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# Hanlon

Integrated Marketing & Branding Solutions

## Sitemaps

- [XML Sitemap](https://hanloncreative.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Pages

- [Homepage](https://hanloncreative.com/)
- [Your Ultimate Guide  to B2B Marketing in 2025](https://hanloncreative.com/ultimate-guide-for-b2b-marketing/)
- [Cencora](https://hanloncreative.com/cencora-gnp-casestudy/) - Read Hanlon's case study that, through extensive research shaped the brand positioning for Good Neighbor Pharmacy. See the full case study at hanloncreative.com.
- [Fractional Marketing Team](https://hanloncreative.com/fractional-marketing-team/)
- [Fractional Marketing for Manufacturing](https://hanloncreative.com/fractional-cmo-services/fractional-marketing-for-manufacturing/)
- [Fractional CMO services for B2B companies](https://hanloncreative.com/fractional-cmo-services-for-b2b-companies/) - Let Hanlon pair you with an experienced and savvy B2B Fractional CMO that will create a plan for success and the leadership to make it happen.
- [Fractional CMO Services](https://hanloncreative.com/fractional-cmo-services/) - Get marketing traction with a Fractional CMO from Hanlon. We can help you shift from a pure sales mentality into a growth-focused marketing strategy that attracts and retains more customers.
- [Marketing Data Analytics](https://hanloncreative.com/services/marketing-data-analytics/) - Let Hanlon leverage data analytics and other forms of digital intelligence to improve your brand's marketing performance. Contact us today to discuss your needs.
- [Brand Strategy](https://hanloncreative.com/services/brand-strategy/) - Hanlon's brand strategy services will improve the performance of your business through our proven growth strategies. Contact us today to discuss how we can increase the visibility of your brand.
- [Video Production](https://hanloncreative.com/services/video-production/) - Hanlon designs, develops, and produces video content of all types and for brands of all sizes. Contact us today to discuss your needs.
- [Digital Marketing and Advertising](https://hanloncreative.com/services/digital-marketing-and-advertising/) - Hanlon provides results-driven digital marketing solutions to companies across the U.S. Contact us today to learn more about how our services can help your business grow.
- [Web Design](https://hanloncreative.com/services/web-design/) - Looking for B2B web design services? Let Hanlon build a smart, sexy website while staying on-budget. Reach out today to learn how we can turn your website into your greatest marketing tool.
- [Pond Lehocky](https://hanloncreative.com/pond-lehocky/)
- [About](https://hanloncreative.com/about/) - Hanlon takes a strategic approach to branding and marketing that will give you results that will make you confident in the decision to partner with us. Learn more at hanloncreative.com.
- [Get in touch.](https://hanloncreative.com/fractional-cmo-contact/) - Fill out the form below and we'll get back to you promptly.
- [Video Package](https://hanloncreative.com/services/video-production/)
- [Healthcare SaaS](https://hanloncreative.com/healthcare-saas/)
- [KIWI](https://hanloncreative.com/kiwi-casestudy/) - Hanlon was able to take KIWI from a brand built around tradition, to one built around innovation. See the full case study at hanloncreative.com.
- [Valley Forge Casino](https://hanloncreative.com/vfc-casestudy/) - Hanlon's goal was to reinvent the brand to better align with the new look and feel through a comprehensive marketing strategy. See the full case study at hanloncreative.com.
- [Asplundh](https://hanloncreative.com/asplundh-casestudy/) - Hanlon created an integrated identity and brand guidelines that would ensure consistency for Asplundh’s vast global network. See the full case study at hanloncreative.com.
- [Please Touch Museum](https://hanloncreative.com/ptm-casestudy/) - The Please Touch Museum partnered with Hanlon on a website redesign to bring the user experience up to the level of the in person experience. See the full case study at hanloncreative.com.
- [Nestec](https://hanloncreative.com/nestec-casestudy/) - Our branding strategy made a focal point of NESTEC's resourcefulness and ability to harmonize science and nature. See the full case study at hanloncreative.com.
- [Razor Technology](https://hanloncreative.com/razor-technology/)
- [Careers](https://hanloncreative.com/careers/) - Looking for a career in branding, marketing, design or development, both traditional and digital? Visit hanloncreative.com to view opportunities.
- [Fractional Marketing Team for Law Firms](https://hanloncreative.com/fractional-marketing-team-for-law-firms/) - We're a results-driven law firm marketing agency offering advertising, web design, video, SEO, and everything else your firm needs to get noticed. Call today.
- [Insights](https://hanloncreative.com/insights/) - Lean on our experience. With years of brand building under our belt, our insights can help your business grow.
- [Website Audit](https://hanloncreative.com/website-audit/) - Are you giving your prospects a top notch user experience? Find out with the Hanlon website audit!
- [Free Brand Audit](https://hanloncreative.com/free-brand-audit/) - Get a fresh look at your current brand and an assessment to compare to your overall goals. Sign up today!
- [Digital Audit](https://hanloncreative.com/digital-audit/) - Find your business' strengths and areas of opportunity by the numbers with the Hanlon Digital Audit!
- [Work](https://hanloncreative.com/work/) - See examples of the award-winning work from Hanlon. Generating creative solutions and building brands for clients.
- [Marketing Maturity](https://hanloncreative.com/marketing-maturity/) - Hanlon offers an organized process for planning, implementing, testing, and iterating on marketing initiatives with MarketingMaturity™.
- [Digital Dashboard](https://hanloncreative.com/digital-dashboard/) - Hanlon's DigitalDashboard™ helps to inform better marketing and strategic decisions by aggregating all relevant brand data in a one-stop dashboard.
- [Demand Generator](https://hanloncreative.com/demand-generator/) - Learn about Hanlon's DemandGenerator™ - a framework to map the customer journey and optimize every stage along the way. Visit hanloncreative.com to see how it works.
- [Brand Blueprint](https://hanloncreative.com/brand-blueprint/) - Brand Blueprint™ is Hanlon's brand positioning platform that interlaces brand language and visuals that become the substance for all strategies moving forward.
- [Process](https://hanloncreative.com/process/) - With Hanlon-built processes in place to help brands realize their potential, this allows the experts at Hanlon to concentrate on strategy and and speed to market.
- [Traditional Digital Advertising](https://hanloncreative.com/traditional-digital-advertising/) - Reach your largest audience with digital and traditional advertising. Hanlon creates advertising that your brand's audience can't forget. Learn more at hanloncreative.com.
- [Web Design Optimization](https://hanloncreative.com/web-design-optimization/) - Hanlon - a web design agency that knows what is a essential for high-quality leads in your target market. And they know the importance of being found in organic search.
- [Strategy Content Creation](https://hanloncreative.com/strategy-content-creation/) - Hanlon develops content marketing strategies to fill the insatiable appetite for content today. Let Hanlon help make your brand a thought leader.
- [Branding Positioning](https://hanloncreative.com/branding-positioning/) - With expertise in branding and positioning, Hanlon can help position your brand in the marketplace with in a compelling way. Contact Hanlon today.
- [Services](https://hanloncreative.com/services/) - Hanlon is a full-service marketing and branding agency from brand planning and strategy to execution and metrics. Let Hanlon solve your marketing challenge.
- [Fill the Funnel](https://hanloncreative.com/fill-the-funnel/)
- [Contact](https://hanloncreative.com/contact/) - Complete the information below and someone from our team will reach out to you shortly.

## Insights

- [Stop Sabotaging Your Site: The 5 Most Common Website Mistakes (and How to Fix Them)](https://hanloncreative.com/hanlon-insight/stop-sabotaging-your-site-the-5-most-common-website-mistakes-and-how-to-fix-them/) - Your website is your hardest-working employee—it’s the digital face of your brand, working 24/7 to attract, inform, and convert customers. But if it’s riddled with common, easily fixable mistakes, you’re essentially paying a full-time employee who constantly frustrates your clients. At Hanlon Creative, we see the same errors crop up again and again. The good
- [Beyond Keywords: How AI Search Audits Are Redefining Digital Visibility](https://hanloncreative.com/hanlon-insight/beyond-keywords-how-ai-search-audits-are-redefining-digital-visibility/) - Remember the good old days of SEO? Stuff some keywords, build a few links, and watch your rankings climb. While those fundamentals still have their place, the landscape of digital visibility is shifting dramatically, driven by one powerful force: Artificial Intelligence. We're not just talking about Google’s AI-powered algorithms like RankBrain and BERT that interpret
- [SEO in the Age of AI](https://hanloncreative.com/hanlon-insight/seo-in-the-age-of-ai/) - Brands that thrive position themselves as trusted sources of truth with content that serves users so well that AI systems have no choice but to reference them.
- [How to Maximize ROI from Your Long-Form Video Content](https://hanloncreative.com/hanlon-insight/how-to-maximize-roi-from-your-long-form-video-content/) - A data-informed feedback cycle continuously refines and improves content strategies, ensuring that every video investment yields the maximum possible return.
- [Converting CRM Insights into Optimized Marketing Campaigns](https://hanloncreative.com/hanlon-insight/converting-crm-insights-into-optimized-marketing-campaigns/) - CRM and marketing automation platforms create a powerful synergy that enhances marketing effectiveness while streamlining processes.
- [The Marketer’s Complete AI Toolkit for 2025](https://hanloncreative.com/hanlon-insight/the-marketers-complete-ai-toolkit-for-2025/) - Using AI to generate comprehensive marketing strategies, optimize campaign performance, create compelling content, and facilitate customer interactions.
- [The Key Metrics Sales and Marketing Must Own Together](https://hanloncreative.com/hanlon-insight/the-key-metrics-sales-and-marketing-must-own-together/) - Build trust through transparency, establish regular communication, invest in technology, and champion a culture where sales and marketing succeed together.
- [Faster Campaigns, Smarter Strategy: Marketing is All-In on AI](https://hanloncreative.com/hanlon-insight/faster-campaigns-smarter-strategy-marketing-is-all-in-on-ai/) - AI marketing is accelerating content development, automating manual tasks, and enabling personalization at scale.
- [One Size Does Not Fit All: The Rise of Individualized B2B Sales Funnels](https://hanloncreative.com/hanlon-insight/one-size-does-not-fit-all-the-rise-of-individualized-b2b-sales-funnels/) - B2B sales success lies in finding the balance between personalization and scalability, so that each component can be adjusted without requiring a reinvention.
- [The New Face of B2B Targeting: Multi-Generational Buying Committees](https://hanloncreative.com/hanlon-insight/the-new-face-of-b2b-targeting-multi-generational-buying-committees/) - For B2B marketers, dynamic personalization addresses the unique priorities of every generation impacting the modern decision making process.
- [Lead Generation Decoded: B2B and B2C Strategies Compared](https://hanloncreative.com/hanlon-insight/lead-generation-decoded-b2b-and-b2c-strategies-compared/) - The key to successful lead generation lies in aligning tactics with the unique buying behaviors, decision-making processes, and needs of the target market.
- [Mobile Design Essentials: Best Practices for Modern Websites](https://hanloncreative.com/hanlon-insight/mobile-design-essentials-best-practices-for-modern-websites/) - A well-optimized mobile site respects users’ time, values their attention, and delivers the seamless experience they've come to expect.
- [Supercharge Your Sales Funnel with LinkedIn Lead Generation](https://hanloncreative.com/hanlon-insight/supercharge-your-sales-funnel-with-linkedin-lead-generation/) - The most effective use of LinkedIn for lead generation isn't rooted in direct selling tactics. Instead, it's about building credibility.
- [The Critical Role of UX/UI in Website Development and Design](https://hanloncreative.com/hanlon-insight/the-critical-role-of-ux-ui-in-website-development-and-design/) - Demand intuitive navigation with clear menu structures, efficient search functionality, mobile-friendly design, and regular user testing for your UI and UX.
