In Clear Focus: Out of Home Advertising

In Clear Focus this week: out of home advertising. Industry experts Heather Osburn and Jarrod Glick from Outfront Media share their observations about the reasons why out of home continues to see market growth compared to other traditional channels. We learn how digital technology connects out of home boards with consumers’ smartphone screens, and hear how an art director’s experience with dating apps inspired a much-loved campaign for an Orlando animal shelter.

In Clear Focus: Out of Home Advertising

In Clear Focus this week: out of home advertising. Industry experts Heather Osburn and Jarrod Glick from Outfront Media share their observations about the reasons why out of home continues to see market growth compared to other traditional channels.

Episode Transcript

Adrian Tennant: You’re listening to IN CLEAR FOCUS, a unique perspective on the business of advertising produced weekly by Bigeye. Hello. I’m your host Adrian Tennant, VP of insights at Bigeye, an audience-focused, creative-driven, full-service advertising agency. Bigeye is based in Orlando, Florida, but serves clients across the United States and beyond. Thank you for choosing to spend time with us today. In today’s show, we’re focused on out of home or OOH advertising. Out of home is also known as outdoor advertising, out of home media or simply outdoor media. So let’s start with a definition. Out of home advertising typically reaches consumers when they’re on the go, in public places, in transit, waiting, or in commercial locations such as shopping centers. There are various out of home advertising formats, but probably the best known are billboards. According to the Out of Home Advertising Association of America, the industry’s trade association, this type of advertising can trace its lineage right back to the earliest civilizations. Going back thousands of years, the Egyptians employed tall stone obelisks to publicize laws and treaties, definitely outdoor media! In 1450 Johannes Gutenberg invented movable type printing in Germany, which led to advertising in the form of the handbill. The lithographic process was perfected in 1796 also in Germany by Alois Senefelder, which in turn gave rise to the illustrated poster. In 1835 the first large format posters appeared in New York advertising circuses and the first billboard was leased in 1867. Advertising has certainly changed over the centuries, but out of home is still a very prominent format for commercial communications today. If you live in a major metro area, you can see that many billboards are now like massive TV screens displaying messages that change frequently. Digital technology has also had an impact on the ways that billboards and other out of home can interact with consumer smartphones and other smart devices via Wifi and Bluetooth. Today it’s my pleasure to welcome two guests that live and breathe this type of media. We’re joined in the studio today by Heather Osborn, marketing manager at Outfront Media based in Orlando and Jarrod Glick, art director also with Outfront Media. Welcome to you both. Glad to have you here.

Heather Osburn: Thank you so much.

Jarrod Glick: Thanks for having us.

Adrian Tennant: Could you tell us a little about your roles with Outfront Media? Let’s start with you, Heather.

Heather Osburn: Hi, I’m the local marketing manager here in the Orlando market. I market Outfront Media on a local and sometimes regional and national level promoting our larger than life canvases, promoting our technology, our location, ACE platform, and creativity.

Adrian Tennant: Excellent. Jarrod?

Jarrod Glick: I’m the Art Director for Outfront Studios in the Orlando market as well and my job is pretty much to work on campaigns from concept to completion.

Adrian Tennant: So I understand that locally, Outfront Media reaches 98% of the market every week. I guess that most people are probably very familiar with billboards, but what other formats does out of home cover?

Heather Osburn: out of home is any canvas that exists outside of your home. So correct, digital and static billboards, but out of home also includes advertising within transit, like subway, commuter rail, and buses, walls. We have some beautiful walls in the state of Florida down in Miami, over a hundred feet high, bus shelters, airports, lifestyle centers, bike share, iconic locations like Times square or Sunset Boulevard, and we also consider mobile to be out of home at this point. So 68% of mobile use is done on the go. There’s a confluence between out of home screens, these giant canvases you see when you’re out and about and the screen that you hold in your hand.

Adrian Tennant: Now, traditional channels such as broadcast TV, radio, newspapers, and magazines are either static or actually declining in terms of the revenues that they attract from advertisers, yet out of home continues to see market growth. Why do you think that is?

Heather Osburn: Well, to start, our audience is growing. People are spending more time than ever outside their home, migrating to cities. This increases opportunities to connect brands with audiences when and where it matters most. Outfront is investing in the future, which means investment in technology. We’re deploying dynamic digital at scale and providing new creative opportunities. And in a digitally saturated world, there is new value placed on these giant in real life canvases. They’re trustworthy, impactful, and brand building. And these ads aren’t skippable but they’re also not intrusive in a way some digital advertising can be.

