Insights

In the never-ending quest to reach that hallowed state of Inbox Zero, safeguarding your email campaigns from the trash and spam folders is more important than ever. From A/B testing and hyper-segmentation to automated drips and dynamic landing pages, it’s easy to get caught in the “What if …” trap. Successful email marketing requires a smart balance between function and form yet we often forego strong, unique content in favor of easy metrics — unfortunately, those numbers don’t mean much if your end consumers can’t use (or don’t want) the information you’ve just sent.

Did you know the average office worker receives 121 emails per day?* In an eight-hour workday that means your subscribers are bombarded with ping-ding-swoosh sounds (officially known as haptics) approximately every four minutes. How can you ensure your message withstands the daily sorting, filing and filtering?

We’re glad you asked!

That’s where video comes in. When done well, incorporating video into your emails can strengthen your brand with just one click. Not only does it offer instant gratification to your subscribers, it also expands your content ecosystem to gain even more value from your creative assets.

One Productions, an award-winning video agency in Dublin, Ireland, created a deep-dive infographic on the effects of video in email marketing. Here’s a cliff notes view of what you need to know:

Video Breaks Through Chatter & Clutter

93% of B2B marketers use email to distribute content but frequently fail to consider the complexity of their users’ journeys. Rather than dumping a page full of jargon into a template with an aggressive call to action, consider an explainer video. Telling your consumers something they don’t know versus forcing them to read through too much, too soon, starts to build a sense of trust before they ever get to your site. One Productions noted that video helped digital marketers generate 66% more qualified leads year over year; they also found that 64% of consumers are more likely to purchase something after seeing it in video.*

Video Takes Effort

As with any other drip campaign strategy, pick a topic and stick to it. Scripting your video to a single objective will help viewers identify their own takeaways and help you build intuitive action steps throughout. Making the next step as clear as possible by using video can reduce your unsubscribe rate by 75%*.

When storyboarding, consider the post-production details that make your content share-worthy. Include captions or overlay text to ensure your video is mobile-friendly as 92% of people reportedly play them with sound off while using smartphones and tablets. Large file sizes and attachments can trigger spam filters, especially in enterprise-level email clients. Aim for a maximum of 2.7MB to help avoid this issue. Lastly, before you hit send, consider that using the word “video” in a subject line can increase opens by 19% and improve click-through by 65%.*

Video is (Much) More than a Talking Head

GIFs, animations, flat-lays, round-ups, explainers — the world of video content is wide and waiting to be explored. Uscreen, a video monetization and distribution platform for Fortune 500s, details 15 types of video that can take marketing to the next level. Here are three methods to include such content in your emails, and pros and cons for each:

•   Embedded Thumbnail Link

Grab a still frame, copy your page link, pop it into a template and you’re good to go. Thumbnail links are the easiest way to include video content in your emails but clicking off to a separate page in a separate application adds one more hurdle for your subscribers. Adding a “play button” overlay to the image and setting the video to auto-play when the page loads can help reduce drop-offs.

•   Embedded Video

There is no way around it, this method requires detailed backend coding and has a high risk/high reward payoff. Building the video directly into the body of your email eliminates the game of leapfrog and creates an immediate connection as soon as it’s opened. B2B marketers beware; several of the large email clients are built to strip out embedded videos as an added layer of digital security for organizations so it pays to do your homework on this one.

•   Embedded GIFs

Yep, those table stakes for memes and group texts can make a big impact in your emails as well. The endlessly looping animations are easy to build, play automatically, and allowed by most email clients. These can be a designer’s playground with unlimited opportunity to blend graphics, colors, type treatments and cut-downs into a tight clip. On the downside, they do not support audio and can create a glitchy experience if the file size exceeds 1MB.

No matter which method you choose, there are a few technical details you have to know:

1. Lead with copy — placing video second in the layout will give your subscribers needed context and help prevent your emails from being flagged as spam
2. Don’t enable auto-play on embedded video files — it’s a jarring user experience and can cause unnecessary interruption when trying to multitask
3. Consider the power of personalization — using a tool that connects your CRM and databases to your creative assets can automate “custom” email messages by embedding data such as names, companies, cities and more directly into the video

Sources:

*One Productions. “Video in Email Marketing”, One Productions published 4 May 2020

On May 28th, Google announced their 2021 ranking algorithm will include weighted factors that directly assess the user’s perception, as well as the built-in UX, of every single webpage. These factors will be taken as part of your site’s holistic engagement and ultimately have some deciding impact on how high (or low) your page ranks in search.

Oh, did you hear that? Don’t mind us — that’s just some long overdue excitement from an entire discipline rejoicing. Now...back to what we were writing.

Since the what and how have been covered from every facet of the industry, our team has taken a few weeks to think bigger. Here are our top discussions on the announcement and how we foresee blending this into our clients’ strategies:

User Perception vs User Experience

Search Engine Land was one of the first on the scene to cover the tech specs of the Google page experience. It explained, “… if Google thinks your website users will have a poor experience on your pages — measured by a new set of metrics called Core Web Values — Google may not rank those pages as highly as they are now.”* Our conversation centered around tech savviness and the concept of a “typical user”. The biggest question was whose perception are we ranking? We’ve all had to help a parent make that first online bill payment or explain how to use the customer service chat bot. On the flip side, we also know that one person who refuses to browse without critiquing the source code.

