Simple Yet Breathtakingly Beautiful Video Ads is All it Takes

Simplify your work efforts and partner with a video production company to bring your branded ads to the next level of sophistication.

At this point, we’ve all heard countless messages about the critical role video plays in a modern marketing strategy. Yet we’re still surrounded by video content that’s flat, un-engaging and uninspiring. Many brands understand the importance of video, but simply lack the expertise, capacity or creative ability to translate this into something tangible. By partnering with a top video production company, however, you can turn even the simplest of video concepts into something truly magnetic.

The blooming of a brilliant idea

In video marketing and advertising, the best ideas are often the simplest. This was made evident by a stunning video ad recently created by the advertising firm TBWA/Paris on behalf of the French railway firm SNCF. The goal was to create an ad that thanked riders for reducing their carbon footprint by choosing to ride the train.

The ensuing idea was elegantly simple: Plants blooming set to a score of fireworks popping. Now, if you were to throw that pitch out at a creative meeting, you’d likely get a positive response — something along the lines of “Oh, that’s nice — very clever.” Flowers blooming resemble fireworks exploding, and both are colorful.

Once that seed of an idea blooms onscreen, however, the response becomes very different. The TBWA/Paris ad is breathtakingly beautiful, featuring gorgeous high definition video of exotic flowers in bloom. Yet because TBWA/Paris synchronized each movement of the blooming flowers to the sound of exploding fireworks, the experience goes beyond beauty — the viewer marvels at the interpolation. They are very different, yet somehow the same.

That’s the power of truly creative video production in action.

Tips for creating memorable video content

In order to create video content that connects, it’s important, to begin with, a strong concept. However, there are also a variety of other smart practices you can follow to help ensure that your message is a memorable one. These include:

Shorter videos

Thanks to the five-second skip, consumers often exercise little patience with videos. Multi-minute videos are generally best left to master directors and storytellers, or high-profile brands that can afford to cast well-known actors. For everyone else, it’s better to aim for maximum impact in the briefest possible time. Data from Facebook and Instagram shows that 15 seconds or less is ideal for businesses creating a mobile video.

Keep it simple

If you’re going to create shorter videos, you need to work from simple concepts. Cut out the filler and focus on the core message.

Emphasize the beginning 

Great videos seize the viewer’s attention immediately. Today’s consumers won’t sit still for too long of a buildup or exposition — you need to grab their focus in the first few seconds and refuse to let go.

Make it emotionally resonant

Nothing builds connections and increases engagement like an emotional investment. It doesn’t have to be sappy or cloying, either; the TBWA/Paris flower ad creates a connection by emphasizing the wonder and beauty of nature.

Tailor it to your audience

A great video is one that is tailored to your specific audience but can still be universally appreciated.

The TBWA/Paris ad shows us how a simple yet clever idea can be elevated dramatically through video. Not every business, of course, has the skill, capacity or resources to develop this kind of video.

That doesn’t mean that a great video is out of reach — a talented video production company can help make this a reality.

Choosing the Right Video Production Company

Our requisite creative skills, technical abilities, and industry experiences allow us to create deeply memorable, creatively inspiring video ads that are exponential. If you’d like to learn more about how we help businesses connect with customers through video, please reach out today.

Hey Alexa, Why is NLP Revolutionizing Marketing?

Utilize natural language processing (NLP) to increase your overall ROI by partnering with a digital marketing agency ASAP.

Remember the first iteration of Siri on the iPhone 4s? She was charming but clunky – and ended up being more of a curiosity rather than a real voice assistant. Today, however, Amazon Alexa and Google Assistant are both powerful and deeply integrated into our daily lives, thanks to advances in natural language processing (NLP). If you’re a brand or a digital marketing agency, these advances in NLP can also be used to help create more effective and engaging campaigns.

The evolution of NLP

Natural language processing draws on computer science, linguistics, machine learning, sophisticated language modeling, and analysis to allow computers to generate and understand human language. In essence, it’s the technology that allows computers to finally interact with us in an intuitive, seamless — and human sounding — fashion.

