When it comes to effective digital apartment marketing, video has proven invaluable in a broad spectrum of circumstances and applications.
According to recent statistics, more than 75% of Americans now shop online. This means that, whether they are buying groceries or searching for a new apartment, consumers are responding to the ample information and dynamic features that only online marketing can provide.
The informative digital marketing authority Quicksprout reports that videos engender a 74% increase in overall understanding of a product/service when compared to still photos and, perhaps more importantly, boost the likelihood of an ultimate purchase by a whopping 64%. In fact, 80% of Internet users have strong memories of the video advertisements that they watch online, and 46% take some sort of direct action as a direct result of their video viewing.
The practical applications of video in the field of apartment marketing are virtually endless when it comes to boosting conversion rates among prospective renters. Of course, the road to these increased conversions depends on the unique qualities, deficiencies, needs, and goals of the apartment business at hand. Therefore, the first step toward using video to power your apartment marketing efforts is deciding upon the specific categories of video that you would like to immediately pursue. Here are just a few that you’ll definitely want to consider:
1. Listing / Tour Videos
The most prevalent form of apartment marketing video, the listing/tour video has proven very effective. Quicksprout cites statistics showing that listings with an attached video generate 403% more inquiries than those without. Although a virtual tour of the apartment itself is an absolute must, these videos are even more successful if they also show key aspects of the surrounding neighborhood, community, and/or city.
2. Interview / Testimonial Videos
In an interactive modern marketplace that is profoundly influenced by social media, social proof reigns supreme. Therefore, you simply cannot underestimate the value of a well-placed interview or testimonial video. Whether they are new to your community or have lived in it for years, satisfied tenants are an invaluable resource. By offering a few positive comments in their own words, your loyal tenants can become video marketing superstars.
3. Apartment Advice Videos
One of the most popular types of online video is the ”how-to.” As a result, some of the most effective apartment marketing videos offer advice on apartment hunting and/or moving process. Incorporating this category of video into your overall marketing campaign can drive conversations from an incredibly wide audience base.
4. Housing Market Update Videos
Like an apartment advice video, a video that provides information on the current housing market in your area can easily lead to a conversion. This is especially true if the information provided casts your apartment rentals in a particularly light.
5. Brand Promotional Videos
When it comes to centering your apartment marketing campaign, nothing works better than a good brand promotional video. Typically a bit longer than the average real estate video, your brand video can root your entire website and/or social media page in a central message that demonstrates your company’s unique approach and style.
Tips for Making Effective Apartment Marketing Videos
After determining the type of video you would like to make and the audience that you would like to reach, it’s time to start planning. Critical questions to ask during this phase include “who and what will your videos feature” and “how will this video attract/keep the attention and ultimately lead to conversions.” Whether you choose to produce videos yourself or hire experienced audio/visual professionals, you would be wise to keep a few industry best practices in mind. These best practices include…
1. Aim for Instant Impact
The typical viewer will judge your video within the first few seconds, so you must make an immediate positive impression. This means creating videos with high production values that scream “I am worthwhile” from the onset. Remember: customers have nearly endless options when it comes to watching videos online.
2. Keep It Brief
Research has shown that viewers overwhelmingly prefer shorter videos to those that are longer. Don’t test the attention span or challenge the time commitment of your audience. Generally speaking, a two-minute video is ideal for most forms of real estate marketing.
3. Avoid Auto-Play Videos
Most people simply don’t appreciate a video that begins blaring at them the second that they visit a particular webpage. Allow viewers to choose exactly which videos they might like to view on your website or social media page and click on these videos at their leisure.
4. Motivate Viewers to Take Action
To increase your chances of making a conversion, you should include essential information such as agency logo and contact details during both the introduction and conclusion of each video. (Remember that the modern consumer may only watch your video for a few seconds!) To drive conversations among viewers who make it all the way to the end of your video, consider integrating a clickable lead capture link or “shop now” button directly into the video frame itself. You should also take the time to include a compelling call-to-action that directs viewers to visit a particular online destination and/or enter lead information.
To learn more about the benefits of video
A full-service real estate digital marketing agency and an incubator for forward-thinking industry techniques, Bigeye has developed countless creative uses for promotional video. Contact us today and let us show you all the ways that you can boost conversion rates with video.
Here’s what brands can learn from the companies and product marketing agencies that know how to sell products and design experiences at the highest level.
Slack, the social workplace messaging platform, has drawn lots of favorable notice in advance of its $23 billion IPO. If you’ve used it, you understand why Slack has grown so popular. The overall experience is sticky in the extreme, encouraging near constant use. You don’t have to work at a product marketing agency or specialize in consumer marketing to recognize what an effective job Slack has done by integrating clever marketing with a deeply engaging user experience.
