The Secret to Brand Placement? Location, Location, Location.

It’s imperative to place your brand in the proper locations to reach the right people, in the right place, at the right time through a media buying agency.

What does selling real estate and using media to sell your brand have in common? It’s all about one thing: Location, location, location. You don’t have to work for a top media buying agency to understand that context is critical when it comes to brand placement.
If you need evidence of the importance of location, look no further than this year’s Super Bowl — where one global beverage giant is preparing to go all in to maximize the effects of its advertising campaign.

Anheuser Busch’s massive Super Bowl bet

The Super Bowl is the most significant betting event of the year. It’s estimated that Americans bet nearly $5 billion on the game annually. Global beer giant Anheuser-Busch is making its own massive wager on this year’s Super Bowl, planning one of the largest ever media buys.

The brewer announced it has purchased five-and-one-half minutes’ worth of airtime, during which it will show commercials for five of its brands and seven of its products. That’s an impressive outlay, given that the average cost of a 30-second spot during the Super Bowl has risen to roughly $5 million. The Super Bowl, in fact, is so important to brands and the advertising industry that it represents 2.5% of all network broadcast advertising for an entire year.

Anheuser-Busch’s Super Bowl advertising expenditure will be roughly 30% higher in 2019 than in previous years. The company believes the increase is justified due to the extraordinary nature of the event; the Super Bowl regularly draws more than 100 million viewers in the United States.

The Super Bowl…of ads

For advertisers, however, huge viewership is only part of the equation. The Super Bowl, in recent years, has become more than a football championship; it’s also a showcase for the ad industry’s very best work. Super Bowl commercials have become near-compulsory viewing for many Americans, as brands save their most compelling and engaging creative work for Super Bowl Sunday. The high quality of Super Bowl ads has made the event perhaps the only occasion where people are actually eager to watch advertising.

Anheuser-Busch knows this. The company’s U.S. CMO, Marcel Marcondes, recently told Adweek that  “attention is the new currency and (the) Super Bowl is such a unique moment in culture when people are paying attention, watching TV and more than that, they are willing and looking forward to watching TV commercials. So for that reason, we decided to bet big.”

In other words, it’s all about location strategy: Reaching the right people, in the right place, at the right time, and when they are in the right frame of mind — all accomplished through utilizing a smart media buying agency.

Why location is critical for brands

Anheuser-Busch is wisely betting that the benefits of Super Bowl advertising — and the singular nature of the event — will justify their $50 million ad spend. Yet few businesses, of course, have the resources to buy even the shortest Super Bowl ad.

That doesn’t matter, however, as virtually any enterprise can reap the advantages of brand placement in the proper media locations. Even if you scale down from the Super Bowl to advertising on a local network affiliate, the principle remains the same: Find the location, time, and context where viewers or listeners overlap with your customers or audience.

If you don’t have media buying experience, that might seem like a tall order. However, a high-quality media buying agency can partner with businesses to precisely identify and plan the best possible media locations for ad spending.

The takeaway

At BIGEYE, we specialize in helping businesses connect with audiences through compelling campaigns and finely targeted media buying. If you’d like to derive maximum value from your next media campaign, we urge you to reach out to us today.

How Brand Strategy Firms Respond to People Un-Friending Facebook

Whether you’re a top brand strategy firm — or merely a casual social media user — you’ve probably noticed that young people are un-friending Facebook in droves in favor of Instagram and other platforms.
The statistics are enough to keep Mark Zuckerberg up at night: According to Pew Research, 71% of Americans aged 13 to 17 reported using Facebook in 2015. By 2018, that number had dropped to just 51%. Meanwhile, Instagram’s numbers have reversed among teens, rising to 72% today from 52% in 2015. Snapchat and Youtube have also seen sizable increases.

So what do these platforms possess that Facebook lacks? And how should brands, like yours, respond?

Let’s take a closer look.

Why Facebook has become “platform non grata” among younger users

One of the reasons why Facebook has fallen out of favor with younger users is “context collapse”. This concept describes how the various identities that people possess (the way they choose to present themselves to others) overlap and sometimes conflict across networks.

In the case of Facebook, it works like this: Someone creates an account, and friends a few hundred people. Some are close friends offline, but most are merely acquaintances or friends of friends — people we rarely interact with in person. Over time, Facebook users may grow uncomfortable with the idea of sharing personal stories or information with people they rarely see or don’t know that well. Yet they may still wish to share with people in their network who are closer to them.

