In the highly competitive residential real estate sector set your high rise apartment marketing apart by stressing the unique value, benefits, and features of your available units.
High Rise vs. Low Rise Apartments
Before discussing elements of effective marketing strategy for high rise apartments, it is essential to determine what, exactly, a high rise apartment is. As explained by
RENTCafé senior creative writer Nadia Balint, the definition of a high rise varies significantly from country to country and from business sector to business sector.
In the United States, the National Fire Protection Association officially classifies any building over 6 stories as a high rise. For real estate marketing purposes, however, a high rise building should generally include a few more floors. The leading commercial real estate market research and data provider Yardi Matrix, for example, limits apartment community high rises to those that have at least 10 residential floors.
Marketing Tips Specific to the High Rise Apartment Sector
Low rise apartments and high rise apartments each have their own pros and cons. While many of these pro and cons are obvious to any prospective renter, others may not be so immediately evident,
As a marketer of high rise apartments, you are doing yourself a great disservice if you aren’t stressing the specific advantages that your units have to offer.
In many cases, you can even succeed in changing a negative into a positive through the power of an effective marketing campaign. For example, to combat the perceived hassle of living so far above ground level, you can stress the convenience, speed, reliably, and/or overall number of elevators on the premises.
Here are a few other features and elements that you may want to emphasize when marketing high rise apartments:
Because land development professionals aren’t exactly clambering to construct skyscrapers buildings in rural or small town locations, high rise apartment buildings typically appeal to prospective renters who value a bustling, metropolitan lifestyle.
It’s the oldest cliché in the real estate business, but, like many clichés, it holds true: location is everything. If a prospective renter values working, shopping, and enjoying the nightlife of the big city, the prospect of living in the heart of these various activities will be welcomed as not only extremely convenient but pleasantly exhilarating.
Of course, no one is going to fail to stress an amazing panoramic cityscape in their apartment marketing materials. A great view might be the single greatest feature of a high rise apartment unit.
However, every unit in your high rise complex needn’t offer a full perspective of the New York City skyline in order to draw in prospective renters. Consider the value of promoting an apartment free of overwhelming visual obstructions and full of beautiful natural light.
A preponderance of high rise apartment complexes employ doormen and/or a security staff to ensure that tenants and their belongings are protected and safe. Many high rise apartment complexes also offer a concierge and/or other service professionals to make daily life a little bit safer and easier.
In addition to increasing security and convenience, on-site apartment building workers can brighten your day with a friendly “hello” and generally contribute to a warm community environment.
Flexible Leasing Options / Vacancies
Renters in search of a month-to-month lease or other flexible rental agreements are significantly more likely to find one in a high rise. Plus, due to the sheer number of units that a large high rise building contains, apartment hunters are more likely to find a desirable vacancy in the high rise sector.
Overall apartment options are also quite wide in the high rise sector. Prospective renters who require a furnished apartment, for example, can commonly find one in a high rise apartment complex.
Easy Utilities / Maintenance
If you’ve ever had to wait for a cable provider to start or disconnect service, you know just how time consuming and frustrating this can be. Because the vast majority of residential high rise complexes are already wired for services such as cable, phone, and Internet, renters typically don’t have to wait for the entertainment and connectivity that they rely upon.
High rise apartment buildings also widely support on-site property management offices that provide prompt access to maintenance services. This means that high rise tenants typically won’t have to live with malfunctioning or damaged apartment infrastructure for long.
To Learn More
Bigeye is an innovative high rise apartment marketing firm that leverages every possible advantage in the campaigns under our management. To get in-depth marketing advice for your high rise apartment business, contact a skilled and knowledgeable Bigeye representative today.
Bigeye’s senior strategist Dana Cassell joins host Adrian Tennant on IN CLEAR FOCUS to discuss the role that strategy plays within a marketing and communications agency.
In Clear Focus this week: Bigeye’s senior strategist Dana Cassell joins host Adrian Tennant to discuss the role that strategy plays within a marketing and communications agency. Dana offers case studies highlighting how consumer insights and audience research can be applied to differentiate brands from their competition, plus practical tips and career advice for anyone seeking to enter the advertising industry.
Adrian Tennant: You’re listening to IN CLEAR FOCUS, a unique perspective on the business of advertising produced by Bigeye. I’m your host, Adrian Tennant, VP of insights at Bigeye. For those of you who don’t know us, Bigeye is an audience-focused, creative-driven, full-service advertising agency. We’re based in Orlando, Florida, but serve clients across the United States and beyond. Providing audience research, branding, creative, media, and analytics services. Thank you for choosing to spend time with us today. For this episode, it’s my pleasure to be joined by Dana Cassell, Bigeye’s senior strategist. Dana has been with Bigeye almost a decade and focuses on consumer behavior, interpreting the results of findings from primary and secondary research. Dana synthesizes data into actionable insights that help Bigeye’s clients build strategically differentiated brands. Welcome to IN CLEAR FOCUS, Dana.
Dana Cassell: Thank you. Glad to be here.
Adrian Tennant: What does your role as senior strategist at Bigeye look like? Describe a day in the life, if you will.
Dana Cassell: I love that question, “What does a day in the life look like?” I spend a lot of time on-site with clients in a discovery meeting. So, generally at the beginning of an engagement with a client, we have an on-site day where we have the leadership team in the room and our team in the room. And the first half of that discovery is a strategic discovery and we’re working on things like a SWOT analysis, key messages, understanding of the target current state of affairs. So I’m generally leading that conversation. I like to think of myself as a client advocate, so I’m basically trying to get myself up to speed and understand where they are in the business, what they’re trying to do. So I do a lot of that and I like a lot of that. I’m also on calls with clients a lot catching up on those types of items. And then the kind of other half of what I do is staring at the computer screen, blinking cursor by myself because I do a lot of documentation. So if we have a strategic engagement, I’m going to be documenting that entire discovery process and setting forth the strategic plan to move forward. So I’m either kind of with everybody or by myself. I like both of those pieces.
