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Learn everything you wanted to know about what makes Austin, Texas weird from the people that call it home. Download our Austin, TX research report to review all of the details.

Introduction

The capital city of Texas, Austin is the 11th-most populous city in the United States and the seat of Travis County.  Located nearly in the center of the state, Austin is about three hours south of Dallas; three hours west of Houston; and about 90 minutes north of San Antonio.

Experiencing a population growth of 34.1% between 2007 and 2017, the Austin region is one of the fastest-growing in the country  Austin has been the fastest-growing major metro in the country for nine straight years, from 2010 to 2019. The metro population jumped to an estimated 2.2 million people as of July 1, 2019, according to the United States Census Bureau. That is an increase of 2.8% from the prior year, bigger than any other metro with at least 1 million residents. That’s 169 people added every day, on average.

With a vibrant, well-educated, and youthful population of 2.2 million in the Metropolitan Statistical Area (MSA), the median age in Austin is 34.7 years. Of Austin’s population aged over 25, 44.8% have a Bachelor’s Degree. Leading the US in tech salary growth, it’s the number four city tech workers would consider moving to.

Austin’s laid-back, take-it-or-leave-it kind of attitude matches well with its fun and “weird” culture, celebrated on bumper stickers and T-shirts with the slogan, “Keep Austin Weird.”

“Everyone is welcome and has a place somewhere here. And it just makes it such a unique place because you just never know who you’re gonna meet or what experience you’re going to have just ‘cause there’s so many different things.”

Jamie E, 38

Austin Neighborhoods

  • Downtown Austin is popular with younger residents with middle to upper household incomes. These Austinites love the convenience of being just blocks from shopping on Congress Avenue, live music venues on 6th Street, and even some great parks, hiking, and biking along the Colorado River. 
  • Across the Colorado River from Downtown Austin sits South Austin, where young, artsy types congregate. Barton Heights offers great family areas, while Travis Heights and Bouldin Creek attract mainly hip, liberal Austinites.
  • North and Northwest Austin include Round Rock, Cedar Park, and Leander, which attract a lot of families. The Leander is an award-winning school district, and Apple and Dell have large operations in the area. North Austin also has some great luxury apartments. These fast-growing Austin neighborhoods are popular with families.
  • West Austin has some of the wealthiest neighborhoods in the city, such as Westlake Hills and Steiner Ranch. The commute into town is a bit longer than in other areas of Austin, but residents are closer to Lake Travis and the great outdoors. Neighborhoods Oak Hill and Circle C Ranch are further south.
  • Although East Austin used to be considered the poorest part of the city, the area is now mostly a hipster neighborhood with many sleek, modern developments. 
  • Southeast Austin is home to a lot of University of Texas students, likely because of the large numbers of apartments and other rental properties in the area.

“I am in a tiny house in East Austin. With three dogs – I have two Huskies and a mix. You’d be surprised the people who to live in the tiny houses where I’m at.”

Shelly S, 42

Doing Business in Austin

The Austin region offers businesses deep talent, education, quality healthcare, telecommunications, and a modern, international airport.  The major employers include: Amazon, AMD, Apple, Charles Schwab, Dell, General Motors, IBM, Intel, National Instruments, Samsung, Tesla, VISA, and Whole Foods.

Key Industries include:

  • Advanced Manufacturing
  • Clean Technology
  • Creative & Digital Media Technology
  • Data Management
  • Financial Services and Insurance
  • Life Sciences
  • Space Technology

The growth isn’t slowing down any time soon. The new Tesla Gigafactory, set to be located in eastern Travis County, will be one of the world’s largest and most advanced automotive plants and will bring an estimated $1 billion in capital investment to the region.

In addition to being home to tech giants, Austin has a thriving startup scene. Austin area startups attracted $2.2 billion across 263 venture deals in 2019. Startups account for a larger share of businesses in Austin than in nearly all major US metros and Austin ranks 6th for new businesses per 1,000 population.

“A couple of my friends work at Google and Facebook and they’re always saying so many people are moving in. I would say those apartment complexes are definitely to cater to people like that. Cause it’s like the new hub.”

Madison P, 28

The Cost of Living in Austin

Texas consistently ranks as one of the nation’s most favorable business climates based on its low tax burden and competitive regulatory environment. Texas features no personal or corporate income tax, and overall the state has one of the lowest state and local tax burdens in the US.

According to Austin’s Chamber of Commerce, the cost of living is 2% lower than the national average.

Austin Apartment Costs

Renters will generally find more expensive prices in Austin than most similar cities. The median two-bedroom rent of $1,450 is above the national average of $1,193. The city’s median one-bedroom rent is $1,175. While rents in Austin fell moderately over the past year (-0.6%), many cities nationwide saw slight increases (+0.2%). 

