Shopper Marketing - September 2013 - (Page 1)
Vol. 26, No. 9 • September 2013
MMA Focuses on
NEW YORK — The Mobile Marketing Association (MMA) has
released a version 1.6 draft of its
proposed specifications for mobile coupon ad units. The specifications, developed by a committee chaired by FunMobility
CEO Adam Lavine, are designed
to create a common framework,
vocabulary and measurement
system for mobile coupons.
Among its objectives is to recommend mobile coupon specifications for creative, impressions,
transaction and redemption, and
baseline technology requirements. The committee will issue
results of field trials as well as
formalized guidelines and a best
practices document. Ultimately,
the committee will launch a mobile coupon standards and best
practices certification program.
For more information, visit the
MMA committee’s website at
IN SHOPPER MARKETING
SEE PAGE 12
P L ANO, TEX AS — Crossmark
agreed to acquire Chicago-based
Marketing Werks. The transaction, expected to close Aug. 31,
adds out-of-store expertise to
Crossmark’s marketing services
division. Marketing Werks’ clients
include Verizon, Walgreens and
Chase. Jim Rose, president, Crossmark Marketing Services, will oversee Marketing Werks. Scott Moller
and Julie Guida, founders and coCEOs of Marketing Werks, remain
on the leadership team to run the
SERIES, PART 3:
Kroger is using targeted
marketing and enhanced
digital capabilities to make
sure its loyal shoppers keep
Kellogg Goes Digital
With Product Reviews
Posts ‘authentic’ videos in partnership with Walmart, Publix
By Joe Bush
BATTLE CREEK, MICH. — With an increased emphasis on digital shopper marketing and
armed with the knowledge that product reviews increase conversion rates, Kellogg Co.
began using consumer video product reviews in 2012 as part of collaborative efforts
with Walmart and Publix.
Using the Expo TV video platform from New York-based Expo Communications,
Kellogg has posted consumer videos reviewing Special K, Pop-Tarts, Frosted MiniWheats, Pringles and Cheez-It products on the Kellogg page in Walmart.com’s “In
Stores Now” section since February 2012. Additionally, the manufacturer posted videos
reviewing Special K and Fiber Plus items on its “Fuel Great Days” promotional site (a
cooperative effort with Publix) from November 2012 through January of this year.
Expo TV recruits consumers to share their profile and, based on that profile, try products
shipped to them by Expo’s clients. General instructions are to produce a video reviewing
the product lasting at least one minute. The clients can also provide specific instructions.
For example, the Kellogg/Walmart effort called for consumers who were regular
Walmart shoppers and Special K consumers to produce a video, but no product was
sent to them. They were asked to describe the product in relation to their health goals.
‘Half Is More’
Wireless provider takes on competitors,
asking why anyone would pay double
By April Miller
SAN DIEGO — Vying for the 51 million Americans
it says are considering switching from a contract
wireless carrier to a no-contract offering, Cricket
Communications took direct aim at competitors
AT&T and Verizon Wireless this spring and summer with a national “Half is More” campaign.
Cricket began disseminating online videos in
May, followed by print, retail, social media and
television campaigns rolling out in June – the
same month Cricket began selling the Samsung
Galaxy S4 smartphone; it also sells Apple’s iPhone
5 – and continuing through the fall.
It’s a harder hitting and more aggressive approach than previous campaigns, says Deborah
See Kellogg, Page 10
See Cricket, Page 11
More in Store.
on pg 9]
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Shopper Marketing - September 2013
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