Adrian Tennant: So what are some of the most common challenges you see clients facing today?
Dana Cassell: I think differentiation is a challenge. In the, in the global economy, you know, there’s just not really a new idea anymore. So a lot of our clients have a solid product, they have a great internal organization and they’ve just either lost market share or other newer competitors have come on the scene and they’re having trouble differentiating. We also see a lot of lack of understanding of the audience. So maybe an organization, a client might have known their audience 10 years ago. They did a lot of research, they had a better understanding and they’ve just grown and changed since then. So they just haven’t, not a modern understanding of their audience. So I think that’s a challenge a lot of people see. Another one I see is our clients having trouble getting to a place where they can be more strategic rather than reactive. And that’s generally in my assessment, kind of – it’s like a legacy problem. So the organization just runs a certain way and the marketing team can’t catch up and get far enough ahead that they have time to breathe and be strategic. So it’s like the weight of the organization is forcing them to be reactive. It’s not that they’re not strategic thinkers, they are, they just don’t have permission internally to push pause on being reactive and move into a more strategic place. And I think often we help in those engagements because we can come into the room with the C-suite and make the case for why reactivity is not the best marketing strategy.
Adrian Tennant: So that being said, if you’re a new challenger brand, I’m looking to gain market share in a category with an established brand leader, how can strategy help?
Dana Cassell: I think the audience understanding and insight is, is a key piece of that game. There are industries where the leading brand is taking their position for granted and they don’t really have deepened relationships with their consumers. And that’s always an area of opportunity. I think we’ll probably also talk, I’m hoping we’ll talk about direct-to-consumer today. That’s another great example of ways that challenger brands are gaining market share sort of by a really deep specific understanding of their audience and an extremely clear focus. So I think new challengers that really get the audience have a singular focus and do that thing well, have a great opportunity to gain some market share.
Adrian Tennant: Great answer. Strategy can seem a bit abstract. What do tangible deliverables from strategy planning typically look like?
Dana Cassell: That’s a great question. So target market analysis is often one that we’ll deliver and this is related to audience and audience insights. So we’ll work with a client to understand primary, secondary, tertiary audiences. We’ll develop brand personas, key messages for those targets, where we find them in media, what their consumer behaviors like. So we kind of blowout a big profile of those target markets. So that kind of analysis is a real actionable deliverable. Often key messages is a piece of that. So I really like the kind of four-by-four model where we have four things that we like to say about the brand over and over maybe four words long that everybody in the organization can get behind. These are like little memorable key nuggets about a brand that we can work into. Public relations interviews we can use in social content we might use in our email signature. I love helping a brand kind of come up with these key messages that are like part of their identity, something everybody can understand and start to be a driver for a brand. So I often like to work in key messages. We’ll also make key messages as part of that target market strategy. So what are the key messages that resonate most with each message, each segment of that target market? Sometimes a platform analysis is a good one too. So we’ll have clients that are involved in a variety of social media and this is something I love to do as a strategist. So we’ll get a client that is doing a lot of social media and none of it beautifully. And I get the opportunity to kind of go in and consume all of that data, all that content they’ve been putting out over the years and understand what’s been working and resonating. I love looking at the data behind social platforms and coming back and being able to say, “the good news is you’ve been doing too much and we have an opportunity to narrow your focus and then really do what you’re doing well.” So platform analysis as a tangible deliverable. And then content planning is another one that happens often we’ll see organizations that are they know strategically what they need to be doing, but then the tactics of how to execute that strategy. So often one of my strategic deliverables will be a plan for creating and deploying content. So strategic recommendations on what types of categories are going to work best on their different platforms. So what should their blog focus over the next year be? What should their outbound marketing focuses be? So that content planning roadmap, that happens a lot too.
Adrian Tennant: I’m really interested to know how you get up to speed on a new client industry. Have you got a particular process that you’d like to share with us?
Dana Cassell: Sure. I’m just an avid consumer of that brand. I just try to think of myself as obsessed, kind of brand obsessed, and I’ll just literally sit at my computer and absorb everything I can find about them online. And then I do that for any brand that thinks they’re a competitor or any brand that they think is a competitor. And then also aspirational brands. So this is a question I love to ask clients. What are brands that you think are similar to yours that are killing it? And it might not be in their same market and might not be in their same service, but a brand that it’s like, I really like the way they do business, so then I’ll go absorb everything I can about those brands. And if they don’t have an idea of who those are, I probably have an idea of who this might be for them. So I like doing that. And then I’m also a data nerd at heart, which I would encourage anybody who wants to be a strategist to become a data nerd at heart. I love to go look at whatever data they want to give us. So one of my favorite places to start is with good old Google Analytics to understand what’s happening on their digital platforms. Sales data. I don’t know, I just, I like to… Annual reports, gosh, I love annual reports. Am I the only one maybe?
Adrian Tennant: I think you might be, Dana.
Dana Cassell: I love a good annual report. So I just consume all of the data, you know, and then I do a lot of listening so I love to read and then I love to hear from them. That’s kinda how I get up to speed. I also like to read things like job descriptions to learn how the brand thinks about the people they want working with them. So that’s a little hacks to learn how the brand thinks about themselves.
Adrian Tennant: Some really good strategic tips there, I liked them. Thank you. Dana, what brands do you most admire – and why?
