Next-Gen TV Trends and How They Can Impact Your Brand.

Next gen TV, also known as ATSC 3.0, is redefining traditional broadcast TV by breathing new life into the aging medium.

So now we answer the first question, what is ATSC 3.0? It’s the update that broadcast TV has been severely lacking. This new system will leverage current technologies to enhance picture, sound, framerate, and overall range of the medium without losing a moment of your favorite shows. ATSC 3.0 technology enhances everything about broadcast to bring it into the digital age. This will reinvigorate traditional TV, and dramatically increase its value as an advertising medium.

What will Change

The short answer? Everything. But let’s start with picture. The current—let’s call it classic, broadcast system caps out at 1080p. Next gen TV will span all the way to 4K! Making the new ATSC standard an HDTV over the air experience. Raising the quality of the experience without adding cost, the ATSC 3.0 system will drive conversion like never before.

Furthermore, next gen TV is designed to be an ever-evolving technology. Building on the concept of technological adaption, ATSC 3.0 is designed for easy integration as new technologies develop. This way, broadcast television will not fall behind as time passes. Allowing room for future growth is an incredible capability for any technology in this day and age. This system will entice users who want to get the best service over time without paying to switch hardware or service providers as technologies evolve.

This broadcast method will also have a stronger, wider range. Meaning that every user will receive more channels in higher quality without the need for a large antenna. The system will even allow mobile devices to access broadcast shows. By building in capabilities across devices, broadcast TV is broadening its scope and making itself a far more advantageous advertising tool.

The Impact

Next gen TV enables stronger geo-targeting capabilities than cable or satellite TV. As over-the-air TV is intrinsically contained in a specific geographic area, it is a medium that lends itself to area-specific messaging. This makes next gen TV the perfect platform for local businesses such as community banks, mom-and-pop shops, and more to reach their target market without breaking the bank.

How it Works

This system is able to achieve its unique capabilities by connecting on more than one front. The classic broadcast system is accessed simply by an antenna while the next gen TV system uses both an antenna and a wi-fi connection to strengthen the quality and broaden the service range; This is also what allows it to be accessed across devices.

Not only is ATSC 3.0 perfect for geo-targeting, but by enabling tracking as well as use across devices it presents as both a traditional and digital media. With next gen TV, experienced advertisers can reach their audience on a whole new level.

The Takeaway

Broadcast TV is getting a much-needed facelift that will skyrocket its importance both as a service and as an advertising medium. Paying attention to this change now will open up avenues for effective, low-cost campaign strategies that will reach the right people, at the right time, for the right price.

When you’re ready to enhance your advertising strategy reach out to our innovative channel experts today!

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Senior Living Communities Connect with Baby Boomers Through Digital

A senior living marketing agency can assist you in the battle of understanding your audience to enhance one of the largest assets of your marketing plan.

The Baby Boomers created the counterculture — and our modern conception of youth culture along with it. One of the generation’s biggest bands, The Who, memorably sang the line “I hope I die before I get old.”
Yet age comes for us all. Though many Baby Boomers may hate to admit it, they are squarely in their Golden Years — and many of them are now exploring senior living, often with the help of their Gen X children.

So how do senior living facilities market to the demographic that invented youth culture? Certainly not the way they marketed to the parents of Boomers, a generation with vastly different lived experiences. Partnering with the right senior living marketing agency can help brands meet this challenge, and craft a marketing plan designed to resonate with the Woodstock generation.

Why Baby Boomers view senior living through a different prism

There are two reasons why senior living communities need to recalibrate their digital marketing efforts for Baby Boomers. First, this generation has a much different conception of retirement and aging. The notion of 40 years, a gold watch and a quiet life playing shuffleboard hold no attraction. Baby Boomers don’t believe they are “old” in the same way their parents’ generation was — even if the calendar says otherwise.

