Category: Digital Media

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Marketing Communications Digital Media Advice

Level Up Your Video Marketing: 5 Supercharged Strategies for Your Professional Services Business

Level Up Your Video Marketing: 5 Superchared Strategies for Your Professional Services Business

In today’s fast-paced digital landscape, video marketing has become a non-negotiable for professional services firms aiming to stand out. Whether you’re an accounting firm, a law office, or a consulting agency, high-quality video content can help prospective clients envision what working with you might be like. It’s not just about being seen. It’s about the opportunity to make an impression without ever having met someone face to face. Let’s dive into five strategies to give your firm a competitive edge.

1. Quality Matters: Invest in Professional Production

First impressions count, especially in video marketing. The difference between a video shot with professional gear and one made with a smartphone is night and day. We’ll answer the question you’ve been silently asking yourself: yes, your audience can tell—and they’ll judge your brand accordingly. When your videos look and sound professional, your brand instantly gains credibility. Even with a tight budget, you can create a polished look with a few DIY hacks, like using natural lighting and soundproofing your space with inexpensive materials. Or you can consider investing in equipment and software that can help you create top-notch work. Think high-quality cameras, crystal-clear microphones and top-notch editing software like Adobe Premier. If you know how to work this equipment yourself, great. If not, professional videographers and editors can bring a level of expertise that will take your videos to the next level.


Level Up Your Video Marketing: 5 Superchared Strategies for Your Professional Services Business

2. Tailor Your Content: Speak Directly to Your Audience

Generic content will no longer cut it. Today, it’s all about being willing to share your unique and relevant opinions. Research who your clients are and what they need so you can understand your audience’s demographics and psychographics. This will guide your content creation process, ensuring you deliver engaging videos that solve their problems and answer their questions. Plus, personalized videos can make your clients feel seen and valued. Whether it’s a tailored message or a customized tutorial, the personal touch can go a long way in building strong client relationships. Tools like Vidyard or Bonjoro can help you create these effortlessly.

3. Use Analytics: Measure, Analyze, and Optimize

If you’re not measuring your video performance, you’re flying blind. Analytics can provide valuable insights into what’s working and what’s not. Track key metrics like view count, watch time, engagement rate and conversion rate with tools like YouTube Analytics to get a detailed breakdown of how your videos are performing. Because data doesn’t lie, use it to your advantage. If a particular type of video isn’t resonating, it’s time to pivot. Set up Google Analytics to track your video’s impact on your website and adjust your content strategy based on these insights.

4. Engage Through Storytelling: Make It Memorable

Stories stick. If you want your videos to be memorable, infuse them with authenticity. Think of it as your chance to connect on a deeper level. Videos that make your audience feel something—whether it’s inspired, relieved, or excited—are more likely to leave a lasting impression. Start with storyboarding to ensure your narrative flows smoothly and hits all the emotional beats.

Client testimonials and case studies are powerful tools. They not only build trust but also provide social proof that your services deliver results. Just showcasing a client’s success or narrating your firm’s journey can captivate your audience.


Level Up Your Video Marketing: 5 Superchared Strategies for Your Professional Services Business

5. Stay Consistent: Keep the Content Flowing

Consistency is key in video marketing. A steady stream of content keeps your audience engaged and coming back for more. Keep a well-thought-out content calendar to help you stay organized and ensure you’re regularly delivering fresh content on a schedule. Regularly posting can build trust with your audience and create stronger bonds with your brand. Tools like Hootsuite or Buffer can help automate your posting schedule. And don’t forget: one video may have many uses. Consider repurposing longer videos into shorter clips, teasers or even GIFs. This not only extends the life of your content but also helps you reach different segments of your audience. Many of our clients have successfully repurposed webinar content into bite-sized videos, increasing engagement across multiple platforms.

There you have it—five strategies to elevate your video marketing game. By investing in quality production, tailoring your content, leveraging social media, utilizing analytics, engaging through storytelling, and maintaining consistency, you can create a powerful video marketing strategy that sets your firm apart. And if all of that feels like too much as you run the day to day of your business, give Push a shout.

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Insights Restaurant Marketing Communications Digital Media Advice

How QSRs Can Adapt to the New Value Equation in Restaurants

How QSRs Can Adapt to the New Value Equation in Restaurants

“There’s food at home.” We’ve all heard those fateful words before. But that eerily familiar phrase has crept into our minds more times than we’d like to admit these days. Or has it? The landscape of value in the restaurant industry is rapidly evolving. Causing consumers to think twice before spending their hard earned cash on a meal out. Economic factors and changing consumer behaviors have introduced a new level of complexity to the value equation, challenging quick-service restaurants (QSRs) to rethink their strategies. As inflation impacts spending power and consumer price sensitivity remains high, it’s essential for QSRs to adapt to these changes to remain competitive and retain customer loyalty.

