Five Marketing Tactics to Drive More Profit for Your Business

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

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

Media Buying

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

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

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

Digital Marketing

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

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

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

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

Branding

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

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

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

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

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

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

Video Production

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

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

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

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

Website Maintenance

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

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

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

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

The Takeaway

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

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

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

Orlando Marketing Agency Learns from the Masters of Marketing

If you own or work for an Orlando marketing agency — or you just love advertising — it’s the most wonderful time of the year.
And we’re not talking about the holiday season.

The 2018 Association of National Advertisers (ANA) Masters of Marketing conference recently wrapped up in Orlando — and there was plenty to discuss, both at the event and afterward.

Let’s take a minute to review some of the highlights of the event, and some of the most important takeaways for advertising and marketing professionals.

The buzz around in-house agencies is mostly noise

You may have heard recent chatter about the reported trend of brands developing their own in-house agency capabilities — a conversation that dominated much of the discussion at this year’s Masters of Marketing Conference.

At least one observer, however, believes there is less to this than meets the eye. Speaking in an interview with Ad Age, Avi Dan, an advertising consultant with decades of experience on the brand side, said he hadn’t seen “a single brand-building campaign” that originated from an in-house agency.

Dan added that while some work may be best handled internally, the notion that in-house agencies would become a significant player in the near-term is groundless. Other presenters at the conference pointed out that many brands simply lack the expertise and resources (particularly in areas such as programmatic buying and data analytics) to effectively handle operations in-house.

The latest on the FBI and media buying

Another eyebrow-raising topic at this year’s conference was the FBI’s probe into the media buying practices of certain ad agencies. The topic was the subject of a talk given by the ANA’s top attorney, Doug Wood, during the conference.

The probe is exploring allegations that a handful of agencies engaged in deceptive and non-transparent practices, including collecting cash rebates from media vendors and not passing them along to clients. The ANA released a white paper on the topic in November to better explain the issue to the advertising community.

Wood said that the result of the probe (which could potentially spark reforms toward greater transparency in the industry) should be known in six to twelve months.

The word of the week was “purpose”

One buzzword made repeated appearances during conference presentations: Purpose. Marketing execs from FedEx, eBay and Ancestry repeatedly hammered home the importance of “brand purpose” during presentations.

Vineet Mehra, Ancestry’s Global CMO, defined brand purpose as the ability to “enable journeys of personal discovery that collectively inspire a world of greater understanding and belonging.”

Meanwhile, Rajesh Subramaniam, FedEx’s Chief Marketing and Communication Officer, concurred, saying that marketers are only just beginning to “unlock the power of purpose.” Suzy Deering, EBay’s North American CMO, called brand purpose “incredibly important,” also adding that it’s “is not going away.”

As Ad Age, cleverly pointed out, it seems that Orlando marketing agencies can already safely predict one of the key themes for next year’s conference.

Looking for a top Orlando marketing agency?

Our agency makes it a priority to keep our finger on the pulse of the advertising and marketing business. If your business is in the market for the kind of fresh, creatively inspired campaigns that win converts, please don’t hesitate to reach out to us today.

Medical Marketing Agency: A Partner That Provides a Healthy Impact

Even with the help of a talented medical marketing agency, health insurance companies are never going to be sexy, or set consumer pulses racing. Most Millennials report that they would rather go 24 hours without using any social media than sign a stack of healthcare insurance forms. Yet this industry does have a major ace in the hole in terms of brand perception and audience engagement: healthcare is a social good, and Millennials are pro-social consumers who expect brands to do their part.
By developing a compelling medical marketing campaign, brands in the health field can get the message out about the differences they are making in people’s lives — something that’s good for both society and business.

How Cigna positioned itself as a healthcare champion

Speaking at the recent ANA Masters of Marketing Conference in Orlando, Florida, Cigna’s Global CMO, Susan Bacus, said that 81% of people believe global brands have the power to make the world better, according to recent research. Additionally, from its own internal research, Cigna discovered that roughly 70% of healthcare costs are linked to lifestyle choices.

Given these numbers, the company took action in a few key areas to transform how the brand operates and is publicly perceived. The first step was a stronger attempt to improve health outcomes through prevention. To help accomplish this, Cigna devised a clever “TV Doctors” marketing campaign featuring some of the most famous fictional physicians from the small screen, all of whom encouraged people to get regular checkups.

The results were impressive — and not merely from a patient care perspective. In the aftermath of the campaign, preventative visits jumped 18%, customer growth spiked 6% and revenue climbed 9%.