According to RENTCafé, these 5 Austin neighborhoods offer a good selection of rental apartments, unique dining, shopping, atmosphere, walkability, and a sense of community:

  • Downtown Austin (average rent $2,200/mo)
  • Central Austin ($2,100/mo)
  • Clarksville, between downtown and the MoPac Expressway ($2,100/mo)
  • Zilker, South Austin ($1,400/mo)
  • Travis Heights, South Austin ($1,400/mo)

What Austin Renters Want

No two renters are the same but many Austin renters are consistently seeking features and amenities. Here are the top things tenants report looking for in a property: 

  • Convenient Location – People want to live, work, and play in a geographically convenient circle. If your multifamily property is located near the University of Texas, show how it’s a convenient walk to campus to appeal to professors, graduate students, and staff. Similarly, if you have property near the new Apple campus, play up this proximity and go after Apple employees.
  • Pet-Friendly – The American Veterinary Association estimates that 50 percent of renters have pets and that 3 out of 10 renters without pets would have pets if their landlords allowed it. Allowing pets in your multifamily property opens up your prospective pool of renters and provides you with a competitive edge.
  • Key Appliances – Renters are on the lookout for properties that have garbage disposals, washers and dryers, dishwashers, refrigerators, and microwaves. In higher-end rentals targeted at tech industry workers, potential residents may expect smart thermostats and TVs.
  • Connectivity – Wireless connectivity is extremely important to renters. Ninety-one percent of renters say reliable cell reception is important, and 44 percent say they won’t rent without reliable cell service.
  • Outdoor Living – One of the bigger benefits of living in Austin is the ability to enjoy warm water all year round. Tenants respond positively to multifamily properties that offer outdoor living space such as balconies, patios, or decks.

Arts, Recreation, and Entertainment

The city’s official slogan promotes Austin as “The Live Music Capital of the World”, a reference to the city’s many musicians and live music venues. It’s also home to events like Austin City Limits and SXSW Music, Film, and Interactive.

Instead of the flat terrain common to most of the state, visitors are greeted with stunning vistas, rolling hills, and wildflowers. Austin’s natural setting, in one of America’s most unique landscapes, offers plenty of opportunities to get outdoors for fitness, recreation, and relaxation.

Austin has a reputation as one of the nation’s fittest cities, since there’s plenty to do outside to stay fit and enjoy an active lifestyle in the area’s mostly temperate climate. 

Ask any Austinite about their favorite sport and you’ll hear about everything from football to roller derby to cycling to kayaking. Austin is also home to many sports teams including:

  • Austin Spurs: NBA D-League Basketball Team
  • Round Rock Express: AAA Baseball Team
  • Texas Stars: AHL Ice Hockey Team
  • Texas Longhorns: Big 12 Conference College Sports
  • Austin FC (2021): Major League Soccer
  • Austin Bold: United Soccer League
  • Circuit of the Americas: Formula 1 United States Grand Prix, INDYCAR Challenge, MotoGP
  • Austin Herd: Major League Rugby

“The music scene is one of the things that was appealing to my husband and me when we moved here. Austin is the live music capital of the world. Every single weekend there is live music from local folks and from up and coming artists from around the country. And it is every type of genre that you can think of – from rap to alternative to bluegrass country. It is really culturally diverse.”

Theresa M, 39

Read the full research report: Austin, TX research. We interviewed Austin, Texas residents to find out why they live there what makes their city special. Stay tuned for more city research.

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Audience Audience Analysis

Gen Z wants gender inclusion, and brands that conduct customer persona research may uncover a larger market with these younger buyers.

In a week when a lot of the news covered a tragic fire caused by a so-called gender reveal party, it’s sort of ironic to realize that today’s babies may not grow up to view gender the same way their parents do at all.

Of course, babies get an assigned sex at birth. At the same time, Gen Z has already disrupted ideas about gender that their Baby Boomer, Millennial, and Gen X parents and grandparents just took for granted. The sex assigned at birth may or may not describe how individuals will grow up to view themselves.

And the way that people view themselves obviously influences the sorts of products they buy and even which businesses they choose to purchase those products from. Find out what marketers need to understand about changing perceptions of gender. This will help inform customer persona research, product development, and all aspects of marketing.

How Gen Z Attitudes About Gender Have Changed

According to Pew Research, Gen-Z generally refers to people born after 1996. That means that some are young adults but many are still children. Right now, most surveys of this generation include people who are at least 13 years old. It’s possible that younger children will eventually form their own generation. Even so, Gen-Z will likely influence the attitudes of those that come after them.

Most importantly, Pew also found that members of Gen Z tend to have very different attitudes about gender norms than their parents and grandparents. For some examples, Gen Z members tend to have:

  • A comfort with gender-neutral pronouns: They’re most likely to know people who prefer gender-neutral pronouns for themselves. These younger people feel comfortable referring to an individual as “they” to avoid using “he” or “she.”
  • A preference for more than two gender options: They tend to believe that gender options on forms or surveys should include selections besides the traditional male or female. Leaving these out may skew results of marketing surveys and other data gathering. In the worst case, leaving out other gender options can even offend some respondents.
  • A desire for inclusion and diversity: Gen Z generally feels that society should act more accepting to people who don’t define themselves in traditional roles. Since consumers tend to patronize companies they identify with, accepting changing gender definitions and promoting inclusion can help attract this market.

