Grand Night at the GALA

What do you get when you mix some of the best people in the business, a black tie affair, and a few shiny awards? A great night! On Thursday night, the men and women of Borcz-Dixon put on their bow ties and high heels and headed to the Great American Living Awards (GALA) in Tyson’s Corner, Virginia! The GALA event, honoring the building industry’s best and brightest, is the most prestigious residential design, sales, and marketing competition in the metropolitan Washington market, so it was an honor just to attend. Borcz-Dixon had the privilege of being nominated for several awards for their work with multiple clients, and we were excited to see how everyone would fare! Upon arriving at the beautiful McLean Hilton in Tyson’s Corner, we were able to greet friends and business associates during the cocktail reception. After spending time chatting with everyone, it was finally time to […]

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The Romance Is Dead (In Real Estate)

The Internet, and technology in general, has changed so many things so quickly. It’s easy to lament as opposed to celebrate the technological and cultural evolution that’s happening right before our eyes. I say embrace it. Celebrate it. It’s not going away so don’t ignore it. Understand how change is impacting everything from self-driving cars to the way we buy real estate. Years ago, people would spend their weekends driving the countryside looking at real estate. Perusing fabulously decorated model homes and truly immersing themselves in the space, understanding the flow from one room to the next and imagining their families lives in the home of their dreams. Not so today. Who has the time? Plus, the Internet has made shopping for everything a click away. Nope, today we sit comfortably in our pajamas with a bottomless, hot cup of Joe and click through galleries, floor plans, elevations, virtual tours, […]

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The Power of Pinterest

Since its inception in 2010, Pinterest has captivated and inspired users with its innovative yet simplistic visual discovery engine. Pinterest bringing stories to life and helping users (also known as “Pinners”) discover new things they want may want to plan, buy and experience in the future. The unique, visual nature of Pinterest continues to captivate new users with its continuous stream of content that Pinners simply love to engage with! Why is this social platform such a sensation? And more importantly—as marketers, how is Pinterest relevant to the modern marketing plan? Read on to learn a few of the many profound powers of Pinterest, according to the social media experts here at Borcz + Dixon: Inspire Your Audience: Today’s consumers continue to turn to Pinterest because they are looking to be inspired. Pinterest is a powerful way for businesses to reach both new and existing target audiences in a new and exciting way. Pinterest helps users find creative ideas and inspiration for future projects, events and […]

Continue Reading Missing Link in Real Estate Marketing Found?

Missing Link in Real Estate Marketing Found?

We can show website traffic. We can show leads. Heck, we can even show you what phone brand and model brings in the most website visitors. All of which can be used to improve a digital marketing campaign. But there is one link missing that could bring it all together. That is, until now. Foursquare recently announced the launch of Attribution Powered by Foursquare, which allows advertisers to track the amount of in-store foot traffic that results from their digital advertising efforts. Let me repeat that… You can actually see if the online campaigns you are running are bringing people into your physical location. It’s time to start justifying those advertising dollars. How does it work? Basically it uses GPS enabled apps on smartphones to track where the user goes after exposure to an ad. This only works if the smart phone user has agreed to leave their location-sharing feature […]

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A Case for Print in the Digital Age

“We were probably mistaken to think of words on screens as substitutes for words on paper. They seem to be different things, suited to different kinds of reading and providing different sorts of aesthetic and intellectual experiences” 1 We are living in the Digital Age. The average American adult spends about half of his or her waking hours looking at screens (televisions, computers, mobile phones)2 and about 87% of Americans have access to the Internet.3 With that kind of proliferation then, it seems obvious that online marketing should be the backbone of any advertising campaign and that is true. A digital campaign can target a lot of users quickly. It can put your product directly in front of the people who want to buy it through ad targeting. However, there is a case to be made for the importance of print advertising as well. A few years ago, experts were […]

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Online Banner Advertising – The Needle in the Haystack vs. The Spaghetti Wall

The more things change, the more they stay the same. Regardless of whatever new technologies emerge in online advertising, there are still no silver bullets. No panacea. No one thing that is going to answer all your needs. You still need a blended approach. It seems like daily, there’s a new technology emerging that allows online marketers to get closer and closer to their intended audience. Geo-targeting, retargeted, placement targeting, layering of third-party data for hyper-intent targeting, geo-fencing and conquest targeting — all enable online marketers to find the needle in the haystack. At a cost that can be considerably more than simply throwing-spaghetti-at-the-wall-and-seeing-if-it-sticks numbers game approach. So does it work? The data we’ve seen suggests it’s a relative answer. In short, it depends on how you measure success. Is your goal quantity or quality or some blend of the two? We would suggest the latter. Yes, today, we can […]

