What Drones Can Teach Marketers About Knowing Their Audience

Horse races are in the past and drone races are taking over the tech and the advertising world – you’re gonna need an audience segmentation consultant.

Any great audience segmentation consultant will tell you it’s essential to know your market. Yet the real challenge often comes next: How do you make your brand stand out to your audience in a cluttered advertising landscape?
Given how fractured the industry has become with the emergence of social media and other digital mediums, combining those two objectives is a core challenge — one that often marks the difference between success and failure.

If you want to see a current example of brands negotiating this challenge in a lightning-fast, obstacle-filled environment, look no further than professional drone racing.

Connecting to audiences via unmanned aerial exhibitions

The Drone Racing League (DRL) is a professional league for people who race their drones on real tracks at speeds in excess of 80 miles-per-hour. The league also offers one intriguing example of brands using highly-targeted marketing in a new and unusual setting to reach their desired audience.

Why is a relatively niche organization such as the DRL notable in this context? For brands, it’s all about positioning and connection. Telecom giant Cox Communications recently partnered with the DRL to create a Cox marketing campaign that was entirely conceived and executed by the league’s internal media and marketing teams.

The goal was simple: Position Cox not as a stodgy legacy cable company, but rather an innovation-focused firm dedicated to building the infrastructure of the future for its audience. Partnering with a cutting-edge sport rooted in innovative technology positioned Cox in a way that a similar partnership with a Madison Avenue ad agency could not.

As part of the campaign, Cox sponsored one of the DRL’s top pilots — Nick “Wild Willy” Willard — and created a clever ad focusing on the drone racing star. In the ad, Willard pilots his Cox WiFi-powered drone through his mother’s house, without breaking anything valuable. This ad was used in a multi-channel campaign designed to boost awareness for Cox and the DRL.

Advertising at high speed for a skeptical audience

As you might imagine, advertising on a drone track comes with some specific challenges. Fans of drone racing tend to skew younger and are highly tech savvy. Unlike NASCAR fans (who don’t mind being barraged with ads), drone racing fans largely recoil at overt marketing. Which is why an audience segmentation consultant is necessary.

DRL CEO Nicholas Horbaczewski told Adweek that if he installs a conventional billboard at a drone race, fans would “throw up all over it.”  He added that drone racing fans find such advertising displays “offensive” and don’t wish to communicate with brands in this format.

To address this preference, the DRL integrates advertising within the course in the form of physical obstacles named for advertisers. Drone pilots must navigate course obstacles such as the “Swatch Gate.” in order to successfully complete the race.

An even more ambitious brand integration will occur later in 2019, when the DRL will partner with Lockheed Martin to stage races pitting human drone pilots against drones flown by AI. More than 250 research universities have applied to enter the contest, which will offer more than $2 million in prizes.

Looking for a marketing and advertising co-pilot?

Once you understand who your audience is — likes, dislikes, interests, habits etc. — then you can devise new and creative ways to reach them. Our team is dedicated to the proposition that it’s not just where you are, it’s who you’re reaching.

If you’d like to hear more about what a high-level audience segmentation consultant can do for your brand, don’t wait to contact us today.

Dramatically Improve Your Content Marketing Strategy in 4 steps

Don’t let your content get the best of you, work with a content marketing agency to take a load off and increase your overall performance.

There’s no doubt that content marketing is a critically important differentiator for businesses. The industry is experiencing explosive growth, and top content marketing agencies are busier than ever.
Yet many organizations remain dissatisfied with the results their strategies are generating. They watch competitors gain traction, yet can’t replicate their success.

Other agencies find initial success, but have difficulty creating a sustainable pipeline of fresh, interesting content. And that’s understandable — the ideation and execution processes aren’t easy, and most content marketing plans require a continuous stream of new material. That’s a stiff — and time sensitive — challenge.

Fortunately, jumpstarting a tired or ineffective content process doesn’t typically require a massive overhaul. In many cases, a few relatively minor tweaks can dramatically improve the reach and engagement of your content.