Dana Cassell: This is a great question. I love this. I feel like I can answer in lots of different ways. So I like to think of Southwest Airlines and Publix as the same brand in my head and they’re kind of big ones and obvious ones that a lot of people love. So it’s maybe a bit of a cliche answer, but the things that I love about them are, I believe them and I believe in authenticity and transparency. I just don’t think there’s a way in 2019, 2020 to live in a non-transparent way for long. So these are brands that I think have been being super transparent for a long time. They have people who are happy to work there, which I think is a real key to long-term success is internal culture. So I think they’re doing that really well. And I also think they are trying to be exactly who they are. So they’re in a growth mindset as a brand. Neither of them are giving up market share anywhere, but they’re also not trying to be something that they’re not. So I love that about them. They’re authentic, they have happy customers, they know who they are and they’re living into that identity. So I really liked that about those brands.
Adrian Tennant: I should just explain for any listeners that are not based in the Southeast of the United States, Publix Supermarkets, the leading supermarket for sure in our region, privately held, and a Fortune 100 company.
Dana Cassell: Right. And originally a Floridian brand, now found widely across the Southeast and likely in a Northern market near you soon because like I said, they have a growth mindset.
Adrian Tennant: That’s meant to be a secret, I think. Not really, worst-kept secret now.
Dana Cassell: I love the Grocery Wars. Honestly, what’s happening in the grocery stores is great. We were talking about this for banking yesterday, following the way that grocery stores are moving Northern brands to the South, Southern brands to the North, and then expansion into the Midwest is a great case study for any industry that is looking to gain market share in a volatile environment. Because grocery is about loyalty. It’s grossly about consumer behavior. And it’s just a really fascinating idea to watch how grocery stores move into markets where they’re, they’re not, they’re markets of origin. I love groceries.
Adrian Tennant: Excellent. So what do you think about the success of direct-to-consumer brands, such as Dollar Shave Club, StitchFix, Casper, Warby Parker, Barkbox… there are many, many, many to choose from. What do you think about them?
Dana Cassell: I love it. This why, I love it. So it’s not, it’s not dissimilar from the Southwest and Publix idea. These brands are singularly focused on doing one thing really well. Warby Parker is going to deliver glasses that you’ll love, that you have control over the experience. I love that Casper mattresses, it’s a focused effort. They know who they are, they know what they’re going to do well and they’re not going to do anything beyond that until they can do it well. So that’s not to say that DTC can’t expand and grow their service line. They can, but they’re doing it in a way that feels authentic to the brand. And also all of these brands that you’re mentioning are obsessed with consumer experience and I think that’s been the key to their success. So the whole idea that there’s this user-generated content library of people unboxing mattresses, this is like watching paint dry! I mean unboxing a mattress theoretically couldn’t be a more boring thing! This has taken over the Internet. I think it’s amazing, but they’ve created a user experience that is engaging people in a category I don’t think anybody would have predicted. So I love that they also have streamlined billing. I think this is really important, now in our mobile environment, in our Apple pay environment, that the billing process is smooth and simple and transparent and these brands are doing that really well. They’re also giving people choice and control. So any sort of subscription direct-to-consumer brand that cannot be customized or that you feel like you’re going to lose control of your credit card or you’re going to be billed in a month. “I didn’t know I was going to be built. Oh, you know, I’m frustrated.” It doesn’t last. You know, that will work for a few months until somebody realizes that charges recurring and then they’re not only quitting, they’re also not a brand advocate. So what I love about these brands that you mentioned, Dollar Shave Club, you’re getting an email every month that says, “Hey, your box is about to ship. Do you wanna make any changes? Do you need this box?” And if you don’t skip a month or skip three months, they’re giving control to the consumer. And I think that’s just building trust and loyalty.
Adrian Tennant: So these are all great lessons that we can learn from DTC brands.
Dana Cassell: Yeah. And simplify, you know, they’re all, that’s what I was starting with the idea of being focused, knowing who you are, knowing what you’re doing. If the business is complicated and you’re on the inside, imagine how that feels from the outside.
Adrian Tennant: That’s a great point. Well, let’s change gears. Tell us a little bit about your background. How did you get to where you are today?
Dana Cassell: Hmm. Okay. So, um, I grew up in Louisville, Kentucky, and I don’t know when this started, but I think I always wanted to be an advertising because I really can’t remember a time that I didn’t. I have this four-H project from third grade, I’m left-handed. And it was called living in a right-handed world and it was an advocacy base about the challenges of being left-handed. Scissors can openers, it’s a right handed world. So I had this presentation that I loved and it was just this like little piece, understanding the way that it feels to be in the world and being a consumer of right-handed things as a left-handed person. And I look back and think that might’ve been my first piece of consumer research. So I think I was kind of always into it. And then I was looking for universities that had advertising as a field of study and I was not impressed with an advertising school that would send their materials in a white envelope that laid on my dining room table with all the other college envelopes. And then SMU – that’s Southern Methodist in Dallas – sent me their piece and it was what I wanted it to be. It was shiny and brilliant and well done. And it looked totally different when we threw it on the table. And my parents had drawn this radius on the map of two-hour flights and Dallas was right on the edge of the two-hour flight line. So I thought we should do it. So I went to school in Dallas at the Timberland Institute and had a wonderful time there. They have a relationship with The Richards Group, which was amazing as a student. And then graduate school in Austin studying consumer behavior where I had the opportunity to work on a team that was rebranding the university. They ask a few grad students in the ad program to help rebrand the university. And we came up with that tagline, “What starts here changes the world,” which was first recorded by Walter Cronkite, which was just an amazing experience and still can be found on football sometimes today. My dad calls when he hears it. So that was neat and I was able to document that process as my thesis. So that was a really fun experience and just kind of confirmed my love of advertising and branding. And then I always worked then, so that was 2004 when I graduated. It was kind of the boom of monetizing the dotcom. So I worked for a local newspaper as they were trying to figure out how to make money on their dotcom and got some really cool opportunities to collaborate with sales and technology and really start to understand the data that drives websites and how you can translate that data into sales and also leverage audience understanding and the use of a website to target advertising. So that was a very cool time to be in that world and it wasn’t as big then as it is now. So I was in analytics and I got a crash course in analytics, loved that and then moved into strategy after that. I think strategy and digital analytics are very closely linked. It’s a just a great place to start when you don’t know where else to start. So that’s been kind of my journey. I’ve been in analytics and consumer behavior and strategy since then.
