Learn the Brand Benefits of Transmedia Storytelling
In marketing, “transmedia storytelling” is a trendy buzzword. Marketers have often proclaimed the benefits of placing much of their advertising-driven focus on telling a compelling “story,” but what is actually represented by the story itself may be a bit hazy. That’s where the marketers at your favorite marketing agency in Orlando come in – we’ll help you paint a clearer picture of how a viable story might help you to provide positive support and reinforcement for your message. Before the digital revolution, brand storytelling meant something very specific. In particular, it applied to the types of stories we share with one other, in both formal and informal settings, often containing an overarching narrative – including protagonists, antagonists, and the like. With the ever-present and constantly changing advent of emerging technology, storytelling has taken on a brand new connotation (pun intended). Sometimes called transmedia storytelling, these are, from a broad perspective, the stories about your brand as told through the use of social media, design and other elements that help give people the entire picture of what your brand is all about. Additionally, every image or bit of copy itself can also tell a story. Even Google’s “Don’t be evil” slogan gives us a pretty solid example of how the brand strives to present itself – abiding by the belief that a company that does good things for the world might be forced to forego some short-term goals. Let’s take a look at how we can apply storytelling in a variety of business facets: Storytelling in Copywriting “Just do it.” “Think different.” “Got milk?” Each of these copywriting examples represents a widely-known slogan. In just a few short words, the copywriters responsible for these taglines are able to tell fantastic stories about their business. But it doesn’t stop here. Content through longer-form text and via social media are both excellent avenues to deliver stories out into the world. Storytelling in Imagery Images are effective because they truly resonate with people, transporting them to the locale that they see in the visual. Make an impact on your audience by relying on impactful visuals to tell these stories. Storytelling in Web Design Does the design layout of your website accurately depict who you are as a brand? Cutting-edge companies often have interesting websites that also reflect these values, whereas simple brands will employ more simplistic websites to reflect the mission of the business. Storytelling in User Experience Beyond simply website or mobile app design, this scenario poses the question of whether the user’s experience across platforms is consistent with your brand story. For instance, if you advertise excellent customer service, then your user experience can aptly highlight this feature by allowing ease of navigation of your apps, as well as features that place the customer at the center of the experience. Storytelling in Sales People are much more engaged with stories than with hard facts. Use interesting stories in your sales decks and presentation in order to help highlight your business’s strengths and create a feeling of “relatability” within your audience. Storytelling in Company Culture To at least some extent, your company’s people are the living and breathing representations of your story. Think of corporations like Google and Apple, both of which lean on their unique corporate cultures as the heart of how they do business. As an organization, who are you are, where you come from, and why you do what you do often makes for a very compelling story. Storytelling in Customer Service For Zappos, customer service IS the story. Zappos employees will stay on the phone with customers for 8 hours or longer just to fulfill the high customer service expectations set forth for and by customers. And, Zappos’ customer service commitment actually inspired an entire book called Delivering Happiness: A Path to Profits, Passion, and Purpose, which essentially contains a collection of stories the culminate in the overall Zappos brand story. If you’re not focusing on your brand’s story in all areas of your business, maybe it’s time to shift the paradigm – to begin thinking about how your great tale might best be told. Our Florida marketing agency can help you find and focus on a brand story worth sharing with your customers. Contact us today to let us help you refine your approach, and develop strategies to create a library of success stories!