Adrian Tennant: Are there rules or regulations specifically covering what can or can’t be advertised out of home?

Heather Osburn: Yes, there are restrictions on outdoor advertising of certain products, services, and content and they may be imposed at the federal, state and local level. Some regulations as well as contracts with landlords, municipalities, and transit franchise partners. I mean the company has an internal copy approval policy to where the company reserves the right to reject copy or remove copy in certain circumstances. And as far as those rules and restrictions I mentioned at first, a good example of that might be not allowing an alcohol advertiser within so many feet of a school, something like that.

Adrian Tennant: Okay. So who regulates the industry?

Heather Osburn: We have multiple industry organizations that set best practice regulations including the Out of Home Advertising Association of America, also known as OAAA and Geopath, who provides ratings for out of home advertising via audience location, measurement insights, and marketing research innovation.

Adrian Tennant: I’ve lived here a while. So Outfront Media was previously known as CBS outdoor. What prompted the change of name?

Heather Osburn: So, right. We were previously under the CBS umbrella and in late 2014 Outfront split from CBS and became its own standalone company. The company went public as a wholly independent company, traded under the stock symbol, OUT. The name change to Outfront captured our identity and focused on innovative technology and creativity for our clients to take business to the next level.

Adrian Tennant: Alright. I mentioned in the introduction that out of home has become more digital. What does the application of technology in outdoor media mean for advertisers?

Heather Osburn: These are great advancements that allow for more opportunity in regard to a digital bulletin this can be as simple as day-parting your campaign. For example, a restaurant would have the ability to tease a breakfast or a lunch special to commuters making their way into work in the morning and then dinner options as they head home in the evening. At this point, even a static canvas is digitally enabled due to mobile, out of home being the best primer for all things digital, including social, mobile and search. We have about one in four Americans posting and an out of home ad to Instagram and massive digital deployment, which means more screens, more creative capabilities for advertisers, including dynamic campaigns with new sets of data feeds. We have these wonderful things called live boards in some of our bigger cities in New York and Miami and they can be used independently or they can be used together. So this is wonderful technology from a digital perspective where some of them are set up like triptychs and you can have motion video working across all three together. They can run independently, they can switch back and forth from that. They’re targeting people in these transit locations where they’re a captive audience. These advertisers are making the right choice as to who they’re trying to target and when they’re trying to target them.

Adrian Tennant: I mean audiences are a very significant part of our focus here at Bigeye but creative is super important. So, Jarrod, you’re the art director, can you describe some of the most effective or impactful examples of work that you’ve created with Outfront Media? I spend a lot of time on I-4 traveling between Orlando and the attractions area. You better talk to me about those rockets that I see by ChampionGate every day.

Jarrod Glick: That’s one of my favorite jobs I’ve worked on since I started with the Outfront Studios. That was about five months from concept to execution. The AE and I met with Visit Space Coast and they had put out a survey that asks one really simple question and that was how did you hear about us? And when 34% of the people responded, “We saw your billboards,” they knew it was time to invest a little bit more in out of home, so we decided we didn’t want to just create a billboard for them. We wanted to create a landmark. So we have this… It’s almost hard to describe. It’s a 30-foot rocket, which is a styrofoam prop. It’s built out of foam and steel. It has actual LED lights in the bottom that light up at night for the boosters. And I guess our goal for this was to… We wanted people to not say, “Hey, take the exit at ChampionsGate.” We want them to now say, “Take the exit at that big rocket.” 

Adrian Tennant: Jarrod, I understand the client for that project is The Space Coast Office of Tourism, but I’m kind of intrigued, how did you get that rocket in place?

Jarrod Glick: This was just an amazing collaboration between our creative team, our operations department, which were just incredible. They spent so much time measuring and measuring. We didn’t just measure twice. We measured a hundred times. They were in direct communications with this incredible prop manufacturer out of Canada and it just started with CAD drawings all the way… My sketch, which was horrible, I’m not going to lie, to some amazing card drawings to client approval and then literally down to the most micro portion of these billboards that you can imagine. They came to us one day and said, “We don’t think it’s going to work.” There was a 16th of an inch under one screw that they said would eventually start… The whole thing would start leaning forward. So we just kept adjusting and adjusting. And then otherwise… My favorite part of this was once it was done and it was approved and they had it on the truck and it was coming from Toronto and it got held up in customs. And I love this story because it literally looked like four missiles on the back of an 18-wheeler and they drove it in. It was in Toronto, I guess coming into the United States and they pulled it over. They held the driver for about 12 hours and we had to x-ray him. I love that that happened because I can tell that story.

