Tag Archive: advertising

  1. Best-Kept Secret: How Kadence Leverages the Power of a Secret for Brands


    Spoiler alert! It’s the call of the millennial TV and movie watcher, the warning cry of secret holders or defeated wail of those prematurely and unwittingly exposed to plot-ruining details.The buzz behind today’s narrative-driven entertainment, from Game of Thrones to the Serial podcast, seems to be as much about the secrets of a story as the overall story being told. But who can blame us? From whispers in the schoolyard to rumors at the water cooler, having a secret, especially a juicy one, is tantamount to having a hidden superpower that you only unveil to carefully chosen confidants.

    Though secrets are powerful when they entail the latest fatality in Game of Thrones or the big twist at the end of Fight Club, but when leveraged for businesses they can create a buzz that gets the whole town talking. Take, for example, a hidden pizzeria in Las Vegas. Though Vegas is known for its neon-clad casinos, lounge singers and a less-than-squeaky-clean history, you can add the ‘za to that list thanks to a literal hole in the wall.

    Featured in Marketing Tip Monday, this pizza place, known fittingly as “Secret Pizza,” has no sign, no listing in the building directory and can’t even be seen from the main floor of the Cosmopolitan hotel where it resides. This is a marketing nightmare, no? Businesses pour millions into marketing their brand, increasing their social media presence and producing high-end commercials just to get the word out, after all. Yet, against all odds, this hidden pizza joint boasts five-star reviews on Yelp and Tripadvisor and has become something of a local legend.


    Image courtesy of Tripadvisor

    For a local example in a similar vein, we need only cruise down to the Audubon Park Garden District, home to what appears to be a big matte-black box. This box’s name is Kadence, and it is home to a truly unique dining experience in Central Florida.

    The idea of a limited-seating, reservation-required nine-seat sushi bar specializing in a highly personalized, chef-picked multi-course tasting menu is wholly unique to the sprawl of Central Florida’s sprinkling of Asian fusion and street taco purveyors. Though the Kadence’s concept is simple, you get little-to-no hint of it being a sushi bar by looking at the almost comically nondescript façade. Instead, we are forced to stare in wonder and, short of walking in to inspect for yourself, find someone to share what they’ve heard around town.


    Kadence’s unassuming exterior leaves no hint of the culinary treasures hidden within.

    The marketing heavy lifting for Kadence isn’t achieved by radio ads or tacky banners that proclaim, “GREAT SUSHI–OPEN NOW!!!” Kadence takes a much more subtle approach: an approach largely afforded to them thanks to the quality of their product. The secret hiding within that box is, from all signs, well worth the buzz. If they were serving up mediocre-at-best airport sushi on styrofoam plates, the word of mouth may fall flat on its face. But instead, these chefs who cut their teeth at Michelin Star-rated restaurants provide a unique, truly high-end dining experience. With each satisfied customer, Kadence builds onto its mythos as the best-kept culinary secret in Orlando.

    That’s great for them, but you’re probably wondering what your brand can learn from Secret Pizza and Kadence. These success stories are proof that the power of secrets isn’t reserved to your favorite TV show, movie or podcast. This implicit power can be leveraged in any business willing to keep a secret from the masses. In doing so, a brand is able to inspire a small, in-the-know fanbase who will spread the word like wildfire: from an über-exclusive sushi bar, a secret-but-sublime pizza joint, a secret menu only regulars are privy to or a special cocktail that’s only sold after midnight.

    Don’t mistake this blog post as an admission that traditional advertising and social media marketing is all a sham–far from it. However, sometimes a little mystery goes a long way in creating underground chatter that can penetrate far deeper than more blatant advertising. The traditional marketing tactics could, and often should, work in tandem with the myth building of your brand. Also, never lose sight of the fact that Secret Pizza and Kadence both succeed because their secrets are worth uncovering. The disappointment would be hard for these restaurants to shake if their product was anything but exceptional.

    In reflection, much of the appeal of a secret is the feeling of being an insider. It’s completely human to want to belong to a community and an exclusive club. There’s a definite cool factor to being the guy or gal who knows all the speakeasy passwords, where to find the most authentic (insert ethnic food of choice here) in town and which hallway leads to the best pizza in the city.