Before now, the value equation was much simpler. Consumers valued dollar meals and quick-service restaurants on a daily basis. And splurged on sit-down restaurants once in a while. But now, consumers’ perception of value has changed. While they generally remain price-conscious, consumers aren’t just making decisions based on budget. They are considering all kinds of variables, such as convenience, service fees, pricing and shrinkflation. Or even the experience they get out of dining-in.

Interestingly, a trend of YOLO spending has emerged, where consumers are occasionally willing to splurge on experiences that provide a sense of enjoyment or novelty. This behavior is driven by a desire to make the most of life despite economic uncertainties. For QSRs, this means there is an opportunity to capture this spending by offering unique and memorable dining experiences that feel like a treat without breaking the bank. Limited-time offers, exclusive menu items, and themed dining experiences can tap into this trend and attract customers looking for a special experience.

Although, the gap in value perception is even narrowing between grocery stores, quick-service and full-service restaurants. Rising prices in QSRs are pushing consumers to compare them more directly with full-service options, where the perceived value often includes enhanced service and atmosphere. At the same time, grocery store prices are increasing, prompting some consumers to find eating out more appealing despite the costs.

This presents an interesting opportunity for QSRs to capture this shift in spending behavior. Here’s how they can adapt to win over consumers:

1. Enhance Loyalty Programs: Develop and promote digital loyalty programs that reward repeat visits, fostering long-term customer relationships.

2. Menus Redesign: Streamlined menus simplify decision-making for diners, improving their overall experience. Simplified menus also enhance operational efficiency, leading to faster service and better order accuracy.

3. Offer Consistent Value: Introduce and maintain value menus that provide affordable options without compromising quality, ensuring customers always find value in their dining experience.

4. Improve Customer Experience: Focus on service quality, atmosphere, and the overall dining experience to enhance perceived value and encourage repeat visits.

5. Embrace Technology: Invest in online ordering, mobile apps, and digital payment systems to meet the growing demand for convenience and enhance customer satisfaction.

6. Promote Direct Channels: Encourage customers to use your own platforms for orders to build a direct relationship, reducing reliance on third-party services and associated fees.

7. Monitor Economic Trends: Stay agile and adjust pricing strategies based on economic indicators and consumer behavior, ensuring your offerings remain attractive and competitive.

While inflation may be cooling, but wages have not kept pace. Meaning they consumers may be pinching more pennies when it comes to eating out. Especially if prices continue to rise. Restaurants and QSRs will need to be more strategic in their value offerings to keep customers coming back.

The value equation in the restaurant industry is evolving, driven by economic pressures and changing consumer expectations. QSRs must understand and adapt to these shifts to maintain competitiveness and customer loyalty. By enhancing loyalty programs, offering consistent value, improving customer experience, embracing technology, and promoting direct channels, QSRs can navigate the complexities of the new value equation and keep customers coming back.

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Marketing Communications Digital Media Advice Education

Using Digital Storytelling to Enhance Student Recruitment Campaigns

Using Digital Storytelling to Enhance Student Recruitment Campaigns

Thanks to the advent of social media, a compelling story can connect millions of people with the click of a button. This is all the more likely when we relate to the stories being told. Storytelling is a skill that has prevailed through the ages, so it’s a no-brainer that it has become a go-to marketing strategy for academic institutions.

Incoming students crave someone or something to ease their fears throughout an unfamiliar process, and a relatable story can be the perfect fix. Follow along to learn how to leverage the power of authentic storytelling in a way that defines your brand narrative and resonates with incoming students.

The Power of Narrative in Marketing

The best marketers consistently utilize the power of a strong narrative. You are much more likely to reach a larger audience with a captivating tale than statistics and facts. The right story can build an emotional connection with potential students and build trust.

Identifying the Key Elements of Effective Digital Storytelling

What the most effective marketers have in common is that they have simplified their execution by splitting digital storytelling into four key elements: relatable characters, strong narrative, vivid imagery, and an inspiring call to action.

Ideally, prospective students should be able to envision themselves succeeding within your community before they ever step foot on campus. So the “characters” in your story need to be relatable to help viewers live vicariously through them. Utilizing a narrative that highlights conflict resolution, you can help them experience possible challenges and successes through the eyes of others. Just ensure that you always highlight the vibrant aspects of campus life and share a glimpse of their future.

They say seeing is believing, and when it comes crafting a compelling narrative about campus life, that is especially true. Use videos, photos, infographics and anything else at your disposal that you believe would serve as a proof point for your stories and inspire people to learn more. Take advantage of YouTube, social media, and websites related to your institution to attract a global audience and generate organic interest.

And most importantly, once the hard work of creating this content is done, make sure you close the loop by have a motivating call to action that guides students to the next steps. CTAs are known to drastically increase the likelihood that your viewer will engage, and a directive makes the process of proceeding clear and simple.

