will be needed to develop the framework for what we will shape into the client’s strategic marketing plan. We’re beginning the deep dive to find buried treasure that will help us develop this three-year strategic marketing plan yielding unprecedented ROI. Guaranteed.

Phase 1 of the signature deep dive that defines FabCom as a leading Phoenix based integrated marketing and advertising agency is the familiarization process.
(more…)

The FabCom Difference: multi-faceted support includes public relations, crisis management, client training, positioning and brand development.

31 Oct
October 31, 2012
Rarely is the value of having FabCom, a full service marketing and advertising agency, more evident than when their team demonstrates support in times of a client’s greatest need. Other marketing agencies can talk about support they provide to their clients, but as the newest member of the FabCom strategic marketing team, witnessing just how much that support is demonstrated has been gratifying. The advertising and marketing team at FabCom leaps over tall buildings on a daily basis for their clients.

FabCom is respected as a leader in the marketing and advertising industry for its unique methodology and innovative approaches to cross media, cross channel advertising and dynamic online advertising and lead generation. What may not be as obvious is how responsive the team is in emergencies, how the entire team mobilizes and how all systems scale at a moment’s notice to provide full public relations crisis management support in any situation a client faces. We are a true partner with that client when it comes to protecting their brand. Our dedication to the client is 24/7 – 365 days a year.
(more…)

Phoenix advertising agency FabCom zeroes in with targeted advertising and marketing

27 Oct
October 27, 2012
How often do you notice advertising campaigns that miss the mark? It happens more often than you think. Why? Quite possibly, they’re not anchored to a broader, more in-depth strategic marketing and advertising campaign.

Whether an advertising agency is targeted and strategic in its campaign development can quite literally make or break a client’s business. In the sea of advertising agencies, it’s difficult to know one from another. So how do you know which one consistently hits the proverbial bullseye for guaranteed advertising campaign results every time?

Sometimes it takes a newcomer to the advertising industry with fresh observations to offer perspective. As the newest member of the team at FabCom, a Phoenix area advertising agency (and a former healthcare public and media relations insider who has intersected with advertising and marketing through the years), I’ve had the opportunity step back, observe and gain new insights into the advertising industry through FabCom’s unique methodology, Neuromarketology™. Here, we map out a company’s target audience’s behavioral, demographic and psychographic connection points to their brand or product attributes. What does this all boil down to? The most relevant method, the perfect time, the perfect place, the best message and best call to action for influencing the specific target to action that generate unprecedented ROI.
(more…)

A proven strategic marketing methodology: The FabCom neuromarketing difference

26 Oct
October 26, 2012
What sets one advertising agency apart from another? In my previous life working in an in-house public relations department for a large healthcare system for more than 20 years, I figured there were a few differences in the services marketing and advertising agencies provide, but weren’t they fairly similar for the most part?

Now that I work for FabCom, a full service Phoenix area marketing and advertising agency, I’ve learned a lot more about the fundamental differences that set marketing and advertising agencies apart; among the many I have learned now working on the agency side is the methodology. FabCom’s can be summed up in one very powerful word: Neuromarketology ™.

Pioneered by FabCom a Phoenix area advertising agency, Neuromarketology is a hyper-focused neuromarketing methodology that maps each target audience’s corresponding behavioral, demographic and psychographic connection points to a company’s brand. The science promotes dynamic multi channel marketing messaging to connect your brand attributes with each of the individual target’s brand-matched characteristics through dynamic segmentation and automation that results in the most relevant method, the perfect time, the perfect place, the best message and best call to action for influencing the specific target to action.
(more…)

Values that set Father’s Day and FabCom’s strategic marketing apart

23 Oct
October 23, 2012
Father’s Day 2012 was celebrated by families in many ways, but one way in particular was as original as Brian Fabiano. While I have known Brian for years – as CEO of the Phoenix based integrated marketing and advertising agency, FabCom, and innovator of strategic online marketing – and knew he had a strong work ethic, I recently realized how much his values of hard work, teamwork and delivering your best are instilled at home in his family life too.