So how exactly has Slack been so successful? Let’s take a closer look.
How Slack uses clever copywriting to create highly addictive user experiences
If you’ve spent any time on Twitter in recent years, you’re familiar with a certain brand voice: Clever, self-deprecating, irreverent, but not offensive. In other words, the voice that many popular fast foods brands use on social media and featured in many startup marketing campaigns.
Slack uses its own version of this voice in its product, but deploys the voice strategically. The company understands that users have varying levels of receptivity to a lighthearted tone. After all, who wants to deal with jokes and puns when struggling to figure out an onboarding process?
Instead, Slack uses jokes and whimsical visualizations during so-called “end stage” or “empty stages” of the customer experience. These are pages or screens that don’t require any copy to help a user progress toward a goal — a “thank you for registering” page, for example.
While Slack takes a clever approach to copywriting, the company also understands that it’s important not to go overboard. Sara Culver, Slack content and design manager, listed a few of the company’s copywriting rules at a recent marketing seminar:
Don’t make the user feel guilty. Anyone who has ever been asked to download an e-book or sign up for a newsletter is familiar with the standard guilt trip: The “yes” button includes language along the lines of “I want to take advantage of this incredible opportunity!” Meanwhile, the “no” button says something like “sorry, I’m not interested in subscribing because I want my competitors to put me out of business.” These guilt trips are annoying, alienating and defeat the purpose of using clever copy.
Voice continuity. It’s extremely off-putting to read copy associated with a product and have the language veer from voice to voice. Stick with your brand voice when creating product copy and users will be much more comfortable, and receptive to what you are saying.
Use active prose and eliminate repetition. Good product copy is lively and engages users from a slightly different angle than what they are used to. It also avoids repetition, which is clunky and unprofessional.
Great copy enhances product marketing but can’t make up for poor UX and/or functionality. Even the most clever and compelling copy won’t alleviate the stress users deal with when confronted by poor UX and confusing or inoperable functionality.
What the right product marketing agency can do for you
If you’re looking for direct to consumer advertising and other creative services, you should have one key priority: Finding an agency that can deliver consistently compelling campaigns and strategy.
At Bigeye, we know the power of well-executed product marketing. If you’re looking for a product marketing agency to help you create the kind of sticky and hyper-addictive copy favored by Slack, don’t hesitate to reach out to us today.
Maternity marketing typically reaches out to the current mom, without putting much emphasis on the woman who’s expecting. But particularly for first-time moms, these women and their supportive family members must also make decisions about what’s best for their as-of-yet unborn children… what color to paint the nursery, which toys to purchase for the tot, what types of formula to buy and what kinds of clothes the child should wear. Companies that target the current mom without thinking of the present mom may be too late – once she has the child, she may have already made up her mind about the best formulas, baby wipes and other newborn needs to suit her child. And once you lose the expectant mother, you may lose her for life – if she becomes loyal to one brand, it will be hard to get her to switch over.
Many Expecting Mothers Google Everything
Marketers can target expectant moms by reaching out to them through the avenues they’ll be using most. Perhaps one of the easiest ways is through SEO content and Google AdWords. First-time mothers may be anxious about what constitutes a “normal” pregnancy, potential parenting woes and the “right” parenting methods. They’ll often look to Google and other search engine tools for help. A Google search for “how to change a diaper” produces more than 29 million results. While it may be difficult to provide SEO content to beat the top-ranked page, a Google Ad campaign for your brand could do wonders for your diaper company and maternity marketing strategy.
Educational Content is Valuable to New Parents
Instructional content may also be a promising avenue for reaching your target mom-to-be. Content marketing is a way to reach out to your target demographics, and therefore a blog directed to the mom-to-be and the newborn mom practically has a built-in audience. Younger, hipper, smartphone-wielding moms may be drawn to video content, which is easily accessible from multiple devices.
From Mom-Focused Content to “DADvertising”
Okay, but what about the dad-to-be? According to a study conducted last year, 52% of millennial parents told us that ads they see are made for mothers more than fathers, and 83% say they think advertising for parents should appeal to both mothers and fathers equally. In fact, there was a successful online movement in the U.S. that put pressure on the site “Amazon Mom” to rename its service to “Amazon Family.”
Some maternity marketing tips we think would be helpful in reaching dads would be to make it easier for dads to find the right information on their mobile devices at any time, to include dads in the story since household duties are shared amongst both parents, and to understand what motivates and works with dads may be motivated differently than their female counterparts. We’ve already begun to see a shift toward “dadvertising” – and we’re diggin’ it.
So if you’re aiming to reach soon-to-be parents, our Orlando advertising agency encourages you to think about both parts of the story. Catching a mom-to-be in the pregnancy phase may mean that you’re attracting a loyal and valuable customer for life, and speaking to a “dad-in-training” may stand out more amongst a sea of mom-oriented messaging.
