Insights

From myth-busting the Boomer generation to redefining wellness for a “new normal”, our INsights: Senior Living series has doubled-down on the marketing and seniors housing industries with new ideas on integrating technology, strategic perspectives, and branding best practices. This week, we’re wrapping up with a detailed look at this advice in action at Peachtree Hills Place and The Terraces at Peachtree Hills Place (its on-site continuing care residences) in Atlanta, GA.

The Vision

infinitee is proud to be the agency of record for these Isakson Living properties. Our unique blend of real estate and healthcare expertise was the fitting solution for their Peachtree Hills Place vision — an amenity-rich, independent living community focused on active lifestyles with on-site continuing care. Located on 20 acres in its namesake historic neighborhood of Buckhead, the properties offer livable luxury within easy access to the neighborhood’s finest features.

Andy Isakson, managing partner of Isakson Living, was motivated to build this one-of-a-kind development when he undertook the task of helping his parents find a sophisticated community that was also equipped for their later years. Underwhelmed by the market, Isakson redoubled his efforts and visited 75 properties around the globe to identify what elements were integral to a long, healthy and happy life. Without exception, it was the sense of belonging that helped residents stay active and feel connected to a larger purpose; that sentiment became the cornerstone for our people-first brand strategy.

The Influencers

Unlike previous generations, Boomers are taking an earlier and much more deliberate role in the decision to move into an independent living community. For Peachtree Hills Place, we targeted affluent Boomers who would join as Members. Understanding this audience went much deeper than the common senior living statistics and assumptions. As the first and only resort-styled, equity model 55+ community in Buckhead, we identified the human truths that had caused a disconnect with the existing market. Boomers want convenience, recognition, freedom and wellness programs without the pressure to feel “always on” among their neighbors. Through the brand promise of livable luxury, we elevated the concierge-level services and on-site amenities into a lifestyle story that created understanding and validated the legacy of potential residents. The RebrandEarly in our discussions, Isakson shared his game-changing realization, “It’s all about the people”. Taking that perspective to heart, Peachtree Hills Place was rebranded as a vibrant community of accomplished individuals. Inspired by the fine details found throughout the property, such as original works of art, Craftsman architecture and two regulation-sized croquet courts, the concept of “A Life Well-Played” was introduced. This sophisticated word-play paid reverence to the unique life of each Member; that nuance of seeing people for who they are, set the community apart in a market otherwise focused on who they had been.

We carried this individualized perspective through the visuals by creating a vast library of custom lifestyle photography and Member interviews. This photo/video shoot took place on-site and featured real community Members engaging with each other and enjoying the community. We also elevated the iconic monogram into a mark of excellence that is supported by chic, tessellated line art and editorial-style collateral. A bright, nature-based neutrals color palette and modern serif font carry through the polished look while maximizing legibility for aging eyes. The final design was an exclusive mix of destination marketing that pulled inspiration from hospitality, travel, fashion and culture.

The Strategy

Peachtree Hills Place offers an unrivaled equity model of membership. The lease-up strategy for this particular property had to educate audiences on two fronts: the literal value of buying into a luxury retirement community as well as the intangible value of prolonged wellbeing as a result of maintaining an active lifestyle and minimizing loneliness. Further in the pipeline, it also had to address sensitivities around inheritance versus investments and the uncertainties of off-site rehabilitation and continuing care.

Generating highly-qualified leads that accelerated the pace of home sales meant launching with an informative phase that introduced Peachtree Hills Place as the ultimate model of carefree home ownership and its many benefits. We underlined this info-heavy push with lifestyle imagery to subconsciously reinforce the sense of belonging that anchors the new brand.

A multi-pronged strategic marketing plan was activated with attention to print as well as digital. To initiate 1:1 engagement, direct mail was used to showcase upcoming events. By styling these pieces as high-touch invitations to lunches and cocktail parties, prospective Members and a guest were given the opportunity to engage directly with the property management while meeting their future neighbors. Magazine advertorials, placed in affluent regional publications, focused on the life stories of existing Peachtree Hills Place Members and highlighted the diversity and sophistication of the community. The benefits and amenities of the property were treated as supporting elements to reinforce the story.