- [Marketing for Manufacturers: Key Differences and Best Practices for 2024](https://hanloncreative.com/hanlon-insight/marketing-for-manufacturers-key-differences-and-best-practices-for-2024/) - Successful manufacturers effectively blend traditional industry knowledge with modern digital marketing techniques
- [The Healthcare SaaS Revolution: How Modern Marketing is Driving a Booming Industry](https://hanloncreative.com/hanlon-insight/the-healthcare-saas-revolution-how-modern-marketing-is-driving-a-booming-industry/) - The healthcare SaaS market is growing but faces long sales cycles and stringent regulations, requiring specialized marketing strategies
- [Reaching Your Customer at the Right Place and Time with Location-based Advertising](https://hanloncreative.com/hanlon-insight/reaching-your-customer-at-the-right-place-and-time-with-location-based-advertising/) - In 2009, when local search-and-discovery service Foursquare went online, the iPhone available at that time didn’t even have a dedicated GPS unit. It, and other of the early smartphones, could track locations using cell tower triangulation, but the the entire concept of a location-based service was still foreign to most people. Foursquare made a name for itself
- [Lower Barriers and Expand Your Reach with Accessible Design](https://hanloncreative.com/hanlon-insight/lower-barriers-and-expand-your-reach-with-accessible-design/) - Microsoft received praise recently for the release of a new controller for its Xbox One gaming console. Interestingly, the new game pad wasn’t lauded for improving players chances at winning a round of Fortnite, but rather because it is the first controller designed from the ground up to meet the needs of people with limited mobility. Accessible
- [The Future is Wide Open for ‘Drone-vertising’](https://hanloncreative.com/hanlon-insight/the-future-is-wide-open-for-drone-vertising/) - At last year’s Super Bowl halftime show Lady Gaga was the center of attention, but another bright attraction also caught spectators’ eyes. Hundreds of Pepsi-sponsored intel drones lit up the night sky in a synchronized spectacle of light: [youtube https://www.youtube.com/watch?v=bT_BqmTgOUw&w=1300&h=600&rel=0 ] Drones, small, remote controlled aircraft, aren’t mature technology yet, but they’ve already come along
- [Gen Y and Z Demand Brands Live Up to Their Values, Spurring a Revolution in Cause Marketing](https://hanloncreative.com/hanlon-insight/gen-y-and-z-demand-brands-live-up-to-their-values-spurring-a-revolution-in-cause-marketing/) - Most of the time when we talk about the dramatic changes taking place in marketing today, the conversation revolves around technology. Thanks to the digital revolution, everything is happening at breakneck speed, more data is being collected than any time in history, and our mobile devices make the experience ubiquitous. Basically, everything is different everywhere
- [Pop-Up Shops Are Making Lasting Impressions](https://hanloncreative.com/hanlon-insight/pop-up-shops-are-making-lasting-impressions/) - The retail landscape is in flux. Ecommerce is growing unabated, but traditional brick and mortar sales is undergoing a transition as consumer behavior changes. Online shopping is a powerful new competitor. It’s fast, it’s easy, and the array of options is vast and always expanding. But, some things are still better done in person, so
- [The Economics of Influence: Social Media Super Stars](https://hanloncreative.com/hanlon-insight/the-economics-of-influence-social-media-super-stars/) - Netflix has been on a buying spree for the past few years. It was relatively easy to secure content when the company was still transmitting most of its movies through the mail. They could buy as many physical copies as they liked and found many willing partners for their fledgling streaming business. Today, the big studios have
- [Four Questions Your Marketing Plan Must Answer – 4: How Are You Getting There?](https://hanloncreative.com/hanlon-insight/four-questions-your-marketing-plan-must-answer-4-how-are-you-getting-there/) - This series of articles has covered a lot of ground. We’ve discussed the importance of getting a firm grasp on your starting position, setting ambitious goals and achievable objectives, and doing the hard work of situational analysis to scan the road ahead for obstacles and optimal paths. Next, you need to determine what exactly it will take to
- [Bluetooth Beacons Have Amazing Potential, Why Haven’t They Caught On?](https://hanloncreative.com/hanlon-insight/bluetooth-beacons-have-amazing-potential-why-havent-they-caught-on/) - Marketers have a world of technology at their fingertips today. Virtual and augmented reality, programmatic ad buying platforms, inbound automation… the list goes on. But, there is one exciting technology that has been flying under the radar: Bluetooth beacons, tiny physical transmitters that broadcast data to nearby smart devices. However, their days as a novelty
- [Three Examples that Demonstrate Video’s Boundless Potential](https://hanloncreative.com/hanlon-insight/three-examples-that-demonstrate-videos-boundless-potential/) - It’s with good reason they call this the information age. We’re awash in it– consuming ideas, concepts, techniques, stories, and knowledge at an incredible rate. Combine that with steadily shrinking attention spans and a widespread propensity for visual learning and it quickly becomes obvious why video is such an adaptable and efficient tool. Video is
- [Why Everybody’s Talking About Voice As A Platform](https://hanloncreative.com/hanlon-insight/why-everybodys-talking-about-voice-as-a-platform/) - Facebook is building chatbots, Google and Amazon are churning out talking speakers by the millions (and Apple plans to get in on the action with its HomePod), hearables (smart earbuds) is a growing market, and just about every smartphone now comes with its own digital assistant baked right in. Whether you are speaking to Alexa, Siri, Cortana, or one of their digital rivals,
- [Customer Loyalty Has Never Been More Valuable](https://hanloncreative.com/hanlon-insight/customer-loyalty-has-never-been-more-valuable/) - It’s well understood in just about every business that acquiring new customers is almost always far more expensive than keeping existing ones. In fact, according to Harvard Business Review it can cost anywhere from five to 25 times more, depending on the industry. Plus, the longer you can keep a customer, the more time you have to amortize
- [Is Your Corporate Culture Energizing Your Brand?](https://hanloncreative.com/hanlon-insight/is-your-corporate-culture-energizing-your-brand/) - Transparency and authenticity are driving forces in marketing today. Technology has pulled back the curtain and subjected brands to more scrutiny than ever before. The online research tools and social networks used by consumers give them more than just access to information about products and services, but glimpses of the inner workings of companies and brands
- [The Top 7 Online Tools Helping Remote Workers Communicate and Collaborate While Quarantined](https://hanloncreative.com/hanlon-insight/the-top-7-online-tools-helping-remote-workers-communicate-and-collaborate-while-quarantined/) - Way back in 2019, in what now seems like a distant coronavirus-free past, tech firm Owl Labs released its State of Remote Work report. It showed that only 44 percent of global companies were embracing a heavily remote workforce. In the wake of the devastating global COVID-19 pandemic, that figure is no doubt skyrocketing as companies all
- [Bricks and Clicks: Make Your Brand Shine Online and Off](https://hanloncreative.com/hanlon-insight/bricks-and-clicks-make-your-brand-shine-online-and-off/) - Six months before the first iPhone was released in 1997 Steve Jobs changed the name of the company he founded from Apple Computer to just Apple. Four years later the company opened its first retail outlet, and last summer all of the nearly 500 Apple stores worldwide underwent a similar brand truncation. All the company’s showrooms are
- [Why White Papers Have New Relevance in the Social Media Age](https://hanloncreative.com/hanlon-insight/why-white-papers-have-new-relevance-in-the-social-media-age/) - There’s never enough content out there. Feeds are packed, streams are swollen, and inboxes overflow, and yet somehow people are always looking for more informational inputs. Perhaps spurred by FOMO (fear of missing out), everyone is suddenly a part time investigative journalist, tracking down leads, following up on stories, and sharing insider tips with friends and colleagues. Which is
- [How to Make Hashtags Work for Your Brand](https://hanloncreative.com/hanlon-insight/how-to-make-hashtags-work-for-your-brand/) - It all started so innocently. Chris Messina, a designer at Google, tweeted out a suggestion in 2007: “how do you feel about using # (pound) for groups. As in #barcamp [msg]?” It’s doubtful he realized at the time how influential that proposal would become. Twitter certainly didn’t: “They told me flat out, ‘These things are for nerds. They’re
- [How Well is Your Marketing Driving Sales?](https://hanloncreative.com/hanlon-insight/how-well-is-your-marketing-driving-sales/) - LEARN MORE ABOUT YOUR VISITORS TO OPTIMIZE FUTURE COMMUNICATIONS The concept of the marketing funnel predates the digital revolution. In fact, an early model of the customer’s journey that progressed from awareness to interest to desire to action was first advanced at the turn of the 20th century. Today, automated marketing, online tracking systems, and predictive algorithms are refining
- [Your Time is Limited: Get More Done with Marketing Automation](https://hanloncreative.com/hanlon-insight/your-time-is-limited-get-more-done-with-marketing-automation-2/) - SAVE TIME, INCREASE RESPONSE RATES, AND SPUR GREATER ENGAGEMENT Running a business is an all-consuming activity. It’s hard enough to get through the basics like customer service, marketing, production, and financial planning under the best of circumstances, and things are rarely even that straightforward. Fires need to be put out, team members turn over, and
- [Hearables: The Voice In Your Head is About to Get a Lot Smarter](https://hanloncreative.com/hanlon-insight/hearables-the-voice-in-your-head-is-about-to-get-a-lot-smarter/) - In Spike Jonze’s 2013 sci-fi drama “Her,” a man falls in love with his computer. His operating system has no face or body, but her voice and personality, piped into his ear by a wireless earbud, captivates him so that he can’t help himself. Even a disembodied voice can have incredible power. ”Each new platform
- [Don’t Fear the Second Screen Effect](https://hanloncreative.com/hanlon-insight/dont-fear-the-second-screen-effect/) - Second screens, the devices that draw attention away from primary viewing sources, have long been feared as harbingers of television’s demise. But, far from TV’s enemy, smartphones, tablets, laptops, and the like may actually be our best hope of maintaining the relevance of televised broadcasts. The second screen may be pulling away our attention somewhat, but truthfully, the
- [Why Billboards Make Perfect Sense in the Emoji Era](https://hanloncreative.com/hanlon-insight/why-billboards-make-perfect-sense-in-the-emoji-era/) - Can you name a form of communication that can convey a big message in under a second. If you’re a Millennial with your face buried in your smartphone you might be thinking of emoji, the cartoonish glyphs adorning text messages, Snaps, and Instagram comments. But, there’s an older medium that is somewhat less diminutive in size
- [How Snapchat Quietly Became the Biggest Name in Branded Augmented Reality](https://hanloncreative.com/hanlon-insight/how-snapchat-quietly-became-the-biggest-name-in-branded-augmented-reality/) - Virtual reality is getting plenty of press these days. A new VR headset seems to be announced every week (Google’s Daydream being the latest). But, ever so stealthily one company has managed to all but own the market for VR’s less well known cousin, Augmented Reality (AR). Whereas VR is a totally immersive and transporting experience, AR
- [How Guerrilla Marketing Takes Big Risks to Achieve Big Rewards](https://hanloncreative.com/hanlon-insight/how-guerrilla-marketing-takes-big-risks-to-achieve-big-rewards/) - Advertising is changing fast. Traditional media channels like TV, print, radio, and direct mail are no longer the only way to reach audiences. Online media, social networks, and extensive branded experiences are becoming just as common. Consumers, to some extent, have adapted to the deluge of information washing over them daily by becoming more adept
- [It’s National Radio Day This Week, and It’s Impressive How Many People Are Listening](https://hanloncreative.com/hanlon-insight/its-national-radio-day-this-week-and-its-impressive-how-many-people-are-listening/) - Before he was chasing down scofflaws on prime time, rapper LL Cool J shot to fame with a hit song called “I Can’t Live Without My Radio.” It was an anthem for the boombox jockeys of the 80s. And the title is still true. Gargantuan, shoulder-mounted portable stereos may have disappeared from our streets, but
- [Why Can’t Twitter Make Its Advertising Model Work?](https://hanloncreative.com/hanlon-insight/why-cant-twitter-make-its-advertising-model-work/) - There is a fairly standard playbook emerging in online advertising. Create a product, offer it up for free, get people hooked, build a user base, and then slowly start rolling out revenue-generating features. Google all but wrote the formula, Facebook is perfecting it, and upstart Snapchat is trying to rewrite the rules all over again.
- [Has Flat Design Gone Too Far?](https://hanloncreative.com/hanlon-insight/has-flat-design-gone-too-far/) - “Flat” is a byword in design these days, particularly in interface design for apps and websites, but that wasn’t always the case. Before we became obsessed with the geometrical starkness of brightly colored two-dimensional shapes, digital design was heavily informed by the concept of skeuomorphism: design that mimics the look and/or function of physical objects.
- [Zone 5 triathletes go hard in two 70.3 mile races](https://hanloncreative.com/hanlon-insight/zone-5-triathletes-go-hard-in-two-70-3-mile-races/) - Two Half Ironman triathlons. Four tough athletes. One man giving a triumphant thumbs-up from the winners’ podium. In math class, those numbers add up to seven. But in racing, they add up to Zone 5. After launching the 2016 triathlon season with a strong showing in May’s Olympic-length St. Anthony’s Triathlon, the Zone 5 racing
- [Typography Is the Visual Influencer You Probably Aren’t Thinking About](https://hanloncreative.com/hanlon-insight/typography-is-the-visual-influencer-you-probably-arent-thinking-about/) - Typography is the art and science of arranging letters and words visually. Sounds simple enough, right? As with so much of design, however, all the hard work that goes into successful typography is invisible to the end user. As adman and graphic designer Herb Lubalin said: “When a good ad is set right, no one notices the
- [10 Essential Tips to Improve Email Open Rates](https://hanloncreative.com/hanlon-insight/10-essential-tips-to-improve-email-open-rates/) - When we talk about marketing technology, the conversation often drifts towards the shiny, new tools, topics, and platforms that get most of the headlines. There’s no question that behavioral retargeting, social media influencers, cloud-based sales optimization, and the like are altering the marketing landscape, but there’s a much older tool that, surprisingly, still isn’t being
- [Comparative Advertising: How to Come Out on Top in an Advertising War](https://hanloncreative.com/hanlon-insight/comparative-advertising-how-to-come-out-on-top-in-an-advertising-war/) - An ad war is brewing in telecom. Last year Verizon released a TV spot called “A better network as explained by colorful balls” purporting to show their wireless network’s ability to transmit data more efficiently than the three other major carriers: Sprint, T-Mobile, and AT&T. Not content to be characterized by the competition, T-Mobile fired
- [Real Dads Cry Too: Father’s Day Ads Get Emotional](https://hanloncreative.com/hanlon-insight/real-dads-cry-too-fathers-day-ads-get-emotional/) - It’s no secret that emotions play a powerful role in advertising. Psychological research shows that intent to make a purchase is more influenced by emotions than by actual ad content – two to three times more! When we think of scenes that reflect the emotions we want our audiences to feel, typically the first ones that
- [Goodbye ’80s, Hello ’90s: Why We Crave Nostalgia Marketing](https://hanloncreative.com/hanlon-insight/goodbye-80s-hello-90s-why-we-crave-nostalgia-marketing/) - Who can forget the good old days of the 1990s? Tech stocks ruled Wall Street, Full House was a hit on the small screen, the Clintons were making headlines, and Pepsi had a strange clear cola in the works. Wait… what year is it again? Every generation likes to harken back to days past. It’s always fun
- [Do Well By Doing Good: Cause Marketing](https://hanloncreative.com/hanlon-insight/do-well-by-doing-good-cause-marketing/) - Adidas has been teasing a new line of footwear using recycled ocean waste for some time now, showing off the initial 3D-printed prototype late last year. Just in time for World Oceans Day on June 7, 2016, they finally announced the finished product, the Adidas X Parley: “The shoe upper is made from Parley Ocean Plastic®, which is collected
- [Your Brand Is Worth a Lot — But Only If You Manage It Effectively](https://hanloncreative.com/hanlon-insight/your-brand-is-worth-a-lot-but-only-if-you-manage-it-effectively/) - In a famous 1931 memo that’s still taught in business schools to this day, consumer goods conglomerate Procter & Gamble president Neil McElroy first identified the need for brand managers: employees who would focus on each individual brand in a company’s holdings, protecting, promoting, and individualizing them. Previously, the company’s products often ended up competing against
- [Best Practices for Best in Class Website Building](https://hanloncreative.com/hanlon-insight/best-practices-for-best-in-class-website-building/) - Marketing famously stands at the intersection of art and science. Few endeavors illustrate that reality more distinctly than web design. The best websites are a harmonious marriage of visual refinement, relevant content, and cutting edge technology. When it’s time to build or rebuild your site, all of these aspects need careful consideration to achieve a
- [Damn, Daniel: You’ve Gone Viral! Now What?](https://hanloncreative.com/hanlon-insight/damn-daniel-youve-gone-viral-now-what/) - What makes a piece of content go viral? There are a lot of theories (relevance, emotional connection, social consciousness, humor, etc.), but when it comes down to it, there’s really no more definitive answer than a shrug. The Internet is a quirky hive mind that occasionally decides it likes something for no discernible reason. You
- [Crack Open an Ice-Cold Can of ‘America’ and Watch Patriotic Branding Work](https://hanloncreative.com/hanlon-insight/crack-open-an-ice-cold-can-of-america-and-watch-patriotic-branding-work/) - Budweiser might not be owned by an American firm anymore, but that’s not stopping its parent company, Brazilian-Belgian beer conglomerate Anheuser-Busch InBev, from playing up the brand’s legendary patriotic bonafides. Starting Monday, May 23, the wordmark on cans of Budweiser — that is, the beer’s very name — will be replaced simply with the word “America.” And its
- [Why is Gender-specific Marketing Faltering? Ask Rey from Star Wars.](https://hanloncreative.com/hanlon-insight/why-is-gender-specific-marketing-faltering-ask-rey-from-star-wars/) - Adweek published its annual Women’s Issue this week. Across its lineup of interesting stories about consumer trends, body image, high-profile industry professionals, and more, one thing is clear: It’s startling how quickly the Internet has shifted the national conversation on how gender is marketed. The online era has only been with us for a generation and a half: Gen Xers hit
- [Maximize Click-Through Rates on Your Next Email Campaign](https://hanloncreative.com/hanlon-insight/maximize-click-through-rates-on-your-next-email-campaign/) - Email marketing may be decades old, but it’s possibly never been more popular or effective. With three quarters of Americans using email and over two and a half billion total users worldwide, it’s the messaging tool with unbeatable reach. “Click-through rates are the single best performance indicator of the effectiveness of an email campaign.” And, because
- [How to Optimize the Preference Stage of a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/how-to-optimize-the-preference-stage-of-a-full-funnel-marketing-approach/) - HELP YOUR AUDIENCE UNDERSTAND WHY YOU’RE THE RIGHT CHOICE FOR THEM This is the third in a series of articles covering the Hanlon Full Funnel methodology for systematizing marketing initiatives to improve results and enhance efficiency. In the previous articles, the top of the funnel (the awareness and consolidation stages) were discussed. In this piece,
- [Be more fearless: What Stan Freberg’s son learned from his father’s creative genius](https://hanloncreative.com/hanlon-insight/be-more-fearless-what-stan-frebergs-son-learned-from-his-fathers-creative-genius/) - When the 2016 Oscars ceremony rolled its “In Memoriam” tribute to those who’d passed away in the past year, one of the first names on the list was Stan Freberg. The legendary comedian and advertising creative director, who died one year ago this week, and who has been called an inspiration by everyone from Stephen King
- [Curated Content vs. Chronological Feeds: We have a winner!](https://hanloncreative.com/hanlon-insight/curated-content-vs-chronological-feeds-we-have-a-winner/) - The days of seeing content posted in chronological order are numbered (no pun intended) as Instagram becomes the latest platform to move to a curated feed. Social media may have begun as a trickle of information, with a few early adopters and trendsetters posting the occasional blog post or online video, but it has become a
- [Hanlon’s “Bag of Life” commercial for Good Neighbor Pharmacy keeps winning awards](https://hanloncreative.com/hanlon-insight/hanlons-bag-of-life-commercial-for-good-neighbor-pharmacy-keeps-winning-awards/) - “Locally Owned. Locally Operated. Locally Loved.” Those three simple facts sum up the hometown appeal of Good Neighbor Pharmacy, the nationwide cooperative network of more than 3,200 independent American pharmacies that all care for patients in their own communities. When it was time to launch that new positioning line for Good Neighbor Pharmacy, we didn’t just
- [The Top 7 Reasons Why Your Website Isn’t Converting Leads — and How to Fix Them](https://hanloncreative.com/hanlon-insight/the-top-7-reasons-why-your-website-isnt-converting-leads-and-how-to-fix-them/) - Analyze and optimize key elements such as website design, user experience, content, and calls-to-action to boost conversation rates.