The second reason: This self-conception is backed up by a profoundly important trend. Thanks to advances in medicine and a cultural shift toward health and wellness, people are not only living longer but staying youthful and vibrant even into their later years. In 1980, a 70-year-old was often prematurely aged by a lifetime of red meat, smoking, drinking, and minimal exercise. Today’s 70-year-old is often well-preserved by a healthy lifestyle supported by advances in modern medicine.

How senior living communities can reach this demographic

In order to effectively market senior living communities, it’s important to keep a few important ideas in mind:

  • Despite the popular misconception, Baby Boomers are not anti-technology, afraid of technology or hopelessly inept when using technology. Baby Boomers invented the Internet and the World Wide Web; they outspend millennials almost two to one on online purchases.
  • Baby Boomers spend 27 hours each week online. Roughly 82% of them have at least one social media account. In other words, they are a perfect audience for digital marketing and social media marketing.
  • Baby Boomers seeking to make an informed decision about which senior community to choose will typically turn to social media reviews and testimonial videos to get their search process started.
  • When designing a marketing campaign, senior living marketing agencies should help you stress the elements that appeal to Baby Boomers. Recreational facilities, onsite enrichment classes, yoga, culinary offerings, group excursions, property amenities — all of these things should play a central role in any digital campaign. Baby Boomers want vibrant, healthy, stimulating communities and marketing messages should reflect this.
  • Baby Boomers and their Gen X children want to make the most informed decisions possible about senior living. One of the best ways to approach this is through social media storytelling. Have existing residents tell their own stories about living onsite and share these across all social channels.
  • Make sure you have accessible health data: Rate of falls, hospital readmission rates, etc. Prospective clients will ask for it.

Finding the right digital marketing agency

In order to connect with Baby Boomers, you need to choose the right senior living marketing agency — one that has demonstrated expertise marketing within this niche.

Our team has the digital tools — and the expertise — to help you appeal to Baby Boomers. Contact us today to learn what a creatively compelling digital marketing campaign can do for you.

Want a Great Ad Campaign? Deliver an Out-Of-Home Experience

Want to accomplish a quality ad campaign with a unique out-of-home experience? Partner with a media buying agency to take your campaign to the next level.

Three billboards inside Orlando, Florida.
Sounds like an Oscar-nominated film, right? In reality, it’s a simple and underused advertising strategy that can deliver serious results. By working with a top local media buying agency, businesses can reap the substantial benefits offered by out-of-home advertising.

Let’s take a closer look at why this approach has proven remarkably resilient — and effective — in a world that’s leaving other legacy advertising approaches behind.

The value of an out-of-home experience

Mobile ads, OTT ads, and other digital approaches are certainly exciting, valuable, and worthy of the attention they receive. It’s important, however, for businesses to find value wherever they can. Sometimes it’s more profitable to zig when the competition is engaged in synchronized zagging.

In this case, we’re talking about conventional advertising methods that may lack buzz, but still pack a punch in terms of practical results. Out-of-home advertising is one great example; it’s no one’s idea of bleeding-edge adtech, but it has particular attributes that make it especially well suited to today’s market. This is one reason why it’s becoming increasingly popular with brands and media buying agencies.

Why are billboards effective? One key reason is context. We’re deluged with digital advertising, and naturally have grown somewhat immune to it. While we’d probably wager that someone somewhere has actually watched a YouTube ad without hitting the skip button, we’ve never actually encountered such an individual. In the same vein, there are probably people who watch TV ads instead of immediately picking up their phone, but they are undoubtedly a rare breed.

Billboards and other forms of advertising, on the other hand, are harder to tune out. We don’t have the same conditioned response to ignore them. The scale is vastly larger. They have a physical presence that tiny screens lack. Additionally, modern technology (including 5G) can be used to deliver billboard ads dynamically, allowing for better targeting.

As these technologies grow more refined, it’s not hard to envision a day when out-of-home installations can display hundreds or thousands of individual ads programmatically, based on the interests or characteristics of those passing by.

If the inherent benefits of the outdoor model are combined with creative, eye-catching content and execution, the end result can charm, intrigue and even astonish audiences — as you can see in the following two examples.