    Brands bend over backward to make meaningful, emotional connections with their audiences but many fail to capitalize on the allure of being an “insider.” Spoiler warning: whispering into your customers’ ears (or inspiring their friends to do so on your behalf) can be a truly powerful tactic to add to your more traditional marketing methods.

  2. Findsome & Winmore Announces Plans to Occupy and Remodel 8,000 Square-Foot Building in Winter Park

    Orlando digital marketing firm enlists help of local clients to relocate headquarters ahead of anticipated agency growth


    Findsome & Winmore, the classic digital marketing agency that helps clients find and win new customers, announces today plans to relocate its headquarters to an 8,000 square-foot, full building located at 1550 South Lakemont Avenue in Winter Park. This announcement comes as the company prepares for continued strategic growth in 2018 and beyond.

    In searching for and finalizing the purchase of its new space, Findsome & Winmore enlisted the help of clients Foundry Commercial, Fountainhead Commercial Capital, and Sloane & Johnson. Additionally, Baker Barrios Architects, another Findsome & Winmore client, will oversee the remodeling of the building.

    “We have always considered ourselves to be an extension of our clients’ teams, so involving them in the process of finding our new home was very special for us, ” said Matt Certo, CEO and principal at Findsome & Winmore. “With their assistance, we have found a space that will not only allow us to grow our agency significantly over the next 18 months, but will also provide our team members with a creative, interactive environment they can thrive in. We thank Foundry Commercial, Fountainhead Commercial Capital and Baker Barrios Architects for their continued, invaluable insight as we embark on this journey.”

    Findsome & Winmore’s decision to relocate its headquarters comes just two years after the company expanded its current office space, increasing office capacity from approximately 15 people to 25 people. Now, the company is moving to a building that will sustain its steady growth trajectory while permitting extra room for a kitchen, coffee bar, multiple meeting spaces and more.

    In 2017 alone, Findsome & Winmore’s growth involved the onboarding of multiple new clients, including Virgin Produced, Tijuana Flats, Children’s Home Society, onePULSE Foundation, Park Square Homes, and more.

    Following a five-month construction period, the Findsome & Winmore team will relocate to its new office in May 2018.

  3. How the Summer Olympics Can Teach Gold-Medal Marketing

    Summer Olympics

    Rio’s 2016 Summer Olympics is finally underway and the energy is palpable. It’s amazing to think about the level of talent from across the world coming together, putting aside politics and cultural differences to compete in something as pure as sport. Surely, there are Olympic-sized swimming pools of emotional inspiration to be had and lessons to be learned from the Summer Olympics, but as a marketer at heart, I have also found inspiration that directly correlates with my profession. Though onlookers can glean a few tips from watching the exhaustive efforts put into branding and marketing the games, I have a bit of a unique point of view on this subject.

    Working as part of the 1996 Summer Olympics’ sales and client services team, I had a front-row seat to witness greatness achieved both on and off the fields.

    Summer Olympics5 Marketing Lessons Learned from Working the Summer Olympics


    • Training isn’t just for the athletes: Good marketing doesn’t just happen. No, it takes the mentorship of skilled experts, daily preparation, continued study and detailed observations to get it right. There is something to be said about resilience in this industry, and the Olympics are an excellent metaphor for the years of hard work that go into being the best.
    • Even tried and true products can use innovation: The 1996 Summer Olympics marked the first time that skyboxes and suite-style seating were utilized to generate revenue. If the Olympics can embrace new ideas and reap the success of such innovation, your brand should be willing to do the same. Even though things had been running smoothly for (thousands) of years, they still sought out opportunities to take the product offering to another level.
    • Messaging moves the needle: The innovation mentioned above demonstrates more than the benefits of trying new tactics — it also shows the importance of messaging. One of my tasks at the Olympics was to fill seats at the less popular events (everyone wanted to attend the gold medal gymnastics event, but fewer people were buying judo tickets). Strategically positioning and pairing the lesser attended events with the more popular ones led to successful ticket sales and attendance rates.
    • Marketing and sales play for the same team: Whether marketing for something as tangible as tickets or as intangible as general brand awareness, in my opinion, you cannot effectively market something until you learn how to sell it. I was responsible for selling packages for a combination of sporting events and learned many marketing (and sales) lessons through this experience that I still utilize to this day.
    • Winning matters: We all know that winning an Olympics competition is a HUGE deal, and the truth is, it can be a major public relations win and morale booster for an entire country. The same can be said for winning awards for your company. Applying for awards and seeking accolades for your products and services helps demonstrate expertise and ultimately assist in generating new business.
    Summer Olympics

