There was a time when music genres were sharply defined. Rock was rock, hip-hop hip-hop, country country, you get it. Of course, that time is long gone. The music industry has since discovered that crossing boundaries is what makes music exciting, and the most revered musicians in history are the ones that weren’t afraid to swerve out of their lane. 

Hip-hop is a part of rock & roll because it comes from DJ culture. DJ culture is the embodiment of all genres and all recorded music, if you actually pay attention to it. -Chuck D

With music so goes culture. Just like your playlist is filled with artists who can’t be easily defined (not to mention jumps from genre to genre), culture no longer zeroes in on one thing. You stream a podcast, scroll a meme, watch a doc, then buy something based on nothing but “vibes.”

That’s how people live now. So why would we (I’m talking specifically about Yalo now) want to stay in one lane? Hence: we are all genres. It’s actually one of our core principles. 

We’re creative and strategic. Curious and focused and unified by the idea that the best work doesn’t come from playing it safe, it comes from blending influences that weren’t “supposed” to work together. That’s what modern marketing demands.

People Are Complicated. That’s a Good Thing.

Audiences are savvy and layered. Everyone has grown up being marketed to nonstop and are quick to recognize BS and pandering. To get their attention it’s important to offer something beyond a sales pitch. If you have a product that truly meets a need, great. Go with that. Tell the truth. If not, make them laugh or at least make them think. Be original, be it through product or marketing. 

Every day is a miracle. You’ve got to sing for your supper. – David Byrne 

For Yalo, being “all genres” means we don’t force brands into pre-packaged tones or trend-chasing templates. We listen first. Then we find the right mix of sound, style, and substance to connect with real people in real moments.

The Magic in the Mashup

Some of the most iconic music ever made came from breaking rules: Hip-hop sampling rock, country borrowing from blues, pop stealing from everywhere (seriously, what does the category “pop” even mean anymore?) 

Marketing works the same way. The strongest ideas happen when storytelling meets performance. When data mixes with intuition. When a brand’s heritage collides with where culture is heading next.

No one worries about genre when they’re dancing. – Skrillex 

Built for a World That Won’t Sit Still

So what does this mean for your brand? Well, the world moves fast. Platforms change. Algorithms shift. Audiences evolve overnight. Agencies must be agile and willing to shift quickly in order to produce work that stands out. 

For Yalo, “we are all genres” isn’t a vibe. It’s a strategy. It keeps our work flexible, relevant, and ready for whatever comes next. It allows us to move fast without losing soul, and scale ideas without sanding off their edge.

At the end of the day, being all genres doesn’t mean chaos. It means harmony. Different perspectives. Different disciplines. One shared goal: create work that cuts through, connects, and actually means something. And whether your brand needs to amplify its presence, refine its focus, or define a direction that hasn’t yet been explored, we’re ready to plug in and get noisy (or keep it acoustic, up to you!). 

If there’s one thing few people argue about in the world of sports, it’s that mascots rule. Even the ones that are literally just a teenager jumping around in a cheap costume have the ability to make even the grouchiest fan smile. One of the biggest names in the game is Blooper, the Atlanta Braves’ lovable spokes…thing. Though relatively new to the world of mascots, his antics have skyrocketed him into the ranks of Mr. Met or those weird-looking presidents that run across the field at Nationals games.

That’s why, as Cortland Apartment Communities’ agency and mascot enthusiasts, we jumped at the chance to work with Blooper. Even better, we got to pair Cortie and Blooper as the best of frienemies. But let’s back up for a second.

As part of Cortland’s partnership with the Atlanta Braves, we were given the opportunity to film on-field content to complement signage around Truist Park. Naturally, we wanted to bring together two legendary mascots in some way. But how? We tossed around ideas: having them go on a date, having Cortie run the bases, even bringing in other mascots for a “training day.” Eventually, we landed on Cortland’s tagline: Next Level Living. And since Blooper represents Next Level Baseball, it was time to see who was truly the most Next Level.

Through a series of wacky challenges, Blooper and Cortie tried to one-up each other—until Cortie finally emerged victorious. Why? Because he lives at Cortland. Also because he can do a pretty cool handstand walk.

The video not only lives online at cortievsblooper.com, but imagery from the shoot also made its way onto signage around Truist Park, where passersby can pose with Blooper and Cortie.

From on-field video to park signage to shareable social moments, the Cortie vs. Blooper matchup created a cohesive story that strengthened Cortland’s visibility with Braves fans while reinforcing its own brand promise. That’s the kind of work we call Next Level.

The world of ecommerce is constantly evolving, and Meta has solidified its role as a key player in this transformation (Note: TikTok Shops is wildly popular too, or was, depending on which way the news cycle goes by the time you read this. For now, we’re focusing on Meta). In April 2024, Meta made it mandatory for brands using Facebook and Instagram Shops to adopt Meta’s in-app checkout process. 

Previously, businesses could leverage Shops while handling the checkout and payment process through third-party platforms like Shopify. Now, Meta’s integrated checkout system is the only option for brands to operate Shops.

How Meta’s Move Has Reshaped Social Commerce

Meta’s decision to discontinue offsite checkout for Shops has significantly changed how businesses and customers interact on the platform. Here’s a closer look at the implications:

• Mandatory In-App Purchases: Businesses are now required to utilize Meta’s checkout system, removing the option to redirect customers to external websites for transactions.
• Restrictions on Pricing Tags: Companies cannot include price tags on posts unless the product is connected to Meta’s in-app checkout.
• Enhanced Shopping Experience: The convenience of Meta’s in-app purchases continues to resonate with customers, offering a seamless process that eliminates the need to manually input personal information. This streamlined approach helps reduce cart abandonment rates and drives higher conversion rates, benefiting both businesses and consumers.
• Increased Data Insights for Meta: By consolidating the shopping process within its ecosystem, Meta captures more user data, enhancing its ability to provide targeted ads and personalized experiences.

Current Social Commerce Trends and Stats

As of late 2024, the rise of social shopping has been remarkable. Here are some key statistics that illustrate its growing impact:

• Social Commerce Revenue: Social commerce in the U.S. is projected to reach $107 billion by 2025, representing a compound annual growth rate (CAGR) of 20% since 2022 (source: Insider Intelligence).
• User Engagement: A recent study found that 60% of Gen Z and Millennials make purchases directly through social media platforms (source: Sprout Social).
• Conversion Rates: Meta’s in-app checkout has shown a 15% higher conversion rate on average compared to traditional ecommerce checkout processes (source: Meta internal data).

Adapting Your Ecommerce Strategy

To thrive in this new landscape, businesses must adapt their strategies to align with Meta’s vision of integrated social shopping. Here are some actionable steps:

• Optimize for In-App Shopping: Ensure your product catalog is fully integrated with Meta’s checkout system. Use high-quality visuals, engaging descriptions, and interactive elements like polls or live shopping events to capture attention.
• Leverage Personalized Experiences: Meta offers features like augmented reality (AR) try-ons and AI-powered recommendations. Incorporating these tools can replicate the in-person shopping experience and enhance customer satisfaction.
• Monitor Analytics: Take advantage of Meta’s robust analytics tools to gain insights into user behavior. By understanding what drives conversions, you can refine your campaigns and maximize ROI.
• Address Privacy Concerns Transparently: Some customers may hesitate to shop in-app due to privacy concerns. Proactively address these by emphasizing Meta’s security measures and your commitment to protecting customer data.

Overcoming Challenges

Transitioning to Meta’s mandatory in-app checkout comes with its share of challenges, such as:

• Loss of control over on-site website data.
• Dependence on Meta’s ecosystem for customer transactions.

However, these challenges also present opportunities to streamline operations and reach a broader audience. By embracing the new framework and crafting a strategy tailored to Meta’s tools and features, businesses can position themselves for long-term success.

And as always, we’re here to guide you through it.

There’s a moment in music history that changed everything. When Bob Dylan plugged in his electric guitar at the Newport Folk Festival in 1965, it was a declaration: the world was evolving, and music had to evolve with it. The purists scoffed, but Dylan saw the electric guitar not as a replacement for folk music but as a way to amplify its impact. The result? A new era of sound that pushed the boundaries of what was possible.

At Yalo, we see AI the same way. It’s not here to replace creativity, it’s here to amplify it. That’s why we’ve spent the last year developing AMPLIFI, our proprietary process for integrating AI into every facet of our agency. Much like the artists who shaped rock & roll, we’re not just adopting new tools; we’re shaping the future of how they’re used. And just like rock music didn’t kill live performances—it made them bigger, bolder, and more electrifying—AMPLIFI isn’t replacing our talent. It’s giving them the means to amp it up to 11!