Two great out-of-home experiences in 2018

Beer-maker Corona used out-of-home advertising to create a deeply memorable ad campaign pegged to World Oceans Day. The company built a massive digital billboard depicting a beautiful ocean scene — then installed a “wave” made from huge piles of trash directly in front of the billboard. Passersby could even deposit their own trash on the pile.

The outdoor installation drew attention to the fact that eight million metric tons of plastic is dumped into the world’s oceans every year — while earning Corona global media attention and goodwill.

McDonald’s, meanwhile, turned eight of its popular menu items into weather icons on a giant billboard in London. The billboard delivered a real time weather forecast for pedestrians, using Big Macs to denote sun and upside down fries to indicate rain.

The billboards were especially effective in that they gave Londoners very useful information delivered in a highly unusual and eye-catching form — one that also might just spark an appetite for a burger or fries.

These examples are indicative of a larger trend toward out of home ads. According to Magna, out-of-home advertising saw 4.6% growth in 2018, a much higher figure than seen with any other legacy medium.

The takeaway

At BIGEYE, we’re experts at creating effective ad campaigns using both legacy and cutting-edge approaches. If you’d like to hear more about what our media buying agency can do for you, please don’t hesitate to reach out today.

Work with a Social Media Strategy Company for Instant Engagement

Instagram is scorching right now. No other platform has its mix of cultural cachet and daily traffic (Instagram has doubled its user base in the last two years, and posts on Instagram receive more engagement than on any other platform).  This means that it’s become a hotly-contested digital battleground for today’s brands, all of which are seeking to grow and cultivate their audience. To get the most out of Instagram, it’s imperative to understand and optimize your metrics — and partnering with a social media strategy company is often the best way to do that.

Instagram metrics: The basics

If you want to maximize the resources you devote to Instagram, skillful use of analytics is essential. By understanding these metrics, you gain deeper insight into what people truly like and respond to, plus get a better grasp on the effectiveness of your strategy. 

As a social media strategy company, we want to help you refine your approach. Let’s take a look at some basic metrics:

Impressions 

This metric shows you how often your post, profile or story has been viewed during a specified period of time. If one person views the same post three times, that counts as three impressions.

Reach

Though similar to impressions, reach only measures the number of people who have seen the content. The percentage of your followers who have seen an individual post is referred to as the “reach rate.”

Engagement

This measures all the ways someone interacts with content (likes, comments, etc.). The number of interactions divided by your follower number is your engagement rate.

Engagement-on-Reach

This metric takes the number of comments, likes etc. and divides them by reach rather than follower number. The subsequent number is your engagement-on-reach rate.

These are four of the most frequently used metrics on the platform — all of which are easily accessible when using the “view insights” button on an Instagram for Business account. Other available metrics include follower growth, website and email clicks, as well as exits and swipe away (the latter two show you how many viewers exited a story without watching all the way through or swiped to another piece of content).

When taken in total, all of these metrics provide a fairly deep window into the relative performance of your Instagram content. It’s important to view metrics such as reach and engagement for what they truly are: Not a popularity contest, but an opportunity to leverage engagement for the direct benefit of your business, ultimately creating more sales.

Using a social media strategy company to help optimize your approach

Engagement on Instagram is a staggering 15 times higher than engagement on Facebook. Instagram is also perfectly suited to brand cultivation and audience building. There is no better digital platform on which to tell your brand story and build an audience. 

Working with a digital marketing agency like BIGEYE can help you better understand and optimize your metrics, and tell your brand story in the most effective and compelling way possible. If you’re not getting the most out of the resources devoted to Instagram, we urge you to contact our social team today.

Facebook and GDPR: Insights from a Digital Media Buying Agency

In the wake of the Cambridge Analytica data privacy scandal, and with the European Union implementing its General Data Protection Regulation (GDPR) laws, Facebook has made changes to its user privacy policy. While the Cambridge Analytica situation was more related to the mishandling of data by app developers, the policy changes have gone beyond app integrations to address bigger privacy concerns that many Facebook users have had for a long time. This has forced most digital media buying agencies into strategy adjustments for their clients.

