Unleash the Potential of OTT

Unleash the Potential of OTT

Unleash the Potential of OTT: 10 Benefits of Over-The-Top Marketing Campaigns

In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential for businesses looking to capture the attention of their target audience. One strategy that has gained immense popularity in recent years is Over-The-Top (OTT) marketing. OTT refers to the delivery of content via the internet, instead of the traditional cable and satellite television avenues.

OTT marketing campaigns offer numerous advantages that can revolutionize the way you reach and engage with your customers. It is estimated that 72.2% of Americans will have watched some form of an OTT advertisement in 2023- and it will only continue to increase. In this post, we’ll explore why Whale firmly believes in the benefits of using OTT in marketing campaigns.

1. Precise Targeting: OTT platforms provide advertisers with highly detailed demographic and behavioral data about viewers. This information allows you to create personalized and relevant content, ensuring that your ads reach the right audience. This precision targeting not only increases the chances of engagement but also maximizes your return on investment.

2. Cost-Effective Advertising: Traditional television advertising can be expensive, and it’s often challenging to track the effectiveness of your campaign. OTT marketing offers a cost-effective alternative, allowing businesses of all sizes to access a wider audience without breaking the bank. This is a HUGE benefit, as small businesses now have the chance to be on the same national playing stage as massive companies. Plus, with data analytics, you can measure the performance of your ads in real-time and make necessary adjustments.

3. Interactive and Engaging Content: OTT advertising allows for interactive content, such as clickable links and calls to action depending on where the ads are served. This engagement can lead to higher conversion rates as viewers can immediately respond to your message, whether it’s signing up for a newsletter, making a purchase, or requesting more information.

4. Unskippable Ads: Unlike traditional television ads that viewers can skip or ignore, OTT ads are often unskippable. This means that your message has a better chance of being seen and heard, leading to improved brand awareness.

5. Cross-Device Accessibility: OTT marketing campaigns can be accessed on a variety of devices, from smart TVs to smartphones, tablets, and laptops. This cross-device accessibility ensures that your message can reach your audience wherever they are, whenever they are there. This then increases the overall reach and impact of your campaign.

6. Flexible Ad Length: OTT platforms allow for more flexibility in the length of your ads. Whether you have a short, impactful message to deliver or a more extensive story to tell, you can tailor your ad length to suit your campaign’s objectives and your audience’s preferences.

7. No Geographical Boundaries: Traditional TV advertising is limited by geographical boundaries, making it challenging to target specific regions. OTT marketing transcends these boundaries, enabling you to reach a global audience or focus on a hyper-local demographic with ease.

8. Real-Time Analytics: OTT platforms provide real-time analytics, allowing you to track the performance of your ads as they are being delivered. This data can be invaluable for making adjustments on the fly and optimizing your campaign for better results.

9. Ad Blocking Resistance: Ad blockers can significantly impact the effectiveness of online advertising. However, OTT platforms are less susceptible to ad-blocking, ensuring that your message reaches your intended audience.

10. Sustainable Marketing: OTT marketing is more environmentally friendly than traditional television advertising, which often involves the production and distribution of physical materials. This aligns with the growing trend of being more eco-conscious, helping you create a positive and eco-friendly brand image.

Over-The-Top marketing campaigns offer a multitude of benefits that can help your business stand out in a crowded digital marketing landscape. With precise targeting, cost-effective advertising, interactive content, and a wealth of analytical data, OTT can be a game-changer for your marketing efforts! As consumer preferences continue to shift towards digital and on-demand content, embracing OTT marketing is a strategic move to stay ahead of the curve and effectively engage your audience. Send us a message today and we would love to help ignite an OTT Campaign for your business!

Navigating the Festive Season

Navigating the Festive Season

Holiday Marketing Strategy Successes, Do's, and Don'ts

The holiday season is like no other in the world of strategic marketing. It’s a time of intense competition, heightened consumer expectations, and boundless opportunities. A well-executed holiday marketing strategy can be a game-changer for your business, but a misstep can lead to missed opportunities and customer disillusionment. In this post, we’ll explore some holiday marketing strategy successes, along with essential do’s and don’ts to keep you on the right course. Plus, discover how Whale can make your holiday marketing efforts even more special with design, thoughtful holiday gifts, and more.

Holiday Marketing Strategy Successes

Storytelling that Resonates: Successful holiday marketing often hinges on emotionally resonant storytelling. Share relatable narratives that evoke feelings of nostalgia, togetherness, or gratitude. A great example is the heartwarming tales featured in holiday commercials by brands like Coca-Cola.