To learn more about how you can market to parents in order to create brand preference and instill brand loyalty, contact us today!
Voice-over Artist Jodi Krangle joins us IN CLEAR FOCUS to discuss the magic of audio branding and how she launched her own podcast.
In Clear Focus this week: audio branding and the rising popularity of spoken word audio entertainment. Twenty-two percent of the US population now listens to an average of seven different podcasts each week, but what lies behind the growing numbers of podcasts and listeners? Voice artist Jodi Krangle believes the medium itself may hold the answer. In this episode, we hear why Jodi considers audio branding the hidden gem of marketing, and how she launched her own podcast.
Adrian Tennant: You’re listening to IN CLEAR FOCUS, a unique perspective on the business of advertising. Produced weekly by Bigeye. Hello, I’m your host, Adrian Tennant, VP of insights at Bigeye. An audience-focused, creative-driven, full-service advertising agency, Bigeye is based in Orlando, Florida, but serves clients across the United States and beyond. Thank you for choosing to spend time with us today. In today’s show, we’re going to talk about an aspect of marketing that’s getting a lot more attention as a consequence of the fragmented media environment and use of digital devices for entertainment. While all marketers are likely familiar with visual branding – the use of images, colors, logos, and typefaces – it’s also possible to create a palette of sounds and music that align perfectly with a brand’s attributes. Now, while jingles immediately come to mind, audio branding – also referred to as sonic branding – can be more than a catchy tune heard on a TV or radio ad. We’re talking about the use of auditory elements to reinforce a brand identity, just as you might use certain colors or words. These auditory elements can extend beyond advertisements and be incorporated within digital apps or interfaces – think of sounds associated with a smart speaker, when a computer starts up, or for different controls in a car. And there’s another aspect of audio branding that is maybe less obvious than music, but no less important. A couple of weeks ago, National Public Radio released their Spoken Word Audio Report. This study, conducted by Edison Research, found that the share of time spent listening to spoken word audio in the US has increased 20 percent since 2014 – while time spent with music across the same time period decreased 5 percent. This shift is led by a dramatic increase in spoken word audio consumption on mobile devices, especially among those aged between 13 and 34. About half of the US population – 51 percent – have listened to a podcast at some point, but 22 percent of the population listen weekly for an average of six hours, 37 minutes – to about seven different shows each week. So it’s in this context that we’re joined today by a guest who has a unique perspective on the business of audio branding for advertising and the growth of spoken word audio. Jodi Krangle has been a voice actor since 2007 and has worked with clients from major brands all over the world in industries including healthcare, charities and nonprofits, and the hospitality and travel market. But it was quite a journey to get there – from selling computers at a time when not many women were doing that, to teaching herself about the Internet and the world it opened up. In 1995, Jodi created an award-winning songwriting resource website called The Muse’s Muse, and began a business of her own, doing SEO and Internet marketing. When Jodi switched to voice-overs, she was well prepared for the new world of online promotions and getting her own work. Jodi is also a singer: in 2015, she put out her own album of jazz, blues and traditional tunes. And over the years, and doing what she does, she’s learned a lot about sound and how it influences people. Fittingly, Jodi is about to launch a new podcast called, “Audio Branding: The Hidden Gem of Marketing.” Now, since this is a podcast, we’re going to take advantage of the medium and listen first to some of Jodi’s work.
[Audio: Jodi’s commercial demo]
Adrian Tennant: I love that! Welcome to IN CLEAR FOCUS, Jodi.
Jodi Krangle: Thanks!
Adrian Tennant: Quite a bit of variety in that clip reel.
Jodi Krangle: Thank you.
Adrian Tennant: What percentage of your work is coming from traditional TV gigs, like voiceover narration for spots and shows versus newer formats such as streaming audio ads?
Jodi Krangle: You know, it’s, you’d think that it would be skewing towards online a lot more. AndI’m seeing the trend going that way, but I’m still sort of seeing television and I’m still seeing a lot of corporate narration but for internal presentations or for their own website or for their own YouTube channel. So yeah, I guess that’s online. So yeah. It’s, I’d say it’s it’s probably 50/50 right now, but I can see it going really skewed in the other direction. Streaming media particularly, you know, like Pandora and iHeartRadio and that kind of stuff.
Adrian Tennant: Now you say on your website that, and I’m quoting, “The voice you use for your commercial campaign can either make you sound world-class or have your listeners fleeing,” end quote.
Jodi Krangle: Uh-Huh.
Adrian Tennant: Explain why that is. Why is the voice so important?
