Tag Archives: Shopper Marketing

ASK THE CEO – Pongr For Shopper Marketing & Brand Awareness

Advertising, Ask the CEO, Featured Posts, Shopper Marketing | by

    Pongr Co-Founder and CEO Jamie Thompson believes that shopper marketing is one of the least appreciated aspects of retail advertising.

    (“Ask The CEO” is a series of Q & A interviews with Pongr Co-Founder and CEO Jamie Thompson exploring how brands can best monetize consumer photos and turn any brand advertising or packaging into a direct response promotional campaign.)

    Q: Pongr recently partnered with UNREAL Candy on a photo contest to celebrate its national distribution in Target Stores. What was the strategy?

    JT: UNREAL is an all-natural candy company that aims to “Unjunk the World” by providing healthier candy options without sacrificing taste. To promote carrying the new line of products, Target put UNREAL end cap displays in each of its stores. In an effort to drive brand awareness and engagement with their end caps, UNREAL put together a photo campaign using Pongr as their platform to encourage consumers to share pictures while they are in the store.

    Q: How can a photo contest help a new start-up brand?

    JT: This is the classic challenge of a new product introduction. How do brands create co-branded promotions that bring innovation to their retail partner, but also drive specific interaction with their product and encourage their consumers to share that experience across their social networks?

    With a Pongr-powered campaign, brands can connect consumer photos directly to their CRM database. Shopper marketing is one of the most important facets of brand advertising – and also one of the least appreciated. Brands are always vying for the best placement on shelves, the best placement in retail environments. And in a world where social matters, in a world where mobile matters, in a world where media is getting more integrated then ever before, shopper marketing needs to get pulled into the 21st century.

    UNREAL Candy’s Pongr-powered Sweepstakes deployed image recognition to identify whether customers photographed the UNREAL logo on any of its packaging and on in-store endcap displays to celebrate national distribution at Target Stores. In addition to the Grand Prize winner, 10 runners up won a year’s supply of UNREAL Candy!

    Q: What was the call to action?

    JT: As part of a New Year’s Resolution for healthier eating, UNREAL asked its fans to “Unjunk Your January,” by sharing pics of themselves, family and friends enjoying the product. Pongr provided them with the photo platform for fans to email or picture text them to unreal@pongr.com in return for an automatic entry in their sweepstakes. The top prize was a $10,000 Target gift card, with ten second prize winners getting a year’s supply of UNREAL Candy.

    Every photo entry received an instant direct response message encouraging participants to share their experiences across their social networks – including easy-click sharing on Facebook and Twitter.

    Q: What do you think about UNREAL Candy’s execution of their photo marketing campaign?

    JT: What impressed me about the UNREAL team and their agency was their very smart integration of shopper marketing with digital and traditional activation. So this program tightly integrated their spend on traditional media and their efforts and spend on digital, with shopper marketing. All with the end result of trying to drive sales across their retail partner’s stores.

    UNREAL End caps at Target Stores — When customers get close enough to photograph a product, they are more likely to try the product.

    Q: What do you think of UNREAL’s outreach strategy?

    JT: UNREAL has been really successful with their partnerships with mommy bloggers, who happen to be one of the most energized and influential groups of brand ambassadors you could ever ask for. When these bloggers get organically excited, there’s no one better to spread the message. I think it’s a brilliant way of harnessing the energy of authentic brand ambassadors and combining it with shopper marketing, traditional media, and digital media. It’s all part of the future for every brand, tighter integration across all of these channels.

    Shopper marketing is what makes the difference between whether a consumer buys your product or not. And if you can integrate your shopper marketing activity with social, you can amplify your reach, you can amplify your dollars spent — in a way that actually produces sales results. We’re excited to be a part of the shopper marketing conversations now, and we’re very excited to be building a part of that integration for the future of brands.

    Q: Okay, so that describes how Pongr’s Photo Response Marketing helps emerging brands. What about mass scale campaigns for established national and global brands?

    JT: Pongr’s image recognition and direct response tools are built to automate your campaigns at any scale. Stay tuned to this space for more details on our collaboration with agencies on shopper marketing campaigns for Nestle’s Skinny Cow, Circle K convenience stores, and Pepsi/Major League Baseball.

    (Is there a topic you’d like to see Pongr’s Jamie Thompson tackle in a future Q & A? Please send your questions and suggestions to darren@pongr.com)

    Inc. Magazine: Pongr Photo Marketing is the “Best For Creating Loyalty Campaigns”

    Brand Loyalty, Brand Rewards, Direct Response Campaigns, Pongr for Small Businesses, Pongr in the Media, Shopper Marketing | by

      Monetize Your Customer Photos — Businesses of all sizes use Pongr for direct response marketing campaigns and to maximize the value of user-generated photos by connecting them to their CRM databases.

