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Audience Audience Analysis Consumer Journey Mapping

In a world where children aren’t being taught cursive (because, frankly, who needs it when you have a tablet?), it’s getting harder and harder for marketers to stay in touch with the younger generation.  Back in our day, we didn’t have to worry about chargers and crashing devices – in fact, we could just tell our teachers that the dog ate our homework.

The digital age marks a time where children are growing up with Facebook and using electronic devices to learn through interactive games.  Remember the years that parents spent questioning whether it was appropriate to sit our children down in front of the television for hours on end?  Looking toward the future, we’ll have the same questions about the tablet, in addition to things we never had to worry about such as cyberbullying, internet predators and other as of yet unknown cyber threats.

But, there are also a lot of positives – children who are learning how to use devices at a young age are also testing higher in certain academic subjects, at least in part due to the fact that their parents are treating their devices as tools in the education process.

So, how can this information help a marketer who is trying to reach a multi-screen generation?

First of all, it is important to remember that things are much different than they were back then.  As much as we were dazzled by cereal commercials and Smoky the Bear, children are living in a different world than we did.  Technology has changed everything; even the idea of a smartphone would have been a fantasy when I was ten years old.

A marketer who is trying to reach a multi-screen generation can work to do so by creating interactive games that create an engaging experience for a child.  Obviously, there are privacy restrictions, particularly when it comes to collecting information about children and advertising to them.  But games are typically a safety net – a company-sponsored game using augmented reality or other features helps reach a child with its high levels of stimulation.  You can also reach them by having a fun and interactive website.

[quote]Though I mostly focus on the use of technology in the digital space, hand-to-hand marketing is still one of the most effective ways to reach children.  [/quote]At our Orlando marketing agency, we often advise clients to market at events catered to children and teens, and to tie it in with a digital strategy.  If children have smartphones, there may be ways for a child to directly engage with your brand through the use of social media.  Perhaps they can unlock rewards with their Facebook check-ins, or by offering testimonials as to your product that you can post on YouTube and other media outlets.  Because our adolescents and teens have grown up in a digital world, they are practically socialized to do these things, which is why they are of special interest to marketers.

If you do engage in good old-fashioned television advertising, it may be beneficial to integrate your campaign with an interactive digital component.  Nokia’s recent Work for Will campaign, featuring  Up All Night’s Will Arnett (also of Arrested Development fame), invited people to log online to create a digital product, in order to be given the chance be Will Arnett’s personal assistant for a day.

Marketing to a multi-screen generation means thinking like someone with multitude of screens.  If your advertising and marketing campaign doesn’t reach your younger audience on all screens, then allow our Florida advertising agency to design one for you that will!

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Audience Branding Consumer Insights Conversion Optimization Digital Targeting Services Media & Analytics Public Relations Qualitative Research Strategy & Positioning

If there’s one thing we’ve learned here at our Orlando ad agency, it can be very difficult to offer a clear cut return on investment for social media efforts.  In fact, most companies inherently sense that there is some value in having an active and engaging social media platform, but because they can’t always tie it to an actual return, it can be difficult to determine the exact value of a Twitter follower or a Facebook “like.”  While it may be slightly easier to determine a return based on a campaign that successfully incentivizes people to purchase a product, it’s nearly impossible to determine how a successful campaign leads to brick and mortar sales, brand perception and other valuable consumer information.
But, a new method of thinking suggests that marketers look to other data points beyond a dollar for dollar return.  These new media experts suggest that, in the same way that advertisers can’t necessarily calculate an exact ROI based on the success of a single television commercial campaign, they should stop trying to attach a ROI to a social media campaign.  [quote] In fact, with the field of data science constantly growing in value, it’s highly possible that in the future, big data will be more valuable for a company than dollars spent.[/quote]

The following are some metrics that advertisers can use in order to help them determine an actual return on investment for a social media campaign.

Data through qualitative responses: One of the best ways to find out what consumers want from your company is to ask them directly. If the goal of your social media campaign is to ascertain data about customer wants, then incorporating questions that encourage them to engage by providing information such as their favorite websites or types of features they’d like to see integrated with your product, then a breadth of data can be invaluable.

Sharing: People tend to share content that triggers an emotion, and that they feel the need to share with others.  On Facebook, “likes” are valuable, but sharing is what brings your content into the minds of people who wouldn’t have seen it otherwise.  You can calculate shares in terms of impressions, and can compare your shares against previous campaigns.