Adrian Tennant: Super realistic looking and I can attest to that if you’re ever driving on I-4 from Tampa, so traveling eastbound and you are at Champion’s Gate, you will see this massive rocket and its boosters on a billboard, three dimensional, very arresting. The traffic’s usually pretty slow through there, so you get plenty of opportunities to look at it and enjoy it. So talking of which, since we are talking about spending a lot of time in static traffic on I-4, you’re currently running a campaign for Orange County Animal Services, I can only describe it as kind of like the concept of something like online dating for pets. What was the insight that sort of inspired that creative direction?

Jarrod Glick: This one has been… It’s a very personal one to me. We’ve been working on this for quite a few months now and when Orange County Animal Services came to us and asked for a billboard, just letting people know that they were out there, we did our research and when we learned that they have… That they rescue 51 animals a day every single day of the year on average. We knew we wanted to go a little bigger than just a static billboard. So they have these amazing… This great photographer on staff that takes these very personal, beautiful photos that really capture the attention, that really captures each one of these animals. And honestly, not that long ago I was online dating and I had all these photos of me and I’m picking the right photograph and I’m trying to write the right copy. So I thought these guys should have that… Sort of that same advantage to really speak to their audience.

Adrian Tennant: Right. I love it. I have to say as I’m often in static traffic. I appreciate the fact that those billboards are changing out and the messaging is different every day. That I really enjoy it.

Jarrod Glick: To that, I keep thinking we’re going to run out of ideas and we have written, I think 40 of them now, but we have this… It’s not just me doing this. I have a team of probably about eight to 10 designers. We brainstorm once a week. I keep thinking eventually we’ll just be able to go back and run some of the old ones, but we haven’t had to yet. Like they just they… We crack up we have a great time and it’s my favorite part of the job.

Adrian Tennant: Right. And of course, for the listeners, we’re going to provide links to some of these examples so you can see these for yourselves. So Heather, what excites you most about out of home advertising?

Heather Osburn: First of all, let me tell you, when you were saying static, you’re in a lot of static traffic, that’s actually what we call dwell time. So that’s allowing you to see those out of home messages while you’re in traffic, enjoying this out of home messages. What excites me most about out of home, 2019 has been a really amazing year for out of home. We are finally getting the respect the medium has deserved. There was a nice write-up on AdAge, we’re part of the 2019 predictions and what really excites me the most are the creative opportunities that come with out of home. Pretty much anything that you can think of we can make happen. 

Adrian Tennant: So Jarrod, what excites you the most?

Jarrod Glick: You know, we have some really cool stuff going on right now. We have a bus shelter that has a breathing man for Netflix’s Altered Carbon. It’s a little bit creepy. It’s kind of looks like a guy is sort of in a bag and as you’re just standing there it starts to breathe really fast gives you a bit of a fright. And then we have built this seven-story Amazon Echo in Times Square, which is the largest prop ever built in Times Square. It’s so realistic all the way to the little blue lights that circle around the top. Amazon leaned on our communications director to handle the PR for this which secured about 600 million impressions.

Adrian Tennant: Wow. That’s a lot.

Heather Osburn: It’s very exciting for us and exciting time for brands.

Adrian Tennant: So what does the future of out of home look like? What innovations do you see coming?

Heather Osburn: Many of them are already here. We have integration with augmented reality and social influencer to more precise audience targeting and we expect those to grow. Jarrod, from a creative standpoint…

Jarrod Glick: I have seen some really cool stuff with the augmented reality. We have these giant canvases out of the world. We have these small screens in our pockets and it’s just such a fun way to put them together. We’ve done some really cool stuff with Dogology, with Hims, I believe was kind of a fun campaign that we did in Times Square. So I’m really excited about the AR stuff coming down.

Adrian Tennant: So for anyone listening that wants to learn more about the creative possibilities out of home advertising offers, what resources can you recommend?

Jarrod Glick: You can check out our work at Outfront Studios on Instagram and we also have an Outfront Studios Behance page as well.

