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Blockchain Technology and Dynamic Marketing

July 30, 2018

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DISTRIBUTED CUSTOMER EXPERIENCES™ THE FUTURE OF MARKETING SUPERIORITY

As technological change continues to accelerate at the speed of thought, marketers race to find ways to keep up, let alone make productive use of the tidal wave of new goodies. One technology in particular is looming large on the near horizon of dynamic marketing. That technology is Blockchain. It’s in the news these days mainly because it is the foundation of the Bitcoin phenomenon. You know, that Internet-based currency you can’t put in a wallet.

Here’s a quick overview of blockchain technology:

BLOCKCHAIN MEANS ULTIMATE SECURITY OF DATA AND TRANSACTIONS FOR CONSUMERS.

Because data is distributed across the whole network of computers on the system, it is extremely difficult to compromise or steal the data. No single access point can get into all the data, which would make it much less vulnerable than in the traditional, centralized model of data storage. This difference in security levels is highly significant in creating enhanced customer experiences because trust is the Holy Grail and the new battleground in online marketing and brand building.

We’re not making our purchases anymore from that nice Mrs. Smith at the store on the corner. We’re sending money to faceless businesses that happen to have a website, usually without even knowing where they are located. Or making major purchases such as a used Tesla for over $100,000 without ever test driving it to see if it has scratches on it or smells like a smoker owned it.
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Keeping a brand ahead of the curve

June 2, 2016

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Strategic positioning and advertising that keeps a brand ahead of the curve

SITUATION

FabCom was hired to develop a comprehensive marketing, positioning, and branding strategy for a new outsourcing medical IT / business process management company being spun out of a $400MM company that now focuses primarily on science and engineering (S&E) and lab spaces.

This would be the genesis of an entirely new brand, including a new name. The name would have to deliver on the strategic positioning, not only effectively differentiating the client in their industry, but capitalizing on emerging trends to place them ahead of the curve, when it comes to relevance and the evolution of their arena, rather than back in the pack.

After a comprehensive 120-day process including input sessions with key client personnel to identify core issues and 360-degree drivers, and exhaustive primary and secondary research, and multiple layers of strategic analysis and creative consideration, the FabCom team presented its naming recommendation – a moniker using the acronym BPO – business process outsourcing.

At the time, the healthcare technology outsourcing market seemed to be going in various nomenclature directions including:

  • HIM (Healthcare Information Management)
  • HIS (Health Information Systems)
  • HIT (Healthcare Information Technology)
  • IT (Information Technology)
  • ITO (Information Technology Outsourcing)
  • ITS (Information Technology Systems)
  • KPO (Knowledge Process Outsourcing)

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Draw their Eyes to the Prize with Eye Tracking Technology

December 10, 2015

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EYE TRACKING RESEARCH CAN HEURISTICALLY ENSURE YOUR WEBSITES AND MARKETING INITIATIVES ACHIEVE THEIR GOALS

FabCom’s integrated technology for eye tracking, and our deep experience in effective, compelling research, has allowed us to develop unique insights— and consistent successes—for our marketing and advertising clients. When combined with our proprietary, scientific process of NeuromarketologyTM, eye tracking studies allow us to definitively know your target audiences’ emotional connection points and relevant behaviors. This enables us to engineer web pages and other marketing communications that effectively connect brand attributes and powerfully influence desired actions in the most relevant manner for each target audience.

The empirical, heuristic results generated by eye tracking dispels bias which often skews results from research participants. Furthermore, we have found eye tracking to be more time and cost-effective when compared to other neurological research methods in evaluating websites and marketing materials.

Human vision functions in two ways. One, it transmits an image via the eye into the brain. Two, it tries to control both eyes, directing them to the most relevant location at a particular point in time. Eye tracking gives us access to both of these functions. It shows the image sent to the retina followed by the response, including the duration of response time and the path in which the eyes move from one location to another. We can also record data about blink frequency and pupil size, which indicate transitions in the cognitive load.

