marketing Archives - Page 2 of 4

August 28, 2017

Pedialyte: The Hangover Cure

Your child’s Pedialyte is now curing adult-sized hangovers.

For the longest time people used to open a bottle of Pedialyte only when their child was sick and dehydrated. Today, millennials and adults are opening bottles of Pedialyte because they had one too many adult beverages the night before.

Pedialyte wants you to say good-bye to mornings where your hangover cycle kicks in.

According to Pedialyte’s website, “Pedialyte is a medical-grade hydration solution specially formulated with the optimal balance of sugar and electrolytes needed to help replenish vital fluids, minerals, and nutrients, which, when lost, can lead to dehydration.” In other words, it’s a drink filled with what you need to beat the morning hangovers.

Gone are the days when cure-all mom made you sip on Pedialyte when you were sick. Now, the re-hydrating drink is being marketed to adults. Many of the new ads feature men and women looking like desperate for relief. What can save them from their misery of a hangover? Only the miraculous Pedialyte. It’s always there to save the day. One ad reads, “When last night’s party threatens to ruin today, those in the know reach for Pedialyte.” Another states, “Just one drink they said. Just an hour they said. See the lyte to feel better fast.”

www.pedialyte.com

Since 2012, Pedialyte’s total sales are up 57 percent primarily due to the populous of 21-year olds using it to end their misery of a long night of binge drinking. It is no surprise the brand that previously focused on children, shifted gears to target this new market. While adult use historically had accounted for 10%-15% of Pedialyte sales, it now represents over 33% of total revenue, or upwards of $102 million. Although the company doesn’t plan to change its name to target adult consumers, it is introducing flavors such as strawberry lemonade and orange.

In addition, Pedialyte has been appearing at hundreds of musical festivals and sporting events throughout the U.S., giving away free samples. The hype has even spread to social media with many celebrities from Pharrell Williams to Miley Cyrus posting selfies, crediting Pedialyte as their hangover cure.

Pedialyte has added to their brand by coming out with on-the-go powder packets and freezer pops. These versions are more convenient and less obvious than hauling around the standard jug of Pedialyte.

www.cosmopolitan.com

www.disinfo.com

Is it safe for millennials and adults to chug Pedialyte quicker than their three rum and cokes from the night before? Dr. Robert Glatter explains, “Both glucose and fructose contained in Pedialyte can help both children and adults reabsorb water along with depleted electrolytes, and thus aid in rehydration.” So the answer is yes, a resounding, Yes!

What does all of this mean? Pedialyte has upped their game, changed tactics, and renovated their marketing and targeting.

They’ve traded in their teddy bears for tequila sunrises.

www.pedialyte.com

Plaid Swan Inc. is a female owned and operated marketing communications firm with multiple offices located in the Midwest. Looking to make your company’s blog stand out? Don’t have a blog, but want one? What’s a BLOG? Contact us today to see how we can bring your brand to a new stellar level!

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

-Haley Corkery │ Public Relations Specialist

July 31, 2017

Mythbusters: 4 Myths About a Marketing Agency

Mad Men. A show many of us are still having withdrawals from since it ended. A show that showed us that smoking could be smokin.’ A show where the fictional, Sterling Cooper advertising agency, pulled back the smoke-stained curtain and revealed the truth about what it’s really like to work at an ad agency. Right? Wrong. This happens to be a myth. Although we do like to consume a Manhattan and Old Fashion occasionally, it seems there are many myths behind what working with a marketing agency is truly like. We are here to set the story straight! So put down the lighter and your glass of scotch, we are going to reveal the whole truth, and nothing but the truth, so help us Don Draper.

www.mashable.com

1. Marketing Companies Are Too Expensive: Many perceive marketing agencies as spending extensive amounts of money on long extended lunches, steak dinners, and martinis. An agency that spends all afternoon golfing with their clients, wining and dining them, talking ‘business’ then somehow dumping those costs into a “miscellaneous expense” category, and submitting them back to the client as a part of their billing. If these practices were ever done, they are no longer acceptable. Marketing firms now focus on providing meaningful and measurable results for clients. Costs in a proposal are clearly spelled out and clarified for a customer. From a project estimation, to re-estimating specifications when changes are made, the client is alerted before moving forward and costs occur. A marketing agency tries to be flexible and is always aware of a client’s budget, working to meet their goals but always staying within the budget lines. So enough of those dirty thoughts and dirty martinis. Marketing agencies are upfront and sterling.