In addition to the campaign, Cigna also placed a new emphasis on discussion of larger societal issues affecting wellness while also taking a more empathetic approach to its health guidance and advocacy efforts.

Bacus said Cigna’s campaign and subsequent changes proved that caring for people and good business are not mutually exclusive. In fact, a more empathetic approach is actually better for business; it not only drives superior health outcomes,  but it improves how a brand is perceived by a public that’s increasingly cause conscious.

Using the power of medical marketing to make the world a better place

Cigna’s “TV Doctors” campaign is a good example of how a medical marketing agency can serve the business interests of an enterprise, while also serving a larger societal good. Brands can choose to pursue cause-related marketing by partnering with a non-profit or follow Cigna’s example of reorienting its marketing messaging and business processes to improve real-world outcomes.

This kind of altruistic, cause-related marketing offers a variety of benefits: It attracts new customers, it deepens the loyalty of the customer base you already possess and it enhances a company’s image. It also helps brands stay aligned with audience expectations. This is especially true in the medical field, where access to affordable insurance coverage is not universal, and the “business” side of medicine is often a sensitive subject.

What a top medical marketing agency can do for you

Being a top Florida advertising agency, we help healthcare firms create the kind of compelling marketing campaigns that engage audiences and win new customers. If you’d like to see what a dynamic new medical marketing approach could do for you, please reach out to us today.

Design Trends, Friends, Other Creative Odds & Ends

2018 was a year of unique design approaches that will continue into 2019. Bold colors, duotone photo filtering, playful typography layouts, deconstructed and asymmetrical layouts, and rich metallic and holographic foiling techniques are just a few of the visuals that dominated design these last 365 days.
The philosophy of building a complete brand system (not just a singular standing logo) was also something that bubbled over into the mainstream this year, especially for larger brands. These are brand identity systems that are structured for ease of use and at extremely small sizes while also being allowed to flex, expand, and contract with execution. This approach will continue on as the most effective way to create and implement a modern-day brand.

2018 also revealed the growing trend of larger brands beginning to bite the bullet and commission their own typefaces. The point being to avoid hefty licensing fees, and having their own custom-designed typeface is the ideal long-term solution.

Photography also took a hard right turn this year. Compositions that appear more amateur and “Insta-documented” were a noteworthy visual, especially for brands wanting to connect with younger audiences.

Lastly, we have a hunch that the stripped-down-personality of the super sans-serif wordmark-only type treatment trend in logo design may slowly start to fade away as we get further into 2019 and 2020. But of course, that’s yet to be seen!

No matter the trends that come and go, two important things will always remain—using tried-and-true design principles of balance, rhythm, and harmony, paired with telling a brand story that connects with its intended audience. That’s our take on how the best brands (with the best products) of today will truly thrive in tomorrow’s rapidly changing world of tastes, needs, and desires.

A Comprehensive Guide to Marketing Services

If you’re a small to mid-sized business owner, you almost certainly don’t have enough time in the day to get everything finished to your satisfaction. Often, the day-to-day operational demands that come with running a business make it difficult to focus on the broader strategic picture — something that is essential for growth.

In order to create a truly high-performance enterprise, it’s sometimes necessary to contract with outside agencies for help with key creative and technical tasks. By working with a trusted agency, business owners don’t have to work outside the limits of their own expertise and have more time to focus on their own high-value tasks.

With that in mind, let’s take a look at some of the most important services offered by today’s top creative agencies.

Marketing research

In order to validate their hypotheses, marketers need to collect hard data, and this comes in form of data collected by a marketing research agency. This research may occur through focus groups and brand awareness studies.

Many brands partner with a marketing research agency to help complete these tasks and conduct primary market research. By working with a consumer insight agency or focus group research company, brands can gather the kind of data that helps identify the strengths and weaknesses of their products and services, while also better understanding their target market.

Additionally, a usability testing company can help a company determine how an intended audience interfaces with a product or service, while Florida research companies specializing in market data can assist with consumer profile services and qualitative research services. This gives their clients a broader picture of who their audience is, and how those audiences are responding to products, services and marketing campaigns.

Creative services

Creative work is the heart of effective marketing and branding. Whether it’s print advertising, sales materials design, collateral design or annual report design, creative work is the conduit through which audiences and brands connect.

