On-Demand Webinar: Quality over Quantity – The Changing Face of 2020 Marketing

Tiger Pistol partnered with the Incite Group and Reuters Events to share the tools and strategies of America’s biggest brands on how they are eradicating the “quantity over quality” mentality that has consumed marketing and redefined the role of the CMO. 

Throughout the webinar, you will hear how brands are quickly adapting their social advertising strategies to deliver more meaningful content to consumers during a time of crisis. 

From changes in content: 

To changes in strategy:

  • A Global Fortune 500 beverage company leveraging Tiger Pistol technology to support on- and off-premise trade customers
  • A Fortune 500 real estate services provider enabling their network of 200,000 real estate agents through Tiger Pistol to promote more relevant listing content like video and virtual open houses

You will also hear how Facebook has reinstated their role in keeping us all connected and informed in the midst of crisis:

Lastly, you’ll learn why taking a local approach to social advertising will drive better results for your brand. 

“Taking a national strategy and deploying it locally increases relevance and decreases ad costs. We’ve always known at Tiger Pistol that brands have an opportunity to see positive ROI through a global to local ad strategy. So, to all of the brand marketers out there, if you weren’t doing it before, I urge you to implement local social advertising now. Not only can you as a brand remain in the hearts and minds of your consumers, but you can also drive a positive impact for local businesses at the same time.”

– Talia Wachtel, VP Client Management, Tiger Pistol 

In the on-demand webinar recording below, you’ll hear from: 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Talia Wachtel, VP Client Management, Tiger Pistol
  • Nicholas Zeisler, Principal, Zeisler Consulting

Watch the on-demand webinar now.

Ready to learn more? Have a question for Talia? Contact us today! 

Tiger Pistol Named Localogy Excellence Award Winner

Tiger Pistol Technology Creates Critical Connection Between Real Estate Agents and Homebuyers

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has won the prestigious Localogy Excellence Award for “Best Localized Marketing Campaign.”

“Very few industry groups understand marketing success in the local marketplace the way Localogy does,” said Paul Elliott. “Time and again, Tiger Pistol’s global-to-local approach outperforms comparable brand-level campaign executions, and Localogy’s recognition of Tiger Pistol for ‘Best Localized Marketing Campaign’ further emphasizes our category leadership and business impact.”

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for a Fortune 500 real estate services provider, with a network of over 200,000 real estate agents.

The solution enables the client’s agents to easily promote their listings and themselves with auto-configured, best practice Facebook and Instagram campaigns.

“Tiger Pistol’s power lies in the ability for agents to publish campaigns directly from their own agent-branded Facebook Page,” said Talia Wachtel, VP Client Management, Tiger Pistol. “While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Tiger Pistol leverages the most relevant Facebook Ads Objectives to drive the results that matter. Our platform supports the ability for agents to publish Facebook Lead Ads, and auto-creates best practice Facebook Lead Forms that have unique qualifying questions, making it easy for the agent to launch the ad with little knowledge of Facebook ads.”

Tiger Pistol is also proud to announce that two of their partners were also honored by Localogy. Hibu, the leading provider of digital marketing solutions to local businesses across the United States, won a Localogy Excellence Award for “Most Significant Business Transformation” as the company made the titanic shift from a print and Yellow Pages-driven business to a digital marketing solutions provider, and BrandMuscle, and integrated local and channel marketing solutions provider, won “Best Go-to-Market Strategy.”

The Localogy Excellence Awards recognize organizations and individual leaders shaping the future of localization for the more than 30 million local and small businesses who depend on them every day.

Learn how Tiger Pistol unlocks local activation at global scale for brands. 

Facebook Launches Grant Program to Help Small Businesses

On Tuesday, May 17th, Facebook announced an upcoming grant program aimed to help SMB retailers during COVID-19. It will consist of $100 million in cash grants and ad credits for up to 30,000 eligible businesses. Facebook COO Sheryl Sandberg expanded on the importance of this initiative in her Facebook post:

Small businesses are the heartbeat of our communities, and many of the people who run these businesses are heavily affected by the crisis …We’ve listened to small businesses to understand how we can best help them. We’ve heard loud and clear that financial support could enable them to keep the lights on and pay people who can’t come to work.

