The demystification of the conversion marketing matrix
As the marketing landscape has evolved over the years, so have the expectations for more quantifiable success metrics. Considering that marketing is the precursor to sales, it’s no surprise that measuring advertising reach, impressions, and brand/product awareness, are no longer satisfactory results in the justification of return on investment. The swift journey through the sales funnel is of paramount importance to businesses today and optimizing the number of sales conversions is a core measurement in evaluating the success of any marketing program. Venture capitalist Bill Gurley, formerly one of Wall Street’s top Internet analysts (he was the lead analyst on the Amazon.com initial public offering), wrote that conversion rates are “the most powerful Internet metric of all” in a Fortune magazine article. While there is plenty of discussion out there with respect to conversion marketing through digital and online channels, most fail to integrate offline conversions to the mix. I’m as excited as anyone about the opportunities that digital marketing offers brands however, it would be careless of us to ignore the fact that a large amount of people still convert to a lead, prospect, customer, and sales through traditional methods. Conversions on a website are certainly important whether or not there is any e-commerce, but the brick and mortars also seek to drive qualified traffic into their locations for some desired in-store conversion. A successfully implemented conversion marketing program should consider both online and offline platforms as well as interplaying the two. For example, a conversion funnel may begin with entry through online channels with the completion requiring an in-store visit or vise versa. In order to better understand how conversion marketing works, it’s important to understand its inner mechanics. Conversion is part science and part art that relies on understanding the psychology and process of persuasion and adapting it to the associated medium. It requires that close attention by paid to the point of action (POA), because objections should be answered at the point the customers are getting ready to take an action. That is where they experience their greatest cognitive dissonance, and so that is where your persuasive answers have the most impact. Additionally, the AIDA (attention, interest, desire, and action) test should be applied, as it is instrumental in driving the process of turning visitors into buyers or curiosity into action. Examples of POA: Customer privacy statement on online purchase by submit button A toll-free number to call with questions and problems Confirm and provide follow up communications to every purchase Clearly indicate the return policy at the final sales conversion point Examples of AIDA: In-store POP or online store page with compelling messaging that grabs attention within eight seconds or less Messaging that is personally relevant so as to stimulate their interest and reinforce that they’re in the right place Emotionally driven and inspirational triggers that drive their desire to take action Clearly visible and easy to understand call-to-action (CTA) and action completion information The psychological elements of conversion balance the scientific methodology and should not be underscored. An understanding of human behavior here is key. At its root, human beings are driven by the need to avoid pain and the desire to gain pleasure. Even when we do something that appears to be painful, we do it because we associate pleasure with the action. Firefighters run into burning buildings because they associate pleasure with helping people and saving lives. Likewise, marathoners put themselves through 26.2 miles of misery because they associate pleasure with completing the course. In conversion marketing, you need to first understand what your customers associate with pain and pleasure, because not everyone associates pleasure with helping people from a burning building or running a marathon. Once you understand who they are, what they want, and what influences them, you can apply what is called the A to Z Technique. Simply put, customers want to get from point A (where they are now) to point Z (where they want to be). Carefully constructed marketing communications should help guide leads through this journey, getting the customers gradually closer to Z with each touchpoint or step. The closer they get to Z, the more likely they are to make a purchase in order to go the final few steps needed to arrive at their desired end result. Through this process, they start to associate the business with the pleasure they get from the results produced as they arrive at all the milestones between A and Z. At BIGEYE, we have developed the BIGEYE Conversion Matrix™ (BCM) which is a methodology used to identify an audience, set success metrics and finally drive them through a conversion funnel. Conversion Marketing Matrix Once a conversion marketing program is actively running and generating results, regular analysis and measurement is required to ensure that the rate of conversion is constantly increasing with an ultimate goal of converting 100% of all visitors and leads. This is what’s called conversion optimization or conversion rate optimization (CRO). In this BCM model, the CRO program rounds out all five steps in the activation phase. In search of a conversion marketing strategy custom-tailored for your brand, and guaranteed to target the right customers? Contact our team of conversion marketing professionals today, and we’ll help you get your program up-and-running ASAP!
