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Blog

UnGagged

By | Blog, Happenings, SEO

This month I was able to attend one of the biggest SEO conferences in the world, UnGagged in Las Vegas. While there, I was able to meet some of the most successful SEO experts from all around the world, getting to talk to them one-on-one and ask questions that I couldn’t find the answers for anywhere. I was able to discuss and strategize the best plans of action for some clients that I want to do so much for but haven’t been able to break through certain barriers. I received some of the best advice I have ever been given. Without revealing all of our secret tools that we now have in our toolbox, I will now be able to start breaking through those barriers that were once holding me back.

While on this trip, I took hundreds of pages of notes, no, I am not exaggerating, filled with all of the trade secrets that so many of the world’s best SEO experts were willing to share and applying them to Fabrica’s clients. I will be able to show some major changes in rankings that we have been working so hard to show. I am not lying here, people, and the numbers won’t either.

One of the most important things I have learned is that not only is content king, but GOOD content is king. So many websites have blogs filled with trashy content that doesn’t inform anyone about anything. Heck, we all have been guilty of it ourselves at one point or another. We are now able to use tools that will help take your content from basic writing to SEO-optimized and informative writing that will not only entertain your readers but will keep the almighty Google ranking you higher and higher for a variety of keywords that you weren’t able to rank for otherwise.

Also, did you know that on average, a person has to see your brand at least eight times before they will start to subconsciously trust that you are a legitimate company? This means that constant publishing of informative articles with no intention of trying to sell them anything will win you more customers. These customers will look to you for good information and, when the time comes, they will trust you to sell them the best product or service. This is done by publishing blogs that are extensively researched for the best-targeted keywords as well as building a blog that asks a question and answers it throughout the content.

With all of the gained knowledge from this conference, I have come back with a fire lit under my you-know-what and am already implementing many of the strategies into our client’s pages. I also have a plan of showing what all of this work is going to do going forward. Fabrica Creative will be the leader in all-around SEO strategy, and the network that we are actively forming through these world conferences will promise you a network of SEO experts that will be able to answer and strategize the best solution for any SEO problems you may be having.

Boredom

Hello Boredom My Old Friend

By | Blog, Food for thought, Happenings

Boredom: Your arch nemesis. In this time of non-stop technology, it gets a bad rap. It’s one thing that you never want to admit to. Thanks to the mobile device in your hand, you can all but stave it off forever. However, boredom is not all bad. You may spur creativity by daydreaming and allowing the mind to take an alternative route. Ideas and solutions can suddenly erupt from this non-focusing brain exercise.

Instead of looking at boredom as a waste of your time, look at it as a part of the creative process. You must spend several hours a night sleeping to give your body a rest. Why not the same for the brain? A little brain processing downtime might be a good thing!

Some research results suggest that boring activities could result in creativity. In one study at Pennsylvania State University, researchers found that those who were bored outperformed others who were relaxed, elated, or distressed on tests of creativity. In another study done at the University of Louisville, researcher Andreas Elpidorou wrote, “Boredom helps to restore the perception that one’s activities are meaningful or significant.” In the total absence of boredom, we can remain trapped in the same situations and unrewarding outcomes.

First off, change the label you have placed on boredom. Let’s refer to it as a “temporary cognitive vacation.” Who doesn’t like a vacation, right? If you could take a momentary vacation after your busy day, would you say no?

Here are two tips to help:  TIP #1 Make time to take a temporary cognitive vacation (aka being bored). Put down the phone, turn off Netflix, and just do nothing; giving your brain a break from constant stimulation. It may be a modern lifestyle challenge but it can be done easier than you think. Try to build it into your daily or weekly schedule or allow it to occur randomly. TIP #2 Use temporary cognitive vacation (aka boredom) to your advantage. Stuck on brainstorming? Creative brain cramp? Step back and switch your brain to the off position. Go for a walk, bounce that random tennis ball against the floor, wall, and back into your hand (like many movie famous movie scenes where someone is trying to come up with an idea). Take advantage of your brain break and see what happens when you come back and revisit the same creative challenge. If you aren’t on a tight deadline, see if ideas can form naturally over spurts of boredom.

So, if you’re looking to get more creative, get bored. It may be that simple!

Eggnog

Season’s Greetings

By | Blog, Food for thought, Happenings

Ahhh can you smell it? It’s that time of year again and you know exactly what I’m talking about. Come October, we all lose ourselves. There’s no stopping it.

EGGNOG IS HERE!!

Oh sure “It’s the most wonderful time of the year” refers to Santa, getting gifts and people being abnormally kind. However, you’ve all been fooled. There is one reason and one reason alone why this time of year is wonderful and that is Eggnog!

Don’t believe me? You mean to tell me you can’t wait to wake up to 6 inches of snow? Ice sheets from hell that have one mission, to make sure you do not get anywhere on time! Days and nights as cold as your mother-in-law’s opinion of you. An overweight bearded man who has you convinced it’s ok to sit on his lap?

