April 25, 2012

Mobalization: The Rise and Reach of Mobile Marketing

More and more, I find myself reaching for my smartphone on a regular basis. Whether I am tweeting, accessing the latest news and weather report or checking out deals on Groupon, I am like many consumers today whose “mobility” is on the rise. Smartphone usage is not only growing but it’s becoming the social platform to shop, learn, update and connect. The latest stats show:

• Over 1 billion of the worlds 4 billion phones are now “smart” and 3 billion are SMS enabled. (according to the IDC)
• Already early in 2012, more than 60% of all “local” searches are done from a mobile device. (Milagro Mobile Marketing)
• Google reports that mobile searches increased by 400% in 2011
• 45% of all Facebook traffic and 55% of all Twitter traffic is mobile (comScore)

So what does this mean for marketers?

Create a Positive, Memorable Experience:
If you haven’t already, than this is the time to enhance the web site to become more mobile capable and friendly. Consumers are expecting to have a good mobile experience which means big buttons that’s easy to navigate, reads well and is fast to load. A professionally designed mobile site is not only a must it can be an important asset.

Mobile is also a great opportunity to interact with consumers in positive ways. I have several of my produce clients who are using mobile to connect consumers directly to the farm with mobile-friendly video footage showing the growing process from field to fork. These videos are linked with a QR code on the produce packaging, creating an opportunity to educate shoppers on how and where their food is grown.

Consider the Mobile “Wallet”
From product research to purchase, consumers are turning more and more to mobile websites to shop. Nielson released a study March 12th showing dramatic increases in consumer usage of smartphones to shop and this trend is expecting to grow and evolve.

According to the Mobile Marketing Association, mobile micropayments will allow customers to pay from their “electronic wallets” rather than ATM cards. American Express has linked deals on Facebook to its card, allowing people with both accounts to get deals from select merchants and redeem them by just using their Amex card. Groupon is quickly becoming the mobile shopping service creating a wide variety of digital offer options via the smartphone.

In addition, 58% of mobile shoppers are between the ages of 18 and 34, according to Millennial Media. Targeting this age group, marketers can use mobile as an opportunity to sell their products to tech savvy shoppers on the go.

Invest in Mobile Advertising
Mobile ads not only have a lower cost per click than desktop ads – they also benefit from a 72 percent higher click through rate (Marin Software’s State of Mobile Search in the U.S. Report).

When considering mobile advertising, Google’s AdMob is one key source since Google’s share of the mobile search market is 95%. According to mShopper, Google’s worldwide mobile ad revenues in 2012 falls somewhere between $4 billion and $6 billion (up from around $2.5 billion in 2011). In fact, mobile ads that link to mobile-friendly websites get a Google PageRank boost over those that don’t.

Other mobile platforms for advertising include: Apple’s iAds, Millennial Media, JumpTap and InMobi.

Be Creative with Mobile Advergaming
By promoting a product or service throughout a game, brands are leveraging what is called “advergaming” in campaigns.

A good example is CoverGirl who recently offered visitors to its site a mobile game download for “Girls’ Night Out Solitaire.” Site visitors received $1.00 off the $5.99 mobile game download just for visiting the site. Consumers received $2.00 off the game download by entering a UPC code for the LashExact product. The game not only featured brand sponsorship but also included brand or product placement within the game.

Overall, mobile provides great opportunities for marketers to be creative and use a variety of platforms to educate, entertain and inspire consumers in new and meaningful ways.

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March 25, 2012

Advice for Reaching Food Bloggers: 5 Steps to Creating Advocates for Your Brand

In a recent workshop that I moderated for the Southeast Produce Council’s Annual Conference, a panel of high profile bloggers spoke frankly about what prompts them to write about a specific brand. And why some brands don’t get it.

But I am getting ahead of myself here, to provide a point of reference, the top food blogs combined reach over 20 million consumers. In a 2011 research study by Crowd Science, consumers say blogs outpace other media for inspiration, product information and opinion as well as generate more trust, recommendations and purchase. So to say that bloggers are influencing the produce/food industry is putting it mildly.