Most small to mid-sized businesses don’t have the budget or expertise to deploy an in-house creative team. That’s not an insurmountable hurdle, however; by contracting with a copywriting company, outdoor marketing agency, tradeshow display company or packaging design agency, brands can realize their creative vision and better connect with their customers.

Digital marketing

We’ve reached a point where the terms “marketing” and “digital marketing” are almost interchangeable. Most of us live, work, communicate and play online — which means that businesses need to do their utmost to connect with people in the digital realm.

This is accomplished by the following techniques such as email and content marketing and various forms of pay-per-click marketing services or display advertising services. By working with a digital marketing consultant, a content marketing agency or an email marketing agency, brands can help ensure that they reap the rewards of a digital approach.

A new and critically important trend is voice technology. Given the staggering adoption numbers for smart speakers and digital assistants, forward-thinking brands should also consider pursuing voice development services from an Alexa app company or a top Florida digital marketing company.

Strategy

Great marketing campaigns all begin with a smart, overarching strategy. This strategy should encompass everything a business does in terms of marketing creation and distribution, including various content types and channels.

Marketing data analysis conducted by a marketing strategy agency can play a key role in this process, as it provides a sound foundation on which to build campaigns and test assumptions. Businesses may also wish to focus on more niche areas by employing an audience segmentation consultant or social media strategy company, both of which can play an integral role in helping brands identify and engage with ideal audiences for their products and services.

Today, a comprehensive marketing strategy must cover a wide variety of channels, reflecting the nature of how audiences live, work and consume content today. This means that working with a multi-channel marketing company that specializes in this kind of approach is often a smart idea.

Media buying

When it comes to good marketing, distribution is just as important as creation. You can have the most compelling campaign in the world, but if nobody sees it, what good does it do?

That’s where media buying enters the equation. The right media strategy services or media planning agency can help ensure that your marketing content gains maximum exposure through every relevant channel, including print and TV.

Digital, too, is an important piece of the media puzzle. A digital media buying agency that specializes in this channel can help ensure your campaign gains traction, while an attribution modeling company can provide you with measurable data that confirms whether or not particular marketing or advertising approach is effective.

In today’s changing world, it’s also important to ensure that your media campaigns reflect the viewpoints of all consumers, which means that it makes sense to work with a multicultural marketing agency that has the perspective to connect with all audiences.

Web development services

Maintaining fully-functional websites with smooth and intuitive user experiences should be a key priority for just about any business. Websites serve as the public face of a business and also often play an important role in generating revenue. If a business can’t be trusted to offer the public a professional and reliable website, prospective customers may wonder about the quality of the products and services they will receive.

However, not every business is equipped to maintain a reliable, user-friendly digital presence. In such cases, it makes sense to partner with a web design company or website development company that can handle every aspect of creating and maintaining digital properties. Additionally, a good content management company can help ensure that businesses place high in organic search rankings by following the principles of search engine optimization and content marketing.

Continuity is also critically important, as downtime can result in lost revenue and angry customers. An Orlando web development firm offering website maintenance services can help local businesses ensure that their digital properties suffer from minimal technical interruptions.

By partnering with top Florida web design consultants, local businesses can ensure that their online presence serves the needs of their customers, while also attracting new business thanks to the compelling design and reliable functionality.

Branding

In order to be successful in a highly competitive landscape, businesses need a way to differentiate their products and services — and that’s where the art of branding comes into the picture. Branding agency services and brand naming services help companies establish compelling brands by developing product names, packaging, and other key design elements. For example, a business may choose to hire a logo design company as part of its overall branding strategy.

A brand story agency can also help businesses create a compelling brand narrative, one that communicates the values and vision of an enterprise to its audience. Brand messaging services can also help a company convey their value proposition to consumers while communicating a message that inspires, intrigues and motivates potential customers.

Branding, when done properly, should inform how a business communicates on every level. Hiring a brand strategy firm, or devising a brand style guide, can help brands ensure that their public-facing content maintains a consistent brand voice. Meanwhile, the practice of brand positioning defines precisely how the products and services a business sells differ from that of its competitors.

When looking at creating a new branding approach from the ground up, companies will often seek out the help of a brand strategy firm. These are full-service agencies that can help with all aspects of a new branding program, or the rebrand of an existing company, product or service.

Video production and marketing

Roughly a decade ago, businesses were in scramble mode to accommodate society’s shift to mobile devices. Within a very short period of time, the smartphone and tablet transformed with the way people live, work and consume content. Today, we’re experiencing another major shift, this time centered around video.