Top 10 secrets of successful visual merchandising & retail design
Visual merchandising and retail design don’t just improve the aesthetics of your retail space, but they also have the potential to enhance functionality, customer loyalty and brand identity. Want to ensure that you retail store makes a brilliant first impression, as well as a lasting final one? Use these top 10 visual merchandising and retail design tips and tricks to optimize both space and sales. 1. Access matters A cluttered retail floor is not only unattractive, it’s confusing to the consumer. Prioritize a clean and simple layout above all else when it comes to designing your store. The easier it is for consumers to navigate your space, the more time they’ll spend in your store. A cramped space with insufficient passage, conversely, can quickly send customers packing. Remember: the ultimate goal is a welcoming space, so forego “don’t touch” signs and instead invite shoppers to touch and interact with your display. Lastly, keep in mind that today’s customers have brief attention spans. Place items at varying heights, and create visual breaks between long, product packed aisles to help maintain their attention of easily-distracted shoppers. 2. Reduce visual clutter Clutter isn’t just a matter of physical space. It can also manifest in the form of excessive and overwhelming marketing displays. Rather than barraging your customers with multiple marketing displays, take a streamlined approach. For example, if you’re advertising many different products, consider implementing a rotating digital display board. This has the added potential advantage of drawing a customer’s eye to an item or deal he/she might otherwise have missed. Factor in the latest research indicating that a whopping 90 percent of in-store shoppers use their mobile devices in stores, and the task becomes less about inundating them with information and more about giving them the means to access this information for themselves — a particularly appealing prospect for today’s “just Google it” Millennial generation. 3. Catch their attention Reducing visual clutter doesn’t mean forsaking all color and style. Rather, it means incorporating well-cultivated display pieces designed to attract customer attention in a unique way. It’s not about inundating consumers with everything you have to offer, but instead about highlighting particularly relevant or compelling items. Avoid monochromatic displays. Color — particularly bold blacks, whites, and reds — quickly attracts attention. Take Target, for example. Its signature red is such a principle part of its logo, lettering, and store decor that the company has trademarked it. Or consider this: consumers are 15 percent less likely to return to stores with orange color schemes than with blue color schemes. Heinz EZ Squirt Blastin’ Green ketchup, meanwhile, is a perfect example of how color can drive sales. In the switch from red to green, Heinz experienced historically high sales — a whopping $23 million over seven months. Additionally, many visual merchandisers and retail designers find planogram software to be particularly useful for gaining a better understanding of how the space will look. Once you’ve captured their attention, don’t risk losing it by leaving off price tags. Consumers hate having to request a price, so make sure all stock prices are well-displayed. 4. Tell a story Establishing product segment areas — from pet supplies to paper goods — not only helps shoppers understand the landscape, but also encourages them to stock up on related goods. But that’s just the beginning. Establishing narrative “themes” adds both practical and inviting appeal. By setting up a coffee-themed display, for example, you not only appeal to shoppers’ needs, but also to their sensibilities. Use a variety of display props — from tables to wall fixtures to shelving — to keep things interesting while showcasing your wares. Take Chick-fil-A’s #CoffeeWithAStory campaign, for example. Not only has the brand constructed an appealing narrative around the role coffee plays in our lives, but it also prioritizes engagement by inviting consumers to share their own experiences via Facebook, Twitter and Instagram. 5. Exceed their needs A bookstore sells books. A pet store sells pet supplies. A hair salon sells hair and beauty treatments. While these models may have worked 20 years ago, today’s consumers are looking for something more. Bookstores which offer coffee bars and reading areas, pet stores with pet bakery counters and “puppy playdate” sessions, and hair salons that also sell jewelry and other small accessories invite shoppers to stay longer and buy more. By embracing creativity and “thinking outside the box,” enterprising retail businesses build customer loyalty while also generating new streams of revenue. 6. Front and center Your store window, along with the front area of your store, is essential for enticing foot traffic to venture inside. Not only should you keep new merchandise front and center, but you should also highlight trademark products to reinforce your brand identity and foster a sense of familiarity and trust among shoppers. And don’t underestimate the value of proper lighting: people are drawn to light. A well-lit entry or display not only makes merchandise more appealing but also beckons to passersby. Meanwhile, the days of enduring long lines at store entrances and exits are long gone. Rather, a centrally located checkout counter delivers immediate convenience. Stock the surrounding areas with frequently purchased goods to encourage impulse buys. Better yet? Incorporate point of sale solutions to help shoppers buy what they want when they want it while streamlining operations. 7. Build your brand Visual merchandising and retail design aren’t just about deciding what goes where. They also deliver a valuable opportunity to reinforce your brand identity. Consider popular stores like Apple, Anthropologie, and Lululemon. These stores aren’t just selling products, but a lifestyle. By linking the look of your store with your products, you make a strong, consistent brand statement with which shoppers will identify. Conversely, the failure of the JCPenney’s widely publicized reboot is largely attributed to lack of culture and the resulting dearth of brand experience. In short, your visual merchandizing and retail design efforts are part of delivering on your promise to consumers. 8. Stop shoplifters Beyond building brand identity