- [Fractional CMO Services vs. In-house CMO: Which Is Right for Your Business?](https://hanloncreative.com/hanlon-insight/fractional-cmo-services-vs-in-house-cmo-which-is-right-for-your-business/) - A marketing leader is needed across industries, but companies must decide whether they need a full time CMO or if they would be better served by a fractional CMO.
- [What is a Fractional CMO?](https://hanloncreative.com/hanlon-insight/what-is-a-fractional-cmo/) - Fractional CMOs offer cost-effective solutions, flexibility in leadership roles, and strategic guidance and fresh perspectives that help companies drive growth.
- [A Guide to Hiring a Fractional CMO](https://hanloncreative.com/hanlon-insight/a-guide-to-hiring-a-fractional-cmo/) - A fractional Chief Marketing Officer is a part-time executive who provides strategic marketing leadership and expertise to organizations on a flexible basis.
- [7 Retail Brands That Are Winning With Augmented Reality](https://hanloncreative.com/hanlon-insight/7-retail-brands-that-are-winning-with-augmented-reality/) - A fundamental transition is taking place in marketing. Brands are no longer putting the products and services they sell at the center of their outreach. The brand experience, the satisfaction derived from engaging with the brand and having expectations met and exceeded, is the new essential instrument to building brand equity, keeping your customer acquisition
- [How Power BI Transforms Sales and Marketing](https://hanloncreative.com/hanlon-insight/how-power-bi-transforms-sales-and-marketing/) - The digital revolution may be ongoing, but its impact is already indelible. There is simply no way to attain or maintain a competitive advantage in the modern marketplace without access to the right data and powerful tools to extract smart decision-making guidance from it. Sales and marketing have become particularly reliant on data. Information on
- [A.I. Marketing Isn’t Just for Enterprises Anymore](https://hanloncreative.com/hanlon-insight/a-i-marketing-isnt-just-for-enterprises-anymore/) - SMART TECHNOLOGIES THAT IMPROVE CONVERSION RATES AND BOLSTER CUSTOMER RELATIONSHIPS ARE WORKING FOR BRANDS OF ALL SIZES IN 2021. Artificial intelligence (A.I.) gets a lot of buzz lately, and with good reason. More and more digital tools are taking advantage of smart features that can actively analyze and adapt to situations in real time almost
- [Understanding the Specialized Marketing Needs of Modern Insurance and Financial Brands](https://hanloncreative.com/hanlon-insight/understanding-the-specialized-marketing-needs-of-modern-insurance-and-financial-brands/) - Finance and insurance aren’t like other industries. Barriers to entry are higher, regulations are more onerous, and the costs associated with missteps are much steeper. Fortunately for financial and insurance brands, they have a powerful asset in their corner: more access to customer data than many other industries. They have likely already performed intake upon
- [The 10 Best Easter Fools Brand Pranks](https://hanloncreative.com/hanlon-insight/the-10-best-easter-fools-brand-pranks/) - There was a time when the only place to get hoodwinked by amazing and amazingly fake commercials was on “Saturday Night Live.” But, with the rise of online social video sharing, April Fools day has become a new showcase for brands to poke a little fun at themselves and win some mindshare. This year, April
- [Is Social Media More Important to 2018 World Cup Advertisers than TV?](https://hanloncreative.com/hanlon-insight/is-social-media-more-important-to-2018-world-cup-advertisers-than-tv/) - Even in a media landscape as fragmented and diverse as the one we live in today, certain events transcend channels, demographics, and even physical borders. Every four years the world’s most popular sport holds its biggest tournament, and 3.5 billion people from over 200 countries tune in. Amazingly, those skyhigh numbers are more than just
- [Hanlon Creative Unleashes the Power of Augmented Reality for AmerisourceBergen](https://hanloncreative.com/hanlon-insight/hanlon-creative-unleashes-the-power-of-augmented-reality-for-amerisourcebergen/) - ThoughtSpot, the annual Good Neighbor Pharmacy and AmerisourceBergen conference and trade show, was an energetic, enlightening, and productive event this year. Independent pharmacists, healthcare providers, vendors, and manufacturers took over the Mandalay Bay Resort and Casino in Las Vegas from July 19 to 22 to get updated on the state of their industry. New tools and methodologies to improve
- [B2B Retention Marketing: Strategies for Sustainable Growth](https://hanloncreative.com/hanlon-insight/b2b-retention-marketing-strategies-for-sustainable-growth/) - B2B retention marketing weaves together the threads of customer engagement, brand loyalty, and long-term value creation into a holistic approach.
- [Has New Media Taken Over?](https://hanloncreative.com/hanlon-insight/has-new-media-taken-over/) - It’s plain to see that the media landscape is changing. Newspapers are rarely read on paper anymore. Listening to music on the radio instead of streamed over the internet seems outdated, and “Stranger Things 2,” the hottest show on television, never hit the airwaves either. Have we turned a corner? Is new media ruling the
- [Why Your Marketing and Sales Teams Should Work Together](https://hanloncreative.com/hanlon-insight/why-your-marketing-and-sales-teams-should-work-together/) - Sales and marketing teams have a unified goal: to improve the balance sheets and prospects of companies and brands. How they go about it, however, is quite different, as are their incentives. That disconnect can sometimes result in clashes. If sales drop, marketers sometimes accuse the sales team of failing to execute on a carefully
- [Hanlon’s 2023 Web Design Trend Forecast](https://hanloncreative.com/hanlon-insight/hanlons-2023-web-design-trend-forecast/) - The top ten things we expect to see more of online this year. The world wide web is over three decades old, but it’s still learning new tricks! As we look ahead to 2023, here are the top design trends the style mavens and web pros at Hanlon are expecting to gain major traction
- [Understanding Return on Marketing Investment](https://hanloncreative.com/hanlon-insight/understanding-return-on-marketing-investment/) - Now, more than ever, agile firms must track their marketing spend to ensure that it is producing results. Everyone knows that when you’re investing in a stock or a bond or a piece of real estate the goal is to “buy low and sell high.” Return on investment (ROI) for standard securities is fairly simple
- [Why Print Ads With An ‘Aha Moment’ Go Viral](https://hanloncreative.com/hanlon-insight/why-print-ads-with-an-aha-moment-go-viral/) - KFC won the internet for a day back in April when a set of print ads for the Hong Kong market went viral. The ads promoting Hot & Spicy fried chicken featured images of rockets and race cars blowing hot, flaming exhaust. Upon closer inspection, however, those billows of fire appear to be coated in 11 herbs
- [How to Survive a Recession… and Thrive After](https://hanloncreative.com/hanlon-insight/how-to-survive-a-recession-and-thrive-after/) - SHOULD YOU CUT COSTS OR INVEST IN GROWTH IN A RECESSION? YES TO BOTH. At a speed that shocked the country and the world, the coronavirus pandemic has reshaped our everyday lives. Billions of people are sheltering in place and social distancing in public, and countless businesses have been forced to close their doors. Several huge segments
- [How to Develop a Smart Content Strategy](https://hanloncreative.com/hanlon-insight/how-to-develop-a-smart-content-strategy-2/) - For most brands today, regardless of industry, the most effective channels for communicating with their customers is different than it was just a few short years ago. Traditional media’s influence continues to wane as magazines, radio, and even TV are supplanted by faster, more interactive, and more measurable online formats. “When your brand mission and
- [Strategy is Doing the Right Things; Execution is Doing Things Right](https://hanloncreative.com/hanlon-insight/strategy-is-doing-the-right-things-execution-is-doing-things-right/) - Some marketing experts refuse to separate the concept of execution from strategy, thinking the former is merely a component of the latter. Good strategies beget good execution, or so the theory goes. But, there is a strong case to be made for considering them as separate but interdependent phases of any successful project. Your ability
- [The Marketplace is Crowded, Are You Positioning Your Brand to Stand Out?](https://hanloncreative.com/hanlon-insight/the-marketplace-is-crowded-are-you-positioning-your-brand-to-stand-out/) - Amazon founder Jeff Bezos once famously said: “Your brand is what other people say about you when you’re not in the room.” Well, not only are people talking about you when you’re out of earshot, but they are comparing you to the competition. Are you as fast, as efficient, as desirable as your rivals? Thanks to an
- [Finding the Effective Frequency that Makes Messages Stick](https://hanloncreative.com/hanlon-insight/finding-the-effective-frequency-that-makes-messages-stick/) - Metrics drive marketing today. Every facet of the customer journey from awareness through conversion and into the loyalty building phase is tracked, analyzed, and scrutinized for competitive insights and key performance indicators. Metrics come in the form of click-through and churn rates, incremental sales, web traffic, customer lifetime value, and countless others. However, one metric
- [9 Questions to Ask When Writing an Effective Creative Brief](https://hanloncreative.com/hanlon-insight/9-questions-to-ask-when-writing-an-effective-creative-brief/) - Every great project needs the right blueprint to succeed. Few major endeavours work without strong guiding principles to keep the process on track and moving smoothly. Creative teams are no exception, which is why a carefully considered game plan can be an inspirational force multiplier. The creative brief is the primary document for outlining the
- [Why Awareness is the Most Important Stage of a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/why-awareness-is-the-most-important-stage-of-a-full-funnel-marketing-approach/) - QUALITY LEADS AND POSITIVE BRAND ASSOCIATIONS DON’T JUST APPEAR. YOU HAVE TO GENERATE THEM. Few meaningful decisions are made impulsively. The average consumer might pick up a pack of gum at the checkout aisle without thinking too much about it, but when it’s time to find a doctor, buy a new laptop, hire a landscaper,
- [Multiplying Your Marketing Efforts](https://hanloncreative.com/hanlon-insight/multiplying-your-marketing-efforts/) - Your business needs top-notch marketing to create results that keep you moving forward. That means generating leads and sales in the short term and pushing for increased brand equity and year-over-year profitability in the long run. To achieve those benchmarks you need a skilled team of experts to help make your marketing goals a reality.