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Social Media Marketing: Formula for Success

November 30, 2015

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PHOENIX ADVERTISING AGENCY REVEALS WINNING STRATEGIES FOR THE NEW PR: SOCIAL MEDIA MARKETING

OVERVIEW/INTRODUCTION

Social media marketing is an essential component of 21st century marketing and advertising, yet how it’s leveraged is critical. The keys to success are strategy serving as the roadmap, in-depth industry insight, creative content that’s highly shareable and a team of engaged professionals who intimately know how to yield the greatest power for organizations.

Power results from connections with industry influencers that help build a significant social following, amplified exposure and heightened brand recognition

Because social media channels are among the most powerful networking platforms available today, FabCom’s unique interactive strategic marketing approach dynamically integrates social media into all campaigns (where appropriate) and manages social platforms to build conversations, reciprocity and relationships with followers, friends and subscribers.

This approach is why the Phoenix marketing agency has seized the No. 2 position in social media marketing, according to The Phoenix Business Journal’s ranking of Social Media/Consulting Firms in the May 25, 2013 edition. And it’s contributed to FabCom’s industry-wide recognition as one of the 50 Most Innovative Companies in 2013 by Fast Company magazine and one of the top 10 Phoenix interactive marketing firms by the Phoenix Business Journal in 2012.

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Marketing, PR Strategy Position: Maker Lab “First”

November 23, 2015

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SMALL PRIVATE UNIVERSITY SEIZES “FIRST” POSITION OVER MAJOR PUBLIC UNIVERSITY WITH WELL-TIMED MARKETING STRATEGY INCLUDING ONLINE AND TRADITIONAL MEDIA, SOCIAL MEDIA AND PUBLIC RELATIONS

OVERVIEW/INTRODUCTION

Recently, a small, private technology University became the first in Arizona to launch a digital maker fabrication lab on campus: the Makers Fab Lab. The lab is designed to foster creativity and challenge student innovators in a 24/7 environment for those who seek to lead the new industrial revolution driven by the convergence of advancing technologies.

As the technology University was nearing readiness for opening, originally scheduled for January, their top integrated marketing and online advertising agency, FabCom, uncovered news that a major public university was partnering with a national company to also open up a makers lab in Arizona during the same period. The Phoenix based advertising agency sprang into action, immediately contacting the client and providing a windfall marketing and public relations opportunity.

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The Bottom line on Lasting SEO Success

November 17, 2015

Social Media, SEO and Healthcare

December 29, 2014

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Healthcare SEO social media

Recent trends and the forecasting press are now leading us to believe that social media platforms will become the new aggregation and distribution point for personal healthcare information. This article will attempt to connect the emerging and converging points of social media, technology and personal health information.

Reference: http://ilink.me/Fool (http://www.fool.com/investing/general/2014/10/12/why-facebook-could-become-the-worlds-biggest-healt.aspx)

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SEO and PPC: the Cake or the Icing?

April 17, 2014

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AN INTEGRATED MARKETING AGENCY’S INSIDER PERSPECTIVE ON SEARCH ENGINE MARKETING

For integrated marketing and advertising agencies and their online marketing centric clients, an online marketing strategy is the most important component of the holistic marketing approach. Yet when it comes to search engine marketing (SEM), the transitioning importance and the decision of investing resources in organic search results, or SEO, versus pay per click (PPC) advertisements, has yet to be clarified to most search engine marketing users. In order to paint a clearer picture of search engine marketing, one must think of SEM as cake. It is wise to focus the best ingredients on the batter, as this becomes the foundation of the recipe or SEM strategy. The icing is of course also a strong component, however it is merely a topping to what must become an efficient and scalable integrated marketing mix.

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What the hell is Big Data Anyway?

November 20, 2013

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What is Big Data

WHAT IT’S NOT.

“Big data” doesn’t mean just a ton of data, but that’s certainly part of the definition. And it’s not simply referring to the large enterprises collecting massive amounts of data, although that is also a key piece of the puzzle. Adding confusion, the term is often used in the negative way, such as “Big Government” or “Big Brother,” but that’s actually more misleading than defining.