www.popkey.co

2. Marketing Agencies Will Leak My Business Information & Pitch to My Competitor: Wrong. Wrong. Completely and utterly WRONG! The truth of the matter is you can trust a professional marketing firm to not disclose information to the competition, and others in the industry, no matter how minute or small the detail. The code of ethics applies to us just as much as it does to you. Both parties will sign non-disclosure agreements. However, as a marketer, why would we want to potentially ruin the relationship we have with a current client to gain what could be a possible client? We wouldn’t. The trust, security, and strength of a relationship are everything in our business.

www.giphy.com

3. Marketing Agencies Aren’t Responsible for Results: The myth here is that marketing agencies can blow through a clients’ money without respect to efficiency. Again, no, no, no. If a marketing agency ever drove their business down that kind of highway, they would be in a car crash as soon as they hit the interstate. Today’s metrics of measuring the success of an operation are far more progressive, complete, and comprehensive in reporting results than in the past. Simply do your research and check on the success of the marketing agency you are considering.

4. Marketing Is Only for Big Businesses: In the past, it was perceived that marketing agencies were only for large corporations and that you needed a lot of money to make an impact. Nowadays, this couldn’t be further from the truth. Marketing is for small businesses as well as big ones. The days of marketing agencies working with exclusively large budget clients has gone to the wayside. Agencies realized quickly that with success comes growth and with growth comes more marketing. Although radio, TV, and newspaper ads can be quite pricey, there are other ways, for a lower price, to get your message across. Being present on social media and blogging are just a few ways for a smaller business to get their message out to their customers. Small businesses need to embrace marketing now more than ever. It’s not always about the big bucks you throw into it –it’s the big ideas you take away.

www.medium.itsniceplace.com

As Don Draper once said, “If you don’t like what’s being said, change the conversation.”

There are many myths surrounding marketing agencies, much like the proverbial cloud of smoke. We are proud to set the story straight and change the conversation.

www.giphy.com

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

-Haley Corkery │ Public Relations Specialist

July 3, 2017

Museum of Failure: The Worst Products of All Time

www.dailypicksandflicks.com

These two robbers made their ‘mark’ in mug shot history. Why use ski masks when you can use permanent marker? It appears guilty was written all over their faces.

Alright, so sometimes people make idiotic mistakes. The same can be true when it comes to products. Who remembers Colgate’s frozen lasagna? That was as useless as the ‘g’ in lasagna. It doesn’t take a genius to realize that invention was doomed from the beginning. But one man in particular did something about it. He made a museum.

Created and founded by Dr. Samuel West, the Museum of Failure sits in the Swedish city of Helsingborg where it displays 51 products “that were intentionally developed for innovation sake, yet failed to gain commercial success.”

“We know that 80 to 90 per cent of innovation projects, they fail and you never read about them, you don’t see them, people don’t talk about them,” West says. “And if there’s anything we can do from these failures, is learn from them.” Many of the items show companies attempts to diversify their brand, but epically failing to do so. Take a look!

1. The Rejuvenique Electric Shock Facial Mask:

www.forbes.com

No. Just – no! Made of rigid plastic, this 1990 mask only comes in one size. The shocks are set up to “exercise” your face and reduce wrinkles. Many of us search for a facial product that will help reduce the look of aging and leave us looking refreshed and youthful. This one simply leaves us with nightmares. As Simon Cowell would say, “It’s going to be a no for me.” On the other hand, we think Michael Myers from Halloween would find it shockingly enjoyable.

2. Coca Cola Blaak:

www.thestar.com

This coffee-cola concoction didn’t make it on the shelves for one big reason, it didn’t taste good. “Blák” sounds like a sound you make when you find something disgusting and in this case, it was true. It could have been the sugary substance was just that, too sickening sweet. The ‘a’ didn’t earn them an A after all.

3. Harley-Davidson’s Fragrance:

www.thestar.com

With the scent being Eau De Toilette, we can see why this product was deemed a stinky mess. In 1990, the company launched their “cheap-smelling” perfumes which caused a huge backlash and an outcry from many fans who accused the company of “Disney’fying” the brand. Eventually, Harley-Davidson understood that brand loyalty does have its boundaries. In the end, they admitted they were wrong and discontinued the perfumes. That had to have been a breath of fresh air.

