What Brands Can Do During the Coronavirus Pandemic

Pivot your marketing strategy to handle coronavirus by producing digital content, airing television ads and OTT ads, and a communication strategy.

Shift focus from events to digital

On top of major events like NBA games and Coachella being cancelled or postponed indefinitely, conferences, expos, and trade shows have also been cancelled. According to a Demand Gen Report, 53% of B2B marketers say in-person events are the most effective channel for driving conversions, so many marketers are now searching for new channels to connect with target audiences. 

Google Cloud Next, Adobe Summit, Y Combinator Demo Day and more have opted for a digital-only approach. Although digital-only events do not offer the same traditional networking opportunities as in-person events, marketers can experiment with their event strategies to still capture those audiences. Consider these tactics: 

  • Produce digital content that can still influence your intended audience. Even though your company will not be able to interact with your audience in person, you can still reach them through digital channels. 
  • Target attendees with email campaigns or direct-mail. These channels provide the personal messaging that audiences look for while attending events. 
  • A/B test everything to measure the effectiveness of attending events in the future. You could find valuable insights from changing your strategy this year. 

Opportunity for television and OTT advertising

Social distancing and work from home mandates mean more people will be at home watching television and streaming content. Audiences are tuning in to reporting on the coronavirus pandemic and searching for ways to stay entertained while limiting contact with potentially affected areas. 

Although ad spending is projected to slump across the board, reallocating budget to television and OTT advertising could pay off. Many brands are cutting ad spend in preparation for lower sales projections, which means there could more inventory available. Between self-quarantines, cancelled events, and precautionary measures, potential consumers are on the couch in front of the television as a captive audience.

Communicate any service disruptions to the customer

In the event your supply chain is disrupted, you have to cancel your event, or any other major changes, clearly communicate to your consumers why your regular service may be affected. Your customer will understand if your company has to make changes in the current situation as long as you are clear on why the package is taking longer to arrive or you are issuing a refund. The last thing the consumer wants is to be left in the dark and without the proper information.

Dispel misinformation about your brand

Misinformation about COVID-19 is multiplying across all social media channels. In-depth social listening for mentions about your brand will help you monitor untrue information that could be harmful to many people. 

For example, some people are attempting to make their own hand sanitizer using Tito’s Handmade Vodka and aloe. However, the CDC recommends that hand sanitizer needs to contain at least 60% alcohol and Tito’s only has 40%. To stop this unsafe information from spreading, Tito’s is replying to all tweets with a statement disproving it and recommendations from the CDC. 

Don’t sacrifice safety for the bottom line

It’s hard to predict what kind of long-term impact coronavirus will have on our economy, but it’s important to keep acting with brand values in mind. At the end of the day, the safety of the public is the most important thing and companies should act accordingly.

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Four Audience Targeting Strategies for Your Product

Audience targeting can help you identify who your ideal customers are and help you create relevant and resonant marketing messages.

Few things are sadder than wasted potential — and that applies to both people and products. If you build a great product or service and can’t get it in front of the right audiences, your odds of realizing its potential are slim. This is one reason why audience targeting is so critically important.

Audience targeting 101

The practice of audience targeting is straightforward: You take a large customer segment and break it down into smaller groups in order to target likely buyers within these groups.

The animating principle of audience segmentation is this: General messages sent to large undifferentiated audiences don’t resonate the same way that specific messages sent to highly targeted audiences do.

In other words, why waste your time selling your product or service to people who aren’t interested? Instead, find the people who are interested and send them messages custom-designed to appeal to their wants, needs and interests.

Audience segmentation comes in four general types:

  • Geographic: The state, city, neighborhood etc. where your audience lives.
  • Behavioral: This evaluates spending habits, brand interactions etc.
  • Demographics: Includes age, gender, marital status, income level, education level etc.
  • Psychographic: Personality, beliefs, values, interests etc.

By considering these four factors, brands can begin to develop highly tailored audience segments and deliver customized marketing messages. This allows brands to speak directly to consumers, creating specific messages for specific audiences. This creates higher-quality leads, more loyal customers, and differentiates your brand from others.

