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Ad Agencies

wrapify spotted

Spotify isn’t the only one wrapping things up this year. If we could wrap up our 2022 campaigns into a few words, they would be – “spot on.”

That may seem bold, but we can back it up.

From Miami to San Francisco, and everywhere in between, Wrapify had ads on vehicles all across the US (2,283 to be exact)! #WrapifySpotted, like #SpotifyWrapped, recaptures all of our top moments from 2022…


SPOTTED: You’ve found the perfect health insurance for your growing family

Target customer acquired. Health insurance isn’t the only thing done right in this campaign. By identifying the specific neighborhoods and zip codes of growing families, Wrapify was able to bring this healthcare brand to the right place at the right time.

Aetna & CVS Health in Miami, FL

SPOTTED: Elevated advertising, indeed

Hmm, something is ironic about this picture. Do you see it? We’ll fill you in. 10 years ago, this advertisement for Amazon warehouse jobs in the Denver market would be on the side of the bus in the background. But now, their ads are flying off their standard routes and into places where residents walk, eat, run, and hang out.

Amazon Workforce Staffing in Denver, CO

SPOTTED: Football fan chooses their drink of choice

Ahhh yes, more “right place, right time” advertising. Coors Light has used this tactic for years. Get in front of fans at the big game, without spending the big sponsorship dollars. If we had to get inside this fan’s head, we assume he’s practicing his drink order at the Allegiant Stadium concessions stand.

MillerCoors in Las Vegas, NV

SPOTTED: More than a fan, a lifestyle

Sure, it’s easy to get a consumer to consume your brand once, but what brings them coming back? It’s more than just seeing your ad, it’s interacting with it, too. For Ballast Point Brewing Company, that’s exactly what they were able to achieve by SWARMing events and getting their fans involved. And there were so many great moments in this campaign, we just had to make a video out of them all! Check it out…

Ballast Point Brewing Company in Southern California

SPOTTED: Beach + Movies = The Perfect Summer

Ever tried to purchase a billboard at the beach? Well, for good reason (mainly beautification laws), there are limited advertising opportunities in public spaces by the coastline. But Paramount Pictures knew that if they wanted to drive more awareness about their brand during the summer in San Diego, CA, the beach is right where they needed to be. So they sent in Wrapify vehicles to circle the coastline and grab some attention during the summer months!

Paramount’s Paws of Fury in Los Angeles, CA

SPOTTED: Much better than a sponsored breakfast

Here’s something a little different. Did you know that B2B brands can benefit from outdoor advertising as well? While sponsorships for B2B conferences tend to be through the roof, do they tend to help you achieve your goals? If the answer is yes, great! Keep doing what you’re doing. But, if you’d like the attention of the CTO while they’re taking a break from the security conference, it might be time to think outside the sponsorship box…

Sentinel One in Miami, FL

THAT’S A WRAP!

Well, that concludes the first edition of #WrapifySpotted! We hope you had fun, and learned some things along the way. For more fun use cases and campaigns to try out, check out the Wrapify blog for a weekly update on outdoor advertising trends, success stories, and more!

Cheers to another great year on the road!

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4 key attributes strong media partner

Ad costs across all media are rising, and the pressure to deliver quality leads is higher than ever. With so many options out there, how can you be sure you’re choosing the right media partner?

Pivoting clients to digital-first strategies is nothing new for media agencies. But it’s getting harder to break through the noise in a world where consumers are bombarded with more than 4,000-10,000 marketing messages daily.

Out-of-home (OOH) advertising has been one of the most reliable forms of marketing for years, and its popularity is only increasing as technology advances. And when buying OOH, it helps to find a true media partner to challenge you to think differently and push your brand forward.

What to Look for in A Media Partner

At Wrapify, working with both agencies and brand marketers, we’ve learned a thing or two about what it takes to make a strong media partner. Every business has unique marketing needs, but the four attributes below are essential for any quality media partnership.

1. Understanding Your Audience

The first step to an effective media strategy is understanding who you’re trying to reach. Your media partner should be able to help you target your ads based on interests, demographics, and even specific locations.

For example, if you’re an entertainment brand looking to target families, it’s important to step out of city centers and into areas families are spending more time. Like at the park, the beach, or a family-friendly event.

