Category Archives: Offerings

Calls are the New Clicks: Seven Secrets to Beating Competitors

MarketingProfs recently held a webinar called Calls are the New Clicks: Seven Secrets to Beating Competitors.

This informative webinar had so many interesting take aways, that we thought we would share.

  • More smartphones means more mobile searches
  • These will pass desktop searches by 2015
  • Tapping on a click-to-call link is easier and faster than filling out a web form on a smartphone
  • Google says 70% of mobile searches have clicked “call button”
  • 61% of mobile searches result in a phone call
  • Clicks are easy to track and manage

Secret #1: Track the Source of Inbound Calls

Track calls back to the exact source that originated them- and through to revenue; works for any marketing source.

Knowing what keywords, PPC ads, and landing page variations lead to calls and sales improves bidding and ROI

Secret #2: Assess your expected traffic for most appropriate segmentation

Evaluate what kind of traffic you are bringing in and by what means

Secret #3: Measure revenue from PPC not just conversions

Not all calls are high-quality sales leads

Optimize campaigns on sales, not clicks

Measure ROI by revenue generated, not raw lead totals

Secret #4: Segment your data to identify key insights about performance

Secret #5: Analyze Clicks and Calls Together in Universal Analytics

You can add mobile analytic data to Google Analytics

Secret #6: Messaging to Improve Call Response

Ad Copy = The gateway to your customers

As you continue with your tests, whether testing your creative or your landing page, segmenting your call traffic allows you to make a fuller comparison of actual call performance.

Secret #7: Marketers Should Control How Calls From Search Are Routed

What are you doing to make the phone ring?

download

Spirit of the Lowcountry In New Spots

Screen Shot 2014-07-15 at 10.43.00 AM

 

Went in search of some Lowcountry soul and met great folks with unique perspectives on patient care at Beaufort Memorial Hospital.

Hope to have done both justice with these new spots.

 

Suzanne Larson from Michael Powelson on Vimeo.

 

Mike McCarty from Michael Powelson on Vimeo.

 

Jo Anne Tudor from Michael Powelson on Vimeo.

 

Special thanks to director Joanne Hock and GreyHawk Films, our partners in crime on this rewarding project.

 

#

CreateAThon Helps Launch Social Enterprise

Social Enterprise is capitalism for a cause, and a growing business model.

Client Profile

Epworth Children’s Home offers congregate care to children ages four to 18 who are victims of abuse or neglect. Funding sources include the SC Department of Social Services and the Methodist church. Seeing funding diminish over time, Epworth Children’s Home formed Friends of Epworth as a 501 C-3 focused on fundraising.

As part of its strategic plan, Friends of Epworth realized that traditional nonprofit fundraising tactics such as events were not going to be able to substantively contribute to Epworth’s mission. As a result, the Friends of Epworth sought to begin a social enterprise.

Backstory

Founded as an orphanage in 1895, Epworth once operated a dairy. It has been serving peanut butter ice cream to students and alumni in its dinning hall since the Great Depression, thus ice cream was a natural endeavor for the social enterprise. The Friends of Epworth envisioned Epworth Ice Cream on supermarket shelves with 100 percent of profits benefiting Epworth Children’s Home.

What we did for them during CreateAThon

We developed a brand strategy, logo, package design, sales sheet, online strategy, website wireframe and marketing plan.

Potential Impact

Our hope is to grow the enterprise to $100,000 in annual profits over three years, and ultimately, raise $2MM per year through national sales.

Partners

Others contributing pro bono services to this endeavor include law firms, Nelson Mullins and Adams and Reese, The University of South Carolina’s Moore School of Business and truematter interactive consultancy.

Epworth_100

Epworth_copy2Epworth_copy Epworth_mockup

A Smashing Success: PR Case Study

For the past year and a half, several of us at Riggs Partners have immersed ourselves in the “better burger” fast casual segment of the restaurant industry. Through our work with two separate franchise owners, we’ve helped to open the first three South Carolina locations of Smashburger, one of the fastest growing restaurant chains in the nation. Smashburger’s corporate office in Denver places a strong emphasis on public relations with limited paid advertising supplementing the marketing effort.

Smashburger grand openings follow a formula established by their corporate marketing team. This tried and true plan has guided the company through more than 240 store openings in the US and several international markets. Our grand openings include four private events before the public opening: a “Friends and Family” preview event for the franchisees’ closest friends, associates and vendors; a media event for the “ceremonial first smash” with a local celebrity; a VIP event for local dignitaries; and an “Eat and Tweet” for local food bloggers and online influencers.

For each store opening, Smashburger’s franchise owners have partnered with a local charitable organization in their respective markets. In Columbia, the partner is Big Brothers Big Sisters of Greater Columbia. In Charleston, the partner is the Medical University of South Carolina (MUSC) Children’s Hospital Fund. Our clients don’t just want to write a check; they want to have a long-term, ongoing relationship with these organizations that make a meaningful impact on the lives of children. For each of the first store openings in the Columbia and Charleston markets, the respective franchise owners agreed to donate $1 per Smashburger or Smashchicken sandwich sold during their grand opening month to their charitable partner, with a minimum commitment of $5,000.

