Why Do Brands Market Ahead of the Holidays?

You visit your local Wal-Mart/Target in August. The Back-To-School items are stocked on the shelves, summer items are on sale, and pumpkin flavored items are now in your shopping carts. While you are walking through the aisles, you spot the Christmas section. The trees are standing high and bright with lights, the singing Santas and snowmen are serenading giddy Christmas fans, and the wrapping paper is ready to wrap your gifts.

“WHY ARE THEY ADVERTISING CHRISTMAS IN AUGUST/SEPTEMBER/OCTOBER?!” Much of society questions why businesses advertise the holidays early as July and August. Why are businesses campaigning earlier of the holiday season?

More and more business are competing against each other. the National Retail Federation reported a 4 percent increase in 2014 holiday retail sales totaling $616.1 billion. Businesses that fail to maximize the holiday shopping season miss a huge revenue opportunity. People like to plan their budget and research the best deals during the holiday season. The sooner marketing campaigns are pitched, the more likely the brand will receive more revenue within the holiday season.

There is also the controversy of businesses opening their stores during Thanksgiving. Last year, Nordstrom took a stance and closed their doors for Thanksgiving and opened early Friday morning. This year, big chains such as Wal-Mart, Macy’s, Target, Best Buy and more will open on Thanksgiving as early as 3pm-5pm. While some stores are against this idea, it’s more of a revenue goldmine for others. Some consumers love this idea so they won’t have to shop at 3am on Friday.

Stores are claiming that they are giving what the customers want. “What the customer has been telling us is that she likes the defined times” to shop, Martine Reardon, chief marketing officer at Macy’s in New York. Businesses are competing neck-to-neck to bring the best revenue of the season, even if it means to pitch Black Friday sales as early as September and to open on Thanksgiving.

It’s a race to the finish line for businesses during the holiday season. The more they get a head start, the more revenue they may eventually rack up. If you hope that CEO’s will be willing to stop opening stores on Thanksgiving day or stop selling holiday items during August, you will see this trend for quite a while. It’s all about getting the first word to the consumer.

Happy Holidays!


References
Samson, E. (2016, August 1). To Maximize Holiday Sales Start Planning Your Marketing Early. Retrieved from https://www.entrepreneur.com/article/248165#
White, M. (2013, August 15). Halloween in August? Christmas in October? This Annoying Retail Trend Is Here To Stay. Retrieved from http://business.time.com/2013/08/15/halloween-in-august-christmas-in-october-this-annoying-retail-trend-is-here-to-stay/
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Time To Analyze Your Marketing Campaigns

Your brand is getting off to a great start. But how do you know? Are your sales increasing? Are you gaining more traffic on your website?

You can search these answers by analytical reporting.

This might sound frightening to some of you – analyzing data, creating reports, and understanding complex analytical terms.

Not to worry! This blog will break down how to analyze your business, what to look for, and what analytical tools you should use.


What elements to add in an Analytical Report

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Successful brands conduct marketing analysis before they introduce a new good or service to their intended audience. Conducting research typically involves reviewing industry analyst information, getting expert opinions and contacting customers for their feedback.

Here are some elements for you to look into when analyzing your business.

  • Identify the problems your product or service can solve –  Spread out the details and features. Compare and contrast your good or service with competitors. Analyze the strengths and weaknesses.
  • List detailed info about your customers – List the age, gender, location, and interests of your customer. Describe how you plan to market your product to them in the current economic environment.
  • Run focus groups or conduct surveys – This will help you learn what your customers are saying about your brand. Their input can determine which step you need to take to continue to grow your business.
  • Estimate the size of the target market – Determine what customers might be willing to pay for your product or service. List features that differentiate your products or services from your competitor’s products or services. Identify current customer requirements and project future needs.
  • Establish a measurable marketing goal – Set measurable goals, such as increasing sales to new customers by 2% within the next six months. Describe how you will track and monitor your progress.
  • Keyword Data – Keywords can reveal exactly what features or solutions your customers are looking for. By examining keyword frequency data you can infer the relative priorities of competing interests. Keyword frequencies can identify and predict trends in customer behavior.Understand where customers are struggling the most and how support resources should be deployed.
Source – Duggan, T. (n.d.) How to Write a Marketing Analysis Report. Retrieved from http://smallbusiness.chron.com/write-marketing-analysis-report-3452.html

Analytical Lingo

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Analytical terms can be complex. Here are some terms for you to know when analyzing your reports.

