Shopper Marketing - January 2017 - 21
scan a logo featured in a national TV spot for
taco seasonings; versions of that spot can be
seen on in-store TV networks and online. When
scanning, users are sent to a "Pure Genius" microsite within McCormick.com for quick and
easy recipes, videos and coupons.
"We show how McCormick seasoning mixes
can transform any meal or snack into a delicious and creative dish they'll feel good about
serving to friends and family," Bressler says.
The Shazam element of the "Pure Flavor, Pure
Genius" campaign worked alongside digital
banner ads, social posts, digital coupons, nonscannable displays like a power wing, in-store
radio and the cross-promotion with pork and
"We are providing simple meal inspiration,
real solutions and incentives along the entire
path to purchase in order to drive incremental
category purchase," Bressler says, adding that
McCormick has a history of working with "cutSM
ting edge digital technology."
Campbell, Mars Agency Find
'Shopper Media Nirvana'
By Cyndi Loza
ROSEMONT, ILL. - There are no cookie-cutter programs in shopper marketing, so it's hard to say
what is the most effective way of spending
digital shopper media dollars. "I get this question about twice a week from different clients
and it's never an easy answer," Leah Key, director, digital media, at The Mars Agency, said
during a Path to Purchase Expo presentation
in September. "Every program is so unique and
has its own objective, so every single program
has to be looked at separately."
Knowing that the path to reaching "shopper media nirvana" isn't always clear, Mars and
Campbell Soup Co. created a five-step approach to help marketers find an optimal balance of retailer and third-party digital shopper
media. "What we try to do more often than
not is follow a process to define exactly how
we go to market and what role digital media
plays within that bigger scope," said Campbell's Christian Ardito, senior marketing manager, soup and broth activation.
The first step is to "know your objective,"
Ardito said. Whether the objective is to drive
household penetration or increase buy rate,
the right media can't be selected until the
goals of the program are defined.
The second step is to know the KPIs (key performance indicators) - the metrics that will be
used to determine if the objectives were met.
The third and most important step is "knowing your target audience," Ardito said. In this
step, a brand marketer needs to understand
his target shopper from the brand's perspective first. He needs to define the consumer the
brand is trying to reach and in what context.
JANUARY 2017 SHOPPER MARKETING
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