    By Photo: Niteshift36; plaque: International Olympic Committee – I (Niteshift36 (talk)) created this work entirely by myself., CC BY-SA 3.0, https://en.wikipedia.org/w/index.php?curid=47303233

    Admittedly, a lot has changed since 1996.  However, the marketing lessons are still relevant and viable in 2016.  Taking cues from a marketing and sales powerhouse like the Olympics can help garner your brand a few gold medals of its own. Just remember to train hard, stay open to innovation, be observant and keep your eye on the prize. We’ll see you on the podium.

  4. 2015 Marketing Campaigns We Loved


    Did you know that every time a bell rings a marketing campaign gets its wings? Well, maybe the wings part is fiction, but they sure do sprout into this world at a rapid pace. With 365 days for different marketing initiatives across a variety of mediums (think email, web, social, native, etc.), there are plenty. Here’s a little breakdown on digital campaigns we FOUND and think WON this year.

    Geico’s Unskippable YouTube Ads

    If you’re like me and every other person I know, you typically tune out the preroll ads on YouTube right when you click play. You know they’re coming up, so you check out for a couple of seconds until you’re ready to watch your intended video. Knowing this, Geico’s marketing team opted to strategically alter their content to combat this issue.

    What Geico did was hook the viewer during the first five seconds, knowing that if they couldn’t get them then, they’ve lost them forever (or until the desired and intended video starts). They did this by creating digital ads that concentrated all messaging efforts on the first five seconds of the video while rolling funny, albeit ridiculous, footage afterwards for pure entertainment purposes. The real pull was that these ads put a new spin on preroll video and grabbed the attention of Geico’s peers, other digital marketing strategy agencies and yours truly. Check out one of the videos below for yourself.

    Domino’s Tweet-to-Order

    Pizza. Check. Twitter. Check. Emojis. Huh?

    pizza emoji


    You would think I was checking off a weird lunch/work list, but no, it’s just me talking about the Domino’s 2015 campaign and long-term strategy that struck a chord with millennials and more. Speaking to the five seconds that resonated with Geico, Domino’s understands that getting your message across in a clear, concise and clever way matters more now than ever. They also understand that ease and speed is more important to customers than ever too. Understanding that, they’ve given the ability to TWEET AN ORDER FOR PIZZA IN JUST ONE EMOJI. Right? It amazes me too. We might not be living the Jetson’s lifestyle I thought we would be by now, but we can tweet for pizza! That’s a win in my book, as it’s way more efficient than signing in online or calling in an order.

    All you need to do is register your Twitter handle on your Domino’s Pizza Profile. You can then tweet the pizza emoji or #EasyOrder to the Domino’s Twitter handle and, BOOM, you get a direct message confirming your order. Then pizza will be on its way to your home, office, bodega, wherever. Joy!

    This newfound system is a part of Domino’s AnyWare ordering technology. Not only can you order food from your computer and phone, but your smartwatch and smart TV as well. The digital options are nearly endless.

    The future is here my friends.

    Always “Like a Girl”

    A smart and heart-tugging campaign will, of course, be in the mix. You’ve got funny (the Geico campaign), the genius tech-centric (the Domino’s one) and now you have the smart, empowering and beautiful one.

    The Always “Like a Girl” campaign did exactly what it intended to:

    • Brought attention to the limitations put on girls by social norms
    • Established Always as an ambassador for equality

    The campaign first drew attention on SuperBowl weekend, with the Always 60-second spot airing during the big game. The reason this commercial stood out in its time slot was that it was so different from any of the previously played commercials. The spot challenged the idea that doing something “like a girl” is an insult, which is what it’s commonly thought of. Instead, it promoted the idea that anything performed “like a girl” could and should be associated with strength.

    The video was inspired by a study sponsored by Always. The results found that more than half of the respondents experienced reduced confidence during puberty, which occurs between the ages of 10-14 in girls. At the start of the video, it shows a group of kids, ages 10-14, acting out what “like a girl” means when speaking about certain activities. Those in this group presented themselves as weaker when acting out what “like a girl” means. When asking a younger group, the individual kids responded with assertiveness and power, showing the strength in what being a girl means and is.