Personalization: Tailor your messages and offers to individual customers. Personalization creates a more meaningful connection and drives higher conversion rates. Utilize data analytics and customer insights to understand their preferences and shopping habits.

Early Planning: The early bird gets the worm, and the same applies to holiday marketing. Plan your campaigns well in advance to avoid the rush and ensure seamless execution. This includes setting clear objectives, creating content calendars, and scheduling ads.

Multichannel Approach: Embrace a multichannel strategy. Leverage social media, email marketing, content marketing, PPC ads, and influencer collaborations to maximize your reach. Coordinate your messaging across these channels for consistency.

Limited-Time Offers: Create a sense of urgency by offering limited-time promotions, exclusive deals, or early access to products. Scarcity drives purchases during the holiday frenzy.

Holiday Marketing Do's

1. Customer-Centric Approach: Put your customers first. Understand their needs, concerns, and pain points. Craft your marketing campaigns to address these, making their lives easier during the hectic season.

2. Internal Holiday Outreah: Don’t forget about your internal teams. Holiday gifts and thoughtful messaging go a long way during the busy season, so internal efforts should not be overlooked!

3. Mobile Optimization: Ensure your website and emails are mobile-friendly. Many shoppers use smartphones and tablets for holiday shopping, and a clunky mobile experience can drive them away.

4. A/B Testing: Regularly A/B test your ad creatives, email subject lines, and landing pages to optimize performance. Small tweaks can lead to significant improvements.

5. Post-Holiday Engagement: Don’t forget about your customers after the holidays. Nurture those new relationships established during the holiday season with targeted follow-up campaigns.

6. Analytics and Adaptation: Continually monitor your campaign performance. Adjust your strategy based on real-time data and customer feedback.

Holiday Marketing Dont's

1. Neglecting Website Performance: Slow-loading websites and checkout processes can frustrate customers and lead to cart abandonment. Keep your website optimized for speed.

2. Overwhelming Customers: Bombarding customers with excessive emails or ads can be counterproductive. Strike a balance and respect their inboxes and social media feeds.

3. Ignoring Social Responsibility: Be mindful of societal issues and your brand’s role in addressing them. Insensitive or tone-deaf marketing can harm your reputation.

4. Lack of Consistency: Ensure your brand’s messaging and visuals are consistent across all channels. Inconsistent branding can confuse and deter potential customers.

Make Your Holiday Marketing Easy and Effective with Whale

At Whale, we understand that the holiday season is a crucial time for businesses. We can take holiday marketing off your plate and bring it to the next level by offering customized design and messaging solutions across a variety of marketing channels, and concepting and production of thoughtful holiday gifts that will leave a lasting impression on your clients, employees, and partners, and more.

We’ll ensure that your holiday marketing aligns with your brand identity and messaging, making your clients and employees feel appreciated and valued.

In the world of holiday marketing, success often hinges on understanding your audience, careful planning, and adaptability. By following these do’s and avoiding the don’ts, and by partnering with Whale, you can steer your holiday marketing strategy towards success, helping your brand shine amidst the holiday lights and festive cheer.

Contact us today to discuss how we can enhance your holiday marketing efforts.

Effective Marketing Strategies for Energy Efficiency Programs

Effective Marketing Strategies for Energy Efficiency Programs

Whale works with utilities across the country, developing and executing successful marketing campaigns. We specialize in energy efficiency marketing tactics for our natural gas clients. Whether you’re looking to spread awareness for your programs or increase leads, we have a marketing campaign strategy for you!

Are you marketing all programs?

Our team has experience with residential and commercial energy efficiency marketing campaigns. Let’s start with the basics. First consider your program year goals. We start with gaining an understanding of your program year goals, both residential and commercial. From there, we analyze your marketing budget and determine the best ROI for your marketing dollars. We have experience with programs such as Direct Install, Prescriptive & Custom, Quick Home Energy Checkups (QHEC), Weatherization, Home Performance with Energy Star (HPwES), Heating and Cooling and much more!

Are you utilizing a multi-channel marketing approach?

Our energy efficiency campaigns incorporate direct mail, email marketing, paid ads, SEO and website development. It’s important to reach your potential target markets at every possible channel. Most recently, Whale executed a multi-channel marketing campaign targeting Overburdended Communities (OBC) with a Quick Home Energy Checkup (QHEC). Whale designed an eye-catching and informative direct mail letter and email. By executing multiple tactics, the client was able to generate more leads into their QHEC program. Your possibilities are endless with Whale marketing tactics!