Training the Band, Not Just Adding New Instruments

The greatest bands didn’t just pick up new instruments and hope for the best. They learned how to master them. The Beatles didn’t stumble into pioneering studio techniques; they experimented, innovated, and learned. That’s exactly what we’ve done with AMPLIFI.

Instead of simply handing our team AI tools and saying, “Figure it out,” we made a bold investment: we created a structured training program to ensure that every single member of our tribe—whether in operations, media, or creative development—knows how to harness AI effectively. AMPLIFI isn’t just a piece of software or a new workflow. It’s a mindset shift. It’s our way of ensuring that AI doesn’t just exist in our agency, it enhances everything we do.

AI as an Amplification, Not the Replacement

There’s a difference between evolution and replacement. When synthesizers came onto the scene, they didn’t replace guitars—they expanded what was possible in music. AI is the synthesizer of the marketing world. It’s not here to write our stories, strategize our campaigns, or concept our creative. It’s here to help us create faster, sharper, and even more resourcefully. 

With AMPLIFI, we’re integrating AI into:

• Creative Development – Providing new ways to visualize, iterate, and innovate without losing the human touch that makes great creative work sing.
• Media Strategies – Enhancing data analysis, audience insights, and campaign efficiency to hit the right notes with precision.
• Operations – Automating the tedious so our people can focus on strategy, relationships, and big-picture thinking.

And that’s just to name a few. Hey, we can’t give away every ingredient in our secret sauce.

Every major shift in music—whether it was MTV changing how artists connected with fans or streaming services reshaping how music is distributed—has been met with resistance. But the artists who embraced these changes didn’t just survive; they thrived. AI is our industry’s next big shift, and at Yalo, we’re not just riding the wave, we’re playing lead guitar.

Why AMPLIFI Matters

We’re living in a time where many agencies are taking a wait-and-see approach to AI. They’re hesitant, uncertain, or even dismissive of its potential. That’s not how we operate. We believe in being ahead of the curve, setting the tempo, and ensuring our team has the knowledge and confidence to use AI to its fullest potential.

Because here’s the truth: AI in marketing isn’t a fad. It’s not going away. And just like rock & roll, it will keep evolving. The question is, who’s going to step up and own it? At Yalo, we’ve made our choice. We’re not just accepting AI—we’re amplifying it.

So plug in, turn up the volume, and get ready. The future isn’t waiting, and neither are we. This is AMPLIFI. And trust us, the show is just getting started.

Our souls are singing. Is yours? I’d love to chat with you about how Yalo can make AI work for your brand. 

Music engages most of our senses, but the strongest of them is feeling. (You thought we’d say hearing, right? Wrong!) That’s why we so often turn to music for inspiration when we want our clients to feel something, encouraging them all to pick “soul songs” from which to help drive branding ideas. People connect with music in a primal way. No one knows this better than Philadelphia-based musician and bon vivant Adam Weiner, aka Low Cut Connie.

Known for his high-energy live shows, Low Cut Connie has a stage presence that’s almost unmatched in today’s musical landscape. He personifies the Yalo tenet of “amping it up to 11” in almost every way, which made him a natural fit to partner with Yalo. For over ten years, Yalo and Low Cut Connie have shared a love of bringing music into everything they do, and have supported each other through branding and event opportunities. 

When it came time for Low Cut Connie’s summer residence at Ardmore Theater, we knew we had to jump in and tell the world about it, with a website that allowed for the kind of fan interaction that LCC was known for (in digital form, of course). Instead of just the ability to get information and purchase tickets, this site allowed fans to choose the song they wanted Low Cut Connie to cover at each of his shows, with a selection that changed every week. 

Since the audience was allowed to pick the songs, it resulted in some… interesting choices. Here’s the band performing “Part of Your World” from The Little Mermaid, much to Adam’s delight (warning: adult content throughout):

Says Adam: 

“I absolutely loved working with my Digital Yalo pals on my project, the Connie Club, this past summer. It was a complex idea with a lot of different media elements, and Josh, Arnold and the Yalo team had great collaborative ideas right from the start. They sculpted an interactive platform for me that brought me closer to my fans and was exciting for everyone involved. I always love working with these guys and hope to continue doing so in the future.” 

Music and branding will always go hand-in-hand, as people respond to music in a way that can help make brand work memorable. Marketers have known and used that information for… oh, since around the first television ad. 

At Yalo, we know that it can be used for more than just a background track. We encourage our Tribe and clients to find their own “Soul Song,” the song that hits the emotional core of you or your brand.

Want to learn more about how music can help your brand? Just ask! Want to jam out to Low Cut Connie? No asking needed. 

Ah, Crocs. Once upon a time, they were the foot-things we loved to hate. First marketed as boat shoes back in 2002, they were quickly banished to the realms of “ugliest footwear ever.” Yet here we are, decades later, watching Crocs not just survive but thrive. What on earth happened, and more importantly, what lessons should brands take from Crocs? 

Let’s dive in.

From Utility to Individuality: A Lesson in Amping It Up

When Crocs first launched, they were known for their functionality. Designed for comfort and durability, they were utilitarian to a fault—practical but lacking personality. They were, essentially, the sensible shoe your middle school teacher wore to do yard work. But in 2017, under new leadership, Crocs made a radical shift. Instead of focusing on what their shoes did, Crocs began to focus on what they could mean: a symbol of joy, self-expression, and yes, even style.

The pivot required them to go beyond what was merely expected or necessary, leaning into unexpected and over-the-top moves to demand attention. The brand started to pump out partnerships with everyone from Post Malone and Justin Bieber to fast-food icons like KFC. (Yes, they made fried chicken Crocs—complete with a drumstick Jibbitz™ charm). These collaborations were fun, unexpected, and just the right amount of outrageous, amplifying Crocs from “comfort wear” to a bold, if still questionable fashion statement.

This is a textbook example of what we at Digital Yalo like to call “Amping It Up to 11.” Crocs didn’t stop at merely shaking their old, practical reputation; they cranked up the individuality and let loose with wild collaborations and off-beat charm accessories. And frankly, anything less would likely have been insufficient.

A Visionary Journey: Embracing the Tour

To be clear, this resurgence didn’t happen overnight, and it certainly wasn’t a straight shot. By 2008, Crocs was practically on life support, hemorrhaging $185 million and cutting thousands of jobs. The stock had plunged, the business was in shambles, and it would’ve been easy to simply refocus on what was safe and comfortable. But rather than retreat, Crocs doubled down on a long-term strategy rooted in self-expression and individuality. 

They knew where they wanted to go—they just had to be patient enough to make the journey.

This is what we at Digital Yalo like to call “Embrace the Tour.” Crocs had a vision of where they wanted to be, and they weren’t deterred by short-term losses or missteps. They didn’t panic when the seas got rough; instead, they leaned into the tour, adapting their strategy and committing to a path that was uniquely their own. Today, they’re forecasted to hit $5 billion in sales by 2026. That’s what happens when you stay true to your destination and weather the obstacles along the way.

Inclusion and Authenticity: A Genre for Everyone

One of the key ingredients in Crocs’ recipe for success is their unapologetic embrace of individuality—something we value here at Digital Yalo as “We Are All Genres.” 

By positioning themselves as a blank canvas for self-expression, Crocs tapped into a universal truth: people want to feel included and authentic, no matter how quirky or niche their tastes. Crocs let people be a little bit extra (or a lot extra) and celebrate it, whether it’s with a mini ranch bottle charm or a platform heel so chunky it doubles as an ankle workout. In the world of Crocs, there’s a shoe for everyone, and everyone is welcome.

The takeaway? Crocs didn’t merely follow a trend—they made one. By going big on the unexpected and embracing the long haul, they’ve turned a former fashion faux pas into a cult favorite. It’s a reminder that true brand success isn’t just about filling a need. It’s about connecting with people in ways that matter to them, leaning into bold ideas, and staying committed to a vision.

So, next time you’re looking to Amp it Up or Embrace the Tour, take a page from Crocs’ playbook: make it memorable, make it bold, and never shy away from a little fun along the way.

Get it? PDI? Pretty Darn Incredible?