To me, this is all a nightmare!

Just when you thought it was time to head south you remember one thing, you’ve got Eggnog at home. There’s no practical way of measuring the amount of joy you experience with each sip. Joy only matched by that of a Great White Shark hearing “Maaan Overboooaaard!” You can’t help but wonder how you live life the other three quarters of the year without Heaven’s sweetest gift!

No, I don’t dilute it with milk or water! As a matter of fact, I’ve consumed a whole quart while writing this blog. I know what you’re thinking; did I really just read an entire page about Eggnog? You did! Why wouldn’t you? You’ve known about this mesmerizing nectar for some time now. You probably already know which cup you will use. I actually prefer a bowl.

There’s a lot to be said about “good” Eggnog. Don’t be fooled by all the naysayers of the world. Their lives are terribly miserable and incomplete without the un-rivaled satisfaction a single drink can bring. It doesn’t matter how you consume this luxury. Use a mug, a wine glass or heck, get crazy and just use that princess cup! Your Eggnog won’t mind, trust me.

All I’m trying to get you to understand is that there is only one good reason to wake up in the morning when this time of year hits. Sure, I may seem like a Scrooge but I just think it’s tough to see people only be nice for one month out of the year. ONE month! There’s at least a solid three months of Eggnog to prevent you from faking it in December. That excludes the time you have before your Eggnog expires. Think about it! I’m not asking you to be nice, happy, and cheery all the time. That’s not fair and I get that–especially without THE NOG!

Book Stack

Give Me Organization or Give Me Death

By | Blog, Food for thought, Happenings

Get organized…oh the dreaded phrase. I can’t even begin to count how many times I was told this in my adolescence. Who am I kidding?! I was told this way into my adult years. In all honesty, I was told this up until I was a few months into my first ‘real’ job. I had a hard time understanding why people cared if my belongings were organized or not. So what if you walked into my room to find piles of work paper, dirty laundry stacked as high as my bed, or even a few dirty dishes. It wasn’t affecting anyone…except maybe it was?

My first ‘real’ job required some serious organizational skills that I did not have at the time. I worked at a university in athletic sponsorships, overseeing football, basketball, and gymnastics. I had a long list of clients and my head was spinning trying to ensure I was fulfilling each sponsorship package day in and day out.

At first, I thought it was sufficient enough to jot down a few notes, keep some information in my noggin, and put an occasional reminder in my phone­–but I learned REALLY fast that those tactics weren’t going to cut it. I was missing print deadlines, forgetting to traffic radio, running the wrong LED, and most importantly letting down my clients.

I became so overwhelmed and defeated–I knew something had to change. I remember calling my mom expressing my disappointment with myself and telling her that I just wasn’t competent enough for the job. She laughed and said, “You’re not incompetent-you’re unorganized.” Hmmm…haven’t heard that before! Mrs. Queen Organizer herself gave me some tips and off to work I went. I started with archiving emails, making client folders, and creating enough spreadsheets to make me never want to use Excel again. I know what you’re thinking…why didn’t she just use the CRM? Well, because we didn’t have one (hence the spreadsheets galore). I’m not saying it happened overnight, but every day I made a conscious effort to stay organized and eventually it just became a habit.

After a few months of being organized at the workplace, I noticed that translated to be organized at home. I would find myself excited to arrange my closet, junk drawers, even my fridge. I was on top of my workload and no longer had that constant lingering stress. I’m NOT saying I haven’t had hiccups in my work life since then, after all, I’m human. However, I am expressing that I have found peace. Sounds silly but teaching myself organizational skills has truly helped me with so many aspects of my life.

changing of the guard

A Changing of the Guard in the Workplace

By | Blog, Food for thought

Why Millennials Are The Key To Your Next Revenue Lift

In recent years, there has been a lot of attention on the Millennial Generation, Gen Y, Gen Next and several other terms used to describe this group of people born between 1981 and 2001, everything from how to advertise to them, how to engage them and should a company invest in them. And why not? This group makes up over half of today’s workforce at 80 million strong and growing. Studies have shown that within the next 5 years, this group of individuals will roughly encompass 75% of the labor force.

There is a changing of the guard happening and companies all across the United States will need to know some key factors about their new workforce in order to capitalize on the talent that lies within.  As Baby Boomer’s continue to retire at a rapid rate, there is just not enough of the Gen X generation to fill the leadership gaps left behind. In fact, Gen X only makes up 16% of the workforce. So, who will fill the 25% of positions being retired from?  You guessed it, the Millennials.

That’s good news if you are Google, Amazon, or Apple who have revolutionized and set a new standard for company culture to recruit and maintain the best of the best.

Tech companies have been forced to adapt one by one to stay competitive in their industry, but what about your company? When was the last time you evaluated the strength of your company’s culture, values, and mission? If you haven’t done this recently, there are a few things you might consider as your company competes to hire over the next few years.

