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.

Warning: This Blog Post May Lead to Cuteness Overload

Prepare for an emotional overload! Work with a brand development company to help craft an ad that pulls at the heartstrings and connects consumers.

Any good brand development company knows that emotional resonance is one of the keys to great advertising. If you can move someone emotionally, there’s an excellent chance you’ll be moving some product soon afterward.
Obviously, not all emotions are created equal in this sense. Brands making a habit of sending audiences into a hot rage probably wouldn’t be beneficial.

But joy? Wonder? Delight?

If you can master those feelings throughout your brand messaging the way Disney has, your brand has unlimited potential.

Disney and the science of “cute overload”

You’ve probably noticed that people are naturally drawn to cute things, with babies, puppies, and kittens serving as exhibits A, B, and C.

But baby ducks might be the cutest of them all. Small, squeaky, and equipped with adorably goofy bills and oversized webbed feet, baby ducks are certainly in the Pantheon of Cuddly Animals.

Disney’s recent ad showcasing its EuroDisney theme park exposed our collective love of baby ducks in brilliant fashion. The story plays out like this: A tiny, lonely baby duck finds an old Donald Duck comic book in a field and is instantly infatuated. The duckling mimics Donald’s poses and seems to spend all his time absorbed in the book’s pages.

Unfortunately, a change of season comes in the form of a nasty thunderstorm and some seasonal migration. The duckling has to leave his beloved comic book behind, as he flies away to parts unknown with the rest of the flock.

In a heartwarming twist, however, the flock’s new home just happens to be on the outskirts of EuroDisney. Who does the duckling see standing in front of the theme park? Donald Duck himself, resplendently clad in his customary three-sizes-too-small sailor suit.

The duckling runs to Donald, hugs him and closes his eyes in sheer bliss — striking the same pose that millions of children visiting Disneyworld have also experienced after meeting Donald, Mickey, Minnie, etc.

It’s a pretty brilliant advertisement — even for a company that specializes in creating this kind of magic. If you’re a brand or a brand development company, it also provides a good opportunity to examine just why this approach is so effective.

As it turns out, it’s all in our DNA.

Why the cuteness sells

It’s not uncommon to see someone pinch a baby’s rosy red cheeks. Or, to hear someone utter the (slightly unnerving) phrase “you’re so cute I could just eat you up” when in the presence of a baby.

So why do humans feel a compulsion to pinch and squeeze babies and puppies?

Science has an answer. According to a 2015 study conducted by Yale psychologist Oriana Aragon, the feelings that adorably cute babies and animals inspire in us are so overwhelming that we instinctively follow them up with feelings of aggression. The general idea is that humans are designed to maintain emotional equilibrium. The presence of a baby (or an adorable duckling) sparks such an emotional reaction within us that we immediately compensate by thinking or acting in a more traditionally aggressive manner.

That’s a fascinating finding — and one with interesting implications for any brand development company, as well as the advertising and marketing industry as a whole. If emotional resonance is the Holy Grail of connecting with audiences, cuteness overload might be the map that helps brands discover it.

The takeaway

At BIGEYE, we help brands create the kind of advertising and marketing campaigns that inspire and delight audiences. If you’re not getting maximum value from your current marketing approach, please contact us today to learn what we can do for you.

What Struggling Brands Have in Common With Week-Old Croissants

Crack open a nice can of crisp, bubbly, and refreshing value that comes with giving your longstanding brand a makeover or facelift.

Human relationships are fairly predictable. First, we fall in love. We can’t wait to tell everyone, both online and off. After a few years, the magic fades and we start exploring our options. Of course, we’re not talking about relationships between people here, but rather how people treat their relationships with their favorite brands. Consumers fall in and out of love quickly — and companies often need a good brand positioning agency to keep that relationship viable.
Why are brand relationships with consumers often so fleeting? It’s simple: Even the world’s most compelling branding can turn staler than last week’s croissant if it isn’t updated and refreshed regularly.

Why a famous refreshments brand opted for its own refresh

While it might seem foolish to tinker with an icon, even the most beloved brands benefit from an occasional facelift. In fact, longstanding brands often benefit the most from an update. One example is Pepsi, which recently re-positioned its brand around a new tagline: “For the Love of It.”

Pepsi has rolled out its new tagline in more than 100 markets worldwide. Roberto Rios, Pepsi’s SVP for Global  Marketing, said the new jingle is a call to arms or sorts, serving as a “rally cry” for people to “go all in for the things they love.”

The new tagline is also accompanied by a new product jingle performed by singers and dancers from 14 different nations. Pepsi also chose to add new can designs to its brand refresh, with new typography and slogans, including “Max Taste No Regrets” and “With Mischief and Love.”

These changes represented the first significant refresh in seven years for the beverage giant, whose last major brand update was built around the “Live for Now” tagline — the same tagline that featured prominently in Kylie Jenner’s much-discussed (and much-critiqued) 2017 Pepsi ad.

The benefits of a brand makeover

Unlike a rebrand, which is a top to bottom re-imagination, a brand refresh functions more along the lines of a makeover. Even the most popular brands become stale over time. That’s not due to any inherent flaws, but rather, public taste and sentiment is ever changing, and brands need to ensure that their identity remains aligned with these shifts.

Because a brand refresh is less comprehensive, many of the changes come closer to the margins. In the case of Pepsi, these changes meant a new tagline, new can designs, a song, and some other supporting marketing materials. Other typical changes may include new color schemes, new slogans, new product names, and new designs.

By introducing new elements, a brand positioning agency can assist companies in offering audiences a gentle reminder that they are still around and relevant. For legacy brands such as Pepsi, this is a critical strategic objective. The product, is omnipresent and fairly unexciting. For as long as any of us can remember, it’s been in existence. At restaurants, retail stores, stadiums, concert venues etc., cola is part of the landscape. That’s not exactly a recipe for fierce brand loyalty.

This means that it’s incumbent upon Pepsi’s branding to build and sustain consumer relationships. Consumers grow old and change with age. Pepsi doesn’t, so a refresh is necessary every five-to-ten years to help each generation identify (and ideally fall in love) with the brand.

The takeaway

At BIGEYE, we believe that the right brand positioning agency can make a critical difference in the ultimate success or failure of any small to mid-sized business. If you’re part of an established brand that isn’t gaining enough market traction, it could be time to consider a well-executed refresh.

Contact us today to learn how we combine market research, advanced technology, and creative talent to design brand refreshes that truly move the needle.