Shopper Marketing - September 2013 - (Page 1)

Vol. 26, No. 9 • September 2013 MMA Focuses on Mobile Coupons 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 Walmart’s Clint McClain IN SHOPPER MARKETING Safeway’s Dimitri Haloulos SEE PAGE 12 Acquisition for Crossmark P L ANO, TEX AS — Crossmark agreed to acquire Chicago-based consumer-engagement company 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 day-to-day operations. RETAIL INTIMACY SERIES, PART 3: Kroger is using targeted marketing and enhanced digital capabilities to make sure its loyal shoppers keep coming back. PAGE 86 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’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. Cricket Campaign Aggressively Claims ‘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 ADVERTISEMENT More in Store. Less Out-of-Pocket. Check out our patentpending Anti-Shrink technology in action! ® [more details on pg 9]

Table of Contents for the Digital Edition of Shopper Marketing - September 2013

Table of Contents

Shopper Marketing - September 2013