The program is aimed to help businesses cover things like rent and operational costs, as well as connecting with more customers and keeping the workforce strong. For those interested in applying, stay tuned, as more details will be available in the upcoming weeks. You can also sign up for updates directly from Facebook here

In the meantime, Facebook has updated their Business Resource Hub with a page specific to managing and building resilience during this ordeal. It includes ideas for staying in touch with customers (like pinning your important updates) and other concrete steps for the unexpected challenges we’re facing. 

We love and support our SMBs. Tiger Pistol is here to answer any questions you may have.

Webinar: Quality Over Quantity – The Changing Face of 2020 Marketing

As a marketing leader, you’ve probably been pummeled with the phrase “quality over quantity.”  The days of spray and pray are over, but that doesn’t mean you can’t be strategic at scale. 

Tiger Pistol is partnering with the Incite Group to bring you the live webinar Quality Over Quantity – The Changing Face of 2020 Marketing. Tiger Pistol’s Talia Wachtel, VP of Client Management, will discuss: 

  • How localization drives social ad relevancy, increasing desired outcomes and decreasing cost of advertising
  • How a global-to-local approach can bridge the gap between national advertising and local activation
  • How creating a symbiotic data-sharing relationship between a brand and its local partners can better activate the power of local campaigns and drive big goals at the national level

Talia will be joined by 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Nicholas Zeisler, Principal, Zeisler Consulting
Quality Over Quantity – The Changing Face of 2020 Marketing
Wed, Apr 1, 2020
9:15 AM – 10:00 AM PST

Register now and you’ll receive a link to join live. Alternatively, registrants will receive the recordings, so you can watch in your own time. 

Local Advertising in the Time of Social Distancing

Let’s face it, many of us are facing the reality where #QuarantineLife is the new normal – at least for the foreseeable future. With offices temporarily shutting their doors, and the worldwide workforce moving to a remote-based culture, it’s time for businesses to utilize the tools provided by local social advertising to drive their goals forward.

Drivers for Forced Change

In the past several days – specifically in the United States – city and state governments, as well as the Federal government, have recommended citizens stay home to reduce the spread of the Coronavirus (COVID-19). The most recent changes announced from the White House Monday afternoon include the recommendations to “limit gatherings to no more than 10 people; avoid discretionary travel, shopping trips and social visits; and avoid eating or drinking in restaurants, bars, and food courts – instead use drive-through, pickup and delivery options.” For community-spread affected areas, the recommendation is to close all bars and restaurants.

These changes have forced many businesses to re-strategize their business models on the fly with the understanding that these changes are meant to protect our communities. For instance, a friend’s gym in Kansas City, MO is asking members to allow their immunocompromised patrons to exercise from 5 AM – 2 PM before other healthy members exercise, grocery stores are changing their hours to allow their teams ample time for restocking overnight, and restaurants across America are moving to pick-up and delivery only, while some in viral hotspots have been closed altogether  – all in an effort to expand the practice of social distancing. This is where social advertising comes into play.

The Power of Social Advertising

Local businesses should not lose hope. We understand how uncertain times are right now, but leveraging the power of social can help everyone. Budgets may be tight right now, but social advertising is the most cost-effective way to remain in the public eye – especially with so many eyes on social media for the next news update — folks are bound to see your ad too!

Offering free delivery for your restaurant but don’t have a website? Run a Reach campaign targeting your delivery area. Is your hotel chain offering “staycation” specials for previous guests? If you have a Pixel on your website, use it! Drive visitors to your landing pages to complete a booking with a Traffic or Conversions campaign. Temporarily shutting down? Run a Traffic or Conversions campaign encouraging community support through gift card sales until you reopen. 

All in all, spending a small amount of social dollars to keep your business on the top of everyone’s mind while they adjust to their new normal is the best strategy. This way you can continue to engage your customer base and maintain your business presence throughout this uncertain time.

Stay safe, everyone. Oh, and don’t forget to wash your hands.

Need help launching local social ads for your locations?  Contact us today!

Expert Take: How to Create Cohesive Social Ads

Advertisers shouldn’t let other advertisers have ugly ads. There, I said it.

These days, a beautiful ad – one that really knocks your socks off – shouldn’t be hard to come by, one would think. With the abundance of tips, tricks, and even courses on how to create best practice ads, many fall short and feel like they’re just missing that “thing.” I think we can all agree that a non-cohesive ad comes off as a hot mess of unrelated imagery, poor copy, and inaccurate or conflicting calls-to-action.

