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June 14th, 2021
 
Advertising is a great way to get your business and your brand image out there for the world to see. However, if the whole world saw your ad would that be a good thing? The answer to this question would be yes, if the entire world is interested in what you are offering. But that's highly unlikely. Audience targeting can help you focus in on what category of people might be interested in your brand, increase your return on investment (ROI), and more.
 
Demographic and Behavioral Targeting
Each person, in some way, falls into a category. They might be, for example, age 20-35, live in the Midwest, and be interested in beauty and skincare. This combination of demographic and behavioral data can help narrow the scope of your targeting for advertising. If you own a skincare line the person described above is much more likely to be a potential customer than trying to target a whole region without including any demographic or behavioral data.
 
Tactics
Once you have an idea of who your target audience is, it's important to decide how you are going to engage with them. You can serve them ads that are relevant to them and their interests. The audience might also be perfect for delivering a targeted email based on the demographic and behavioral characteristics you've picked out.
 
Ad Segment Review
Analyze, analyze, analyze. It's not enough to simply serve an ad to your selected audience, you need to see if you are receiving your desired outcome. If your target audience had a low conversion rate it might be beneficial to go back to the drawing board and see if another audience might be a better fit for your business.
 
Where Companies Go Wrong
It takes time to get your audience targeting just right. The tendency is to lean too broad when creating a target audience. It's much more difficult to meet the needs of an audience that has an age range of 18-60 than it is one that is 18-35. While it might be exciting to see the increased traffic coming in, at the end of the day what matters to your bottom line is making the sale.
 
Frequency is another place that is easy to mess up when starting out with audience targeting. Customers get frustrated when they are served too many advertisements which could scare off someone that is ready to convert and buy your product. Finding that fine balance is crucial when serving ads to a specific audience.
 
Audience targeting is critical to any sustainable advertising campaign. Knowing who your target audience is and when they are likely to convert is the key to achieving success. Getting your brand not just in front of people, but the right people will prove to be a meaningful strategy that will breed financial success on the long term.
 

OffWhite can help you discover focused audience targeting that drives success. Our digital services are available to develop your brand using social media, email marketing, search engine optimization and more. Contact OffWhite today to begin your journey with digital marketing.

 
 
 
 
May 19th, 2021
 
Bring Your Product or Service to Life
 
A product like a phone or bicycle starts off as an item. It is made of material extracted from resources found on this earth. There is really little meaning or worth that stems from these items that extends past them being matter that takes up space. It is only when the human connection occurs and nerve endings fire off in our brains about the potential uses and applications for these items that they gain value in our lives.
 
Need vs. Want
In today's hectic world with constant innovation and a plethora of choices of things to buy, it can be difficult to discern the difference between a true need and a want. A need is something that you can't live without. Food, water, shelter, and clean air would fall into the category of basic human needs.
 
When you get into wants, those are more of an expansion past your needs into things you aspire to have but don't need to survive like a new car or that purse you've been eyeing at the store. These are things that add to your life and oftentimes complement your personality.
 
As marketers, our job is to create a scenario of where a need and a want blur together.
 
Product Scarcity
Have you ever felt a major feeling of FOMO (Fear of Missing Out)? When a product has a limited quantity, or there is a sale on an item that is going away, customers feel like they need to take action. Keeping customers hooked to grab your limited time offer or service will keep them coming back for more.
 
Exclusivity
People want something unique and that has key differences to other competitors. Accentuate how your product differs from your competition by highlighting features that enhance the product and make it the premium choice in the eye of the customer.
 
Determine the Biggest Issues Facing Your Audience
Think about what issues or struggles the target audience of your product or service may be facing. For example, a laundry detergent brand's audience may be struggling to find detergent that doesn't irritate their skin. Use this information to prepare a marketing campaign that will be driven at providing a solution to the issues the consumer faces.
 