4. Bic for Her:

www.thestar.com

Who remembers this marketing disaster? The Bic ‘Cristal’ pen for her had terms like “elegant design – just for her!” and “thin barrel to fit a woman’s hand”. The pens also came in lovely pastel colors ‘just for her’ – mint, pink and lavender. Can we say, “Sexist?” This one is a no brainer as to why it ended up in the Museum of Failure. Take some notes Bic, this is how you don’t want to advertise

In the end, I think we all learned one valuable lesson. Don’t try electrocuting your face. Although the Rejuvenique Electric Shock Facial Mask could make one killer Halloween costume. It’s the bad ideas that help pave the road to success. It’s all part of the ride. Some of the largest, most productive companies in the world have made errors along the way. As Samuel West said, “Innovation is a risky business and the majority fail.”

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

-Haley Corkery │ Public Relations Specialist

May 24, 2017

Why Blogs Should Be Part of Your Marketing Mix

“If “blogging” is a dirty word, then I am scum.” -Kevin Lim

www.sarahsawamovie.com

Is anyone out there? Can anyone hear me? Hellooo?

Wait! Did you hear that?

Yes!

The whispered words over the din of hyperbole and malice that chokes the internet on a daily basis…a soft lyrical voice sending us hope and good cheer – ”The blog is not dead.”

The blog is in fact, still kicking, living, breathing like your old Aunt Gertrude who blew out her 101 candles last June. So what if Gawker.com was put to rest, the soul of the blogger – blogs on. Blogging is still one of the most valuable tools a business can have. So whip out that laptop, flex those phalanges, because here are 5 reasons why your business should have a blog.

www.reactiongifs.com

It Establishes Yourself as an Expert: To write is to give. When you write useful and engaging content you are driving traffic to your site and establishing yourself as an expert. People will begin to see you as someone who is knowledgeable, dependent, and a leader. Because of this they will begin to trust you more than the competition and when they are in need of your services, it will be you who they go to. Things can only go up from there, including your sales.

It Increases Your Business’s Visibility: When your blog is full of resourceful information, relevant content, useful tips and advice you will be able to increase your businesses exposure, cultivating opportunities for you to meet and attain future leads, employees, and clients. By creating content that people want to read, that they find entertaining and useful, you are successfully getting your brand name out there as well as meeting new people you might not have met otherwise. This puts your business ahead of the pack and that’s ‘howl’ it should be.

You Can Share Your Blog to Social Media: The nice thing about blogs, and perhaps the simplest, is you can share your blog to your businesses social media platforms, increasing engagement and viewers. You can even set up your blog so it automatically posts to social media feeds when it’s published on your website. If you incorporate photos or videos in your blog post, you’ve already increased your chances to receive more engagement. Posts with engaging, funny, and relatable, eye-catching headlines and images, generate more clicks, likes, and shares, than those with just plain written text. So get ‘Disney’ all over your blog and make it technicolor.

www.imgur.com

You Stand Out from the Crowd: In a world that is full of competition it might seem hard to stand out. But have no fear, the blog is here! A blog is a great way for your business to stand out from the pack. If you want to engage with viewers and not be overlooked online, this can help. A blog allows your voice to be heard. You can write your own content or have multiple employees help with the process. By starting a blog, you are getting your name out there, producing pieces that show off your expertise, and engaging with viewers you may not have reached in the past. Get a blog. Do it now. By the time your competitors realize you’re attracting customers thru your blog, you’ll already have an audience established and they’ll be busy playing ‘catch up’.

You Are Able to Attract New Customers: According to a HubSpot survey, 60% of businesses that had a blog attained more customers than those who didn’t. By being present online you are increasing your chances of engaging with a variety of viewers. Thru a blog you show your customer base your doors are open for business. You are showing them that you’re online, you’re relevant, and you’re an expert in your field. A blog also allows you to answer questions. When a potential client reads your blog and sees you as a valuable resource, you’ll be the first one they go to.

www.tenor.co

You thought Grease was the word? Wrong! Blogging is the word. You might be thinking blah, blah, blah, but you should be thinking blog, blog, blog! Blogs should be, scratch that, need to be, a part of your marketing mix.

