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 – Mobile Transit Domination

Wikipedia reports over 1.5 million people ride Boston’s MBTA transit system each weekday. Boston is one of the five largest transit systems in the country. The other cities being Philadelphia, Chicago, New York and Washington, DC. Copley Advertising has announced a new mobile marketing program that allows clients to geofence any one, or part, of the top five transit systems in the country.

“The transit marketing has always been one of our targets. The same advertising model has been in use for 100 years. We thought it was time for a major shift and a better way to serve the users of the systems.” Stated John Flynn, CEO of Copley Advertising.

Copley Advertising begins geofencing the platforms at 7 a.m. and ends at 10 a.m. Then, for the afternoon rush, we geofence the platforms from 4 p.m. to 7 p.m. We tag smartphones at their location and place ads on tagged smartphones. Once the tagged user sees the video ad, their ID is placed in an impression folder. If they engage with the ad, their ID will be placed in a retargeting folder.

When there is a critical mass of retargeting IDs, Copley Advertising will begin a retargeting program. The click rate for our retargeting program is 2X to 16X.

The IDs from the impressions can be loaded week to week as the new IDs come in. Past tracking has shown a 20% increase in click rate compared to regular campaigns.

The client can buy multiple cities, one market, or chose locations in one of the systems. This gives the client the freedom to drill down to the geo-target. The client can select an area during the a.m. rush where the demo lives, as well as the platform where they work in the afternoon.

While waiting for the train everyone is on their phone. The posters at each station are old, outdated and dirty. Out-of-home sellers are resorting to selling “geofencing” with their products because they are out of touch with the demo.

Beware! There is a big difference between buying a diamond from a jewelry store and getting a deal at a supermarket.

The Copley Advertising Mobile Transit Domination program is ground breaking as it brings together all our capabilities, giving clients the ability to reach the top five transit systems at a fraction of the cost of OOH. Or you can just by a billboard. When someone gets off their phone, they might look up.

Geofencing – Millennial Moms

Marketers are going to have to rethink how to reach millennials especially millennials who are mothers. The game has changed and previous norms are no more: some of these households don’t have landlines or cable TV. And if you are thinking about using newspapers or radio campaigns to capture this audience, you might want to rethink your position.

USA Today reports, “Millennials… have been shaped by a variety of influences, including the fact that they grew up with technology. An ethnically and racially diverse group and one that is highly educated but also under-employed, Millennials are generally optimistic and resilient but also stressed…”

Given the new reality, what are the options? Enter geofencing.

Millennial women’s smartphone is their number one screen. By geofencing an area, you can drill down to identify and target advertising to mothers’ smartphones. Then, running a video ad is an effective, efficient way to reach your target demo.

But where should you geofence?

Copley Advertising has found that parks with playgrounds (day-parted Monday to Friday, 8 am to 5 pm) is an excellent geo-target. It’s hard to pinpoint moms in a large group, but parks are great. We have a list of hundreds of parks with playgrounds in cities across the country with a large population of mothers. Copley Advertising geofences your geotarget—in this case millennial mothers—and places video ads in the tagged smartphones.

How does it work? Well, when the demo clicks on the ad, their device ID is placed in a retargeting folder. Once we have a critical mass of IDs, Copley Advertising can start a separate retargeting campaign. We have seen the click rate for retargeting campaigns run from 2X to 16X versus regular campaigns. Mothers today have so many ways of getting information—they’re really bombarded; tracking data can be a key tool for effective future campaigns.

But here is the real magic: moms network! When a mom clicks a video ad they are brought to a landing page that plays a 15-second commercial from the advertiser. It shows how the advertiser is supporting an environmentally cause or product. Moms are highly sensitive to environmentally-friendly products and Millenial. So, if they sign up for the newsletter updating how the advertiser’s campaign is going the advertiser will donate $1 to the campaign. This is so worth it for the client. In the upcoming newsletter, it will instruct moms to create moms for “xxx” groups to help the cause. Before you know it, you will be engaging your demographic for months. And moms will help you add other moms because of the tight-knit networking nature.

Archaic tools used to reach moms are simply no longer effective; with mobile geofencing, we have the new tools to meet and engage with a new generation of moms.

Geofencing – Off-Campus Housing

Mobile Marketing is a perfect fit for companies that own off-campus housing properties. College students are a great demographic for geofencing. The expansion of mobile capabilities and tracking have allowed mobile marketing companies to be creative in their approach to client’s needs.

Off-Campus Housing properties need to fill beds. The competition is fierce. There seems to an insatiable appetite for newer and better. But if there was an ability to meet the short term goals of filling units and create a consist pool of would-be renters that would be an interesting model.

Mobile Marketing can deliver that model. Here are some key aspects that mobile marketing uses to create a campaign for off campus housing properties.

