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Retargeting vs. Remarketing: What’s the Difference?

Retargeting and remarketing are two strategies for re-engaging users who did not convert.
Let’s say you’ve just revamped your website, adding lots of structured data, fixing broken links, and beefing up your SEO content. Maybe you’ve even gained some back links through all your effort, driving more and more visitors to your site.

You run some analytics, and the initial results look good: Your bounce rates are low and you’re getting tons of traffic. Great! But you’re seeing the same conversion rates as you did before the optimization campaign. What’s the deal?

Basically, there’s a slice of your audience who is engaging with your site, but not deciding to purchase your goods or services. Don’t worry – you’re not alone. In fact, the average conversion rate for first-time visitors of a given site is just above 2%. That means a whopping 98% of visitors to your site are engaging without buying. If you’re not hitting that 2% mark – or whatever your company’s goals are – it may be time for intervention.

Whether you’re not communicating the value they need, not communicating it in a way that reaches them, not targeting the right audience, or you need to smooth out some kinks in the way your site translates to the buyer’s journey, there is something lacking in your site’s ability to turn passive viewers into active customers. This is where retargeting and remarketing come in.

Often used interchangeably, even in the digital marketing world, retargeting and remarketing actually describe two different processes for achieving the same goal. That is, they both aim to re-engage potential customers who have previously visited your site but did not complete any call to action.

Why Mount Remarketing and Retargeting Campaigns?

The situation described above is normal in digital marketing. A combination of good technical and on-page SEO – as well as social media marketing and even more traditional marketing avenues like TV and radio – can do wonders for traffic on your site. But increased traffic doesn’t do you much good if those new visitors aren’t becoming customers.

So how do you know if you should pursue a remarketing or retargeting campaign? First, let’s go over some of the basic components of retargeting vs. remarketing.

What is Retargeting?

In a nutshell, retargeting is the process of digitally following and tracking the part of your audience who didn’t convert after engaging with your site. This is achieved using “cookies,” or pieces of data that embed themselves in a user’s browser.

In a retargeting campaign, you would use those cookies to place paid ads for your brand on other sites the user visits. The hope is that the user will follow the ad back to your site and convert by purchasing your product or service.

Retargeting alone won’t boost your conversion rates, just like increasing traffic alone won’t create customers out of visitors. The key is mounting a retargeting campaign in conjunction with all those great inbound and outbound marketing strategies that got visitors to your site in the first place. Don’t invest in a retargeting campaign without pursuing other digital marketing projects in tandem.

What is Remarketing?

As mentioned above, remarketing has the same goal as retargeting, and the term is often used to describe the above process. However, remarketing usually refers to mounting email campaigns aimed at re-engaging customers through their inboxes rather than paid ads.

Examples of remarketing include emailing customers to “remind” them of subscriptions or trials that are about to end or shopping carts they recently started but abandoned, or even just to let them know about an upcoming deal or product they might like based on their previous purchase history.

Remarketing doesn’t just revive your brand presence in a customer’s mind. It can also establish a stronger sense of the personal in an otherwise faceless digital transaction. Well-crafted remarketing emails respond to a customer’s unique preferences and values, making them feel taken care of.

The key to a successful remarketing campaign is making the emails helpful, not annoying – much like a good salesperson. If customers feel they’re being aggressively pitched something they don’t need, they may be less likely to re-engage.

Finally, remarketing tools will only work if you also have tools to glean and analyze customer data from your site.

Retargeting vs. Remarketing: Why Not Both?

Again, the main difference when it comes to retargeting vs. remarketing is in strategy, not goals. In fact, there’s no reason both tools can’t be used together, in conjunction with good SEO and other marketing strategies designed to both garner traffic and glean and analyze customer data for even better retargeting and remarketing strategies.

If you have questions about retargeting or remarketing tools, or which type of campaign is right for you, don’t hesitate to ask the professionals at Bloom Ads. We’d be happy to put our digital marketing expertise to use and help you get your product or service into customers’ hands.

What is the Difference Between Broadcast and Cable?

Whether at a restaurant, at the gym, in your living room, or in a waiting room, we are constantly surrounded by screens. In 2019, it’s probably smartphone or tablet screens that come to mind in this scenario. But television certainly hasn’t gone away.