    Social experiment campaigns (remember Dove’s Real Beauty?) that help shift social norms to a positive are always something that we can back…like a girl. 😉 WINNING!

    The above are just some of the many smart and creative campaigns that have grabbed our attention this year as the time ticks towards 2016. We hope the campaigns of the future present us with many more thoughtful, smart, creative and engaging campaigns to look forward to. Remember, the foundation of these campaigns is always a strong marketing strategy.

  5. 5 Fun Facts To Up Your Super Bowl Game

    Football lover or not, the Super Bowl caters to all. I’m still in the process of understanding the beloved American game, but what I don’t need any help with grasping is the commercials (inject humor and/or a dog and I’m sold), the food (I’m a huge fan of chips and dip and think that any bowl that contains these two items is a super bowl, indeed), and the amazing stats tied to the Super Bowl (staggering, really).

    With that being said, below is what I consider need-to-know stats and facts when it comes to the Super Bowl.

    Average audience of last year’s Super Bowl: 111.5 Million

    It’s one of the most-watched events in the world and draws more than 80 million viewers every year since 1990. Want to be seen and hopefully remembered? Maybe you should consider advertising – both traditional and/or digital around this great event. You don’t need a huge budget to be a part of it–try tapping into social media to piggyback on the action.

    The rate for a 30-second spot during this year’s game: 4.5 Million (Insert gasp here.)

    The cost for a spot in the very first Super Bowl was a steal at $42,000; then again it was 1967 and a chocolate bar cost about a nickel at that time . No wonder this year Newcastle is opting to share the wealth with brands like Match.com, Jockey, YP.com, Boost Mobile, Charisma Bedding, Beanitos, Rotel, Brawny, Sharper Image, Dixie, and Krave Jerky, just to name a few. Seriously. Newcastle’s 2015 TV spot showcases a whopping total of 37 brands. According to Newcastle, ”It’s the most exciting, most jam-packed, most fiscally responsible big game ad ever.” I have to agree with the Brown Ale on that statement.

    The Super Bowl will be broadcasted in 34 different languages.

    English being the only one I understand, but still, that’s the ability for Super Bowl advertising to reach potentially everyone from Albania to Thailand. Can I get a cheers/prost/kanpai/salud to that?

    Miss the Bowl? No worries – NBC and Tumblr’s got your back.

    NBC is planning on posting all Super Bowl TV commercials to Tumblr moments after they air. This is just another genius way of gaining additional ad exposure. That should soften the blow of spending $4.5 million on a :30 second spot. Right?

    44% of people who eat chicken wings during the Super Bowl prefer bleu cheese dressing to ranch.

    I am a part of that 44%. Nothing goes better with chicken wings than some bleu cheese and beer. Maybe it’ll be a Newcastle this year? Well done Newcastle. Now I’m seriously considering you as my beer of choice for the big game due to your entertaining ad. What can I say? I’m a sucker for good entertainment.

    Bonus Fact: Budweiser Always Wins

    This one is really a matter of opinion. Mine to be exact. But Budweiser is targeting all with not only this year’s Super Bowl commercial, but every commercial they make that involves a dog, a horse and a man. Come on – dogs, horses and pulling on my heartstrings in one commercial? SOLD! Here’s a sneak peek of the commercial they plan on airing this Sunday, February 1st.

  6. What Facebook’s New “Buy Button” Means for Your Business

    Facebook Ads Facebook Ads

    You know that guy with the bagel cart rolling by your office in the morning? You were busy getting started on your business of the day, then this guy rolls up and well, now you’re hungry. “Ok,” you think to yourself. “I’ll grab a bagel.”

    The convenience of the impulse buy is hard to ignore. And more often than not, it doesn’t feel like we’re being sold or marketed to. We usually feel pretty confident that this is our decision. Yes, we didn’t know we were about to make this purchase, but we are totally in control and definitely want it. Right?

    Recently Facebook announced their new Buy Button which will allow your customers to purchase products from businesses without ever having to leave Facebook, mobile included. Your customers will be able to complete their entire order process (even shipping settings and payment) all in one cozy nook of the world’s favorite social media home away from home. Whether this sounds scary or convenient, it’s time to start planning how your business will adapt. Here are 3 things to consider when examining the new Facebook Buy Button, and what it means to you and your business.

