Archive for category Marketing

What is Rebranding?

CEA Blog Jan Wk 1

What do you think about when you hear the word “rebrand” ? The way that Pepsi has managed to evolve and retain their brand heritage through the years? Or The Gap’s disastrous attempt at rebranding (which they switched back within two weeks)?

The process of rebranding takes an established brand identity and creates a completely new one. This new brand identity can be an evolution of the established brand, or something completely different. It depends on what your audience is willing to recognize.

If you have a well known national or even local brand your customers already identify you with a certain look and feel. A change that is too dramatic could drive people away. How do you find the right balance? That’s why CEA Marketing Group is here to help.

A full rebrand can be a lot to take in at once. So let’s take a look at the important questions about rebranding:

  1. Why bother with rebranding?
  2. What are the keys to a successful rebranding campaign?
  3. What are the best strategies for success?

During the month of January we’ll be answering these questions, exploring what it means to rebrand your business and the best strategies to ensure success. We might even have a little surprise for you at the end.

Stay tuned, and give us a follow for our latest news, updates, and BRIGHT ideas about rebranding!

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The Importance of Brand Identity

The Importance of Rebranding

Recently I’ve (Graphic Designer Diana) had the pleasure of becoming involved with a mentorship program through Ad 2 Tampa Bay, a network of young advertising professionals in the Tampa Bay area. The mentorship program seeks to partner young students with professionals in the Advertising industry to help guide them in their career path.

As part of my responsibilities as a mentor, I meet with a student from a local university and give her guidance on accomplishing her goals. One of which is creating a recognizable brand for herself that will be one driving force in her quest to land an internship. Looking at how much her brand has evolved since the first iteration got me to thinking about the importance of rebranding campaigns.

In a perfect world, companies would create a brand identity that fit them so perfectly it never had to change, but we don’t live in a perfect world. In the real world, companies are constantly evolving, and, while they might stick to the same core values, sometimes they change enough that their brands require some fine-tuning to match.  When this happens, it’s important to take a few steps towards making your new identity perfect.

  1. Understand what is and isn’t working: make a list, get feedback, and learn what it is that’s holding your brand back. Once you understand what about your brand identity isn’t lining up with your brand, you’ll be able to start on step 2.
  2. Now that you know what your brand isn’t, it’s time to understand what it is. No one knows your brand better than you do, so make sure you can distill your brand’s mission into one or two concise sentences. This should be the foundation of your rebranding.
  3. Take your newfound knowledge and start creating! Or find yourself an experienced partner to help guide you through the waters of your rebranding.

If you feel like your brand is in need of a facelift, contact us, and we can help you get on the right track.

 

 

 

 

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Form Over Function (Scratch That, Reverse It)

Do you like pretty pictures, or creative that gets your message across? Great advertising knows how to blend the two into one harmonious image. But at what point does one or the other become too much and no longer works?

Take a look at 5 tips to help ensure you blend form and function so that your message gets to the end user.

CEA FB 11.6

1. Know Your End User’s Perspective – While most of us know what “we” each like, that is rarely the same for your potential clients. Make sure you and your agency know your first and secondary target audience so you can tailor your message properly.

2. Have a Lead for Your Marketing Projects – Someone needs to take charge and be willing to make final calls. Team feedback is good, but know when to listen to your team, and when to listen to your marketing professionals. When your team is reviewing artwork, gather all the changes at one time to send back to your agency. This will not only reduce possible overlap and errors, but can reduce your costs from the agency spending less time going back and forth on similar changes.

3. Determine Messaging Hierarchy – When preparing direct marketing objectives, give hierarchy to the messaging you want in your newspaper ads and eblasts. Give your headlines, subheads and messaging a pecking orde for the agency to follow so they can help tailor the message to the campaign. This can help ensure proper imaging and call-outs to offers that are important.

4. Know When to Cut Back – Trying to stuff the ad full with all your offers? You might just get your marketing overlooked. Stick to one main message and one supporting message. You’ll be surprised how often “less is more” will ring true for you. People are more likely to respond to a marketing piece that conveys one strong message versus multiple weak messages.

5. Be Careful of Friendly Input – Are you unsure of your message or could that headline be stronger? When you ask your friends for feedback, take into account how close they are to your target audience. Revert back to the first bullet, then just ask your agency. Your agency should have years of marketing experience, should know your target audience and will be more that willing to ensure that your marketing will hit the mark. Ask questions! it gets conversation going and helps fine tune your campaigns. We want to be your partners in your sales, not just the people who make your marketing”look” good.