Most of us grew up seeing commercials on TV, and though adults 29 and under are watching more streaming content than ever, those over 30 are still tuning into cable en masse. We have to assume at least some of those same adults are also using the terms “cable,” “broadcast,” and “local” interchangeably.

For most viewers, that’s OK. But for industry professionals, lawmakers, and, of course, advertisers, the differences are crucial. We want to help our clients feel just as well-versed in the strengths of each TV advertising option. So, we’ve put together a handy guide to what is the difference between broadcast and cable.

What is the Difference Between Broadcast and Cable?

When you decide to advertise on television, you’ll be choosing among broadcast, cable, and local channels. Each one offers its own unique benefits and ad rates. But how do you know which type of television advertising network is right for your message and audience?

To the average customer, broadcast and cable offerings are almost indistinguishable. On the business end, however, broadcast and cable have some important differences. Let’s break that down. (Stay tuned for local programming a little later.)

Broadcast Television

Broadcast television is the most common form of television in the United States. Broadcast channels use public airwaves to transmit programs that are theoretically available to any TV set within range of a broadcast transmitter, at no cost to the viewer.

As such, most broadcast channels – so-called “commercial channels” – gain revenue through advertising. Think CBS, ABC, NBC, or The CW. Non-commercial channels, such as PBS, gain revenue through donations or other means.

Drawing the largest American audiences by far, broadcast channels are considered to be major legacy networks. Their advertising potential – and subjection to regulation by the Federal Communications Commission (FCC) – make their differences from cable and local TV significant for advertisers and lawmakers alike.

Cable Television

Unlike broadcast channels, cable channels like Animal Planet, AMC, or Comedy Central do not use public airwaves. Instead, they charge viewers subscription fees for transmission.

Cable channels are private entities offering all the pros and cons of private, demand-driven media. Because cable television relies on revenue from consumers, the FCC has passed a number of cable policies to promote fairness to consumers and broadcasters. Still, cable channels offer a ripe advertising landscape, just like broadcast channels.

Developed in the 1950’s as a way to provide better signals to areas lesser-served by broadcast TV, cable television is still present in about 70% of American homes.

Local Television

Local programming includes local news stations or syndicated programs. Here in Los Angeles, we receive local news and weather channels related to what is going on in our local area. Even as Americans’ viewing habits change, recent research shows local TV pulling strong audiences (particularly during election years).

As of the 1960’s, cable operators are required by FCC regulation to reserve specified allotments for local channels, preventing them from being charged for airtime and financially edged out.

Navigate the Television Landscape with Bloom Ads

Now that you know what is the difference between broadcast and cable, it’s time to get advertising! Our television advertising experts can help you get your message out effectively. We don’t just script, shoot and edit your TV spot – we also make sure that you are receiving the best possible ad rates available. Visit our website to learn more about the services we offer, or give us a call directly at 818-703-0218 to speak with an expert today.

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Top Tips For Creating a Customer Loyalty Program

If you don’t currently have a customer loyalty program, it might be because you think it’s too expensive. But that’s not always the case! If planned correctly – and marketed well – a good loyalty programs will benefit the consumer and the company at hand, making it a win-win for all involved!

So, how does one come up with the perfect loyalty program? From defining your idea of loyalty to getting the word out to potential happy members with loyalty program ads, we have some helpful tips to share below:

Step 1: Define a “Loyal” Customer

This might seem easier said than done. You might have some customers that you love to see each week; the friendly ones that know how to put a smile on your face. Though they might seem like the most loyal of customers, they might not be the profitable ones.

Your loyalty program should also be based on the customers that are keeping your profits high, not just the ones that you enjoy. You can still reward those continually showing their support, but your system should benefit those who are spending a lot of money, and thus keeping you in business.  Remember: the more they get back, the more they will be likely to pay!

Step 2: Make Sure It Benefits You

You’ll have to be sure there is a delicate balance on what you are giving vs. what the customer is spending. You want to be generous, but you’ll want to have a goal too. If you’re looking to increase visits or sales, then your reward has to encourage customers to do so.

If you want more frequent visits, then you can consider a punch card program. If you wish to raise your sales, then it would be best to consider discounts and coupons.

