What a Creative Advertising Agency Can Learn from Geico

Studying Geico ads, your creative advertising agency can learn invaluable tools for your brand campaigns—making them more effective, memorable, and fun.

Everyone knows Geico Insurance. Whether you’re a fan of the gecko, caveman, or another one of their mascots, we’ve all got to hand it to Geico for their incredibly well-done ads. We fully recognize it’s no accident either, they consistently make brilliant, strategic decisions ultimately getting them to where they are today.

Our curiosity peaks when we ask the question: What drives those ever-changing concepts? Here’s what we’ve learned.

1. Don’t let the product be the only focus

Let’s be real, insurance is not the most engaging subject. Consumers don’t pay attention to ads centered on jargon and driven by industry best practices; they want to be entertained. Geico’s creative advertising agency does an amazing job of having fun with their product with a purpose. For example, the caveman ads. A campaign that revolved around the concept that cavemen exist today and the slogan, “so easy a caveman could do it” deeply offends them.

This has absolutely nothing to do with insurance, any industry has a convenient pull and this could have resonated in any of them. It’s simply that Geico coined it. You can see this idea in most of their ads. However, the product isn’t just tacked on either. It’s a big plot point. Who is saying their product is, “so easy a caveman could do it?” Geico.

They are central to the plot but not the only focus. Your campaign strategy should do the same thing. Get a creative ad agency with strategies that will weave your brand into the content in interesting, innovative ways.

2. Put in the resources

Amazing ads can’t be crafted in 2 hours on $10. Giving your creative ad agency the time and resources they need to truly capture your voice and vision is a huge step towards long-term campaign success. According to Forbes, Geico invested $5 million in ad creation for 2017 alone. That’s an astronomical number, but for the breadth of ads, quality content, varied target markets the results show it all. That year, Geico’s brand awareness hit 53%. For context, Progressive’s high-point that year was 43%.

Now it’s not all about spending, Progressive had spent $4.5 million and got significantly lower results. The talent must also be there, as well as avid and clear communication on vision and goals. Look at the top creative agencies in your industry, target markets, and locations before you decide which creative advertising agency should get that big investment. Money can only take you so far, you need the right people.

3. Don’t keep repeating the same ad

Even the most energizing and unique concepts can get monotonous and bothersome over time. Don’t make your audience watch the same thing over and over. Whether it’s through one concept with multiple executions or multiple different campaigns running at once, give your audience varied the content. Geico is a great example of both practices. Their creative advertising agency ran many spots featuring their acoustic musicians in ads such as Hump Day and Christopher Columbus. Then ran separate campaigns at the same time by keeping their Gecko ads running while ads featuring fun facts in realistic situations were also on air.

More than varied content, you need to also use multiple channels. Geico ads can be found in print, on TV, and YouTube Pre-roll too. Get a creative digital agency that works across platforms. This way, your content will be seen and won’t get stale.

The takeaway

Memorable advertising is a complex order, and every brand is different. You can achieve high brand awareness and drive profits with a few key concepts. So, what are the takeaways? Have more than one ad, keeping your consumers engaged demands innovative, plentiful content. Let the story drive the ad, your brand should be a key plot driver but not the only focus. Tell a complete narrative that lets your products shine without being the only concept at hand. Finally, give your agency the time, information, and funding they need to reach your goals effectively.

As a creative advertising agency, we understand how vital engaging, varied advertising is to a thriving business. We’re strategy first in all aspects, tailoring our services to your industry, target market, and needs to optimize your ad spend and drive effective results. Reach out to learn about what we can do for you.

A Content Marketing Agency: The Solution to Understanding Gen Z

Well, it’s time for a new challenge: Generation Z. They’re kind of like Millennials, but just a little bit extra.
In just three years, the global population of Generation Z will outnumber Millennials, reaching a population of about 2.5 billion. In the United States, members of Generation Z now comprise 20% of the population and rising.

To be successful, marketers need to understand the shift that’s occurring. In order to do that, they need greater insight into the makeup, preferences, behaviors, and motivations of Generation Z, which is why partnering with a content marketing agency might be beneficial for you.

Personal appearance, immediacy, and the “Instagram Effect”

Generation Z is the first cohort to have never really known a world without the smartphone or social media. They’ve grown up in public, documenting their lives online. In this sense, they are part of a radical experiment, having no experience of the slower and more private analog world that existed before smartphones and social platforms.

A report compiled by Fung Global Retail & Technology draws some interesting conclusions about Generation Z, including the following:

  • They attach great importance to personal appearance, having spent their lives being judged (and judging others) on social media.
  • They spend more on leisure and lifestyle purchases (restaurants, travel, etc.) due to the competitive pressures of social media (also known as the “Instagram Effect).
  • They are the most demanding and least patient generation in history, due to on-demand services such as Netflix, Postmates and Uber.

These three characteristics are, of course, of particular interest to content marketers. Members of Generation Z are extremely interested in products tied to appearance. They are hungry for experiences; their consumer spending habits are often tailored to the need to show social media audiences that they have fun, interesting, and meaningful lives.

