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Audience Audience Segmentation

Parents are always looking for ways to save money. If you have kids of your own, you know just how expensive it can be to feed, clothe and entertain an 8-year-old ball of energy. In fact, Parenting Magazine says the average child costs about $15,000 a year (and that doesn’t even include extras like private school tuition or ski lessons.) And, as a marketer, it’s important to consider these variable costs when you’re trying to reach their parents. Parents have to think ahead to be able to save for college tuition, for rainy day activities and for unexpected circumstances.

This is why most parents, like myself, will find themselves attracted to things that will save them money. Wholesalers like Costo and Sam’s Club do extremely well with their model of selling bulk goods at wholesale prices because people just can’t pass up a good bargain. You can buy a month’s worth of paper towels for a family of five in a single trip to Costco, and pay far less than you would for it had you gone to a local drugstore.

[quote]Check out BIGEYE’s successful mom marketing strategies that brought The Daily Mom App to the Top 25 Downloads Position on iTunes. [/quote]

In marketing to parents, it’s important to consider their needs and think about the things that really affect their lives. The good news is that parents always need ways to entertain their children. They also desire to provide fun and interesting educational experiences to children, ways to give them new ways to think about the world and nurture their interests. And, when there’s a deal tied to a way to do that, it often sets forth a psychological signal that encourages the parents to buy.

Even when the deal isn’t necessarily that much better than the actual price, sometimes just seeing that you can get a free soft drink with a purchase inspires you to go for the deal. This is why the coupon special at Chuck-E-Cheese can get people through the door and, in many cases, cause them to spend even more than they would have if they had gone there without a coupon. Something about the terms “20% off” or “Buy One Get One” send a signal that the parent is getting more bang for his buck, even if it’s a product the parent wasn’t planning to purchase in the first place. (Of course, if you do experiment with coupons, be sure to integrate testing mechanisms to see which types of deals perform better with your customers.)

Psychologists know that material things will only last so long, but that the experiences that parents can give their children can stay with them for their lives. But often it becomes a financial issue, or at least a perceived one, that they can’t afford a vacation they wanted to take or go to an Orlando Magic game. Of course, in attaching a deal to that, it suddenly makes the excursion appear to be more affordable.

If you need more ideas to help connect with parents using a deal marketing approach, contact the team at our Florida advertising agency, and we’ll give you the information you need to offer great strategies to reach parents that are cost-effective to both you and the parents you aim to reach.

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Audience Audience Analysis Audience Segmentation Content Marketing Creative & Production

At our Orlando marketing agency, we believe that in building your business, it’s becoming increasingly important to try to build a community around what you do. Building a community fosters engagement both online and offline, encouraging people to share their thoughts and opinions and to make their voices heard. One of the best ways to cultivate a community of people is through an event based strategy. Most of the strongest communities I’ve seen are those in private clubs and membership organizations and are hugely events-based, hosting more than 300 events a year in order to help keep their members and communities happy while simultaneously helping them grow their networks. But even if you’re not a fancy private club or a networking group, you can still take advantage of the sense of belonging that an events-based community strategy offers to your customers.

Since the era of social media, the term “community”seems to have taken on a life of its own. To older people who aren’t actively using social media on a regular basis, “community”is synonymous with “social media,”which in reality is only partially true. A community manager’s job is to engage the community, and while social media may be part of that, so is blogging, email marketing and, of course, event marketing.

In order to run an effective event-based community strategy, it’s essential to know what your community wants. Do this by requesting information via survey data, with specific questions about what you think they might enjoy. Wine stores might benefit from tasting events and private wine classes for VIP customers, while luxury hospitality businesses might want to woo their customers with formal dining events and open bar cocktail parties sponsored by popular liquor brands. Depending on your business, it’s important to know the time of day people are interested in attending (breakfast, lunch, happy hour, evening or all-day events) and which day of the week they prefer (for instance, people who have 9-5 jobs and small kids may prefer family-friendly weekend events to after-work events). Responding to their needs also shows that you truly understand your target audience, which is extremely important for any business.

