Pearl Marketing & Design

We specialize in managing effective brand strategies and marketing campaigns for our business clients

How to Create the Best Marketing Video For Your Brand

In last month’s newsletter we discussed how your brand’s identity shapes how consumers feel about and interact with your business. This month we offer additional tips to increase brand identity by creating a marketing video to use in social marketing, digital advertising, on your website or in blog posts. Video marketing is great way to increase brand awareness and give more personality to your products and services.

At Pearl Marketing & Design we help create a marketing video for your company so you can add exceptional digital content as part of your overall marketing mix.

When you’re ready, reach out to us, and the team at Pearl Marketing & Design will help you make your ideas and concepts a reality on the web. I look forward to talking to you.

Amanda Schneck

Amanda Schneck
Owner – Pearl Marketing & Design, LLC
Let us help you unlock your brand’s potential

How to create the best video:


  1. The subject of your video must be VERY specific
    If your company wants to increase brand awareness about your new t-shirts be sure your video is targeting your exact demographic such as baby boomers and how your t-shirts will benefit them.
  2. Outline your topic and create dialogue before you start filming
    Are you going to have one or two people in the video? If so, be sure they have a script to work from. Act the scene severals times before adding the video camera
  3. Bring your brand’s personality to life
    Be energetic and enthusiastic during the filming. Show your brand’s personality whether you are a law office or an athletic brand your voice and word choices can help customers determine if you are right for them.


  4. Explain
    Don’t forget to explain clearly what your brand or product is. Don’t assume everyone knows exactly who or what you are. Don’t use jargon or phrases that only particular generations understand.
  5. Always have a Call To Action
    Your call to action or CTA should be very clear at the beginning and end of your video. If you are using a new url or landing page make sure it works before going live with your video.


  6. When you upload to YouTube use keywords in  titles and description.
    Always upload your video to YouTube and be sure to include links to your CTA landing page or website. 

Pearl Marketing & Design can help you complete all six steps to success to create the best video for your business.

Contact us today to learn more!

(p) 603.732.9070



Pearl Marketing Design

Elena Barker – Your Client Relationship Manager

Elena Barker is a client relationship manager at Pearl Marketing & Design. We want to showcase our employees so you know that you are working with a team of industry experts who love helping you reach your marketing goals.

Elena Barker

What are the top skills of a client relationship manager?  Leadership, desire to learn, communication and results driven. These skills are inherent in Elena and why Amanda Schneck, president of Pearl Marketing & Design hired her last year.  

At Pearl Marketing & Design, our marketing team takes a holistic approach to marketing. There is no cookie cutter approach to any client. 

“One of the reasons I love working at Pearl Marketing & Design is that there is no ‘typical’ day,” Elena said.

“We run our business based off of relationships with our clients and provide them with the marketing tools that best suit their business’ needs.”

As Client Relationship Manager, every relationship is different, so it makes every day different.

Getting to know the business owners and what makes their businesses tick is like getting to know the heartbeat of your community. ~Elena Barker

Each day Elena spends time on the phone talking to new and existing clients, responding to emails, and visiting clients and their business.

Top on her list of daily tasks include meeting with a new client, touring a business location or being on-site for a video shoot.

“Every day is new and exciting at Pearl Marketing & Design!” 

Elena’s favorite part of being a client relationship manager is meeting and working with local business owners and overseeing their projects.

“If their businesses are thriving, then the community as a whole is thriving. Getting to know the business owners and what makes their businesses tick is like getting to know the heartbeat of your community, and I’ve learned a lot about that since I started working for Pearl Marketing & Design. Community is everything to me, so being able to have a role at a company that values community so much and allows me to be out and about in it is certainly a blessing.”


Congratulation Amanda

Amanda Schneck nominated for Young Professional Of The Year

The Greater Nashua Chamber of Commerce has announced that Amanda Schneck, president of Pearl Marketing & Design has been nominated for an Eminence Award for Young Professional Of The Year.

Amanda Schneck

Amanda is the founder and president of Pearl Marketing & Design leading strategic planning and implementation for her marketing and design clients. In addition to her work at her agency, she serves on the Board of Directors at the United Way of Greater Nashua and the MicroSociety Academy Charter School, as well as on the Downtown Improvement Committee for the City of Nashua, Greater Nashua Chamber of Commerce iUGO young professionals group, and the Special Care Nursery at Catholic Medical Center.

