Lisi Powers
Creative Copywriter
&
Frequent Flyer
Archive: May 2014
May 27, 2014
261

The Belmont Stakes is a favorite Long Island pastime for many of us. It’s the third (and last) leg of the US Triple Crown, following the Kentucky Derby and the Preakness Stakes. The race’s return to Long Island each June is a time for celebration, and an opportunity to enjoy the beginning of summer.

To take advantage of the occasion, many local establishments are running specials to encourage patrons to come out for the big day. One of the most popular local events is the Garden City Belmont Festival. All of 7th Street in Garden City is shut down for the day, and actual start gates are brought in from the Belmont tracks for kids run through as they pretend to be racehorses.

There’s something fun for everyone at the Garden City Belmont Festival; drink specials at the various local bars, fabulous food from an array of vendors, face painters, clowns, and pony rides for the kids, live music, and the wildly popular Annual Wing-Off.

This year, the wing contest will benefit the Ace in the Hole Foundation, a not-for-profit organization that was founded in memory of 1st LT Michael LiCalzi USMC. The fallen hero lost his life while serving in our troops during Operation Iraqi Freedom in May 2006. The entire Garden City community will be paying tribute to him by supporting his charity on this day. The Annual Wing-Off costs $5/plate, and will feature several local restaurants battling head-to-head for the title of best local wings.

The local music at the Garden City Belmont Festival this year will include Fivestone, Jerry and the Newcomers, the New Vintage Orchestra, and Nor’easter. Fivestone is a high energy rock/pop party band that plays a mix of classic rock, top 40 pop, and dance songs that get everybody on their feet and having a great time. Jerry and the Newcomers are a Long Island party/pop band that loves to get the crowd moving. They’re regulars at the Garden City Belmont Festival, and are excited to be coming back again this year. The New Vintage Orchestra is a classic swing band that’ll keep festival goers dancing all night long.

Last but certainly not least, the tiny dancers from Broadway Bound Dance Center of Garden City will also be performing at the festival! Also returning, will be the popular children’s poster contest, so be sure to browse around and view all of the submissions while you’re enjoying your beer and wings this weekend.

Most importantly, don’t forget about your friends at All Island Transportation, who’ll be around all day and night to make sure you get from point A to point B safely throughout your celebration. NEVER DRINK AND DRIVE! Let us be your designated driver. Our trustworthy, reliable drivers will be working ‘round-the-clock to make sure you get where you need to be without putting yourself or anyone else at risk! Call us anytime for a ride at (516) 742-2222!

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May 23, 2014
229
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May 21, 2014
213

We already know how important it is to be clear and concise in your marketing efforts, but how can you cut your message to even fewer words? That saying, “A picture’s worth a thousand words,” may, in fact, have been an extreme understatement. 3M Corporation did some research that determined that we process visuals 60,000 times faster than text! With more than 250 million pictures being uploaded to Facebook every day, there are an extraordinary number of stories being told without any words needed at all!

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May 20, 2014
213

This week, we’re going to bring our lesson on the history of NYC Taxis to a close. We started when we looked at How Taxis Took Over New York City, and continued with The Taxi Timeline: The History of Taxis in New York City, and now we’re going to bring this story into the present!

In the outer boroughs, and on Long Island, when you see a taxi, you probably notice that the license plate has a little “T&LC” symbol on it. That stands for the Taxi and Limousine Commission, which is the organization that moderates the taxi and livery industry. The Commission was founded in 1971 to handle the expansion of the taxi industry, and to deal with all of the drivers and taxi-related issues. NYC taxis are managed by the T&LC, but their license plates actually display their medallion numbers, so there’s no need for them to also say “T&LC.”

The 1970s and ‘80s were a time of great advancement for NYC taxis, as a number of initiatives were put in place to regulate the industry; making transportation services safer for both the passengers, environment, and the drivers became a tremendous priority. To combat the rise in violent crimes against taxi drivers, bulletproof partitions were installed between the driver and passenger in many NYC taxis.

