MARSHA! MARSHA! MARSHA!
OUR CREATIVE HAS EVERYBODY TALKING
Strategy, implementation, and optimization are necessary for any successful campaign. But great creative is CRUCIAL. One of the reasons I’m proud of the impressive client retention at Eagle Eye Marketing is the strength of the creative. Let’s take a look at why Eagle Eye Marketing is the Marsha Brady of advertising firms in Wilmington. Car dealerships. Everybody loves them, right? No. No one likes buying a car, and no one trusts car salesmen, especially used car salesmen. That’s exactly why I lean into humor and entertainment for Parkway of Wilmington’s Used Car Center. With a staff of self-proclaimed “old curmudgeons,” I embrace their natural chemistry and use pop culture references to create engaging, memorable ads. And guess what happened? Increased sales without ever featuring a price or payment.
Who we are and why we continue to enjoy growth and success each year!
Owner Jennifer Bloech on Surviving COVID and Building Through Uncertainty
If someone had tried to warn me about starting a business in 2019 because we were on the cusp of a historic pandemic, complete with nationwide isolation mandates, forced remote learning, federal mask requirements, overcrowded hospitals with millions sick and dying, and thousands of businesses forced to close their doors, I would have laughed. And then I would have offered that individual a job in my creative writing department for such an outstanding, vivid imagination. Alas, I had no such warning. So, with over 25 years of experience in advertising and 100% of my individual client list from a previous ad agency, I started Eagle Eye Marketing, affectionately named for my favorite sports team, the Philadelphia Eagles. Go Birds! Opening a new business and keeping it open during a pandemic was monumentally difficult especially with an automotive-heavy portfolio. My car dealers were trying to sell vehicles in an extremely volatile economy, with inventory production coming to a halt. They relied on me to pivot and shift strategies, since promoting their products as I had been accustomed to doing would no longer work. This shift included focusing my messaging on creating a specific USP and clear value for consumers to do business with my clients. For example, I helped Parkway Hyundai create a campaign designed to sell vehicles by positioning the dealership as an advocate for the consumer.
My strategy included a fully remote shopping experience with programs offering deferred payments and no interest for up to five years, as well as assistance for current customers who had recently lost jobs due to the pandemic. In addition, Parkway offered at-home shopping with complimentary delivery. With this strategy, Parkway Hyundai’s website traffic and lead generation increased at a time when many other dealerships saw significant drops in revenue.
NOT ALWAYS SUNNY IN PHILADELPHIA
In the past year I’ve had to overcome the obstacle of growing revenue in an environment of compressed margins due to the digital platform. Based on the minimum daily budget recommendations of the various digital companies (Facebook, LinkedIn, Google, etc.) digital advertising is very cost effective. Charging management fees at even 50% of the ad spend is difficult to justify to most clients, even with the tremendous amount of video content design and optimization involved in successful digital advertising. I was facing compressed profit margins along with increased fees to outsource tactics I didn’t have internal personnel to facilitate.
To combat these compressed margins and increased outside vendor fees, I used strategic hiring to add revenue streams and increase profitability. For example, I have onboarded Gulfstream Steel, a regional manufacturer of steel products. This is not a traditional marketing client, and after analyzing their goals and challenges, I determined they needed
instructional videos, a new website, and an ongoing social media presence to increase and optimize their digital footprint. In lieu of outsourcing the strategies, I was unable to facilitate with current personnel, I decided to hire a digital team specializing in each of these tactics. I used the incoming video and digital revenue to hire and invest in the company which meant more opportunity for growth pitching the services that offered increased margins. This allowed me to add management fees for all the digital tactics to my own bottom line and keep the profits that had previously been paid as third party fees, more than covering the salaries for the new employees.
CURRENT SITUATION
Eagle Eye Marketing maintains a full roster of active monthly clients and a fully staffed team of dedicated professionals, recently expanding internal capabilities with the addition of a full-time website developer and SEO expert. Over the years, the agency has strategically diversified its client base and now represents a broad mix of B to B and B to C clients, strengthening revenue stability and driving consistent year-over-year growth. Eagle Eye Marketing continues to expand its team, increase net revenues, and improve overall profitability annually.
Take a look:
https://www.youtube.com/watch?v=4VkORBp5zbM
We love featuring the local landscape and helping our clients showcase their products with stellar videography, music that resonates, and graphics that tell the story. Here’s one of our favorites produced for Motts Channel Seafood. (Try not getting this tune stuck in your head):
https://www.youtube.com/watch?v=prKr0GOxirE
While most medspas focus on the actual treatments offered in their facilities and use discounts and offers to drive new traffic, we use creative that’s different for Glo Medspa. We don’t promote discounted Botox like the competitors, we showcase the team members and incorporate catchy music with eye-catching concepts. Glo Medspa promotes making their clients look and feel amazing, so we used that mantra to create this cool ad. Check it out:
https://www.youtube.com/watch?v=3LE9TJpDe9E
And then after Covid when businesses started re-opening, we produced this version using a different part of the “Amazing” music. The response the client received was as “AMAZING” as the concept.
Some of Our Clients