Although these methods will help you reward your patrons (while not putting you in debt), they have different results — so you’ll need to consider which one works best for you. Discounts and coupons, for example, are great for brands whose customers value bargains. Brands that want to be associated with luxury, on the other hand, may want to try something more on-brand.

Step 3: Make It Desirable, Unique, and Easy

Loyalty programs only work if your customers can see the benefits in them. You don’t want to make them “jump through hoops” — for example, customers shouldn’t have to work too hard to find information about how the program works, or to sign up in the first place. You want your base to be interested enough to reap the benefits at the end.

One way to boost appeal is to create a reward system based on customer history so that the shopping experience is personalized to each unique patron. Even personal touches like sending birthday emails can keep customers happy – and keep you on their minds.

And don’t forget to pay attention to what your competitors are doing. You want to be offering something more unique and desirable – something more enticing to your overall customer base!

Step 4: Spread the Word with Loyalty Program Ads

As professional advertisers, we know better than anyone that almost nothing sells itself – not even great deals. That’s why you need to advertise your loyalty program.

If done right, loyalty program ads can be some of the best investments your enterprise makes. Succinct messaging about loyalty programs can easily be slipped into banners on your e-commerce page or blog, as well as social media posts with relevant hashtags and eye-catching images. You can also incorporate user-generated content, such as images of happy customers reaping the benefits of your program.

So, once you’ve crafted your program, don’t forget to spread the word with social posts, content, and loyalty program ads!

Let Bloom Ads Help

Our team of professionals is here to help you create the perfect loyalty program ads for your business! If you have any questions about the services that we offer, do not hesitate to reach out by calling 818-703-0218. You can also visit our website to learn more about our media buying and planning services.

The Pros and Cons of TV Advertising

Since the airing of the very first television commercial in 1941, television still takes the lead as the most influential advertising platform. Fifty-nine percent of American adults still cite cable channels as their primary source of TV consumption. But with the rise of streaming, it’s natural to wonder about the role of television commercials in today’s marketing climate. Is television still advertising’s darling?

As advertising pros, we say: Definitely.

Despite what many might think, this age-old medium continues to be powerful in the race to win over audiences across the globe. Our rich collective experience tells us loud and clear that commercials are a positive benefactor in most cases.

But as with any evolving medium, there are some downsides of this beloved method, too. So what does this mean for your marketing strategy?

Get Informed on the Pros and Cons of TV Advertising

There’s no definitive answer for whether you should or should not use TV advertising. To come to the right conclusion, you’ll need to carefully consider the advantages and disadvantages of TV advertising alongside your enterprise’s scope, needs, and budget. Luckily the experts at Bloom Ads have put together a quick guide to the pros and cons of TV advertising so you can do just that.

Before we dive into the deep abyss, let’s review the pros of TV advertising:

Pros of TV Advertising

Pro 1: TV Has Extensive Reach

Unlike other conventional methods of advertising, television boasts a reputation for gaining the largest audience. In today’s society, a vast majority of older adults didn’t grow up in a technologically advanced age. If what your enterprise needs most is broad exposure, it doesn’t get much wider than with television.

With that being said: if your general customer base is forty or older, television ads are money well spent. You just can’t argue with television’s exposure factor. Just carefully consider the time of day and region of your TV advertising slots to make sure you’re meeting your target audience where and when they are watching.

Pro 2: Commercials Are Simple to Analyze

If you’ve watched your fair share of television, then you’ll know it’s simple to grasp the concept of a commercial’s message. Instead of having to read and retain information, watching the message play out before your eyes leads to a faster (and clearer) retention rate.

Television commercials can shock, cause laughter, or tell a story – all of which create instant memories and helps your message sink in.

Cons of TV Advertising

Con 1: TV Advertising Is Costly

Unlike traditional advertising mediums, television commercials are the most expensive to produce. From keeping the commercial on the air to creating the content, the numbers quickly begin to add up. Additionally, it takes quite some time to produce a commercial in most cases, so you want to be sure that your television advertisements clearly execute your brand’s message in a timeless way that isn’t contingent on shifting trends.

