Marketing entrepreneur ready for her dream to take flight
By PAMELA BARKER
North Palm Beach Life
Planning for St. Patrick's Day in March is a breeze. I already have bags filled with all sorts of green paraphanelia. However, before we even begin to think about green beer and kissing the faux-Blarney Stone, there is another day to celebrate. National Butterfly Day is rapidly approaching and plans must be made.
Of course, if your name is Kerri Anne Paizzi, you have already marked your calendar for March 14, and made definite plans on properly recognizing National Butterfly Day. As Founder and CEO of Monarch Marketing and Design, she knows not only how to celebrate, but also where: The Audubon Butterfly Garden and Insectarium in New Orleans, Lousiana.
After 15 years in the marketing business, Kerri Anne, a New York native and Florida resident, will be launching her new business venture, honoring her logo design in this special way.
Celebratory days aside, I recently sat down with Kerri Anne over lunch at local eatery, Bolay, for a Podcast discussion on her newest endeavor. It was an outdoor setting, with extraneous talking and music cluttering the conversation, but we touched on most of her unique marketing and branding concepts. So, let's talk marketing and design, and how Kerri Anne is available to assist her clients to gain new customers and grow their businesses. (Full Podcast available on this page).
In the words of Kerri Anne...
"First and foremost I read a lot, because the social media marketing world is changing so rapidly. To stay on top of that is very important. Right now video promotions are very, very big...you will see on Facebook or Instagram someone will take a quote and put it into a picture and it is a video. Why do people do this? Because with the videos, you are more able to track the amount of views. The more views something gets, the more likely it is to go viral.
"The thing of it is, it used to be easy to get 'Likes' on Facebook, Instagram, Pinterest, all that. Facebook bought Instagram, and so everything has kind of changed, and you really have to work to build, and there are definite opportunities to get business from social media sites. So, for people to not utilize them properly with targeted marketing is silly. You are doing yourself such a disservice to not use them properly. That's where I come in, because there are all kinds of tricks and things that you can do to get more exposure on these social media sites. Facebook in itself has 2.1 billion users a day, so if that is not audience enough for you, I don't know what is."
BREAKING DOWN SOCIAL MEDIA BY DEMOGRAPHICS
"Look at Snapchat, that's a younger demographic. Again, you have to look at each social media outlet on their demographics, too. Facebook is a little bit older, LinkedIn is professionals, Instagram is probably in their 20's and 30's, Snapchat is younger. So, who are you marketing, who are you targeting, that is important, too. These are all things you have to think about and it all does have to remain consistent. So, when you are posting on one platform, you really want to keep a similar message on your other platforms as well. We do graphic design. You can post ads on whatever site you want. If it is not attractive and full of your content, it won't do you any good, either."
Like the butterfly emerging from the cocoon, Monarch Marketing and Design will officially emerge and spread its wings on March 14, with Kerri Anne at the helm. Check her Website for contact infomation. Whether you are a new business or an established business, Kerri brings 15 years of marketing experience to the table, and offers every type of marketing vehicle to serve your needs.
Personally, I am going to consult with Kerri on ideas for how to properly celebrate National Butterfly Day right here in South Florida.
Podcast: Listen to Kerri Anne
DIRECT MAIL AND PROMOTIONAL ITEMS ARE STILL VIABLE
"We also offer promotional items. I don't do direct mail personally, but I have a company that is fabulous and I am happy to refer them all day long. But I can design material for you and send it to them for printing. Direct Mailers are still relevant. It is costly, and you must send it over and over. It takes a person about five to seven times seeing an image to actually make an impression."
"The funny thing with email marketing, it is a real fine line. You never want them to hit those dreadful words, opt-out, or unsubscribe. You don't want that to happen. Now, what I tell people, the point of the email, the real point should be to provide your reader with useful information, not just sending it out to send it out. It's better to have useful information, a catchy subject line, be attractive and go right to the point. If you send your email out to clients once or twice a week, I don't find anything wrong with that. Your clients will feel they are receiving useful information, not spam. An average open rate is about 23%, and more importantly, what I see on my end, who opened and the click-through rate. If they just open and close, you have some tweaking to do...but, they do work if done properly."
STATS AND NUMBERS
"Every month I send my clients statistical reports. How their campaigns are doing, how their pages are doing, how their growth is. I love numbers, I love statistics. I have to thank my ninth grade teacher for that. It intrigues me."
"When I setup a website for somebody, a big thing now, with the websites, so many of them were done 8-10 years ago, when websites started becoming a thing. So, the problem is now because they were all done, people go, 'I have a website.' I look at their
website and it is not mobilized. So, that's a huge, huge opportunity for me. I can very easily mobilize a site, make it user-friendly -- the words are not super tiny, it is not all skewed. That is so important because I think it is something like 60-64% of people are reading things on their phone. If you are in a website on your phone and the words are teeny-tiny, or you can not even understand how to navigate the page, that is terrible. I also track Google Analytics."
"Of course, like anything, I love art. This is why I love doing what I am doing, I love art, I love statistics. it all just folds intself together into one, and it is so much fun. I literally wake up every morning, I get my son off to school, come home, look at my pile of laundry and go nah, and I get on my computer and start making ads for my clients, because that is what I want to do. If I can't sleep at night, I start doing research, reading...I am kind of addicted."