FetchBack

Chop, Mix and Blend...Are you whipping up messaging that is tailored to your consumer?

by  Melissa Slavsky, FetchBack Enterprise Account Manager

You’re up late one night watching bad TV when an infomercial for The Magic Bullet Blender appears on your screen. You watch for a few minutes because it looks like a fun product. You even think, “I could really use one of those!” You walk over to your computer and look up The Magic Bullet Blender and even consider buying it right there and then….but something makes you think “Do I really need this? Or will this sit in my kitchen cabinet unused like all those other products I bought?” Once you get to the site and read through the product info and look at a couple photos, you realize you really don’t need to spend the money on another small appliance that you will use only once. So you leave the site without buying the blender.

 Your initial search for The Magic Bullet Blender is a result of the infomercial influencing you to believe you really need one. That’s good advertising. The website didn’t convince you to actually buy the blender, so this is when even better advertising needs to come into play – time to introduce you to the retargeted ad.

Since you left the site without buying the product, an ad that really strikes a chord with you has to flash across your screen. The ads must not only be in front of you in the right place at the right time, but the message has to grab your attention. The imagery has to resonate with your lifestyle. The offer better be one you haven’t seen before and it better be good.

As advertisers/marketers, we must ALWAYS look at things from the perspective of the consumer. We need to step out of our day jobs as advertisers and step into our personal lives as consumers. What makes us respond to advertising? For many of us we need to have some sort of emotional reaction in order to respond to the ad. Yes, the offer can make a huge difference, but it’s not always enough.

So how do we know what will make consumers respond? We need to use what we already know about the potential customer, and what we don’t know, we need to learn. As you are designing the creative, do your research. What are the general demographics/psychographics of the sites where you buy inventory? Are there specific geographical locations you want to target? What are the demographics/psychographics of those locations? Get to know your prospects.

Tailor the creative to the consumer, not to the product you are trying to sell.

Here’s a perfect example of advertising that evoked emotion through images and messaging only. No offer was even needed. The advertiser did their research and learned how to reach (get through to) consumers in their market. http://www.youtube.com/watch?v=cjtGUcQOVVg

Do you have examples of advertising that got through to you and changed your mind about a product or service? Tell us about it!

Have you "herd"? Different is good.

by David Bendtsen, FetchBack's West Regional Agency Director

Different is good. Same is good if you’re comparing lottery numbers, but usually different is better. Viewing the world from fresh angles makes life more interesting and much less boring.

Take a peanut-butter sandwich. It’s more fun to eat when you take that first luscious bite from a sharp corner instead of that fat old crusty edge. It's not healthier or more nutritious, it’s just better when mom adds flair with a quick swipe of her butter knife and lays before you a diagonally cut slice of heaven.

 I like it when the hotel staff folds up a towel to look like a swan sitting on my pillow. A "towelgami" surprise at the end of a hard day. It’s even better when the swan sits on little chocolate egg. That’s creative. They don’t have to do that and they don’t charge me for it. But that’s what I remember and it makes me want to go back. Even if they did charge me a little more, I’d probably still stay there because it just feels better than the same old, same old.

You can get lost in the herd if you’re just like everyone else…same solution, same pricing, same silly PowerPoint promising the same thing as the guy who was there before you. Might be in a cool font with a different background, but it’s the same worn out message. You’re talking solution, they’re hearing moo-moo-moo, and thinking “Get back to the herd Mr. CowJustLikeEverybodyElse…..”.

When we bring creativity into our businesses world it becomes interesting to our partners for reasons more than just not being boring, it evident that we’re really thinking about their business and looking for new ways to increase efficiencies. Reshaping our thinking to help our partners achieve their goals cheaper, faster, better is exactly what they’re searching for.

 Applying the same old solutions to the same old issues wins you a spot with the same old herd.

Pups, Passion and Perkiness - FetchBack's "Girl with the Pink Leash"

by The Girl with the Pink Leash

Quirky – Definitely. Passionate – Always. Fun loving & caring – Most of the time.

That’s me in a nut shell. I am the girl next door with a twist of quirk that is unmistakable. I am passionate about my family, friends, pups and career. And I love building relationships. I find that the most successful partnerships are those with the base of a strong relationship. It’s those where trust and consideration are threaded through all communication and it’s those where there is an organic and genuine respect for one another. I make this my practice with all people, in all avenues of my life, at all times. And when it comes to picking a job, well, I take my time and I weigh my options and I align with a company that syncs with my personal beliefs.

So you ask why FetchBack…well, it had it all. It had the right people, the right environment/culture, the right drivers, the right clients…it was just right. Two and a half years ago I started on my journey with this company and two and a half years ago I never realized just how rewarding this place would be. And it all boils down to the people.

Yes, over the course of two and half years many faces have changed. Starting with only 8 employees and now working with nearly 100, working for a small shop and then being acquired twice, growing up in a company is inevitable.Change happens often. And growth was crazy fast!  In the end the fun remains, the people still rock and the family is just bigger and better.

From our small office above a bar (Saint Patty’s Day was a riot), where pranks occurred daily, lunches and happy hours were frequent for the entire team, most of us were without children, where we accomplished so many firsts…to the new massive space, where you get a workout walking to the desk of a peer, the family has grown large, the kids nearly out-number the adults, happy hour still occurs and so many more incredible people have joined the team…a few things remain the same. This is not your normal office environment. This is not a typical workday. This is a place with a lot of laughter, pups, karaoke, kids, dance parties, jokes, tall tales, long stories, friendships, birthday celebrations, company celebrations, a lot of food (oh-me-oh-my can we eat…) and performance.

So, please join me on this journey. Walk with me through the ins-and-outs of our days and our lives.

 Join me and you will see just how incredible this FetchBack family is.

"Like" me on Facebook. Follow my tweets on Twitter...http://twitter.com/#!/GrlWThePnkLeash.

Introducing FetchBack's cultural DIVA, "The Girl with the Pink Leash"

 
 

by Holly Sanger, Senior Marketing Manager

As Fetchback's "pack" continues to grow, so does our social media team.  Wanting to put a strong emphasis on our culture...we decided to add our very own FetchBack culture advocate, "The Girl with the Pink Leash".  She is one of the original employees as has seen the ebbs and flows of our company...from a tiny start-up to now an eBay Inc. company! She believes in supporting and maintaining the fun, family-like environment within our growing walls so we don't lose sight of where we started.

 Be sure to "like" her on Facebook and follow her daily tweets on Twitter(http://twitter.com/#!/GrlWThePnkLeash).  You are sure to be entertained by her whimsy and wit! If you like what you read...maybe you will even decide to become part of our team!