- [Five Reasons Why Adding Outside Marketing Expertise Produces Better and More Affordable Results than Going it Alone](https://hanloncreative.com/hanlon-insight/five-reasons-why-adding-outside-marketing-expertise-produces-better-and-more-affordable-results-than-going-it-alone/) - SAVE MONEY, OUTSOURCE YOUR HEADACHES, AND INVEST IN GROWTH WITH THE HANLON AUGMENTED MARKETING TEAM Companies choose to outsource their marketing for a variety of reasons. Costs are a common consideration. A fully staffed marketing department that is equipped to execute across multiple channels is expensive to acquire and comes with substantial overheads. Another frequent issue
- [If You’re Marketing to Millennials, Best Not Use Your Old Playbook](https://hanloncreative.com/hanlon-insight/if-youre-marketing-to-millennials-best-not-use-your-old-playbook/) - Millennials, also known as Generation Y, currently make up a full quarter of the U.S. population. There are over 83 million young adults born between 1981 and 1996, and they are now the single largest consumer demographic group in the nation. Naturally, brands are keen to understand how these influential members of the marketplace differ from their
- [Which Brands Were Able to Make Their Pandemic Pivot?](https://hanloncreative.com/hanlon-insight/which-brands-were-able-to-make-their-pandemic-pivot/) - WITH THE LOCKDOWNS (HOPEFULLY) LONG BEHIND US, WE CAN SEE WHICH ORGANIZATIONS AND INDUSTRIES ADAPTED BEST TO THE BIGGEST HEALTH CRISIS IN A CENTURY. As trend watchers and cutting-edge digital marketers, everyone at Hanlon understands implicitly that markets are evolving — and the rate of change is only increasing. Any company optimized for last year’s
- [Why So Many Brands Today Want to Be Associated With Clean and Natural Wellness](https://hanloncreative.com/hanlon-insight/why-so-many-brands-today-want-to-be-associated-with-clean-and-natural-wellness/) - GEN Y AND Z ARE MORE INTERESTED IN SELF IMPROVEMENT THAN CONSPICUOUS CONSUMPTION — AND THEY WANT THE BRANDS THAT SUPPORT THEIR WELLNESS JOURNEY TO BE AS GOOD FOR THE WORLD AS THEY ARE FOR THEIR BODIES. Branding is all about creating perceptions in the minds of consumers. Perceptions of a brand’s worth, its capabilities,
- [How Do I Create an Effective Brand Position in the Marketplace?](https://hanloncreative.com/hanlon-insight/how-do-i-create-an-effective-brand-position-in-the-marketplace/) - Brand positioning is the process of helping customers and potential customers form a well-established idea of what your brand is, what it stands for, what category it falls under, what problems it solves for them, and perhaps most importantly, how it differs from competing brands. The marketplace is crowded and not just with products but
- [Sharpen Your Brand Strategy with a SWOT Analysis](https://hanloncreative.com/hanlon-insight/sharpen-your-brand-strategy-with-a-swot-analysis/) - A woodsman was once asked what he would do if he had only four hours to chop down a large tree. His response: “I’d spend the first two hours sharpening my axe.” This adage reminds us that executive action is most effective when backed by planning and preparation. For marketers, that groundwork takes place in a
- [How to Outmaneuver Your Rivals With a Competitive Analysis](https://hanloncreative.com/hanlon-insight/how-to-outmaneuver-your-rivals-with-a-competitive-analysis/) - In both marketing in particular, and strategic management in general, competitive analysis is an integral means of gaining an advantage in an active market where many players are all vying for supremacy. At its core, it is a process that reveals the strengths and weaknesses of all your current and potential competitors as well as
- [4 Tips to Winning the Consideration Stage of a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/4-tips-to-winning-the-consideration-stage-of-a-full-funnel-marketing-approach/) - ONCE YOU’VE GENERATED QUALITY LEADS, IT’S TIME TO START NURTURING THEM This is the second in a series of blogs covering the Hanlon methodology for Full Funnel marketing. In the first article we discussed how to generate brand awareness and quality leads. In this blog we’ll explain how to move your audience through the funnel into the
- [Sex Still Sells for Unilever’s Axe…But for How Long?](https://hanloncreative.com/hanlon-insight/sex-still-sells-for-unilevers-axebut-for-how-long/) - Multinational consumer-goods conglomerate Unilever all but created the body spray market with its Axe line, which is still dominant today. The male grooming product is positioned somewhere between deodorant and cologne. The product dates back to the late ’90s, and has almost always been targeted primarily at the 15–25-year-old male demographic (though Unilever has experimented
- [Sticky Experiences Win in the Attention Economy](https://hanloncreative.com/hanlon-insight/sticky-experiences-win-in-the-attention-economy/) - LEADING BRANDS AND CONTENT PROVIDERS WANT THE SAME THING TODAY: YOUR UNDIVIDED ATTENTION One of the biggest stories in media and business right now is AT&T’s acquisition of Time Warner. Little by little, details of how the telecom giant plans to capitalize on its $85 billion investment have been leaking out. One tidbit in particular speaks
- [If You’re Not Taking Chances, You’re Not Marketing](https://hanloncreative.com/hanlon-insight/if-youre-not-taking-chances-youre-not-marketing/) - Risk-aversion is usually considered a positive trait. Why expose yourself to hazards you can avoid, right? Well unfortunately, sometimes not taking a risk is the surest way to lose out in the long run. All marketing endeavors are about bringing about a change (e.g. a shift in public perception, a rise in market position, exposure to
- [Are You Reaping the Benefits of a Well Tailored Content Strategy?](https://hanloncreative.com/hanlon-insight/are-you-reaping-the-benefits-of-a-well-tailored-content-strategy-2/) - The incredible growth in content marketing taking place today is often attributed to the rise of web ad blockers and TV commercial skipping technologies. If consumers can opt out of viewing an ad, they most likely will, so smart brands are adapting their strategies and moving away from interruptive marketing and towards inbound, permission-based, and
- [How the Mobile Revolution Changed Logo Design: Five Trends that Took Over in 2019](https://hanloncreative.com/hanlon-insight/how-the-mobile-revolution-changed-logo-design-five-trends-that-took-over-in-2019/) - Something fairly monumental happened in late 2016 that reset the rules of the road for marketers, brand managers, and digital strategists. In November of that year, mobile internet usage exceeded desktop browsing for the very first time. There had already been a growing awareness that the future would be mobile, but that news created a powerful motivation
- [Are you Lacking a Cohesive Digital Marketing Strategy?](https://hanloncreative.com/hanlon-insight/are-you-lacking-a-cohesive-digital-marketing-strategy/) - Sometime around the late 1980s a major shift occurred in marketing. The old world of three giant TV broadcasters was fragmented by the arrival of cable networks. Where it was once simple to send out one clear message to one giant audience, advertisers were suddenly faced with a newly multifaceted market. If they wanted to
- [What Is a Realistic Expectation for Marketing ROI?](https://hanloncreative.com/hanlon-insight/what-is-a-realistic-expectation-for-marketing-roi/) - Every effective business owner knows they have to market their products and services. The marketplace is simply too crowded and competitive, attention is too scarce, and shifting consumer behavior and more openness to abandoning brands that aren’t serving their needs means that not marketing is tantamount to giving up. The question then is: What can
- [Why Your Brand Can’t Afford Low Customer Retention](https://hanloncreative.com/hanlon-insight/why-your-brand-cant-afford-low-customer-retention/) - THE KEY TO RETAINING YOUR BEST CUSTOMERS IS EXCEEDING EXPECTATIONS Your customers are the lifeblood of your enterprise. You work tirelessly to provide them with value for their time and money, in the hopes of establishing a long and fruitful relationship. You do so because you know that the environment we all operate in is
- [What Social Media Platforms Should I Use for My Business?](https://hanloncreative.com/hanlon-insight/what-social-media-platforms-should-i-use-for-my-business/) - WITH SO MANY OPTIONS, IT CAN BE HARD TO DETERMINE THE RIGHT SOCIAL NETWORKS TO PROMOTE YOUR BRAND AND ENGAGE YOUR FOLLOWERS. It all started with a simple, but incredibly powerful goal: to connect people and create a platform for conversations. Social media has evolved quickly over the years, though. Remember MySpace? In 2007, it
- [What Generation Gap? Millennials and Boomers Are Awfully Similar](https://hanloncreative.com/hanlon-insight/what-generation-gap-millennials-and-boomers-are-awfully-similar/) - Millennials, the age cohort born sometime between 1980 and 2000, are in the news an awful lot these days. It might have something to do with the “combined global spending power of $2.45 trillion” they wielded in 2015. Everybody wants to know who the millennials are, what they want, and how to shape messages to appeal to
- [How Pantone Made Itself Irreplaceable by Mastering the Science of Color](https://hanloncreative.com/hanlon-insight/how-pantone-made-itself-irreplaceable-by-mastering-the-science-of-color/) - Certain things are expected when the end of the year rolls around. Top ten lists, champagne toasts, and setting resolutions are all time honored traditions. But, this is also when Pantone, the world’s leading authority on color, announces its Color of the Year. In previous years, they have selected exotic shades, like Tigerlily (a warm orange chosen for 2004)
- [It’s Not Enough to be Great, You Have to be Different Too: Unique Selling Propositions](https://hanloncreative.com/hanlon-insight/its-not-enough-to-be-great-you-have-to-be-different-too-unique-selling-propositions/) - Marketers with a long memory, or a penchant for historical research, know there was a time when retail space was very limited, the marketplace wasn’t too crowded, and switching costs were high. Those simpler times are a distant memory now. The online environment we all operate in today is for all intents and purposes limitless.
- [Reconnecting to Marketing’s Human Side with Lessons from Legendary Creative Director Bill Bernbach](https://hanloncreative.com/hanlon-insight/reconnecting-to-marketings-human-side-with-lessons-from-legendary-creative-director-bill-bernbach/) - Marketing and advertising live at the cutting-edge of technological development today. Augmented reality, machine learning, big data, and omnichannel analytics represent the calculated, numbers-driven side of the business. Those fairly recent developments have definitely upgraded our toolkit and opened up new avenues for growth, but, at the end of the day, they all still require
- [The Rise of Micro-Influencers and Why Marketers Need to Pay Attention](https://hanloncreative.com/hanlon-insight/the-rise-of-micro-influencers-and-why-marketers-need-to-pay-attention/) - Influencers, which are individuals who utilize their online presence and credibility to sway their followers' opinions, represent a huge opportunity that many brands are missing out on. In 2022, the influencer market in the U.S. was valued at a record $16.4 billion. Yet only 1 in 4 marketers currently leverage influencer marketing. Often, the high
- [Which Brands Scored at Super Bowl LVI?](https://hanloncreative.com/hanlon-insight/which-brands-scored-at-super-bowl-lvi/) - We live in a fragmented media environment. There are too many channels and too many new and niche audience groups for any one event to capture everyone’s attention. But, there are still a few blockbuster moments each year that transcend demographics, and the Super Bowl is one of them. Even non-sports fans are drawn to
- [Why Brand Advocacy Is the Crowning Jewel of a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/why-brand-advocacy-is-the-crowning-jewel-of-a-full-funnel-marketing-approach/) - BRAND MESSAGES TRAVEL FURTHER AND CREATE A BIGGER IMPACT WHEN THEY ARE SHARED BY AN AUTHENTIC SUPERFAN This is the fifth and final article in a series covering the Hanlon Full Funnel Marketing approach. We have addressed how to generate awareness for your brand, encouraging your audience to consider your merits, nurturing leads and directing
- [5 Major UX Differences Between B2B and B2C Websites](https://hanloncreative.com/hanlon-insight/5-major-ux-differences-between-b2b-and-b2c-websites/) - For the last several years web designers have been focused on incorporating the newest technologies and design trends into their sites. There was a huge push to rip down clunky, primitive pages and replace them with search engine optimized, mobile responsive, modern platforms decked out in the latest flat designs. A few are still playing
- [Brushes and Bytes: AI Art in Modern Marketing](https://hanloncreative.com/hanlon-insight/brushes-and-bytes-ai-art-in-modern-marketing/) - The benefits of AI imagery in marketing are cost efficiency, scalability, personalization, and the ability to produce visually arresting content at speed.
- [A Beginners Guide to Building Backlinks to Your Website](https://hanloncreative.com/hanlon-insight/a-beginners-guide-to-building-backlinks-to-your-website/) - The world wide web has changed a lot over the years, but from its earliest incarnation hyperlinks, clickable text or images that direct browsers to other pages and content, have been a fundamental means of sharing knowledge and traversing the information superhighway. Simply put, without links the web would be unnavigable. Google co-founder Larry Page
- [The Man Who Changed the World by Selling Things to Your Feelings](https://hanloncreative.com/hanlon-insight/the-man-who-changed-the-world-by-selling-things-to-your-feelings/) - When legendary adman Leo Burnett opened his agency in Chicago at the height of the Great Depression, he placed a bowl of red apples at the reception desk for any visitors who might come by. It was a small but symbolic act of generous hopefulness in a time of crushing scarcity, and it totally did
- [The Pros and Cons of Using ChatGPT in Marketing](https://hanloncreative.com/hanlon-insight/the-pros-and-cons-of-using-chatgpt-in-marketing/) - Chatbots have been forecast to usher in a new era of AI-enhanced touchpoints before, but the latest generation has seriously raised the bar. ChatGPT from OpenAI, a research company backed in part by Microsoft, is the most capable AI chatbot ever developed by virtually everyone’s measure. Though, Claude from Anthropic, a Google partner, is advancing
- [Is Your Marketing Mix Built for the 21st Century?](https://hanloncreative.com/hanlon-insight/is-your-marketing-mix-built-for-the-21st-century/) - The concept of a marketing mix, the major components of a marketing strategy, was first developed in the 1960s by marketing scholar E. Jerome McCarthy. His original concept described the four basic components of every marketing campaign, the Four Ps: Product, Price, Promotion, and Place. The concept was groundbreaking at the time and was part of a movement to
- [Timing Your Social Media Post for Maximum Impact](https://hanloncreative.com/hanlon-insight/timing-your-social-media-post-for-maximum-impact/) - Social media feeds today are getting cramped. It’s easy for your content to get lost in the shuffle. Not only is the stream bigger than ever, it’s also faster. Fresh content continually overshadows older entries. While, Tweets and Facebook posts are saved in perpetuity, they have a short half life for clicks and impressions: “…a post reaches
- [Essential Tools for B2B Martech](https://hanloncreative.com/hanlon-insight/essential-tools-for-b2b-martech/) - A B2B martech stack helps marketing teams to operate with greater efficiency, higher levels of data-driven decision-making, and an enhanced customer focus.
- [The 10 Most Important Tips to Get More From Google Analytics 4](https://hanloncreative.com/hanlon-insight/the-10-most-important-tips-to-get-more-from-google-analytics-4/) - By utilizing GA4’s advanced features, businesses gain a deeper understanding of their customers to predict future trends and make informed decisions.
- [In the Disrupter Economy, Everyone Wants to Be a Challenger](https://hanloncreative.com/hanlon-insight/in-the-disrupter-economy-everyone-wants-to-be-a-challenger/) - When legendary art director Helmut Krone was tasked with reinventing car rental company Avis’ advertising he went in a direction that took everyone by surprise. His now famous tagline, “When you’re only No. 2, you try harder,” not only mentions the fact that the brand wasn’t a leader in its industry– it made it a selling
- [The Daring of Ad Legend Helmut Krone: “New Means Breaking Rules”](https://hanloncreative.com/hanlon-insight/the-daring-of-ad-legend-helmut-krone-new-means-breaking-rules/) - In virtually every creative endeavor — marketing, publishing, film, TV — there is an art director, a single person to unify the vision. In advertising, that vision typically relates to the character of the product or service being marketed. What makes it special? What makes it different? Why is it appealing? How does it fit
- [Powerpoint Do’s and Don’ts](https://hanloncreative.com/hanlon-insight/powerpoint-dos-and-donts/) - Believe it or not, but PowerPoint, the ever present presentation tool, has been with us for nearly three decades. As anyone who has ever sat through a particularly dull slide deck can attest, there is a fine art to building and exhibiting a compelling presentation that keeps an audience’s attention. Here are a few tips
- [Your Customer is On a Journey. Are You Mapping It?](https://hanloncreative.com/hanlon-insight/your-customer-is-on-a-journey-are-you-mapping-it-2/) - Customer journey mapping reveals a deeper insight into consumer behavior, identifying key touchpoints, and improving the customer experience.
- [Fractional Marketing: The Future of Flexible, Cost-Effective Marketing Expertise](https://hanloncreative.com/hanlon-insight/fractional-marketing-the-future-of-flexible-cost-effective-marketing-expertise/) - Fractional marketing allows companies to access specialized expertise without the commitment and costs associated with full-time hires.
- [Should You Outsource Marketing? How a Fractional Marketing Agency Can Help](https://hanloncreative.com/hanlon-insight/should-you-outsource-marketing-how-a-fractional-marketing-agency-can-help/) - Outsourced marketing is the practice of contracting an organization's marketing functions to a third party partner with specialized expertise and tools.
- [Optimizing Your Site for 2024 SEO Trends](https://hanloncreative.com/hanlon-insight/optimizing-your-site-for-2024-seo-trends/) - The key SEO trends to watch in 2024 are generative AI, Google's SGE and E-E-A-T updates, voice search, and a continued emphasis on user experience.
- [Leveraging Fractional Marketing for Niche Markets and Industries](https://hanloncreative.com/hanlon-insight/leveraging-fractional-marketing-for-niche-markets-and-industries/) - Through targeted campaigns, personalized messaging, and niche-specific channels, fractional marketers ensure that marketing connects with the intended audience.
- [Best Practices for Integrating Fractional Marketing with Your In-House Team](https://hanloncreative.com/hanlon-insight/best-practices-for-integrating-fractional-marketing-with-your-in-house-team/) - The first step in leveraging a fractional team is ensuring that in-house resources are equipped to synergize with them.
- [Hanlon’s 2024 Web Design Trends Forecast](https://hanloncreative.com/hanlon-insight/hanlons-2024-web-design-trends-forecast/) - Cutting edge web design today is not just about aesthetics. It's a confluence of technology, psychology, and artistic expression.