Many marketers are panic-stricken, asking themselves: “How will this affect my business marketing activities?” But fear not, as a top Florida advertising agency, we pride ourselves on being intuitive and proactive when it comes to helping our clients understand and navigate changes like this in their industry. In other words, we’ve got your back!

If you are using Facebook advertising, you probably use custom audiences or the Facebook Pixel to help you with targeting the proper audiences. As of earlier this year, there are changes you must follow in the way you collect data. New Facebook rules require you to comply with the following 4 actions:

1. Get explicit consent from each person in your database to track and remarket to them through Facebook.

There are a number of ways to do this including sending a mass email to everyone for whom you have contact information and asking that they reply with their consent.  From there, you must remove those who deny consent or don’t reply from your database. Yes, that involves some work, but you have to do it to be in compliance.

2. Make it clear to all website visitors going forward that you are collecting data.

Many companies today use what is commonly referred to as a “cookie banner” to allow people to accept or decline cookies. You might also seek consent as part of an email list sign-up process. You’ll want to discuss these needs with your web development company.

3. Make it easy for users to reject cookies and withdraw their consent at any time.

For those who change their mind about allowing you to track them, you must have a way to erase all of their data. Of course, the easier that is to do, the less time your team will have to spend doing it. So, coming up with an efficient process is key!

4. Be prepared to notify users of a data breach.

If hackers get unauthorized access to data in your possession, you must notify everyone whose data is potentially compromised within 72 hours. That isn’t going to be a fun note to send out, but doing it helps protect your customers from the hackers and helps your reputation in the long run.

How does this affect the value of Facebook as a marketing platform?

No question about it… marketers need user data to target and reach the right audience on Facebook, and the new rules will mean that less data is going to be available. This digital media buying agency definitely feels your pain!

Should you quit the platform? No, we’re not recommending that. But, it’s important to give some thought to how your strategy needs to evolve. Should you shift some resources to another platform? Temporarily cut back on your Facebook spend to see how things shake out? There’s a lot of questions!

As an experienced digital media buying agency, we can help you understand how the new focus on data privacy will affect your marketing efforts. Contact us today and let’s talk about getting you into — or keeping you in — compliance.

Tips to Transform Your Graphic Packaging Within Pharmaceuticals

Although science, robust clinical trials, and the FDA get most of the credit for emerging products in the pharmaceutical market, your brand should not underestimate the importance of graphic packaging. These three tips will transform how you think about your brand’s packaging design and highlight why this critical capability is worth investing in.

1.Packaging design is your reputation’s first line of defense

Your packaging is your customers’ first impression of your product. The style of your label, drug information, ingredients, and packaging materials all provide clues into your brand’s quality. Packaging should protect both your products during transportation and distribution, as well as your reputation. Cheap, misleading, or confusing packaging can lead to customer frustration, resistance taking their medication, or liability issues if dosing is unclear.

2.Graphic packaging can increase patient adherence

According to the National Association of Chain Drug Stores, only 25-30% of patients take their medication as indicated. Most often, these patients cite confusion over how they were intended to take a drug. Packaging plays an important role in communicating a drug’s indications, benefits, risks, and interactions with other substances and could have the potential to dramatically improve patient adherence.

Graphic packaging and infographics are a great way to build knowledge about complicated products or drugs. They also improve clarity for the medication being distributed among low-income demographics where literacy is low.

3.Flawless packaging doesn’t need to break your budget

The good news is that high-quality, informative packaging can be achieved on almost any budget by partnering with a specialized graphic packaging agency. When looking for a digital marketing agency like ours to support your pharmaceutical packaging design needs, make sure they understand your specific industry requirements and can design within those guidelines while creating a memorable and functional final product.