Adrian Tennant: So as you know, we have a very active intern program at Bigeye. What advice would you give someone wanting to pursue a career in brand planning or strategy?
Dana Cassell: I think to have a growth mindset is really important because it’s always changing. The entire field is always changing. And to be somebody who is interested in learning every day and as much as there are common elements among our clients for strategic difficulty, everything is unique. Every client need and strategy is new. So to be able to grow and change except what you don’t know and go figure out what you need to know, I think that’s really important. So growth mindset, obsession with data. I’ve said it a few times. It’s my experience that some people, and there are even some holdovers in academics, that advertising is a creative endeavor and that means it’s an artistic endeavor and that that’s sort of like not congruent with data analysis, math. And I think that’s totally inaccurate. And I think data is creative and I think it’s really, really important to understand. And I think our creative team here would tell you that a data-driven creative approach is central to our philosophy. So obsession with data, growth mindset. Also, I think a solid business background. A lot of what I end up doing could be business consulting work. And I love that. You know, I love the Bigeye wants to get their hands in that. It’s not like, Oh, that’s not proper advertising. We’re not interested. Marketing and operations are closely linked, although I will say every day of my life, great marketing can’t fix operational challenges. We have to get the operations intact. By being able to understand that as a strategist is really important. So I think a little bit of business background is helpful and to enjoy problem solving. I’m a gameplayer. I love solving problems, doing puzzles, riddles. If somebody tell me a “knock, knock” joke and doesn’t give me time to try to figure it out, it makes me crazy. It’s like holding in a sneeze. So, you know, I think being a problem solver as another piece of that.
Adrian Tennant: So again, thinking about our interns at Bigeye, what kinds of resources would you point them towards to help them?
Dana Cassell: People. I was thinking about this. I had an amazing copywriter professor in undergrad who wrote the GI Joe “Real American Hero” jingle and also, “What would you do for a Klondike bar?” So he was a really neat professor who inspired me and gave me a different way to think about advertising. And I can think about my first boss that gave me permission to understand the Internet and the way that it worked and how that impacted advertising. That was a lot, that was a lot. There was a time where being on social media at work was not a thing, you know, and so to have offices that understood that while it didn’t seem like the right thing to do at might be. And then I can also think about people in the industry who inspired me to think differently about strategy. So I really think the best resources that I’ve had have been people and that is also like a life strategy of my own to find someone who’s a step ahead of me that I really admire. Look, aspirational brand – I do it in my personal life and understand what they’re doing and why they’re doing it and just seek their wisdom. So yeah – people.
Adrian Tennant: Excellent. You’re so on-brand – your own brand!
Dana Cassell: Thank you!
Adrian Tennant: So what is one common myth about working in advertising that really needs to be debunked?
Dana Cassell: Yeah, so I think this one is that it’s super cut-throat, and every man for themselves, and unbelievably competitive, and it can’t be trusted. I think there’s this idea that it’s kind of all one big kind of battlefield in a way. I have not experienced that in 18 years of working in the industry. Obviously, there are some places that feel that way, but for me the best work I’ve ever done has been highly collaborative, very team-oriented. I have a personal philosophy that it’s very hard for me to work with people if I don’t have a connection. You know, I like to have a personal connection with the people I’m making these big decisions for brands with. So I have never been in an environment in advertising and done great work and that be the case. So I find advertising very collaborative, friendly, helpful – you know, the best work happens when there’s somebody from research, planning, creative, digital, everybody at the table working together.
Adrian Tennant: That’s great. So what have you read or listened to recently that really inspired you?
Dana Cassell: I’m an avid podcast consumer, so I listen all the time and I have this wide variety of podcasts I listen to. But I think something recently that inspired me was Tal Ben-Shahar on “Armchair Expert,” which is Dax Shepherd’s podcast. So Dax is married to Kristen Bell and he, I mean in his own right, was Crosby on “Parenthood.” He’s done lots of wonderful things, but he has this really interesting background in anthropology and psychology. And so he has this podcast about a year-and-a-half old and Tal Ben-Shahar was on recently. So he is a PhD-educated, Harvard-educated lecturer and just intellectual thought-leader. And he famously held the record for having the two largest classes in the history of Harvard at one point. And they’re all on positive psychology and happiness and leadership. And I love this because it’s data-driven approach because it’s a PhD style of learning and it’s about the impact of positivity on life and on the bottom line. So I really love this about him and I just found his time with Dax really inspiring because he just talks a lot about organizational leadership. And it’s like a data-driven approach to happiness, which I think there’s so much in the zeitgeist about positive affirmation. I love all of that, but I also love that there’s like data behind this idea of the power of happiness for economic success, like corporate kind of branding success. I don’t know. I really liked him.
Dana Cassell: Okay. I can’t be held responsible for everything Dax says, okay?
Adrian Tennant: Understood.
Dana Cassell: Okay.
Adrian Tennant: So finally, Dana, what does having a CLEAR FOCUS mean to you?
Dana Cassell: Having a CLEAR FOCUS to me means knowing who you are because I don’t think it’s a given that we all know where we’re going next. I think it’s really important that if we know who we are, we can figure out where we’re headed.
Adrian Tennant: Deep…
Dana Cassell: Maybe?
Adrian Tennant: Dana, it’s been a real pleasure. Thank you to our guest, Dana Cassell, senior strategist at Bigeye. You’ve been listening to IN CLEAR FOCUS, a unique perspective on the business of advertising. Produced by Bigeye. If you have questions about the content of today’s show, please contact us at firstname.lastname@example.org. You’ll also find a transcript of today’s show on our website at bigeyeagency.com. I’m Adrian Tennant. Thank you for listening. Until next time, goodbye.