Click-through rates, conversions and other analytics: You can also use data tracking tools such as Omniture to find out where people are finding your content, how long they stay on your page and other useful information that can help you build more successful campaigns in the future.

Press Impressions:  You know you’ve built a strong campaign if the press are covering it in a positive light.  AdAge and other companies are always reporting on businesses that use social media and digital marketing in innovative ways, and being able to capitalize on this helps to bring attention and viewership to your campaign so that even more people will pay attention.

At our Florida advertising agency, we understand that the importance of developing social media campaigns that drive sales in the short term while also providing a lasting brand-to-consumer relationship.  And in our book, a happy customer is always the epitome of success.

Contact us for help developing your social media campaign today!

 

 

Categories
Audience Audience Segmentation Market Intelligence Tourism Hospitality Convention

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

Expect the Unexpected

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

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

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

Location, location, location

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

Florida Advertising Agencies

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

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

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Audience Creative & Production Website Development

With its very recent, very public and very pricey Facebook acquisition, the mobile photo maven coined Instagram has caught the eye of both big and small marketers, business builders and brands, worldwide. What started in 2010, as a seemingly small point, shoot and post application, has grown up to fulfill the visual needs of today’s tech-savvy social networkers.
So, what is Instagram? It’s Insta-awesome! At least we think it is. Instagram allows its 80 million+ users to broadcast their lives visually, vividly and artistically… FOR FREE! With some help from your mobile camera phone and a little photo-finishing, even the most mundane Monday morning office view can be brought into brilliance. Just point, click and share. Its simplicity is inarguable and to be quite honest, it really does make you feel like a pro photo pundit. Its features are few in number, but completely satisfy the bell & whistle requirement to keep this app usable, interesting and easy. Fun filters can turn an average afternoon walk into the embodiment of Ansel Adams. Unfortunate lacks in light can be brightened with a button-swipe. Even the most crowded images can be clarified using blur effects for extra depth of field. New office space? Share images showcasing the exotic interiors of your favorite Florida Advertising Agency and its mapped location, using a Geo-tag. Then invite them to come and see it for themselves. Most of all, Instagram images can be instantly shared with other users. Comment and “Like” capabilities allow for easy user interaction within the application. You can even choose to send your mobile image magic to your Facebook, Twitter or Tumblr feeds with ease.  Toss in #hashtag and search ability, and you’ve got a brand building brainchild that rivals marketing perfection.

How exactly can your business benefit from this billion dollar baby? By reaching your audience at their most personal levels, paying attention to their daily interactions with your products, listening to what they say (using pictures) about your brand or the business you’re in, and reacting accordingly. Still confused?

Let’s say you’re a new business, involved in wholesale. You’re small, but offer great prices to compete with the monsters you model after like BJ’s and Sam’s Club. You’ve recently launched your supercharged and supercool looking website, optimized for greatness, but there’s one problem… It’s been 2 weeks and nothing. Not one hit. So you pull up your Instagram account, slide to search and see what your industry giants are up to these days. “#Costco” Search and BOOM! Long lines and bustling buyers populate the images before you. They’re slammed! And they’re giving away free memberships for the next month! How this detail could have slipped by you is of major concern, but now you know exactly what you need to do. Within a week, your free membership offer is rolled out and the promise of premium and personalized customer service that only a small shop can offer is still on your side. Your big savings coupled with brand names and the same free membership the big guys are dealing makes you a force to be considered in the market. Now, you’re on your way!

[quote]Just as important as it is to pay attention to your audience on Instagram, is the equal importance of knowing how to utilize it effectively to push your story into the palms of your audience’s hands.[/quote] You’ve done your research and noted the trends. You’ve even found some unusual ways in which the market puts your product to use. Now what? If a picture truly is worth a thousand words, then this is your chance to TELL YOUR ENTIRE STORY! Imaginatively and strategically, you can populate your market’s minds with images of your brand. Build your web-persona using eye-catching close-ups. Share memorable moments from your most recent events. Entice new audiences to check out your next event. Host a photo contest, urging users to hashtag your business, bringing even more views to your profile. Start a trend centered on your brand! It’s easier than you think if you have a few willing friends or coworkers and some out-of-the-box photo opps. Opening an Instagram account for your business is like opening the curtains for a sneak peek behind the scenes. Users can have the coveted opportunity to see who and what makes you tick. Showcase employees having fun at work. Make it known just how awesome it is to be in the business you’re in. Post your favorite photos to your Facebook page and tweet your tinyurl off with links to each photo capture.

