Advertising

Advertising, Digital Innovation

The Retail Apocalypse and How Your Store Can Survive It

For some unfortunate retail brands, the apocalypse is already here: the retail apocalypse. As online shopping becomes more and more popular, brick-and-mortar shops are starting to close their doors, creating a rippling effect across major company icons. Sears and JCPenny alone have closed more than 100 stores each while businesses like The Limited have shut down completely. According to real-estate research firm Green Street Advisors, about one-third of all shopping malls could be at risk of shutting down from these recent closures. Is this the fate of all store brands?

According to some studies, not exactly. Like all trends, the “retail apocalypse” presents different opportunities for brands to reach out to a new audience. Though the shutting down of hundreds of stores hints at an end for traditional stores, that doesn’t necessarily spell out the end for retail as a whole. Arguably, Americans have been spending less money in general on physical items and more on restaurants and travel, but clothes and other retail remain a significant part of the sales cycle. Recent studies depict retail sales growing 4.1% from the previous year, so the need for fashionable clothes has certainly not decreased. Still, with the threat of stores shutting down entirely, new ideas should be used in finding a bigger audience.

Macy’s, one of the largest retail brands, has already begun revamping its marketing strategy considering potential shutdowns. One of its newest changes in promotion includes a focus on more centralized marketing as opposed to its previously national advertising. Rather than sporadic 30-second TV spots, the retail brand plans to introduce 15-second spots to local stations for annual tentpole events based on the seasons. Another strategy for maintaining a loyal customer brand is a new policy regarding credit card users to ease the purchasing process for more than one payment type. These new strategies hope to reach out to a young audience as well as maintain older customers, but only time can tell whether they will be successful. Of course, one of the biggest and best promotional ideas comes from one of the most underestimated resources in retail: The Internet.

Yes, while online shopping has been a significant rival to the classic real-life store presence, online promotion has been one of the most positive efforts towards reaching a new audience. Following the rise in online interaction, many store brands have embraced digital marketing by introducing a pick-up-in-store service which allows customers to search and purchase online and find their product at a physical store. Putting effort into online marketing itself can offer a new setting to reach out to younger consumers who are spending more and more time on the computer. No matter whether the Internet serves as an asset or an obstacle in the classic brick-and-mortar store, there is no denying that online services are here to stay, and there is no use in ignoring it.

There’s no telling how far the retail apocalypse will go or whether one-third of shopping malls will suffer in the meantime, but one thing that is certain is change. As technology grows, new traditions will follow, but that only opens more opportunities for those to change as well. That’s one of the thrills of working in retail.

Advertising, Market Information, Research

Identifying Your Employer Brand

Branding is quite arguably the most important aspect of any business, no matter how large or small. A company’s brand goes well beyond just a logo and a slogan. A brand is a promise you make to your customer. With an understanding of your brand, your customer will know what to expect when it comes to interacting with your business or purchasing products and services. Your brand is who you are, who you want to be and what you are perceived to be. That perception is from the eyes of your customers. But what does your brand look like from the viewpoint of potential employees? If you have never thought about your employer brand, now is the time.

A solid employer brand will ensure that candidates are a perfect fit with the organization. Similarly, your employer brand is an opportunity to allow potential applicants who don’t fit your organization’s culture to opt out. An employer brand brings you quality candidates quicker. The truth is that you can’t afford NOT to have a well-defined employer brand. A report by CareerBuilder states that businesses lose more than $14,000 for each position that remains vacant for three months or more. A study conducted by recruitment firm Hudson RPO reveals that firms with strong employer brands saw revenues increase by 20% while companies with weak employer brands grew by only 8%.

At Velocity Agency, we are experts in performing audits of organizational reputation. We stay on top of market trends, and we can identify how potential talent views your brand. We will design a unique brand strategy based on who you wish to recruit and what that market desires from an employer. Your employer brand can be showcased through website design, social media, events, and more.

