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We are primarily a media and research company. We work in all forms of media – from newspapers, magazines, billboards to digital media and social media.
We plan your marketing strategy based on comprehensive research of your target market.
We then craft a marketing plan that fits your needs and includes all of the forms of media you will need to reach your intended audience. You can see our list of services here you don’t have to worry about your investment – all of our prices are set and if something may cost more, we’ll let you know upfront.
We have excelled at social media and we closely follow the digital media trends, without forgetting the importance of traditional media placements, such as billboards, radio advertisements, television, magazines and more.
As our ever-growing media landscape changes, we keep up with the latest research and trends so we can advise you on where to best reach your people.
After all, Xente means people and that is what we are all about.
Google Engage Catalyst
Enhanced Campaign Changes are coming to Google!
Last week we had to opportunity to visit the Google offices and attend a day long conference and training about the newest editions to Google’s Search and Display Campaigns. The updates, referred to as Enhanced Campaigns, will help you deepen the impact of your online advertising.
You have the option of upgrading your campaigns early, or they will be updated for you starting July 22, 2013.
We recommend not waiting for the July deadline, but to take the opportunity to upgrade now and learn about the options that will be available to your campaigns.
The changes include the ability to update your campaigns with specialized bids during certain times of the day or for specific locations.
You can also place specialized bids and targeted ads for mobile and tablet campaigns. Here is an example of how this would work for you:
You’re the owner of a restaurant in Frederick, Maryland. You decide to set up a search and display campaign on Google. You set your bids at a $2 cost-per-click for $100 a day. With this tactic you run the same bid, all day long, with not variation. But that’s not how business works.
People don’t think about eating dinner at 8am. People start thinking about dinner around 4-5pm. You’ll find that people are looking for food on their phones more often than on their desktop computers.
So, with the new Google Enhanced Campaign you set your bids for $5 cost-per-click from 4pm to 7pm, with an increased bid for ads to show up on mobile devices. This way your campaign tells Google that mobile devices during 4-7pm are more important to you and will make sure that your ads show up more often while people are surfing for food places near them. This feature helps drive more traffic to your business when it is more relevant.
You can also set up special budgets and bids for locations, so you’ll only advertise to people in your target area, with additional emphasis on certain zip codes or areas where you find more customers are located.
All of these updates are designed to help your business advertise more effectively. And we’ve just had an amazing day of training on the latest, greatest techniques. Let us help you with your advertising campaigns and see what our expertise and Google’s platform can do for you.
One and Done?
I want you to do something for me – take a pile of money – $100 – $200 – whatever you’re spending on one and done advertising – now take it out back and burn it. Or toss it in the blender or simply throw it in the trash to save time.
Trust me – this will save you time and energy, because this is what happens when you decide to place one, tiny ad in one back page of a newspaper. This is what happens when you decide to run $100 worth of online advertising over six months hoping something will come of it.
Advertising without a solid, researched plan is a lot like putting a band-aid on a gaping wound. You know you have a problem, your business is definitely in trouble (or it may be headed there) and you think that you can save it with a band-aid like effort of a tiny, unplanned ad in your local newspaper or a radio ad that runs in the middle of the night. This is what happens when you don’t actively plan to succeed with your marketing efforts.
To do that it takes time – time you likely don’t have if you’re a small business owner. We understand that. We’re here to help with that – we’re the doctor’s who stitch those wounds.
Still not ready to take the leap? Don’t worry about it – we’ll still be here. In the mean time you can sign up for our monthly tips newsletter. We won’t spam you or send you excessive emails. Once a month we’ll send you an email full of the best tips for your business.
Stages of Retail Shopping
This Harvard Business Review article talks about the failures and successes of understand the multiple steps or stages in retail shopping. It is a great article by Barbara E. Khan, but it fails to ask the most important question - At what stage does your product or service enter the stages of retail shoppers? We hope the answer is somewhere near the beginning, when people realize they have a need for a certain product.
Read the full article here.
The Internet has become a place for everyone… okay let me be more specific. The Internet is home to all of the freaks, geeks, soccer moms, car enthusiasts, furry loving, stamp-collecting, Leno-bashing, right wing, left wing, pin-loving, animal stuffing, organic cleaning freaks (you get the idea) out there.
Today you no longer have to hide behind books or sneak into groups of like-minded citizens, hoping your neighbors don’t see and judge you. Today you are free to join legions of people like you, on the Internet. Today you can form your own community – whether that community lives 30 miles or 3,000 miles from you, you have support in your pursuits, whatever they may be.
Advertising has long been accused of making people paranoid, of making people feel like they are missing something. There may be some truth to that – I mean look at the teeth whitening kits, vitamin supplements and dozens of lipstick colors on your bathroom shelf. Advertising may have some demons, but in the end it is also there to help you find yourself – your community.
We all want to belong a community of like-minded individuals and the freedom to explore any and all interests. Advertising supports community – no really, it does. We like to know what makes you happy and what you’re interested in. Advertising has always just been a little clumsy in figuring out how to reach core audiences who would be interested in products or services. The Internet and all of its wonderful communities helps us narrow that a little more.
And our wish? That you may find the places you belong.
When You Have to Cancel
We work with a lot of energy companies, so this week’s impending storm has special meaning for us. While everyone is scrambling to grab the last gallon of milk and roll of toilet paper, we’re scrambling to cancel thousands of dollars in media. Media that took months of planning, preparation and paperwork.
In the event that you don’t have power, we don’t want to remind you who is to blame for that. We don’t want you to hear an ad for your favorite local power company and suddenly remember why you’re freezing in your house.
This happens in media all of the time, whether changes have to be made for one of Mother Nature’s storms or even if the storm is more news and scandal related. It turns out that advertising is effective and especially so when you really hope people missed that last message or the quote that was accidentally included in your promoted tweets.
Of course, this doesn’t apply to the clients and agencies that dig themselves into an irreparable whole with asinine remarks or ads tailor made to take advantage of a tragedy. In those cases, feel free to show them what a real media storm looks like.
Stay safe if you’re in the path of the snow storm this week and if you see an ad that makes the situation worse – remember that most of us aren’t trying to make it worse. We’re working hard to make sure you forget about us, at least during the storm.
Drinking the Kool-Aid
Your Friday evening thought…
Sometimes we’ve been doing something for so long we don’t even realize it isn’t normal. That life isn’t supposed to be like this.
Like a boss that takes your hard work for granted. Or a laptop that has to stay plugged in all of the time, essentially making it a desktop computer. Or a one-sided friendship. Or a dead end job, that offers you nothing.
Stop drinking the Kool-Aid. You can have the life you want, you just have to make that change and realize that life isn’t supposed to make you miserable.
Google Engage CatalystEnhanced Campaign Changes are coming to Google! Last week we had to opportunity to visit...
One and Done?I want you to do something for me – take a pile of money – $100 – $200...
This Harvard Business Review article talks about the failures and successes of...