So, why does this happen? In most cases, I’ve found that advertisers want their ads to say something specific. They want their headline to be their name, their body to say something about their offer, and they may or may not even utilize the link description real estate. When it comes to imagery, it can run the gamut – from custom imagery suitable for advertising to stock imagery that’s cold and has nothing to do with the campaign.

Of course, when your hands are tied and an advertiser makes a requirement, the ads you publish on their behalf may not be up to your standards. There’s not much you can do other than provide support where you can. In these cases, I believe it’s best to drive monthly conversations about improvement and change bits of the campaign here and there when you can. Eventually, you’ll get what you want, and they’ll be even happier.

When you are in charge of content creation, be smart. Everything should come together in a harmonious way:

  • Copy should reflect the offers and business goals of the campaign. Remember the headline should hook users in and drive them headfirst into your goal. Imagery should accurately reflect the above copy.
  • Using custom imagery is always preferred, where possible. If there’s text or symbols in your image, make sure it’s in the correct language for your audience.
  • Call-to-Action buttons should also reflect the copy. If the button says “Call Now,” users expect a direct dial upon click, not to be sent to a website.
  • Bonus: Lead Forms should reflect the ad’s offer. Qualifying questions should ask questions related to the offer, and any messaging should tie back to the copy.

Just remember – you wouldn’t leave your house in a mismatched outfit, right? Don’t be that advertiser and think before you publish.

Want to learn more about best practice Facebook Advertising? Explore our resources. 

Analissa Moreno supports Tiger Pistol’s Value Added Reseller social advertising team by managing fulfillment for the Spanish-speaking portion of the portfolio, providing obscure Facebook and Tiger Pistol product knowledge to her teammates, and diving into new reporting projects across the business. Tiger Pistol  creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale for global brands, SMB resellers, and agencies that serve multi-location brands.

Playbook: Social Advertising at Scale for Multi-location Brands

While some major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none come close to the easy, effective tools Tiger Pistol provides to activate and manage your multi-location brand’s social advertising at scale.

Unlocking Local Activation at Scale is the social advertising playbook that reveals just how simple and efficient Tiger Pistol’s social advertising platform makes it for multi-location brands to onboard and empower their local stores or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Ready to streamline your time to results?

What's Up with WhatsApp Ads

What’s Up With WhatApp Ads?

WhatsApp ads are coming! Well actually, they’re already here, but they are expected to be coming again in 2020, only this time, in-app. It was only just over a year ago, in October of 2018, that Facebook enabled “click to WhatsApp” ads, which allowed marketers to deploy ads that allowed users to click direct into a WhatsApp conversation with a business. These features further evolved into the concept of “WhatsApp Business” – a separate app specifically for business owners using WhatsApp, that launched in April 2019.

Facebook’s development of their WhatsApp advertising offerings has been a slow burn since they acquired the Platform in 2014. Generally speaking, up until recently, WhatsApp was treated more independently of Facebook’s other major acquired property, Instagram. Instagram fully opened to advertisers in 2015, just 3 years after being acquired.

WhatsApp Business includes the ability to set up Business Profiles on WhatsApp as well as more distinct tools for business communication, such as auto-responses, and away messages. These WhatsApp changes are foundational, and a necessary step to fully unlock the advertising potential of the WhatsApp platform, with the expected launch of new ad formats that originate in WhatsApp, rather than taking users to it. It’s clear that Facebook likely has bigger plans for WhatsApp in mind.

Investing in WhatsApp’s advertising functionality is a no-brainer for Facebook, by the numbers, WhatsApp represents one of their largest, most engaged properties:

  • 1 billion WhatsApp accounts are active every day.
  • 1.5 billion WhatsApp accounts are active every month
  • 2 billion minutes of calls every day.
  • 450 million WhatsApp accounts are active on WhatsApp Status every day.

With such a massive user base using the Platform regularly, WhatsApp promises to be the next evolution of Facebook’s social advertising tools. However, though it should be mentioned, there is just one major caveat to the rise of WhatsApp, Facebook’s home market, the United States, doesn’t really use it. Facebook’s answer to this, has been to position Messenger as the go-to messaging option for advertisers in the US. In either case, WhatsApp’s emergence is a sign of the times. Messaging is to become a bigger part of the consumer experience and advertisers will be required to evolve to meet this new challenge, and we have every reason to believe that WhatsApp will be the first battleground.

