Client Snapshot: VisionFirst

Today marks the first post in a new series of blog entires focusing on who our clients are, and how we’re able to help them achieve their goals through marketing, advertising, and design.
Our first featured client is VisionFirst. VisionFirst is an eye care company with 13 offices spread across Kentucky and southern Indiana. Originally called Louisville Optical, they opened in 1953 before Dr. Rallo purchased the company in 1987 in an effort to expand their optometric practice. Shortly after rebranding to become VisionFirst in 2003, they began to rapidly expand the business by opening more locations around Kentucky and southern Indiana while still locally owned and operated. Unlike most industry competitors who focus on offering the lowest cost at the expense of customer service, VisionFirst is committed to building long-standing relationships between their customers and doctors.
Featuring advanced technology like Optomap retinal scans and GDx Nerve Fiber Analyzers, the expert doctors at VisionFirst can detect a multitude of illnesses like cancer before they appear in other medical tests. Your doctor knows and remembers your eyes when you are a VisionFirst customer. You’ll see the same doctor every time, and grow a relationship with them.
VisionFirst initially approached us to manage their traditional media buys, but the relationship quickly grew into us creating all of their digital marketing needs.
Starting with the website, we designed a clean, photo-heavy look that would grab the viewers attention. Since eyewear is one of the major products they sell, we wanted to showcase the wide range of trendy designer frames VisionFirst offers. Our two photographers visited two VisionFirst locations to get action shots of not only models wearing the glasses, but also photos of some of the doctors helping patients. VisionFirst prides itself on the personal relationship their doctors have with their patients, so we made sure to convey it through photography.
Since use of tablets and smartphones has exploded, we designed the site to be responsive. No matter what device the user is viewing the site on, the content rearranges and changes size to deliver an optimized experience tailored to them. We also ensured that everything was coded in industry-standard HTML 5, so there was no worry about Flash animations not rendering on Apple devices.
Since our agency has evolved beyond merely building websites, we then kicked digital marketing into overdrive. In conjunction with Johnson & Johnson, we designed, wrote, and then launched an integrated digital campaign to promote Accuvue contact lenses available at VisionFirst. Using a mix of Google & Facebook paid ads, we far exceeded client & supplier expectations with a dramatic increase in sales and engagement.
Despite our reputation for doing mostly digital work, we also created print ads, one of which ran in the PGA championship program in August.
From traditional to digital, we’ve built a great relationship with the top eye care company in Kentucky & southern Indiana. We love VisionFirst and are happy to get the chance to keep cranking out great marketing for them. We can’t wait to show you our next fantastic campaign.
If you’d like to see what we can do for your company, drop us a line. We’d love to talk strategy with you

Big Changes Imminent

Filed under: Blogroll, Design, Internet Marketing, Media Marketers, Programming, Social Media, Technology, Websites — Thomas Newman @ 2:54 pm on July 25, 2014

We promised you in December that we were about to roll out some major changes in 2014. Well the time is just about here. We are in the process of completely overhauling Media Marketers from the ground up.
We’ve got a new logo & color scheme to complement our totally redesigned (and responsive) website. Now we aren’t ready to unveil our new logo quite yet, as you can see in the above teaser photo, but rest assured that it’ll be quite the dramatic change.
Even the processes that guide how we approach projects and create great work have seen a revamping. We’re now leaner, meaner, and more efficient than ever before. We have new marketing channels to get your brand into the public’s eye, and innovative strategies to grow your business.

Advertising and the Scientific Method

Filed under: Blogroll, Internet Marketing, Media Marketers, Pay Per Click (PPC), Technology — Tags: , , , , — Thomas Rasinen @ 11:32 am on April 28, 2014

Flipping through channels recently, I happened across an intriguing documentary where they were going over the scientific method for a physics experiment. I didn’t invest much time in the documentary, but it got me thinking about the process of creating an ad:

1.) The question: When we get a new assignment, the first question on the brief is “What is the intended outcome?” Sometimes it’s to raise awareness for a new product or service, increase charitable donations, promote a sale or event, etc…  A strong and clear goal for your organization is essential.

2.) Hypothesis: What kind of ad will best answer the question?  In many instances and for this purposes of this example, let’s say that’s a pay-per-click (PPC) campaign.  PPC campaigns on Google’s AdWords platform allow organizations to accomplish the desired outcome, as a solution to issues and pain points while gathering important actionable data.

3.) Prediction: We would then create a wide variety of digital assets including headlines and body text to draft into a large number of unique ads. The idea here is to have a large enough pool to generate ads the audience will respond to, justifying our hypothesis.