With that in mind, let’s take a closer look at a few tactics businesses can use to significantly improve results.

1.Explore new content mediums

Content diversity is an important part of an overall content marketing agencies strategy. This doesn’t merely apply to idea generation, however; it’s also important to offer audiences a variety of different mediums through which to consume content.

Incorporating more videos, infographics, scripted animations, etc. can help break up monotony and engage audiences on a deeper level. You don’t need to be Steven Spielberg or a design wizard to get started, either. Something as simple as a “behind the scenes” video featuring members of your organization can help audiences connect with you and build a stronger bond.

2.Audit existing SEO practices

The best practices in the Search Engine Optimization (SEO) realm change at a dizzying rate. It’s imperative to stay current, however, as SEO is absolutely critical to any distribution strategy. If you develop the most interesting content in the industry — but nobody sees it — what have you really accomplished?

In order to ensure that your content is widely accessible, it’s a smart idea to audit your SEO practices on a rolling basis. While most companies can do simple keyword research and content optimization, it’s necessary to partner with a digital agency with specialized skill and expertise in order to get the most out of your SEO efforts.

3.Target niche audiences

Taking an overly broad approach is one of the single biggest mistakes businesses make when it comes to content strategy. When you try to speak to everyone, you often end up speaking to no one. Your content simply isn’t relevant enough to engage and sustain interest.

Smart content marketing agencies understand the value of niche audiences. They tend to be highly engaged and motivated, always searching for new and relevant content that falls within their niche. Find out where these audiences live online, create interesting content that’s optimized for their interest — and you’ll be amazed by the reception.

4.Take a more data-driven approach

At this point, we’re all aware of the value of data — many of today’s most valuable companies are dedicated to collecting, analyzing, and selling out information. Surprisingly, however, many small to mid-sized businesses fail to adequately leverage data in their content marketing strategies.

Evaluating key performance indicators (such as traffic, conversions, engagement rates, etc.) can help you understand the strengths and weaknesses of your approach. To maximize the value of a data-driven approach, however, you may need to expand beyond basic indicators by partnering with a top audience segmentation expert — one that specializes in data-driven audience analysis.

The takeaway

At BIGEYE, we love helping brands create exciting new content marketing strategies that drive real world results. For more information about how we can help improve your content marketing efforts, please contact us today.

Why Building a Fence Is the Best Recipe for Restaurant Success

Marketers and advertisers have always sought new and better ways to understand and target their audience. If you can do this well, your odds of success increase exponentially.

Technological tools have revolutionized this process, giving us unprecedented insight into who our audiences are, and ultimately lead to how we can best identify and reach them.

And for restaurants, few of these techniques are more relevant than geofencing.

Build the fence, and the customers will come.

Geofencing explained

The premise behind geofencing is simple: Businesses can specifically advertise to people who are within a specific geographical area. By using certain technologies, a boundary is created, and everyone within that boundary serves as the target audience.

So how does it work? Geofencing uses well-established location-based technologies, including GPS and Bluetooth, to identify people within a certain area and communicate with them. While the technology isn’t new, it has come to play an important role in marketing and advertising because of another invention — the smartphone.

The technology is particularly useful for businesses such as restaurants. Your typical example of restaurant geofencing would feature an eating establishment creating marketing material (for instance, a limited-time coupon) and sending it to everyone within a specified geographical boundary via their mobile device. As soon as someone enters the specified virtual boundary, the coupon is transmitted via push notification.

Let’s take a look at how this works in closer detail. A restaurant proprietor wants to generate more walk-in foot traffic. Instead of relying on signage or offsite advertising, she employs restaurant geofencing to create a virtual boundary around the establishment. 

When people carrying smartphones enter the boundary, they automatically receive a coupon for a free appetizer that expires in sixty minutes. Because the recipients are already in close proximity to the restaurant (and because people are biologically programmed to respond to feelings of urgency), they are much more likely to redeem the limited time offer.