Don’t think you have an employer brand? Well, you do! And Velocity Agency is here to help you identify it. When done right, your employer brand is an invaluable asset to your organization. We can’t wait to help you discover another facet of your organization’s identity and to help you find the right talent!

Advertising, Market Information, Professional Development, Timeline, Velocity News

Digital Casino Marketing

Let’s face it, marketing in the ad-saturated world of 2017 is difficult, but marketing a service that depends on people spending money with the risk of seeing no tangible return can seem almost impossible. However, just as the gaming industry has endured various periods of adjustment and difficulty in the past, gaming endures through and with the digital age. In years past, casinos often relied on the flashy styling of their gaming machines complete with graphics and flashing lights. Luckily for the gaming industry, the internet and digital casino marketing are perfectly suited to continue this tradition of flash and glamour.

Nevertheless, it is important for casinos to remember that well designed ads are just as important as bright lights and flashing signs. When we talk about design we are talking about more than just selecting the right color. For example, websites built around certain keywords, ads that are targeted to specific audiences and graphics that convey a point are all a part of an advertising campaigns overall design. In addition to conveying a point, casinos can use online advertising to offer incentives such as giveaways. However if you choose to run such a campaign, always make sure you are clear on your state’s laws as well as all federal laws  and regulations pertaining to online contests and their advertising.

Online casino games have become a booming source of revenue for many companies. Thanks to modern advances in technology, a person can experience the fun of a casino from the comfort of their homes. While this may appear to be a threat to brick-and-mortar casinos, the use of online games also serves as a way of promoting the casino’s brand. Used as a sample, online games can help show gamers all the fun casinos have to offer.

It may be too early to tell what kind of an impact digital casino marketing will have in 2017, but if the past few years indicate anything it’s that the online market is only expected to grow. With the rise of online games, online integration should be understood as part of the path to keeping the glitz of the casino industry alive and thriving.

 

Advertising, Digital Innovation, SEO, Timeline, Velocity News

How Online Casinos Affect Traditional Gaming

The casino business is a billion dollar industry that has become increasingly popular online. Once famous features such as slot machines and card tables can now be played on mobile devices, no matter the user’s location. With this new market of online customers, the industry seems eager to break tradition to provide new and exciting offers for players.

Thanks to the use of mobile apps, everyday players can download their favorite games with the ability to save game activity as well as money earned. In addition to the connection, casinos also utilize these opportunities to offer free bonuses and prizes for long-term customers or extra purchases in a leveling-up process known as gamification. While the new medium of internet gaming is still a wide and untamed field of endless marketing, casinos continue to evolve around the promotion of their online games.

To expand the range of players beyond pure fans of gaming, some casinos are also taking to the rise of eSports and other games. With a new wave of millennial players beginning to take part in casinos, it’s imperative for casinos to provide attractions that cater to a new crowd. Though we do not yet fully know how eSports will impact casino industry there is reason to be hopeful. eSports events for games such as League of Legends and NBA2K are drawing larger crowds every year to watch players compete for tens of thousands of dollars in prizes and sponsorships. As the popularity of eSports games such as these rises, betting on the outcomes of the matches is becoming more popular, as are smaller competitions where amateurs can compete for cash prizes. The use of eSports represents a new potential edge for casino operators as they expand their audience.

Although online casinos might make brick-and-mortar locations seem obsolete, the effects have proven otherwise. In Atlantic City, gaming analysts saw a 32 percent growth in Internet revenue with a 7.7 percent overall growth in gaming revenue according to a 2016 report. Rather than cause a decline in casino gaming, the increased online presence seems to coincide with a growth in consumer participation. From this evidence, a look into online games can be a good investment for anyone in the industry.

There are plenty of cases of states needing to turn to to the gaming industry to help raise revenue, and online gaming has proven especially helpful in supporting land-based casinos. Until the time when online gaming grows stale, casino-based or otherwise, it is necessary for industry members to recognize the role it plays for the casino industry.

