Beltrame Leffler

Beltrame Leffler Handles Their Role in the Big IDDBA Show!

By | Associations, Industry, International Dairy Deli Bakery Association, News, Print, TV / Video | No Comments

Lucky to be a part of brand development for a safe food initiative, a national show promotion that attracts thousands of food industry professionals and retailers and above all, the association that is without a doubt, on-track to provide the educational resources and innovative guidance for all to succeed.

The International Dairy Deli Bakery Association and its new Executive Director, Mr. Michael Eardley, entrusted us to assist by way of show promotional advertising-both digital and print as well as collaboration on show production and direction with crews, talents and creative execution.

The result was an incredible overall presentation made to thousands of industry representatives in Atlanta, Georgia. Here’s a small taste of what happened in Atlanta – look for next year’s show to be even more incredible!!

Digital Brand, Advertising, Marketing…the Real Advantages

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Okay, so we all know about the “experience” of digital interaction in a consumer’s mind. It’s called the Internet or “play” that allows the user to press and see – and be entertained by something virtual or maybe even “shop to make a quick purchase, conveniently.” But for brand experience, the sky (and your budget) is the limit. What is the experience with your brand? What does your brand promise, what does your brand deliver? Is it an emotional, functional or financial benefit? Is it a product, a service or something even more ambiguous…like an aspiration or?

Really, what makes it unique? Now on to the advantages of digital. Yet another mode of delivering that brand promise, consistent with its positioning…or at least it should be, and wait, there’s more…

Let’s face it, digital is numbers, data and a collection of such to produce pixels or processes for interaction…

The advantages of digital advertising have finally come to light. Track, measure, realize ROI…reporting, crunching, finding the return on your investment is what digital can offer in real-time, in easy-to-understand reports, and if done effectively, guess what…those budgets begin to really tell you what you’re getting for that creative work (emotional, functional, financial or? just plain beneficial). And that creative work should have your best interest in mind. No fun and games unless those fun and games are critical to your brand’s promise. There’s still a lot of conventional, there’s still a lot of psychological and there is still a lot of “strategy” that goes much deeper to win the target over, generate awareness and engage the prospect, increase sales and…Voila!

That’s our deal. Finally, the buzz about digital advertising has merit, and it’s called ROI.

Food Safety, Shaq, Martha Stewart; All part of the multichannel mix

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We’ve been working hard on helping to establish a brand for our client, the International Dairy, Deli, Bakery Association. Beginning with the development of a branded initiative – Safe Food Matters!; a campaign which includes a mix of identity, digital, animation, video, print and advertising strategy leading up to their seminar that attracts foodies, supermarket executives, major food brands and overall – no less than 7,500 attendees!

Also included are our efforts to assist them in promoting, producing, art directing and developing creative content for the big show, this year in Atlanta. Including special guests Jay Leno, Martha Stewart and Shaquille O’Neal to name a few…going to be a great one.

BL…BL&T, an Opportunity that Brings Home the Bacon!

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Same brand colors, same brand standards…maybe that’s how we were able to quickly take on this challenge and deliver a solution that helped to launch the most exciting new restaurant concept in Indianapolis.

No doubt unique, and no doubt a creative concept with a solid strategy to provide a truly interesting yet appetizing menu for downtowners in Indianapolis. Bacon, Legs and Turntables is quite possibly the coolest big-city-type restaurant to open recently. Definitely not a copycat, definitely not a fancy, but a solid menu that mixes gourmet with gotta have it. Yes there’s plenty of bacon but besides that? For bacon lovers and vegans alike, there is a proprietary menu-there are proprietary drinks, and generous open hours for excellent service. Centrally located and available for the whole family!…Available for breakfast, and available for 24 hours on the weekends. So, whether you’re a third shift worker or the business type who likes to call on breakfast for early morning meetings…

Check this place out…before you choose a chain. No doubt, a creative and enticing “place to be” for the most UNIQUE DINING EXPERIENCE IN INDIANAPOLIS!

Cityscape Residential is Hot! on the Web…

By | Blog, News, Uncategorized | No Comments

cityscapescreenIf you know multifamily construction in the Indianapolis market, we bet you’ve heard of Cityscape Residential. They’re turning the heads of competitors and investors, not only in Indianapolis but in Louisville and Kansas City as well. In fact, if you want to see how this company has evolved…

Check their new website. Cityscape knew they needed an enhanced brand image online, they knew they needed some content development and they knew with that they needed to take some measures to improve their SEO. We were glad to help. And if you search them, you’ll find them. When you do, look at the successes of this company and you’ll soon understand why a new, impressive website was well worth the effort!

You’ll be surprised what these services can do for your business, immediately, and affordably. Contact us to get an idea of where you can go from here!

The Colts, kids and Three Little Pigs

By | Industry, News, Not-For-Profit, Services, TV / Video | No Comments

Definitely a challenge, but well worth it. We had the opportunity to shoot a television commercial with Andrew Luck, and Dwayne Allen of the Indianapolis Colts for a great client in The Indianapolis Public Library. Though we had an extremely tight schedule with the athletes, we were able to get this done on time and on budget, thanks to a great group of kids, and their parents.

