Insights

Engaged by several retail clients, including Tanger Outlets, Grand Boulevard and Rivers Oaks Shopping Center, infinitee delivers millions of impressions with dynamic video content for digital and commercial advertising use.

Each project was approached with unique objectives in mind and highly-tailored storyboards were developed for the videography sequences. Take a look behind the scenes!

A Grand Experience at Grand Boulevard

Three :60 videos were produced showcasing the unique dining and shopping experience at the Town Center.

Our Senior Digital Director acted as gardener, food stylist and prop keeper for the two-day shoot. Thanks, Ezgi!

The crew was up before dawn and filmed after dark to capture the beauty of the sunrise/sunset at the center.

The videos have been used for digital advertising, including website, social and digital campaigns and have garnered 100,000 impressions in the first 30 days.

River Oaks: The Timeless Center with a Modern, Upscale Flair

Two-minute lifestyle video was produced featuring the high-end tenant mix at River Oaks Shopping Center in Houston’s historic River Oaks district.

5 sweet treats were sampled by our crew while on-location. No judgement!

Used on the website, digital ads and social channels, the video has provided an endless source of content assets and garnered 200,000 impressions since its debut.

Fashion, Fun and Great Finds at Tanger Outlets

The broadcast television spot was used in over 30 markets nationwide since it’s premiere in March of this year, and is also featured in digital media campaigns.

The “Feel the Deal” campaign for Tanger featured a 10 member on-screen talent team ranging in age from 5 - 65.

The spring and fall filming took place over three days in Daytona Beach.

Shopping center shoots have their perks! After wrapping the shoot, the talent and crew hit the stores.

From concept, to planning, to tenant coordination, to post-editing and campaign activation, let infinitee help grow your brand awareness and reach with dynamic video content.

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As a recap, we have been discussing the impact of video marketing on your brand, different types of videos to consider, and who can benefit from implementing videos in their marketing strategy.

Video is an investment — but one with the most legs. When storyboarding a new video, think about where the video will live and how many places you can use the video assets – web, social media, email, digital ads, etc.

Now let’s consider the best options for video to live in your marketing strategy.

1. Pitches

There’s no doubt that video is leading the way as an innovative means of engaging prospects and customers. Brokers can use video to sell space allowing prospects to picture their store, restaurant or employees there. Developers can use video to sell their vision to a city and/or partners. Apartments/Condominiums/Senior Living Communities can showcase what it’s like to be a resident. Shopping centers and retailers can show the overall experience customers will have onsite – how many brands they can shop, benefits of being able to try things on, the best restaurants, excellent service, etc.

2. Blogs

If you could choose text or video for the same subject, what would you choose? As we mentioned in Part 1 of this video blog series, 43% of people say video is more memorable than text (18%) and images (36%). But do keep in mind, videos should be supplementary to your blog post writing and not an entire blog post translated into a video (that’s why we decided not to turn this blog post into an infomercial). “Vlogging” has also become increasingly popular for companies and influencers to stay current and connect with their current fan base and prospective customers, and it can also drive customers back to your website to learn more.

3. Email Marketing

Using the word ‘video’ in the subject line of an email increases open rates by 19% and click-through rates by 65% (it must have worked because you opened and clicked through). Video in email has the ability to drive attention where marketers want it to go and effectively deliver the message they want to convey to the viewers they specifically want to target. Videos are a strategic move to increase engagement by encouraging viewers to go to a website and social channels as well. And here’s a tip: Add social share buttons at the beginning and end of your video to bring in more views.

4. Website

One of the best ways to capture and then keep the attention of someone who lands on your webpage is with visually stimulating content. And the obvious solution… video! The video types best for a website platform are testimonials, product demonstrations, company profiles, culture videos, vlogs, and Facebook Live posts. According to Visually “video content can increase conversions by 80% or more”, meaning more subscribers, followers and/or buyers after they watch your video.

5. Speaking/Exhibiting Opportunities

Have a CEO or a Project Manager who doesn’t mind being the face of what’s going on? Supply them with a video at their next engagement and their audience will be 65% more likely to remember what they said 3 days later. (source: Brain Rules) The power of pairing visuals with words is truly worth the investment.

6. Social Media

Think about it…when you log into social media, what captures your attention the most? Video. According to TechCrunch, Facebook has over 8 billion average daily video views with an estimated 100 million hours of video watched per day. That’s a ton of video! What’s even crazier is Facebook found that viewers, on average, only watch the first 10 seconds. How do you create engaging content in only 10 seconds? This is where GIFs come into play.