The integrated digital campaign began with an enhanced, data-capture website that enabled a personalized touchpoint approach to the sales process. Additional tactics included pay-per-click, programmatic display, geofencing and retargeting, paid social ads, and email marketing. We created a variety of digital banners and embedded Member video testimonials to create a richer user experience and generate a higher click-through-rate.

The final element was on-property integration. To help meet goals and assist the marketing team, a marketing center was designed to support lease-up efforts. Site plan signage, interactive video screens, and an engaging sales team were all integral to increasing home sales.

The Results

This comprehensive campaign approach paid off in big ways. Goals were far exceeded with Phase 1 homes sold out months ahead of schedule as Phase 2 sales followed suit. The digital media campaign targeted 55+ adults, in five major Atlanta zip codes. Year-over-year, digital advertising generated a 41% increase in leads while the website generated a 232% increase in traffic. Display generated 26,865,599 impressions and 47,812 clicks with a .17% CTR; video generated 2,073,041 impressions with 108,433 clicks and a 5.2% CTR. As of September 2020, 86% of the 204 available homes are sold and occupied.

The success of this campaign has forecasted promising results for The Terraces at Peachtree Hills Place, as well. Due to the higher level of care offered, qualifications for residency at The Terraces required a slight shift to the overall target audience. To maximize the campaign’s impact, we targeted retirees aged 55+ in Atlanta, as well as the metro cities of Sandy Springs, Marietta, and Smyrna; we also augmented the audience to include caregivers seeking high-end assisted living.

After delaying their omni-channel campaign launch due to COVID, The Terraces hosted a Virtual Grand Opening on September 28. A 30-day review of two weeks before and two weeks after the event shows 1,328,754 total impressions, 2,654 clicks with a .20% CTR, and 160 Virtual Tours completed.

Want to learn more about our specialized lease-up strategies? Looking for advice on structuring your proforma for comprehensive marketing? Schedule a chat with Vince.

Last week Barb shared  paradigm-shifting insights for branding the senior living space. This week, our series takes a deep dive into the importance of internal marketing for senior living communities, as outlined by the International Council on Active Aging (ICAA).  

The ICAA is on a mission to change society's perceptions of aging and advocating a change of lifestyle for older adults based on seven dimensions of wellness: emotional, vocational, physical, spiritual, intellectual, social, and environmental. In response to the unique challenges that senior communities are facing due to the 2020 coronavirus outbreak, ICAA created the COVID-19 Senior Living Task Force. In August, the group released their  recommendations on “strategies and tactics to [...]  seize the opportunity to reinvent culture and services.” One major angle was to refocus the conversation of wellness — and it starts with staff.

Here are our top tips on using internal marketing to better prepare senior living communities for times of crisis:

1) Host a Culture Academy

COVID brought a surge of new hires in communities across the country — and with it, truncated onboarding. Now that new routines are established, it’s time to revisit your brand fundamentals. Take a look at how staff/resident (and staff/staff) interaction has changed due to social-distancing. Has it affected feelings of being close to one another? Have limitations on daily activities shifted your community away from a “Say Yes” mindset? Has  stress management and risk fatigue eroded the “Attitude of Gratitude” for your teams?

Ask them.

Pivoting from a needs-based model of care to one that recognizes and supports the whole person will depend on shifting the mindset of your entire community. An article from Harvard Business Review archive  notes, “Turning points are [...] ideal opportunities for an internal campaign; managers can direct people’s energy in a positive direction by clearly and vividly articulating what makes the company special.”

This exercise is essential for new and seasoned employees. Make time to sit down in groups and discuss. Create digital brand assets for your staff and workshop the changes. An animated video of your core values, your vision statement incorporated into a well-designed phone or computer background, and an overhaul on the language of your services and amenities content are easy ways to make sure everyone is on the same page for the future. You can also develop a “morning mantra” group chant to build camaraderie at the start of each shift. However you engage employees, encourage them to describe how they define wellness, purpose, independence, and meaningful work.

