Mobile Marketing – Supermarkets

Supermarkets. Knock Knock.  You know who’s there?  Jeff Bezos and he’s going to kick your ass.  You better learn about mobile marketing and fast!

Bezos, CEO of Amazon, bought Whole Foods his largest acquisition to date.  Why?  Most likely to add to a huge distribution channel and jump into the grocery sector with both feet.  It that is the case, in a short period of time, he will change the face of retail grocery making easier and friendlier to the consumers while lowering costs.

The marketing model for the supermarket sector has remained the same for decades. The margin on food is low.  Supermarkets charge consumer good companies for shelf placement and end caps.  Near the register, near the deli, eye level, etc.  That’s where they make their money.  This is why in recent years, the size of the supermarkets has increased.  The larger the space the more marketing money they get.

This is also why all the new stores look the same as the old stores.  It’s the Olive Garden effect.

What’s wrong with this model?  It doesn’t take into account the customer experience and it’s incredibly inefficient.  If you’re under some illusion that Bezos isn’t aware of this limitation, you’re vastly underestimating the man who built Amazon.

“Sectors need to rethink how they interact with the consumer.  Mobile marketing is only one of the many changes coming.  Change now or you can be next Blockbuster.” Stated John Flynn, CEO of Copley Advertising.

What to do? At all costs, you must protect your 15-mile radius, where 90% of your customers live.  First, stop mailing coupons and putting them in newspapers.  Please. Second, create a geofence around each of your locations AND your competitor’s locations.   Tag all smartphones.  Put video ads in the tagged phones.  “Hi, I’m Sam from Star Market.  We have a new Coupon Club!  Pay $5 a month and get $10 worth of coupons!”  Device IDs will be captured from all devices that saw the ad (impressions). Users that clicked on the ad will have their IDs collected in our retargeting folder.  The user will then be taken to a landing page where we place a Facebook pixel that will capture their Facebook ID.  They will see the thirty-second commercial.  “Hi, Sam again. Join our Coupon Army for $10 a month and we will send $25 worth of coupons each month!  In fact, you can indicate which types of products you want and we will make sure that you receive coupons for those products if available!”  There is an email capture for additional information, but by this point, we already have the impressions, retargeting and Facebook IDs.

We drive customers to sign-up for the one-month program.  The supermarkets charge the consumer good company for the extra coupons, with $5 a month as profit.  After one month the shopper must sign up for an additional six months or $60 up front because they are guaranteed $120 worth of coupons.  You can now upsell them to the Gold Club, where they receive special offers only for Gold Club members (for only $10 per month extra, which is guaranteed in coupons with a one-year sign-up payment in advance).  The Platinium Club is where they will have a chance to win tickets to a Patriots game and a FREE Thanksgiving dinner (for another $10 per month paid in advance).  And the Super Platinium level gets all the benefits of the previous package and a chance to go to the Super Bowl and meet Tom Brady!!  The price is only an extra $75 per month or $900 up front.

So there you have it.  Up the ladder to $75 per month or $900 per customer per year paid up front.  Oh by the way since you are giving them in-store coupons the amount they spend in your stores will be much greater.  You are creating in-store promotions, engaging the consumer and receiving a tremendous amount of data.  All because you used mobile marketing and a $5 coupon.

With the impression folder, you take the IDs and run them through the Facebook converter.  The IDs run at a 30% conversion rate.  Now you have converted the impression mobile IDs to  Facebook IDs.  With the Facebook ID’s you can make a look-alike model using 1% of the US population.  This should give you about 2 million IDs. When you run a campaign you can drill down to your demographic even further.

Now you have a smart, almost zero cost way to engage your shopper and protect your 15-mile radius.  Jeff Bezos may be riding into town, but you will be reading to protect your base.

 

 

 

 

Mobile Marketing – Recruitment

Copley Advertising is looking at changing the way companies recruit candidates-the current recruitment system is antiqued and ineffective.  Paying a recruiter $5,000 to drag a body across your lobby floor and say, “Here pay me and don’t worry, they will last six months.” doesn’t seem like an intelligent way to hire someone.  On the other hand, posting ads on Indeed.com would attract prospects that are out of work and may lack contacts or skills to land other positions.  The market would dictate that these candidates are less than ideal.

Noah Kagen (early member at Facebook and Mint and founder of AppSumo) has a great video about hiring employees.  Basically, he says that his goal was to hire good team members that needed to focus their skill set.  It’s more important to have a believer than a mercenary.

Let’s be honest… I don’t think the headhunter that is looking for their $5K bounty is going to be overly concerned about the long-term ramifications of your workplace environment.