  • Sessions – The number of times your website was viewed during the month.
  • Users – How many people viewed your website during that month. This number will always be lower than your sessions as some people might view your website multiple times in one month.
  • Bounce Rate – % in which people came to your website and left.
  • Page Views – This is the number of pages viewed during the month.
  • % of New Sessions – These are the brand new clients who have never clicked on your website before and finding you in a search.
  • Avg time on a page – The amount of time the average person spent on your page.
  • Page views/session – The average number of page views during the time someone was on your website.

Why You Should View Your Analytics

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Analytical reporting might be monotonous and tedious. Nonetheless, knowing how your consumers are coming to your business determines what your next move is in terms of your marketing campaigns. Here are 4 important tips for you to consider.

  • Analyze your Audience/Traffic Data – This is your one-stop-shop for traffic data and the first piece of data that loads upon arrival within Google Analytics. From Organic to Paid this is where you can discover all the important bits of information that tell you how many users come to your site, who they are, what they do, and everything in between.
  • Engagement Stats – Not only do you want to see how many people are visiting your website, but you want to see what they are doing once they get there. Is there a high bounce rate? Are users spending an “x” amount of time on your website? Are they viewing more than one page?
  • Aquisition – Acquisition data can tell you everything– from which landing pages are drawing in users to what content on your site is performing the best. This is the more specific data that helps you improve and optimize your site to provide better user experience.Knowing how many users come to the site is great, but knowing how they got there and what they do after they’re there is even better.
  • Goals and Conversions – The fundamental premise of any business, online or otherwise, is to provide customers with products or services. What is the ultimate purpose of your website? Do you want people to fill out a form? Do you want people to purchase a product? Creating these goals into conversations is a process. You should set up the goals specific to your business and measure them throughout time.
Source – Alsayegh, A. (2015, May 21). 5 Things Business Owners Should look for in Google Analytics. Retrieved from https://www.v9seo.com/blog/2015/05/21/5-things-business-owners-should-look-for-google-analytics/

Analytical Tools For You!

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Now that we have identified elements in your analytical report, we will take a look at some software that you can utilize to measure your marketing campaigns.

  • Google Analytics – This feature is a free web analytical service offered by Google. This tracks traffic on your website, how much revenue you made with your goods and services, where your traffic came from, and more!  Google also offers free courses for you to learn. Click here to start today! 
  • Social Media Analytics – Did you know that Facebook, Twitter, and Instagram have analytical tools? These built-in tools within your brand’s page help you understand how much your marketing campaigns are paying off.
  • Bitly – Bitly is best known as a free link shortener and its features do more than just save space. Once you’ve shortened links—and possibly even added a vanity URL shortener—Bitly gives you the tools to efficiently share those links and analyze their performances.
  • Piwik – Piwik’s free software comes with a caveat: You’re required to download the program and host it on your own server. Piwik offers similar features to other popular analytics programs, including event tracking, visitor maps, and keyword search, but what sets it apart from its competitors is its mobile app and unlimited data storage.
  • Open Web Analytics – Open Web Analytics (OWA) is an open-source software, just like Piwik. Similarly, there is no limit on the amount of data you can store or the number of websites you can measure through the program.

Don’t have the time to analyze your data? Not to worry! We, at Pearl Marketing & Design, have experts to analyze and interpret your data.

Give us a call at 603-732-9070 or email us at info@pearlmarketingdesign.com today!

The Importance of Targeting Your Marketing to the Proper Generation

Strategizing your marketing campaigns are an important factor to maximize your business. Parts of planning a marketing campaign are to draft your message, what media channels you will be using to pitch your message, and measuring the outcomes.

One thing to keep in mind is the audience you are pitching to. How does your product relate to the baby-boomer generation? Do you think your service will grab the attention to millennials? These types of questions should be asked when you are pitching your brand.

This blog will discuss how to identify and target your audience, dissect each generation, and how to determine which generation will react the most with your organization.


The Types of Generations in Marketing 

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Generational differences are commonly identified in marketing and PR to accurately pitch messages to the right audience.

