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Christmas Miracles Do Happen in Advertising

Over six years ago I set out to make a few extra bucks freelancing so my kids could have a couple of presents under the Christmas tree. True story. The year was 2006 and the country was facing a financial meltdown that no one really understood. I just turned 30, worked at a non-profit and was struggling to pay the mortgage, feed my family and felt like anything that I did was not fulfilling me professionally or financially. As things became desperate, my faith strengthened and through constant prayer I was sent a few miracles. Those miracles are what provided me with the faith to take a leap and begin Drew Advertising. Shortly after, in 2007, I started working out of the house and here we are today, overlooking Alamo Plaza. I would say that it’s been a miraculous journey.

Operating a small business, with a turbulent economy, in a competitive industry can be the most challenging and mind-boggling thing any human can possibly do. But since we’re talking about miracles, the fact that we have pushed through and have been successful is a true blessing and a testament to our team’s hard work, determination and faith.

2012 became the year that Drew Advertising rebounded and became an active part in the advertising industry in San Antonio. After a disrupted 2011, our company has set stronger roots and has produced campaign after campaign. We’ve built marketing strategies and have delivered creative design solutions to an array of brands. From brand redevelopment for the 124 year-old Adam’s Extract and Spices to assisting in the creation of upstart Dorcol Distillery’s new whiskey to be introduced next year. Our company continues to build momentum and stay in-tuned with the latest marketing trends providing authentic service and measurable results.

Pantry_Basics_LogoDrew Advertising worked closely with Adams Extract & Spices to redevelop several lines. Pantry Basics will be unveiled in 2013. 

Other opportunities came in the form of brand managing Ole Avocado Guacamole and the up-and-coming Texas brand, Alamo Beer. Both highlighted our company’s ability to set strategies, execute and measure results. Multiple promotions were created for both brands, including a Guactober! Giveaway and ALAMO Beer’s Backyard BBQ. Both increasing impressions and building a foundation for future marketing growth.

OLE_PHOTOS

Drew Advertising led in the brand management and direct marketing efforts for Ole Avocado guacamole. Participating in several events, consumers were able to taste the fresher tasting, better priced guacamole. Click Here To See ALAMO Beer & Adams Extract and Spices Video

Grand openings also happened on our watch. Bubble Bath Car Wash chose us to help in the establishing of their new location on San Pedro, as well as, managing their grand opening. Definitely, another exciting opportunity.

Wash4theCure

“Wash for the Cure” was part of the grand opening weekend celebration for Bubble Bath Car Wash’s new location. Click here to view Bubble Bath’s YouTube Channel

Social media became a huge part of our organization this year. Through our efforts brands received millions of impressions and creative content overflowed generating thousands of new fans. Our social connections in the community were equally impressive. From our client’s presence at Fiesta to the city’s first Coffee Festival with Ferra Coffee Roasters, we were there.

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Alamo Beer, Ole Avocado and Bubble Bath Car Wash benefitted from Drew Advertising’s efforts in developing creative content and social media management. Online tactics were used to support offline efforts. Click Here To Go To ALAMO Beer’s Facebook Page

Finally, part of our culture is our contributions to the community. Whether it be reduced rates or donations to local non-profits. Community involvement is very important to our business. The rebranding of Providence High School’s “Providence to Pearl” provided a burst of energy to the event. Healthy Futures of Texas Gala and the the South San Antonio Chamber of Commerce’s Legends gala gave us some special event branding. Of course, our participation with San Jose MissionFest is our largest contribution and the event has statistically doubled in impressions, revenue and attendees since we ‘ve been involved.

MissionFestWith Drew Advertising’s leadership in it’s marketing efforts, San Jose MissionFest has quickly become a major Fiesta event. Click Here To See MissionFest’s video recap

For over five years we’ve had the pleasure of working and serving our customers and we will continue to improve our company, listen to our clients and work towards our vision of becoming industry leaders. If you ask me, 2012 is a reminder that miracles still continue to happen for our company.

Every time I get to December I remember 2006 and thank God for giving me the opportunity to do what I love and for sending our company great clients, great people to work with and a future filled with optimism. I’m sure the miracles will be there too!

Merry Christmas and Happy New Year!

– Drew

Dawn_At_The_AlamoOur view of the Alamo proves that Christmas miracles and a little hard work can still happen this Christmas season. 