Blogging is not dead. Only flogging is, but that’s another subject. Perhaps a subject we’ll touch upon in our next blog.

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

www.pinterest.com

www.replygif.com

-Haley Corkery │ Public Relations Specialist

Sources:

https://www.rickwhittington.com/blog/14-reasons-why-your-business-should-start-a-blog/

https://www.sproutcontent.com/blog/19-reasons-why-your-business-should-be-writing-a-blog

https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht#sm.0009ot7ya6tjdhr11hj105qmpd6yy

May 15, 2017

Dove Releases New Body-Shaped Bottles: When Good Brands Make Bad Decisions

No curves? You shall be a banana. Large waist and small hips? Yes, you are an apple. Little upper body but large hips? Nailed it, you’re a pear.

Women. Fruit. What do these two things have in common? Sounds a little fruity, but society does compare the two. For the longest time, we have associated women’s body shapes to fruit. So, women, you get to be fruit. But now you also get to be soap bottles. Body wash bottles to be more precise, thanks to Dove.

In the most recent years, Dove has been getting it right. They’ve connected with women, encouraged us to love our bodies, and we adored, praised, and related to them for it. So how could Dove get this so wrong?

Dove recently released a new advertising campaign giving their plastic soap bottles a whole new makeover. Just like women, Dove wanted to show that bottles come in all shapes and sizes. They designed and created six different bottles from curvy, pear and apple shaped to tall and slender. The response? Think of an apple getting violently thrown to a face. A foot slipping on a banana peel and breaking a leg. Yeah, we’re talking that bad. People instantly took to social media criticizing the product. Twitter didn’t disappoint.

www.dailymail.co.uk

www.1london.net

www.the-dailybuzz.com

Where did Dove drop the soap, I’m sorry – bottle? They made women feel ostracized when buying body wash. We should speak to all women the same, no matter their shape, size, or color. We shouldn’t talk to them based on what their bodies look like. Women don’t always need to be categorized. Who wants to go to a store, walk down the body wash aisle and say to themselves, “I’m pear shaped, so I’m going to buy this pear-shaped bottle?” Cue the crickets. Women don’t want to make purchasing decisions based on their body type. While in the shower, would you like to be reminded that you look like an apple or would you rather steam up the bathroom, peak out over the curtain and seduce the mirror, believing and knowing you are applesolutely delicious?

What Dove should consider, is what if this same ‘marketing idea’ was about men? What would we compare their bottle sizes to? Male body parts keep flying around in my mind. Think of that trip to the store, perusing that aisle of men’s body wash. What kind of bottles would be lined on the shelf? One small, one medium, one with an oversized cap?

www.jbuffyangel.tumblr.com

www.giphy.com

This is the perfect example of when a good brand makes a bad decision. Don’t get us wrong. Dove has done great things, they’ve taken risks, and spun their brand in the right direction. Their previous advertising scored a home run with young girls and women alike. But with the recent release of these bottles, Dove’s marathon of success has gone down the toilet, leaving them to do some serious damage control.

How did this get through so many checks and balances at Dove? This brand had nailed their niche, better than most companies in history, through supporting and empowering women and here they are assigning us body types.

Here, at Plaid Swan, we are a female owned and operated advertising and marketing agency. We understand women, we understand marketing, and we understand how stereotypes are taboo and need to be shaken and forgotten.

So to all the women out there, we don’t see you as fruit nor relegate you to a certain size or shape. We know Dove can do better and we believe they will. To forgive is to move forward and we’re just beginning our trek.

Looking to make your company’s blog stand out? Don’t have a blog, but want one? What’s a BLOG? Contact us today to see how we can bring your writing to a new stellar level!

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

www.replygif.net

-Haley Corkery │ Public Relations Specialist

Sources:

https://www.washingtonpost.com/news/business/wp/2017/05/09/why-ladies-didnt-love-doves-latest-gender-empowering-ad-stunt/?utm_term=.4592053499ba

April 3, 2017

Please, Please Complain!

Ever since high school marketing courses, right up through college, you hear the stories of the “silent customer.” Those individuals that purchase from businesses and when dissatisfied just quietly leave, never complain, simply just slip away. I always promised myself that I would never do that. As a business owner, I felt obligated to politely, but openly ask for a manager and share why I was unhappy and give them a chance to correct the situation. After all, if we as managers and owners don’t know there is a problem, how do we make it right and keep our customers and clients coming back?