Are you taking advantage of paid ads?

Whale executes effective marketing campaigns utilizing digital platforms such as Facebook, Google, Bing and YouTube. Our lead generation ads on Facebook, combined with Google Display and Google Search efforts have increased client leads by 50% YOY. We also execute strategies for limited time promotions such as smart thermostats. On holidays our clients love to promote smart thermostat promotions on platforms such as Facebook and Google. Whether you’re looking to raise awareness of energy efficiency programs or generate program leads, we have a results-oriented strategy catered to you.

Are you targeting your customers effectively?

We understand the importance of targeting the correct audiences and generating quality program leads. Our clients use custom audience lists in platforms such as Facebook, Google and Bing to target customers effectively. Our data experts are also available to audit your customer lists for direct mail campaigns and segment specified groups for campaigns. In 2022 Whale executed a multi-channel marketing campaign for a Weatherization Program and was able to generate quality moderate-income leads into the program. Make sure you’re maximizing marketing dollars and reaching the most effective audiences.

Are you optimizing campaigns?

Our marketing campaigns are monitored daily. A live digital dashboard is setup at the beginning of all campaigns to track the results in real-time. For direct mail, QR codes, CallRail and USPS Informed Delivery results are also frequently monitored by the Account Team. It’s important to know how your campaign is performing and to optimize when necessary.

Are you interested in marketing your energy efficiency programs?

With Energy Efficiency Day right around the corner, now is the time to think about your campaign tactics! Our team is here to guide you every step of the way, from strategy to execution. White Whale has been executing energy efficiency marketing campaigns for our clients for 10+ years. We are here to help you increase awareness of your commitment to helping your customers save energy and money.  Give us a shout here!

Not ready to take the plunge yet?

That’s totally okay. Test out our marketing initiatives with a one-day EE Day campaign! Our proven-to-work digital campaigns include an enticing design concept and copy. Our targeted approach utilizes your current customer database. You’ll see results in just ONE day. Previous EE Day campaigns have garnered over 160 program leads, 63,300 impressions, 240 Facebook link clicks, 3,400 landing page views and 2,000 email clicks. We have a turnkey solution for you. Reach out today for a seamless energy efficiency campaign strategy and start seeing results in just ONE day!

Finding the Perfect Balance

Finding the Perfect Balance

Optimal Impact: Balancing Direct Mail & Digital Marketing

In an era dominated by screens and digital interactions, the power of direct mail might seem like a relic of the past. However, as marketers navigate a landscape filled with virtual noise, there’s a growing realization that a harmonious blend of direct mail and digital marketing can create a symphony that resonates with audiences on multiple levels to create an optimal impact. This article dives deeper into the art of finding the perfect balance between these two unique approaches to help create a more effective and engaging marketing strategy.

The Strengths of Direct Mail

Direct mail’s tangible appeal remains unmatched in the digital age. The physicality of a well-crafted mail piece has the potential to captivate your audience in a unique way. The tactile experience of holding a beautifully designed brochure or a cleverly folded mailer engages multiple senses, leaving a lasting impression that mere pixels struggle to replicate. Moreover, direct mail offers a canvas for creativity that’s hard to match in the digital realm. Eye-catching visuals, interactive elements, and even the scent of printed materials can evoke emotions and trigger memories, forging a stronger connection between the brand and its audience.

The Power of Digital Marketing

Digital marketing, on the other hand, brings an arsenal of precision tools to the table. Data analytics provide unparalleled insights into consumer behavior, enabling marketers to tailor messages, timing, and delivery channels to specific segments. Real-time tracking allows for quick adjustments, ensuring campaigns are optimized for maximum impact.  Interactivity is another jewel in the digital crown. Engaging content formats like videos, surveys, and interactive ads draw users into a two-way conversation, transforming passive observers into active participants. The ability to gather instant feedback and respond in real-time enhances customer engagement and satisfaction. 

Achieving An Optimal Impact: The Perfect Balance

The magic lies not in favoring one approach over the other, but in seamlessly integrating them to harness their combined potential. Here’s how:

1. Unified Branding: Maintain consistent branding across direct mail and digital platforms. Colors, fonts, and messaging should align, reinforcing brand recognition regardless of the medium.

2. Data-Driven Personalization: Leverage digital insights to personalize direct mail content. Tailor your message based on online interactions and preferences to create a sense of familiarity and relevance.