Jodi Krangle: Well, I think it has a lot to do with audio branding. So it depends on what your brand is and what kind of voice would fit with that. If your message is different than the voice sounds, people are going to be put off by that and they’re not going to maybe realize why. I don’t necessarily think this is a conscious thing with a lot of people. But if you hear something that is so different from the branding you’re expecting in the voice or the music or even the sounds within a certain advertisement, for some reason it’s going to rub you the wrong way. And you may not even understand why, but you won’t want to listen to it again.
Adrian Tennant: So you’re saying it’s kind of working at a subconscious level?
Jodi Krangle: I do think that, yeah.
Adrian Tennant: So in a previous life I was in network TV production and I regularly had to direct voice artists at sound facilities back in the UK, in London’s Soho district. Now, in those days, voice artists, they had to be at the studio in person. So everyone working on a TV spot really worked in close proximity to each other, collaborating on edits to the script, revising timings based on picture edits, that kind of thing. Jodi, tell us, how does the process typically work today?
Jodi Krangle: Well I know that in the UK there are people who hire off of the demo a lot more often than they do in North America. So these days, a lot of what I end up doing is auditioning. So once you’re chosen for a project, you know, it really depends. It depends on if you were dealing with the end client or if you are one person in a chain from an ad agency. It really all depends. But generally there’s a lot of emails exchanged. There’s a script passed along. Pricing is figured out, whether that’s through my agent or through me. And then the script is sent my way. I have a look. If there’s anything that I have questions on, I’ll send those questions through. We’ll decide on a day and time. And typically I work out of my own five-by-four booth here and I have things like ISDN and SourceConnect and ipDTL so that I can remotely connect with anyone around the world.
Adrian Tennant: Now, do you typically speak to a picture edit or do you prefer to record without seeing the contents, so an editor then marries your sound to the picture later? Do you have a preference for the process?
Jodi Krangle: I really like working what’s called, “wild.” So I guess that’s without having the picture in front of me in the moment, I can watch that video previously to getting in the booth and recording. But seeing it at the same time, hmmm, it’s a little distracting. And in the case of some of my jobs, it can actually make it impossible for me to speak. And I say that because I’ve had to do some really moving commercials PSAs, calls to action for charities and that kind of stuff that are just heartbreaking. And if I watched that video both like while I was doing the job, I’d never be able to complete a sentence. There’s just no way.
Adrian Tennant: Well, that’s interesting. You know, you work out of a home-based studio these days, which I know is where you’re joining us from today. What are some of the things that you enjoy most about working from home, if I can put it that way?
Jodi Krangle: Well, I really like the idea of not having to drive anywhere and spend half my day in the car, getting from one place to another.
Adrian Tennant: Right!
Jodi Krangle: It just means that I’m more efficient with my time. It means that I can book a session, you know, one after the other instead of having to drive to some other place and leave a buffer of say, two hours. I can go from, you know, with a buffer of a half an hour, I can do more jobs on a day. And that doesn’t always happen. I’m not always going to have five jobs in the same day, but it certainly does make for more efficient working.
Adrian Tennant: Right. what are some of the challenges about a home-based studio as opposed to say, working in a dedicated facility?
Jodi Krangle: I think it depends on what type of a worker you are. If you are able to buckle down and get your, your work done in your own space without needing prompting, then I think it can be less of a challenge. If you’re someone who needs someone looking over your shoulder, waiting for you to complete something to get it done, then you may not like the whole home environment thing. I’m lucky enough that I’ve been either telecommuting or self-employed since probably 1999. So I’m a little used to this now,
Adrian Tennant: Right. I mean, some of us like the interaction with work colleagues in a physical environment and clearly…
Jodi Krangle: Yeah. And it can get lonely. Yeah. It can definitely get lonely. I’m sitting here talking in a padded room. I mean like that’s what I do all day long, so…
Adrian Tennant: A little bit of cabin fever there, perhaps?
Jodi Krangle: Yeah.
Adrian Tennant: Okay. Well, look, I want to play some more examples of your work and then I want to interrogate you about some of these jobs.
Jodi Krangle: Okay, sure.
[Audio: Jodi’s TV narration demo]
Adrian Tennant: Again, a lot of variety in those clips. Jodi, tell us, how do you modulate your performance to match all those different types of content?
Jodi Krangle: I think you kind of need to put your head into the space of where that is happening and what the pictures are going to be. I think you really have to have a good imagination. That’s really key here. Acting is learned. You know, like some people have an innate talent for it and all the power to them. I think a lot of people need to learn it. It’s like a muscle. You need to exercise and a lot of that muscle is exercised by your imagination just by being able to put yourself in a situation that would warrant using that voice. And I think that music helps a lot with that too. As a musician myself, I know that a particular piece of music can get me into the tone that I need to use for a particular spot really quickly. So that has a lot to do with it.