Through the 1990s, the taxi industry continued to grow and change rapidly. The government became even more involved in regulating NYC taxis than ever before. Taxi shifts lasted as long as twelve hours, and very few taxi drivers were given health insurance coverage. The T&LC along with Mayor Guiliani instated a number of restrictions for taxi drivers, including the use of incense, radios, and cell phones. These restrictions met a great deal of protest, but they were enacted anyway.

At the turn of the 21st century, the taxi industry was bringing in over $1 billion in revenue annually, and were driving upwards of 200 million passengers, nearly 800 million miles every years. There were over 12,000 NYC taxis and over 40,000 drivers.

Hybrid cars, such as the Toyota Prius and the Ford Escape, started making their way into the taxi industry during this time. During 2007, many NYC taxis participated in Garden in Transit, a public art project that put flower decals painted by local children on taxi hoods throughout the city.

2008 marked the installation of Passenger Information Monitors in the backseat of all NYC taxis, which gives passengers a live GPS map, the option to pay their fares by credit card, and some entertainment during their journeys.

By 2012, about 45% of all taxis in service (roughly 6,000 vehicles) were hybrid cars.

We hope you enjoyed this lesson on the history of NYC taxis! If you have any fun taxi facts to share with us, do so on our Facebook page! And, as always, if you’re ever in need of a ride on Long Island or to any local airport, be sure to call All Island Transportation at Call 516-742-2222—we’re here for you!

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May 16, 2014
216

Instagram advertising is still in its infancy, having only been operational for the last six months, and being open only to a handful of big brand names, such as Ben & Jerry’s, General Electric, and Michael Kors.

In April, Taco Bell decided to jump into the Instagram game, using their new advertising platform to promote their new breakfast menu. According to AdWeek, the results have been overwhelmingly positive for Taco Bell, with an incredible return on ad recall. But this begs the question—what exactly is ad recall, and what does it mean for brands?

In this industry, we’re acutely aware of the importance of creating ads that resonate with our audience. Especially in the growing age of content marketing, our primary focus is generally to create something that will hit an emotional chord in viewers, and will last with them long after they’ve seen the ad. You may assume that’s what we mean when we say “ad recall;” that it simply means that consumers recall having seen your ad. What it actually means is that not only do audiences remember your ad, but they remember the brand that’s connected to it.

I asked around the office for ads that people remembered, but couldn’t remember what brands they were for. One suggestion was the Starburst “Berries and Cream” commercial, which became an internet sensation back in 2007.

https://www.youtube.com/watch?v=wYX_zhlTDr8

We all remembered the commercial, of course, but I wondered if we were in the minority for not remembering that it was a Starburst ad, so I Googled “berries and cream ad.”

In “Searches related to berries and cream ad,” the first suggestion was “berries and cream skittles commercial.” Guess we weren’t the only ones who weren’t clear. Additionally, it suggested, “berries and cream starburst commercial,” “skittles berries and cream,” and “berries and cream starburst guy.”

That gives us a 50/50 split on brand recognition as far as that ad goes. While plenty of people were pretty sure what company put out the ad, it seems like there were still plenty who were left in the dark.

It’s also important to note that a fair number of search suggestions and results don’t ever actually mention a brand, correct or not. “Berries and cream commercial lyrics,” “I’m a little boy who likes berries and cream,” “youtube berries and cream,” and “berries and cream remix.” It seems pretty safe to say that this was colloquially known as “the berries and cream commercial,” without necessarily being credited to a particular company.

Conversely, when I asked people about really great ads, they always started with the name of the brand. The most popular answer I got to that question was, “The Budweiser commercial with the puppy and the horse.” If you want to talk about viral commercials of 2014, you’ve got your answer right there.

https://www.youtube.com/watch?v=uQB7QRyF4p4

The incredible thing about Budweiser’s “Puppy Love” ad was that it has nothing to do with beer. It’d even be fair for first time viewers to assume that it was a commercial for whatever brand that car that the Clydesdales stopped was.