A brand evolution has many moving parts. It’s more than just changing a look and feel, it’s the research and planning that goes into the initiative before any changes are made,  and the maintenance that goes into constantly reinforcing the new brand voice—plus everything in between. 

PDI Kitchen, Bath and Lighting is known in the plumbing and homebuilding industry for outstanding products and customer relationships. While they had a great reputation on the industry side of things, they were relatively unknown to the public. Enter: Yalo. 

When Yalo and PDI began their partnership, PDI had just renovated their public-facing showroom with a curated selection of high-end products and finishes. They also expanded their ecommerce offerings.  They needed a brand refresh to match these initiatives, breathing new life into the website’s look and feel and updating their communications. 

Yalo started where most brand refreshes start—with a new logo and visual identity system. We took their old logo and evolved it to reflect an elevated look and feel, while still alluding to their legacy logo in order to utilize brand equity built over 45 years. We also developed a brand architecture and corresponding identity system for use in acquisitions. 

Why do people renovate their home? What goes into deciding where to spend money and which styles to choose? When developing PDI’s advertising campaigns, we looked at the psychology behind home renovation, and used this mindset to develop fun yet elegant messaging, positioning PDI as a trusted, reliable source to bring their vision to life. 

We also created an elevated user experience on the PDI site, enhancing the user interface to reflect PDI’s premium positioning. 

Last but certainly not least (also, not technically last, since we continue to evolve the brand), we shot :30 and :15 commercials which spoke to the fun side of home renovation while still showcasing PDI’s offerings.  

By Savannah Kopp

Welcome to Digital Yalo’s monthly employee spotlight. This space is held to shine a light on the talented thinkers and makers behind the scenes who make Digital Yalo the award-winning agency it is.

Our team boasts a diverse group of talented, smart, and dynamic professionals. And each spotlight will showcase and celebrate their unique contributions and impressive work.

So, without further ado, let’s meet this month’s star and discover the stories, skills, and obsessions that make Digital Yalo the hub of innovative thinking that it is.

First up, Jordan Talpas, Senior Project Manager at Digital Yalo. From the mountains of Colorado, she brings the heat—even if she only likes the cold.

A Beacon of Female Leadership: The Adventurer Who Guides Our Projects

Energy and diversity are critical to how Digital Yalo defines itself in the agency world, particularly in an industry often dominated by male voices. We pride ourselves on having women leading women, and Jordan’s leadership exemplifies this spirit.

What Jordan Does at Digital Yalo

She’s the reason our projects flow smoothly, ensuring the whole team is in sync and fully briefed.

How Jordan Shaped My Career

Starting out fresh from college in the bustling world of digital marketing was overwhelming, to say the least. That’s where Jordan came in. She taught me the ropes with a focus on process and critical thinking as a mandatory precursor to any project. 

Her mentorship has been transformative for my confidence and skills, and it pours from her own leadership mantra: “Stay organized and follow the process.” 

It sounds simple, but it’s her consistent application of these principles that breeds success. Under her guidance, we’re not just completing tasks; we’re excelling at them, and our clients can feel — and see — the difference.

Wrapping It Up

Jordan isn’t just managing projects; she’s crafting a legacy of empowered leaders and successful strategies. Our work is about creating connections that go beyond business, and Jordan embodies this in everything she does. It’s her way of carrying herself that highlights her formidable strength and capabilities. 

Is content strategy a part of your marketing plan? If not, it should be! Despite nearly every brand using content marketing, only 40% of B2B marketers have a documented content marketing strategy. 

Content strategy is the foundation of effective marketing. It’s not just about creating content—it’s about planning, managing, and evaluating every piece to ensure it aligns with business goals and serves your unique audience’s needs. A good strategy ensures that your content works cohesively across platforms, speaks directly to your audience, and delivers measurable results.

Here’s why it matters: without a strategy, content is often reactive, inconsistent, and unfocused. With a strategy, it becomes a powerful tool to engage audiences, build trust, and drive meaningful outcomes.

The Value of Content Strategy

Investing in content strategy delivers real, measurable benefits:

• Consistency: A unified voice and message across all platforms.
• Efficiency: A clear roadmap that streamlines content creation.
• Engagement: Content that meets user needs and builds trust.
• Results: Better alignment with business goals and measurable ROI.

How We Build and Execute a Content Strategy

So – what is a content strategy? It’s a comprehensive plan that begins long before creating any actual content. While every strategy is tailored to fit a brand’s unique goals and needs, there are common steps that most content strategies include. Here’s how we do it: 

1. Define Goals and Understand the Audience

Every content strategy starts with clarity. What are your business objectives? Are you looking to drive brand awareness, generate leads, or increase conversions? From there, we turn to audience research. Through data and insights, we build detailed personas that outline your audience’s needs, preferences, and behaviors. These personas guide the tone, style, and format of every piece of content created for your brand.

2. Conduct a Content Audit

Next, we take stock of your existing content. A content audit evaluates what connects with your audience based on best practices and persona research, and where gaps exist. This step ensures we’re building on a strong foundation while avoiding duplication or inefficiency.

3. Analyze Competitors

Understanding the competitive landscape is key to standing out. By analyzing what your competitors are doing well (and not so well), we identify opportunities to differentiate your brand and deliver more value to your audience.

4. Develop an Information Architecture (IA)

Content is only as good as its accessibility. We organize your content into a logical structure that ensures users can find what they need quickly and easily. A well-planned IA also supports SEO, helping your content rank higher in search results.

5. Create a Content Strategy and Calendar

With a clear understanding of your goals, audience, and existing assets, we develop a comprehensive strategy. This includes:

• Content Themes and Pillars: Recurring topics or ideas that guide creation and ensure consistency.
• Funnel-Specific Content: Tailored pieces for every stage of the sales journey—from awareness to decision.
• Formats and Channels: Choosing the right mix of blogs, videos, social posts, and more.
• Content Calendar: A detailed schedule outlining what will be created, when it will be published, and where it will appear.

This plan ensures every piece of content serves a purpose and contributes to the overall goals of your brand.

6. Collaborate and Execute

Content strategy doesn’t happen in isolation. In collaboration with our UX, marketing, SEO, and design teams, we deliver cohesive and impactful content. This collaboration ensures consistency across all touchpoints, from messaging to visuals.

7. Evaluate and Optimize

Once the content is live, the work isn’t over. We analyze performance metrics, gather user feedback, and refine the strategy to ensure ongoing success. Regular evaluation helps us stay aligned with your goals and adapt to changing audience needs.

Content strategy isn’t just a part of marketing—it’s the backbone. With a thoughtful, well-executed approach, you can elevate your brand, connect with your audience, and achieve long-term success. Ready to implement a content strategy for your brand? We’re here to help.

By Max Cedergreen, Group Account Director

Why did I pick account management? My answer is subject to change based on the situation in which I am asked. Over a drink, I may jest that it’s a testament to my failure to make it as a copywriter – having nothing to put in a portfolio aside from alliterative taglines and a collection of one-liners categorized under “somewhat funny.” 

On my LinkedIn, you’ll read that it’s a career path nestled at the intersection of strategy and creativity – weaponizing the talents of varying disciplines at the agency to attack client business challenges. 

But if you ask me point blank, I will tell you the truth — I just love people. (Reader’s note, if you want to jump to the case study portion of this post, scroll to ‘JUMP AHEAD’)

Finding commonality between myself and others has always brought me a sense of satisfaction – recognizing that it’s a valuable professional skill, is something I never take for granted. To date, building relationships with both my peers and my client partners has been, and will continue to be, the most fulfilling aspect of my career.

As I sit down to share my thoughts on the significance of building strong relationships with clients, I am reminded of instances throughout my career where it has paid dividends. Over time, I’ve come to understand that behind every successful branding strategy lies a deep understanding of the client’s vision, values, and unique attributes. The key to unlocking this treasure trove of insights? Genuine, meaningful relationships.

Anyone who has worked for or with an agency knows that the term “fast-paced” gets thrown around as both a colloquialism and generalization. It’s easy to get caught up in the frenzy of deadlines, deliverables, and results. As a steward for my client partners, my mission goes beyond project intake and delivery; it’s about delving into the soul of a brand and bringing it to life in a meaningful way. In doing so, what I have found over the last decade is that it’s essential to remember that at the heart of every brand or project, there are people – people with personal and professional goals, aspirations, and motivations.