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Integrated Marketing Agencies

November 18, 2013

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INTEGRATEDMARKETING

Why hire an integrated marketing agency over a group of independent suppliers? What are the benefits and advantages? How do the two types compare? Most importantly, how does the end result differ?

The key difference is to be found within the word “integration,” which means “to make into a whole by bringing all parts together.” An integrated marketing agency brings a unified approach to the client – the full sum of its parts. Acting in concert, much like an orchestra, it harnesses a diverse wealth of interconnected resources, knowledge, technology and practices to deliver a seamless marketing and communications experience.

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The Best Kept Secret

November 4, 2013

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best-kept-secret

Billing Practices and Costs are Different from One Advertising Agency to Another.

At FabCom, we partner with clients long term and establish relationships built on trust, transparency and results. So, what does this have to do with costs and billing practices? Everything! At FabCom, our cost structure involves upfront strategic planning that delivers an overall savings on the implementation of the strategy (Table 1, reverse side).

We pride ourselves in being straightforward and all-inclusive, not only in our cost structure, but also in the way we conduct business. It is more than our business practice; it is our culture, entwined in everything we do. If all-inclusive costs are not addressed up front, more money will be spent in the long run and extra costs will—SURPRISE!—enter the picture a month, six months or a year down the road.

We’ve carved a niche in the industry over the last 22 years that sets us apart in our integrated strategic approach, methodology and efficiency, giving you every advantage:

Comprehensive Integrated Strategy

In order to deliver the best possible solutions tailored uniquely to the precise needs of each client and deliver them in a timely manner, FabCom begins by developing a comprehensive strategy that drives strategic consensus and details all facets of your marketing, branding, and positioning plan. With an initial strategy serving as your guide, every project in each phase of the strategy can be implemented with maximum efficiency and ROI, from day one.

Hit-The-Ground-Running

Time is money. Rather than a condensed strategic outline or creative rationale that has become the norm in today’s market, there is an alternative. Plan what you are going to do, test it, optimize it and then execute it. FabCom’s strategies provide a comprehensive and in-depth analysis, resulting in an enlightening plan that changes the expectations of the organization. These strategies contain more than mere words. Included are actual prototypes for web pages, advertisements, communications, technology integrations, quantitative and qualitative research, and other tactics as determined necessary and appropriate, to help you begin and get results faster. Bottom line, we ultimately accomplish more in months than it takes others years to achieve. We move the needle!

The ROI of Integrated Communications

It takes much longer to budget, complete the target research, consider the alternatives, gain consensus and develop creative directions for individual projects than it does to actually produce and implement each one. In fact, these phases of a project, when completed properly, will amount to 75 percent of a project’s overall costs. When planning them together to leverage resources (the comprehensive strategy process), FabCom can reduce by 75 percent the work and time required to implement each tactic. Therefore, leveraging strategic thinking can reduce the variable costs of creative implementation to only 25 percent of the total costs and time required to gain the desired outcome. When the individual tactics are conceived as an integrated plan, we can simultaneously drive and achieve unprecedented results and quality. You simply get more for less when you plan efficiently and comprehensively.

Lower Per-Project Cost

By comparison, FabCom provides a lower per-project cost, faster turnaround and assurance of hitting the nail on the head. The pitfalls that derail integrated marketing initiatives have already been overcome and completed in the initial strategy. This eliminates the need for individual piece-meal starts and stops for each component, which drains the resources and results from integrated marketing efforts.

Projected Results Presented in Powerful Presentation

The upfront integration of resources and creative expertise results in a powerful, needs-based presentation that gains consensus across company lines. The presentation covers all the bases, including precise details of implementation and how granular results tracking will be achieved throughout the length of the project. Visualizing how it all comes together, defining each stakeholder’s role in delivering results and identifying the resources required up front, harnesses the strategy’s ROI.

cost-comparison

We believe, after 22 years of offering solutions to the market, that customers need an outside-in partner dedicated to complete transparency.

Our history of longevity with our clients attests to our commitment to the ideals of honest communications. On average, customers have been with FabCom over 10 years. The industry average with an agency is less than two years. What do you think happens to most customers after the second year they are working with most other agencies? True costs are realized. FabCom provides the complete picture up front, resulting in both a long-term and short-term win/win.