Reaching your target audience often means making a spectacle – or more ideally – a seemingly serendipitous event. This is the exact impact the vehicle SWARMs have provided for brands. Surround your audience, at the right time, to make the most of the opportunity.

2. Trustworthy Inventory

The second attribute of a strong media partner is access to quality inventory. Your media partner should be able to provide you with a list of the varying inventory types available, as well as the reach and frequency for each option.

For example, Wrapify offers national coverage via its network of gig-economy drivers. We can place your ad on vehicles in any city across the United States, and you’ll only pay for the days and impressions that your ad is up.

Media partners usually need capital, creative innovation, and networking to amass good inventory. Thus, finding a media partner with a comprehensive inventory is a valuable way to assess their strength.

But trusting an inventory takes more than just a list of available placements. Your media partner should clearly understand what’s appropriate for your brand. It includes respecting all your sensitivities about the types of environments you want your ad to appear in.

3. Clear and Competitive Prices

The third attribute of a strong media partner is having competitive prices for their inventory. It doesn’t mean you should always go with the cheapest option, but you should ensure you’re getting a fair price for the ad placements you want.

It helps if your media partner can test ads for effectiveness before scaling them. Choosing a secondary or tertiary market to do a pilot campaign can be a great way to get the most bang for your buck. Test, then scale, in the market that matter most to your brand.

Competitive pricing also means being transparent about the prices you’re paying. Some media partners will try to hide their markups in ‘agency fees.’ This upcharge allows them to make a profit on top of the price they’re paying for the inventory.

At Wrapify, we don’t believe in hidden fees. We want you to know exactly what you’re paying for, which is why we include the cost of inventory in our media kits. So, what informs pricing?

It all comes back to your campaign goals.

4. Performance Tracking and Insights

Previously, marketers didn’t have any solid data to justify their ad spending on major billboards in cities and towns. This made it almost impossible to accurately track the return on investment (ROI) of OOH campaigns.

Oh, how things changed!

Now, with newly adapted technology, it’s possible to track the performance of every single OOH campaign you run. This data then becomes useful when optimizing campaigns for maximum impact.

But tracking performance is only half the battle. The other half is understanding how to interpret the data, and use it to improve your campaign. A strong media partner can provide insights and recommendations based on the performance data.

For example, at Wrapify, we use data from our ad campaigns to help our clients improve their targeting, retargeting, messaging, and overall marketing strategy.

We also offer a suite of tools that allows our clients to track the performance of their campaigns. It includes features like:

  • Campaign zone heat maps
  • Impression reporting
  • Net-lift attribution data

Final Thoughts

There you have it: the four attributes of a strong media partner. Keep them in mind as you assess your options and make your decision. We’re confident we have what it takes to be a strong media partner for your brand.

So, look no further than Wrapify if you’re looking for a comprehensive solution that ticks all the boxes. We’d be happy to chat with you about your specific needs and how we can help you achieve your marketing goals. Contact us to learn more.

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political campaigns

The 2022 mid-term elections are just around the corner, and it’s another season you’ve got to convince your local citizens of your platform. With dynamics expected to shift in both houses, stakes are high, and you can expect a close contest on most issues. Therefore, you don’t have any room to make mistakes. Your political campaigns must be strategic, intelligent, and convincing.

Unfortunately, only one side can win; that must be yours. To make this happen, you have to work on a deliberate and strategic campaign strategy to reach every voter and tell your story. It’s the only way you can convince them to vote for your transformative ideas. That’s why you need to campaign hyper locally.

What is Hyperlocal Campaign Look Like?

Over the years, most agencies have been using much of their resources and time trying to run a state-wide campaign strategy. These strategies are not only scanty in detail, but they’ve not had a specific voter target. Although some have worked, it’s essential to indicate that events have overtaken them.

Today, hyperlocal campaigns are the way to go when looking to create an impression in a specific voter location. Trends show that 88% of the 2022 political advertising budget will be directed toward local political offices. With such a huge budget and time deliberately being driven towards local and in-state races, you cannot afford to be generic and simplistic in your political strategy.

How Can You Localize Your Political Campaigns this Season?

As highlighted above, political campaigns will not only be localized but very competitive this season. Therefore, you’ve to use everything that gives you an edge over your competitors. Incorporating new campaign techniques and tactics could make all the difference. Wrapify can help you deliver shrewd out-of-home advertising that will give you an edge through the following approaches.