There are two factors in “Puppy Love” that made the ad recall inherently successful:

1. It grabbed a hold of our heartstrings, and it tugged with all its might.

There are few commercials in existence that pulled out as many feels as this one did. If ever someone wanted proof that when people are made to feel something, they’re compelled to share it with their friends, look no further than this ad. People took to social media by storm, and they weren’t shy about their emotions:

Be prepared to weep tears of joy! #budweiserpuppylove http://t.co/P6fqsqg6r4

— Sofeminine (@sofeminineUK) January 30, 2014

Have you seen the new @Budweiser ad yet? Prepare to cry! – http://t.co/SmdSZszmOa #budweiserpuppy #bestbuds

— Stephen Duckworth (@Stephen_D) January 30, 2014

2. The subconscious connection that reminded us all who was behind the ad—the Clydesdales.

The horses have been a staple of Budweiser promotions since 1933, and have been featured in Super Bowl commercials since 1986. Budweiser has done such a good job of ingraining their brand into their audience that even if you never saw their logo, you’d probably still make the connection.

As social media marketing continues to climb, many companies are becoming increasingly aware of the importance of ad recall. An ad that’s deemed successful by today’s standards is one that goes viral throughout social media, because it made such a significant impact on its audience that spreading it was virtually effortless.

The bigger the splash you make online, the broader your audience, and the better the return on your investment will ultimately be. Even though social media marketing is primarily for enhancing brand recognition, how many people do you think heard Passenger’s “Let Her Go” while they were in the supermarket and wound up putting a six-pack of Budweiser in their shopping cart? I’d have to imagine there were at least a few.

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May 15, 2014
123
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May 13, 2014
246

Most of us are excited for Memorial Day Weekend because it means that summertime is officially here! But we mustn’t forget that Memorial Day is also extremely significant, as we honor fallen heroes who’ve served in the US Armed Forces. To commemorate these men and women, there are many Memorial Day Parades on Long Island, in addition to other various celebrations. Here’s a list of some of the many events going on this weekend to help you plan yours!

Memorial Day Parades on Long Island

Mineola

The parade will begin at 11am at Wilson Park, heading west on Westbury Ave. It will then turn right (north) on Roslyn Rd., left (west) on Jericho Tpke., and left (south) on Marcellus Rd. to the Mineola Memorial Park Veterans Monument at the corner of Marcellus and Jackson Ave. for a ceremony at noon.

The parade and service are sponsored by American Legion Memorial Post 349 and are free to attend. If it rains, the ceremony will be held at the Mineola Community Center at 155 Washington Ave.

Garden City

The parade will start at 10am on Cherry Valley Avenue at 10th St., and will head east on 10th St. to Franklin Ave. It will turn right (south) on Franklin Ave. to 7th St., and then right (west) on 7th St. to end at the monuments by the Garden City Library.

The parade is free to attend.

Levittown

The parade will begin at 10am at Island Trees Middle School on Wantagh Avenue, and will head north to Hempstead Turnpike. The parade will turn left (west) on Hempstead Turnpike, to the Levittown Library on Bluegrass Ln., just south of Hempstead Turnpike.

The parade is sponsored by American Legion Post 1711 and is free to attend.

Bellmore-North Bellmore

A memorial service will take place at 9am, including a laying of the wreaths, prior to the kickoff of the parade. At 10am, the parade will start at the corner of Bedford and Petite Rds., and will head north to Oak St. From there, the parade will turn right (east) to Bellmore Ave., and then left (north) to Newbridge Rd. It will conclude in front of the Newbridge Rd. School and Veterans Memorial.

The memorial service and parade are both free to attend.

Since we all know that driving around or near any parade ever is an absolute nightmare, simplify your celebration by calling All Island Transportation at (516) 742-2222 for a ride to any parade in the area!

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May 9, 2014
251
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May 9, 2014
239

In the world of digital marketing, people could list reasons for having a website for days. But the bottom line is that only one of those reasons matters. When you’re a business owner, you know that time is money—you don’t need to be kept for an hour while some runs through a laundry list of reasons that your business should be online. You want to be told what matters in a nutshell.

What you say online needs to be done concisely, and the same goes for project pitches. If it takes you forever to explain, you haven’t done it well. So let’s just get to the point, shall we?

Legitimacy

Imagine you’re getting married, and you’re looking up venues to host your reception. You Google “wedding venues,” and click through to the first five sites that are listed. Let’s first note that you clicked on the first sites that are listed—you’re not very likely to click through to the third, fourth, or fifth pages of search results, right? Why? Because the ones that pop up first appear most legitimate right off the bat.

