HMG Creative is excited to announce Stacey Donelan as our first-ever Social Media and Marketing Intern and another amazing talent to add to the Austin team. Stacey is a product of The University of Texas at Austin, completing her senior year to receive B.S. in Public Relations next spring. Even though she has yet to graduate from the great 40 Acres, Stacey is packing some serious communications experience including previous internships at Southwest Airlines in Dallas, TX and local public relations firm Hahn, Texas Communications. From writing newsletters, to managing digital marketing efforts and working with clients like Livestrong Austin Marathon and Whataburger, Stacey is more than well-versed in the industry. If you weren’t impressed yet, she additionally serves as the Public Relations chair for her sorority, Delta Delta Delta and is a member of the Public Relations Society of America Student Chapter at UT.

Stacey will be bringing her A-game to HMG Creative for the fall semester and will head up online Social Media and Marketing tactics for our growing company. So send her a tweet, Facebook “like” or welcome her personally at stacey@hmgcreative.com. Do it.

Luxury fashion brands are utilizing the digital world to attract, connect and build better relationships with customers. Premier fashion news resources like the JustLuxe.com Fashion Blog have taken notice of the shift among luxury retailers. Leaders in the industry like Macy’s with her free Macys coupon code know their affluent audience has high expectations and these insightful brands are leveraging like-minded bloggers, social media channels, email marketing and the latest trend of high-fashion videos to push out valuable content and new products to engage with and “wow” their clientele.

Who is leading in the digital revolution as of late? Louis Vuitton, GUESS, Gucci and Dolce & Gabbana 14k signet ring.

Fashion Goes Digital:

Louis Vuitton and the Traveling Photog: To promote a Shanghai fashion show the French luxury label launched an all-digital initiative following an LV photographer from the brand’s home base in Paris all the way to the show’s set. The brand built buzz tracking the photographer on his travels and posting pictures and short clips along the journey.

GUESS Adopts its First Blogger: GUESS by Marciano makes history this week with the announcement of collaborating with renowned Swedish fashion blogger Elin Kling. The synergetic fashion partnership marks a “first” for the luxury brand, bringing best fragrances for women reviews
Kling on as the inaugural collaborator and blogger. GUESS identified Kling as an ideal partner not only for her writing style and engagement among followers, but for her character and fashion tastes highlighted in the HerBraveTaste posts. Kling represents the target market for the high-end brand and appeals to GUESS’ customer demographic with perfection.

Gucci’s Double G Spot: “Follow the Double G” is Gucci’s tagline for its new Fall/Winter 2012 interactive video highlighting men and women’s luxury accessories like belts, bags and shoes. The genius behind the clip is that consumers can shop and access product information by clicking the highly-identifiable Gucci brand icons throughout the film.

The Gabbana Boy: Dolce & Gabbana lets customers peak behind the curtain with their new slice-of-life storytelling campaign which highlights blogger Bryan Boy, now a new face and voice of the luxury brand. The viral videos were 30-second snippets of Boy which provided insight into a “day-in-the-life” and revealed the identity of the new voice for the brand.

Every industry is learning to adopt and revolutionize digital marketing in a way that appeals to their target audience. All the above campaigns and others have succeeded at creating engaging content, and pushing it out where their customers reside: on social media and in their email inboxes for a personal touch with their customers. Social media alone cannot create an effective ROI, but when all these tactics are integrated brands can see a true impact.

What can opportunities in the digital revolution do for your company?

You have probably heard the overused term: “content is king.” But what does that mean, really?

Search, Social and Strategy

It started when relevant, fresh content became a key factor for search engine optimization, which also plays a huge role to position your company as an industry resource and expert.  Then social media emerged as a viable channel, increasing the need to push consistent communication to your (hopefully) engaged community.

Search and social initiatives are a necessity. You have to be seen and heard by your potential and current customers. If you aren’t driving your brand or company to compete with the thought-leaders or become one yourself, you will be obsolete in the marketplace. After all, if you aren’t talking to your customers, you can be sure someone else is.

What are the thought-leaders practicing? Content marketing strategy.

Content Marketing and PB&J

So what exactly is content marketing? Entrepreneur Magazine’s concise definition is: “The creation and publication of original content — including blog posts, case studies, white papers, videos and photos — for the purpose of generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display.”

Simply, it is the way brands gain trust, credibility and ultimate loyalty from customers by communicating messages that represent something they care and want to know more about.

One online expert recently described content marketing by using the symbolism of my favorite childhood sandwich: PB&J.  (Stick with this, it’s good.) Imagine that search and social is peanut butter and jelly and content is the bread that holds it all together. So the content, the foundation of the strategy, must be something customers deem it valuable, want to consume and then want to pass on to family, friends and anyone in their social or off-line network.

