Bigeye Furthers Relationships with Property Management and Development Professionals with AAGO Membership

ORLANDO, FL (December 19th, 2019) – Bigeye (www.bigeyeagency.com), an audience-focused, creative-driven, full-service advertising agency joins the Apartment Association of Greater Orlando to further solidify its position as a nationwide partner for property management and development leaders. With a focus on building relationships and understanding the needs, goals, and expectations of a full-stack marketing agency, Bigeye proudly joins AAGO as a Professional Member and looks forward to strengthening the bonds with local leaders and experts.  To further the involvement and partnership, Bigeye is also proud to announce that Matthew Cummings, Account Manager, will serve as AAGO’s Chair of the Branding and Communications Committee in 2020. 

“AAGO has been an extended family for me during my experience within property management, and it makes perfect sense to continue the relationship with my role at Bigeye. I couldn’t be more excited to bridge the gap and expand the members’ opportunities to work with an agency that loves branding and storytelling as much as Bigeye does, and how this relationship can flourish into more opportunities,” says Cummings.

The Apartment Association of Greater Orlando is currently the largest association in the state of Florida, and ranks high in the country. Bigeye is proud to work with this vast group of professionals, which represents all segments of the multifamily industry in central Florida, including apartment communities, owners, management companies, multifamily developers, investors, suppliers, and thousands of individuals that work within the industry.

Beyond membership, Bigeye is planning opportunities to create an education series and class content for members who have an interest in marketing and growing within their companies. This would focus on basic branding and marketing tactics that we utilize in the agency and help property management professionals to speak the “marketing lingo”. There are also plans to help with content creation for AAGO events and hosting networking and member mixers at Bigeye’s office near Downtown Orlando.

Now more than ever, it’s critical for developers, investors, and management companies of multifamily, student living, and active adult/senior living to invest in the brand and story of the communities in which they work. With Bigeye’s track record, working with property projects for 10+ years and continued involvement with leaders in this space, our team would be honored to collaborate and serve as the creative partner for those upcoming projects.

About Bigeye

Located in Orlando, Florida, Bigeye is an audience-focused, creative-driven, full-service advertising agency that crafts deeply compelling brand experiences and the strategies that ensure they reach the right people, in the right place, at the right time. The Bigeye team of creative directors, copywriters, artists, programmers, and account managers works closely with clients to better understand the needs of their consumers and deliver measurable results.

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Audience Research and Strategy Expert Adrian Tennant Joins Bigeye as VP, Insights

ORLANDO, FL (October 18, 2019) – Bigeye (www.bigeyeagency.com), an audience-focused, creative-driven, full-service advertising agency, has added industry veteran Adrian Tennant to its executive team as Vice President, Insights. Before joining Bigeye, Tennant served as Vice President / Director of Digital Strategy for marketing agency 22squared, and as Chief Experience Officer / Director of Research at Blue Kite Insight, an advertising and user experience startup he co-founded.

“Adrian’s expertise in using data to inform and inspire creative ideas and then test and validate them with audiences segmented in near real-time is unmatched in our industry,” said Justin Ramb, Bigeye’s President. “He has a tremendous record of success in helping leading companies reach consumers more effectively, and his skill and experience in the area of insights-led strategy are a perfect fit for what we do at Bigeye. We’re thrilled to have him join the team.” 

With nearly 20 years of experience in audience research, marketing strategy, creative design, video production, and media buying and placement, Bigeye works with local, regional, and national companies in a wide variety of industries.

“Today’s digital ecosystem provides an unprecedented opportunity to embrace data to help clients achieve exceptional results,” said Tennant. “The agency’s leadership has a clear vision for Bigeye’s future—one that places consumer insights and data analytics at the heart of every engagement. I’m excited about how the use of behavioral and attitudinal insights will continue to enable Bigeye clients to achieve their business objectives and demonstrate the agency’s leadership in this field.”

About Bigeye

Located in Orlando, Florida, Bigeye is an audience-focused, creative-driven, full-service advertising agency that crafts deeply compelling brand experiences and the strategies that ensure they reach the right people, in the right place, at the right time. The Bigeye team of creative directors, copywriters, artists, programmers and account managers works closely with clients to better understand the needs of their consumers and deliver measurable results.

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Bigeye Enhances Property Marketing Expertise with Hiring of Industry Specialist Matt Cummings

ORLANDO, FL (October 8th, 2019) – Bigeye (www.bigeyeagency.com), an audience-focused, creative-driven, full-service advertising agency, has hired property management marketing professional Matt Cummings to further solidify its position as a nationwide leader in the property development space. An industry specialist, Cummings has a wide range of experience that includes marketing responsibilities for off-campus student living, self-managed developer communities, and third-party managed multifamily assets.

“Matt was previously a client, so we got to know him well and saw that his skills and his background working with successful property developers would make him a valuable contributor at Bigeye,” said Justin Ramb, Bigeye founder and CEO. “We’re thrilled to have him join our team, but the real winners here are the multifamily, active adult, student living, and co-living clients that will be the beneficiaries of Matt’s extensive property marketing expertise.”

