We believe that the success of a brand is influenced by the number of perspectives considered during the planning and concept stage of a marketing campaign. One of the most important perspectives to consider when developing web, film, graphics, and mobile elements is the perspective of the end user. In reality, success of a marketing campaign relies solely on the campaign's ability to connect with the target client. One of our strengths is the ability to play the role of the target audience—the end user—as we develop and evaluate marketing materials.

Here are some steps that you can take to ensure that your next marketing project connects with your target audience:

WEB: Prioritize Site Content

Make a list of the various pages on your site. For example: Contact page, Photo Gallery page, Blog Overview page, About/History page, etc. Prioritize this list based upon what you think your target client values. Once you have the list, compare it with your website's traffic statistics to confirm your assumptions. This process is a great first step in identifying what your site visitors are looking for.

FILM: Style is Everything 

When it comes to video and photography, you will need to think out of the box. Ask individuals that represent your target audience what types of movies they like and what type of art he/she finds appealing. It is with this understanding that you can identify the visual styles that appeal to your audience. Here at Birdeye, we have an in-depth process that builds upon this process. 

GRAPHICS: Content Awareness

When it comes to print marketing and graphic creation, it is essential to establish a brand vision. Keep in mind that any content (color schemes, text, and shapes) placed in print publications is final, and it is important to develop print materials that will not soon be outdated. In terms of print, use copy that will be relevant for years to come. When choosing a logo, evaluate the prospective logo's appearance in various applications: online, print (including black and white), apparel, and signage. This strategy will help extend the shelf life of your print and graphic publications.

MOBILE: Test, Test, and Test Again

Mobile marketing has great potential when considering return on investment (ROI). One of the things that will diminish ROI is publishing a mobile website or application that does not function properly. There are many mobile devices out there, and it is essential to test the mobile publication on every major mobile device. We have solutions for testing on all the major mobile platforms, but there is an additional step that we believe is essential. Provide a demo of the site or app to your friends and families; especially those who you believe would use it once it's published. This will provide you with plenty of feedback—additional perspectives for improving the mobile site or app. This comprehensive process will ensure that all bugs are fixed and the finished production will function as designed on day one.

Great marketing campaigns do not happen by chance. Take the time to research your target audience. Do your best to fully understand who you are trying to reach before you begin. Creating a vision and correlating strategy from the start will give your efforts structure and will help ensure results.