 

By the way, these guys were great to work with…and the kids will remember this experience for the rest of their lives! See the spot…

 

Concept of a Social Media Campaign

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The concept of a social media campaign is pretty basic. Create a community where prospects and current customers are interacting with you. Whether on your website, or social media sites, create a personal experience for the user that keeps them engaged and coming back. Know who you are targeting, and keep that in mind when creating posts, articles, blogs, posting pictures and sending tweets. Don’t measure the quantity of hits to your sites…measure the quality. Who are they, and how are they interacting? Those people who are engaged (trusting you know who your audience is) are the ones you are marketing to. Remember, prospects are on your site for information and a good experience, which means GOOD CONTENT! If your content is not fresh and relevant, they will not return. Speaking of content, don’t forget to read the posts and comments and respond to them. Your prospects will tell you how to attract them and get them to stay engaged. You just have to listen. So, good content, listen and respond with good content. Finally, at the very least, track where new business is coming from. You are investing in the branding of your company when you do Social Media marketing the right way, so track where your customers on-board to your company.

 

Branding your company, the look, feel, attitude, mission, is accomplished in all areas of your company. Social Media is a way to put your brand in front of more people, but make sure your brand is consistent across all areas of marketing.

 

At Beltrame Leffler, we help companies with brand communications. From initial brand, to rebrand, from traditional marketing to emerging and social media marketing. We do packaging, overall brand, websites, social media, email marketing, in-bound marketing, digital marketing and content development. Let us look you over…and give you a hand.

Branding Yourself in Emerging Media

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There seems to be a lot of changes going on with Search Engine Optimization and the companies that provide SEO and social media services.  There have been announcements of cutting staff, redirecting resources, updating the business model, merging technologies…all because the “rules of search” have changed.  Google has implemented new algorithms (surely Yahoo and Bing to follow) to make for a better experience for the person doing the search.  That has always been the goal of the search engines.  Unfortunately, it has not been the goal for SEO companies.  Their goal has been to get their clients on the first page of the search engines.  In doing so, the relationship between SEO companies, their clients and the search engines has become counterproductive.

 

Many SEO companies have traditionally promoted their clients websites by optimizing them for keywords, then creating a separate blog website that links back to a client’s website.  Unfortunately, posting blogs to an independent website, and linking to the client website does not promote their clients site or brand. Most of these companies were only trying to increase the overall page rank of the independent site as opposed to driving prospects to their clients’ website.  A missed opportunity to say the least.  To address this, many SEO companies are now talking about creating content that promotes conversations on social sites that will help a company increase traffic and lead to sales, which should have been the goal in the first place.  SEO and social media marketing need to be a part of an overall brand strategy.

 

The search engines should not be the ones driving what is an obvious and cost effective way to advertise and market for goods and services.  What it takes to advertise and market, with all the emerging media, is an advertising agency that is focused on a client’s brand.  Companies should focus on a clear concise message in all forms of advertising and marketing, and not on where your webpage shows up in a search. If you really need to attract the impulse buyer (my son needs new cleats for football), or the emergency buyer (think plumbers and a burst pipe), then use pay-per click advertising and get on the top of the search page.  Otherwise, companies should use all of the tools available to deliver your branded message across all forms of advertising.

 

The key to advertising with all of the emerging media available today is to have a content rich website that delivers a compelling experience to the prospective client that starts conversations.   While traditional SEO companies have used proprietary websites to deliver content, to do this right today means delivering content from your main website.  Blogs, videos, latest news, pictures, stories, games…clear messaged branded content that brings people to your site.  Then pushing that content out to other sites (Twitter, Facebook, YouTube, Pinterest, LinkedIn, Yelp, FourSquare) that allows prospects to find you.  Linking the social media sites back to your websites helps with SEO and page rankings but should never be the focus.  Creating content from your website and putting in more places gives prospects the opportunity to interact with you in a variety of ways.  Concise, branded content that helps to funnel true prospects into conversations that leads to sales.

 

You don’t have to be on the first page of the search engines if your content is in many places and delivers a concise message.  You don’t need thousands of followers, or likes…you need the likes to come from prospects who can buy.  Today’s advertising and marketing has many avenues to promote your goods and services, but the goal should be just that…promoting goods and services, promoting your brand.  It should never be using the tools just to be on the first page of the search engines, because if it is, you have wasted a golden opportunity to tell your story to the right people.

 

Brand recognition isn’t achieved with one-off projects here and there, or a little SEO and some social media.  On the contrary, building brand takes a whole lot of soul searching and a little more patience.  Brand recognition is more than your logo; it is your philosophy, your promise to customers, the unique experience through your communication that endears a customer or prospect to your brand.  That being said, a brand and the long-term benefits of building it are well worth the wait.  Using SEO and social media is part of building your brand.  SEO and social media are not the whole…they are a piece of the puzzle.  Find a company that will carry your brand across all forms of advertising and marketing and you will reap the benefits of a true branded organization.

When a Blue Jacket and Black Pants are in Fashion

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More prospective customers are turning to social media sites to get information about your company, products, and services (including reviews, links to ordering pages, directions, and pricing).  A growing portion are getting this information not just online, but on their mobile devices.  So the  question is, does your web and social media sites deliver the same look, feel, and message as your other forms of marketing and advertising?

Does the catalog your salespeople hand out match the info on your Facebook page?  Does your email blast have the same feel as your website?  Does the message that runs across all of your marketing and advertising say the same thing?  Is your brand communication a consistent message?  Have you spent any time looking at all of your marketing and advertising collateral to make sure you are serving your clients and your prospects?

The experts here at Beltrame Leffler would be happy to give you a free evaluation of  how your brand appears across all platforms.  Give us a call to schedule your consultation today.