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River Oaks Shopping Center

Creating your own GIFs can be beneficial as you control your brand and encourage engagement with viewers only watching for such a short period of time. As seen in Part 1, our video accounted for video accounted for 76.35% of all impressions for Coconut Creek’s event marketing efforts. Photoshop has the capability to create GIFs by uploading your images and making frames from layers. Just choose the number of times you’d like it to loop and voila!  

7. Digital Ads

Imagine shopping for a pair of shoes, and as you navigate throughout the internet, a video ad pops up of those exact same shoes being worn. Maybe you visited a careers website and are later served a video showing a tour of the exact job and location you were interested in. Would this capture your attention? We recently incorporate video into our digital advertising program for valued client, Grand Boulevard Town Center, and in just two weeks the video ads generated nearly 326,000 impressions operating at an 81% completion rate!

8. Television Spots

Television spots are another medium to integrate video into your marketing strategy. When we film national television spots for our client Tanger Outlets, we produce a storyboard prior to filming. After the video shoot, we are able to capture so much more than just the video alone. For example, our production team is able to pull clips of the video and the social team translates those images into social media content, digital ads, and so much more. By creating a storyboard upfront and strategizing each video, you are able to determine the best ways to optimize your use of video and effectively utilize your resources. Repurposing this content, whether into still images or GIFs, allows for brand consistency, greater opportunities for reach outside of video postings alone and ultimately more engagement and impressions with your audience.

And now on to the final installment of our 4-part video series: How to Create Effective Videos

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Congratulations! You’ve made it to the final post in our 4-part Video Series.

Now that you better understand the impact of video marketing on your brand, the 10 different types of videos to consider, and 8 ways to use video in your marketing strategy, let’s explore the best ways to create effective videos.

Below are a few tips we agree on from the Huffington Post on how to create effective videos.

1. Educate Yourself

Understanding the video production process is the first step in creating an effective video. Creating a video can be a daunting task if you don’t know where to start, but if you take a little time to educate yourself upfront, you can ensure a smooth transition throughout production. To begin, research videos and the type of video you want to produce. Decide on a concept and determine what you’d like to accomplish with your video. Next, determine your budget.

2. Know Your Budget

Videos can have a wide range in cost due to factors such as the length of the video, number of locations, crew size, talent, voice-over versus live, editing options, music, etc. Therefore, it’s really important to discuss expectations and final deliverables with your production company to make sure they understand your budget limitations.

3. Set Your Goals

We discussed 8 Ways to Utilize Videos in Part 3 of our blog series. It’s important to make sure that your goals align with how and where you plan to use your video. Are you trying to increase brand awareness and stand out from the competition? Do you want to increase product knowledge? Are you trying to increase engagement? You want to be sure your goals are focused, measurable and relevant to your business.

4. Identify Your Target Audience

Personalization is at the forefront of every marketer’s strategy and to create a video specifically for your audience you must first understand and define your viewer. To do so, build buyer personas not only based upon who you think would like to watch your video, but also who you know data confirms will be interested. Whether through Google analytics, surveys, internal data or focus groups, research determines the right audience for your objectives and helps create content around your targets’ specific needs and interests.

5. Figure Out The Right Message

As previously mentioned, the right message will depend on each persona created. You may find after creating multiple personas that multiple videos may be needed. Focus on one goal at a time and center your content around each persona; don’t try to overload everything into one message. Rather, for example, explain what you do in one video, sell your product or service in another, and offer valuable content in yet another.

6. Find The Right Opportunities

Producing an amazing video is great but your ultimate goal should be to determine if you are utilizing your video at the right time, in the right place, targeting the right people. Now that you know your budget, goals, audience and message, you can build your strategy. Determine where your video(s) will best fit within your current strategy and how other avenues could benefit.

7. Hire The Right Company

Videos are an investment, so be sure to hire the right agency.

(Shameless plug here…. Hire infinitee!) Often times individuals look for the most cost efficient option rather than researching and weighing both value and cost. Determine which is more important for you, and based on your priorities and goals, hire the agency that fits best your wants and needs. Look for an expert in the field that you’re producing the video and ultimately hire the group with service you can trust.

