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The latest video production, creative development, and marketing news regarding Nordic Media

Nordic Media > alberta

About Raised Right

Raised Right pet food company offers human-grade pet food for dogs and cats, giving pet owners across the United States “Peace of Mind With Every Bite.” They are a family owned business with manufacturing in the United States and HQ in New York.  It has been awesome getting to know and working with Braeden, Mary-Anne, and Larry Ruud along with their business partner Adam Jacobson.  The Ruud’s have been lifelong ranchers, showing incredible care and appreciation for their livestock and their ranching profession.

You can check out Raised Right and their healthy and delicious dog and cat foods at www.RaisedRightPets.com

 

Marketing An Honest & Caring Brand

When we first got started with the Ruud family, we could see clearly they had a passion for pet health and safety.  Their goal was to make human-grade and delicious pet food that would truly give pet owners a peace of mind guarantee. That what they were feeding their pets was formulated to be nutritious and safe.  Every batch of their pet food is lab safety tested, with results posted regularly on their website; they also have an ingredients map on their website showing where each ingredient is sourced from.  Raised Right partnered with industry veteran, Dr. Karen Becker, who is a relentless champion and advocate for pet welfare, nutrition, and ethics within the pet food industry.

Our team worked creatively to help build and solidify the integrity and care of the Raised Right brand.  When you have fantastic clients who believe in the good of their product, it makes our job as marketers that much easier.  We showcase the philosophy and “why” of the product as much as we do the food itself.  We believe customers who can identify and build trust with an organization through their messaging and visual elements, goes a long way towards meeting sales goals.

Our team developed a wide range of creative products that we are very proud of!  Here are some of the things we built from the ground up for Raised Right.

 

Creative & Design

Our team of writers, graphic designers, and producers delved into the core of Raised Right to help formulate the best possible marketing, creative, and video production strategies that would give them an edge in the human grade pet food market.  We consulted at every stage of the project, from packaging to messaging.  We wanted to be sure that every element matched upon completion.

 

Web Development

We wanted the unique message of Raised Right’s philosophy to be clear on the website.  We designed a website that our team is very proud of.  It is a good mix of information and visual confirmation around each of the product differentiators.

 

 

Raised Right’s unique sales structure required a custom eCommerce solution.  Our team worked through the difficult logistical requirements around the product: it is cold shipped from the warehouse to doorsteps in insulated boxes. We developed a pet food “Meal Calculator” that allows the customer to input parameters of their pet and then it outputs a recurring meal plan and subscription that coincides with our shipping and logistical windows.  The calculator also prompts the customer for weight and lifestyle information to calculate an optimal daily calorie intake for the pet to maintain, lose, or gain weight.

 

Video Production & Creative

We worked through several treatment ideas surrounding for two main videos we developed, produced, filmed, and edited.  The storyboard and scripts go a long way to help the client understand and visualize exactly how the commercials will look/feel once completed.  We creatively wrote two original scripts for “All Dogs Go to Heaven” commercial and the “Our Story” overview video.

The first video was the main advertisement piece for Raised Right entitled “All Dogs Do Go To Heaven.”  This was a hilarious and thoughtful video that both entertained and informed customers about the Raised Right products.  To properly execute this commercial our team had to do significant planning: from casting the right dog and cat to finding the right location, to scheduling, and voiceover (thank you to the 40+ dogs and cats that came and auditioned for the commercial + their owners).  I don’t think we’ve ever had so much fun casting for a commercial!

 

Molly (left) and Kitty Mojito (right)

 

Being on set is a blast, but working with animals can be a difficult challenge.  By having the owners (who were professional trainers) on set to wrangle the animals helped to ensure our crew was on-time and on-budget on set.  Yes… Our director did get on his hands and knees several times to coax the animals for certain shots.  We filmed these commercials in and around Edmonton, Alberta.

 

 

Marketing & Advertising

Here is the final commercial for “All Dogs Go To Heaven” filmed in 4K RAW HDR.  At the time of this post, the video has over 217,000 views on Facebook.