      Inc. Magazine, best known for its focus on America’s fastest growing privately held companies and its coverage of entrepreneurs, explores the photo marketing landscape for brands and small businesses in its May issue — which is on the newsstands now.

      The magazine examines the business value of four competing photo sharing platforms and their comparative marketing strengths. Highlighting both Pongr’s free photo marketing tools for small businesses and organizations, and its premium services for brands, the Inc. story names Pongr the “Best For Creating Loyalty Campaigns.”

      You can read the full story, “4 Ways to Market With Online Photos,” here.

      We’re honored to be recognized for our shopper marketing loyalty programs, which award points for taking and sharing pics and giving consumers opportunities to redeem their points for prizes.

      For small businesses and organizations, having access to a sleek-looking software platform and a fan leaderboard is priceless — given how tight IT budgets are these days.

      For local, regional and global brands, Pongr’s image recognition and direct response system allows campaigns to be automated at any scale. The natural consumer act of taking a picture is their entry into a contest, promotion or sweepstakes. Our computer vision “sees” when customers have interacted with the desired product, packaging or store display — and filters out incorrect images.

      Pull out your camera phone and check it out for yourself. Snap a pic of your company/brand logo and send it to (brandname)@pongr.com. Check your inbox and see what happens!

      (Pongr shopper marketing campaigns can be used for new or existing brand loyalty programs. Drop us a line here to learn more.)

      Shopper Marketing Opportunity: Speed Dating at Walmart?

      Shopper Marketing | by

        Dating in the Shopping Aisles — A new informal study by Psychology Today finds that more people are experiencing (and losing) love at first sight in supermarkets, convenience stores, superstores, gyms, McDonald’s and Wal-Mart. (Double click for a link to the study)

        Psychology Today writer Dorothy Gambrell recently conducted a fascinating study of Craigslist “Missed Connections” posts, those wistful ads where strangers who fell in love with each other without acting on it can make a desperate longshot bid for a second chance. (Of course, these “Missed Connections” can be one-way crushes.)

        Gambrell put her state-by-state findings in map form and the results are surprising:

        • * Walmart is a potential dating paradise, winning over the lonely hearts of Montana, Idaho, New Mexico, Texas, Louisiana, Arkansas, Missouri, Tennessee, Alabama, Mississippi, North Carolina, Florida, West Virginia and Hawaii.
        • * McDonald’s customers in Kansas fantasize a lot over shakes.
        • * Maine, Kentucky, Iowa, Minnesota, Nebraska and Wyoming shoppers are looking for love at the supermarket, with Connecticut singles discovering special magic at Stop & Shop.
        • * We’re assuming that the Subway romantic moments in New York and Massachusetts refer to public transit and not over $5 Footlong subs with Jared.
        • * Bars are still holding on as meeting spots, remaining dominant in North Dakota, Wisconsin, and Vermont.

        Kissing Ronald McDonald — Is McDonald’s the new spot for romance? According to a Psychology Today study, it is in Kansas. (Picture Source: ThePosse/Photobucket)

        What does this informal data mean for supermarkets and retailers?  Well, it seems that the aisles are ripe for direct response marketing campaigns — as it is clear where the young people are hanging out. (Not to stereotype, but older divorcees tend to lose their hopeless fairy tale romantic notions).

        Maybe there is also a golden opportunity to put a speed dating booth in Aisle 7.

        (Pongr is NOT a dating service. But we are all about relationships. Pongr is the only mobile direct response Photo Marketing platform especially built for shopper marketing, CPGs and brands. Learn more.)

        Talking Candy: Still Time to Snap Away in Pongr’s Valentine’s Day Photo Contest!

        Mobile Marketing, Photo Sharing, Pongr Contests | by

          Coming Soon: Pongr Conversation Hearts? (Click here to make your own customized messages).

          WHO DO U LUV?

          Historians will debate this for ages, but a strong argument can be made that Conversation Hearts, pioneered by NECCO, is the original inspiration for texting — and maybe even Twitter?

          For men and women who have difficulty expressing their true emotions, these candies are a godsend on Valentine’s Day or for school dances, wedding proposals, anniversaries, etc.

          SweeTarts, under its Willy Wonka sister (brother?) brand, makes message Hearts, too. But the entire Valentine’s “conversation” candy genre has just exploded. For all you bashful types, there are now:

          Papa Gino’s restaurants just jumped into the Valentine’s arena with their clever Conversation Pizzas!

          We love the creativity of Papa Gino’s restaurants, which have taken pizza to a whole new level. Click to see their full gallery of Conversation Pizzas!

