In a downturn, play up what you already have
Point-of-purchase. That’s the endgame, right? Until they lay down their cash, everything between you, your brand, and the consumer is just one big tease.
In a challenging economy, marketers have little time to waste on courting consumers, and perhaps, even less budget to do so.
That’s why engaging consumers in ways they are already engaged (such as snapping pictures with their mobile phones) and leveraging existing tools (such as social networks)—and at precisely the right moment, in-store—makes good sense. Recently, Facebook overtook Google as the most visited site on the Web, making it clearer than ever where consumers are spending their time.
Using Pongr’s image-recognition technology as a mobile marketing tool to enhance and prompt consumer engagement is a snap. Consumers are already taking pictures with their mobile phones and connecting into their social networks from them, so why not put your brand in front of them in-store, within eyeshot of the cash register?
Tough times not only call for the tough to get going, but more important for the tough to get creative:
- Link your rewards programs to consumers’ mobile phones
- Use technologies that don’t require you to modify your existing creative
- Provide experiential marketing that delivers immediate results
- Take up with technologies that don’t need special mobile apps or software
- Use your advertising and adaptive marketing to tap into social networks and amp up the reach you get from point-of-purchase signage
By leveraging your existing creative, targeting consumers where, and while, they shop, and choosing technologies that are simple to use with the tools consumers already have in hand, you leverage the investment you’ve already made in marketing your brand. That reduces your marketing spend, saves budget for other projects, and helps you gain a persistent effect throughout the buy cycle.
Tags: Advertising, Consumer Engagement, Image Recognition, Mobile, Mobile Marketing, POP, Shopper Technology, Social Media