Millennials want to align their values and interests to the work they do and, more importantly, who they work for. Adjusting corporate culture to appeal to this group results in a mutually beneficial relationship according to the last White House UPSkill Summit by the HR Policy Foundation. They released a study titled, “Talent Sustainability Report: The CHRO View from the Front Lines of the War on Talent.” Consider the top priorities found most important when hiring from this pool:

  • Have an impact on their communities for good
  • Freedom for self-management – coach/mentor vs boss mentality
  • Collaborative environment rather than competitive
  • Work life integration – not work life balance
  • Competitive pay with incentives

The study seems to suggest that while collecting a paycheck is important, it’s not the most important. The culture has changed from an “I work for a living” to “I want to be recognized, acknowledged, paid competitively and work collaboratively for a living in order to make a difference in the community which I live.”  That’s a tall order! However, 2/3 of employers who have adapted company culture to this philosophy, report exceptional work performance and an overall thriving environment.

While corporate culture and recognition for work performance are more valued than salary, it still carries a significant weight in a millennial’s decision. Millennials have been deeply affected by the recession and carry the largest student debt in the country. They have liabilities and lives, and companies must acknowledge this by paying fair market value to see the greatest return on investment. This by no means indicates that companies should break the bank but rather consider additional ways of competitive compensation such as – tuition payback, tuition reimbursement, healthcare incentives, or travel/bonus incentives.

If you are a company in need of a makeover, Fabrica Creative stands willing to help. We’ve worked with several companies to “remodel” corporate cultures and give a fresh new look while keeping the company’s core brand and values intact. We would love to work collaboratively so your company can confidently move into this new way of doing business and see increased revenue lifts because of it.

fun meter

Staying Satisfied

By | Blog, Food for thought, Happenings

Some recent studies have shown that employees are overall satisfied with their jobs and their companies. This was surprising to me for a few reasons. 1. I constantly have conversations with people who are unhappy with their jobs. 2. Several companies I follow have consistent vacancies in the same positions. Those two things alone would lead me to believe that people aren’t satisfied or performing well despite the statistics that say 89% of US employees being somewhat to very satisfied with their current role*. Factors that are taken into account here are career development, relationships with management, work environment, compensation and benefits, and engagement behaviors.

I think that at the most basic level there are two types of people–those that want to move up and people who are fine where they are. One is not better than the other, but each camp of people will have different metrics for their satisfaction.

Up and Up
Those who want to move up the chain usually take more initiative and ask for more responsibility. They do their work well but always want a bit ‘more’. When asked to do one thing, they will do that one thing and also provide 2-3 other options. Rather than being crippled by stress, these types of people actually thrive in a stressful environment or situation. Oftentimes, the up-and-ups get inundated with projects and find themselves in holes that are very hard to climb out of without support.

Fine As-Is
Those who are fine where they are, usually settle into their position rather seamlessly. They do exactly what they are told without a lot of extra questions or thoughts. Managers can have confidence that what you asked will be completed exactly as stated. You won’t see these people volunteer to take on more responsibilities since they are busy enough doing what they were hired to do. These positions might be stressful, but those in this camp usually have good poker faces.

So how do you keep both camps engaged without having to cater to both specifically? Well, studies suggest that team outings can really boost job satisfaction among workers. These out-of-the-office experiences build friendships, establishes trust with those in management positions, shows organizations financial security, and allows opportunities to show off an otherwise hidden skill set (think video games, mini golf, trivia knowledge, jalepeño eating, etc).

Fabrica does this quarterly with things like Top Golf, arcades, escape rooms, and lunch. Once a year we also participate and encourage our employees to attend Salt Lake Design Week events. This annual event brings together creative agencies, architecture firms, software companies, and fine artists. It’s a great way for our team to engage with other industries and people, and it helps them get recharged in their current role. These outings often spark ideas that lead to improving our own agency!

Keeping Fabrica’s employees satisfied, engaged, and energized is important for our success as an agency and for each employee’s success in life. If you need to go hit a few balls, escape a few rooms, attend a conference, or grab a bite to eat–do it. Do it for me, do it for your company, do it for your employees. Keep the fun meter as high as you can for as long as you can.

 

*stats found at Society of Human Resource Management

proactive vs reactive

Proactive or Reactive?

By | Blog, Food for thought, Happenings

Proactive vs Reactive

When it comes to strategic media planning and media buying, I ask myself daily, “Are today’s projects going to be a proactive or reactive opportunity? Will today be a day where I want to take control of my emotions, dig deep, research, strategize, negotiate and plan out to the highest level of success and profitable returns?”

Being in the media industry for many years, change happens. Radio formats are sold, TV broadcasting formats cancel their programming frequently, and digital websites are deleted. These market trends happen often, quickly, and sometimes on a daily basis. We tend to live in a very competitive media world with multiple broadcasting formats and many media outlets. I understand the importance of staying on top of media trends and knowing how to anticipate what’s going to come next. Staying committed and proactive in every market gives an advantage to our strategic media plan. A well-rounded media buying strategy can include anything from TV commercials, print ads, social media posts, radio, outdoor, and much more. We have learned the most valuable employees are the ones who are proactive. This means they control situations by causing things to happen rather than waiting to respond after things happen. Being proactive changes your way of thinking and acting at any given moment.

