3 Reasons You Should Be Using Direct to Consumer Advertising

Today’s marketplace focuses on strong consumer relationships and with to DTC advertising you can craft genuine conversations that build loyalty.

There’s a lot more to direct to consumer advertising than most realize, agencies and clients alike don’t always understand its scope. DTC, or D2C, stands for direct to consumer and refers to any communication that goes from a brand to the user or buyer specifically. A one-to-one communication with no middleman. Which sounds pretty simple but covers quite a bit, including direct mailers, social media, brand and voice apps, native advertising, and plenty more.
Here are 3 of the top reasons you should be utilizing DTC:

1. Control the perceptions of your brand

Brands are only as strong as their storytelling. When consumers don’t know, believe, or understand your narrative they make up their own. Leveraging the power of direct to consumer marketing, your brand can take full control of your narrative telling your consumers your story directly to get them engaged, listening, and interacting. The more you can inspire your target market to get involved with your brand, the more invested they’ll be in your services. It’s not really your company’s products or services that keep consumers coming back, it’s strong branding and spellbinding storytelling that turns customers into true brand advocates.

While direct to consumer strategy is all about direct communication, it’s important to know what you want to say and how best to say it. There are tons of channels for DTC and choosing the ones that will draw in the correct audience is just as integral as the communication itself. Get in touch with strategy and content experts before deciding on any specific execution. As these words will come directly from your brand they will be seen as an honest representation of your company, so they need to reliably strike the right cord.

2. Cut costs while growing your consumer base

The efficiency that comes with DTC strategies stems from the funds you keep by cutting down on middlemen. While cutting costs is a great goal, DTC would still be a waste of resources if it’s not effective. The impact of your D2C marketing, another term for direct to consumer advertising concepts, will be determined by the quality of the content and channel. For instance, if your brand is communicating through an app then the user experience needs to be just as strong as the content. The program is representing you and the consumer learn more from experience than from content.

Build out your D2C marketing strategy with an advertising agency that understands the intricacies of app development and marketing to reach your goals without wasting time or resources. Streamlining your communications is only useful when those communications are what your consumers want to hear served in a way that will make them listen.

3. Instantly update your narrative as trends shift

Having direct control over your band’s communications gives you unique speed when it’s time to make a change. Consumers and cultures are ever-changing so your content needs to be as well. When looking at native advertising DTC channels such as social media, you can shift the perceptions of your entire audience over just a few weeks utilizing crafted strategic posts. When your communications are controlled by you, shifts and swerves are well within reach; so is direct interaction.

Through strategic interactions with your consumers, you can learn about them as much as they’ll learn about your brand. As your communicators begin to genuinely understand the target market, they’ll be able to tweak your approach better and connect more effectively. For all this to work you’ll need skilled communicators in charge of your DTC communications, to monitor and adjust messaging in real-time.

The takeaway

Direct to consumer advertising has a great deal to offer brands that effectively use it. Leveraging effective strategy, well-executed content, and a deep understanding of their audience, direct to consumer brands can drive incredible profits and build loyalty.

Correctly managing all the variables at hand takes a lot of strategic skill and industry understanding. Being a full-service agency with a strategic center that deeply understands audiences and how to best position brands to appeal to them. When you’re ready to build effective consumer relationships through DTC marketing, Let’s connect.

Want Your Next Marketing Campaign to Be Great? Demand Originality

Take a stance alongside a creative brand consulting firm to strategically place you at the intersection of originality and personality.

The phrase “there’s nothing new under the sun” is pretty old itself — it’s the source is the Book of Ecclesiastes. Yet that ancient proverb is still relevant today, as it’s also the lament of just about every creative director and content editor. This sea of monotony does have one upside: Businesses that pursue creative brand consulting to help generate original ideas will earn a significant competitive edge.

The value of originality

Our world is a derivative one. If you need proof, just look at Hollywood’s endless procession of remakes and superhero franchises, the music industry’s love of cover songs, and the advertising industry’s tendency to copycat and mimic. Hey, it’s easier to copy something that works rather than developing original material, right?

Sure, it’s easier — but it’s also much less effective. The law of diminishing returns kicks in, as the third and fourth versions of a great new idea always have much less impact. Given that we’re all surrounded by advertising, we’ve become inured to it in many ways. If brands want to truly engage an audience and snap them to attention, they need to be boldly original. They need creative brand consulting.

One great example of this is a recent ad campaign from Farmer’s Insurance. The insurance industry isn’t particularly exciting, but companies within the sector have found some success by creating standout characters (the AFLAC duck, Flo from Progressive, etc.).