Your company may be holding on to the most innovative product or service anyone has ever seen. However, you have to dig deep into the benefits it will have to your target audience and use the appropriate marketing channels to push content out for them to interact with. There will come a time when your customers will be using your product and saying to themselves, "How did I ever live without this?".
 
 
 
 
Published by Tina Merrill, March 29th, 2021
 
Why is the sky blue, the banana yellow? When asked by one of my kids at a young and tender age, I would answer, "God made it that way" if they ask me today, my answer will be much different. Honestly, they would probably tune me out within the first few seconds (I have teenagers). My answer today is a little harder to swallow. Without your eyes and brain, there is no such thing as color. All of the beautiful color around us is in our head. So, God didn't make the grass green. He made our eyes and brain see green. Are you with me?
 
Let there be light. Objects do not have a color. They give off light that appears as a particular color. So, to see color, you need a light source. Sir Isaac Newton was the first person to realize that white light contains all the colors. He discovered what we now know as the spectrum. But anyone who's ever mixed paints knows when you mix all the colors in your palette, you most definitely do not get white. Newton was not dealing with paint though he was dealing with light.
 
 
Additive color
The mixing of light is called additive color, known to us in the design world as RGB. Every color in the rainbow can be seen by mixing red, green and blue. Think of your computer monitors, tv screens etc. You obviously see a wide range of colors on your monitor. However, get really close to the screen, and you will notice that everything you see is composed of tiny dots of red, green and blue. The little dots are called pixels. Your eyes are mixing the colors for you from a distance - like a painter would on a pallet. With additive color, the more colors you add together, the lighter the color becomes. By mixing all colors, you make white light.
 
 
Subtractive color
Speaking of paint, remember the muddy mess you get when you mix too many colors on your pallet? This happens because you are dealing with subtractive color, also known as CMYK. CMYK is an acronym for the primary colors cyan, magenta, yellow and black. Yes, I said primary colors. Sorry, but your grade school teacher was wrong; we see colors based on the 4-primary color chart. These four inks are used in the 4-color printing process, also known as digital printing or full-color printing. When you combine CMYK, you get black or the subtraction of color. With subtractive color, what you're seeing isn't really there. Most objects will absorb (or subtract) certain colors and reflect whatever it doesn't absorb. Take your yellow banana, for example. The banana absorbs all of the colors of the spectrum and reflects what you see as yellow.
 
"In nature, light creates the color; in the picture, color creates light."
-Hans Hofmann
 
Color is amazing, beautiful and complicated. Different colors evoke different emotions, often on an individual level. Though we could get by just fine in a world of black and white, many of us are lucky enough to have the ability to see thousands of colors. I, for one, wouldn't have it any other way.
 
 
 
 
Published by Kayla Lutz, February 24th, 2021
 
When people turn to search engines, they don't spend very much time contemplating the link they choose; I know I don't.
 
What usually catches my attention most is seeing the information I was looking for before I even click a link. These small previews of text that appear as part of your search results are called "rich snippets." Search engines like Google or Bing will take information from a website if they see it as valuable and place it as text clear at the top of the search result. This result will show as position 0 - meaning it's placed even higher than the typical number 1 position.
 
So how do search engines identify this copy as valuable enough for position 0? It all starts with SEO.
 

What is SEO?

SEO, or Search Engine Optimization, is all about improving your website traffic by getting more people to your website who actually want to be on your website. I like to think of SEO as adjusting your business to be more in line with what the consumer is searching for.
 
The tricky part - SEO is always changing and evolving to stay ahead of the latest search engine algorithm. There are, however, a couple of SEO best practices you can follow to help you stand out.
 

SEO Best Practices

Research Keywords

Before starting any SEO optimization, I utilize keyword research to determine what keywords will work best for the type of content on your site. Keyword difficulty and average monthly searches are components that I look at when thinking about if a keyword is the right fit. I also like to make sure the website has lots of rich content.
 

Include Rich Content

Rich content that is updated frequently will get noticed by search engines and the consumer. Writing blog posts, news sections, and overall updates to content throughout your website can help you stand out amongst your competitors. This type of content is more conversational than a product or service page and is more likely to be noticed by search engines.
 