While your drug’s packaging may not be the most glamorous part of your product marketing mix, it can make or break your pharmaceutical’s success once it enters the market. Contact our team to learn more about how we have partnered with pharmaceutical companies like yours to build a comprehensive brand strategy that includes naming, packaging, and marketing support.

4 marketing secrets to increase customer engagement in hospitality

Having an amazing destination or an amazing hotel isn’t enough to keep today’s jet set consumers coming back to your property for their annual vacation anymore. There are simply too many other enticing options vying for their attention and disposable income. But as US unemployment rates drop to the lowest they’ve been in close to eight years and the average wages skip past historic highs, there will be more revenue to go around for everyone. The rise of picture-based social media such as Instagram, Pinterest, and Facebook have made it easier than ever for travelers to virtually explore new destinations, plan trips that fit their budget, and delve into new tourism options. As a result, the tourism and hospitality market is expanding – which is good news for you. To remain competitive, you simply need to remain relevant. Hospitality Marketing and engaging with new and existing customers online is an incredible way to pique their interest in your destination and help increase your reach to new audiences. The trick is: how?

Constantly seek new audiences to invigorate your hospitality marketing: 

Use social media to engage new audiences (not just those users who are already interested in your brand) and create a bridge between your tried-and-tested marketing campaigns with your point-of-sale experience. Blog posts, customer references, social listening, contests, and social influencers are all lynch pins when increasing your reach to new audiences. It’s especially important that all your channels complement each other so that no matter how new prospective customers discover your brand, they are receiving a seamless, on-point experience.

Measure everything:

Measure everything. We simply can’t say it enough. Before you generate or release any creative content, consider your goals and what you want success to look like. This will help you craft the appropriate call to action for each activity. With a bevy of data tools to choose from – from Twitter, Google and Facebook analytics, Klout, and HootSuite, to more robust platforms such as Adobe Analytics and Campaign Manager – you can track almost any output in the digital world. As certain channels and entry points prove valuable, you can begin investing more in those areas. This systematic measuring allows you to make decisions in a world where your customers expect you to be everywhere they are … even if you haven’t met them yet.

Intelligently invest in your hospitality marketing:

While returning guests are the bread and butter of any business, they should be part of your maintenance strategy – not necessarily your growth strategy. Methodically invest in high-impact marketing tools by testing new channels and entry points in a way that won’t expose your business to too much risk. For ideas on how to test new ideas that will break through the clutter and keep your marketing materials fresh and engaging without overexposing yourself, partner closely with a creative, multi-platform agency like our team of Orlando marketing experts. Click here to see how we have helped customers like you add new to their foundational marketing plans.  

Pay attention to new hospitality marketing trends:

In that vein, don’t be afraid to try new things. The hospitality industry is constantly changing, and your marketing techniques should reflect those changes. Social media is often a “safe space” to introduce new ideas, survey your audience regarding potential product or service enhancements, and gain customer insights about experimental ideas. The tourism industry, perhaps more so than any other, is constantly changing as new ideas and trends enter the market, so keep up.

Embracing new audiences, setting goals, investing in new techniques, and staying on top of emerging trends are all ways to keep your customer base engaged with your brand and eager to visit you again and again. Our team is here to help create a comprehensive marketing plan that allows you to do all of these things with ease. Give us a call today to find out how. 

5 ways to see the future using predictive analytics

You don’t need to be clairvoyant to see the future. By harnessing your customer data and predictive analytics, you have all the tools you need right in front of you. The good news is, you don’t need to be a statistician or regression analyst to use predictive analytics either. With the help of your team, a few simple metric tools, or your local Orlando marketing agency, you can predict hundreds of business outcomes and behaviors that will inform your marketing efforts, so you and your team can work smarter, not harder.

With so many options to choose from, it can be difficult to narrow down the key metrics you want to predict. To begin, take a look at your sales or conversion funnel. Most industries have benchmarks for each step of the funnel. By comparing your demand generation movement, sign up rates, conversion rates, and retention rates to those averages, you can see where you’re doing well and where you could use some help.