On March 29 The Greater Nashua Chamber of Commerce will recognize several businesses and community leaders who have given so much to the community. Awards include Outstanding Business of the Year, Small Business of the Year, Young Professional Of The Year and more. One winner is selected from each category and be announced at the Award Ceremony.

Eminence Awards Nashua NH

The Eminence Awards recognizes individuals and companies who represent and exemplify volunteerism and dedication to the success of the Greater Nashua Chamber of Commerce, for the betterment of our business community and the community at large.

Social Media Advertising

10 Types of Marketing Strategies

A wide variety of marketing strategies have made it easier for businesses to promote their products and services. When used correctly, each of these strategies can help your business beat the competition. Dig deeper into the marketing approaches below to discover which ones can make a big impact on your organization.

Paid Media Advertising

Paid Media Advertising is a tool used to grow website traffic through paid placements on search engines and/or social media. One of the most popular methods is pay-per-click (PPC).

PPC Marketing Strategy

With Google Adwords multiple campaigns can be created such as a branding campaign or product campaign. You only pay when a visitor clicks on your ad. Additionally, with built-in conversion tracking every click can be traced back to a purchase or form fill.  LinkedIn is a popular paid advertising channel for B2B selling.


Brand storytelling engages consumers at an emotional level. Storytelling enables brands to tell their unique tale.

Video Marketing

Typically through video (the hottest content marketing strategy out there), storytelling lets companies weave a memorable account of who they are, what they do, how they solve problems, what they value, and how they engage and contribute to the community and the public in general.

Marketing Automation

Marketing automation uses a flow (or drip) of emails to advertise and drive sales. As lead are funneled into your database you can market to them based on type of lead and where they are in the process.

Referral Programs

A referral program incentivizes people to tell others about your products or services. Implementing affiliate programs, customer referral programs, and partner programs offers the instant credibility of existing customers to grow a customer base. Referral programs are effective because they leverage the recommendations of happy customers, recognize and reinforce customers’ brand loyalty, and are repeatedly popular with customers.

Social Media Marketing

Social Media Marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you’re not speaking directly to them through platforms like Facebook, Twitter, Instagram, and Pinterest, you’re missing out.

Social media marketing targets users where they spend their time—on social media! This strategy gives customers and leads valuable content to share across their social networks, resulting in increased reach, traffic to the website all while created brand advocates.

Cobranding and Affinity Marketing

Co-branding is a marketing strategy where multiple brands join together to promote and sell one product or service. Each brand lends its credibility to increase the perception of the product or service’s value, so consumers are willing to pay more for it. Tapping into established brands’ consumer base helps to further the reach of a new product.

Earned Media/PR

Earned media is publicity or exposure earned from word-of-mouth, Search Engine Optimization (SEO) or shared content. It can come in various ways—a social media testimonial, a television or radio show mention, a newspaper article or editorial —but is always unsolicited and can only be gained organically. It cannot be bought or owned like traditional advertising.

Search Engine Marketing

Search Engine Marketing, or SEM, is a method that companies utilize to grow their website traffic through paid online advertising.

Search Engine Optimization

SEM is effective because of its wide range of online tools and reach, cost-effective way to generate high visibility, and because it is easily adaptable to various markets and audiences.

Word-of-Mouth Advertising

Word-of-mouth advertising is unpaid, organic, and powerful because those having nice things to say about your product or service generally have nothing to gain from it other than sharing good news. A recommendation from a friend, colleague, or family member has built-in trustworthiness, and can spur dozens of leads who expect positive experiences with your brand. In today’s digital world, word-of-mouth isn’t strictly verbal. Leveraging online reviews and opinions are equally (if not more) effective at spreading the word.

Cause Marketing

Cause marketing relationships help to assure your customers you share their desire to make the world a better place. This marketing strategy is a cooperative effort between a for-profit business and a non-profit organization to mutually promote and benefit from charitable causes. Think of popular brands that donate items or funds to people in need for every purchase made.

Regardless of the strategy you choose, marketing effectiveness is dependent on how you execute. Contact the team at Pearl Marketing & Design to discuss how we can help implement these strategies into your marketing plan.

