Bigeye Announces Key Promotions to Support Continued Rapid Growth

ORLANDO, Fla., Sept. 24, 2019 — Bigeye (, 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.

The real reason we start celebrating Christmas in July

Craft Creative Cross Channel Campaigns:
Every year, Bergdorf Goodman creates elaborate holiday window scenes in their flagship New York City store. These themed displays are a highly anticipated holiday tradition that shoppers consistently look forward to every season. To build excitement, Bergdorf begins previewing their displays months in advance with Instagram and YouTubeteasers.” This is a perfect example of a cross-channel campaign that drives interest both on- and offline. When crafting a cross-channel campaign, use hashtags, promotions, or sales previews – like Bergdorf – to roll out information slowly and to encourage potential customers to engage socially before ultimately ending up in-store or on your website, where a sale is most likely to occur.

Don’t Underestimate the Power of Public Relations:

If there is one time of year when you should consider engaging with local journalists and publicists, it’s the holidays. Gift guides and feel-good holiday features are an opportunity for your company to showcase your products or values within the community. If your company is committed to giving back or championing sustainability standards, the holidays are a good time to expose those ideals. Local and regional journalists are often open to these types of stories, so don’t be afraid to reach out and pitch an idea. Your marketing agency partner can also leverage any media contacts they might have to facilitate placement and fit. Similarly, gift guides such as the outlandish (but highly celebrated) Neiman Marcus “Gift Book” (and its parodies) offer easy, lighthearted ways to gain exposure.

Give it Away:

This is the season to give and receive, so give something away! Contests are a great way to encourage potential customers to share your content. In fact, Facebook data indicates that more than 63% of their user base will share a link or tag a friend in hopes of winning a promotional giveaway. Because people are often looking for gift ideas during this time, they are especially likely to engage with this type of content. Giveaways don’t need to be huge expenditures for your business. The key is ensuring that whatever you’re offering – whether it costs $5 or $500 – is of value to your customer base. This is especially easy if you work in a service industry and can offer a trial, sneak preview, or private variation of your product.

Nail the Big Sale Dates:

If you’re in retail, you should know when all the major sale dates occur. Here’s this year’s lineup: Black Friday on November 24, Small Business Saturday on November 25, Cyber Monday on November 27, Green Monday on December 11, and Free Shipping Day on December 15. You should expect to offer both online and in-store promotions for each and every one of these days (even for those specifically geared toward one channel or the other) because your customers are expecting to shop. Participation in these sale dates is the rule, not the exception, whether you’re a big business or a small mom-and-pop shop … so be prepared. Your e-commerce platform should be ready for traffic, your ads and retargeting campaigns should be scheduled, your social outreach should be polished, and your team should be ready to put all hands on deck. Use an agency partner to make sure all your bases are covered and you are appropriately staffed for extra action.

It’s Not Over Until It’s Over:

One of the most popular times to shop is directly after the holidays. People are returning gifts, cashing in gift certificates, and purchasing the items that didn’t get checked off their wish lists. This is an especially great time to launch an email marketing promotion or retargeting campaign highlighting popular items that may have gone out of stock, or items that were abandoned in your customers’ shopping carts. Use your digital data to determine exactly what you should promote or discount to enjoy maximum benefit. And remember, just because the holidays are over doesn’t mean your customers are done shopping

Click here to learn more about how BIGEYE can grant your holiday wishes with successful seasonal outreach. Although we can’t promise you a white Christmas here in Orlando, we certainly can promise you a joyful and profitable one.  

Nursing home marketing & print ads go hand-in-hand

If we were to tell you that print ads go hand in hand with nursing home marketing, you might be tempted to reach for a joke about the slow decline of the print industry and aging clients’ reticence to adopt new marketing technology. It’s true that print ads do perfectly complement and support nursing home marketing … but not for the reasons you might think.

Print ads deliver tangibility and credibility:

When making an important and difficult decision, like where to spend your golden years, marketing bravado is the last thing you need to complicate the process. While print ads may not prove the presence of your expected level of service or desired facilities, there is something to be said for holding a tangible, high-quality brochure in your hands to validate a brand’s image. High-quality print marketing materials suggest that the brand is willing to invest in its clients and has enough liquidity to produce expensive assets. Regardless of whether these assumptions are always true or not, print ads do lend an air of credibility to your marketing efforts by providing something potential clients can take home, hold, review, and consider. Marketing psychology has proved time and again that the weight and finish of paper used in marketing collateral can have a profound influence on the perception of a brand. Possibly for this reason, direct mail boasts a three-time better response rate than email according to the Harvard Business Review. We’ll take those odds.

