4 steps You Need to Take to Nail Your Brand Positioning This Year

A staggering 64% of consumers cite shared values as a reason to choose or stay with a brand, which is why clear and effective brand positioning can make or break your organization’s success. Whether you have a strong position within the marketplace, or are a budding entrepreneur building your brand, these four steps will help you nail your brand positioning as you grow.

1. Understand where you’re at today

Partner with a top Florida marketing agency like BIGEYE to audit your digital presence and tell you what’s working and where you can improve. Chances are, how you think you’re positioning yourself may not be as clear to your target audience as you think. Getting a fresh, outside perspective will allow you to step back and objectively confirm how you want to be seen is how your brand is being perceived.

2. Know your audience

Start by creating a mission and vision statement as part of your brand foundation that clarifies who your audience is and what you want to help them achieve. Clearly define how your product provides value and stands out from the competition. Next, set short and long term goals that track your customers’ responses — not just your bottom line. Target specific success criteria such as NPS, engagement, or repeat customers to ensure your brand is resonating with your audience.

3. Learn everything you can about your competition

Identify direct and indirect competitors, then map out their strengths and weaknesses. Think beyond your obvious competition to draw inspiration from related industries and success stories. As an example, an all-inclusive resort might look to similarly priced AirBnB properties, hotels, other all-inclusives, or cruise lines as each of those alternatives offers overlapping features and benefits that the all-inclusive resort hopes to use when engaging their ideal customers. And remember: you can learn something from even your least successful competitor.

4. Create your value-based positioning strategy

Once you know what you’re trying to achieve and for whom, you can start implementing a strategy that will help you achieve your goal. Use your mission and vision statement to create a multi-channel marketing strategy that exposes your brand to your audience at every stage in the customer journey. A holistic brand positioning statement can help you ensure your messaging is consistent across channels and inspires action.

Once you have a strategy in place, you can begin testing what works and refining your brand positioning over time. Contact us today to learn more about how we have helped brands like yours refine their identities and make a splash in the marketplace.

Why preparing your Christmas marketing strategy in July is imperative

The holiday season is of great importance to just about every retailer. In fact, it often makes the difference between a profitable year and one that falls short of expectations.

The raw numbers illustrate the scope of the opportunity: In 2017, U.S. retailers reported their largest holiday sales increase since 2011 — 4.9-percent. In total, U.S. consumers spent roughly $680 million during the holiday period.

To ensure that your business receives a sizable slice of that pie, it’s imperative to get an early jump on your Christmas marketing strategy and efforts. In fact, the most successful firms take a “Christmas in July” approach to seasonal marketing.

Prepping your Christmas marketing strategy five months early

The pre-holiday duties for retail marketing are as vast as they are important — holiday decorations, outdoor marketing, merchandise layout designs, the designation of door busters and loss leaders.

The key to success in all these activities is simple: Allowing your business sufficient lead time to hit the holiday season running, armed with fully-realized visions and thoroughly-tested tactics.

Mobile marketing presents one good example: The rise of mobile has had extraordinary impact on how consumers navigate the process of shopping.

Today’s consumers use their mobile devices to check and compare prices, purchase items, redeem coupons, etc. Just as importantly, these coupons (and other promotional messages) are seamlessly delivered via mobile device.

Even if your customers don’t redeem a particular offer or engage with a promotion, you can still glean key business intelligence by analyzing their behavior.

Metrics such as the number and type of messages opened, the time spent engaging with each message, and amount of social sharing can all offer a window into consumer wants and needs.

To get the full advantage of this kind of data, it’s important to start engaging early. If a business begins running A/B testing in July to determine which kind of Christmas marketing strategy works best, they can enter the all-important holiday season armed with the most relevant and engaging content to share with customers.

In the context of mobile messaging, this kind of advance work is critical in terms of developing the kind of holiday marketing content that will get people into stores, and ultimately deliver the kind of ROI you’re looking for.