Restaurants can also choose to switch up the offers on a daily (or even hourly) basis, responding to changing conditions inside the establishment. If a restaurant has a shipment of pricey and fast-perishing bluefin tuna to sell, it’s a simple task to create a special offer and send out a new push notification within the geofence.

It’s also a great idea to be flexible and use geofencing to capitalize on changing conditions outside the restaurant. If the weather is gorgeous, send out a push notification and remind everyone about your beautiful outdoor seating area.

The benefits of restaurant geofencing 

We’ve discussed the positive effect restaurant geofencing can have on sales through location-based targeting. Yet geofencing provides a few other benefits, including the ability to collect more data.

When customers redeem geofenced coupons or offers, restaurants can track other metrics, including the amount of time spent inside the restaurant, the level of repeat business and the type of food and drinks ordered.

Restaurants can also use data gathered to create more highly targeted and personalized promotions, something that should improve the diner experience and lead to lots of repeat business. 

The takeaway

Ultimately, restaurant geofencing can be a highly useful tool that helps establishments better understand the demographics of the area and the preferences and behavior of those inside.

While that’s a recipe for success, it’s also important that you lay the proper groundwork for your geofencing campaign. That means encouraging people to download your smartphone app (geofencing works via app, after all) and setting a reasonable boundary. You can experiment with distances, but it’s generally recommended to stay within a mile or two for maximum foot traffic. 

Want to learn more about how geofencing can integrate with your brand and benefit your overall company ROI? Contact our digital marketing team today!

Why Knowing Your Audience Is the Key to Marketing Segmentation

Only 2% of visitors convert their first visit to most sites. But using marketing segmentation to retarget that remaining 98% can boost conversions by 70%, according to Invespcro. And it’s much easier to accomplish than you think.

Establish a relationship with your customers using audience analysis

Understanding who you are talking to is the foundation of strong marketing segmentation. Initiate a relationship with your target audience by acknowledging that you understand who they are, empathize with their needs, and have products and services that can solve their pain points. Start by pulling quantitative information about your site traffic such as socio-economic demographics and referring sources, then layer on the behavioral information you can glean from third-party data outlets such as social media and lead forms.

This information will allow you to paint a picture of who your customers are, where they spend their time online, and what they need, so you can use this data to create a flawless marketing experience. Translating this data into actionable insights is the most technically challenging part of the marketing segmentation journey, so we recommend partnering with a trusted digital marketing agency like BIGEYE to get you started.

When all else fails, ask: Using choice-based marketing segmentation 

If you are a small business owner or just beginning to flesh out your marketing segmentation strategy, let your visitors simply tell you who your target market is by having them self-identify. As an example, you may feature a drop-down menu on your landing page that allows visitors to share what industry they are in to receive personalized content or encourage them to opt-in through gated content and lead forms. Once your audience has identified themselves, you can accurately speak to them and provide meaningful content without doing as much upfront audience segmentation work.

Build marketing segmentation campaigns that fit your audience’s needs

Once you know who you are speaking to, begin creating content that is specific, timely, and relevant to your audiences. Use marketing segmentation tools such a retargeted display ads, search, and social media campaigns to ensure your brand stays top of mind and relevant. While hyper-personalization is important, it’s equally important to recognize that site visitors may flow in and out of different personas and audience types as they move through the customer journey or as their individual needs evolve. Work with an agency to find the right blend of targeted content and universally relevant information or use A/B testing to validate you have the right mix.

Qualitative research such as interviews and focus groups might also help you understand whether your content is hitting the right tone for the right individuals at every stage of the marketing experience.

Contact us today to explore how BIGEYE has transformed brands like yours using these powerful tools and receive a free consultation and audit about how to get started.

4 steps You Need to Take to Nail Your Brand Positioning This Year

A staggering 64% of consumers cite shared values as a reason to choose or stay with a brand, which is why clear and effective brand positioning can make or break your organization’s success. Whether you have a strong position within the marketplace, or are a budding entrepreneur building your brand, these four steps will help you nail your brand positioning as you grow.