The introduction of smartphones and other mobile devices made communicating, working and performing basic life tasks easier and more efficient. Smart speakers and other NLP-equipped devices are taking things a step further. Instead of mediating interactions through a keyboard, we can navigate with simple voice commands to a sophisticated AI-based voice assistant.

As you might expect, this is not an easy endeavor, as language is deeply complex; until the last few years, NLP-equipped devices were limited in functionality and were largely unable to have advanced, human-like conversations. Humans pick up complex language because we are naturally hardwired to understand it; machines, however, have no such innate advantage.

Today, NLP technology has taken a quantum leap forward and is now being used in smart speakers, chatbots, and predictive text suggestions — the kind you see in search engines, email, and smartphones. It also has an important role to play in another human endeavor with digital marketing agencies.

How NLP is transforming the way we live, work and sell

The business of marketing has become incredibly data-driven in recent years. In order to effectively market and sell products and services, businesses need to target the right audiences. In order to do that, they need a way to identify who they mean to target — and that’s where data analysis enters the equation.

There’s still one significant challenge, however: More than 90% of the data that’s generated online falls into the category of “unstructured data.” This includes emails, reviews, social media posts, etc. Because this information is not classified or structured — and because enormous amounts exist and are being continually generated — it’s difficult for marketers or anyone else to make sense of it, let alone derive actionable insights. Which is where a digital marketing agency & NLP come together.

NLP offers one solution to this problem. One recent example: EssayPro, an online service that helps students become better writers, uses NLP to analyze unstructured data in an effort to better understand the problems students have when composing their papers. It then applies these insights to its marketing strategies, targeting students with specific solutions to the precise problems with which they are dealing with.

Businesses can also use NLP to conduct sentiment analysis and identify propensity signals on social media. By analyzing this data, brands can learn — almost in real time — how audiences are responding to goods, services, and marketing messages.

NLP can also be used to help businesses that gather high volumes of customer feedback through chats, emails, voicemails, and social media posts. By applying NLP to this data, businesses can unlock deeper insights into customer experience, and make any necessary adjustments to their marketing strategies.

The takeaway

We believe great campaigns require more than compelling creative work — they also need to be supported by a sophisticated understanding of the latest technological tools. If you’d like to learn more about how NLP can help you improve your marketing efforts, please contact us today.

The Art and Science Behind Landing Pages That Convert

Explore the steps suggested by a content marketing agency that is essential to building an aesthetically pleasing landing page full of conversions.

If you were running a brick and mortar business, you wouldn’t put extremely uncomfortable chairs in the lobby, or decorate in a manner that recalls the local DMV. Customers would quickly tire of their surroundings and depart. Yet many businesses are, in effect, doing the very same thing with their websites and landing pages — making the services of a smart content marketing agency all the more important.

The art of great landing page design

Websites and landing pages are the public face of a business and reflect both the competencies and priorities of that enterprise. If your web pages are riddled with spelling or grammar issues, for example, it sends a terrible signal to prospective customers. If the site is cumbersome to use and not intuitive, customers will give up in frustration and fail to convert. Or, even worse, depart for a competitor’s page.

So why use a content marketing agency? And what makes an appealing landing page? For the most part, it can be distilled to a few simple steps:

1. Simplicity and clean design 

Aesthetics are a key consideration when creating a landing page. A cluttered presentation is not only displeasing to the eye, but it also reduces functionality. Worse, it simply looks unprofessional. Good landing page design is clean, sleek, and simple. A landing page should always be designed around one key objective: A conversion.

2. Consistency in branding

All landing pages should display good continuity with the website as a whole. Logos and other branded elements should remain consistent as should brand voice.

3. Effortless navigation

Businesses can’t afford to lose customers because of poor design or UX. A great landing page needs to close the deal. Landing page navigation should be intuitive and effortless, but also limited. You want the visitor to remain focused on converting, and too many navigational options may send them off in another direction, never to return.

4. A clear and compelling CTA

A great landing page has a succinct and persuasive pitch. Your call to action should also be prominently placed. Use appropriate color, design, and text elements to make your CTA stand out.