Our core takeaway was to focus on what we already know about our consumers. For example, our assisted living clients deal with a wide range of users: adult children helping elderly parents make a decision (who index high on mobile) as well as the parents themselves who often initiate the conversation and actively participate in researching potential caregiving facilities. As we plan web updates for this segment, legibility and responsiveness take centerstage. The new page experience factors will likely inform some of the finer touches, such as CTA buttons, direct pathways to core info (pricing, services, compliance, etc.) and even creative assets.

It’s Not Just a Numbers Game

As often happens with any major update from Google, and other heavy-hitters in our industry, the temptation to game the system can override the senses. Jungle pointed out three thought-stopping stats in their recap:

• “On average, being indexed just one place higher will increase […] click through to the page by almost 31%
• When typing a search query into Google, 32% of all users click the number # 1 result in Google’s search index
• […] less than 3% of browsers click the position # 10 ranked website on search results!”**

The conversation then turned to the tactics. We talked hypothetical design flaws and fixes, tossed around radical re-dos, and even beamed the developer’s guide to the big screen. The core realization here is that any change in Google’s algorithm is meticulously designed to push the best content to the top — chopping your site to bits or prioritizing status over substance are surefire ways to push your own content lower. Optimizing your website is a critical component of maintaining a good relationship with your consumers. Just don’t neglect the core function of your site in the rush for that #1 spot. Know why you exist, whether that’s to provide information, education, entertainment or transactions, and fine-tune your site to showcase that expertise. Google will find you.

Which Industries Have the Most Work to Do

Search Engine Land also spoke to Rudy Galfi, product lead on the Google Search ecosystem team. He cautioned, “A good page experience doesn’t override having great, relevant content.”* With all the talk around loading, interactivity and visual stability, it can be easy to sideline the fundamentals in pursuit of the fantastic. The big question tossed around our Zoom sessions was what about the industries that aren’t built on shiny, pretty things? Online banking, public utilities, logistics, healthcare and manufacturing were top of mind. With so much of the UX in those sectors dependent on streamlined, secure transactions it’s very interesting to think about how, or if, these new weighted factors will affect them.

In a perfect scenario, beautiful UX melts into compelling content and creates a fluid, intuitive experience that helps fortify brand loyalty. Our teams are already thinking of and working on ways to enhance site architecture for our clients. From e-commerce and retail to real estate and luxury living, we’re digging into the strategies and whiteboarding smart UX optimizations that will push each brand’s purpose front and center (and, OK, push them up a notch or two in search results, too).

Ready to talk about what’s possible with your Google rankings and UX? Email Vince and we’ll help you get started.

Sources:

*Schwartz, Barry. “The Google Page Experience Update[…].” Search Engine Land, Third Door Media, Inc., 28 May, 2020,**McKee, Martin. “Google’s New Page Experience Algorithm[…].” Jungle, Jungle, 19 June, 2020.

Yes, you read that right. No, it isn’t click bait. It’s hard data. With weakened cash flows, erratic consumer behaviors, and the overwhelming skepticism of global economists, the idea of marketing during the COVID-19 pandemic seems laughable. It’s a common misconception (and a far too frequent mistake) that your marketing dollars and messaging strategies are expendable. The trouble is, if you want to retain your customers, they have to know you’re there.

It’s time to rethink the basics of money-in/money-out by prioritizing the brand-building effects of marketing costs — and industry leaders agree. Nathan Hall, member of the Forbes Ad Council, summarized sales indicators across 100 years of cultural and economic insecurity. A few of our top takeaways include:

•   “In 1927, Harvard Business Review uncovered that companies that maintained their investment in branding and marketing through the Great Depression came out 20% ahead of how they went into the recession […]
•   McGraw Hill Research studied 600 B2B companies in the 1980s and found that those that doubled down on building their brand and advertising grew 275% more than those that did not.
•   Cahners Publishing Company found that advertising during a recession leads to, on average, a 1.5x increase in market share. But more interestingly, during economic boom periods, they saw that 80% of businesses invested in advertising, but saw little to no movement in market share.”*

Let’s dig into that last one a bit. 80% of ad spend generated little to no market movement during positive economies. Ouch. Key metrics and benchmarks aside, that’s a low blow to any team’s self-esteem. If you can’t make movement in times when consumers are spending freely, how can you possibly cope with today’s necessities-first mindset? The answer is marketing. Sure, pushing cheap flights during a travel ban is tone-deaf and dismissive, and other sectors (such as luxury brands and non-essentials) need to switch from product-push to emotional support, but staying top of mind will keep you at the top of their wallets, as well.

