We alter brands, not pants.

Founded in 2000, Tailored Marketing, Inc. is a different kind of agency built on the idea that every client deserves marketing solutions tailored to their specific marketing needs. We want to not only achieve your marketing goals, but exceed them by digging out the compelling truths that make your brand shine. With an outstanding team of creative individuals, we forge ideas that elevate brands above the cluttered marketplace.

What is D.I.F.?

Dynamic

When we say dynamic, we mean forward-thinking. As a small, full-service agency, we have the benefit of being flexible. We can try new technology, stay ahead of trends, and always be in search of new ways to do things. With a team that welcomes change, we’re anything but dull. We’re not the big guys, and we don’t try to be, but we do pride ourselves in our ability to serve almost any kind of client and find ways to tackle any kind of project.

Innovative

Innovation is the heart of marketing and advertising. Being innovative in thought, processes, and implementation is how brands get noticed. From the campaigns we create to the space we work in, innovation plays a major role in our success. While we do still practice forms of traditional advertising, traditional isn’t a word we like to throw around. We like to dabble more so in areas that could be described as unique or out-of-the-box.

Fun

At TMI, we work hard and play hard. It may sound cliché, but in our line of work it’s the raw truth. Advertising can be quite a roller coaster some days. To keep the creative juices flowing and connect as a team, we try to get out of the office occasionally to stretch our legs and rest our brains. Usually, the best creative ideas aren’t found staring at a screen. Big ideas come from a little inspiration. Team outings give us the opportunity to put ourselves in consumer spaces, breathe some fresh air, and recharge our creative batteries.

We specialize in Privately Held & Family Owned Businesses

TMI works closely with businesses of all shapes and sizes. We've discovered that privately held and family owned businesses are our best fit.

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Top 5 marketing challenges of family owned businesses

  Not having a clear marketing plan
  Measurable objectives & metrics
  Digital marketing
  Need to continually innovate
  Adapting new technologies

Don't take our word for it!

What's new?

Apple: the Total Brand Experience

Tech companies tend to dominate the marketing platform, but there’s one brand in particular that continues to exceed expectations. In fact, you can’t seem to leave the house without seeing hundreds of Apple products — whether on display in a storefront or in the hands of consumers. But what makes Apple so sought after? Not only are they a major “it” company in the tech industry, but when you buy Apple, you’re buying a total experience. Let’s take a deeper look into their marketing efforts to discover how they’ve turned their products into an essential part of our zeitgeist.

Simplicity is Key

iPad, iPhone, and iPhone 5c standing in line

Apple’s signature simplistic brand is recognized worldwide. Whether phones, watches, or computers, the products themselves are kept minimalist and focus on the same neutral color schemes across the board (with the exception of the iPhone 5c – specifically created to target younger users with vibrant colors). Following a sleek, uncluttered design allows Apple to show off the technology, while a maintaining a modern look. But it doesn’t stop there. Apple’s simplicity spans across all platforms, from the copy on their website to the product photos and packaging. Everything, down to the box, is a conscious representation of what you’re getting when you unwrap you’re new device.

Communicate in the Audience’s Language

Macbook laptop half open on a white table

Apple understands how easily consumers become overwhelmed when shopping for electronics. Unlike other tech companies, they use this to their advantage by creating and avidly marketing easy-to-use features in each product. Even their advertisements use simple sentences that constantly stress how the device can both benefit and entertain customers. Apple successfully hides the technical terms behind the thrilling features that their customers are truly after.

Become the Brand Name of the Product

Just like you buy Kleenexes as opposed to tissues, consumers buy iPhones as opposed to smart phones. In other words, Apple doesn’t just own the product, they own the whole market. While they’re not always the first to develop the newest technology, once they arrive, Apple ensures they’re the only ones who matter. They understand that it’s not the marketing angle itself that’s important, but how people identify with that angle. At each new product release they take care to explain why every other product on the market fails in comparison to what they’ve created — and it works.

