Grocers are poised for Facebook greatness.

Grocers are poised for Facebook greatness

Some brands struggle to find purpose on social media. For lack of relatable brand content, they resort to posting random memes, celebrating obscure holidays and sharing inspirational quotes. It can be painful to watch.

They must envy grocers. Most community managers would gladly surrender five years of brand content for the content potential on just one shelf of the cereal aisle. “What’s in your bowl?” “Bran. It’s not just for breakfast.” “Are you more Captain Crunch or Tony the Tiger?”

More than content, grocers have the benefit of a highly motivated audience. Consumers don’t have to be baited into liking grocer pages. They naturally seek them out, according to an FMI study.

About half (53 percent) of all shoppers—especially younger Millennials—connect with food retailers through social media. Seventy-three percent of Millennials (age 18-27 in 2017) and 59 percent of Gen Xers (age 38-51 in 2017) are influenced by social media.

Not just any social media. Facebook is the preferred channel for grocery shoppers of all generations. Millennials use it most, followed by Gen Xers, Boomers and Matures. They use social to scout sales and promotions (73 percent) and new products (72 percent), and to find recipes (59 percent). This according to a separate study by UPS called Pulse of the Online Shopper.

What are grocers doing with all that potential? Not nearly enough, per yet another study by Retail Feedback Group (RFG).

RFG found that while most (87 percent) supermarket shoppers follow one or more social media channels, just 25 percent have friended or connected to their primary grocery store. This is most likely because grocers are not claiming their Pages or spending scant resources to manage them.

Enough already.

Attention Grocers: Your consumers want to be (Facebook) friends

It’s time to get serious about social media, else customers may fall in “like” with a competitor. Data suggest Facebook is the most popular platform for grocery shopping, so start there. If you’ve already claimed your business page and just need a little inspiration, skip to number 2 below. If this is all still very new to you, begin at the top.

  1. Claim your page. Facebook created a step-by-step tutorial for just this occasion. You’ll need a profile picture, which will serve as the main icon of your page. The icon is square. Obvious choices are brand logo or store name. You’ll also want to have a cover photo handy. This is the dominant image that stretches across the top of your Facebook page. The official dimensions are 851x315 pixels. This is prime real estate and should be reserved for marketing campaigns and longer-term promotions.
     
  2. Evaluate your resources. Identify a champion who will be responsible for managing the page. It will be their job to regularly update and post to the page and follow user activity. This position is known as the community manager. Identify a backup community manager in the event of illness, vacation or job change. The community manager will likely come from your marketing team as social media is part of the marketing function.
     
  3. Follow the competition. Peruse a few months or more of the competition’s Facebook feed. Look for posts that generate significant engagement, as well as campaign themes and regular promotions.
     
  4. Develop a plan. Facebook business pages come with lots of features--analytics, reporting, security and access, and more. Take the time to understand how to manage the platform and how you’ll measure success before diving into content. Pay close attention to analytics, reporting and access. Once you understand the tools, create a plan that includes cadence (how often you’ll post weekly), communication (your ideal response time), and monitoring (how you’ll keep abreast of activity and respond to both positive and negative comments).  
     
  5. Create a content calendar. Everything on Facebook is content—copy, images, video. It’s all considered content. This is what your consumers are craving. Start with a quarter, just three months of content. Original content is ideal because it will be most relevant to your followers. But it’s okay to share complementary content once or twice a week from brands that you carry. Your content calendar should support your marketing strategy. Think in terms of sales goals and traffic.
     
  6. Promote your page. Boosting posts can be an effective and inexpensive way to advertise outside of your fan base. This video explains how to boost a post in under two minutes.

For more on content development check out “Content marketing: 4 rules to follow.”

Facebook and Google are losing the war against ad-blockers.

Facebook and Google are losing the war against ad-blockers

Ad-blocking software popularity is growing across desktop and mobile devices, despite the best efforts of Facebook and Google to stem advances, according to PageFair’s 2017 Adblock Report.

All told, internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491). Mobile use grew by 108 million and desktop grew by 34 million.