Adrian Tennant: Perfect. Well, it’s been a real pleasure. Some of the things that stood out to me from our conversation. Today’s out of home advertising can be really creative in concept and execution. The digital boards offer the ability to day-part with dynamic creative and integrate external data sources such as local weather or traffic information. I loved the story about the physical three-dimensional rocket advertising the Space Coast because it illustrates how an advertisement can become something of an iconic landmark. And of course, since Bigeye is an audience-focused agency, it’s interesting to learn how insights can fuel the creative process for out of home and how consumer behaviors can be tapped to marry Outfront Media physical boards with a mobile experience. So thank you to our guests, Heather Osbourn, marketing manager and Jarrod Glick, art director both with Outfront Media here in Orlando. If you would like to learn more about the history of out of home advertising, you might want to check out a video available on YouTube called The Past is Prologue filmed at Duke University and featuring a lot of visual examples as well as new interactive applications. We’ll include a link in this episode’s transcript. 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 email us at info@bigeyeagency.com and if you have ideas for topics that you’d like us to cover, please let us know. To ensure you don’t miss an episode, subscribe to IN CLEAR FOCUS on Apple Podcasts, Google Podcasts, Spotify, SoundCloud, or your favorite podcast player. And if you like what we’re doing, please rate the show and leave a review. It really helps. You’ll also find a transcript on today’s show on our website at bigeyeagency.com under insights. For IN CLEAR FOCUS, I’ve been your host, Adrian Tennant. Thank you for listening and until next week, goodbye.

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Apartment Marketing Solutions Through Programmatic Media Buying

Apartment complex owners who want to cut their marketing budget while strategically targeting their advertising are turning to programmatic media buying.

Programmatic Media Buying Explained

Do you remember how difficult comparative shopping and informational research used to be before the Internet? If so, you certainly know the incredible value of software algorithms and data analysis.

In short, when you search for something online, you are letting state-of-the-art technology do most of the work for you, thereby making your search far easier, faster, and more efficient. Online searches can also help you focus your efforts in the most fruitful areas and save you a tremendous amount of money.

Programmatic media buying works much the same way in the world of Internet advertising. While traditional manual methods of purchasing online ads is both time-consuming and labor intensive, programmatic media buying employs automated processes to executive targeted purchases across a wide spectrum of digital channels that include desktop/laptop, tablet, mobile, connected TV, and outdoor digital media formats.

Programmatic media buying involves the use of a particular type of software called a demand-side platform (DSP), which allows agencies and advertisers to buy media inventory across a multiple channels. Because the automated DSP purchasing process is so fast, it can sort through incredibly large amounts of digital advertising options to target the exact right consumer at precisely the right time.

Through a DSP, marketers can also buy media inventory at an exceptionally good price. This is because programmatic media buying works through automated platforms that employ cost effective processes such as real-time bidding (RTB). Also called “open auction,” RTB sells media inventory to the highest bidder, allowing marketers to target the most viable consumers at rates that are often far below average market value.

The Popularity of Programmatic Media Buying

Considering the tremendous amount of work and lack of efficiency that go hand in hand with the traditional media buying process, more and more agencies and advertisers are benefiting from the speed, ease, and cost-effective benefits of programmatic media buying. In fact, trusted industry news outlets that range from Ad Age to  eMarketer have identified programmatic media buying as an essential component in the future of marketing.

In fact, eMarketing projects a considerable increase in programmatic media buying over the next year alone. According to this research, roughly 58 percent of live video and video-on-demand ad spending occurred as a result of programmatic media buying processes in 2019. By 2020, however, this figure will jump to approximately 80 percent.

Programmatic Media Buying for Apartment Marketing

As the number of advertisers using programmatic media buying continues to rise, companies across a wide range of business sectors and markets must leverage the benefits of this technology if they wish to remain competitive.

The unique characteristics of apartment marketing make programmatic media buying particularly valuable within this industry. In particular, apartment marketers stand to benefit from the highly targeted nature of programmatic media buying.

Since only a small percentage of the general public will be interested in renting any specific apartment unit at any specific time, multifamily residential marketers absolutely love programmatic media buying’s ability to reach out to an exact audience base that is severely restricted according to geography (where a prospective renter lives) and demographics (age, gender, income, etc.).  Programmatic media buying can even target digital media users according to their unique personal interests and daily behaviors.