Using Geo-Fencing for Your CBD Product
Cannabidiol has become one of the hottest product categories in years. Geo-fencing can be a powerful tool to help you gain market share in a crowded space. Few recent products have captured the world’s imagination like CBD. In just a few short years, CBD has gone from largely unheard-of to a staple of retailers across North America. Consumers can buy CBD oils and gummies, or have their food and beverages (or even their pet treats) infused with CBD. With extraordinary growth comes significant competition, however. One of the core challenges for any CBD brand is competitive differentiation. Marketing, of course, is one of the most tried-and-true methods for differentiating your brand and acquiring new business. There’s another tool in the modern marketing arsenal that can pay significant dividends for CBD brands: Geo-fencing. Let’s take a closer look at what geo-fencing is, how it works and why geo-fencing for CBD can be a game-changer for your brand. A Crash Course in Geo-fencing Technology CBD may be the buzziest product category in years, but mobile technology is certainly no stranger to world-shaking hype and impact. Geo-fencing takes mobile marketing to the next level. It allows businesses to advertise to customers within a pre-defined geographic boundary by harnessing GPS satellite data and radio frequencies. GPS satellites communicate with Bluetooth-enabled mobile devices. These devices contain computer chips that use radio waves to connect. When a potential customer enters a pre-defined area (within one mile from a shop, for example), her precise location is pegged via communication between her smartphone and orbiting GPS satellites. Once this occurs, and a prospective consumer is within range, push notifications and tailored ads can be transmitted to that user’s device. The Benefits of Geo-fencing Geo-fencing allows for hyper-targeted marketing messages delivered to consumers who are in proximity to the businesses targeting them. Because of this, it is a highly effective tool, and one that can drive an enormous amount of foot traffic when deployed properly. In addition to boosting foot traffic and sales, geo-fencing helps brands develop more personalized marketing messages, engage with consumers when they are ready to buy and derive key analytical insights. Geo-fencing data can reveal who enters your business, how long they spend inside, their sales, how often they visit and other important metrics. One tip: Brands should remember to keep their geo-fending boundaries fairly limited (no more than a five-minute travel radius). The effectiveness of this technique drops the further out the boundary is drawn, for obvious reasons. Why Geo-fencing for CBD Brands is a Natural Fit Because CBD sales were only made legal in 2018, many CBD brands are still very small and may not have vast resources available for marketing and advertising. Fortunately, the barrier to entry for geo-fencing is quite low, both in terms of financials and required expertise. This makes it a strong fit for many CBD firms still in the bootstrapping phase. Additionally, as mentioned above, CBD is a fragmented market. There has not been enough time for consumer loyalty to truly develop, which means that market share is very up for grabs. Given the power of geo-fencing to create personalized and relevant content and drive foot traffic and sales, it serves as an ideal tool for CBD companies seeking to establish early market positioning, grab market share and start building consumer loyalty. Finding the Right CBD Marketing Partner At Bigeye, we have a sophisticated understanding of how to apply geo-fencing for CBD brands, and we have the tools to help you develop your next great marketing campaign. Don’t hesitate to contact us today to learn more about how we can help you develop a cutting-edge geo-fencing for CBD campaign.
Five Tips for Improving Your CBD Cosmetic Marketing
Have you recently started a CBD beauty brand? Here are a few things you need to consider for your next CBD cosmetic marketing campaign. The CBD beauty business is booming, projected to reach $1.8 million by 2025 — not bad for an industry that is still in its infancy. With great opportunity comes tough competition, however. Every day, it seems like several new CBD beauty brands pop up, ready to take their slice of the pie. Fortunately, we’re here to help you send the competition home hungry by delivering some smart CBD cosmetic marketing tips. Tip One: Take Advantage of Digital Marketing For more than a year, CBD products were persona non grata on Facebook. The social giant had what amounted to an informal blanket ban on CBD products. That, however, has recently changed — Facebook has relaxed its restrictions and now allows certain hemp/CBD brands to advertise under a narrow list of qualifying conditions. It’s likely that your brand doesn’t meet these conditions. Yet the odds are even better that your brand will have broader access to the Facebook platform in the near-term future. Many observers feel Facebook’s tentative move toward looser restrictions is a harbinger of much more significant moves to come. After all, CBD is one of the most lucrative and fastest-growing product spaces, and it’s a natural for digital ads. It’s unlikely that Facebook will cede this ground to its rivals long-term. With that in mind, be prepared for the inevitable shift — and move in with force once you have the opportunity. Tip Two: Ensure Your CBD Cosmetic Marketing Takes an Inclusive Approach Does your marketing reflect every possible buyer of your product? Are you using models that the whole spectrum of your audience can identify with and relate to? If not, it’s important to make an effort to be more inclusive. Inclusivity within the beauty space also includes showing a diversity of body tapes, including those that do not conform to traditional standards of beauty. For the broadest possible impact, CBD cosmetic marketing should be calibrated to resonate with the broadest possible audience. Tip Three: Highlight the Evidence Those marketing CBD beauty products have an ace in the hole: There is significant research that attests to the efficacy of CBD within cosmetics. When used within products for the skin, CBD has been shown to lessen inflammation and breakouts, smooth pores and help reduce redness. CBD oils and other cosmetic products are also full of essential oils, which can help stimulate collagen production and keep skin glowing and healthy. These are all critically important attributes for consumers seeking beauty products. As such, they should be a key area of focus when creating CBD cosmetic marketing. Outline these powerful benefits, show examples of how they work in action and emphasize the specific advantages that CBD cosmetics bring to bear relative to conventional beauty merchandise. Tip Four: Ask for a Premium All of those benefits we just discussed are a significant value add for consumers. As such, CBD cosmetics brands can be positioned as premium products that return higher market prices. When creating marketing content, be explicit about the key differentiators between CBD-infused products and traditional cosmetics. Make the case that these differentiators justify a premium brand position and, possibly, higher margins. Given CBD’s explosive popularity within the beauty market, premium differentiation can play an important role in allowing your brand to carve out a significant slice of market share. Tip Five: Segment Your Audience CBD cosmetic product marketing is most effective when brands segment their market. First, identify who buys your products, in terms of demographics and attributes — the usual brand persona process. For greater impact, however, it makes sense to really drill down on your customer identification. For example, a smart brand might create targeted marketing content that is calibrated specifically for people who already use CBD in one aspect of their lives (dog treats, wellness etc.), and may be open to trying it within the context of beauty products. Such consumers generally already have built in goodwill for CBD products and are easily persuadable. Finding the Right CBD Cosmetic Agency At Bigeye we’ve got the knowledge and experience to help your CBD beauty brand create its next great marketing campaign. Contact us today for more information and learn what Bigeye can do for you.
