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Tag Archives: advertising

Promote old products with the ruby slipper approach

When you’re in the sequin-studded slipper business, it’s not easy to keep customers engaged in your products. After a while, brand awareness doesn’t have the returns it used to, and everyone feels like they know your product line inside and out. Sure, your shoes are shinier than the competition… but how much can R&D really […]

If you build it (exceedingly well), they will come

Trade shows are a unique platform for brands to engage with customers and the media. They’re the perfect way for your audience to directly interact with your newest products – a simultaneously exciting an daunting opportunity. Well executed booths will wow consumers and business owners; middling showings will be forgotten or, worse yet, they’ll leave a bad taste in the mouths of would-be buyers. Strong strategic and creative direction at every stage of planning are necessary to create a trade show experience that is both exciting and cost effective.

For the second year, Ripen eCommerce is proud to have crafted a successful trade show presence for Happy Chef, a leading culinary apparel manufacturer and provider. The booth, which appeared at the 2013 National Restaurant Association (NRA) Show in Chicago, IL, was designed to attract potential customers and introduce them to the company’s newest restaurant and foodservice attire. While we knew many attendees would be familiar with Happy Chef, thousands of others would be discovering it for the first time. Product selection, targeting, and messaging were all carefully selected with both these audiences in mind.

2 Most Overlooked eCommerce Advertising Channels

Google’s AdWords service has historically been the biggest venue for capitalizing on shopping search terms. 66% of all “buy-ready” shopping queries end up on ads, so it should be no surprise that AdWords has remained dominant for high-volume marketing spend.

Looking to tighten its grip on that segment of eCommerce marketing, Google also opted to make its Froogle (Google Shopping) search results paid-only. The big G seemed determined to monetize nearly every online retail query on the web.

But increasingly, Amazon and Facebook are becoming better venues for marketing & remarketing. Now sellers who only relied on AdWords have more advertising options at all three major sites.

Did Apple just give its competition billions of new ad impressions?

When Apple announced they’d no longer be carrying YouTube as a default app on its iOS devices, the total number of people who were shocked was zero. After all, the two tech giants have been increasingly at each others’ throats since Android first encroached on iPhone territory. With plans of its own for revamping video and other content (maps, for instance), Apple was eager to edge Google products out of its standard software suite.

But with the return of the (now official*) YouTube app, it appears Apple’s snub will be paying dividends for both Google and mobile marketers.