Andrew Frank, Distinguished VP Analyst at Gartner, Inc., explains. As the U.S. began its lockdown in March, he was quoted in an article discussing the new do’s and don’ts of marketing. “Some sectors, however, ‘might have a case for increasing media spending,’ Frank said, pointing to movie studios planning digital releases […] Retailers with ecommerce sites are also keen to let consumers know that they’re open for business, even though their brick-and-mortar locations are not.”** While we completely agree (and recently helped Tanger Factory Outlet Centers plan and produce their Fall 2020 campaign) we urge our clients to proceed with caution. This isn’t a quick switch or a fix-it-all cash dump. With digital marketing and online/on-air ad spend taking centerstage, reassessing your message and understanding your customers’ needs have never been more important.

Speaking of messaging, it’s important to note that humor, levity and humanity still have their place in your content. Interestingly, the prevalence of doomscrolling seems to have provoked consumers to shift their attitudes toward ads. Irene Joshy, regional head of Creative at Kantar, spoke with WARC^ about this pandemic-driven pivot. She wrote, “Research shows that 92% of consumers believe brands need to keep advertising. In fact, inundated by round the clock news of COVID-19, consumers welcome ads as a form of distraction and entertainment, giving them a certain sense of normalcy.”*** Knowing what your consumers need to hear, and when, is the foundation of any successful campaign strategy — as we seek to restore balance (to cash flow and also our daily routines), treating audiences as people first, and consumers second, will make or break your post-pandemic comeback.

Ready to rethink your marketing approach during COVID-19? Just email  Vince, our VP of Business Development.

Sources:

* Hall, Nathan. “Marketing Through Mayhem[…].” Forbes, Forbes Media LLC, 29 June, 2020, https://www.forbes.com/sites/forbesagencycouncil/2020/06/29/marketing-through-mayhem-why-brands-shouldnt-cut-their-marketing-budgets-in-times-of-crisis/#7f8a83f26c60.

** Schiff, Allison. “The Dos And Don’ts Of Marketing During A Global Crisis.” Ad Exchanger, Access Intelligence, LLC, 19 March, 2020, https://www.adexchanger.com/strategy/the-dos-and-donts-of-marketing-during-a-global-crisis/.

*** Joshy, Irene. “In a time of COVID-19, to advertise or not to advertise?.” WARC^, Ascential Events (Europe) Limited, 17 April, 2020, https://www.warc.com/newsandopinion/opinion/in-a-time-of-covid-19-to-advertise-or-not-to-advertise/3536.

A month into Q3, businesses and clients at every level are looking for any silver lining from the COVID-19 pandemic. 23 years after Apple’s iconic “Think Different” campaign, many companies have taken the initiative to push far beyond business as usual to connect, create and communicate. For retailers in particular, that upside is the need to break down the wall (admit it, we marketers often put on quite a show!) and talk directly to the audience. Here are three excellent examples of how two retailers, and their agencies, have adapted their business models for the post-pandemic consumer:

Virtual Shopper Program – Tanger Outlets

Tanger Outlets embraced a major technology shift, with the help of our team here at infinitee, to meet their shoppers’ needs during and after the COVID-19 quarantine. In a first-of-its-kind offering from an outlet retailer, Tanger rolled out its exclusive Virtual Shopper program to give at-home consumers access to onsite stylists. After filling out a quick form (which even supports inspiration images), this program enables anyone, anywhere, to shop for new styles (and at great savings!) across the entire Tanger Outlets portfolio of designer brands — instead of limiting them to the nearest brick-and-mortar shopping center. A team of Virtual Shoppers pulls the chosen merchandise and customers can then decide to pick up their purchases curbside or have them delivered.

This extension of the company’s customer service focus fortified their relationships with existing shoppers and paved the path to brand loyalty with the digitally-native generations. As referenced in the AD AGE NEXT: RETAIL webinar, in-store shopping is expected to decrease by 14% in 2020. With this cutting edge virtual program, Tanger Outlets has leveled-up with customers who demand personalized experiences. For in-person guests, Tanger has also revamped its website with tips and tools to stay safe and shop easily. From updated hours and face mask requirements to virtual store maps and listings, planning a trip is seamless. In many locations, shoppers can call their favorite brands, complete purchases over the phone, and swing by their Center for curbside pickup.

“Express Car Buying” — Benzel-Busch Dealership

This New York-New Jersey auto dealership turned luxury car shopping into a couch sport with their “ Express Car Buying” program. With the help of New Jersey-based agency, Looney, Benzel-Busch upended the car-buying market with the industry’s first fully-digital showroom, virtual concierge assistance, and online-only payment process. With a few easy clicks, buyers can shop the full Benzel-Busch inventory of vehicles. Shoppers can also customize their ultimate dream car and the concierge service will locate it for them. The online-shopping program also provides hassle-free, best-available pricing, as well as instant cash offers for trade-ins without visiting the dealership, and personal assistance for financing and leasing. Lastly, customers choose to pick up their new car or have it delivered directly to their house.