Apartment Marketing Solutions Through Programmatic Media Buying
Apartment complex owners who want to cut their marketing budget while strategically targeting their advertising are turning to programmatic media buying. Programmatic Media Buying Explained Do you remember how difficult comparative shopping and informational research used to be before the Internet? If so, you certainly know the incredible value of software algorithms and data analysis. In short, when you search for something online, you are letting state-of-the-art technology do most of the work for you, thereby making your search far easier, faster, and more efficient. Online searches can also help you focus your efforts in the most fruitful areas and save you a tremendous amount of money. Programmatic media buying works much the same way in the world of Internet advertising. While traditional manual methods of purchasing online ads is both time-consuming and labor intensive, programmatic media buying employs automated processes to executive targeted purchases across a wide spectrum of digital channels that include desktop/laptop, tablet, mobile, connected TV, and outdoor digital media formats. Programmatic media buying involves the use of a particular type of software called a demand-side platform (DSP), which allows agencies and advertisers to buy media inventory across a multiple channels. Because the automated DSP purchasing process is so fast, it can sort through incredibly large amounts of digital advertising options to target the exact right consumer at precisely the right time. Through a DSP, marketers can also buy media inventory at an exceptionally good price. This is because programmatic media buying works through automated platforms that employ cost effective processes such as real-time bidding (RTB). Also called “open auction,” RTB sells media inventory to the highest bidder, allowing marketers to target the most viable consumers at rates that are often far below average market value. The Popularity of Programmatic Media Buying Considering the tremendous amount of work and lack of efficiency that go hand in hand with the traditional media buying process, more and more agencies and advertisers are benefiting from the speed, ease, and cost-effective benefits of programmatic media buying. In fact, trusted industry news outlets that range from Ad Age to eMarketer have identified programmatic media buying as an essential component in the future of marketing. In fact, eMarketing projects a considerable increase in programmatic media buying over the next year alone. According to this research, roughly 58 percent of live video and video-on-demand ad spending occurred as a result of programmatic media buying processes in 2019. By 2020, however, this figure will jump to approximately 80 percent. Programmatic Media Buying for Apartment Marketing As the number of advertisers using programmatic media buying continues to rise, companies across a wide range of business sectors and markets must leverage the benefits of this technology if they wish to remain competitive. The unique characteristics of apartment marketing make programmatic media buying particularly valuable within this industry. In particular, apartment marketers stand to benefit from the highly targeted nature of programmatic media buying. Since only a small percentage of the general public will be interested in renting any specific apartment unit at any specific time, multifamily residential marketers absolutely love programmatic media buying’s ability to reach out to an exact audience base that is severely restricted according to geography (where a prospective renter lives) and demographics (age, gender, income, etc.). Programmatic media buying can even target digital media users according to their unique personal interests and daily behaviors. Using a Qualified Marketing Agency for Your Programmatic Media Buying A July 16 article by the independent news outlet Target Marketing has determined that nearly 47 percent of advertisers are now performing programmatic media buying in-house. However, article author Lina Lugova recommends that advertisers coordinate their programmatic media buying through a qualified and specialized marketing agency for a number of important reasons. In particular, forward-thinking marketing agencies that were able to predict the tremendous value of programmatic media buying have employed the best and brightest of industry professionals with a depth programmatic skill, knowledge, and experience. These agencies are also well connected with multiple leading online traffic platforms and resources, enabling them to negotiate the absolute best prices for media inventory. Contact Bigeye Today Want to learn more about programmatic media buying and the apartment marketing solutions that it provides? An agency that has earned a widespread reputation for innovative thinking, Bigeye specializes in leveraging state-of-the-art technology to boost your bottom line. A skilled and knowledgeable Bigeye representative is standing by to explain how programmatic media buying can set you apart from your closest competitors.