Ad blocking has gone mainstream.

Today, 11 percent of users have ad-blocking software. Male Millennial techies are partly responsible for the surge, but not totally. The average proportion of ad blockers in each of these age groups — 18-24, 35-44, 45-54, and 55-64 year-olds — is about 20 percent, according to the report.

What’s responsible for the growth in use? Most survey respondents cited security concerns (30 percent) and interruption (29 percent), followed by speed (16 percent) and ad overload (14 percent).

That’s not to suggest that respondents were completely ad averse. Most found some ad formats to be acceptable (77 percent), with more than half saying static banner ads are permissible and 35 percent preferring skippable video ads.

The bottom line? Consumers don’t mind advertisements. They even appreciate ads at times, provided they’re targeted to the right audience, at the right time, across the right channel.

No pressure. 

Want to keep up on the latest in marketing and advertising trends? Sign up for the free Brogan Weekly Recap.

Healthcare Checkup - February 2017

Out–are the days of looking good and in–are the days of feeling good, finally. Brands are taking a new approach to reach consumers looking to benefit their health. Today, consumers are looking for more relatable messages and attainable goals. They’re also looking to take a break from some of their social media feeds. But not after they indulge in a Facebook 360 Live video, of course. Let’s take a look.  

VITAMIN B&P.

Why brands are discovering new ways to advertise to fitness consumers. Look good, feel good? Consumers today might have proven that motivational message no longer effective.

MARKETING SUPPLEMENTS.

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

Facebook 360 Live: From a marketer’s view. 360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

INDUSTRY PULSE.

Looking to go beyond treating with a pill, healthcare firms are turning to mobile apps to help their patients. And if its personalized messaging, all the better. See here.

Moving beyond the pill in the healthcare sector. For the past several years, healthcare and pharma firms have been trying, with mixed success, to step up their beyond-the-pill programs.

Infographic: How to personalize patient marketing. The start of a positive patient experience begins with a consistent communication strategy.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Facebook 360 Live: From a marketer's view.

Facebook 360 Live: From a marketer's view

360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

Launched late 2016, Facebook rolled out the new feature with National Geographic streaming live from Utah at the Mars Desert Research Station. The video captured a group of scientists at the habitat simulator, taking followers behind the scenes to the pods where the researchers had been living for 80 days. The scientists also hosted a live Q&A.

The gist? Facebook 360 lets you watch in real time, while having the opportunity to change the angle of your view point and scroll around to enjoy more content than ever before. 360 video and one angle video can be quite like the relation between a globe and a map. A globe illustrates the world in its full spherical glory, while a map can capture a specific angle.

Which brings us back to social media. Facebook 360 Live aims to give marketers more options on how to best present their brand and activate an experience. Here are some ways marketers have already used 360 video:

Advertising Product: Faraday Friday FFZERO1.

Tesla's rival, Faraday Friday, launched their electric car earlier last year. Also using video's newest technology to give users a 360 experience of what driving behind the wheel might actually feel like – or pretty close to it. If they didn't know about the FFZER01 before, they certainly do now.

Enhancing the brand: Jack Daniels' 360 Distillery Experience. 

Jack Daniels takes their followers for a 360 spin around the Jack Daniel Distillery so everyone can get a feel for the craftsmanship behind one of America’s oldest whiskey distilleries.  The 360 view makes audiences feel like they are almost there themselves, connecting with more than just the products Jack Daniels sells.

Sharing destinations: Rockefeller Center. 

During the most wonderful time of the year, this video showcases the Rockefeller Center skating rink. Although this video is not the most extravagant of the 360 videos that will be done, the simplicity allows viewers to capture true emotion – something that may have been difficult to do through one simple angle.

Facebook 360 might not be life changing for everyday Facebook users, but for content marketers it can make all the difference. Using this platform not only allows for a better view of content, but transports followers into content right from their fingertips.

With the feature being new and upcoming it is hard to tell how 360 live video will mainly be used while people are still experimenting. However, whichever way it is used, we have a feeling content creators are going to love telling stories from new angles (and taking you along for the ride!).