8. Market Your Video Content

What good is your video if no one sees it? Make sure it is seen. You’ve set your goals and you’ve strategized where to use your video, so your next step is to market it. Optimize video views by utilizing both free and paid advertising opportunities; whether placing it on your website, boosting it on Facebook or Instagram, or sharing it in an email, if your content is exciting and targeted toward your viewer personas, you are likely to see more impressions and engagement.

9. Measure Success (Include a Call To Action)

Make sure that you have measurement tools in place to measure the success of your video. Are you seeing an increase in website visits, likes, shares, page views, product sales, signed leases, etc.? Are people responding to your video in the right way or are they bouncing off the page immediately?

Tip: Be sure to include a call to action. Information learned from CTAs can be vital for your next video.10. Follow Up

Dedication to continuously generate relevant and educational content, such as videos, will ensure your success as you position your company as an industry leader. As your video generates impressions and engagement, interact with your viewers and follow up with any questions they may have. Offering a valuable resource is beneficial in converting viewers and growing your business.

THANK YOU for viewing our 4-part video series! We hope this has been an insightful series and that you are energized, inspired and armed with the right tools and information to grow your business through video.

To learn more about infinitee’s video services and incorporating video into your strategy,

contact Vince.

Welcome to our 4-Part series on Video Marketing! Throughout this series, we will discuss:

1. The impact of video marketing on your brand
2. 10 different types of videos
3. 8 ways to use videos, and
4. How to create effective videos so you get the most out of your investment.

As you probably know, video has never been more relevant in the digital realm and has become a vital marketing tool for every business across every medium. Companies use video as a format for telling stories, delivering messages, educating their audience, and so much more.

According to HubSpot, a leading inbound sales and marketing software company, “Brands need video incorporated into every step of their marketing strategy,” and many organizations are prioritizing this in annual budget planning. In the last year, we produced over 30 videos across 6 clients alone. Some benefits include increased impressions, shares, engagement rates and more across social media and digital advertising.

We recently marketed a Family Fun Day event at one of our shopping center clients, Promenade at Coconut Creek, with a mix of video and photography assets. When the results were tallied, video accounted for 76.35% of all impressions. Our Facebook posts surrounding the event showed 4,226 impressions for video in comparison to 1,309 impressions for still images, supporting the fact that video garnered more impressions than still images.

Don’t just take our word for it! Below are 6 stats from HubSpot to support incorporating video marketing in your annual budget.

1. 43% of people say video in content is more memorable than text (18%) and images (36%).
2. 54% of consumers want to see videos from brands they support as opposed to newsletters (46%) or social images (41%).
3. In fact, 81% of customers have been convinced to buy a product or service by watching a brand’s video.
4. After one minute, only 5% of viewers stop watching videos, but 60% will stop watching after two minutes.
5. 97% of marketers say video has helped increase user understanding of their product or service which increased brand awareness.
6. 76% of marketers say video helped increase sales as well as traffic.
7. 80% say video has increased dwell time on their website.

There’s no argument that consumers are overwhelmed with content. Video is a steadfast way to cut through the clutter and have your customers remember what they see. This increase in brand awareness and recognition will help your brand stick in customer’s memory over time and ultimately influence buying decisions - what to buy, where to shop, where to live, where to work and so on.

To learn how you can incorporate video into your strategy, contact Vince.

Continue the video journey with Part 2: 10 Types of Videos.

In “Part 1: The Impact of Video Marketing on Your Brand,” we discussed why video is important as a marketing tool for every business across each digital medium and gave 6 stats to support video marketing in your annual efforts.

What we didn’t discuss is how many different types of video exists and the impact each has on your business. Below are 10 Types of Videos to consider for marketing your business.

#ProTip: Keep these 4 questions in mind while reviewing:

1. What message are you trying to deliver?
2. Who are you creating the video for?
3. Where will the video live - Homepage? Social content? Digital ads? Careers website?
4. Will you need talent or a studio?

1. Demo/How To Videos

Have you ever needed to watch a video to learn how to do something? Demo videos show you how to understand a product or service, and often times, make life more enjoyable by simplifying processes. As you remember from Part 1, 81% of customers have been convinced to buy a product or service by watching a brand’s video.

Check out this video we produced for our client, IMG Sign Systems, showcasing the simplicity of their Interior Sign System, Imago.

2. Brand Videos

Brand videos tell the story of your business’ culture, core values, ideas, and why your company is unique. Short, creative videos providing a visual and emotional connection leave an impression on your viewer. These videos are great for any type of business.