How to spend your Q3 and Q4 retail marketing dollars
Whether making a last minute push to meet year-end numbers or simply subscribing to the reality of “use it or lose it,” most retailers pick up the pace when it comes to their Q3 and Q4 marketing methods. Wondering how to aim for and achieve the best possible results? Consider these seven proven ways to maximize your retail marketing allocations. 1. Better your blog Unfortunately, many retail business blogs miss the mark when it comes to achieving their full potential. Why? Because they exist out of a sense of obligation, as opposed to as an extension of a company’s overall business strategy. Blogs are cost-efficient, highly effective marketing tools….unless they’re left to languish, in which case they offer value to neither you nor your consumers. Conversely, a well-executed blog can help you build engagement and foster consumer loyalty while also enhancing SEO rankings and search results. Stop thinking of your blog as your website’s “ugly stepsister,” and start thinking of it as more of a fairy godmother of sorts — with the magical potential to generate sales leads. 2. Look harder at search engine marketing Odds are, you promote your website via Search Engine Marketing (SEM) throughout the year. However, did you know that Q3 and Q4 offer the enhanced opportunity to take a closer look at your conversion rates? Are your average costs per lead and conversions meeting your expectations? If not, consider where your efforts may be failing. For many organizations, the critical element is poorly-designed landing pages which fail to generate search marketing ROI. After all, different campaigns have varying search optimization parameters. Taking the time to customize each campaign can yield powerful results right when you need them. Also, keep in mind that while starting new campaigns may not yield realizable ROI by year’s end, maximizing your existing processes and programs has the potential to improve outcomes. 3. Focus on Facebook While social media in general presents valuable opportunities for marketers, Facebook takes second place only to Google when it comes to worldwide net digital ad revenues. When was the last time you evaluated your Facebook advertising approach? Whether you’re looking to cast a wider net or increase sales, Facebook offers a captive audience to savvy advertisers. Not only that, but Facebook’s robust analytics allow you to target your audience, choose from different ad formats, and understand your results through reporting, tracking and measuring capabilities. If your marketing efforts are going awry, these metrics can help you take swift, corrective actions. 4. Go for growth While dwindling resources may compel you to trim expenses, it’s also important to keep an eye on the prize: building value. This doesn’t necessarily mean cutting costs, but instead amping up accountability. Execution-driven strategies position you to demonstrate the effectiveness of your retail marketing campaigns, and information management is a critical part of the process. Today’s retail marketers have access to more actionable data than ever before. Demonstrable results are not only essential to assessing ROI, but also to making any last minute adjustments to move forward in the most productive way during retail’s busiest season. 5. Optimize email efforts On that note, heading into the holiday season, it’s particularly important to deliver content to consumers via the most appealing and accessible means. While social media gets the lion’s share of attention, email remains a preference for many in your target market. But not just any emails. From delivering coupon codes to informing recipients about upcoming in-store and online flash sales, emails can drive both traffic and conversions. And don’t forget about the importance of mobile. Responsive, aesthetically pleasing email messages can also further optimize Q3 and Q4 outcomes. 6. Count on content The typical 21st century consumer doesn’t want a hard sell; he/she wants value. As consumers prepare to open their pocketbooks during the season of giving, give them a gift of your own: meaningful content that either answers a question or enriches their lives in some essential way. Content should be consistent, relevant, unique, and focused on making the entire shopping process more accessible and user-friendly. When designing your content strategies during Q3 and Q4, keep in mind that the best content is not about completing a sale, but about telling a story that engages consumers and bolsters your brand. 7. Cultivate the consumer experience We can agree by now that contemporary customers are all about value over hype. With consumer confidence harder to come by than ever before, retail marketers can position themselves for success by earmarking Q3 and Q4 funds for enhancing efforts to understand what motivates their customers and deliver on these insights. Don’t overlook the power of omni-channel marketing. Relevant real-time content delivered via a consumer’s preferred mode of communication has the potential to increase both sales and consumer engagement. Finally, Q3 and Q4 also offer an ideal opportunity to nurture your leads. Are you doing everything you can do — in the most direct, targeted way — to get better ROI out of your lead generation? As the calendar year draws to a close, retail marketers are greeted with unprecedented opportunities to put their end-of-year retail marketing dollars to optimal use. These seven techniques are sure to help you focus your marketing efforts where they’re least likely to overdraw your resources — and most likely to generate ROI. Our team of retail marketing experts understands the challenges of doing more with less – and we’re poised to assist you in doing just that! Contact us today to schedule a consultation!