In Bigeye’s national research study, Gender: Beyond The Binary, we found that 50% of Gen Z respondents believe that gender is a spectrum, not a binary. Marketers must understand the shifting views toward traditional gender roles to cater to younger audiences’ changing needs.

An Audience Analysis Agency Perspective on the Positive Side of Disrupting Gender Norms

According to The Robin Report, a magazine for retail, fashion, and beauty executives, failing to account for changing gender norms can mean losing out on billions of dollars that Gen-Z and younger Millennials spend on retail goods. Some changes may prove quite simple.

These are some suggestions to help target audience demographics of Gen-Z better:

  • Consider gender-neutral packaging: Sure, young women have been purchasing “boyfriend” jeans for decades, but young men may also prefer to purchase a certain brand’s clothes and beauty products if they didn’t appear targeted solely to women. Consider using diverse models and maintaining authenticity by resisting the urge to dramatically Photoshop images.
  • Consider genderless products: Well-established luxury brands have introduced genderless fashion and even coed fashion shows. As an example, Abercrombie introduced a children’s line of genderless clothes, which appealed to progressive parents. Also, Victoria’s Secret made news by hiring a transgender model.
  • Don’t overlook the other genders: For instance, many cosmetics companies targeted their marketing to women. At the same time, one survey found that over half of men admitted to using at least one cosmetic product during 2018. These products included concealers and foundations. By embracing gender diversity, beauty companies can tap a huge market.

How an Audience Targeting Agency Can Welcome Gen Z Consumers

If today’s brands want to grow by engaging an audience of younger people, they should stop limiting their potential by restricting themselves to traditional notions of gender. An audience insights agency may help businesses uncover some surprising news about a product’s potential market. And really, if a company just has to bend some gender rules to attract an audience, then that surprising news is really good news.

Interested in learning more about the attitudes and perceptions about gender? Download Bigeye’s national research report Gender: Beyond The Binary.

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Audience Audience Analysis

What kind of people like true crime podcasts, documentaries, and articles? Learn how a brand personas agency views true crime fans.

Everybody’s heard the old adage that says crime doesn’t pay, especially in the long run. Plenty of stories about the eventual fates of criminals prove the saying true in some sense. They often end up dead, in prison, or at least, disgraced. Still, that saying sure does not apply to a genre of crime stories called true crime. In fact, true crime podcasts, books, and documentaries have been attracting legions of fans and lots of revenue.

Meanwhile, all kinds of businesses have jumped on the bandwagon. They want to know if they can use this fascination with factual accounts of newsworthy crimes to bolster their own audience, so they may seek the perspective of an audience analysis agency to find out more.

An audience analysis agency perspective of true crime fans

As an example of true crime popularity, according to Forbes, the “My Favorite Murder” podcast raked in over $15 million last year. That’s more than finance guru Dave Ramsey’s earnings of $10 million. Out of all podcasts, “My Favorite Murder” only ranked behind comedian Joe Rogan’s $30 million income.

Besides the “My Favorite Murder” podcast and related content, true crime fans can find plenty of other podcasts, books, and even Netflix specials on the topic of real-life criminals and their victims. The public has had an appetite for true crime stories for years. Everybody knows about Jack the Ripper.

Still, these tales of crime, suffering, and punishment have gained unprecedented traction in the last few decades. Obviously, this genre can attract a large audience. Still, before deciding if true crime stories provide a good opportunity to for business sponsorship, a brand personas agency would want to know more about the audience.

Why do so many people like true crime stories?

A social psychologist named Amanda Vicary also grew fascinated with true crime. In turn, she also gained an interest in the psychological appeal of these sometimes grizzly and disturbing stories. For one thing, she had presumed that this sort of thing would mostly appeal to men. After doing a little research, she found out that women made up the overwhelming majority of the audience. Even though she liked this genre, the large female majority of the audience surprised her.

Dr. Vicary wanted to resolve this apparent paradox with a study that she eventually even published in a scientific journal. She discovered that, like herself, women’s interest generally centered upon the mental processes involved in these criminal acts. Perhaps surprisingly, women usually also preferred stories with female victims.

It’s surprising because Vicary said research has found that women tend to fear becoming victims of crime more than men do. As she dug into the mystery, she found that reacting to that fear may have attracted the audience. She finally concluded that that these stories drew in women because they hoped to learn enough about these acts of violence or exploitation enough to figure out which steps they could take to either prevent or survive them.

Dr. Vicary admitted that many women might experience this feeling subconsciously. Consciously or not, people may view true crime stories as a way to prepare and even to gain comfort, and this knowledge should factor into your audience analysis.

How can understanding true crime fans help with audience marketing?

Actually, it’s possible for marketers to learn a lot about true crime audiences during the audience analysis portion of their marketing research. Just from Dr. Vicary’s research, a brand personas agency would learn the likely gender of the majority. They would also understand that most of their audience doesn’t indulge in these alarming stories for a vicarious thrill. They don’t view the criminals as heroes either.