Encouraging Personal Experiences

Now that you know what you should be doing, let’s talk about how to do it consistently. To truly harness the power of digital storytelling, it’s crucial to encourage individuals to share their personal experiences. Asking students, alumni, and faculty to share their voices can be operationalized through surveys, social media prompts, and campus events. Whether it’s a life-changing lecture, an unexpected friendship, a story about accidentally starting a fire on day one in the dorms… No? Just us? Regardless, these personal stories can become powerful narratives that resonate deeply with prospective student.

Aligning Stories with Your Brand Identity

While it’s important for stories to be relatable and visually interesting, they must also echo the greater story and voice of your brand. Every narrative shared should reinforce the values, mission, and identity of your institution. Consistency in messaging ensures that prospective students not only relate to individual stories but also gain a clear and cohesive understanding of what your institution stands for. This alignment helps in building a strong brand identity that is memorable and appealing to your target audience.


See It In Practice

Stanford University is a pro at using video content to tell stories. In 2019, they ran the #Stanford19 campaign on Instagram, where they placed a spotlight on 2019 graduates. Each video was a story about a student, their background, and their accomplishments at Stanford. With over 600,000 followers at the time, they were able to reach thousands of potential students and connect with them in an inspirational way.

Taking a different approach, Wright State University launched a new Push-built brand in 2016, with a narrative of being a school that doesn’t try to weed out the ones who won’t succeed––but instead tries to find the success in everyone. Their story drew in potential incoming students, many of whom were non-traditional and needed to balance every other aspect of life along with school. Thus helping WSU attain their goal of increasing recruitment rates.


Conveying Your Brand Voice

To achieve your desired impact, whoever is writing your stories needs to have a deep understanding of your brand voice. It’s not just about sharing experiences but doing so in a way that reflects your institution’s ethos. This ensures that the stories are not only engaging but also cohesive and true to your brand. A skilled storyteller can weave perspectives that align with your institution’s identity, creating a narrative that is both compelling and credible.
If you find yourself struggling to create relatable content that aligns with your brand’s voice, or don’t know how to seamlessly incorporate your narrative into multi-media formats, hit us up.

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Insights Marketing Communications Digital Media Advice

Integrating Online and Offline Channels for a Seamless Customer Experience

Integrating Online and Offline Channels for a Seamless Customer Experience

Everything we need is essentially available at our fingertips. Need groceries? Pre-heat the oven, they’re on the way. How about a dress for a night out? It’ll be at your doorstep before you are. We can have practically anything at the tap of a button. But that doesn’t mean we stop having IRL experiences with the companies we’re buying from. In fact, it becomes all the more important that modern businesses seamlessly integrate their online and offline channels in order to give customers a unified experience with their brand. Let’s look at the benefits of channel integration and the best way to give your customers the journey they expect when they interact with your brand in these different spaces.

What Are Online and Offline Channels?

Online channels can be anything your customer is using to interact with your brand in a digital space: your website and mobile app, social media page or emails. Offline channels refer to physical stores, in-person events and print media customer engage with physically, like bus shelters or magazine ads. These are places one might consider more classic mediums of advertising.

Why Should You Integrate Online and Offline Channels?

Breaking down the barriers between these isolated channels is the key to achieving a seamless experience. This helps ensure that your brand essence is communicated whether a customer is looking at your billboard on the side of the road or breathing in the signature scent of your store. A seamless experience will boost your customer’s satisfaction with your brand––increasing loyalty and, ultimately, sales.

Target is an expert in this space. Their app serves as the most significant support system for in-person experiences, with innovative features like same-day delivery, curbside pick up and inventory management to enhance customer convenience. By utilizing real-time data and tech, Target can personalize and customize customer experiences across all platforms, creating positive and satisfying experiences with their brand.

Integrating online and offline channels gives you access to boundless amounts of data that tell you who your consumers are, what they buy, when they buy it and more. With these valuable insights, you can cultivate a better all-around experience for your audience.

How Do You Effectively Integrate These Channels?  

Start providing a unified experience across multiple spaces, both online and offline, through omni-channel marketing. This involves coordinating and synchronizing marketing efforts to create a cohesive and consistent experience no matter where customers interact with your brand. You should ensure you use the same messaging and branding in store and online and take advantage of the crucial role social media plays in connecting with consumers.

It won’t be long before the data from omni-channel marketing allows you to personalize your marketing or improve customer service. The data will also provide you with a Unified Customer Data Platform and a repository of customer data from various sources that will allow you to tailor future strategies and improve customer experience.

This strategy will ultimately enhance customer satisfaction and inspire more repeat purchases, help you reach a larger audience and increase brand visibility while elevating the customer experience.