Building relationships with clients isn’t just a nicety, it’s a strategic imperative with tangible benefit for agency and client alike. It lays the foundation for trust, collaboration, and ultimately, success. A two-way relationship between a client partner and an agency that is hinged upon a shared investment in the brand lends itself to both immediate and long-term progress. When a client team trusts their agency, they’re more likely to open up, share insights, and partner when it comes to shaping their brand narrative. 

When an agency trusts their client, they are more likely to break the mold with confidence, knowing they will be afforded the chance to demonstrate opportunity through riskier work. The mutual trust lends itself to mutual safety, a key ingredient in creative liberation. Knowing the variable we aim to solve for is but one half of the equation, having an interesting and thought provoking means of addressing the objective accounts for the other.

As agencies look to produce fresh and innovative work for their clients, one of the most significant benefits of fostering strong client relationships is the ability to uncover the hidden gems that set their brand apart from the competition. Every brand has a unique story to tell, but it’s often buried deep beneath layers of market noise and industry trends. By taking the time to listen, ask probing questions, and truly understand the client’s journey, you can unearth these hidden treasures and isolate value propositions, leveraging them to drive results. 

JUMP AHEAD: I have felt this firsthand in our relationship with Cortland Apartments.

Headquartered in Atlanta, Cortland is a global, integrated, multi-family apartment management company that focuses on building hospitality-driven and resident-centric communities. As a client, Cortland has been a partner to Yalo for nearly a decade, with a relationship spanning brand building, creative campaign development, and integrated media services. A key milestone in our longstanding relationship has been an introduction of Cortie the Spokes-pug, a furry Australian brand ambassador designed to help disrupt the more predictable nature of apartment advertising and marketing.

On a quarterly basis we meet with our partners at Cortland for what we call the “State of the Business” meeting. For Yalo, the objective is simple: demonstrate our ability to actively listen. By setting aside our instinct to lead, in favor of our ability to listen, we find ourselves in the presence of authentic and organic dialogue between our clients that is rich with insight. Having a designated seat at the table for such discussion puts Yalo at an advantage when it comes to planning out broader strategic initiatives, affording us the ability to plan against pain-points of any scale.

Uncovering these gems isn’t just about asking the right questions; it’s about creating an environment where clients feel comfortable sharing their hopes, concerns, and aspirations. 

Think about your clients the way you’d think about a personal friend and how you would interact with them in an interpersonal way. It’s about being empathetic, attentive, and genuinely interested in their success, which builds trust beyond the transaction. While a personal mantra of mine, I believe that many successful agency-folk would agree that a client’s success is heavily tethered to their own success. When they win, we win. We are unified as one as we strive for a common goal. When clients know that you’re invested in their journey, they’re more likely to open up and share the insights that will serve as a catalyst to strategic process and planning.

“Our company and its brand communication needs have changed greatly over the last seven years, and the Yalo team has changed with us. They’re a fountain of ideas and a skilled partner in executing our myriad brand, social, and internal engagement initiatives. Yalo helps us find our voice in the marketplace.” – Britt Else, Creative Director, Cortland.

Inspiration can come from anywhere, and I have found that some of the most valuable insights come from unexpected places; a casual conversation over coffee, a candid moment of reflection, or even a shared laugh over a relatable experience. These seemingly mundane interactions have the capacity to lead to breakthroughs that shape the trajectory of a project and its subsequent success. At the very least, they serve as opportunities to deepen the connection between client and agency alike, demonstrating the peer to peer human connection that is a necessity in any healthy relationship.

While invaluable on the surface, building relationships with clients isn’t just about uncovering insights. It’s also about fostering a sense of partnership and collaboration. When clients feel like they’re part of the creative process, they’re more likely to be invested in the outcome and committed to bringing the vision to life. 

By involving them in brainstorming sessions, design reviews, and strategic input meetings, you not only tap into their expertise but also create a sense of ownership that fuels their passion for the project. Beyond that, when the shared vision is successful in the form of tangible results, the shared celebration is that much more meaningful.

One of the most rewarding aspects of my job is seeing the transformation that takes place when a client’s vision comes to life. It’s incredibly gratifying to play a small, but meaningful role in helping them achieve their goals. There is a lot of gratification that comes from recognizing that the work has been impacted by the trust and collaboration that underpin every successful client relationship. 

Beyond that, when your relationship surpasses the professional and extends into the personal, it’s like giving a good friend a high-five. Well done. 

In today’s hyper-competitive marketplace, brands are constantly vying for consumers’ attention, and standing out from the crowd is no easy feat. Let me say it one more time, louder for the people in the back: By building meaningful relationships with clients, we gain access to the insights, stories, and humanity that inform unique opportunities to create a lasting impression on consumers. 

It’s not always going to be a silver-bullet, but why disregard a competitive edge when it’s looking you in the mouth? All professionalism aside – at the bare minimum you stand to better relate to your clients in such a way that it makes difficult conversations easier, and the good conversations great. Sounds great to me.

By now it’s become apparent that this soapbox can only hold me for so long. My hope is that this perspective offers you affirmation of a behavior you already exhibit in your professional existence, or alternatively encourages you to never underestimate the power of building better relationships with clients. It’s not just a means to an end – it’s the foundation upon which successful brand strategies are built. 

My challenge to you is to continue to listen, learn, and collaborate, knowing that the insights we uncover and the relationships we forge will drive results that go beyond our most grandiose or anticipated expectations. 

Curious about the type of marketing outcomes we can create for you? Check out our case study on Cortland HERE.

In the heart of the South, few things ignite passion quite like Atlanta Braves baseball. And no one understands this affinity (and celebrates it!) more than Cortland—a vertically integrated multifamily company focused on delivering an above and beyond apartment living experience.

Cortland owns and operates communities across the US Sun Belt and is the top owner of apartment homes in the metro-Atlanta area. With its headquarters here in Atlanta, Cortland became an official sponsor of the Atlanta Braves in 2019. This past season Cortland wanted to pursue a gameday activation that would engage with Braves fans to highlight the Cortland x Braves partnership and continue to grow awareness for their brand.  

The Yalo Challenge: Engaging Fans with Cortland’s Brand

As Cortland’s agency partner, Yalo was given the opportunity to design a memorable pop-up experience for this activation. With so many fans passing through, the big question for our team was How can we create a memorable experience for Braves fans that also engages them with the Cortland brand? 

The answer? Create unique co-branded merchandise that captures the essence of Braves Country & Cortland. Yalo worked with the Braves to secure a 10×10 activation space right outside of Truist Park’s Third Base Gate. As this gate is the closest to gameday parking lots, it typically manages about 60% of gameday traffic—which is approximately 25,000 people during a typical sold out game!

A Cherished Piece of Braves Swag

Collaborating closely with Cortland, Yalo’s creative team developed multiple ideas that leveraged iconic Braves and Cortland imagery before landing on an illustration of the Braves mascot Blooper next to Cortland’s spokespug, Cortie. 

This illustration was printed on rally towels & t-shirts, which were then given out to Braves fans who stopped by the activation booth to learn more about Cortland. 

“I thought the incorporation of Blooper (the Braves mascot) into the overall design was clever,” says Mike Gomes, Chief Experience Officer for Cortland. “While we recognize that not many people may be aware of Cortland and our mascot Cortie, we know that fans love Blooper. As a result, they’ll be likely to wear their t-shirt around town, further promoting Cortland and our partnership with the Braves.”

More Than Just Game Day

Creating limited-edition Cortland Living x Braves swag was a win-win for both parties; not only did it elevate the fan experience—providing them with items to wear & cheer on the Braves—but it also boosted Cortland’s brand awareness, filling up Truist Park with the Cortland spokespug, Cortie. The unique (and limited) design motivated fans to stop by the activation booth and learn more about who Cortland is and the benefits of living at a Cortland community. Fans also had a chance to interact and get pictures taken with the Cortie mascot. 

By providing fans with something to take home—an item that symbolizes their passion for the Braves—Cortland created a connection that goes beyond the game. 

In a city where Braves baseball is a cherished tradition, Cortland gave fans something they can treasure for years to come. Yalo and Cortland’s collaboration demonstrates the power of thoughtful, community-focused brand activations. By tapping into local culture and creating engaging experiences, brands can forge lasting connections with their audience that resonate long after the event ends.

AI is a lot like a teenager learning to drive. It’s got potential, but it still needs guidance to get where you want it to go. And when we were tasked with bringing Precision Tune Auto Care’s “Any Make, Any Break, Fixed” campaign to life, we knew AI could help us generate some truly out-there vehicle concepts. But AI alone wasn’t enough. We had to steer it, gearshift it, and a bunch of other car metaphors, ultimately using our creative expertise to refine its output into something that truly hit the mark. Or like, the parking spot. 