Another example: A Facebook user who has friended work colleagues may feel uncomfortable with sharing photos and video of a recent night out celebrating. The context — and the intended audiences — are in conflict.

Facebook has made attempts to remedy this issue (allowing users to designate audiences for posts and create smaller groups that friends can be sorted into). Yet these are hardly the kind of simple, frictionless solutions that appeal to younger users.

This desire to avoid sharing with people on the periphery of one’s social circle is even more pronounced among younger social media users. Platforms such as Instagram and Snapchat are better suited to this tendency by their very design, which focuses on more narrowly tailored sharing and smaller groups.

Additionally, Facebook’s newsfeed — once an incredible innovation in its own right — has become a source of frustration for many users, stuffed with old or irrelevant content. The innovative features recently developed by Facebook’s rivals (like stories, stickers, lenses etc.) are much more in tune with how younger people wish to consume content.

How brands should respond

The numbers don’t lie: There is a mass movement away from Facebook by young people, and brand strategy firms need to respond accordingly. If a campaign is needed to target a younger demographic, Instagram, not Facebook, should be the primary platform under consideration. All content (and all business accounts) should, therefore, be optimized for Instagram.

Instagram stories, when used properly, is a powerful tool for reaching younger audiences. The feature has been enormously popular since its 2017 rollout (enough to make Facebook commission its own version) and has deepened engagement, especially among young users. Research shows that Instagram users under 25 are now spending 32 minutes per day on the platform.

By adding polls, links and other features to Instagram stories – and brand strategy firms designing all ads and content in a format that’s optimized for younger viewers — brands can ensure they stay on the right side of recent trends.

How BIGEYE helps brands reach young audiences

It is our mission to stay at the vanguard of important trends. Whether it involves social, marketing, advertising or technology, we’re always focused on what’s next.

If your brand could benefit from a truly forward-focused approach, please reach out today.

How a Brand Development Company can Help You with the Impossible

If a brand development company can make voting fashionable, then anything is possible.

It might seem like a stretch, but some of the best minds in branding are on that very mission. Though doing your civic duty is critically important for democracy, the U.S. has historically underperformed in terms of voter turnout, regularly ranking near the bottom of most indexes.

And that’s somewhat understandable — standing in line at a polling station is nobody’s idea of a glamorous way to spend a morning, and once civic apathy sets in, it can be hard to break.

Fortunately, Bumble — and some of the other leading brands in Silicon Valley — are helping increase turnout by giving the voting process some social cachet.

Making voting a social plus

 Until recently, voting was a solitary activity. You lined up, entered a booth, cast your ballot and trudged off to work. Today, however, you’re likely to see people uploading photos and videos of themselves voting to social media and even live streaming the event. Voting has become a public performance — and that may be the key to making it more popular.

Bumble, a dating platform that is one of the most forward-thinking brands in the tech space, understands this and has taken steps to capitalize on it. Bumble teamed up with a public awareness campaign called “I Am a Voter” (admittedly not the best name we’ve ever heard) to increase voter turnout.

To accomplish this, Bumble created a new profile badge that allows users to identify as a voter. It’s the digital version of those omnipresent “I Voted” stickers. The idea is simple: People know that voting is a social good, and that is perceived as a voter is a plus in the eyes of other people. By tapping into this sentiment, Bumble is helping to brand the voting process as something that’s desirable — something that affirms your status as a serious, civic-minded person.

In addition to the new badge, Bumble also added new in-app functionality to assist users with voter registration.

Bumble — a feminist dating app whose team is largely comprised of women — has a long history of using its platform and brand in the service of larger social goods, making the voting campaign a natural extension of both its ethos and brand.

The dating platform wasn’t the only Silicon Valley company working to promote voting. Uber offered discounted rides to polling places on Nov. 6 (Election Day) and integrated directions to users’ local polling places, while Lyft offered free and discounted trips to the polls.

Bumble competitor Tinder worked with voting registration project “Rock the Vote” to maximize turnout by offering swipe-based in-app registrations. Even Dropbox and other firms gave their employees free time off to do their civic duty at the polls.

Is all of this having an appreciable effect? The early returns are overwhelmingly positive. Young adult voting (the demographic most likely to be influenced by these tech-based approaches) saw a staggering 188% increase in turnout during the Nov. 6 midterm election. Whether it’s the result of outreach efforts from companies like Bumble — or Taylor Swift urging her 112 million Instagram followers to vote — it’s clear that tech and social platforms have not only helped increase civic turnout but have also helped rebrand the process of voting for a new age.