In their effort to “Crush COVID, One Car at a Time”, the dealership also took luxury detailing to a whole new level. Touted as the industry’s first, the Benzel-Busch 360º Sanitize team (for new and used cars, and those scheduled for maintenance) uses a non-toxic steamer and ozone treatment fogger to eliminate 99.9% of germs, bacteria and viruses. They also replace the vehicle’s HEPA filters then seal off the car for a deep clean that lasts for up to six months.

Socially-Distanced Photo Shoots – Tanger Outlets

Finally, let’s take a quick behind-the-scenes look at what it takes to shoot a direct mail magazine while keeping everyone on-set safe, healthy and socially-distanced. Yep, you read that right — yours truly (the infinitee team), with major prep work from Atlanta-based Amanda Bertany Productions — shot Tanger Outlets’ TangerStyle Fall 2020 magazine from six feet away. Here are just a few of the innovative solutions we used to keep the cast, crew and cameras rolling:

• Casting chosen from remote card submission
• On-set EMT held temperature checks upon arrival and departure
• Masks and hand sanitizer provided for every person on-set
• Live stream feeds for remote approvals by agency partners and clients
• Required hand-washing breaks
• Individually wrapped and sealed meals for every person
• Deep cleaning protocols before and after the shoot
• Patience and positive attitudes all around

And here are a few more recommendations for any creative teams currently prepping for upcoming productions:

• Require group casts to quarantine together — consider choosing real families, couples and friends
• Bring a separate, sealed change of clothes for anyone taking public transportation
• Clean all rented wardrobe before and after use — dry-cleaning, steaming or UVC light exposure are highly effective

While the COVID-19 outbreak is something we just have to work through, we’re excited by the solutions, processes and procedures being developed that help us to continually meet deadlines and exceed client expectations. At infinitee, pushing our clients to the forefront of their industries is our top priority. Need a team to help you figure out your post-pandemic strategy? Email Vince — he’ll rally the troops and we’ll make it happen for you!

While so much of our daily life feels stuck in neutral, technology development has shifted into overdrive to meet the demands of our “new normal”. For businesses, adapting to or adopting cutting-edge tech is no longer a SMART goal for the IT department— it’s make or break in the wake of COVID-19. From retail to senior living facilities, our clients are exploring three technology trends to help minimize contact and maximize customer experience:

5G Mobile Data Networks

Available for the first time in 2019, 5G networks are quite literally changing the way we communicate. Seemingly instant transmissions for person-to-device and device-to-device communication are no longer the stuff of sci-fi storylines. Despite its initial limitations due to cost, cities and rural areas alike are now diving deep into the benefits of a digitally-connected community. So-called “smart cities” are exploring the use of self-regulating traffic signals that control the flow of commuters based on instant-read data during rush hours and one-off events. Healthcare and senior living facilities are already discussing how to implement IoT-based monitoring on patients to provide more physical freedom and better protection against preventable injuries, as well as faster containment of sharable illnesses.

For manufacturers, including medical and surgical verticals, 5G’s expansive bandwidth creates the opportunity to transfer decades of data from legacy machinery to IoT-based equipment. In the short term this offers a notable decrease in CAPEX costs and a much lower dependency on assets that become harder and costly to repair. Longer-term, the ability to connect and monitor an entire network of facilities holds enormous promise for streamlining and protecting supply chains.

For me and you, this momentum will likely result in much more affordable 5G data plans with greatly improved coverage. As COVID-19 continues to reshape the face of business, with people staying in and working from home at unprecedented rates, access to 5G mobile internet may easily become a vital utility for areas with no or low internet coverage.

Extended Reality (AR, VR & MR)

It’s still unclear when (and if!) the standard 9-5 office will reopen. The longer we opt to quarantine and work remotely, the faster we’ll need to advance virtual meeting spaces. While video conferencing is nothing new, the experience can lack much of the person-to-person connection required for a successful exchange of ideas. By investing in and implementing more immersive experiences through augmented (AR), virtual (VR) and mixed (MR) realities, consumers and businesses alike will develop the confidence to maintain no-contact relationships.

Retail brands across the globe are experiencing a much more urgent need for XR (extended reality). While the surge in online shopping is not likely to end anytime soon, brands are struggling to connect with new customers. (We all know the pain of blisters from buying a new brand of shoes!) Now, online clothing retailers are reassessing the need for dressing room innovations that use AR and a smartphone to overlay rendered garments onto your body for a real-feel experience (mirror twirling is highly encouraged). A year ago, this was a “nice-to-have” conversation in terms of helping brands accommodate a wider range of body sizes and shapes without recalibrating warehousing and merchandising processes. By the end of this year, this need could drive business almost entirely.

These advancements are also critical for any industry where hands-on training is required. Modifications to VR and MR simulators could explore new levels of biofeedback for risk-free, real-time practice in areas such as nursing, machine operation, commercial farming, cybersecurity and countless others. Building these new virtual environments could also have magnificent implications for the customer service industry. Imagine the positive impact for brands if customers could “meet” with someone and show them an issue with a product rather than sending static photos to a chat bot!