It’s all about Marketing brand culture: Ain’t that a kick!
You can dance if you want to. And if you’re a football player – make that fùtbol (better known as soccer in America), Spanish magazine, Libero, will actually make you get up and tap your toes in your cleats. In an effort to better emphasize marketing the brand’s “Culture” section of their sports magazine, the publication creatively turned soccer players’ casual warm-ups, feints, passes, and other tricks into dance moves by looping video footage of these practice hijinks to music. While no one needs (or wants) to hear the “Can-Can” ever again, we have to say, watching those boys “dance” is worth the earworm that you risk inheriting by viewing the associated ad. (And you have to admit, we’re all too familiar with those musical earworms that you just can’t seem to shake – “Shake It Off”, anyone?). But in any case, as if you needed another excuse to watch these gifted athletes put their impressive skills to work, we encourage you to check out all of the #footballdancing videos here. Speaking of magazines, while the argument that print media is “dying” may be up for debate, it is true that magazine sales are, indeed, slipping a bit. In 2015, newsstand magazine sales dropped 15.8%, while there was a 13% drop in revenue. Convincing folks to pay for subscriptions or purchase a single copy is getting far trickier than in years’ past. So, how does a medium combat this potentially weakening sales and maintain relevancy? Although Libero has only been in circulation since 2012, and despite being relatively new to the print media game, the ultra-modern sports mag has made quite a name for itself thanks, in part, to these intriguing, cheeky videos used effectively to market brand culture to readers – and viewers – alike. For instance, the publication’s first set of ads from January 2014, featured women explaining how to best tackle day-to-day tasks such as taking out the trash, dating, relationships, and the first instance of meeting the father-in-law – and even rounded things out by leaning on breakthrough fùtbol examples and lingo. The ad’s slogan was pretty inventive: “If you explain it with fùtbol, it makes sense.” You have to admit, it’s sassy, light-hearted, and pokes fun at the “meathead” sports fan stereotype – all the while successfully promoting the magazine. This time around, and in order to further highlight the soccer mag’s same “Culture” section, Libero uses the #footballdancing idea to prove that even the most athletic men can still dance – well, at least, with the help of some film editing and alongside perfectly fitting background music. A football gal myself (particularly of the collegiate variety), I found myself intrigued by these brand culture ads, and was compelled to visit the magazine’s website. While I’m not fluent in the Spanish language, the ads still resonated, crossing international language barriers – and leaning on the notion that our appreciation of talented athletes is universal, and doesn’t require a translation. While print publications may be experiencing a downturn in sales, there is no shortage of soccer fans here in the United States. The sport is gaining undeniable popularity among the masses – and perhaps, even an increase in American readership of Libero. For Orlando City Soccer, which just kicked-off its 2014 season, more than 62,000 fans packed into the team’s current venue, the Citrus Bowl, for the inaugural match. Due to such high demand, Orlando City president Phil Rawlins recently indicated that the team is open to the possibility of constructing its new stadium – slated for completion in time for the first game of the 2016 season – with a higher capacity than the currently planned maximum of 25,500. If you ask our team at BIGEYE, its an exciting time – and an interesting soccer ball spin – on scoring a branding goal that has resonated with a fan base receptive to creative, unique brand culture marketing efforts. We couldn’t be more excited about the new stadium and the early success of Orlando City Soccer – even for a college football gal like me. GOOOAAAAL!! Are you looking for innovative ways for your brand to reach your target audience – channeling the perfect media mix, with lasting impact to increase your company’s ROI? Contact us today to develop your game plan!
Is there a link between organized chaos and creative clutter?