Pearl Marketing Design

We can help you every step of the way, from strategizing and planning through execution and monitoring. Your brand is our business!

Pearl Marketing & Design

Lead Generation: How Does it Work?

Lead generation. You know you need it for marketing your business but where do you start? Here’s the process from start to finish from the marketing experts at Pearl Marketing & Design.

Marketing Automation and CRM Integration

The first step of any successful lead generation campaign includes setting up Marketing Automation tools and integrating them into your Customer Relationship Management (CRM) platform. Following these steps you will create and schedule lead generation forms, landing pages, and emails, and automatically push any acquired leads from your forms to your CRM, such as Salesforce, Hubspot, or SharpSpring.

Lead generation

Pearl Marketing Design Lead Generaton

Demand generation

Demand generation marketing campaigns do just that—create a demand and buzz for your product or services. Typically geared to people who don’t know anything, yet, about the product or services. This strategy creates awareness with approaches such as paid search and social ads (Adwords, Facebook, Instagram), sending an email blast to a purchased list, direct mail, and print ads.

Inbound Marketing

This type of marketing and lead generation is earned attention using tactics such as blogging, opt-in email automation, social media engagement, Search Engine Optimization (SEO) and creating premium gated content like eBooks, infographics, videos, and webinars. Each of these marketing strategies uses a call-to-action and landing page to capture leads. These tactics all serve your product or service’s visibility when new customers search for content related to your brand and encourage them to connect or take an action.

Inbound Marketing at Pearl Marketing & Design

Lead Capture

The next step in lead gathering includes building landing pages and forms that capture prospects’ contact information. Lead capture forms can be built into your website, email automations and paid campaigns. The data easily flows into your CRM.

Lead Segmentation

Using your marketing automation tools, set up workflows that categorize leads and segments them into lists or categories you assign. These lists can then be used to nurture and engage leads with relevant content, targeted email communication, and personalized offers.

Lead Scoring

Along with lead segmentation comes lead scoring. Implement lead scoring criteria or points system to update lead lifecycle stages. Move them into your CRM funnel when the time is right and trigger notifications. Criteria to score leads:

  1. Persona: Industry, title, role company size, revenues
  2. Engagement: Number of visits, unique page views, repeat visits, form completions, email opens and clicks, blog comments, social media mentions
  3. Buyer stage: Clicks and conversions on specific content indicating a lead lifecycle change, such filling out a form to request a product demo

Use negative scoring to define a lead as a poor fit, such as competitor company, not opening emails or not clicking through to content, low budgets or non-company email address.

Lead Nurturing

Now that you’ve got the leads, monitor and influence their progress through the sales funnel by offering them personalized, relevant content based on their persona and activity. Content can be sent via personalized email drip campaign or by retargeting ads that follow them around the websites.


Did someone visit your website or landing page and left without performing an action? Get them back with retargeting ads. These ads show up as customers visit other sites on the Internet based on their previous contact and encouraging them to interact with you again. Retargeting can be list-based or pixel based. 

Pipeline Management

Use workflows to automatically move leads to your sales team and assign them to the appropriate reps when they reach lead scoring thresholds and trigger specific behaviors, such as filling out a form for a free trial or demonstration. Sales reps will receive notifications that they have new leads to nurture.

Once leads are assigned to your sales team and are officially in the sales funnel, each sales rep updates the CRM platform with the lead progress, notes and communications with their company, and expected closing information. You can also set up automated notifications to remind your sales reps to follow up with their leads and customers. Once a lead is completed, add them to a targeted campaign to send them personalized content based on their needs and support your sales team to help them close the deal!

Start Your Own Lead Generation Strategy Today!

Ready to talk to the team at Pearl Marketing & Design about your marketing strategy? Contact us today by filling out this form to discuss how we can help implement lead generation into your marketing plan. Your brand is our business and we are committed to achieving your goals together!

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Top 10 Marketing Trends for 2018


With 2018 upon us, now is the time to think about marketing strategies and tactics for sales campaigns in the coming year. Read this list to learn which trends will be most popular, and where you should focus your time and budget. Here are 2018’s top 10 marketing trends:

1. Instagram > Facebook

CHIANG MAI, THAILAND - JANUARY 02, 2015: A man trying to log in

Growing at an incredible rate, Instagram is set to overtake Facebook in 2018. Approximately 800 MILLION people use the platform each month! Due to excellent advertising controls and better engagement than any other platform, Instagram will become the top channel for social media marketing.