Finding the right partner

 If your business is seeking to raise its game during the upcoming holiday season, now is the time to begin preparing a comprehensive and forward-thinking Christmas marketing strategy.

 BIGEYE is a leading Orlando marketing agency with extensive experience helping clients create compelling seasonal marketing campaigns that truly move the needle. Contact us today and let’s get your business ready for this holiday season.

How sequential marketing makes property management more profitable

In previous blogs, we’ve detailed the benefits of sequential marketing. By crafting multi-part content that can be delivered across a variety of devices, advertisers can increase engagement, limit fatigue and significantly increase sales –as demonstrated by the Facebook-sponsored study. Consumers move seamlessly across devices, and advertising should follow their cue to be truly effective.
One example of how this works can be seen in the property development sphere. If you are a property developer or a multi-family manager, sequential marketing can help you meet your objectives with greater efficiency.

To better illustrate this, let’s take a look at a hypothetical scenario that outlines how this innovative technology can be used to identify and attract potential renters.

Using sequential marketing to make property ownership more profitable

Finding and retaining high-quality tenants is a perennial challenge for property owners and managers. Difficult or slow-to-pay renters can make property ownership less profitable (or perhaps even unprofitable in the worst cases), so effective tenant acquisition is a critical task –and marketing can play a key role in effecting this.

Consider the case of a property owner who has a 500 unit residential development. Occupancy rates have been consistently lower than desired. Additionally, the rate of tenants violating the terms of their leases for non-payment or other issues has been consistently elevated.

To help get occupancy rates up and payment issues resolved the property owner decides a marketing campaign is necessary. Here’s how that scenario may play out.

A conventional approach

First, the owner runs a conventional campaign featuring TV ads (expensive, so purchased during off hours to lower costs), advertisements in the local newspaper and some routine social media marketing. None of it proves effective, so the owner seeks the assistance of a local marketing agency.

The agency informs the property owner that the previous campaign failed because if used a scattershot approach that wasn’t tailored for the right audience. This time, the property development will create a compelling brand story then distribute that message directly into the hands of prospective renters by using sequential marketing.

Developing a compelling, targeted sequential marketing plan

Deploying this new strategy, the agency uses data analysis to create ideal buyer personas for the campaign, so the property owner now knows who to target. Content development then gets underway, and the agency crafts a deeply relevant and compelling brand story. In this case, the story is a three-part series of episodes.

The first shows a woman unhappy in her existing apartment; it’s too cramped, the children have to share a room and the furnishings are somewhat dreary.

The second episode shows the woman searching for a new apartment and coming across the property owner’s development, where she receives a walk-through of what could be her new home. She enjoys bright, open spaces.

The concluding sequence of the story shows the woman in her new home, smiling and celebrating a birthday party with her family. The scene fades out and the development’s tagline and contact information are revealed.

Choosing the most effective distribution points

After the content is created, this brand story is then delivered across multiple devices in perfect, sequential order to people who have been pre-identified as likely, possible renters.

The end result? The campaign significantly improves occupancy and default rates because it uses sequential marketing to deliver a resonant and deeply relevant marketing message across multiple devices to a target audience. Prospective tenants can be engaged multiple times across a variety of devices without inducing fatigue.

The takeaway

If you’re a property developer or manager dealing with tenant acquisition challenges – or you simply aren’t getting sufficient ROI on your current marketing approach – consider the power of sequential marketing for your next campaign.

The above example represents just one way this highly effective technique can be deployed to pique renter interest and secure new tenants. Contact our digital marketing gurus for more information on how to merge sequential marketing into your business plan.

6 ways to use social listening to improve your brand

When brands are evaluating their digital teams, the value of social listening and social media managers can be hard to quantify. The ROI – or return on investment – of social media can feel somewhat nebulous when compared to A/B testing or ad spends, but that doesn’t mean it isn’t valuable. Social media is a powerful way to engage customers and build your brand experience in much the same way that public relations initiatives complement your traditional marketing efforts. On the other end of the social spectrum, social listening complements your data analytics work. Social listening provides a wealth of data and information about your customers and your competition. If you’ve never used social listening to gain insight about your brand, you may be unsure where to start. The following six categories are easy places to find actionable insights.