Brian is a devoted family man with an amazing wife, teen daughter and son. So what did our fearless leader of strategic marketing planning, who could have asked for any number of material gifts, want for Father’s Day?

Togetherness…sitting down together in the family room to watch a basketball game on television, sharing commentary on the game (being the sports loving family they are), and initiating a family project – for his kids to organize the family videos and create a new one using excerpts of existing footage. The kids dug in, had a great time, were challenged to learn something new and put sibling differences aside to find a way to work well together. What resulted was a fun, creative video in the end that will be added to the family collection of priceless memories. This scenario is similar to how he challenges and inspires his strategic marketing team at his Phoenix based marketing and advertising agency.
(more…)

The announcement: Phoenix area marketing and advertising agency wins new account!

18 Oct
October 18, 2012
It was early one Monday morning when the announcement was made. The FabCom team already was hitting the ground running, but we didn’t even make it through our first cup of joe at this Phoenix area marketing and advertising agency when our CEO  called a meeting in the conference room. He was calm, cool and collected, yet I could feel his excitement all the same. These meetings usually provide status updates on new developments within our integrated marketing team, but this time there was even bigger news to report.

Drum roll please….FabCom had won a new account, a leading 25-year old Phoenix-based marketing and advertising company seeking to build its brand and expand business in innovative new ways through online marketing and advertising to create a national presence and reach.

Together with FabCom’s Director of Business Development, our CEO  relayed the client’s feedback on what made the difference and why they chose FabCom, an integrated marketing and advertising agency in the Scottsdale Airpark. It is always fun to learn why an account selected our agency from a sea of professionals who all claim they can do the same thing. Our professionalism and results-driven integrated marketing methodology were key factors. What mattered too was our 25-year track record of creating great results industry after industry. Mentioned also was our leadership, and FabCom’s track record and proven experience in cross channel, cross media advertising, and one to one dynamic integrated marketing. The integrated marketing team’s talents and creativity in both cutting edge online and offline marketing tools stood out heads above the rest, according to the client, and Brian commended everyone for the caliber of work that sets the marketing industry benchmark in Phoenix Metro area.
(more…)

Phoenix advertising agency’s unique methodology, Neuromarketology, sparks  national media interest

05 Sep
September 5, 2012
The marketing and advertising spotlight is focused on a new methodology for the 21st century.

National media interest in FabCom’s innovative, strategic approach to advertising and marketing is growing. We are noticing the industry spotlight is focused more now, than ever before, on FabCom’s core methodology, Neuromarketology™, and our application of it where the rubber meets the road. Industry experts are now finally considering Neuromarketology™ as the science of marketing for the 21st century.

Neuromarketology™ is a methodology that feeds the new marketing and advertising capability and helps marketers map a company’s target audience’s behavioral, demographic and psychographic connection points to their brand or product attributes.

FabCom, a Phoenix advertising agency with a strategic marketing focus, has been practicing and developing the new methodology for over a decade, and not only am I excited at all this means for clients but this approach also is generating industry wide excitement throughout the country. Our Phoenix advertising agency gets amazing results when the focus is turned to bottom line conversions of individual prospects versus the topical and misguiding, homogenizing last click attribution focus in many marketing departments today.
(more…)

Q&A with Neuromarketology author and FabCom CEO, Brian Fabiano

29 Aug
August 29, 2012

What is Neuromarketology?

Neuromarketology Book Coverneu•ro•mar•ke•tol•o•gy \noor’-ō\mär-ki\’täl-ə-jē\

Neuromarketology is the study of reactions driven from the human brain based on exposure to specific marketing messages, imagery and timing.

It is the methodology of mapping each of your target audience’s behavioral, demographic and psychographic connection points to your brand. The science promotes dynamically configuring marketing messaging to connect your brand attributes with each of the individual target’s brand-matched characteristics through automation that results in the most relevant method for influencing the specific target.

