Shopper Marketing - January 2018 - 62

62

SHOPPER MARKETING JANUARY 2018

SO-LO-MO Central

A roundup of social, local and mobile marketing activity at retail

SOCIAL

Dan Ochwat, on the So-Lo-Mo
beat since 2011, served as an editor
of Shopper Marketing for nine years.
Send comments and So-Lo-Mo
news to solomo@p2pi.org.

Videos that
educate.

Guitar manufacturer
Taylor Guitars created
a "video" destination on its
TaylorGuitars.com website, giving shoppers a range of videos
that educate visitors on how to
play as well as what guitars to
buy by providing information
on price, style and the different
features. The landing page also
contains videos of artists playing
and gives consumers a chance to
upload and share their own guitar-plucking videos. The videos
are accompanied by links to buy
the featured products, and some
videos include product detail
pages and buy links within the
videos. TVPage, San Diego, and
its cloud-based platform powers
the page, helping to personalize
content toward users and leverage data to optimize content to
the right viewers.

Twitter has officially opened up its character length to 280 characters for all users, giving
brands a bit more space in organic Tweets from their brand pages. Twitter will soon expand
that length into Promoted Tweets as well. The idea of a doubled character limit from the
previous 140-character limit was explored in September based on how the limits affected
different languages - which a Twitter blog said was pretty much any Tweet not in Japanese.
Tweets in that language almost never hit the 140-character limit; less than half of a percent
of Japanese language Tweets hit that mark, compared to 9% of English language Tweets. The
learning was that English language users were constantly editing down Tweets. Twitter's blog
updated results on testing and said that with an ability to say more, most Tweeters didn't fight
to stay within 280 characters but rather eliminated the editing time by just going a bit over
the 140. In fact, the blog pointed out that only 2% of Tweets were over 190 characters and
only 5% were over 140 characters. And with more room came more engagement,
such as Retweets and the inclusion of users' handles.

More room
to Tweet.

JCPenney
JCPenney launched a holiday campaign
challenge.
with five television spots highlighting nonactors discussing what they paid for gifts last
year and being challenged to beat that number at JCPenney stores. The TV ads relate directly to a
social effort called #JCPchallenge, where the retailer
wants social sharers to snap a photo of their JCPenney receipt and brag on Facebook, Twitter, Pinterest,
wherever, about how much money they saved. Digital ads, direct mail and email are further supporting
the campaign. JCPenney posted inspirational images
on its Pinterest board and on its social channels, too.


http://www.TaylorGuitars.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
Shopper Marketing - January 2018 - 14
Shopper Marketing - January 2018 - 15
Shopper Marketing - January 2018 - 16
Shopper Marketing - January 2018 - 17
Shopper Marketing - January 2018 - 18
Shopper Marketing - January 2018 - 19
Shopper Marketing - January 2018 - 20
Shopper Marketing - January 2018 - 21
Shopper Marketing - January 2018 - 22
Shopper Marketing - January 2018 - 23
Shopper Marketing - January 2018 - 24
Shopper Marketing - January 2018 - 25
Shopper Marketing - January 2018 - 26
Shopper Marketing - January 2018 - 27
Shopper Marketing - January 2018 - 28
Shopper Marketing - January 2018 - 29
Shopper Marketing - January 2018 - 30
Shopper Marketing - January 2018 - 31
Shopper Marketing - January 2018 - 32
Shopper Marketing - January 2018 - 33
Shopper Marketing - January 2018 - 34
Shopper Marketing - January 2018 - 35
Shopper Marketing - January 2018 - 36
Shopper Marketing - January 2018 - 37
Shopper Marketing - January 2018 - 38
Shopper Marketing - January 2018 - 39
Shopper Marketing - January 2018 - 40
Shopper Marketing - January 2018 - 41
Shopper Marketing - January 2018 - 42
Shopper Marketing - January 2018 - 43
Shopper Marketing - January 2018 - 44
Shopper Marketing - January 2018 - 45
Shopper Marketing - January 2018 - 46
Shopper Marketing - January 2018 - 47
Shopper Marketing - January 2018 - 48
Shopper Marketing - January 2018 - 49
Shopper Marketing - January 2018 - 50
Shopper Marketing - January 2018 - 51
Shopper Marketing - January 2018 - 52
Shopper Marketing - January 2018 - 53
Shopper Marketing - January 2018 - 54
Shopper Marketing - January 2018 - 55
Shopper Marketing - January 2018 - 56
Shopper Marketing - January 2018 - 57
Shopper Marketing - January 2018 - 58
Shopper Marketing - January 2018 - 59
Shopper Marketing - January 2018 - 60
Shopper Marketing - January 2018 - 61
Shopper Marketing - January 2018 - 62
Shopper Marketing - January 2018 - 63
Shopper Marketing - January 2018 - 64
Shopper Marketing - January 2018 - 65
Shopper Marketing - January 2018 - 66
Shopper Marketing - January 2018 - 67
Shopper Marketing - January 2018 - 68
Shopper Marketing - January 2018 - 69
Shopper Marketing - January 2018 - 70
Shopper Marketing - January 2018 - 71
Shopper Marketing - January 2018 - 72
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