3. Multi-Channel Engagement: Direct mail can serve as an entry point to digital engagement. Include QR codes or personalized URLs that lead recipients to landing pages, social media profiles, or interactive content, extending the conversation into the digital realm.

4. Tracking Across Channels: Implement trackable elements in direct mail, such as CallRail numbers or scannable QR codes. This allows you to monitor responses and conversions, connecting your offline efforts to online results.

5. Nurture with Care: Combine the nurturing power of direct mail’s tangible touch with digital’s timely follow-ups. Send a direct mail piece and follow up with a personalized email or retargeted digital ads to keep your brand top of mind.

Conclusion

In the search for marketing balance, the debate between direct mail and digital marketing becomes irrelevant when we recognize the inherent value of both. Rather than pitting them against each other, let’s embrace the collaborative relationship they share. By harmonizing the sensory appeal of direct mail with the data-driven finesse of digital marketing, we unlock a strategy that resonates deeply with our audience.

Next Steps

At White Whale, we’ve implemented this combined approach for numerous clients and campaigns. Each of them telling us that the additional touchpoints keeps our efforts top-of-mind with our audiences and leads to further interactions that ultimately lead to action for an optimal impact. Ready to transform your marketing strategy? Contact us today to create an optimal impact and perfect balance between direct mail and digital marketing for your brand’s success.

Holiday Corporate Gifting

Holiday Corporate Gifting

The holiday season presents a unique opportunity for businesses to strengthen their brand and foster meaningful connections with clients, partners, and employees. One effective way to accomplish this is through customized holiday corporate gifting. By tailoring gifts to align with your brand identity and the recipient’s preferences, you can create a lasting impression that enhances brand recognition and fosters goodwill. Let Whale assist you with a stress-free holiday season that will leave a lasting impression and start your planning now.

Building Brand Recognition

Customized holiday corporate gifts serve as tangible representations of your brand. By incorporating your logo, brand colors, and other brand elements into the gifts, you create a visual association that reinforces brand recognition and recall. Whether it’s personalized calendars, branded stationery, or custom-made ornaments, each gift becomes a subtle yet effective marketing tool that keeps your brand top-of-mind. Shown in our full Gilead kit, not only did we choose quality high-end items, but we also maintained the Gilead color palette all throughout.

Strengthening Relationships

The act of personalized gifting during the holiday season demonstrates thoughtfulness and appreciation, which can go a long way in building and strengthening relationships with clients, partners, and employees. When recipients receive a gift that aligns with their interests or preferences, they feel valued and understood, leading to increased loyalty and a positive perception of your brand. By taking the time to understand your recipients’ preferences and customizing gifts accordingly, you create a sense of connection and create lasting impressions.

Showcasing Company Culture and Values

Customized holiday gifts provide an opportunity to showcase your corporate culture and values. Consider selecting gifts that align with your brand’s mission and values. For example, if your company prioritizes sustainability, opt for eco-friendly gifts, or donate to a charitable cause on behalf of the recipients. This not only communicates your commitment to social responsibility but also creates a positive association between your brand and the values you hold dear.

How Whale Can Help

Customized holiday corporate gifting presents a valuable opportunity for businesses to strengthen their brand, improve relationships, and leave a lasting impression. Whale can help your business by personalizing gifts based on recipient preferences, incorporating brand elements, and showcasing your corporate culture and values. With Whale’s help, our clients have been able to create a positive and lasting impact that resonates with recipients long after the holiday season has passed. If you are interested in learning more, fill out our contact us form here.

Why Bing Ads Deserve Your Attention

Why Bing Ads Deserve Your Attention

Advertising across multiple platforms- or cross-platform marketing- is an important tool when growing brand credibility and increasing visibility. However, knowing the right platform to expand to can be confusing if you don’t know where to start. While Bing might not be the first platform that comes to mind when you think of digital channels that you can advertise on, it might be the perfect addition to your digital strategy to reach new and unique customers. This search engine has the benefit of being the platform that backs up Alexa, Cortana, and Microsoft Office- all products that are used by millions of consumers daily. Further, the audience is generally more mature, affluent, and educated than audiences of other search engines such as Google. Learn more about Bing and its unique audiences, product integrations, and ad types to see if this might be the right platform for your campaign!