What a Creative Advertising Agency Can Learn from Geico
Studying Geico ads, your creative advertising agency can learn invaluable tools for your brand campaigns—making them more effective, memorable, and fun. Everyone knows Geico Insurance. Whether you’re a fan of the gecko, caveman, or another one of their mascots, we’ve all got to hand it to Geico for their incredibly well-done ads. We fully recognize it’s no accident either, they consistently make brilliant, strategic decisions ultimately getting them to where they are today. Our curiosity peaks when we ask the question: What drives those ever-changing concepts? Here’s what we’ve learned. 1. Don’t let the product be the only focus. Let’s be real, insurance is not the most engaging subject. Consumers don’t pay attention to ads centered on jargon and driven by industry best practices; they want to be entertained. Geico’s creative advertising agency does an amazing job of having fun with their product with a purpose. For example, the caveman ads. A campaign that revolved around the concept that cavemen exist today and the slogan, “so easy a caveman could do it” deeply offends them. This has absolutely nothing to do with insurance, any industry has a convenient pull and this could have resonated in any of them. It’s simply that Geico coined it. You can see this idea in most of their ads. However, the product isn’t just tacked on either. It’s a big plot point. Who is saying their product is, “so easy a caveman could do it?” Geico. They are central to the plot but not the only focus. Your campaign strategy should do the same thing. Get a creative ad agency with strategies that will weave your brand into the content in interesting, innovative ways. 2. Put in the resources. Amazing ads can’t be crafted in 2 hours on $10. Giving your creative ad agency the time and resources they need to truly capture your voice and vision is a huge step towards long-term campaign success. According to Forbes, Geico invested $5 million in ad creation for 2017 alone. That’s an astronomical number, but for the breadth of ads, quality content, varied target markets the results show it all. That year, Geico’s brand awareness hit 53%. For context, Progressive’s high-point that year was 43%. Now it’s not all about spending, Progressive had spent $4.5 million and got significantly lower results. The talent must also be there, as well as avid and clear communication on vision and goals. Look at the top creative agencies in your industry, target markets, and locations before you decide which creative advertising agency should get that big investment. Money can only take you so far, you need the right people. 3. Don’t keep repeating the same ad. Even the most energizing and unique concepts can get monotonous and bothersome over time. Don’t make your audience watch the same thing over and over. Whether it’s through one concept with multiple executions or multiple different campaigns running at once, give your audience varied the content. Geico is a great example of both practices. Their creative advertising agency ran many spots featuring their acoustic musicians in ads such as Hump Day and Christopher Columbus. Then ran separate campaigns at the same time by keeping their Gecko ads running while ads featuring fun facts in realistic situations were also on air. More than varied content, you need to also use multiple channels. Geico ads can be found in print, on TV, and YouTube Pre-roll too. Get a creative digital agency that works across platforms. This way, your content will be seen and won’t get stale. The Takeaway Memorable advertising is a complex order, and every brand is different. You can achieve high brand awareness and drive profits with a few key concepts. So, what are the takeaways? Have more than one ad, keeping your consumers engaged demands innovative, plentiful content. Let the story drive the ad, your brand should be a key plot driver but not the only focus. Tell a complete narrative that lets your products shine without being the only concept at hand. Finally, give your agency the time, information, and funding they need to reach your goals effectively. As a creative advertising agency, we understand how vital engaging, varied advertising is to a thriving business. We’re strategy first in all aspects, tailoring our services to your industry, target market, and needs to optimize your ad spend and drive effective results. Reach out to learn about what we can do for you.