Mystery Drives Curiosity

Screen at Apple Keynote brand event

To build intrigue, each new Apple creation remains a secret until their official release. Keeping the technology under wraps allows Apple to host an annual keynote that reveals a generation of new technology on their own terms. Whether it’s a relatively simple iPhone update or completely new product, Apple turns their announcements into anticipated events. This prompts curiosity and builds hype around their latest creation, instantly driving sales through the roof when the product hits the market.

Customer Experience is Key

Machbook laptop, iPad, and iPhone on a table

As soon as you step foot in an Apple store, you receive premier customer service right off the bat. Dozens of tech savvy Apple Geniuses on duty guide visitors through questions and device issues as efficiently as possible. However, the Apple experience goes beyond the store itself. Every step along the purchasing journey becomes part of the process. Even unboxing the new electronic feels undeniably on-brand. In fact, hundreds of YouTube videos demonstrate fans’ excitement as they remove a clean, white lid to reveal a new phone embedded perfectly in its box. Simple packaging that mimics Apple’s brand aesthetic frames the phone to ensure all attention lands only on the product itself.

Through clean and consistent marketing that transfers across their ads, stores, events, and packaging, Apple has secured its spot as the “it” tech company. And they don’t miss a beat when it comes to promoting their products either — the brand makes for an excellent case study in genius marketing. Use the tech giant as inspiration to ensure your company’s own branding remains modern yet consistent.

Brand Case Study: Staying Relevant to Consumers

With an increased number of ads in the market place, keeping your brand top of mind can be difficult. Yet, it’s as important as ever to remain relevant to consumers, as many still choose products based on brand loyalty. So what are the big guys doing right? Take a look at how iconic brands have marketed themselves overtime to learn what each strategy has in common.

Coca-Cola – 125 Years

Two cans of Coca-Cola on a table next to filled glasses

Coca-Cola takes pride  in the strategic, consistent way they approach their marketing. However before cementing their success, they first had to learn that big brand changes don’t always pay off. In 1985, Coca-Cola released New Coke, a drink with a new formula meant to increase the company’s relevance. Unexpectedly, a huge backlash forced the conglomerate to bring Coke Classic back to the shelves within three months.

As any savvy company would, Coca-Cola evaluated this set back to prevent future disaster. Noticing consumer attachment to their original beverage, the team redirected its marketing towards Coke Classic to rebuild its image as a timeless, classic product. By listening to their audience and focusing on the brand itself rather than revamping the product, the found massive success in the industry.

McDonald’s – 62 years

Woman eating Mcdonald's brand fries

In 1962, McDonald’s incorporated the Golden Arches into their brand as a way to differentiate themselves in the fast food industry. Though knowing they needed a stronger marketing effort to get kids through the door, they soon introduced the now-famous Ronald McDonald. Today, the arches still act as the logo while Ronald, an instant hit, serves as the perfect mascot for showing off the company’s personality.

Throughout the decades, McDonald’s has updated its image in an effort to stay apart of the cultural zeitgeist. Even the menu has faced change. Following the trends, McDonald’s took notice as customers began eating more health foods, and responded by adding fresh salads to the menu. Along with that, the franchise held a transparency campaign in 2014 highlighting the process of buying, cooking, and packaging their food.

But despite change, two things remain constant. Ronald McDonald and the Golden Arches are just as important to the fast food enterprise as the signature Big Macs and crispy fries. Why? It’s simple: audiences have come to know and love the pair as part of the McDonald’s core identity.

Heinz – 148 years

Heinz ketchup brand bottle on a table

Pittsburgh’s very own Heinz offers numerous products. But as part of their marketing efforts, each wears a similar design so customers can recognize the product as part of the same beloved Heinz family.

This signature look came about during a campaign that married the late 19th century brand with an early 21st century look. Using intensive research, Heinz created a new visual strategy that placed the Heinz logo inside the Pennsylvania keystone shape. Staying true to its PA roots, the company used this image to tap into Pittsburgh pride. Heinz paid tribute to the brand’s origin to successfully turn their long term local customers into loyal band advocates. This ultimately helped earn it’s spot as the city’s (and soon, the Nation’s) favorite ketchup and condiment brand.