Advertising, Market Information, Social Media, Sports, Timeline

Sports

Sports Marketing for Teams and PlayersThe “big four” professional sports (MLB, NBA, NHL, NFL) in our country have all been around for a very long time. Despite the advanced age of these sports, most of them are happy to embrace modern technology. Reaching out to a devoted fan base is crucial, but for some teams transitioning to social media can be a difficult experience. Fortunately, as agents and managers become more adapted to the times, players and teams are finding it easier to navigate through the complicated seas of social media.

Forbes remarked in an article in 2015, that the traditional sports market has changed with the rise of sites like Facebook, Twitter, and Instagram. In terms of endorsement deals, many businesses appear to be looking towards social media stars to guarantee self-promotion without unnecessary costs. While, some sports superstars may still land traditional deals they are also asked to maintain a certain level of a social media presence. It’s clear to see that for better or worse, social media has changed sports marketing.

In this new age, many businesses have adapted to social media in order to remain relevant, and sports franchises are no different. The most obvious advantage includes the ability to connect to millions of sports fans eager to learn more about their favorite teams or players. While, the change has come quickly, there are already some quick and valuable developments.

Of course, these developments speak more to the inescapable influence of digital marketing. With the increased use of social media, the collection and implementation of consumer feedback becomes a more integral part of development. This encompasses Twitter polls to decide songs played during rain delays or even team names based on public support. Making the public a part of the event is not a new concept, but Facebook and Twitter have made the communication process easier than ever.

Regardless of how or where, connection to fans has always been a part of sports marketing. Improving the connection online is only inevitable, so adapting to the system is necessary. While the change can have some consequences, the overall benefit of fan interactions and involvement ensures a longtime base of loyal admirers, something that will keep the tradition of sports alive in the digital age.

Advertising, Market Information, Social Media, Timeline, Velocity News

#TBT: Business Edition

Throwback Thursday has been a popular ongoing Internet trend and for good reasons. The nostalgia factor combined with the ability to bring old friends and family members together are enough to make #tbt a fun weekly event. However, if used correctly, the Throwback Thursday hashtag can also be a helpful tool for a modern business. All you have to do is remember the Throwback Thursday etiquette.

#TBT

Every business strives to be relevant, and nothing makes brands more relevant than participating in modern social media movements. Jumping into trends like Throwback Thursday shows a clear attention to popular culture. In addition, the fun tradition of featuring an old image or even an old brand brings about a relatable sense to consumers. In this constantly moving digital age, businesses have to rely on a quick yet personalized form of marketing to stand out. Taking part in Throwback Thursday could be one of things that sets you apart from the rest.

#considerations

Despite the relative ease of posting an old photo on Instagram, there are also some considerations a business should take into account. When you look through the thousands of posts made every Thursday, there are clearly right and wrong ways to do a “throwback.” For starters, many users unofficially agree that the throwback post should at least take place a year from the original post to properly be considered nostalgic. For businesses, that can include first days on the job, old logos, or even childhood photos of employees. Another practice can include remembering to pace posts regarding Throwback Thursday. Generally, one throwback a day is enough to begin a conversation, and anymore risks over-saturating the tag. Finally, an essential but sometimes overlooked part of Throwback Thursday is to limit past posts on Thursdays only. While, casual social media users have extended these posts to Flashback Fridays, the consistency towards the day ensures that consumers can rely on a consistent business. As long as you remember these facts on Throwback Thursday Etiquette you can’t do it wrong!

#trendy

Every year, new trends rise and fall on social media, but Throwback Thursday remains a popular staple for everyday users.  Sometimes it can be hard to tell what trends will directly impact sales but hey… the next big boom in business may just be one black-and-white photo away.