Using a Qualified Marketing Agency for Your Programmatic Media Buying

A July 16 article by the independent news outlet Target Marketing has determined that nearly 47 percent of advertisers are now performing programmatic media buying in-house. However, article author Lina Lugova recommends that advertisers coordinate their programmatic media buying through a qualified and specialized marketing agency for a number of important reasons.

In particular, forward-thinking marketing agencies that were able to predict the tremendous value of programmatic media buying have employed the best and brightest of industry professionals with a depth programmatic skill, knowledge, and experience. These agencies are also well connected with multiple leading online traffic platforms and resources, enabling them to negotiate the absolute best prices for media inventory.

Contact Bigeye Today

Want to learn more about programmatic media buying and the apartment marketing solutions that it provides? An agency that has earned a widespread reputation for innovative thinking, Bigeye specializes in leveraging state-of-the-art technology to boost your bottom line. A skilled and knowledgeable Bigeye representative is standing by to explain how programmatic media buying can set you apart from your closest competitors.

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Using Digital Marketing to Increase Group Dining Bookings

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.

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5 Multifamily Marketing Strategies to Employ on Instagram

You already recognize the power of Instagram to reach out to renters, but are you making the most of your Instagram multifamily marketing efforts?

In today’s marketing environment, the incredible potential of Instagram cannot be denied. In fact, according to the independent social media analytics company Hootsuite, 7.7 billion people (a full eighth of the total global population) now have Instagram accounts.

Even better, Intstagram is particularly effective at reaching key marketing demographics. Analytics data shows that 71% of Instagram users around the world are 34 years old or younger. Furthermore, Instagram use is at its highest (60%) among individuals who make more than $100,000 a year.

So how can you use Instagram in the rental property sector to maximize your multifamily marketing outreach? Well, in today’s competitive market, it’s simply not enough to create and maintain a standard company Instagram page.

If you want to tap into the full potential of Instagram, you need to educate yourself on what makes this popular social media site truly unique. Here are just a few multifamily marketing strategies that will optimize your Instagram presence.

1. Make Strategic Use of Hashtags

Although hashtags have become prevalent across the broad spectrum of social media, Instagram has built hashtags directly into the basic search functions of the site. In other words, hashtags are just as important as keywords when it comes to driving consumer traffic for marketing purposes.

By choosing your hashtags carefully, you can reach out to the Instagram users who are most likely to help you reach your lease-up goals. Precise location hashtags, for example #parkslopebrooklynapartments, can help neighborhood-conscious apartment hunters find your listings with ease.

Instagram is also uniquely positioned to help you capitalize on non-industry hashtags that are already trending. By piggybacking on extremely popular hashtags such as #tbt and #nofilter you can extend your reach into a whole new market.

2. Regram Relevant Posts from Others 

Unlike its cousins Facebook and Twitter, Instagram doesn’t readily support reposting or sharing the content of other users. In fact, a preponderance of multifamily housing providers don’t even know that Instagram reposting is possible. 

But with the help of third-party digital applications such as Websta and Repost, you can gain a considerable advantage over your competitors by regramming the relevant content of other Instagram users. This strategy can help you capitalize on the perceived authenticity that goes hand in hand with user-generated content (UGC).

In the realm of multifamily marketing, effective UGC might include a photograph of existing residents enjoying the apartment complex pool on a sunny day. Marketers can maximize the outreach of their UGC campaign by uniting it under a creative branded hashtag and encouraging residents to use this hashtag when posting content that relates to their living environment/lifestyle.

3. Use the Instagram Stories Feature

Introduced in 2016 to compete with a similar feature on Snapchat, Instagram Stories is an exceptional way to present time-sensitive content. Briefly described, Instagram Stories allows marketers to gather a number of images and video clips into a single piece of multifaceted content that will delete automatically after 24 hours.

Like the reposting of Instagram content, the use of the Instagram Stories feature is woefully underused by multifamily marketers, providing another great opportunity for you to get a significant jump on the competition. The Instagram Stories format offers an exceptional way to frame in-depth and timely information.

Consider using it to tell the story of ongoing structural renovations or present the highlights of an open house or a special event for residents. To promote your organization itself and its exceptional team members, you can use Instagram Stories to post a “behind the scenes” peek at the daily activities of a top property manager, leasing agent, or administrative executive.

4. Change Your Bio Link to Direct Traffic

While other leading social media sites allow users to post unlimited clickable links, Instagram restricts users to a single clickable link within the biography section of their profile. This may work great when it comes to keeping visitors on Instagram for longer periods of time, but it makes marketing on the site exceptionally difficult.