As the old adage by Albert Einstein goes, “If a cluttered desk is the sign of a creative mind, if what then, is an empty desk a sign?” On the contrary, there’s an entire industry of self-help books and motivational speakers dedicated to “de-cluttering” your life, so surely there must be something wrong with a messy workspace. Right? Maybe not, says science. Actually, there might be some warranted truth to Mr. Einstein’s musings – creative clutter may indeed be where it’s at. While your mother had good intentions when she asked (or, quite possibly begged) you to clean your room and put away your belongings as a child, studies have proven that Mom might not always know best. (Shh, don’t tell her, of course.) In fact, thriving in a messy environment could actually promote creativity. Kathleen Vohs, PhD, of the University of Minnesota Carlson School of Management, performed a study on this phenomenon and found that adhering to working in a clean, tidy environment encourages people to do normatively “good” things, such as donating to worthy causes and make healthy lifestyle choices. However, if you’re looking to get those creative juices flowing, you might just be better off leaving that clutter right where it is. (Again, our sincerest apologies to Mom.) To prove the theory that slight disorder encourages creativity, Vohs conducted three experiments (the details of which can be found here). The takeaway, though, was that the participants in the messy room came up with more creative uses for a ping pong ball and chose new products over the older, better-known version than those in the neat and tidy room. It shouldn’t come as much of a shock, however, that keeping your belongings in unconventional places would promote an out-of-the-box thinking approach. On the other hand, being in an orderly environment, like sitting at a desk where everything is in its preferred place, more likely influences us to conform to conventional expectations. Interesting food for thought, huh? (And for those of you “non-neat freaks,” that’s not necessarily a pun referring to the stale sandwich tucked away in your junk drawer that you’ve long since forgotten.) Be warned: before you haphazardly rearrange your supplies around your office, keep in mind that clean desks aren’t completely without virtue. In the same study, those in the tidy room were more likely to donate to charity and eat an apple over a candy bar. So, if you’re one of the strong-willed few still sticking to that New Year’s Resolution (it’s okay, we won’t tell if you take advantage of one little splurge on this Fat Tuesday), it might not be the worst idea in the world to take a few moments out of your day to tidy things up a bit. However, if you’re looking to be the next Steve Jobs, Mark Twain, or even Einstein himself, then you go ahead and savor in your organized chaos. Heck, you know exactly where that one file is within the piles, don’t you? Now, if only a theory could be developed to encourage us not to have to eat our veggies… Are you looking for a organized, out-of-the-box approach to help you declutter your marketing strategy? Contact the team of experts at our Florida marketing agency for innovative ways to tackle your biggest challenges – freeing-up plenty of time for you to easily organize your creative clutter – and possibly even free-up some valuable office real estate!
The top advertising trends for 2015 are here, are you ready
Ron Swanson- it’s a name that brings to mind breakfast, Tammy’s, abhorrence for local government, and staying off the grid. In a particularly memorable scene from NBC’s hit show, “Parks and Recreation”, Ron receives a personalized pop-up ad on his computer and later discovers (to his horror) what happens when he Googles his home address. In an effort to regain his privacy, he tosses his cellphone and computer in the dumpster. Typical Ron. Fortunately for advertisers, though, most people are not Ron Swanson. Some Facebook users might not even bat an eyelash after seeing a Warby Parker banner ad. But just take a moment to Google eyeglasses nowadays, and you’ll quickly discover that these types of tailored ads are truly an integral part of our web browsing experience. While the decline in “traditional” advertising may still leave a bitter taste to some advertisers, this type of interconnectedness within the digital world is good news for agencies, and a homerun for reaching a highly targeted audience – just as long as the content remains “up to par.” With a smartphone attached to everyone’s hip (or an Apple watch on their wrist), implementing real-time promotions and advertisements is both convenient and relevant; now, through location services and GPS, advertisers can even geo-target consumers based upon where they are, and at any moment. Personally, I receive a lot of promotional emails from clothing stores. A lot. Everyday. Did I mention it’s a lot? Yet for every one hundred BOGO coupons cluttering my inbox, I’ll take the time to look at – even possibly use – just one. Sure, I have about 50 items in at least three online shopping carts, but nothing is really compelling me to click on that fateful “Place Order” button. The silver lining: potential new clothes are “piling-up” in my shopping cart, while my wallet stays full. That all changes when I’m out running errands or visiting a new city – those same brands and boutiques that I’ve previously browsed online might employ geo-targeting, sending me push notifications if I’m near a physical, brick-and-mortar store. (And sneakily, they may include a coupon, to dangle the carrot further). That sense of urgency to purchase a shirt I don’t need sure does grow a lot stronger as I think, “Well, I’m already here, I may as well stop in…” Suddenly, it’s bad for my wallet, but boy, oh boy, is it great for business. Speaking of online browsing, 2015 marks the year of mobile marketing more than ever before. With tablet use increasing and smartphones becoming the size of tablets, mobile web browsing has become the most common way to access the web. [quote]In fact, more than 50% of Internet users are browsing on mobile devices.