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You’re in Good Hands…Really?

You’re in Good Hands…Really?

When we talk about the changes that digital marketing and especially social media have made in the way we do business today, one thing we have to consider is the fervent intensity with which the public now examines claims made by advertisers – and the lightning speed with which any disconnect between the objectively observable reality and advertising message is revealed.

That’s a lesson Allstate Insurance is learning right this moment. The company featured the Hurricane Sandy-devastated home of Sheila and Dominic Traina in one of their recent commercials, in a spot that focused on how caring and compassionate their insurance agents are, but according to local news reports, the real story is that the Traina’s are far from satisfied with Allstate. They’ve only been offered $10,000 for their home, and aren’t one bit happy about it.

Why would you choose this couple to feature in your advertising?

As marketers, we really need to be confident and secure in the knowledge that any time we use a case study or personal example to tout our own products and services, the customers involved were actually satisfied. This is important for national brands, but we think it’s even more important for small businesses that serve focused or niche communities. It only takes one story like the Trainas’ to sway the opinion of a small, tight-knit community. Isn’t it worth the time to double check your sources before you run the story?

Social media has encouraged a strong sense of skepticism among us. The proliferation of amazing claims and jaw-dropping videos (remember the eagle that snatched the baby in Montreal?) have trained us to believe only reluctantly. Any hint that something might not be 100% true brings out legions of people who want to discuss the situation in excruciating detail. Imagine being the business owner at the middle of that conversation. Everywhere you turn, you’re hearing people talk about how your organization is dishonest and cannot be believed. How do you think that influences your current and potential customers?

Smart social media marketing means being aware of the public’s tendency to skepticism, and present information that is true, verifiable, engaging and amazing – all at the same time. We know, easier said than done – but it gets much easier with a plan and practice. In the weeks to come, we’ll be discussing what goes into that plan and practice. If you’re a small business owner, you won’t want to miss it!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office