Archive for Digital Marketing

Anchor Brewing Mobile Site: Craft Beer Pioneers Mobilize Their Rich Brand


18 September 2012 | Comments Off

America’s original craft beer brand continues the growth of its digital ecosystem with the launch of the new Anchor Brewing mobile website. With the goal to retain the rich feel of the desktop site and expand with content suitable for mobile (including tablet) viewership, it’s another strong touchpoint in the online reinvention of the pioneering Anchor brand.

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20 FINE Slides: Hospitality


9 July 2012 | Comments Off
20 FINE Slides: Hospitality
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The 2nd in our series of slide mondos, this time we take a perspective on what’s happening with the hospitality marketplace. If there’s one industry that’s been transformed by digital branding and web design, it’s travel. When it comes to where they’ll stay, consumers expect digital tools to take them someplace before they ever go there. And now the trend is moving further into the purchase cycle, by taking digital with you when you go, as mobile devices integrate into hospitality research and booking, but into the hospitality experience itself.

20 FINE Slides On Wine


21 March 2012 | Comments Off

What role does digital branding play in wine marketing? There are many ways to answer that. But here’s 20 slides with one important perspective: digital done right is always as much product development as it is traditional marketing. And the experience of wine is very much driven by expectations. So if what you’re doing online doesn’t actually make your wine taste better, then it’s probably falling short.

Anchor Brewing: Beer Is Social


23 February 2012 | Comments Off

Anchor Brewing Company is one of America’s oldest breweries. The San Francisco icon is credited by many for launching the movement toward locally-brewed, hand-crafted beers that have surged in popularity in recent years.

In the spring of 2011, Anchor contacted FINE Design Group about developing a new website for their beer brands and distilled spirits. As discussions continued and evolved, social media became a key component to the digital strategy, leveraging FINE’s Big Daylight division, and part of creating a complete digital ecosystem for a legendary brand. Here’s a glimpse into the process and results.

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FruitFast: The Power of Fruit


13 February 2012 | Comments Off

Over five generations, Brownwood Acres has developed an internationally recognized product line based around cherries, blueberries, pomegranates, red raspberries, cranberries and concord grapes harvested in Northwest Michigan.

Their FruitFast tart cherry juice has become the nation’s best-seller, and their fruit supplements use a proprietary, chemical-free, natural process to capture the entire the antioxidant-rich, healthful benefits of dark skinned whole fruits.

The redesigned FruitFast website is meant to expand the company’s reach, drawing would-be customers with their naturally enticing products, and creating the conditions for increased conversion and loyalty.

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Google Analytics Real Time Stats – Kinda


9 February 2012 | Comments Off

 

Originally posted on our Big Daylight division blog, here’s a look at the potential for real time glimpses at web traffic.

There’s no denying the web is getting faster. Connection speeds for home, business, and (especially) mobile are allowing consumers to get the data they want faster and quicker than ever before.  Online marketers are no different – we want our data, and we want it NOW!  We spend a lot of time in Google Analytics, our favorite (and free!) analytics program. It’s great and provides us the tools we need to analyze and measure traffic, trends, and most importantly, ROI for our clients. But if we wanted to see what was going on with a site right this moment, we were out of luck. Until now.

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Your Google + Profile: Passport To…Everything?


9 February 2012 | Comments Off

As originally posted on our Big Daylight division blog, here’s a thrilling tale of Google supremacy.

Like all the best horror stories, the import of particular events doesn’t always strike the reader until later.  Seemingly small, localized tragedies snowball into global catastrophes.  Nobody saw the disaster coming, save for an unheeded few.  Nobody listened…until it was too late.  Oh, the humanity!

This could be one of those stories.

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The Komen Furor: Lessons In Social Savvy


3 February 2012 | Comments Off

Originally posted on our Big Daylight division blog, this post takes a look at the frenzied social media response to the Komen funding issue.

Disclaimer: This a post about social media, not politics. There are plenty of social and political lessons to be learned here on both sides, but the power of online communication and engagement applies to both sides of the argument.

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SEO & Redesign (Episode 1) – How to Preserve Search Engine Traffic


18 January 2012 | Comments Off

As FINE specializes in digital web design, we’ve worked on our fair share of SEO implementations during a redesign. Sadly, website redesigns are notorious for causing sites to seemingly drop off the face of Google. (Note to self: must stop referring to the searchable Internet as Google).