[/quote] In fact, more than 50% of Internet users are browsing on mobile devices. For companies, this means creating mobile-friendly sites that operate seamlessly on a smartphone, anytime and anywhere. The website’s design can be flawless on a desktop, but without mobile capabilities, it’s content has the potential to miss reaching nearly half of the target market. After all, what good was all the diligent work completed by web designers, if the smartphone user isn’t able to marvel at it’s sleek interface? There are a series of features that should be standard at this juncture – like in-app calling, directions, ordering-placing, etc. Companies or brands whose mobile sites are not embracing this technology could find themselves way behind the eight ball. I’m not sure about you, but if I can’t quickly look up a local restaurant’s menu on my phone beforehand, I’ll likely choose to dine elsewhere. Call me a diva, but my smartphone and I just don’t have time for that. Yet all of this is fairly useless if the content your brand is producing lacks quality and authenticity. The consumer has been able to pick and choose what he wants to see, and can easily ignore the rest- TiVo and the DVR changed the game for broadcast advertisements and the Internet has seen the introduction of AdBlock. Just getting your brand’s product name to the consumer can be tricky, and when you do, man, are they picky. But with all this said, this is a good thing. Yes, agencies have to work harder and get more creative than the old click-bait strategy, but with content-driven marketing, the consumers that do choose to learn more are more likely to act on their interests. And at the end of the day, what good is 10,000 page hits if no one buys what you’re selling? When it boils down to how “on the grid” we all are, paired with the technological advances we’ve made in recent years, the possibilities are endless in the digital world of advertising. The future isn’t so scary now, is it? (Looking at you, Ron). Need some expert advice on ushering in some innovative strategies to align with these 2015 advertising trends? Contact our Orlando media buying agency today to develop your perfect game plan!
Client Appreciation That Creates Real Brand Advocates
On this, “National Customer Appreciation Day” – how do you go above and beyond the “call of duty” to show your clients how much you care about them? I’m often asked if it’s more costly to pursue a new client, or if retaining existing clientele has the greatest impact on a company’s bottom line. While it might appear subjective, it’s a fairly widely held opinion – and the data tends to support the notion pretty consistently – that it’s both pricier and consumes a greater portion of your employees’ time to generate new business. That’s all the more reason to ensure that your existing clients are busily singing your praises, isn’t it? Seriously, who wouldn’t want to ensure that current customers aren’t also your most valued brand advocates? Thinking back, you’ve likely had at least one highly positive and thoroughly memorable customer service experience that compelled you to quickly share the good news with your friends and associates. As a company, how do you make that type of behavior the norm, in which your employees are empowered to provide only the highest level of client satisfaction – and that they proceed to do so every single time you’re “at bat” with your valued customers? Consider, for instance, the selfless act recently recounted to me about a sales experience with a national retailer that was “share-worthy.” Rather than ordering a book via Amazon or another online merchants, my friend decided to trek to her local bookstore – a less convenient brick and mortar destination – to purchase a much-anticipated book as a gift for her spouse for his birthday. After searching the racks of new arrivals to locate her target gift, she came away with little success. Arriving at the customer service counter, Starbucks in-hand (a frothy latte always seems to make any shopping experience that much more pleasurable), she provided the name of the book, and waited patiently as the associate researched its availability. No luck – the coveted present was already sold out, with the bookstore’s next expected delivery shipment at least one week away. Rather than turning my friend away with little time left to place an online order in time for her husband to unwrap the best seller that topped his list of “must reads,” the associate willingly called the store’s major competitor to offer additional assistance. Sure enough, they had a copy, and my friend left the store with a broad, caffeinated smile, knowing that the book she so anxiously sought would be ready and waiting for her with no further effort on her part related to her search – even if it meant paying a visit to the competition. What compelled the associate at my friend’s first bookstore shopping stop to take the extra step, and go the extra mile, to ensure that her purchase was easily attainable? This example can be translated into nearly any industry – it’s interchangeable. My friend couldn’t wait to tell others – to excitedly share the news with me and my fellow guests at her spouse’s birthday celebration. You could sense her delight when she recounted her experience. That’s employee empowerment: the bookstore employee helped my friend walk away feeling appreciated and valued, even without completing her purchase with the initial retailer. At our Florida advertising agency, we strive to do just that – to provide the necessary expertise and support to allow our clients’ goals and objectives to be attained, while ensuring that expectations are consistently exceeded. [quote]The service that we deliver is more than compelling creative and sound marketing strategy – it’s personal.[/quote]The service that we deliver is more than compelling creative and sound marketing strategy – it’s personal. It’s reminding our clients – as often, and as readily, as possible – that we are delighted to serve alongside each and every one of them as their agency partner. So, keeping in mind the bookstore experience, how do you effectively guarantee that your client’s expectations are continually exceeded – so much so – that they’d be willing to refer new customers to your company, based solely upon their sheer satisfaction with a routine job well done? Contact us today to allow our team to help you gain, and retain, highly satisfied brand advocates – for life!