Above all, be genuine. They will know if you’re full of Photoshop.

Any of this sound insta-interesting? Enter the era of new marketing and contact an Orlando Marketing Agency that’s well-versed in the ways of the web. Integrate the social networks with your digital marketing strategy and see how much farther your reach will go.

Categories
Audience Audience Analysis Content Marketing Creative & Production

College students and recent college graduates love social media.  According to a January 2012 survey published by CampusLIVE (now DailyBreak), 73% of college students use some form of social media in their everyday lives.  For many people, this is indicative of a young culture that has grown up with social media all around them.  (Or maybe it just accounts for a lot of UCF students Facebooking during class.)
It can be tempting to hire a student or college graduate to handle your company’s social media.  Hiring a student is typically cheaper than hiring a Florida marketing agency to handle your social media, but is this really a good idea?

Consider the case of Red Cross, where a social media specialist sent out a drunken Tweet from the highly respected organization’s Twitter account.  The message said in part, “…when we drink we do it right #gettinslizzered.”  The person who sent the Tweet, Gloria Huang, admitted in a follow-up message that her error was based on her unfamiliarity with how to properly use Hootsuite, a social media management application.  Such an oversight has the substantial capacity to diminish a brand’s strength. (Although, it was HILARIOUS to see that post coming from a leading non-profit).

While this particular case was an employee error, it has major implications as to the types of harm that can result from inexperienced users “#gettinslizzered” on the job.  A brand’s social media is an extension of its identity, and in the same way Apple would never risk its impeccable reputation by putting its social media in the hands of someone who just passed the legal drinking age, it may not be wise to entrust your own brand to someone with little experience in brand management strategies.  Even at a local level, working with an Orlando advertising agency will allow your business to more effectively leverage trending topics and popular events in order to ensure that your business’s social media truly is an embodiment of your brand.

Contrary to what many people think, it takes significant time and effort to manage a company’s social media.  For most businesses, social strategy should be framed as its own entity, rather than as an extension of editorialized brand content.  Of course, if your social media strategy requires more of a plan than posting puppy photos and keeping your fingers crossed for the best, it might require more resources.  As such, it may be in your business’s best interest to hire an Orlando marketing agency with a division dedicated to social media.

Media experts, such as those with a full-fledged advertising and media agency background, fully comprehend the tactics behind successful marketing, advertising and customer service.  These individuals attend conferences and seminars pertaining to social media growth and expansion, and have a much deeper understanding of the consumer cycle from an overall brand strategy perspective.  For example, who might be a better person to run your FourSquare brand page account than the social media expert who just spent her dinner discussing the state of the industry with Dennis Crowley?  (Here’s a hint: it’s probably not the girl who just spent her dinner eating Ramen while discussing the state of Seal and Heidi Klum’s breakup.)

Just because a person can write a few funny Tweets doesn’t mean that individual can understand the significance of the Facebook API, or knows how to effectively pull and apply complex data analytics for future use.  These extremely valuable facets help companies build strong and compelling multi-pronged social media strategies, and can help to elicit customer engagement by doing more than posting random comments about the VMAs and the Kardashian family that don’t effectively generate a future return.

Social media has the potential to reach millions of people in seconds.  A social media goof can lead to a public relations disaster that can cause a consumer perception to sink faster than the Titanic (read: the recent case of Progressive Insurance), and the risk of such faux pas is greater with someone who lacks the experience to understand what it means to manage and maintain a brand identity.

As with most digital content strategies, it’s typically better to invest in resources to find a person who has demonstrated digital media marketing capabilities.  At even the most fundamental levels, it can be extremely difficult to execute social media engagement, even for seasoned professionals.  Therefore, it’s important to carefully consider whether it makes sense to have a student manage the online presence of the entire brand.  If you do opt to go in this direction rather than working with the experts at an Orlando ad firm, you may find your brand strategy schooled by the professionals.

If all this has given you something to Tweet home about, contact us as we offer a full multi-pronged advertising and social media approach to help you develop and maintain a branding plan that won’t come down with a case of senioritis.