Printed nursing home marketing materials appeal to young decision makers:

It is also important to realize the decision makers choosing (and financing) nursing home contracts are not always the future residents themselves. As the Baby Boomers continue retiring and aging, their children will slowly shift from care-receivers to caretakers. More than 50% of Generation X and Y view magazine and newspaper print ads in favorable light, compared to their staggeringly low 10 – 20% favorability toward digital PPC and banner ads, according to a study by Kantar Millard Brown. To digital natives, a good website is an expectation — a print ad or brochure goes above and beyond. For this group of decision makers, digital advertising is simply an annoyance standing between them and the content they want; whereas well placed print assets can serve as true supporting and educational material.

Print ads drive action:

So, what’s the bottom line? In our hyper-digital world, we are sometimes shocked by the reality that few channels drive action better than direct mail print ads. Close to 80% of consumers will act on direct mail immediately according to the CMO Council. Still in doubt? Email marketing only delivers a 45% immediate action rate. Choosing a nursing home is a deeply personal and sometimes sensitive decision, so any channel than can inspire immediate action is beneficial to the customer and the service center itself.

Print ads still signal service, and with that, we can’t think of a tool better suited to support nursing home marketing needs. When considering how to maximize your marketing spend as a care and service provider, always assess how and where print ads fit into your marketing mix. No matter what technology emerges, print will always have a place in the middle of the marketing funnel when consumers seek education and deep information about a brand. For examples of how we have used print to support brands like yours, read more about our services or contact us to talk directly with a member of our creative team.

Read how Apple caught up to Google Play’s app feedback feature

Apple’s App Store and Google Play have been neck to neck, with 2.2 and 2.8 million apps for download respectively. Both big-name brands have been striving to set the tone for developers and marketers hoping to break through the clutter with the “next big app.” … And on March 27th, Apple just tightened the race even more. Since 2013, Google Play has supported a feedback platform where app developers can request additional information from customers who rated their app. Apple originally limited the feedback loop in hopes of reducing the amount of customer service requests mistakenly filtering through the App Store. Their latest iOS release, however, debuted an entirely new app rating and feedback model that improves the customer and developer experience.
Why marketers should care?

If your target audience has mobile phones, you need to care about this. According to Smart Insights, apps account for 89% of mobile media time. This means that the majority of time your customers spend on their phones is inside an app. Additionally, most app usage helps customers solve a real task: order groceries, navigate, find transportation, purchase movie tickets – you get the idea. Reliable feedback about how their app is performing allows marketers to understand whether their app is valuable and invest dollars to support its functionality or invest those same dollars elsewhere.

Realizing that customers are consistently using apps and expecting them to solve their day-to-day problems gives marketers another important tool when creating a holistic marketing experiences that engages their most valuable audience. Knowing how well your output is serving that audience is priceless. While you may hope your app is serving a need, knowing where you are doing well and where you are falling short can dramatically improve your adoption and usage metrics … which ultimately impacts your bottom line. Consistent, relevant, and clear feedback is as important for your brand as traditional data and analytics insights. Even a handful of thoughtful, qualitative reviews can provide key customer insight into areas of improvement.

How the new feedback system works:

Thankfully, Apple’s new feedback system helps you get there. Now, when customers complete a rating, developers can request additional information and ask questions to generate actionable feedback rather than just static comments. They can also reply to negative feedback or issues directly within the app to encourage goodwill and build a positive relationship. This allows developers to clarify confusing comments and get to the heart of the issue, rather than simply managing a flood of customer service crisis. The new system also limits the number of times developers can ask for feedback or a rating about an app in order to improve the overall customer experience for users who don’t want to participate in the feedback process.

These simple updates illustrate the important trade off of earned value (presumably from your app) and information from your customers. Most marketers believe you shouldn’t ask for information – whether that’s a review or an email address – until you are providing a clear benefit in exchange for that information. This model champions that natural give and take and will hopefully improve the quality of data developers are receiving while improving the overall customer experience. App customers now know that ratings can be used to improve their overall experience and will hopefully be more inclined to share bug fixes and customer service insight for a holistic feedback loop.

Learn more about BIGEYE’s application development philosophies and how we can help you fit these tools into a comprehensive, multi-channel marketing strategy and data gathering system.