Monthly Archives: May 2016

A New Look to Mark Our Tenth Anniversary

Peter Davenport, Chief Executive at Acceleris

By Peter Davenport, Chief Executive

If you are reading this, then you will already have seen that we look rather different today than we did before!

We have a new brand, a new logo and a new website to mark this, our tenth anniversary year.

But why change what has served us so well to date?

Well, it’s not just because we want to avoid the ‘cobbler’s children’  syndrome, where he’s so busy caring for the footwear of customers that his own family are walking around with holes in the soles of their shoes. We spend a lot of our time advising clients on the importance of brand and reputation, of how to remain consistent to their core values but yet still be relevant and contemporary in a world that is changing at ever-increasing speed. A key element of that is how you look to the outside world and what your brand and logo is intended to communicate.

We founded Acceleris in November 2006, just a few months after the first ever tweet was sent and YouTube was launched. And if you want to reflect on how the world we work in has changed and the pace at which it has – and still is – developing, consider these simple but staggering statistics. There are now 500 million tweets sent a day around the world (that’s 200 billion a year); YouTube attracts one billion views of its videos each month.

Breaking through all that ‘noise’ calls for communications that are creative, not for their own sake but to achieve a client’s objectives.

Over the years we have earned a reputation for our creative approach to communications for clients in diverse sectors, from commercial fishing to social housing, from health and wellbeing to automotive, from the corporate world  to the charity sector – and at a national and international level. We are proud of our growing collection of awards that are a testament to that reputation. It’s something we never take for granted and we work on it every single day.

As communications channels proliferate and the attention span of individuals shortens as a coping mechanism for the daily deluge of information they have to process, then choosing the right combination of activity to deliver client objectives becomes ever more crucial. That means we are constantly learning and developing our knowledge and skills.

So, for all these reasons, we decided to embrace ‘creative communications’ as the core definition of what we do. We also wanted a new brand that summed up our approach to communications, which is to listen before we speak, and really get to understand a client’s business, its challenges and objectives before we propose a campaign or course of action.

And like any good branding exercise, we’ve carried it right through all aspects of our agency, including across our offices in Harrogate and London. It’s given us a fresh, bright and stimulating working environment.

We’re delighted with the result.

The new Acceleris logo

Our shiny new logo!

But there is one thing that hasn’t changed and will remain a constant part of our DNA. And that is our absolute commitment to delivering outstanding service and for being a team that our clients and partners really enjoy working with. After all, in this digitally connected world, it’s still people relationships that count!

Please feel free to visit our new website and check out our new look for yourself: www.acceleris-mc.com

How to incorporate Facebook Ads latest updates into your digital strategy

Social media is one of the strongest marketing assets we have. It can be used to spread brand awareness, generate sales or to launch a campaign. In this post we look at the latest changes in Facebook Advertising and some useful tips to include in your next social campaign.

 

facebook, ads, advertising, social, media, how to, top tips

How to incorporate Facebook Ads latest updates into your digital strategy

Target audience options

Re-marketing opportunities

Facebook is known for its user-friendly nature. The platform has been developed to prioritise consumers and offer them a tailored and organic experience. For businesses this means no bombarding users with the traditional ‘Buy Now!’ type of advertising. Instead, it forces us to think about value for audiences and spend more time creating appealing content.

  • Tip: Facebook Ads has a ‘20 percent rule’, which means when boosting a post or creating an ad from scratch, the platform will not allow visual content that contains more than 20 percent text to go through the ads process. We recommend you run your content through The Grid Checker first, a useful tool that lets you know instantly if your ad will pass the verification process.

How to implement

Try giving away free useful information or products (giveaways, webinars, e-books). You can install the Facebook pixel on your site to capture all of your website traffic, or just on certain pages. People love free stuff and by measuring the response you can see what type of content works best for your targeted audience and which type of audience is more likely to buy your product.

You can then go back and re-target those interested with new Facebook ads, taking them one step further in your marketing strategy and consumer experience within your business.

  • Tip: Using the new Facebook pixel you can measure, optimize and build audiences for your ad campaigns, no longer having to implement the Conversion Pixel and Custom Audience pixel, which are still available up until the second half of 2016.

Detailed targeting

Previously we could target audiences and filter down by demographics and platforms specifics such as interests, behaviour, followers / followers of, status, keywords / hashtags, TV shows events, etc.

How to implement the new ‘Excluding’ targeting feature

For example, now you can target specific things such as fans of women`s magazines, but exclude the Elle magazine fans. The detail we can now go into with variables is a great advantage in ensuring the success rate of an ad campaign on Facebook.

Video adds – not so new, but worth mentioning

Video is ramping up on Facebook. A recent survey showed that 100 million hours of video a day are being watched on Facebook, representing one sixth of YouTube’s daily load. This is a great opportunity for advertisers. Do not forget that 65 percent of this is watched on mobile so make sure you optimise accordingly. People can be put off from getting in front of the camera, however, if you want your brand to be known, you must overcome this fear and go all-in. Be inspired and get creative with your brand. Businesses often over think the level of production required to create a video ad. In fact all you need is your smart phone, most of which have very good cameras.

How to implement

Videos are auto-played by Facebook as the consumer scrolls through their feed, but are muted, unless the user chooses to click on the video. Therefore, we need to get the consumer’s attention visually within the first ten seconds.

  • Tip: to ensure your message is portrayed from the beginning, try including words in the form of a quick slide show. At this point consumers might be more inclined to click and watch the rest of your ad, knowing what it is about.
  • Tip: people are more likely to consume Facebook advertising for short periods at a time (e.g. waiting for their train), therefore you should only create videos of around 30-45 seconds.

Improving Ad Performance with the Carousel Format 

This type of Facebook ad is fairly new and is extremely visual. A carousel is a user-friendly tool, as you would expect from Facebook, and it could well for testing different types of content. You can showcase three to five images and links within a single advert unit to direct people to specific locations on your website. This could be very useful when you have several products you are promoting at the same time.

At the moment Facebook does not give you the option to track which of the three to five components of the carousel is performing the best, but we expect things to change soon.

The visual ad formats presented above apply to Instagram as well, another platform owned by Facebook. Here is a useful guide about how to make your ads on this ‘lifestyle’ platform shine. You should avoid sounding ‘salesy’ on Instagram and ensure your ad blends with the casual atmosphere developed among Insta-users.

Facebook constantly improves as a platform and creates more time-effective and highly-targeted audience tools. Therefore, we should take advantage of this and adapt our processes to the future.

– Andra Miclaus
Andra Miclaus - Account Executive, Acceleris

Andra Miclaus – Account Executive