There is No “I” in Content

Now, with the internet becoming increasingly personalized in our multi-polarized world, content marketing is more important than ever. Budgets are increasing to develop deeper, thought-provoking messaging and strategy (evolving from, “Look at us” and “Wow, our product and services are fantastic,” to a storytelling technique that taps into the customer experience).

So how do you go from, “What’s in it for us?” to “What’s in it for our audience?” Simply, tell a story and stop talking about yourself.  (Sales reps, gasp here. Remember, there is no “I” in content marketing – well there is, but it’s a little guy.)

Stop Informing and Start Storytelling

How do you do content marketing and storytelling well? Tell a story that is personable, approachable, tangible and memorable. For more info please visit homeinsurance-companies.com .

For example, The Hartford sponsors the Paralympics every year, and after following the online advice of Facebook marketing companies, the company decided to tell this story last year. They launched a media and video campaign through the medium of Facebook highlighting the athletes themselves. The result was a successful and emotional story connecting with people on an individual and very personal level.

Check out the introduction video here: http://goo.gl/e0XPA

Say What You Know, Not What You Sell

Customers are not looking to read your blog or micro-site to see what you sell, they can view that in a catalog or on the products and services tab on your site. They are interested in what you know and what you stand for. It’s time to start communicating as a trusted and relevant source and not as a sales script. Storytelling is the new content marketing.

See where your expertise and your customer’s interests overlap to tap into your niche. Tell a unique story and communicate in a way that no other competition can touch.

I recently came across this infographic by John Lanigan in which he highlights the shift to a more visual social experience across many of our favorite social networks. You see (no pun intended), since the beginning of time we have been forming pictures and drawings to tell stories and express our ideas; it’s as innate as blinking. Before a written language our ancestors would carve hieroglyphs into cave walls, we created visual maps to guide us across uncharted land and children today draw pictures before they can even utter a word.

“Brands that can rock visual media will find themselves market leaders.” -Ekaterina Walter

Presently in social media, we have witnessed the shift from 400-word blog posts to Facebook posts (roughly 200-300 characters) to 140-character tweets to the advent of Instagram, which hosts only pictures. This transition is proof that we are in a visual age and one of immediacy. We expect to get the information we seek as quickly, and as efficiently, as possible. There’s no better way to achieve this than through visuals that allow the audience to create their own unique caption, further resonating with each viewer. Not only is this a more captivating approach but also one that will remain in the viewer’s memory much longer.

Try introducing a few eye-catching visuals into your online marketing plan. You won’t regret it!

Most would agree that looking at streams of pictures is far more enjoyable than reading lines of text.  When Instagram launched in October 2010, the new app was perceived to be just another product whose popularity would quickly fade.  But little did they know, Instagram would become one of the most admired social media platforms and acquire over 100 million active users in the short two years the program has been active.

So, what is Instagram exactly?

As stated on their website, “Instagram is a fun and quirky way to share your life with friends through a series of pictures.”  The app is very similar to Twitter in the sense that the pictures posted by your followers are displayed in “feeds.”  But it also provides its users with the capability to “like” and comment on your favorite pics, a similar characteristic of Facebook.  BUT, not only can you post pictures in an instant, you also have the ability to choose from a variety of 17 different filters to make each photograph unique and eye-catching.

Can Instagram be used as a marketing tool for your Company?

Of course!  Instagram is one of the leading social media platforms today and is a perfect way to market your company. With the ability to link your photos to Facebook, Tumblr, Twitter or Pinterest, you are able to create a vast amount of reach without a whole lot of effort.  Instagram allows a company to display their culture, highlight their employees and advertise their work.  About 40% of the world’s top brands like MTV and Starbucks are dominating the app and about 25% of those brands are posting at least once a week.  In a study conducted by Facebook, it was found that photo posts received 50% more “likes” from viewers than text posts, so by using Instagram you are bound to gain more interest from customers.

Anything else you should know about Instagram?

Not only is Instagram enjoyable, but it provides an opportunity for your company to increase SEO.  But how, you ask?  By using alt tags, keywords and geo-tagging gives followers and those surfing the app an opportunity to come across your photos.  Are you interested in joining the Instagram phase?  All you have to do is download the app (which is free I might add), create an account, and start posting pictures.  With that said, start snappin’ some pics and join in the fun. But first, make sure to follow us on Instagram @hmgcreative!

The OneStar Foundation, a preeminent state-wide organization based in Austin, TX providing resources for the entire nonprofit sector recently abandoned old, cumbersome technology to better serve its public.  The shift is one that sets an ambitious tone for outreach and opens up increased opportunities for all nonprofits in the state.

This week OneStar announced the launch of an updated, redesigned website and a refreshed brand image through a partnership with Austin-based HMG Creative to further initiatives for nonprofits in Texas.