Farmer’s has employed the Oscar-winning character actor J.K. Simmons to much the same effect recently. In a recent campaign, Farmer’s created a 60-second ad based on “Oh, the Places You Will Go” by Dr. Seuss, with Simmons providing the narration.

The commercial had a special hook, however: Farmer’s took actual claims from customers and reimagined them as Dr. Seuss stories, complete with whimsical rhyming narration. Farmer’s and its ad agency partner RPA took added pains to ensure the end product adhered closely to Seussian style, both in terms of style and quality.

The result was deeply clever incorporation of the core business (insurance claims coverage) into a larger creative message that emphasized experience and exploration. To top things off, the ad was released on the 115th birthday of Dr. Seuss.

Why originality is the ultimate differentiator

The next time you’re consuming content, take some time to really watch the ads and marketing message you’re being served. You’ll find that a handful of them are fantastic — and the majority are utterly forgettable.

Forgettable is one of the worst things you can say about an advertisement. So why do so many brands settle for mediocrity? Part of it can be ascribed to the agencies with which they’re partnering. It’s not easy generating original ideas, and generating these ideas to work within the specific context on an ad campaign is even more difficult. This means agencies have an incentive to settle for “OK” when they should be aiming much higher.

It’s the responsibility of businesses to demand original and highly engaging ideas. While this work isn’t easy, the right creative brand consulting firm can deliver the kind of deeply original advertising and marketing content that audiences find impossible to ignore.

The takeaway

At BIGEYE, we understand the value of originality — and we have the resources and talent to take advantage of it. We specialize in creating advertising and marketing campaigns that engage audiences and deliver maximum ROI for brands.

If you’d like to hear more about the power of truly original work, please don’t hesitate to contact us today.

Want to Maximize Your Influencer Relationships? Then Go Long

Fine-tune your influencer relationships with expert brand messaging services to bring your brand voice to a whole new level!

Brand messaging services have long evangelized about the power of influencer marketing. Yet in order to maximize the returns brands see on influencer campaigns, it’s important to optimize these relationships.
One key factor that many brands overlook in this process is longevity. By finding the right influencer partners and developing a sustained relationship, brands can build more interesting and complex content — and ultimately save money doing it.

Unlocking the key to longevity

Influencer marketing campaigns have evolved over time. A few years ago it was common for influencers and brands to partner for a single campaign and then move on.

Today, however, the trend is shifting toward sustained collaboration, and there are several reasons for this change.

First, brands are beginning to understand that sourcing influencers can be time-consuming. Today, the number of would-be influencers has grown significantly, so it takes more time to discern the pretenders from those with real market sway.

Brands also understand that longer relationships with influencers unlock greater creative potential. Once you grasp an influencer’s strengths, abilities, and the preferences of the influencer’s audience, you can use this information to develop highly targeted marketing content that’s more relevant and more engaging. There’s no feeling out process, which means less time and money is wasted trying to get creative sensibilities in alignment.

Long-term relationships also play well with audiences. If an influencer’s audience sees that a featured brand is one half of a supportive, long-term partnership, this will register as authentic, and earn brands goodwill.

Influencers, too, benefit from a sustained partnership. High-level product partnerships help establish influencers as credible and increase their standing in the eyes of their followers, brands, and other influencers competing for the same market.

Setting the table for longevity

So how do brands lay the groundwork for long and mutually profitable relationships with influencers? It starts with identifying the right people. Success as an influencer isn’t only about reach or pure numbers — it’s also about engagement. An influencer with 10,000 deeply passionate fans or followers may have more value than an influencer with 100,000 mildly-engaged fans or followers.

It’s also critical to target the appropriate niche. This doesn’t necessarily mean that a partner influencer needs to be situated in the exact same space as a brand’s products or brand messaging services. There may be crossover opportunities with influencers in adjacent niches. Or, established influencers may seek to grow their followings into new yet still somewhat related categories — a beauty blogger transitioning into fashion, for example.

Brands should carefully weigh variables such as the size of an audience, its growth rate, overall engagement, how long an influencer has been operating, the platforms they use, the kind of content they create and the values they possess.

It’s also important to consider personal attributes as well. Influencers are like anyone else — their interests, desires, ambitions, and life circumstances evolve over time. It’s possible that today’s fashion influencer may become tomorrow’s parenting vlogger.

If all of these elements are aligned with the strategic needs of the brand, the stage is set for a long — and mutually beneficial — relationship.

The takeaway

We understand the immense value that can be unleashed by establishing the right influencer marketing partnership. Brands can work with influencers to create more authentic connections with their audiences through brand messaging services and reach highly motivated consumers within new lucrative channels.