    1. Say Goodbye to distracting ads and hello to engaging content.

    If you’ve ever tried Facebook ads to promote your company or goods and services, the buy button is a good thing. Buying online ads are hard to quantify from a success point of view. Sure you can track clicks and click throughs, even track where purchases came from. But these efforts typically work better in concept than application. Here’s the next step. Stop buying traditional Facebook Ads. With the buy button you no longer have to throw money at distracting your customers. You can, instead, connect with them via your content. Content that they’d be choosing to engage with anyway. Have a cool new product you want to get out to market, or even test? This could be where you do that.

    It’s a fact of life that many content owners are now looking to their “readers’ offers” initiatives to build e-commerce into their content sites. – Forbes (http://www.forbes.com/sites/haydnshaughnessy/2014/07/18/facebook-shopping-button-could-be-amazon-reviews-on-steroids/)

    2. The impulse buy: The next generation.

    This is certainly a whole new (more impulsive) impulse buy. The genius of it is basically this: Remember why that bagel cart concept works? Similarly, imagine a group of yourself and your closest colleagues and friends chatting around the water cooler about the things you collectively are interested in. Coffee, technology, low calorie drinks, impressively sharp knives, a new hybrid car. Now imagine while casually talking with your friends about these subjects, one of them said something like, “Well, if you’re interested I can get you a box of those knives for $20 less than the store.” They don’t have to earn your trust. They already have it. You don’t have to drive out to the store, or search prices online. You don’t have to do anything really. It’s organic digital content for sale. You’re seeing it in your news feed because you’ve already established, digitally, that it’s something of interest to you. This is the benefit of the Facebook Buy Button concept. And this will be the primary reason why it will work.

    Don’t forget to consider when you post also. Since these aren’t traditional social media ads running automatically, you must be conscious of when you post content with the ability to buy. Read our recent blog post on The Perfect Time to Post on Social Media.

    3. The power of viral reviews

    According to Convert With Content 87% of consumers are influenced by positive reviews, and trust customer reviews 12x more than manufacturers’ descriptions. With the new Facebook Buy Button capability, customer reviews will come first and the product second. In a way, customers have already been trained to reverse engineer their purchases online. It’s been going on for years and the new Facebook Buy Button will only sharpen this modern consumer skill.

    You need to understand how this will bring on competition for your sales. Facebook won’t be alone. Already, Twitter has announced it purchased a payments start up for integration in it’s ever-growing platform. Don’t be surprised if more join soon. The time to plan accordingly and add some grey area to your direct and indirect competition matrices is now. Wondering why your customers stopped buying sunglasses from you? Have they evolved where you haven’t?

    The future of online retail may be upon us. LIKE it? Don’t buy it? Tell us what you think with your comments below or let us know on Facebook!

  7. Web Design Meets Content Marketing: Coca-Cola

    I am always interested in how the world’s marketing and digital marketing leaders are breaking new ground online. A particular web design article caught my attention this week as it profiled Coca-Cola‘s recent corporate website re-design effort. Coke’s new website looks more like a news portal than a corporate brochure.

    The upper area of the Coke website, seen below, puts much more emphasis on telling stories and sharing news than on selling product. It’s digital content marketing at its best and, in my opinion, a look at the future of the corporate web design. Instead of an image of a professional athlete telling you to drink Sprite on the site, there’s a story about how Coca-Cola played a role in the recovery of flood victims in Colorado.

    web design content marketing example

    A look at Coke’s new, story-driven website.

    You will notice that the site is much more story-heavy, seeking to inform, educate, and influence around news–not sales or advertising. This allows Coke to draw users closer to the brand around stories of success, triumph, and nostalgia. There are even sections of the site for areas like food, culture, and business–just like a newspaper site.

    As you scroll further down the page (see below), there is further concentration on story with a ‘Most Popular’ ranking of stories on the site. This is reminiscent of the ‘Top News’ or ‘Most E-mailed’ sections of news websites.

    web design example

    Coca-Cola’s new home page features widgets for popular stories.

    The New York Times website is a good example of how showcasing popular stories can work well. Looking at both the Coca-Cola site and the New York Times site reveals how a brand can become a true content publisher.