As the anti-aging product market continues to expand rapidly in the coming years, it’s time to get your anti-aging marketing strategy in shape.
Throughout history, nobody has looked forward to getting old, loosing their looks, and declining in health. In the modern, high-tech era, however, people are more youth-obsessed than ever.
In effort to capitalize on our growing need to look and feel young, more and more companies are releasing skin creams that erase wrinkles, sprays that eliminate dark circles from around the eyes, and other products that promise to turn back the clock on the aging process.
A Rapidly Growing Market
According to the Anti-Aging Products Market’s Global Anti-Aging Products Market research report, the anti-aging products market will reach a compound annual growth rate (CAGR) of nearly 7% by 2023. Global Cosmetic Industry Magazine (GCI Magazine) echoes this prediction, estimating a 5% CAGR for anti-wrinkle product market through 2027, which would make wrinkle cream a $12.8-billion industry.
Developing an Effective Anti-Aging Marketing Strategy
Here are a few tips to help you make the most of the rapidly expanding anti-aging sector:
1. Concentrate on the right market for your anti-aging product
GCI Magazine identifies the best anti-aging product markets worldwide as the Asia Pacific, North America, and Europe. When it comes to specific countries, however, research analyst Amir Shaikh identifies the United States as the single biggest market for anti-aging products, devices, and services.
Anti-aging product marketers would also be wise to consider a both sexes when choosing appropriate outreach strategies. In the words of Forbes senior contributor Andria Cheng, men are becoming increasingly “style-conscious,” engendering a growing market for male anti-aging skincare.
2. Stress scholarship and science
As reported by the daily business and tech newsletter Trends, Harvard professor David Sinclair echoes the sentiments of his fellow anti-aging researchers, declaring that the makers of anti-aging products have gone from empty promises to a serious industry. In short, modern science has us living (and maintaining healthy bodies and minds) longer than ever before.
In light of this, marketers should tout the scholarship and science that underlie their various anti-aging products. Trends quotes Life Biosciences CEO Mehmood Khan, who stresses the fact that technology, academia, and medicine blend seamlessly with commerce in the anti-aging sector. “Gone are the days where you’re a businessman or engineer or academic,” says Khan. “In the modern age, those lines are blurred and rightly so.”
3. Build your brand to excel
Any college undergraduate who has taken “Marketing 101” can tell you that building an effective brand is essential for every modern company. But, for companies in the anti-aging market, branding is particularly important. Based on its analysis of current trends, GCI Magazine predicts that companies that establish prestige/premium brand associations will fare far better in the anti-aging market. People are also looking for clean anti-aging brands that promise organic, chemical-free, and naturally sourced ingredients.
In order to drive home these values, companies may want to consider tying their brand to an appropriate and worthy celebrity spokesperson. GCI Magazine reports that “celebrity endorsements will have a major influence over consumers purchasing anti-wrinkle products.” Just take care to ensure that your chosen celebrity affiliations reflect the underlying values and qualities of your products.
Contact Bigeye to learn more
A forward-thinking digital marketing firm, BIGEYE has the know-how to develop campaigns that are optimized for specific and emerging business sectors. If you’re ready to take advantage of the rapidly expanding anti-age product market, contact us today.
Nootropics promise to play a big part in the future of the pharmaceutical and nutritional supplement market. It’s time to get your nootropics marketing strategy in order!
Some people know them as “cognitive enhancers,” while others might refer to them as “smart drugs.” No matter what you choose to call them, nootropics are big business and only getting bigger.
What Are Nootropics?
Broadly defined, the term “nootropic” can refer to any pharmaceutical drug or nutritional supplement that is taken by generally healthy individuals in an effort to improve or enhance mental function. Nootropics can be either natural or synthetic. You can readily purchase some over the counter, while others require a doctor’s prescription.
Different nootropics target different elements of cognitive processing including those that govern executive function/conative control, memory, attention, concentration, creativity, and motivation.
Two of the most widely consumed nootropics are caffeine (which boosts alertness) and nicotine (which affects both attention levels and motor functions). For marketing purposes, however, we will focus on other substances that are purchased specifically for their mental enhancement properties.
A recent article by Healthline ranked the nootropics L-Theanine (a naturally occurring amino acid that engenders feelings of calmness) and creatine (a common bodybuilding supplement that has also proven effective at sharpening short-term memory and reasoning skills) among the top nootropics in the modern marketplace. Other nootropics singled out by Healthline include Ginkgo biloba, Bacopa monnieri, Rhodiola rosea, Panax ginseng, Noopept, Piracetam, and Phenotropil.
The Strength of the Nootropic Product Market
Regardless of what types of nootropics they are taking and why they are taking them, general consumers are turning to smart drugs and conative enhancers in increasing numbers.
According to a recent report by Zion Market Research, the nootropics product market is expected to reach approximately $5,959 million by 2024. Taking a broad look at the nootropics sector as a whole, this report – titled “Nootropics Market By Application (Memory Enhancement, Mood and Depression, Attention and Focus, Longevity and Anti-Aging, Sleep, Recovery, and Dream Enhancement, and Anxiety): Global Industry Perspective, Comprehensive Analysis, and Forecast – also predicts a nootropics compound annual growth rate (CAGR) of approximately 15.7% between 2018 and 2024.
How to Market Your Nootropic Products
In light of the growing popularly of nootropics among the global public, you’ll want to make the most of this rapidly expanding health and wellness sector. Here are just a few tips that can help your particular nootropic product(s) stand out in the marketplace.
1. Lead with the Problem
As previously discussed, nootropics can address a range of specific mental functions and cognitive deficiencies. By specifically targeting common problems at the head of your marketing materials, you can instantly capture the rapt attention of your chosen audience.