NanoSeptic® Surfaces

Ever pressed an elevator button with your elbow? Or flushed a public toilet with your foot? A healthy appreciation for germy spaces has gotten us far in life but some things can’t be left up to chance. NanoSeptic Surfaces, invented by Virginia-based NanoTouch Materials, is taking the guesswork out of cleaning by harnessing the power of oxidation. By covering public touch points like buttons, handles, keypads, and screens with their innovative NanoSeptic Skins, these areas are continuously sanitized. According to their website, the overlays are charged by visible light to produce free radicals that “continually oxidize organic contaminants”. With a limitless shelf life and no consumable components, the skins only need to be replaced when they become worn down from overuse.

The immediate markets are obvious — healthcare practices of all varieties, retail and mixed-use developments are already stocking up. Looking a little wider, it’s easy to see the opportunities for education facilities, municipalities, hospitality and public transportation. While it may seem simple on the surface (we had to say it once), the ability to break down viruses and bacterias at a microscopic level without introducing chemical toxins is a giant step toward safely reopening businesses in our post-pandemic communities.

At infinitee, we’ve spent the last 30 years helping brands stay ahead of the curve. Want more info on how our team can help you assess and implement new technology in your business? Just give Vince a call.

Have you heard about deepfake technology?

While there is some controversy around this kind of manipulated media, it’s not without its merits…and today, we want to talk about it!

When COVID-19 emerged, and most in-person production was shut down, what were advertisers to do? Well, in the case of State Farm, they got really creative.

In ESPN’s Chicago Bulls Documentary, ‘The Last Dance,’ State Farm ran a commercial (see above) featuring expertly doctored footage of longtime “SportsCenter” anchor Kenny Mayne.

But, how was this ad made?

That’s where the deepfake technology part comes in. Mayne’s 60-year-old mouth was layered onto the footage from 1998. And the result was pretty seamless - and impressive!

When our team at infinitee saw the commercial during the documentary, we were shocked. The ad was integrated so well, it felt like old footage, and then, wow—what did he just say?!

At the end of the series, another ad featured Keith Olbermann and Linda Cohn.

In each of these ads, the ‘fake out’ felt clever, smart and appropriate.

As an audience, we were in on the joke. We knew it was fake…nobody was trying to fool us. Carrie Brzezinski-Hsu, the head of ESPN CreativeWorks said, “We tried to make the joke clear enough so that we weren’t tricking anyone.”

Unfortunately, the downside of deepfake technology is that it can be used to fool us.

Though this technology has been around for many years, it came onto the radar for many of us when Jordan Peel and Buzzfeed doctored a video of Barack Obama—demonstrating how vividly AI tools can make it look like anyone is saying anything.

Across the internet, deepfakes are getting harder to spot. Manipulating video is obviously causing growing ethical and legal concerns—putting this kind of technology on the U.S. Government’s radar and necessitating a synthetic and manipulated media policy from Twitter.

What does the future hold?

Deepfakes can be used in good humor, and also, for more manipulative purposes. In our view, there is very real marketing potential—like in the State Farm ad—and also very real risks.

It leaves so many questions…

Who decides when to use deepfake marketing, and what is ethically acceptable?

Is the risk worth the reward?

Now and in the future, to what extent will viewers have to doubt what they see?

When you can’t get into a studio to create a new ad—is this a viable option?

We don’t know the answers, but we do know this: Technology is constantly advancing. And we’re on top of it. At infinitee, we’ll keep you

in the know.

So, could advertising have a deepfake future?

Interesting question, right?

We’ll stay tuned and keep you posted.

In the meantime…Does your company need marketing that will get you noticed—from a forward-thinking partner?

Set up a quick chat with  Vince Vitti to discuss the possibilities.

Pop quiz: name your top three favorite brands. No judgement here. Just name the brands that you admire most and which inspire your loyalty.

Have your list? Great!

From smartphones to the consumer packaged goods that stock our pantry and the fashions that fill our closet, each one of us can list at least a few of our must-have brand names. For shopaholics and loyalists alike, the science of branding has deep psychological roots dating back to the Industrial Revolution.

Let’s flashback for a moment to look at how branding got its start.

DYK?: “Branding” as we know it evolved from manufacturers’ marks during the early 20th century.

Proctor & Gamble, Maxwell House, Levi Strauss (you’ve heard of these guys, right?) and countless others became synonymous with superior quality, unmatched efficiency, and proof of the American Dream. As customers evolved and began prioritizing affordability and accessibility over quality, competitors flooded the market and companies pushed the “idyllic lifestyle” as the new buying trigger. This concept lasted for decades until the self-expression movement of the ‘70s and ‘80s turned its back on all things standardized.

That shift in buying power, and access to limitless data, shaped the science of 21st century branding. Today, every single brand we encounter is backed by a team or teams of strategic thinkers working to define its target market, establish advocates, and make it relevant with current events. With just a few clicks, today’s shoppers can change their appearance, their mindset, their habits, and ultimately influence their status in the social circles through the brands they purchase. And all of this is driven through brand recognition, influence and strategic marketing. Impressive, right?