The Concept: Any Car, Any Problem, Fixed

Precision Tune Auto Care owns a network of automotive shops throughout Atlanta, and they wanted to emphasize their ability to fix anything. Not just your standard sedans and SUVs, but anything—no matter how strange, old, futuristic, or broken it might be. We needed imagery that wasn’t just cars, but wild, eccentric, AI-dreamed vehicles that captured the essence of the campaign.

Step 1: Letting AI Go Off the Rails…or Road? 

The first step was strategic prompting. We weren’t just telling AI to generate “a weird car.” We crafted specific prompts to create vehicles that were futuristic, absurd, unconventional, and unlike anything on the road.

Some of our initial prompt variations included:

• “A vehicle that looks like it was designed in the year 2099 but only had 1950s car parts to work with.”
• “A car that’s a mashup of a monster truck, a motorcycle, and a space shuttle.”
• “A tiny European city car that somehow has six wheels, two steering wheels, and a spoiler the size of a dining table.”

AI happily obliged, and delivered some of the most bizarre, delightfully wrong car designs we’d ever seen. The results were wild, unpredictable, and often completely impractical… but that was exactly what we wanted.

Step 2: Embracing Imperfection (and Fixing It Ourselves)

Here’s the thing about AI-generated art: it’s not final art. AI doesn’t understand engineering or design principles; it doesn’t know why a wheel shouldn’t be inside the car instead of underneath it. The beauty of AI is that it gets you a starting point, not a finished piece.

That’s where human expertise comes in. The art director took the best of the AI-generated images and pulled them into Adobe Photoshop and Illustrator to refine them. That meant:

• Adjusting proportions so the vehicles looked surreal but still functional
• Fixing AI-generated distortions (like cars with 12 headlights but no tires)
• Enhancing textures, lighting, and details to make them campaign-ready

The result? A set of visually striking, one-of-a-kind vehicles that perfectly communicated the idea: No matter how weird, wild, or worn-down your car is, Precision Tune can fix it.

The Takeaway: AI is a Tool, Not a Replacement

The big lesson here? AI is great at generating ideas, but it takes real creative expertise to shape those ideas into something usable. AI gave us the raw material, but it took a human touch to refine, manipulate, and make it truly work for the campaign.

Could AI replace artists and designers? No. But can it act as an accelerator for creativity, giving us unexpected ideas and a head start? Absolutely. And in this case, it helped us take a fun, conceptual idea and turn it into a visual campaign that was as inventive as the message itself.

Final Thoughts

At the end of the day, “Any Make, Any Break, Fixed” wasn’t just a tagline, it was our approach to creative problem-solving. AI gave us something weird, we broke it apart, and then we fixed it into something truly impactful.

Because just like Precision Tune Auto Care, we believe that with the right expertise, anything can be made to run smoothly—even AI-generated mayhem.

Spring is finally here, and just like nature is coming alive with vibrant colors and new growth, it’s time for your business to blossom on social media. There’s no better time to refresh your social media strategy and watch your online presence flourish. 

1. Plant Seeds of Engagement

Just like planting seeds in a garden, cultivating engagement on social media requires patience and nurturing. Use this springtime energy to sow the seeds of interaction with your audience. Ask questions, run polls, and encourage user-generated content. With people feeling more lively and engaged during this season, you’re bound to see your social media interactions bloom!

2. Embrace Fresh Content Ideas

Spring brings a sense of renewal and creativity. Take advantage of this by sprucing up your content strategy with fresh ideas. Showcase your products or services in a spring-themed photoshoot. Share tips and tricks relevant to the season. Whether it’s spring cleaning tips for homeowners or outdoor activity ideas for families, tailor your content to resonate with the spirit of the season.

3. Let Your Brand Blossom

Spring is all about growth and transformation, making it the perfect time to let your brand personality shine. Show the human side of your business by sharing behind-the-scenes glimpses, introducing your team members, or even sharing stories about your company’s journey. Authenticity and relatability are the fertilizer for building strong connections with your audience.

4. Tap into Spring Events and Holidays

Springtime brings with it a plethora of events and holidays, from Easter and Mother’s Day to Earth Day and the start of baseball season. Use these occasions as opportunities to engage with your audience. Share relevant content, run special promotions, or host themed events to connect with your followers and drive traffic to your business.

5. Sprout New Connections

Spring is a time of growth, and that includes expanding your network on social media. Take this opportunity to connect with other businesses, influencers, and potential collaborators in your industry. Engage with their content, participate in relevant conversations, and explore opportunities for partnerships that can help your business blossom.

6. Collaborate and Cross-Pollinate

Just like flowers benefit from cross-pollination, businesses can thrive by collaborating with others in their industry or community. Partner with influencers or complementary businesses for joint promotions or giveaways. Engage in conversations with fellow entrepreneurs and share each other’s content. By working together, you can reach new audiences and foster a sense of community online.

7. Weed Out What’s Not Working

Not every seed you plant will sprout, and not every social media strategy will yield results. Use this season of renewal to evaluate what’s working and what’s not. Weed out any tactics or platforms that aren’t delivering the desired outcomes and focus your efforts on those that show promise. By pruning away the dead weight, you’ll create space for new growth and success.

Spring is a season of growth, renewal, and endless possibilities – and your business’s social media presence should reflect that. By embracing the spirit of the season, tapping into seasonal events, refreshing your visuals, engaging with your community, and cultivating new connections, you can watch your online presence bloom and your business thrive. So, what are you waiting for? It’s time to spring into action and harness the power of social media – let Yalo help you grow your business this season!

On January 25, 2024, Yalo welcomed the wonderful high school students in the NextGenAtl program to our offices. Next Gen closes the opportunity gap for under-resourced high school students in Atlanta through exposure and support. We were proud and excited to host them.

This connection was made through our active participation in The A Pledge here in Atlanta. We are proud, inaugural members of The A Pledge and are fully committed to its mission. The A Pledge is a call to Atlanta advertising and marketing agencies to come together in a committed effort to create inclusive opportunities within our industry. Over the next decade, we will make the changes needed to ensure our teams reflect the diversity of our community. As we do, we will see systemic opportunity grow in our industry, our city, and our nation.

Next Gen partnered with The A Pledge, creating opportunities for its member agencies to host local high school students. The goal was to share and discuss our world of marketing with the high school students, helping them understand what it is like to work in the marketing field. We wanted to give them a clear perspective on the multiple ways for them to pursue a career in marketing. 

We kicked off with a little dinner because we got started late in the afternoon, as they took buses after school to our offices. While the students ate, I gave an overview of Yalo, what type of agency we are, how we do our work and who some of our clients are. After that, we created a ‘tour’ for them through the different departments of our agency which included Creative, Account Management, Development, Talent Acquisition, and Executive Leadership. The students were put into 5 separate groups, which each started at a different Yalo department. 

A Yalo leader from each of these departments spoke to the students for 10 minutes, and then we rotated the students to the next department. During each 10-minute session, each leader spoke to the students about what it looked like and what it meant to be a marketing professional with a specific skill set, such as Creative, for about 6-7 minutes with 3-4 minutes for questions from the students. Each session was very interactive and engaging for the students. The students interacted at a high level and offered some very enthusiastic questions. 

Seeing their energy and enthusiasm at the late hour of the day was infectious. Our team fed off them and did our best to try to match them! I led the Executive Leadership session. And after sharing with each group the story of how I started Yalo, I asked every student 1 by 1 ‘why were you interested in attending this event’. One, very transparent student, noted ‘to be honest, I forgot we had an event tonight, so here I am!’ I truly appreciated his honest answer, and it put a smile on my face! Overall though, that answer was really the outlier compared to many of the others I received to my question. I was thrilled to hear that many of them had already started their own businesses (AR app game developer, hairstylist, among others). I can tell you that I was not thinking about such things and asking these types of questions as a high school student back in the 1980’s!

At the end of the day, while it was exhausting to conduct 5 mini-seminars in rapid succession, it was exhilarating and inspiring to hear these students talk about their own passions and interests. It was a fulfilling evening helping them think through the possibilities of a career in marketing.

We are thankful to The A Pledge for creating such a great opportunity for Yalo. We are thankful to the students who took the time to visit us at Yalo. I can only hope that they got as much out of the evening as our Yalo team members did. I can tell you that I walked away from the event excited about how the next generation will shape the future of marketing!