Well, I was horrified this weekend to realize, that I have in fact, become a statistic. That percentage of the population that just quietly moves on.

It all started at a local retail store in our mall. I picked up some active wear as the sign said 70% off. I thought, “It is getting warmer out. These will be great for walking the dog.” I also grabbed a pair of earrings, marked 25% off. When I stepped forward to the counter to make my purchase I was informed that neither of the items was on sale and that someone must have put the wrong signs out. I just smiled, said that I understood and explained that I would not be purchasing anything after all. The employee just said, “Ok.” Never offered to call a manager or walk over to check out the sign. As I was leaving, I thought, “This is my last time in this store. There is always something a little shifty about their sales.” And with that, I realized I was done. I won’t go back.

Over the last few months, I have walked away from several companies both with brick and mortar locations and online. Not once reaching out to “Chat” if I am on their website or ask for a supervisor if I am in a store.

Why? Several reasons:

I am in a rush. I don’t want to wait for someone to come from across the store and more likely than not, tell me what the employee has already shared.
I am frustrated that I really don’t see management on the floors anymore. Employees are stuck in the registers, or the lines are backed through the store and no management is in sight.
For that particular product or service, I am simply not brand loyal. I can easily go elsewhere for it. For brands I love, like Subaru, I may change dealers, but not brands.

So, how can we ensure our customers and clients feel comfortable telling us the negative stuff?

By making complaining easy. SHORT follow up surveys are fine. Don’t ask 15 questions that create more agitation. YELP has this mastered. Rate with stars and comment if you wish. AND, if you send out a survey, get back to your customers. Tell them that you read it, understood their point of view and what you plan to do to make things better. Then follow through.
Encourage clients to complain. Meet with each client during the year over coffee or lunch and ask, “What can we do better? How can we make your life easier? NEVER make excuses. Certainly, there are times when you cannot accommodate a customer’s request. Be honest and explain why you can’t meet that particular request, but offer an alternative. “I am sorry, I cannot meet with you in person every week as your company is across the country, but I will locate a very user friendly video program we can use, so we can talk face to face.”

As for me, I will try and do better. I likely won’t complain about all the missteps, not my style, but if I am at the point of no longer patronizing a business, I will stop, communicate and listen.

I really did want those earrings.

-Betsy McCloskey | Principal/Partner

January 9, 2017

Guerrilla, not Gorilla, Marketing

At Plaid Swan, we help develop unique ways for clients to make an impact in reaching their audience and guerrilla marketing plays an important role in doing so. When clients ask me what guerrilla marketing is, I describe it simply as “a grassroots method of advertising” and pair that definition with examples. Common examples that people typically remember, but may not associate with guerrilla marketing, may include the Oscar Meyer Weiner Mobile, Chipolte giving away free burritos for anyone who dresses up as a burrito or in tinfoil for Halloween and Oprah’s Free Car Giveaway with GM’s Pontiac G6. Guerrilla marketing can include attention-getting street graphics, strange occurrences, memorable events, buzz, and/or product placements. It’s inexpensive, but most importantly, it’s memorable and drives traffic to your organization and brand.

Netflix is on the forefront of implementing memorable guerrilla marketing campaigns. For example, to help promote Season 3 of Orange Is The New Black, they created a public stunt in Paris, France by converting the front of a building into a prison and featured inmates resembling those on the show. Inmates were shuttled by bus into the prison, then a public stunt was performed. Onlookers stared as inmates stood there looking bored, worked out and chatted. Watch the video here.

How about the launch of Season 4 for The House of Cards? Netflix set up a faux campaign headquarters for Frank Underwood in Greenville, South Carolina, strategically placed across from the Republican debate in February 2016. “Frank Underwood: Anything for America” was displayed front and center of the structure. Visitors could pick up a “FU 16” campaign button, as well as literature on why Underwood would be the best candidate for the 2016 general election.