Today, there are four generations that may be found in today’s workplace.

  • Traditionalists – They honor hard work, respect leaders, and maintain loyalty to institutions. They also prefer to save money and defer gratification and rewards until retirement.
  • Baby Boomers – They are known for their political skills and know how to read their bosses. They have taken to heart a message from their parents and from various cultural icons of the 1906’s: Make the world a better place.
  • Generation Xers – They learn to be independent and resourceful. They also tend not to trust companies or the individuals who manage them.
  • Millenials – They are considered the “techno-savvy” workforce. They know how to use computers and they arrive at the workplace fully expecting to have input in all decisions.

Building a Demographic 

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Knowing your audience is a key factor to pitching to the right generation. One important element is to create and identify a demographic towards your product or service.

Here are the tools to build a demographic:

  • Age – Which generation do you think your brand will fit in?
  • Gender – Can both genders relate to your business?
  • Salary – Household Income, how much does your demographic make?
  • Location – Are your audiences in urban, suburban, or rural areas?

Building a Psychographic 

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Another factor to consider is psychographics. These are mostly related to demographics, but describe the demographic based on behavior, buyer habits, hobbies, and more.

Here is an example of a demographic and psychographic together for a restaurant.

Demographic –

  • Age 18-35
  • Male & Female
  • Single
  • Household income – 30K-40K

Psychographic –

  • Loves to eat healthy and organic foods
  • Can only budget a certain amount of money
  • Concerned with health and appearance
  • Loves to go to the gym
  • Find fulfillment in their careers
  • Values time with close friends

How to Deliver your Message to Multiple Generations 

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Today’s marketing has changed the way we craft and deliver our content to our intended audiences. When creating messages, companies must consider how to deliver to different generations. Some generations are Internet-Savvy, while others may not use the internet at all.

Here are some tips to consider when constructing a message to multiple generations –

  • Research Communication Styles – Take the time to understand the needs and communication styles of the generations that you work with. Millenials may prefer texting over email, while Baby-boomers may want face-to-face conversations. Researching what your audience wants and how they want their messages delivered will reach them easily.
  • Ask/Survey – There is no harm to ask your audience of how they want you to communicate with them. Create surveys and ask how your fan-base receives your messages and how they would like to receive your content. Some may like it by email, text, social media, phone, or by mail. Once you have your information, you can determine how to reach your audience.
  • Be Flexible with Various Messaging – When you craft your message, you may have to communicate the same message it in different ways. For example, if you want to let your customer base know about a sale, you may send out a text alert to your customers that have signed up for that list, include it in your email newsletter, record a short video about it that you post to YouTube, Instagram, and Facebook, and write a personal note to your best customers that you send through the mail. In this way, you can be sure that everyone, regardless of generation, gets the message.

Sources – Reaching Your Target Market In Different Generations (2013, June 25). Direct Selling Education Foundation. Retrieved from http://dsef.org/2013/06/25/reaching-your-target-market-in-different-generations/

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How Do You Know Your Marketing Efforts Are Paying Off?

You have planned the perfect campaign for your brand. Your newsletter is sent, your Facebook Ads are hitting your targeted audience, your video is posted on YouTube, and SEO Keywords are in Google Adwords. Hooray!

What now?

The next step is to analyze how much of an impact your campaign made. How do you know your marketing efforts paid off? Did I gain more business and customers? Did my conversion rate increase? What kind of numbers determine if I made an impact?

In this blog, we will dive into how to track your success and how to plan a stellar campaign with proven results.


SMART Goals

Setting SMART Goals

Before measuring success, brands must brainstorm ideas and set goals. This process helps a team focus and push them to be better.

To make grounding goals, think of the acronym S.M.A.R.T.

  • Specific – Do set real numbers with real deadlines. Don’t say, “I want more visitors.”
  • Measurable – Do make sure that you can track your goal. Don’t hide behind buzzwords like “brand engagement” or “social influence.”
  • Attainable – Do work toward a goal that is challenging but possible. Don’t try to take over the world in one night.
  • Realistic – Do be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome.
  • Time-Bound -Do be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome.

How To Measure Success!