1. Retarget Your Political Campaigns

As highlighted above, one of the most significant advantages of using a hyperlocal political advertising strategy is that you can retarget your campaigns.

With a Wrapify campaign, you can now direct your message to voters who live or work near the district you’re contesting in. This way, you can better focus your message and appeal to the needs of a particular voter. Then comes the real magic. The audience exposed to these campaigns in real life, can then be uploaded to your DSP and retsrgeted via digital, native, and CTV ads.

This means you can adjust and change your message as you get feedback from the field. For instance, if you realize that most of your targeted voters are more concerned about healthcare, you can quickly change your message and start addressing their needs.

2. Customize Your Vehicle Wraps

With Wrapify, you have the freedom to customize your vehicle wraps according to the demographics of your targeted voters. This becomes especially important when you are trying to sell a message vs. a person. For high-stakes propositions, like Prop 22 in California’s 2020 election, having a clear, strong message becomes even more necessary.

The good thing is that Wrapify will work with you to ensure that your message stands out and resonates with your targeted voters.

Prop 22 Campaign, November 2020

3. Increase Your Political Campaign Reach

The ultimate goal of any political campaign is to reach as many voters as possible. With Wrapify, you can increase your campaign’s reach by simultaneously targeting multiple voters. You can quickly get upwards of 20M impressions in just four weeks, anywhere you need them. This would not be easy to achieve with any other form of political advertising.

What’s more, you can use Wrapify’s reporting and analytics feature to track the progress of your campaign in real-time. This means you can quickly change your strategy if you feel you’re not reaching your targeted voters. With time, you can exhaustively cover all the districts in your state and significantly increase your chances of winning the election.

4. Create a Memorable Campaign

You don’t want your political campaign to be just another event in your targeted voters’ lives. You want it to be something they can remember long after the election. With Wrapify, you can easily create a memorable campaign by incorporating relevant visuals and colors in your message.

Your ad medium will be on the roads, which means you have a chance to reach voters who might not be reached through other forms of political advertising. Voters will often see your ads while commuting to work or running errands, which means you have a chance to have a very sticky message.

5. Campaign Readiness as a Strategy

Working with Wrapify also gives you an advantage in terms of campaign readiness. By partnering with us, you can quickly launch your political advertising campaigns without any hitches. Our experienced experts are ready to launch your campaign in 2-3 weeks, which is significantly faster than traditional mediums.

Additionally, we have a nationwide network of drivers, so we can quickly scale up your campaign to reach more voters – anywhere in the US. This is the placement, agility, and flexibility you need to win an election. Also, our team can help you design and implement your campaign strategy. The goal is to get you in the streets and, most importantly, to the tongues of the voting public as quickly as possible.

Get Started with Wrapify Today

The 2022 political season will be very competitive, with all platforms looking to score an edge over their opponents by localizing their campaigns and retargeting their message to specific voters.

Wrapify is the leading provider of hyperlocal political advertising solutions. We have a team of experienced professionals who will work with you to create an effective campaign that resonates with your targeted voters. Contact us today to learn more about how we can help you light up your neighborhood this political season.

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holiday media planning

Inflation is influencing every part of the retail market, and the holiday shopping season is no different. With tighter budgets and ever-changing expectations, holiday shopping must start earlier this year. This means that holiday media planning needs to start even earlier than that in order to get these early shoppers’ attention. Time to pay attention to these trends and start executing holiday campaigns now!

Holiday shopping has already started

While kids are going back to school, it still feels like summer in much of the country. It definitely feels too early to think about holiday media planning. However, for your customers, it’s never too early to think about gift-giving. This is especially true in today’s environment of tight budgets and high inflation. Consumers are worried about future price increases, so they’re shopping even earlier than usual. As of mid-August, 22% of adults have already gotten started with their holiday shopping.

Major retailers are putting out wares to meet this early demand. Costco and Sam’s Club already have Christmas trees and other décor items in stock. Home Depot had holiday items available on its website in mid-July. Between concerns about inflation and the past year of supply chain issues, customers are thinking about their holiday shopping early. That means that brands need to think about what holiday promotions they want to offer and talk to their marketing teams about holiday campaigns now to attract these shoppers.