Most recently, Netflix implemented a guerrilla marketing campaign to promote the Gilmore Girls show returning to Netflix. To celebrate the shows return, they transformed 200 coffee shops on October 5, 2016 into Luke’s Diner and gave away over 10,000 cups of coffee. From 9:00AM to 12:00PM that day, fans could experience their own mini Stars Hollow by consuming some free coffee, complete with Gilmore Girls-themed cups and sleeves. These coffee shops expanded throughout all 50 states in the US, as well as into Canada.

Netflix is just one business of many that understands the importance of incorporating this type of grassroots effort into their marketing mix. No matter the size of your company, you also need to be incorporating these tactics with your traditional media. Let’s talk about why.

It’s Memorable.

Because it’s different from the same day to day advertising methods, guerrilla marketing makes your brand stand out from the crowd. Many consumers have become immune to standard commercials, billboards and sales pitches over the years, so innovative marketers have implemented guerrilla marketing campaigns that are offbeat and attention grabbing, which in return sticks with the audience.

Unprecedented Exposure.

Media outlets spanning multiple genres covered the recent Gilmore Girls campaign from Netflix. Coverage extended across Adweek.com, Huffington Post, MSN, Forbes and the Today Show, just to name a few. For a campaign that was only live for 5 hours on one particular day, the exposure was unparalleled. Not only did this campaign gain exposure from media, it quickly went viral when goers to Luke’s Diners’ posted to social media and triggered word-of-mouth about the upcoming release. When something is out of the ordinary, consumers will talk about it.

Create Collaborations.

Guerrilla marketing doesn’t always involve freebies or your business implementing the entire campaign on its own. Collaborate with another business that attracts the same customers. Let’s go back to the Netflix examples. To help with the Orange Is The New Black idea, they sought help from a local transportation company, Paris citizens and a construction company to help build the “prison”. With the Gilmore Girls campaign, they collaborated with over 200 coffee shops to help implement their idea. This benefited not only Netflix, but also brought in additional business to the coffee shops. Without their involvement, this campaign would not have been successful.

Where does your company start?

Engage your employees and ask them to brainstorm marketing ideas that are inexpensive, yet creative. The goal of guerrilla marketing is to positively surprise the customers. Think outside the box and take a cue from other companies that have successfully implemented these tactics. When done correctly, it’s a surefire way for customers to remember your brand.

For more information on guerrilla marketing or how your company can benefit from Plaid Swan’s marketing services, visit us at www.plaidswan.com.

-Brittani Wilson │ Director of Public Relations

November 28, 2016

Ramp Up Your Business by Adding a Blog

Are you frustrated your business lacks visibility and digital reach? Listen, there are many solutions people can throw at you, however, have you heard the benefits of utilizing a blog to gain visibility in the digital landscape? 45% of marketers say that blogging is their most lucrative content strategy. It is not only a great way to inform people about who you are and what is important to your business, but it keeps your site active and feeds the search engine. Let’s take a more in depth look on how this breaks down.

Higher traffic = more sales

Creating a blog provides fresh and relevant content for your customers to share. Continually posting new and interesting content inspires your followers to share your articles via their social media platforms, in turn driving new readers to your website. The more traffic to your website, the more sales your company will likely generate. Whether your company is business to business or business to consumer, there is proven success with utilizing blogs. B2B companies generate 67% more leads per month using blogs, while B2C companies generate 88% more leads. Although writing takes time, it has proven to pay off in the grand scheme of things.

Gives your business a voice

Having a blog gives your business the chance to get creative and venture from the formal nature of your website. It allows you to create content in a relatable tone your customers will feel connected to. You have free reign—to an extent—to write about topics that are important to you and the clients you work for.

You are the expert

Does your business receive frequently asked questions? It’s recommended that one of the first topics you should focus on is diving into one of those questions in depth. This allows you to showcase you are an expert in that area and in turn, draws people to your website when they search those specific questions. This also increases the likelihood that person will come back to your website for future answers and tips. For example ( internal plug J ) when we at Plaid Swan communicate about the different ways digital marketing can help your business, you’re probably going to search in the future for more advice on similar topics, such as Facebook’s Algorithm Update and why you should be split testing.

Boosts SEO

Who isn’t trying to find the newest way to boost SEO? Search Engine Optimization (SEO), in a condensed definition, is the way someone finds your website using a search engine, such as Google. The higher your company is listed on Google, the more likely it is that someone will click on your website versus a competitor’s. Google uses an algorithm that lists web pages in a specific order according to their SEO. The algorithm allows Google to crawl through every web page, on every website and rank their SEO based on keyword phrases, graphics that are used, social networking and backlinks.