1. SOCIAL LISTENING HELPS YOU DISCOVER PROSPECTS:

Before you’ve even received your first follower or decided on your social media handle, you can use social listening to discover prospective customers. Scour Twitter hashtags, Facebook searches, and trending Instagram posts that are aligned to your brand (or other brands like yours from sources such as trade journals, competitors, or aligned products) to discover users and influencers who may be interested in your brand. Follow them, share their content, and engage with them to encourage adoption with your brand, shares and referrals, and even sales. As these prospective customers begin following your social media accounts and opting in to your emails and blog content, you’ll find new opportunities to engage with and convert them from leads to customers. The beauty is that social listening is a self-renewing cycle as new hashtags and trends emerge, so you will never run out of prospects to draw from.

2. INSPIRE COMPETITIVE SWITCHING WITH SOCIAL LISTENING:

If you’ve ever seen an AT&T or Sprint advertisement, you’re probably familiar with the idea of competitive switching. The telecommunications industry is famous for generating new customers by preying on the competition’s unhappy users. Any brand with a direct competitive set, or operating in a saturated market, can benefit from using social listening to discover potential converts within their competitive customer base. Listen in to learn where your competition is failing, then do it better, and tell the world. Certain airline brands take it one step farther by using social listening to discover unhappy customers and then reaching out to them directly with promotions and special offers that make those customers’ threats to “never fly their competition’s airline again” possible. As an added benefit, this allows brands in hyper-competitive markets to compete without resorting to downstream price wars that hurt the industry at large. By leveraging service as a reason to switch, your brand can provide deep value and skip the constant promotions.

3. LEVERAGE SOCIAL INFLUENCERS AND TASTEMAKERS:

You know the phrase: “the squeaky wheel gets the oil.” And social media is full of squeakers. Many times this isn’t a bad thing. Discover vocal social media power users via social listening and then interact with them to promote your brand and encourage their endorsement. To attract influencers with a lot of clout, consider a “surprise and delight” campaign that captures customers’ attention with a promotion, product sample, or special experience. A great example of this type of outreach is Mastercard’s “Priceless” Twitter campaign, in which the brand used social listening to mine for high-influencers, and then sent them complimentary concert tickets, massages, and restaurant certificates as part of a “Priceless Mastercard experience.” These vocal recipients were loud and proud in sharing Mastercard’s generosity and service. Even if those recipients weren’t actual customers, the appearance was that Mastercard valued and cared deeply for their customer base. Really, the brand endorsements were as priceless as the experiences they gave.

4. KEEP CUSTOMERS HAPPY BY ADDRESSING AND RESOLVING ISSUES:

On the flip side, your social listening may uncover unhappy customers who are frustrated with your service experience or products. In these instances, consider social listening as the gift of raw, unfiltered, totally honest feedback. Often times, customers who flock to social media are simply looking for a place to feel heard when the customer service process breaks down. This can serve as a great coaching tool for the individuals who normally address service issues, while giving a voice to your customers that they so desperately need. Address customer concerns as you uncover them, even if it’s just to acknowledge their experience and offer your sympathy. Your company may consider a more robust escalation path for serious issues or completely overhaul your service process as a result.

5. USE SOCIAL LISTENING TO CONDUCT MARKET RESEARCH:

Social listening is also a great way to discover general sentiments regarding your brand, a certain product, or the customer service experience. Sure, you can pay for market research, but social listening provides similar data and insights into trends, reach, and forecast for a lot less money. That said, it isn’t the only data tool you should be using. Social listening provides exceptional qualitative insight into your actual customers, rather than the general and quantitatively more powerful insights found in big data market research. For scrappy startups and on the fly research projects, social listening is the perfect answer to your data needs.

