Bella Sera Bridal

When the co-owners of Bella Sera Bridal engaged Neal Advertising to work on designing and developing a new website, they were looking for a site which reflected the growth, success and evolution their boutique bridal shop had gone through over the past five years. We’re proud to say…Neal Advertising nailed it! The design reflects the overall aesthetics of their shop, a WordPress CMS makes edits and updates to the site a snap and all of the new functionality makes for a user experience brides are going to love!

National Van

National Van worked closely with Neal Advertising on a complete, custom redesign and development of their new website to support their ongoing business development, marketing and brand awareness efforts in the custom van conversion marketplace.

The National Van website now runs on the powerful CMS, WordPress. It also has a strong SEO foundation and the ability to grow with their New England based business.

Web analytics can be defined as the measurement of data relating to an Internet website. This includes the number of visitors, number of pages viewed, how much time the visitor was on your site, etc. We can use this information to examine and improve your website and its content. It is also very important tool to utilize when you are analyzing internet advertising and Search Engine Marketing campaigns.

There are a number of services out there that provide analytics reports of your website. At Neal Advertising, we are partial to Google Analytics for its accurate reporting, ease of use and the amount of available data. Today we’ll take a look at 3 basic metrics. 

The total amount of web pages that were viewed on your site in a given time period is referred to as page views. If someone visits your site once, but views 15 different pages, your site just generated 15 page views. When using this to analyze your website, you also need to look carefully at the number of pages you have on your site and the content on each page. You can also delve deeper into this by looking at which individual pages garner the most traffic.

An individual or browser that views your site is measured by a unit called a unique visitor.  If an individual visits the site more than once, it is only counted as one unique visitor. This is a great way to measure your websites traffic, giving you an accurate reading on your audience size. 

When Google calculates your time on site, they take the total amount of time that each visitor spends on the site before exiting the website. If you view 2 pages for a total of 10 minutes or 20 pages for a total of 10 minutes, your time on site will be the same. Every website is unique and thus, the amount time a visitor spends on your site gets will vary. When analyzing this metric, it is important to look at the number of pages, content of those pages and your ultimate goal or purpose for the website.

As with any web metric, Google Analytics is not 100% accurate, but it is a great tool to measure the effectiveness and stickiness of your website.

There are a number of “right” ways to push a sales message on the web and, likewise, there are a number of “wrong” ways to put your message out as well.

Now that I have your attention from the Radio World; I love radio as a medium on a number of fronts – in short, to build a brand memory, to have a call to action for in-market consumers and to engage the transition audience you all bring to the table.

Let me further explain – the transition audience are those consumers in the middle of a “Lead Funnel”. The top of the funnel are consumers out of market but we can start planting a brand memory (they’re our future, residual business). The end of the lead funnel are the people in-market for your product or service, but the middle of the funnel are the transition consumers. Those are the people who will be looking for your clients’ products or services shortly. But if you engage them with the right message (creatively), something compelling, you can in fact move some of them down the lead funnel to the in-market group.

Instead of selling radio, flights, etc., try identifying what goals your client wants to attain, including the type of people they want to attract. Now, here’s the tough part! Sit back and listen! Got it?

Now, do I have their attention? Are you ready to have them “buy into radio”?

No one wants to be sold anything, including all of you! But if you buy into radio as a “solution”, it opens up a whole new way of positioning radio as a viable medium to reach those goals.

Now, marry those features of your radio station with the benefits it brings to your client. Those features such as demographics and psychographics of your audience, except don’t use those terms. For direct business, talk in a language your client will understand. Don’t try to impress them with  buzz words of our industry. Speak to them in their language so they can truly understand what you bring to the table, and how your radio’s format, listening audience, etc., can help attain the goals he/she is trying to accomplish. Combine this with your media’s web site and you now have the making of a strategic marketing plan for your client. It opens the door for you to begin talking about your online audience.

An example of this would be:

• How many unique people come to your site monthly?
• Where do they go on your site?
• How many pages do they go to?
• How much time do they spend on your site?