- [Trust Is Essential in Creative Partnerships](https://hanloncreative.com/hanlon-insight/trust-is-essential-in-creative-partnerships/) - You know you’ve crossed over culturally when the music video for your song about Norse mythology featuring erotic robots becomes a part of the Museum of Modern Art’s permanent collection, prompts analysis like “Boundary Transgressions and the Cyborg Body in Björk’s Music Video ‘All Is Full of Love,’” … and wins an MTV Video Music Award. The first thing
- [Design for Your Audience, Not Yourself!](https://hanloncreative.com/hanlon-insight/design-for-your-audience-not-yourself/) - There’s a lot of confusion these days about the difference between designing User Interfaces (UI) and User Experiences (UX). The former is all about how we directly interact with products and services: the buttons (physical and virtual), menus, input devices, and the like that actually let us control whatever it is we are trying to
- [The Hanlon Creative Guide to Emotional Branding](https://hanloncreative.com/hanlon-insight/the-hanlon-creative-guide-to-emotional-branding/) - Think about the last few purchasing decisions you made. Did you do extensive research, weigh the pros and cons, compare alternatives, and check with friends and family to make sure those decisions were sound? Sometimes we have the time and inclination to give that much brainpower to a buying decision. Usually, we don’t. In either
- [Top Brands Don’t Just Give Their Customers Service They Provide Experiences](https://hanloncreative.com/hanlon-insight/top-brands-dont-just-give-their-customers-service-they-provide-experiences/) - It’s an oft-repeated refrain on the Hanlon Creative Blog, but it can’t be overstated: the times they are a-changin’. Technology is upending pretty much every industry and marketing is no exception. Businesses and brands that once competed only with a few local rivals are now faced with the prospect of competing with the whole world
- [Don’t Be Data Rich But Information Poor](https://hanloncreative.com/hanlon-insight/dont-be-data-rich-but-information-poor/) - You can’t fight the future, opt-in, non-interruptive, permissive communication is where marketing is headed today. Faced with empowered audiences that have a growing toolset to filter the content they see, advertisers are rethinking the classic approaches and adding newfangled inbound strategies focused on drawing in eyeballs, rather than seeking them out. But, two things can
- [Your Reputation is Everything to Your Brand, So Protect It](https://hanloncreative.com/hanlon-insight/your-reputation-is-everything-to-your-brand-so-protect-it/) - In the days before the internet, reputation management was primarily the purview of public relations firms. But, in the social media era every brand needs to keep a watchful eye on what is being said about them online. Online reputation management (ORM) involves monitoring and responding to the various digital channels that are reviewing, commenting,
- [How Three Flagging Brands Got Their Groove Back](https://hanloncreative.com/hanlon-insight/how-three-flagging-brands-got-their-groove-back/) - It’s no easy feat reviving a brand that has lost its luster. Some try in vain and find only limited success. Polaroid has reinvented itself several times since its heyday in the analog era, but never found a major route back to prominence. For every Apple, a brand that regains a lost throne, there are scores
- [This Time It’s Personal: Mass Customization](https://hanloncreative.com/hanlon-insight/this-time-its-personal-mass-customization/) - The “long tail” is a much talked about statistical concept describing the shape of certain types of distribution graphs. In a normal distribution (also called a “bell curve”) the bulk of people or things (or whatever it is you are measuring) fall in the center of the graph. For example, if you were graphically representing
- [Cut Through Category Clutter with Distinctive Brand Language](https://hanloncreative.com/hanlon-insight/cut-through-category-clutter-with-distinctive-brand-language/) - Personas, character sketches of the type of person a particular brand is targeting, are often helpful for putting a human face on potential customers. When thinking about big numbers of people it’s easy to lose sight of the individuals comprising those groups. Lululemon’s founder once said that he created a “‘muse’ who would inspire all merchandise —
- [To Build Brand Ambassadors with Full Funnel Marketing, Don’t Neglect the Bottom of the Funnel](https://hanloncreative.com/hanlon-insight/to-build-brand-ambassadors-with-full-funnel-marketing-dont-neglect-the-bottom-of-the-funnel/) - Credibility is also important at the end of a full funnel marketing approach where the focus moves to customer retention through building loyalty and encouraging advocacy. The loyalty stage serves to reinforce the decision that was just made, to validate that it was the right one to make, and that the relationship should continue. The
- [You May Never Have to Leave the House Again as Subscription Services Multiply](https://hanloncreative.com/hanlon-insight/you-may-never-have-to-leave-the-house-again-as-subscription-services-multiply/) - The “Jelly of the Month Club,” might be the gift that keeps on giving, but it’s not exactly what most people want for their next birthday. Or is it? Like it has done so many times before, the internet has breathed new life into an old idea. Suddenly subscription commerce (also known as ‘subcom’) is hot again.
- [To Succeed, You Have to Take a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/to-succeed-you-have-to-take-a-full-funnel-marketing-approach/) - A full funnel marketing approach doesn’t stop where marketers traditionally do, at merely producing leads. Even a system that yields extremely high quality leads with a great likelihood of conversion is deficient if it doesn’t consider the ultimate goal of generating revenue and increasing repeat business and referrals. A full funnel approach aims to capture
- [The Brand Never Sleeps: 6 Tips to Manage Your Time Wisely](https://hanloncreative.com/hanlon-insight/the-brand-never-sleeps-6-tips-to-manage-your-time-wisely/) - We often talk about stretching budgets to maximize their effectiveness, but there is another scarce resource that is just as important: Time. A study conducted by LinkedIn found that over half of surveyed marketing professionals considered lack of time one of their top five challenges. Time management is all about turning activities that are neutral or negative to
- [The Most Effective Marketing Has Always Been Disruptive](https://hanloncreative.com/hanlon-insight/the-most-effective-marketing-has-always-been-disruptive/) - Change is in the air. Old ways of doing things are falling by the wayside. Every single business is experiencing massive upheaval in the face of a rapidly changing technological landscape. Disruption is the new normal for most industries and marketing is no exception. But, what many don’t seem to realize is that marketers have
- [Will Chatbots be a Killer App for Customer Relationship Management?](https://hanloncreative.com/hanlon-insight/will-chatbots-be-a-killer-app-for-customer-relationship-management/) - Every business wants to provide personalized service to all their customers. But, it can be an incredible challenge. If you are a super high end luxury brand it’s less of a problem. The high cost of your product or service limits how many people you have to please at any one time. But, what about
- [Choosing a Brand Awareness Strategy](https://hanloncreative.com/hanlon-insight/choosing-a-brand-awareness-strategy/) - GETTING YOUR BRAND TO THE TOP OF YOUR CUSTOMER’S MIND… AND STAYING THERE. Quick, name as many luxury watch brands as you can in 10 seconds! Did you say Rolex? What about Omega? How about Vacheron Constantin? That last one not ringing any bells? I guess the world’s oldest continually operating watchmaker doesn’t have much
- [Recognizing Our Good Neighbor on National Good Neighbor Day](https://hanloncreative.com/hanlon-insight/recognizing-our-good-neighbor-on-national-good-neighbor-day/) - Today is National Good Neighbor Day, a holiday first proposed by Becky Mattson of Lakeside, Montana in the early 1970s to commemorate and celebrate the feeling of togetherness and service that underpins all strong communities. Mattson, a local realtor was driven by her spirit of volunteerism and dedication to her community to spread her goodwill
- [Creating and Growing Brand Equity](https://hanloncreative.com/hanlon-insight/creating-and-growing-brand-equity/) - IF YOUR BRAND ISN’T THRIVING, IT’S DYING Defining Brand Equity Brand equity refers to the value you have built into your brand. That value is primarily a function of how well known your brand is to a target audience and what feelings they associate with that brand awareness. Across all industries, consumers largely consider products
- [Halloween is the Perfect Time to Scare Up Some New Business](https://hanloncreative.com/hanlon-insight/halloween-is-the-perfect-time-to-scare-up-some-new-business/) - The winter holiday season is still months away, but consumers are itching for a festivity. That could explain why domestic spending on Halloween keeps going up. The National Retail Federation predicts $9.1 billion will be spent on candy and costumes and the like for this year’s holiday, up 8.3 percent from last year. Customer relationship management expert Salesforce came to
- [Set Yourself Apart With a Brand Differentiation Plan](https://hanloncreative.com/hanlon-insight/set-yourself-apart-with-a-brand-differentiation-plan/) - Everything is relative. To understand the value of something it’s always helpful to compare it to a similar entity. Goods, services, and brands are no exception. When looking at two comparable products on a shelf consumers look for points of difference such as if one item has better features, is more economical, or has a
- [Why Video Rules Social Media](https://hanloncreative.com/hanlon-insight/why-video-rules-social-media/) - Facebook CEO Mark Zuckerberg told investors at an earnings call last year that he wants his social network to be “video-first,” calling it a “megatrend” that he intends to make a priority across his family of apps. A decade ago, few users had internet connections fast enough to justify investment in online video. The web
- [Drive Brand Engagement Straight to the Bottom Line](https://hanloncreative.com/hanlon-insight/drive-brand-engagement-straight-to-the-bottom-line/) - Especially in the digital age, when you study how brands are managed one word comes up over and over again: Engagement. It’s a fundamental concept and major brands devote considerable resources to it. But, what exactly is engagement? How do you attain it? And, most of all, how do you monetize it? Understand the Meaning
- [How to Attract and Retain Top Talent](https://hanloncreative.com/hanlon-insight/how-to-attract-and-retain-top-talent/) - It’s true in most endeavors (and business is no exception), you’re only as good as the people you put around you. But, finding top talent and keeping them is no easy feat, especially now as the labor market is tightening and unemployment has hit its lowest level in almost two decades. So, how do high performing
- [Does Black Friday Still Matter in 2017?](https://hanloncreative.com/hanlon-insight/does-black-friday-still-matter-in-2017/) - The Super Bowl of advertising is… well, the Super Bowl. For retailers, however, the biggest event of the year traditionally takes place a few months earlier on Black Friday, the day after Thanksgiving. But, with the proliferation of new options for shoppers, particularly online sales, and an emerging shift in consumer behavior away from traditional
- [Homes for the Holidays](https://hanloncreative.com/hanlon-insight/homes-for-the-holidays/) - At Hanlon Creative, our passions and talents are focused on the latest innovations in marketing. We get to play with the newest tools, the smartest processes, and spend most of our time seeking the cutting-edge. Usually, we’re using that edge to cut through the crowd by inventing and building concepts and creations that disrupt the
- [How to Boost Sales With Search Network Advertising](https://hanloncreative.com/hanlon-insight/how-to-boost-sales-with-search-network-advertising/) - There is no question that the internet has changed the landscape of business and advertising forever and at times it can seem daunting for some brands. It has provided the customer with more information and better opportunities to compare pricing, features, and competitors, as well as reviews and ratings by other customers. But, while it
- [Writing Calls to Action that Move People](https://hanloncreative.com/hanlon-insight/writing-calls-to-action-that-move-people/) - Marketing serves many purposes. It helps companies build their brands, spread awareness, generate leads and sales, energize their workforce, and generally builds a framework for growth. Those goals are often accomplished through the use of strategic messaging, and one of the strongest indicators of the effectiveness of those communications is when your audience buys in,
- [Four Questions Your Marketing Plan Must Answer – 2: Where Are You Going?](https://hanloncreative.com/hanlon-insight/four-questions-your-marketing-plan-must-answer-2-where-are-you-going/) - This article is part of a continuing series on developing a marketing plan which will cover establishing your starting position, setting optimal goals, analyzing the challenges you’ll face, and developing strategies to achieve your objective. After you’ve established the resources and fundamental components of your marketing efforts, you can begin setting your goals for growth. Your
- [Advertising Trends to Watch in Super Bowl LII](https://hanloncreative.com/hanlon-insight/advertising-trends-to-watch-in-super-bowl-lii/) - When the very first Super Bowl was broadcast in 1967 there were only three television networks. The game was simulcast on NBC and CBS to a combined audience of about 50 million people. Today, the media landscape is quite a bit more diverse. The total audience is larger, but much more fragmented. The relative monoculture
- [Why is Podcast Ad Spend Skyrocketing?](https://hanloncreative.com/hanlon-insight/why-is-podcast-ad-spend-skyrocketing/) - THE IPOD MIGHT BE DISAPPEARING, BUT PODCASTS ARE JUST GETTING STARTED Last summer Apple killed off the Shuffle and Nano variants of its once everpresent music player, the iPod. It was the king of the MP3 era, but found itself made obsolete by the smartphone revolution. The pod may be leaving us, but one of its
- [Building and Optimizing the Right Landing Pages for Your Brand](https://hanloncreative.com/hanlon-insight/building-and-optimizing-the-right-landing-pages-for-your-brand/) - Sell Something Specific The landing page as we know it was primarily the brainchild of Microsoft. In 2003, seeing online sales of its Office software suite lagging, a team within the IT department set out to streamline and simplify the sales process while putting in place more extensive analysis of the resulting data from visitor
- [The Brand Rehab Playbook: How to Repair a Damaged Brand](https://hanloncreative.com/hanlon-insight/the-brand-rehab-playbook-how-to-repair-a-damaged-brand/) - 7 STEPS TO FIXING A BRAND IN DISTRESS The Super Bowl was a smashing success for the Eagles, and a few brands had a big night too. Amazon’s celeb-packed Alexa spot won top marks on the USA Today Ad Meter and Tide’s fourth wall-breaking series of commercials were also much talked about. But Ram provoked a backlash for what many thought
- [Which Brands Will Bring Home Gold From the 2018 Winter Olympics?](https://hanloncreative.com/hanlon-insight/which-brands-will-bring-home-gold-from-the-2018-winter-olympics/) - The Olympics are a perennial crowd pleaser that draws in a massive global audience. “For 18 days every two years, the entire world is focused on the Olympic Games,” said Brian Gordon of the U.S. Olympic Committee. The 2018 Winter Olympics kicked off on February 9th in Pyeongchang in an opening ceremony that featured time tested spectacles
- [Push Your Marketing Budget Further and Activate Your Followers with User Generated Content](https://hanloncreative.com/hanlon-insight/push-your-marketing-budget-further-and-activate-your-followers-with-user-generated-content/) - USER GENERATED CONTENT IS THE HOTTEST TREND IN CONTENT MARKETING Everyone has a voice and many feel the need to share it with others. But, it wasn’t that long ago that only a rare few had the resources to transform their messages into sophisticated multimedia content, and fewer still had the distribution infrastructure to transmit
- [Does March Madness Still Dominate in a Changing TV Landscape?](https://hanloncreative.com/hanlon-insight/does-march-madness-still-dominate-in-a-changing-tv-landscape/) - There aren’t that many mega media events on the calendar and these days most of them are sports related. The Super Bowl, with its 100 million plus domestic audience, is obviously the perennial king, but NFL playoff games are no slouches themselves, routinely breaking 30 and 40 million view counts in 2017. The Academy Awards
- [How Search Engines Changed Headline Writing Forever](https://hanloncreative.com/hanlon-insight/how-search-engines-changed-headline-writing-forever/) - Marketing is a multidisciplinary business. Among many other things, it’s emotional, analytical, visual, auditory, and, of course, verbal. In regards to that last item, copywriters are tasked with conjuring up the words that will move people and inspire them to take notice and, better yet, take action. All manner of copy is required for an
- [B2B Digital Leaders Are Pulling Away From Slow to Adapt Competitors](https://hanloncreative.com/hanlon-insight/b2b-digital-leaders-are-pulling-away-from-slow-to-adapt-competitors/) - The digital age is all around us. Rarely a day goes by when we aren’t reminded of the seismic shifts taking place thanks to the internet and other technological marvels. Everything from taxicabs to hotels to retail shopping have been forever changed by these developments. But, while the most obvious focus has been on business-to-consumer
- [Consumers and Advertisers Want More Transparency. Is Blockchain the Answer?](https://hanloncreative.com/hanlon-insight/consumers-and-advertisers-want-more-transparency-is-blockchain-the-answer/) - Cryptocurrencies first emerged in 2009 with the release of Bitcoin. Since then, literally thousands of other digital currencies have hit the open market, and an entire financial ecosystem has sprung up around them. At first Bitcoin was mostly used as a lark. In fact, there is a tongue-in-cheek ‘holiday’ among cryptocoin fans called “Pizza Day” commemorating May
- [Brands Celebrate All Types of Dads This Father’s Day](https://hanloncreative.com/hanlon-insight/brands-celebrate-all-types-of-dads-this-fathers-day/) - Summer time is often a slow season in the retail sector when the busy shopping days of the Christmas season are long behind us. Happily, it is also a time to get outside and connect with family and friends, and there are several warm weather events that boost consumer activity including graduations, Memorial Day, the
- [Where to Find the Customer Intelligence that Propels Engagement](https://hanloncreative.com/hanlon-insight/where-to-find-the-customer-intelligence-that-propels-engagement/) - It is well established that a positive customer experience is essential when creating a strong brand. The effectiveness of the strategy, however, varies — and it is important to measure the effectiveness of any customer satisfaction strategy through data and analytics. Customer Intelligence (CI) collection is the practice of gathering insights about clientele through a
- [Ambush Marketing: Boundary Pushing Ways Brands Undercut their Rivals at Major Events](https://hanloncreative.com/hanlon-insight/ambush-marketing-boundary-pushing-ways-brands-undercut-their-rivals-at-major-events/) - With the World Cup in full swing, FIFA, the tournament’s governing body, has been working overtime. They aren’t just policing the players on the field, but also the numerous companies, brands, and stakeholders investing in the games. On top of that, they are keeping a wary eye out for the inevitable ambush marketing stunts that