Audience

In March of 2019, almost half of the United States ran a search powered by Bing every month – that is 126 million unique users performing 6 billion searches. While some of these searches may not be loyal to only Bing, Bing boasts 100 million daily active users in 2023. But who are these users? Bing’s audience averages 45 years old. 50% of their users have a college education, 46% are more likely to be married, and a third of their users have a household income over $100k.  With Bing, you have the potential to reach more of these customers due to less competition. Since there are fewer advertisers on Bing than Google, generally, advertisements have a higher clickthrough rate, and eventually, a better return on investment. Further, Bing allows you to create your target audience through demographics including age, gender, and location. At a granular level, Bing allows you to run ads at a specific time in different time zones- regardless of your location.

Product Integration

Everyday business apps such as Microsoft Office, Outlook, Word, Excel, and Teams all are integrated with Bing as their supportive search engine. Reaching over 1.2 billion users without even trying. If you have ever used the search bar or clicked on a keyword to search within a Word document or email, you have used Bing!  Alexa, Cortana, and Facebook Portal are all common voice assistants that can be used in your home, from your computer, or from your phone. Cortana, the glowing circle on a Windows taskbar, uses Bing to help answer any questions that are typed into the bar or asked verbally.  On an even larger scale, Alexa is put into over 100 million households to help control lights, play music, and answer questions. Where does she get those answers? Bing! Next time you ask Alexa what the weather is, you can thank Bing for telling her that is going to rain. (Don’t forget your umbrella!) Microsoft Advertising has a unique advantage over other platforms due to the dozens of search engines that are partnered with Bing. Sites like Yahoo!, AOL, and MSN are partially powered by Bing, giving advertisers the advantage of having an ad served across multiple engines through one platform.

Ad Types

Bing offers multiple ways to market on their platform. Their ad types include text, dynamic search ads, product, audience, app install, and responsive ad searches. Depending on your product type, target audience, and budget any of these channels might be the place to start with your new ads.  One of the most popular options, the dynamic search ad, is an expanded Text Ad that is automatically targeted at relevant searches based on what is shown on the website. That means that when you search for “pizza” your first result is likely a pizza place where you can order a hot pizza, rather than a definition.  Want to do more than just a search ad? Bing offers a Responsive Search Ads that allows you to make more ads with less guesswork. By providing 15 headlines and 4 descriptions, Bing automatically designs the best ad to help you generate the best leads. Bing offers a wide range of ads and targeting options, allowing you to tailor your campaign precisely to your specific audience demographics and preferences. Depending on your needs, you might want to use all these cool ad types, or maybe just one or two. Your campaign is fully customizable to you.

Why Bing Ads Deserve Your Attention

While Bing might not be ranked the first search engine in the world, it has a significant audience that is worth your time. With over 100 million users, the support of multiple products, and various ad types, Bing is a platform worth including in your digital marketing plan to help you reach your potential new customers. Whale wants to help you reach those customers with compelling creative messaging that is suitable for any platform here!

Whale Swag

Whale Swag

Swag: an easy way to benefit your brand

Have you ever thought as swag as an easy way to benefit your brand? By definition, “swag” is branded merchandise that is made to promote your brand or unite your company, and then given away for free (Forbes, 2022). In the corporate world, swag is often misconstrued as cheap freebies that will eventually go in the trash, but that does not have to be the case – especially with Whale. As a full-service marketing agency, we could name countless reasons to have swag, but two of the most important to understand are brand recognition and company culture.

Brand Recognition

Swag can act as “free” advertising. Someone wearing a crewneck or backpack with your logo is a walking billboard bringing your brand to life. Unlike many forms of marketing, it is tangible, which means it can be more personal and valuable. Positive brand recognition is a result of being intentional with your swag. According to a study conducted by Promotional Products Association International, 72% of consumers surveyed believed that the quality of a promotional product equates to the reputation of that company. In other words, high-quality swag makes your brand seem high-quality, and low-quality swag makes your brand seem low-quality. Not all swag has to be basic, especially with Whale. How to stand out from all the other shirts and tchotchkes is through quality and design. Having your logo is a great start, but adding patterns and graphics to swag can showcase your brand identity.

Company Culture

Swag is great to hand out to prospects, but it can also help cultivate company culture in the workplace. As an employer, it shows your employees that you are investing in them and recognize them as valuable members of your team. Whether you are gifting swag to a new or existing employee or client, this simple gesture has the potential to spark a stronger loyalty and connection to your brand. Bundled kits are one of our favorite ways to deliver internal swag – for example, a custom card, shirt, tumbler, notebook, and pen. However, you can get more “outside of the box” with items like speakers, tote bags, and yoga mats.

Getting Started

At Whale, we make swag that is impactful on company culture and brand recognition, not forgotten about. Flip through our Swag Guide e-book to skim the surface of what is possible with our team and contact us to get started!