2. Voice-optimized Content


In 2016, 20% of searches made online were done so through voice search using mobile devices and smart home controllers like Amazon Echo and Google Home. That figure is expected to increase to 50% in the next two years. To meet this growing trend, marketers will have to optimize content for voice search. Voice searches are characteristically longer than text searches, for example, and marketing will have to adapt to keep up.

 3. Influencer Marketing


Tapping into influencers and their networks will be an effective strategy in 2018. Influencers create compelling content and share it to their networks of followers on behalf of brands. This is especially helpful at targeting younger consumers, who feel that the content is more organic, natural, and relatable.

 4. Video Content is Here to Stay

Video Marketing Audio Video , Market Interactive Channels , Bu

Today, 55% of people consume video content on a daily basis. By 2020, videos will account for more than 80% of all consumer Internet traffic! Companies are adapting their marketing strategies to meet this tremendous rise in consumer demand for video content. Companies who haven’t used video yet can start small and still make a significant impact.

 5. Next-level Personalization


Look for significantly more personalized content and marketing campaigns in the New Year. Marketers are seeing success by learning more about their customers, such as their lifestyle, tastes, and buying habits, and using that data to make personalized, real-time offers.

 6. Improved AI for Chat Services

female hands using keyboard

Thanks to an improvement in artificial intelligence, marketers can use AI-powered chat bots to communicate with their customers. This delights the customer with easier and better customer service without the usual hassle of having to go through the various prompts on a telephone answering service.

 7. Blogging for Brands


One way companies can take control of their content is my creating their own blogs. Companies can cultivate their brands and content by publishing posts on topics like company updates, relevant business or industry trends, engaging customer stories, and featured guest posts. This will encourage two-way conversation and allow brands to connect with customers while keeping the interactions on their own website.

 8. IoT is Taking Content Off Screen

Unrecognizable man at home using smartphone and smart watch

The Internet of Things (IoT) — connected devices and the programs that support them — makes content available in all formats. Gone are the days that marketers have to optimize content for just desktop and mobile. Customers are consuming content in a variety of ways, and marketers need to develop content with that in mind.

 9. Distribution is Key

Distribution Fintech Technology , Industrials Warehouse For Di

With all of the different marketing channels and mediums available today, cutting through the noise to reach consumers is essential. To get the attention of even a small percentage of the 2.789 billion active social media users, marketers must adopt strategic distribution to more effectively develop multi-channel and social distribution plans.

10. Live Streaming is Taking Over

Making photo or video with pad of old street in Tallinn, Estonia

Consumers are more likely to tune into a live video than read a blog post or social media posts. Successful marketers utilize live streaming capabilities on social media to deliver a human connection behind the brand. A Facebook video averages 135% more organic reach than images. The time to go live is NOW!

 As marketing evolves and more diverse tactics become available, marketers are challenged to examine their strategy. With these trends in hand, there’s no doubt that 2018 will be one of the most exciting years for marketing.


Need Something? There’s An App For That!

You probably opened this blog on your smartphone. By opening this email you went through your email application. Before, you may have checked your Facebook, Twitter, and Instagram accounts. You also browsed through Groupon for the best deals, put a reminder on your Google Calendar, and maybe play a bit of Candy Crush.

All of these actions are through mobile applications. Society is run with smart technology, from smartphones, televisions, computers, and more.  If we need information on anything, we turn to our mobile devices. This has changed the way we market our brands to our intended audiences.

This blog will discuss the ins-and-outs of how to mobilize your brand into new possibilities.

The Stats on Mobile Marketing


According to the International Telecommunications Union, there were 5.9 billion mobile phone subscriptions worldwide in 2011, and mobile networks are available to more than 90 percent of the world’s population.These internet access patterns have massive implications for all kinds of businesses worldwide. The ability to contact consumers at the precise moment they’re near you and ready to buy exactly what you sell will transform how you market to them.