- [Can Addressable Advertising Make TV Competitive with Digital?](https://hanloncreative.com/hanlon-insight/can-addressable-advertising-make-tv-competitive-with-digital/) - The death of TV has been foretold many times over the last few years. It seems not a week goes by without someone declaring traditional media formats like newspapers, radio, and television are destined to fade away and be replaced by a completely digital ecosystem. The argument is based on the premise that old fashioned platforms simply
- [Is it Time For Your Brand to be Revitalized? Build a Rebranding Plan to get Back on Top](https://hanloncreative.com/hanlon-insight/is-it-time-for-your-brand-to-be-revitalized-build-a-rebranding-plan-to-get-back-on-top/) - Brands make up a large part of the intangible value consumers and investors ascribe to companies. Consequently, many organizations are reluctant to tamper with an identity they have devoted significant resources to establishing. However, due to a variety of reasons, including shifting market forces, evolving consumer behavior, or internal changes, every brand will eventually need
- [Inbound is Hot, but Direct Response Marketing is Still a Proven Revenue Booster](https://hanloncreative.com/hanlon-insight/inbound-is-hot-but-direct-response-marketing-is-still-a-proven-revenue-booster/) - Technology has brought about a lot of changes in the last few years. It’s changed the way we consume knowledge, shop, and even our styles of communication. As our digital devices increased in power, so did our ability to tap into and control the flow of data streaming at us. In the marketing game, ad
- [Customers Crave Content: 7 Steps to Constructing a Content Plan that Delivers It](https://hanloncreative.com/hanlon-insight/customers-crave-content-7-steps-to-constructing-a-content-plan-that-delivers-it/) - What do consumers want? For a long time, when you researched that question you’d get the expected responses: service, quality, convenience, a brand they know and trust, and a fair price. All of that is still true, but today’s shopper has more choices, is more savvy about the marketplace, and hopes for not just satisfaction,
- [Why Every Brand Today Wants More Customer Feedback… and How They Manage It](https://hanloncreative.com/hanlon-insight/why-every-brand-today-wants-more-customer-feedback-and-how-they-manage-it/) - Between Yelp, TripAdvisor, Angie’s List, Amazon, social media channels, and the dozens of other places people post reviews of the products and services they buy, there is no shortage of customer feedback information available to brands today. The smart ones are paying close attention and reacting quickly to their audience’s assessment of them. Everyone Has
- [10 Undeniable Reasons Why the Listicle is Here to Stay](https://hanloncreative.com/hanlon-insight/10-undeniable-reasons-why-the-listicle-is-here-to-stay/) - Time, there’s never enough of it. There’s just too much to do, too much to learn, too much to plan… and precious few hours in the day to make it all happen. Perhaps that’s why we’re all grateful when a trusted source gives us the highlights of a story instead of the unabridged version. Sure,
- [8 Ways Meta Descriptions Can Improve Your Click-Through Rate](https://hanloncreative.com/hanlon-insight/8-ways-meta-descriptions-can-improve-your-click-through-rate/) - JUST 160 CHARACTERS CAN MEAN THE DIFFERENCE BETWEEN GAINING A LEAD OR SEEING IT DEFECT TO A COMPETITOR What Are Meta Descriptions? Meta descriptions are short snippets of text, typically around 160 characters in length (although the exact amount is variable and Google adjusts it from time to time). They summarize a web page’s content. The meta
- [How to Optimize Your Facebook Advertising Strategy Like the Pros Do](https://hanloncreative.com/hanlon-insight/how-to-optimize-your-facebook-advertising-strategy-like-the-pros-do/) - DON’T LEAVE YOUR FACEBOOK ADVERTISING RESULTS TO CHANCE First the revolution was televised. Then it was digitized. Now, it has been almost completely socialized. In short order, social media went from an interesting curiosity to an essential and established part of our lives. What was once a wild west of amateur experimentation is now serious
- [Seven Ways Virtual Reality is Disrupting Healthcare](https://hanloncreative.com/hanlon-insight/seven-ways-virtual-reality-is-disrupting-healthcare/) - Early on, brand experts saw the potential for Virtual Reality (VR) to take user engagement to new heights. The immersive technology is so transporting that participants can’t help but be affected by the experience. Now, study after study is proving virtual experiences can have positive, real world effects. VR is increasingly being seen as a
- [Why You Should be Investing in Native Advertising](https://hanloncreative.com/hanlon-insight/why-you-should-be-investing-in-native-advertising/) - CONSUMERS ARE MORE RECEPTIVE TO ADS THAT FIT SEAMLESSLY INTO THEIR FEEDS Digital advertising is changing fast. Formats that served as the backbone of the first generation of online marketing are losing impact and more engaging strategies for gaining attention are emerging. There are still ways to draw attention to digital display ads (animations, contrast,
- [Delivering Digital Solutions to an International Logistics Leader](https://hanloncreative.com/hanlon-insight/delivering-digital-solutions-to-an-international-logistics-leader/) - In some ways, B2C and B2B websites have similar challenges. Both succeed or fail based on user experience issues. Pages that take too long to load, are difficult to navigate, and websites that just don’t look good or operate at a high level suffer from high bounce rates and low search engine performance regardless of
- [MyGNP.com: A Prescription for Digital B2C Success](https://hanloncreative.com/hanlon-insight/mygnp-com-a-prescription-for-digital-b2c-success/) - For over a decade Hanlon has been partnering with Good Neighbor Pharmacy, a nationwide network of more than 4,500 independently owned and operated pharmacies. The Good Neighbor Pharmacy brand is backed by the global resources of pharmaceutical distribution leader AmerisourceBergen. “We built their consumer-facing website with a welcoming design and simple user experience that invites casual browsers to
- [Four Questions Your Marketing Plan Must Answer – 1: Where Are You Now?](https://hanloncreative.com/hanlon-insight/four-questions-your-marketing-plan-must-answer-1-where-are-you-now/) - This is part of a continuing series on developing a marketing plan which will cover establishing your starting position, setting optimal goals, analyzing the challenges you’ll face, and developing strategies to achieve your objective. Where Are You Now? A good marketing plan starts with your current position. Where are you in the market? Are you a
- [Four Questions Your Marketing Plan Must Answer – 3: What Are Your Challenges?](https://hanloncreative.com/hanlon-insight/four-questions-your-marketing-plan-must-answer-3-what-are-your-challenges/) - This article is part of a continuing series on developing a marketing plan which will cover establishing your starting position, setting optimal goals, analyzing the challenges you’ll face, and developing strategies to achieve your objective. In our four-part investigation of marketing plan development we’ve discussed the importance of having a deep understanding of your resources and intentions.
- [Which Brands Scored in Super Bowl LIII?](https://hanloncreative.com/hanlon-insight/which-brands-scored-in-super-bowl-liii/) - And the winner of this year’s Super Bowl is… the NFL? That’s right, while the New England Patriots got to take home the Lombardi Trophy for the sixth time, for marketers and advertisers the real winner is decided not on the gridiron but by USA TODAY’s vaunted Ad Meter. Who Got Into The End Zone? The
- [Is the Super Bowl the Last, Great Shared Media Experience?](https://hanloncreative.com/hanlon-insight/is-the-super-bowl-the-last-great-shared-media-experience/) - Streaming services, social media, on-demand content, virtual and augmented reality, apps, and other new media channels have all been credited with hastening the death of traditional media, but while these technological marvels have each stolen marketshare from the old top dogs like broadcast TV, they still haven’t dethroned it. For proof, you need look no
- [Building Brands That Last](https://hanloncreative.com/hanlon-insight/building-brands-that-last/) - You build your business every day. You hire new employees, launch new products and services, and extend your reach into new markets. Competition is fierce; companies that rest on their laurels find themselves displaced, disrupted, and left in the dust. That same drive to expand and develop your capabilities needs to affect every aspect of
- [The Evolution of the Hanlon Brand](https://hanloncreative.com/hanlon-insight/the-evolution-of-the-hanlon-brand/) - No healthy business should ever be satisfied with the status quo. The world of marketing and advertising is constantly in flux, and those who embrace change as a regular part of their daily routine are able to focus on what’s next and how to get there, rather than pointlessly living in the past. Over the
- [How Well Can Your Customers Recall and Recognize Your Brand?](https://hanloncreative.com/hanlon-insight/how-well-can-your-customers-recall-and-recognize-your-brand/) - Brand awareness is a measure of how easily your brand can be recalled or recognized by potential customers. Recall refers to the ability to think of a brand spontaneously just by being asked about the category it’s in. Recognition, by comparison, means being able to remember a brand when it is encountered, such as on a store shelf.
- [The Reality of Augmented Reality](https://hanloncreative.com/hanlon-insight/the-reality-of-augmented-reality/) - Some technologies always seem to be just over the horizon. Others are tantalizingly close. Driverless cars and artificially intelligent assistants haven’t quite hit the mainstream yet, but are well beyond experimental stages and beginning to show up in the consumer marketplace. Virtual reality (VR) and augmented reality (AR), technologies that can overlay reality with new
- [Hanlon Wins Three Louix Awards for a Revolutionary Virtual Reality Healthcare Application](https://hanloncreative.com/hanlon-insight/hanlon-wins-three-louix-awards-for-a-revolutionary-virtual-reality-healthcare-application/) - The Philadelphia chapter of the One Club for Creativity, formerly known as the Art Directors Club, has been celebrating the best and brightest creative spirits in Philadelphia for nearly a century. This year’s winners of the club’s coveted Louix award were announced on Thursday, February 28th at the SugarHouse Casino on the Delaware River waterfront. The
- [Philadelphia Ad Club Recognizes Hanlon with Seven American Advertising Awards](https://hanloncreative.com/hanlon-insight/philadelphia-ad-club-recognizes-hanlon-with-seven-american-advertising-awards/) - In 2019, the world of marketing and advertising is in transition. Technology and user experiences have reshaped the landscape. There are now tools to create pretty much anything you can dream up. The question is, who is dreaming up the best stuff? “The Addys honor the best and brightest, the most clever and creative, and
- [Open, Authentic, and Consistent: How Bryce Harper Won Philly’s Heart With the Ideal Personal Brand](https://hanloncreative.com/hanlon-insight/open-authentic-and-consistent-how-bryce-harper-won-phillys-heart-with-the-ideal-personal-brand/) - Bryce Harper mania has officially come to Philadelphia. The announcement that the Phillies had acquired the star right fielder from the Washington Nationals was met with widespread joy. Within 24 hours of the news breaking, sales of his jersey broke records and the team store ran out of the letter ‘R.’ Bryce’s arrival was celebrated with good reason.
- [Healthcare Marketing in the Experience Economy: Understanding the Consumer-Patient-Constituent Lifecycle](https://hanloncreative.com/hanlon-insight/healthcare-marketing-in-the-experience-economy-understanding-the-consumer-patient-constituent-lifecycle/) - One by one, every industry is coming to terms with the pressing need to rethink their fundamental business processes in light of two undeniable facts. The first is that customer expectations for responsiveness, personalization, and an overall satisfying experience have grown exponentially. Technology has empowered consumers with every tool they need to compare alternatives when
- [Does Your Website Communicate Trustworthiness?](https://hanloncreative.com/hanlon-insight/does-your-website-communicate-trustworthiness/) - You may have noticed that the Hanlon site undergoes regular sprucing up. Standards and best practices evolve rapidly on the web, and we make it a priority to stay abreast of the changing landscape. “Trust is built slowly and lost quickly, so avoid shortcuts and tricks.” It’s not easy to build a great website. It
- [Your Customer is On a Journey. Are You Mapping It?](https://hanloncreative.com/hanlon-insight/your-customer-is-on-a-journey-are-you-mapping-it/) - Every customer takes a journey when a problem or need arises they have to address. Sometimes that trip is awfully quick, a little more than an impulse, a snap decision, and a one time purchase. That journey might make sense for a pack of gum at the supermarket checkout aisle, but for most everything else
- [Bringing Your Brand to Life: The Value of Consistent Implementation](https://hanloncreative.com/hanlon-insight/bringing-your-brand-to-life-the-value-of-consistent-implementation/) - One of the single most important factors affecting brand health is consistency. When marketing support fluctuates and identifying markers lack uniformity, brand associations fail to form, consumer favorability flags, and you’re left with a patchwork of half measures that not only aren’t strengthening a brand, they are actively undercutting its potential. By contrast, a consistent
- [Hanlon Interviews Top CMOs for Executive Leaders Radio](https://hanloncreative.com/hanlon-insight/hanlon-interviews-top-cmos-for-executive-leaders-radio/) - Executive Leaders Radio (ELR) is the #1 weekly business radio show in the Mid-Atlantic region. The core ambition of the program is to delve into the personal histories of top business minds to reveal “what makes them tick” and “what it takes to succeed.” The show provides a roving forum for intimate and probing interviews with
- [Navigating Social Media for a Positive Impact in Healthcare](https://hanloncreative.com/hanlon-insight/navigating-social-media-for-a-positive-impact-in-healthcare/) - We all know that just about everyone today is on some kind of social media platform. “Nearly 90% of adults turn to social media to find health information.” Because there are few strict rules on social media, there is rarely anyone fact checking posts to ensure the information being shared is accurate. This can often
- [Ten Habits that Successful People Share](https://hanloncreative.com/hanlon-insight/ten-habits-that-successful-people-share/) - It’s not by accident that certain people are more successful in life. Ok, so maybe it takes a little bit of luck too, but there are a number of habits that many successful people share. The good news is, we can all benefit by taking a cue from these people and changing some of our
- [If You’re Not Building Accessibility Into Your Website, You’re Leaving Millions of Potential Customers Behind](https://hanloncreative.com/hanlon-insight/if-youre-not-building-accessibility-into-your-website-youre-leaving-millions-of-potential-customers-behind/) - Have you ever thought about how a blind person reads the news? Or how someone who is paralyzed from the neck down does their weekly grocery shopping online? Or have seen a deaf person trying to enjoy a few funny videos on YouTube with closed captioning? Just imagine what would happen if you couldn’t use
- [15 Benefits of Telemedicine that Explain its Rapid Adoption by Healthcare Brands](https://hanloncreative.com/hanlon-insight/15-benefits-of-telemedicine-that-explain-its-rapid-adoption-by-healthcare-brands/) - Telemedicine, delivering health services through telecommunications networks, is finally approaching maturity. The rise of mobile devices, high speed broadband, and electronic medical records platforms are enabling millions of patients that might otherwise require hospitalization or outpatient treatment to receive screening, monitoring, care, and education through online portals, videoconferencing technologies, mobile apps, and wearables. In addition
- [How Well Are You Mapping Your Customer’s Journey?](https://hanloncreative.com/hanlon-insight/how-well-are-you-mapping-your-customers-journey/) - Every customer takes a journey when a problem or need arises they have to address. Sometimes that trip is awfully quick, a little more than an impulse, a snap decision, and a one time purchase. That journey might make sense for a pack of gum at the supermarket checkout aisle, but for most everything else
- [How to Survive on a Tight Marketing Budget](https://hanloncreative.com/hanlon-insight/how-to-survive-on-a-tight-marketing-budget/) - With the coronavirus wreaking havoc around the world and businesses that rely on foot traffic shuttered while we adapt to social distancing guidelines, whole swaths of the marketplace have gone dark. In our ever more connected and globalized economy, the ripple effects of this crisis are spreading far and pushing businesses to their limits. Many will not survive, others
- [Optimizing Your Healthcare Marketing Strategy to Win Millennials](https://hanloncreative.com/hanlon-insight/optimizing-your-healthcare-marketing-strategy-to-win-millennials/) - Born between 1982 and 2000, the millennials, also known as Gen Y, now make up a full quarter of the U.S. population. That’s over 80 million people, and cumulatively they account for over $1.4 trillion in domestic spending annually. Because many are saddled with far more debt than earlier generations, due to a larger rate pursuing higher education
- [How Well Are You Measuring the Performance of Your Digital Marketing?](https://hanloncreative.com/hanlon-insight/how-well-are-you-measuring-the-performance-of-your-digital-marketing/) - Marketers need to know things. They need to know about their customers, campaigns, channels, and the results of their decisions. Most of all they need to know what is working and what needs to be adjusted. Enter marketing analytics: quantitative data that is collected, analyzed, and converted into actionable information that resolves key marketing business
- [Social Media Has Gone From Novelty to Necessity](https://hanloncreative.com/hanlon-insight/social-media-has-gone-from-novelty-to-necessity/) - The global pandemic caused by COVID-19 has resulted in a lot of immediate changes. Some, such as wearing a mask in public, are unexpected and unwanted but necessary disruptions. Others, though, are merely accelerations of trends that were already in place, like the rapid growth of social networks. In our new age of social distancing,
- [The Top Five Reasons Why Integrating a CRM with Your Website is a Smart Move](https://hanloncreative.com/hanlon-insight/the-top-five-reasons-why-integrating-a-crm-with-your-website-is-a-smart-move/) - If you’ve been hearing it often, it’s only because it’s so true: data runs every business today. The digital revolution is all around us. We’re already living in a world that has been connected, quantized, and technologically enhanced. If this is news to you, don’t worry, there’s still time to get your operation up to
- [How Much Should You Be Spending on Digital Marketing?](https://hanloncreative.com/hanlon-insight/how-much-should-you-be-spending-on-digital-marketing/) - LEVERAGE RESEARCH DATA TO SET A BUDGET THAT KEEPS YOU COMPETITIVE When determining a marketing budget for the coming year, there is no reason to go at it alone. There’s plenty of great research at your disposal to identify what an appropriate number would be, based on a variety of survey data from other marketers.