See It in Action

Living in this digital era, retailers must understand the consumer demand for connected digital and in-store experiences.

The Apple Store is another expert in creating a cohesive experience through channel integration. Their app allows consumers to browse products, make purchases, and schedule appointments at physical stores. Any experience online is complemented at their stores by personalized assistance, product demonstrations, and workshops. Additionally, their use of omni-channel means any experience that begins online can continue and end in the store or vice versa.

Cinnabon recently embraced the benefits of integrating channels and pivoted from being fully on-site to being a brand found both on-site and at home or office. Consumers can now order online, with their app, or in-store to enjoy their treats anywhere they like. They can also use the Cinnabon app to elevate their in-store experience with rewards or exclusive offers. Successful channel integration has allowed Cinnabon to evolve into a forward-thinking brand that is connected to its customers.

Challenges and Solutions 

Though a seamless experience is the goal, we can’t promise that the transition to one will be seamless. You may receive concerns about data privacy, experience technical issues or struggle to integrate organizational silos internally.  The best solutions to these challenges are to give your team the proper training and adjust your policies to best suit your company’s needs.

What Happens Next? 

Modern businesses stay modern for a reason: they evolve. And that’s what customers expect. You must constantly monitor advances in technology to stay sharp and ahead of the game in creating a unique space for your customers to interact with your brand. Take AI and AR/VR, for example. Integrating these into your customer experience could enhance the services you provide your consumers, making them even more efficient and engaging.

Note that these advances mean customers will become increasingly demanding in terms of how fast and seamless they want their experiences to be. It’s only a matter of time before these emerging technologies become essential, so why not stay ahead of the curve?

Ultimately, an omni-channel retail strategy will grant you access to more consumers and consumer data while providing your consumers with an elevated retail consumer experience with your brand. Curating a seamless transition between your physical stores and online presence may seem daunting, but retail integration is the best way to join the modern business world in their success. If you need help getting started, we have experience. Check out our work, or speak to a Pusher.

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Insights Restaurant Branding Marketing Communications Digital Media Advice

How Consistent Branding Can Be Your Restaurant’s Secret Ingredient

How Consistent Branding Can Be Your Restaurant’s Secret Ingredient

In our nearly 30 years of restaurant branding experience, we’ve seen just about every type of restaurant under the sun. And despite their differences in cuisine, location, and clientele, these restaurants can all be neatly filed under two categories: those that were successful, and those that were not. With the biggest determining factor often being consistency––or a lack thereof.

Consistency is what keeps customers coming back. What makes them refer you to loved ones looking for a good meal. It’s a promise that all the reasons they loved their last meal will be waiting for them when they next grace your dining room.

But consistency isn’t reserved for restaurant experience. Along with delicious food, a unique perspective, and stellar service, a consistent brand, too, can be a key ingredient in your continued success. Follow along to the recipe below as we help you cook up a consistent brand for your restaurant.

Be On-Brand

You probably have no less than 30 brands you can think of in a moment’s notice, simply because of the consistency of their logos, colors, fonts, messaging and voice. Establishing consistent branding for your restaurant means aspiring to this level of ubiquity across every consumer touchpoint: giving your customers the same signature flavor and experience each time they interact with your restaurant.

Spend quality time chewing on the elements mentioned above, ensuring they each send the right message. Burger King’s playful irreverence doesn’t fit McDonald’s, nor could Macca’s bright brand colors work for an upmarket eatery like The Capital Grille. These are the first impressions of your brand, and they’re what will become engrained in customers’ minds as they examine your place in the market. If you’re looking to protect your brand, it will help to compile a comprehensive set of brand guidelines. Think of these guidelines as a marketing Magic 8 Ball: if you’re ever doubting whether a creative decision is on brand or not, simply return to the rules you have in place for guidance.

Be Authentic

In the restaurant business you need to build a foundation of trust and loyalty with your customer base. This will require you to uphold the brand promise you created to build the foundation you need to evolve and expand. It will also demand that you be authentic.

Your customers are smart––they can see right through an inauthentic brand. Give them the credit they deserve by presenting honestly and authentically, drawing from real achievements, strengths, and emotions that translate across your entire organization. Part of establishing an authentic brand is ensuring your team knows how to represent your brand. Make sure they understand and embody your brand’s values and standards.

Look at brands like Sonny’s BBQ. Since undergoing a tip-to-tail rebrand with Push in 2013, they have have proudly maintained a consistent brand that lives authentically throughout the entire company. Their status as legendary local pitmasters is indisputable and shines through every billboard, menu item and social post. If you want an example of a younger company with brand consistency, Smalls Sliders has produced an organic cult-like following in just five short years. This is largely due to their simple, craveable product. But a healthy portion is owed to their consistent, Push-built brand.