Con 2: Commercials Are Semi-Permanent

Changing the content of a commercial after it has been published on airwaves is a difficult task. Unlike print/digital advertisements, changing a commercial would take a long time — even to make a small change. This would ultimately result in spending more money, and might eventually lead to creating a new commercial. Make sure you have a clear concept from the start and a budget big enough for edits.

Take Advantage of TV Advertising Pros with the TV Advertising Pros

As experts in the pros and cons of TV advertising, no one’s better equipped than we are to help you narrow down the best ad campaign for you while maximizing the advantages of the medium of television.

Want to get your commercial right the first time? Contact our professionals here at Bloom Ads, and we’ll be happy to answer your questions or help you get started on your next ad campaign. Visit our website to learn more about our advertising services or give us a call directly at 818-703-0218.

How to Create an Effective Print Ad

Print advertising is a great way to build brand awareness and generate ROI. But in a world where people are constantly distracted – not least because of the reign of digital and social media marketing – it’s important that your print advertisements are eye-catching and memorable.

The good news? Print ads are still alive and thriving, and they will be for a while. In order to be successful, however, they’ve had to adapt to the fast-paced, onscreen world we live in now.

Print Ads: An Old Tradition

The art of print advertising has been around for – well, probably as long as advertising has been around. And now that the stakes are higher, the demands of the trade are too. Professionals like the expert advertising team at Bloom Ads have toiled for entire careers learning to crystallize all that defines a brand, product or service into the perfect message.

But don’t feel intimidated. We’ve used that expertise to craft a helpful guide for how to create an effective print ad. Read the tips below!

How to Create an Effective Print Ad for Your Brand

From the first words to the parting image, the following tips will help you craft clear, concise, and (most importantly) enticing print advertisements.

Create a Catchy Headline

Your headline is the first thing that a reader will see when browsing through a newspaper, magazine, or other print medium. Make your headline count by using words that will be quickly understood by your target audience and not overly long or complicated.

Don’t forget to use language that reflects your brand (and avoid any words or phrases you don’t want to be associated with it)!

Explain in Your Subheading

Your subheading is an opportunity to explain what your headline is about. Give the reader more information, but again, keep things concise! Your readers are busy and distractible. The more meaning you can fit into fewer words, the better.

Keep Your Copy Brief

The body copy of your print advertisement is where you can explain your print advertising offer in more detail. Again, striking a balance between brevity and clarity is key.

While you don’t need to include everything, you want to make your message clear. If you’re offering a special deal on subscriptions, for example, make sure readers can easily see what product or service is on offer, what subscription types are included, and how to subscribe, with website or location information presented in an obvious and organized way.

Use Creative Graphics

One of the best ways to catch a reader’s eye is with memorable graphics that complement your message. Make sure that your graphics are relevant to your business and accurately reflect your brand image!

Most companies have brand guidelines available that talk about things like preferred messaging, color schemes, logos, and graphics, so if this is your first time creating an ad at a new company be sure to get your hands on the style guide first.

Give Some Guidance

The best print advertisements don’t just inform consumers – they also provide a call-to-action. Whether it’s taking advantage of a discount or checking out your website, a clear next step makes it that much easier for your audience to take your message to heart.

Get Results with Bloom Ads

Looking to add print advertising into your media mix? You don’t have to know exactly how to create an effective print ad to get the exposure you want. We’ll do the hard part for you!

We know that it can be difficult to find the right way to optimize your message and drive ROI for your brand. That’s why our team of professionals is here to help. Visit our website to learn more about our print advertising services or give us a call directly at 818-703-0218.

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How to Advertise to Baby Boomers

One of the first things you need to consider when you are setting up your advertising campaign is your target audience. Who are you marketing to? What might work for one demographic – whether that comes down to location, interests, politics, ethnicity, gender, or age – won’t necessarily work for another.

Knowing your audience is key to a successful marketing campaign – especially if you are looking to market to an older audience. Much of today’s marketing research centers on millennials and below, leaving baby boomers in the dust. That doesn’t mean there aren’t quality products and services out there waiting to be discovered and bought by older generations.

If your general audience is in the baby boomer age group, the same on-trend, social media-savvy ads that work for younger adults won’t necessarily do the trick. We’ve broken down three key things to think about when it comes to advertisements geared towards baby boomers.