Adrian Tennant: Jodi, I know that you are also an accomplished singer. You’ve put out your own album and how does that sort of musical background play into your role now as a voice actor?
Jodi Krangle: It really helps with the musicality of a script and the beats of a script, I guess. So every script that I look at really has notes and beats. You know, you don’t want to be too samey throughout your speaking, but at the same time you don’t want to be too sing-songy, you still want to sound like a real person. So it can, it can be a challenge and it does take coaching. But the musicality of it really helps a lot. I can recognize the downturns and the upturns and where a certain thing should be more staccato or where it should flow. And a lot of those are musical terms and emotions, I guess. So it helps a lot. Yeah.
Adrian Tennant: I don’t think I’ve ever heard anybody describe a script, almost like reading a music score. That’s really fascinating. So I hate to ask this one, but you know, I’m going to, so can you, can you recall a situation, Jodi, when things didn’t quite go to plan?
Jodi Krangle: Yeah, I totally can. In the very beginning of my career, I was doing a PSA for a company that was asking for donations for a particular program that they had and they were asking me to work to video and it was one of my first jobs and I had never worked to video before and wow, that was definitely a learning experience. And it took a lot longer for everyone concerned than it should have. I mean, nowadays a session, if it goes longer than 20 minutes, it’s usually, you know, that’s 20 minutes. It’s usually 20 minutes to an hour. It depends on how many takes the client wants. Then of course, you give the client what they want, but generally it lasts around 20 minutes for a commercial script. And this probably lasted almost four hours.
Adrian Tennant: Whoa!
Jodi Krangle: It was, it was really painful. And I mean for everyone concerned, you know – that’s kind of the first traumatic experience that I had working to video.
Adrian Tennant: Okay. Now was that working remotely or is that working in a facility in those days?
Jodi Krangle: That was actually in a studio. Yeah. I was face-to-face with these people and not giving them what they wanted. And that was, that was hard.
Adrian Tennant: And I do remember the feeling of being on a time crunch and literally time is money and all of those people are there by the hour and you’re paying for them and there’s probably another client waiting to come in right behind you… Oh yes. I can relate!
Jodi Krangle: It’s hard, yeah. I mean I’ve had experience since, because I’ve done some in-show TV narration and that’s kind of a similar deal, but it’s a lighter atmosphere, I guess, maybe? This was, this was pretty, pretty deep dark. So yeah, it was hard. It was really hard. I mean this business is a complete learning experience from start to finish. Like if there’s just, there’s always something new.
Adrian Tennant: Well that’s why we love being in the creative industries, right? Because there is always something new,
Jodi Krangle: Exactly, yes!
Adrian Tennant: Now I don’t want to go all meta here, but for our more technically-minded listeners can you tell us what equipment you have in your studio?
Jodi Krangle: My equipment’s pretty simple. I have a five-by-four sound-treated booth and I say sound-treated, not soundproof because soundproof would cost a lot more money and I would need like six-foot concrete all around me to really be soundproof. But it does a great job. It, it produces a nice dead sound so that the person on the other end gets audio that’s clean and they can add whatever color they want to put to it. That’s kind of the point. And I’m using a Sennheiser 416 shotgun mic, which is fantastic for the voice industry because it lets the voice pop a little bit. It’s typically used in film on booms, but many years ago, I guess the promo people in voiceover decided it was a great alternative and started using it and the rest is history. And yeah, it’s just a great mic and it’s a workhorse too. I mean, I could drop this and it would be totally fine. Not that I want to, but yeah!
Adrian Tennant: I think if listeners have ever seen a film shoot and somebody is holding something oblong, that looks a little bit like a blimp – typically, that mic is inside of that blimp, correct?
Jodi Krangle: Uh-Huh. Yeah. And other than that, I just have an audio interface. It’s a Motu Microbook. And it’s a pretty simple little interface. I’m actually using PC here, so no Mac stuff.
Adrian Tennant: No Mac stuff? Oh my gosh. And you’re in the creative industries with no Mac? Tsk tsk!
Jodi Krangle: You know what? I, like I said, I sold computers when the 386SX was new. And that’s quite a number of years ago. And I remember DOS, so I am so used to PCs that I just can’t consider using anything else.
Adrian Tennant: I started this show introduction with some statistics from the new NPR/Edison Research study. Talking really about the growth in podcasting, which is really about spoken word. How do you, how do you feel about that growth?
Jodi Krangle: I think it’s fantastic. Podcasting is not quite like radio because it’s a little more personal. It’s what I love about it and it’s a very creative medium where you can pretty much say anything you want to say. And you know, the only censorship you’re likely to get is people tuning out if they don’t like it. Right? You can’t make something for everyone, but it is a very personal type of way to reach an audience. Even more personal than radio and radio unfortunately, isn’t all that personal anymore. So I think people are just trying to fill that void.