Make Your Site Mobile Friendly

Fun Mobile

More and more people browse the web on their mobile devices. It is important that all brands are mobile friendly through their websites. As you are developing content for mobile devices, remember that search engines have a separate ranking system for mobile.

Here are a few things you can do to make sure your website is mobile friendly.

  • Make sure your site is mobile compliant. You need the pages to load properly on mobile devices.
  • Create a mobile sitemap so the search engines can index your pages for mobile browsers.
  • Use few words and small graphics. People don’t read much on mobiles and they want the data to come quickly.
Scott. D. (2013). The New Rules OF Marketing & PR. John Wiley & Sons. Hoboken, New Jersey.

An App For Everything

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Nearly every person who owns a smartphone downloads an application. In fact, 40% of smartphone users browse for apps in app stores. People are finding out about apps in all kinds of instances while using their smartphones—when they’re engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website.

For example, if someone is visiting Nashua and they need to find somewhere to stay, they would search on Google “Hotels in Nashua” and find apps that list local hotel rooms.

Users also find apps through search ads. They’re among the most effective ad formats for driving app downloads: Of those who downloaded an app based on an ad viewed on their smartphone, 50% said they were prompted to do so by a search ad. This shift in how consumers find and learn about new apps paves the way for marketers to rethink their brand’s approach to app discovery. For marketers, this means making sure your app stands out wherever smartphone users are looking to discover apps relevant to their interests.

When you are creating an app, always prove the value and utility. Most people leave an app after they complete a task. To keep your consumers in your app, create offers and information that will keep your customers glued to your application. Ask yourself – “What will make me visit my app multiple times?” This way you will see more consumers visiting your business and your image grow bigger.

Tiongson, J. (2015, May). Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps. Retrieved from


Pearl Marketing & Design

Why Do Brands Market Ahead of the Holidays?

You visit your local Wal-Mart/Target in August. The Back-To-School items are stocked on the shelves, summer items are on sale, and pumpkin flavored items are now in your shopping carts. While you are walking through the aisles, you spot the Christmas section. The trees are standing high and bright with lights, the singing Santas and snowmen are serenading giddy Christmas fans, and the wrapping paper is ready to wrap your gifts.

“WHY ARE THEY ADVERTISING CHRISTMAS IN AUGUST/SEPTEMBER/OCTOBER?!” Much of society questions why businesses advertise the holidays early as July and August. Why are businesses campaigning earlier of the holiday season?

More and more business are competing against each other. the National Retail Federation reported a 4 percent increase in 2014 holiday retail sales totaling $616.1 billion. Businesses that fail to maximize the holiday shopping season miss a huge revenue opportunity. People like to plan their budget and research the best deals during the holiday season. The sooner marketing campaigns are pitched, the more likely the brand will receive more revenue within the holiday season.

There is also the controversy of businesses opening their stores during Thanksgiving. Last year, Nordstrom took a stance and closed their doors for Thanksgiving and opened early Friday morning. This year, big chains such as Wal-Mart, Macy’s, Target, Best Buy and more will open on Thanksgiving as early as 3pm-5pm. While some stores are against this idea, it’s more of a revenue goldmine for others. Some consumers love this idea so they won’t have to shop at 3am on Friday.

Stores are claiming that they are giving what the customers want. “What the customer has been telling us is that she likes the defined times” to shop, Martine Reardon, chief marketing officer at Macy’s in New York. Businesses are competing neck-to-neck to bring the best revenue of the season, even if it means to pitch Black Friday sales as early as September and to open on Thanksgiving.

It’s a race to the finish line for businesses during the holiday season. The more they get a head start, the more revenue they may eventually rack up. If you hope that CEO’s will be willing to stop opening stores on Thanksgiving day or stop selling holiday items during August, you will see this trend for quite a while. It’s all about getting the first word to the consumer.

Happy Holidays!

Samson, E. (2016, August 1). To Maximize Holiday Sales Start Planning Your Marketing Early. Retrieved from
White, M. (2013, August 15). Halloween in August? Christmas in October? This Annoying Retail Trend Is Here To Stay. Retrieved from

Time To Analyze Your Marketing Campaigns

Your brand is getting off to a great start. But how do you know? Are your sales increasing? Are you gaining more traffic on your website?

You can search these answers by analytical reporting.

