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Don’t repurpose TV spots for online video

by Tony Fannin, Partner, BE Branded  | It’s easier and less expensive to take your existing TV spot and show it online as a web video ad. The practicality makes sense and cents. As in life, the easy way out is often the inferior path. Advertisers have many complaints about their video ads such as “they don’t […]

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Emotion trumps logic

by Tony Fannin, Partner, BE Branded  | We are often asked, “Do people buy from logic first or emotions?” Most marketers want to believe logic is how everyone makes purchase decisions – the best product, the best price, the best quality, wins. For those who like to make their advertising and marketing pitch, they feel conformable in […]

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Digital measurement relies on the wrong metrics

by Tony Fannin, Partner, BE Branded  | Impressions, clicks, views, shares, likes, etc. are the wrong key performance indicators if you are looking for effective advertising. I know many marketers love these data points because they can gather them like squirrels do with nuts in the fall, but these metrics do not correlate with brand […]

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Even web advertising needs sufficient investment

by Tony Fannin, Partner, BE Branded  | For may small businesses, online advertising is seen as the golden ticket, low investment – high returns. Many online marketing companies such as ReachLocal and Yodle promise or strongly suggest, they can deliver marketing nirvana of new customers and better search engine results, all for under $1,000 per month. Since 2012, […]

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Even in politics, the women market rule

by Tony Fannin, Partner, BE Branded  | Women are the most important customers when it comes to marketing. It is also true when it comes to politics. Over the past decade, the woman vote has taken more visible prominence and this year, there seems to be even a stronger focus for political groups to win […]

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Women-owned business IS the market

by Tony Fannin, CEO/Partner, BE Branded  | We recently had an interesting cold call. When one of our sales executives was talking with a prospect (in banking), we shared with them about how dominate women are in making the decision on family banking services. She (yes, a woman) informed us that her bank was after […]

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Retailers integrate “showrooming”

by Tony Fannin, CEO/Partner, BE Branded  | “Showrooming” has been a recent challenge for many brick-and-mortar retailers (this is where customers go into a store, play with the buttons, feel the material and have a hands-on experience with the product, then go online to find a better price.) It has fed the myth that people […]

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2014 brand and advertising trends

by Tony Fannin, CEO/Partner, BE Branded  |   It’s a new year and this may be the time when some of the trends started over the last couple of years begin to become “mainstream”. Here are just a few trends to look out for: Increased mobile spending – In recent years, time spent with mobile […]

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Google changes the rules

by Tony Fannin, CEO/Partner, BE Branded  | As the saying goes, what’s old is new. Google has announced a big change in their data policy, key components will no longer be free. This will effect many businesses, especially small business. Up until now, many small to medium sized companies didn’t see a big need to […]

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SEO isn’t what it used to be

by Tony Fannin, CEO/Partner, BE Branded  | Before, in the good ol’ days (about 6-7 years ago), SEO was purely a digital strategy. It was all about link-backs, key words, mark up, snippets, etc. The holy grail was to get onto, and stay, on the first page of search engines such as Google and Yahoo. […]

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