So let’s make your artwork functional AND beautiful. You can do this by creating a strong message first, and then design the artwork to support that message. If you have additional offers you need to convey, just make sure they are on a lower priority level so your materials are still attractive enough to grab your audience’s attention.

Ready to take your marketing to the next level? Email eric@ceamarketing.com or give us a call at 727-523-8044 to get started today!

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Improving Your SEO

CEA Blog 10

Boooo! It’s Halloween week! You know something that has always scared me? SEO.  Seriously! That is until I went to an awesome SEO training and learned some tricks (and treats) of the trade.

SEO is so much more than just adding keywords into your website content. There are a lot of components that go into optimizing your website to help make your site more visible and improve sales.

Keep in mind, it’s important to never focus on one thing. As often as Google changes algorithms, they could turn off your main “faucet” at any point.

Don’t be scared. Follow these 3 steps to start improving your SEO right now!

  1. Research- This is the most important step in improving SEO.
    • Consider who you are competing against with certain words. It will be much more difficult to place for “new homes than “energy-efficient single-family homes in Charleston South Carolina.”
    • Ask yourself, “what would I search for?“
    • Utilize free and paid tools that can help you determine what people are searching for- not just what you think they are searching for.  Check out Google Trends, Google AdWords, Keyword Planner, WordTracker, SEMRush to name a few.
  1. Write content for visitors – (not search engines)- Great content is shared. Your content should be easy-to-read, organized, interesting and relevant. Avoid long paragraphs, keep it FRESH and updated constantly.
  1. Optimize your page- Once you’ve written your content to appeal to readers, go back and tweak for optimization. Keep keywords close to each other and keep them close to the beginning of HTML tags. How else can you optimize?
    • Title Tags
    • Meta descriptions
    • Meta keyword tags
    • H1 and H2 tags
    • Link text
    • Body text
    • Bulleted text
    • Bold and italics
    • Image ALT attribute
    • URL

(If you don’t know what these mean, contact CEA!)

In addition, tracking analytics can tell you important information like time spent on pages, bounce rates, etc. This may lead you to rethink content on a page or links.

Keep in mind, SEO is an ongoing process. It is not a one and done kind of project. Keep content updated weekly if not more. Constantly search for ways to improve based on analytics and search results. Consider other means of getting page one visibility through incorporating press releases, multiple social media platforms, videos etc.

I told you it wasn’t so scary. Let’s be honest, ranking on the first page of Google is a boo-tiful thing. Would you like to take your SEO from spooky to spectacular Contact CEA Marketing at 727.523.8044 or email kristy@ceamarketing.com

 

 

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4 Great Things About Go For The Greens!

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Go For The Greens (GFTG) is an annual business development conference for women owned businesses. A key component of GFTG is the annual matchmaker event. The conference is held in Orlando, FL and it brings female entrepreneurs together with companies, government agencies, nonprofits and professional associations to provide women-owned and minority–owned companies with networking and educational programs that help establish relationships that can lead to profitable contracts. This year, CEA Marketing Group’s President and female entrepreneur, Kelly Bosetti joined the conference. Watch conference highlights here!

Read 4 things about her experience below!

Q: Go For The Greens conference has been active for several years, what made you decide to attend the conference, this year?

Kelly: As a self-employed woman in business, I am always looking for opportunities to grow my agency and get more exposure to corporate businesses. I made it a personal goal this year to take advantage of my WBE Certification and start re- investing in myself and in my company. The GFTG agenda as well as the corporations sponsoring and participating in the conference were what really inspired me to register. I liked that the agenda offered a great mix of education and networking opportunities. I was also especially interested in the Matchmaker opportunity. I took advantage of the one-on-one pre conference workshop that the WBDC Florida offered.

Q: In what ways was the one-on-one with Nancy Allen, CEO of WBDC of FL, helpful?

Kelly: Nancy’s one-on-one was wonderful and the information is absolutely priceless. I don’t know why you wouldn’t take advantage of the opportunity to meet one-on-one with her since this is a service she offers WBE’s for free! The one-on-one meeting helped me know what to expect from the conference and how to best sell my experiences to corporate businesses. Her wisdom and guidance helped me prepare a strong presentation and how to most effectively follow up.

Q: After your experience at Go For The Greens, do you think you will attend next year?

Kelly: There’s no question about it! After the success I had at Go For The Greens, I plan on signing up for as many matchmaking events as I can. I am finding that the more I attend, the more new business I get. There is a connection. I wish I had taken

advantage of these opportunities much earlier and didn’t wait until now to make these a priority!

Q: What was your favorite experience that you took away from Go For The Greens 2014?