Adrian Tennant: Yeah. I noticed one of the stats suggested that those people who are listening to podcasts on a regular basis, weekly, I think I subscribed to six podcasts, but actually listen, listen to seven different shows each week. And did that, that number seems sort of in line with your own experience as a podcast listener?
Jodi Krangle: Yeah, actually it seems pretty similar. I listen to a lot of podcasts that are voice-over-specific and I’m maybe atypical in the fact that I listen on my desktop computer instead of on my phone. Because I don’t tend to be traveling in my car long distances all that often. So I listen at home on my computer and doesn’t mean I don’t listen, but I’m not listening in the way that most listeners seem to be these days.
Adrian Tennant: Right. And certainly one of the through-lines for that report was that it is actually the obviously use of mobile devices, which seems to be really powering this, this renewed interest in the spoken word for sure.
Jodi Krangle: Yeah.
Adrian Tennant: So I also, I also mentioned at the top of the show that you’re about to launch a new podcast of your own called, “Audio Branding: The Hidden Gem of Marketing.”
Jodi Krangle: I am. Yeah.
Adrian Tennant: What motivated you to do that?
Jodi Krangle: I wanted to talk about how audio influences us because that’s what I do every day. It just, it makes more sense to talk about what I know. So yeah, I just thought it was an interesting topic and I’ve come across quite a lot of very interesting examples of this in my own research and it’s really interesting and it’s amazing how much money big companies are spending on this kind of thing too. You’d be really surprised.
Adrian Tennant: So, you know, the name of our show is IN CLEAR FOCUS. What does having a clear focus mean to you?
Jodi Krangle: That is a very good question. I almost think of it as having a goal in mind, knowing where you want to be in a certain amount of time and following that path. Not to say that that past can’t change. But knowing what you want I like to equate this to just life in general, knowing what you want in life because if you don’t have some kind of clear focus on what that is, you don’t know what you’re working towards.
Adrian Tennant: Well said. Jodi, if listeners would like to know more about you and your work, where can they find you?
Adrian Tennant: Jodi, thank you so much for taking the time to join us today. I know you are literally a very busy lady and time is money to you, so we appreciate your sharing your insights into the industry. We really appreciate it. Thank you.
Jodi Krangle: Thanks so much for inviting me. I appreciate it.
Adrian Tennant: Thank you. So, three things that stood out to me from the conversation with Jodi: it was really interesting to hear Jodi express the idea that, for her, podcasts offer a more personal form of media. I also found it interesting that Jodi was able to talk about the emotional power of the human voice as a kind of counterpoint for very emotionally-engaging visuals, perhaps even distressing visuals. And uniquely, Jodi’s approach to a spoken word script as a music score and being able to perform and adjust her expression accordingly. Thank you to our guest, voice artist Jodi Krangle. You’ve been listening to IN CLEAR FOCUS, a unique perspective on the business of advertising, produced by Bigeye. If you have questions or comments about the content of today’s show, or have ideas for topics that you’d like us to cover, please email us at email@example.com. Don’t forget to check out Jodi’s podcast – and you’ll find a link to that in the transcript of today’s show on our website at Bigeyeagency.com under “Insights.” To make sure you never miss an episode, subscribe to IN CLEAR FOCUS on Apple Podcasts, Google Podcasts, Spotify, SoundCloud, TuneIn, Stitcher, and other top podcast players. And if you like what you hear, please give us a rating. For IN CLEAR FOCUS, I’ve been your host, Adrian Tennant. Thank you for listening. And until next week, goodbye.
As the skincare market continues to expand, the time is right for starting your own company. You’ll never reach the level of success you desire, however, without establishing a disruptive brand that stands out from the completion.
A 2019 study by the independent market research company the NPD Group singles out the prestige beauty market as one of the fastest-growing sectors in United States retail sales with an annual growth of 6 percent. And, with an annual growth of 13 percent, the skincare category stands out as a particular achiever, comprising a full 60 percent of the prestige beauty market’s total industry gains.
“If I had to use one word to characterize the state of the U.S. beauty industry today, it would be disruption,” says NPD Group executive director and beauty industry analyst Larissa Jensen. “Whether we look at categories, brands, or retailers, there are sweeping changes taking place in the market landscape.”
Jensen proceeds with a warning to skincare entrepreneurs everywhere, stressing the fact that “brands and retailers must not only be cognizant of these transformations and act upon them, but identify new white space opportunities to captivate consumers and further differentiate themselves from the crowd.”
Leveraging Areas of Disruption in Skincare Industry
Prospective skincare company owners and chief executive officers should pay close attention to the specific growth areas within the skincare industry if they want to capitalize on areas of disruption and establish a distinct, unique, and valuable brand.