So how does FINE accomplish things like launching, for example, a brand-new website for famed Napa Valley resort Auberge du Soleil without losing traffic? Very carefully. It can be done, but there are lots of things to keep track of and balance as you move through the redesign.

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Wine And Find: SEO For Winery Websites


15 December 2011 | Comments Off

From Chateau Montelena to Chateau Ste. Michelle, FINE has designed and developed winery websites for archetypes throughout the industry. When FINE acquired Big Daylight in 2011 and established a search engine marketing division, the immediate opportunity was to move beyond building glamorous online destinations and focus on directing traffic to them. We’ve learned much about how to best approach SEO and online marketing for winery websites.

One of the first revelations – many wineries simply do not own results around their OWN BRAND online. This goes above and beyond the name of your winery, and extends to every type of wine and release date featured on your website. It’s not that you don’t want wine.com or snooth.com to mention your product, it’s that ranking more highly allows you to tell your story first, especially if you also sell your wines online. With that in mind, here’s a taste of some frequently asked wine and search questions:

What should I do about age verification?

When it comes to SEO, the home page is all-important. So what happens when you are required to slap an age-verification on your homepage? We certainly don’t want Google to think your site is about “You must be 21 years of age or older to enter. Please select your date of birth below.” Your homepage also must resolve at http://www.yourdomain.com, and not redirect to http://www.yourdomain.com/ageverification.

FINE has handled this by creating a clever pop-up screen that allows the user to enter their age, while still providing plenty of search-engine friendly content directly on the homepage. You can see this in action on several FINE websites, including this Healdsburg winery.

Do I need to create a unique page for every type of wine?

YES. Don’t make the mistake of listing various types of wine on one page, instead of creating a page for each type. It may be hard for your 2007 Chardonnay to position if you haven’t really devoted a page to it. Other online retailers selling your own wine (along with tons of others) could beat you!

But I put all my tasting notes in PDFs! It’s so much easier to link to all of these from one page!

You’re right. That is easier. But sometimes building a SEO-friendly site takes some time and elbow grease. We guarantee it will be worth your while to take that fabulous PDF content, put it in a real HTML page instead, and then also continue to offer PDFs for download and printing. Some SEOs might advise you to use robots.txt or other methods to block the PDFs from being indexed since they would be duplicate content to the main pages, but we think Google is smart enough to figure this out on their own.

I want to position on Napa Valley Winery. And also Napa Valley Wines. How do I do that? Give me the secret…
Honestly, that is going to be very hard. This is what we call a “Vanity Term”. It’s an instance where you are not only competing against other wineries, but information sites, tour sites, and even hotels.  It looks so attractive and shiny, but remember that every rose has its thorn. If you want to position on that term and currently are nowhere even in the top 30, be prepared to envision someone working on this 8 hours a day for an indefinite amount of time, building content and links. Probably 2 people.

Instead of focusing on on vanity terms, we suggest you focus on keywords specific to YOU. You will find these terms in the long tail, and the long tail can bring you more traffic than any vanity term ever would. This superb chart and SEO article from SEOMoz (we encourage you to subscribe to this site) illustrates this in more depth:

I want more people to come for wine tastings, and perform better in local search.
Local search is one of the best places a winery can work to optimize your brand and website. See this separate article we wrote, all about Local SEO. Also, don’t forget the huge power of Online Reviews. Also consider linking to your Google Places page from the footer of your website.

Any other tips I should know about?
Be sure to give every page on your website a unique Title Tag and Meta Description Tag that contains important keywords while also sounding great for users. Ideally you will write these by hand yourself, but if not, then create intelligent rules that auto-populate tags to make them as descriptive as possible. Back to that 2007 Chardonnay – if you created a page for it, but didn’t optimize the title tag or description (which instead only say the name of your winery), you’ve really reduced overall relevance for that page.

Also, if you sell your wine online, be sure you have registered and submitted a Google Merchant Feed.

Of course, from URL structure to website navigation, there are a variety of other factors that encompass creating a search-friendly website. But for those who run winery websites, these considerations may help guide you toward the traffic you so richly deserve.