How to Effectively Market Your Nutraceutical Product
The nutraceutical market is booming. Here’s what you need to know in order to make your product stand out in the crowd. With the US population aging and rates of many chronic diseases continuing to soar, consumers are in need of new products that promote health and wellness. Nutraceuticals, with their emphasis on natural health benefits, are one popular option. Nutraceuticals, which have been positioned as a natural alternative to pharmaceutical treatments of physiological problems, have seen substantial growth in recent years. The global market is worth roughly $241 billion and is projected to reach $373 billion by 2025. Nutraceutical marketing, however, can present something of a challenge for people without true domain expertise. With that in mind, let’s take a closer look at a few key tips for optimizing your nutraceutical marketing. Understanding What Motivates Buyers in the Nutraceutical Market Nutraceutical development is often targeted at physiological conditions that have a nutritional component. Certain diseases have dietary risks that are related to disease progression; other diseases simply do not have a long list of viable medical treatments. Patients that fall within these groups, naturally, are highly motivated to seek impactful medicines or supplements. Smart nutraceutical marketing is aware of these distinctions, and should make an effort to target and activate consumers and patients who are being poorly served by traditional healthcare approaches. Brands should also be cognizant of buyer preferences within this niche; for example, nutraceutical buyers want green and sustainable product packaging. Finding Where Nutraceutical Prospects Live Online Buyers of nutraceuticals blur the line between patients and conventional consumers and this is reflected in their online behavior. When developing a nutraceutical marketing strategy, brands should focus on health and wellness websites, patient support groups and any channel where large numbers of people with medical issues congregate. That said, brands should also focus their marketing efforts on the segment of the nutraceutical audience that is motivated more by wellness, fitness and preventive medicine. Differentiate Your Offering The nutraceutical market is highly fragmented, with a few large multinationals at the top and thousands of small players operating in the industry. In order to stand out in this landscape, companies need to differentiate. The problem is, most companies are selling variations on the same products. This means that branding is a critically important differentiator. The brands that do the best job of developing a valuable brand and building awareness will be in the strongest competitive position. Leverage the Latest Technological Tools If your nutraceutical brand isn’t devoting significant resources to cutting-edge digital marketing, you’re putting your organization at a significant disadvantage. Digital outreach, whether it’s via programmatic ads or social media campaigning, is critical. Without it, you can’t properly segment and target your audience and gather important insight into the efficacy of your marketing efforts. Savvy brands go one step beyond traditional approaches and employ more sophisticated digital tools, including geo-targeting and search-based targeting, then support these efforts with advanced analytics that offer deeper insight into campaign performance. Partner with a Third Party When Necessary Let’s face it: Many nutraceutical brands don’t have the in-house expertise to develop the kind of tech-centric campaigns that move the needle. In cases such as these, it makes sense to work with an outside marketing agency. Choosing the right agency is imperative, however, as few have true nutraceutical domain expertise. Without that key element, you simply can’t create informed and authoritative advertising and marketing content. If you choose to opt for an external agency, make sure that your partner has experience with the nutraceutical niche. Why Bigeye is the Ideal Partner for Nutraceutical Marketing At Bigeye, we are domain experts in the realm of nutraceutical advertising and marketing. This allows us to create campaigns that are highly targeted, strategically sound and easily scalable without breaking the bank. Contact us today for more information about what Bigeye can do for you.
How to Choose the Best Apartment Marketing Company to Brand My Development
In light of the supreme importance of your apartment complex brand, you’ll want to enlist the help of top professionals to help develop and maintain it. But how can you find the best apartment marketing company for you? Why Branding is Essential for Your Apartment Complex If you are in the process of launching your first multifamily residential business or considering a rebrand for either a longstanding property or recently acquired apartment property, you are likely asking, “What is the best apartment marketing company to brand my development?” Furthermore, if you aren’t questioning your current branding efforts, you probably should be. Most residential development marketers realize how important it is to promote the outstanding features and conveniences of their apartment complexes and specific apartment units. However, even seasoned professionals in the multifamily residential field often underestimate the incredible value of brand optimization. An overwhelming amount of statistical research confirms the superlative importance of company branding across a wide range of industries and markets. In fact, according to the Content Marketing Institute 77 percent of marketing leaders identify branding as critical to growth. On the consumer side, Small Biz Genius reports that 89 percent of shoppers remain loyal to brands that share their values. Furthermore, 64 percent of people surveyed by the Harvard Business Review cite shared values as their main reason for establishing a consumer relationship with one or more specific brands. In the highly competitive multifamily residential real estate market, branding is particularly important for businesses that want to differentiate themselves from their closest competitors. After determining the outstanding features and amenities that make your property unique and the exact audience demographic that you wish to target, a good apartment marketing agency can develop and/or build upon a brand image that rises to the occasion to meets your particular wants and needs. Tips for Choosing the Ideal Apartment Branding Agency But how can you find a marketing company that has what it takes to spearhead branding operations for your multifamily residential business? The masterminds at Ad Age Magazine have come up