Continue Reading 10 Rules for Hashtag Usage

10 Rules for Hashtag Usage

In “The Trend Behind Hashtags,” we discussed where hashtags originated and the trends that keep them popular. Now it’s time to talk a little bit about using hashtags for both personal and professional use. 1. Keep it short and simple There’s no reason to make your hashtag a run on sentence. Hashtags are used to track trends and create conversations. If you have something clever to say, try saying it without jumbling the words together and placing a hashtag symbol in front. 2. Limit your hashtags to 3 at most I cannot stress this enough—there is absolutely no reason to use more than three hashtags. Doing so looks like spam. Furthermore, hashtags are used to capture the topic of what you’re posting about or the photo you’re sharing. You should not need more than three hashtags to summarize what you’re sharing. If you do, then you’re doing it wrong. 3. […]

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Allen Warren joins Borcz+Dixon!

Borcz+Dixon is extremely excited to introduce Allen Warren to our team. Allen Warren joins Borcz+Dixon Integrated Advertising as a partner with over 17 years in the media industry. Prior to joining Borcz+Dixon, he was the Digital Sales Manager for The Washington Post, where he was responsible for overseeing sales in the mid-Atlantic region. Allen has worked with some of the leading brands in the marketplace helping to customize digital marketing solutions for his clients. Having an extensive print and digital media background with one of the premier publishers in the industry has poised Allen for an easy transition to the agency side of the industry. “I have worked with many of the agencies in the D.C. market and feel that Borcz+Dixon brings the right blend of creativity and digital expertise to their clients, which made it a perfect fit. Everyone here has a passion for what they do and my […]

Continue Reading Hashtags

The Trend Behind #Hashtags

If you work in a company or industry that frequently attends, hosts or promotes conferences then you may be familiar with the moment you first used a hashtag. Such events as SXSW utilize hashtags to help Twitter users quickly filter through the Twitter Universe, simply by searching for #SXSW. The use of hashtags actually started way back in 2007 when designer Chris Messina suggested using the pound sign as a way to organize conversations on Twitter. Over time, the introduction of apps like Instagram offered similar search methods as Twitter, as hashtags allowed users to quickly find a favorite topic or theme. Instagram is a great example of where hashtags went wrong. Instagram, for instance, allows users to cross-post by simply checking multiple apps when publishing a photograph. Seeing as Facebook is a photo-sharing heavy social media outlet, many photos on Facebook quickly became bumped posts originally shared on Instagram. […]

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The Importance of Social Media Marketing: Looking Beyond the ROI

Anyone still struggling to decide if their business should be actively marketing on social media is, lets face it, pretty late to the game at this point. Of course every business should have a social media strategy in place. The competition has likely already been marketing through social media and these days, their customers expect to easily find them throughout the growing number of social media profiles. Social media is more than just ‘Likes’ and ‘Tweets’ these days, as it has quickly evolved into an integral role in almost every business’s sales cycle. It is a very powerful tool in the right hands, but it can still be an effective means of advertising with even basic attention.  Imagine taking the most important metrics of every popular advertising medium over the last few decades (reach, frequency, engagement, direct response, tracking, etc..) then rolling it into one shiny little package and you’ll […]

Consistency isn’t Just for the OCD

Your tendency and desire to ensure your social media profiles match does not make you OCD. In fact, it’s something worthy of applause. Social media is ever changing. By the time you finish reading this, some new feature, product or network has launched. How ever will you keep up? Rather than worry about staying on top of social media, perhaps just focus on how you can best manage your current presence. Let’s start with the basics. Facebook Do not use blurry images. Do not use blurry cover images. Do not forget to upload a profile and cover image. For whatever reason, this needs to be said. Whether you’re an individual or a business, do not use blurry images, ever. Since most people setup a Facebook account before all other accounts, take note of your address and description. This is more relevant for company pages. Are you spelling out your state […]

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#FTWs and #fails of Online Content Marketing

So, as you can tell from the title of this blog post, we’re going to be chatting about online content marketing. As you can also tell from the title of this blog post, we will be discussing the #FTWs and #fails of said online content marketing. If you’re scratching your head because you don’t know what a hashtag (#) is, you need more help than I can give you in this post. But if you just need a little clarification on what #FTW and #fail have to do with online content marketing, here are some quick definitions: #FTW: This stands for “For The Win,” and is basically used to describe something that is totally awesome. For example, “Wow, my content marketing campaign is really taking off! My company/client/brand is starting to see incredible results from this campaign. Online content marketing #FTW !!” #fail: This means exactly what the actual word […]