Continue to have the motivation, stay driven, stay energetic, be bold, have self-control, show up every day as a team player, and put on your game face. Creativity and collaboration happen every day at the workplace–it’s where it all happens! It’s magical! There can be reasons as to why brands may need to react quickly, some of which may include: consumer behavior shifts from one brand to a competing brand, or new products that may need to launch sooner rather than later. I have learned that being reactive in the wake of criticism or negative events impacts our client’s brands in ways we can’t anticipate and are possibly unintentional.

Continually strategize, collaborate, research, and brainstorm with the team. Be self-motivated. Prepare yourself and keep your determination in full-force. Soon enough you’ll get positive feedback from your clients after reviewing reports as a team and watching the leads increase. This will hopefully also signal a climb on the client’s ROI. These are all the overwhelming sounds of success! So, in conclusion, proactive vs reactive – The choice is yours!

 

Fabrica Creative

Tips to become more proactive

Contact Fabrica Creative

Living It Out - Fabrica

Living It Out

By | Blog, Food for thought | No Comments

It’s not often when someone says “please let me know if I can do anything” that you really believe them. It’s just something people say, right? Anyone who interacts with Fabrica Creative immediately senses that there is something different about us compared to other agencies. Our team will tell you the exact same thing–there is just something different about Fabrica.

Last spring, I was taken to the hospital for a common ACL replacement surgery (due to an injury that happened while playing indoor soccer). The surgery goes well and the whole team at Fabrica sends chocolates and a get-well card, and I get better…blah blah blah. Pretty easy. Until it wasn’t. Three weeks after this surgery, fever struck and I had to rush to the hospital. For those first three weeks, I was showing signs of recovery, walking well, was back to work as usual, and then BAM! A fever of 103 and a knee ache like you wouldn’t believe! Everyone at Fabrica offered to help me and “let them know if they could do anything.”

I find myself waking up to the face of my sweet wife after coming out of another knee surgery. My knee felt a lot better now that the infection had been cleaned out and my fever reduced. Not too long after my second surgery, the Fabrica team came to visit me in the hospital with gifts, balloons, and lots of hugs. They wanted to say hello and ask if there was anything they could do for me or my wife. Then they let me get some rest.

What happened next changed everything. As I lay in bed I began to feel something in my chest. I could feel every beat my heart was struggling to make. I hesitantly told the nurse about it because I thought maybe it was just the medicine. I even think she smiled when I told her my heart was “feeling weird”. As she put her stethoscope to my chest, I watched her face change from mild amusement to poorly hidden concern.

She told me that my heart was actually beating quite fast and immediately left the room to find a doctor. I tried to keep calm as doctors and nurses came into my room to rush me to the ICU. My heart ranged from 130-190 bpm for 19 hours. As I lay in the hospital, I was able to witness what makes Fabrica so special. My wife received a text from the team letting her know that they will help with anything she needs–rides, food, care, etc. Then they visited again to relay the same message.

As weeks of recovery turned into months, Fabrica never gave up. They made it possible for me to make a full recovery, and long story long, I am alive and well. Those who work with/for Fabrica will tell you that there is just something different about this place. I can tell you, undoubtedly, Fabrica believes in doing good for the sake of doing good. And man, oh man do they prove it.

Idea Creation

Idea Creation–easier said than done

By | Blog, Design, Food for thought

It has been said that artists are creative experts, however, that is not an idea creation job requirement. Humans are inherently creative in solving problems and the invention of ideas. Often though, the biggest stumbling block is coming up with the “BIG” idea. How you create a “BIG” idea whether, in the outcome of something tangible (product, service, item) or a creative concept (branding, marketing, designs), it is the same dilemma. Here are a few tips to help in idea creation.

Define the Goal
What is the desired end result; a product name? A clever phrase? A marketing strategy to attract attention? Try analyzing the situation to point you in the direction of the goal. Point your boat in the right direction from the start! It can be easy to lose sight or be drawn off-course by a tangent.

Use a Pencil and Paper
Go offline and back to old-school pencil and paper (pencil, pen, marker, highlighter, or stick in the sand)! This allows you to slow down and get engaged. Writing makes the brain think in a different way and can help you remember/trigger memories which might create new ideas. For basic brainstorming, writing can be a huge benefit!

Brainstorming
Sometimes it is all about to HOW you do it. Instead of everyone in the room trying to come up with something to throw in the ring, work independently first. Creativity can often be stifled in a group setting; the “best” ideas might go to the lowest innovation, and doesn’t push the creative out-of-the-box ideas! Bring your ideas with you to the table. If everyone brings the best, you start out with a higher level of ideation to begin with and help drive early success.