This quick needs assessment will help you focus your efforts and decide which data to hone in on first. As a rule, the following five metrics are a great place to start no matter how your business is performing.

1. Predictive analytics and customer lifetime value

Using the data from your conversion or sales rate and retention rate, you can predict the average lifespan, and thus the lifetime monetary value, of each customer or sale. As you invest in campaigns that turn prospects into customers, you can balance that return on investment (ROI) against what you predict those customers’ lifetime value will be. If you’re spending tons of money to acquire new customers, but their expected lifetime value is below that figure, it’s time to take a new approach.

2. Churn, funnel efficiency, and cart abandonment

Although we often try to optimize for our sales, sometimes it is just as effective to optimize around our losses. If you can predict the risk of your customers defecting to your competition or leaving your site before they complete the sale, you can plan to close that gap through other initiatives. Your churn rate, funnel efficiency, and cart abandonment are all easily forecasted using simple analytics tools such as Google Analytics or Adobe Analytics and will help you understand what types of retention or conversion initiatives will be most profitable.

3. Purchase intent

In that vein, you can close your anticipated business gaps by predicting who will buy your product and who won’t. Using behavioral cues that signal the seriousness of a shopper will help you spend more time, energy, and resources on customers who are more likely to convert. For example, if your company offers a free trial for business software, try targeted marketing campaigns aimed at those who signed up with a business email address rather than those who signed up with a personal or “junk” address. By using predictive analytics to determine what behaviors correlate with purchases, you can aim your marketing efforts accordingly.

4. Getting pricing right:

Predictive analytics can also reveal pricing trends or price elasticity, which is one of the most important keys to success. Combining big data market behavior with your customers’ reaction to various promotions can help you tweak your pricing to maximize gains throughout the year so that you aren’t leaving money on the table.

5. Internal forecasting:

Last, but certainly not least, you can also use predictive analytics to help set your annual business goals. By forecasting demand, your revenue run rate, and periods of growth, you can prepare for and strive toward measurable outcomes that will catapult your company forward. This type of forecasting also helps you understand if your goals are too high or too low so your team understands the impact of their work.

See, we told you that you could see the future. Big data is the future … and so are the insights it provides.

Engagement, impressions, and social media analytics, oh my.

Go ahead, #AMA about impressions and social media analytics: we have the skinny on the ROI of your KPIs, and we’re not even newsjacking or clickbaiting your RSS feed to tell you about it. We know, we know, the social media jargon can get a little overwhelming (some might even say annoying). Instead of embracing the wealth of information we have about our customers, we sometimes shy away from media analytics because it’s easy to get confused or misled by the myriad of abbreviations and trendy marketing terms associated with data analysis. But any good marketer will tell you that we don’t need code words to make our data more glamorous because it’s one of the most powerful and sexy marketing tools we have in our arsenal.

Social media analytics KPI’s

To help you feel more comfortable telling the difference between everything from engagement to impressions and social media analytics, we’re breaking down the top three key performance indicators (KPI’s) and analytics terms you need to know as a social media marketer. 

Understanding reach:

Your brand’s reach is one of the most simple, straightforward media analytics metrics to capture. It represents your network or the total audience your brand interacts with. Reach is made up of your followers, users, and subscribers. When analysts talk about reach, they often use it as a proxy for how recognizable your brand is, how popular your company is within the marketplace, or how likely customers are to switch to (and stay with) your brand compared to your competitors because reach represents how loyal and proud customers are to follow and interact with your brand.

Not to be confused with impressions:

Unfortunately, people often confuse reach with impressions. If reach represents your self-identified audience as a whole, your impressions represent the actual number of times a single piece of content (a post, tweet, or picture) is seen by users. Impressions aren’t always limited to your audience – or reach – because additional impressions occur through sharing, digital ads, or promoted content. The number of impressions, or times your content is seen, is often used to help calculate the return on investment (ROI) of a certain campaign or marketing initiative. For a deep dive into impressions, click here to read our blog on actual versus potential impressions. 