For more information on how you can close the gap that exists between your marketing, advertising and sales activity, call FabCom at 480-478-8500 or visit www.fabcomlive.com.

Sales Optimization

October 18, 2012

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Preface

Utilizing an automated dynamic marketing and advertising methodology, top Phoenix advertising agency FabCom has been able to streamline the Southwest’s leading delivery and logistics company’s marketing and sales process by integrating all of the company’s marketing and sales leads from their multiple sales and marketing channels. This was accomplished by developing customized sales and marketing processes into a real-time connection engine using the backbone of a commonly used CRM. This case study details their new ability to nurture leads with a series of automated dynamic marketing lead progressions and customer nurturing programs. In addition, it provides insight into a multitude of bestpractice methods for sales teams to utilize to increase lead-to-account conversion rates and nurture converted accounts with a variety of dynamic segment-specific and trigger-specific drip marketing campaigns.

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Marketing & Advertising Budgets

May 23, 2012

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The Average Marketing and Advertising Budget

Marketing Requirements From Company To Company Are Anything But Average.
If you were told the average temperature in the world today is 64.5 degrees Fahrenheit, would you know whether to wear shorts or a jacket when you go outside tomorrow in your own town or state? Of course not. The “average” temperature information in the world today has nothing to do with YOUR conditions or environment. When we extend this truism to our business environments we as marketers must ask the question: why do so many in the advertising and marketing industry try to benchmark the average marketing expenditure of the industry to determine the parameters to set their company’s marketing and advertising budgets?

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Secrets of Advertising Agencies

May 23, 2012

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The Best Kept Secret of (Most) Ad Agencies — Revealed

When researching integrated marketing and advertising agencies, the goal is selecting the one agency that will help take your company to the next level with marketing innovation, optimal efficiency and right-seized recommendations.

Billing Practices and Costs are Different from One Advertising Agency to Another.
At FabCom, we partner with clients long term and establish relationships built on trust, transparency and results. So, what does this have to do with costs and billing practices? Everything! At FabCom, our cost structure involves upfront strategic planning that delivers an overall savings on the implementation of the strategy (Table 1, reverse side).

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Dialogue Marketing

May 23, 2012

Dynamic Personalized Marketing

May 23, 2012

Marketing ROI Metrics

May 22, 2012

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Real-Time Marketing Performance Metrics

THE MISSING 98%

“I think I’m wasting half the money I spend on advertising.But I don’t know which half.”-John Wanamaker,Department Store Pioneer It’s my all-time favorite marketing quote.We laugh at it,but it’s actually worse than it seems—much worse.We smile smugly when a baseball player is applauded for being a.300 hitter—successful one-third of the time.But in our business,we are regularly willing to accept 2%as a measure of success.While it’s possible for a well-planned promotion to make money on a 2%response,clearly it’s inefficiency with a huge cost.Even with a successful 2%return promotion,you have wasted 98%of your resources.

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One to One Marketing

May 22, 2012

Automated Marketing

May 22, 2012

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Automated Dialogical Marketing – Micro Conversations

THE FUTURE OF MARKETING

There are a number of elements that are key to successful marketing in today’s rapidly changing,dynamic,multimedia,multiplatform,fragmented audience world:brand and positioning,Neuromarketology™,comprehensive market research,objective,strategic thinking,technology and a leading-edge methodology to harness the strategy and technology.

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Brand Mapping

May 22, 2012

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Mapping Your Way to the Marketplace

 

STRATEGY OR TRAGEDY?

No matter the technology or methodology, an intelligent marketing strategy, based on comprehensive research, is the single most important key to successful, high ROI marketing and advertising. That’s why I’ve always been surprised at the amount of marketing that gets done with little or no thought given to first developing a clearly articulated guiding strategy. In my experience, this is the main reason those with marketing responsibilities have been disappointed in the results achieved by marketing initiatives. Nine out of ten unsuccessful campaigns could have been successful if the strategy had been on target in the first place.