1. Understand where you’re at today

Partner with a top Florida marketing agency like BIGEYE to audit your digital presence and tell you what’s working and where you can improve. Chances are, how you think you’re positioning yourself may not be as clear to your target audience as you think. Getting a fresh, outside perspective will allow you to step back and objectively confirm how you want to be seen is how your brand is being perceived.

2. Know your audience

Start by creating a mission and vision statement as part of your brand foundation that clarifies who your audience is and what you want to help them achieve. Clearly define how your product provides value and stands out from the competition. Next, set short and long term goals that track your customers’ responses — not just your bottom line. Target specific success criteria such as NPS, engagement, or repeat customers to ensure your brand is resonating with your audience.

3. Learn everything you can about your competition

Identify direct and indirect competitors, then map out their strengths and weaknesses. Think beyond your obvious competition to draw inspiration from related industries and success stories. As an example, an all-inclusive resort might look to similarly priced AirBnB properties, hotels, other all-inclusives, or cruise lines as each of those alternatives offers overlapping features and benefits that the all-inclusive resort hopes to use when engaging their ideal customers. And remember: you can learn something from even your least successful competitor.

4. Create your value-based positioning strategy

Once you know what you’re trying to achieve and for whom, you can start implementing a strategy that will help you achieve your goal. Use your mission and vision statement to create a multi-channel marketing strategy that exposes your brand to your audience at every stage in the customer journey. A holistic brand positioning statement can help you ensure your messaging is consistent across channels and inspires action.

Once you have a strategy in place, you can begin testing what works and refining your brand positioning over time. Contact us today to learn more about how we have helped brands like yours refine their identities and make a splash in the marketplace.

How to develop a successful bank conversion marketing program

As featured in an earlier blog post, millennials represent 92 million in the United States and are reaping the benefits of improved financial conditions after bouncing back from the recession hit. These young adults are ripe for new banking relationships and considering new bank products to suit their needs, such as checking and savings accounts. This is the perfect time to convert them into new banking customers but how does one do that with one of the most fickle generations?
Establishing a well-planned conversion marketing strategy is key to success realization. There are numerous formulas and methodologies from which to choose. At BIGEYE, we use a proprietary model called the BIGEYE Conversion Matrix™ (BCM). It starts with preparing your data set, followed by activating your conversion optimization program and unlike other methodologies out there, works with both online and offline conversions.

BIGEYE Conversion Matrix
BIGEYE Conversion Matrix

Here’s how a conversion marketing program may look like for a bank:

Audience data insight

It’s important to not only know your audience but to immerse yourself in understanding them. For example, millennials were born into technology, the Internet, read blogs, and are practically tethered to their mobile devices. It’s also important to note that these young adults are not especially brand loyal and highly influenced by their peers.

Market and audience segmentation

In addition to pulling demographic, psychographic, ethnographic, and technographic insight on your audience, one must also consider the target market(s) and segment the audience into more groups. For example, your branches may be located between a couple of neighborhoods and your audience may be a mix of individuals and companies. The approach toward attracting one segment may be significantly different than the other.

Program KPIs, goals, and objectives

One of the most important stages of establishing your BCM data set is defining your vision for success realization. What are the key performance indicators, goals, and objectives? How will you measure success? Most likely the answer will contain a number of items such as number of new accounts opened, number of bank products upsold to existing bank customers, in-branch appointments booked, number of live chat sessions, branch and ATM location look-ups, etc.

Metrics and benchmarking

Once your KPIs, goals and objectives are defined, it’s important that a form of measurement and benchmarks are set. You may feel that your conversion marketing program is successful but in order to prove your instincts in quantitative terms, you will need to run your result data through the metrics.

CRM planning

Using the right customer relationship management tool and setting it up effectively will ensure that every conversion is organized for future action to be taken. By spending some time planning your CRM strategy, your bank can build an ongoing email marketing program and alert your customer service representatives of a customer inquiry.

SEM planning

Finally, the success of your conversions is tied in part to the quality of traffic your website and/or landing pages receive. A carefully designed search engine marketing program that integrates organic with paid search strategies, will help drive the exact audience you are seeking to convert.