with a couple of general guidelines to start you off in the right direction: Establish clear goals and expectations – Before you can find an agency to deliver a specific result, you must first clearly define exactly what that result should be. After you have established your specific objectives, you can source and examine the options that are most likely to meet them. You might search out that edgy marketing startup to make your provocative marketplace splash or gravitate toward that industry stalwart to foster an image that is both stable and trustworthy. Narrow your search – Anyone attempting to sort through thousands of potential advertising agencies will quickly become overwhelmed and lose all sense of perspective. In fact, even choosing between a dozen or so agency options can become quickly problematic. To combat this problem, Ad Age says that even “your initial ‘long” list should be relatively short and focused.” Real estate professionals can turn to their affiliated industry associations or a qualified search consultant to source only the most effective potential candidates. Forbes Magazine reached out to a variety of marketing leaders to get further tips for choosing the right marketing agency for specific branding purposes. Some of the results were quite inspired. The HOTH’s Marc Hardgrove, for example, recommends a close examination of each candidate’s in-house branding and advertising efforts. After all, any agency that cannot brand itself is likely to have difficulty branding your apartment complex. In its 2018 article, Forbes also quoted Danielle Wiley of the Sway Group, who cited a compatible business philosophy as the top reason to choose a specific marketing agency. If your multifamily residential company, like most successful enterprises, fosters business approaches that are collaborative, practical, and forward-thinking, you would be wise to embrace an advertising agency that has similar values. Reach Out to Bigeye Today If you’re looking for an exceptional branding company for developments in the multifamily residential sector, Bigeye offers a range of personalized services to help you build a unique brand from scratch, execute an efficient rebranding, or refine your existing brand to connect with a whole new audience. Contact us today – a skilled and knowledgeable marketing professional is standing by to answer any questions that you might have.
Four Can’t Miss CBD Pet Product Marketing Techniques
Today’s pet owners are willing to go to extraordinary lengths — and spend staggering amounts of money — for their animals. This presents a significant opportunity for those who can market CBD pet products in the right way. Pet owners are still learning the ropes when it comes to CBD-infused animal products — “ways to use CBD on my pet” is one of the most common search queries within the industry. So how can CBD brands take that curiosity and transform it into a loyal customer base who loves their products almost as much as they love their pets? It all starts with well-executed advertising and marketing. With that in mind, let’s look at four tips for your next CBD pet product campaign. Emphasize the Cost Benefits People are incredibly passionate about their animals. Yet millions of those pet lovers can’t afford to pay for their own medical insurance, let alone foot the bill for frequent vet trips. Even the most tenderhearted dog or cat lover might be forced to skip regular vet visits if their budget simply won’t stretch. Given that CBD pet products are relatively inexpensive and can be purchased without any need for a veterinary prescription, they present an intriguing option for consumers without sufficient spending power. And that’s a broad category — currently 76% of Americans live paycheck to paycheck; 50% of Americans earn fewer than $30k annually and 38% earn fewer than $20k annually. By creating marketing messages that emphasizing the reasonable cost of most CBD products, consumers will be more inclined to use them as a supplement to regular animal care under a vet’s supervision. Segment Your Pet CBD Audience Audience segmentation is critical for virtually all brands, and it can be practiced in a way within the CBD space that allows you to target specific breed owners. For example, bulldogs and Dalmatians are genetically pre-disposed to suffer from the painful condition of hip dysplasia. CBD products have been demonstrated to help with hip and joint issues — the kind of serious issues that often plague purebred puppies. CBD products can also be targeted toward owners of breeds that tend toward anxiety, and of course older dogs and cats who suffer from a range of common maladies. By segmenting your audience in this fashion, you can deliver more relevant messages and generate a higher ROI. Emphasize Quality Control Pet owners have become as concerned about what they put into their animals’ bodies as they are about what they put into their own. This is doubly so for newer products such as CBD, without an extensive track record to examine. In order to reassure consumers about the naturalness and quality of your CBD pet products, it’s important to stress that your brand uses top quality raw materials and (ideally) operates on a farm to shelf basis. Offer a Real World Window Into Common CBD Uses for Pets A pit bull might be the most fearsome looking family protector on his block, but one stray thunderstorm can have him quivering in the corner. It’s a funny image, but it also speaks to something every pet owner understands: Even the most loyal, brave and protective animals still need human love, care and attention. Pet products for CBD curious buyers can help provide that nurturing care. A marketing campaign that shows real world examples of CBD pet products alleviating thunderstorm stress is a compelling way to illustrate how CBD can help improve an animal’s mental state. That same campaign could also show older dogs and cats benefiting from the pain-relief and inflammation effects offered through CBD ingestion. The idea is simple: Provide an authentic, unmediated look at how CBD pet products are helping real animals live better lives. There’s also one more advantage to taking a documentary approach: Pets don’t exhibit the placebo effect or show off for camera lenses, so they make fairly credible case studies — even though they don’t have much to say. Working With the Right CBD Pet Product Marketing Agency At Bigeye, we’ve established ourselves as one of North America’s leading creative agencies for CBD brands. Few of our competitors have the domain expertise needed to create credible, compelling and strategically executed CBD pet products campaigns. If you need help with CBD pet marketing, we urge you to reach out to Bigeye today.