Takeaway

As search engine algorithms continue to change, it becomes more and more difficult for in-house marketing teams to stay up with the trends. Companies have to do more than ever to attract their target audience.
 
It doesn't have to be difficult, though. We can help.
 
Contact OffWhite today and let us help you with your SEO strategy.
 
 
 
 
Published by Bill White , January 20th, 2021
 
Since we started our company on a cold day in 1985, the evolution of OffWhite and business and technology in general - is staggering. While the pathways to our markets and client services have offered new dimensions in efficiency and accountability, our basic work remains the same. The more things change, the more they stay the same, right? Yes and no.
 
We have continued to reinvest in the tools and technologies we need to compete in a global market. The substrate upon which we run OffWhite is advanced and efficient. While we work in a historic, bucolic college town on the Muskingum River banks in Marietta, Ohio, we are within reach of anyone and everyone on earth at light speed. We rightfully claim we're in the middle of nowhere and in the middle of everywhere.
 
The OffWhite business model's foundation may be unique, but our acumen runs deep. We're a relatively small firm specializing in technology marketing for highly specialized companies we select as much as they select us. The details we seek, the weeds in which we live, the desire to learn, and the natural curiosity that drives us to peek behind the curtains of new technologies and business processes make up the DNA of who we are and what we do at OffWhite. It is this curiosity that drives us to excellence.
 

Sharing Success

We have implemented our new business development program to bring us together with companies who share our values. These are companies that are making a difference in their industries and bringing true value to their markets. This is true as we have supported their efforts to serve those on the front lines of COVID research, vaccine development, storage and last-mile cold chain deployment.
 
We hope to travel more frequently and reach out beyond our borders while remaining tethered to the cloud servers that bind us together and host our intellectual property.
 

The Need for Planning

Accountability in the marketing investment has never been better, especially now that we have analytics that reveal customer behavior secrets in an instant. Knowing how to set up this equation, and what to do with the information itself, has become a centerpiece of our marketing strategies. Too little information and we're back where we started. Too much information and we're paralyzed.
 

Staying Ahead of the Next Best Idea

The interplay between conventional marketing tools and continuously evolving innovations enabled by digital platform management reveals results that may be fascinating but not always useful or productive.
 
At OffWhite, our first test for any program is "just because we can doesn't mean we should." And, no matter how we're reaching our customers today, we know that tomorrow will bring another option, and the background noise will continue to rise. It's our job to cut through it, at the right time and with the right people, so that a need can be met, a sale can be made, and a customer can be served.
 
This basic equation applies to selling technology and perfume. One delivers a solution; the other promises hope.
 

Our Business Objectives

 
If you are our client, we will take care of you. We will give you our best work.
 
If you are not yet a client but think we would be a good fit under a mutually beneficial arrangement, we will explore the chemistry.
 
If you are a sales, marketing, or product manager, we will respect the confidence and trust you have placed in us; we know that your job and your reputation are based on the outcomes we share.
 
Suppose you are struggling with the mysteries of analytics, search engine algorithms, social media drivers and the newest language of marketing. In that case, we will lead you on this journey while you focus on your business.
 
Despite the changes we've absorbed over the last 36 years, our constant is the one so many fear: Content. In content, there is nowhere to hide. There is no way to wordsmith an understanding of products, processes or services that remain critical to whatever industries you attempt to reach. At OffWhite, we exist to create content.
 

Behind the Curtain

 
Client service is not just what we do; it's who we are. Service is why we come to work. People often ask us how we have survived in a volatile environment for more than 36 years. There are no secrets to this. We wrap our talents, skills, technologies and teamwork around our clients like a warm blanket.
 
Let's have a wonderful year - together.
 
 
 
 
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
 
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P.O. Box 1012, 521 Fort Street, Marietta, OH 45750. 1-800-606-1610 or 1-800 OFFWHITE.