Now let’s break down the science behind brand building.

1. The Personality Test

Every brand has a personality. Like it or not, customers will always cast this perception onto a brand even if no team actively creates or manages it. Don’t miss the opportunity to control your brand’s personality! How your brand looks and sounds, who it attracts, and why it exists are all critical elements to establish upfront so that you can control your brand’s perception before one is cast for you. Start by identifying what your brand stands for: minimalist living, attainable luxury, political involvement, trend-making or daily essentials, etc. Next, determine why your brand attracts its shoppers: price, sustainability, niche solutions, and self-expression are major triggers to consider. And don’t forget your brand’s voice; this element can convey personality before the customer ever sees a logo, color palette, or product line.

We recently worked with Harrison Homes to help redefine its brand identity, personality and voice through rebranding efforts. View Post

2. The Right Fit & Feel

Stock photos and stereotypes won’t cut it with today’s consumers. If you want your brand to stand out it has to be an honest reflection of the people who buy it. Genders, ethnicities, communities, sexual orientations, and family makeups only scratch the surface of what it takes to reflect the realities your consumers face every day. Simply saying, “we get it.” will never, (we repeat, never) be enough. By researching the lives of your audiences and building personas that accurately reflect their circumstances (biases, setbacks, and opportunities included) you can tailor visuals and brand messaging across the board to build authentic connections with your audiences and inspire loyalty.

A unique, underwater photoshoot concept led Gables Columbus Center to a dramatic visual style for their brand. View Case Study

3. The Finish Line Fallacy

When it comes to strategic, consistent branding, the finish line does not exist. Thanks to new media and our “always-on” culture, today’s consumers are inundated with marketing messages. In the rush to “get it out there” brands often forego the artistry and authenticity needed to connect and convert. Strong and steady design, a relatable brand voice and message, and intentional media placements are crucial to building a memorable brand that remains relevant and drives sales for years — while being absorbed through mere seconds of exposure.

As a benchmark, take a look at the average time spent viewing popular ad types:

• Banner ads: 1 second
• Magazine ad: 1.7 seconds
• Poster: 1.5 seconds
• Direct mail: 2 seconds
• Trade journals: 3.2 seconds

Put your consumer cap on for a moment and think about how much you can absorb or retain in that short period of time. The answer is not much.

Ultimately, strategic brand planning, an authentic voice with a relatable brand personality, and the right media mix to reach your audiences when and where they are receptive to your message are key to building a brand that enables a business to thrive.

Our team helps keep Tanger Outlets' brand relevant in the fast-paced and ever-evolving retail world with fresh creative concepts and unique strategies. View Case Study

TangerStyle is a direct-to-home and digital platform campaign delivering an extra 25% OFF savings to Tanger Outlets shoppers three times a year. Now in its 15th year, this Spring we implemented a new digital component known as "shoppable" to further enhance the online experience and benefits to shoppers for the overall program. Shoppable was launched on TangerOutlet.com, and showcases "what's in store" now for consumers to preview the latest looks, trends and finds from the brands they love!

The program also provided extra marketing support to the Tanger Outlets brands that did not have a strong online presence - while giving customers an opportunity to "shop" their look online before they purchased in stores.

Our team developed the campaign concept from start to finish! We spent two weeks in studio—wardrobe prep and organization, individual product shots, stylized flat lays for the Spring Magazine, on-figure with the talented Thomas Neal and video content with our partner Chorus Films. Execution of materials included concepting and delivering a 24-page direct-to-home magazine, newly designed "shoppable" website, digital and print collateral.

For a behind-the-scenes glimpse at the exciting work that went into this year's campaign, click on the image above.

#thankstotheamazingteamOn-Figure Photographer: Thomas NealVideo Production: Chorus FilmsProduct Photographer: Chris CarderStyling: Gregory WeinHair: Fernando TorrentMakeup: Steven CanavanArt Director: Darcie AdlerTalent: Directions USA, Next Models, New York Models, WilhelminaSet Build: Josh DotsonStudio: Be Electric

Change is rarely easy but the acceptance of change will be one of the biggest assets a senior community needs to move forward in the post COVID-19 world.

Though it’s hard to say exactly what the “new normal” will be for senior living communities, that’s okay. It would be impossible to have all the details now. What’s most important is:

• Keeping residents happy, healthy and safe (which we know is your first priority, now and always!)
• Sharing and communicating changes and new initiatives frequently to make residents, their family members and prospective new residents feel more confident and informed
• Creating messaging based on a strong, consistent, recognizable brand and voice

How can your senior living community confidently communicate and adapt to an ever-changing new normal?