5. Refined, concise sales copy

A good landing page doesn’t waste a single word. All copy should be calibrated to convert. Be direct, be compelling and explain the value proposition as simply as possible.

Other key tips

In addition to mastering design, tone, and voice, businesses should ensure that landing page functionality is a priority. Forms for collecting leads and social sharing options should be simple to use and work flawlessly. Because businesses are asking visitors to take an extra step when they fill out boxes or click to share, these processes need to be as frictionless as possible.

Testing is another key part of an effective landing page design. Running some simple A/B tests can help you determine which design elements are the most engaging, and help you make the choices that lead to maximizing conversions.

While there are many options for template-based do-it-yourself options for landing page design, businesses seeking to build the most professional and engaging pages possible should consider partnering with a content marketing agency that specializes in design and website development.

The takeaway

At BIGEYE, we believe that great landing pages are the result of stellar design, creative copy, and rigorous testing. If you’d like to maximize your conversions, please don’t hesitate to reach out today to learn what a great landing page can do for your business.

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.

Five Marketing Tactics to Drive More Profit for Your Business

If you’re the owner of a small to mid-sized business in Florida, you’ve probably thought deeply about how to make your enterprise more profitable. In most cases, this can be accomplished one of three ways: You can improve or expand your product or service; you can develop more efficient business operations and processes or you can execute on these five marketing tactics to drive more profit for your business.
Fortunately for most business owners, the third option is often not only the most effective, but also the most feasible. By understanding a few essential concepts — or by working with a top Florida marketing agency — you can put together a comprehensive marketing plan that wins new customers and generates more revenue.

To help you get started with this process, let’s take a closer look at five foundational marketing concepts that, when taken together, can form the basis of an effective overall marketing strategy.

Media Buying

Put simply, media buying is the act of paying for exposure for a product or service. This exposure can be through a TV commercial, a newspaper or magazine ad, or any other medium that connects businesses with their intended audiences. This process is often handled by an outside media buying agency that coordinates the process of buying media. This can be done by buying billboards, paying for TV programming slots or taking out space in print publications.

The act of media buying is typically part of a larger, overall media strategy that outlines how businesses — or the media planning agency they work with – can optimize the process of getting marketing messages in front of audiences. These strategies generally involve a detailed mapping of the media environment and a review of existing media content and distribution channels.

By engaging in the processes of media buying and media strategy — either internally or by contracting services with a digital media buying agency specializing in media buying services — companies can target audiences with marketing content more effectively and at lower cost. This means that any business seeking to generate more revenue from its existing operations should strongly consider optimizing its overall media strategy — and a top Florida media buying agency can help you formulate the proper plan.

Digital Marketing

Digital marketing can be simply described as the marketing of products and services through digital technologies, including mobile phones, the Internet, display ads and other digital sources. Businesses typically handle their digital marketing efforts one of two ways: By devising and executing a digital strategy internally, or by contracting with a digital marketing agency — sometimes also called a “digital media buying agency,” “Internet marketing agency” or “digital marketing consultant.”

Digital marketers use a variety of tactics to market products and services to consumers. These tactics include Search Engine Optimization (SEO) services, content marketing, influencer marketing, social media marketing, email marketing and search engine marketing. A top digital strategy agency also often specializes in high-level marketing techniques such as attribution modeling or data analysis.

Given the massive growth in digital content over the last two decades — with television networks and publishers migrating online and smartphones becoming a preferred method of content consumption  — businesses that make digital marketing a priority have been well-positioned for success.  Digital targeting and retargeting growth has tracked closely with this proliferation of digital content, with trillions of digital ads now being served each year.

Companies that make a priority of working with an expert digital marketing consultant, or top Florida digital marketing agency, can help generate profits by leveraging the wide reach, low cost model offered by digital ads.

Branding

Branding is a critical discipline within the marketing and advertising fields, as it differentiates the products and services offered by a business from its competition’s products and services. Businesses seeking to create a powerful brand story will often seek out the services of a top branding agency, one with the skill and experience to  to execute a complete brand strategy from the ground up.