Video Ads – The rise of video ads continues. The price has dropped and video ads are more effective than banner ads.  Another important aspect is that they tell a story. Marketing is all about telling a story.  By delivering your commercial to the tagged smartphones you can bring your property to them before they visit you.

The first week can be an introduction video commercial the second week could be commercial inviting device users to an event at your property and so on. After the device owner clicks on the video they are brought to your landing page to see the conclusion of the presentation. Copley Advertising is offering a video commercial in each tagged smartphone on campus. All user data (engaged IDs) is stored for future retargeting.

Geo-Conquesting – Your best demographic is students living in other off-campus housing. Even if the property is not in the targeted demographic the results we have seen is that the click rate is still between 2x to 6x higher than the average campaign.  Plus delivering those impressions that engaged to the retargeting pool is key.

Data – Many mobile platforms ignore the data. Copley Advertising helps clients see that each target location has subtle differences. Drilling down to operation systems (Android or iOS), app placement (which apps are overperforming and which apps are underperforming) and creative A/B testing. This information changes from college to college.  It’s extremely important that the information from the data guide the campaign.  This will increase effectiveness and efficiency.

Mobile marketing is not about just geofencing. Copley Advertising has the tools and experience to put together a complete marketing program that will reach off-campus housing’s short term and long term needs.

Questions? info@copleyadvertising or (617) 651-2249.

Geofencing – College Students

How to Target College Students on Campus

As students thoughts turn to the new academic year, Higher Education Marketers naturally look for ways they can target college students and entice them to consider their campus for their courses. With smartphone usage becoming almost synonymous with students at nearly all levels of education, geofencing to target specific demographics such as student populations or specific student personas is a tactic that should be considered, especially by those with limited budgets.

The Numbers Stack Up

Considering that many college student’s lives revolve around their smartphones with over 6 out of 10 students claiming to regularly use apps for games (73%), music (67%), entertainment (64%) and social networking (64%), it is easy to see that college students are spending more of their time on mobile devices than ever before, and this is at the expense of computer access, TV’s, e-readers and handheld gaming devices.

Kristin Kollbaum director of marketing and communications at Northwest Iowa Community College saw these figures and decided to give geofencing a try to fill the newly created Certified Nursing Assistant (CNA) classes at the nearby Sioux Centre Hospital (SCH).

She began by setting up a geofence which targeted people within a 60-mile radius of SCH, ensuring that when people within this boundary went online they would be presented with ads about the CNA course and job placement.

With a small budget of just $1,200, Kollbaum achieved a 0.73% click through rate which resulted in 35 people attending an informal meeting about the course and two classes being run that year. A phenomenal effort for a small campaign and budget that was run in an area of low unemployment which typically made filling these positions a difficult task.

How to Leverage Mobile Targeting Capabilities to Reach Student Audiences

Geofencing is most definitely a game changer for Higher Education Marketers. By drawing virtual boundaries around physical areas and combining this technology with the layering of specific lists of websites relevant to apps which your target demographic are likely to use, marketers are able to build custom audience profiles and provide specific, targeted messages that are much more likely to be acted upon than more traditional forms of advertising and communication.

Serving ads or messages to students while they are at a specific location keeps your institution’s offerings well within reach and at the forefront of their mind when it comes to course applications. Just as we outlined in a previous post, secondary action – meaning people who take some sort of action after seeing an ad are more than twice as likely with geofencing, and students are no different.

Pinpoint the Students You Want

As colleges grow and almost resemble small cities with sports stadiums, shopping malls, and restaurants, it also becomes easier to target students with specific interests. The ability to geofence all or just part of a college campus such as the sports stadium or restaurant frequented by a particular set and couple that information with a list of websites, along with times that people are using that facility and a number of other variables, allows marketers to become very specific about who will be presented with their offer. It also allows you to reach out to your specific student personas with a ‘personal touch’ and gives you the ability to tap into what that individual may already be considering in terms of further education and present your institution as an option that should be considered.

By providing your college’s options to relevant students at the right time you’re increasing the prospective student’s trust in your organization and developing trust in your institution is certainly one of the first steps towards recruiting graduates. Furthermore, as Generation Z and Millennials have grown up as digital natives, many now have come to expect, even welcome, personalized and targeted campaigns, seeing these as an expression of a college’s willingness to put their individual needs and motivations as a priority.

With well over 86% of all students owning a smartphone and almost half owning a tablet, and these figures rising year on year, geofencing and specific, targeted campaigns that make the most of your student personas and dollars are certainly worth thinking about.

Copley Advertising has a team of geofencing experts who are able to help you create an effective campaign that targets the student personas identified by your institution. They can do all of the technical work for you and make the magic happen.  Have questions? [email protected]