Communication will be more important than ever! Here are 6 tips:

1. Develop a fast-fact sheet highlighting the changes, and an email message to introduce them. This can be updated as time goes by.
2. Amplify your website and social media channels. An easy-to-use website where important information lives should be front-and-center. Families will be making decisions based on how proactive you are; your website will be one of their first stops. Before the pandemic, users had a short attention span - spending about a minute or less on a website, but today, screen time is valuable - it is digital real estate. You will want to be sure to publish content that will keep them on the site longer generating conversions.
3. Utilize video. To give a personal touch in a landscape of reduced personal contact, use custom video which can be utilized on your website and in social media too!
4. Employ positivity. Consider developing a new icon/tag that reflects the new normal in a positive and hopeful way.
5. Explore digital marketing & advertising. With physical distancing protocols, which are expected to be around for quite some time, people will become even more used to gathering information and making decisions online. Consider how tools like video display advertising, mobile advertising and paid search can help you connect with highly targeted prospects.
6. Claim, prioritize  and manage online reputation management. We anticipate that online reviews will continue to grow as a means for prospects to vet your community. Have a dedicated person monitoring your online reputation and showing your responsiveness. Here are our 5 best practices for online reputation management.  

As businesses, we cannot control the virus. But we can control how we react, respond and move forward. What will be the game changer? Strategy and communication! We know your protocols and intentions will be geared towards continuing to keep your residents safe and healthy—and we want to help you share these important messages to the benefit of your brand.

At infinitee, we are here to help you assess and adjust to the new normal.

Do you need a partner who can support you into the future? Set up a quick chat with  Vince Vitti to discuss the possibilities.

Harrison Homes, formerly Harrison Development and Construction, is a luxury, custom homebuilder based primarily in the upscale suburbs of metropolitan Atlanta - including the affluent Brookhaven, Chamblee, Dunwoody and Roswell communities.

Established in 2007 and still owned/operated by the founding members, the Harrison leadership team approached infinitee to help build a fresh visual identity that better aligned the brand with the premium service, finishes, and design components that are found in each and every Harrison Home built. The new brand needed to represent the highest quality product and be reflective of the design aesthetic that homeowners can expect to receive when they purchase and build their custom dream home with the Harrison Team - as well as position the company in a way that would propel them through the next phase of aggressive business growth.

The “Harrison” name has legacy and a strong industry reputation for being a best-in-class, custom homebuilder. Knowing that Harrison would remain the primary naming system for the overarching brand, our team proposed Harrison Homes as the larger brand - with supporting business hierarchy for the three lines of business offered under that brand: Custom, Construction and Communities.

As part of the brand development process, we established new brand standards for Harrison, including color palette, typography and positioning.

A new website was launched that not only showcased the new brand identity but was visually driven by the beautiful photography assets of the many custom homes Harrison had built over the years. Built as a responsive site, the navigation, content strategy and overall drivers for action all provided an enhanced user experience with quick paths to the most relevant information and direct links to contact a representative for more information.

These strategies are all the more important in today’s world. With the advent of COVID-19, the attention span of online users has increased due to the limitations of walk-in traffic and in-person tours. Harrison Homes’ website content was designed to be engaging so that potential customers stay on the site longer allowing them to make more informed decisions.

With such a strong digital presence in place, we then turned to the printed collateral needs of the Harrison team. Business cards, corporate identity materials and a branded homeowners packet were developed using soft touch papers that not only displayed the visual brand identity in an upscale way but felt rich to the touch - enhancing the overall brand experience through multiple senses.

With such a visually appealing product and the new website in place, our team then helped Harrison Homes develop a social media strategy that would help them showcase their current / available homes, as well as tease the market from B2C and B2B perspectives with updates on what’s to come, the Harrison unique points of difference, and personal touches that the Harrison team provide along every step of the homebuilding journey for all three lines of business.

Applications showing the full depth and breadth of the new brand's potential were concepted and presented as additional considerations and opportunities for the Harrison Home team.

Want to know more about how we helped develop this brand for Harrison Homes - or how we can help you reimagine your own brand? Give Vince a call today - 404.231.3481 x114.

Many people—even those who’ve never had senior living on their radar—are feeling deep compassion for senior living communities, their residents, family members, employees, and the industry as a whole. But unfortunately, compassion doesn’t invigorate tired employees who are dealing with the threat of COVID-19 on a daily basis. We sure wish it did!

We’ve seen first-hand how much employees and operators care for their residents. We know that for every employee—from caregivers, cooks and techs to facilities and housekeeping staff—this situation is draining physically and emotionally. Our hearts go out to you; we want to offer a few ideas that might help.How can senior living communities help prevent employee burnout during these challenging times? How can we help employees continue to bring their best to residents?

