Fresh Squeezed News

   

Enter Your Goals

by Jim Komara, Digital Media Director

“If you don’t define your goals, you’re unlikely to reach them.” Does this sound familiar? Chances are you’ve heard this line from a success story, a seminar, while listening to a podcast or even from the uncle who never made it. The best advice you can give someone on goal setting, yet not everyone follows through. Why is that?

Often, our goals exist only in our heads, which in my experience is a bad place to keep them. Our thoughts of what our goals are can be easily morphed when the challenges of every day life occur. With no physical record of them, they can become lost, forgotten or prioritized so far down the list that they barely exist. That’s why writing down your goals and making them physical is the first step. Now, let’s take it a step further.

Continue reading

Brand Identity: Why It Matters More Than You May Think

Branding a business isn’t just about promoting a product or service. In today’s digital world, people are inundated with advertisements and commercials through a variety of channels from emails to social media, leading some to ignore the constant claims of product superiority. That’s why it’s important to connect with an audience in an impactful and inspiring way.

The brand promise, which is the value or experience customers can expect to receive every time they interact with a company, has transformed dramatically over the last 70 years. Pre-1950’s, most brand promises were straightforward – mainly focused on the benefits of a product. As the 1980’s approached, people began associating themselves more with brands, ingraining them into their everyday lives. Nike for example, the top manufacturer of footwear and apparel stressed innovation and inspiration and soon became a prominent household name and lifestyle.

Continue reading

Google My Business: New Changes You Need to Know

So at this point, if you haven’t actively managed your Google listing, you should definitely take this as a sign to jump on the bandwagon. Google recently rolled out new features to help businesses better optimize listings and attract more customers.

“With 82% of people turning to search engines to find local information, your Google listing is the ideal place to showcase what is unique about your business.” – Rosa Wu, Product Manager of Google

Continue reading

Okay Google, Is My Site Safe? Big Changes to Website Security Warnings You Need to Know

 

 

Do you realize any communication or personal information can be made available to anyone in the world when you visit an unencrypted website? Yeah, that’s a lot of eyeballs.

Security is one of, if not the biggest concerns for web users. As we connect more through online and mobile transactions, the number of e-commerce fraud attacks continues to increase. In 2017, there was a more than 30% increase in online related fraud incidents in comparison to 2016. This alarming statistic led Google to give users more information about the security of the websites they visit.

Continue reading

What’s the BUZZ All About? Announcing PALO’s New Digital Marketing Podcast

We’re thrilled to unveil our brand new podcast about marketing and technology called PALO BUZZ. Our weekly podcast treats you to in-depth conversations between members of the PALO Creative team about topics related to digital marketing and technology, as well as feature industry news and updates, personal experience stories and fun interactions. For example, what kind of soda does Keith like to drink?

You’re sure to get a laugh, but also, learn information as we share with you interesting tips, observations and insight into the world of digital marketing. PALO BUZZ is available for streaming or download on SoundCloud.

The first episode of PALO BUZZ covers the advantages and disadvantages of digital marketing and ‘traditional’ marketing, recent changes to Google search results and we introduce you to Ryan Kallok, the newest member of the PALO Creative team.

You can listen here and subscribe to stay up to date.

 

Move Over Millennials! Meet the Next Wave of Market Consumers

Millennials using mobile devices to interact with media.

Look out Millennials, Gen Z is now the largest single population segment in the United States. This is of significance for marketers. The latest and greatest data from Nielson shows Millennials and Generation Z together comprise 48% of the total media audience.

But why is this news, you ask? The study reveals key differences in media consumption and buying habits between Gen Z and Millennials that should be highly considered by marketers – as Gen Z moves up as the next mass-market consumers.

Continue reading

It’s Not Work. It’s a Labor of Love for this Marketing Rockstar

PALO's newest team member has a passion for marketing and an eye for design.

May 2, 2018 (YOUNGSTOWN, Ohio) – Business entrepreneur. Social media specialist. Graphic designer. Ryan Kallok has mastered the art of versatility and knows in order to achieve success in today’s ever-changing advertising and marketing landscape, you must learn to adapt. Now, he’s ready to venture on his next role as PALO Creative’s Digital Marketer.

Continue reading

Educate Your Audience! Why Your Business Needs to Be Blogging

So, when you hear the word “blogging,” what comes to mind?

Anyone? Bueller…Bueller (80’s movie reference you can look at in a blog)

Chances are, you’ve read a blog. Heck, you’re reading one now! The two most popular types of blogs that come to mind are food and travel related. That awesome recipe to make chicken buffalo dip; a blog. A trip exploring the hidden treasures of Paris; yep, you guessed it, a blog.

