Fresh Squeezed News


INBOUND 18: Our Favorite Sessions & Key Takeaways


Inbound 18 Event Photo

For inbound marketers, the biggest event of the year is HubSpot’s INBOUND conference. And PALO Creative was there! With hundreds of inspiring breakout sessions to choose from, we got up close to new and exciting marketing strategies and learned so much more about consumer behavior.

What is INBOUND?

Inbound is an annual conference bringing together people passionate about marketing, selling and delighting customers in an inspiring way. This year’s event attracted over 24,000 people and included breakout sessions from industry influencers such as award-winning and best-selling author, Shonda Rhimes and HubSpot’s very own co-founders, Brian Halligan and Dharmesh Shah.

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Enter Your Goals

Man and Woman Shaking Hands on Laptops

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.

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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.

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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

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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.

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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.

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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.

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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.

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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.