If you’d like to hear more about the value of long-term influencer relationships, we urge you to contact BIGEYE today.

Why Replacing the Last Click Model is Imperative for All Brands

When it comes to updating software we tend to delay changing out the systems we already use, which is why making a partnership with an attribution modeling company is crucial.

The last click attribution model isn’t just antiquated in today’s advertising and marketing world — it’s been outmoded for years. In order to remain competitive, brands that have not kept pace should consider partnering with an advanced attribution modeling company.
Let’s take a closer look at why the last click model is lacking, and how businesses can develop newer and more effective approaches.

Turning the page on last click

Conversions, generally, come after a series of touch points between the consumer and the individual elements within the marketing funnel. Given this multitude of touch points (and lacking access to each consumer’s thinking process), assigning credit for conversions has historically been a challenging task.

The last click model offers a simple — but highly inadequate — solution to this problem: The last click or ad event gets all the credit. Of course, in many cases the last click or ad event may have been entirely irrelevant. In fact, it may have even been a net negative in the conversion process, giving the consumer a moment of doubt before converting. Nevertheless, under this model, it earns full credit to the exclusion of all other touch points.

Despite these profound limitations, last click remains widely used. According to data from eMarketer, 87% of companies with more than 100 workers and at least one digital advertising channel will use attribution modeling. Yet only 58.3% of these companies will use multichannel modeling, which assigns credit to multiple touch points.

So why are so many organizations sticking with a process that provides such limited visibility into the efficacy of a campaign? There are a few reasons. First, implementing new, more sophisticated models is a challenge, while last click is simple. Organizational inertia — and the fear of integrating more complicated approaches — helps keep last click in play.

Observers also point out that data is often siloed, and marketers aren’t incentivized to share information across an organization. Additionally, many in the C-suite haven’t taken steps to push marketers away from last click modeling, either due to a lack of understanding or by simply viewing it as a low priority.

A better solution

As eMarketer points out, there has long been skepticism among C-suite executives about certain aspects of digital marketing. Namely, concern about marketers using vanity metrics that make them look good and a lack of a clear link to concrete outcomes.

Dumping last click in favor of a more sophisticated modeling approach can play an instrumental part in diminishing such concerns. With a more fine-tuned modeling methodology linked to core outcomes, brands can gain much deeper visibility into the efficacy of their efforts, determining causality rather than correlation.

By working with a top digital marketing agency or attribution modeling company, businesses can implement alternative approaches. Some of the most common of these include:

  • Linear models (which assign credit equally)
  • Time decay models (where more credit is given closer to the conversion)
  • Position-based models (where the first and last touch points earn the largest credit)
  • Data-driven models (which harness machine learning technology to assign credit and can learn over time).

The takeaway 

At BIGEYE, we’re committed to providing our clients with sophisticated attribution models that provide greater clarity into the buying process and campaign performance.

If you would like to hear more about what an attribution modeling company can do for you, please don’t hesitate to reach out to us today.

How Brands are Winning Over Customers by Being Genuinely Authentic

The authentic arms race: A competitive route that can only be won by working with a branding agency to help position your messaging genuinely.

You don’t need to run a branding agency to understand that consumers crave authenticity. Given that most of us are continually bombarded with advertising and marketing, it’s natural that we seek messages that connect on something deeper than a purely commercial level.
Technology has exacerbated our impatience with inauthentic branding. We live in an age of Instagram filters, perfectly curated social media accounts, Photoshop, and even outright digital manipulation. In an environment where people are surrounded by the phony and the superficial, it’s little wonder that they desire something raw, real and unmediated.

And that’s a desire that today’s savviest brands are trying to accommodate.

Two tips for creating authentic connections

We’ve established that people crave authenticity. So now let’s talk about two strategies that brands can execute to create messaging that resonates.

1. Be human when developing your brand voice

For as long as consumer society has existed, its primary mode of communication has been a bland, neutered form of corporate-speak, designed to minimize the odds that someone, somewhere might take offense. Yet while this tone may not offend anyone, it’s also not going to challenge, engage or excite anyone, either. Time to take a risk!

Too often small to mid-sized businesses adopt this generic brand voice out of insecurity — they mistakenly believe they will be perceived as “unprofessional” if they opt for something too colorful, lively, edgy, etc.

The truth, however, is that people want to hear brands speak in human-sounding language. They want brands to interact with them the same way that people in their social networks do. This is partially because Twitter and other social platforms are absolutely overrun with bots. A recent Pew study showed that an astonishing 66% of shared links on Twitter were generated by bots, versus utilizing a branding agency.