          Lastly, there’s the message candy for the outsiders — those who despise the very idea of Valentine’s Day still have wallets. BitterSweets candy, created to share disappointment and rejection, is from the same folks behind Despair business humor products.

          Valentine’s Candy for Bitter People — The candy itself isn’t bitter, but Despair.com is marketing its sugary tins to those of us who have experienced one too many heartbreaks. (Click to learn more).

          Did we miss any foods that talk back?  What’s your favorite Valentine’s Day candy?

          Pongr’s mobile photo contest software is usually used behind the scenes by brands to engage with fans at supermarkets, convenience stores, retailers and Quick Service Restaurants. But in the spirit of Valentine’s Day, we’d love to hear from you directly!

          Snap a pic of your favorite Valentine-themed item and send it to us (insert-brand-name@pongr.com) for a chance to win gift cards to H & M, Old Navy, Starbucks or Dunkin Donuts.

          Love, Pongr

          (You have until Feb. 17 to play. Click here for contest details.)

          Brand Spoofs of The Week: Lucky Charms, Folgers & Almond Joy

          Advertising, Brand Humor, Brand Packaging | by

            Satire is the best form of marketing flattery, isn’t it? It is the rare rock band that isn’t thrilled by being immortalized in a Weird Al Yankovic song. It confirms that they are a household name. It means that they have arrived.

            Given Pongr’s love for brand logos and packaging and turning them into interactive advertising campaigns, we are fascinated by the enduring appeal of Wacky Packages stickers. Topps trading cards have been parodying consumer brands since 1967. They have been permanently stuck to several generations of lunch boxes and school lockers.(Everything you’d ever want to know about “Wacky Packs” is documented by superfan Greg Grant.)

            Brand loyalty begins in the supermarket aisle at a very young age. Just think about that time eons ago when you were sitting in the front of mom or dad’s shopping cart and begging them for a product that caught your eye.

            Wacky Packages humor is aimed at kids, but it assumes that they are already familiar with the products. Starting this week, we’ll randomly share some whimsical brand spoofs and ask you to decide: “Should this brand be flattered?”

            Also, if you already happen to be a fan of Wacky Packages, send us your favorite to wackypacks@pongr.com and tell us why it rocks. We’ll keep a running Pongr photo gallery for your browsing pleasure!

            Totally Unnecessary Disclaimer: Almond Joy and parent company Hershey’s do NOT use Atlantic salmon, or any fish for that matter, in their yummy candy bars.

            **

            You’d have to be foolish NOT to try Folgers Coffee, the absolutely Best Part of Wakin’ Up!

            **

            Totally Unnecessary Disclaimer: The consumption of Lucky Charms will not determine if you win the lottery or whether any of your secret wishes come true. This is also the case with black cats, broken mirrors and opening an umbrella inside the house.

            **

            (Pongr’s mobile Photo Response Marketing platform and image recognition technology helps brands turn any of their existing logos, CPGs, visual media and advertisements into an always-on direct response program. Check out Our Story.)

             

            Pongr Treat!

            Advertising, Brand Loyalty, Shopper Marketing | by

              October is right around the corner. That means tricks and treats are going to be right at your doorstep. We all have our favorite ghouls, ghosts and Disney characters to dress up as on the last day of October, but we also have our fair share of guilty pleasures: candies and chocolates.

              Of course, candies and chocolates aren’t the only thing we enjoy; there are various recipes people whip up to celebrate Halloween and make it more special for children.

              Pictures have captured countless Halloween memories for many families, but you can now add more memories and capture all of your favorite candy brands. You can share your favorite Halloween season brands and give others ideas for Halloween trick-or-treating or even discover ideas yourself.

              When shopping at a nearby grocery store, you must’ve noticed the Halloween specials that were prepared by your favorite candy brands. Candy corns, Halloween themed chocolates, orange Oreos… They’re all back! Halloween edition products don’t last long, though. They’ll be around until Halloween and disappear like a vampire at the break of dawn.

              Before it’s too late, #TrickOrTreat2012 and Pongr photos of your favorite Halloween edition treats.

              Pictures Are Worth a Thousand Brands

              Brand Ambassadors, Brand Loyalty, Mobile Marketing, Shopper Marketing | by

                Ever wondered where your favorite make-up guru got her mascara? Stumbled upon a Facebook photo of a beautiful nail polish shade and wanted to know what it was?  Went out for Fashion Night Out and wanted to ask everyone where they got what they were wearing?

                What if we told you that you could get information on items from the photos you saw online?

                They say pictures are worth a thousand words, but now, it’s worth a thousand brands. No more asking around where that random user got that shiny bracelet in the photo they took. Pongr will tell you what kind of brands are out there, where the items were bought and what they are is called.