So here’s the advice these bloggers provided to the produce industry:

1. Keep it Personal: When reaching bloggers, don’t start with a form e-mail that reads “Hi Blogger”. That was mentioned several times as a leading no, no. In the State of the Blogosphere , an ongoing study of bloggers by Technorati, 60% of bloggers say they are treated less professionally by brand representatives than traditional media is treated. In the world of social media, making real connections is key to establishing a relationship. The bloggers advice for brands was to take some time and read their blog before reaching out and provide relevant information that relates to their blog’s topics and specialty.

In that same Technorati study, less than 25% of bloggers say brands provide value, or are knowledgeable about their blogs. Keeping it personal will not only win you big KUDOS but will also help ensure good content on their blog versus an automatic delete.

2. Consider Paying for Content: The majority of the panelists are also freelance writers which is common among bloggers. Of course, they are required to post that it is “paid for” content but they said that brands should consider this as a viable option. Paying for freelance writers is a common practice, so why not pay bloggers for writing content that will reach a wide (and potentially influence) audience.

In addition, these bloggers stated that they also provide additional value-added services that brands may not be aware of such as recipe development, writing articles for magazines/newspapers and content for web sites etc. This is another reason to establish a personal relationship with key bloggers.

3. Bloggers are influenced by other Blogs: According to the Technorati study, 68% of bloggers are influenced by other bloggers. This represents a huge jump (30%) since 2010. The panel enthusiastically agreed that they not only regularly read other blogs but this is also a key source of information and inspiration. Therefore, when a blogger posts content about a brand this could be potentially reaching other bloggers – a key step in going viral. Brands should consider creating and marketing their own blog to bloggers.

4. Pinterest is the new Leader in Social Media: When it comes to driving traffic to their blogs, they all said Pinterest is it. This visual medium is perfect for recipes and foodies. Pinterest users “pin” recipes and share ideas across platforms. Brands have an opportunity to use Pinterest to work with bloggers by making their own boards and pinning recipes used in the boards for their fans to see. Whether it’s Pinterest or Twitter, the bloggers stated that social media is a great way to reach out to them and establish a connection.

5. Provide Photos of Recipes: Sending photos of recipes and or the product to bloggers with a quick description is very helpful. They agreed that this saves time and provides bloggers with a key visual to use in their blog. And they recommend that the product and or recipes should fit the content and format of the blog.

To view the Food Blogger workshop online, visit http://seproducecouncil.com/southern-exposure-2012-food.php.

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January 8, 2012

The Ultimate Retail Display Contest: Traditional marketing still generates excitement in-store

From creating the Grand Ole Opry as a set in the produce department to showcasing a tractor pulling bins of Vidalia onions down the aisle, supermarket retailers put a new spin on the timeless tradition – the display contest.

The Vidalia® Onion Committee’s (VOC) 2011 “Sweet Vidalias & Country Music” promotion featured a retail display contest that drew more than 100 entries from around the country.

I have often wondered on the value of display contests and how to get retailers to really participate. But this recent contest that we launched for our client not only generated participation and excitement in-store but retailers went above and beyond the call of duty!

The winning display entry came from Store Manager Charles Hanks of a Harvey’s store in Tallahassee, Florida. Hanks and his staff built a massive “Grand Ole Opry” stage in the produce department with Vidalia Onions as the “featured act.” The display came alive with guitars and dancing Vidalias that Hanks and his son drew out by hand on plywood and constructed. Hanks reported the display was so popular that they had trouble getting a snapshot of it without a mob of customers.

The first runner up featured a unique farm twist: a front end loader dragging bins filled with the famous Georgia sweetie through an “onion field.” The second runner up also erected a very detailed rendering of the Grand Ole Opry.

I admit that the majority of participating retailers were from smaller independent chains. But the small numbers combined resulted in a big success.

Here’s what worked:

Central theme sparks creativity:
Country Music was the central theme for this promotion. The VOC teamed up with Universal Music in Nashville and several country music stars were featured on the point-of-sale materials including: Vince Gill, Gary Allan, Billy Currington and Ashton Shepherd. The contest created an opportunity for the store personnel to have fun and be creative with country music.

Award winning incentives:
The grand prize award was a trip to Nashville that included round trip airfare for two, hotel accommodations for two nights, Grand Ole Opry tickets, and more. Additional prizes were awarded for several runner ups.

