Archive for January, 2011
Coming in March: Our Shopper Marketing Online Enrichment Series
Posted by Rob Fields in PMA Events, Shopper Marketing/Retail on January 31st, 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
More info on the individual sessions is here.
Cost:
$295/member
$395/ non-member
Early commitment price for MEMBERS ONLY : SIGN UP IN JAN and save $50!!
Discounts available for same-company attendees, call the PMA for details
Mother Knows Best
Posted by Insight Guru in 100 Insights on January 18th, 2011
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.
See me, Hear me, Buy me
Posted by Insight Guru in 100 Insights on January 13th, 2011
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.
Product Recommendations Are Trusted, (But Less Via Social Media)
Posted by Tim Bishop in Consumer Insights, Endorsements & Testimonials, Experiential Marketing, Social Media on January 13th, 2011
People often connote “experiential” with only live events—well, you can be sure digital and social media can expose consumers to significant “virtual” brand experiences as well. Some questions that we’ve heard from marketers surrounding social media are: How can it be best leveraged for my brand? Is it really as low-cost as everyone says it is? Why do I have to spend so much time maintaining my social network relationships? Does it work to increase word of mouth? The list goes on an on.
As part a committment by IMI International to deliver compelling insights on the most important new areas in marketing, IMI International has been considering how social media is changing the media landscape, how it can be measured for ROI and what you can do to help your brand succeed.
Of the list of questions further above, this post will focus on the final question, does social media work to increase word of mouth around my brand? And, more specifically, how do product recommendations change in terms of likelihood of being acted upon as a result of the medium in which they are received?
Recent studies by IMI International indicate that there is a clear difference between youths aged 13 to 24 and adults over 25 years of age. Across the spectrum, the results are clear that product recommendations are less likely to be followed up on as a result of being sent through social media. This is attributed to the pure volume of messages innundating consumers on a daily basis and also speaks to the amount of unsolicited marketing information that is regularly received. For adults who pass on recommendations to others, social media is simply not as credible as it is for youths and adults are more likely to trust and act on information received in person and over the phone.
For digital natives – youths under 25 – however, the fact that social media is so much more ubiquitous in terms of daily communication tools, makes the medium less likely to be an impediment to acting on product recommendations. Versus in person or over the phone, youths are much more likely to accept recommendations, especially from friends and family. Where recommendations are made by mere aquaintances, the level of reponse drops considerably, regardless of how the information was received.
So what is a marketer to do? It’s clear that youths are still open to receiving and acting on product recommendations but they must be relevant, contextual, valuable and personalized, especially when sent over social media. The days of spamming are over, and never really got off the ground for adults, while youths under 25 are still open to hearing and acting on those product recommendations that resonate for them and their friends.
For more information, please visit IMI International’s website for more experiential and social media topics.
Google: do you have this in another size, please?
Posted by Insight Guru in 100 Insights on January 11th, 2011
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.
Hackers Beware. Promoters Be Aware.
Posted by Insight Guru in 100 Insights on January 6th, 2011
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.
PMA January Webinars: Shopper, Digital and Membership
Posted by Rob Fields in Digital Marketing, PMA Events, Shopper Marketing/Retail on January 6th, 2011
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:
In Celebration of our 100th
Posted by Insight Guru in 100 Insights on January 5th, 2011
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.
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