To stay up to date with all of the social media changes, all year long, subscribe to our Brogan Weekly Recap.

Weekly Recap - January 13, 2017

Let’s talk UGC, shall we? Do you use branded hashtags? According to Adweek, 54 percent of Millennials want their friends and the brand to know they like the product, whereas 50 percent of Boomers do not. Want more facts? Try this, Samsung Electronics America noted VR users have consumed more than 10 million hours of 360-degree video content within the last year. Even Forbes is crystal-balling 2017 to be the year visual content will reign. But, keep in mind, consumers are still looking to reduce all the noise. Take a look.  

DETAILS, please

Infographic: How Millennials and Baby Boomers consumer user-generated content. And what brands can learn from their preferences.

Here are 8 interesting digital marketing stats from this week. The first week of 2017 didn’t disappoint when it comes to digital marketing statistics. See for yourself.

Top 10 trends that will transform digital marketing in 2017. Social and digital marketing have hit their stride—and it’s time to review the lessons learned from last year. 

Meanwhile back at the RANCH

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

THE topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper “3 Rules to Creating an Authentic Brand.”

SHARING is CARING

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Weekly Recap - January 6, 2017

Shhh. What’s that? A muted ad? Pandora is slated to roll out muted video and responsive display ads this month and marketers aren’t the only ones excited. Users are too. In fact, three of four people surveyed prefer the new ad experience altogether. And it’s right on trend. HubSpot notes that by 2017, video will represent 74 percent of all internet traffic. It even makes Forbes’ top five social trends that will dominate this year. And if you want to take your video targeting to the next level, eMarketer has some tips.

DETAILS, please

Pandora’s muted video and responsive display ads are a big hit with marketers. According to Pandora, the ads—which will roll out beyond beta on Jan. 19—have shown promising results during early tests. 

42 visual content marketing statistics you should know in 2017. Here’s what’s new and next in for visual content marketing.

5 social media trends that will dominate 2017. Social media is one of the fastest changing industries out there. So, here’s the latest and greatest trends to look out for.

Taking video ad targeting beyond demographics. Demographic targeting (using consumers’ age and gender to make media decisions) continues to be used widely, but advertisers are raising questions about its effectiveness.

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on FacebookTwitterInstagramLinkedInYouTubeGoogle+ and Pinterest.

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A Year in Review: Facebook.

A Year in Review: Facebook.

For Facebook, every year brings advancements and enhancements—and 2016 was no different.

With a strategic goal to make the world more connected, the Facebook team added new functionality, created new technology and worked to improve features that already exist.

Which made the most news? Let’s rewind.