Blogging helps boost SEO because it creates additional content for Google and other search party websites to keyword match and crawl through. Additionally, the post permanently exists on the internet and although it may not hit the desired number of likes and shares on the first day of publishing, it will continue to show up in readers feeds and search engine sites. This will allow other bloggers and media to cite your work, continually driving new readers and traffic to your website.

Still having trouble understanding how it works? Check out the graphic below to help:

infographic

If you have noticed traffic to your website is down or stagnant, it’s time to start writing. Blogging continues to be a key component of online marketing strategies helping drive customers to your website and in return, your bottom line.

Interested in receiving the Plaid Swan blog in your inbox each week? Subscribe here!

– Lindsay Hottovy │ Public Relations Intern

September 5, 2016

Strategy Matters. It Really Does.

“Failure to plan, is planning to fail.” – Alan Lakein

Everyone talks about strategy.

Unfortunately, the word strategy has become the one step in any give marketing effort that most organizations translate to “money and time.” To that I would say, “Yes” to both. For marketing firms, when a potential client will not go through the planning process, it is a big RED FLAG!

One Example – I had a potential client in my office, who was adamant that he did not want to waste time going through a business brief process with my team as he wanted to launch his new product, “right now.” Even after explaining that our firm did not know anything about his product; his vision; his competitors; his goals; and so on, he still just wanted us to move forward with implementation and go to market. I said, “No.”

I appreciate his frustration. He had been through a couple of other firms and what they had recommended and implemented had not resulted in any sales and he had spent most of his marketing budget with no results. When I asked if they had required a formal strategy process, the answer, as expected was “No.” Now, here he is in my office venting anger about their incompetency and what a waste of money and time they were and here is exactly where I make my point.

What is at stake in this conversation is the brand of MY company. I would venture to say that most credible marketing firms would say the same. We grow our business by proving what we do for others, works. Period.

When a potential client asks us to skip steps in our process, what we hear is “Please risk your reputation to save me some money.” And, while we would love to work with their product, the price for us is simply too high. You as a client should expect and even demand that your marketing partner get to know your product, service and business almost as well as you do. Without a formal plan, you have no way of holding your firm accountable for results and they have no way to measure what is working and what is not. It is like driving at high speed with no car insurance, texting and eating pizza.

It is simply the most reckless and dangerous thing you can do to your business. Take time to plan, hold your firm accountable to the plan, and measure, measure, measure results.

betsybestheadshot -Betsy McCloskey | Principal/Partner

Stay up to date with the Plaid Swan blog! Subscribe here.

August 1, 2016

Plaid Swan Turns Five

Today, on August 1st, Plaid Swan celebrates their five year anniversary! Within five years, Plaid Swan has accomplished so much. Plaid Swan began as a startup created by two empowered female entrepreneurs, Betsy and Vicki. Now, Plaid Swan is a thriving integrated marketing communications firm.

Within five years, the Plaid Swan team has continued to grow and has been working in a multitude of industries. Plaid Swan looks forward to many more years of growth and innovation. Here is what founders Betsy and Vicki have to say about the past and future of Plaid Swan.

Brittani Wilson: So, let’s get started. Tell me why you both wanted to be entrepreneurs?

Vicki Dirksen: For me, it was all about the flexibility. I have two young daughters and I really wanted to be able to attend all the things they are involved in. At least as much as possible. A traditional job just wasn’t allowing me that flexibility.

Betsy McCloskey: I always knew I wanted to be self-employed, from a very young age. I have never liked my destiny to be in someone else’s hands. I like to drive the bus.

Brittani Wilson: Why did you jump off the bridge during such a slump in the economy? 2011 seems as though it would have been the worst year to open a business.

Betsy: I don’t remember even thinking about the economy, which is a big admission for a marketing person. I had just hit a cross road. I knew that I had no desire to stay where I was in my career. So, for me it was look for another traditional job or jump in to this. A lot of things weighed in to my decision. Did I want to move? My age (now or never and all that); friends telling me that it was time. A perfect storm really.