The second tactic companies use is ads on Indeed.com.  It reminds me of the old days when the media buyer would default to print ads whenever there was a tough decision to be made in the marketing budget.  Everyone read the newspaper and it was comfortable… in the long run that didn’t work out.  The problem with putting ads in Indeed.com is that it attracts a less desirable employee.  In all likelihood, potential employees answering an Indeed.com ad has been let go of their job and doesn’t have any professional contacts.  If the employee was exemplary, they would have already been scooped up by a company; that hasn’t happened.  So, you are dealing with a pool of prospects that are not either team players but have good skills. Or maybe they are good team players but have extremely diminished skills with little upside.  Doesn’t sound like an ideal pool of job candidates I would like to be choosing from.

Quite frankly, another issue is employers are given control of the job search process to outside forces whose first priority is not to find a candidate that’s a good fit, but rather to bring in candidates for the sake of, well… bringing in candidates.

Copley Advertising has come up with a better way, one that will give a free flow of candidates to the employer and still retain control of the process at a fraction of the cost.

First, we sit with the client and find which positions need staffing.  Then, we select about 40 companies with current employees they believe would be a good fit for their company (skill and culture-wise).  We geofence the companies and tag all smartphones in the targeted company and play a :15-second video.  The video is of one of the company’s employees saying, “Hi, my name is Jane.  I like working at company X because of their corporate culture”.  Corporate culture is one of the four key points that workers -especially highly trained young workers-look for in a workplace.

Once the target sees the ad, we capture their device ID.  If they engage with the ad, we place their ID in a retargeting folder.  After the target clicks on the ad, they are taken to a landing page with a video. “Hi, my name is Jane and I’m a Systems Analyst at Company X.  We have a great company culture, work/life balance, promotion track and a good pay scale.  Below are some additional videos of friends of mine who also work here. If you leave your email, we can send you some updates concerning changes in the employment climate and pictures from outings we have had.  Hope to talk to you soon.”

You would have links to another video that will have other employees talking about the company and suggesting email sign up. If the target doesn’t sign up, that’s fine because now we have three ways to track the ID: the impression IDs, retargeting IDs and the Facebook pixel on the site.

We set up a Facebook retargeting campaign using the captured Facebook IDs. Running the impression IDs through a Facebook converter, we end up with a 30% conversion rate. Now you’ve essentially exchanged impression IDs for Facebook IDs. We then create a look-alike model with the Facebook IDs matching the main data points, identifying similar Facebook users in the US. We set the look-alike to 1% of the US population and will end up with about 2,250,000 Facebook IDs with similar data points.  You can start a campaign with the data and drill down to focus on specific location and behavior indicators; you can drill down further again using Facebook’s Audience Insights.  Once you have a critical mass of retargeting IDs, you can launch a campaign that receives on average 2X to 16X click rate.

And the great news is that you will now have a short-term and long-term funnel that you can draw from when need. You’ll be able to filter candidates that fit your company and those that don’t.

After the campaign is set up and running for about a month, there is a nominal maintenance fee needed to keep the captured IDs in place.

“We’ve found recruiting in its present form to be outdated and ineffective. Copley Advertising’s goal is to disrupt the space and introduce a clean, modern model that is beneficial to both the company and the candidate. Win-win means just that.”  John Flynn, CEO, Copley Advertising.

Or you can go back to someone who is going to charge you $5,000 per body or to place ads to non-networks, rusty-skilled candidates on Indeed.com. Good luck with that.

+++++++++++++++++++++++++++++++++++++++++++++++++++++

Copley Advertising

Brookline, MA 02445

John Flynn

jflynn@copleyadvertising

617-595-0138

 

Mobile Marketing – Facebook 2Q 2017

TechCrunch reported:

Facebook’s hot streak continued with a strong Q2 2017 earnings report. It earned $9.32 billion. Revenue growth was 44.7 percent year-over-year.

Mobile now accounts for 87 percent of ad revenue, or $8 billion, compared to 85 percent last quarter and 84 percent a year ago. Total ad revenue was $9.16 billion.

The Facebook numbers are crushing it; they hit all the projections and their main issue is that they are running out of space to advertise (a preview of my blog next year blog “It was the Instagram, stupid”). But the main takeaway for mobile marketers is that 87% of Facebook’s revenue is mobile. 87%! So, less than 13% of revenue is severed digital. Is Facebook’s reporting for the last three years a behavior limited to Facebook or is it a system shift in the way we are using the Internet?

Search Engine Land reported late in 2016 that, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.” Google said that.

So here we are again: another milestone. Another indicator the mobile has and will continue to rule the world! With mobile-only apps like Instagram and Snapchat not hitting stride, there is a lot of room for revenue. Mobile marketing companies such as Copley Advertising have tapped into supply-side app platforms like MoPub, Rubicon, Smatto and others, providing an endless sea of impressions available through their network. In 2017, mobile marketing will continue to move at breakneck speed. If medium and large companies have not allocated enough of their marketing budget, they will find themselves playing catch up.