This may include aspects such as brand naming, designing a product or service (or its packaging), brand logo design, taglines, symbols and other graphics and generating compelling brand messages.

Once branding is developed, businesses must focus on brand positioning. This refers to the process of positioning a brand within a certain market niche. A technology company, for example, may wish to position its product as the most sophisticated in its category and also the most refined, going after a target demographic that is both tech savvy and style-conscious.

By partnering with top creative agencies to assist with product branding or brand style guide, companies can help carve out a competitive edge in their marketplace, while also cultivating a loyal customer base. The right brand consultant or branding agency can help develop brand messaging that connects with audiences on a personal level.

Consider, for example, the case of Apple. While the company certainly makes great products, that’s not really the secret to its success. Apple’s devices don’t always have the most advanced features; yet they do have a very distinct, fully-realized aesthetic and a deeply compelling brand story. Apple’s most dedicated customers buy their products because they perceive themselves to be an “Apple person” — one in line with the company’s very refined branding. They personally identify with the brand they are patronizing.

That kind of loyalty is priceless to businesses — and an excellent illustration of the power of branding.

Video Production

There’s no doubt about it: If you’re the owner of a video production company Florida is one of the most attractive markets in which to operate. After all, sunny weather makes for fewer missed photo and video shoots.

That’s not the primary reason Florida has become synonymous with video production, however. Florida is home to some of the most talented creative agencies in North America, some of whom specialize in the kind of compelling digital video production that moves the needle in a marketing campaign.

Why is digital video production such a difference maker? Part of it has to do with changing attitudes. Today, digital video content has exploded in popularity, thanks to ubiquitous smartphones, technological advances such as 4K HD and the desires of younger people, who often prefer video content consumed over apps and social media platforms rather than the printed word. These developments have made video –whether seen in a campaign over commercial TV or social media — an integral part of modern marketing campaigns.

This means that for those interested in corporate video production Florida is also an excellent place to find help with such a project. Video production companies in Florida can assist with both motion graphics design and commercial video production services, helping local businesses create campaigns that attract eyeballs and win new customers.

Website Maintenance

Businesses should consider their website to be the public face of the company. If your website is clean, professional, updated and well-designed, it gives visitors confidence. Conversely, if your website is visually cluttered, out of date, broken, confusing, or just offers a generally poor user experience, potential and existing customers can be immediately turned off. This is one reason why hiring a website maintenance company can have such a positive effect for small to mid-sized businesses.

By opting to partner with a website management firm (or website updates company), businesses can outsource tasks that they may not have the expertise (or time) to complete. This may include paying attention to critical Google Maps updates, monitoring WordPress maintenance and supplying a fast and ready solution anytime a panicked “fix website” order comes down from a business struggling to keep its site live and fully functional.

In addition to these critical tasks,  a website maintenance company typically offers a range of broader services to its clients. These may include a comprehensive website maintenance plan, a WordPress maintenance plan and other website maintenance services.

Perhaps the primary benefit of working with a website maintenance company is the knowledge that a company’s public face rests in qualified and experienced hands. Businesses don’t have to worry about missing critical updates, and losing functionality for customers — something that can quickly lead to outraged complaints and permanent loss of business. Additionally, the right website maintenance company can help ensure that all digital properties stay operational and user-friendly, something that will ultimately drive more revenue and profits to the businesses that own them.

The Takeaway

Marketing plays an absolutely critical role in the success or failure of a business. It helps differentiate products and services, and it also creates a story that resonates with audiences and helps them identify with the businesses they patronize. When done well, marketing is an incredibly powerful tool that can create significant competitive advantages.

By focusing on areas such as media buying, digital marketing, branding, video production and website maintenance services, businesses can drive more profits, reach new audiences and ensure that products and services are delivered in a consistent and reliable fashion.

If your Florida business could benefit from the help of one of Florida’s leading digital marketing agencies, don’t hesitate to reach out to BIGEYE today.