Finding the right brand development company

Technology — and clever branding — have helped turn voting from a solitary and somewhat dreary civic duty to a communal experience meant to be celebrated. If your business is in need of working with an innovative brand development company, we know just the firm to provide it.

Design Trends, Friends, Other Creative Odds & Ends

2018 was a year of unique design approaches that will continue into 2019. Bold colors, duotone photo filtering, playful typography layouts, deconstructed and asymmetrical layouts, and rich metallic and holographic foiling techniques are just a few of the visuals that dominated design these last 365 days.
The philosophy of building a complete brand system (not just a singular standing logo) was also something that bubbled over into the mainstream this year, especially for larger brands. These are brand identity systems that are structured for ease of use and at extremely small sizes while also being allowed to flex, expand, and contract with execution. This approach will continue on as the most effective way to create and implement a modern-day brand.

2018 also revealed the growing trend of larger brands beginning to bite the bullet and commission their own typefaces. The point being to avoid hefty licensing fees, and having their own custom-designed typeface is the ideal long-term solution.

Photography also took a hard right turn this year. Compositions that appear more amateur and “Insta-documented” were a noteworthy visual, especially for brands wanting to connect with younger audiences.

Lastly, we have a hunch that the stripped-down-personality of the super sans-serif wordmark-only type treatment trend in logo design may slowly start to fade away as we get further into 2019 and 2020. But of course, that’s yet to be seen!

No matter the trends that come and go, two important things will always remain—using tried-and-true design principles of balance, rhythm, and harmony, paired with telling a brand story that connects with its intended audience. That’s our take on how the best brands (with the best products) of today will truly thrive in tomorrow’s rapidly changing world of tastes, needs, and desires.

A Comprehensive Guide to Marketing Services

If you’re a small to mid-sized business owner, you almost certainly don’t have enough time in the day to get everything finished to your satisfaction. Often, the day-to-day operational demands that come with running a business make it difficult to focus on the broader strategic picture — something that is essential for growth.

In order to create a truly high-performance enterprise, it’s sometimes necessary to contract with outside agencies for help with key creative and technical tasks. By working with a trusted agency, business owners don’t have to work outside the limits of their own expertise and have more time to focus on their own high-value tasks.

With that in mind, let’s take a look at some of the most important services offered by today’s top creative agencies.

Marketing research

In order to validate their hypotheses, marketers need to collect hard data, and this comes in form of data collected by a marketing research agency. This research may occur through focus groups and brand awareness studies.

Many brands partner with a marketing research agency to help complete these tasks and conduct primary market research. By working with a consumer insight agency or focus group research company, brands can gather the kind of data that helps identify the strengths and weaknesses of their products and services, while also better understanding their target market.

Additionally, a usability testing company can help a company determine how an intended audience interfaces with a product or service, while Florida research companies specializing in market data can assist with consumer profile services and qualitative research services. This gives their clients a broader picture of who their audience is, and how those audiences are responding to products, services and marketing campaigns.

Creative services

Creative work is the heart of effective marketing and branding. Whether it’s print advertising, sales materials design, collateral design or annual report design, creative work is the conduit through which audiences and brands connect.

Most small to mid-sized businesses don’t have the budget or expertise to deploy an in-house creative team. That’s not an insurmountable hurdle, however; by contracting with a copywriting company, outdoor marketing agency, tradeshow display company or packaging design agency, brands can realize their creative vision and better connect with their customers.

Digital marketing

We’ve reached a point where the terms “marketing” and “digital marketing” are almost interchangeable. Most of us live, work, communicate and play online — which means that businesses need to do their utmost to connect with people in the digital realm.

This is accomplished by the following techniques such as email and content marketing and various forms of pay-per-click marketing services or display advertising services. By working with a digital marketing consultant, a content marketing agency or an email marketing agency, brands can help ensure that they reap the rewards of a digital approach.

A new and critically important trend is voice technology. Given the staggering adoption numbers for smart speakers and digital assistants, forward-thinking brands should also consider pursuing voice development services from an Alexa app company or a top Florida digital marketing company.

Strategy

Great marketing campaigns all begin with a smart, overarching strategy. This strategy should encompass everything a business does in terms of marketing creation and distribution, including various content types and channels.