3 Questions To Ask When Appealing to the Mom Market
Does your brand need to appeal to the all-powerful Mom Market? If so, ask yourself the following three questions to ensure your target audience chooses your brand over the competition: 1. Is Our Brand Memorable? Is It Easy to Find When You Look? A brand that is not memorable lacks staying power. Though the brand doesn’t necessarily need to be in mom’s face at all times, she does need exposure to the brand and needs ways to be able to find it when needed. In this era, being able to find the brand means that she can find it in the store, using Google, or on Amazon. [quote]Check out BIGEYE’s successful mom marketing strategies that brought The Daily Mom App to the Top 25 Downloads Position on iTunes. [/quote] The harder it is to instill this brand into one’s memory, the harder it will be for brands to generate loyalty in their targets. In order to help make the brand memorable, it’s essential to go to the platforms where moms are sharing information with one another in order to leave a lasting impression. 2. Is Our Brand Meaningful? Where is the Connection Point Between Our Product and Our Target’s Life? The greatest brands are the ones that make life better. Whether it’s enjoying a meal together at Olive Garden or walking through the mall in attention-getting Gucci shades, those brands that have positive impacts on the target’s lives are the ones that will succeed in creating preference. Without meaning, there’s no difference between buying Huggies and buying store brand diapers; but many moms are more apt to go for the Huggies because of their variety of facets, such as age-appropriate diapers, that help ease the frustrations of changing diapers. Huggies have made a connection point not only in their marketing, but also in their appeal to make women’s’ lives easier. 3. Is Our Brand Likable? What’s Great About Our Product? Why Do Existing Customers Like It? Brand marketers should work to ensure that their brands are in line with the desires of mothers. A brand with a tough edge can open up it’s market to the modern mom by softening up, portraying the brand as likeable and fun. The brand marketer should embellish the aspects of their products that make moms’ lives easier, more exciting and more fulfilled. Sometimes it’s not just about the product, but about the brand as a whole. A company that sells necessities for children can reach moms by bundling items such as diapers and baby wipes. Also, with new developments in big data, it’s easy to monitor what your users are saying about your products on Facebook, Twitter, Pinterest and other social media outlets. Marketers can learn what existing customers prefer by region, income level and numerous other demographics. It’s easy to overlook small ideas, such as the recent insight that moms like shopping at Home Depot because it offers a sense of empowerment. Want to learn more about generating brand preference? Contact our team of strategists today to discuss strategies that appeal not only the mom market, but also a wide range of target audiences. Let’s get started!