Categories
Audience Audience Analysis Digital Targeting Services Media & Analytics

Got your brand perfected? All your social media marketing ducks all in a row?
Well don’t stop there. Reward your customers for their loyalty with a real, tangible product that can also catapult your brand presence offline. A well-made, well-designed t-shirt can do just that. When executed correctly, a t-shirt can be quite a valuable marketing tool. Think of it as cost-effective, word-of-mouth advertising—social media in a real-life social setting. And who doesn’t love a t-shirt—especially when it’s free! Think of all the times you’ve seen fans go bananas for a free t-shirt at a Magic game or at a concert or event.

But of course, your customers have to actually wear it for the whole thing to work. Start with a graphic or message that will connect with your target audience, then make sure you meet what we call the “t-shirt trifecta”: comfortable material, proper fit, and quality ink.Your printer may never mention ink types when you place your order, so it’s up to you to address the issue when collecting pricing and quantities. Don’t overlook this important part of the process or you will risk printing t-shirts that you and your customers will never want to wear.

So what’s the best ink to use on your tee? There are two major types of inks used by today’s screen printers: water based and plastisol. The latter is a thermoplastic, so it will melt or smear when in contact with heat like an iron. It will also feel thicker to the touch than a water-based print. Plastisol inks are often cheaper for printers to use and, over time, they will chip or peel after repeated washings.

Thus, plastisol inks are not our favorite inks at BIGEYE. In our opinion, water-based inks are always the way to go. It’s a little more expensive, but totally worth it in the end. Water-based inks are softer, lighter, and more eco-friendly than plastisol inks. When you place your hand over a graphic printed with water-based ink, it won’t feel stiff like a plastisol-printed graphic would. In fact, you’ll barely feel the graphic at all since water-based inks seep deep into fabric.

We’ve recently designed and printed a variety of t-shirts for many of our clients, and the results have pretty impressive, especially when the “t-shirt trifecta” is met. It’s a great feeling when we see people around town wearing our clients’ tees or even our own.

Check out this photo of our newest BIGEYE tee, designed for the summer and of course, printed with our favorite water-based ink.

Our team can be a big help if you’re thinking about getting tees of your own. Call us at 407.839.8599.

Categories
Audience Branding Consumer Insights Strategy & Positioning


RedBull ran a series of subway ads featuring QR codes. This was not an ideal situation, considering most subways don’t provide mobile phone reception. Woops.

Continental created a QR code for its in-flight magazine. But when passengers were actually able to scan the code (before takeoff and after landing) they were directed to a pop-up window that displayed off screen.

Esquire magazine featured a QR code on the cover of one of its magazines, only to place it where the mailing label goes. Another unfortunate blunder.

To prevent one of these fails, contact us here to keep you on the right track!

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Audience Consumer Insights Content Marketing Creative & Production Motion Graphics Video Production

Illuminate the way you connect with your audience. Create a short and fun video, aka “splainer,” to engage and inform your viewers. Here’s a splainer we created for Illuminate – a children’s health and wellness blog by Arnold Palmer Hospital. Check out the blog for more of our handiwork!

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Audience Branding Consumer Insights Consumer Journey Mapping Content Marketing Creative & Production Strategy & Positioning

So you’ve heard the hype about Google+. You’ve caught snippets of its new features and heard word of its competition with Facebook, but you don’t quite get the benefits and aren’t completely decided if you are going to sign up for an account.
New social media platforms can be overwhelming. Heck, a lot of people are still figuring out how to integrate Twitter into their social media routines. We’ll give you the rundown of Google+, and help you decide if this is one social media weapon you might consider adding to your arsenal.

Circles

In the real world, we have different circles of relationships. We have work friends, friends we like to have fun with on a Friday night, family and so on. So, sharing things on social networks should work in a similar fashion. With Google+, you can create different circles of people and share photos accordingly. This way you can share only your most flattering pictures with Grandma.

Hangouts

The next best thing to a real life conversation. Google Hangouts allows you to video chat with up to 10 people at a time, and even watch YouTube with them. You can let specific friends or entire circles know you’re hanging out, allowing other friends to join in the conversation at any given time, just like in real life.

Instant Upload

If you have a Facebook, you know how great it is sharing mobile photos of your latest adventures. If you have a Facebook, you also know how un-great it is uploading those photos from your phone onto your account. Enter Google Instant Upload. Your photos and videos will automatically upload to an album on Google+ that will be kept private until you choose whom you’d like to share them with.