Conflict & Reaction
Look at the goal from the opposite side. Play the “devil’s advocate” and see what the reactions and conflicts might be. Does your cleverness require too much explaining? Is the word you “created” based off specific industry jargon that misses a broader audience? Take a step back and say, “I know nothing about this,” and see if it still works.

This can be a productive method to find and fix holes in your plan from the outset. Looking in from the outside can be a great perspective when generating ideas. Remember that you know the research, backstory, and context of your design problem, however, the broader audience will not have those insights.

Ready to start pumping out that endless list of needed ideas? Grab your notebook and go to town. The is no time like the present to get started on the next winning idea!

Doing Good

Doing Good for the Sake of Doing Good

By | Blog, Food for thought, Happenings

Doing Good

I often get asked, “How’s life?” and I always have the urge to respond the same, “It’s crazy, but I love it!” As I’ve submerged myself more and more in the agency, I’ve come to realize that there will never be day-to-day consistency, unless consistent chaos counts? I don’t use the word chaos with a negative connotation but more that you never know what is coming next. Sure, I have a schedule of events for weeks out at a time, but every day is a new adventure. It’s one of my favorite aspects of the advertising world.

I’ll give you an example. We often film commercials for our clients, and they often want to provide the talent themselves. I gather the equipment and head over to the shoot location. It’s a beautiful day, the concept is fantastic, the talent assigned for the shoot is perfect, the lighting is great, and I’ve had my Red Bull. Then it happens…the talent is sick and cannot make the shoot. I’m calm and collected but the client is nervous. They have a deadline they want to hit, so we brainstorm together. Ultimately, they come to the most reasonable conclusion they can think of, “Hey, why don’t you take the part?” Wanting to make sure the client is taken care of, I accept. The nerves were brutal the first time this happened. Yes, it wasn’t the last. Apparently, there is a sign on my forehead just asking for the opportunity to be second string. Thankfully, I’ve never had to talk. The first time you hear yourself on video is the moment you question life itself. Do I really sound like that? At the end of the day, everything is a success. The client is happy and I get to pretend I’m a movie star for a moment–a moment that doesn’t include a mansion, giving autographs or fighting off paparazzi.

Like I said, it’s an ever-changing world and I do thoroughly enjoy it! The relationships I’ve gained are irreplaceable. I don’t have a job that feels like work. I have a job that allows me to help other’s dreams become reality. Seeing their business grow to heights they didn’t imagine possible is so rewarding. Knowing that I contributed to their ability to be successful, take care of their family, give back to the community, and so much more is why I love what I do.

I want the client to know they can trust me. That the plan we set in place is not just one of many options, but it is the right option for them. Our clients deserve to see a return. They’ve worked hard and have decided to trust me. I’m not just advertising, I’m responsible for the livelihood of these individuals and I take it very seriously. I’ve been fortunate to have a great mentor the majority of my life, our CEO. I’ve learned and excelled due to her guidance in many ways. This has allowed me to be the best I can for everyone in my life.

” Doing good for the sake of doing good ”  is not just a mission statement we arbitrarily repeat. It’s a lifestyle.

 

                          

Fabrica Creative

List

What Are YOU Looking For?

By | Blog, Food for thought, Happenings

When searching for an advertising agency what key characteristics do most companies look for? Creative services? Years in business? Knowledge and expertise? Client retention? How about the client/agency relationship? When doing a quick search around the web for top things people look for when deciding on an agency, the client/agency relationship topic appeared over and over again. Surprised? I didn’t think so.

I am fairly new to the agency world but one of the very first things I grasped was just how important client/agency relationships are. After all, maintaining good working relationships is KEY to long-term success. As an account manager, I strive to build concrete relationships with each and every one of my clients. My clients should always feel as though I am an extension of their team, not just a third party. In my eyes, the key factors to building and maintaining a client/agency bond are having a solid understanding of the products and services, constant communication, and creating effective strategies.

It is essential to invest time in familiarizing myself with the products and services that my clients offer. And in all honesty, not every client I manage has a product or service that sparks an immediate interest in me. However, I can always find some part of their business that I have an appreciation for. When you discover something about their business that you are passionate about, it becomes easier to really submerge yourself into their world. Further, you start to become curious about what others are doing in their industry. Both are essential to creating a successful strategy for your client.

Communication (well, effective communication) is hands down the most crucial part of maintaining good relationships with all of my clients. I am in contact with clients just as much, if not more than, some of my closest friends. Yes, you heard that right! Whether I am reaching out to discuss the performance of a campaign, brainstorming new creative, or just calling to say hello, I am constantly checking in. This ensures that all expectations, deadlines, and objectives are crystal clear and nothing ever slips through the cracks. Also, I might add that I genuinely enjoy the communication I have with my clients. Many of them have become my friends, which makes it that much easier to invest my time into ensuring that I am doing everything I can to help their business succeed.