In these next sections, we will layout tips on whether your marketing campaigns are paying off. When you are pitching your campaign to your audience, you should analyze the Bounce Rate, Organic Traffic Searches, Landing Pages, and Conversions. These four tools will help you determine your success and how to move forward!

Bounce Rate

Bounce Rate

Bounce Rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. This stat can easily be ignored, but it is important to know if your content is reaching the audience and how long they stay on your website or blog.

Many sites have a bounce rate of 45 to 50 percent. Anything under 40 percent is considered a win. Though a high bounce rate may be negative, it can also be a positive. A visitor may receive all the information they need in a single page of your website or blog. Use discretion on whether your content is reaching your audience.

 

Organic Traffic Searches

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Almost everyone who has access to the internet is asking questions or searching for some answers on search engines. These queries could potentially bring people to your content–but are Google and Bing actually throwing any love your way?

You’ll get your answer by looking at the number of people who arrive at your site through organic search. Just as with bounce rate, you must monitor your numbers growing through organic searches. If you do not see steady growth, you may need to re-strategize your website or content to ensure that they’re fully optimized for search engines.

 

Click-Through Landing Pages

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Whether visitors on your site arrive through organic search, a Facebook referral, or an email link, you’re ultimately going to want to guide them from the content into a sales-focused environment.

One way to achieve this is to weave contextual links to relevant e-commerce or landing pages right into your content. Customers are more engaged by, and more likely to interact with content that contains helpful information about your brand. You can see just how effectively your blog as a whole or individual articles is driving to e-commerce or other landing pages by setting up a custom segment in your analytics program. If you’re not seeing a lot of clicks from your content into e-com, you may need to reevaluate how you’re integrating brand mentions in your content.

 

Blogging to E-Commerce Conversions

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When a viewer lands on your e-commerce page, are they making purchases?

You can set up your analytics to track the path that readers take once they enter your blog, and learn about their buying habits. You can see exactly how many purchases were influenced by the blog, the average amount purchased per transaction, and how much total revenue that part of the site generated.

Don’t be discouraged if your customer didn’t buy your product during the conversion period. They may return tomorrow, a week, or a month to buy your good or service!


Sources

Kreuser, A. (2016, March 2). 4 Easy Ways To Tell if Your Marketing Is Working. Retrieved from https://www.inc.com/amanda-pressner-kreuser/4-easy-ways-to-tell-if-your-marketing-is-working.html

Visual Storytelling

Have you noticed the growth in video marketing? Are you constantly bombarded with live video feeds on your social media accounts?

With brands constantly using videos to target their audience, visual storytelling is also on the rise. Society’s attention spans are shrinking each year and it is important for your story to capture those who may be interested in your business.

In this blog, we will share some tips on how you can create your perfect visual story, where to publish them, and some great examples for you!


Why You Should Use Visual Storytelling With Your Brand 

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When you first visit your Facebook account, what do you see? A lot of images and videos!

Within these graphics comes with a story. More and more consumers are now searching for something that can resonate within their lives. People now these days want to feel included with their interests and share their stories with others who also may be interested. This creates networking opportunities and grows your fan base to the next level!


The Trends of Storytelling You Should Know

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How Do I Create Great Stories?

Stories can be powerful. With the growth of social media, society is seeking trust and authenticity within organizations.

But how can you connect with your targeted audience? Read this infographic

Infographic Stories


I Have A Story! Now What?

Now that you’ve sculptured your story, you need to pitch it to your intended audience.

Before you pitch your story, you must strategize the artwork behind it. Ask yourself: “What kind of image will represent my story? Do I want to shoot a video?” 

They say a picture is worth a thousand words. Photos are sort of the “proof” that you’ve done something or seen something. People share millions of photos every day. When those are shared, your story will receive more recognition.

When choosing or taking a PHOTOGRAPH, review these tips.

  • Is this photo authentic?
  • If I was looking at this photo, would I relate to this story?
  • Did I get permission using this photo?
  • Will this photo be shared and capture the attention of the busy individual?
You also might want to create a VIDEO for your story. Here are some things to consider.

  • Create a script for your video. Write down what you want to say and practice in front of a mirror.
  • Choose the location of your video. Remember – does your location relate to the story you are telling?
  • Dress appropriately for the role
  • Keep your video under 3 minutes. Since society has short attention spans, try to keep your video as short as possible.