But First, a Quick Note…

The world is always changing, and those changes tend to accelerate at the intersections between tech, time, and people. And just because you’re targeting older audiences doesn’t mean you have to throw out the digital marketing baby with the bathwater.

Don’t be held back by stereotypes about how older generations view technology, whether that be email or social media. The question isn’t whether they’re using it, but rather how they’re using it. The central wisdom with all of the below tips for advertisements geared towards baby boomers is to tailor your marketing toward their needs and values.

Now for the tips!

Use Trends Wisely

Good marketing must be relatable to its audience. What does this mean for baby boomers? For one thing, current trends won’t always hit home.

Most common trends are geared towards millennials and under, and they’re transmitted through millennial-and-under modes of communication: social media. And while baby boomers are certainly present on Facebook, your marketing still needs to speak their language. If you do find yourself considering on-trend marketing, make sure the trend is relatable to baby boomers.

Don’t be afraid to incorporate tech in advertisements geared towards baby boomers. Just remember that video content, clear and readable text, and even email and direct mail are still very much effective with older audiences.

Remember a Personal Touch

Time is of the essence for your target audience. As the older batch of baby boomers are retired, they will have more time than the busy younger generations, allowing you more time to sell to them.

Time isn’t the only thing you’ll want to keep in mind — connection is a must. Baby boomers are known to carefully weigh their decisions, prioritizing individual needs and values. Because of this, you’ll have to work harder to sell your product. Baby boomers are famous for looking out for so-called Number One, so make them feel comfortable, make it relatable, and make it readable.

Think Copy

General marketing has gotten shorter and more concise, especially when it comes to social media. But these trends toward bite-sized bits of content don’t necessarily speak to all age groups.

For many baby boomers, reading is a beloved pastime – and when it comes to shorthand, they might skip it. Again, older generations are more tech-savvy than we think. But if acronyms and short and trendy text is too obscure, it may go right over their heads. Advertisements geared towards baby boomers should first and foremost speak to older generations’ values, no matter the form.

You’ll want to try and be as direct as possible while still keeping that personal touch in mind. Reviews, customer stories, behind-the-scenes copy, and longform blogs can be relatable to all generations, but especially baby boomers.

Reach the Right Audiences with Bloom Ads

If you’re ready to optimize your advertisements geared towards baby boomers, we’re ready to help. Whether it’s TV, radio, digital or PR, we’ve got the expertise to tackle all your marketing needs — and the media plans to drive ROI for your business. Visit our website to learn more about our advertising services or give us a call directly at 818-703-0218.

Don’t forget to follow us on social media for more tips!

5 Tips For Successful Street Team Marketing

Sometimes the best way to get your brand’s name out there is to hit the streets! Print ads, TV, radio, and online marketing go far, but they’re no match for the in-person connection you can create with effective street marketing.

Street marketing can get you the exposure and branding you need, but that’s only if it’s done with a plan. Without a clear strategy, this kind of campaign can turn quickly from an asset to a liability. Street marketing requires more than a great product or service – you’ll also need hardworking staff and a little street wisdom.

But don’t worry. The advertising professionals at Bloom Ads are ready to help you kick off the perfect street team marketing plan for your brand. To run the streets with success, remember the following street marketing tips:

How to Make a Successful Street Team Marketing Plan

  1. Location, Location, Location

You want your team in an area that they’ll see the best engagement. Survey the surrounding areas and determine where your ideal audience is located, then target those areas with your campaign. There’s point targeting places your customers aren’t likely to be – outside college bars, for example, if your target audience is over sixty. (Though you may get lucky with the odd professor.)

Drive-by traffic and foot traffic are everything, so avoid remote or out-of-the-way spots. Your perfect zones need to be somewhere that your message can be fully utilized.

  1. Think High Traffic

You’ll be using valuable resources on this campaign to provide quality marketing and keep your amazing street team staff members happy. In that case, you’ll want to make sure you’re getting the best ROI possible. So beyond your target audience, consider the time of day and traffic patterns of the area.

You want to send out your teams during the high traffic hours. Whether it’s lunchtime or during rush hour, your street marketing team should be visible when cars are stopped and people are heading home or to and from leisurely activities, like shopping.

  1. Backup Locations

Failing to plan is planning to fail. But sometimes, planning to fail is just good planning! In other words, expect that not everything will go smoothly, and have a plan B for when things don’t.