But none of it matters without engagement:

Your brand might have an incredible reach, and your posts might be getting thousands of impressions, but if your engagement metric is low, chances are your content isn’t working. Engagement describes how often your viewers interact with your content via likes, shares, comments, tweets, or reposts. It tells you how relevant your posts are to your viewers and helps you discover what they enjoy reading or seeing in their newsfeeds. The more people that interact with your posts, the greater their engagement is. This is one of the most important social media analytics metrics because it reveals whether your social media is breaking through the clutter and reaching your target audience in a meaningful way or just getting lost in the sea of posts.

Now that you understand the basics, you should feel more confident digging into your data to understand what your customers need from you to trust and interact with your brand on the internet. Social media marketing is one of the most powerful and ubiquitous marketing channels and we’re here to help you use it to its fullest potential.

Dear Chipotle: Clickbait isn’t always a bad thing

Let’s get controversial. You’ve probably heard the saying, “no news is good news.” You’ve probably also heard the saying, “there’s no such thing as bad publicity.” But when your company is the target of bad press – such as fast-food behemoth Chipotle’s recent scandal, thanks to the “Chubby Chipotle” smear campaign running in the New York Post – which maxim do you stand by?

The reality is, there’s some truth to both statements. If you suddenly find your brand at the center of unwanted attention, take a step back and remember that your response can radically influence how the public weathers the news. If we were in Chipotle’s shoes – this is what we’d do.

1. ENJOY THE CLICKBAIT:

First and foremost, publicity equals free advertising. We hate to be reductive, but in terms of raw numbers, an article in the New York Post is the public relations equivalent of a $300,000 ad campaign. Even though the article questions Chipotle’s ethics, a feature in the Post means more people will be surfing to the Chipotle site and thinking about their products. And when your burrito brand is at the top of mind, it’s also more likely to be the go-to dinner spot after a late workout at the gym. Clickbait – those scandalous headlines that blur the line between journalism and gossip while begging to be clicked – may not always yield the best online traffic, but they do increase visitors, have the possibility to go viral, and keep people talking about your brand.

2. DON’T FORGET TO ASSESS THE DAMAGE:

That said, we aren’t suggesting that you ignore the gravity of the situation. Take a step back from the immediate impact of the article and ask yourself if the situation is really going to turn customers away. If you’re a loyal Chipotle customer and you see the Chubby Chipotle ads, you may be tempted to surf onto the Chipotle website and join the conversation. If you’re anti-Chipotle, you might want to do the exact same thing. The article doesn’t reveal anything most Chipotle fans or fast-food followers don’t already know, so it may be safe to assume that this story will line tomorrow’s waste bins and little or no response is needed. If you were in Chick-Fil-A’s shoes back in 2012 when they were brought to task over their religious intolerance toward same-sex marriage, this may be a different story. Only your target audience, the severity of the article or accusations, and how brand loyal your followers are can answer that question.

3. DECIDE IF YOU NEED TO RESPOND … AND HOW:

If a response is needed, recognize the power an influx of online traffic and social media attention has on this situation and your brand. You’ve just increased your reach and given yourself an organic platform to handle the situation with grace, uniqueness, and class. A well-timed article, blog post, or Facebook campaign could turn a scandal into a sensation and validate the values your brand stands for. No one likes to be criticized, but a memorable response can make or break the public’s reaction to even the worst faux pas. For example, on August 6, Vanity Fair ran an article chastising Tinder for supporting an unhealthy “hook-up culture.” Thirty-one rapid-fire Tweets later from one of Tinder’s employees, and the abashed dating site went from zero to hero. The company never admitted whether the response was planned or not, but the results prove our point entirely.

We feel for you, Chipotle. But when life gives you lemons  … we recommend that you make a big ol’ burrito with all the fixin’s.

Is your brand in need of some repositioning to positively impact consumer perception? Contact our team of brand strategists today to learn more about how we can help!