The Right Questions to Ask in Restaurant Marketing
It’s not uncommon for restaurant marketers to reach out to BIGEYE for tips on how to effectively market their concepts. It would be great if the key to successful restaurant marketing meant there was a to-do list of items that, upon completion, would cause a genie to pop out of a bottle, and your wish for guaranteed success be granted. But unfortunately, the ideal strategy is much more complicated than that… There’s no one-size-fits-all marketing plan that will work for every restaurant. A high-end restaurant that caters to tourists won’t necessarily have the same marketing strategy as a diner where all the locals hang out on the weekends. It’s important to identify your target audience, industry challenges, and what your potential customers want. Only then can you identify the right ways to reach them. Often times, if the number of people coming to your restaurant drops off drastically, it could mean there is something about the experience that’s causing you to lose out to competitors. In some cases, it might just need a little bit of refining, while in others it could mean spell the need to make a major pivot (for instance, offering healthier options, as fast food restaurants have done in the past.) If you want to know what your customers want, there’s no better way to do this than by talking to them. Personally, I feel flattered when a chef comes out of the back just to say hello and ask me about my dining experience. A place that does something like that makes me feel appreciated, and is sure to keep me coming back again. But beyond that, keep the conversation going. [quote]Identify your regulars, follow them on Twitter, and engage with them to hear their thoughts and suggestions.[/quote] Sometimes, it’s less about doing the PR-worthy stunts to get people in the door, and more about listening to the feedback to perfect the restaurant experience as a whole. One great place to find out what people are saying about your business is Yelp. If you haven’t been on Yelp lately and are wondering if there might be something keeping people from your restaurant, the team at our Florida advertising agency advises you to look at the Yelp reviews. Admittedly, people are not afraid to say why they didn’t enjoy an experience, especially when they’re on the Internet, under the dark veil of pseudo-anonymity. With that said, you may want to take the reviews with a grain of salt (after all, reviewers aren’t typically food experts but just average people who may not know much about your cuisine). On the other hand, if 100 people have rated your restaurant with a single star, it may be time to rethink the experience. In switching the question from “What can we do to get customers?” to “What do our customers want?” you shift the focus to the needs of the people who are going to support your business. Understanding your target audience can help you find new ways to reach them. Maybe the reason they’re not going crazy for “all-you-can-eat wing night” is because they’re more interested in getting a perfect gluten-free veggie burger. Your potential customers won’t respond when you try to tell them what to do, but they will take action when you make a concentrated effort to give them the experience they deserve. Have a few restaurant marketing questions of your own? Contact us today to speak with our team of experts – we’ll ensure your strategy is menu-ready!
Leveraging LinkedIn for Leadership, and What You Need to Know
If you’re looking to grow your business, one of the best things you can do is to focus on your personal brand. But, if you’re like many people I know, you’re probably asking: where do I begin? Well, as a leader here at BIGEYE’s Florida ad agency, I am committed to staying active in the community, and more importantly, I know that most people in my field and community are on LinkedIn. Right now, 300 million people are on LinkedIn, and those people come from 150+ industries and represent more than 3 million companies. But, as we all know, we don’t tend to get a lot of jobs from LinkedIn alone. Getting jobs and clients is all about networking. Good thing LinkedIn knows that too, and strives to emphasize that the site is not just about trying to help you find a job through it’s electronic database, but is also about helping grow business development opportunities through your personal connections. Therefore, if you want to solidify yourself as a professional in your space, it’s pertinent to have a presence on LinkedIn. But that’s the bare minimum. If you truly want to shine, you can use LinkedIn as part of your personal branding process, using it to display portfolio projects, to help improve your search rankings and to blog about topics related to your business. For people interested in working with you for the first time, LinkedIn serves as your “elevator pitch” or value proposition. So, it’s important to treat it like one. If you have only a listing of past job titles and a bare minimum profile, you better have an excellent offline reputation or else people won’t know (or care) much about you when they read your profile. With LinkedIn, the power of the technology is in the scale. If you were once sending newsletters to only your clients, you can now post them to LinkedIn for the world to see. In this way, LinkedIn can be a strong resource for helping you to build visibility in your chosen field. By blogging to LinkedIn, you have a built-in network of people who will see and read your content, which will help to build visibility for you and your business. If you’re looking to build a strong professional reputation in your space via LinkedIn, make sure you use relevant keywords on your profile so people can find you. You never know when someone might search “hotel expert Orlando.” It’s in your best interest to make sure you’ve populated your LinkedIn profile with the right keywords to ensure your name comes up first. Also, think about your photo. Does it tell people who you are, or is it just something you Instagrammed two years ago? Getting a professional headshot helps to solidify your place as a pro, and as we all know, first impressions count. Make the best one by presenting your best self in the digital space. But don’t feel like you have a wear a suit in your photo if your job rarely calls for one. While brevity is important, LinkedIn is a place to highlight your accomplishments. You don’t have to brag, but it is important to build a strong presence by differentiating yourself from the norm. Post those items that impress the people around you. [quote]With all of your hard work, you’ve earned the right to showcase you expertise.[/quote] If you haven’t been using LinkedIn as a way to convey your personal brand, now is the time. At our Orlando marketing agency, we know it is becoming more and more important to make sure that your digital footprint reflects your capabilities. Luckily, LinkedIn lets you be in control of that. So put it all up there: classes, past speaking engagements, Keynote decks, accomplishments and thought leadership blogs, and make sure that your online elevator pitch is the kind that makes people want to stay with you on that elevator – because they know it’s headed directly to the top.