Friday, June 15, 2018

Privacy & Relevant Ads

Respecting the public's desire for privacy on the web while still providing relevant advertising content is a complicated equation. On May 25th, 2018, Europe's General Data Protection Regulation went into effect. This changed everything for companies who use platforms like Facebook and Google to run ads.

What is the EU's General Data Protection Regulation law? The GDPR gives web users more control of how their data is collected and analyzed by companies. Simply put, the GDPR protects and strengthens the rights of individuals. Companies who violate the regulations can face a hefty fine of 4% of the company's worldwide revenue. Yikes.

So the question is, "How does this affect advertisers who are trying to collect relevant information to appeal to their target audience?" The biggest change that advertisers need to assimilate to is the increased autonomy individuals have when it comes to restricting access to their personal information and online behaviors, making it easy for new potential customers to hide at the slightest provocation.  

Let's look at this from another perspective.

Before the GDPR went into effect, the loose restrictions resulted in a marketing numbers game. Ads could be flashy, irrelevant, and, frankly, annoying. Ads became "noise" instead of relevant content that users wanted to engage with.

Think of the last time your recent search history followed you around from website to website flooding you with not so relevant ads for the grill you thought was interesting but had no intention of buying. It makes browsing the web overwhelming and frustrating and now users will have the power to say, "No Thank You."

Advertisers will need to be more thoughtful in their actions. Meaning that brands should be encouraged to put more effort into creating content for users who will actually enjoy being engaged. The new requirements are likely to motivate advertisers to research quality leads and nurture them.

This shift in the relationship between user's privacy and data collection from companies will surely result in something less annoying and more relevant content-wise. Companies and their consumers can benefit from those personalized efforts and thoughtfulness. It's a win-win situation.

Although this sounds like more work (which it is), brands have the ability to establish trusting relationships between them and their consumers, resulting in more revenue for the company.

The GDPR really shows us the speed in which policies can have an influence on how advertisers work. It's one of the many exciting aspects of the advertising and marketing world.

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Friday, June 1, 2018

Employee Birthdays!

We love celebrating our employees! On our employee's birthday, they get to choose their ideal meal and finish it off with some good 'ol frosted birthday cake.

Today is Ann's birthday (AKA our Strategic Communications & Marketing Executive superstar), so we had a delicious lunch from Thailand Cuisine. We couldn't get enough of the pad thai!

Thanks for the awesome food choice and for being born today, Ann 😉 We really appreciate all of your hard work!

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Friday, May 25, 2018

Important Brand Personalities All Companies Should Foster

We love to feel personally connected to what we're consuming. As advertisers and marketers, it is our duty to create an atmosphere of inclusiveness between our audience and our brand. We want to create an everlasting brand feeling that people recognize and associate with our business. It all starts with authenticity and responsiveness with consumers.

In a study by Sprout Social in 2017, researchers found that consumers positively respond most to responsiveness from brands. That means, responding to questions or comments on your content, engaging with followers by liking or commenting on their content, or doing contest giveaways with followers.

Consumers appreciate the extra effort that companies take to personally reach out to them because we all love feeling special, right? Right.

On top of being able to immediately connect with consumers, social media allows companies to create communities with their followers. We are given the tools to have computer mediated communication (CMC) and foster relationships with consumers - something that would be unheard of a decade ago. Social media provides consumers with a specific type of immediacy that they may not otherwise get through other platforms.

In the same study by Sprout Social, they said that, "Brand personality is what connects your products to its consumers." Consumers reported that they prefer to see the honest side of companies more than anything.

Companies are able to gain trust with their consumers when they are authentic, and one of the easiest strategies for this is to be transparent with your consumers on social. Creating an authentic and honest brand personality on social is something that all companies can achieve (and should achieve).

Advertisers and marketers need to take advantage of the relationship-building platform that social media provides. There is beauty in fostering a community and creating authenticity around your brand because not only does that establish trust between the company and consumer, but it also means more revenue.

Moral of the story? Just be yourself on social (but maybe a little less dog obsessed and a little more timely).

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Tuesday, May 22, 2018

Judge's Award at 2018 Pele Awards

We really appreciate the kind words from Jenn Maer, Design Director at IDEO for the "This Card Gives You Gas" gift card! 

We are honored to be one of three recipients for the Judge's Awards during the 2018 Pele Awards. 

Mahalo Jenn!

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Friday, May 11, 2018

Why Print Media is Still Relevant

What's the first thing that pops into your mind when you think "print media?" Prehistoric? Expensive? Useless? (Ouch, you don't need to be so harsh with print media. I heard that he's a pretty sensitive guy).

While some agencies have completely migrated over to the web, we continue to put energy into print media. Contrary to popular marketing and advertising beliefs, print media is still an extremely useful tool in the marketing world for various reasons.

One of the most important reasons why we choose to focus on print media is because of the niche audiences that we are able to effectively target. Placing ads in specialty magazines helps us reach audiences that would otherwise be harder to reach online.