4.) Testing: Now that we have hundreds of ads ready to go, we launch them in Google search results. Tracking results from combinations of keywords, copy, and visuals, we can conduct A/B and multivariate testing to find which ads work the best and reallocate the budget to placements that are the most effective in reaching the desired outcome(s).

5.) Analysis: One of the best parts of advertising with Google, is that we get very detailed results about how the ads performed and what the audience did once clicking on them. This actionable data allows us to show our clients how their budget resulted in actions, rather than Nielsen data for traditional forms of advertising. We like to be able to explain how our work directed consumers into becoming customers.

The process is obviously far more complicated than what I’ve just breezed though, but this should give you an idea of how we create work with clear, achievable goals in mind.  Then we provide our clients with information they can depend on to grow.

A Day in the Life of a Digital Marketer

It seems every time I talk with my parents, they have yet to understand what I do for a living. Apparently they know what a digital strategist does. They think that I just play around on the Internet all day. That got me thinking about how many other people are out there that don’t know what a digital strategist does at work, so I decided to actually log everything that happened to me the other day (with a few sarcastic items, I don’t actually Instagram food) to give you an idea of what it’s like being a digital marketing fellow in the world of advertising.
7:00 – iPhone alarm goes off. I prefer the “marimba” ringtone since it isn’t jarring.
7:02 – Get up, get ready, attempt to drive quickly to work. Concentrate on not checking email on the way there
8:00 – Try to clock in. Curse at fingerprint reader since it’s being stubborn. Brew cup of coffee #1
8:05 – Finally check email. Download white papers that are clogging the inbox.
8:15 – Finish time sheets from yesterday
8:20 – Go through RSS feeds from everything I’ve already missed this morning and after I went to bed. An example of one of the feeds I read is Social Media Examiner.
9:00 – Post on agency Facebook page and Twitter account.
9:20 – Check traffic and engagement statistics on managed accounts.
9:55 – Cup of coffee #2
10:00 – Meeting!
10:30 – Meeting lets out right as I start daydreaming.
10:31 – Cup of coffee # 3
10:32 – Promise myself that I am going to stop drinking so much coffee.
10:33 – Handle complaint on Facebook from an angry customer that doesn’t know the difference between “your” and “you’re.”
10:45 – High five myself for turning the complaint into a win for customer service.
10:46 – Write blog entry.
11:15 – Send blog to be proofread.
11:16 – Hit Tumblr for a while to see if there are any posts worth sharing.
11:30 – Go into Google Analytics and check each of our hosted site’s traffic and click rates. It’s important to constantly be on top of this so copy and visuals can be edited for maximum efficiency.
12:00 – Lunch. More than likely at McDonald’s.
12:15 – Instagram photo of burger.
12:30 – Make a Vine of the burger disappearing.
1:00 – Regret eating at McDonald’s.
1:02 – Go through Twitter again and investigate which topics & hashtags are trending, then try to work them into a tweet that’s relevant to the company.
1:30 – Go back through the clients on Facebook and make sure that everything is running smoothly and engagement is still on target.
1:45 – Read about the seemingly daily changes in Google’s search algorithms.
2:00 – Project meeting.
2:30 – Catch up on more emails.
2:45 – RSS feed check and reading. Another good blog is Search Engine Land
3:00 – Check out Kickstarter to see if there is something worth posting about. Try not to spend any money.
3:30 – Meet with graphic designers about visual assets.
4:00 – Another round of Facebook and Twitter posts.
4:30 – Download podcasts for the long drive home while wondering if the highway construction in Louisville will ever end.
4:40 – Download all needed data to iPad via Google Drive for later.
4:50 – Set up scheduled posts on Facebook and Twitter to go out later in the evening.
5:00 – Load up Waze to find the easier route home and get driving.
Now the rest of the day involves a bunch of boring stuff I do, that you won’t care about, but here are a few more notes:
1.) I check my email 4 more times before bed.
2.) I log onto Facebook and/or Twitter 5 more times.
3.) I need to get a social life. Kind of ironic for someone in social media.

Changes to Google Search and Actual Results with Call Extensions

Filed under: Blogroll, Design, Media Marketers, Pay Per Click (PPC), Search Engine Optimization (SEO) — Thomas Rasinen @ 1:22 pm on March 13, 2014

As often as we speak with Google for clients from large banks to regional hospitals, it seems we have made the acquaintance of the entire AdWords Support team in Ann Arbor.  FYI — they’re easier to speak with quickly in the mornings, than afternoons. Today we spoke with Google and they confirmed the changes to search results and ads on Google, “the salmon background color behind the ads is going away!”