In order to be perceived as authentic, brands must speak in a recognizably human voice. They should also be familiar with the social conventions of the platforms on which they are communicating.

Fast food companies are the masters of this kind of consumer marketing interaction. KFC, Burger King, Arby’s and other chains love to propagate clever memes on Twitter and poke sly fun at themselves. They are also highly adept at taking trending topics and relating it to their own brand — and people, of course, eat it up(no pun intended).

2. Standing up — and standing out — for a good cause

Over the last year, we’ve seen several examples of brands creating an authentic connection with consumers by taking a public stand on social issues. Patagonia’s “The President Stole Your Land” was a fierce bit of advocacy marketing. It delivered a stinging indictment of a powerful figure couched in simple language. It was also deeply authentic and perfectly in line with Patagonia’s brand identity.

Gillette’s famously polarizing “toxic masculinity” ad was a much larger gamble, as its message wasn’t guaranteed to resonate with much of the company’s customer base. Though it was criticized in some quarters, it was joyously received in others, while raising Gillette’s brand profile exponentially.

Brands will often attempt to earn goodwill and position themselves as good citizens by offering general statements of support for various social causes or donating money. These gestures, though well-intentioned, are usually forgotten almost immediately. Not so with Patagonia and Gillette, who turned their social advocacy into a deeply felt, authentic message.

Finding the right branding agency

At BIGEYE, we help our clients create deeply authentic marketing messages, while also giving them the advanced technological tools they need for effective targeting and distribution.

If you’d like to hear more about what an authentic marketing campaign can do for you, please reach out to us today.

Why Great Marketing Means Thinking Outside the (Sandwich) Box

Think outside of the box or in this case outside the sandwich and partner with a brand package design agency to creatively connect with your consumers.

There’s no denying that subscription services are hot. You can now have razors, meal kits and even a curated selection of candy from across the globe delivered to your door, weekly or monthly. This shift toward subscription goods is one reason why brand package design has become increasingly important in recent years. A beautiful or visually arresting design can make regular delivery of expected goods feel almost like a gift.
Given the rising popularity of the subscription model, it’s hardly surprising that brick and mortar businesses are attempting to join the party. What may surprise you, however, is the identity of some of these legacy brands.

How Arby’s took “thinking outside the box” to a new level

In early January 2019, the fast-food franchise Arby’s announced it would begin rolling out a new subscription service for sandwich lovers called “Arby’s of the Month.”

If you’re breaking out in “meat sweats” at the thought of a limp, week-old roast beef sandwich arriving at your door, fear not: These boxes contain “sandwich-inspired items” rather than actual buns, beef and horsey sauce.

The first boxes were distributed to members of the “Arby’s of the Month” club and contained the following promotional items: A visually pleasing brand package design with red and white Arby’s ski hat, a scarf designed to look like a giant slice of bacon, temporary Arby’s sandwich tattoos, a branded dining tray and a note from the company’s so-called “Head of Sandwiches” promising five more months of Arby’s themed goodies.

Arby’s priced the six-month subscriptions for a flat $25 fee. While they quickly sold out, the company says it will alert consumers as soon as more subscriptions come available in the coming weeks.

Why Arby’s chose the subscription box marketing route

Marketers can leverage larger societal trends to great effect. Look no further than Gillette’s recent #metoo-inspired “We Believe” ad, which gained massive attention while courting considerable controversy. Another example: Nike’s 2018 campaign featuring former NFL quarterback Colin Kaepernick, which leveraged the football star’s visibility as a social justice figure.

Now, a “Sandwich of the Month” club doesn’t have the same gravitas. Yet it falls perfectly in line with Arby’s playful, slightly goofy brand identity. Audiences don’t expect a roast beef purveyor to create an idealistic, high-concept ad campaign focusing on human rights. A campaign that builds upon Americans’ recent fascination with subscription delivery boxes — presented in Arby’s signature off-kilter style — is perfectly pitched.

Merely choosing to use the subscription-based model isn’t enough, however. For a truly successful campaign, Arby’s needed two additional things: Delivery items that would delight their customers and an appealing box in which to contain them.

Arby’s succeeded with the former — after all, who wouldn’t be amused by receiving a giant, flowing bacon scarf? For the latter, Arby’s chose to partner with the ad agency Fallon, who came up with a striking example of a strong brand package design to support the campaign.

Overall, Arby’s delivered a clever, on-trend and on-brand campaign idea supported by great design and social media marketing. With those elements in place, it’s little wonder that Arby’s new promotion sold out almost immediately.

What BIGEYE can do for you

If your brand would like to elevate its current marketing approach — or take advantage of truly compelling brand product design — we urge you to contact BIGEYE  today.