Last but not least, strategy! Our CEO is queen at strategy and it is because she communicates effectively, has a deep understanding of the products and services offered, and knows her client’s industry like the back of her hand. Don’t worry… she shares her knowledge with all of her account managers. There’s a quote floating around the web, it states “creative without strategy is called art, creative with strategy is called advertising”. Here at Fabrica, we have that down!

iPhone

Addicted to Mobile

By | Blog, Food for thought, Happenings

Would you rather go without your cell phone or go without your wallet for a day? For me…it would definitely be my wallet! My phone has EVERYTHING I need and more that I want on it–and it’s just a simple thumbprint away. As a society, we have become addicted to our mobile devices averaging over 2,000 touches on them each day according to Business Insider. It’s no wonder why my spouse gets jealous. As a result, our agency understands that we must employ a mobile strategy in all of the campaigns we put together for our clients. After all, these devices typically go everywhere with us and are used every day, especially during the holiday season where we always see a spike!

Capturing attention during the bustling holiday season is a challenge for any agency, but capturing the attention of your target audience can be even trickier. Consumers are inundated by ads during the holiday season, so we apply targeting strategies to reach those that only have time to give attention to brands that resonate most.

One of the ways we do that is through digital audio. It has a solid, proven track record to be one of the most effective mediums to reach masses of busy consumers throughout their constantly-connected, multitasking days. Especially during 4th quarter (aka the holidays). In fact, a recent Infinite Dial Study by Edison Research shows us that listening to internet radio has nearly tripled since 2010. And when listeners were asked to rank what makes for a good holiday season, 7 in 10 said music is one of the most important holiday ingredients–more so than food, gifts, and religious traditions. But as the smart agency that we are, we know that successful holiday marketing doesn’t end there. Being able to identify and reach your target audience with confidence is the real trick to achieving the most ROI for your budget.

Lane Bryant, the nation’s leading women’s apparel retailer for sizes 14 through 28, demonstrated the power of a targeted, mobile-first, multi-product media mix to drive holiday attention and sales. The results were amazing. Marrying the strategy of precision targeting with an optimized media mix they saw a 17% lift in store traffic outpacing the corporate retail benchmark of just 7%.

Let us show you how to cut through the clutter this holiday season in a brand-safe environment. We would love to be your agency of choice!

Eclipse 2017

Total Eclipse of the Heart

By | Blog, Food for thought, Happenings

Eclipse 2017

There are few experiences which leave a mark on your life so indelible that you can’t ever forget it. A mother can remember with pinpoint accuracy the details and events that transpired during her child’s birth. Scientists and doctors call these ‘flashbulb memories’. Many people remember the assassinations of JFK and Martin Luther King Jr. as flashbulb memories and there are countless other events across the globe that are remembered this way. My most recent experience of this magnitude was the solar eclipse on August 21st, 2017.

Say what? Yeah, the solar eclipse 2017. I didn’t think it was gonna be that great either…until I saw it. Words and photographs cannot do this thing justice, but I will try. I made the journey up to the Grand Tetons in order to get inside of ‘the path of totality’, the small sliver that would encounter total darkness. Luckily for me, it was only a 4.5 hour drive.

The initial portion of the eclipse started at 10:16am with totality coming at around 11:34am. As soon as 10:00 rolled around, we pulled out the camping chairs and solar eclipse 2017 glasses and set up shop next to a dirt field on a back road.

As the moon began to eclipse the sun, not much was noticed. It was still bright outside, the temperature just starting to get intense prior to midday. It wasn’t until the moon was about 75 percent of the way across the sun that things started to get interesting. The sun was still too intense to look at, but you could tell that the shadows started to become diffused. Those normally sharp, crisp edges began to get fuzzy. The temperature was noticeably cooler and small pockets of light that made it through tree leaves and pine needles were now crescent shaped. It was like I was back in my childhood bedroom with a constellation night light projector.

11:32–With the solar glasses you can see just a small sliver of the sun left. As each minute passes, the temperature drop is very apparent. It felt like it was dropping 5 degrees a minute at this point. When you look around you can see that the light is similar to dusk and the temperature matched.

11:34–Right on time, a celestial light switch was turned off and the world went dark. Just like the soft glow of light around your window drapes in the morning, a soft white ring of light was all that was left of the sun; the corona of the sun visible from around the moon’s edges. The ring wasn’t uniform, but it was random and sporadic. It seemed like you could almost see solar flares coming off the surface of the sun and projecting into space. The temperature now as cold as night, with the only light coming from the distant horizon in all directions. Instead of having a sunset in the west, we had a sunset in every direction. The normally yellow sun now only a thin ring of white light. Putting my solar glasses back on, I could see nothing; no sun, no light, nothing. The sun had finally been conquered by the small, gray rock that orbits the earth. For that one moment, nothing else mattered. The stars didn’t care that it was midday, they all came out to say hello. We all stared up at that white ring knowing that what we were experiencing was special and un-repeatable in that place, with those people, and in our lifetime.