What opportunity does WhatsApp represent? Better consumer data and experiences namely, in addition to considerable ROI potential for businesses large and small. A few examples from Facebook on early adopters:

PlayKids,  an education Platform for kids, saw a 90% decrease in lapsed subscribers when they started using WhatsApp Business to communicate directly with their customers over phone and email.

Sale Stock, an Indonesian fashion business, took a similar approach and began using WhatsApp Business as their primary communication channel. It quickly became their number one source of inbound chat traffic, with 90% of the messages delivered by Sale Stock read by their customers.

What makes WhatsApp and messaging-based social activations so exciting is their ability to generate both positive customer outcomes in addition to ROI for the business. This is especially true at scale. One additional case study comes from the Dubai-based logistics company Aramex. To date they’ve served over one million customers through WhatsApp Business, and saw a 19% decrease in inbound call volume to their support center since making the transition. What’s more, 41% of all shipment inquiries are now handled through WhatsApp.

One thing these case studies all have in common is they all involve integrating WhatsApp into customer service channels – the advertising elements only surfacing in the very bottom funnel, where messaging is deployed to drive retention and re-purchase. In part, this is not unexpected given that it’s much easier for businesses to communicate with existing customers rather than potential ones through direct messaging. To think that messaging could lead a customer acquisition strategy is a notion fraught with caveat and complication. While it may not ever be the leading strategy for some industries, it can be a compelling strategic element even in cases where proactive conversation is not already embedded in the sales process.

Imagine running an awareness or traffic campaign in WhatsApp, and retargeting people who viewed the ads, watched X% of the video, or viewed a product page with a direct message. Alternatively, immediate follow-ups off the back of WhatsApp ad clicks present another interesting frame, to instigate driving conversions via direct or bot-driven consumer communication. The possibilities are endless, but it can’t happen until Facebook’s tools catch up.

In the last year, Facebook has made the foundational steps for both WhatsApp and Messenger to play a larger role in advertising. The next step is a fuller integration with existing advertising tools by launching WhatsApp Ad formats with direct placement on WhatsApp and lowering the barrier of entry for advertisers.

I suspect 2020 may finally be that year where messaging as a distinct tactic, rather than an afterthought, within the Facebook marketing funnel will be fully realized. And soon our notion of a “social media campaign” might just change a bit to not only include targeting consumers on social media, but talking to them as well. Who knows, you may even find yourself reporting on “Conversations Started” in between discussing impressions and CPCs.

Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

Checklist Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Running Facebook ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Here’s a checklist of common problems, coupled with ways to adjust your ads to ensure they are running correctly. 

PROBLEM: Ad is not approved Sometimes the issue isn’t the ad, but rather its delivery. Luckily this can be an easy fix, so here are some tips to make sure delivery and performance are not related. 

  • Make sure it complies with Facebook policyFacebook policy is something a lot of advertisers struggle with, and if you are a busy advertiser with a lot of notifications; you may not notice your ad has been disabled due to a policy violation. Facebook also has the ability to retroactively reject ads, so we highly recommend checking the ad’s status and making the proper updates. Also, be aware of which policy violation may be affecting your ad and see if it is a valid disapproval. Facebook isn’t perfect and may wrongfully flag the ad. 

Check out these past blogs on Facebook policy changes to ensure you’re in compliance: 

Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Decision 2020: Changes to Facebook’s Social & Political Ads Process

Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

  • The 20% text rule Originally, Facebook often disapproved ads with images that contained more than 20% text (logos included) because it interferes with the user experience. Now Facebook will approve a lot of these ads but limit their reach. Save the text for your headline, body, and link description. That is what they are there for! Use eye-catching and custom creative to attract viewers. Facebook offers a useful image text tool to verify your ad follows this rule. 

PROBLEM: Targeting – Targeting largely impacts how your ads are performing, and we want to make sure you find the sweet spot to help your ads succeed. If your ad is underperforming, consider tweaking the audience. Audiences that are too hyper-focused or extremely broad tend to impede results. At Tiger Pistol, we recommend an audience of at least 50,000 to run a successful ad. Here’s some specifics to consider: 