Here is the final video for the overview video, used primarily on the website to assist customer conversions.  It is entitled “Our Story.”

 

 

We also developed several re-targeting and re-conversion image ads for customers who have invested time in learning and interacting with our product but still have not converted.

 

 

The campaign is currently running on digital advertising streams such as Google AdWords, Facebook, YouTube, and Instagram.

About Nordic Media

Nordic Media is a marketing agency in Edmonton, Alberta that focuses on the A to Z needs of our clients and provides in-house production and creative services.  We cater to a wide range of clients in Edmonton, Calgary, Alberta, United States, and beyond. For more information on how Nordic Media can help meet your marketing and advertising needs, contact us.

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How does small business compete online?

Before the age of the internet, marketing and advertising for small businesses was difficult. Commercials were expensive to produce and airtime was at a premium, as larger competitors saturated the signals. In the last decade, we have seen juggernauts such as Google and Facebook make advertising more accessible to the mass market. With a few minutes of forethought and some new age tools, any business owner can create an advertisement and target their key demographics (location, age, interests, etc).

Even here in Edmonton, you can advertise across the planet with just a click. Sometimes the response is great and other times a complete failure. So why does one advertisement succeed and the other fail?

It comes down to creativity and quality.

Creativity is important. With the right message, you will have a positive outcome. With the wrong message you could have no outcome or even worse, you could have a public backlash.

In the days when traditional media ruled the roost, advertisements needed to be generic enough to appeal to all segments of the population to improve reception. In the days of digital advertising, messages can be custom tailored and delivered to only those who are most likely to respond. This is the reason why I receive advertisements for beard oil and my wife does not.

The “big players” are constantly battling in the marketplace with creative ways to communicate their products and services. They spend significant resources to develop and market test ideas even before they commence video production or purchase ad space. They have standardized the process and created a semi-scientific process to marketing. The great thing about marketing, however, is that the rules are constantly changing as new technology and creativity interrupt the status quo.

In 2015, 2016, and 2017 Nordic Media partnered with the City of Edmonton to promote their “Front Yards in Bloom” campaign. You likely saw this advertisement at the movie theatres and online. In 2016 Edmonton won 1st place out of all international competitors in the large city category.

 

Quality is the second component. With the age of Facebook and YouTube we have become accustomed to seeing a viral video shot from cell phones garnering millions of views. Many of us think we can replicate the viral video concept and even apply it to our business

If you are thinking this way, then I commend you, as you are ahead of the game. You understand today’s audience wants entertainment mixed in with their advertisements: they want to laugh, cry, and be motivated with your message.

What comes next is usually the part that fails: the execution. Out comes the cell phone video camera, along with a script that no one else vetted. Maybe the script wasn’t as good as once thought or maybe it is just too long considering anything over 45 seconds is going into the “danger zone”. Attention spans are incredibly short in today’s world. That small cell phone microphone was not invented to pickup audio from across the room.

Did you know even in Facebook Advertising each advertisement gets a relevance score? If your score is low, you are paying many magnitudes higher for every engagement you get. Facebook doesn’t want poor ads clogging up their news feeds, so if they are forced to show a low quality advertisement, they will charge a premium for it. A good advertisement should be costing pennies per engagement, while a poor advertisement is costing dollars.

In short: good creative and a quality production is actually pretty tough to master. It does not matter if you are hiring a professional company to do your marketing or if you are doing it yourself. You must research, get critical feedback on your ideas, and produce quality content. Quality marketing doesn’t just help keep market share, it grows the base by attracting new eyes to the business.

In this example the advertisement received a relevance score of 8, meaning the advertisement is having a strong clickthrough rate and the content is resonating with the demographic we targeted.

To finish answering my original question: small businesses compete online through good ideas and quality content. Anyone can have a website and a virtual presence instantly, but getting people to give you their time, attention, and money is much harder.

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