 

Is your company doing social media right? Fill out the form below to have a social media wizard review your current social media approach:

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Advertising, Market Information, Professional Development, Timeline

Medical Marketing: Fresh As Ever

Marketing is an inescapable feature of the free market with millions of ads and promotions for various products flooding our everyday lives. Regardless of the industry, marketing is responsible for keeping businesses afloat; the medical field is no different. Despite the importance of health care, medical providers still need to rely on marketing to help attract new clients. While, the medical field can at times seem overly complex, medical marketing is just as susceptible to the latest digital trends.

Marketing for healthcare can be toughThe Health of Health Care Marketing

Like marketing any other product, medical marketing approaches the subject by isolating a product and determining a target market. By analyzing these factors, providers can best assess consumers’ needs, allowing them to better reach out to potential patients. For example, the CDC’s breakdown of health marketing explains the steps of segmenting a target market through the example of promoting diabetes testing on individuals ages 17-24. Rather than working on a massive, indeterminate sea of different needs, personalizing the audience can produce a returning crowd of clients and patients in need of a particular type medical assistance.

However, there are significant differences between promotions for medical care and consumer products such as cars or TVs. Unlike these targeted products, medical care applies to the widest demographic in the world: people who need doctors. Therefore, medical professions cannot afford to focus on only one form of marketing to reach clients. Although medical marketing must use the traditional standard of target markets, a study by Gold Medal Marketing shows that professions (ie. doctors)  must use a wider range of marketing strategies compared to regular products in order to ascertain what works for them.

The Amazon Effect

The marketing group Skyword, notes the emergence of a trend known as the “Amazon effect” among companies. More specifically, the effect refers to the latest hike in customer demand for “Amazon-like” efficiency as technology provides clinic pricing, selection, and value at the tips of their fingers. In this case, healthcare must constantly strive to keep their marketing fresh and their content up-to-date. However, keeping content fresh can be difficult outside of digital mediums and studies suggest that healthcare professionals prefer to utilize print medium over digital.

Safety in Digital

Still, just because medical marketing is not used to utilizing digital medium doesn’t mean that marketing agencies can’t try to direct medical professions toward newer forms of media. Various new social media sites make for good new opportunities to experiment with advertising. Even updating the look of a website or developing a Facebook page can go along way when it comes to keeping potential clients updated and engaged. While working with a new platform can be daunting, commitment to digital integration ensures that health professionals can achieve marketing success in a continuously changing world.

Marketing or even advertising for health professions seems like an unusual development but, in reality, it maintains a significant portion of the field just like any other business. Velocity Agency has years of experience working with those in the medical professions to help strengthen their marketing and build a larger client base. Fill out the form below to schedule a meeting with one of our marketing experts.

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Advertising, Market Information, Timeline, Velocity News

Facing The Digital Marketing Trends Of 2017

Hologram on a hand held phoneAfter a lengthy holiday break, businesses have finally returned to work. A new year means new customers, and 2017 will be an even more competitive field when it comes to digital marketing. While it’s impossible to perfectly predict the scope of trends across twelve months, there are some possible tactics that professionals expect to shape the upcoming year.

Getting Trendy

According to Forbes, one of the biggest trends that we can expect to see in 2017 will undoubtedly be the high expectations set forth by developing technology. This includes the rapid speed of online content, the convenient “on-the-go” range of mobile technology, and the increased use of visual media in everyday activities. With these features becoming staples of the average life, newer markets will have to work to promote their product for an ever-present and ever-particular consumer.

A.I. Not Just A Movie

Fortunately, another growing trend will follow the assistance of the consumer with plenty of marketing focusing on making lives easier by predicting decisions. As Net Imperative notes, cognitive computing and A.I. solutions have now reached the point of realistic conversations among analytics, all the while hoping to stay ahead of unpredictable shifts. The technological world grows more complex by the day, and these developments may soon be within the public sphere for marketing.