The booming popularity of natural beauty products, for example, represents a dramatic sea change in terms of the qualities and characteristics that customers have come to expect. Reflecting this change, the top contributor to the $5.6-billion skincare industry are natural skincare brands. The NPD Group reports that natural skincare products accounted for more than one-quarter of annual skincare sales, up 23 percent from the previous year.
The NPD Group report goes on to identify lip treatments, toners/clarifiers, facial sprays, and alphabet creams as the fastest-growing skincare product classifications. Customers are also increasingly purchasing skincare for the body, protective sunscreens, and self-tanning products.
Legal Requirements to Operate a Skincare Business
Before starting a skincare company, it is absolutely imperative that you understand all the licensing and regulatory issues that you will face. In general, the legal requirements that you must meet to operate a handmade cosmetics business are similar to the legal requirements that other small business must meet. However, as part of the cosmetic/beauty industry, you must ensure that your skincare product(s) pass muster with the US Federal Drug Administration (FDA).
Regulated by the FDA under the Federal Food, Drug and Cosmetic Act, all skincare products must be deemed safe for consumers for indicated conditions of use prior to their release. They also have to be labeled properly.
It isn’t against the law to make cosmetics in your home, but it is your responsibility to ensure that this is accomplished safely. In his article “How to Start Your Own Line of Skin Care,” Houston Chronicle contributor Michael Flanagan suggests accessing the FDA’s Good Manufacturing Practice Guidelines/Inspection Checklist before designing your manufacturing space. This is the best way to prepare this space for its required FDA on-site inspection.
Manufacturing Your Skincare Products
The Houston Chronicle article goes on to offer a number of skincare product manufacturing tips including cutting down on overhead costs by looking for bulk suppliers to secure all necessary raw ingredients. It recommends accessing online distribution networks such as MakingCosmetics and Admix to meet both your supply and equipment needs.
If you choose to start your business with a manufacturing space on your residential property, you can often use your kitchen as your main hub of activity. The equipment that you will need depends entirely on the type(s) of skincare product(s) that you want to make. Skincare companies that plan to make clay facials, for example, can probably begin by using existing household mixing bowls and spoons. Those who want to make soap, however, must first buy soap molds and a few other essential pieces of equipment.
Skincare Company Marketing
No matter how great your skincare products happen to be, you won’t get far in the skincare sector without a comprehensive and outstanding marketing campaign. Here are just a few elements that you’ll want to include in your unified skincare company marketing efforts.
An official website – In virtually any industry, a high-quality website is absolutely essential. Your website should reflect your company’s core values and commitment to excellence. Even if you don’t plan to sell your skincare products online, customers will inevitably turn to your website for answers to important questions as well as information about your company and what it does best.
A strong social media presence – Reach your target consumer base on the social media platforms that they already frequent. Depending on your target demographic this might mean maintaining compelling, informative, and up-to-date company pages on multiple platforms including Facebook, Instagram, Twitter, and Snapchat. Social media outreach is a great idea for a wide range of reasons, but its ability to engender both consumer-to-company and consumer-to-consumer interactions is simply unparalleled.
Email newsletters – As a skincare company, you’ll want to turn each buyer into a repeat customer. Email newsletters are a great way to drive consumer loyalty. Although you don’t want to bombard customers with constant messages of little value, occasional newsletters can be a great way to make customers feel valued. Share content that will command attention, announce the release of new products, and motivate consumer action with various sales and promotions.
Non-digital marketing efforts – Don’t forget that the majority of people still buy their skincare products in brick-and-mortar stores. Consider visiting regional beauty salons, spas, and health/beauty stores to offer free samples. If these establishments express an interest in buying your products, you should provide them with attractive wholesale pricing. Other traditional sales techniques that continue to work well include the staging of at-home skincare parties.
While all of the techniques outlined above can effectively reach your target demographic of existing and prospective customers, you simply won’t get far with a bunch of disorganized and unconnected advertising efforts. In order to be truly successful, your company must unify all of its marketing activities under the banner of an overarching brand that is both captivating and exceptional.
Your branding efforts must begin with the creation of an effective company name and logo. Don’t take these steps lightly! Both your name and your logo must be carefully designed to resonate with your audience.
Keep your name simple, catchy, and easy to spell, Pay close attention both to how your name looks when read and to how your name sounds when spoken. If possible, choose a name that conveys some sort of strategic meaning.
The uniqueness of your name is also a paramount concern. To see whether or not a favored name is already in use, check online with the United States Patent and Trademark Office.
Your name and logo should lead the way when developing a brand that projects a distinct and desirable set of characteristics and values. These specific characteristics and values will depend entirely on your target demographic.
For example, a “macho” brand is perfect for companies in the fast-growing men’s skincare product sector. Other skincare companies have found success with socially conscious branding messages and company affiliations, offering products that are responsibly sourced and supporting a broad spectrum of charitable causes.