3. Culture Videos

Company culture videos humanize your company and make your brand relatable. Whether using office life videos to showcase a day-in-the-life of employees, game days, pranks and birthday parties, or the people behind your business, there’s no better medium for engagement than video. Not to mention, these are highly impactful toward recruitment efforts!

Stay tuned for infinitee’s culture video coming soon! We just filmed last week.

4. Event Videos

Capturing social and special moments before, during and after an event generates great video content to be used as a promotion of the event or recap of the occasion. Social media platforms allow you to showcase your event in a variety of ways: live video, video stories and traditional upload. Plus, you’ll get extra clips to extend coverage and owned content.

5. Animated Videos

Show off your brand creativity with the use of animation. A new dimension of video provides a factor in creating memorable content. Benefits of using animated videos include representing abstract ideas, giving context to your ideas, and bringing any concept to life.

6. Case Study & Testimonial Videos

Case study and testimonial videos provide outside insight in an attempt to create persuasion and validation. These types of videos prove to viewers that your product or service actually solves their problem. Keeping video testimonials short is key, but encourage questions and comments to keep the conversation going. These types of video work well for any brand.

Stay tuned for new testimonial videos we just produced for one of our newest clients,

Peachtree Hills Place!

7. Live Videos

Viewers love to watch live videos because they are able to ask questions and leave comments in real-time. Live streaming footage gives the audience a feeling of inclusion and interaction. Giving a behind-the-scenes look generates excitement and buzz around your brand.

8. 360-Degree & Virtual Reality Videos

Virtual reality is described as, “the use of computer technology to create a simulated environment”. When viewing a VR video, you view a completely different reality than the one in front of you. Utilizing VR in your marketing initiatives encourages customers to experience your brand and participate actively.

Tip: VR videos are great for travel and tourism, shopping and retail, real estate construction, apartment/office renderings and so much more.

9. Augmented Reality Videos

Augmented reality is defined as, “an enhanced version of reality created by the use of technology to add digital information on an image”. AR is typically used in apps for smartphones to provide a 3D view of the real world in front of you. This type of video provides a first-hand experience in a new and functional way for any industry which wishes to enhance an experience of their space.

10. Personalized Messages

Personalized videos offer a new and exciting medium to connect with your audience and boost engagement. Personalized videos oftentimes have no relation to the brand other than subtle inclusions such as a name, company logo or photo. It’s a soft-sale approach that goes a long way in conversions by keeping the viewer engaged without making them feel like they’re watching an ad. They can be used in sales to introduce an individual to a prospective customer, re-engage from site visits or personalize a piece of content shared in an email campaign.

To discuss which type of video will benefit your company the most, contact Vince.

Now that you better understand some types of video, click to read Part 3: 8 Ways to Use Videos in Your Marketing Strategy

infinitee, a full-service, strategic marketing agency in Atlanta, GA, is excited to announce the addition of Peachtree Hills Place, an Isakson Living development, to its client roster. infinitee has been charged with enhancing the brand positioning for the 55+ adult community located in Atlanta’s Buckhead/Midtown corridor to appeal to younger, affluent boomers requiring an alternative luxury standard of condominium and free-standing home living. In addition, infinitee will provide strategic marketing services inclusive of website updates, onsite signage, social and digital media, collateral, print advertising, and video production to name a few.Peachtree Hills Place, located in the heart of Buckhead, offers the ultimate in livable luxury consisting of first-class amenities in a setting that provides the perfect balance of sophistication and relaxed comfort. When complete, the community will encompass approximately 200 single story condominiums (stacked flats), 12 free-standing homes, club offerings including dining, fitness and social amenities, in addition to health services including assisted living, memory care and nursing care. This premier development will raise the bar for 55+ adult community living.

“infinitee is proud to be a part of such a stellar team bringing the best in luxury living for the 55+ adult community in our own backyard. We are excited to provide our marketing services to elevate this brand to its much deserved potential .” - Barbara McGraw, CMO and co-founder of infinitee.