Connecting the Dots: The Trends That Will Shape 2020
Making predictions is a risky business. In 1994, the Rand Corporation — a famous quasi-governmental think tank long-celebrated for their strategic prognostication — confidently predicted the following: “During the 21st century, those houses that don’t have a robot in the broom closet could have a live-in ape to do the cleaning and gardening chores. Also, the use of well-trained apes as family chauffeurs might decrease the number of automobile accidents.” While selectively breeding an army of highly intelligent ape butlers and chauffeurs might seem ridiculous to those of us living in 2019, it probably seemed semi-plausible then — and that’s the risk that comes with forecasting. However, when you’re right, the payoff can be immense. If you can predict what’s next, you can position yourself (or your organization) to profit from this shift before it occurs. That brings us to the subject of this piece: “Connecting the Dots: Consumer Trends That Will Shape 2020.” What We’ve Learned By Connecting the Dots Recently released to the public, “Connecting the Dots” is a research and forecasting document compiled by GlobalWebIndex. The report, which is produced annually, offers a valuable window into technology, society and marketing. For pure prognostication, GlobalWebIndex has a reasonably strong record. In last year’s report, it was predicted that e-sports would finally enter the mainstream. 2019 subsequently saw 50% year-over-year growth in e-sports, the Fortnite World Cup and top e-sports stars appearing on famous late night talk shows. Last year’s report also perceptively noted the continuing trend of social media becoming less social and more utilitarian, as platforms such as Instagram and Facebook become closer to one-stop-shops for consumer needs. So what does the latest version of the report predict for the upcoming year? Let’s take a closer look at a few of the most relevant predictions offered in the report. The Emergence of Online, On-Demand Healthcare Wouldn’t it be wonderful if booking a physician’s appointment was as simple as booking a ride with Uber? That’s the future we’re hurtling toward, as AI and telehealth begin to augment — and in some cases replace — conventional primary care. Today’s AI-powered health offerings are a far cry from the limited telehealth patient sessions of a few years ago. Healthcare operators are also taking things a step further by combining telehealth services with mobile clinics and pop ups. By marrying the two approaches, providers can offer the same suite of services found in any brick and mortar doctor’s office, yet in a far more accessible way. The public interest is certainly there. According to “Connecting the Dots”: “Our global research reveals 36% of consumers are using the internet to research health issues and healthcare products, jumping up to 42% for users aged 55-64, where a focus on health becomes even more crucial.” The study also found that: 75% of consumers use the Internet to research which medications to purchase Half of consumers say that video physician consults will help them manage their health more effectively 70% are willing to make their health data accessible via smartphone In a world that’s conditioned to expect on-demand services — and where access to healthcare remains an intractable problem — this is one projection that seems almost certain to be realized. Privacy and Cashless Societies In some ways, privacy has become almost a quaint notion in the digital era. We trail streams of data as we navigate our phones and the web — much the same way that city buses trail exhaust fumes. Every follow, like or page visit is duly recorded and used to optimize our marketing and ad profiles. This hyper-transparency has been largely shielded from two key areas, however: Medical records and financial data. Both areas are regulated to varying degrees. Yet our daily financial transactions could soon be subject to the same level of transparency as our daily web browsing. That’s because digital currencies are on the rise. Bitcoin, Facebook’s Project Libra and efforts by China to develop a national digital currency all differ in some key regards. Yet they all share one characteristic: Anyone using these coins/tokens will have their transactions recorded on a public and immutable ledger. That’s the nature of blockchain technology. While there are so-called privacy coins that obscure transaction history, these offerings are not likely to see the wide consumer adoption associated with a Facebook cryptocurrency or a state-sponsored digital asset. For those invested in privacy, things aren’t completely dire. The European Union has introduced the world’s strongest digital privacy protections — laws that give consumers much more control over how their data is harvested and used. Yet in a world that is quickly going cashless, maintaining financial privacy may soon become a much more difficult challenge. A Mediated Existence Just how mediated through technology have our daily lives become? Consider this: The average person, globally, spends almost seven hours per day online. As companies and industries pursue greater degrees of digitalization, it is only a matter of time before seven hours seem like an exercise in restraint. Given how much of our lives are now lived online, is it truly possible to detach? Have we lost the ability to prioritize the human touch without sacrificing convenience? According to “Connecting the Dots,” many people now fear the answer is a resounding “no.” The number of people who report that technology complicates their lives, or who report being constantly connected online, continues to rise each year. These concerns are shared by the people who seemingly know best: Silicon Valley CEOs and developers. Over the last year, we’ve seen repeated articles in the press about “dopamine fasts” and “technology detoxes.” Many tech leaders have mentioned that they strictly regulate screen time for their own children. The scale and rapidity of the “tech takeover” of modern society is astonishing, if you take a moment to place it in context. A generation ago, personal computers cost thousands of dollars, had limited utility and were not owned by most households. Tech, in general, was not a lifestyle, except for hard