Instead, they want to better understand crimes as a way to gain the information that they could use to protect themselves of feel comforted they would never get into the same position as the victim. The audience feels threatened on some level, and they view true crime as a sort of self-defense school.

That’s not enough information for a completed set of buyer personas. Still, it’s a good start. To learn more, marketers would need to probe further into the audience for any particular kind of content they might either plan to produce or sponsor. Considering Dr. Vicary, a noted researcher and professor, enjoys these kinds of stories, it’s not wise to make assumptions about educational levels, income, or age.

Why consider true crime content for audience marketing?

Knowing even this much, this kind of audience might spark the interest of any businesses promoting home security, self-defense products, or almost anything related to preparing better defenses against the type of villains featured in true crime stories. These people already demonstrated a willingness to invest in informative content, so they’re probably also likely to invest in other solutions.

Also, a majority of the audience appears eager to take control of their lives by educating themselves. Beyond security, they may also have an interest in businesses that help them learn new things, enjoy different experiences, or even gain more power. Businesses that promote courses or products related to health, business, self-improvement, careers, and even beauty may find an attentive market.

All in all, true crime fans may provide a surprisingly receptive and open-minded market for all sorts of companies that can offer them value.

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Audience Audience Analysis Audience Segmentation

The DINK demographic usually has more time and money to spend on themselves, so it’s worthwhile to explore the dual-income, no-kids market. 

Everybody has heard of the Gen Z, Gen X, Millennial, Baby Boomer, and Greatest Generation. However, the DINK demographic, short for Dual Income and No Kids, has now entered marketing lingo. Since any audience development agency may presume that many couples without kids have more time and disposable income than those with larger families, they’ve become a prime target for consumer marketing. 

How an audience development agency develops brand personas for the DINK demographic 

DINK refers to two-income couples who have chosen not to have children. It doesn’t necessarily mean these couples belong a specific age or income group; however, marketers may tend to mostly picture them as Millennials with decent salaries.

As for why they’re often associated with Millennials, just last year, even before the COVID crisis, Business Insider mentioned that the U.S. birthrate had declined to its lowest in three decades. A survey attributed the decline mostly to Millennials’ uncertainty about the future.

Since the Millennial generation has grown to become the majority of the workforce, they get a lot of attention from marketers anyway. Still, sometimes DINK can refer to members of other generations, even Baby Boomers who are empty nesters.

Digging deeper into the DINK generation

If some DINK couples decide they’re not ready for parenting, they appear fairly eager for other kinds of experiences. While nobody should try to put all dual-income-no-children couples in one basket, marketers can enjoy great success with this group as a target market with the right approach and product.

From the perspective of an audience insights agency, marketers should consider these general observations to succeed with the market:

1. Research target audience demographics

Some DINK couples may choose to skip parenthood because they feel uncertain or are simply unwilling to give up their freedom. However, in other cases, the idea of parenthood might not appeal to them or even be possible. Many even choose to delay parenthood but consider it a possibility in the future. That’s why an audience targeting agency should conduct research on specific target market demographics and behavior to better understand their likely audience in order to develop useful buyer personas.

2. Consider marketing innovative products, services, or businesses 

Even though a DINK couple might not feel ready to make a lifelong commitment of parenthood, they generally tend to be early adapters and interested in innovation. They may also have more time and money to learn about and experience new things.

Even if one product doesn’t appear terribly innovative, it’s good to focus upon any fresh or transformative aspects of the business. As an example, several vitamin companies have developed successful apps that help customers figure out which of their brand of supplements will benefit their customer’s health the most.

3. Promote company values

In contrast to the image of a DINK couple as very focused upon themselves, many use some of their extra time to volunteer and stay current with social issues. As a generation, most Millennials appear to care about patronizing businesses that share their values. An audience development agency should consider this trait as they develop a picture of their market and the marketing message they intend to send to them.

4. How certain markets may appeal to potential traits of a DINK audience

This list explains some of the types of markets that might appeal to a DINK audience:

  • Luxury goods: This market tends to like to share their experiences and not mind paying for value. Nice cars, high-quality, gourmet food, and similar luxury goods can reflect well on them in their own eyes and that of their social circle.
  • Things to do with spare time: Without the demands of getting kids to bed or scheduling babysitters, leisure activities may attract  couples without kids. They might take the chance to buy a boat or learn to cook their own gourmet meals.
  • Travel: Couples without children might have an easier time scheduling vacations because they won’t need to book things around school and kid’s activities. They’re also likely to travel further and not need to skimp on a budget vacation because it’s just the two of them.
  • Experiences: Again, innovative experiences will tend to attract DINK couples, and that might include anything from new entertainment and museum special events to a home automation system or solar panels. If the business must market something more ordinary, like soup mix, perhaps they could incorporate a message about eco-friendly packaging or service projects the business supports to demonstrate their corporate values.

Why market to the DINK demographic?