This might sound frightening to some of you – analyzing data, creating reports, and understanding complex analytical terms.

Not to worry! This blog will break down how to analyze your business, what to look for, and what analytical tools you should use.

What elements to add in an Analytical Report

Graph (3)

Successful brands conduct marketing analysis before they introduce a new good or service to their intended audience. Conducting research typically involves reviewing industry analyst information, getting expert opinions and contacting customers for their feedback.

Here are some elements for you to look into when analyzing your business.

  • Identify the problems your product or service can solve –  Spread out the details and features. Compare and contrast your good or service with competitors. Analyze the strengths and weaknesses.
  • List detailed info about your customers – List the age, gender, location, and interests of your customer. Describe how you plan to market your product to them in the current economic environment.
  • Run focus groups or conduct surveys – This will help you learn what your customers are saying about your brand. Their input can determine which step you need to take to continue to grow your business.
  • Estimate the size of the target market – Determine what customers might be willing to pay for your product or service. List features that differentiate your products or services from your competitor’s products or services. Identify current customer requirements and project future needs.
  • Establish a measurable marketing goal – Set measurable goals, such as increasing sales to new customers by 2% within the next six months. Describe how you will track and monitor your progress.
  • Keyword Data – Keywords can reveal exactly what features or solutions your customers are looking for. By examining keyword frequency data you can infer the relative priorities of competing interests. Keyword frequencies can identify and predict trends in customer behavior.Understand where customers are struggling the most and how support resources should be deployed.
Source – Duggan, T. (n.d.) How to Write a Marketing Analysis Report. Retrieved from

Analytical Lingo

Lingo Analytic

Analytical terms can be complex. Here are some terms for you to know when analyzing your reports.

  • Sessions – The number of times your website was viewed during the month.
  • Users – How many people viewed your website during that month. This number will always be lower than your sessions as some people might view your website multiple times in one month.
  • Bounce Rate – % in which people came to your website and left.
  • Page Views – This is the number of pages viewed during the month.
  • % of New Sessions – These are the brand new clients who have never clicked on your website before and finding you in a search.
  • Avg time on a page – The amount of time the average person spent on your page.
  • Page views/session – The average number of page views during the time someone was on your website.

Why You Should View Your Analytics

Computer Graph.jpg

Analytical reporting might be monotonous and tedious. Nonetheless, knowing how your consumers are coming to your business determines what your next move is in terms of your marketing campaigns. Here are 4 important tips for you to consider.

  • Analyze your Audience/Traffic Data – This is your one-stop-shop for traffic data and the first piece of data that loads upon arrival within Google Analytics. From Organic to Paid this is where you can discover all the important bits of information that tell you how many users come to your site, who they are, what they do, and everything in between.
  • Engagement Stats – Not only do you want to see how many people are visiting your website, but you want to see what they are doing once they get there. Is there a high bounce rate? Are users spending an “x” amount of time on your website? Are they viewing more than one page?
  • Aquisition – Acquisition data can tell you everything– from which landing pages are drawing in users to what content on your site is performing the best. This is the more specific data that helps you improve and optimize your site to provide better user experience.Knowing how many users come to the site is great, but knowing how they got there and what they do after they’re there is even better.
  • Goals and Conversions – The fundamental premise of any business, online or otherwise, is to provide customers with products or services. What is the ultimate purpose of your website? Do you want people to fill out a form? Do you want people to purchase a product? Creating these goals into conversations is a process. You should set up the goals specific to your business and measure them throughout time.
Source – Alsayegh, A. (2015, May 21). 5 Things Business Owners Should look for in Google Analytics. Retrieved from

Analytical Tools For You!


Now that we have identified elements in your analytical report, we will take a look at some software that you can utilize to measure your marketing campaigns.

  • Google Analytics – This feature is a free web analytical service offered by Google. This tracks traffic on your website, how much revenue you made with your goods and services, where your traffic came from, and more!  Google also offers free courses for you to learn. Click here to start today! 
  • Social Media Analytics – Did you know that Facebook, Twitter, and Instagram have analytical tools? These built-in tools within your brand’s page help you understand how much your marketing campaigns are paying off.
  • Bitly – Bitly is best known as a free link shortener and its features do more than just save space. Once you’ve shortened links—and possibly even added a vanity URL shortener—Bitly gives you the tools to efficiently share those links and analyze their performances.
  • Piwik – Piwik’s free software comes with a caveat: You’re required to download the program and host it on your own server. Piwik offers similar features to other popular analytics programs, including event tracking, visitor maps, and keyword search, but what sets it apart from its competitors is its mobile app and unlimited data storage.
  • Open Web Analytics – Open Web Analytics (OWA) is an open-source software, just like Piwik. Similarly, there is no limit on the amount of data you can store or the number of websites you can measure through the program.