Running your conversion marketing program

How To Develop a Successful Bank Conversion Marketing Program
Once your BCM Data Set is complete, you are ready to launch your program. For new accounts, you may wish to set up dedicated landing pages that are custom designed to provide content specific to the audience segment you wish to attract and the product or offering you wish to feature. One of your landing pages might feature your small business checking account products with clear call-to-action (CTA) messaging directing the user on how to take action. Another landing page might focus specifically on your “no fee” checking account products with a clearly stated “Apply Now” CTA button.

Once your landing pages are created and your SEM program is pointing to them, you will want to test multiple versions of each page to maximize your conversion performance potential.

Some oHow To Develop a Successful Bank Conversion Marketing Programf the elements you can test are as follows:

Color – Does the blue button perform better than the red one?

Copy – Are there certain words that resonate more with your audience than others?
Images – Is the photograph you’re using showing someone that is too old or too young? Maybe it’s not the correct ethnicity or the activity of the subject is all wrong.

Content Positioning – Does the user have to scroll down to far to find the CTA button or form? If so, consider trying a version of the page that brings that more prominently above the fold.

As your bank introduces new products, features, branch locations, etc., you will want to make updates to your program so that they correspond accordingly. The more targeted, relevant, and tested your program is, the more conversions you will receive.

In search of additional ways to establish – and maximize – you bank’s conversion marketing program? Contact our team of experts today to devise an innovative approach that both attracts and retains profitable customers.

Why perfecting the retail marketing mix is important

Contemporary retail marketing is a brave new world. While some basic principles remain when it comes to implementing effective retail marketing strategies, others have evolved to acknowledge and appeal to the new breed of consumer. Does your business have what it takes to succeed in today’s dynamic landscape? Let’s take a closer look at three critical components of the 21st century retail marketing mix.

1. It’s not you, it’s them

And by “them,” we mean your customers. While the retail marketing mix involves a number of elements — those trusty, oft-cited “six P’s.”  People, product, price, place, promotion and performance should all be focused in one clear direction: your customers.

It goes without saying that your customers are your business’ most important constituents, but a shocking number of retail enterprises fail to put them front and center when it comes to developing and implementing retail strategies. Here’s the cold hard truth: the more customer-focused you can make your retail business, the more success you can expect to achieve.

Lucky for us, we have more access than ever toward understanding our customers. From tracking in-store footfalls to online conversation rates, the ability to known and learn from customer behavior yields actionable insights into their wants and needs so you can stop wasting your resources on what doesn’t work and instead focus on results.

We’re living in an era of “YOU-tility,” and retail organizations are not exempt when it comes to satisfying the contemporary consumer. One common goal shared by today’s successful retail enterprises? To add value across all of the P’s.  This can mean anything from implementing point of sale solutions for on-the-go customers to targeting promotions to reach a particular demographic via their preferred means of communication, all without bothering the rest with irrelevant promotional materials.

2. Consistency is key

We can all agree that a retail organization which only emphasizes sales is destined to fail. Why? Because retail success also relies upon providing extraordinary customer service every step of the way. Want to gain an inside edge on the competition? Don’t settle for delivering what your customers expect. Instead, strive to exceed their expectations. After all, the ultimate goal is not to make a single sale, but to develop lasting customer loyalty, along with the potential for a lifetime of sales.

Because consumer shopping habits have changed, so must your marketing efforts. This means incorporating a complete range of omnichannel marketing methods in order to leverage technology into sales. To maximize your efforts and ensure that your message reaches your target audience in the most meaningful way, your business needs a compelling online and offline presence.

Today’s consumers expect the businesses they support to be transparent, accountable and responsive. While these may sound like trendy buzzwords, they’re a very real part of any successful retail marketing mix. This means every communication you send — whether in-store or via digital methods  — is aimed at reinforcing your brand sensibility across all touch points.

And don’t forget about email. While most people think social media and apps have overtaken email as the ideal means of communicating with consumers, email is still an important way to cultivate and engage consumers. In fact, a recent Inc. article decreed email marketing to be “vital for businesses of all sizes,” for a variety of reasons including its low cost, mobile reach, and impact upon both online and in-store sales.