In the fast-paced world of digital marketing, where content is king, a well-structured content calendar can be your secret weapon for success. But crafting a strategic content calendar that actually works takes more than just jotting down dates and topics. It requires thoughtful planning, alignment with your business goals, and a keen understanding of your target audience. Let’s explore five essential steps to help you create a content calendar that not only keeps you organized but also drives meaningful results for your brand.

1. Define Your Goals and Objectives

Before diving into the nitty-gritty of content planning, start by defining your goals and objectives. What are you trying to achieve with your content marketing efforts? Are you aiming to increase website traffic, generate leads, boost brand awareness, or drive sales? Your content calendar should align with these objectives.

For instance, if your goal is to boost brand awareness, your content calendar might include a mix of informative blog posts, engaging social media updates, and thought leadership articles. Having a clear goal in mind will guide your content choices and help you measure success effectively.

2. Know Your Audience

Understanding your target audience is paramount in crafting a content calendar that resonates. Take the time to create detailed buyer personas, and use them as the foundation for your content planning. Consider factors such as demographics, interests, pain points, and where your audience hangs out online. This information will help you create content that speaks directly to their needs and preferences.

3. Brainstorm Content Ideas

Once you have a clear understanding of your goals and your audience, it’s time to brainstorm content ideas. Consider different content formats like blog posts, videos, infographics, webinars, and podcasts. Be sure to think about the topics that are relevant to your industry and your audience’s interests.

You can use tools like keyword research to identify popular topics in your niche, or you can explore trending news and events that you can tie into your content. The key is to keep your content fresh and engaging, providing value to your audience while staying aligned with your business goals.

4. Create a Content Calendar Structure

Now that you have a list of content ideas, it’s time to structure your content calendar. You can use a simple spreadsheet, a project management tool, or specialized content calendar software. Make sure your calendar includes the following:

• Publication dates: Decide when each piece of content will be published.
• Content format: Specify whether it’s a blog post, social media update, video, etc.
• Content topic: Clearly define the topic of each piece.
• Responsible parties: Assign writers, designers, or other team members to each task.
• Keywords: If applicable, include the target keywords for SEO purposes.
• Promotion channels: Outline where and how you plan to promote the content.

Your content calendar should provide a clear overview of your content strategy for the weeks or months ahead.

5. Stick to Your Schedule and Analyze Results

Consistency is key in content marketing. Stick to your content calendar schedule, ensuring that content is published on time. Track the performance of each piece of content using key performance indicators (KPIs) relevant to your objectives. These might include website traffic, social media engagement, email sign-ups, or sales conversions.

Regularly analyze your content’s performance and be ready to make adjustments as needed. If certain types of content or topics are performing exceptionally well, consider creating more of them. If some are underperforming, investigate why and make improvements.

Crafting a strategic content calendar that actually works is a crucial element of successful content marketing. By following these five steps – defining your goals, understanding your audience, brainstorming content ideas, creating a content calendar structure, and analyzing results – you’ll be well on your way to a more organized and effective content strategy. Remember that content marketing is an ongoing process, so be prepared to adapt and evolve your content calendar as you learn from your results. 

Let’s make a date to have Yalo help you develop a well-thought-out content calendar so your brand can connect with its audience, drive meaningful engagement, and achieve its marketing objectives.

Gather ’round, fearless marketers, for we’re about to embark on a spine-tingling journey into the dark and mysterious world of marketing risks. In the spirit of the season, we’re diving headfirst into the heart of the unknown, where rewards are bountiful and the path is shrouded in uncertainty. We will show you that in marketing, as in life, it’s essential to embrace the spooky, step out of your comfort zone, and confront the mysteries of the marketing world. After all, fortune favors the bold.

The Ghostly Gamble of Innovation

When it comes to marketing, innovation is the key to unlocking the treasure chest of success. Be it a new approach, a unique campaign, or an out-of-the-box idea, it often feels like you’re tiptoeing through a haunted mansion – filled with eerie surprises at every turn. But remember, it’s those who dare to innovate that usually reap the most lucrative rewards. So, arm yourself with creativity, venture into the unknown, and let your marketing campaigns haunt your competition’s dreams.

Unearth the Secrets of Spooky Social Media

Social media is the labyrinth of the digital world, filled with strange algorithms, unpredictable trends, and spooky engagement metrics. Don’t be afraid to step into the darkness. Experiment with new platforms, quirky hashtags, and eerie memes. Sometimes, it’s the riskiest posts that go viral, turning your brand into an internet sensation.

The Cursed Content Conundrum

The creation of content can often feel like a cursed endeavor. But it’s in the eerie depths of creativity that the most compelling stories are born. Don’t shy away from writing engaging, thrilling, or even bizarre content that sets your brand apart from the rest. Sometimes, embracing the unknown and creating content that pushes boundaries can elevate your marketing efforts to new heights.

Dance with Data Demons

Data analytics might seem like a cryptic spell conjured by wizards, but it’s the most powerful tool you have to navigate the marketing underworld. Risk-taking in marketing means delving deep into the shadows of data analysis, making data-driven decisions that may spook your competition. Trust in the power of insights, and don’t be afraid to alter your strategies based on what the numbers reveal.

The Haunting Art of Storytelling

Storytelling is the dark art that can send shivers down your audience’s spine. When done right, it connects people to your brand on a visceral level. Share stories that captivate and intrigue, tales that draw people into your brand’s world. The risks you take in crafting your brand’s narrative can lead to unforgettable connections and loyalty.

So, fellow marketers, as you stand on the precipice of uncertainty, remember that the rewards are there, waiting to be claimed by those who dare to tread where others fear to go. Don’t be afraid of the dark – embrace it, and let your marketing shine through like a beacon in the night.

Marketing in the shadows is where the real magic happens. Happy haunting, fearless marketers!

When it comes to marketing campaigns, it’s important to remember that pets are people too. They can have a big impact on the sales of your products, so you need to be sure you’re using the right tactics for them. Here are five great marketing campaigns that will inspire you and help get you through the dog days of summer.

1. If you’ve ever watched a dog move and thought to yourself, “This is a dancer,” or if you’ve seen a video of someone’s dog playing fetch and thought, “I wish I could do that,” then you’re already familiar with the brilliance of BarkBox’s BarkWorthy Awards.
   
   The monthly subscription service for dogs celebrates dogs who have done something amazing—like become best friends with another animal or learn how to open doors—or been featured on the company’s Instagram account. This summer you can get a FREE Funboy puncture-proof Pool Float! Plus, get the Pool Party themed box!

2. Target’s dog days Instagram takeover was a fun way to engage with customers. The retailer held an Instagram contest, asking customers to share their photos of their dogs while they shopped at Target, or while they were away from home. Customers could use the hashtag “#dogdays” and tag @TargetStyle on their pictures.
   
   In addition to these awesome items, Target also shared photos of their employees’ dogs enjoying life outside during summertime (and inside during wintertime). Their Instagram feed included images showing how people can bring their pups into various areas of life—from vacations at the beach to trips through Europe.

 

3. Subaru Loves Pets – Continuing its tradition of creating popular pet-focused ads, Subaru of America has launched all-new ‘Dog Tested. Dog Approved’ advertising spots. The four spots showcase the Barkleys, a family of Labrador and Golden Retrievers, who recently helped to launch the all-new Subaru Ascent. In the newest ‘Dog Tested. Dog Approved’ spots, the Barkleys will take on everything from driving lessons, to the first day of school and even a doggy-run car wash.
   
   Subaru has many other ads like this one that use pet owners as main characters in their commercials, which helps them connect with animal lovers on a personal level. By taking advantage of these messages and incorporating them into their marketing strategies, other companies could increase sales by appealing directly to consumers who have pets—and most of us do!

4. As part of a wonderfully clever campaign aimed at finding new homes for shelter animals, IKEA has devised a way to convince shoppers that welcoming a needy dog or cat into their lives just might be the best way to tie a room together.
   
   In partnership with pet rescue charity Home For Hope, the furniture retailer has begun placing life-sized cardboard cutouts of real dogs and cats that are available for adoption alongside their in-store displays.
   
   Each cutout features a barcode with which they can access information about how to make that specific animal their pet. Best of all, there’s no assembly required.