Marketing data analysis conducted by a marketing strategy agency can play a key role in this process, as it provides a sound foundation on which to build campaigns and test assumptions. Businesses may also wish to focus on more niche areas by employing an audience segmentation consultant or social media strategy company, both of which can play an integral role in helping brands identify and engage with ideal audiences for their products and services.

Today, a comprehensive marketing strategy must cover a wide variety of channels, reflecting the nature of how audiences live, work and consume content today. This means that working with a multi-channel marketing company that specializes in this kind of approach is often a smart idea.

Media buying

When it comes to good marketing, distribution is just as important as creation. You can have the most compelling campaign in the world, but if nobody sees it, what good does it do?

That’s where media buying enters the equation. The right media strategy services or media planning agency can help ensure that your marketing content gains maximum exposure through every relevant channel, including print and TV.

Digital, too, is an important piece of the media puzzle. A digital media buying agency that specializes in this channel can help ensure your campaign gains traction, while an attribution modeling company can provide you with measurable data that confirms whether or not particular marketing or advertising approach is effective.

In today’s changing world, it’s also important to ensure that your media campaigns reflect the viewpoints of all consumers, which means that it makes sense to work with a multicultural marketing agency that has the perspective to connect with all audiences.

Web development services

Maintaining fully-functional websites with smooth and intuitive user experiences should be a key priority for just about any business. Websites serve as the public face of a business and also often play an important role in generating revenue. If a business can’t be trusted to offer the public a professional and reliable website, prospective customers may wonder about the quality of the products and services they will receive.

However, not every business is equipped to maintain a reliable, user-friendly digital presence. In such cases, it makes sense to partner with a web design company or website development company that can handle every aspect of creating and maintaining digital properties. Additionally, a good content management company can help ensure that businesses place high in organic search rankings by following the principles of search engine optimization and content marketing.

Continuity is also critically important, as downtime can result in lost revenue and angry customers. An Orlando web development firm offering website maintenance services can help local businesses ensure that their digital properties suffer from minimal technical interruptions.

By partnering with top Florida web design consultants, local businesses can ensure that their online presence serves the needs of their customers, while also attracting new business thanks to the compelling design and reliable functionality.

Branding

In order to be successful in a highly competitive landscape, businesses need a way to differentiate their products and services — and that’s where the art of branding comes into the picture. Branding agency services and brand naming services help companies establish compelling brands by developing product names, packaging, and other key design elements. For example, a business may choose to hire a logo design company as part of its overall branding strategy.

A brand story agency can also help businesses create a compelling brand narrative, one that communicates the values and vision of an enterprise to its audience. Brand messaging services can also help a company convey their value proposition to consumers while communicating a message that inspires, intrigues and motivates potential customers.

Branding, when done properly, should inform how a business communicates on every level. Hiring a brand strategy firm, or devising a brand style guide, can help brands ensure that their public-facing content maintains a consistent brand voice. Meanwhile, the practice of brand positioning defines precisely how the products and services a business sells differ from that of its competitors.

When looking at creating a new branding approach from the ground up, companies will often seek out the help of a brand strategy firm. These are full-service agencies that can help with all aspects of a new branding program, or the rebrand of an existing company, product or service.

Video production and marketing

Roughly a decade ago, businesses were in scramble mode to accommodate society’s shift to mobile devices. Within a very short period of time, the smartphone and tablet transformed with the way people live, work and consume content. Today, we’re experiencing another major shift, this time centered around video.

Because people (particularly younger demographics) prefer consuming video over other formats, the creation of marketing and promotional videos has become an essential marketing service.  By partnering with a video production company or video editing company, brands can reach new audiences and deliver the type of compelling content that leads to successful marketing campaigns.

Social media platforms, of course, are a powerful distribution channel for video content. By working with a social media video company, brands can leverage the expertise of these agencies and greatly increase the reach and engagement of their video-focused social campaigns.

For businesses seeking top video production, Florida is an ideal place to be located. Along with sunny weather and beautiful scenery, Florida is home to some of the world’s best creative agencies. This means that brands in the market for a corporate video production company to lead their latest campaign are perfectly situated.

Social marketing

Social media marketing services are one of the fastest-growing agency marketing offerings. That’s for good reason: The reach and power of social media are greater than ever, and social media advertising services are subsequently in high demand.