Be Memorable

Your brand should be as memorable as your go-to order (double cheeseburger, extra pickles, add Mac sauce––thank us later.) When a brand is consistent across all fronts, spanning social media, web and physical locations, packaging, etc., consumers get to know it so well that they feel personally connected it. They know what it should look like, what it might say, and what it definitely wouldn’t say. (See our point about authenticity above.) A unified marketing strategy that is deeply influenced by your brand’s identity and messaging is great way to solidify the relationship consumers have with your brand.

Hubspot argues that your logo is the most memorable part of your entire brand, and we agree. When done well, it can immediately tie back to the pillars of your brand in the minds of consumers, in addition to looking equally great on a billboard or a napkin. Developing a memorable brand can feel like capturing lightning in a bottle. But consistency will undoubtedly help you put a cap on it.

Be Different

To end up on top in an increasingly competitive market, your restaurant needs to be different than the rest. Or, at the very least, consumers need to believe you provide a unique value that makes you a better option over other restaurants. With only so much wiggle room when it comes to price point and menu options, brand consistency can be a great way to curate a unique personality for your brand. As your brand matures, regular audits of your brand touch points will help you make sure you’re still staying true to the personality that makes people love your brand.

When hanging together, brand elements like signature dishes, distinctive decor, and a clarified visual presence are all ways to establish a distinct brand identity. But, remember: brand differentiation without consistency is a side dish without an entrée. It doesn’t matter how unique you are if you aren’t consistent with it.

Be Connected

Your customers may be the ones who bring home the bacon, but it’s your employees who make sure your doors open every day. Your employees are also your main ambassadors both within your restaurant and out in the world. They may not be in boardrooms making high-level brand decisions, but their daily insights can be instrumental in the success of your brand.

Keep these valuable lines of communication open by creating a feedback loop that encourages both customers and employees to identify areas for improvement in your organization. Even when communicating within your organization or onboarding employees, keep your brand personality and values consistent. Remember what we said about authenticity: A disconnect between how your brand looks or feels internally and externally will put off those consumers who have gotten to know your brand well.

We can look back at Smalls Sliders for a great example of consistent branding within an organization, too. Their brand’s voice and personality are clear and consistent no matter who it is aimed at. And with employees who fully embody their brand, it’s not just their sliders that keep people coming back.

Brand consistency can help you enhance brand recognition, increase customer loyalty, strengthen your brand’s identity, improve marketing efficiency, and improve employee engagement. But, all of these benefits can only be achieved through consistency over time, which will pay off in customer loyalty and the success of your restaurant.

If you want a brand that won’t get lost in the sauce, try out the advice given above. And if you feel like you need more direction, we are more than happy to lead the way. Check out how we helped Smalls Sliders Push their brand to its full potential.

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Retail Insights Marketing Communications Digital Media Advice Trends

Examining Gen Alpha: The Spending Habits of “Little Adults”

Examining Gen Alpha: The Spending Habits of “Little Adults”

Gen Alpha, the successors to Millennials and Gen Z, are reshaping how we think about marketing with their unique traits and tech-savvy nature. Let’s uncover what makes these globally aware kids tick and how businesses can keep up.

The Death of the “Tween”

Remember the early 2000s when tweens flocked to malls, heading straight to Limited Too? It was the younger version of The Limited and a go-to spot for logo tees and glittery accessories. As a 12-year-old girl, it was your favorite store. Or maybe you preferred Wet Seal, Delia’s, The Body Shop, Lush, or Charlotte Russe, places where young people explored who they wanted to be. By the late 2000s, Limited Too was gone and so was the tween shopping experience.

Gen Alpha, kids 14 and under, are known as the ‘landmark generation’ but surprisingly have few dedicated retail spaces. This is odd because they’re expected to be the largest generation in history, with over 2 billion born between 2010 and 2024. With nowhere to go, older Gen Alphas are jumping straight into adult brands like Starbucks, Lululemon, Sephora, Walmart and Target, influenced by their millennial parents.

Younger Gen Alphas are even more influenced by their millennial parents, who are still shopping for them. These parents do a ton of research before buying anything and exhibit higher brand loyalty, preferring nostalgic choices for their kids such as Disney, Lego, Nintendo and Fisher-Price.

To add further nuance, it should be noted that attempts by adult brands to target Gen Alpha separately, like Project Gap, don’t top their favorites list. That honor goes to brands like Amazon, Apple, Nintendo and Target—places adults love too. Gen Alpha and Gen Z share almost the same top 10 favorite brands. This generation is very brand-savvy, so businesses need to stay authentic. Speaking to them like they’re children can come off as patronizing.

At the end of the day, while Gen Alpha may have distinct brand preferences, they don’t yet have independent purchasing power. The reality of what brands kids are repping is down to what their parents are willing and able to buy them. So brands continue to market to adults, even if their consumers are getting younger by the day. If you’re wondering why 10-year-olds’ Sephora shopping carts are filled with retinols and heavy exfoliants, look no further than who’s paying for it.