Smart strategies for audience targeting

In order to get maximum value from your audience targeting efforts, it’s important to lay the groundwork by following some tried and true segmentation strategies. Some of the most impactful strategies include the following:

  • Begin with buyer personas. The buyer persona is the foundational document for targeting purposes. These personas are descriptions of your ideal customers (some businesses may have two or three, others up to a dozen). These personas are constructed from market research, internal data, demographic data, and other sources. Once a brand has well-defined buyer personas in place, the process of targeting specific audiences becomes viable.
  • Use an identity graph. Such graphs are powerful algorithmic tools for identifying who your highest-spending customers are and where you can reach them. By analyzing mobile advertising IDs and email address data, brands can gain deep insight into what potential customers are searching for along with their purchasing behavior.
  • Use Facebook and other social platforms for custom targeting. It’s not the most complex approach, but Facebook has more information on our interests than any other organization. It’s no stretch to say Facebook knows most of its users better than they know themselves. Brands can use Facebook’s backend to set up demographic, behavioral and psychographic profiles that target the right audiences.
  • AI-assisted chatbots. With the right design and programming, a chatbot can significantly improve UX and glean critical targeting data from site or app visitors. This data can be used to determine whether visitors fall within target markets. Marketing messages can then be tailored according to this segmentation.

Locating the ideal audience insights agency

Audience targeting has long been a critical part of advertising and marketing, but today’s digital tools are making the job easier than ever before. At Bigeye we have the domain expertise and technological resources to help you find the right audience and serve them with the perfect messages.

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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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Why Digital Marketing Drives Revenue in the Multi-Family Industry

Don’t let your multi-family digital marketing strategy become stagnant, now is your chance to extend them beyond the walls of your complex.

The multi-family industry has long used traditional advertising and marketing approaches to drive revenue through local TV, brochures, etc. Yet as the industry changes to adapt to larger societal changes, these legacy approaches need to play a more complementary role. Today, multi-family digital marketing supported by data-driven insights is the best way to reach audiences and create sustainable revenue.

How multi-family digital marketing helps cultivate leads and meet occupancy goals

What’s driving the multi-family space’s foray into data-powered digital marketing? According to some industry observers, digital marketing is essential in order to help resolve several entrenched business problems. These include diagnosing underperforming properties, identifying gaps in lead management and merchandising specific product types (such as floor plans and unit sizes) on demand.

By integrating data analytics into their approach, multifamily operators are able to gain the insight they need to convert leads more effectively and identify inefficiencies and opportunities within specific properties. Decisions supported by real-time data can help managers increase yield and minimize lost opportunities.

So how are multi-family operators incorporating these strategies? By mastering the fundamentals: High-quality lead generation, a robust online presence (great UX, compelling content, and tools such as online chatbots) lead forms, and contact centers.

Other key developments

Multi-family digital marketing tactics need to extend beyond lead management and well-designed websites. Marketers in this space should also give due consideration to the following:

  • Consumer search preferences are evolving. Multifamily operators must stay current on SEO best practices in order to ensure visibility when prospective customers search for properties within their area. This is especially true given the impact of Google Places on organic search placement.
  • Internet Lead Management (ILM) analytics can help property managers gain deeper insight into the lifecycle of a lead and how various channels are performing. ILM analytics can also provide a window into performance on the agent level, as communication can be analyzed to determine what prospects are responding to and what they aren’t. Analytics can also shine a light on whether there is a problem within the lead management process, or the sales process.
  • Data-driven insights can also help optimize revenue management. Property managers can identify upcoming occupancy problems and make adjustments to ensure that rates remain stable. Those adjustments may include ramping up an existing marketing campaign to get additional prospects in the sales pipeline, or hitting pause on a campaign if long-term occupancy projections are higher than previously thought. Property managers can also use digital tools to introduce dynamic pricing, optimizing revenue based on shorter-term demand fluctuations.

The takeaway

The multi-family property space is quickly modernizing its marketing approach, shifting from traditional TV ads and brochures to sophisticated, data-driven digital marketing. This approach is paying significant dividends in terms of creating more leads, optimizing lead management, and improving revenue management practices.

At BIGEYE, we’re experts in multifamily digital marketing — and we’d design a campaign that increases your leads and boosts your bottom line. Contact us today to learn what a top multifamily digital marketing agency can do for you.

Precision and Reach: Why Streaming TV is a Powerful Weapon for DTC Brands

TV streaming is more intricate than you or your watching habits probably realize, which is why you need a video production services company.

When it comes to advertising and marketing, Direct to Consumer (DTC) brands are best known for sponsored social media posts and banner ads. This makes perfect sense, given their low overhead and brand-focused business model. Yet many of these brands are migrating to a new channel — streaming TV — and partnering with top video production services to create compelling content designed to connect with a younger, mobile-first audience.

Why DTC brands are choosing connected TV as a channel

New research from Hulu and Telaria (a video adtech firm) underlines the potential impact streaming TV can have for DTC brands. Roughly 70% of DTC consumers indicated they spend more time watching streaming TV each week than they spend on social media. These consumers reported spending approximately 13 hours watching streaming TV each week — a figure 20% higher than their reported consumption of traditional broadcasting.