Types of Platforms to Share Your Story

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Blogging

Blogging continues to be one of the greatest platforms to pitch stories to audiences who may be interested in your business. Though blogs mostly contain words, try to narrate an image to your audience. They then can imagine your story and where you are going. Create your blogs by using WordPressBloggerSquarespaceTumblr, and more! The more photos/videos you post, the more recognition your story will be picked up. 

Social Media Channels 

Within regards to visual storytelling, Instagram continues to climb to the top. A photo or video can capture the attention of your intended audience. Facebook, Twitter, and YouTube are also great tools to create and display your visual story.

Live Video Feed

One of the great things in today’s tech savvy world is using Live Video feed at your finger tips! Facebook, YouTube, and Instagram now lets you broadcast to a wide range of users.

The Internet of Things!

We are living in a tech-savvy decade, where smartphones are now a part of society, talking to “Alexa” in finding a solution, drones capturing photos from an aerial view,  and much more!

Currently, marketers are able to receive a demographic and a psychographic based on cell-towers, global satellites, and empirical data. Now, innovators are working to collect marketing behavior by the things you touch, including FitBits, Google Glasses, even your stove, and refrigerators!

This newsletter will dive into how marketers will be able to measure demographics and marketing behavior through new tools and how “The Internet of Things” is the next revolution in the relationship between brands and consumers.

 


 

What is “The Internet of Things?”

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The Internet of Things is is the inter-networking of physical devices, vehicles (also referred to as “connected devices” and “smart devices”), buildings, and other items embedded with electronics, software, sensors, actuators, and network connectivity which enable these objects to collect and exchange data.
For example, innovators have created new ways to make grocery shopping easier for consumers. Electronic grocery lists are installed in newer refrigerators. When you enter an item on your list, it then transfers to the internet and analyzes what specific brand you are buying, how long you should keep your food/drink items, and where to find the best-priced brand of your choice.
More and more companies are hopping onto the Internet of Things, where market research can be utilized at a consumers finger tips.

Marketing & The Internet of Things!
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Marketing professionals are able to study relationships between a brand and a consumer. Currently, we can study these behaviors by studying keywords customers are using through search engines, what web pages they are visiting, and which emails they are clicking.

Each year, technology develops further into how buyers personalize with a brand. Consumers will want to personalize their experience where interactions and easy and meaningful to them.

There are an estimated 1.9 billion connected devices today and will grow to 9 billion by next year. Experts believe that there will be more connected devices than users by 2020.

With the Internet of Things growing, companies will be able to collect consumer data and determine the appropriate communication channels that are most effective with each customer.

 


 

How Businesses Utilize the IoT’s

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Some businesses today are starting the revolution of the Internet of Things. Amazon is taking flight with “Alexa” and Google “Home” is jumping onboard as well.

How does the IoT utilize and impact a business?

Here’s how –

  • Data – Businesses will have access to more data than before. Consumers can now interact in new ways with the IoT’s. Smart devices will track and record patterns of consumer behavior. Organizations can learn more from buyers, making intelligent product recommendations and customizing searches in new, innovative ways.
  • Inventory Tracking and Management – If you are a business that relies on warehousing, manufacturing, or storage, you probably use remote scanners to keep track of your inventory. In the future of the IoT’s, smart devices should be able to keep tabs on inventory changes completely automatically.
  • Speed & Accessibility – Since consumers will access new forms of research and purchasing, the buying cycle will diminish in length. Buyers will be able to find and order exactly the product they are looking for and the demand for delivery will be faster.
  • Efficiency and Productivity – Businesses will get more done in less time. The latest and greatest IoT developments will likely allow managers and workers to accomplish large-scale tasks faster and with greater precision, including data analysis and management.
  • New Consumer Needs – Buyers want things they didn’t know they wanted before, and they’ll expect more out of every new purchase they make. Consumers will also demand more integration, more efficient tools, and accessories that make their new smart home-enabled lives smoother and more efficient.
  • New Staffing Needs – You’ll need experts in IoT technology if you’re going to be successful in integrating these devices into your current procedures, and data analysts if you want to make the best use of the data. These are highly skilled positions but will serve to ensure you get the most out of your new investments.