- [Poor SEO Results? Here's What to Do](https://hanloncreative.com/hanlon-insight/poor-seo-results-heres-what-to-do/) - How we find information has changed a lot over the years. The card catalog at your local library was probably mothballed long ago and replaced with a simple web client. The power and efficiency of search engines have made them the go-to resource for all manner of research related tasks. But, before Google or Bing
- [Are You Gaining a Competitive Advantage Through Marketing Technologies?](https://hanloncreative.com/hanlon-insight/are-you-gaining-a-competitive-advantage-through-marketing-technologies-2/) - COMPANIES USING MARTECH PRODUCTS ARE GROWING FASTER THAN THEIR COMPETITORS BY A SIGNIFICANT MARGIN There is a holy grail in our industry called One-to-One (1:1) Marketing. Basically, the goal is to be able to communicate on a personal level to each and every member of a target market. Not just personalized communications, but truly personal messaging
- [Transitioning Your Annual Report From a Data Dump to a Marketing Tool](https://hanloncreative.com/hanlon-insight/transitioning-your-annual-report-from-a-data-dump-to-a-marketing-tool/) - HOW TO SHARE YOUR COMPANY’S YEAR IN A WAY THAT IS BEAUTIFULLY BRANDED, ENGAGING, AND INFORMATIVE Annual reports have taken on new importance in the modern, digital economy, where there is never enough content to share and a growing array of channels to share it on. Today’s annual report is a vehicle for branding, a
- [Five Measurable Signs Your Website is Overdue for an Update](https://hanloncreative.com/hanlon-insight/five-measurable-signs-your-website-is-overdue-for-an-update/) - Even before the current healthcare crisis accelerated the growth of digital channels, a smooth-running, smart-looking, and full-featured business website was a valuable asset for any brand. Afterwards, it can be the difference between growth and stagnation. Consequently, many firms are taking a closer look at their highest visibility web properties and giving more attention to
- [The Crucial Role Brand Loyalty Plays in a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/the-crucial-role-brand-loyalty-plays-in-a-full-funnel-marketing-approach/) - DURABLE BRAND LOYALTY IS HARDER THAN EVER TO BUILD, WHICH IS WHY YOU NEED AN OPTIMIZED SYSTEM TO TURN PURCHASERS INTO REPEAT PURCHASERS This is the fourth in a series of articles describing the rationale and methodology behind the Hanlon Full Funnel approach to marketing. In the first three articles, the awareness, consideration, and preference stages were addressed. Together,
- [Are You Gaining a Competitive Advantage Through Marketing Technologies?](https://hanloncreative.com/hanlon-insight/are-you-gaining-a-competitive-advantage-through-marketing-technologies/) - It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many
- [Hanlon Rebuilds the Please Touch Museum’s Website to Match Their Interactive, Intuitive, and Playful Brand](https://hanloncreative.com/hanlon-insight/hanlon-rebuilds-the-please-touch-museums-website-to-match-their-interactive-intuitive-and-playful-brand/) - The Please Touch Museum, located in historic Memorial Hall in the Fairmount Park area of Philadelphia, is a special place. This nearly half a century-old institution is devoted to changing childrens’ lives through play, education, and interactive exhibits. Its vision is centered around the idea that you can improve a child’s life indelibly by sparking their
- [Five Essential Tips for Evaluating and Selecting a Digital Marketing Agency](https://hanloncreative.com/hanlon-insight/five-essential-tips-for-evaluating-and-selecting-a-digital-marketing-agency/) - There’s no avoiding it, modern marketing is digital-centric. Understanding Google AdWords, SEO, Facebook microtargeting, email campaigns, high conversion landing pages, and the production of high quality branded content for distribution online were once mere value-adds for a marketing agency. Today, they are fundamental skills, and before selecting an agency to partner with, you should find
- [How to Create Guidelines That Protect and Grow Your Brand](https://hanloncreative.com/hanlon-insight/how-to-create-guidelines-that-protect-and-grow-your-brand/) - One of the biggest challenges brand managers face is ensuring consistency. Every touchpoint, customer service interaction, and digital channel your brand is responsible for sends a message to your audience. When that message says something wildly different every time, appears incongruous with other communications, or simply lacks the look and feel of your brand, it
- [How to Get the Most Out of Google Analytics in 2021](https://hanloncreative.com/hanlon-insight/how-to-get-the-most-out-of-google-analytics-in-2021/) - There may be a few businesses out there that don’t need help with their Search Engine Optimization (SEO) and Search Engine Marketing (SEM) in 2021, but they are an increasingly rare bird. Consider these facts: 90-percent of all desktop searches happen on Google Google controls 95-percent of the mobile search engine market 35-percent of product searches start with Google 42-percent of mobile
- [Since Social Distancing Isn’t Going Anywhere Soon, It’s Time to Refresh and Rebrand Your Safety Signage](https://hanloncreative.com/hanlon-insight/since-social-distancing-isnt-going-anywhere-soon-its-time-to-refresh-and-rebrand-your-safety-signage/) - WE’RE MAKING HEADWAY ON COMBATING COVID, BUT IT’S NOT TIME TO LET UP YET. Let’s start with the good news: the third surge has subsided and a wider rollout of COVID vaccines is a real source for optimism that the worst of the pandemic is behind us. Now for a slightly less pleasant dose of
- [How Empathic Leaders Motivate Their Teams and Protect Them From Burnout](https://hanloncreative.com/hanlon-insight/how-empathic-leaders-motivate-their-teams-and-protect-them-from-burnout/) - As marketers, we preached the value of disruption for years. We told brands that if they didn’t want to get lost in a shuffle with undifferentiated competitors, they needed to take bold steps, shake up their industry, and embrace change. Well, as it turns out, the old adage is true, you can get too much
- [5 Steps That Leaders Can Take to Prevent Burnout in Their Organization](https://hanloncreative.com/hanlon-insight/5-steps-that-leaders-can-take-to-prevent-burnout-in-their-organization/) - In 2019, the World Health Organization formally included burnout in its International Classification of Diseases. They defined it as: “A syndrome conceptualized as resulting from chronic workplace stress that has not been successfully managed.” That last part, “…not been successfully managed,” is worth paying attention to because it reminds us that burnout isn’t inevitable, unavoidable, or untreatable.
- [Why Shifting Consumer Priorities Mean Every Brand Needs to Care About Wellness](https://hanloncreative.com/hanlon-insight/why-shifting-consumer-priorities-mean-every-brand-needs-to-care-about-wellness/) - Wellness products, services, and brands — especially welltech, or wellness technology — are everywhere right now. Spurred by the pandemic and the associated telemedicine revolution, as well as concurrent trends in wearables and shifting consumer priorities, they have grown rapidly over the past several years. There is, however, some confusion and overlap regarding the concepts
- [How Has the Pandemic Changed the Landscape for Health and Wellness Brands Going Forward?](https://hanloncreative.com/hanlon-insight/how-has-the-pandemic-changed-the-landscape-for-health-and-wellness-brands-going-forward-copy/) - It may seem like something ancient but jogging, the simple act of running at leisurely pace for health purposes, is actually a fairly modern phenomenon. Sure, people have been running for as long as we’ve been upright, but usually it was to get somewhere or to catch (or evade) something. The idea of running nowhere
- [Pain Points Agile Marketers Can Solve for Professional Services](https://hanloncreative.com/hanlon-insight/pain-points-agile-marketers-can-solve-for-professional-services/) - HOW TO STAY WITHIN REGULATORY LIMITS WHILE ALLEVIATING CLIENT UNCERTAINTY AND BUILDING A FULLY DIFFERENTIATED BRAND FOR PROFESSIONALS. The days of getting all the clients and patients a professional might need just by handing out business cards at the country club or the local watering hole are long past. Today, accountants, lawyers, doctors, consultants, engineers,
- [Telemedicine Was a Lifesaver for Healthcare Brands. Will It Stick Around After the Pandemic?](https://hanloncreative.com/hanlon-insight/telemedicine-was-a-lifesaver-for-healthcare-brands-will-it-stick-around-after-the-pandemic/) - Way back in the pre-pandemic era of 2018, a study was released by the Partners HealthCare’s accountable care organization that analyzed the rollout of a groundbreaking telemedicine program by the Massachusetts General Physicians Organization. Data on 35,000 patients, seen between 2014 and 2017, found that having a telemedicine option reduced in-person visits by a third in the first
- [Why Design Is the New Killer App for Healthcare Organizations](https://hanloncreative.com/hanlon-insight/why-design-is-the-new-killer-app-for-healthcare-organizations/) - PATIENTS ARE INCREASINGLY DEMANDING THE SAME RESPONSIVE, POLISHED, AND PERSONALIZED CUSTOMER EXPERIENCE THEY GET FROM OTHER INDUSTRIES. Healthcare is complex. Patients and customers have to navigate hard to understand systems under frequently stressful circumstances. And because providers, insurance companies, and other health brands direct their attention chiefly to top-line issues — often to the
- [Who Is Disrupting Digital Health and Wellness Marketing Right Now?](https://hanloncreative.com/hanlon-insight/who-is-disrupting-digital-health-and-wellness-marketing-right-now/) - In economics, there is a theory called technological determinism. The details can get convoluted but the basic premise is that a society’s structure, culture, and values don’t create and shape its technology. Rather, it’s technology that determines how society operates. Though the theory was devised to better understand entire countries, it can be equally illuminating when
- [How Marketing Automation Helps Businesses Deliver Personalized Customer Experiences at Scale](https://hanloncreative.com/hanlon-insight/how-marketing-automation-helps-businesses-deliver-personalized-customer-experiences-at-scale/) - WHAT WAS ONCE NOVEL TERRITORY HAS BECOME A MAINSTAY OF MARKETING STRATEGIES AND A TRUE NECESSITY FOR MEETING ELEVATED CUSTOMER EXPECTATIONS. Salesforce, the market leader in customer relationship management (CRM), commissioned a study by The Harris Poll in June examining how small and medium-sized businesses (SMB) adapted to the challenges of the pandemic. The results showed that
- [How Do I Know if My Website Is Performing Well?](https://hanloncreative.com/hanlon-insight/how-do-i-know-if-my-website-is-performing-well/) - THE METRICS EVERY WEBMASTER NEEDS TO MONITOR AND OPTIMIZE For better or worse, Google is the most important arbiter of what makes a good website today. No matter how fresh your content, how polished your brand, or how much time and money you invest in your business website, if Google’s closely guarded algorithm doesn’t think
- [Consumers Expect Personalization. Only Machine Learning-based Marketing Can Deliver It at Scale.](https://hanloncreative.com/hanlon-insight/consumers-expect-personalization-only-machine-learning-based-marketing-can-deliver-it-at-scale/) - It used to be that personalization was a luxury or a value add, something a brand did to go above and beyond the call of duty to really wow customers and prospects. Today, it’s increasingly seen as expected. Consumers might not understand what exactly machine learning-based customer relationship management platforms and big data analytics are.