11:36–A large enough sliver of the sun emerged, completely illuminating the world again. Solar glasses back on with a slight temperature uptick. The lighting now looked like someone had turned on the lights at a baseball park at dusk. You know, that real faint light piercing through the darkness at the edge of the dirt field?

They say that most flashbulb memories change a person. The ferocity of those details and memories can have a significant impact on one’s life. Our lives are so small in the scheme of the universe. I can honestly say that I have seen the most beautiful thing this world has to offer and I won’t easily forget it.

_________

Incredible eclipse 2017 time-lapse photos by Dave Hanks

Watch this SWEET video that Veritasium made showing the eclipse 2017, then come back and see all of our awesome work!

Fabrica Creative

top advertising agencies, Fabrica Creative

Pleasant Surprise

By | Blog, Happenings

Are you looking for top advertising agencies in Salt Lake? We get it. You want the best and there are SO many agencies out there to choose from that you want to make sure you are only looking at the top advertising agencies.

On a day off and searching her own company on Google (as one does), our CEO found something quite interesting. On the first page of Google, she found a newly published article titled “22 Best Salt Lake City Advertising Agencies“. We are always doing market research for advertising, marketing and creative agencies so we can stay on top of our game and keep our competitors in check, so Googling is not an odd practice. Cyndi clicked right through.

Expertise, out of Seattle, creates lists of the best local professionals in each US city to give their readers the confidence they need to make the right choice for them. They survey the field, rank the businesses, and hand-pick the best.

Out of the 63 agencies just in Salt Lake City, they chose the top 22 giving a synopsis of services, including a backlink, and showing a logo. Of course we were going to look at this! We were all surprised to find that Fabrica Creative made the top advertising agencies list–surprised not because we don’t do good work (we do great work), but because we have only been a full-service agency for a little over a year. We started out doing only video production and some web development. To see our name next to the likes of top advertising agencies like Hint Creative, Jibe Media, Saxton Horne, Welikesmall and GumCo (amongst many others) was a big deal for us.

Expertise reviewed 63 agencies, curated 46, and selected the top 22. Their selection criteria spanned across five categories:

  • Reputation (A history of delighted customers and outstanding service)
  • Credibility (Building customer confidence with licensing, accreditations, and awards)
  • Experience (Masters of their craft, based on years of practice experience and education)
  • Availability (Consistently approachable and responsive, so customers never feel ignored)
  • Professionalism (Providing service with honesty, reliability, and respect)

It’s so cool to see that Fabrica Creative has breached the market visibility threshold and is now on the radar. Our motto has variations but it’s core is ‘Doing good for the sake of doing good.’ We truly believe in finding clients and causes that we can come alongside and help fulfill their vision. We will continue to personify that mission statement as we produce great work for great clients.

And what a pleasant surprise that was…

 

 

Generational Divide, Fabrica Creative

The Generational Divide

By | Blog, Food for thought, Happenings

A generational divide is evident in the way we seek entertainment, the figures we consider icons, the methods by which we travel, and in our preferred methods of communication. While millennials might roll their eyes at their elders’ failure to appreciate avocado toast or their misunderstanding of current socio-economic stressors, gen xers likely don’t understand millennials’ constant selfie-taking or job-hopping.

Though this generational divide can appear when analyzing a wide array of behaviors, there is no significant gap between the amount of news different generations consume or how attentive each generation is to news stories. According to the American Press Institute, news consumption is a habit that all age groups perform daily, and older adults are only slightly more likely than their younger counterparts to say that they enjoy keeping up with the news.

However, there is a divide in the methods by which each generation receives their news, as indicated by data published by the Reuters Institute for the Study of Journalism. According to the data, which was released in June 2017, and based on a survey of more than 70,000 news consumers across 36 countries, most individuals aged 34 and younger consider social media and the internet as their primary sources of news, while those aged 45 and older keep up with breaking stories primarily through television and print media. Radio was not considered a primary news source for a significant portion of any age group.

What does this data mean for the news industry? For starters, the demise of print media is likely to continue as more individuals jump off that platform in favor of television and the web. Additionally, continued news consumption on social media and self-selected online platforms could increase exposure to so-called “echo chambers” and further polarize all consumers of news.

 

                               

Read more on the generational divide then come back to check out all of our work!

Fabrica Creative

 

Crumpled Paper - Fabrica Creative

Can You Show Me?

By | Blog, Design, Food for thought, Happenings

That is often a question I will ask a client to get the ball rolling–a question I have been asked many times too. People tend to process visually based off of what we see in the world. The majority of humans, around 65%, are visual learners. What is seen is a great way to share information. This visual experience can sometime be mysterious when trying to understand minimalistic design concepts coming from a creative department.

Not everyone thinks visually (Really? Who knew?). This can be a challenge for a designer when developing something to be seen. The concept of explaining a design is not as simple as it sounds. It has been said many times, “A picture is worth a thousand words,” but a thousand words from me still may not convey the same thing a sketch on a napkin would.

