Email Marketing: Can You Trust Best Practices?

There’s a lot of advice out there about email marketing, from myths and best practices to guidance from gurus and case studies with stats that will blow your mind. But is it all trustworthy?

If you’ve become frustrated with your company’s email marketing results, you may be relying too much on outdated, inaccurate, or anecdotal evidence. Here’s the truth about email marketing best practices and some honest advice about what matters most …  Continue reading Email Marketing: Can You Trust Best Practices?

Director of Digital Marketing
Officially, Derek is Element's Digital Marketing Director, specializing in search engine optimization, social media marketing, and website user experience design. However, outside the office, Derek cannot be pinned down to a single title, so let's go with "happy-hour-turned-late-nighter," "driveway fire-starter," "fins-up-Parrotheader," "world traveler," "Frisbee-throwing-dog-lover," and "up-to-the-minute digital dominator."

7 Ways to Make a Winning Super Bowl Commercial

As amazing as it would be, the vast majority of us will never be able to afford an advertisement during the Super Bowl.

If you do happen to have four or five million dollars in your marketing budget, that money might be best spent somewhere besides a single 30-second spot.

But that doesn’t mean you can’t strive to make a Super Bowl caliber commercial.

In fact, if you play your cards right, you could create something that gets just as many eyeballs and buzz as the Budweiser frogs. Thanks to the magic of the internet, you don’t have to pay millions to get people talking. You just need to make something that’s worth talking about.

Let’s take a look at some of the elements that go into making an advertisement of Super Bowl quality.

Continue reading 7 Ways to Make a Winning Super Bowl Commercial

Content Marketing Specialist
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

How to Create a Marketing Budget

Let’s talk about the ‘b’ word everyone likes to avoid: Budgets. When it comes to putting together your marketing plan or next project, writing down that number next to each line item can be tricky. While you’re planning out how to create a marketing budget, here are a few things to keep in mind:

Look at previous plans and budgets. Past project costs will shed a lot of light on your budget and is a great place to start when planning.

Don’t forget the details. Make sure you fully understand what all needs to come out of your marketing budget (salaries, agency fees, printing, postage, media, etc.). Next, add as much detail next to each line item as possible. Understanding where expenses come from within each project will help you make a more accurate projection.

Be upfront and honest. If you work with an agency, talk candidly about your objectives and budget. There’s always multiple ways to skin the cat so perhaps they can find ways to shave off dollars without losing the impact. Even if the initial project estimate is out of your ballpark, it’s worth a conversation to explore the possibilities.

Prioritize based on your goals. Which projects will have the most impact and will directly affect your annual objectives? Move these to the top so that if you can’t stretch your budget to accommodate all your activities, you’re at least getting done the ones that will move the needle.

If you’ve got too much on your plate or are looking for a fresh perspective on your marketing plan, remember agencies have experience planning and budgeting for a variety of clients and can add valuable perspective to the budgeting and planning process.

Director of Account Services
Nikki Peroutka has handled account service duties at Element for more than a decade. She remembers pre-PDF days when every proof required a face-to-face client meeting, and the number of colors in an ad determined its price. This, of course, makes her feel like an old marketing-weary battle-ax. Yet, she brings a youthful, fresh perspective to overseeing all client relationships as well as managing her own accounts. When her daily Director of Account Services duties are done, she enjoys relaxing with a good magazine or book, chasing around her son Oakley, and doing DIY projects around the house.

Tips for Crafting Your Story

By: Kate Shropshire

Twitter started real-time conversations, now they have facilitated real-time video with their on-the-rise app, Periscope. We can do more than listen, we can watch things happen live. Periscope is a platform for users or brands to live stream video to the world where users are tuning in to see live broadcasts of the first appearance of the Royal baby or sunsets on mountains.

Similarly, Snapchat is bringing brands to the devices consumers are attached to. Snapchat users can see celebrities get ready for award shows or watch a video story of an international musical festival and its attendees.

So why do these platforms matter? They provide new ways for brands to showcase a story on social media. These platforms also require creativity to breakthrough the status update quo. Here are 4 tips for brands when crafting a storytelling strategy.

  1. Think Mobile. As more and more people rely on the Internet for news, entertainment, and communication, it’s no secret your consumers are on their phones. To reach consumers, brands need to participate on the platforms people use daily. Brands are using Snapchat to give an inside look to consumers. Taco Bell shows off new products in Snapchat stories and the NBA generates excitement around the playoffs. As a brand, you can be one click away to consumers on the platforms they already trust and love.taco bell snapchat (picture source)
  2. Offer True Engagement. Engagement comes naturally as users can comment on Periscope streaming videos while they are happening. As a brand, there are now opportunities to really connect with consumers instead of pushing one-way messages at them.periscope on phone(picture source)
  3. Keep It Short. Some users are watching 8-second Snapchats instead of 2-minute videos. People want quick content that costs them little time as they move on to the next thing. Consumers want behind the scenes, exclusive looks at the world around them, and they want it fast. For the Billboard Music Awards, brands showed red carpet updates to fans through quick stories that highlighted the popular stars.IMG_4546
  4. Channel Your Inner Artist. With Snapchat, brands can type, doodle, use emojis, and pick filters for video and pictures. Brands can create anything they want since custom content is easy. Use the opportunity to show case some personality and get creative.SnapChat_Scavenger_FB-300x300 (picture source)

Now go explore the story-telling possibilities. Try it out and showcase the personality of your brand.

Digital Marketing Specialist