Before joining Bigeye as an account manager, Cummings was a regional marketing manager for Greystar Real Estate Partners in Orlando, FL, where his duties included business development, brand development, client relationship management, and acting as the project manager for all marketing-related efforts for regionally-managed assets. Prior to that, he served as a regional sales and marketing business partner for Aspen Heights Partners in Austin, TX.

“I was always incredibly impressed with the quality of the work that Bigeye did for me when I was a client,” said Cummings. “Now I get to introduce other property development and management companies to the agency’s passionate and collaborative approach to advertising and marketing, and oversee engagements that are critical to their success. It’s an honor to be joining a firm whose unique focus on audience insights is changing the way developers market their properties. I look forward to working with this immensely talented and highly regarded team.” 

With nearly two decades of experience in audience research, marketing strategy, creative design, video production, and media buying and placement, Bigeye collaborates with local, regional, and national companies in a wide variety of industries.

About Bigeye

Located in Orlando, Florida, Bigeye is an audience-focused, creative-driven, full-service advertising agency that crafts deeply compelling brand experiences and the strategies that ensure they reach the right people, in the right place, at the right time. The Bigeye team of creative directors, copywriters, artists, programmers, and account managers works closely with clients to better understand the needs of their consumers and deliver measurable results.

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Bigeye Announces Key Promotions to Support Continued Rapid Growth

ORLANDO, Fla., Sept. 24, 2019 — Bigeye (www.bigeyeagency.com), an audience-focused, creative-driven, full-service advertising agency, has announced the promotion of three staff members who are central to its expansion strategy following a recent long-term planning initiative.

Sandra Marshall, Bigeye Director of Client Services, has been named Vice President of Client Services. Seth Segura, Bigeye Creative Director, will assume the role of Vice President of Creative. Tim McCormack, Bigeye Digital Marketing Manager, will now serve as Vice President of Media and Analytics.

“Sandra, Seth, and Tim have been instrumental in refining Bigeye’s unique approach to achieving our clients’ marketing objectives and revenue goals,” said President Justin Ramb. “This proven methodology combines audience insights that go far beyond simple demographics, compelling creative, and pinpoint media placement to deliver outstanding results.” 

Bigeye serves clients in a wide range of markets from its headquarters in Orlando, FL. Its award-winning teams have expertise in the full spectrum of marketing and advertising disciplines, including research, strategy, and campaign management and optimization. Its creative work includes everything from advanced digital and video to more traditional materials like print ads and collateral. 

“Our strategy enables the leading companies we work with to cut through the noise and make powerful, profitable connections with their target market,” added Ramb. “I’m excited about how this trio can leverage it even more effectively to reach the right people, in the right place, at the right time in their new roles.”

About Bigeye

Located in Orlando, Florida, Bigeye is an audience-focused, creative-driven, full-service advertising agency that crafts deeply compelling brand experiences and the strategies that ensure they reach the right people, in the right place, at the right time. The Bigeye team of creative directors, copywriters, artists, programmers, and account managers works closely with clients to better understand the needs of their consumers and deliver measurable results.

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Why marketing to generation Z isn’t as easy as you think

Most of us might struggle to remember a time before smartphones and tablets controlled everything from our fitness routines and navigation systems, to our budgets and day-to-day communication…but we can still remember. Generation Z, on the other hand, won’t. Generation Z, the age cohort directly following Millennials who were born after 1992, is the first wave of true digital natives. They’re growing up with iPads at the dinner table and Facebook profiles before they are even born. As digital marketers, this may seem like a golden opportunity to attract potential customers before they are even consumers; but getting this generation’s attention might be a lot more difficult than you think. Here’s why.

While the “always on” mindset has made it easier to communicate, learn, and share information, it has also had some unintended effects. The more information we have, the more our minds need to filter out. Many studies have shown that the constant barrage of information, and subsequent choices that go with it, reduce our collective happiness. In Malcolm Gladwell’s famous book on decision making, Blink, he suggests that unlimited options lead us to doubt decisions we’ve made by trading the gut feeling or rationale we originally used for a barrage of “what if’s” and “might have been’s.” Other studies show similar results when patients are faced with too many medical treatment options when investors are faced with too many stock options, when consumers are faced with too many selections at the grocery store, and when eligible suitors are faced with too many dating prospects online. Quite literally, digital natives are spoiled by choice.

Our brains seek to correct this cognitive dissonance by filtering out information faster. Attention spans have become shorter and decision-making has become truncated by the constant mental jump between clicking, reading, watching, sharing, and acting on the information in front of us. As Pulitzer Prize runner-up, Nicholas Carr puts it, “the redirection of our mental resources, from reading words to making judgments, may be imperceptible – our brains are quick – but it’s been shown to impede comprehension and retention, particularly when repeated.” Members of Generation Z likely do not even need to think about the filtering process as they switch between devices or channels, and flawlessly overlook or absorb certain information — but it is changing how they learn and make decisions.

By filtering out larger quantities of information faster, this generation is losing a degree of depth when engaging online. Content that wins this generation’s attention is pithy, memorable, and short … not nuanced, detailed, and thorough. While this isn’t inherently “good” or “bad,” it does present a unique challenge for digital marketers. Video clips, snack-sized content, and catchy taglines that are easy to remember and share are replacing the white pages, case studies, and product catalogs that older generations know and love.