Who’s influencing who? 

These shopping habits were built online over the past decade, first on Instagram and then on TikTok. Gen Alpha has grown up digitally connected, learning to “get ready with me” by listening to their favorite YouTubers list off the brands they consume during their daily morning routine, or things like WaterTok and IceTok, where recommendations about ice cube trays and water additive packets are free-flowing and monetized.

Certain products have reached cult status thanks to their constant appearances in Instagram Stories, YouTube haul videos and TikTok For You Pages. These brands do more than just serve a purpose though, they help tweens feel accepted in a community of multigenerational tastemakers. Buying these brands is like a rite of passage into adulthood and a way for Gen Alpha to join online culture.

Around 25% of Gen Alphas say influencers are their main shopping source and nearly 60% of their parents note that their kids watch shopping content, influencing their purchases based on favorite YouTube or Instagram personalities. This trend means companies should look into influencer partnerships for effective brand promotion.

However, to give credit where credit is due, Gen Alpha is changing how they use media, shifting towards more entertaining and funny content that sparks engagement. They value digital and human connectivity, pushing companies to create shareable and conversation-starting content.

Sustainability or Bust

While parents and influencers shape their choices, Gen Alpha has strong opinions. About 66% prefer buying from companies that make a positive impact and 67% want careers that help save the planet.

It makes sense that Gen Alpha is so eco-conscious—they’re growing up in a time of big environmental awareness. They’re more informed about issues like climate change, plastic pollution and biodiversity loss than previous generations were at their age. Sustainability is part of school curriculums, all over social media and a priority for many of their parents.

As a result, Gen Alpha prefers eco-friendly products like those made from recycled materials, biodegradable items and minimal packaging. They support brands with ethical practices, including fair trade and corporate social responsibility. They also favor locally sourced and organic products to reduce carbon footprints. Brands need to keep innovating to meet Gen Alpha’s high sustainability standards.

Marketing to Gen Alpha

Now that you understand what influences Gen Alpha’s buying preferences, let’s talk tactics for effectively marketing to them:

1. Leverage Influencers: With many Gen Alphas looking to influencers, collaborating with popular YouTubers or Instagram stars can significantly sway their purchasing decisions.

2. Nostalgic Branding: Since their parents are loyal to familiar brands, tapping into nostalgia in your campaigns can resonate well.

3. Entertaining Content: Create humorous, shareable media to match Gen Alpha’s love for engaging content.

4. Balancing the Experience: Blend online and offline interactions to play on Gen Alpha’s value for connectivity.

Adopting these marketing tactics can allow businesses to navigate the unique characteristics and preferences of Gen Alpha, ensuring a meaningful and impactful presence in their world.

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Insights Marketing Communications Digital Media Advice Trends

Top AI Tools for Businesses: Identifying Popular Solutions and Expert Detection Methods  

Top AI Tools for Businesses: Identifying Popular Solutions and Expert Detection Methods feature image

Now that we know AI comes in peace, companies across all kinds of industries are starting to embrace the new tech with open arms. But it’s important to understand the dangers, the benefits and impact of AI to use it effectively. Let’s take a look at the top AI programs being used by businesses today and the best ways to evaluate their performance. So you can take your business to new heights.

What are AI tools?

Let’s back up a little bit. What is artificial intelligence? It’s super high tech that can complete tasks that normally us humans would have to do. For example reasoning, problem-solving, decision-making, etc. A lot of businesses use these AI software apps to save time and money, understand their audiences, predict patterns, spot fraud and even provide customer support.

Today, 35% of businesses have already dove into the world of AI. And 42% of companies that haven’t plan on integrating it within the next two years. Companies clearly don’t want to get left behind in this new tech revolution. Especially since new softwares seem to become available almost every day.

Key AI Technologies to Consider

Top AI Tools for Businesses: Identifying Popular Solutions and Expert Detection Methods

From streamlining operations to customer satisfaction and content creation, AI harnesses the power and potential to drive success in many different areas of business. But they aren’t meant to replace your work. Only reinvent the way your business operates so that you can focus on the bigger picture.

You might be asking yourself, “But how do I know which ones are right for my business?” Here’s a list of questions you can ask yourself to find out which tools make sense for your business:

• What are the specific goals I want to achieve through AI?

• Which of my businesses needs could be met using AI?

• Can this AI tool grow with my business?

• Is this AI tool cost effective for my business?

• Is this AI tool compatible with other stakeholders?

ChatGPT and Grammarly have earned their fair share of hype. But check out some more AI tools that could plus up your operations, marketing or customer satisfaction:

• FreePik AI Image Generator: A visual content creator that can help you streamline visual content editing and you bring your ideas to life through its flagship AI image generator.
Reply.io: A sales engagement platform that can help you expand your opportunities and handle the sales process more efficiently.