Everything is a learning curve and for companies just getting into mobile (or yet to do so, in the future), they’re going to pay a much higher price than early explorers. As with any advertising and marketing system, it takes time to understand which aspects of mobile marketing make the most sense. Maybe a DSP that delivers impressions at a high rate of speed? Or a platform with granular reporting? Low CPM with high frequency? App placement by 1,200 impressions and no clicks? Android or iOS? There are just so many questions that can only be answered by taking the program out for a drive.

Plus, client’s goal projections need to be aligned as mobile is not (for the most part) a CPA-driven media outlet. Things like email collection are short-sighted. “Email is fine, but the goal is to engage the target to such an extent that we will have a major influence on both their long-term and short-term decisions.” states John Flynn, CEO of Copley Advertising.

While spending on mobile advertising is taking a larger chunk of companies’ advertising budgets, many are not yet adopting the right tactics. When starting to run mobile advertising campaigns, a company should consider working with a proven mobile marketing agency; this will help you find your targeted demographic and help your company become an important influencer in that target’s decision-making process. Once that formula is found, a funnel of prospective customers can be sent to a landing page to capture their mobile ID and retarget it with offers and quality content. This will increase short-term action and longer-term influencers and will do so by not only 2X, but 10X!

Or… you can buy a newspaper ad.

Copley Advertising is a mobile marketing company that uses the tools of mobile targeting and their worldwide relationships to help clients reach and influence their demographic. Call (617) 651-2249 or email info@copleyadvertising.com.

Top 5 features of Facebook’s mobile advertising platform

Gary Vee is in front of a crowd and again says.  “Facebook is one of the best B to B tools out there. If you are not doing Facebook dark posts then you are losing out.”

He’s right.

Right now Facebook is an incredible value.  $6 CPM is a steal based on the platform’s capabilities.  Every month Facebook rolls out new features and updates.  It’s an embarrassment of riches.  Here are the top five features that make Facebook’s Mobile DSP Platform a great fit for B to B mobile advertising.

Self-Optimizing – I am a big fan of granular reporting.  Most of the time I like to get my hands dirty and pick which apps are performing, tracking operating system click rate, creative A/B testing and many other benchmarks.  Facebook’s self-optimization will choose which demographic features (age, sex, placement) is working and move your impressions to ensure a lower cost per click.  And Facebook does a very good job.  They will even notify you if they think a change in targeting is needed to further optimize your program.

Video Ads – You can upload your video ads to the Facebook platform in seconds and begin your video campaign.  I use my YouTube videos and never had an issue.  When the campaign starts Facebook will log in views, how long the views are and the price per view which is usually pennies.  Why is Facebook doing this?  YouTube.  Facebook wants YouTube out and is replacing it with its own video platform.  The engagement rate using video ads is huge.   Video ads are taking over mobile.  It’s another differentiator from other advertising.  The fact that Facebook recognizes this and makes life easy is huge.

Dark Posts – One of my favorite phrases in media…Facebook Dark Posts.  In reality, it’s easy to do.  The point of dark posts is that the ad is not posted to your “page” when published. An example is my business page is Copley Advertising.  I use my platform to post ads for clients all the time.  I don’t want every client’s ad on my newsfeed.  Dark Posts helps solves the problem.  Plus it seems the click rate is very good on average.

Targeting – Facebook has great targeting.  You can target by street address, hobbies, last time you traveled, what newspaper your demo likes,  job title, company employed by, Facebook groups, pages you follow, income and on and on.  Pretty impressive.  Plus setting up different Ad Sets for each test is easy.  With Split Testing you can increase your optimization and Facebook will reward you with a cheaper CPM.

Ease of Use – Facebook has made the platform very easy to set up with little or no knowledge of code.  The ad manager is great for the majority and the Power Editor allows the user to take a deeper look at the campaign and offers more tools to play with. There is no reason why you can’t have your first Facebook ad up in minutes.

So why is Facebook doing this?  Easy.  Money.  They are proving that they are a serious B to B DSP mobile platform.  They are looking to attract big companies and agencies to hop on the program.  Facebook is a great mobile platform for B to B advertising.  Use it now because late 2017 it is going to cost you a lot more.

Optimization – Operating Systems

Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.

There are many factors to consider when trying to optimize a mobile campaign.  Drilling down to OS will show the break out between iOS and Android.  Copley Advertising has seen a three to one gap in click rate.  If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.

When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.

There is a movement to gear campaigns to iOS only.  We have seen 3 to 1 click rates in favor of iOS and some in favor of Android.  With Android impressions being cheaper finding Android skewed data may be a bonus.

If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.

Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals.  We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.

Interested in mobile geofencing?  Email us at info@copleyadvertising.com.