Continue reading

Trailex Aluminum Trailers

Trailex had an ecommerce website that was causing two big issues for the company: Customers were having difficulty finding and ordering small parts, and Trailex was losing money by manually calculating shipping on small part orders.

The latter of the two issues just took too much time. The website didn’t automatically calculate shipping on orders of small parts. So, Trailex sales staff would have to communicate back and forth with the customer to determine exactly which part he/she needed, then would manually calculate and process the shipping quote.

PALO solved the problem with a completely integrated ecommerce shopping cart solution that gets live quotes from FedEx. This helps process all transactions in one click rather than several. Credit card information is collected and confirmed when the customer orders a part, and the transaction is processed at the time the order is placed.

The solution also alleviated the headaches with part searchability for the customer. Customers can access an exploded diagram of their model trailer, identify the part they need, and scroll down the page to select the part from a list. Clicking the part automatically adds it to the customer’s shopping cart.

Keeping with the mobile-first approach, PALO designed the website for mobile-friendliness and aesthetics. Trailex primarily serves owners and collectors of exotic cars, so PALO kept those customers in mind when designing a more high profile, high-end website.

Trumbull Manufacturing

While Trumbull Industries’ market and customers are very traditional, a trend toward tablet usage by engineers prompted the company to work with PALO to develop a more mobile-friendly website.

The company’s existing site was loaded with catalog and product information that needed to be reorganized. Because the site wasn’t responsive to different sized screens, it made product spec tables very difficult to read. Spec tables include detailed technical information, including product SKU variations.

Products only had a few photos, if any at all, and images weren’t presented in an organized fashion. Downloadable product materials, including owners manuals, installation instructions, and maintenance information, were usually buried at the bottom of each product page.

PALO worked closely with Trumbull Industries to reformat the entire website and make it mobile-friendly. Product information and spec tables were neatly organized and arranged so they are easier to display on a tablet or mobile phone.

Downloadable information documents are positioned higher on the product page so visitors don’t have to search for them. Each product also has multiple images and drawings organized in a gallery.

PALO employed Trumbull Industries’ comic book branding elements and incorporated them into a complete website theme, including graphics and fonts. Designers ensured to maintain a professional look while keeping the design fun and interesting.

Briarfield: The Inn at Poland Way

As Briarfield planned construction of The Inn at Poland Way, PALO worked to establish the assisted living’s place in the community before shovels broke ground, and to build public awareness so residents were ready to move in when the doors opened.

Media relations played a key role in PALO’s strategy. We worked with Briarfield to arrange a groundbreaking event where Briarfield executives addressed local media, local elected officials and other public administration on their plans.

PALO leveraged the media coverage to build public awareness and keep Poland Way’s development top-of-mind with the primary audience – local residents in need of assisted living and their families. Because the target demographic responds more to traditional marketing tactics, PALO utilized:

Direct Mailers with appropriate messaging and imagery to introduce the audience to The Inn at Poland Way and its assisted living and memory care services.

Billboards with consistent messaging, strategically placed along Route 224 in Boardman and Poland, so residents were always reminded of the forthcoming assisted living.

Continued Media Relations to keep local media advised of Poland Way’s construction progress.

In the days leading up to the grand opening, PALO worked with Briarfield and The Vindicator to create content for a special, 20-page insert for the newspaper. The insert was published with The Vindy’s Sunday edition the week prior to the opening.

PALO coordinated with Briarfield to schedule interviews with staff and residents, and planned, wrote, and edited stories for publication. We also conducted photography sessions after construction of The Inn Poland Way was complete. We worked directly with The Vindicator to ensure all articles and photos were delivered on time to meet the newspaper’s deadline.

The insert ran in conjunction with a press release that went out to all local media.

Once doors were open and residents began moving in, PALO coordinated media events for the grand opening and a blessing of Poland Way’s entrance, great room, residents, and staff. Briarfield invited Monsignor William Connell of Holy Family Parish in Poland to conduct the blessing.

Next Steps
The Inn at Poland Way is moving in residents at its expected rate, and PALO is working with Briarfield to put the final touches on the company’s new website.

The new website gives visitors a completely optimized user experience with:
• Easy navigation
• User-friendly calendars and meal menus for each Briarfield location
• Updated location-specific photos
• Detailed information on location-specific services
• Contact forms to schedule tours and meetings