OneStar Foundation connects faith-based and community organizations,one of the best car accident solicitor businesses, government and foundations to resources and information about the nonprofit sector as well as facilitating public-private partnerships to drive community solutions and ultimately, build a better Texas.

In efforts to stay ahead of toll free numbers technology and better serve its audience, OneStar Foundation and HMG Creative partnered for the robust rebranding and web development project.

“We conducted several interviews but selected HMG Creative because we wanted the best end-product possible; we believe that their services will result in a long-term advantage,” said Elizabeth Darling, President and CEO of OneStar Foundation.  “Among many requirements and expectations that are necessary to be a leader in our sector, the most important are an easy-to-manage web platform and an impressive brand image, HMG gave us exactly that.”

HMG Creative increased site functionality, accessibility to information and updated the overall look and feel of the brand to connect with OneStar Foundation’s central audience.  With a refreshed online image and updated technology, OneStar Foundation can further their mission of educating, connecting and providing resources to build a stronger nonprofit sector in Texas.

Check out OneStar Foundation’s new website at www.onestarfoundation.org.

OneStar Foundation’s thrive for innovation continues with the launch of the Texas Connector, an online nonprofit mapping tool which boasts the most comprehensive nonprofit statewide database of any state in the country. Texasconnects.org goes live today after its debut at the Texas Nonprofit Summit in Austin.

To learn more about this project or how we can develop solutions for your company email: amy@hmgcreative.com

With more than 100 million registered users, LinkedIn is the number one professional networking website online today. As the popular site becomes more commonly referenced as a hiring and promotion resource, businesses should be familiar with how LinkedIn can help build their brands and increase company awareness. Ready to get started? Let’s dive in.

Flesh Out Your Profile

The most important thing you can do to boost visibility on LinkedIn is to flesh your profile out as much as possible. Make sure profile completion is at 100% and be sure to include as many skills and experiences as possible in order to increase your likelihood of showing up in search results.

Create a Company Page

LinkedIn’s Company Page feature helps you network with other businesses, gets you listed with Google’s search engine, and creates a platform for you to promote company news and services. Your company page includes information such as a company description, specialties, logos, Twitter and RSS feeds, company news, career opportunities, and more. Fill out each section of your company profile as completely as possible to boost visibility and attract page views.

Build Credibility with Groups and Answers

These two features are essential for building brand awareness. Let’s take a closer look at how they can boost your credibility:

• Groups—By joining a LinkedIn group or starting your own group, you can connect with others in your field or with potential customers. Taking an active part in group discussions also demonstrates expertise in your field. If you’re starting your own group, be sure the headline communicates clearly what the group’s purpose is in order to attract the right types of contacts.
• Answers—The Answers section enables you to provide input on questions relative to your field, thereby demonstrating your knowledge of the subject matter and increasing the relevance of your comments throughout the site. Posting on other members’ questions also increases your visibility and can establish you as a credible, thinking leader within your field.

Promote Your Company Profile

Once you have established your brand within LinkedIn itself, you can begin promoting your company profile on other venues. Invite followers with a button placed on your website, blog, email communications, and other points of contact.

Ultimately, the best advice I can offer regarding LinkedIn is this: keep it current. By making sure your profile remains up to date and that you’re interacting regularly, you can ensure that you stay visible to the people you want to reach.

How do you define a great email campaign? Effective copy, concise subject line, clear call-to-action, sure. But putting hours of effort into an email campaign means nothing if you don’t see results. A successful campaign boils down to your brand understanding how to meet (and exceed) the expectations of your audience.

I, like most of us, am subscribed to numerous newsletters for a wide variety of reasons. Some for aggregated news purposes, business tips, daily deals or retail companies that offer value. I think we all know our favorites by the excitement we get seeing the new email freshly unopened in our inbox. This for marketers is a dream come true; these loyal subscribers are the pulse of the messages they create and move the needle for what’s to come.

A company recently caught my attention and now goes into a short list of brands that I not only enjoy watching, but admire their email campaigns and overall integrated marketing.

One night, killing some time before dinner I walked around downtown San Diego and went into the Goorin Bros. hat shop. The store pulled us in and almost back in time as we tried on hats reminiscent of the 1960s, old derby days that radiated class. It was so fun spending time in the store that on my way out I wrote my name in a book to be added to their newsletter list.

A few days later I received my first email from the Goorin Bros. and I was able to open it on my phone without a hitch. I thought the email looked very clean, sharp and with closer notice to this and emails to come, I was continually impressed with the beautiful, thoughtful design, clear messaging and access to information.