Once you get onto these sites, you notice that three of them look phenomenal. They have clear, legible navigation, leading you to tons of photo galleries to browse, package options, dining menus, and contact information. You bookmark these sites so that you can return to them later when you’re discussing your options with your fiancé.

The other two sites are poorly designed; the navigation is minimal at best, there are very few, if any, pictures for you to see, and there’s no indication of the different options they offer. You wonder to yourself how anyone could think this is a good way to sell their services to consumers, and you quickly close your browser window.

Later on, you’re out to dinner with your fiancé, and decide to pull up those sites you saved earlier. You open all three sites on your iPhone, and realize that one of them looks absolutely miserable on mobile. The navigation is impossible to click, and the pictures are all hard to see. The other two sites are designed responsively, adapt to your mobile screen perfectly, and the image galleries are easy to swipe through. Your fiancé is impressed with both venues, you call by clicking the contact number on the site directly on your phone, and make an appointment to tour the two facilities.

You took these venues seriously because their web presence instilled a sense of legitimacy in you. It was easy to trust that both facilities provided quality services, because you were able to see pictures of actual events that they hosted, and their website was clear, impressive, and professional.

Your company’s website is the cornerstone of your digital identity. It’s the one place that you have total control of how your company is presented, and what information is made available to your target audience. If your website is terrible, your company looks terrible, and that’s just how it goes.

Industry authority, accessibility, visibility, attracting customers—all of those things are well and good, but they’re secondary to legitimacy. When you have a well-designed website that establishes your legitimacy, the other reasons for having a website inevitably fall into place. Your legitimacy establishes your authority, which improves your visibility, which attracts customers, and the quality of your site’s design (and a big factor of your legitimacy) provides the accessibility. It all comes around full circle, which is why the first, most important, and arguably only reason worth focusing on when it comes to why you need a website is establishing your legitimacy.

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May 6, 2014
256

Mother’s Day is just around the corner, and as it gets nearer, we all find ourselves asking, “What do I get mom for mother’s day?!” While many people opt for a traditional gift, such as flowers or candy, plenty of us look to buy our moms practical gifts that will actually come in handy. When you think of gifts that serve a purpose, you might think of appliances or household items, but what about something that’ll help her get around in her day-to-day activities?

If your mother is a senior citizen, it’s likely that she may have stopped driving. Many seniors who decide to give up driving wind up relying on friends and family to get around from point A to point B, but in doing so often feel like they’ve given up some of their independence.

Transportation is crucial for everyone, no matter how old you are, because we all have things to do, places to go, and people to see. The idea of being completely dependent on someone else in order to accomplish your daily tasks is something that many people fear as they get older.

At All Island Transportation, we have a number of regular senior customers who use our taxi services to get around. From doctor’s office visits to beauty parlor appointments, or from grocery shopping to meeting with friends for lunch, our drivers are able to accommodate seniors to ensure all their transportation needs are met. We also offer wheelchair accessible taxis.

Being able to hire a reliable company to drive you where you need to go provides the safe transportation that seniors require, while allowing them to maintain their independence in going about their daily business without relying on a friend or relative.

So while you’re looking for that perfect, practical gift for mom this Mother’s Day, think about giving her the gift of independence. Encourage her to take control of her daily agenda, and empower her as the strong woman you know her to be.

Mother’s Day gift certificates from All Island Transportation can come in any denomination you choose. For this holiday special, if you purchase a $50 gift certificate, you’ll receive $5 free; a $75 gift certificate, you’ll receive $10 free; and a $100 gift certificate, you’ll receive $20 free! Our Mother’s Day gift certificates are honored as cash, so there’s no need to mention the gift certificate while booking your taxi reservation; simply hand the certificate to your driver as you would normally pay with cash, and you’re all set!

In order to take advantage of our Mother’s Day gift certificate special, all orders must be placed by 12PM on Friday, May 9 to our corporate office at (516) 326-9090 ext. 303, or online at AllIslandTransportation.com.

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