Because people (particularly younger demographics) prefer consuming video over other formats, the creation of marketing and promotional videos has become an essential marketing service.  By partnering with a video production company or video editing company, brands can reach new audiences and deliver the type of compelling content that leads to successful marketing campaigns.

Social media platforms, of course, are a powerful distribution channel for video content. By working with a social media video company, brands can leverage the expertise of these agencies and greatly increase the reach and engagement of their video-focused social campaigns.

For businesses seeking top video production, Florida is an ideal place to be located. Along with sunny weather and beautiful scenery, Florida is home to some of the world’s best creative agencies. This means that brands in the market for a corporate video production company to lead their latest campaign are perfectly situated.

Social marketing

Social media marketing services are one of the fastest-growing agency marketing offerings. That’s for good reason: The reach and power of social media are greater than ever, and social media advertising services are subsequently in high demand.

Yet while the right social strategy can pay enormous dividends, many businesses simply lack the experience and expertise to execute a high-level social media marketing campaign. In such cases, these businesses should strongly consider working with a social content agency or social media management company.

These agencies have the specialist skill to create high-performance social marketing campaigns that gain serious engagement among users. Social media can be a powerful (and cost-effective) amplifier for a brand. Yet without the right strategy, even the best content will be ignored.

To ensure that all company social media services are on point, businesses without an internal team of experts should strongly consider working with an agency, one well-versed in search optimization and audience-building techniques.

Influencer marketing

One only has to glance at Instagram today to see the power of influencer marketing in action. Social media influencers and brands have formed a symbiotic and mutually profitable relationship, as popular platform users use their followings and personal brands to highlight sponsored brand products.

Yet cracking the code of this emerging world of influencers isn’t always easy for established brands, many of which lack social media expertise. An influencer marketing agency (sometimes called an “influencer management agency” can help fill this shortcoming by pairing brands with the right influencers.

Most brands find influencer marketing to be highly effective, as it connects their products and services with people who have dedicated and highly motivated online followings. This is one reason why working with an influencer marketing strategy agency has become so popular in recent years.

Public relations

The work of a public relations agency is primarily centered on two objectives: Ensuring positive press and public perception, and getting a brand’s message out into the public sphere. A company may choose to do this by scheduling interviews, sending out press releases and other such services.

Because public relations is vitally important work, it often makes sense for businesses to use an outside agency with specialist skills. A media relations agency can help ensure harmonious interaction with the press, while a crisis communications company can step into the breach and manage public perceptions during a period of turbulence.

Press release services and media training services are two other functions often filled by a public relations agency. Businesses seeking help with such tasks can reach out to a Florida PR agency, or an Orlando PR company, for assistance.

The takeaway

The range of services offered by creative agencies has grown significantly. Today, a full-service Florida marketing agency can help businesses with all of the services listed above, allowing its owners to free up much-needed time — and benefit from the deep experience and specialist skill offered by modern marketing experts.

Florida Advertising Agency Announces Promotion of Sandra Marshall

As one of the leading full-service marketing and advertising agencies in Florida we are eager to announce the promotion of Sandra Marshall to the position of director of client services. Previously a senior account manager, Marshall will oversee the Account, Media, and Research and Strategy departments at the agency.
“Sandra joined BIGEYE eight years ago as an account executive, and it was clear early on that she was eager to take on more responsibility,” said Justin Ramb, the firm’s founder and CEO. “More importantly, it quickly became apparent that she had the advertising acumen, business insight, and work ethic to do so. This promotion allows us to capitalize even more on her skills and experience to benefit our clients and the agency.”

Marshall has been with the firm for eight years. Prior to joining BIGEYE, she worked in media as a broadcast television account executive for Orlando’s NBC affiliate WESH 2.

“I’ve enjoyed my work as a senior account manager and the opportunity it has provided to build strong relationships with our clients,” said Marshall. “I look forward to continuing and growing those relationships as I take on a bigger role in coordinating the efforts of our Account, Media, and Research and Strategy departments, all while delivering positive results for the organizations we work with, and ensuring the highest levels of client satisfaction.”

About BIGEYE

Located in Orlando, Florida, we are a fully integrated, multi-platform advertising agency that curates deeply compelling campaigns and brand experiences alongside their clients. The BIGEYE team of creative directors, copywriters, artists, programmers, and account managers works closely with clients to better understand the needs of their consumers and deliver measurable results. Contact our team today to learn about our services, careers, and more!