Many marketers operating in the pharmaceutical/nutritional supplement sector have made the mistake of jumping directly to the benefits of a particular product before first firmly setting up the problem that it solves. When it comes to nootropics, a clearly established problem/solution approach will drive conversions more readily than an approach that is centered around the presentation of specific product features.
2. Offer Free Samples
Pharmaceutical/nutritional supplement sector have long known the tremendous value of a free sample. And free samples are particularly effective when it comes to marketing substances, like nootropics, that are designed to enhance health and wellness rather than treat a dangerous medical condition.
Free samples of prescription nootropics can be distributed through physicians who ensure that these medications are only available to those who can truly benefit from them. Studies have shown that doctors who receive free pharmaceutical product samples are significantly more likely to prescribe that product.
3. Connect with Customers Emotionally
Memory, attentiveness, and general cognitive function are areas of health and wellness that connect with people on a strong emotional level. By tapping into this emotion, you can not only capture audience attention but drive consumer conversions. Just be sure that you choose emotional appeals have a basis in fact and are relevant to the specific nootropics that you are marketing.
Social media offers ample opportunities to emotionally connect with audiences in a genuine way. Consider launching an interactive campaign that encourages people to comment on your product and share their feelings about it.
For More Information on Nootropics Product Marketing
A forward-thinking marketing agency with a specific focus in the healthcare industry, Bigeye is always one step ahead of the competition. Like all emerging and rapidly growing markets, the nootropic market is an area of specific interest to us. To learn more about nootropics marketing and other areas that relate to advertising and promotion, contact us today.
Joe Englander of Fowler White Burnett P.A. discusses the legal status of cannabidiol and cannabis production this week on IN CLEAR FOCUS.
In Clear Focus this week: the legal status of cannabidiol and cannabis production. As CBD-infused products appear within a growing number of categories, we’re joined by legal expert Joe Englander of Fowler White Burnett P.A. in Miami, Florida. Joe provides practical advice for CBD brands to ensure compliance with current state and federal laws.
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. We provide audience research, strategy, branding, creative, media, and analytics services. Thank you for joining us today. On this week’s show, we’re focusing on CBD product marketing. That is products containing cannabidiol. A chemical compound from the cannabis plant, CBD is a naturally occurring substance that’s used in products like oils and edibles to impart a feeling of relaxation and calm. Unlike its cousin, THC, CBD is not psychoactive, so you won’t get high. CBD has rapidly become a phenomenon. You’ll find it in tinctures and pills intended to relieve conditions such as anxiety and arthritis pain, but CBD is also highlighted as an ingredient in a growing range of consumer categories. Today, CBD is used in beauty products such as facials and lotions, in food and beverages, sports supplements, pillows, and even apparel. One New York-based fashion brand infuses CBD oil into the fibers of their sportswear fabrics. And use is not limited to humans. There are CBD products especially for pets. In a national research study, Bigeye recently undertook, we found that 17% of owners already administer CBD to their pets and 42% of pet owners who don’t currently use CBD said they’re open to it to use in the future. Yet, in spite of this booming market, there is a lot of confusion about the legality of CBD and its relationship to cannabis. As an agency actively involved in CBD product marketing, Bigeye understands the potential issues of working with brands in this space and the importance of keeping abreast of what product claims can and can’t be made. As a CBD marketing agency bringing these issues into CLEAR FOCUS, it’s my pleasure to welcome to this week’s show one of our go-to experts. Joe Englander is a shareholder in the intellectual property practice group at Fowler White Burnett, attorneys at law. Joe leads the firm’s cannabis law team working with industry clients in the field of hemp, medical marijuana, and affiliated businesses. Fowler White Burnett has offices in Miami, Fort Lauderdale, and West Palm Beach, which is where Joe is joining us from today. Welcome, Joe.
Joe Englander: Hi. Thank you very much, Adrian. I’m very happy to be here.
Adrian Tennant: What are some of the most common misconceptions you think consumers have about CBD?
Joe Englander: Well, I think that most consumers and perhaps some lawmakers that it’s possible to get high on CBD, which it simply isn’t, as you mentioned that the introduction. And I think that the regulations show that. Because when you grow the hemp, the product that might be left on a field has to be destroyed. And there, there has to be fencing and, and barriers from the public, like you would think would be necessary for, for example, a medical marijuana facility. But the product is – I sometimes say that hemp is as safe as tangerines!
Adrian Tennant: Does the same kind of misconception hold true among retailers?
Joe Englander: I don’t think so. I think the retailers are very well educated about the products that they’re selling. They want to give good products. They don’t want their clients or their customers to be surprised. So they usually are very well educated and I think the consumers who come in looking for CBD know exactly that’s what they’re looking for and they don’t expect THC and they would be probably very upset to have it.
Adrian Tennant: So Joe, what are the legal rules or regulations around CBD here in Florida?
Joe Englander: There are two sets of regulations. There’s the federal set and there’s the Florida state set. The federal set: it comes from the US Farm Bill of 2018. And new regulations, which were just promulgated last week by the USDA. These regulations from the USDA are interim regulations. So they were effective. Right now, under the Florida guide, there’s a statute, the Florida Hemp Act and Regulations, which have not yet been promulgated: not quite yet made final by the Florida Department of Agriculture and Consumer Services. And it’s through the framework that you have to go through this pair of regulations and statutes that a person is able to get the license that they need to grow and sell CBD and hemp products here in Florida.
Adrian Tennant: How fast is the market for CBD and CBD-infused products growing?
Joe Englander: It’s growing very rapidly. It’s hard to see how fast it’s actually growing in Florida because it hasn’t actually started yet. Right now the only hemp that’s growing in Florida is with the university pilot program. But the interest and the businesses which are showing up to Florida showcases and seminars – it grows more each year.