    New York Times Web Design

    News sites like the New York Times use widgets for popular stories.

    The potential take-away for digital marketers is that new ground is being broken in corporate web design as the promise of content marketing encourages brands to become publishers. As you think about your own company’s web strategy, be sure to consider how stories and news can help to bring your brand to life through its website.

  8. Facebook Advertising – Is It Really Worth It?

    It seems like everyone is spending a crazy amount of time on these newfangled social media sites. In fact, nearly 1 in every 5 minutes spent online is spent using social media. That is a lot of time and it is only going to increase. So what does that mean for you? Well, Facebook has implemented a very advanced advertising system that is just begging for you to take advantage of it.

    Social Media Examiner breaks down Facebook’s ad system which has three sales channels: Direct, Inside and Online.

    • Direct sales deals with the largest global brands, for which Facebook has dedicated account teams to manage the relationship directly with the advertiser and their agencies. These are generally referred to as managed accounts.
    • Inside sales handles the next tier of clients, who may be spending in the hundreds of thousands of dollars per year on Facebook. These clients will have a sales rep whom they deal with directly to buy advertising, but they don’t have quite the same level of strategic support as managed accounts.
    • Online channel. There are companies developing products on top of Facebook’s Marketing/Ads APIs to facilitate the buying process for self-serve advertisers.

    If you’re willing to shell out the big bucks for advertising on Facebook, it is best to contact them directly. Otherwise head over to the Facebook ad page and get started!

    Facebook makes it easy to target a specific audience. Oh, you’re interested in selling to males, ages 16-18, who live in Boston and play World of Warcraft? Well you can – with just a click of a button. The Facebook advertising platform offers the ability to target your ad to specific segments such as Location, Age, Sex, Relationship Status, Interests and more. This leads to more bang for your buck, because you are not wasting your marketing efforts on users not in your target audience.

    According to comScore, after seeing an ad on Facebook from a major offline US-based retailer, fans and their friends bought 56% more frequently online from this retailer. 70% of brand campaigns also showed a return on ad spend of 3x or better. But, that information comes from a study done in conjunction with Facebook, so take those numbers with a grain of salt.

    So how effective are Facebook ads? Recently released reports suggest that the ROI on Facebook ads are not as effective as  advertisers expect them to be. A recent study found that less than 1 in 20 users returns to a brand page within 30 days of having ‘liked’ it. According to a new poll from the Associated Press and CNBC, nearly 60% of Facebook users don’t click on ads or sponsored content.

    General Motors, the 7th largest advertiser in the US, also pulled their paid advertising from Facebook because GM executives felt that Facebook ads had little effect on consumers’ car purchases. Sources said that Facebook doesn’t provide consistent, clear-cut metrics that prove advertising on their sites works. GM wasn’t feeling the results so they pulled ads – which has caused quite a stir amongst advertisers.

    Another example shows Ajith Prasad Edassery, founder of Dollar Shower, who spent $27.51 on Facebook ads and saw the following results: 1.27million impressions, 303 clicks, and zero sales. So, while a large audience saw his ad, very few clicked it and not one user purchased anything. However, that does not mean that Facebook ads are ineffective. Adam Dion of Synergy Beads has seen a substantial increase in sales through Facebook ads. Every $50 of Facebook ads brings him between $220 and $250 of revenue per month.

    Facebook is a platform built around socializing with friends and sharing information, not shopping. There is something to be said for the ineffectiveness of traditional ads on Facebook. If you’re looking to run ads on Facebook, your best bet is to drive visitors to your Facebook page and earn customers from there. In reality, 45.7% of advertisers use Facebook ads to build awareness and brand sentiment, not generate leads.

    The effectiveness of Facebook ads will vary from case to case. It is best to try out the ad platform with a few different variation of ads and take it forward from there. See which one makes sense for your business. Finding your sweet spot with ads will help drive more fans to your Facebook page and more fans to your services. Just make sure to keep an eye on your results to make sure you’re getting the most from your money.

  9. Pinterest – What is it and can it benefit my business?

    Pinterest. Odds are you’ve heard the name recently (most likely from your wife or technology addicted daughter), but you’re not quite sure what it is. “A digital pinboard? With pictures? Well that is just great, but why should I care?”. Well, I’ll tell you exactly why you should care about Pinterest and what it could mean for your business.