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Fiscal Cliff or Not You Should Keep Marketing

Grand Canyon

So I was thinking of all the beautiful cliffs at the Grand Canyon and other awe inspiring natural landscapes throughout the country. Looking up at a cliff can be breathtaking. If you’re a rock climber, cliffs can be great motivation. In the great national debate about the upcoming Fiscal catastrophe the opposite is true. No one is talking about the beauty of this cliff. It’s more like armageddon.

As a small business owner are you paying attention to any of it? Well, if you’re like me your buried in projects, payroll, end of year taxes, client needs, 2013 planning, etc. Customers are still out there and until their money is no good, you have to keep working. So should you bury your head in the sand and anticipate the worse? Or should you carry the mantle of optimism and forge ahead and anticipate that people will still be buying in 2013? If history is any indicator, the latter is probably your best bet.

Some things to think about when jotting notes about your future marketing efforts is to look back at 2012 and assess marketing successes and marketing failures. In this fast-paced, media slammed, consumer environment, fiscal cliff or not, any marketing successes are worth noting. Think about what made it successful. Was it the time of the year? Was it after a presentation or promotion? What type of people were you connecting to at the time? You can build a pretty good assessment of your marketing tactics and possibly use them in 2013.

If an effort failed, what factors may have contributed it to it’s poor performance? Ask yourself similar questions but also think about how you might of communicated your effort to your target markets. Was it the right communication? Did you use all the channels available to you? Was it creative and memorable?

Other things to reflect on for future marketing efforts is how you use or manage your entire marketing mix. As part of our assessments and management of all of our clients, we always start there. It becomes a baseline for all of our marketing recommendations. You can turn to any business book or marketing resource to give you a checklist and begin to customize it to your needs. We use a system that we have devised from our own experience. Getting us answers quicker. After all, the quicker you know your market, the quicker you can push, the quicker you build momentum and the quicker you make the sale!

So before you decide to bury your head in the sand remember that you still live in a country with a great economy. That even when we were in the middle of the worst recession in our country’s history, people still lined up for I-pods. We’ll get through this, but this country will always rely on small businesses like ours to keep it moving. Plan for a successful 2013, stay consistent with your marketing and get out there and MAKE A MILLION!

If you need more advice or guidance, consultations at Drew Advertising are always free. Email me directly at andrew@drewadvertising.com to set something up. I believe 2013 is going to be your best year!

Don’t Miss the Boat…Cross-Promote

The word synergy is one of those words in marketing that gets tossed around a lot. Even though it can be over-used there is value to synergy especially among products or services that complement each other. We see these complementary combinations at our local grocery stores every time we walk in.  For example, when your favorite beer teams up with your fave chips and salsa…yum. Synergistic products or services create a great opportunity to cross-promote!

For marketing companies like us who specialize in consumer goods, having a portfolio of a variety of products (5 at the time of this article) allows us to team-up and conquer the market driving impressions and creating sales among our brands. This marketing collaboration or cross-promotion allows us to share media resources and brand names. Reaching potential new markets and building solid business partnerships.

So what should you look for in a great easy cross-promo? Well, start with the basics. Does the product/service you want to cross-promote make sense with your product? Think of things like complementary flavors, geography and price-point. Buying Ole Avocado Guacamole, a client of ours, would be great with fajitas. A customer would be enticed with that offer because it makes sense and it’s delicious! Another example is purchasing gasoline and receiving free coffee at that same location. What a nice gesture and you get to try the coffee!

Another way to determine whether a cross-promotion will work for your product/service is evaluating  the weight or value of your brand versus your cross-promoting partner. This can be challenging and can at times cost you money. However, if you are a small business working with other small businesses this could just cost man hours. But let’s say you are crossing with a mega-brand that has loyal customers who fit your exact target! That might be worth the exposure and extra money. Or let’s say you’re the mega brand. You’ve got the loyal following but you feel that crossing with a complement will provide your customers an incentive to remain loyal. Finally, both brands might be even-steven. This is when both agree to promote evenly placing equal amounts of energy and resources to ensure a successful promotion. How ever you slice it at the end, do what it takes to create a fair and profitable promotion.

The third thing to think about are communication channels. So you are now cross promoting with Super Chips! But how will your customers find out? How will their customers find out? For this truly to work as a great cross-promotion both companies must be cross-promoting! The larger company will be able to afford BIG TIME media. We’re talking TV, radio, billboards, digital ads, etc. For the rest of us, it’s time to be creative! Consistent postings to social media sites is a great start. Flyers to existing customers to tell their friends would also be swell. The most important thing to remember is that all parties should kick in some support. After all, cross-promoting needs team work to pick up sales!