So, where do the brand strategies overlap? The short answer: staying relevant means understanding your audience.  Each company took cues from their customers when deciding how and when to make widespread change. But just because you’re trying to maintain  interest doesn’t mean your brand has to do a complete 360. Like Coca-Cola, it’s okay to keep it classic. Tap into the minds of your consumers and ask yourself what they need. Whether it’s is a timeless product or an updated menu, you can’t go wrong by following where your audience leads.

Our Favorite Facebook Marketing Features of 2017

Overall, 2017 has been a big year for the King of Silicon Valley – and yes, we’re talking about Facebook.  They’ve made major moves offline like building their own village for employees and creating Facebook Community Boost, a program to help small business owners grow their skills to and compete in the new digital economy. But as usual, Facebook has kept themselves even busier online. The conglomerate introduced new features to make their network a one-stop shop for all social, shopping, and data collecting needs.  To keep the updates straight, we’ve tracked Facebook’s new marketing ventures to compile our favorite features from 2017! 

  1. Message Objectives to Generate Leads  
Facebook's messenger ads are placed directly in your instant messenger (photo credit: NDTV Gadgets)

Facebook’s messenger ads are placed directly in your instant messenger (photo credit: NDTV Gadgets)

Facebook’s growing ability to create ads with ROI has positioned the website as more than just a social media platform.  Marketers now have the option to land their ads directly into Messenger, Facebook’s instant message system.  Here, open conversations can lead to sales, positive word-of-mouth, and new brand-to-customer relationships.  Marketers can also optimize ads for replies, which means Facebook delivers your message to users who are more likely to start a conversation with your brand.  Generating leads through discussion and awareness is a top selling point for many companies today. The results from conversations can lead to valuable personal insight and referrals, leveraging business success.  

  1. Live API  
Facebook live api

Facebook adds Live API to it’s platform, increasing viewership (photo credit: Adweek)

Live video is a new way for consumers to immerse themselves into a brand. In 2016, users watched more than 100 million hours of video per day on Facebook alone. This number will continue to grow as more companies integrate video into their marketing strategy.  Facebook Live API allows users to create live content from a variety of sources and devices.  Marketers can stream from their smart phones, professional cameras, or programmatic sources like video games to connect with their audiences. The more consumers learn about the inner workings of your brand, the stronger connection they’ll form with your company.   

  1. Improved Canvas Templates  
target-canvas-ad facebook

New Canvas ads allow customers to go to products to increase conversions (photo credit: Unbounce)

Facebook expanded their canvas templates to create a new lifestyle option. The new unit is aimed at driving retail sales by allowing ads to include one video along with a series of product photos.  Marketers can use this template to design creative that drives curiosity and interest in their services.  Consumers are now able to experience a product or promotion through a dynamic series of videos, photos, and links rather than a static post.   

  1. Custom Audiences Through Event Remarketing 
Facebook now tracks and can remarket events to people who have interacted positively in the past (phtoo credit: Elie Chahine)

Facebook can now remarket events to increase engagement

Don’t waste time targeting consumers who have no interest in your upcoming event. Facebook now tracks invitation responses and relays that information to the hosts for better insight.  With this feature, hosts have the opportunity to retarget consumers who responded positively to previous events.  Enable the function by using the engagement feature to select an audience based on past user actions.  This allows marketers to create a deeper bond with customers by sending relevant and interesting event opportunities.  

Facebook has become more than just a platform for high school friends to re-connect.  It empowers marketers to create digital campaigns and prompts consumers to share or respond to the advertisement.  Marketers can continue to create effective campaigns by keeping up to date with Facebook’s new features and tracking the progress of their advertisements.

Interested in creating a new social media strategy for the New Year?  Email us at info@tailoredmarketing.com for a strategy tailored to your goals!  

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