Published by Jane Cirigliano, October 31st, 2013
The OffWhite team is getting geared up for Halloween by sharing our favorite costumes and memories. Top row, Abby as a witch with her mother and daughters; Nat as a Teenage Mutant Ninja Turtle with his grandfather and sisters; Jane as a Care Bear. Middle row: Bobby as a bald eagle with his sister, Jodie trick-or-treating with her kids. Bottom row: Bill celebrating Halloween at the 1st Marine Aircraft Wing, 1st Marine Division; Steven as a ninja.
Share your favorite Halloween memories with us on Facebook or in the comments.
Published by Nat Miller, October 22nd, 2013
Messaging that Engages
In a society driven by instant gratification and consumerism, we still perform an enormous amount of upfront research prior to making even the most insignificant purchase. Consumers want to be engaged, and to be successful, companies need to engage their customer base through informative, parallel messaging across a variety of platforms. As OffWhite works with clients to develop the message behind their brands, we often urge clients to remember three important aspects of engaging their audience:
- Easily Accessible, Detailed Information is Important
Consumers read independent reviews, sift through personal recommendations and gather specification information before buying anything from a toaster to a new car. Consumers want information to be easily accessible, informative and accurate, with much of it available literally at their fingertips via smartphone, laptop or tablet.
- Your Audience is (and wants to be) Informed
Today’s buyers do not base their purchases on what a company touts as the benefits of the product or “What” a product does. Instead they want to know the “Why” and the “How” behind the product. The consumer audience of today is highly informed and is full of in-depth researchers. For companies to compete in this landscape, it is imperative that they have an integrated platform from which to release the information that customers want, when they want it.
- Facts are Important
Studies show that even though we live in a world of Tweets, Facebook statuses and SnapChats, when making decisions that require financial outlay, consumers want to understand as much as they can about each product. Companies and products with minimal or meaningless content ring hollow and seem disingenuous to those looking for facts.
An Integrated Messaging Platform
At OffWhite, we have always delivered “What” a product does by walking customers through the “Why” and “How” first. We work closely with our clients to craft messaging that fully explains even the most complex process, making that information accessible across a variety of media. We help clients empower their customers with the knowledge to make the right decision, no matter how big or small that decision may be.
If you are interested in learning more about our company or brand messaging approach, contact Bill White at OffWhite.
Published by Jane Cirigliano, October 15th, 2013
At OffWhite, we are fortunate to work with clients who are on the cutting edge of technology in their fields. Their discoveries and inventions make the world a better place, and we are proud to be an extension of their teams. Cancer has touched all of us in more ways than one, and we are honored to work with people who are part of the search for the cure.
From those who share news of the latest discoveries and treatment options to clients who create products to further cancer research, our clients are going pink this October in observance of National Breast Cancer Awareness Month. Some are even donating their proceeds to cancer research. Thanks to all of our clients in the life science field for all you are doing to further cancer and other research.
Published by Jane Cirigliano, October 10th, 2013
Google AdWords has long offered tools to help you estimate your expected website traffic and cost per click on advertisements, but the company is taking its tools to the next level with estimated cross-device conversions. This new metric will provide powerful insights into how many conversions to sales AdWords customers can expect to receive from users who search and shop on multiple devices. Estimated cross-device conversions is the first step in a roll-out of new features that will ultimately include phone calls and in-store visits driven by Google ads. The new Estimated Total Conversions will provide advertisers with complete conversion insights reflecting real user behavior.
Google's recent AdWords updates include: cross-account conversion tracking, conversion data additions to the bid simulator and the ability to import offline conversions. Google is now shifting its focus to data measurement tools that will capture conversions that start with an AdWords click and end when a transaction is completed from another device, via phone or in person at a store. Cross-device conversion estimates are calculated by a data sample of Google users who sign into their Google accounts on multiple devices.
Right now, cross-device conversions are calculated only for conversion paths originating from google.com, but additional conversion paths are in development to include ads on Google's search and display networks. Local businesses can expect to see an impact when Google rolls out additional conversion types for phone calls and in-store visits. According to Google, more than 40 million calls to businesses originate from its ads each month.
To learn more about how you can use AdWords and other pay-per-click tools to grow your business, contact Jane Cirigliano at OffWhite.
Published by Nat Miller, October 1st, 2013
Nat Miller and Jodie Reiter, pictured with Chris Pfeiffer and Erika Harris of Lauren AgriSystems, are attending the World Dairy Expo in Madison, WI. OffWhite designed the new Lauren AgriSystems brand, including the exhibit space.
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
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