To give yourself options, explore every single location that is available to you and your team before heading out. List the ideal locations in order and split your team between them. Then, make sure everyone is aware of the backup locations, as well as how to coordinate movement.

  1. Check the Weather

Let’s face it: You can’t always predict the weather, but you can be prepared for it!

For your rainy-day street team marketing plan, look for locations that have full coverage to protect your street team staff from the downpour. You don’t want to gather a team of workers together only to have to send them home.

For hot, sunny days, on the other hand, make sure your team members protect themselves with sunscreen and proper clothing and drink plenty of water.

  1. Do the Paperwork

There’s nothing more disappointing than preparing a killer street team marketing plan only to find out your campaign would be breaking laws. Or worse – actually getting stuck in a lawsuit. Squashing any unforeseen risks or costs of your street marketing campaign means crossing your t’s and dotting your i’s.

To prevent having to deal with any legal woes, do your research before heading out. Learn what paperwork or permits are needed and take the necessary steps to obtain them before you begin to market.

Looking to get your name out there? Our team of professionals is here to help you create the perfect street team marketing plan. If you have any questions about the services that we offer, do not hesitate to reach out by calling 818-703-0218. You can also visit our website to learn more about our media buying and planning services.

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Tips for a Creative Marketing & Advertising Strategy

A creative marketing plan and advertising strategy is the key to a successful campaign. Even while using tried-and-true methods like television, radio, and print advertising, thinking outside the box can help your brand stand out and make a memorable, longer-lasting impression on your audience. Then there are all the ways you can branch out of those traditional avenues, such as social media and digital marketing.

Of course, creativity in marketing is often easier said than done. So how can you make sure your marketing strategy puts you ahead of the curve while meshing well with your unique product/service and message? We’ve got you covered with these tips for creative marketing.

Join Trending Hashtags

Social media is beyond valuable as a digital advertising platform. Social media marketing helps you reach vast yet targeted audiences, meet consumers where they are (i.e. on their mobile devices), and distribute brand awareness and conversions across multiple channels. One of our favorite tips for creative marketing on social media is to label your content with trending hashtags.

Well-written hashtags help contextualize your content so that users can find it more easily. By using trending hashtags, you can involve your local business in something that is happening nationwide.  Just remember to look into the trend before you post about it to make sure that it’s appropriate.

Tell a Story

Storytelling is effective on almost every advertising platform. Whether you are creating a new TV advertisement, developing a print ad, or crafting digital content, telling a story has always been the most effective way to grab an audience’s attention and transmit information in a meaningful way.

In today’s fragmented media climate, storytelling in marketing is more important than ever. By crafting a unique, specific brand narrative, you can cut through the noise and reach the consumers who need you most. A well-delivered story helps you connect with audiences on a deeper level, allowing your brand to speak to their specific identities and values. We can’t stress how important this tip for creative marketing truly is.

Hold a Contest

Contests can help generate engagement with your audience. In a marketing climate increasingly dependent on multichannel engagement, you’ll want your consumers to have as many opportunities to interact with your brand as possible. Contests specifically tailored to your product or service can help establish a community around your brand, through which customers can then express their unique selves and values.

Have your social media followers share photos or videos with you in order to win something relevant to your business. If you’re an activewear brand, for example, you may want to ask for skate or surf videos. There are as many kinds of contests as there are businesses. Find the right one for your company, and don’t forget to include a snappy, succinct custom hashtag!

Make an Infographic

People have different learning styles, and presenting the same message in a variety of ways – visually, verbally, in written form – tends to help it sink in best. But in today’s mobile, social-media-dominated climate, the power of imagery is stronger than ever. Just look at the popularity of Instagram if you need hard evidence.

Images can usually grab your audience’s attention more quickly than text. A picture is worth a thousand words, after all. And since some reports show that the average person takes no longer than 50 milliseconds to form a first impression, the speed with which you can get your message across is crucial.

Take advantage of visual marketing with a sleek infographic about your product or service. Whether in a print advertisement or shared as part of your digital strategy, an infographic can not only catch your audience’s eye, but it can also help them retain the information you are sharing in a deeper, more lasting way.

