Pastini Pastaria is an Oregon based Italian bistro with a passion for pasta. Pastini knows that local means fresher and fresher tastes better, and their customers could not agree more.

As agency of record for Pastini’s eight restaurants across Oregon, Fish Marketing developed a comprehensive marketing strategy that included a new brand position, search engine marketing, social media, traditional media, and database marketing.

Fish Marketing helped Pastini with an email marketing system capable of delivering segmented and personalized communications. The most exciting feature about the campaign is the birthday program, where a Pastini member automatically gets an email for a free birthday entrée a week before their birthday. Fish Marketing also created a new HTML email template consistent with Pastini’s brand treasures.

The results? The day the first email was released was the highest day of traffic to www.pastini.com ever, almost doubling the previous record. Open rates surged by 29% over previous emails and click-thrus tripled.

If you happen to be in Portland, Bend or Corvallis, join the Pastini Famiglia, and get a free entrée on your birthday!

If you are looking to buy a condo in Newport, Oregon, then check out www.ShorelineRidge.com. This magnificent beach front property has redefined luxury living on the Oregon Coast.

Fish Marketing helped Shoreline Ridge with a new website version, logo update and sales brochure.

The website now features a content management system, search engine optimization, full screen landscape background and a transitioning Flash header.

Keep Oregon Cool is a collaborative Oregon website sponsored by The Oregon Global Warming Commission (OGWC). Fish Marketing helped the OGWC with a new logo design, concept and brand of ‘Keep Oregon Cool’ and a new website designed and developed with the Drupal platform.

From KeepOregonCool.org: “The Oregon Global Warming Commission (OGWC) created this site as a collaborative work-in-progress with Oregon citizens, businesses, communities and scientists. Our collective task is to inform and educate ourselves on climate change: the science, the economic choices and opportunities, strategies to reduce emissions, and ways to prepare for and adapt to the effects climate change will have on Oregonians and our environment. On this website you will find information on how climate change is already affecting Oregon, and what citizens and communities around the state are doing in response. We encourage you to contribute your stories as well.”

Download the Portland, OR October 2009 station rankings

October marked Portland’s first month under the new PPM (Portable People Meter) radio ratings system. PPM participants wear an electronic meter daily for eight months to two years (vs. a one week survey period for the former Diary system) and listening is recorded automatically from an encoded digital signal in radio broadcasts. This eliminates human error inherent in the old diary system that required participants to recall what they listened to that day and then record it later. PPM also picks up stations overheard by participants in public places such as stores, offices, taxis, etc. The ratings data is now released monthly vs. quarterly allowing advertisers much more recent, reliable data when placing buys.

PPM replaced the Diary measurement, wherein selected listeners would hand write what stations they listened to in a journal, and mail it to back to Arbitron. Arbitron then released the ratings in quarterly “books.” This slow, inefficient system left advertisers to place new radio buys based off months old ratings data that was entirely dependent on participants recording their listening habits accurately. This underscored the importance of advertisers having a strong knowledge of the market, the stations, their formats and target audience as media buying is both an art and a science.

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Are you familiar with those massive fishing trawlers that head out to sea for weeks at a time? They trail huge, miles-long nets behind them and haul in everything that swims, keeping only a few choice specimens. That’s how advertising used to work. We’d cast a huge net over the entire market and then wait for a few fish to walk through the door.

Remember the old phrase, “Only half my advertising is working, I just don’t know which half.” Thankfully things have changed.

Digital marketing techniques have made fishing much more efficient. Now we can stand on the back of the boat with just a handful of bait and the fish come to us. Not just any fish, but only the fish that we want to catch! Because they’re the ones interested in the bait we’re offering.
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