Forgoing parenthood and having both partners in a marriage work does not necessarily mean a couple enjoys a high income. Still, people without children may also be able to save money over their parenting peers. They may buy or rent smaller houses and apartments and don’t need to share disposable income with kids. Also, dual-income, no-children families may have more free time to enjoy some of the finer things and more energy to invest in learning about them.  Having time and money can make them an excellent target market for the right businesses.

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Audience Audience Analysis Consumer Insights

When it comes to CPG brands, determining the likely marketing audience should be listed at the top of any marketing plan. Find out who decides what to buy.

As one of the first steps to develop a marketing plan, a CPG marketing agency will conduct audience research. Obviously, they need to learn as much as they can about the behavior and demographics of consumers who they might attract to their products.

If these products appeal to couples of families, the business should determine which member of the household typically makes buying decisions about CPG products. That way, they will know how to effectively target the other steps in their marketing campaign.

What CPG marketing agency research reveals about household decision makers for CPG brands

Of course, consumer packaged goods come from multiple industries. They can range from pet food to coffee to stockings. Few household members make 100 percent of the decisions about which products or brands to buy. Still, it’s no surprise to see a study on Chain Store Age that found women, typically mothers, make most of the buying choices in average, two-parent families.

Some interesting results from this study found:

  • In a typical, traditional family, Mom usually chooses what to buy. Though fathers have recently grown more involved in household purchase decisions, mothers still make most of these choices in 80 percent of families.
  • Still, men have grown more involved in the CPG-shopping process lately. Lately, moms make about two-thirds of the household decisions, compared to about 80 percent in the past.

Of course, men tend to make certain kinds of decisions for some CPG products more than women do. For instance, in most traditional families, expect more men than women to buy goods for lawn maintenance and home repair. They’re also slightly more likely to choose items related to autos and tech than they are for more general products.

Women made almost always made choices about children’s clothes or toys. In some areas, men and women tend to share buying decisions equally. These include products related to entertainment, furnishings, and appliances.

Who buys the groceries?

While consumer packaged goods can cover a lot of different areas, people often associate them with items found at the grocery store. Some obvious examples include peanut butter, soap, and coffee. At least in traditional families, Pew Research found that women do at least 80 percent of both the cooking and the shopping.

That’s true if a couple has children or not. Couples have started sharing more household chores than they did in the past. At the same time, women usually buy and prepare food most of the time. Pew Research also mentioned that women tend to spend less time doing paid jobs than men do, so that may account for some of the imbalance when it comes to grocery trips and food preparation.

Who should a consumer package goods agency target?

Of course, it’s impossible to offer a one-size-fit-all answer for all kinds of CPG products. Also, even in cases where one gender or another tended to make some kinds of choices more often, they did not always make them and also probably made some purchases because of influence of the other partner.

After all, if a husband expresses a preference for a certain brand of salad dressing or pickles, his wife will probably remember that on her next trip to the supermarket. Similarly, if children ask for a certain kind of socks or a new video game, that request may eventually lead to an adult purchase decision.

Even 10 years ago, AdAge promoted the idea that CPG companies should target men more. Even if surveys show that women tend to make two-thirds of household decisions, that still leaves one-third of purchase choices to men. AdAge also pointed out that even though women still do most of the shopping, men do more of it than they used to do. Even a smaller share of a market could add up to a growth opportunity for some CPG companies.

Why do marketers need to know who tends to choose their types of product?

Marketers need to define their audience before they can make good choices about a number of other factors in their marketing plan. These can range from the platforms used for marketing to the color of the product packaging.

Consider these examples:

  • Crazy Egg revealed that women like blue, purple, and green the most, but they tend not to prefer gray, orange, and brown as much. In contrast, men also like blue and green, but they also tend to gravitate to black. Men also tend to dislike orange and brown, but they shy away from purple.
  • Men and women both use social sites, still they may tend to favor different kinds of platforms. For instance, expect to find more women on sites like Pinterest and Facebook and more men on more discussion-oriented sites like Reddit.

No consumer package goods agency can generalize about exactly which gender or member of the family makes all the household decisions about CPG brands. This can also vary quite a bit for different types of products, and not all families have the traditional mom, dad, and kids. Still, determining their most likely customers will make plenty of other marketing decisions easier for CPG brands.

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Audience Audience Analysis Branding Persona Building

If you want to understand your audience, identify their pain points and win them over, persona-based marketing is critically important. 

Know Your Customer — it’s the First Commandment of Marketing. It’s also the reason why persona-based marketing is so critically important for modern brands. Without identifying who your customers are, you can’t understand what motivates them, identify their pain points and connect with them.

With that in mind, let’s take a closer look at why persona-based marketing is a powerful tool for advertisers, marketers and brands.

Putting the persona in persona-based marketing

So how do brands get their feet wet in persona-based marketing? First, it’s necessary to create detailed profiles of your potential buyers. These buyer personas then serve as the core of your targeted marketing strategy; they are idealized representations of the audience most likely to purchase your products and services.