A long time ago when I was young in my career, someone said to me, “I’ll know it when I see it.” While that statement helped me little initially, it did help me to understand one thing–If you have eyes, you receive visual information. And that input helps make the final decision. Getting what a client wants or needs is a result of research, analysis, and experience. Creating a layout that surprises, shocks, inspires or initiates thought is the desired result in any given design project.

Sometimes a client may not know what they need, however, it is amazing when presented with an option, they can [usually] put a finger on it immediately and say “Yes that’s what I am looking for” or “No, I don’t like that.” The most important aspect of this process is not the approval, but the engagement of getting someone thinking and responding. It allows both parties to engage and be more productive.

How you design information can have a big impact when it is viewed. Often a really good design looks like it has not received a great deal of attention (i.e. looks basic, simple). Little does the viewer know how many minute adjustments were made, or how much time was used to polish the final product. They just look and say “yes.” A good design often calls little attention and leaves the viewer to consume the visual information with ease.

I have worked on visual translating to help a client in this creation process. It is not something complex. It can start with some very simple questions. Questions like “Blue like the sky or like a blueberry?” or “What is the one thing you are trying to explain to your potential customers?” Direct questions engage the mind and help point the designers in a more accurate direction.

Designing, like any other process, can be a straight shot or a winding path. When done with skill the end result will be a success. Getting there together with the client, is a greater success!

The Best Time to Post on Social Media

By | Blog, Facebook, Food for thought, SEO, Twitter

Best Times to Post on Social Media

Are you struggling to reach your audience when posting on social media? Fannit.com came up with this detailed infographic of the best and worst times to post on each social media channel. These times may not work for every audience out there, so you might have to play around with your timing just a bit, but don’t give up! Social media is key to making and keeping relationships with your customers (click image below to see full-size version).

Posting Times - Fabrica Creative

Fabrica Creative

Instagram - Fabrica Creative

Effective Tips for Instagram Marketing

By | Blog, Food for thought, Instagram, Social Media

Instagram is slowly taking over the social media world. Everyone and their dog is on Instagram (Literally. People have Instagram accounts for their dogs). Businesses have started to gain momentum on Instagram, and have seen quite a bit of success. So how do you run a successful Instagram account? And how can you achieve effective marketing on Instagram?

Instagram Bouquet - Fabrica Creative

1. Your Creative Strategy: Ask yourself-what is the purpose of being on Instagram? Is your audience on there? What would make them want to follow you on Instagram if they are already following you on other social media platforms? These three questions can get you started on your strategy and get your creative juices flowing. What would you even post? The trick to Instagram is to post pictures/videos that your audience is interested in, without always trying to sell them something. Post pictures of employees, your office, relevant events/holidays, and pictures of your customers enjoying your product.

Instagram Waffles - Fabrica Creative2. Use User-Generated Content: Use your followers to produce content. This is the perfect way for people to engage with your company, and it can increase more followers. Freshly Picked does a great job at this. In fact, they do an excellent job at their marketing all together. They have a Freshly Picked kid of the week where they choose a picture from Instagram of a child in their moccasins to highlight. To have your child entered, you can post a picture of your child in their moccasins with the hashtag #fpkidoftheweek. This is not only a fun thing for mom’s to enter their children in, but it’s a great way to get the word out about your company.

Instagram Tassle - Fabrica Creative3. Experiment with Creating Unique Images Featuring Your Product: To stand out from the crowd, your images need to be unique. Practice using different angles of your camera, going up close and far away, use different filters, etc. One of my favorite things to do when I drive around is look for fun places to take pictures. Go out and place your products in a fun way so that it catches your follower’s eyes. Song of Style has a must watch video tutorial of how to create the perfect Instagram picture.

In conclusion, Instagram is one of the most creative social media platforms out there. Make sure that you are unique with your pictures, that you are posting what your audience likes, and that you aren’t trying to constantly sell your products.

Why Do We Produce Videos?

By | Blog, Video

Why do we produce videos at Fabrica Creative? How did we get started? We knew that videos were the best way to reach an audience. Videos are engaging. You’re not reading about what happened, or why you should purchase from a certain company–you are watching it. We filmed for the Harmons Grocery Store cooking challenge called Slice. Once we started wrapping up, we realized just how important videos really are. The contestants were able to talk to us and share their stories of how they started cooking and why they are passionate about it. I think that is what videos are all about. We do videos because we want to showcase the passion that is behind your brand. We want you to convey to your audience why they should fall in love with you. We want to build that connection with you and your public and make it last.

Here are some behind the scenes shots that were taken during the shoot.

 

SEO

Tips on How to Get Your Website Found

By | Blog, SEO

One of the hardest problems about having a website is driving traffic to it. How do people reach the top of the Google search engine? With about a billion blogs out there, how are you going to be found amongst the crowd? Here are a few tips on how to get your website found using SEO (search engine optimization):

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