They also have a craving for, and expectation of, immediacy. Because this generation has grown up in an environment where products and services appear at the push of a button, they’ve been conditioned to expect a fast response.

How a smart content marketing agency connects with Gen Z

Generation Z members spend around nine hours each day on their devices, scrolling through various feeds, posting content and socializing. In order to increase engagement, marketers should do the following:

  • Rely on video and images rather than text.
  • Create visually-striking content that stands out, with a clear call to action.
  • Use an attention-grabbing approach that cuts through the clutter. Generation Z has grown up immersed in advertising, so it takes something novel to seize their attention.
  • Understand the sensibility. Younger people document their lives on social media, if you want to understand what they think is funny or interesting, all you need to do is look.
  • Don’t patronize. There’s nothing worse than a brand attempting to connect with young people by clumsily appropriating their humor or lexicon. When something like this lands, it can be very effective — but it can also backfire spectacularly if not executed well.

A content marketing agency is your best option

While we’ve been helping brands succeed for more than a decade, BIGEYE prides itself on being a young, energetic content marketing agency. We move fast and build data-driven content for our clients.

If you’d like to better understand the art and science of targeting Generation Z, don’t hesitate to contact us today.

How to Optimize Your Inbound Marketing Strategy to Increase Sales

However, a well-written blog post that subtly touts the benefit of the same product that’s being cold called elicits a much more favorable response.That’s the key distinction between outbound and inbound marketing. One interrupts, the other earns attention from the reader or viewer. And while outbound marketing has its place and time, an inbound marketing strategy is the key to growing commerce.
Why inbound marketing boosts sales and revenue

According to Forbes, it would be difficult to overstate the true impact a well crafted inbound marketing strategy has on overall brand growth. Marketing emails, commercials and other forms of traditional outbound marketing seek to initiate conversation with audiences. It’s an aggressive approach and not particularly clever.

Inbound marketing strategies (such as conventional content marketing, book authorship, viral marketing etc.) attempt something more challenging: Igniting the interest of the audience, and compelling them to seek out a business. It’s a more subtle approach — and also one that can have a significantly larger payoff.

The increased difficulty of reaching prospective customers is one reason why inbound techniques have become more commonplace. Today, we’re all inundated with ads, which means that even the most skillfully executed outbound ad can get lost in the shuffle, becoming background noise. Ad-blocking technology, too, has reduced the potency of many traditional outbound ad strategies.

Great inbound marketing, however, can breach the mental blinders that audiences have against conventional advertising by offering something that’s useful, actionable, and compelling enough to make a prospect transform from the “pursued” to the “pursuer.”

To accomplish that, however, you’ll need a well-crafted inbound marketing strategy.

4 Tips for creating an inbound marketing strategy

Strong inbound marketing strategies tend to share a lot of the same characteristics. If you’re seeking to implement a new inbound strategy, consider taking the following steps:

1. Define your audience, your goals and the best environment to reach them. Who are your buyer personas? Where do they live? What interests them?

2. Create deeply compelling content. This is the building block of any successful inbound approach. Give the reader or viewer something with the capability to surprise, delight, entertain or educate, and you’ll leave them wanting more. Capturing interest is the first step toward generating more sales.

3. Ensure that your content is accessible. There’s no point in creating top-level content if it simply disappears into the void. This means you need to focus on modern SEO best practices, or perhaps even consider paid search placement.

4.Amplify your message and build relationships through social channels. Skillful use of all the major social platforms is an imperative for businesses seeking to build interest, develop relationships, burnish brand attributes and, create buzz.

The takeaway

Inbound marketing is a powerful tool for boosting sales and revenue — if executed competently. As a top Florida advertising agency, we do just that, helping our clients create the kind of inbound marketing campaigns that captivate, compel and convert. Contact us today if you’re ready to start seeing the power of sophisticated inbound marketing strategy.

How a Video Production Company Can Help with Your LinkedIn Ads

One of the most effective ways to attract, engage, and inform prospective customers is through a chic, trendy video. Written pieces with still photos will always play a big role in content marketing, but time-strapped consumers are increasingly looking to get the information they want and need about a company in video form –- which is where a video production company comes into to play.

In many scenarios, it’s just easier to absorb video content. Try to read a brochure or whitepaper when you’re being bounced around on public transportation on your way to the office. But video? That works just about anytime, anywhere. Plus, when video content is done right, it can be both informative and entertaining. Bonus!

Of course, nowadays it’s easier than ever to capture and edit video on your own. However, creating a finished piece that really engages your audience and keeps them watching from start to finish is a lot more challenging. Leveraging the expertise of an experienced video production company can be to your advantage in lots of ways. (And you’re looking for an advantage, right?)

Quality video is an effective video

One benefit of working with a video production company is that the end result will be a polished, professional piece that stands out from the crowd. And make no mistake… there is a crowd. Every marketing pro with a smartphone is a potential video producer/director/editor, but you want your material to adhere to the highest quality standards so it delivers the maximum competitive advantage.