Budgets are limited

With inflation concerns, come budget limitations. As prices rise in almost every area, shoppers are working with a tighter budget than usual. Parents are struggling with their children’s back-to-school expenses, with 40% citing these expenses as a major budget concern and 19% reporting that they can’t afford all the supplies they need. Families in this situation are likely to reduce or eliminate their holiday gift budgets. About 38% of US adults plan to spend less on their holiday shopping this season, and 67% have already cut spending on other nonessentials.

To appeal to these customers with tight budgets, smart retailers are promoting their more affordable products. For example, Walmart has added a “toys under $25” category to its annual list of popular toys. Highlighting your lower-priced items like this makes sure you don’t lose business from customers who are planning to purchase holiday gifts but have limited budgets.

Tips for your holiday media planning

Yes, it’s still summer, but if you haven’t started thinking about holiday marketing, you’re already behind. However, you still have time to catch up. Talk to your marketing team about the holiday season now. These three tactics can help you stay focused on the holiday marketing methods that will connect with your customers in challenging economic conditions.

Timely planning

It’s important to have a holiday marketing strategy in place by early fall. There’s still plenty of time to do this, but it’s important to get started. Begin by thinking about how inflation is affecting your customer base and what promotions you’ll offer. There are also multiple holidays and significant dates throughout the season, and you should think about which ones are most relevant to your brand.

  • Small, local businesses will want to do a special promotion for Small Business Saturday.
  • If you’re in e-commerce, Cyber Monday should be a major sales day for you.
  • For wellness products that appeal to people with resolutions, New Year’s Day will be important.

You should also think about which campaigns need to start early and prioritize those. Pay-per-click ads that require A/B testing will need your marketing team’s attention earlier in the season than a “last minute gift ideas” blog post.

Not all customers are treated alike

Many of your customers are probably on a tight budget. At the same time, some people have a more relaxed budget and are excited for a relatively normal holiday season after having to limit their celebrations for the past two years. If your customers fall into both of these camps, it makes sense to segment your holiday campaigns. You’ll want to promote affordable gift options to your budget-conscious customers. Push sales and special promotions, and emphasize the savings and value you’re offering.

For higher-income customers, focus on the benefits of your product and your company’s values. Shoppers with the budget to be picky care about whether you share their values, especially regarding the environment and sustainability. Surveys show that 83% of customers are looking for sustainable products for their holiday purchases, and 42% are willing to consider either paying more for sustainability or opting for a longer shipping timeline. 

This will be a good place to focus on your higher-budget customers, but make sure not to set your price point too high. Only 23% of companies are planning to promote sustainability in their holiday advertising, so this might be a good chance to stand out. If you discuss sustainability during the holiday season, transparency is key. Customers will trust you more if you’re honest, even if your environmental plan isn’t perfect yet.

Compete in non-price areas

Rising costs of labor, gas, and materials might limit how much of a discount you can reasonably offer. One non-financial way to stand out is by optimizing your in-store experience. Customers are renewing their interest in physical stores. Online prices actually declined in July for the first time in more than two years, indicating cooling of demand. Even when customers ultimately order online, they involve a physical store 60% of the time.  This can mean browsing in-store and buying online or ordering online and picking up in-store. If you have both physical and digital storefronts, make sure to take advantage of this in your holiday campaigns and to prepare your stores for in-person shoppers.

However you’ll be doing your holiday media planning, the important thing is to switch out of summer mode, put on your Santa hat, and get started now. Looking for a new marketing tactic to add to your plan? Wrapped vehicles are a great way to get prospective customers’ attention and stand out in a crowded market. Get in touch with Wrapify to discuss how we can help promote your business.

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Out Of Home marketing OOH

Out Of Home marketing, or OOH, has become a staple in every marketing mix, and Nielsen’s marketing research reports have likewise become a vital resource for monitoring the success of various marketing platforms within the industry.

So when Nielsen publishes a report about audience engagement with out-of-home advertising platforms, everyone sits up and pays attention to what it says.

The report, released in 2019, was based on almost a thousand responses from a wide range of people age 16 and over, all across the US, who had taken some form of transport in the past month.

There are 4 established types of OOH ads

Many people still ask, “What is out-of-home advertising?”