Here are 6 ideas to help senior living employees stay uplifted during COVID-19:

1. Create an employee recognition program highlighting real-life positive stories about how the staff is overcoming the COVID-19 crisis. Include everyone at your facility. Create a campaign allowing residents or family members to nominate an employee for a positive contribution. Put this online, send an email to family members, and go room to room asking residents if they have any nominees. Have a weekly awards ceremony; announce who the week’s recipient is and why. Give them a gift card or small prize. We have a feeling there will be no shortage of nominees; this type of ongoing recognition may be something you’ll want to keep long after this pandemic ends! Use posters, emails and social media to share this messaging both internally and externally.
2. Designate time to celebrate small victories. Whether it’s 10 minutes once a week, or 5 minutes at the beginning of every shift, make celebration a priority. Even if you’re just celebrating Wednesday or Tom’s comfortable new shoes, small victories matter. While these senior living activities may cheer up residents and therefore positively impact staff, having dedicated staff celebrations are sure to brighten moods. Of course, these celebrations can include snacks or other fun touches, but that’s totally up to you!
3. If staff members are quarantined, or home with sick family members, take up a donation. It’s not always about the money, but the intention behind the money. Take up a voluntary collection/donation from the residents for the staff, even if it is just .50 cents/day while they are quarantined.
4. Ask employees what they need. This situation is unprecedented. We can’t always figure out what other people need, or what would genuinely make them feel better. Don’t just guess, but ask, what employees need to do their job.
5. Consider helping with childcare, food, laundry or other personal needs. If your employees are distressed over childcare, do you have ancillary space you can convert onsite to provide childcare? If they are distressed over food, can you send home meals at the end of each shift for your employees and their immediate families? Many healthcare workers have expressed concern about bringing the virus home with them. Can you offer to launder their scrubs to limit contamination? Any personal need you can help with can make a big difference!
6. Staff-inspired dance parties. Are we the only ones who feel better after a quick dance party? We doubt it! In our view, mini impromptu dance parties never made anyone feel worse. Make a list of each employee’s favorite song. In the community area, or even over the intercom, announce “Let’s all dance to Patty’s favorite song, We Are Family!” Residents can join in from the comfort of their rooms, chairs or beds, and employees can do it wherever they are. Whatever works best for your facility!

Thank you, senior living staff, for being on the front lines of the pandemic, and keeping people safe. You deserve more gratitude than we’ll ever be able to truly voice. We think about you every day, and we’re beyond grateful!

If you need help creating a program to inspire and reward employees, we can help. Set up a quick chat with  Vince Vitti; he’ll be happy to speak to you directly and see what’s possible.

We admire the way senior living communities care so deeply for their residents all the time, but we are simply awed by the way you’ve stepped up during these COVID-19 times.

While social distancing measures are currently necessary for safety, this doesn’t mean joy, laughter and smiles need to fall to the wayside! Hopefully you have ideas aplenty to keep residents entertained and engaged during COVID-19—but if not, we hope ours will add some inspiration.

How can you keep residents entertained while sticking to social distancing measures? We have ideas!

Here’s our top 10 list of activities for senior living communities during COVID-19:

NOTE: For all activities, it will be necessary to follow CDC recommended guidelines and maintain small groups and respect social distancing.

1. Springtime parade given by staff. Go to each area of the facility with small instruments and play music—or use a portable speaker. Or, if you’ve got talented team members who sing, dance or play instruments, let them lead the way!
2. Warm-weather outdoor fun. Go to outside enclosed areas of the facility and play games using small water pistols or bubble machines. Or have an outdoor dance party!
3. Get floral with craft time. Flowers are vibrant and hopeful. And even fake flowers provide so many fun and colorful possibilities. Buy an assortment of fake flowers, and in small groups make crafts (spring hats, flower arrangements, bouquets or floral pins for caregivers).
4. Live virtual showcases. We hope you’ve been able to set up virtual visitations. Let’s go a step further! Arrange for virtual events via a computer connected to a TV in small communal areas. This could be anything from a grandchild giving a concert, or a comedian telling jokes. Just because they can’t be there in person doesn’t mean they can’t entertain.
5. Tastes from around the world. We love any excuse for a tea party and a cookie. From the comfort of your community room, give residents a taste of treats from around the world. A taste of England: Tea and English biscuits or A taste of Italy: Biscotti and cappuccinos. You can incorporate videos about each type of food or country of origin. Belgian chocolate. Greek baklava. There are so many delicious options!
6. Cultural exploration. From zoos, museums, aquariums, operas and more, so many cultural and educational experiences are available online. Here is a great list of cultural resources.
7. Ice cream socials. In small groups, have an ice cream party outside. The more toppings the better! It could also be an egg cream party or root beer float party. Whatever will make your residents smile.
8. Wednesday Walkabouts. Lead a guided tour in the wings of the facility (where all residents go one way just like grocery stores are doing now). Arrange it so “surprises” are found at certain intervals. A box of snacks with a note, some drawings made by family members, a flower for each of the attendees, etc.
9. Stretching, Yoga or Meditation. Has there ever been a more important time for calm and mindfulness? Incorporate guided activities done by either a team member or virtually. Here’s a video that leads chair exercises. And Calm is a great app for learning meditation.
10. Coloring. We love how soothing and enjoyable coloring is. Your residents can do this while maintaining social distance, either on actual printable coloring sheets, or on their tablets or smart phones.

With our utmost appreciation and gratitude, thank you for keeping our loved ones safe, healthy and happy!

If you need help engaging residents, we can customize a program for you. Set up a quick chat with Vince Vitti; he’ll be happy to speak to you directly and see what’s possible.