  • Live video expanded. In December 2015, Facebook started testing live video. Then, certain accounts were granted access to go live, but now, both iOS and Android users can start a live stream in seconds.
  • Instant video exploded. To keep up with Facetime, Facebook Messenger made video calling an everyday option. 
  • Facebook Reactions appeared. The people had spoken, and Facebook listened. Kind of. For years, users begged and pleaded for a “dislike” button. And while they didn’t get exactly what they asked for, they did get icons that could convey other emotions, like “love,” “haha,” “yay,” “wow,” “sad” and “angry.”
  • Friends and family came first. Facebook announced they were more determined than ever to keep users connected to the people, places and things they actually wanted to be connected to. Translation: Content people cared most about started appearing higher in newsfeeds (even higher than before).
  • Information became even more important. Whether you’re looking for a news event or just a new recipe, now, you’ll probably find it sooner. Because Facebook values informative content, that also took priority in newsfeeds.
  • There was more to do in Messenger. A new design brought a new ease. In June, users started seeing their most recent messages at the top of their screen, a “favorites” section that let them quickly access the friends they frequently talk to and an “active now” section to see who’s available at the moment. By July, more than 1 billion people were using the app every month.
  • Users could spend time (and money) in-app. In September, Facebook started experimenting with transactions in Messenger. Customers could check out with just a few clicks, without ever leaving the app. 
  • Actions got easier. October brought the functionality for consumers to get more from brands—faster. Now, users can order food, request an appointment, get a quote and get tickets directly from Facebook. (This is still being rolled out, so stay tuned!)
  • Recommendations rolled out. Asking for advice about a product or service? Simply switch on the Recommendations for that post, and your friends can comment with suggestions. Can’t they do that already, you ask? Well, a bit. But with this functionality, you’ll see all of your friends’ suggestions mapped out and saved in one place.
  • People expressed their hate for clickbait. To combat this, Facebook built a system to identify and demote any posts that appear to use clickbait headlines.  
  • Video streamed on bigger screens. This year, users got the ability to stream Facebook videos on their TV, through devices like Apple TV and Google Chromecast.
  • Social media met social good. The launch of Community Help lets users ask for or offer assistance after a natural disaster.
  • Fundraising got more fun. New in November, Facebook users were able to add a donate button to their own live videos, as well as their posts.
  • Metrics mattered more. Also in November, Facebook set out to give Pages more clarity and confidence about the insights they provide. They changed the way certain things were measured, as well as the descriptions for each metric they record.
  • 360-degree photos were shared. Show off the world around you… literally, all the way around you. By snapping a panorama or using a 360-degree photo app, users can now post bigger, better shots from their day. Friends, family and fans can then explore the image just by tapping (or clicking) and dragging.
  • Artificial intelligence helped blind people “see.” Facebook is a visual platform—extremely visual. But, according to the platform itself, more than 39 million people are blind, and more than 246 million people have a severe visual impairment. Realizing this, Facebook launched an object recognition technology to generate descriptions of photos shared across the channel.
  • Users drove the ad experience. To expose people to fewer “bad ads,” Facebook let users take matters into their own hands. Now, if a user wants to stop seeing ads about a certain topic (anything from ice cream to Iceland), they can remove it from their ad preferences. Additionally, they can request to stop seeing ads from certain businesses or organizations.
  • Windows welcomed the app. Because more and more people were using Facebook on Windows 10 computers, the platform rolled out an app specifically for their desktops.
  • Marketplace launched. To buy and sell, user to user, just tap the shop icon at the bottom of your app. This year, Marketplace became available to everyone older than 18 years old in the U.S., U.K., Australia and New Zealand.
  • Workplace went worldwide. Now available to any company or organization across the globe, Workplace helps to keep coworkers connected.
  • Users started finding events with ease. With hundreds of millions of Facebook events, FOMO got even more real. That’s why Facebook launched a new app, designed specifically to keep calendars full. Events from Facebook shows what’s happening when with an interactive map that’s definitely worth exploring.

What will 2017 bring? We’ll be standing by.

To stay up to date with all of the social media changes, all year long, subscribe to our Brogan Weekly Recap.

Weekly Recap - December 9, 2016

2016 continues to be a big year for Instagram. The platform reached more than 500 million Instagrammers and debuted a shiny new interface. And they aren’t stopping there. This week Instagram announced an update to the comment section. Now users can like comments or disable them all together. Turns out, Instagram is also a platform of choice for influencer marketers. In fact, 87 percent cited both Instagram and Facebook as the most important platforms for influencer endeavors. Why? Because according to HubSpot, it takes about one tenth of a second to understand a visual scene. Read on.  

DETAILS, please

Does your brand have an Instagram account? Users can now like and disable comments. See here.

8 new stats about influencer marketing campaigns you need to know. Interested in utilizing influencers, here are eight things your brand needs to know.

How do you decide what type of content to use in your digital marketing strategy? The answer? It lies in the brain. See here.

Meanwhile back at the RANCH

Instagram: 2016 year in review. 2016 was another very big year for the visual-based platform. In case you missed it, we present Instagram’s most snap-worthy moments of 2016.

4 social media trends for insurance marketers. From year to year, most insurance products stay the same, but there’s one thing that does change: The way they’re marketed.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

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Everything marketers need to know about paid search.