Oftentimes, businesses that are faring pretty well have no desire to explore other ways to generate more business, particularly because they don’t realize how much more money they can generate by doing so.[quote]The good thing is that businesses of any size can hold events for nearly any budget.[/quote] If you have a space and a reason for people to gather, the potential is there…and things like appetizers and beverages can only sweeten the deal. If you’re using the information from the survey data and you’ve been careful to find out the types of events interest your group, then you should have no problem identifying potential guest speakers or planning leisure activities that can also help facilitate community involvement around your business or brand.

The problem for many people is that events aren’t always direct revenue drivers. Take, for example, a lawn care company that hosts a free wine and cheese client appreciation event. This may cost several hundred dollars in securing a location, providing food and beverage, and lost work hours in planning the event. It may be even more if you plan to create signage or need to purchase nametags and other supplies. But, if that small event encourages your clients to share their experiences with their friends and colleagues, and one of those referrals turns into a new client for the business, then it was well worth the time.

Events are great because they can build online and impersonal interactions into more genuine connections. From a business perspective, this makes good sense because the more people are engaged with your community, they more likely they are to hang around. We’d love to help you connect with your audience at-large – contact us to determine how we can help craft your engaging event based strategy!

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Audience Audience Analysis Audience Segmentation Digital Targeting Services Media & Analytics

For most companies, your audience is the heart of your brand. When they’re satisfied, it means that the brand has lived up to its promise. People who love their favorite brands can be some of the best marketing resources you have…and you don’t even have to pay them! When your audience is so impressed with your product or service that they’re sharing it with others, you’ve hit the sweet spot in the market —a figurative bulls eye comprised of finding your target audience and filling their need.
But for some companies, the tricky part isn’t necessarily the audience itself; the tricky part is the challenges that present themselves when trying to find the right audience. Your new luxury hotel isn’t going to do so well if you focus all your marketing towards people who don’t travel, and your sports industry business isn’t going to fare well if you spend all your ad dollars trying to reach people who aren’t interested in sports. Seems pretty obvious, right? Unfortunately, it’s not always so straightforward.

Take, for example, a business that sells customized staircases to high-end clientele. This is a very niche need, so rather than trying to build awareness with everyone, you’d need to focus your efforts on a group of people with that specific need. You might have a low conversion rate, but even a single conversion leads to an extremely high-value transaction, the goal is to focus on reaching quality potential customers, as opposed to just reaching a high quantity of people.

So, how do we go about finding your business’s target audience? Here are a few ideas from our Orlando marketing agency.

1. Market research reports: These days, market research is available all over the web. Some of it you may have to pay for, but it’s usually a wise investment – market researchers from companies like Forrester and Nielsen have already done the hard work for you, so it’s cheaper than spending your own business dollars to try to glean insights into customer behavior. [quote]There are market research reports on almost every topic under the sun: from organic eating habits to people’s growing use of mobile technology.[/quote] Look to these reports to help you understand the consumer landscape.

2. Census data: We often think of the census as that thing the government does every 10 years. However, the U.S. Census website has a ton of interesting demographic information that can be extremely useful in targeting people based on geographical needs. Use this in tandem with other research for best results.

3. Survey data: Companies like SurveryMonkey and Qualtrics are useful for gaining statistical insight into peoples’ activities. Use this information to formulate hypotheses about your target audience, which you can then supplement with research data and test through your communications and marketing strategies.

4. Qualitative data: While often more expensive than the other forms of research listed here, this is one of the best ways to gain insights about your target audience. This is because it frees people to give open-ended responses, giving the person conducting the interview or focus group more opportunities to gain insights beyond a simple yes or no response, as is typically the case with survey data.

5. Online listening: Looking at brand mentions on online platforms can help figure out who influences your brand. By reviewing those peoples’ demographics and their own audiences, you can find out more about them and how they interact with your brand or business. There are a host of online listening tools available, but some favorites here at our Orlando advertising agency are Brandwatch, Radian6 and SDI Social Intelligence.