- [How to Go About Differentiating Your Brand](https://hanloncreative.com/hanlon-insight/how-to-go-about-differentiating-your-brand/) - Your brand is a unique story — are you telling it the right way? In the history of marketing, branding, and advertising, there have been few stories of rebirth and rejuvenation of a flagging brand more triumphant than Apple. By the 1990s, a company that skyrocketed to fame and fortune in the 1980s had
- [Google’s Latest Update Wants to Know if Your Content is Actually Helping People](https://hanloncreative.com/hanlon-insight/googles-latest-update-wants-to-know-if-your-content-is-actually-helping-people/) - Websites that rank well are built with strategic SEO initiatives and content tailored to the needs of its target audience The appetite for content online has not died down over the years. To the contrary, it seems no matter how strong the firehose of articles, videos, podcasts, and all other types of shareable online
- [The Power of Cause Marketing](https://hanloncreative.com/hanlon-insight/the-power-of-cause-marketing/) - Consumers are asking more of their brands. They want them to be better stewards of the Earth and stronger protectors of their people — and the companies that can address those concerns are seeing outsized growth. Two big stories with implications for branding and corporate governance made the rounds recently and they both speak
- [The Top Ten Reasons Why Video is a Necessity for Your Brand Outreach](https://hanloncreative.com/hanlon-insight/the-top-ten-reasons-why-video-is-a-necessity-for-your-brand-outreach/) - Marketers and brands are constantly commissioning studies to discover how best to reach target audiences, grab their attention, and hold it. Way back in 2015, research showed that 78-percent of marketers said that video was an important part of their overall strategy. By 2020, that number reached 93-percent, according to Wyzowl. The growth of apps
- [Hanlon Wins Gold at the 2016 ADDYs](https://hanloncreative.com/hanlon-insight/hanlon-wins-gold-at-the-2016-addys/) - David Bowie wasn’t just a legendary musician — he was one of the most daring, creative professionals of his generation, constantly reinventing his own brand with fresh energy. So it just plain felt right when our friends at Alkemy X kicked off this year’s Philadelphia ADDY Awards with a dynamic Bowie tribute video, in which a bunch of
- [Zone 5’s Recipe for Triathlon Success: Flat Water, Sharp Focus, Cold Beer](https://hanloncreative.com/hanlon-insight/zone-5s-recipe-for-triathlon-success-flat-water-sharp-focus-cold-beer/) - The Zone 5 triathlon team kicked off their second season this spring, leaving their mild, 65-degree Pennsylvania training grounds and heading a thousand miles south to compete in the bright, 87-degree heat of St. Petersburg, Florida. Watching the sun rise over the still waters of Tampa Bay on a hazy Sunday morning, Zone 5 coach
- [You Have to Ask: 7 Ways to Use Actionable Language](https://hanloncreative.com/hanlon-insight/you-have-to-ask-7-ways-to-use-actionable-language/) - There comes a moment in any marketing endeavour when it’s time to make “the ask.” You’ve gotten your audience’s attention, laid out your case, instilled the right emotions, and are ready to take the plunge and ask for something in return. Do you ask subtly? Do you make a hard demand? What’s the most effective
- [Why You’ll Do Better If You Don’t Hard Sell Your Creative Services](https://hanloncreative.com/hanlon-insight/why-youll-do-better-if-you-dont-hard-sell-your-creative-services/) - When you hear the term “hard sell,” what do you think of? The oft-maligned used car salesman, right? Or maybe the image that comes to mind is a giant inflatable gorilla by the side of the road holding a sign urging passing drivers to “Buy Now!” because “Time Is Running Out!” A “hard sell” is
- [Who Won the Battle of Super Bowl LV Ads?](https://hanloncreative.com/hanlon-insight/who-won-the-battle-of-super-bowl-lv-ads/) - AFTER A SEASON UNLIKE ANY OTHER, IT ONLY MAKES SENSE THAT THE SUPER BOWL WOULD BE A LITTLE DIFFERENT THIS YEAR And, sure enough, it was. The game itself didn’t quite live up to its billing as a battle of the ages (sorry Millennials, turns out Gen X isn’t ready to pass the torch just
- [When Caffeine Met Adrenaline: Red Bull and GoPro](https://hanloncreative.com/hanlon-insight/when-caffeine-met-adrenaline-red-bull-and-gopro/) - Arguably the two biggest names in lifestyle branding and content marketing are joining forces. Red Bull, the Austrian energy drink company, is known for its high adrenaline promotions including sponsoring a Formula One racing team and its own stunt flying, air race championship. Silicon valley-based action camera company GoPro has made a name for itself as the creator
- [What Makes Hanlon Unique?](https://hanloncreative.com/hanlon-insight/what-makes-hanlon-unique/) - Competition brings out a lot of things. It spurs innovation. It proves which ideas have staying power and which don’t. It drives us to reach greater heights, and it forces us to focus our energies to where they can do the most good. You can’t be everything to everyone, and in the competitive arena we
- [Valentines Day is not Just for Couples Anymore](https://hanloncreative.com/hanlon-insight/valentines-day-is-not-just-for-couples-anymore/) - Don’t have a big date lined up for Valentine’s Day? Don’t feel too bad, you’re far from alone. In 1976, only 37.4% of American adults were single. That number has steadily climbed since then, and in 2014 singles outnumbered married people for the first time. But, somehow Valentine’s Day, a holiday all about love and coupling
- [Translating Your Message for a Global Audience: An Interview With MTM LinguaSoft President Myriam Siftar](https://hanloncreative.com/hanlon-insight/translating-your-message-for-a-global-audience-an-interview-with-mtm-linguasoft-president-myriam-siftar/) - The web isn’t a country– it’s all countries. Only a quarter of internet users’ primary language is English. Chinese, Spanish, and Arabic account for another third of the world’s netizens, and there are literally hundreds of languages spoken online. A global audience brings new challenges to communication, and automated translation can only get you so far.
- [Thought Leadership was on Display at Insight VR](https://hanloncreative.com/hanlon-insight/thought-leadership-was-on-display-at-insight-vr/) - On December 1st of last year, Hanlon Creative and Blue Visual Effects joined together to present in in depth look at the incredible potential of virtual reality and related technologies at Blue’s Philadelphia studio. All three floors of Blue’s impressive space were utilized to showcase the latest and greatest in virtual and augmented reality hardware and content
- [Thought Leaders Get There First](https://hanloncreative.com/hanlon-insight/thought-leaders-get-there-first/) - Apple, the most valuable brand on the planet by a significant margin, is almost finished construction of its new headquarters. Apple Park, a ring-shaped, eco-friendly mothership, took five years and five billion dollars to build. But, interestingly, a detail from the many articles covering the project as the ribbon-cutting ceremony approaches had nothing to do with
- [This March the Madness Is Everywhere](https://hanloncreative.com/hanlon-insight/this-march-the-madness-is-everywhere/) - After a long, grey winter, there is a lot to like about March. Daylight Saving Time kicks in, St. Patrick’s Day brightens our spirits, and what may be the best post season event in sports, professional or otherwise, returns. That’s right, the 79th NCAA Tournament tips off tonight. The 68 teams that made the tournament
- [The VR Revolution is Arriving Faster Than Anyone Imagined](https://hanloncreative.com/hanlon-insight/the-vr-revolution-is-arriving-faster-than-anyone-imagined/) - It’s getting obvious that everyone is excited about the arrival of virtual reality. According to a study by research firm Greenlight Insights, 71 percent of people surveyed said that VR makes brands seem “forward-thinking and modern.” Even people who have never tried the technology indicated they were interested in it. AdWeek quoted Greenlight Senior Vice President Steve Marshall’s
- [The Quest for Organic Search Superiority](https://hanloncreative.com/hanlon-insight/the-quest-for-organic-search-superiority/) - It’s a wild web out there, awash in information, but luckily we have search engines to make sense out of that sea of data. Google has all but dominated web search since its inception in 1998, when it indexed just 26 million sites. Today, it indexes over 130 trillion. With more and more commerce taking being
- [The Future Will Look Like a Pop-Up Video, Because Augmented Reality Is Starting to Be a Thing](https://hanloncreative.com/hanlon-insight/the-future-will-look-like-a-pop-up-video-because-augmented-reality-is-starting-to-be-a-thing/) - Technology moves so fast today, it can be hard to keep up. We’ve only just begun to wrap our heads around the implications of virtual reality (VR), and now augmented reality (AR) is starting to make headlines, too. While VR intends to transport us to entirely new places, the goal of AR is to seamlessly
- [The Experience was Virtual, but the Accolades are Real: Hanlon’s VR Work Wins at the Addys](https://hanloncreative.com/hanlon-insight/the-experience-was-virtual-but-the-accolades-are-real-hanlons-vr-work-wins-at-the-addys/) - The brightest lights in Philadelphia’s advertising scene came together once again at Union Trust on March 2nd to celebrate the 70th anniversary of the Philly Addys and honor last year’s best and most influential creative work. The American Advertising Awards are the largest and most significant forum for recognizing top creative talent… and unlike some other recent award
- [Right Now We Need a Season of Giving More Than Ever](https://hanloncreative.com/hanlon-insight/right-now-we-need-a-season-of-giving-more-than-ever/) - This year has been tumultuous, to say the least. The entire planet is facing an unprecedented challenge that has upended lives and livelihoods. Just before Thanksgiving, a time traditionally for feasting with friends and loved ones while giving thanks for the year’s blessings, a survey revealed that as a result of the COVID-19 pandemic, 40-percent of
- [Pizza Hut Boxes can be DJ Mixers, the Future of Promotional Packaging Looks Awesome](https://hanloncreative.com/hanlon-insight/pizza-hut-boxes-can-be-dj-mixers-the-future-of-promotional-packaging-looks-awesome/) - You buy your kids a fancy new gift, and all they want to do is play with the box it came in, right? Well, several of the world’s top fast-food brands are currently figuring out how to tap into that excitement for marketing purposes. You thought Happy Meals were fun? Now, thanks to state-of-the-art advances
- [Nike Design Legend Tinker Hatfield Turns Sci-Fi Dreams Into Reality](https://hanloncreative.com/hanlon-insight/nike-design-legend-tinker-hatfield-turns-sci-fi-dreams-into-reality/) - First, they lost Kanye to Adidas (with Yeezy himself dissing them on his new album). Now, even King James and his lifetime contract are being overshadowed by an Under Armour-clad phenom named Steph Curry. Having to drop their sponsorship of Maria Sharapova amid a doping scandal certainly doesn’t help things. But after five decades at the top of the sneaker food chain, Nike
- [Lessons From the Father of Advertising That Still Resonate Today](https://hanloncreative.com/hanlon-insight/lessons-from-the-father-of-advertising-that-still-resonate-today/) - Well, it’s official: everything old is new again. Heinz is planning on running a campaign designed for the 1960s (and a fictional one at that). The kings of ketchup are appropriating a tagline pitched by none other than Don Draper of AMC’s “Mad Men.” “Pass the Heinz” was supposed to be a groundbreaking ad blitz in the hippie era, but
- [Launching a Website is Just the Beginning, Now You Need to Manage It](https://hanloncreative.com/hanlon-insight/launching-a-website-is-just-the-beginning-now-you-need-to-manage-it/) - A lot goes into developing a website. There is planning, wireframing, designing, testing, optimizing, validating, and numerous other challenges – and that’s just to create a mostly blank canvas! You’ll still need content to fill out your new digital digs. But, assuming everything went according to plan and the site goes live without a hitch,
- [How Smart Clothes Want to Help Us Connect to Ourselves](https://hanloncreative.com/hanlon-insight/how-smart-clothes-want-to-help-us-connect-to-ourselves/) - “Smart.” It’s become the byword of our era as phones, watches, and even homes have become more and more digitally networked. It appears that the humble t-shirt is next in line for an upgrade, as smart clothes start rolling out to consumers. Smart clothes, also known as e-textiles — clothing with embedded sensors, in other
- [Hanlon Creative Partners with Blue Visual Effects to Create a Fully Immersive Virtual Reality Experience for Amerisourcebergen](https://hanloncreative.com/hanlon-insight/hanlon-creative-partners-with-blue-visual-effects-to-create-a-fully-immersive-virtual-reality-experience-for-amerisourcebergen/) - Hanlon Creative presented “The Future of Pharmacy,” a newly developed virtual reality experience to audiences at ThoughtSpot 2016, the annual Good Neighbor Pharmacy trade show, which took place July 27–30 in Las Vegas. Developed in partnership with Blue Visual Effects, the cutting-edge app transported attendees from the birth of the American pharmacy industry to the present day, and into
- [For Live Audiences the Super Bowl is Still the Biggest Game in Town](https://hanloncreative.com/hanlon-insight/for-live-audiences-the-super-bowl-is-still-the-biggest-game-in-town/) - Here we go again, the biggest day in advertising is upon us. The Super Bowl isn’t just the culmination of the NFL season, it’s the day when brands trot out their best work for the biggest audience. And, unlike almost every other major sporting event, it draws not only a massive crowd but an unusually
- [Fearless Pharmacy: Hanlon Helps Good Neighbor Pharmacy Honor its Heroes](https://hanloncreative.com/hanlon-insight/fearless-pharmacy-hanlon-helps-good-neighbor-pharmacy-honor-its-heroes/) - As the reality of the pandemic swept across the country, millions of Americans sheltered in place and wondered how they could help combat the crisis. For essential workers, particularly frontline healthcare providers, their mission was clear. They sprang into action immediately. The homebound were protected and supported by these selfless individuals who donned masks and
- [Design at the Global Scale: Place Branding and the Olympics](https://hanloncreative.com/hanlon-insight/design-at-the-global-scale-place-branding-and-the-olympics/) - At the most basic level, a brand is a differentiator, a mark of distinguishability, but its larger role is to distill an abstract concept down to a single, tangible identifying mark. Sometimes the underlying concept is rather straightforward, like a household product, but other times it is harder to pin down, like an entire city: “Most
- [Building Your Values Into the Workspace: The Power of Branded Environments](https://hanloncreative.com/hanlon-insight/building-your-values-into-the-workspace-the-power-of-branded-environments/) - When Facebook was just a humble startup in 2005 it famously commissioned graffiti artist David Choe to paint murals on its new digs. Choe asked for $60,000, but a cash-strapped Facebook persuaded him to accept stock instead. As you might imagine, it turned out to be a wise decision for Choe, whose stock is worth nine figures
- [Going Holistic with a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/going-holistic-with-a-full-funnel-marketing-approach/) - We are living in an age of rapid change. In the context of marketing, the biggest development has been an incredible shift in customer buying behavior- not just in the B2C market but for B2B clients as well. Now, more than ever, the buying process is controlled by the buyer. Technology has given them access
- [Gather Insight at Every Stage of Your Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/gather-insight-at-every-stage-of-your-full-funnel-marketing-approach/) - A full funnel marketing approach must be at once holistic and granular, with increasing specificity and personalization as a customer moves through the funnel. At the top of the funnel, your audience is at its largest. You are considering huge demographics and large segments. By the middle of the funnel, the stage where a lead
- [Brand Building Augments a Full Funnel Marketing Approach](https://hanloncreative.com/hanlon-insight/brand-building-augments-a-full-funnel-marketing-approach/) - The expanded full funnel model seeks to replace the traditional “spray and pray” marketing activities and unify marketing and sales as one cohesive force. However, the basic tenets of brand building and generating awareness are still vital, and will serve as full funnel optimizers. In the digital age, the efforts and activities of brand building
- [Each Component of a Full Funnel Marketing Approach is Essential to Success](https://hanloncreative.com/hanlon-insight/each-component-of-a-full-funnel-marketing-approach-is-essential-to-success/) - The top of the funnel is about widespread attention getting. The middle of the funnel is where you have to focus on really engaging the mind of the buyer and proving your value proposition. Too often, especially, with B2B marketers, point of purchase is neglected. However, branded environments like office space, can be just as
- [Advertise On TV This Fall, Yes if You’re Smart About It](https://hanloncreative.com/hanlon-insight/advertise-on-tv-this-fall-yes-if-youre-smart-about-it/) - At the beginning of each television season, the major networks hold what they call “upfronts,” where they present their upcoming programming to potential advertisers. Now, remember that the recent industry wisdom has been that traditional television’s vaunted days as the premier advertising platform are on the wane, and that eventually digital video will supplant it
- [2016 Holiday Ads Made Us Laugh Cry and Cheer](https://hanloncreative.com/hanlon-insight/2016-holiday-ads-made-us-laugh-cry-and-cheer/) - Christmas time is rapidly becoming known for something other than mistletoe, presents under the tree, and eggnog. It’s also morphing into something of an advertising showcase. Brands are increasingly competing to create the Christmas spot that wins Youtube and is shared all over the globe. Emotions are strong drivers for consumer behavior and the Christmas season
- [10 Tricks of the Trade (Show)](https://hanloncreative.com/hanlon-insight/10-tricks-of-the-trade-show/) - Tradeshows are a wonderful opportunity for a number of purposes. They can be used for promotion, to launch new products, make sales, or to learn about your industry and competitors. But, they can also be expensive in time and money, so it’s imperative that you get the most out of your investment. Here are ten
- [Forget Silicon – Today’s Hottest Technology is Made from Cardboard!](https://hanloncreative.com/hanlon-insight/forget-silicon-todays-hottest-technology-is-made-from-cardboard/) - Virtual reality is big news these days, but it’s not exactly cheap or easy to use. Facebook’s Oculus Rift costs $600 and HTC’s Vive is $800, and both require a powerful (and expensive) PC to use, as well as big, cumbersome cable tethers that limit the user’s range of motion. Plus, the software platforms are still fairly limited and

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