Yet while the right social strategy can pay enormous dividends, many businesses simply lack the experience and expertise to execute a high-level social media marketing campaign. In such cases, these businesses should strongly consider working with a social content agency or social media management company.

These agencies have the specialist skill to create high-performance social marketing campaigns that gain serious engagement among users. Social media can be a powerful (and cost-effective) amplifier for a brand. Yet without the right strategy, even the best content will be ignored.

To ensure that all company social media services are on point, businesses without an internal team of experts should strongly consider working with an agency, one well-versed in search optimization and audience-building techniques.

Influencer marketing

One only has to glance at Instagram today to see the power of influencer marketing in action. Social media influencers and brands have formed a symbiotic and mutually profitable relationship, as popular platform users use their followings and personal brands to highlight sponsored brand products.

Yet cracking the code of this emerging world of influencers isn’t always easy for established brands, many of which lack social media expertise. An influencer marketing agency (sometimes called an “influencer management agency” can help fill this shortcoming by pairing brands with the right influencers.

Most brands find influencer marketing to be highly effective, as it connects their products and services with people who have dedicated and highly motivated online followings. This is one reason why working with an influencer marketing strategy agency has become so popular in recent years.

Public relations

The work of a public relations agency is primarily centered on two objectives: Ensuring positive press and public perception, and getting a brand’s message out into the public sphere. A company may choose to do this by scheduling interviews, sending out press releases and other such services.

Because public relations is vitally important work, it often makes sense for businesses to use an outside agency with specialist skills. A media relations agency can help ensure harmonious interaction with the press, while a crisis communications company can step into the breach and manage public perceptions during a period of turbulence.

Press release services and media training services are two other functions often filled by a public relations agency. Businesses seeking help with such tasks can reach out to a Florida PR agency, or an Orlando PR company, for assistance.

The takeaway

The range of services offered by creative agencies has grown significantly. Today, a full-service Florida marketing agency can help businesses with all of the services listed above, allowing its owners to free up much-needed time — and benefit from the deep experience and specialist skill offered by modern marketing experts.

Want to Win Over Consumers? Try Humble Brand Packaging Design

Have you ever received a large package from Amazon — only to discover a much smaller package inside? It’s kind of like the retail version of a Russian nesting doll.
There’s a word for this phenomenon: Overboxing. In a world where the global environment is under rising stress, overboxing has emerged as a real issue for businesses and online retailers. Customers, especially younger ones, are demanding sustainable solutions — which means brand packaging design has become more important than ever.

The perils of “overboxing”

Online retail giants such as Amazon and Alibaba ship billions of products each year and these numbers are expected to grow significantly in the coming decades. That translates into an enormous amount of cardboard, styrofoam and bubble wrap.

Given the hefty amount of debris that comes with modern packaging – and isn’t typically recycled – that’s a serious burden on the environment. Amazon is attempting to limit the damage by asking its vendors to follow new standards under its “Frustration-Free Packaging” program. The ultimate goal is to limit overboxing by having vendors send their products to Amazon in boxes that are ready to ship.

This is an approach that aligns with changing public sentiment. The numbers are stark: 94% of Generation Z members say businesses should work to solve environmental and social issues, while 89% say such efforts are a factor in their buying decisions. No other demographic group places this of an emphasis on corporate sustainability.

Sidestepping “wrap rage” and delivering agile design  

In the early days of e-commerce, businesses took the same retail products meant for the shelves, placed them in a box, and shipped them to online retailers or customers. Today, that kind of practice often leads to extraordinary waste — and “wrap rage”-induced social media call outs.

In order to stay on the right side of sustainability, today’s businesses are moving away from a product design aesthetic that made shelf appeal paramount. Instead, these businesses are merging this objective with the practicalities of sustainable packaging.

Hasbro’s “Baby Alive” doll is one such example: By following Amazon’s stricter guidelines, the company was able to reduce the total amount of packaging used by 50%. Other popular products that have been redesigned for sustainable shipping include Play-Doh and Mr. Potato Head.

While choosing this path may require additional research and development money, smart brands can recoup part of this through the use of clever marketing. Sustainability is a major priority for many buyers and can serve as a critical differentiator for brands seeking a competitive edge.

Brand package design that pops

Our creative team has an eye for design that jumps off the shelf (or in this case box) — and a desire to help companies grow sustainably. If you think your product can benefit from better brand package design, we urge you to contact us today.