Why is all this important when you integrate your radio station’s web site with a media buy on your terrestrial station? Because it creates a “Long Tail”. Your most loyal audience on your terrestrial radio station will often times go to your radio station’s web site for numerous reasons. Maybe to stream, enter a contest, read about your DJs, events, concerts, news, and a host of other things.

So think about this – radio is a frequency medium. Talk to your client about frequency and why it’s important! Don’t assume they already know! We recommend that we would prefer to talk to 1,000 people ten times then 10,000 people once. Open up your clients eyes with this and they will start to “buy” into what radio truly brings to the table. Now you’re schedule will reflect frequency and not just reach, and get them off the idea they have to be on morning or afternoon drive.    Remember, radio is the least expensive mass medium with the abiltiy to reach listeners everywhere!!

 Am I connecting the dots for you yet?

Now, have them buy into your web site as well. That same audience he/she wants to reach on radio are also (some of them) going to your website. They will hear their commercial again when they stream, see their banner ads, possibly be part of your email blasts, etc. This creates additional frequency for your client.

Let’s review – your listening audience(terrestrial radio) hears your clients commercial, with frequency, hopefully at least 3 times if not more. Then, part of your audience that goes to your website now sees your clients banners, hears their streaming commercial, and may just be part of the audience that are included in your radio stations email blast that actually opens the email. Some of you have an open rate anywhere from 17-28%. If I am off, I apologize – but that will include most of the open rates of media web sites’ email blasts. How good is this for creating an integrated approach to achieving your client’s goal?!

Now you’re not selling radio… you’re having your client “buying” into radio as a solution with a measurable approach to achieving his or her goal!

The head of your “Long Tail” is the reach of your audience on your respective radio station. The tail, starts with your website, then streaming audio, video, banners, email blasts, SMS text messaging, and a host of other things. Connect the dots, it’s all there for you. During these challenging times, you need to reinvent yourselves and embrace the new technology that is out there which will only help accomplish your clients’ goals. Do this and you will create raving fans in your clients!

It came into my life like an old 50′s b&w horror movie from outer space, slamming into my world like a alien invasion and spreading fear throughout my brain! Never before had I been challenged like this! I HAD to evolve and learn to master this new organism!

This creature had a name! It’s name was…Flash.

Yes, Flash! I have used the Adobe Creative Suite over the past 10 years but had never had a reason or a project for that matter
to learn this elusive program. Yes, I dabbled with Dreamweaver and After Effects, but Flash was a program I really didn’t understand and besides, I was always too involved in other aspects of my job to learn a whole new medium.

Alas, one day, It reared it’s head and I had to learn it. I had to evolve and dive into the unknown. I had been safe in the caves of comfortability for far too long and now it was time to forage into the wild frontier of animation. The journey was difficult but not as treacherous as I once feared. After a few weeks of careful tutoring by a work associate, my training was to come to an end.
I was tossed into the wild, like a baby bird pushed from the nest.

Interactive campaigns are now a part of my monthly workload but thankfully I have solid backup in the form of the Systems Architect and Web Designer. They have continued mentoring me in the art of AS2 and luckily I have them to fall back on If something arises that is out of my realm of knowledge.

Learning something new, especially when it comes on company time, is a stressful position to be in. Rushing to cram knowledge into your head and at the same time, doing your workload and contributing to the company. Luckily, with some late nights and deep breaths this can be accomplished.

Yes, It has been a journey filled with action script hell and trial by fire click tags but during this test, I learned that jumping into something new and unknown sometimes brings about the best rewards!

If you don’t take a gamble and trust yourself to learn something new… It has already defeated you.

LexusRecallsNow.com

is live!

Neal Advertising created this site for Lexus of Northborough to provide valuable information to Boston area Lexus owners. Visitors to the site will be able to quickly access specific vehicle recall information on all Lexus models as well as schedule an appointment for repair as well as research recall responses made by Lexus.

Lexus Recall Service Center

When Lexus of Northborough wanted to drive recall reapair work to their service department, we had just the answer…a search campaign that leads to a microsite.

Carters Diamonds | Forever Starts Here

Web design and developement as well as video production created for a local jeweler.

Attorney John J Sheehan

Not only did we rebrand Attorney John Sheehan’s practice, we also helped increase his visability online by creating a blog, website and program for managing SEO and SEM.