Fraser has capitalized on her research background to understand the social media marketing trend that's sweeping the industry today. "So many clients don't want to talk about television or radio any longer. They want to focus on how to effectively use social media," she told The Suit.
When Fraser sets her sights on commanding a new niche, she knows what she's doing. In 2005, she committed to becoming a digital agency despite resistance from employees and clients. Her diligence kept Fraser Communications at the forefront of the field. "We were just named digital agency of the year by thinkLA, the largest advertising trade association in California," she reported.
Social media is a powerful new way to cultivate relationships with customers and prospects. Fraser has a department focusing on content development and relationship building with brands, using Facebook, Twitter and LinkedIn for clients like Toyota, First 5 California, Business Wire and the Fraser financial clients.
Communications plans at Fraser are developed strategically so that consumers and business prospects are touched with the best type of communications—including events, Facebook, digital ads and television ads—at the best times to deliver the highest ROI.
Digital technology changed the face of advertising, and Fraser is glad to see so many opportunities opening up as a result. Her team is using SEO, SEM and new video content to drive powerful digital campaigns.
With 25 years of experience, Fraser has led her company through some tough economic times. When clients wanted to curtail spending in 2009, Fraser had to make some tough choices, like pay cuts and furloughs, to keep her business running. Then she faced the daunting job of convincing clients to spend. "We discussed how spending in a recession can actually help you gain market share," she said.
Toyota, one of her largest clients, has been hit particularly hard by the recession and the recent earthquakes and tsunami in Japan. "We conduct national advertising for their parts and service business," Fraser explains. "We've been able to help them keep a steady flow of Toyota owners going into the dealerships through very careful and strategic advertising." "When there are troubled times," she adds, "act quickly and decisively."
Growing up with a father in advertising, Fraser initially resisted the industry. "I said I'd never do it," she laughs. But after earning a PhD in social psychology, she went into market research. "I learned how psychological insights could drive great strategy and powerful ad campaigns, so I joined an ad agency. From then on, I loved advertising."
For more information please visit: www.frasercommunications.com
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