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.
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.
Pizza. Check. Twitter. Check. Emojis. Huh?
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.
No, these questions aren’t directed at yours truly. They are often associated with agile marketing and this term has the marketing world abuzz.
To break it down, agile marketing is a tactical marketing approach. It encompasses a marketing team collectively identifying high value projects that deserve focus and the team’s collective efforts. Agile marketing allows a team to manage complex projects with many unknowns and moving parts and takes inspiration from agile development. It’s something that we find value in over here at Findsome & Winmore and are continuing to focus on more and more.
Agile marketing allows us to:
Respond in a quick manner to changes in the market
Produce rapid campaigns that can be tested and optimized over time
Experiment with lots of ideas and expand on the ones that succeeded
Justify what we are doing with our marketing projects with hard data
Collaborate with team members to prevent a tunnel-vision approach to marketing
When starting the agile marketing process…
Think of the process in phases. The first phase should be detailed with the following phases more high-level. Going this route allows you to experiment during the first phase, make changes to what you are doing or completely throw out what you’ve been doing and start over! Instead of testing out theories and ideas in the long term, you are testing them out in the short term, allowing you to eliminate what doesn’t work and expand on what does to give you a better return in the long run.
Fear not my anxiety-ridden marketing mangers, we’re not saying abandon what you’ve been doing this whole time, the hours of research, the content you know works, etc., we’re just asking that you open your eyes to maybe another alternative in the world of digital marketing. Agile marketing allows you to experiment and do right for your clients. Start small, review what you are doing and evaluate what is right and wrong for you. There are factors that can always come into play (new competitors, new technologies, new trends, etc.) that will affect what you’ve been working on, and that’s the beauty of agile marketing! You can move and work with it and not against it!
Note that Xerox has been proactive with agile marketing since 2009. Judith Frey, the VP of Interactive Marketing at Xerox said: “Because of the volume of projects that come up in the Web environment, you’re changing things on an ongoing basis. A way to manage those and prioritize them so you’re always working on the highest value projects is very much congruent with how agile operates.” For Xerox, the biggest improvement in business results for them has been in their ability to prioritize and get the right things done the right way.
Learning the ins and outs of agile marketing can take time and it might feel like a slow crawl in the beginning, but the benefits at the end can definitely be worth your while. Think efficiency! Think happy customers! Think a better functioning team and process! Think agile marketing!
It’s no secret that the world of search engine optimization and search in general is constantly changing. The trick is to not just keep up with the change, but stay ahead of it. The mantra “content is king” has been the precedent in SEO for a while now, but what do you do after you’ve incorporated quality content into your site and optimized every page and backend as much as possible?
It’s time to think a step further AND a step ahead of Google. One of the newest cries in the land of SEO is semiotics. What is this exactly, and what does it imply for SEO? It basically asks for a shift in thinking where we don’t just consider what’s written and embedded on the page, but the meaning behind it all.
Three’s Not a Crowd in Semiotics and SEO
Semiotics is basically comprised of three components:
The relationship between items and objects. Example: American streetlights are always green(go)-yellow(slow down)-red (stop); they follow a certain order, and the light will always turn yellow before it turns red.
The meaning of something and/or its context. With search and SEO, context, synonyms, and more are looked at to provide the most relevant search results possible.
The meaning of words based on their relationship with the user. For instance, if you have fond memories of going to the beach as a child, you’ll most likely respond positively to words such as: beach, sand, ocean, surf, etc.
So what does this mean in terms of SEO? For starters, relationships and meanings are already at work in search results. To approach content, design, and SEO as a whole from a semiotic approach all that’s missing is one more piece: the relationship with the user.
Use Pragmatics to Incorporate Semiotic Thinking into your SEO Strategy
Right now search engines aren’t developed enough to take pragmatics into consideration when answering a search query; however, that doesn’t mean this factor still doesn’t matter. After all, at the end of the day a person — who is influenced by pragmatic associations — is using your website, not a robot.
Applying pragmatics to your SEO strategy, website, and content is relatively straight-forward. The short of the long is it requires companies to consider the user while making content and site changes.
Some ways to incorporate a pragmatic approach include:
Use satire or other humor: Machines and technology don’t have the capabilities to understand humor, but people do! Using appropriately funny and amusing stories/jargon can make your site stand out from the rest of the crowd and (just as importantly) make it memorable.