How many times have you searched for something online? How many of those times did you search from your mobile device?

Search is quickly becoming one of the most popular forms of paid media. In 2016, 44 percent of digital ad spend went towards paid search. According to Centro, there are approximately five billion searches every day, with a majority happening on mobile.

What does this mean for your brand?

From brand awareness to consideration, purchase to loyalty, the consumer journey for search is cyclical. Consumers search for things to first to become aware, they then search in consideration of products/services, they search to purchase, and search in loyalty to the brands they have become aware of, considered and purchased from in the past. And then start the process over, by becoming aware of another product or service. According to Centro research:

  • 100 billion searches are conducted every month
  • 86 percent of internet traffic starts with a search
  • 91 percent of consumers turn to their phone for ideas while doing a given task
  • 82 percent turn to their phone to influence a decision while in store
  • 86 percent of consumers use search engines to inform their purchase decisions
  • 75 percent of mobile searches result in a store visit within a day

What types of paid search are there?

Right now, Google and Bing are leading in the search space. But they differ drastically. Let’s take a look.

Google is one of the most popular search engines. Instead of saying “look it up,” like in the past, consumers are encouraging others to “Google it.” One of the most popular forms of paid search is Google Adwords. This allows your brand to upload an existing email address list, target custom audiences (age, gender, parental status) and use existing standard text ads or create expanded text ads. Other units include Google Automotive Ads, Promoted Pins (in beta testing), Display, Video and App ads.

Although “Bing it” is not as popular as “Google it,” you do hear things like “Ask Siri,” “Tell Alexa,” or “Ask Cortana.” Bing has integrated with the personal assistants on mobile devices and powers voice search (except for Google Home). Personal assistants operate by natural language processing to perform tasks, make suggestions and answer questions based on past search behavior. According to Centro:

  • Voice search is up 35 times since 2008
  • 65 percent of smartphone owners use voice assistants
  • 41 percent have used voice search in the last six months

Not only does Bing power Microsoft Cortana, but is now the default search engine for all Microsoft products:

  • Windows
  • Office
  • Xbox
  • Skype

Other contenders? Amazon is ruling the retail/product search space. Per Centro data, 44 percent of U.S. online shoppers start their product search on Amazon. The site even allows for marketing services with their Sponsored Product ads, Headline Search ads, and Product Display ads.

The future of paid search.

According to Search Engine Land, we will see a surge in the following areas over the next year:

1.   Increase in voice search.
Every year for the past few years has been deemed “the year of mobile.” 2017 is no different. We are really in the era of mobile. Consumers are multitasking with smartphones in hand. According to eMarketer, 68 percent of those surveyed said they use their smartphone internet while watching TV. They project that this will continue to grow in 2017 and 2018.

2.   Increase in local paid search.
Seeing that Google is currently beta testing their Promoted Pins, it’s safe to say that local paid search is going to become a reality soon. Searching for “good pizza,” “a new washer,” etc. Google will be able to serve you what is in your area first.

3.   Increase in ad spend.
As noted earlier, in 2016, 44 percent of digital ad spend went towards paid search. eMarketer projects that search ad spending will grow by 43 percent within the next year.

For more trends and insights, sign up for our Brogan Weekly Recap. And you'll get what's new and next in the world of advertising.

Weekly Recap - September 16, 2016

Lights. Camera. Tap “play?” That’s right, brands are flocking to mobile video. Why? Because of its ability to increase brand awareness, reach more targeted audiences and increase favorability of the brand. And with the new iOS update, brands even want to appear in your iMessages. But what do consumers really think about all this new technology? eMarketer, Digiday and Social Times are weighing in.   

DETAILS, please

Why more advertisers are turning to mobile video. Why are advertisers embracing the format? And what challenges remain to be solved before mobile video sees wider adoption?

With Apple’s new iMessage store, brands from Burger King to Betty Boop want in on your texts. Apple will be opening a dedicated app store for iMessage, its messaging service. And brands smell opportunity.