 

Source – DeMers, J. (2017, January 11). 7 Ways The Internet Of Things Will Change Businesses In 2017. Retrieved from https://www.forbes.com/sites/jaysondemers/2017/01/11/7-ways-the-internet-of-things-will-change-businesses-in-2017/2/#391ee37f1ab0

 

Wearable Devices and Smart Appliances

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The Internet of Things is quickly adapting to today’s modern technology.

Let’s look at the learning thermostat, Nest. By connecting a thermostat with any laptop, tablet or phone, the Nest learning thermostat can help program straight from the WiFi-enabled device. And to protect information on the cloud, Nest uses a 128-key encryption system, blending security with customer experience.

Another IoT example would be the Fitbit. These wearable devices track your physical activities, including steps walked, sleep quality, stairs climbed, and more.

With these type of devices, marketing professionals can analyze how consumers behave. When a buyer is acting upon the device, it is integrated into data and then processed for analysis.

The IoT’s era is just beginning to expand. Stoves, Televisions, Kindles, and Car’s will soon be collecting consumer data by how they interact with a certain product through the internet.


 

Visit Pearl Marketing & Design for all your marketing needs! 

Press Release – “Pearl Marketing and Design Owner, Amanda Schneck, Wins 95.7 WZID’s 20 Oustanding Women Award”

FOR IMMEDIATE RELEASE

[Nashua, NH] – Pearl Marketing and Design is happy to announce that owner, Amanda Schneck, has received the 20 Outstanding Women Award from radio station, WZID (95.7 FM).

“I am honored to receive this amazing accolade,” says Amanda. “I am thankful to be surrounded by hardworking colleagues here at Pearl Marketing & Design and could not have received this award without their support.”

About Amanda –

Amanda Schneck is the owner of Pearl Marketing & Design, LLC. She currently holds an M.S. in Marketing, an MBA in International Business/Marketing, a degree in Graphic Design as well as 14 years of professional experience in marketing. As the owner of Pearl Marketing & Design, she is in charge of overseeing the social media marketing efforts, which include design, implemented and analysis of marketing initiatives. She is in charge of working directly with clients to manage the campaign completion from start to finish.

About the Award –

The 95.7 WZID 20 Outstanding Women Contes (referred to herein as the “Contest”), is conducted by Saga Communications of New England, LLC, licensee of Radio Station WZID, FM 95.7, Manchester, New Hampshire, dba “WZID” (collectively referred to herein as “WZID”). This contest is also sponsored by Hannaford.

A panel of judges from WZID, Hannaford and other prominent businesses review all entries and choose 20 Outstanding Women. Women who have been most outstanding in their communities, with their families, or at work will be chosen, based on the quality of each entry.

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Amanda Schneck, Owner of Pearl Marketing and Design, LLC

 

Contact –

Amanda Schenck

Owner, Pearl Marketing & Design

Info@pearlmarketingdesign.com

603-732-9070

Press Release – “Pearl Marketing & Design produces PSA for Nashua Safe Stations Program.”

FOR IMMEDIATE RELEASE

[Nashua, NH] – Pearl Marketing & Design, with the partnership of United Way of Greater Nashua, recently produced a PSA promoting the new “Nashua Safe Stations” program.

“Nashua Safe Stations” is a program for people who are suffering from substance abuse and need assistance to seek treatment. A person can visit any Nashua Fire Station and will be medically evaluated. Once the evaluation is complete, they will meet with a licensed professional to assess proper treatment options. This will include medical detox, medication assisted treatment, intensive outpatient groups, and residential services.

We are very grateful to the coalition which has put Safe Stations in place and is already seeing positive results in our community,” says Mike Apfelberg, President of the United Way of Greater Nashua.”We are also very thankful to Amanda Schneck and her team at Pearl Marketing and Design for stepping up to produce this tremendous PSA.”

The program is also in partnership with the City of Nashua, American Medical Response, and the Partnership for Successful Living.

Nashua NH Firehouse Safe Stations from Pearl Marketing & Design, LLC on Vimeo.

Nashua Telegraph -New PSA spotlights “Nashua Safe Stations”

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Contact –

Amanda Schneck, Owner of Pearl Marketing & Design, LLC

Info@pearlmarketingdesign.com

603-732-9070