Kelly: What I really took away from this matchmaking event was that the corporate businesses that met with me were just as interested in doing business with me as I was with them. This in itself demonstrated to me that matchmaking events like this work and are beneficial to both parties. Corporate businesses are ready and willing to do work with women-owned and minority-owned businesses, we just need to be bold and willing to take that first step.

For more information on Kelly Bosetti and CEA Marketing Group, click here! Interested in attending matchmaking events? Click here for a list of dates!

 

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The Plus Side of Google Plus

You have Facebook and Pinterest but now you’re hearing talk about Google Plus for business. It seems like the list never ends. Should my company have this? Should my company spend the time?  The answer is ‘YES’.

Google Plus is useful for businesses because it allows for more direct and personal relationships. Information on Facebook and Twitter can get lost under multitudes of miscellaneous information, but Google Plus is dominated by quality content that’s both professional and informational. Not only that, but it allows brands to interact with other users and communities as a brand page, and the innovative use of circles allows users to divide their followers into different groups for a targeted messaging approach.

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Communities:

The Communities feature allows brands to interact and engage with users because it encourages groups to form around particular interests, thus making it easy to find people who are interested in your business. Hangouts are also another exciting new feature that is only offered on Google Plus.

Google Hangouts:

The Hangouts feature lets users host group meetings, discussions, or demonstrations. It’s UNIQUE to this network. You can use this feature to organize panel discussions, answer consumer questions, host demonstrations, etc.  Although only 9 people can be in the Hangout, you can stream it live via YouTube to create a webinar.

SEO:

Another benefit of using Google Plus is the possibility to improve SEO. Research suggests sharing content on Google Plus has the potential to influence search rankings in significant ways:

  • For Google Plus users, as long as you share blog posts with relevant, new (un-copied) information on a regular basis, you are that much more likely to be pushed up through the ranks of search results.
  • Each post has the potential to send strong semantic signals to Google’s search algorithm. This not only helps the post itself to rank in Google’s search results, but potentially sends relevancy signals to a URL shared by the post.
  • Sharing longer content and posts can seriously improve your SEO because Google sees and indexes these pages as it would blogs.

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Ripples:

The Ripples feature allows you to see how your content is spreading, and therefore allows you to identify your most influential followers. With this, you can group your most influential re-posters and send them important content, valuable coupons and anything else you might want to spread quickly and immediately to as many readers as possible.

- Written by Diana Aguilar-Flores

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The Other Guy…LinkedIn

Most businesses see the value and necessity in having a Facebook and Twitter page but they forget that there are other platforms that can also bring ROI, get them in front of their customers and create brand awareness. It is with that, that I introduce LinkedIn; a platform with over 200 million users. When it comes to growing and promoting a business, what makes this platform completely different than any other is that people are strictly here for their business and to connect with thought leaders and industry experts.

LinkedIn is the professional networking group on social media.  Why is it so important? Today, it is the place for recruits to find employees, for professional networking to take place and to advertise your business.

1. Company Pages

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Company pages are a great way to advertise your business’s updates and have a professional presence on social media. Company pages allow you to share company news and through LinkedIn analytics, see who is interested and visiting your page.

 2. Groups

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Looking to connect with others in your industry? Join a professional group! There is one for every interest. This is one of the best ways to network. Start a discussion in a group and contribute as much as you can. “How do I do this”, you ask? Post a question or interesting article and watch as others comment and get engaged. Through this practice, you will be identified as a thought leader and expert in your field.

3. Advertising

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If you’re looking to advertise to your audience, LinkedIn may be the platform you want to use. Why? Being relatively new with offering ads, you and your company will be competing less with other advertisers on this platform.  Furthermore, companies have the capability to advertise thanks to highly targeted capabilities offered on LinkedIn. Target the right audiences that will make you money by tailoring your add by: salary, interests, job functions, industries, company size, demographics and geography.

4. Professional Networking

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The number one reason for you and/or your business to be on LinkedIn is for the incredible professional networking and recruiting capabilities. Unlike Facebook, LinkedIn is strictly professional.

  • Post your resume
  • List your skills
  • Show off your experience and allow people to write recommendations about and socially endorse you.
  • Display examples of work
  • Link back to your business website

Are you ready to get started on LinkedIn? Let’s get social! Contact Us today or email natasha@ceaproduction and we’ll help you develop your social media campaign!

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CEA Chat Time with Our New Social Media Content Manager

Social Media Rockstar!

CEA’s Newest Social Media Rockstar!

Kim is the newest member of our rock star social media team, and she just started this week. We took some time to sit down with her and get to know her a little better!

Q: So Kim, where are you from?

A: I was born and raised right here in Clearwater, Florida. Actually, I live right around the corner from the office.