2) Integrate Wellness into the Workday

Ensuring your staff knows the values of your organization is critical to changing the conversation around wellbeing. Workers in the senior living industry have an innate desire to put others first. That trait is mandatory for high-touch, intimate relationships but also puts them at risk of neglecting their own health needs. Mental and physical wellness are cornerstones of active aging and the ICAA recommends that properties prioritize “health promotion and wellness education for staff, including caregivers, that focuses on real needs, such as health, finances, and stress management.” The last thing your senior living staff needs is one more thing on their to-do list. Rather than extending stand-up meetings or sending them home with a pamphlet, consider how you can integrate wellness into their days. By treating them to small, repeatable activities, it’s easy for your caregivers to identify the habits that work best for their needs. Some ideas include:

• 10-minute chair massages scheduled during coffee breaks
• 20-minute lunch and learn sessions on lifestyle subjects like art, journaling, gardening and social media basics
• 15-minute private conversations with financial advisors and mental health counselors

It’s important to note that these activities aren’t one-off solutions. These on-property activations are the payoff to a larger communication plan that builds loyalty and industry recognition. Need a jumpstart? Remind your staff that the work they do makes a difference in the lives of their residents.

3) Identify Future Leaders

The best way to prepare your teams for the future is by encouraging them to help define the “new normal”. Understanding what contributes to burnout and taking a proactive role in redefining your community’s culture are important — but you need advocates along the way. The ICAA suggests defining criteria for “top-talent” employees with leadership potential. By supporting and promoting from within, you’re welcoming new perspectives that are rooted in a common culture which promotes independence and active aging in a positive light. Developing staff members to be leaders doesn’t start with backfilling senior roles; it starts with recruiting and hiring. Aspirational staffing will ensure your teams have the ability to grow into the culture of wellness and self-sufficiency that Baby Boomers demand from the senior living communities of the future.

Need help getting started?  Schedule a video call with Vince to discuss the best recruitment marketing strategies for your brand or check out our archive of  senior living posts.

Last week, we examined the myths of marketing to today’s modern seniors. This week our series continues with a snapshot from our CMO, Barbara McGraw, of how to build, maintain and elevate a senior living brand.

Building Your Brand

The first, and arguably most important, fact to recognize about today’s seniors housing industry is that it is a business segment unlike any other. While it’s easy to default to a healthcare mindset, that’s only one facet of this vast and growing vertical that has to be taken into account. To create a truly strategic and comprehensive senior living brand in today’s marketplace, you have to also layer in elements and best practices from other high-touch verticals including hospitality, technology, and even luxury mainstays. That doesn’t even take into account color theory and other psychological components that are woven into the therapies and residential experiences, all of which have a place in your brand's story.

So, how do you actually start conceptualizing a brand for a segment with such an expansive view? The answer may surprise you.

Start where you would for any other brand building exercise — by reviewing competitive market leaders and challenging yourself with the chance to step away from the norm. Earlier this year, Visual Capitalist examined MBLM’s Brand Intimacy Study 2020 and found that Boomers resonate most with Amazon, Toyota, Lexus and Apple, respectively.

If we take brand cues from these global leaders, here’s what we’re left with:

• The customer-first/service focus of Amazon Prime delivery
• The luxury and experiential aspects of Lexus
• The future-focused, intuitive usability of Apple
• The sense of welcoming at Four Seasons hotels

These are invaluable insights into the expectations that today’s Boomers and adult children have for seniors housing options. So your brand image, story and identity all need to measure up.

Additionally, Trust, Quality of Life, Connection and Empathy are mandatory brand values across the board, whether you’re a 55+ active lifestyle community or a more long-term assisted living / independent living community. Knowing this, the challenge is then expanded to the development of a unique brand position that speaks to your particular consumer benefit and marrying your brand identity around that fundamental concept.

For active adults in the Baby Boomer generation, “quality of life” means making a difference in their community, pursuing a second career, and maintaining an active lifestyle to live independently for as long as possible. Today’s Boomers are stylish, tech-savvy, extroverted, a little mischievous and, above all, extremely influential. This generation is not bowing out. Rather, they are standing centerstage for life’s third act — but don’t just take it from me. Hear it straight from a perennial icon of the longevity movement, Jane Fonda, in her talk for TEDxWomen. She was certainly ahead of the times when she gave this talk in 2011, but it’s still incredibly relevant for today’s senior living marketing efforts.