However, while we become more and more advanced, experts also caution companies against overwhelming consumers in the market. Despite constant exposure to digital marketing, plenty of people note a resentment of intrusive advertising such as pop-up ads and banners. Companies should attempt to create a balance between constant relevance and exasperating interruption. To accomplish this, The Huffington Post advises a focus on user personalization which can reduce irrelevant ads and customer dissatisfaction. As a new generation adapts to technology, attention to customers can be a difference between success and failure.

Surprise!

In spite of these predictions, companies should remember the quick popularity of new venues such as live-streaming and quick content that revitalized the playing field. Perhaps the newest trend for 2017 has yet to be invented. Let us go over your 2017 marketing strategy with you. Fill out the form below and one of our skilled team members will contact you to help get you and your buisness pointed in the right direction.

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Advertising, Timeline, Travel, Velocity News

Put Your Town on the Map: Increase Tourism

Velocity Tavel Beam TourismHello, is there anybody out there?

So, you’re part of a small town in the middle of what some might call “no where,” but you know that in reality your town is so much more than that. In fact, you might say that your town is something special, some place not only worth visiting, but a place that should be on everyone’s travel lists. The only problem is, how do you let others know what your town has to offer?

Let’s face it, domestic travel is on the rise and plenty of small towns are cashing in. However, there are many more towns that are truly worth seeing and yet remain off of the tourism radar. Figuring out how to become a top tier destination is something that is on the minds of many in the tourism and travel industry. This is a tricky problem but can almost always be solved with effective marketing and advertising.  

Making the right move.

Knowing your town’s strongest features and the ability to convey those strengths to a target audience is the job of the advertising and marketing agency that you work with. When you are taking pitches from agencies it is important to ask questions and make sure that the agency either: a) knows how to market your specific town based on its unique features; or b) has a track record of quickly learning what makes a town unique and doesn’t get hung up in the research phase of marketing.  

Too often town’s decide to go with agencies that dazzle them with flash but fail to ever learn what makes the town truly worth visiting. This failure results in marketing that lacks a personal touch and ultimately fails to reach its intended audience. To avoid advertising and marketing disasters you should prepare yourself before hearing a pitch by creating a list of questions that include to two above.

Interested in learning more ways to choose a marketing and advertising agency for your town or city? Fill out the form below and we will gladly set up a time to go over your community’s needs.  

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Advertising, Digital Innovation, Market Information, Mobile Technology, Timeline, Velocity News

Betting on Millennials: Mobile Marketing Now

Face the Facts:

Velocity Agency Vegas SignWe are in the age of the millennial. In 2015 the US. Census reported that millennials now makeup the largest generation in the country. Additionally, it’s believed that Generation X will pass the Baby Boomers within the next ten years. This will result in the Baby Boomer generation becoming third in terms of population, and it is shrinking.¹


2+2=4

So, what does that mean for the casino industry? To put it simply, casinos need to adapt to the changing population. This means that the priorities of millennials need to be taken into account. Most casinos will look to capitalize on new skill based games. Many will look to add restaurants, bars and nightclubs that are considered to be destinations all on their own.

Hello, Is There Anybody Out There?

Sadly, casinos can do the research and can upgrade themselves, but if their marketing isn’t reaching the new younger customer all of their work will be for nothing. Millennials don’t consume media the same way that older generations do. This is why advertising and marketing needs to be specifically targeted at them. Perhaps, more importantly advertising and marketing needs to be easily accessible to them.

What’s So Smart About a Smart Phone?

Velocity Agency has years of experience working with casinos to help get their message across. Not only do we create custom websites and advertisements designed to reach specific clientele, but we also work with casinos to create custom mobile apps. These apps not only serve a functional purpose, such as a map of the casino and resort, but they also serve as an efficient way to put your latest news and updates directly into a customer’s hands.    

In 2015, the Pew Research Center came out with a study showing that 68% of americans have smartphones.² With that in mind, it almost seems foolish not to take advantage of this amazing opportunity. Fill out the form below to find out how Velocity Agency can take your marketing and advertising to speeds you won’t believe.

  1. http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
  2. http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
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