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.