    What is it?
    Pinterest is a social network that allows users to visually share their interests by pinning images and links on a digital pinboard. Pins consists of images or videos that link to a source location. Users create a Pinboard which consist of multiple pins, usually of the same theme. Users can upload pins directly, or pin things the find on the internet using Pinterest bookmarklet, Pin-It button, or URL.

    Let’s simplify it a bit. The main focus of Pinterest is the sharing of quality photos. Users can re-pin a photo they like on their own boards and broadcast that to their followers. Basically, it is a social network for visual collectors.

    How does it benefit my business?
    Pinerest can be beneficial to your business in many ways. It is all about how you use it. The possibilities Pinterest can provide are promising, especially for small businesses, entrepreneurs, and shops.

    Any business that relies on website traffic to increase sales should consider investing some time into Pinterest. Early research indicates that Pinterest may be more effective at driving traffic than other social media sites. According to Shareaholic, Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined and also managed to beat out Twitter. 90% of Pinterest’s user base are women between the ages of 25 to 34. While men may be jumping on the Pinterest bandwagon soon enough, right now the ladies are leading the way. This presents a very clear demographic of who is spending time on Pinterest, and who your content should be targeting. Just by scanning the numbers, if your customers are on Pinterest you should be too.

    You can think of Pinterest as a marketplace that lets your customers advertise for you. Posting a photo of a product allows users to like, comment, and re-pin that photo onto their own boards for their followers to see. This drives more visitors to your website where you can sell them the product directly.

    Pinterest, like all social media, may not be right for you. If you work with any form of e-commerce than Pinterest is right up your alley. It gives you a platform to display and advertise your products in a way that lets users interact and share them. It is also great for discounts and sales. If your business doesn’t translate well into images or videos, Pinterest could still work for you, but you’ll have to get more creative. As with all social media Pinterest should focus on engaging followers and building relationships with them.

    Walk Me Through It
    Lets break it down into a real world example. Let’s say you work at Toms and you’re in charge of marketing their new line of wedding shoes. You take an awesome, sharable, interesting picture and pin it to the Tom’s Wedding board. When a user clicks the photo it links them to the Tom’s Wedding catalog on the Toms website. Users who come across the photo can re-pin it on their own boards like “My Style” or “Wedding Ideas” for their followers to see.

    Because users follow boards that they’re interested in, a photo is automatically exposed to an audience that cares about that specific content. Photos of wedding dresses won’t end up on a tech-nerd’s Pinterest board. So, the photo of your product is reaching an users who would actually be interested in buying the promoted product. By simple posting an interesting photo of wedding shoes, Tom’s has advertised their new wedding line directly to their target audience.

    Why does it matter?
    Pinterest will give you unparalleled access into the mind of your consumer. By visiting fans pages you can easily identify buyer personas and create a more detailed map of your consumers. This insight is valuable in creating marketing campaigns, advertisements and future products.

    Pinterest is pioneering a new an innovative way for companies to sell and advertise their products by focusing on products visual appeal through well done photography.

    It is not just about promoting products that you think a user might want, but also why they would want the products and how they function in their daily lives.

    Who is doing it right?
    Etsy – Sitting comfortably with 102,000+ followers, Etsy has it figured out. Sticking to the theme of the website, Etsy’s pinboards consist mostly of homemade goods, vintage clothing and DIY projects. Other boards promote how their products can spice up your daily life. This is not only showing what users what they need, but also why they need it and what it can do for them.

    Example: Users look through Etsy’s ‘Cool Spaces’ board to find ideas for decorating a new apartment. An image of an innovative bookshelf shows the price and links directly to the store when clicked. Simple!

    Quick Tips

    • If your business doesn’t naturally photograph well (like us bloggers for example) there are still ways to take advantage of Pinterest. Every site has some form of visual assets that they can utilize into interesting pins – you just have to get creative! Try using Infographics, charts or other data visualizations to get a point across, or create a stimulating title card or poster for blog posts. Still stumped? Think outside the box. Snap some photos of the office environment, people you work with and customers.
    • Hire a photographer. The real success with Pinterest lies with having the most interesting and appealing photographs. Nothing can hold you back more than sloppy photography. Strive to create something eye-catching – it will help your content spread faster.
    • Create pin-boards that don’t focus on advertising your specific products, but related to what you do in your day-to-day business. Show what you represent, what you enjoy, and who you are. Add some life into your Pinterest – let it take on a personality. Remember, social media should be about engaging fans first and selling your products second.
    • Pinterest eloquently displays the price of a product if you note it in the description.