  • Audience Too Broad –  Don’t use your budget on impressions that don’t matter. We have found local advertising to be extremely successful when concentrating on those who will take action and support your business. Think about who and where your customers are. If you are a local coffee shop, most people won’t drive more than 10 miles for their latte. Target strategically and think critically about your customers.
  • Audience Too Narrow – Narrowing your focus may cause you to miss some opportunities. Consider these tips to expand your audience to reach new customers and increase sales or engagement. If they are your ideal audience, chances are your competitors’ will try to target them as well. Also make sure to remove unnecessary targeting parameters and restrictions, like demographic and detailed targeting options that both reduce your audience size to under 50,000 and aren’t helping your ad. You may be certain no one over 35 will buy your product, but is there data to prove that? Often narrow audiences are the result of assumptions. Opening up your targeting and letting Facebook’s optimization worry about serving ads can likely result in higher quality ads. If you need assistance with your audience, the Facebook Pixel is a simple and direct way for you to build audiences with first-party data – i.e. your own web traffic. Learn more about how you can harness the Power of the Facebook Pixel!

PROBLEM: Creative – Both your words and your pictures impact your ad rank, so beat out your competitors by showing and telling your audience what makes your business unique. 

  • Does it Fit Your Objective and Audience? Make sure you are targeting your audience with engaging and eye catching images! 96% of users are looking at content on their phones, so you want to optimize for mobile. We have also found that with text, less is more. Great ads present their information in a succinct way with a clear call to action.

  • Check Your Image Resolution A blurry or distorted image will not capture the response you are looking for. Make sure to use high quality images that are related to your business. Using tools like carousels or video creative can help give viewers fresh and exciting content! Find some businesses that inspire you and find out what draws you in about their creative. 

Facebook ads are a complicated mix of traditional advertising creative and digital best practices. All of these different elements must come together to build a unified ad unit. Audiences need to be relevant and made up of interested consumers, just as the creative needs to be compliant and resonate with said consumers. So pay attention to the construction of your audience, the quality of your content you serve them, and most importantly –  when in doubt test it out – especially if you’ve eliminated any technical issues or simple fixes, such as removing text from your image. Here at Tiger Pistol, our platform is designed for continuous A/B testing, automatically pushing winning ads forward and surfacing insights on particular elements such as image, copy, audience, and even down to the CTA button. Harnessing the power of social requires both a trained eye to both develop and manage the right content, but also requires the ability to adapt based on consumer behavior and campaign data. You too can conquer all elements of your social media campaign; it just takes the right mix of proactive action and smart data insights.

Learn how Tiger Pistol can optimize the performance of your local ads at scale. Request a demo today!

Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.

Tiger Pistol Wins Digiday Tech Award

Tiger Pistol Named Digiday Tech Award Winner

Tiger Pistol’s Social Advertising Automation Platform Wins Best Social Marketing Tools/Platform

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has won the prestigious Digiday Technology Award for Best Social Marketing Tools/Platform.

Joe Nathan, Director Client Management, and Talia Wachtel, VP Client Management accept the Digiday Technology Award for Best Social Marketing Platform/Tools at the Digiday Awards Gala in New York City.

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for a Global Fortune 500 consumer product client. Among other benefits, the client’s use of the platform to drive traffic to thousands of locations worldwide resulted in a 60 percent decrease in advertising cost in comparison to the brand’s national advertising efforts, plus a +50 Net Promoter Score among locations that participated in the program.

“We are honored that Digiday has recognized Tiger Pistol as the leading social marketing platform to manage and scale social advertising efforts,” said Paul Elliott, Tiger Pistol CEO. “The selection of Tiger Pistol over other leading social advertising tool providers is validation of our category leadership position and that our global-to-local approach outperforms comparable brand-level campaign executions.”

The scale and efficiency provided by the Platform consistently gives Tiger Pistol clients a game-changing competitive advantage, increasing localization, personalization, and relevancy with the ability to publish global campaigns from local social pages, improving campaign effectiveness while reducing advertising costs.

“While every client is unique in their particular use case, the global-to-local approach is the future of social advertising, allowing brands to scale their marketing efforts by utilizing and empowering their locations to foster consumer connections via social advertising,” said Elliott. “Brand campaigns still have their place, but locally-executed campaigns stand out in their ability to dial up relevance through localization and personalization, and more relevance usually equates to better performance. Ultimately, it will be those brands who evolve to a more global-plus-local approach that will unleash the next wave of innovation in digital advertising. Tiger Pistol’s platform enables that shift.”

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide.  Winners were announced November 14 at the Digiday Technology Awards Gala in New York City.

See exactly how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies, visit Tigerpistol.com/request-a-demo.