Wise marketers, however, can get around this clickable link conundrum by frequently changing their Instagram bio link to lead visitors to the most important promotions of the day. This strategy can really set you apart from competitors who have adopted a “set it and forget it” bio link approach that simply sends visitors to a generic homepage, landing page, or “about us” page.

Multifamily marketers can post pictures of vacant apartments on their main Instagram page after changing their bio link to an official website URL dedicated to that particular apartment. If you choose to pursue this strategy, just be sure to include a statement such as  “click the link in our bio to learn more” next to the pictures that you post.

5. Pay Close Attention to the Brands Your Followers Follow

To create marketing content that will truly resonate with your audience, you need to tailor it after the content that they already love. To discover the other brands and organizations that your Instagram followers follow, begin by selecting one of your followers and clicking on the “following” count of that follower. From there, you can sort through the different accounts that he or she follows concentrating solely on brands and organizations.

Contact Bigeye to learn more

Bigeye is taking digital marketing into the future with innovative social media strategies that have proven to drive conversions. If you’re ready to push your multifamily marketing efforts forward, contact us.

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The Benefits of Geo-Fencing for Apartment Marketing

Among the countless advantages that digital marketing has over traditional media marketing, geo-fencing ranks near the top.

Briefly defined, geo-fencing establishes an invisible perimeter (or “fence”) that covers a particular geographic region, allowing digital marketers to specifically target the audience that lies within it.

Countless industries and business sectors have benefited from geo-fencing, but its value to marketers within the residential real estate sector cannot be underestimated.

Geo-Fencing Explained

As the old cliche goes, the three most important criteria for determining real estate desirability are location, location, location. Renters in search of a new apartment almost invariably look within very specific areas and have little interest in properties that lie outside of those areas.

Geo-fencing allows you to make the most of your marketing efforts by reaching out to apartment-hunters inside a precise geographic region that you are able to define and alter at will.

With geo-fencing, you can program automatic alerts to launch to smartphone users who happen to stray close to your apartment community. Prospective tenants who are using Zillow, Yelp, Pandora, or any other mobile app that supports geo-fencing are instantly identified through technologies such as radio frequency identification (RFID) or the Global Positioning System (GPS) and can receive one or more instant alerts when they enter your targeted area.

3 Key Benefits of Geo-Fencing

Unsurprisingly, more and more apartment marketers are employing geo-fencing to specifically target individuals who are most likely to engender conversions and, ultimately, fill property vacancies. The majority of prospective tenants also benefit from geo-fencing. After all, what apartment hunter wouldn’t appreciate a tip or a special offer regarding a great place in an ideal location?

Here are just three key advantages of apartment marketing and hunting with geo-fencing:

1. Optimized search operations based on location

Real estate websites and online rental databases that employ geo-fencing technology do much of the legwork for apartment hunters by automatically and instantaneously sorting through a nearly infinite number of listings to show only the properties that fall within the parameters of a specific geographic location. In addition to targeting only the most likely future tenants on an individual basis, geo-fencing allows apartment marketers to send them relevant sale suggestions at the most opportune moments.

2. The delivery of key apartment information in real-time

In addition to sending relevant listings to a localized audience and vacancy alerts to individuals who are close to your various listings, geo-fencing technology can aid with prompt apartment showings and spur-of-the-moment apartment applications. More generally speaking, it can do wonders when it comes to helping apartment complexes and other real estate organizations build their brand and engage with the most relevant audience possible. After all, why spend the money and energy on an extensive and protracted branding campaign that will reach thousands or even millions of uninterested people?

3. Convenient, value-added apartment hunting assistance

Geo-fencing goes a long way toward placing the power to find and obtain the perfect apartment in the palm of any smartphone user’s hand. In addition to optimizing the online apartment hunting process, geo-fencing allows even the least tech-savvy Zillow, Redfin, or Realtor.com users to schedule relevant apartment search alerts that do most of the hunting for them. By setting specific rental interest criteria within a particular geographic area, they can let their favorite real estate app do the work, notifying them of key apartment prospects while they concentrate on career, family, and other important matters.

To Learn More

If you have any questions about geo-fencing for apartments, contact the real estate marketing leaders at BIGEYE today. The professionals at BIGEYE offer a broad spectrum of marketing services that can benefit anyone in the property rental sector.