For any business small or large, cross-promotion should not be thrown out with the bath water. Think about whether it accomplishes your business objectives and if it does go for it! Always remember the best marketing tool you have is your enthusiasm and creativity! So get out there and MAKE A MILLION!

A great example of cross-promoting is when we were able to combine ALAMO Golden Ale with pasta sauce using Adam's spices. The pasta sauce recipe was placed on a recipe card with complementary spices for runners to create the dish of course the magical ingredient was ALAMO Beer! ALAMO Beer participates in several runs throughout the region. This combo did two things: Gave ALAMO Beer another way to connect to it's customers and gave Adam's a new direct channel to area runners. Click here to see the video.

Adam’s Extract & Spices Team Up With ALAMO Golden Ale
A great example of cross-promoting is when we were able to combine, thanks to the folks at Adam’s, ALAMO Golden Ale with pasta sauce using Adam’s spices. The pasta sauce recipe was placed on a recipe card with complementary spices for runners to create this spicy sauce. Of course, the magical ingredient was ALAMO Beer! ALAMO Beer participates in several runs throughout the region so this gave the beer company an opportunity to make an impression before the race. As well as making an impression for the beer it also asked runners to go to Adam’s You Tube channel for the play-by-play on how to make this culinary delight!
Click here to see the video.
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Ole Avocado Looking for Your Guacamole Pictures

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Ole Avocado is celebrating National Guacamole Day on September 16 by giving guacamole enthusiasts a chance to win H-E-B gift cards, branded items and a guacamole mashing kit throughout the month. The “I LOVE MY GUACO” photo contest is currently underway and ends September 30, 2012. Guacamole lovers are encouraged to share how they use guacamole, take a picture and submit it for a chance to win. To enter participants can visit the company’s Facebook page and click on the “I LOVE MY GUACO” tab or go to the company website at www.oleavocado.com.

“We know that people love their guacamole so we want them to show us. It’s great to share our excitement about avocados and guacamole with our fans and have them share it with us,” stated Jesus Sebastian, CEO of Ole Avocado. Ole Avocado guacamole is a San Antonio born company that is currently sold in H-E-B.

Ole Avocado Reaches Consumers With Foodie Blog

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There are so many ways to enjoy fresh guacamole and Ole Avocado needs it’s consumers to know. Melinda Price recently joined the Drew Advertising Ole Avocado online team. Her enthusiastic approach is providing fans of the San Antonio company with tips and recipes.

In a recent post Melinda debunked “Guacamole Myths.” One myth, “Guacamole is Too Expensive for Every Day Use” expresses that a great tasting guac can kick up your meal without stressing your pocket book. On another post Melinda takes a crack at a simple recipe that turns guacamole into a zesty treat.

Ole Avocado has been actively using social media through Drew Advertising, a brand management and marketing agency, to reach consumers in the markets it serves. The five-year-old guacamole company has seen positive growth in recent months and continues to seek ways to increase distribution. Currently, Ole Avocado, exclusively serves H-E-B groceries in Texas.

“Our goal for Ole Avocado and every brand we serve is to make sure we use all available channels. This blog and our social media strategy, including our direct marketing efforts, allow us to keep our clients competitive in the grocery store,” stated Andrew M. Anguiano, CEO at Drew Advertising.

Keep an eye out for this up and coming guacamole in your grocery store.

FOLLOW MELINDA AND THE BLOG BY CLICKING THESE LINKS:

http://www.oleavocado.com/foodiefun/

https://www.facebook.com/myoleavocado

https://twitter.com/oleavocado

http://pinterest.com/oleavocado/

ALAMO Beer Brewery One Step Closer

Today the City of San Antonio‘s Planning Commission overwhelmingly approved the plans for ALAMO Beer’s proposed micro-brewery. ALAMO Beer Company’s proposed 5.7 million dollar project plans to begin construction after a final city council vote later in July. The 3-story brewery will feature a 60-barrel brew house, event space, tasting room, packaging line, gastrobpub restaurant, beer garden among other amenities. Originally created in 1883, the ALAMO brewery will restore the brands presence in downtown San Antonio.

Contact andrew@drewadvertising.com for more information

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Ole Avocado To Give $100 Gift Card To Facebook Fan

Are you a friend of Ole Avocado on Facebook? Well are you? Ole Avocado has been connecting with consumers in Austin, Houston and San Antonio through it’s Facebook page. The promotion is simple, click LIKE and be instantly entered to win a $100 gift card to Bed, Bath & Beyond. The promotion will conclude on July 1 with a winner being randomly selected from it’s Facebook fans. Visit www.facebook.com/myoleavocado