5. Weiner Stampede By Heinz Ketchup – hard to think of anything more delightful than hundreds of sausage dogs dressed in hot dog costumes running in slow motion. This commercial certainly delivers! Accompanied by Harry Nilsson’s song ‘Without You,’ we see the joyous stampede of pooches bound toward and jump into the arms of their saucy companions. This commercial captures a beautiful emotional reunion and also showcases a great serving suggestion!

Because pets are such an integral part of many people’s lives and because they have such powerful emotions attached to them, it’s easy for your audience to connect with your efforts. You can offer rewards for good behavior, create a sense of community around your brand by showcasing how many other pet owners are using your products or services, and even use animals as a source of humor in videos or images that go viral – all while strengthening customer loyalty along the way.

And if you’re looking for inspiration of your own, we can help with that too! Yalo is an award-winning marketing, branding, and website & app development company with big heart and big soul. Just reach out to us. We’re always happy to chat with fellow animal lovers about their branding and marketing plans.

At the end of last year, I felt I was spending too much time on the iPad attempting to read but not reading because it was too easy to get distracted and not actually reading. So, at the start of this year, I made a personal ‘resolution’ to get back to, what I’ll call, real reading. And not just reading, but to read physical books, not on an iPad. And not just any book, but only books about music; genres, eras, musicians and bands. It has been one of the most rewarding and educating years of my life to delve into these artists lives and learn what made them tick, what made them unique, what made them STAND OUT. What was the reading list you ask? Here you go…in the order in which I read them:

1. Bob Marley So Much Things to Say
2. Jeff Tweedy Let’s Go (So We Can Get Back)
3. Beastie Boys Beastie Boys Book
4. A book about the 90’s punk rock explosion Smash
5. A book about the origins of breakdancing, hip hop and graffiti Can’t Stop Won’t Stop
6. Prince I Would Die 4 U
7. Kurt Cobain Serving the Servant
8. Paul Stanley Face the Music
9. A book about the history of Soul Train The Hippest Trip in America
10. Robert Johnson Up Jumped the Devil
11. Freddie Mercury Somebody to Love

As you can see, it has been quite a diverse list spanning reggae, rap, punk, rock, blues and soul.  I have thoroughly enjoyed every page of every book. And there are more sitting on my office shelf to read. Purchasing these physical books will become keepsakes for me as well. 

So, what did I learn during my journey so far this year? I have distilled a few key elements from the thousands of pages that all these artists shared that made them STAND OUT. 

1. Dedication to their craft. 

They all truly wanted to be the absolute best at being a musician. That meant seeking out guidance, learning from the best and continuously incorporating their learnings into their own craft. Take Robert Johnson for example. He would travel from town to town by hoboing on trains to visit other blues guitarists so he could practice with them, learn from them. Then, he would busk on the street corners during the day to master these learnings, while promoting his show at the juke joints later that night, usually playing multiple shows each night. He did this EVERY SINGLE day in order to master his craft. Learn, play, repeat. The result of his dedication made him the leading innovator of blues guitar and the founding father of Rock N’ Roll. 

2. Laser focus on their success. 

Failure was not an option, and their success was not an accident. Tireless work attitude. Play, play, play. Did you know what a perfectionist Kurt Cobain was? He was obsessive. Playing and playing, over and over until every song could be played to perfection every time. And think about Prince for a moment. The man loved composing music so much that he made his studio his home, making the conscience decision to move INTO his office, INTO his work. He couldn’t bare the thought of being away from the studio. Thus, there is an entire vault of his music that the world will eventually get to enjoy for many years to come. 

3. Power to believe. 

In the face of adversity and being told that their dreams were just dreams, these artists had unshakeable resolve and belief in themselves. Take Queen for example. They were a few years into their musical career before they all finally gave up on their ‘day jobs’ or going to ‘university’ and went all in on their music career. Bar after bar, show after show. In some cases where less than 10 people would attend. Yet, they believed the music and the persona they were crafting was unique and would stand out.  They stuck to writing their brand of music which was some of the most atypical music of its time and still stands as landmark music to this day. 

4. ‘Evolutionaries’.

None of them got it right when they first started. They were all in numerous bands and/or played various types of music. They all were willing to continue to learn and evolve until they became who they became. And see point #1, that helps too. Take the Beastie Boys for example. They were 3 white punk rock kids from NYC sneaking out of their parents’ house to listen to Black Flag way back in the day. Did you know that BEASTIE is an acronym that stands for Anarchy? Google it. So, its logical that they started out as a punk band, making scuzzy punk. How does that turn into a hip-hop rap career, in a genre where they stuck out like a sore thumb? Their willingness to evolve and adapt. Now, that also doesn’t mean they abandoned who they were. If you have followed the genre-bending Beastie Boys’ career, you would see they went from punk to hip-hip back to punk and back to hip-hip again. Truly a full lifecycle of success.

5. True creativity.

Whether it be how they crafted lyrics or how they composed their music, these artists all had bold visions that required true creativity to become who they became. This vision and creativity would also raise the game of everyone around them. Take Bob Marley for example. His insightful lyrics and powerful music captured the tenor of the times, energizing generations, races and continents of people and bringing them together. Bob’s lyrics are some of the best ever for their simplicity but packed with a powerful punch. Or if we look at Jeff Tweedy’s composition approach. He creates melodies first. Then he layers in vocal sounds that he calls ‘mumble tracks’, which are not words at all but just syllables. After he fuses the melodies with the mumbles, he then comes back to compose and lay down lyrics at the end. Truly creative and seriously mind blowing.

What can you take away from these artists to make your marketing stand out?

1. Set your vision and believe in it. Have a destination and a persona in mind that you want your brand to be known for, to become. Chart that course.
2. Stick to your vision but evolve and tweak it along the way. Ideas will come and go. Some ideas will get shelved, only to be used later in the journey. 
3. Apply your true creativity. Work beyond the guidelines. Stretch the boundaries. This is the only way new ideas can be created, tested, and accepted. A rock opera? Why not!
4. Out work all the others. Produce great ideas and great creative, continuously. 
5. Look for inspiration in everything and everywhere.  Learn from other’s work and incorporate it into your vision to make it uniquely yours. 

Put these thoughts in motion and your brand will take off. 

Are you ready to stand out? Our brand-building strategies including content marketing, UX and graphic design can be of assistance. We have a full cadre of creative services to take businesses and brands higher. Let Yalo take you through a Soul Song exercise to have your brand hit the right note.

Please contact us today and let’s have a conversation.

At one point or another you’ve probably asked yourself: “How can I improve my marketing skills?” Maybe not in those exact words (that’s kinda weird), but you’ve definitely wondered if you could be working harder or smarter to build your brand.

The answer is yes, of course. Everyone could. And a good way to start is by learning which marketing strategies to avoid. Sounds complicated? Just bear with us.

There’s a reason Socrates, Plato, and Descartes aren’t well known for their social posts, email campaigns, and out-of-home work. (Besides the fact that they lived roughly a million years before electricity.) It’s because content isn’t a philosophy; it’s a tactic. Too often, when coming up with marketing strategies, these two things get confused.

While there are many viable tactics that play an important role in growing a brand, what’s really important are the philosophies behind the tactics. Here, we’re going to discuss some marketing mistakes to avoid that miss the big picture and put your brand or business in a hole from the start.

#1 The “Silver Bullet” Marketing Strategy

Unless you are marketing to an extremely specific, possibly magical market segment, the consumer is not a werewolf. One strategy (or silver bullet) is not going to take care of your entire problem. How many times have you seen a brand make one Instagram post a week and leave it at that? If you want to have meaningful engagement with the consumer, you need to create a constant dialogue to grow the relationship over time. Repeated interaction with a brand builds the interest and, more importantly, the trust that is required to maintain those relationships. Branch out and engage your target audience in multiple ways and continue to do so consistently over a long period of time. It won’t kill a werewolf (probably?), but it will help your business.

#2 The “If We Build It, They Will Come” Marketing Strategy

An outdated marketing technique that we see all the time is the idea that you just need a cool website, and the money will start rolling in. Building a website is just the tip of strategy iceberg. This points back to strategy #1—there is no silver bullet, not even parallax scroll. Unless you are constantly going out of your way to engage the consumer, they’re not going to just show up in person or virtually and give you their money. The ghost of Shoeless Joe Jackson might be powerless to avoid what you’ve built, but everyone else is going to need a little bit more from your brand. That’s a “Field of Dreams” reference, for those of you under the age of 45.