Nielsen says… OOH advertising is an offline form of advertising that uses available surfaces in everyday life to send a message. Out-of-home advertising examples are grouped roughly into four categories. They include billboards as the most obvious format. Billboards have been around for decades and have been digitized for decades in urban spaces as well. There are three other categories of OOH. Street furniture, like bus shelters and rubbish bins with graphics on the sides, inhabit every city in the world. Shopping malls have spaces reserved for creative OOH expressions such as flooring mats with ad messages. Lately, it has become more popular to wrap vehicles with printed graphics, which are categorized as transit ads.

These messages are either static, such as billboards, or dynamic, such as wrapped vehicles, but their one defining characteristic is they are in the public space, where people move around in the course of their everyday lives. Traditional advertising platforms required audiences to access them actively by either turning on an appliance (computer, television, or radio) or buying the medium outright (newspapers and magazines).

Certain ads are noticed more than others

OOH messages are difficult to miss because they are in public spaces where masses of people move every day. Therefore, the opportunity for audiences to see and engage with these messages is far greater than on any other platform!

In even better news, the respondents of Nielsen’s survey reported that they noticed these advertisements, some even more than others.

Nielsen Reports Highest Recall with Wrapped Vehicles

Nielsen says… wrapped vehicles were the most noticed ad type in the transit media category – delivering recall percentages well beyond the other types. So what does that mean for advertisers using this type of OOH medium? The more your out-of-home message is noticed, the more likely you are to see the result you’re aiming for. For example, after seeing a wrapped vehicle for a movie, almost a third of respondents reported going to see that film. These actions also relate to visiting restaurants or stores, attending a sporting event or concert, and tuning into a radio or television program.

Other actions audiences took after engaging with an OOH message include passing on the message via word of mouth, making a phone call, and going online to engage further using a different platform. Word of mouth is recognized as the most authentic form of advertising. Audiences place more trust in what their friends and family say about a product than what an advert says about the same product. Therefore, this combination of OOH and word of mouth is a winner, and it happens organically. 

You can see how OOH can drive in-store foot traffic through this process, starting with message engagement, progressing to a follow-up action, and resulting in sales.

Shopping patterns make a difference

Nielsen says… most people do their shopping either after work or on their days off, and when they shop online, they do so mainly from the comfort of their homes. This only accounts for one-third of consumers, though. The other two-thirds prefer to do their shopping in-store. 

This indicates messages can influence consumers whilst en route to their shopping destinations. Consider that foremost in people’s minds as they are traveling are topics like family, finances, social plans, and health. This data links up with the industries that have increased their OOH spending; namely Fintech, media, entertainment and hospitality, insurance and real estate, sports, and education.

This is an indication consumers are finding connections. These connections are between their primary personal concerns whilst traveling, and the messages they engage with from OOH media. A marketing campaign that uses OOH can leverage this as a passive primary contact, and then reinforce and build the message on other platforms.

Post-COVID numbers in OOH

Let’s take a look at some more recent post-COVID numbers for comparison. These come from the Out Of Home Advertising Association of America (OAAA) in a report released for Q1 of 2022. They give us a comparative insight into how the various sectors of out-of-home performed, according to the data gathered by the OAAA.

When compared to Q1 of 2021, the following points stood out with respect to the various categories of OOH advertising:

  • Digital Out Of Home increased 57%.
  • Cannabis spending increased by 31% percent.
  • Political spending jumped 113% (and 90% over the last midterm election cycle in Q1 2018).
  • Sports betting spending rose 131%.
  • Fintech spending increased 22 times.

Among the top ten industries which spent the most on OOH were the above industries. Additionally, media, restaurants, public transport, hotels and resorts, insurance and real estate services, automotive, and schools also featured strongly.

These numbers tell us the big players in the ad industry believe out-of-home digital advertising has become a large and important element within the marketing mix because they are putting more of their money into that option.

We can also see certain markets believe OOH is a more effective platform to reach audiences, namely those in the Fintech, sports, political, and cannabis industries, and it is becoming more popular with a number of key industries as a means of communication, namely the media, automotive, and educational sectors. These are very broad categories with reach into aspects of every person’s everyday life, indicating OOH is a growing platform that is earning player confidence by producing reliable results.

TL;DR

  • OOH ads offer a versatile and flexible creative platform for impactful messages.
  • Wrapped vehicles are the most noticed medium on the road.
  • Most audiences will engage with OOH messaging on some level.
  • Most audiences will convert this engagement into actions resulting in purchases or other forms of desired consumer behavior.