A buyer persona is a comprehensive image of a customer that reflects who they are, what motivates them and their propensity to act through each stage of the sales cycle. Some businesses will only need to develop two or three personas, others may be better served by a dozen or more.

These personas are based on a variety of sources, including:

  • Market research into probable buyers, including surveys and in-person interviews. This research provides a fuller picture of the wants, needs and tendencies of a brand’s likely market.
  • Insights and feedback gleaned from existing customers. The same research process can be applied to a brand’s current client set, and this process often provides unique insights, given that these audiences are already familiar with the products or services on offer. Brands also often work with their in-house sales team to learn more about existing and potential customers.
  • Sourced and analyzed consumer data. Customers often say they want one thing, then go buy another. Our words and intentions don’t always reflect our actions, and objective data can help provide another window into what truly moves buyers. 
  • Broader market, industry and demographic information. This data can provide critical context during the brand persona creation process. Such information allows brands to take a wider angle view, and anticipate looming changes within markets and industries. If you can anticipate these changes, you can also anticipate how customers may be affected.

Buyer persona categorization

Brands developing persona-based marketing strategies should also understand that different classes of buyers require varying approaches. For example, when dealing with individual buyers (someone who makes a one-time retail purchase, for example), you’d create a single persona type with a variety of personas to fit within that type. A persona development agency can help you accomplish this task.

B2B operations, however, are often led by sales teams rather than a single buyer. C suite executives, sales leaders, marketing leaders etc. may all be involved in the procurement/sales process. In such cases, brands create team-based personas. These often include a dedicated persona for each member of the purchasing team — personas that outline the specific prerogatives inherent to each position. For example, a team persona designed for a Chief Financial Officer would focus on pricing issues, ROI and other monetary motivators.

Working with the right persona development agency

Buyer persona development, when done at a high level, requires research expertise, industry knowledge and an advanced grasp of marketing strategy. It’s often a tall order for brands to accomplish this without outside help.

At Bigeye, we’re experts at creating finely targeted buyer personas supported by experience and insight. Contact us today to learn more about what the right  agency can do for you. 

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Audience Audience Analysis Audience Segmentation Digital Targeting Services Media & Analytics

Audience targeting can help you identify who your ideal customers are and help you create relevant and resonant marketing messages.

Few things are sadder than wasted potential — and that applies to both people and products. If you build a great product or service and can’t get it in front of the right audiences, your odds of realizing its potential are slim. This is one reason why audience targeting is so critically important.

Audience targeting 101

The practice of audience targeting is straightforward: You take a large customer segment and break it down into smaller groups in order to target likely buyers within these groups.

The animating principle of audience segmentation is this: General messages sent to large undifferentiated audiences don’t resonate the same way that specific messages sent to highly targeted audiences do.

In other words, why waste your time selling your product or service to people who aren’t interested? Instead, find the people who are interested and send them messages custom-designed to appeal to their wants, needs and interests.

Audience segmentation comes in four general types:

  • Geographic: The state, city, neighborhood etc. where your audience lives.
  • Behavioral: This evaluates spending habits, brand interactions etc.
  • Demographics: Includes age, gender, marital status, income level, education level etc.
  • Psychographic: Personality, beliefs, values, interests etc.

By considering these four factors, brands can begin to develop highly tailored audience segments and deliver customized marketing messages. This allows brands to speak directly to consumers, creating specific messages for specific audiences. This creates higher-quality leads, more loyal customers, and differentiates your brand from others.

Smart strategies for audience targeting

In order to get maximum value from your audience targeting efforts, it’s important to lay the groundwork by following some tried and true segmentation strategies. Some of the most impactful strategies include the following:

  • Begin with buyer personas. The buyer persona is the foundational document for targeting purposes. These personas are descriptions of your ideal customers (some businesses may have two or three, others up to a dozen). These personas are constructed from market research, internal data, demographic data, and other sources. Once a brand has well-defined buyer personas in place, the process of targeting specific audiences becomes viable.
  • Use an identity graph. Such graphs are powerful algorithmic tools for identifying who your highest-spending customers are and where you can reach them. By analyzing mobile advertising IDs and email address data, brands can gain deep insight into what potential customers are searching for along with their purchasing behavior.
  • Use Facebook and other social platforms for custom targeting. It’s not the most complex approach, but Facebook has more information on our interests than any other organization. It’s no stretch to say Facebook knows most of its users better than they know themselves. Brands can use Facebook’s backend to set up demographic, behavioral and psychographic profiles that target the right audiences.
  • AI-assisted chatbots. With the right design and programming, a chatbot can significantly improve UX and glean critical targeting data from site or app visitors. This data can be used to determine whether visitors fall within target markets. Marketing messages can then be tailored according to this segmentation.

Locating the ideal audience insights agency

Audience targeting has long been a critical part of advertising and marketing, but today’s digital tools are making the job easier than ever before. At Bigeye we have the domain expertise and technological resources to help you find the right audience and serve them with the perfect messages.

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Audience Audience Analysis Audience Segmentation Branding Consumer Insights Marketing/Business Persona Building

You may think that you already know your target marketing audience, but without persona development, you may be shooting in the dark.