Value-added point-of-sale materials:
Colorful POS materials were provided to participating stores that featured the country music artists and highlighted Vidalia onions from Georgia.

Downloadable artwork and advertisements:
Retailers were provided with downloadable artwork available online that also featured the country music artists and product shots. Artwork was also provided for in-store circular advertisements making it easy for retailers to promote Vidalia onions to their shoppers.

This retail display contest proved that traditional marketing still has value in this day and age of high-technology and social media.

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December 20, 2011

2011 Year in Review: Looking Back on What Worked

It’s an interesting time to be a marketer and this past year was no exception. With the rapid growth of new technologies and the rise of social media, it’s a challenge to just keep up. But this fast changing environment can also provide more creative options to explore and rethink how brands are developed and how we reach that sometimes elusive but always targeted consumer.

As a food marketer, I have found that we’re not just competing for “share of plate” but also share of time which is becoming more fragmented. So what’s working? I can only speak for my personal experiences with our clients this year.

Here’s what worked for us:

1. Consumer-friendly packaging: We spent more time this year focusing on the consumer when it comes to packaging design. From health and storage tips, to recipes and contests, we noticed a difference in both sales and the response when the consumer was put in the center of the design process. This is nothing new for packaged goods, but has not been the case in produce. The produce industry is changing as new innovations in packaging provide a better platform to communicate with shoppers.

2. Engaging with food bloggers: Online influencers became a great vehicle for providing value-added endorsements to a very targeted audience. We spent more time developing relationships with bloggers this year.

3. Partnership marketing: Teaming products up with established brands can create a good synergy for increasing sales. Our client, the Vidalia Onion Committee, teamed up with Universal Music for an exciting country music campaign featuring key artists on the packaging and point-of-sale materials. They got a tremendous response from both retailers and consumers.

4. Coupons: With these tough economic times, coupon promotions continued to be successful this year.

5. Customized POS for retailers: When it comes to point-of-sale materials, one size does not fit all. We developed more customized point-of-sale materials this year for key retailers to meet their specific needs for format and style. This helped our clients to strengthen their retail partnerships resulting in a win, win.

6. Facebook Advertising: Its very inexpensive and has the ability to reach a highly targeted consumer audience. This became a no brainer in driving more traffic to our client’s web sites.

7. Integrated Marketing: We spent more time helping our clients to integrate their marketing, public relations and social media initiatives to ensure they worked together in tandem to deliver the same key messages to strengthen the campaign.

As we ponder the successes and challenges from this year, we’re looking forward to the next adventures in 2012.

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November 7, 2011

Reaching Moms – Why Marketers are Missing the Mark

The Mom market is a powerful force estimated to be 35 million strong with children under the age of 18 in the U.S.*. Moms account for $2.1 trillion in spending last year (according to BSM Media, a market research firm). They influence 85% of all household purchases and are the big spenders in the family. With this much spending power, marketers seem to be missing the mark on Moms these days.

In fact, 75% of Moms say that marketers don’t understand what it’s like to be a mother. And, 60% of Moms feel that marketers are ignoring their needs.** Why is that? Here’s what I have found:

One reason is that today’s Mom is not the stereotypical woman of the past with the June Cleaver pearls and apron. It’s this image of perfection that tends to lead marketers and Moms down the wrong path. The reality is that the modern mother is a multi-tasker, performing a constant juggling act of balancing family, career and everything in between.

“Influenced by a legacy passed down from their own mothers and rosy retrospection, Moms often feel pressure to portray the perfect mother during marketing research. The marketers then take this misleading information and craft messages that idealize and trivialize the experience of being a Mom. The result is aspirational advertising, which reinforces the cultural ideal of the ‘perfect Mom.’ ” According to the Mom Complex.com, a think tank at the Martin Agency and a web site designed to assist marketers.

When it comes to reaching Moms, here’s what marketers should know:

• Think Innovative not Old School:
Traditional advertising, PR and direct mail are not the most effective avenues for reaching Moms. According to Stacy DeBroff, CEO of MomCentral: “We are too busy to pay attention to ads. Moms now want to engage in conversation.”

• Go Social and Engage:
Seventy-one percent of mothers said they were very likely to use the Internet for product information, advice or general information.*** Many Moms have two Facebook identities. Nine out of ten Moms Facebook; three out of five Tweet; and three out of five blog. (MomCentral Consulting.)