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recessionary spending

COVID-19 has left a mark on the world, and it’s not going away anytime soon. In fact, the economy is expected to take years to recover from this downturn. And for marketers that means recessionary spending mode is activated!

When consumer spending drops significantly during an economic downturn, companies often slash their marketing and advertising budgets. This can be devastating for brands that are trying to stay afloat: without any marketing efforts or ads, what’s going to make consumers choose them over another company? And if they don’t have enough money in their budget for marketing or advertising, how will they compete with other brands who do?

But there is hope! While it may seem like a bad idea at first glance, cutting your advertising budget actually presents an opportunity: now is a good time to create brand awareness while other companies are cutting their ad budgets out of necessity. The availability of ad space goes down when demand goes down, so now is an excellent time to dominate your market share before other companies catch up.

This means you should take advantage of free or discounted advertising space while it lasts—and use this recession as a chance to build up your brand awareness in order to stay ahead of the game when things return to normal.

Why You Should Invest in Marketing Now

Marketing is a long-term investment, but in the short run, it could mean spending more than you’re making. However, in the long run, if you’re smart about it, it can mean earning more than you spend.

In fact, companies who advertise and market aggressively during recessions can maintain or increase sales at a time when competitors are cutting back on advertising budgets and promotions. Why? Because they want to keep their market share!

Brands that don’t spend lose market share… up to 15% of it, to be exact.

“rules of recession-proofing” report

All it takes is for a similarly-sized competitor to double their ad spend right when you’re cutting yours. And because brand building takes time (generally three years), aggressive marketing during a recession gives marketers an opportunity to differentiate themselves from their competition by building brand loyalty early on—and reap rewards later on when consumer sentiment improves again.

In the past, the recession has been a period where businesses cut back. However, smart advertisers know that a recession is actually a golden opportunity. In a recession, buyers become more cautious and spend less, so most companies assume that they’re unlikely to see a return on investment. What they don’t know is that ad space will become cheaper, and customers will be paying attention to branding and marketing more than ever. And what we saw with the pandemic and “revenge travel”, we will likely see with “revenge spending” post-recession.

There’s a sense of mounting anticipation among consumers: they’re eagerly waiting for the economy to bounce back so they can start spending again. When companies develop marketing strategies that encourage trust, conversion, and brand loyalty, they will inevitably reap the rewards of a better economy in a few years.

Building Brand Loyalty with Recessionary Spending

Brand loyalty is especially important because it gives you an edge over competitors when it comes time for advertising again—you’ll have an established audience that trusts you, and your share of the market increases when you advertise during a recession because there’s less competition. This means that you get more bang for your buck! Finally, it’s also a good opportunity to exercise creative marketing skills in order to stand out from the crowd

Some other recession marketing strategies include:

  1. Encouraging trust: Customers will be more cautious about spending money on products and services during a recession. You need to build trust with your customers so they know they’re buying something they’ll be satisfied with.
  2. Getting customers to convert: If you have good products and services, then getting customers to convert is not as hard because they will feel good about what they’re buying. You also need to make sure that you have good customer service so that if something does go wrong, they will come back again.
  3. Keeping brand loyalty: During a recession, there are fewer brands spending on advertising than usual because they don’t have the funds for it—this means that those who do advertise will get more bang for their buck because there isn’t much competition out there! This creates an opportunity for businesses like yours that want their share of the market in order for them to reap the rewards of an improved economy down the road when things start picking up again

Tips for Advertising During a Recession

You don’t have to spend a lot of money to create a brand that stands out. You can use the recession as an advantage by being bold and making a statement about your business and its products or services. Be creative with your marketing, ensure you are driving conversion, and focus on brand development. Also from the same report mentioned above, contextual advertising is king. Consider how your brand can play with certain mediums; OOH advertising is a great playground for content + context.

Contextual advertising is 1.2 to 2.5 times more effective than other forms of advertising, including behavioral targeting.

“Rules of recession-proofing” report

Marketing is a great way to keep your business afloat when things are slow. There are many ways to market during these tough times, and with the right strategies, you’ll be able to reach new customers who have never heard of you before.

At Wrapify, we can help you develop a long-term branding strategy that will drive conversion, create customer loyalty, and keep you moving forward through the struggling economy.

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