Maintaining Your Brand

Branding is not limited to a few quick-turn campaigns and it is not a series of one-off checkboxes. True brand management is an ongoing cycle of assessment, refinement and action. In fact, the quickest way to regress the momentum of your brand is to put it on auto-pilot.

You’ve introduced the who and what of your brand and the fundamentals of why Boomers should choose your community. Now it’s time to reinforce those messages to build advocacy and brand loyalty. This means exploring the sense of place you’ve established — highlighting the cultural and social experiences that contribute to the authenticity of your community, such as a salon-style lecture series or competitive croquet league — and setting the expectation of a higher quality of life in all of the areas that are important to your residents, both prospective and current.

Speaking of current residents, don’t forget about them! They have the potential to be your best allies and brand advocates. Keep them informed as new amenities, programs and services are developed in the community and listen to their feedback. The same applies to their families.

Ultimately, this is the time to invest financially, strategically and emotionally in long-term results. Detail the amenities of the community, share personal stories and interviews with the staff, and develop your strategy for reconnecting with consumers who are now aging into your audience. Carefully assess your competitive mix and decide if your brand’s primary selling point is still unique. By devoting real resources to establishing brand awareness early in this phase, you’ll own your share of voice in the industry. This is critical for successful communication in the future. Who wants to spend their marketing dollars just trying to be heard when you could be curating your brand’s overall image and directing its impact on the market?

Elevating Your Brand

There’s no question that COVID-19 dealt quite a blow to the consumer’s perception of senior living facilities. Moving forward, it will certainly take more than a logo change or acquisition announcement to truly elevate a brand. Now, more than ever, understanding how company culture affects brand experience is vital. Prioritizing the wellbeing of caregivers and expanding on-site fitness and wellness programs for residents are just two factors that Boomers will use to weigh their decision on seniors housing.

In an interview with Forbes, Dan Hutson, former chief strategy officer for the nonprofit HumanGood, noted, “The big issue is that, as an industry, we have built a product that does not align with what the consumer wants”. REITs and developers, take note — now is the time to find your strategic branding partners and, together, commit to changing the pace and paradigm of senior living. Humans crave adventure, excitement, collaboration and opportunity. Carl Jung spelled it out for us 80 years ago with the 12 archetypes that have become cornerstones of marketing. For Boomers, the lure of livable luxury, authentic cultural experiences, and the undeniable need to be seen as individuals are quickly outstripping the housing options available.

Brands focused on today’s seniors have a once-in-a-lifetime opportunity to redefine the concept of aging and transform it into

living. For established brands, it’s especially important to reevaluate the message of “aging gracefully”. As a society, we are past the point of expecting our elders to hold their thoughts, step aside, and settle down — and the brands which empower that movement will earn themselves lasting loyalty.

Americans are living longer than ever before — and aging into the “retirement” category at an unprecedented rate. In July of 2019, the U.S. Census Bureau noted that more than 54 million Americans were age 65 years or older. It estimates another 10,000 turn 65 each day. While there are numerous factors benefiting the Baby Boomer generation (U.S. adults born between 1946 and 1964), our nationwide shift toward healthier lifestyles and mindful, positive aging is not to be overlooked.

The vitality-focused lifestyle has run through the spin cycle for just about every business vertical imaginable. From the products-and-advice empire, GOOP, to the meteoric rise of Peloton sales and subscriptions during COVID, (and don’t forget the Great Cauliflower Glow-Up!) the entire country is literally buying into the idea of better living. But marketing this new mindset takes much more than sun-lit photography, a casual script font, and carefully-styled sweat droplets.

It takes time — and empathy — to understand how this generation has reclaimed their health, their futures, and their outlook on aging. It’s time to completely reinvent the way we market to modern senior citizens.