As a recent piece in Adweek maintains, this shift in media watching patterns is now being reflected in the retail sector. Brands are cognizant of this reordering of viewing habits and seeking to benefit from it. A recent report from the Video Advertising Bureau showed that the top DTC brands spent roughly $2 billion on streaming ads in 2018, a figure that likely represents just the tip of the iceberg in terms of ad spend in coming years. In just the last two years, DTC brands doubled their total streaming ad spend.

Why DTC brands are choosing streaming TV

Traditional broadcast TV isn’t an ideal fit for many DTC brands for two reasons: It’s expensive, and it targets a general audience. Streaming services, however, offer DTC brands the ability to target audiences with much greater precision. As Adweek notes, this gives DTC brands the benefits of TV (spectacle, sight, sound, motion through excellent video production services) and marries it with the precision of digital advertising.

How much of an impact does this added precision have? According to the Hulu/Telaria study, shoppers are twice as likely to purchase a product after seeing it in a streaming ad as opposed to a traditional ad. Study respondents also indicated they found streaming TV ads to be more relevant than traditional TV ads — hardly a surprise given the scattershot nature of conventional television advertising.

By focusing on streaming ads, DTC brands also gain much more insight into the purchase cycle. Gaining insight into ad placement and audience targeting allows these brands to better define conversion rates and customer acquisition costs.

Ultimately, streaming TV ads formerly came with a major trade-off for brands — audiences were much, much smaller than those watching traditional, linear TV. However, that state of affairs is rapidly changing. As streaming audiences grow, the value of advertising through this channel grows in parallel.

The takeaway

At BIGEYE, we understand the value of a highly targeted, creatively inspired, and well-executed streaming ad campaign for DTC businesses. Please reach out to us today to learn more about how our video production services can enhance your DTC successes.

Why New Alexa Programming Tricks Are a Treat For Users

In a very short period of time, Amazon’s Alexa and Google Assistant have gone from tech novelty to an honorary member of the family for millions of people. With Alexa programming growing ever more refined and powerful, it seems as if there’s no end to what smart speakers can do around the house.

And now thanks to some recent upgrades, you can add “trick or treating management” and “voting assistance” to the list.

Why Alexa’s new tricks are a real treat
Alexa’s ability to respond to what’s happening in the world around us is one of its most intriguing qualities. A great recent example is Alexa’s capability for making event-driven announcements via smart cameras and doorbells. These announcements can be customized to fit almost any event, including holidays, birthdays, and other special occasions.

During Halloween, if a smart doorbell sees kids approaching, Alexa can be programmed to turn on house lights and music and either welcome trick or treaters to a home — or inform them that the candy supply has been depleted and the home is closed until next year.

Amazon released two new APIs (Doorbell Event Source and Motion Sensor) that allow developers to quickly and easily add this functionality. Once added, Alexa users can enable the announcement feature in Alexa’s Smart Home device settings section. This new integrated feature comes off the heels of Amazon’s recent purchase of Ring, the smart doorbell company.

Some Alexa devices (including the Echo Spot and Show, also allow for the enabling of two-way communication via smart camera between residents and those knocking on their doors.

How Alexa is creating more informed voters
Halloween isn’t the only example of Amazon working to make Alexa’s skills more timely and relevant. Prior to Election Day in the United States on Nov. 6, Amazon equipped Alexa with a much wider base of election data. This information included polling station locations, real-time election results, and detailed information about various local ballot measures — exactly the kind of information that voters need, but often have a hard time finding in one central location.

All of the election information delivered by Alexa is strenuously non-partisan; Amazon worked with three partners to help furnish the necessary data: RealClearPolitics for polling, the Associated Press for election results and Ballotpedia for ballot measure language and explanations. Amazon said it chose these sources because they were the most “credible and neutral” that the company could find.

Amazon assembled its own “war room” of data scientists, engineers, and other personnel to ensure the election information provided by Alexa was as accurate as possible. Given the recent electoral disinformation controversies involving Facebook and other social platforms, it’s not surprising that Amazon chose to prioritize neutrality and accuracy.

For Alexa users, the ability to access high-quality election data that’s updated in real time is a significant plus — and one more example of how Alexa programming is improving the lives of users in small but tangible ways.

Looking for a skilled Alexa programming partner?
As a digital marketing agency, we help clients maximize the reach and power of Alexa by creating skills that help deliver valuable products, services, and information to their consumers. If your business could benefit from a new, more sophisticated approach to Alexa programming, please don’t hesitate to contact us today.