It’s marketing 101: The first step to effective branding and advertising is knowing your audience. And there is no better way to fully understand your audience than a well-crafted buyer persona.

Forbes Magazine Councils Member and contributing writer Jon Simpson defines buyer personas as “semi-fictional characters that personify your ideal customer” and called them “imperative to having accurate audience insights.”

Many business leaders deem the development of buyer personas superfluous, overconfident in their natural ability to connect with existing and prospective customers. But without comprehensive and effective persona development, critical misjudgments can easily occur. And these misjudgments can make the ultimate difference between success and failure.

The benefits of persona development

It is essential for brand strategy experts and content marketers to draft and refine effective buyer personas. No matter how busy they happen to be and how anxious they are to get on to the content creation stages of marketing campaign development process, they absolutely must make time for this key preparatory measure.

Persona development gives direction and focus to all of your marketing efforts by providing a single audience template that everyone in your organization can use when developing overall marketing strategy and spearheading specific advertising efforts. As the independent content marketing resource Content Marketing Institute puts it, “Documenting your personas, even if done quickly, is key to keeping everybody focused on the same audience.”

Persona development is particularly useful for companies with multiple stakeholders and/or team members who hold decidedly different opinions when it comes to marketing and branding strategies. By determining buyer personas that epitomize target audiences as a whole, companies can not only structure a unified marketing vision, but make all narratives involving company brand and products/services far more compelling, memorable, and ultimately effective.

From your official website and social media pages to your traditional and digital advertising efforts, all elements of your marketing outreach can (and probably will be) refined and optimized to meet the specific wants and needs of your audience as you identify them. However, by creating clearly defined buyer personas ahead of time, you can avoid the tremendous amount of time and monetary expense that go hand in hand with major redesign and redevelopment.

How to develop an effective buyer persona

Although even a rudimentary buyer persona is better than no buyer persona at all, it goes without saying that putting more forethought and care into the persona development process will inevitably yield better results. For this reason, organizations that are serious about marketing and branding success typically employ the help of a specialized persona development agency when engaging in this process.

The Content Marketing Institute breaks the development of an effective buyer persona into five practical steps. Keep in mind that each of these steps is an involved process in and of itself, requiring significant data gathering and analysis using modalities that range from general market research to customer/prospective customer interviews and surveys.

Step 1: Visualize the ideal customer.

Through extensive research, analysis, and projection, develop a single fictional customer who represents your target audience as a whole. For optimum results, go far beyond basic demographics such as gender and income level to examine the details of this customer’s professional and personal life.

Step 2: Consider that customer’s applicable wants and needs.

What are the common objectives and responsibilities of your ideal customer? What obstacles might stand in his or her way?

Step 3: Characterize that customer’s role in relation to the purchase of products and/or services.

What form does your ideal customer’s buying process take? What questions is that customer likely to ask before making a purchase?

Step 4: Consider that customer’s communication preferences.

What media channels does your ideal customer use on a regular basis? Where does he or she go to get information?

Step 5: Marry your buyer persona insights to your strategic company goals.

A great way to do this is to craft one or more engagement scenarios that take buyer personas through various prospective consumer interactions with your company.

For more information

If you want to learn more about the benefits of persona development and/or get professional assistance with the persona development process, contact a skilled and knowledgeable representative of Bigeye today. If you are looking for a persona development agency with vision, we’d love to show you what we have to offer.

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Audience Audience Analysis Branding Creative & Production Marketing/Business Video Production

If you aren’t taking advantage of the power of brand video, then you’re ceding an important edge to your competitors. Here’s what you need to get started.

Let’s say you’ve got an exciting new product and you want to introduce it to consumers in the most impactful way possible. How would you go about it? If you’re not immediately thinking “brand videos,” then we urge you to keep reading.

Why Brand Videos Have Become an Indispensable Marketing Tool

Right now, you’re reading a blog — and there’s nothing wrong with that. Blogs are a tried-and-true medium for short, informational content. Yet the blog should be merely a single arrow in your quiver. Audiences don’t always have the time or inclination to read, yet they can almost always find time to watch a short video — provided it reaches out and wrests their attention away from the other dozen things competing for it.

That’s one reason you’ve likely been deluged lately with explainer videos and all other sorts of branded video content. Videos simply work. People engage with them at higher levels than seen with ads or written content.

There’s another factor motivating the brand video proliferation: The learning curve and production costs associated with professional video creation have declined radically in recent years. This means that brands have no reason to avoid joining the revolution.

So How Do I Tell My Brand Story Through Video?

Here’s the good news: Connecting with audiences via video is relatively simple, provided you can follow a few smart practices. When creating brand videos, here are some key things on which to focus:

Story is paramount — and so are people. Creating brand videos simply because “everyone says people prefer video” won’t accomplish much. You still need a compelling narrative that audiences will relate to. Think about a simple yet effective way you can frame your brand story around human characters. Any newspaper editor or photographer will tell you that images of static buildings or landscapes don’t reach people or move copy. As humans, we are naturally drawn to each other, and this extends to our engagement with photos and video. Forego the facts, figures, and product features (or at least consign them to secondary status) and put people front and center in your videos. By focusing on one person, brands can make larger and more complex issues more relatable.