Let’s examine some assumptions of marketing to aging populations, and how they need to change, in order to drive real value for this major target audience:

1. Retirees live on a fixed income and aren’t interested in buying non-essentials.

Sure, retirees may not be pulling down checks from a 9-5 job but the Baby Boomer generation still controls approximately 70% of the country’s disposable income. Buxton, a customer analytics pioneer, also found that shoppers age 65 and older spend “roughly 50% of all CPG dollars (including apparel).” AARP found that Baby Boomers planned to spend over $6,600 on travel and planned to take 4-5 leisure trips in 2019. Clearly, this demographic has bigger things in mind than budget shopping for basics — as marketers, we need to get comfortable with the idea that Boomers are prioritizing wants over needs and we must reevaluate the campaign language used across the board.

2. “Well, our target market is men and women, 18–55.”

Inherent ageism and strategic pitfalls aside, Baby Boomers are consistently outspending Millennials and Gen Xers — and the categories may surprise you:

• Baby Boomers make up 46.8% of pet spending
• 59% were willing to pay extra for socially compliant, sustainable products
• 49% are interested in functional foods like probiotics and vitamins
• 20% eat ready-to-eat snack food like fruit, candy bars and nuts

In their 2018 wrap-up, VISA plainly stated, “[...] the strongest future growth potential in spending lies firmly with Baby Boomers.”

3. Retired means retired; they don’t do much during the day.

Second or “encore” careers are booming. Although the financial impacts of healthcare and other life changes influence a Boomer’s desire to reenter the workforce, research respondents for the National Institute of Health also declared,

[I] want to continue working to maintain a sense of identity, fulfillment, and social connection.

Franchises, part-time work for access to better health benefits, and creative small businesses are just a few of the ways older adults are delaying retirement. Of those who have exited the workforce, social and political activism, caregiving for a spouse or grandchildren, and continuing education top the list of ways to spend their time. Moreover, this audience has a strong drive to preserve their legacy, both in terms of wealth and achievements. We have to analyze these psychological pushes and pivot go-to concepts to meet these consumers where they really are.

4. Retirees are behind on the technology learning curve.

It’s easy to underrate the advances of prior decades, but what we now consider outdated technology blazed the path for modern office life. In fact, younger Boomers that entered the workforce in the 1970s and ‘80s “came of age” at the height of office automation. Word processors, copiers, fax machines, intranets, desktop computers and mobile phones were standard equipment for this generation. But what about our recent shift to an always-on culture? Per AARP, “Surveys by the Pew Research Center found that among those 65-plus:

• two-thirds use the internet (and 75% of them use it daily)
• 37% use at least one form of social media
• 42% own a smartphone”

If we combine these habits with discretionary spending ability, it’s easy to see how valuable the Baby Boomer market can be. So how do we reach them? Brands must expand their voice and visuals, and shift tactics, to accommodate these engaged seniors.

5. The real decisions about senior living are made by primary caregivers, not the residents.

Extenuating circumstances aside, Boomers are proactively planning their own golden years in ways previous generations never considered. This shift is extremely important in the Senior Living segment. Downsizing into a retirement community is no longer synonymous with a cramped apartment in 10 shades of beige. Among other trends in senior living, residents are demanding active adult communities where independence and personalized amenities are top priority. View this market opportunity through the lens of hospitality — convenience, leisure, livable luxury, location and value for money are all major factors for seniors who are looking to relocate. Taking it a step further, corporate or clinical-sounding collateral will get you nowhere. In a 2017 survey on social marketing, Boomer women said they respond most to the campaigns and influencers that make them laugh and share real-life experiences, even on serious topics.

This demographic, perhaps even more so than Millennials, refuses to be categorized. Put simply, this is the end of your grandma’s direct-mail coupons — and that’s just how they like it. To see how we’ve busted the stereotypes of senior living and branding, schedule a meeting with Vince for a one-on-one walkthrough of our branding work with Peachtree Hills Place, a luxury 55+, equity model continuing care retirement community.

