A business without marketing is like a car without gas. Without the right strategy, plan and tactics in place, an organization can fall short in capturing potential customers. So, how can marketers attract the right people at the right time? It starts with a successful lead generation campaign.
The PALO Creative office is looking festive nowadays with wreaths, garland and no holiday decoration is complete without lights (Thanks Linda!). Sure, we’re in the holly jolly spirit, but we can’t help but think about 2019. That’s because now’s actually the best time to review all of the data you’ve covered over the past year and start planning a fresh marketing strategy for the new year. 2019 brings new aspirations, new ideas and new goals for your business. Taking a fresh approach with your business strategy can be of great benefit and ensure your reputation is even more trusted in the eyes of consumers.
In addition to planning new and improved marketing tactics for 2019, there are a few steps that involve analyzing, planning and strategizing, of course. So, where do you begin? We’re glad you asked. At PALO, we’ve taken the guesswork out of strategizing with our end-of-year checklist that’s sure to deliver success in the new year.
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.
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.
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.
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.
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.
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
Ahhh…the end of fall. Leaves have vanished from trees and lawns, the holidays are approaching, and both the drive to and from work consist of complete and utter darkness. That can only mean one thing – basketball season.
If you’re from northeast Ohio, this is likely your favorite time of the year. Not because you enjoy scraping ice and snow off your car, or having to make small talk with great uncle Tony at Thanksgiving.