Category Archives: Uncategorized

Social Media in 2018: The Customer Has Never Been More Right

Posted on Sunday, August 12, 2018 by Alan

This year is shaping up to be huge for social media and brands that rely on social to reach consumers. Between major privacy policy changes and questions about data and personalization, advertisers must adapt to user preferences and requirements to maintain existing audiences and gain new ones.

Privacy changes

It’s likely the U.S. will create a law similar to the EU’s GDPR in the foreseeable future to address privacy issues and data usage. This will impact the quantity and quality of data companies can provide advertisers, who should consider this info when developing content plans. Messaging strategies will need to adapt to fit changing targeting capabilities.


Personalization continues to be a common theme across social platform advertising, especially among young consumers. With location-based targeting on the rise, marketers can tailor ads to users based on their past behaviors, including visits to stores and other habits that offer insight into their interests.


Many brands have chosen to add to the political conversation, while others serve as an escape from what can often feel negative and exhausting to users. In Q1 of 2018, brands that took to social media with a positive, upbeat and lighthearted tone reported increased engagement. Advertisers have the power to be influential voices, but they can also serve consumers with feel-good messaging that leaves a positive impression.

Pinterest Moves into the Major Leagues

Posted on Friday, April 13, 2018 by Kelsey

Pinterest is often dismissed by advertisers as a platform for recipe sharing and DIY craft projects. But the platform is actually a major player in both the social media and search engine leagues. That’s right – Pinterest hosts 2 billion searches every month, and with the addition of Lens, a super-convenient visual search tool, the possibilities for discovery are growing. If that’s not reason enough for advertisers to reevaluate Pinterest’s place on their list of priorities, here’s a list of reasons why Pinterest is a content king.

Reasons to use/advertise on Pinterest:

Post lifespan

Pinterest is unique to other social media platforms when it comes to post lifespan. Unlike tweets, Instagram photos and Facebook posts, pins continue to garner engagement for months after the initial post. According to Hootsuite, “the average pin is repinned 11 times and it takes a pin 3.5 months to get 50 percent of its engagement.” (Hootsuite)

Experience-based content

The experience-oriented nature of Pinterest means that people are not just killing time online, but making real plans for real life. This is good news for experience-based businesses (tourism, for instance). Pinterest users compile their aspirations and dreams into boards which they can refer back to when making plans for their lives. That’s why recipes, wedding ideas and, you guessed it, travel, are so popular on Pinterest. In fact, pins about travel and tourism make up nearly 25% of all activity on Pinterest. (TourismTiger) Pinterest happens on a screen, but Pinterest users make pins happen in real life.

Purchasing decision influence

Pinterest functions like a search engine, and actually serves as one of the most-used websites for shoppers doing product research. With integrated shopping capabilities and one of the most popular sites for e-commerce marketing, it’s no surprise that 93 percent of pinners use Pinterest to plan purchases. (Hootsuite)

Top Pinterest strategies:

Optimize pin quality

  • Post high-quality images and pin-able graphics.
  • Use rich pins, which offer space for additional details and content on each pin that increases engagement and drives traffic to your website

Increase presence and activity

  • Pin and repin regularly throughout the day.
  • Follow pages similar to your own and share their content.
  • Engage with content in the “Popular” category.

Utilize SEO and keywords

  • Include SEO keywords in pin descriptions to increase likelihood of pins showing up in searches.
  • Categorize pins accurately to increase likelihood of pins being displayed in relevant feeds.


Bright Colors, Bold Designs

Posted on Thursday, April 12, 2018 by Kate

In general, it appears that 2018 will be the year of vibrant and colorful design. From typography to photography, the general trend is for brighter, bolder layouts and colors. Last year, in contrast, we saw a resurgence in vintage trends, nostalgic muted tones and minimalism. According to leading design blog “99 Designs” and “Venngage,” popular looks will be specialized and unique. To accomplish out-of-the-box design, photo manipulation, lettering, and illustration will become popular—alone and combined—to make brands stand out among their competitors.

Pilch & Barnet has utilized photo manipulation most recently for some of our clients, placing a map pattern over photos on a website and placing selective photo cutouts over logos on visitor guides. Another example of photo manipulation is on the team member photos on the Pilch & Barnet website.