About infinitee Communications, Inc.infinitee is IN. INto advertising. INto problem-solving. INto creativity. For over 28 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The agency specializes in branding, marketing, strategy, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Call 404-231-3481, x119 to speak with Jocelyn Smith, Founder & CEO.About Isakson Living

Isakson Living communities are an attractive residential option for those 55 and older or 62 and older providing empowerment, wellbeing, security and control for Members and their families. Their communities provide extraordinary amenities in diverse settings offering abundant social, educational and enrichment opportunities. For more information about Isakson Living, visit isaksonliving.com.infinitee Adds 55+ Adult Community Client to Client Roster

infinitee client, Grand Boulevard at Sandestin®, wins the International Council of Shopping Centers (ICSC) Silver MAXI Award for NOI Enhancement for its entry titled Community Minded. Events Focused. Sales Oriented. on Sunday, May 20, 2018.

Grand Boulevard, a 650,000 SF mixed-use Town Center located in Miramar Beach, Florida, with the help of agency partner, infinitee Communications, Inc., is always pursuing its corporate mission to be a good steward of the local community, and unique ways to support its premier tenant mix. Recognizing recent market demand for both ever-grander and local-flavored events, Grand Boulevard developed and implemented the Arts & Entertainment Fee Program in 2014 to not only fulfill its corporate mission but to also help support a year-round calendar of events. These events, known as the Coastal Culture Arts & Entertainment Program, are heavily focused on the performing and visual arts, local culture, experiences and entertainment, and are mostly free and open to all guests of the Town Center.

Several flagship and world-class events supported by the A&E Program include:

• South Walton Beaches Wine & Food Festival (Named One of the South’s Standout Food & Beverage Festivals by USA TODAY) benefiting Destin Charity Wine Auction Foundation
• 30A Songwriters Festival (Ranked #5 of The South’s Most Iconic Music Venues and Festivals by Southern Living Magazine) benefiting Cultural Arts Alliance of Walton County.
• ArtsQuest Fine Arts Festival benefiting the Cultural Arts Alliance of South Walton

In 2017, the program's fourth year in place, the Arts & Entertainment Fee Program generated $379,640 to fund and promote 179 events at the Town Center. These events garnered attendee counts totaling 103,550, helped boost NOI by 14.96% over the previous year, and have lead to a 31.82% increase in sales since the program's inception.

This increase was achieved through a combination of tenant-related communications, as well as an integrated consumer awareness campaign for Coastal Culture, inclusive of onsite signage, rack cards placed in each tenant’s business, digital display advertising, social media, print campaign and public relations efforts.

Additionally, the program's success has extended to encompass leasing efforts and is now a strong recruitment tool for potential new tenants. The successful NOI performance of Grand Boulevard’s A&E Program led it to be the obvious choice as the Silver Maxi Award winner for NOI Enhancement.

About infinitee Communications, Inc.

infinitee is IN. INto advertising. INto problem-solving. INto creativity. For over 28 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The agency specializes in branding, marketing, strategy, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Call 404-231-3481, x119 to speak with Jocelyn Smith, Founder & CEO.

About Grand Boulevard at Sandestin®

Grand Boulevard is the shop, dine, play and stay Town Center located on Northwest Florida’s Beaches. Based on the prominent mixed-use architectural model, Grand Boulevard offers a dynamic lifestyle experience with convenient access to a multitude of exclusive shopping and dining options, entertainment, professional services, corporate offices and hotels. Grand Boulevard is a Howard Group and Merchants Retail Partners property. For more information, please call (850) 837-3099 or visit GrandBoulevard.com

About International Council of Shopping Center MAXI Awards

ICSC is an association that serves the global retail real estate industry. It provides its 70,000+ member network in over 100 countries with invaluable resources, connections and industry insights and actively works together to shape public policy. The MAXI Awards celebrate the outstanding work and achievements of those who are transforming marketing in the retail real estate industry. 2018’s award program included 10 categories recognizing all aspects of marketing, from traditional marketing to new emerging technology, for cause related marketing to NOI enhancements.

infinitee was engaged by Gables Residential to create an upscale and unique collateral piece for the marketing and leasing initiatives of one of their newest properties, Gables Columbus Center in Coral Gables, Florida. With a tagline of “Immerse Yourself in Elegance”, the use of striking underwater fashion images was proposed to support the messaging.

The shoot was conducted in a 10 foot deep heated pool with a photography and dive crew comprised of five people and two models.

15 yards of tulle fabric were added to the female model's dress to provide effortless movement in the water.

The models held their breath for an average of 2 minutes per shot. Divers were stationed at the bottom of the pool to provide oxygen via tanks as needed.

About infinitee Communications, Inc.

infinitee is IN. INto advertising. INto problem-solving. INto creativity. For over 28 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The agency specializes in branding, marketing, strategy, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Call 404-231-3481, x119 to speak with Jocelyn Smith, Founder & CEO.