6. SOCIAL LISTENING IS ALL ABOUT THE DATA:

Because at the end of the day, it’s all about the data. Social media lets you talk to and interact with your customers, while social listening let’s you, well … listen. And listening is the single best way to get data about your customers, make informed decisions based on facts rather than opinions, and help you – once and for all – answer the age old question of how much social media is worth. The stronger your social base, the more data points your listening will uncover. It’s a proprietary pool of information that helps you keep your finger on the pulse of your customers’ needs, track your brand engagement, reach and brand sentiment over time, as well as your company’s growth.

Click here for examples of how our team has helped other companies build their social listening skills into a quantifiable and actionable plan. So the next time someone asks you what your social ROI is, we know you’ll be able to tell them.

The $65 Billion Question: How To Win With Millennials

Would your company like a piece of the $65 billion market that is millennial shoppers? We thought so. Whether you’re offering a luxury product, consumer packaged goods and staples, or a service, millennials are one of the most sought after demographics since the baby boomers made their fortunes. These emerging shoppers represent some of the most diverse and flexible consumers our market has ever seen (with a disposable income to boot), making them highly desirable for marketers.
Everyone is asking how to engage this audience, leveraging new technology to capture their attention, and forging new marketing frontiers to try to attract and keep these young trend setters. We don’t claim to have all the answers, but we do have a few answers to some common questions about how to win with Millennials. Here’s how.

Q: Are millennials penny wise, and dollar foolish?

A: In a nutshell: yes.

With millions of dollars in student loan debt, skyrocketing rent and homeowner prices, and inflated costs of living in many cities, most Millennials try to cut costs wherever they can without sacrificing their Instagram-worthy exteriors. About 60% of millennials claim they are as comfortable buying non-name brand items as they are splurging for brands they love. One layer deeper, we learn that millennials are most likely to buy off brand items on everyday goods such as paper towels or butter, but are more inclined to align themselves with big brands on visible investments such as their cars or clothing. In other words, millennials are inclined to save their pennies when they can, but invest in items that will either bring them status, align with lifestyle values they champion on an individual level, or that they believe will serve them for years to come. Knowing where your brand falls on millennials’ perceived value spectrum will help inform your product pricing and placement strategy. If you know your brand can’t deliver a feel-good high like Tom’s (a brand that donates a pair of shoes to children in need every time someone purchase one), consider how to compete in a price sensitive market rather than trying to sell value where it doesn’t exist. On the other hand … it may be time to consider what the next two-for-one charity craze might be.

Q: Are brick and mortar stores becoming obsolete?

A: Not remotely.

It’s true. 92% of millennials say they will purchase something online or on a mobile device this year. Online shopping is quick, convenient, and sometimes cheaper than shopping local or visiting the mall. But that doesn’t change that many stores still draw in as much revenue online as they do offline. For millennials, online shopping versus retail shopping isn’t an “either / or” … it’s an “and.” Shopping is a social activity for millennials, so if you do plan to invest in marketing efforts at your retail locations, consider that your target audience is probably shopping with other people. Leverage the social aspect of brick and mortar stores by introducing “share your discount” offers for groups shopping together, social media discounts for check-in’s, or on-site shopping events (a little champagne never hurt anyone). Similarly, because online shopping is usually done from the privacy of your millennials’ homes, consider how personalized emails and individualized discounts can drive sales online.

Q: Are millennials really as narcissistic as we’ve heard?

A: That depends who you ask.

Millennials are more inclined than any other generation to give their time and money. They love brands that are environmentally conscious and have a positive impact on the global community. They also happen to be the most demanding when it comes to “wanting it all.” They want to work remotely, they don’t want to join the work force right away, and they tend to delay a lot of the adult responsibilities older generations value. Does that make them more narcissistic than other generations? It’s hard to say. But they are image conscious. And one thing is certain: they are redefining the rules of marketing and brand engagement. They are fiercely loyal, so if they do align to a brand, it’s because it speaks to them on a personal level. And once they do, they will share it and wear it loud and proud. When trying to win with millennials, consider that fact.