PPC is Now More Valuable as Search Results have Changed

Google makes on average, two changes per day, so PPC jobs are here to stay, at least in the near term!   In the last year, text ads which show in search results have expanded to include more Ad extensions.  These Ad extensions including site links which take folks deeper into the sales funnel, locations and phone numbers have significantly improved results and revenue associated with text ads in search.

Notice the impressive mobile click-through rate and low cost per click and cost per thousand impressions (CPM) for ads which included the Call Extension — phone numbers.  These are actual results from a recent campaign we built and optimized for Lung Cancer Screenings with text ads in search:

Text Ads in Search with Phone Numbers — Call Extensions

Call us now @ (502) 493-9125 or visit MediaMarketers.com to get more for your brand in search and social media marketing!

You can get more out of your PPC and digital strategy!

Let’s connect: Twitter Facebook LinkedIn Pinterest

Responsive Design & 404’s

Responsive design to share one clear message across all screens is a strength of MediaMarketers and what most organizations are transitioning to now so they can still be found in searches on Google.

Yesterday, when Twitter was down for forty seven minutes, they shared a great example of responsive design. This is also an example you can use for broken web pages, also known as 404 pages.

Notice how the funny worm and ice cream cone move from below the message, to above it when the screen is adjusted to how it displays on mobile devices:

404 error on desktop

404 responsive

Benefits of PPC & Vehicle Wraps

Integrated marketing is now more complex and entails more than just television, digital and outdoor such as billboards.  As my first post for MediaMarketers, I chose to go a difference direction on an older idea of Pay-Per Click (PPC) vs. vehicle wraps.

Louisville car wrap signs and banners

We manage large television ad buys, traditional ad buys of outdoor advertising and digital ad buys on Google, Facebook and Bing plus vinyl graphics at MediaMarketers.

Louisville truck wrap signs and banners

My specialty, PPC gives you the opportunity to target folks searching for specific solutions to their needs and pain points which your business solves w   ith products and services.  You can target searches within a specific zip code, a city and a radius.

Louisville vehicle wrap louisvillesignsandbanners.com

$3,000 per market seems to be the minimum of a sweet spot for which you can expect a boost in business and great return from both PPC (monthly) and several partial vehicle wraps.

Examples of vehicle wraps we do in our Sign Shop

Examples of PPC targeting options in the Louisville market:

Nielsen® DMA® has a reach of 1,230,000:

Louisville Geotargeting

Louisville, Kentucky has a reach of 614,000:

Louisville reach

20 Miles around Louisville, Kentucky — Radius Targeting:

Louisville 20 mile reach PPC

Location Targeting near Louisville includes a Congressional District KY-3 option.  Also notice West Point, Kentucky with a limited reach.  Please don’t discount such a limited area, as Google provides opportunities for us to report on each specific locale.  For a hospital or restaurant, these prove very valu able for actionable data.

Louisville PPC options

Follow me for more information on integrated digital marketing and actionable data:

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Kentucky Kindgom Creative Work

Filed under: Creative / Trends, Internet Marketing, Media Marketers, Social Media — Tags: , , , , , , , — Adam @ 11:37 am on November 19, 2013

After posting the map we created for Kentucky Kingdom, we have been getting requests from people wanting to see more work. We absolutely love showing off creations from our staff, so check out these digital ads we mocked up (click each ad to see them in motion):

Grow with Digital Advertising

Digital Advertising Growth

Growth. This is the most accurate term you can use when describing our clients’ experiences this year. Together, we orchestrated strategies that built brands and toppled competitors. We took the non-existent to highly-relevant. We made silent customers vocal advocates. We did this together by using digital advertising.

Over the past year, our clients have recognized the growth that comes with a well-structured digital strategy, and they have invested in it appropriately. Collectively, in 2013, our clients have spent 21x the amount on digital ad placements than they did in all of 2012. This increase was not a result of increasing ad budgets. It was because they abandoned their dated strategies and shifted their budgets to digital.

If you want to be found, you have to be on your customers’ computers and mobile devices. They might see or hear your brand on TV, radio, or print, and that’s great. But, when they need your services, they are definitely going to find someone online. That will be you, or one of your competitors.

Experience growth, maximize your advertising dollars, and be found where people are looking. There are a lot of potential customers that are eager to learn about your business, but they are not opening a newspaper to do so.

Contact Media Marketers today: 502-493-9125

INFOGRAPHIC: Digital Advertising 2013

We were going to write an epic about how important digital advertising is, but who wants to read when we can just make infographics!

Check out the latest infographic from Media Marketers about the future of advertising.

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