Two conferences in two months! It has been a busy time at infinitee. Several weeks ago, I shared my thoughts on the CampusConnex conference, and now it’s time to reflect on my nuggets of wisdom regarding talent acquisition from the SOAHR SHRM Atlanta Conference.

Whatever industry you are in, most likely you are not immune to the talent shortage. But this conference was more about finding a needle in a haystack - it was mission-focused. The sessions I attended included Predictive Analytics, The Introverted Leader, and Megatrends in the U.S. workforce.

1. Predictive AnalyticsWCN has developed an algorithm, which combined with filtering tools, lets you zero in on the right candidates faster. Machine-based decisions vs. humans - what are the benefits? They include the reduction of unconscious bias and enhanced diversity with a machine-learning based algorithm, and greater insight into which candidate characteristics score strongest and why.

2. The Introverted Leader(One of my favorite sessions because I live in between being an extrovert and an introvert.) Fun fact: Most HR leaders are stereotyped as being introverted which is good because these leaders:

• Display quiet strength in times of difficulty.
• Tend to be better listeners and think before speaking.
• Frustrate the extroverted leader – “why don’t you say anything?” (This is my favorite.)
• Are private at first and tend to have a low key emotional expression.
• Prefer writing over speaking. (not me)
• Enjoy communal solitude – love being surrounded by people but away from the noise.
• Are most likely to suffer from people exhaustion and the pressure to self-promote.

3. Megatrends - Global Trends that will Redefine the Work, the Workers, and the Workplace by Dr. Shelton Goode.My top takeaways include:

• The massive shift in the U.S. population by 2020 - non-Hispanic whites will decrease by 20% and Hispanics/Latinos will increase by 50%.
• Women, people of color, and immigrants comprise 70% of new entrants into the workforce.
• Millennials will constitute a larger segment of the workforce outpacing Gen Xers by 30 million workers.
• The mass exodus of non-Hispanic white workers age 55 to 65 will disrupt the following industries: utilities, mining, education, public administration, transportation, and manufacturing.
• The unemployment rate is projected to be about 4.7% in 2020. The rate will move steadily lower. By 2040, unemployment will be the lowest since 2007.
• In 2020, the desire to have a corporate job for men and women will drop 15%. (I want a mission-focused life!)
• Increased diversity tensions - diversity tension refers to the stress and strain that can accompany interactions between different cultures and generations and is a natural outgrowth of bringing multiple cultures and generations together which may have different perspectives regarding work. Diversity tension is neither bad nor good, it simply is.

So, what do we do and how can you help your organization?

• Take steps to be more inclusive and recruit from all sectors of society (Do all of your positions require a college degree? Check out this group of young adults who can bring real-world experience to your company with an alternative education.)
• Develop an employer brand that is inclusive and speaks to multi-generations.
• Recognize the importance of cultural and diversity nuances in all recruiting efforts.
• Recruit, retain, and treat your teammates like your customers!

Vince Vitti is not a blog writer and on most days is caught between communal isolation and people exhaustion. However, he loves his job and would love to speak with you about your talent needs.

In this day of digital everything, it’s not enough to simply build your online presence via your website, social platforms and review sites - you have to maintain and grow it, as you would with any other area of your business. The same instant feedback and approvals that you love receiving through your social channels and review sites can, at most times, be tremendously helpful in generating awareness and growth for your brand. However, they can also negatively impact your bottom line if not closely monitored.

Vince Vitti, VP of Business Development at infinitee, recently attended the CampusConnex conference in Orlando, Florida and identified the following five best practices for online reputation management.

1. Continuously monitor all platforms and respond quickly. Timeliness is everything and it also shows authenticity that your business cares and has concern for its customers.
2. Have a dedicated employee as your responder. This person is responsible for monitoring and engaging with your audiences - both with positive comments and especially negative posts or reviews.
3. Always keep responses positive, authentic and concise. Thank your customers for positive comments and bring negative conversations offline by having them contact your dedicated responder directly.
4. Listen and engage. By truly hearing your customer out and showing genuine interest in their opinions and experience, you may often resolve the issue without further action.
5. Never delete negative comments or postings. Business transparency is demanded in today’s digital world and showing the timeliness of your response goes a long way in offsetting any negative comments or reviews.