View video on YouTube >>

How Neuromarketology works:

  • Our core brain responds to specific marketing messages, timing and imagery. If we are able to understand what specific stimuli a person’s core brain responds to, we can create marketing campaigns/messaging to the level that is hyper relevant to the individual. In order to do this, we must segment our target audience into subgroups that share similar values, characteristics or beliefs. Behavioral, demographic and psychographic characteristics are leveraged for this. This methodology will identify their specific needs and expectations, which allows us to provide individualized emotional messaging, CTAs and so on.
  • (more…)

FabCom’s unique advertising agency culture sharpens our edge

18 Jul
July 18, 2012

Recently, FabCom president and CEO Brian Fabiano called our integrated strategic marketing and advertising team into the conference room. The head of the Phoenix advertising agency was unusually excited and couldn’t wait to play a clip for us of a cable television reality show called The Pitch. As we watched two competing New York agencies preparing their presentations to a prospective client, Brian pointed out differences and similarities among the advertising agency teams to give us all the opportunity to compare and contrast our business practices with theirs.

What struck me during that meeting was – with the vast amount of experience that Brian and his team has – how open Brian truly is when it comes to new ideas, new technology and how to synthesize them into applications for our clients. It’s true; seizing opportunities to continually analyze, learn and sharpen best practices keep our Phoenix advertising agency on the cutting edge and ahead of the curve. We (the agency employees and our clients) also continue to grow both personally and professionally.

(more…)

Leading Marketing Strategies Require an Industry Leading Brain Trust

11 Jul
July 11, 2012
Working at FabCom has given me the opportunity to witness the full extent of the brain trust – in action – housed within this Phoenix based advertising and marketing agency that’s at every client’s disposal.

This brain trust is comprised of FabCom’s highly creative team members – each of whom I believe represent the sharpest and brightest minds in the industry. These strategic and creative thinkers choose to work in an advertising and marketing agency environment because they thrive on the wide array of challenges and opportunities to problem solve and create one to one direct and dynamic marketing strategies uniquely tailored to each client and their target markets. With hundreds of years of collective experience in a wide range of areas, these team members are in their element in FabCom’s open, creative environment adapted especially to their creative natures that fosters out-of-the-box thinking. Each person works on this strategic marketing and advertising team because they demand the best resources and the most sophisticated technology in the industry.
(more…)

Strategic Marketing Presentation: A Client’s Response to the Comprehensive Marketing and Advertising Strategy

10 Jun
June 10, 2012
When you add it all up, it’s clear FabCom’s unique people, resources, tools, methodologies and culture create a fully integrated strategic marketing plan focusing on marketing, advertising, online marketing strategies and a cross channel, cross media advertising campaign.

PART X: Music to our ears: A client’s response to FabCom’s strategic marketing presentation

I won’t ever forget my first experience being involved in developing our client’s strategic marketing plan, feeling the close connection that comes from successfully completing a deep dive to ensure their success. I couldn’t wait to attend the strategic marketing presentation and witness the audience’s reaction to the cross channel, cross media advertising campaign included within

It all came full circle in the conference room as the marketing and advertising plan was presented. For the first time, I was on stage with the symphony rather than watching from the audience, representing FabCom and feeling proud to be part of the team that created an impact felt throughout the room. When the presentation came to a close and our cross channel, cross media advertising campaign was unveiled, I felt a chill as I watched everyone rise to their feet in a standing ovation. We did it! Several client representatives approached us afterward with praise and a desire to implement the problem-solving options we had created in the cross channel, cross media advertising campaign. After all the work and passion our team put into this strategic marketing presentation, not only did I feel immense pride but also excitement and relief to know that what we had just presented was indeed a symphony: a series of orchestrated movements that together comprise the conductor’s score for a harmonious strategy resonating with every person in the room.
(more…)

A New Vision and Marketing Commmunications Approach

08 Jun
June 8, 2012
Getting to know Brian Fabiano, CEO of Phoenix based advertising and marketing agency FabCom, in my former in-house public relations position was great, but working with him now has made me realize what a marketing communications visionary Brian truly is.