The team at our Orlando marketing agency will be happy to field any questions you may have! We want to help make sure your marketing efforts are 100% on target. Contact us today to determine how we can help!

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Audience Audience Analysis Audience Segmentation Consumer Insights

It’s a movie cliche we’ve seen a million times: a woman goes to purchase a car, but gets swindled by a sleazy salesman because she supposedly doesn’t know her way around a car. Regardless of whether this was ever an accurate depiction of women’s role in the automobile purchasing process, this is certainly not the case today. To draw on another cliche: the times, they are a-changin’! So, automobile marketers need to embrace mom marketing.
A new report from Cars.com shows that 73% of moms consider themselves to be the sole decision-maker in the vehicle shopping process. And, it makes sense — after all, if you’re going to have to haul Sammy and Stella from soccer practice to swim team to ukulele lessons, then it’s important to make sure you’re able to do it safely and comfortably.

In the era of smartphones, tablets and lightweight laptops, it’s easy to research a car from anywhere with an Internet connection. And, granted that I can spend close to an hour trying to find a good restaurant on Yelp, I can also spend far more time trying to find the right vehicle to meet my needs.

However, the team at our Orlando ad agency has noticed that when you see TV ads for new cars, they’re nearly always marketed toward men. But if moms have so much influence on the car purchasing process, doesn’t it make sense to try to court them through marketing, too?

In viewing a compilation of Superbowl car commercials, I noticed that not one of them featured a female driver. Whether this is more of a response to the automobile marketing landscape or simply just the Superbowl demographic, it still seems strange. After all, of the 111.5 million people who watched the Superbowl, 50 million were female.

Yet for some reason, these car companies don’t seem to care as much about attracting moms. It’s interesting because moms tend to have a lot of say in most major purchases across the spectrum – we’re not just talking about cleaning supplies these days. The purchasing power of millennial moms is estimated at $170 billion. And, if moms are making the car-buying decisions, then why are these companies trying so hard to sell to dad?

Car companies that decide to market to women would have an upper hand in trying to lure their business, since as it stands right now, there is so little competition in that space. And, we’re not talking about trying to sell women on light pink minivans with extra compartments to keep makeup. Women need cars to be useful and practical.

Moms tend to be more concerned with safety and durability, and with all the new safety features the car companies are introducing these days, there’s no reason they shouldn’t think about moms in the marketing process. They also care about gas mileage because lugging children around can put a lot of miles on a car. Focusing on these benefits is a terrific start in helping reach the mom market.

[quote]Women make up more than half of the world’s population, and drive at least half the cars on the road.[/quote]Car companies are already installing the features that make moms happy. As such, the team at our Orlando marketing agency thinks these companies should spend more of their dollars trying to reach moms, who more than ever, are in the driver’s seat in making automobile purchasing decisions.

Contact our team of mom marketing experts today to uncover ways to reach this powerful target audience!

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Audience Audience Analysis Audience Segmentation Consumer & Healthcare Healthcare

Once a marketer has addressed the proper mom segment for his product or service, it becomes time for him to create an approach that reaches out to her. Finding an appeal that works to address the target helps generate brand preference down the line.

Just as there are multiple methods for subdividing the moms market, there are multiple appeals that are effective within the moms market. These may be appeals rooted in emotions, practicality, humor, fantasy, adventure, or a number of other types of appeals that relate to the needs, wishes and desires of the mom.

Different industries will see success with different appeals. A heartfelt appeal may be of less value to a luxury goods manufacturer than an appeal that offers a notion of adventure or fantasy. Industry-specific appeals can help drive the audience’s imagination, thereby beginning the process of instilling brand preference. Below, we will examine the appeals of the healthcare field.

People need healthcare services throughout every stage of their lives. Therefore, healthcare organizations tend to be family-friendly, fostering an environment of care and support, much as the family unit does. This also leads to marketers to hone in marketing to moms within this sector by emphasizing a commitment to care and service.