Utilize a lexicon: Does your business have its own language or jargon? When creating content, it’s important to consider the users and not just the search engine. As much as possible, try to communicate with your targeted audience in the same or similar way they would speak and communicate.
Incorporate metaphors: This doesn’t necessarily mean “copy only,” either. The design of your site can be metaphor; it’s an opportunity to showcase what makes it unique. At Findsome & Winmore, we specialize in both traditional and digital marketing initiatives, so we recently re-branded our company from “Websolvers” to “Findsome & Winmore: The Classic Digital Marketing Agency.” You can see this message through the theme of classic and modern elements that are applied throughout the entire site.
Consider culture when designing: What is the culture of your targeted demographic or market? One (relatively) easy way to capture the attention of your audience and connect with them is by having your website design reflect how they process information.
Website designed for American culture
American culture tends to appreciate websites that have a cleaner look, where the information is clearly visible and accessible without cluttering the page.
Website designed for Japanese culture
The Japanese version of the same site, though, shares much more information in a more compact space – indicative of Japanese culture and how users there prefer to view and process information.
It can be easy to focus on content and keywords when it comes to optimization, but be sure to look at and consider the big picture! Even though technology may be crawling and indexing the page, where the user chooses to go is still up to them.
We often tell clients that you can’t just dip your toe into marketing. If you’re going to start a Twitter account, a new website or a blog, you have to dive in. Because it’s impossible to “dive in” to every marketing tactic all at once, you have to consider which tactics work best for your audience and business. This is where marketing strategy comes into play. In marketing, much like life, it pays to think before you act.
A marketing strategy is not a quick and easy procedure. It takes time, thought and research to create, but the end result is a plan that will guide you through each and every marketing project that you undertake. So before you jump on Twitter or start a blog, consider these 4 steps to create your company’s marketing strategy.
1. Know Your Differentiators. And Use Them.
Overused marketing tactics tend to create an automatic eye glaze from your audience. They simply won’t respond. The best way to capture your audience’s attention is to play up your differences. Look into the heart of your business and your culture, and make sure those unique qualities translate into all areas of your marketing.
2. Know Your Target Audience. Know your audience, and know them well. This is essential in creating a sound marketing strategy. A deep understanding of your audience allows you to know which marketing tactics will be most effective. Consider these questions: How old are they? What is their job and position? Are they predominantly male or female? Where do they get their information? How do they decide what products/services to buy? What is their personality like? These are just some of the many questions you should know the answer to in regard to your target audience. After analyzing your audience, you may realize you have more than just one target audience. When you’re developing marketing campaigns or writing digital content, you should be writing to a specific audience. Because your various target audiences may have completely different personality traits and job descriptions, it’s foolish to assume they should be marketed to in the same way.
3. Know Your Voice.
Clearly defining your voice is critical to achieving a consistent, unified writing style throughout all of your marketing materials. Establishing a specific voice that is a filter for all content will make your writing style consistent regardless of who is writing your content. Your voice should be so distinct that it has its own personality. Is your writing style conversational and clever? Is it professional and educational? To determine your brand voice, think about your company as if it were a person. What kind of a car would your company drive? What would be its go-to restaurant? What kind of music would it listen to? This exercise is helpful when determining how your brand should speak.
4. Know Your Goals. And Your Limits.
Specific goals are essential to creating your marketing strategy. Develop short and long-term goals that are specific enough so that you can measure your success as time goes on. Once your goals are listed, choose to implement the marketing tactics that will help achieve these goals. It’s important to choose goals and tactics that are realistic and manageable. For example, a client may have a goal to increase their Facebook following by posting once a day, but because they don’t have the time to actually post once a day, they end up posting once every two months. It’s always better to pick a goal that you can actually commit to than to overwhelm yourself with lofty, unsustainable goals.
Marketing strategies take deep thought and research, but the outcome is more than worth it. Your strategy provides the framework for how you write, which marketing tactics are most effective for your customers, and how you speak about your company. Plato was onto something when he said “Know Thyself” and we believe a thorough understanding of your differentiators, your audience, your voice and your goals will lead to successful marketing.