One traditional component of a Smashburger grand opening is the “celebrity smasher.” For both Columbia and Charleston, the charitable angle opened the door to a wonderful tie-in for the celebrity smashers. In Columbia, we invited two pairs of “Bigs” and “Littles” with Big Brothers Big Sisters to be our smashers. A Big Brother/Little Brother pair and a Big Sister/Little Sister pair served as our smashers, which was the first time that children had served as celebrity smashers at any Smashburger. In Charleston, we invited a 13 year-old girl with a very rare disease who has been treated at MUSC throughout her life. She smashed burgers alongside the Mayor of Summerville, who just so happened to have worked as a short order cook one summer as a teenager. It was fun to see them in the kitchen smashing the store’s first official burgers together.

Hayden, age 13, smashes the Summerville store's first burger.

Hayden, age 13, smashes the Summerville store’s first burger as her mother Cindy looks on.

Each of the grand openings has been a “smashing” success with terrific media coverage and a smoothly executed series of events that brought hundreds of guests through each store during their preview events. The two Columbia stores combined have raised more than $10,000 for Big Brothers Big Sisters, while the Summerville store raised $8,147 for MUSC Children’s Hospital as a result of the overwhelming sales in its first month.

"Bigs" and "Littles" from Big Brothers Big Sisters of Greater Columbia teamed up to smash the Irmo store's first official burgers.

“Bigs” and “Littles” from Big Brothers Big Sisters of Greater Columbia teamed up to smash the Irmo store’s first official burgers.

Some of the lessons we’ve learned during these retail grand openings include:

  • Practice makes perfect. Have a “dress rehearsal” to iron out the kinks beforehand.
  • Get local. Find a charitable partner or some other community tie-in.
  • Focus on quality over quantity. Packing hundreds of guests into the restaurant may build curiosity from the outside, but we’d prefer that guests enjoy a leisurely paced meal and an overall great experience.
  • Make it fun. Be sure that guests aren’t just treated to free food, but also enjoy a festive atmosphere. We’ve hired balloon artists, ordered fun promotional items and given out coupons for repeat visits.
  • Build ambassadors. By pulling back the curtain into the store’s menu and operations, we’ve secured a great deal of goodwill for the restaurant and its owners.
  • Evaluate. Always take time to do a “post mortem” meeting during which you discuss what worked, what didn’t and how you can improve next time.

While Riggs Partners has developed a strong reputation through the years for our work in the nonprofit sector, we find just as much reward when we work with business owners who have a deeper sense of purpose – something that motivates them to develop and deliver upon a mission that may or may not be obvious to their customers. The next time you bite into that burger or slurp that shake, keep in mind that you just might be helping someone in need.

CASE STUDY: SC Farm Bureau Insurance Social Media Program

Client: Farm Bureau Insurance of South Carolina

Objective

In 2013, South Carolina Farm Bureau Insurance faced the daunting challenge of establishing a social media presence online. The program needed to increase social media reach, be sustainable and manageable by internal staff, and build engagement over time. Results had to measurable, so analytics needed to be tracked and processed regularly for executive review. We took the bull by the horns and increased Facebook reach by over 146,000% and overall social media reach by more than 84,000%.

Strategy

Buyer Personas – Before any execution of work could begin, a discovery session was scheduled to allow in-depth exploration of the psychographic profiles and consumer behaviors of the target audience. Typically, it is during this process that audience segmentation begins to uncover pain points and hints at how a product or service might alleviate them. Most often,  areas of interest that intersect with those pains and potential solutions are also illuminated.

Content Categories – The results of buyer persona research provided insights into the four main topics that the social media content strategy should focus on.

  • Safe driving
  • Home improvement
  • Agricultural education
  • College sports

Keyword Research – To confirm our assumptions on the content strategy, basic keyword research was performed to identify specific topic areas around the content categories and monthly Google search volume associated with them.

Execution

  • Channel Development – The top six social media networks including Facebook, Twitter, Linkedin, Pinterest, Youtube and Google+ were opened and optimized with custom branded graphics and keyword rich descriptions.
  • Content Resource Development – Trusted content resources and online influencers associated with the four content categories were followed in every network. At Riggs, we call this “getting down with OPC” (Other People’s Content).
  • Microblog Scheduling – Once the foundation of the content strategy was in place, the news feeds were full of interesting and relevant material. Facebook posts, tweets, Linkedin messages and Google+ posts were then scheduled days in advance and dripped into the news feeds through the social media management system, Hootsuite. Pinterest and Youtube were used primarily to find multi-media content to share in the other networks.
  • Live Engagement – It is important that news feeds not become over-automated with scheduled posts. Therefore, live engagement practices were adopted daily. The social media team used Facebook as a page daily to like, comment and share content from other content resources and online influencers. In Twitter, tweets were retweeted and favorited regularly.
  • Social Media Marketing Campaign – See CASE STUDY: Down and Dirty for details related to the Dueling Dirt campaign.

Results

Facebook

  • While starting at zero, the Facebook page converted 1,520 new followers.
  • 2,200 Facebook users liked, commented or shared content on the client’s page.
  • 216,000 Facebook accounts were reached.
  • 430,000 impressions were earned.
  • 6,800 clicks were recorded.

Twitter

  • 170 new Twitter followers were converted.
  • Up to 35,000 impressions were earned in one month at the peak of the campaign.
  • Limited social media metrics are available for ongoing measurement in Twitter.

Linkedin

  • 316 new company page followers were converted.
  • 15,000 impressions were earned.

All case study results were recorded from July through October 2013.