It’s that time of year again — despite the many challenges this year has brought, 2021 planning is still on the agenda. While we’re far from the other side of the pandemic, our consumers’ sense of control is slowly being revived. As we look toward making a fresh start, it’s critical that we reevaluate marketing best practices. Sure, “timely, true, transparent and targeted” will always be the baseline but as we move forward in this new normal, it’s our responsibility as marketers to acknowledge and adapt to the changing needs of our consumers.

Here are four ways our team is pivoting to build supportive content and strengthen brands:

1. Insist on Cultural & Social Relevance

Q4 is notoriously packed with messaging traps in a typical scenario. Sarcastic hashtags aside, 2020 brought an unprecedented global shift in priorities and is also an election year. Holiday campaigns and sales, travel incentives, pre-qualified financial and credit card promos, even aspirational “New Year, New You” tactics will likely fall flat this year. We must pause and reassess all programmatic content to avoid tone-deaf alienation of consumers.

Speaking of the holiday season, it’s no surprise that many rituals will undergo major changes. From tailgating (in your own driveway) to cooking lessons (via video call), some tried-and-true campaign concepts just won’t cut.

"Do your research, dig for the fascinating, celebrate the constants, and use this opportunity to discover and promote overlooked facets of your audiences’ cultures and traditions."

2. Aspire to Be “Okay”

Six months in and quarantine isolation is already documented as a primary factor in mental health setbacks across the country. Let’s step away from the spreadsheets, content schedules and acronyms for a second. Underneath the marketing tools and industry jargon, we’re all people first. That anxiety, uncertainty and endless urge for snacking are exactly what your consumers are dealing with, too. We’re so used to “pushing the envelope” and “setting the bar” that we’ve failed to realize an important fact: this year, it’s okay to just be okay. And your audience needs to hear that.

We are not advocating for mediocre content; it’s the exact opposite. Encourage interaction and boost engagement by meeting your audiences where they are — now, more than ever, your consumers are looking for understanding and they need an outlet. Find new ways to be supportive, transparent and maybe even a little raw with your messaging. This is an excellent chance to build a new layer or two into your brand voice. For example, gallows humor memes are raging across social platforms. While that likely won’t translate directly, considering what your audience finds funny and spotlighting the not so Insta-worthy human truths we’re all facing will give audiences the “in” they’ve needed to be more engaged with your brand.

3. Rethink Go-To Formats

Screen fatigue and info overload are two of the biggest hurdles facing your messaging. In the era of our all-in-one home office/classroom/break room/daycare/couches it can seem impossible for consumers to disconnect from the workday and tune in to after-dinner distractions. One way to break through the clutter is to consider alternative content formats. A few that are top of mind include:

•   Hosting live chats with your subject matter experts on LinkedIn
•   Sponsoring a fan chatroom during events such as online concerts or tournaments
•   Creating a parody Twitter account for your best- (or worst-) selling product
•   Co-creating with your most loyal shoppers through social media takeovers
•   Animating a white paper, case study or interesting research
•   Creating a TikTok challenge to reboot old-school product placement

It’s so important to remember that we are all being inundated with messages right now. Before you post, share, comment or produce, check yourself and ask, “What does my audience do with this?” If it’s just a piece of white noise or, worse, an unnecessary disruption, hold onto the content until you have a clear goal.

4. Commit to Meaningful Metrics

With so much creative experimentation happening across organizations, the standard quantitative stats may not “measure up”. (C’mon … that was a good one!) While brand awareness, sentiment and consumption often take a back seat to those easily summarized acronyms — we’re looking at you SQLs, MQLs, LTVs and CACs — it’s time to prioritize the qualitative side of things. Here are a few suggestions from our strategy team:

•   Compare your brand’s share of voice across out-of-home/in-store and digital properties
•   Analyze consumption quality such as time on page, scroll depth, and relation of links clicked
•   Assess interaction quality (comments, shares, tags) of social media audiences
•   Review backlinks and social shares and break it down by content type

That, of course, is not a free pass to ignore sales leads and e-cart abandonments but having a solid read on your brand’s perception in the marketplace will only strengthen future messaging and planning. When you’re ready to hit the ground running on 2021 marketing, we’re ready to help. Schedule a video call with Vince to get started.

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