However, because of costs, service quality, expertise and other factors, moms have innumerable choices when it comes to providing healthcare for themselves and their families. Healthcare marketers may wish to convert new customers and retain existing ones by marketing in a manner that speaks to either the mom’s rational side or her emotional side.

Rational Appeals

[quote]Reaching out to moms by addressing their rationality is a strong tactic for healthcare marketers.[/quote]A rational appeal is a grounded approach that backs up marketing information with data-specific information and expertise in order to help sway the mother into making the “best” choice for her family. For example, when a marketer notes that four out of five doctors recommend a product, this appeals to rationality – if the doctors agree that it is the best product, then certainly it’s good enough for a mother and her family unit.

  • Statistics. Statistics are great ways to create a rational appeal. If studies show that your child will be 90% safer with a certain type of car seat, it is likely that a responsible mother is going to be willing to spend extra money to ensure her child’s safety.
  • Expertise. Backing up claims with expertise is also a great tool that marketers in the healthcare field can use to create rational appeal. A product endorsement from a noted physician or health care organization can help increase sales, as people are inclined to respect the product as they respect the noted professionals. An endorsement or testimonial assures the viewer or reader that the marketed product is effective, safe and useful.

Emotional Appeals

[quote]Designed to reach the mother at a greater level, the emotional appeal should elicit a deep feeling in the mother.[/quote]By nature, mothers are protective and offer a safety net for their children, as a mother is expected to help keep her child away from harm and to foster an environment of education and care. Touching on aspects of the child’s life that may jeopardize those elements will prompt the mom to act in a certain manner, and brands can recreate these feelings to help appeal to the mom, particularly when it comes to healthcare marketing.

  • Fear. No matter how brave we might seem, there are some things that we fear on a daily basis. In the world of healthcare marketing, these items may be as broad as increased risk of illness, or keeping a child away from injury. It may also involve continual monitoring of a child to ensure that he or she is in good health. Marketers can help warn of the potential dangers by using a tactic designed to instill fear into mothers, thereby causing them to take action. Demonstrating dangers and then providing solutions is a solid way for healthcare marketers to make sure that they are sending their messages loud and clear.
  • Comfort, Security and Safety. On the other hand, a strategy that incorporates comfort, security and safety may also provide a powerful incentive for moms to invest resources into healthcare. A hospital that idealizes itself as a caring environment may appear to be better suited for a sick child than a competing hospital that does not offer a feeling of comfort.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact us today! Our team at BIGEYE is prepared to share tangible strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business!

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Audience Audience Segmentation Content Marketing Creative & Production

Email marketing is a very important aspect of almost any business’s growth. It’s how brands, both large and small, communicate sales, special events and interesting content in order to help the brand remain on the subscriber’s mind. Many companies require submission to their email lists in order to use their services. And, it’s a simple equation: people are willing to give up their email and personal information to receive some utility, even if it means accidentally subscribing to an email list you might not have accepted otherwise.

Each day, I receive at least twenty emails from companies trying to offer me a product or service. Sometimes, I’ll even receive three or more emails from the same company. I had to unsubscribe from Spotify because it would email me each time one of my friends joined the social network! It’s easy for a marketer to want to shy away from this model… after all, who doesn’t despise the task of going through and deleting irrelevant emails on a daily basis?

But, the reality is that email marketing remains valuable because it works. As much as I’m complaining, I recently purchased a Groupon for discount personal training sessions. I saw it in my inbox, it looked like a good deal, the location was convenient, and I was sold.

[quote] Take a peek at how email marketing served a beneficial purpose for an Arnold Palmer Hospital for Children donorship event – thanks to BIGEYEs’ effective strategies! [/quote]

How else would I have known about the sale? Perhaps Facebook or other social media? Unfortunately, it’s unlikely that I would have seen it there. Groupon’s hyper local model isn’t exactly conducive to allowing the company to tweet every single deal from its master account, and I’m only on Twitter a couple of times a day anyway, so I could easily miss the notice. Facebook is even worse… last year, Facebook announced that the average Facebook post reaches only 16% of fans. Sponsored posts are supposed to take care of this problem, but only go so far in reaching intended audience segments. For one, if multiple brands are running sponsored posts targeting the same group, the individuals are bound to miss at least some of those postings.