Vicki: My husband has a good job in Dubuque and he is happy. My kids like school also. But I wasn’t happy. I knew that unlike Betsy who can just up and move, my options were limited. If I wanted to work and have a career that I loved, I would have to build it here. We both also knew there was a better business model than the traditional ad agency and we wanted to see it come to life.

Brittani Wilson: Let’s discuss the business model. It is unique, but a lot of things about Plaid Swan are unusual. Somehow it all just works.

Betsy: Being marketers and following trends, we knew the up and coming Millennials had a different vision for work. And as families became busier with two working parents, flexibility was becoming more and more important for Gen X as well. The question had to be asked. “Why do we care where people work?”

Vicki: It all just evolved from there. Once we mapped out the flexible model, everything blew wide open. We were able to hire talent from across the country and let them live where they wanted. The caliber of people that came forward was just jaw dropping. Especially in the creative arena. We have been approached by, and work with some of the best designers in the country.

Betsy: I agree. They aren’t moving to the Midwest, and why did we need them to? That simply increases rent; capital expenses and all the other massive expenses that go with housing a core team. We have media buyers, public relations people and marketing/account management people in our office, but the designers, photographers, etc. live where they live.

Vicki: Add to that the Millennials who don’t want to work at 8AM and want freedom in their schedule and this simply works for everyone. Maggie Weldin, our Media Strategist came to Dubuque to go to school at Loras College. She wanted to move back home to Florida to be closer to family. We just said, “So? Just move!” It works great for all of us.

Betsy: We are very dependent on technology for meetings. We use a cloud based project management system, so as long as we have internet, all is good!

Brittani Wilson: So, it has been 5 years. Congratulations! What would you have done differently?

Vicki: Know how to open a business. (laughing) There were so many surprises. Taxes, insurance, partnership agreements and all that crazy stuff. No idea. Really, no idea..

Betsy: I would have hired support staff earlier. Vicki and I were working 80+ hours a week for over 2 years. We were writing marketing plans on Christmas Eve for two years in a row. So sad. (laughing)

Brittani Wilson: What is your favorite memory?

Betsy: The day, about 18 months in when I realized that people were calling us because they had heard we did good work from someone they knew. We were getting referrals! It was a Thursday and I suddenly realized that our last 4 clients called us, I didn’t hunt them. That left me a little emotional.

Vicki: Getting my first vacation in 3 years! No, not really. I think it is when we found our office. I thought “This place is in pretty rough shape.” and Betsy saying, “We can fix this.” I knew we were really in business then. Betsy kept me out until the remodel was finished. I walked in to beautiful wood floors, gorgeous walls and it was ours. Something about having your own space that you can call home. Plaid Swan became a living thing to me after that.

Brittani Wilson: What is your philosophy on building a team?

Betsy: Go slow! Pick the right people that you can work WITH. That means more to me that skill. Skill is something we can train.

Vicki: Finding people that are passionate about their field. People coming on board here just to get the flexibility or culture, won’t last. You have to love what you do because we work a lot of hours and we are very busy. You have to love this to do it.

Brittani Wilson: So, after 5 years, you two still seem like very good friends. Most business partnerships don’t make it.

Vicki: We care about very different things. We rarely tread on each other. We really split our skills sets down the middle and went our own way. We get together on decisions that effect the foundation of the company such as goals; staffing levels; budgets etc., but as for the work products, we really have our own clients.

Betsy: Agreed. I am very social. I am the networker, the marketer. Vicki loves data. She can crunch numbers and strategize media all day. We are relieved to have the other one do the part of the work we don’t enjoy as much.

Brittani Wilson: How did you come up with the name?

Vicki: That is the number one question we are asked! Plaid represents our business model. Marketing is the pulling together of many unique fabrics or skills to create something that when it comes together creates another unique, beautiful pattern, just like plaid fabrics. Swan represents that we are female owned and operated. We both love the feminine lines of that particular bird.

Brittani Wilson: I also love the logo.

Betsy: When you look at our logo, you see two things. A swan’s wing and a woman’s eye. Female consumers are the driving force in the USA today. We understand how to reach them.

Brittani Wilson: Well, the entire business model fascinates me. Job well done, ladies. Cheers to a very successful future as Plaid Swan continues to grow!

Do you want the Plaid Swan blog sent straight to your inbox? Subscribe to the Plaid Swan blog here.

123 4

Our Recent Blog Posts