Highlighting the Unique Value in Your High Rise Apartment Marketing
In the highly competitive residential real estate sector set your high rise apartment marketing apart by stressing the unique value, benefits, and features of your available units. High Rise vs. Low Rise Apartments Before discussing elements of effective marketing strategy for high rise apartments, it is essential to determine what, exactly, a high rise apartment is. As explained by RENTCafé senior creative writer Nadia Balint, the definition of a high rise varies significantly from country to country and from business sector to business sector. In the United States, the National Fire Protection Association officially classifies any building over 6 stories as a high rise. For real estate marketing purposes, however, a high rise building should generally include a few more floors. The leading commercial real estate market research and data provider Yardi Matrix, for example, limits apartment community high rises to those that have at least 10 residential floors. Marketing Tips Specific to the High Rise Apartment Sector Low rise apartments and high rise apartments each have their own pros and cons. While many of these pro and cons are obvious to any prospective renter, others may not be so immediately evident, As a marketer of high rise apartments, you are doing yourself a great disservice if you aren’t stressing the specific advantages that your units have to offer. In many cases, you can even succeed in changing a negative into a positive through the power of an effective marketing campaign. For example, to combat the perceived hassle of living so far above ground level, you can stress the convenience, speed, reliably, and/or overall number of elevators on the premises. Here are a few other features and elements that you may want to emphasize when marketing high rise apartments: Great Location Because land development professionals aren’t exactly clambering to construct skyscrapers buildings in rural or small town locations, high rise apartment buildings typically appeal to prospective renters who value a bustling, metropolitan lifestyle. It’s the oldest cliché in the real estate business, but, like many clichés, it holds true: location is everything. If a prospective renter values working, shopping, and enjoying the nightlife of the big city, the prospect of living in the heart of these various activities will be welcomed as not only extremely convenient but pleasantly exhilarating. Stunning Views Of course, no one is going to fail to stress an amazing panoramic cityscape in their apartment marketing materials. A great view might be the single greatest feature of a high rise apartment unit. However, every unit in your high rise complex needn’t offer a full perspective of the New York City skyline in order to draw in prospective renters. Consider the value of promoting an apartment free of overwhelming visual obstructions and full of beautiful natural light. Solid Security A preponderance of high rise apartment complexes employ doormen and/or a security staff to ensure that tenants and their belongings are protected and safe. Many high rise apartment complexes also offer a concierge and/or other service professionals to make daily life a little bit safer and easier. In addition to increasing security and convenience, on-site apartment building workers can brighten your day with a friendly “hello” and generally contribute to a warm community environment. Flexible Leasing Options / Vacancies Renters in search of a month-to-month lease or other flexible rental agreements are significantly more likely to find one in a high rise. Plus, due to the sheer number of units that a large high rise building contains, apartment hunters are more likely to find a desirable vacancy in the high rise sector. Overall apartment options are also quite wide in the high rise sector. Prospective renters who require a furnished apartment, for example, can commonly find one in a high rise apartment complex. Easy Utilities / Maintenance If you’ve ever had to wait for a cable provider to start or disconnect service, you know just how time consuming and frustrating this can be. Because the vast majority of residential high rise complexes are already wired for services such as cable, phone, and Internet, renters typically don’t have to wait for the entertainment and connectivity that they rely upon. High rise apartment buildings also widely support on-site property management offices that provide prompt access to maintenance services. This means that high rise tenants typically won’t have to live with malfunctioning or damaged apartment infrastructure for long. To Learn More Bigeye is an innovative high rise apartment marketing firm that leverages every possible advantage in the campaigns under our management. To get in-depth marketing advice for your high rise apartment business, contact a skilled and knowledgeable Bigeye representative today.