Sixty-three percent of Moms read articles posted by others, 35% share what they are reading, and 35% post content that others share. (Lauren Weinberg, VP Strategic Insights & Research, Yahoo!). Actively engage with Moms on the social networks to build brand loyalty and referrals.

• Tap into the Mom Blogging Community:
Reach out and get to know the Mom bloggers who are key influencers. Word of mouth is the strongest form of marketing within the Mom market. Fifty-five percent of mothers say they rely on recommendations when making purchases for the home. The number jumps to 64% when it comes to buying a product for their child.***

• Conduct Informal Focus Groups.
Experts say the best way to really understand Moms is to ask them in an informal environment. A casual setting will allow Moms to open up and offer important feedback and insights. Gather one or more small groups of Moms from your local community or tap into small groups from an online community and have real conversations.

• Consider Cost Saving Opportunities:
During these tough economic times, Moms are using more coupons as they seek ways to save money for the family. Consider coupons and other cost saving approaches in your marketing plan when targeting Moms.

Sources: *Child’s Play Communications, **MinTel, Global market-research agency;***Marketing to Moms: Getting Your Share of the Trillion Dollar Market (Prima, 2002)
 

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November 6, 2011

Produce for Kids Raises over $3.5MM for Children’s Non-Profit Organizations

We are excited to announce that the Produce for Kids’ 2011 spring campaign raised over $408,000 for children’s hospitals across the country. This generous donation brings the total amount raised to help children’s non-profit organizations to more than $3.5MM since the program’s inception in 2002.

McIntyre Marketing helped to launch Produce for Kids and we have served the organization for the past ten years, so it’s wonderful to be able to make a difference.

This year’s spring campaign was the largest to date with 16 grocery store retailers nationwide including Acme Markets, Ahold’s GIANT Food Stores, Martin’s, Giant Landover and Stop & Shop divisions, Associated Wholesale Grocers’ Major Savings, Advantage, Independent, Country Mart, Homeland and United divisions, Kroger’s Southwest and King Soopers divisions, Meijer, Inc., Price Chopper and Publix Super Markets. In addition, more than 40 fruit and vegetable suppliers took part in supporting the campaign.

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October 23, 2011

Five Steps to Create a Successful Marketing Plan

As a marketing consultant, I am constantly reminding clients about the importance of planning especially in this ever changing and highly competitive environment. Change is in the air and can be overwhelming with new technologies combined with the impact of social media — more reason to create a solid planning process. A good marketing plan combined with the ability to stay flexible is more important than ever before.

1. Map out the Long Term Vision
I always recommend starting with the universal which makes it much easier to drill down to the specifics. Don’t be afraid to think BIG. If the vision is the destination your plan becomes your road map in defining how you will get there. An electrifying long-term vision will also mobilize the team in being a part of something greater than themselves.

2. Provide Real Objectives
It sounds simple, but I often counsel clients on being very clear with defining real objectives. An example of a vague objective is “ to increase consumer awareness.” What does increase consumer awareness really mean and how does this translate into increasing sales? First, make sure your objectives are track-able so you can better manage expectations. Second, pinpoint what you really want to achieve so that you can reach your long-term vision.

3. Design Strategies to Meet Objectives
In creating the roap map to success, the strategies are the sign posts you designate along the way. They should clearly define how you’re going to meet your objectives. And they should be realistic from a cost standpoint as well.

4. Integrate, Integrate, Integrate
The consumer advertisements should be integrated with the messaging on the web site and twitter posts to the press release copy points etc. I can’t stress enough the importance of integration when it comes to all marketing and communication initiatives. It seems simple, but too many times I see the PR firm working separately from the marketing team and they are not maximizing their program from both a positioning and an overall value standpoint. Make sure you outline how you’re going to integrate all the communication vehicles in your plan.

5. Create Tactical Advantages
Make sure that the tactics in your plan are primed to reach your strategies and overall objectives as well as separate you from your competition. Question the value of each spend from trade advertising to the point-of-sale materials. Don’t be afraid to “think outside the box” and try something new and innovative.

For more information, check out my web site at www.mcintyremarketing.com.

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