Don’t have the time to analyze your data? Not to worry! We, at Pearl Marketing & Design, have experts to analyze and interpret your data.

Give us a call at 603-732-9070 or email us at today!

The Importance of Targeting Your Marketing to the Proper Generation

Strategizing your marketing campaigns are an important factor to maximize your business. Parts of planning a marketing campaign are to draft your message, what media channels you will be using to pitch your message, and measuring the outcomes.

One thing to keep in mind is the audience you are pitching to. How does your product relate to the baby-boomer generation? Do you think your service will grab the attention to millennials? These types of questions should be asked when you are pitching your brand.

This blog will discuss how to identify and target your audience, dissect each generation, and how to determine which generation will react the most with your organization.

The Types of Generations in Marketing 


Generational differences are commonly identified in marketing and PR to accurately pitch messages to the right audience.

Today, there are four generations that may be found in today’s workplace.

  • Traditionalists – They honor hard work, respect leaders, and maintain loyalty to institutions. They also prefer to save money and defer gratification and rewards until retirement.
  • Baby Boomers – They are known for their political skills and know how to read their bosses. They have taken to heart a message from their parents and from various cultural icons of the 1906’s: Make the world a better place.
  • Generation Xers – They learn to be independent and resourceful. They also tend not to trust companies or the individuals who manage them.
  • Millenials – They are considered the “techno-savvy” workforce. They know how to use computers and they arrive at the workplace fully expecting to have input in all decisions.

Building a Demographic 


Knowing your audience is a key factor to pitching to the right generation. One important element is to create and identify a demographic towards your product or service.

Here are the tools to build a demographic:

  • Age – Which generation do you think your brand will fit in?
  • Gender – Can both genders relate to your business?
  • Salary – Household Income, how much does your demographic make?
  • Location – Are your audiences in urban, suburban, or rural areas?

Building a Psychographic 

Bar Code

Another factor to consider is psychographics. These are mostly related to demographics, but describe the demographic based on behavior, buyer habits, hobbies, and more.

Here is an example of a demographic and psychographic together for a restaurant.

Demographic –

  • Age 18-35
  • Male & Female
  • Single
  • Household income – 30K-40K

Psychographic –

  • Loves to eat healthy and organic foods
  • Can only budget a certain amount of money
  • Concerned with health and appearance
  • Loves to go to the gym
  • Find fulfillment in their careers
  • Values time with close friends

How to Deliver your Message to Multiple Generations 


Today’s marketing has changed the way we craft and deliver our content to our intended audiences. When creating messages, companies must consider how to deliver to different generations. Some generations are Internet-Savvy, while others may not use the internet at all.

Here are some tips to consider when constructing a message to multiple generations –

  • Research Communication Styles – Take the time to understand the needs and communication styles of the generations that you work with. Millenials may prefer texting over email, while Baby-boomers may want face-to-face conversations. Researching what your audience wants and how they want their messages delivered will reach them easily.
  • Ask/Survey – There is no harm to ask your audience of how they want you to communicate with them. Create surveys and ask how your fan-base receives your messages and how they would like to receive your content. Some may like it by email, text, social media, phone, or by mail. Once you have your information, you can determine how to reach your audience.
  • Be Flexible with Various Messaging – When you craft your message, you may have to communicate the same message it in different ways. For example, if you want to let your customer base know about a sale, you may send out a text alert to your customers that have signed up for that list, include it in your email newsletter, record a short video about it that you post to YouTube, Instagram, and Facebook, and write a personal note to your best customers that you send through the mail. In this way, you can be sure that everyone, regardless of generation, gets the message.

Sources – Reaching Your Target Market In Different Generations (2013, June 25). Direct Selling Education Foundation. Retrieved from

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