“It’s critical to watch your online reputation across every information outlet and engage appropriately every step of the way. Your online reputation is the direct result of the relationships you cultivate offline (and often the first thing people seek when learning who you are). Look into tools like Yext to make it easy. ” advises Chelsea Cannon, Digital Brand Strategist.

In short, bad reviews are going to happen, but with a little foresight and proper planning, you can spin them into a positive experience for all involved and effectively manage your online reputation in the process.

Interested in learning more about our social media strategies, online reputation management offerings, and how infinitee can help you manage your digital presence? Contact us today!

Each year, Expertise provides a comprehensive listing of highly-qualified local experts and this year infinitee was honored as one of 2018’s top 20 Best Advertising Agencies in Atlanta.

Using its proprietary research and selection process to identify leading professional organizations in more than 100 business categories across 1,000 cities nationwide, Expertise hand-picks each recipient to compile its city-specific listings. Winning organizations are selected and scored according to the following criteria: industry reputation, credibility, experience, engagement and overall professionalism.

As a full-service, strategic marketing agency with more than 28 years experience, infinitee’s industry expertise crosses many verticals including premier real estate companies in mixed-use, retail, commercial and multifamily, as well as education, financial services, and healthcare. Key clients include Tanger Outlets (United States and Canada), Grand Boulevard at Sandestin (The Howard Group), 500 Harbour Island (Gables Residential), and Platinum Tower (PM Realty Group), to name a few.

“We are honored to have been selected as one of the top 20 best advertising agencies in Atlanta by Expertise, especially for our credibility and professionalism. – Jocelyn Smith, Founder and CEO of infinitee

About infinitee Communications, Inc.

infinitee is IN. INto advertising. INto problem-solving. INto creativity. For over 28 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The agency specializes in branding, marketing, strategy, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Call 404-231-3481, x119 to speak with Jocelyn Smith, Founder & CEO.

Shopping center marketing is one of our agency's largest verticals and a primary component of that, for us, is tenant relations. After all, our marketing efforts are best measured by their sales.

We implement a structured communication schedule with all of our shopping center clients' tenants from weekly to monthly and as needed conversations. Our emails and phone lines are always open to their needs, questions, concerns and ideas, and they know they'll get a real person who cares about their business at the other end of the line.

Relationships with tenants take time to build and to develop a healthy cadence of communication. But the investment is worth it and is oftentimes the missing piece many ad agencies overlook when marketing a shopping center.

Below are some of our best and go-to tactics for involving tenants in shopping center marketing that you can start today.

3 Tips to Get to Know Your Tenants

1. Receive the best point of contact for all marketing communications - sales, in-store events, photos, reviews, etc. Sounds simple, but sometimes you don't have the right person with corporate vs. local or staffing turnovers. Ask for updates regularly.
2. Ask for a 30-second elevator pitch about their business. This will help you identify the key message points the owners believe about their business and get specific with your questions - what brands do you carry in-store, do you have a favorite service, what's your merchandise selection process like, etc.
3. Get a list of local or national social media profiles. Note: If the business is unable to have local profiles, your shopping center profiles will become that much more important.

10 Things You Can Do to Promote Tenants Right Now

1. Social media posts that fit into your content schedule. Note: It's important to remind tenants that your job is to promote the center at large so dedicated posts will occur according to a well-balanced schedule.
2. Facebook events. You can host or co-host their events on the shopping center's Facebook page. This is especially important for tenants without local profiles.
3. Paid media. Offer to boost Facebook events or social posts on the shopping center's profiles. These can be funded by the center or by the tenant.
4. Blurbs in eblasts to the shopper database - especially important for sales and in-store events.
5. Update the website with their store information and photos.
6. Add any in-store events or sales to the website.
7. Distribute a press release about grand openings or newsworthy store announcements.
8. Connect them with local influencers who actively engage with the shopping center's profiles and recommend a direct partnership.
9. Encourage tenants to host in-store events like Sip N Shops or personal styling sessions, sales and promotions such as a % OFF merchandise or final sale, etc.
10. Encourage tenants to get to know their neighbors for cross-promotion. Sometimes just meeting the neighbors and introducing the store will help drive referral foot traffic. Sometimes you can get lucky and they'll allow you put a flyer on their counter space. Or sometimes they all work together for a 20% OFF day at participating stores. Any collaboration is better than none!

If you're interested in learning more about our shopping center marketing and specifically how we engage with tenants, please contact us.