Q: Perfect! That means we can have lunch time naps at your house! When you’re not dominating the social media world, what do you like to do?

A: I enjoy spending time with my fiancé Jeff! That’s always my very favorite thing to do! I also like to go thrifting, bake and draw. I just made a cookie cake for my fiancé’s birthday!

Q: Yum! There’s an employee birthday day is next week you know (hint hint)! What brought you into the world of marketing in the first place?

A: Maybe I can whip up a special birthday surprise! To answer your question, I started college at USF as a music major, and studied clarinet performance. It was something that I loved, but it slowly became less fun as I advanced. I chose to pursue a second degree in advertising during my last two years of college. The plan was that I could fall back on it if I needed, but I wound up loving my classes and chose to make advertising my career!

Q: What makes your taste buds dance?

A: My favorite food is Macaroni and Cheese! You just can’t beat that ooey, gooey goodness! I love to cook, so I am always willing to try new foods. Even though my culinary experiments don’t always work, they are a lot of fun to make. I’m just glad that my fiancé is such a good sport!

*Editor’s Note: Stay tuned on our Facebook or Instagram for our next potluck!

Q: Facebook,Twitter, Pinterest, Google + or Instagram?  What’s your favorite and why?! 

A: I am a very visual person, so I love Instagram. Seeing the world through another person’s eyes is something that is very interesting to me. Whether it’s a snapshot of a drawing, an inside look at an exciting adventure or puppy pics, I love seeing the things that are important to different people!

Kim is ready to rock n’ roll! Want to take your social media campaign to the next level? Contact us today for our full range of services.

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Why You Need A Strong Online Presence…And How To Craft One.

blogimageWe’ve all heard the saying: you never get a second chance to make a first impression. In previous years it was easier to control your customers’ first impression of your brand; storefronts were the place were consumers got to know your company. Today however, the first impression for your customer might just happen in the digital space.

Today’s digital consumer operates on the web, often on more than one device. According to Nielsen’s 2014 Digital Consumer Report, 87% of smartphone and tablet owners use a mobile device for shopping activities. These users are searching for anything from the brand’s physical location, price of services, reviews and other research before making a commitment.

Users are choosing to learn about and become familiar with your brand online before ever setting foot in a physical location. This means that if you’re not creating a good online presence, then you could be missing out on some potential customers. Not only that, if you don’t have a strong online presence it could cost you. Consumers expect to see companies online, where they easily connect and find answers quickly.

So how do you improve your online presence? Here are 3 simple steps to get you started:

  1. Optimize your website
  • Make sure your website is up to date and user friendly. According to the Nielsen Norman Group, most users leave sites within 59 seconds. That means you have to capture their attention immediately with high quality, relevant content.
  1. Get social
  • Are you on social media? Because your clients probably are. According to the Pew Internet Project’s research (http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/), 74% of online adults use social networking sites.
  1. Be consistent
  • Pick a voice for your brand’s online presence, and then stick with it. When choosing how you want to represent your company online, make sure it adheres to your brand standards and company image.

If this seems a little overwhelming, or if you’re just not sure where to start, contact us. We’ll be sure to create a strong online presence for your company that is sure to satisfy customers.

 

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Annual Excel Awards Recognizes CEA Marketing

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August 1, 2014 – Orlando, Fla. – CEA Marketing Group, a full-service marketing and advertising company earned seven awards during the Excel Awards at the Southeast Building Conference. The awards recognize top professionals from around the state for marketing and advertising initiatives and were presented at the Orange County Convention Center.

CEA Marketing was recognized for: Best Direct Mail Piece, K Hovnanian Homes; Best Online Marketing Campaign, WCI Communities; Best Consumer Promotion, Taylor Morrison; Best TV Commercial, WCI Communities; Best YouTube Type Video, WCI Communities; Best Radio Commercial, K Hovnanian Homes; Best Website, Tampa Bay Builders Association.

“This has been a great year for CEA,” says president Kelly Bosetti. “ Winning over 11 awards this year is very special to us and helps us know our award winning creative is helping our clients drive sales.”

Specializing in advertising for the real estate industry, CEA Marketing has garnered clients from across the nation marketing for luxury condominiums, insurance companies, warranty groups, college bowl games, national organizations, remodelers, credit unions, national homebuilders, hotels and more.

Founded in 1998, CEA Marketing has been recognized with hundreds of awards locally, state-wide, and nationally for their excellent advertising and marketing work. Other awards received include Sand Dollar Awards, Awards of Excellence, Prism Awards, Tampa Bay Business Journal Awards and more.

Additional information can be found by visiting ceamarketing.com or by calling 727.523.8044.

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