Consistency also means establishing expectations for your staff and reinforcing these expectations so that organization-wide operations are coordinated, streamlined, and cohesive. Every team member should be working toward the common goal of satisfying customers through a well-communicated strategic plan.

3. A new kind of location, location, location

The traditional marketing mix has always emphasized location. After all, you’re not going to make any sales if access to your storefront is limited by a poor, inconvenient or incongruent location in terms of your brand and target consumers. And while your physical storefront remains an important concern today, it’s far from the only concern. Why? Because not only are today’s customers more mobile in terms of where they shop, but they also have access to endless e-commerce options. Shopping is no longer about geography. In fact, today’s consumers can get nearly everything they need without stepping foot inside a brick-and-mortar location. In order to keep up with the evolving retail mix, your e-commerce site is as important as your physical storefront when attracting paying customers.

Forrester Research’s report, U.S. Cross-Channel Retail Forecast, 2012-2017, predicts that by the year 2017, 60 percent of the country’s total retail sales will involve the web, and a full 10.3 percent will be online purchases. Unless you’re willing to forgo your 10 percent, creating an inviting, accessible, compelling and brand-centric new “location” — ie. your online storefront — is a must-do.

While finding the correct retail marketing mix takes some time and effort, it can serve as the difference between standing out from your competition and blending in with the rest. Keeping these three things in mind can help you maximize your retail marketing mix efforts in order to enjoy optimal results across your business, brand, and bottom line.

Are you a retailer in search of ways to set your brand apart in a bustling industry? Contact our team of strategists to schedule time to “talk shop” with us today!

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!

Betting on an impulse: Visual retail merchandising

Considering the prevalence (and incredible convenience) of online retail outlets such as Amazon, it’s no surprise that these channels are gaining popularity. In fact, a whopping 81% of shoppers research products online prior to completing a purchase, causing retailers with brick and mortar shops to grow increasingly creative – with even more compelling offers – in an effort to nudge prospective shoppers out of their homes (and their footie pajamas), and actually into stores. As a result, creating emotional and visual intrigue and really connecting with your target demographic has become even more critical to a brand’s marketing strategy – due in large part to the digital shopping cart.

This desire to be blown away (and out of those comfy pj’s) by in-store design hasn’t emerged out of nowhere; in fact, it’s part of my biology… and part of yours, too. It’s well documented that as a group, humans tend to make purchasing decisions based largely on this type of emotional connection. We’re actually hard-wired to pursue certain stimuli, and it’s this arousal and consumer intrigue that honestly compels us to spend money, initiating purchases that we often weren’t planning on making. (Those retailers are onto something, aren’t they?) Truth be told, this is why I can’t simply walk past the Brooks Brothers window display without feeling the urge to stop in for a quick gander around the store – only to find myself at the checkout with yet another button down shirt, perfectly starched pair of khakis, or a stylish new sport coat.

Furthermore, there really is both an art and a science to creating effective retail visual merchandising displays. On the artistic side, the BIGEYE team encourages our clients to design expressive displays that create a sense of awe and intrigue – driving the target customer to connect with the brand so much so, that they cannot possibly return home empty-handed. However, on the more scientific side, we rely on facts and data to determine what will drive customers into a store, drawing from fields as diverse as neuroscience, anthropology (this time, the study of humans, past and present), and psychology. It seems to harken back to the old advertising industry adage, often quoted by the “original Don Draper” himself, David Ogilvy that, “It’s not creative unless it sells.” Typically, this expression pertains largely to copywriting, but upon further contemplation, we think it especially holds true for retail visual merchandising component, as well.

According to a 2014 research report from Merzer, the physical store environment is an important element in retail decision-making, as 75% of purchases are unplanned or made on impulse. How many times have you gone in to Target for “just one thing,” only to end up in a busy checkout lane, complete with a fully loaded shopping cart? This is telling, as is shows us the power of a well-designed store, and to a more concentrated degree, the presentation of the in-store displays themselves. Our goal, then, as marketers, is to enhance this experience, so much so that we’re building the retailer to consumer connection, and ensuring that the correct messaging is being delivered to the desired customer – as component of the overall branding experience.