  10. WebSolvers Snags Rich Wahl To Further Fuel Its Growth

    Industry Veteran Rich Wahl Returns to Central Florida to Join Forward-Thinking Marketing and Communications Agency

    Rich Wahl, Principal of Innovation and Development

    Rich Wahl, Principal of Innovation and Development

    Orlando, Fla. (October 11, 2012)—He’s back. Ad agency veteran and marketing industry leader Rich Wahl is returning to his roots in Orlando to join WebSolvers, a digitally dominant design, marketing, branding and communications agency headquartered in Baldwin Park. Wahl will be the Principal, Innovation and Development, leading the charge with agency operations, development and client management.

    Wahl, who co-founded and served as president and chief operating officer of Push for more than 14 years, joined The Duffy Agency in 2010, with its headquarters in Malmö, Sweden. He led the company’s United States operations as managing partner in Boston. Rich’s experience with the international agency provided connections with such brands as the United Nations, the Boston Globe, Schneider Electric, Reckitt Benckiser, Almirall, Textappeal and Jones & Bartlett Learning.

    While Wahl was building business for the Duffy Agency in the Northeast, Central Florida-based WebSolvers was busy growing its business as well. In fact, in the face of a bleak economy, WebSolvers grew by nearly 30 percent in 2012, bucking the trend of the vast majority of agencies whose revenues have remained flat at best, and down in a more likely scenario.

    “We’re narrowly focused on helping our clients find and win new customers. The addition of Kelly Lafferman to our firm late last year has helped to widen our expertise dramatically. Combining her capabilities in brand marketing and communications strategy with our 17 year track record in interactive communications has really resonated with clients.”, said Matt Certo, CEO and Principal of WebSolvers. “As we have moved forward on this path, the opportunity to add Rich Wahl to our group was a natural fit. I have admired Rich’s talents and abilities for years and been particularly impressed by his track record of client and agency growth. His experience with brands such as Walt Disney World®, Orlando Health and the United Nations will bring added strategic perspective and tactical experience to the growing client roster at WebSolvers. His passion, imagination and relentlessness have become his trademark for success. I think our agency and clients stand to benefit a great deal by his presence.”

    Wahl, a graduate of the University of Florida, always knew he wanted to be a leader in the advertising industry. He began his career with Vergason•Sojourner•Johns. Following a three-year stint at VSJ, Wahl founded his first agency, Gregory & Wahl, which later became Wahl & Company.

    In 1996, Wahl teamed up with two other ad industry leaders to found Push, where he was instrumental building and managing the company over a 14-year period. At Push, Wahl helped to obtain and retain a client roster that included The Walt Disney World® Resort, Disneyland® Resort, Visit Orlando, AT&T Wireless, Florida Citrus Sports, The Orlando Sentinel, The Kessler Collection, Orlando Health, Pointe*Orlando, Middleton Lawn & Pest Control, CHEP Americas, Smokey Bones Bar & Grill, The Melting Pot, Tijuana Flats, Earl of Sandwich, Arnold Palmer Invitational and Lake Nona.

    “This is a fantastic opportunity for Matt, Kelly and me. I have always been impressed with Matt’s industry-leading business approach and the company’s 17-years of success. Kelly and I actually went to high school together and she was my client at one point. The three of us have a unique synergy and share the same passions for success and innovation. I am really looking forward to working with WebSolvers’ diverse client mix.” -Rich Wahl


    About WebSolvers
    WebSolvers is a digital marketing agency based in Orlando, Fla. In true entrepreneurial spirit, Matt Certo founded the company in his Rollins College dorm room at the age of 19. With the support and partnership of Sam Certo, Steinmetz Professor of Management at the Roy E. Crummer Graduate School of Business at Rollins College, Matt Certo launched the original Website for Rollins College. WebSolvers helps organizations find and win customers through Web development, mobile app creation, branding, social media marketing, search marketing as well as traditional marketing services.