Best Skincare Packaging
A recent report by the leading corrugated packaging company WestRock shows that more than four in five American have tried a new product due to its packaging. And packaging is particularly important in an overcrowded skincare sector that has products desperately competing for attention on store shelves everywhere.
Like all other facets of your marketing operations, your unique product packaging must align with the characteristics and values of your brand as a whole. This is absolutely essential if you want to connect with your chosen consumer demographic.
Although no two skincare companies should wrap their products in similar packaging, there are a few universal guidelines that companies must generally keep in mind. For example, a highly important part of presenting a professional image is ensuring that all your brand-name products follow a constant design style.
Skincare Video Production
In today’s marketplace, a business that fails to use video as part of its comprehensive branding and advertising efforts is bound to fall behind. The 2020 State of Video Marketing Survey by Wyzowl reports that 85 percent of companies use video as a marketing tool and that 92 percent of marketers who use video rely upon it as “an important part of their marketing strategy.”
When you stop to consider the fact that beauty product videos are the most searched-for video type on YouTube, the tremendous potential of video marketing in the skincare sector should be immediately obvious. In addition to producing and releasing traditional video ad spots, your skincare company can benefit from motion graphics infomercial content, instructional how-tos, and recorded customer testimonials.
Get Professional Guidance
Unless you happen to be a seasoned marketing professional, you will want to secure the assistance of a professional skincare marketing agency well before establishing your company and beginning to distribute your products. At Bigeye, we know the supreme importance of founding your skincare company with an extremely powerful, unified organizational image and a highly compelling, targeted marketing message.
Let us help you launch your brand right the first time, so you don’t have to contend with the significant cost, hassle, and wasted time that go hand in hand with subsequent company rebranding efforts.
If you aren’t taking advantage of the power of brand video, then you’re ceding an important edge to your competitors. Here’s what you need to get started.
Let’s say you’ve got an exciting new product and you want to introduce it to consumers in the most impactful way possible. How would you go about it? If you’re not immediately thinking “brand videos,” then we urge you to keep reading.
Why Brand Videos Have Become an Indispensable Marketing Tool
Right now, you’re reading a blog — and there’s nothing wrong with that. Blogs are a tried-and-true medium for short, informational content. Yet the blog should be merely a single arrow in your quiver. Audiences don’t always have the time or inclination to read, yet they can almost always find time to watch a short video — provided it reaches out and wrests their attention away from the other dozen things competing for it.
That’s one reason you’ve likely been deluged lately with explainer videos and all other sorts of branded video content. Videos simply work. People engage with them at higher levels than seen with ads or written content.
There’s another factor motivating the brand video proliferation: The learning curve and production costs associated with professional video creation have declined radically in recent years. This means that brands have no reason to avoid joining the revolution.
So How Do I Tell My Brand Story Through Video?
Here’s the good news: Connecting with audiences via video is relatively simple, provided you can follow a few smart practices. When creating brand videos, here are some key things on which to focus:
Story is paramount — and so are people. Creating brand videos simply because “everyone says people prefer video” won’t accomplish much. You still need a compelling narrative that audiences will relate to. Think about a simple yet effective way you can frame your brand story around human characters. Any newspaper editor or photographer will tell you that images of static buildings or landscapes don’t reach people or move copy. As humans, we are naturally drawn to each other, and this extends to our engagement with photos and video. Forego the facts, figures, and product features (or at least consign them to secondary status) and put people front and center in your videos. By focusing on one person, brands can make larger and more complex issues more relatable.
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Forge an emotional connection. Savvy brands have long known that a true emotional connection with audiences is the gold standard in advertising and marketing. Nothing converts and builds long-term loyalty like sparking a visceral, emotional reaction. Fortunately, brand videos are a fantastic format for forging these kinds of connections. By using images, dialogue and music to full effect, a great brand video can tell an emotionally resonant story in as little as 30 seconds.
Reach for the original. Remember how we mentioned that proliferation of video? That’s why it’s essential that you take creative risks and push for something original. Audiences today are extremely savvy and cynical about brand messaging. Yet you can penetrate their defenses by delivering something that delights or inspires. Here’s one great example. It’s important, however, to understand your limitations — nobody is looking for an avant-garde HVAC brand video.
Maintain your messaging. Your brand videos are ultimately an extension of your overall brand messaging. They should speak with your voice, project your values, and be calibrated to appeal to your specific audience. While it’s important for your content to reach for creativity and originality, this must still occur within the larger context of your brand messaging.
Don’t skimp on video production. This one is easy — there’s no excuse for a cheesy (unintentionally, at least) or cheap-looking brand video. The cost and skill needed to produce respectable content has plummeted.