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4 Multifamily Marketing Analytics Tools for Your Lease-Up Goals

To optimize the marketing analytics that drive your promotional efforts, pay close attention to these four key platforms.

Although advertisers still debate the comparative value of traditional vs. digital media, there is no doubt that digital analytics reign supreme when it comes to tracking the effectiveness of specific marketing campaigns and their various components.

While measuring the total audience for any given radio, television, print, or billboard ad is speculative at best, modern analytics systems can not only accurately identify every individual viewer of an online ad, they can follow each viewer through the entire post-ad exposure process, measuring criteria such as click-throughs and conversions as they (hopefully!) lead to the final sale of a product or service. Even better, these systems can accomplish all of this and deliver results in real time.

So where, exactly, should you go to reap the benefits of digital analytics? If you’re looking to attract renters to meet your specific lease-up goals, you’ll want to pay particular attention to the following four marketing analytics tools.

1. Google Analytics

If you’re going to achieve your desired lease-up level (typically round 95%) in a limited amount of time (typically between 6 and 15 months), you’ll need a strong foundation of analytics support. A platform that is nearly ubiquitous in the world of digital marketing, Google Analytics provides just that.

According to Entrepreneur Magazine contributor Thomas Smale, “no list of marketing analytics tools can be complete without Google Analytics.” The tool is so common due to its unparalleled power and versatility. In particular, it is great at tracking lead sources and helping users concentrate resources into the most effective media channels.

To more effectively allocate its multifamily marketing resources, for example, an apartment rental organization can use Google Analytics to discover whether its Facebook page or its Twitter page is generating the most leads.

The platform works by asking marketers to define their goals by entering a specific goal ID. A common event ID might track the number of times that users click on a specific piece of content.

A company in the apartment rental industry might be interested in determining which of its three floor designs are generating the most public interest. Using Google Analytics, it can establish clicks on these floor plans as individual goal IDs and watch each as they begin to accumulate clicks in real time.

In short, Google Analytics can create a report for any set of data you might desire, from simple audience overviews to complex conversion progress statements. And if you’re not impressed by its ability to lead you to unprecedented ROI, you still have to enjoy its initial price-point. Google Analytics is absolutely free.

2. Google Tag Manager

An extremely flexible platform that you can easily tailor to meet your specific wants and needs, Google Tag Manager helps you capitalize on the ability of Google Analytics to track information. Briefly described, Google Tag Manager uses bits of code called tags to generate detailed information about your audience members including who they are, where they’re located, what pages they’re visiting, and even what devices they’re using.

By default, Google Analytics places tags on your official website, social media pages, and other online locations to report on a wide variety of visitor behavior. As you begin to accumulate more and more tags, Google Tag Manager becomes indispensable when it comes to keeping them organized.

Google Tag Manager is particularly helpful because it offers a single place to manage your Google Analytics tags as well as your tags from other platforms such as Hootsuite and Facebook Pixel (which we will discuss when we come to must-have analytics tools, numbers three and four).

By clearly identifying every trackable item in Google Tag Manager, you’ll be able to easily read the data in each report and translate it into real world leads and conversions.

3. Hootsuite

Hootsuite is an analytics tool with a specific focus on social media monitoring. Due to the unparalleled outreach of Twitter, Facebook, Instagram, and the other major social media networks, a specialized social media analytics platform makes absolute sense.

With Hootsuite, you can monitor a wide range of user activity across multiple channels of social media to discover what your audience is posting about your business and track the relative performance of your own posts on your official social media pages. By monitoring these activities, Hootsuite can show you which types of content produce results and which don’t, helping you optimize your social media presence with posts that are both specifically targeted and highly relevant.

4. Facebook Pixel

Although overall Facebook advertising revenue has stagnated in recent months, it remains the dominant force in digital marketing, outpacing the other major social media networks by a significant measure. Facebook owes much of this success to Facebook Pixel.

An analytics tool that businesses add to their official website and other online pages, Facebook Pixel specializes in tracking/analyzing the performance of your Facebook ad campaign, helping you refine/focus your marketing efforts and monitor the online activity of both existing and prospective renters.

If you want to pursue more advanced Facebook Pixel analytics, you can establish event tags that are similar to those you can create using Google Analytics. Using these tags, you can gain even deeper insight into overall user behavior.

To learn more about the top analytics tools

A forward-thinking and creative marketing agency, Bigeye specializes in apartment analytics to aid in the development of effective leasing strategies. For more information, contact a Bigeye representative today.

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