Adrian Tennant: Could you tell us a little bit more about that pilot program?
Joe Englander: Well, under Florida state law, the University of Florida and other agricultural colleges are allowed to begin growing hemp to see what types of seeds are viable here in Florida. The thing about hemp is it can only have a certain low percentage of THC so they’re confirming that the seeds which they are testing are in fact hemp seeds and not a marijuana seed.
Adrian Tennant: Right now, what should manufacturers include on CBD product labels to be compliance with legal rules?
Joe Englander: That’s an interesting point there. You’ll find that in the regulations with both the Florida regulations and the interim regulations that you have to say that there is CBD on them and the amount of CBD it has, but you can’t make any medical claims with regard to the CBD at this point. But you have to show what the percentage is and what dosages, like what the recommended… whether you’re supposed to take one edible or two out of a package of 50 edibles.
Adrian Tennant: So Joe, what legal services or areas of law do you focus on for your clients?
Joe Englander: Well, the first thing I do is I try to get the permits and licensing for either growing or selling or manufacturing CBD or hemp products and help work that through the system here in Florida. I help work through the laws and regulations for new businesses or businesses which already exist that want to expand into this area. The Department of Agriculture is going to inspect and verify the product and they’re going to test different products to make sure that the dosage listed is going to be – I’m sorry, the amount ingested – it’s going to be what it says on the label. So if there’s any issues with that, they’re going to issue a stop-sale order or an administrative action. And at that point, I think it’s helpful for my clients when we can negotiate that type of thing. I’ve been doing that for different interviews with the Department of Agriculture for years now.
Adrian Tennant: You mentioned USDA testing. Is that testing conducted here in Florida or do samples have to be sent out of state?
Joe Englander: Well, right now the Florida testing facilities are being certified by the USDA. So until the Florida system is approved by the USDA, we don’t have a test-certified testing facility at this point yet. Once that comes in, we will have a lab here in Florida and, and all over.
Adrian Tennant: How would you characterize your typical clients?
Joe Englander: Some of my clients are growers of hemp, some of my clients are retailers of hemp products. They are online as well as in brick-and-mortar stores. There are pet clients that I have that sell both the tinctures – which are drops of the oil, which what you put under a person or a pet’s tongue – and there are chews which you give to a dog or another animal. So that’s part of the pet supply clients that I have. I have retail people that would sell the gummies and the oils as well as the creams.
Adrian Tennant: What does the legal process look like for trademarking or official lab approval of a CBD-based product?
Joe Englander: The US patent trademark office just set out guidelines for patent and trademark examiners to review trademarks related to CBD. Now that it’s passed through the Farm Bill of 2018. And with those guidelines, there should be no problem with hemp-related trademarks. As for medical marijuana or marijuana-related trademarks, those will still not be approved because unless and until marijuana has taken off as a schedule one drug.
Adrian Tennant: It is a little confusing, the interplay between state regulations and at the federal level. Do you see a path forward for greater clarity here?
Joe Englander: Well, I don’t think that there’s going to be clarity unless and until there’s legalization of marijuana. And then they would probably be similar to the types of regulations that go on with cigarettes or perhaps liquor. As far as Florida goes, there should be no limitation, no general limitation as far as CBD trademarks and protections of naming and branding as long as the restrictions regarding age are taken care of.
Adrian Tennant: If we were introducing a CBD-based product, we would not actually be allowed… previously we’d not been allowed to trademark that name or logo. Is that correct?
Joe Englander: That is absolutely correct. There were trademark applications just held by the trademark office and they just said it was suspended and they would simply reject it. Um, but once these guidelines came out after the Farm Bill, these trademark applications are sailing through.
Adrian Tennant: And is also true of marijuana-based products?
Joe Englander: I think it’s the opposite for marijuana-based products. If something is specifically for marijuana-related to the sale or production or, or, or smoking of marijuana, then the trademark office will reject those, um, those applications for dealing with illegal products.
Adrian Tennant: Right.
Joe Englander: The trademark office has no distinction between marijuana or heroin.
Adrian Tennant: Joe, are there any special considerations for CBD cosmetic marketing?
Joe Englander: I would think of CBD cosmetics and cosmetics if you were using CBD oil to be similar to using let’s say almond oil. And the reason I say that is it, it’s just another oil. You wouldn’t be allowed to say that there are any medical changes that occur through the use of the cosmetic because that would make it more like a drug than a cosmetic. But at the same time, if there are any restrictions regarding the use of CBD maybe within a state – then if you’re going to sell it in the state, you need to let them know, you know. For example, under the same guidelines as if there were an allergen for almonds, they would probably say something that, you know, they would probably indicate that it’s not to be ingested.
Adrian Tennant: So Joe, how do your clients typically find you?
Joe Englander: My clients come in in various ways. Podcasts like this one certainly help and it’s a matter of getting the word out. I go to seminars and I moderate panels around the country. Of course, I have our own website, and LinkedIn, and through word-of-mouth.
Adrian Tennant: Joe, you’ve helped a lot of entrepreneurs develop CBD products. What advice do you have for anyone considering entering the CBD market with a new product?
Joe Englander: Well, my advice to any entrepreneur would be to be able to differentiate your product, and show whatever way that your product is better. If it’s better based upon effectiveness, then it could be something that you might want to patent. If you’ve got a design or branding that’s particularly effective, then you would want to protect the trademarks and the trade dress. If you’ve made the formulas that are so successful to you, you’d want to make sure that whoever’s working on or helping develop those formulas doesn’t compete against you. You’d want to have agreements to make sure that whatever they’ve developed belongs to you or your company. But this is advice I give to any entrepreneur for that matter.
Adrian Tennant: Okay. So staying with that audience of entrepreneurs with potential CBD-based products, what are some of the most common perils or pitfalls?