 

Our Orlando marketing agency prides itself on innovative marketing solutions that target a diverse group of audiences, including millennials. Learn more about how our clients are taking advantage of this unique generation here and be the next to get in on the action.

Beyond Client Services: How to Be Friends With Your clients

It’s no secret that people prefer to work with businesses and individuals they like. At our Orlando marketing agency, we treat each and every one of our clients like members of our family because we aren’t an exception to this rule. Fostering a work-friendly friendship with your prospects can round out your client services experience and make your projects more meaningful for both you and your clients. A connection may start with something as simple as sharing the same alma mater or bonding over a networking dinner, and can radically transform your customer relationships. Here’s how. 

How friendship supports client services:

Building a friendship with your clients can transform your day-to-day client services and allow you to work more closely with your business partners.

  • Friendship builds trust:

    Friendship often leads to trust and allows you to be more open and direct with good-natured feedback, which in turn, encourages rallying together to overcome obstacles. When your client knows you care about them beyond their retainer fee, they can trust that you have their best interests at heart when you make recommendations or suggest a strategy pivot. This trust helps streamline your client services protocol so decisions can be made more quickly and work can be done more efficiently.

  • Personal vs. transactional work:

    Being friends with your clients can also help you tackle your work and their problems in more creative and innovative ways. When a client shifts from contract to comrade, your work ceases being transactional and becomes personal. Suddenly, you’ll find yourself leaning into those follow up phone calls, creating a higher-touch client services experience, and caring deeply about the outcome of your clients’ projects. It’s not work when you love what you’re doing and the people you’re doing it with, so don’t be afraid to invest your personal emotions into your clients.

  • Keeps clients (and referrals) coming in:

    When you and your clients are happy, chances are you’re succeeding together. As friends, you’ll get to know each other better and may find yourselves hatching new ideas, brainstorming new projects, and connecting each other to potential business partners, resources, and future clients together. Your clients will soon become your biggest allies, referral source, and cheerleaders — and you’ll be there’s. 

Defining business-friendly friendship and flawless client services:

The key to building a mutually beneficial business friendship is to do it for the right reasons and in the right ways. This starts by layering some of the fundamental values of friendship into your client services practice.

  • Don’t be right, be helpful:

    Bridge the gap between client and friendship by demonstrating that your first concern is helping your clients succeed. We know – and they know – you’re an expert in your field (it’s why they hired you), but don’t trade off being right when situations get sticky when you should be bringing solutions to the table. The first tenant of any good client services relationship is to be helpful. From there, friendship can naturally bloom.

  • Communication and transparency are key:

    Even if you don’t have anything to share with your clients, or you’re still waiting on a project status update, feel free to pick up the phone and give your clients a call. Ask them how they’re doing. Find out how their other projects are developing. Offer to take them to lunch. And yes, we’re going to say it: overshare. We’re not talking about divulging the nitty gritty details of how your weekend went or who you’re dating, but rather, to go over above and beyond the required communication cadence. This sets the tone of your client services and allows your relationship to live outside of the immediate tasks at hand. You’ll find yourself wanting to grab a casual coffee together in no time.

  • Celebrate shared wins:

    We can’t stress enough how important celebrating shared success is. Taking time to pop some bubbly or to send a client flowers after a major coup shows you care and increases your own investment in your client relationships. There’s also no better way to bring people together than in celebration. Bond over those shared feel-good moments by pulling your respective teams together and vowing not to talk about work for the night beyond the celebratory toast you and your client plan to give. 

  • Don’t use friendship as a crutch:

    Last, but not least, don’t use friendship as a crutch. Once you establish a personal relationship with your client, don’t abuse it by shirking deadlines or taking shortcuts. Your friendship should be an excuse to do your absolute best work rather than the bare minimum. And trust us, your client (no matter how good a friend they are) will see and feel the difference.

Give us a call or read more about the relationships we’ve built with clients like you.