 

Still having a hard time putting these tips for creative marketing to use? Our digital marketing experts are here to help you develop unique content and an effective plan that works for your business’s needs.

Learn more about our media planning and media buying services directly on our website. You can also give our digital marketing experts a call at 818-703-0218 to learn more about the services our digital advertising agency can offer your business.

Five Tips for an Eco-Friendly Advertising & Marketing Campaign

Our amazing planet has endured a lot, from oil spills to global warming. As Carl Sagan famously said, we need to “preserve and cherish the pale blue dot (the Earth), the only home we’ve ever known.” We celebrate Earth Day every year, but why not try to showcase what makes your brand eco-friendly throughout the entire year? If you have a sustainable product or service — let your audience know!   

What Does It Mean to Be Eco-Friendly?

Eco-friendly advertising or marketing refers to selling products or services based on their environmental benefits. These offerings may be environmentally friendly in themselves, or their production process is somehow ecologically responsible. Eco-friendly advertising campaigns highlight these benefits and share them with your consumers. Here are a few tips that will help you create a successful, eco-friendly advertising and marketing strategy.

Focus on the Benefits

Think about what aspect of your product or service is eco-friendly. Are your materials locally sourced? Are they chemical-free? If your business has a “green” product or service, design your eco-friendly advertising campaigns around that aspect of your product. If your company manufactures sustainably, make sure to highlight that in your eco-friendly ads.

Think Locally

We are all busy, so it can be hard to find extra time to do more than work, spend time with loved ones, and fit in some rest.

While it’s said the more you volunteer, the more you’ll experience its benefits, volunteering doesn’t require a long-term commitment or take a considerable amount of time. Getting involved is an excellent opportunity to support local businesses and reduce your carbon footprint. Plus, you can cross promote your products or services, which is essentially a “free” public relations and eco-friendly advertising campaign in itself.

Support Environmental Initiatives

Donating to environmental organizations and communicating these efforts to your audience can go a long way in showing your belief in ecological causes. Environmental charities work to preserve and protect the environment and to promote ecological research, conservation, and appreciation.

Select charities that your business aligns with and collaborate in such a way to create eco-friendly advertising campaigns that will benefit both your business and the charity that you are looking to help. The charity may even have eco-friendly ads that you can co-brand and help bolster the legitimacy of your marketing efforts.

Always Be Transparent

With the environment being at the forefront of plenty of news stories, businesses are meeting more demand by regulators and consumers (especially millennials!) to be transparent in their environmental governance. It is essential that companies are environmentally transparent about both the good and the bad business practices they employ.

Get out in front of your competition and let your audience know about your green initiatives, but don’t exaggerate or hide negative news. If you are smart and honest with your eco-friendly ads, that transparency will foster consumer trust and recognition for your brand.

Look at Environmental Labels

Eco-labels like Energy Star and USDA’s Certified Organic are a recognizable way to let your audience know that your product is eco-friendly. Energy Star is a trusted symbol backed by the United States government that recognizes products for their energy efficiency, which helps consumers save money and protect the environment. Products that don the Energy Star logo have shown that they reduce pollutants and greenhouse gases caused by the inefficient use of energy.

USDA Certified Organic products have stringent production and labeling requirements. An example requirement is that organic products must not use genetic engineering or ionizing radiation. Organizations must also make products following the National List of Allowed and Prohibited Substances.

Become an Eco-Friendly Brand Today

As you can see it takes a great deal of work and proof to obtain eco-friendly certifications and recognition. Find an eco-label that exists in your industry and research the certification process. These certifications are a great way to verify the legitimacy of your product or service. Once you’ve gone through the effort of getting them, make sure that they are prominent in your eco-friendly advertising campaigns.

Eco-friendly advertising is a great way to show off your brand’s ethical practices, green products, and environmentally responsible processes. Always be genuine with your claims in your green marketing campaigns. Take the time to educate your customers. Let them know what actions you’re taking and what their ecological impact it will be. Successful eco-friendly advertising campaigns often leave space for your consumers and community take part in the fun. Don’t make it all about you, make it about them and the benefits to them.

If you need help developing a “green” marketing strategy for your brand, contact our professionals here at Bloom Ads. Visit our website to learn more about our advertising services or give us a call directly at 818-703-0218.