Link Friday: The Halloween 2016 Edition

Posted on Thursday, October 20, 2016 by Kate

The witching hour approaches! Halloween is right around the corner…

  • The good people of America are expected to spend $8.4 billion on Halloween this year. Here are a couple easy marketing tricks to help you get your share of the pie.
  • If you’re still in need of a costume, maybe steer clear of creepy clowns this year. That’s the advice from police, anyway, thanks to the recent outbreak of creepy clown-related incidents.
  • You could instead opt to go as a Snapchat filter, which is apparently one of the most popular costumes of 2016. Memes are up there too.
  • Check out this listing of each state’s favorite Halloween candy! I’m excited to announce that those weird orange and black unmarked peanut butter things were nowhere to be seen in any of our great 50 states.
  • They did however, make this list of most hated Halloween treats (and rightly so). And I’ll respectfully disagree with the inclusion of mellowcreme pumpkins in with candy corn. They’re clearly very different.

Link Friday: The LGBT Travel Edition

Posted on Thursday, July 30, 2015 by Kate

Niche marketing needs to be part of your arsenal. You’re already targeting age groups, adventure travelers and certain income levels. Now it’s time to consider what your destination can offer LGBT travelers.

Sed ut perspiciatis unde omnis

Posted on Tuesday, March 25, 2014 by Alan

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Continue reading

Link Friday: The Video Contest Edition

Posted on Thursday, January 16, 2014 by Kate

There’s no denying that video is where it’s at right now in marketing. Make 2014 the year you try a video contest!

  • With over 50% of all web traffic now video-based and studies showing video marketing is 6 times more effective than print and direct mail, it’s a trend you simply can’t afford to miss. More cool stats here.
  • Ready to try a contest for yourself? Here are some great tips to get started.
  • Want to ease into the world of video first before going straight for a contest? Try one of these 50 creative ways to incorporate video into your marketing strategy.

Link Friday: The Holiday Shopping Edition

Posted on Friday, December 13, 2013 by Kate

Ready, set, spend! It’s the most expensive time of the year, so let us help you avoid buyer’s remorse with this week’s Link Friday.

  • If you’re a seller, it’s important to understand buyers. So read up on the four types of holiday shoppers and how to win their hearts (and/or wallets).
  • Social media is a big player in holiday sales this year. Check out this infographic detailing its impact.
  • Tech gifts are hot this holiday season. Here’s a list of the hottest.
  • Be a hero to the young people in your life by grabbing a unique gift from this list.
  • Worst. Gifts. Ever. (We’re going to have to agree here… soap with razor blades inside it just doesn’t seem like a great idea.)
  • And if money is no object, check out the top ten shopping destinations in the world. (Vacation for you, gifts for them, it works out.)

Social Media for Destination Marketing

Posted on Monday, February 7, 2011 by Tyler

March 9, 2011 at the Kalahari Resort, Wisconsin Dells
Following the Governor’s Conference on Tourism
Presented by Pilch & Barnet – Leaders in Destination Marketing

Right now, destination marketers are successfully using social media to put heads in beds and generate real dollars for their communities. You can too! The social media experts at Pilch & Barnet are presenting two practical and informative seminars that will show you how to harness the power of social networks to promote your community or business to millions of potential visitors.For the convenience of Wisconsin’s tourism professionals, we’ve scheduled these conferences to follow the Governor’s Conference on Tourism so that you can attend in these seminars the morning before heading home. The seminars are a great way to build on the inspiration and information you took from the conference. You’ll arrive home with a whole new outlook on destination marketing.

Social Media for Tourism Marketing 101
7:30am – 9:30am
Learn the basics of social media, including a step-by-step set-up guide for Facebook and Twitter.

Social Media for Tourism Marketing 201
10:00am – Noon
An in-depth look at what makes a successful social media account, from contests to advertising. The cost is only $15 per session or $25 for both. Register now!

We get around.

Posted on Thursday, February 3, 2011 by Tyler

We are Pilch & Barnet, and we’ve helped more than 100 different organizations in eleven states—businesses, communities and regional associations—reach greater markets and generate more revenue through broadcast, social networking, print, PR and Web-based solutions. We develop and execute marketing strategies using the tools that match your unique goals, marketplace and budget. Join forces with a partner who will commit to finding the right solution for you.