• Byword: A content creator that can produce high-quality content at scale. It uses keywords and titles to create SEO-optimized articles that will help boost your SEO traffic.

• Legal Robot: AI software program that makes it easier to decipher legalese, or overcomplicated legal terminology that is not easy for businesses to decipher, and identify potential legal risks.

• Outmatch: A recruitment AI program that can help you streamline the recruiting process while reducing costs and creating a positive experience for everyone involved.

Expert Methods for Evaluating AI Content

We understand that it’s hard enough to produce content at the speed of lightning. AI can help alleviate some of those mundane tasks and jobs that take up our team members’ valuable time. But while AI is a great tool, you can’t rely on it alone. Remember, AI doesn’t have a human stream of consciousness. It may require more information and learning to understand different concepts, ideas and questions to generate content that is original and accurate.

This is why you should always research and revise the content spit out by AI before implementing it in your business, posting online and creating any marketing assets. Here are a few ways you can evaluate your content:

    1. Check for patterns in text.
    2. Run your content through AI tools like Grammarly and Writer.com for plagiarism.
    3. Fact check. AI isn’t always up to date.
    4. Read your content to make sure it connects all the dots.
    5. Send your revised words through an AI detection tool.

Whether you’re in the restaurant, retail, higher education or tourism industry, tapping into AI tools can help improve your business in many facets. But if you want real, original, authentic content for marketing, it may take a little more brain power than artificial intelligence. If you’re interested in leveling up your advertising, feel free to reach out. For now, check out our past work.

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Social Branding Marketing Communications Digital Media Advice

How Restaurant Brands Can Dominate with Social Media Marketing

Restaurant Brands

In an era where social media presence is one of the biggest factors determining where people choose to eat, it’s not enough for restaurants to have great food and a good vibe––they must also be well-versed in the world of social media marketing. Why? Because with a million options to choose from, it’s the restaurants with the most drool-worthy and engaging Instagram pages that will stand out. 

If you’re a restaurant that needs to up their social media game, check out these 5 restaurant marketing strategies to help you make waves in a tsunami of options.

Tip 1: Know Your Audience and Platforms 

Before you can start posting content and engaging with your customers, you need to know who you’re talking to. The way you engage will need to change depending on your audience.

A 2022 survey from MGH, a marketing agency that specializes in restaurants, found that 53% of Millennial TikTok users have ordered from a restaurant after seeing it on the platform. Gen Z, on the other hand, is more attracted to authenticity and transparency in brands and is 72% more likely to support a restaurant that contributes to social causes. Your content needs to be curated to who you want to interact with so that you can build a loyal base of consumers.

Once you have the right content for your audience, you need to be conscious of where you are posting it. You are less likely to reach a Gen Z or Millennial audience on Facebook, yet you are bound to connect with those demographics on platforms like Instagram or TikTok. The success of your social media marketing strategy starts with knowing exactly who you are talking to and what you want to say.

Tip 2: Create Mouthwatering Visual Content 

Social media managers might argue your content needs to look as good as it tastes. And we’d agree. High-quality pictures and videos of your food you can practically smell and taste inspire your audience to come try it for themselves. 

Visual content that represents your brand’s personality will increase engagement across your social media pages. Wendy’s, a top-five restaurant brand with a mastery of social media, generates an average of 2,417 reactions on each post through their use of meme-like content and casual brand voice. A well-curated stream of high-quality content might be what motivates a consumer to walk into your restaurant instead of hitting up your competition.

Tip 3: Engage with Your Audience 

Engaging restaurant consumers online through comments, direct messages, and interactive content is key when it comes to standing out from the crowd. But engagement only gets you so far––your response time should also be as fast as possible. This is your chance to show off your brand’s personality while receiving feedback directly from your consumers. And it’s an opportunity to make a genuine community out of your consumer base.

Some ways you can increase engagement are by taking advantage of user-generated content or leveraging influencer partnerships. Posting interactive content to your feed that inspires your audience to take action can also help you motivate more people to interact with your page. 

Tip 4: Utilize User-Generated Content 

Taking advantage of user-generated content is the best way to build trust with your audience because people tend to trust the authentic experiences of other consumers. Bright Local, a web-based SEO tool, found that 84% of people trust online reviews as much as their friends’ reviews when deciding where to eat. In other words, let your audience become your advertisers. 

Your employees are your restaurant’s brand ambassadors, and get the most one-on-one time with guests. Have them encourage customers to write online reviews about their positive experiences whenever appropriate.

Tip 5: Promote Special Offers and Events 

Social media is one of the most effective ways to promote special offers, events, and discounts. Use it to your advantage by creating content that generates excitement in your audience and drives more traffic to your page. Brands like Chipotle and Sonic Drive-In use their pages to promote charity drives and to move merchandise. Promoting special offers and exclusive events gives people a reason to come dine with you and check back regularly for more. 