PART VIII: 21st century requires vision and a new marketing communications approach

How many people can say their boss is changing the face of an industry? I can. FabCom CEO Brian Fabiano’s entrepreneurial drive and innovative marketing communications vision are legendary and have earned the respect of peers nationwide. His approach to both advertising and marketing achieves home runs and out-of-the ballpark results consistently. Being a visionary has helped Brian carve a niche in the industry by building and leading a team with the best in business strategy, creative strategy and new technologies – and cross channel, cross media advertising campaigns – that harness the true power of marketing communications strategies.

Easy for me to say, right? It’s more than just my opinion; there’s documentation to prove it. Brian recently wrote the book on the new marketing landscape and leveraging its unique opportunities: Neuromarketology: How to Develop, Implement and Manage Dynamic, Real-Time, Cross-Channel Marketing Campaigns that Generate Astonishing ROI. His pioneering book reveals the unique Neuromarketology™ methodology of mapping each of your target audience’s behavioral, demographic and psychographic connection points to your brand. The science promotes strategic marketing messaging through marketing communications to connect your brand attributes with each of the individual target’s brand-matched characteristics through automation that results in the most relevant method for influencing the specific target.
(more…)

Delivering the Best in Strategic Marketing and Advertising : Everything is Possible

07 Jun
June 7, 2012
It takes pure passion for what you do to achieve greater levels of success. So often these days, passion is waning or non-existent in services delivered by companies.

PART VII: With FabCom’s passion for delivering the best in strategic marketing and advertising, everything is possible.

Walking into FabCom, a Phoenix based marketing and advertising agency, has given me the opportunity to feel it once again, the passion felt when you believe in what you do and deliver the highest quality of work that’s so effective, the results generated from finely crafted branding, positioning tactics meet and often exceed each client’s expectations.

Working with Brian Fabiano through the years, I had always known him as a successful interactive marketing entrepreneur who is intelligent, razor sharp, results driven and possessing the strongest of work ethics. Now, I see even more: Brian’s true passion for life, family, the strategic marketing and advertising profession and achieving success for each client. His philosophy about life and the business of strategic marketing and advertising is to give your all every day and leave nothing behind. It doesn’t take long for everyone he meets to feel his passion and take a second look at how they work, think and live their lives.
(more…)

A Clearer Picture of the Dynamic Marketing and One-to-One Direct Marketing Methodology

06 Jun
June 6, 2012
So much has become clearer to me since working at FabCom, a Phoenix based marketing and advertising agency. It’s utterly amazing to witness what FabCom does and how it’s all developed.

PART VI: A clearer picture of FabCom’s dynamic marketing and one-to-one direct methodology – utilizing industry leading resources

It’s even more evident just how innovative FabCom is in interactive, one to one direct and cross channel methodologies that make them a well respected leader in dynamic marketing. Our exacting deep dive approach to unearthing every detail leaves no stone unturned. While we were a well oiled and productive machine in my former corporate communications department, being immersed in FabCom’s dynamic marketing environment that is 100% strategic 100% of the time is very different. Here, we take marketing and advertising to an entirely new level with a collaborative process that is powerfully strategic because it’s marketing research driven, analytical yet creative, exploratory yet focused.
(more…)

The Birth of a Strategic Marketing Plan

05 Jun
June 5, 2012
As if it weren’t amazing enough to learn about all the FabCom advertising and marketing resources that go in to developing a comprehensive strategic roadmap for each client, it was even more incredible for me, as a new FabCom team member, to witness the creation of the final strategic marketing plan.

PART V: The birth of FabCom’s signature strategic marketing plan

Setting FabCom apart in the industry and offering the greatest value and ROI for clients, all strategic marketing plans developed for clients contain more than mere words. Our investments of time leverage the greatest return because the plan is multifaceted and complete with usable information and cross channel, cross media resources that provide the client with so much, they can hit the ground running from day one. The strategic marketing plan defines goals and objectives, target audiences (one-to-one direct and dynamic marketing, and relationship and database marketing), background/key issues, competition, marketing, positioning and branding strategy, creative strategy, sales planning/optimization, restraining forces, operational recommendation, media plan, budget and tactics.
(more…)

A Crash Course in Strategic Marketing Planning

04 Jun
June 4, 2012
During FabCom’s marketing research and strategic marketing planning meetings that lead to the creation of its signature strategic marketing plan for each client, the team at this Phoenix area marketing and advertising agency always embarks on a journey of in-depth analysis and discovery.