Our Approach

Take a deep dive into how we approach our work. Learn about our creative thinking and our strategical approach

Forge an emotional connection. Savvy brands have long known that a true emotional connection with audiences is the gold standard in advertising and marketing. Nothing converts and builds long-term loyalty like sparking a visceral, emotional reaction. Fortunately, brand videos are a fantastic format for forging these kinds of connections. By using images, dialogue and music to full effect, a great brand video can tell an emotionally resonant story in as little as 30 seconds.

Reach for the original. Remember how we mentioned that proliferation of video? That’s why it’s essential that you take creative risks and push for something original. Audiences today are extremely savvy and cynical about brand messaging. Yet you can penetrate their defenses by delivering something that delights or inspires. Here’s one great example. It’s important, however, to understand your limitations — nobody is looking for an avant-garde HVAC brand video.

Maintain your messaging. Your brand videos are ultimately an extension of your overall brand messaging. They should speak with your voice, project your values, and be calibrated to appeal to your specific audience. While it’s important for your content to reach for creativity and originality, this must still occur within the larger context of your brand messaging.

Don’t skimp on video production. This one is easy — there’s no excuse for a cheesy (unintentionally, at least) or cheap-looking brand video. The cost and skill needed to produce respectable content has plummeted.

The Benefits of Working With the Right Brand Story Agency

At BIGEYE, we’re experts at both brand story and video production, and we can help you take your brand videos to the next creative level. Contact us today for more information. 

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Audience Audience Analysis Branding Identity Implementation Marketing/Business Messaging Naming & Architecture Strategy & Positioning

Brand messaging is critical to the health of your business. Here’s a closer look at some of the most commonly asked questions about the subject.

Every business owner wants to build deep, long-lasting relationships with customers. Brand messaging is the mechanism by which this is accomplished. Every communication an enterprise engages in should be done with proper brand messaging in mind.

When done right, it inspires, informs, persuades and catalyzes audiences. When done poorly, it can do serious reputational harm.

Now that we’ve understood the stakes involved, let’s take a closer look at some of the most common questions business owners have about brand messaging.

Brand Messaging FAQ

1. I’m a brand messaging neophyte — can you explain what it means in two sentences?

Sure. Brand messaging is the language, voice, tone, and ideas that a business uses to convey its core value proposition and company values.

2. Can you give me an example?

Absolutely. The classic Nike slogan “Just Do It” is a famous example of potent brand messaging. It distills the company’s ethos into three unforgettable words.

3. What are the qualities that make brand messaging effective?

The same qualities that make interpersonal communication effective, for the most part. Great brand messaging resonates with audiences and builds a connection. It inspires, catalyzes audiences into action and engenders a sense of personal identification with the brand. It’s how lifestyle brands are created and lifelong customers are made.

4. What happens when brand messaging goes wide of the mark?

If you’re lucky, audiences simply won’t respond to it. In situations where brands badly misjudge their voice or misunderstand their audience, poor brand messaging can alienate people, anger them, and turn them into another brand’s loyal customers.

5. So how does one create effective brand messaging?

Here’s where things get a bit more challenging. First, brands need to identify and segment their audience. If you don’t know who you’re selling to, you’re just throwing darts in the dark. Do research, identify your audience, and query them. What motivates them? What matters to them? How do they engage with brands?  By understanding the answers to these questions, brands can then draw a line between their customers’ motivations and their own products and services, their values, and their unique value proposition. 

6. What else is important?

One word: Differentiation. When you’re developing a brand messaging strategy, it’s natural to review what your competitors are doing. After all, you’re targeting the same audience, so there should be some overlap between your messaging strategy. That said, it’s critical to differentiate your product or service. Sometimes you can accomplish this through features or innovations, but in many industries, it’s the branding itself that is the primary differentiator. So while you want your messaging to be informed by what your competitors are doing, you don’t want to follow what they are doing. Develop your own unique, differentiated voice and message.

7. Any other tips?

Yes. Consumers are inundated by advertising and marketing messages, so it’s important to develop language and themes that stand out. Seek to be compelling and memorable, rather than aiming for a bland, middle of the road voice designed to appeal to the broadest possible demographic. It’s also critically important to be clear and concise — audiences will disengage immediately if you’re sending confusing messages. Place the audience at the center of the story and explain to them exactly what your brand can do for them. Make sure that your messaging comes through in every bit of content or communication you author, and always ensure your brand speaks in a unified and consistent voice.

Finding the Right Brand Messaging Agency

At BIGEYE, we’re experts when it comes to resonant brand messaging. Whether you’re looking for an innovative approach to brand video or new, tech-forward ways to reach your desired audiences, we can help.

Contact us today to learn more about what a sophisticated brand messaging strategy can do for your firm.