Archive for January, 2011
It’s no surprise that shopper marketing is currently projected to be the fastest growing of the marketing mix over the next few years; it is accelerating at a quicker pace than online/ social media! Companies are beginning to realize that an in-depth understanding of Shopper Marketing is imperative to a Brand’s success.
This series offers an effective approach to campaign planning–and shopper marketing is a must. See how both Retail and the Path-To-Retail will connect with more fluidity as we carefully examine and offer relevant and proven ways to master every step. Join these INDUSTRY LEADERS along the Path to Purchase to become a Shopper Marketing expert yourself.
Highly Acclaimed Speakers will be discussing impactful ways of Shopper Marketing application. Each 90 minutes session will be held live every Tuesday in March 2011, at 2pm EST, with completion in 5 weeks. The sessions are thoroughly interactive, and instructors will be on hand to answer questions or address comments. Sessions will be available online if missed.
Here’s the lineup:
- March 1: Setting Up the Path To Purchase with Paul Ballew, Integer
- March 8: In Home/On the Go with Jason Katz, Catapult
- March 15: In the Store/On the Site with Al Wittemen, Acosta and Todd Engels, MarketingDrive
- March 22: Influencing the Shopper At Shelf with David Apple, CMO and Anthony Iacovone, CIO and Founder, Augme Technologies
- March 29: Completing the Loop After the Sale with Rick Abens, Foresight ROI
Early commitment price for MEMBERS ONLY : SIGN UP IN JAN and save $50!!
Discounts available for same-company attendees, call the PMA for details
26 million moms now use Social Media. Savvy “social media moms” now share pictures, keep in contact with friends & family, and post reviews about products. Blogs that offer product reviews, coupons, links to deals and specials, and information about the hottest products on the market have become the most reliable go-to source for the mom consumer. This has empowered women by giving them a platform to effect change. (Source: Holly Pavilka for Adweek.com)
Dont underestimate the power of social media for moms- they trust other moms more than they do advertisers.
Inserting a DVD or CD in a direct mail package results in a 91% opening rate. The higher the perceived value of the advertised brand (ie. Mercedes), the greater the value of the disc; with 73% actually playing it. (Source: DiscMailDirect news release and Direct Marketing News, Oct 2010)
Luxury or big ticket items will improve their success rate by including a DVD or CD in their marketing communications.
Shoppers would rather use smartphones than consult store associates. According to a new study from research and consulting firm Accenture, 73% of shoppers with Smartphones favor using their device to handle simple tasks regarding price, inventory or product variation in stores compared with 15% who favor interaction with an employee. (Source: internetretailer.com). This, of course can pose new challenges, as your competitors will be in full view at purchase decision time, even if an exclusive vendor doesn’t stock those items.
Have a strong positive online presence to help a shopper convert to your brand, since smartphone usage is the new norm for price comparison, discounts and reviews at purchase time.
Remember to protect your online promotions from hackers and automated devices. There’s always a risk that someone will figure out how to enter multiple times or will disable the site so others can’t enter. Limit entries to a finite number, such as one per day or one per e-mail address. State in the rules that you retain the right to disqualify entries from a user suspected of attempting to disrupt the sweepstakes, and that you may prosecute or seek other legal redress against anyone suspected of engaging in these acts.
With the increase in online promotions, companies must have a heightened sense of awareness to potential problems so they can be avoided. Consider purchasing professional liability insurance prior to launching your campaign.
There are some informative and insight-filled sessions on tap this month! Unless noted, all Webinars are FREE for PMA members and only $75 for non-members. All Webinars start at 2pm EST. Join us for all of the following sessions:
The PMA was founded in 1911 by twenty corporate marketers and their attorneys to develop a set of standards for the development and fulfillment of premiums, the principal promotion tactic of the time. As promotion marketing has evolved over the years, the PMA has continued to represent brands and their attorneys, agencies and service providers as they become more diversified and accountable for programs ranging from coupons to sponsorships, shopper marketing to experiential marketing, loyalty marketing to digital marketing and social media.
Our 100th anniversary celebration starts by offering our members and followers 100 insights about promotion marketing, using the tools of this social and digital revolution.
Look for these promotion insights every Tuesday and Thursday of 2011 at our newly designed Blog – The PMA POV – and on Twitter, Facebook and LinkedIn. Let us know what you think, or send us the insights you’d like to share with our members.
And keep an eye out for other 100th Anniversary celebration events, including our Annual Marketing Conference in April in Chicago. It’s been a great first 100 years. We look forward to being there for you, our members throughout our second century.
An insight is more than a fact; an insight interprets a fact into an actionable point of difference for the brand. Promotion insights also stimulate behavior change for the short-term and long-term to create a positive affinity to the brand.