PART IV: FabCom’s ‘deep dive’ strategic marketing planning – my crash course


As I joined the team to experience my first “deep dive,” we gathered in the Conference Room. Branding and positioning ideas were being scribbled on a white board and an integrated cross channel, cross media flow chart was mapped out on a wall flanked by copies of creative marketing and advertising concepts. In the center of the room, the strategic marketing document was open on a large computer monitor as sections were developed. Inside the walls of this full service, mid-sized marketing and advertising agency, we were challenged to look deeper within ourselves, tap our well of potential, change our paradigm, take a fresh look at what was there and hardwire new ideas.
(more…)

A ‘Personal’ Discovery for One Public Relations Insider: One to One Dynamic Marketing Success

03 Jun
June 3, 2012
FabCom’s new world of one to one dynamic marketing which opened up for my previous employer now was opening up for me personally as well.

PART III:  A ‘personal’ discovery for one public relations insider: One to one dynamic marketing  ensures success 


Being part of a public relations team at a healthcare organization for many years, I recently had the opportunity to join FabCom’s dynamic marketing team. For the first time, I was connected from the inside to the heartbeat of a leading dynamic marketing agency that pounded with creative energy and unbelievable talent.

After working with CEO Brian Fabiano in my public relations capacity during our client-agency relationship that spanned several years, I thought I understood how FabCom worked. Brian and the one to one dynamic marketing team at FabCom prepared and implemented detailed, targeted marketing communications strategies for us. They were always thoughtfully designed, uniquely tailored and masterfully executed, ultimately generating tangible results. Wasn’t that all we needed to know as a FabCom client? There’s so much more! Seeing the results of FabCom’s work from my in-house public relations position was impressive. Documenting the ROI was gratifying. But having the opportunity to go behind the scenes at this Phoenix area marketing and advertising agency to witness their unique one to one dynamic marketing methodology in process, which uniquely tailors branding and positioning to deliver the most relevant messages to each individual, has been positively enlightening.
(more…)

Finding an Agency: FabCom Introduces a New World of Interactive Strategic Marketing and Advertising

02 Jun
June 2, 2012
At my former company, marketing, advertising and strategy integrated together represented the new world waiting outside. FabCom helped us open the door to interactive, strategic marketing.

PART II: Finding an agency – FabCom introduces a new world of interactive, strategic marketing 

But that meant entering unchartered waters because we were unfamiliar with how a full service cross channel, cross media marketing and advertising agency worked. Naturally, we had questions about how bringing on this Phoenix area marketing and advertising agency would impact our public relations and corporate communications team. Would they take over? Would we have to eliminate any of our public relations department team members? How would we all work together to connect to this brave new world of cross channel, cross media marketing and advertising?

FabCom had ready answers that quickly put our concerns to rest. Our marketing director not only would remain an integral part of the joint public relations, marketing and advertising team with FabCom but also would manage the agency-company relationship. In fact, it became a joint partnership that was maintained consistently throughout our many years and branding and positioning campaigns with FabCom. Marketing and advertising strategy meetings were conducted weekly, with phone calls in between as needed to maintain open, two-way communication. What resulted was a well-oiled, cooperative, collaborative working relationship with FabCom’s specialized online and offline marketing team that gave us the opportunity to offer input and remain in sync with our new direction. We followed FabCom’s strategic marketing road map that, with each campaign, was woven into our organization’s business plans, mission, vision, values, goals and objectives. Brian’s team dove right in to assume much of the additional work. Because our team’s role in public relations and corporate communications continued to be a vital part of the FabCom strategic marketing plans, members of our department team also were involved to some degree in fulfilling advertising and marketing tactics related to each campaign. We enjoyed the opportunities to point our compass in new directions.
(more…)

©2018 Fabiano Communications.