Efficient video production is cost-effective video production

The more quickly and efficiently a LinkedIn sponsored video ad is produced, the more cost-effective it is. The trial-and-error approach is rarely efficient. Rather than asking your internal team to become video experts, it is typically a smarter choice to connect with a video production company that already has all the skills you need—and many you didn’t know you needed!

Innovative video content is the most shared video

Creating any kind of video ad for LinkedIn is a start. However, to truly succeed with your video content, you need the assistance of a video production company that can help you capture the attention of business decision makers and move them further along the buyer’s journey using an eye-catching video ad. Experienced video producers know what has and has not been done and what can be done to create a business-building buzz.

The takeaway

They say “the devil is in the details” and that couldn’t be more true with video production. Luckily, our video production team at BIGEYE absolutely loves being immersed in the details. From initial conception and storyboarding to editing and post-production, we thrive on the challenge of getting every last element right.

How can passion for video production help your company get noticed using LinkedIn sponsored video ads? Get in touch with our production team today and let’s start developing a successful strategy for your brand.

3 Marketing Tactics Every Vocational School Needs to Start Doing Today

College expenses have increased more than 260% over the past 50 years, according to Business Insider, making space for vocational schools to shine in the market. As more students opt out of four years (or more) of student loan debt and seek educational opportunities that will help them get highly skilled jobs quicker and more cost-effectively, vocational school marketing is becoming increasingly important. These three tactics are the easiest, most effective way to market a vocational college in today’s high volume school zones.

Invest in valuable content

Prospective students are interested in what your school can do for them. Rich, detailed content and photography are the best ways to accomplish this goal and market technical college. Use content to make a memorable, inviting first impression that entices students to reach out to your admissions team and begin the enrollment process.

If your site is outdated or you don’t have a budget to hire a full-time content team, work with an agency like BIGEYE to create student personas based on the areas of expertise your school offers. By layering in targeted content, blog posts, and case studies that will appeal to your ideal candidates, your vocational school will make its mark on the map.

Streamline information

Once students believe your school is a good fit, they will want to know the facts, such as how flexible scheduling can be, whether online classes are available, what tuition costs look like, whether there are course requirements, and how many accreditations your institution offers.

Vocational school marketing hinges on building trust in your brand, so don’t hide these critical details behind a gated form or require students to call to learn more as this can become a barrier when comparing other schools that show this information. Create easy-to-navigate landing pages and a strong information architecture to signal to students that you have nothing to hide and are a strong option for their future.

Leverage social media

Over 70% of students use social media to research college, and three out of four of them cite it as being “very influential” in their decision to enroll according to the Social Admissions Report. Social media helps prospects understand what type of students enroll and how they can expect your experience to fit into their lives. Enlist the help of current students to share their experiences online so you can promote key cultural drivers such as flexibility or job training.

Learn more about how a digital marketing agency can help attract the right students for your school or let BIGEYE help you create a vocational school marketing plan that fits your needs and budget by reaching out to our team today.

How a Credit Union Marketing Agency Can Put You One Step Ahead

When most people hear the word “credit union,” they usually don’t rush to their car with enthusiasm for a visit — yet credit unions and banks are important pillars of commerce, stability, and success in most communities.

 Just because credit unions play a highly functional role in most people’s day-to-day lives, doesn’t mean your brand can’t speak to your community’s values and become an icon people look forward to engaging with. A credit union marketing agency can transform your business – and your band – quickly and easily. Here’s how:

Break outside the box with fresh credit union design ideas

After the 2008 financial crisis, many credit unions and banks struggled to rebuild consumer trust. Using social media, creative advertising, and generating thought-provoking or helpful blog content can strengthen your customers’ trust.

As an example, Wells Fargo’s “Earning Back Your Trust” campaign features billboards, YouTube videos, and social media posts all aimed at acknowledging and addressing why their customers stopped trusting them after the crisis. Efforts like these humanize your brand and make complicated subject matter more accessible for the average person.

To strike the right tone for your campaigns to ensure your credit union is still professional and educational while showcasing your human side, partner with a credit union marketing agency like BIGEYE to create unbeatable content.

Freshen up your user experience with new content

Partner with an agency to take a quick pulse check on your website and highlight low word count or low-traffic site pages. Once you’ve identified these weak areas, decide whether content could be combined into another page or expanded upon.

As a rule of thumb, most pages should have 1,000 (or more) words to ensure each digital touchpoint is meaty and meaningful for visitors. This deep content also signals to search engines that your brand is an authoritative voice in the space and that it should be ranked higher in search results. 

Provide valuable services online

This last recommendation may be a little more difficult to implement, but worth the effort. Whether you use a website or app to accomplish this goal, make sure your customers can perform some services online without visiting your brick and mortar location.

For new or lapsed customers, this is a way to entice them to choose or return to your brand. Once you have them hooked, they will keep coming back for your services.

While it may be unrealistic for your credit union to adopt Bank of America’s complete digital banking style, a top Florida marketing agency can help you determine what services you can provide that will be of value to your customers and then successfully market those within your community.  

Contact us today for a free consultation on how our credit union marketing agency can help make your credit union more engaging than ever.