What do consumers thing about new digital technologies? With increased reliance on the internet, marketers are catering to internet-first and, in some cases, mobile-only audiences. But what do consumers think of the technologies, such as wearables, virtual reality and live video,  that could define the near future?

Meanwhile back at the RANCH

We’re deep in client projects, participating in SHSMD – Society for Healthcare Strategy and Market Development and already preparing for 2017. Are you keeping up with Brogan & Partners? Follow us on Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+ and Pinterest.

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Weekly Recap - August 26, 2016

Maybe it’s the convenience. Could be the added security. Perhaps points play a role. Consumers are ditching greenbacks in favor of swipe or tap. Speaking of tapping, Millennials aren’t the only app-happy generation today. Boomers are increasingly banking by mobile app, according to a recent study. Turns out they were playing all that Candy Crush to master the art of the tap and swipe. About that flip phone you’re saving for junior when he goes to high school? He’s expecting a smartphone. If you give him a smartphone, he’s gonna want a data plan.  

DETAILS, please

Consumers are more likely to swipe or tap than to use cash for purchases. Mobile payment options like PayPal, Google Wallet and Apple Pay are joining old-school plastic in the march toward cash-free commerce.

Boomers are catching on to mobile banking. Millennials have been app-y banking for a while now. Now their parents are beginning to catch on, according to a recent study.

But mom, all my friends have one. The percentage of consumers age 12 to 17 who own smartphones has been growing at a respectable rate in the past several years, according to eMarketer.com.  

Meanwhile back at the RANCH

You know it’s still summer when your favorite sit-coms are still running re-runs, aka Best of Shows. What’s good for Blackish is good for Brogan. May we invite you to binge on our library of hundreds of marketing blogs for your next great idea? Start with some of the best performing content this year: Pros and Cons of Sub-Branding and Brand Extension, 11 Instagram Best Practices Every Marketer Should Know, 7 Creative Ways Brands Can Use Stop Motion Animation, 11 Reasons Millennials Love Binge Watching TV Shows and 5 Ways Hospitals Can Use Instagram Successfully.

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3 healthcare marketing trends on the rise (again).

Trends come and go, but these three seem to be sticking around. Let's take a look:

1. Print ads are still relevant.
Open a magazine, any magazine. What do you see? Advertisements and tons of them. From personal care items to food industry fare and even healthcare.

But, wasn’t print going away altogether? Not so fast. Make no mistake, print is still relevant.

According to Medical Marketing Media, this is partly due to the new drug approvals made each year. In 2015, roughly 45 new drugs were approved by the FDA. And while some brands cut their print media spending short, others decided to boost their ad dollars to increase brand and campaign awareness. See Johnson & Johnson, Trulicity and Xarelto for some inspiration.

2. Marketing with humor is the perfect medicine.
Humor in the healthcare industry may be tricky, but with the right amount splashed into your creative work, can be very effective. Cue the UnitedHealthcare commercial from last spring called “Our Song,” where a couple decides to take their dinner meal preparation to the next level. Insert the song “(I’ve Had) the Time of My Life,” and hilarity ensues.

In continuation of this storytelling, UnitedHealthcare has produced a follow-up spot with a twist you have to keep an eye out for.

 

3. Digital content and research are vital.
Move over doctor, you’re not the only one patients are listening to when it comes to health. Consumers are now becoming avid researchers, consulting health information found online, like:

  • Symptoms and conditions
  • Treatments and procedures
  • Doctors and other health professionals

They research before they enter the doctor’s office and even track their health to be better prepared for their visit. According to Pew Research:

  • One in three U.S. adults have used the internet to figure out a medical condition
  • 72 percent have researched health information within the past year

What does this mean for hospitals and healthcare organizations? Digital content is vital. Although this isn't new “news,” it’s always good to remember when placing digital media. Why? Well, before patients even make an appointment:

  • 83 percent used hospital sites
  • 77 percent used search
  • 50 percent used health information sites

So if you’re looking to spend your media budget, maybe it’s time to take another look at print, TV production and digital content.

Need a little help with your marketing budget? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

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  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

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  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

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