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Well-capitalized, community banks often grow new customer relationships by acquiring other banks. However, as their geographic footprints expand, many find it challenging to also grow new customer relationships organically. As their DMAs widen, their marketing budgets are spread thinner and thinner. The idea of spending money on television, radio and outdoor grows more untenable, and digital becomes more important than ever.
Posted in: community bank marketing
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I hope this gets your gears turning. Find out more about how Elliance is helping B2B and Manufacturing Marketers here.
Posted in: Manufacturing Day, Manufacturing Marketing
A few weeks ago, Elliance launched HM Insurance Group’s new website, and as we always do, we delivered a lot more than an insurance company website design.
Posted in: insurance company website design
Craig Otto, Director of Brand Development at Elliance, talks about digital strategies to overcome the talent shortage in the manufacturing industry.
Posted in: talent shortage in manufacturing
As I waited in the supermarket checkout lane the other day and took in the tabloid headlines, it occurred to me that fake news isn’t new at all. We’ve been inundated with it for decades. However, given our recent election, it appears that what’s new is that more and more of us are beginning to believe it. I grew up in the 60s and 70s. Many called it the age of skepticism, and given the era we had every right to not accept at face value everything we read, heard and were told. In high school “Skeptic” magazine supplemented my History classes and Social Studies discussions. We were taught how to read between the lines, look for bias, and understand how context and events shape points of view. Somewhere along the way our skepticism has devolved into a willingness to believe. How in the world did this happen? Things began to change in the 80s. Waiting nervously in the lobby … Continue reading
Come January 20th hate will have a new home. It’s called the White House. Not every person or even the majority of people who voted for Donald Trump is hateful, but haters do love him. They see a guy who is now leader of the free world, and they believe that deep down he’s just like them. They feel empowered. They’re emboldened. And they’re starting to act out. At a lunch counter a few days ago, I met a priest who told me that spray-painted swastikas are already springing up on churches near his home of Carlisle, PA. Just over a week ago, student demonstrators at a high school in York, PA could be seen and heard shouting “White power!” The moment was captured on You Tube and prompted our Governor to convene Pennsylvania’s public school’s leadership for a special strategy session. It’s not even Christmas yet, and haters are overjoyed. They’ve been busy on the brand front too. Last … Continue reading
Advanced Manufacturing Demands Advanced Marketing
I joined Elliance 6 months ago, and am learning something new every day. The one big thing I’ve learned, which sets us apart from anywhere I’ve worked in the past, is that marketing is no longer just about persuading human beings. It’s also about persuading Google Bots. The differences in what appeals to humans and robots are obvious, but what I find fascinating are the similarities. Here are 3 important ones for marketers: A Shared Vocabulary People often group together around mutual interests and beliefs. At the core of their interests and beliefs is a common language. So it’s only natural that Google Bots are built to recognize keywords and key phrases. Once you really know your audience, you can develop a SEO-informed lexicon and bake it into all your digital marketing, so the robots bring the people you want to your door. Credibility People rarely respond to a persuasive story they only hear once. It’s only after we see … Continue reading
Posted in: Search Marketing
There’s a valuable thing that inexperienced people bring to the table, that more experienced people are often lacking. It’s the gift of seeing through beginner’s eyes. This June will mark the 35th year of my career, and the lesson I’m continually learning is this: The more experienced I become, the more important it is to keep my outlook fresh. I never want to become that grey, old ad man clutching his double Manhattan, longing for the good old days and grousing about how the business has changed. If you feel the same, here are some suggestions on how to keep that old guy at bay—even if you like double Manhattans as much as I do. 1. Never Sit Still. Move. Ride a bike, run, go for walks, cut your own grass, play tennis, play softball, join a volleyball league, lift heavy stuff. Whatever it is that makes you tired and happy, just do it. It fuels your joy, and makes … Continue reading
Posted in: creative inspirations
I don’t like the term “UX Design” and this is why. Back in the day, when the Internet was still emerging and I was studying Design at Carnegie Mellon University, we didn’t call people “users”. We called them “people”. As designers we were taught to set our egos aside, and deeply consider the lives of those who would experience what we were designing. This is where I see an important distinction between what’s called “User Experience Design” and what I call “Human Experience Design”. In too many circumstances, UX focuses too narrowly on simply making the tool easier, instead of making lives easier. Here’s a real-world example of what I’m talking about: A person takes an online, professional certification course. At the end of the course they’re alerted that they’ve passed via email. The email takes them through a multi-step process to obtain their certification card. User Experience Designers work to make these steps easy to understand, and user friendly. … Continue reading
Posted in: human experience design, user experience