On supporting retailers with paid social tactics…

On this episode, we talk about the importance of supporting your retail relationships with smart paid social media tactics. Landing a big order with a retailer is awesome, but once there you need to spring into action to make sure you stay there. We have talked about different ways to influence velocity reports before and it is a major factor in a brand’s success.

You cant just post an announcement and then hope and pray. You need to create compelling assets highlighting the partnership, push that content out via paid social and influencer support and create awareness that drives foot traffic into your partner’s store(s).  Plan ahead and have a campaign ready to launch as early as possible to have an immediate impact. Remember it is not about just getting on shelves, it is about staying there!

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On seeing the light with dark posting…

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If you are not deploying Facebook Dark Posts into your paid social efforts, you are missing the boat. As a reminder, Dark Posts are News Feed style ads that look just like regular fan page posts, but actually go unpublished to your page. So they don’t show up on your Timeline or in your fans’ feeds organically. They are essentially dark to your page and only visible to the targeted audience you choose to show them to. They can only be created in the Power Editor, which means you need more that a layman’s level skillset to bring them to life. It is important to take the time to start learning how to do them or find a partner who can execute them for you. #facts

They are great tools for A/B testing creative and copy, especially if you want to really speak directly to a specific subset. Let’s say you post on your timeline and want to promote a protein product. When creating the post, you need to have the asset and language be universal and applicable to all viewers so you don’t alienate parts of your audience. With a dark post though, you can go very specific (i.e. Are you a woman in your 30′s who likes to shop at Whole Foods?”) which as you can imagine is highly effective at capturing the attention of users that fit that profile.  The possibilities are endless.

One highly effective usage case we like to deploy for our clients, is promoting retailer relationships. First off, that is a mission critical component to the success of the brand, because if they don’t help massage velocity reports at their retail partners, they could end up off of their shelves. Buyers these days will ask brands about their social presence and will often look at follower counts on platforms like Instagram and Facebook as a proxy for their brand’s social prowess. To be honest that is the wrong metric for success in this equation. It is irrelevant how many followers they have, what matters is how many people they reach. If a brand can show a buyer that they have figured out how to support their orders with hyper local and narrowly targeted ads, that facilitate awareness and foot traffic, then they really pique the interest of those buyers, most of whom have never heard of dark posting in the first place.

Below is an example of a campaign we created for our client Kidfresh Foods, to support one of their biggest retailers, Walmart. We targeted fans of Walmart and added in some other qualifiers too (can’t share it all with you here) who live in specific geo-targeted areas. We then made sure the copy and asset had the retailer’s name most prominent so we could capture the attention of those users, on the back of their household name. We included the two most important brand messages; the fact that they are tasty (they really are BTW) and that they can be found in the frozen aisle. These are two key messaging hurdles that the client feels are most important to convey via social and we put them front and center with this Ad.

The post was a real success. It reached 40,000+ people and earned a ton of engagement, including a lot of shares and comments, which were almost entirely super positive. It served up a number of opportunities for us to go in and answer questions and/or strike up a real dialogue with our fans and local consumers, which is the whole point of social media in the first place.  Added bonus: this one dark post created a nice audience of “people who recently engaged with our page” that we can specifically target with additional messaging now too.

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We then took these findings (with proof of concept in hand) and ran them back against all of their key retailers. We also gave their sales team a real weapon to show to new prospects and buyers out in the field.  This is a real winner when it comes to converting those types of sales and helps the company grow.

If you aren’t pivoting, learning and adjusting to the new ways of marketing and using tools like Dark Posts, then it could be lights out for your brand.  See what we did there? ;)

 

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Win of The Week: Driving sales for retail partners.

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Can social media help you sell online? Yes, of course!  Can it help you sell offline too? ubetcha!

We work with a lot of early/growth stage healthy CPG brands and some of them do not have an E-commerce focus. For their short term or even permanent business model, they plan to use retail partners for sales and distribution. Therefore a real metric for success when it comes to their social media efforts, is traffic and support for retail to help with their velocity reports. Sales and distribution are only half the battle you see, it is how well their product actually moves when available on shelves to consumers that matters.

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Our client Natalie’s has a really nice foothold and relationship in Publix, which for a Florida based, family owned brand is a big deal. As they expanded their store and SKU counts, they wanted to help drive awareness via social media and we jumped right in. We swapped out creative on their website and Facebook cover photo as you can see above, because this was the most important content for the brand at the moment and should be displayed front and center.

We then deployed a dark posting strategy that targeted by geo location (close radius to new stores) as well as fans of Publix. We used a printable coupon as our CTA and created the image you see here, which spelled out PUBLIX using bottles of their product and fresh fruit.  The image really stands out from the clutter and used the retailer’s well known brand name to catch the user’s eyes in their feed.

For a nominal amount ($5 on this one asset) we were able to reach 2100 targeted people, and earned 2 shares and 16 likes. The more juicy result (pun fully intended) was that we sparked up a conversation with Brian, who saw the ad, printed the coupon and confirmed he used it in store.

We were sure to share that with the buyer over at Publix right away. :)

 

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Chirp-Chirp: Are You Listening on Twitter?

13501786_1156139544448026_1069453187647699541_nWe are big buyers of Twitter these days and that is because it is the best place to go fishing for opportunities with people who might not already be following or engaging with your brand. By rolling up your sleeves and putting in the work, you can unlock real revenue driving engagements like the one above.

Here we curated the hashtag #caffeine in a Hootsuite stream which we regularly monitor for potential engagements with users on the platform. This person wrote a pretty straightforward and innocuous Tweet about needing “copious amounts of coffee” to presumably power her through her Tuesday.  Because we are on the ball and watching these things closely for our client Avitae, we replied swiftly and put their brand in front of her as a healthier alternative for her caffeine consumption. She replied almost immediately, and kept the dialogue going.

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We then took the client to a DM (Direct Message) and inquired about her zipcode and once she replied, we teed up various places where she could go purchase the product in her area.  This particular client doesn’t promote E-commerce (at least not yet) and instead relies heavily on social media to help support their wholesale business and to help facilitate foot traffic and improve velocity reports to keep them on retailer’s shelves. This was a really solid win in that regard, and now their sales team can use the evidence of this type of “ground support” from their social team, to help sell the brand into other retail locations too.

Good strategy + the use of the right social media tools + good old hard work and hustle = social media success!

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