With that in mind, it’s no surprise that one of the best ways to reach Generation Z is through YouTube. According to a recent AdWeek study, more than 95% of Gen Z said they can’t live without YouTube. Of those, nearly 80% said they have a favorable attitude toward celebrity endorsements. In other words, they are looking for someone to tell them which products or experiences to spend their time and money on. In a world with nearly unlimited research potential, sometimes it’s nice to just let someone tell you what the right answer is. And YouTube does that in a very compelling, digestible, and entertaining way. In a similar study by Business Insider, Generation Z ranked YouTube reviews, product demos, and unboxing videos as some of their favorite forms of content, suggesting this insight is especially relevant within the consumer space.

YouTube is one of the most powerful tools for digital marketers when trying to break through the information clutter. To guide your YourTube content strategy, we recommend asking whether your videos pass the “M.I.S.S.” test. Are they: Memorable? Informative? Short? And shareable? These four principles will help craft content that Generation Z will engage with and enjoy. That isn’t to say that your video content shouldn’t also be accurate and insightful. While Gen Z’s attention span may be shorter than previous generations, that doesn’t imply that they don’t have the intellectual breadth or depth to synthesize complex ideas. In fact, it’s quite the opposite. Because Gen Z has grown up with floods of information, they are more adept at scanning for accuracy than previous generations. Fluffy jargon and obtuse information won’t get past these consumers. Use this knowledge as a challenge to distill the most critical information about your products and brand in a transparent, crisp vision of what your organization is all about.

If you are unsure how to boil down your brand value proposition to the basics, or create videos that will delight and inspire potential customers, we’re here to help. Contact us to learn more about how to leverage YouTube to your advantage and attract your next generation of brand enthusiasts. It’s easier than you think but more important than you ever could have imagined.

How mobile marketing “micro-moments” can increase sales and ROI

One of Google’s most valuable assets is its data, of course, which is why we carefully adhere to their best practices about “micro-moments” anytime we help our clients build a new mobile marketing strategy. As Google describes, “micro-moments occur when people reflexively turn to a device — more often than not a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.” Unlike desktop behavior, which is more intentional simply due to the physical process of sitting down in front of a computer, mobile behavior occurs almost subconsciously as the user searches for information and attempts to solve a problem.

Google breaks down these micro-moments into four main categories, described as follows:

  • I-want-to-know moments: e.g., “When is the next episode of Scandal airing?”
  • I-want-to-go moments: e.g., “What’s the closest gas station to my office?”
  • I-want-to-do moments: e.g., “How do I make a dirty martini?”
  • I-want-to-buy moments: e.g., “What are Nike’s newest sneakers for fall?”

Successful brands distinctly market to these four scenarios and clearly differentiate between their mobile strategy and desktop strategy. An I-want-to-go query on a smartphone should almost always yield directions, a map application, and geo-based information before brand and destination-based content. On the other hand, a desktop query might be better satisfied with information about the specific destination or location in question.

For example, a mobile search for Disney Land might represent a desire to go to the park immediately as the searcher queues up directions; whereas a desktop search might represent a desire to plan a trip in the future. Both instances provide marketers with an opportunity to better serve their customers. Mobile users might enjoy an on-site discount for a beverage package, whereas desktop shoppers might prefer hotel promotions. Understanding the most common use cases for each micro-moment on both mobile and desktop platforms allows you to create and serve more relevant and desirable content to your customers.

And as the prevalence of smartphone usage increases, leveraging a clear mobile strategy can have a profound impact on sales and ROI. A recent Dscout study on Business Insider suggests that the average person touches his or her smartphone more than 2,000 times per day and logs over 145 minutes on their mobile device. That’s a lot of time to grab your customers’ attention and far more than the average person spends in front of a computer. When you factor in high open rates for SMS marketing at 98%, and mobile emails at 22% according to Marketo, it’s easy to understand why mobile is fastest growing digital marketing space.

To ensure your mobile strategy is working on your behalf, we recommend focusing on two guiding principles:

1. Translate urgency into actionability:

Mobile search queries usually represent an immediate desire to accomplish something. Capitalize on potential customers’ desire to complete a task by ensuring your SEO results, mobile presence, and ads are all actionable. Make sure your call-to-action buttons are clear and easily accessible, consider discounts specific to mobile shoppers, and bid on ad terms that correlate to actionable micro-moments related to your brand.

2. Champion clarity and condensed information:

Because mobile phones are simply smaller than desktops, your images, content, and text all need to work for smaller screens. Simply throwing your website onto a bootstrap template and hoping the responsive information hierarchy will work is no longer adequate in today’s mobile-first world. Consider a custom site or native app that appropriately translates your best content into small gems of information that can be consumed on the fly.

Armed with these two principles, we can refresh or kickoff your mobile strategy together. Click here to learn more about how we can help you define which micro-moments are best suited to your brand and how to translate them into cross-channel, mobile-ready campaigns that grab your customers’ attention.