Specifically, when it comes to retail visual marketing, the questions that we specifically want to answer boil down to:

  • Which brand elements are going to generate the greatest degree of interest from our target market?
  • How can we best appeal to a relatively broad demographic that represents our ideal customer?
  • How are we able to develop a display that entices our target demographic to select products proffered by our brand – and to complete a purchase – versus choosing the competitor’s product?
  • What is our audience seeking when selecting specific companies, brands, products, and services – and how do we connect on an emotive level?
  • Which specific marketing elements may we incorporate into our overall strategy to build awareness, and to ensure that our brand is perceived as a differentiator?

We all know that with the hustle and bustle of our lives, we find that we’re busier than ever before, and in this digital era, it’s imperative to design a display that will capture a consumer’s attention – and fast. After all, your brand may not only be in heated competition with other brick and mortar retailers, but also with the plethora of online shopping options. Although the online landscape was once presumed to be the end of the storefront, it’s now evident that shoppers want to continue to engage in heightened brand connections through in-store experience shopping. Companies are event able to employ sophisticated marketing techniques to combine their in-store displays with innovative digital campaigns to take advantage of capturing new customers in both stratospheres, developing a perfect media mix.

Oftentimes, we hear about retailers who have not yet partnered with a developed marketing team, and as a result, they fail to understand the connection between their in-store displays, and the impact on ROI. As marketing experts, we are armed with the knowledge and experience to tap into the human psyche to drive individuals to make purchases. Not only are we able to provide the necessary expertise to encourage optimization of these displays for success; we are also able to use purchasing information to better analyze the ongoing success of these recommendations. When it is determined that an initial strategy needs further thought and strategy, we’re poised to complete the additional testing required to maximize revenue opportunities – developing insights that inform and enhance a brand’s overall marketing strategy.

If your brand is seeking highly effective retail visual merchandising strategies, BIGEYE is well-equipped to partner with you. We’ll ensure that your retail environment is an immersive brand experience that truly connects with your target consumer and drives them to purchase. Contact us today by calling 407.839.8599.

Steps to Defining A Competitive Advantage In Your Market

When operating in a highly saturated market, it is especially important for a business to have a competitive advantage that sets the company apart from the others. Finding that one thing that makes a business unique involves being innovative and thinking strategically about an industry. For example, Coca-Cola operates in the soda market with PepsiCo, but many customers choose to buy a Coke because of its perceived value.

In the business world, strategy is all about creating and implementing a competitive advantage that is unique, profitable, and sustainable. The goal is to provide direction that allows your business to perform in a way that is superior to your competitors. And while it may be easy to develop a strategy, it isn’t easy to develop a successful strategy… Here at BIGEYE, our marketing solutions are rooted in strategy to ensure that our clients see superior financial results.

[quote]Check out how BIGEYE applied these steps to give Ability Wood Flooring a competitive edge within their market.[/quote]

Is your competitive advantage unique? If not, maybe it’s time to rethink it. Here are the two fundamental steps to finding your business’s true competitive advantage.

  1. Have a complete understanding of your business environment or landscape. This includes defining the forces that shape competition, the key players in your market, the drivers of your industry’s future, and where your firm interacts in the industry.
  2. Next, choose where to compete. How will your business position itself? Evaluate the industry using Michael Porter’s “Five Forces Framework” as a tool to choose your positioning. The positioning should speak to the value perceived by your target market.

These two steps should result in finding a competitive advantage that results in customers choosing your firm over competitors. Does your business need assistance in implementing strategic marketing processes that result in financial returns? Let our team of creative minds and strategic thinkers help! Contact us today and let’s get started.

Source: Casadesus-Masanell, Ramon. September 4, 2014. “Introduction to Strategy”. Retrieved from Harvard Business School.