                Word of mouth? Correction, word-of-mouth marketing.

                It’s simple as snapping a photo, tagging the brand and clicking submit to earn points for rewards and answering all those questions of where you got it and what it is called.

                For those of you who participated in Fashion Night Out last night and went through the pain of wondering what people were wearing or simply wanted to share the glamorous styles of the global event, Pongr your photos and hashtag #FashionNightOut2012 and check out what shined the fashion streets of SoHo and fashion cities all over the world.

                In-Store and Digital Marketing: A Perfect Match

                Augmented Reality, Brand Loyalty, Mobile Marketing, Shopper Marketing | by
                  Photo by Ktoine

                  More and more consumers have their mobile devices in hand while shopping.

                  In her latest article for AdAge, Clara Shih talks about using social media to boost engagement on a local level. Even big brands like Walmart are creating social media pages for each store in an effort to connect with local customers and push content that’s especially relevant to them. She makes the observation that “in-store and digital experiences are merging,” which we couldn’t agree with more. As more and more consumers start shopping with a smartphone in one hand and a credit card in the other, retailers need to be ready to engage with shoppers digitally.

                  Shih notes that one of the challenges of this is bringing the social media or e-commerce team and the field store operations team together. If brands are going to do in-store digital engagement well, it’s crucial that it be part of a unified effort between all aspects of traditional shopper marketing, sales, and social media.

                  Consumers Are Talking— Are Brands Listening?

                  Brand Loyalty, Mobile Marketing, Shopper Marketing | by

                    According to a new study by Empathica, Inc., 82% of consumers want to engage retail brands via mobile channels. It doesn’t get any clearer than that. Brands, your customers want to talk to you. The problem is, a lot of brands aren’t talking back. About 62% of those polled by Empathica felt brands don’t monitor online conversations.

                    By ignoring mobile marketing, brands are not only missing out on excellent avenues to push their message, they’re actively avoiding the frequencies their consumers specifically want to communicate with them on.

                    When you think about it, it makes perfect sense that consumers would want to engage with brands via their mobile devices. Over 50% of U.S. mobile users have smartphones, and we’re becoming more and more inseparable from our handsets. Consumers want everything at their fingertips, and they’re actively reaching out to brands through their mobile devices.

                    “The message for all marketers is a simple one: consumers want to be heard,” says Gary Edwards, chief customer officer of Empathica. Pongr’s always-on mobile photo marketing tools make it easy and scalable for brands to respond to photos that consumers take with their phones, and keep the conversation going with engaging direct response content. This dialogue helps build a lasting relationship between brand and customer.

                    At Pongr, we see ourselves as a matchmaker, helping brands who don’t know how to engage with customers to respond appropriately, like coaching middle school boys on how to talk to girls at a school dance. Consumers love taking photos with their mobile phones, so photo-triggered direct response content is the ideal platform for cementing brand loyalty. As we’ve said before, though, the key to successful marketing is listening. Brands who pay attention to what their customers want will find building a relationship with consumers gets easier and easier.

                    Here and Now: Relevant Ads Are Effective Ads

                    Advertising, Brand Loyalty, Mobile Marketing, Shopper Marketing | by

                      Knowing as much information as possible about their consumers has always been important to advertisers. The more relevant an ad, the more effective it’s going to be. Special-interest magazines, for example, usually only run ads for products that will appeal to their readers. Advertisers are always trying to learn more about their consumers in order to make promotions and offers more relevant.

                      Relevant marketing is effective marketing, and will help turn shoppers into buyers.

                      The #1 mobile shopping activity is taking pictures of products. A relevant, well-timed promotional offer can help drive the sale.

                      With the advent of mobile marketing, brands no longer have to provide relevant content based solely on the demographics of their consumer alone—really relevant content is content that finds the consumer at just the right moment, in just the right place. Direct response shopper marketing that is delivered in the moment of intent—in the store, when the consumer is actively considering buying the product—is the most effective way to turn a shopper into a buyer. If a consumer receives a relevant promotion or offer right after taking a photo of a product in store, there’s a good chance they’re going to act on it.

                      By using Pongr’s photo-triggered direct response tools, brands can take the relevance of their promotions a step further. Our system provides valuable CRM data for brands to help them send individually tailored messages and offers based on factors like how many photos the user has taken of the brand before, what other brands they like and take photos of, and what brands their friends like and take photos of. Brands can use intelligent tools to determine what the most effective angle is for each consumer, taking into account a wealth of data.

                      Ultimately, advertising is about driving sales. No one’s going to argue that. But by making the process fun and valuable to the consumer through highly relevant marketing, brands will develop a lasting relationship with the consumer based on trust and loyalty, the value of which cannot be underestimated.

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