Sparks

This feature is sort of like Google News, only you receive all of your updates in one place, and links, articles, videos, etc. are easily shared with friends. Let Sparks know some things you’re interested in and it’ll send you some things it thinks you’ll enjoy.

Huddle

Google Huddle simplifies the back-and-forth of making plans with multiple friends via text messages. Huddle creates one simple group chat where all your friends can text at once. Less time texting, more time doing.

+1 Button

This is a feature that, in many ways, resembles the Facebook Like button. Just hit the +1 button on a page to let everyone know they should check it out. If you’re a business, having the +1 button on your page will help you stand out and get better traffic. This is definitely a feature you don’t want to miss out on, even if you opt out of creating a Google+ account for yourself.

So what does this mean for your business?

Considering Google+ is still in what it calls a “field trial” and hasn’t yet rolled out its business account option, the truth is no one can be certain. The success of social networks is generated by people. And since Google+ is still in a trial mode, we can’t predict how it will be received by consumers. But what we are seeing is an undeniable buzz and excitement about this social media platform.

There’s no doubt that Google+ makes connecting and sharing with friends an absolute breeze. It also looks like the social network will revolutionize the business world. Functions like Huddle and Hangouts may play a significant role in the way colleagues and clients communicate remotely, allowing up to 10 people to communicate at once via their personal computers by video or by text. And the +1 button is an obvious benefit for businesses receiving increased traffic thanks to the button’s ability to increase your website’s popularity and visibility.

We’ve seen more and more employers ban Facebook from the workplace, and older generations deny its marketing benefits due to its college-centered demographic. The Google brand may bring about a more widely received approval from businesses and older demographics, based on its professional reputation. Unlike Facebook, Google+ wasn’t first released with a college-only clientele.

The future looks promising for Google+, and while we don’t suggest creating an account for your business just yet (Google promised to unveil an account for businesses soon), we encourage you to set up a personal account and become familiar with the platform. While Google+ is still in trial mode, and the popularity of its future is still not certain, now is a great time to become acquainted with the functionality. To create a personal account and start exploring the platform, you currently have to be “invited.” If you don’t have a friend who’s got an account, we’d love to invite you! Just email us at info@bigeyecreative.com and you can join the party, too.

So there you have it. The wonders of Google+. It’s hard to say how this social media platform will fare against the social media giant that is Facebook, but there’s no denying Google+ has some truly innovative features that improve connecting and sharing with friends, family and even coworkers. And that’s a real plus.

Categories
Audience Consumer Journey Mapping Creative & Production Media & Analytics Search Engine Optimization Video Production Website Development

In the advertising industry, we are now seeing a divide between traditional and digital agencies. And the people searching for creative advertising agencies are left feeling like they need to pick a side. Do you stick with the conservative, traditional agency or try something different with a trendy, digital agency? This definite division between agencies and marketing philosophies leaves consumers stuck between two extremes.
On one side of the spectrum, you have traditional agencies that cling to what is safe and commonplace in marketing, such as print, billboards, radio, newspaper, TV and direct mail. Some traditional agencies think along the lines of, “print isn’t going anywhere,” and “social media is just a phase.” Although overhead costs may be a bit of a burden, the vast visibility of these marketing mediums has been proven reliable and successful.

On the other side of the spectrum, you’ve got modern-day digital agencies pushing Web, video, mobile apps, social media, QR codes, SEO and other non-traditional forms of advertising. These agencies live by the latest and greatest trends and stick with edgy, innovative marketing concepts. With a “print is dead” mentality, these agencies tend to focus on the next big thing on the marketing horizon.

Like most things in life, the truth lies somewhere in the middle. Print is not dead and social media is not just a phase. It’s not about utilizing one or the other. It’s about integrating these mediums together. Weave your social media platforms into your print pieces, and vice versa. Your billboard’s call to action can be to visit your robust website for more information. And your business cards can don a QR code that links to an innovative video explaining your company’s philosophy. These types of collaborative marketing initiatives can work together to provide greater brand awareness and, ultimately, ROI.

When shopping for an agency, make sure you find one that sees the big marketing picture. You shouldn’t have to pick a side. Instead, pick an agency that is on yours. BIGEYE seamlessly integrates digital and traditional marketing initiatives into one big picture, your big picture. Give us a call at 407.839.8599 or contact us here to get started.