Implementing social media marketing in your restaurant is a great way to differentiate yourself from competitors and dominate the market––when done right. The best social media presence is one that is consistent, creative, and responsive to its audience. Social media marketing can help your restaurant: increasing brand awareness, enhancing customer engagement, building authenticity and trust, promoting special offers and events, and granting you direct lines of insight and feedback from consumers. By following the above advice and staying up to date on the latest trends, you are sure to come out on top. 

If you still aren’t sure about where to start with your social media journey, Push has experts that would love to help. Check out our full menu of services and work with other restaurants here.

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Marketing Communications Digital Media

Get on Board with Brightline Ads: Where Visibility Meets Momentum

Brightline

The Brightline isn’t just transforming the transportation game in Central and South Florida, it has opened new doors for advertising too. From ticket kiosks to onboard screens and digital billboards spanning from Orlando to Miami, reaching audiences in a new and impactful way has never been more seamless. 

Take our “So Much Culture, So Little Time” campaign for the Cultural Council for Palm Beach County, for instance. In an effort to draw in new visitors to the vibrant and culturally rich region of The Palm Beaches, we strategically placed ads throughout Brightline stations and trains to leverage the high-traffic areas, captivating both residents and tourists. By tailoring messages and visuals to resonate with these audiences in different cities and stages of their travels, these ads positioned The Palm Beaches, Florida’s Cultural Capital®, as the ultimate choice for their next getaway.

As their agency, we’re excited to move full speed ahead with this new form of out of home. It provides the impressions of a billboard, with the opportunity for longer consideration because our viewers aren’t quickly driving by. If you’re looking to widen your reach, Brightline stations and trains offer much potential to increase your brand’s visibility and engagement with audiences. So get on board with Brightline ads.

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Branding Digital Media Advice

Why Brand Positioning Matters in Performance Marketing

Branding Opportunities for Multi-Location Restaurants 

In the fast-paced world of business, where every dollar counts, it’s easy to get caught up in the pursuit of immediate returns. But what some company’s miss when they first start spending on advertising, is the value of brand positioning. It isn’t just slapping a logo on a product and calling it a day. It’s about forging meaningful connections with your audience, carving out your place in the market and laying the foundation for long-term success. It’s an investment in the future of your business for years to come. Let’s explore the importance of brand positioning, the benefits of performance marketing and how they can work together to sustain growth.

So, why does brand positioning matter?

In today’s crowded marketplace, consumers are bombarded with choices at every turn. And even in a sea of options, they’re still more likely to buy from brands they already know and trust. This is why brand positioning and identity is crucial. Without them, consumers will have trouble when they hit the decision making part of the sales funnel. By investing in your brand positioning, you can give your brand a reputation, personality and a set of values that people can relate to.

Look at Paris Baguette, for example. This well known cafe restaurant brand from Korea needed a new positioning to become relevant in a newer market—The United States. After assessing primary consumer research and ethnographic studies, this once unfamiliar brand transformed into “your neighborhood bakery and cafe.” An inviting experience, where the bread is warm, and the welcomes are warmer. From the store designs to the service, marketing materials and media platforms, Paris Baguette’s brand is crafted at every touchpoint to resonate with American consumers. If you’d like to read more about their brand journey, you can find it here.

Whether you’re a new brand just hitting the market or a business looking to re-position yourself, it’s important to know what you’re doing, how you’re doing it and why you’re doing it to tell a clear story and connect with your audience on a deeper level.

What is performance marketing?

While brand positioning is crucial to the long-term success of a business, it doesn’t always generate immediate, measurable results. Performance marketing does. Whether it’s clicks, conversions or sales, this strategy is used to achieve tangible metrics through various digital channels like search engine marketing (SEM), performance max, social media advertising and email marketing. A restaurant, for example, might measure their KPIs in online orders or in-restaurant visits. It’s a very effective strategy that drives business goals, with more than a third of marketers planning to increase their marketing investments in 2024.

When Cinnabon pivoted from an on-site purchase brand to a brand found both on-site and at home, they needed to also pivot their promos and strategy to focus on delivery as a main traffic driver. By utilizing performance marketing using digital media channels, including TikTok, Twitch, YouTube, SEM and more platforms, as well as branded creative assets, Cinnabon was able to successfully drive their delivery business goal. You can read more about their successful campaigns here.

The success of performance marketing truly depends on the foundation of the brand positioning and identity. While data-driven, cost-effective approaches are essential in reaching target audiences and driving desired outcomes, the strength and resonance of the brand ultimately determines the effectiveness of these efforts. If you think your brand needs work or if you’d like to talk about implementing performance marketing strategies, just reach out.