Joe Englander: Right now, there seems to be an issue with getting product to the manufacturers or from the farm to the producers. So I think the short answer is we want to have a consistent supply.
Adrian Tennant: Can you tell us a little about how you came to be advising clients on the laws surrounding CBD and cannabis?
Joe Englander: I worked for the Florida Department of Agriculture for five years. Some of these agricultural regulations I enforced myself. So I have a familiarity both with the bringing about of the regulations and as the enforcement of the regulations and working with a department to help solve problems.
Adrian Tennant: What most excites you about working with CBD marketing products or brands?
Joe Englander: Oh, it’s cutting edge. As someone who’s working in the law, they’re gonna work on the law. Why not be right where people were, where the rubber is hitting the road right now? The people are excited about it. The people are using it, are believing in it. The people who, the people who are in the business of it, you can tell that they’re there. It’s a passion project for all of the people involved. I know we’re working with it, the people who are buying it and the people who were selling it at these conferences, if you could just tell it that everyone there is there because they want to be there.
Adrian Tennant: Joe, finally, what does having a CLEAR FOCUS mean to you?
Joe Englander: I would say when you are looking at your business or you’re looking at your career and you’re looking at what you want to be doing and you’re looking forward and you have an idea and you visualize the good results that you want and then you plan accordingly and you follow the plan and you follow the plan and be prepared to adjust. Right. But as long as you take the time to look in advance to where you want to be. That to me that that is a clear focus for anybody.
Adrian Tennant: For more information about your services, Joe, how can our listeners find you?
Joe Englander: I’m at the law firm, Fowler White Burnett. Our website is fowler-white.com. My bio is right there on the page. I’m also on LinkedIn if that’s easier for anybody who wants to reach out to me. I’m happy to answer any questions from anybody who’s listening in on the podcast. And this is a passion project for me as well, so I’m happy to help.
Adrian Tennant: Great. It’s been a real pleasure and very enlightening, I think. Thank you very much, Joe.
Joe Englander: Thank you, Adrian. It was a real pleasure to be here.
Adrian Tennant: So to recap: we learned about new regulations here in Florida and the introduction of a certification system to reassure consumers that the CBD in the products they’re purchasing comes from state-approved growers. And Joe offered up some great advice for entrepreneurs: follow the steps, and choose your partners wisely to ensure regular supply of product. Thank you to our guest, Joe Englander of the intellectual property practice group at Fowler White Burnett. 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, please contact us at email@example.com. You’ll also find a transcript of today’s show on our website at bigeyeagency.com. I’ve been your host, Adrian Tennant. Thank you for listening. Until next week, goodbye.
Group dining bookings are an essential source of revenue for many restaurants. Here’s how to maximize group bookings through smart restaurant marketing.
The restaurant game isn’t for the faint of heart. Roughly 60% of new restaurants fail in the first year, and 80% fail within five years. That’s the kind of math that will momentarily subdue even the giddiest new restaurant industry entrepreneur.
Developing a significant and sustainable pipeline of corporate and group bookings is one of the best methods for ensuring your restaurant beats these grim odds. Yet, many restaurant owners simply have no idea how to implement this strategy.
Let’s take a closer look at how smart digital restaurant marketing can jumpstart your group bookings business.
The Power and Reach of Digital Restaurant Marketing
Digital technology has radically disrupted countless industries and altered consumer behavior in innumerable ways. Streaming services, for example, allow people to enjoy on-demand films in the privacy of their living room — something that has led to US movie theater attendance dropping to a 25-year low.
Restaurants, however, have been insulated from this trend. While there have been efforts to let consumers have meals prepared by chefs in their own homes, these concepts haven’t gained much traction. Right now, people still enjoy eating in a communal setting.
Digital tools, however, have changed the playing field for how restaurants secure business. Major platforms such as OpenTable transformed how reservations are handled; Yelp now acts as a critical guide for consumers looking for new places to dine; platforms such as Instagram are bursting with photos and videos of plated food.
Savvy marketers take advantage of the new digital paradigm by doing the following:
Building a robust online presence. This includes a dedicated website and accounts with major reservation and aggregation sites.
Social media outreach. Instagram, Facebook, and Snapchat are all critical channels for engaging with customers and advertising and marketing new menu items, discounts and specials, etc.
The creation of a valuable online brand. Today’s diners are looking for experiences, rather than just meals, when they visit higher-end eateries. Digital branding plays a key role is promoting awareness and establishing cachet in a local market.
Taking advantage of the latest digital marketing tools. One example is geo-fencing, a mobile marketing technique that allows restaurants to push notifications to the smartphones of people within a pre-defined geographical distance.
Gobbling Up Group Booking Revenue
Most of the above techniques are also useful in terms of stimulating more group bookings. Digital marketing plays a crucial role in surfacing your restaurant to the people who determine where to schedule their bookings.
Another sound idea: Designating a dedicated person to help with group dining outreach. Many restaurants use a similar model for organizing group meals onsite by hiring an event planner. Should you designate someone to handle group business development, that person can use digital marketing tools to identify corporate decision-makers, and to engage with regular restaurant patrons prior to birthdays and other celebratory milestones.
Taking an active approach and contacting potential group clients in advance of these milestones is a great way to increase bookings, as people generally dislike having to search for group dinner locations. By taking the initiative through digital outreach, you can remove this task from their plate.
One note: When reaching out to corporate customers for holiday-related group dinners or other special events, it’s essential to do this well ahead of time. Corporations often begin planning such affairs weeks, if not months, ahead of time.
Why Bigeye is the Perfect Restaurant Marketing Partner
At Bigeye, we have an insatiable appetite for designing compelling group dining marketing campaigns — and we have all the right ingredients on staff to make it happen. Contact us today to learn more about how we can help your grow your group dining business.