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Audience Segmentation

May 22, 2012

Personalized Marketing

May 22, 2012

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Brain Branded – The Biology of One to One Marketing

BELIEVING IN A BRAND

In my youth, one of the intern jobs I took to break into the business was working on the Pepsi Challenge, the well-known taste-test marketing campaign that Pepsi started in 1975 and is still used to this day. I was the guy sitting in the supermarket offering customers two tiny paper cups, each exactly half-filled with either Pepsi or Coke, and asking, after they tasted the blind samples, “Which did you like better?”

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Positioning Revisited

May 21, 2012

Marketing Convergence

May 21, 2012

Neuromarketing

May 21, 2012

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Neuromarketology in Action – A Holistic Strategy

A NEUROMARKETING CAMPAIGN

Marketers have been talking about neuroscience and neuromarketing quite a bit the past few years. Yet, launching a neuromarketing campaign is still intimidating for most marketers. It needn’t be. Provided you have a team of neuromarketing experts in place, and the technology infrastructure to handle it (or you’re working with a partner agency that has the expertise and technology), it is relatively straightforward to launch, monitor and maintain even the most complex neuromarketing campaigns.

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Dynamic Segmentation

May 21, 2012

Dynamic Advertising

May 21, 2012

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Ending the Sacrifice of the Many for the One

REACHING OUT TO THE INDIVIDUAL CONSUMER

We’ve all been at the table for those endless brandin and positioning meetings, the ones that seem to lead everywhere and nowhere simultaneously. You know how they play out. Everyone has a different take on what the brand offers and to whom. The marketing director sees it one way and the vice president of sales sees it another. The boss has his own perspective and pretty soon, even legal and your CFO have an opinion, which is always challenging when it comes to marketing.

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Cross Media Marketing

May 21, 2012

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Clarity Out of Chaos – The Cross Media Moment

MARKET YOUR BRAND LIKE A FORTUNE 100 COMPANY

Marketing today is chaotic, right? Too much noise. Too many channels. Too much
guesswork and not enough ROI. Traditional strategies are failing to deliver traditional
results. And prospects are only getting pickier when it comes to responding to your
marketing messages.

But what if the new marketing environment that confounds traditional strategies holds incredible opportunities? What if the technology that has scattered audiences and oversaturated them with advertising could be leveraged for superior returns? What if all the chaos could be organized and deployed at your disposal, enabling you to market your company like Fortune 100 companies do, and accomplish the task within the confines of your existing brand and budget?

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Dynamic Marketing

May 21, 2012

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INTEGRATING E-MARKETING

AND DYNAMIC PRINT FOR EFFECTIVE MULTI-CHANNEL MARKETING

With a personalized multi-channel marketing mix of electronic marketing and direct mail, marketers have a simple, powerful way to past, present and future customers.

The solution is automation that integrates customer data, creative assets and business rules to trigger, event, or behavior-based marketing messages. Having all customer data (purchase, behavior, CRM, marketing response) in one database enables marketers to access any information needed to create and track customer contacts through any channel.

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Advertising – DIY?

May 21, 2012

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ADVERTISING AND MARKETING:

IN-HOUSE OR OUT-OF-HOUSE?

This one choice impacts the results of your marketing more than any other.

WHAT THE FORTUNE 500 COMPANIES DO AND WHY IT’S IMPORTANT TO YOU.

A 2008 study by Horsky, Michael and Silk, supported by Harvard Business School, found that “the vast majority of large advertisers employ outside agencies.” Why do the largest companies – with the highest increases in sales and returning the highest values – outsource their marketing and advertising? These are the companies with the most sophisticated management and information systems (they can measure ROI in a myriad of ways), and the budget to do anything they want. So why do they consistently choose outside, independent agencies for marketing and advertising services rather than staffing in-house capabilities? The reason, from a study by Silk and Berndt (“Scale and Scope Effects on Advertising Agency Costs,” Marketing Science) quoted in the 2008 paper:

“An in-house agency sacrifices
size-related economies realized
by an independent agency serving
numerous clients. Use of an outside
agency is less costly than operating
an in-house agency.”

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