Take for example: tourists. People visiting Hawai'i for the first time do not necessarily know which activity companies to book, malls to shop, or places to eat at. Print advertising gives us the ability to say, "Hey, I know you weren't specifically looking for us, but look at how enticing and awesome we are!" as they flip through a publication while waiting for their interisland flight.

Another reason that we continue to use print? Less competition. As more businesses are relying on digital media, print advertising has become less crowded which can be used as a marketing advantage. The less that other marketers and advertisers are using print advertising, the more space there is for your ads to stand out.

Print ads also give a sense credibility. Digital media can be overwhelming with all of the animated and flashy ads on a webpage. Users might be afraid to click on the ads because they're too worried about getting viruses on their computer. With print advertising, there is no fear because there is no imminent danger.

It is important to find a balance between all advertising channels and to utilize those channels to its maximum capacity. Although print advertising is not the focus anymore, that doesn't mean that it should be dropped entirely. Understand the benefits of print, and implement it in any way that will help your agency reach every target audience member.

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Friday, May 4, 2018

The ROI of Social Media

It's one of the most frequently asked questions by clients at Gilbert and Associates. In fact, it's probably the most frequently asked question among all businesses who are focusing more on their investments in social media.

The big question: What's the ROI (return of investment) of social media?

People want to see the measurables, especially those who are a little skeptical of implementing social media into their business plans.

Social media ROI can be seen in various ways, depending on what your company wants to achieve. Achieved social media ROI objectives can be seen in actual revenue generated or in audience reach, engagement, and site traffic.

I can go on and on about the value of social media, but frankly, talk is cheap and stakeholders and clients want to have the ROI of social media in measurable and specific outcomes.

Social media facilitates your business with gaining exposure and meeting those goals.

Using your social media wisely can result in reaching a wider audience in the matter of seconds, keeping in constant communication with your clients or customers, and generating a greater revenue.

Yes, the world of social media is always transforming and progressing. And sometimes it's difficult to keep up with current trends. Using the right tools can facilitate you in keeping track of your social media ROI.

There are so many resources that can be used to analyze data from your social media accounts. Google Analytics, Hootsuite, Facebook Insights, to name a few. Familiarize yourself with those platforms and learn how to recognize what's successful and what needs improvement on your social media accounts.

Analyzing the metrics will really help in gaining social media ROI. The nature of social media is constantly evolving, so don't be surprised when one tactic worked last week and isn't working out so great this week. ROI of social media can be extremely rewarding, you just have to be a little patient and flexible to the nature of social media. Click here to read entire post!

Tuesday, April 24, 2018

2018 Pele Awards

We are very proud to announce our success at the Pele Awards held this past weekend on Oahu.

As a team we walked away with two prestigious awards:
-Gold in the packaging category for Minit Stop & Ohana Foods gift card “This Card Gives You Gas” 
- We were then very honored to receive the coveted Judges Award, awarded to only 3 candidates and chosen among hundreds of other entries

We are beyond thrilled with the awards and to be recognized among Hawaii's best in design and marketing.

Thanks for the support!!

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Tuesday, May 9, 2017

Need a little afternoon adrenaline kick? 
Check it out!

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Thursday, May 4, 2017

Playing Hooky At Our Favorite Zipline! Beats Work Anyday.

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Friday, April 7, 2017

Random Facts About G&A: Fact #11 (of 52) 
Nicholas loves to hunt. We have started to notice little targets set up throughout the office. Now we are all on guard for when his impromptu target practice will take place.

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Friday, March 31, 2017

Random Facts About G&A: Fact #10 (of 52) 
G&A is a family run company. The owner even hangs work up on the refrigerator when he is proud of us! Click here to read entire post!

Friday, March 24, 2017

Random Facts About G&A: Fact #9 (of 52) 
We are big huggers here...well most of us. Actually come to think of it we have two extremes of hugging likability. May the odds be ever in your favor if you come in for a big bear hug :) Click here to read entire post!

Friday, March 17, 2017

Random Facts About G&A: Fact #8 (of 52) 'Bugs Make Amy Laugh'
The production assistant knows that if she ever needs to make the art director laugh she just needs to say the word 'Cucaracha'. We are still unclear on why this makes her laugh so hard.

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Friday, March 10, 2017

Random Facts About G&A: Fact #7 (of 52) 'Beat to the Punch'

The back office at G&A is delightfully decorated with a big red punching bag. We believe this really ties the room together nicely. 
Sidenote: The punching bag is currently deflated from being overused.
Side Sidenote: The art department does not use said punching bag...they prefer to dance out their rage  Click here to read entire post!

Friday, February 24, 2017

Random Facts About G&A: Fact #6 (of 52) 'What Motivates Us'

A list of things that motivate us include (but are not limited to):
Positive Vibes, Parties, Pizza, Prosecco and of course the Pele Awards!
*Wish us luck as they judge the Peles this weekend. Fingers crossed!

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