#3 The “Going with Your Gut” Marketing Strategy

Speaking of outdated references, there’s a reason the phrase “OK Boomer” became part of the pop culture lexicon. It’s not so much about that specific generation as it is about thinking that your experience is universal—that it transcends geography and generations. Consumers are all different. They’re different from each other and different from you. Even if a 55-year-old man has been working in the same business for 25 years, that doesn’t mean he knows the best way to reach his 28-year-old female audience. There are numerous ways you can survey consumers to figure out what they want and develop a strategy that addresses those specific needs and desires. So don’t just go with your gut—do the research. OK Boomer?

#4 The “Strategy-less” Marketing Strategy

“Do you make viral videos? Let’s do that.”

A viral video or any singular piece of content is a “what.” Before a brand has a “what,” it needs a “why.” It’s essential to develop a strategy as the foundation for your content. Before you can make something meaningful, you have to figure out why you’re making it in the first place. What purpose will it serve? How does it fit with the other moving parts of the brand? Foregoing strategy to just “make stuff” is like shouting into the wind. So put a purposeful strategy in place, and you won’t just be making stuff; you’ll be building something.

#5 The “All We Need Is an Intern” Marketing Strategy

Imagine the owner of the Kansas City Chiefs letting his nephew start at quarterback because he’s really, really good at playing Madden on his PS5. Sounds ridiculous, but similar things happen all the time in the marketing and advertising industry. Just because your sister’s boyfriend took a Photoshop class last semester does not mean he should be handling crucial aspects of your business. Professionals—people who’ve studied advertising and marketing and put it into practice for multiple industries—have more than just the basic tools and programs to make a piece of content. They also have the experience and understanding to give meaning to the work. It’s worth investing in people who know what they’re doing when it comes to your business needs.

#6 The “We Don’t Have a Budget” Marketing Strategy

If you and your agency have a clear picture of your budget from the start, then you can work within that framework to create a strategy that maximizes resources and ensures all your ideas remain viable options. While it may seem freeing to have no budget, it can be a huge waste of time and resources to come up with 100 different variations of an idea only to have 99 of them dismissed because you can’t afford them. Think of it like building a sandcastle: it’s far easier to focus on getting it right if you’re working in a sandbox as opposed to running all over a huge beach. Your agency needs the sandbox.

#7 The “Hire a Pro, Treat ‘Em Like a Rookie” Marketing Strategy

There’s an old idiom that says, “why keep a dog and bark yourself?” And while we’re not sure why any human would bark (idioms can be weird), there’s a lot of truth in that statement when it comes to hiring marketing teams. When you pay an experienced marketing team to do what they do best, it’s a huge waste of time and effort to not delegate the work to them. Allowing the team you hired to do their jobs is an incredibly important strategy, yet work is so often undercut with “thanks, but let’s do my idea instead.” In other words: let the people you pay to do a job actually do their job. In other, other words: let the dog bark.

#8 The “Keep Your Cards Close to Your Vest” Marketing Strategy

Welcome to the loop. Sales doesn’t know what Marketing is doing. Marketing doesn’t know what Operations is doing. Operations doesn’t know what Sales is doing. Ad infinitum. If you aren’t sharing business goals and objectives with all the departments involved with those goals and objectives, you don’t get a well-oiled machine—you get a Rube Goldberg device that leads nowhere. It’s crucial to make sure everyone can see the bigger picture; that way, each part can work toward a cohesive whole, and you’ll have a strategy to avoid a communication breakdown.

#9 The “We’re Just Like Apple” Marketing Strategy

Does your business or brand spend millions of dollars a year on creative? How about hundreds of millions on marketing as a whole? Do you have a passionate, sometimes obsessive fan base that will probably support your brand no matter what? If you said yes to this, then congratulations, you are Apple. Otherwise, you’re going to have to approach things another way. Without investment in resources, you can’t get the quality, consistency, and loyalty you desire. Let’s be honest, even with all that, you still can’t be Apple. But you can take a page out of their book—when it comes to your brand’s strategy, “Think Different.”

More likely than not, you’ve already experienced a few of these “strategies.” Don’t worry, we’ve all been there at some point. But with the right agency, budget, and team behind your brand helping you build a strategy that’s right for you, success will come. Good luck out there.

Oh and by the way, Yalo has been helping companies excel and stand-out in the marketplace for a long time now. We’ve even won awards. You can consider us for your needs too. Reach us at the bottom of this page to start a conversation.

Halloween is a great opportunity for brands to creatively connect with their customers, from Mausoleum pop-up stores to selling garlic-sauce talisman necklaces. Even celebrities such as Keke Palmer are participating in this year’s Halloween-themed campaigns.

Here’s a look at a few spooktacular strategies. ????

HEINZ

https://youtu.be/2hGvv3IQ5gs

https://www.tiktok.com/@heinz_us/video/7155635428958162218?is_from_webapp=1&sender_device=pc&web_id=7153689563667138091

https://www.tiktok.com/@heinz_us/video/7158233381975657771?is_from_webapp=1&sender_device=pc&web_id=7153689563667138091

Heinz released new versions of its condiments designed for Vampire Influencers—Black Garlic Mayo and Tomato Blood Ketchup.

To promote these new variants, the brand partnered with Toby, a 280-year-old vampire influencer, who prefers to drink Tomato Blood Ketchup over human blood. Heinz will also open a store in the middle of the Boldu-Cretuleasca forest, in Romania, on Halloween, and will only be open from midnight to 1 a.m. Those who visit the store will be gifted with a sample of the Black Garlic Mayo. ????????‍♂️

PAPA JOHNS

Papa Johns launched a garlic sauce talisman necklace for Halloween. The campaign sees Papa Johns resurrect its ‘80s horror film parody series, “Jack!,” with the launch of its first-ever piece of jewelry—the Stranger Bling necklace is a nod to Netflix’s hit “Stranger Things“. ????

UBER EATS

https://youtu.be/nJfMGntAs9k

Actress Keke Palmer partnered with Uber Eats to deliver a new horror short, “Don’t Run Out,” with $1 million worth of discount codes hidden in it.

The video sees a trio of friends who, on Halloween night, realize that they’re running low on candy. Palmer’s character explains how one family vanished on Halloween after the same thing happened to them, as she rushes to order more on Uber Eats. The friends all split up, each pursued by a masked figure in the shadows, later revealing itself at the end.

CHEETOS

Chester Cheetah and Cheetos are taking their antics to virtual reality this Halloween. Cheetos unveiled Chesterville, a new, digital suburban neighborhood and the first exciting venture into virtual reality for the brand.

“This is a significant moment for both the brand and the portfolio as we broaden the ways we engage with fans, inviting them to experience Cheetos in an entirely new way,” said Stacy Taffet, senior VP of marketing for Frito-Lay, the parent company of Cheetos. 

The goal is to gain access to the spooky mansion atop Cheetos Hill. Once inside the mansion, fans can unlock a chance to vote for their favorite “ghost of Cheetos’ past” and help bring a no-longer-available flavor back to life in the real world. Fans will choose from one of three favorite flavors to resurrect for a limited run: Cheetos Flamin’ Hot Chipotle Ranch, Cheetos Flamin’ Hot Pepper Puffs or Cheetos Nashville Hot snacks. ????

TWIX

https://youtu.be/yO2RW2HpbSg

If Halloween had a mascot.. it would definitely be chocolate.

Since 2012, Twix has delivered ad campaigns focused on the left and right sides of their chocolate bars. ????

Features of Right Twix

• The caramel content is lesser in the Right Twix than the left Twix, and the cookie is a bit darker towards the middle. 
• The Right Twix is written in white color on the red label. 
• It tastes great as it is made from superior ingredients.

Features of Left Twix

• It contains an added layer of caramel and a lighter cookie to absorb it.
• The name Left Twix is written in red color on the white label.
• It also tastes sweet as it is made from finer ingredients.

Need more spooky inspiration? Here is a compilation of 10 of the best Halloween Commercial Ads ever, including Burger King, Nike, LG, Skoda, Mars, Snickers, IKEA and Booking.com.

COMPILATION OF SOME OF THE BEST HALLOWEEN ADS

These commercials are fun and boo-tiful examples of creative branding and marketing that leverage our collective participation in a holiday experience. Have you ever considered how your brand might benefit from such an exercise at a certain time of the year? Allow Yalo to help you mine the possibilities – creative marketing campaigns are what we’re all about. Please scroll down to the page bottom and click the Contact Us button to start a conversation.

---