Email marketing is a great way to ensure that your audience at least has the opportunity to receive your message. Unfortunately, email marketing presents some complications in and of its own. First of all, in an era of glut, how do you get people to sign up for your list? And, once they sign up, how to you ensure that they’ll actually open it and ultimately convert that person to a purchaser?

These questions are tough to tackle, and may require some advanced strategies to address. However, your company can invest in an email client that helps service some of your needs and provide analytical data as to open rates, click-throughs and conversions. This data can be invaluable in assessing what your potential customers need.

For more ideas and suggestions as to how your company can use email marketing to help gain customers, please contact our Orlando marketing agency – you can even sign up for our email list to receive the BIGEYE Newsletter for regular updates.

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Audience Audience Segmentation Market Intelligence Tourism Hospitality Convention

“Where are you staying?” It’s a surmising question, in the same vein as “Who are you listening to right now?” or “What’s your favorite restaurant?”  For inquisitive trend conscious types, finding out a person’s hotel lodging preference is the equivalent of a dog sniffing another dog’s butt. The answer provides insight into that person’s character.
Stay at an affordable hotel, maybe you’re frugal; a centrally located hotel, you’re a tourist; a reliable chain, you’re unadventurous; traditional white linen, you’re stodgy; and so on, and so forth. Successful hotels in competitive markets know that the key to thriving is picking an angle and sticking with it; a hotel can’t hope to be everything to everyone, but if it can successfully emulate the preferences of a particular social set, it can wrangle loyal repeat customers. Herein lies the key to hotel marketing.

Expect the Unexpected

Hotelier Andre Balazs has unapologetically led the way on this front with his Standard Hotel properties. The Standard Hotel motto, “expect the unexpected,” eschews tradition and replaces it with anything bold and brash.  Balazs’ decision to focus on the uber trendy is bold and brash in and of itself. It’s a polarizing marketing strategy, but the recent advent of a fifth Standard location in New York City’s East Village –the other four are located in New York City’s Meatpacking District, Miami’s South Beach and Los Angeles—indicates it’s more than working.

A number of The Standard’s ad campaigns have fallen under intense public and media scrutiny for being too controversial. The most recent, titled How To be Politically Incorrect, features a series of photos by Australian artist Erwin Wurm. One such photo captures a woman urinating on a hotel room floor.  Not something you’d see from a Four Seasons.  And, Balazs has employed the structures themselves to act as built-in campaigns. For instance, floor-to-ceiling windows at The Standard High Line ensure that unabashed guests have the option of flaunting their naughty bits to street level passersby.

The point is, playing on an individual’s desire to be exactly that; an individual, is one of the most important strategies a hotel can employ if it hopes to keep that “No Vacancy” sign lit. It’s branding 101. [quote]Make sure your client knows exactly what he / she can expect from you and deliver, deliver, deliver.[/quote]

Location, location, location

Equally important for expanding hotels like The Standard is location awareness and understanding that location plays an important role in determining how to connect to a desired audience. While reckless exhibitionism may work for The Standards in New York and Los Angeles, the Florida extension is decidedly more even-tempered. A relaxed spa atmosphere is its primary selling point.

Florida Advertising Agencies

Florida advertising agencies astutely aware of the geographic benefits and limitations of the Sunshine State have the unique challenge of helping hotels with multiple locations, like The Standard, stay linearly on brand. What’s good for the goose isn’t always good for the gander, but sending a mixed message is equally damning. The trick is to finesse— to up play or downplay various aspects of a hotel’s branding nuances, depending on specific location, while still maintaining an underlying intended message. So, it’s choosing an audience and boning up on what works in various part of the world that can help a hotel prosper.

Looking for more creative strategies? Contact us today to help us develop your game plan!