Why Adwords is the Best SEO Tool Around

For those who don’t know, Adwords is the system used to get paid ads in the sponsored section of the Google Search Engine. SEO is all about getting your site to rank in the organic “unpaid” results. They are two very different things. So what does Adwords have to do with your SEO efforts? One word… testing. How do you know which keywords you should be striving to rank for if you don’t run some tests first? The truth is you don’t. You might be able to guess or make an assumption, but you don’t truly know until you start bringing in traffic for your desired keywords. The Expensive SEO Mistake Many Businesses Make Let’s take a look at what many businesses do. First, They pick a handful of keywords and say to themselves, “If I could just rank for these keywords my business would take off!” Then they hire […]

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How Social Media Has Changed the Dynamics of Marketing

The introduction of new media, specifically social media, has changed the world of marketing and how business professionals communicate with and market to consumers. Consumers are no longer passive, and there is a new expectation of quick gratification when it comes to searching, finding, and having information. Traditional methods of marketing (print, tv, radio, etc.), although not irrelevant, are no longer enough. The game has changed and marketers have had to adapt to the new way people are now communicating, connecting, and consuming information. One of the most noticeable changes is that marketing has become much more “conversational” in nature. Social media has enabled people to have a voice and a chance to be heard as much or as little as they want. This is why it has become important for advertisers to change the way they view their customer base. With traditional ways of advertising seeming to come across […]

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How to Write Shareable Content

Who would’ve ever thought that blogging and social media would become such a big part of a business’s online marketing plan? While many old-school marketers have pushed off this crucial component – they can no longer deny its benefits for any business.  Not only is it a vital step for SEO purposes (more on that later) but it connects you with your readers and fosters lasting relationships. Many writers struggle with how to create content that will capture readers.  They may put endless hours into a single blog article, only to see a few measly clicks or visits to the post.  Here are a few expert tips on how to write content that’s easy to read, interesting, and original. Keep it simple, stupid While I try to refrain from cliché sayings, “Keep it simple, stupid” is just so applicable.  If you have a complex idea or topic to write about, […]

Continue Reading Stop Misusing Color

Stop Misusing Color

Color is not to be misused. It demands attention, sets the tone and evokes emotion. Yet, many of us misuse color. Well, stop it! Stop thinking color has to be this or color needs to go here or there or represent this and that. The question is, can you make the color work? Does the color represent the look and feel you’re trying to achieve? Does the color represent your message? Color is best when it follows your first instinct. Unless you have bad instincts, always go with your first reaction. Disclaimer—if you make bad decisions and have poor instincts, it is advised that you work with someone who does not! Why? Color should be carefully chosen, but it should not be overanalyzed. Color is color. It either works or it doesn’t. It’s kind of like a hair cut. If you get a bad haircut, maybe it’s bad because you […]

Helpful Ways to Avoid a Creative Block- Part 1

It happens.  Sometimes you just hit that creative wall.  For individuals who thrive on creativity, or whose jobs revolve around having to being creative, like the Advertising Industry, experiencing that creative block can be very frustrating and at times stressful.  Relax.  Here are some tips we found that might help when you come face to face with that wall. 1. Sketch or doodle in a notebook.  When you’re faced with a new project, try just sketching out concepts or ideas in a notebook.  Drawing or doodling has a way of freeing up your mind and usually helps to distract from the millions of other things going on in there- because we all know that the mind can be a crazy, hectic place sometimes.  Taking a few minutes to draw is a good way to get the creative juices going again and you might be surprised how easily ideas come back […]

Continue Reading HOW TO DRIP LIKE APPLE: A GUIDE TO ANTICIPATION MARKETING

How to Drip like Apple: A Guide to Anticipation Marketing

“They’re making another one already?” That’s what people say when rumors of the next iPhone first begin to surface. But what do they say when it’s finally out? “Oh you got the new one!? I’m picking mine up next week.” How in the world does Apple get people to this point? From “I’ll wait till the next one” to “Backorder!? Why didn’t they make more?” It’s simple really. They drip like Chinese water torture. Even if you’re not familiar with the term “drip” I guarantee you’ve experienced it. It’s when companies release bits of information about their product to customers slowly. Always enough to peak their appetite, but never enough to satisfy. It leaves them starved for the next morsel of information. It’s how Apple gets people eating out of their hands and forming lines days in advance of release dates. It starts with a rumor. Then a few more […]

How Paper is Made

As promised in my last post, An Ode to Uncoated Paper, I am back to talk about the paper making process. Talking about paper, without sharing details on how it’s made, would feel too much like cheating you out of valuable knowledge! Besides, you’ll be amazed at what you’re about to learn. Let’s keep this basic shall we? The paper machine has four principal units—forming section, press section, drying section and machine calendaring. Not so complicated and I bet you’re wondering if the machine calendaring is where calendars are made. It’s not, by the way. Forming Section Here is where the paper stock, before it becomes paper, is first diluted with water to create a special pulp consistency. It is then pumped into the headbox and the pulp is spread along the width of the machine which moves the pulp onto a finely-woven plastic belt. The water is then drained […]