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How to Make An Effective Facebook Ad

Is your brand active on social media? Facebook is more than just a platform for sharing with friends; it’s a way for companies to keep in touch with customers in real-time. Right now, Facebook ads are one of the best ways to reach consumers, especially since Facebook is actively deprioritizing organic business posts after the Cambridge Analytica scandal. With that in mind, not very many brands know how to make an effective Facebook ad.

Facebook values user experience first, as this ensures that its users stay as active as possible. To protect this experience, Facebook prioritizes ads that appear like and don’t significantly interfere with the organic content users are consuming. This prioritization means that the ads you create need to be relevant and highly compelling. If you use visually stunning imagery and video, you’re more likely to catch a user’s attention, and users will be more likely to remember what they saw. Also, Facebook video ads, more than ever, are being treated more favorably by the Facebook ad prioritization algorithm.

It All Starts with the Image

Let’s start to outline precisely how to make an effective Facebook ad. As your intuition likely asserts, images and video are everything in Facebook ads. It only makes sense, then, that when making Facebooks ads you’d want to place your essential messages directly on the images and video.

Perfect, sounds great right? Hold on, before you go loading up your Facebook ad image with copy, Facebook won’t allow your ad to garner impressions if the image has ad copy on it that takes up more than 20% of the image. Facebook has technology that scans the whole picture looking for numbers and letters, even if they are offers, logos, or slogans. So, use text carefully and cautiously in the image. The first step in learning how to make an effective Facebook ad is erring on the side of caution and sticking to short promotions or your logo.

Next, Focus on the Ad Copy

Although visuals are king in Facebook, it is vital to have clear, concise, and helpful ad copy in your ad to convey your message. Facebook ads offer three sections for your copy. There is the Text section above your image or video, which is where you can place the more extended portion of your ad copy. There is the Headline, which appears bold and larger right below your image or video. Finally, there is the News Feed Link Description under the Headline.

Text: Best Practices

The first ad copy field that you can enter is the Text, which is where you will enter the bulk of your message. We recommend saving your value proposition for your Headline, so this section should support your value proposition. How does your offer work? What exactly separates you from your competitors? How can people take advantage of your products or services?

You can put quite a bit of copy here, but eventually, Facebook will cut it off. When Facebook users are scrolling through their news feed, they won’t stop to read a ton of text, especially if they need to click to expand the remainder. Our recommendation is to use at least 90 characters, but not to exceed around 125 characters.

Headline: Best Practices

The Headline is right below your image or video and, in our opinion, is the most crucial piece of text. It is a slightly larger font than the rest of the ad copy, and it is also bolded. Due to it being more prominent than any of the rest of your ad copy, it should be the most critical part of your message.

We recommend placing your value proposition here. The value proposition is an assurance of value to your customers. It should be a differentiator from your competitors. It can be an offer or a promotion or can state why your product or service is the best. The Headline can be 40 characters, but we recommend limiting it to 25 characters so they aren’t cut off in mobile ads. This means you’ll need to pack your punch in a small message.

News Feed Link Description: Best Practices

After the Headline is the News Feed Link Description. We recommend using this to offer supporting information to your Headline. Users are likely to see the Headline and then scan the News Feed Link Description right after. You can likely place your best two bullet points in this space. We recommend 25 characters here as well and keep in mind that this text field will not show in your mobile ads.

Carousel Ads for Direct Response Campaigns

We’ve discussed standard image and video ads, but we’ve also found that Facebook Carousel Ads work well for direct response campaigns. Carousel ads highlight up to five different products or services that your prospects can individually click on to learn more about each.

Each of the five options can have a distinct click-through URL, giving your customers more options and more opportunities to convert. The standard Facebook ad best practices outlined above still apply, but carousel ads offer marketers more creative options.

We Know How to Make an Effective Facebook Ad

Want more info? Contact our full-service digital advertising agency to learn more about how we can help you improve your brand’s social presence through social media advertising.

Call us at 818-703-0218 to speak with a digital marketing expert directly or visit our website to learn more about our digital services.

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Bloom Ads Global Media Group | 818.703.0218 | info@bloomads.com
20720 Ventura Blvd. Suite 140 Woodland Hills, CA 91364