Continue…

Stop.  Step back and take a look at your business, not from your point of view, but from the eyes of the consumer.  We all get wrapped up in the day-to-day operations of our business and it’s easy to overlook our appearance from the outside.  With a wealth of information at our fingertips, the first impression of a company is most often derived from its website as a person searches for a particular product or service.  As we know, first impressions are critical.  So take a moment to pull up your website and ask yourself the following questions (keep your customer in mind when doing so):  Can you find your website in a Google search for your product or service?  Is the site visually appealing?  Is the content up to date?  Can you find the information you are looking for and is it easy to navigate?  Does the overall design and layout look modern?  Compared to other sites for competing companies, would your online storefront win the business?

If your answer to any of the above questions is “no”, then perhaps it’s time to rethink your online strategy and consider a website redesign.  An out of date website can give an impression that the core of your business is outdated as well.  If you walked into a dental clinic sporting wood panel walls, orange shag carpet and an office manager on a rotary phone, would you feel comfortable asking for a root canal?  Ok, so nobody in his or her right mind would ever ask for a root canal!  My point is that this could be the best dentist around, but you would never know based on the first impression from walking into the office.  Take a moment and ask yourself this:  How do you want your business to be perceived and does your website give off this perception?

Aesthetic appeal is important and pertains to the artistic design and layout of your website.  Overall, this will have the most impact on the first impression of your business.  Studies have shown that little things such as a color scheme or font choice can have a psychological impact on one’s perception.  The layout for graphic elements and information is also important and should flow in a way that coincides with the natural tendencies our eyes have in scanning a page.  Believe it or not, there are hot spots where eyes tend to gravitate on websites and this needs to be taken into consideration. More information on eye movement patterns as it relates to web design can be found here.

Functionality and user experience of a site is also extremely important.  How many times have you searched for information on a particular site, gave up and moved on?  Information needs to be logically organized so the average person can easily navigate in its search.  Keep it simple and remember that often times, less is more.   Too many pages, especially if not properly organized, can confuse and frustrate people to the point that they continue their search elsewhere.

Speaking of searching, if people can’t find your site when searching for your product or service, you’re missing out on potential new business.  Designing a site with Search Engine Optimization (SEO) in mind and having a strategy in doing so is crucial.  Social media integration, blogging and updating your site on a regular basis with current information will improve a site’s SEO, thus making it easier to find during a search.  In the SEO world, remember that content is king.  Also, being able to measure traffic and results is a must; if Google Analytics hasn’t been integrated, it needs to be.

Now that you’ve had a chance to think about a few things concerning your company’s website, ask yourself one more question:  If someone is searching online for your product or service, who’s going to get the call; you or the competition?  If it’s not you, then it’s time for an upgrade.

Give us a call today and ask about our special for May!  For more information contact, Rob Ridgeway, at 512-994-4429 or rob@hmgcreative.com

Six months ago, if you had mentioned Dollar Shave Club to a room of people, you would have gotten all blank stares (even though the company has been around since June of last year). Today, there are over 4.5 million people who would nod their heads and smile. 4.5 million YouTube views. In just a few weeks. How did they do it?

A viral video incorporates strong planning, careful execution, and a little bit of luck. Fortunately for those of us who have never won the lottery, the strong planning and careful execution part carries a little more weight than the luck part. Can you design a video and guarantee that it will go viral? Maybe not, but by incorporating these lessons from Dollar Shave Club, you can at least ensure that it earns the right to be seen and shared.

Don’t Take Yourself Too Seriously

Humor is something Dollar Shave Club does really well. Seriously. There’s hardly a straight line in the entire video. But they’re not just cracking jokes either. Some of the humor is obvious and some is a little more under the radar, but all of it works together to communicate the vital information you need to know about the company. And it leaves you with that “You’ve gotta see this!” feeling.

Create a Unified Approach

Take a long look at your existing website and craft your video so that it supports your current marketing strategy. When you visit the Dollar Shave Club site, every element hangs together and sends the same vibes you received in the video. Your website visitors shouldn’t wonder whether you’re the same company as the one that produced the video they loved.

Put the Most Important Stuff First

In the first ten seconds, we know what Dollar Shave Club does, how much it costs, and what the quality of the product is. We get our questions answered: How can they afford it and are the razors any good? ( personally I enjoy the best straight razor from my barber and I don’t think that is going to change) If we decide to stop viewing (which we won’t, because their fabulous style holds our attention) we still have everything we need to know to pique our interest and entice us over to the website.

Put a Face On Your Company

Even if you don’t have the marketing background and camera-ease that Dollar Shave Club’s founder, Mike Dubin does, it still helps viewers connect with your company when you put a face behind the name. Make the story human and people will relate to it. Certainly not everyone wants that fresh clean shaved look. In the same theme you can do like http://beardcareshop.com/philips-Norelco-beard-trimmer-series-7200/ and make beard trimming and care sexy and attainable. Or any idea you may have can go viral, you simply have to work hard.

Creating videos people love begins with understanding how to communicate a message they can relate to and want to share. After that, who knows? You just might win the lottery.