Grocery retailers stand to gain huge from planning the right mobile strategy
CPG marketers are constantly looking for effective ways to incorporate mobile into their digital mix with the goal of reaching consumers where they live. Mobile, while it can present an overwhelming number of options, can often be the most effective approach to reaching consumers closest to purchase or point-of-sale.
The smart CPG brands and retailers that manage to successfully adopt and implement the right mobile strategy see increased in-store traffic, revenue, and brand awareness, the result of reaching consumers through a more relevant and personal touch point, their phone.
Wondering what it takes to implement a successful mobile strategy in 2019? Here are 9 do’s and don’ts to ensure your mobile approach is a success.
DO Diversify Your Approach
Create a strategy that incorporates a variety of approaches. Similar to investing, you shouldn’t just put all your money into one mobile solution, like Facebook or Google, and expect to consistently see the best results. In mobile, it’s important to diversify your mix to make sure you’re reaching consumers in the right place and at the right time.
DON’T Be Something You’re Not
Stay consistent with your brand and make sure your mobile tactics are aligned with your brand standards. If you’re a back-to-basics, pantry-staple for families, a campaign including millennial influencers on Instagram may just be an expensive way to confuse your customers.
DO Think About Context and Timing
Find your consumers when they are in the grocery shopping mindset, whether actually in-store or planning for their next grocery trip, make sure to advertise when your target audience is looking for grocery, cooking or CPG product inspiration and in the right state-of-mind to engage with your brand.
DON’T Just Direct Your Consumers to Your Mobile Website
While it is often important to direct traffic to your website, mobile traffic does not often benefit from being directed to a website or landing page that does not allow them to take action in regards to your brand. They may learn more, but you won’t know if they actually intended to buy your product or not.
DO Help your Consumers with Action-Based Ads
Make it easy for consumers to interact with your mobile campaigns and look for ways to help them on their shopper journey. Utilizing a straightforward and helpful call-to-action is the best way to do this. Action-based ads like “Add-to-List” or “Save Recipe” are useful to consumers, while also showing their intent so CPGs can better understand how effective their mobile strategy is.
DON’T Implement Mobile as an Add-On
As the medium that literally travels with users everywhere throughout the day, mobile uniquely serves as a unifying thread that ultimately drives greater value for your entire campaign. When you embrace mobile in the early stages of strategy, you can more effectively integrate creative elements that maximize mobile’s potential and drive more impact for your broader marketing mix.
DO Build Upon the Consumers You Know
Retarget. Retarget. Retarget. Implement mobile technology that allows you to retarget the consumers you have already seen in your mobile campaigns. This information is like gold in the mobile world. Once a consumer has engaged in your mobile strategy, there is so much you can learn from them and moving forward you know they will react and/or engage with your ads.
DON’T Ignore Measurement
Measurement is the key to any successful advertising campaign, whether mobile or elsewhere, but it’s especially important to track the right metrics. Did your campaign drive traffic to the target retailer? Did your ads drive purchase intent? Were you able to raise significant awareness and can you prove that? Make sure the partners you work with provide valuable measurement tools to report on your mobile campaigns and ensure success.
DO Engage the Mobile App Consumer
Find a solution that allows you to reach consumers through the apps they use to plan and shop. This is important and very relevant to CPG brands and retailers since it allows them to reach the consumer in the right state-of-mind. With thousands of apps existing that help consumers grocery shop or plan for a grocery trip, it is important to make sure you are engaging this audience. For example, apps like Out of Milk, Buy Me a Pie or Listonic all provide native ad space to brands and retailers to reach their consumers.
AdAdapted’s mobile ad unit drove sales increase at large retailer for a chocolate supplement brand, Good Day Chocolate
In a recent advertising campaign, a chocolate-based supplement company, Good Day Chocolate, saw an increase in sales specifically connected to AdAdapted’s Add-to-List mobile advertising solution.
“While running AdAdapted mobile campaigns we saw our sales go up in specific markets and saw those same market sales go down when we weren’t using AdAdapted,” stated Denise Day the Director of Marketing at Good Day Chocolate. “We’re excited to partner with this type of strategic advertising company that has a technology which clearly positively impacts our sales.”
The Good Day Chocolate / AdAdapted campaign was targeted at promoting sales for Good Day Chocolate’s new Kid’s Supplements specifically at a large, well-known retailer. The initial campaign more than doubled GDC sales in certain markets when the AdAdapted Add-to-List ad units were running.
“We know our technology works at targeting the right person at the right time and getting products added to list, but to see this kind of foot-traffic and results directly correlated with the start and stop of our ad units is really exciting,” stated Molly McFarland, CRO and Co-Founder of AdAdapted.
AdAdapted Add-to-List consumer experience flow for Good Day Chocolate. Actual retailer logo/name used for the campaign replaced with a generic logo/name for purposes of this release.
Good Day Chocolate is a unique, nationally recognized brand that is seeing double-digit growth in grocery and online, and is launching into mass, drug and convenience chains across the country. The brand was founded in 2010 by Andrew Goldman, M.D., a prominent Facial Plastic Surgeon and Ear, Nose & Throat doctor. Dr. Goldman set out to create a more responsibly dosed dietary supplement that is easy to take and tastes delicious. Good Day Chocolate offers vitamins and supplements for both kids and adults.
AdAdapted’s Add-to-List solution provides ads to a proprietary network of list-building consumers allowing them to add the promoted product, in this case Good Day Chocolate supplements, directly to their preferred shopping list app. With 92% of consumers’ time in mobile occurring in-app, 80% of purchase decisions influenced by a mobile device at-shelf and 91% of CPG products still purchased in-store, the Add-to-List solution has become the leading mobile advertising approach for CPG brands and retailers.Furthermore, hundreds of well-known CPG brands are also seeing astounding results and increased sales with the use of the AdAdapted Add-to-List solution.
About Good Day Chocolate
Based in Boulder, Colorado, Good Day Chocolate(www.gooddaychocolate.com) started in 2010 when co-founder, Andy Goldman, M.D. began crafting lollipops with functional medicine for kids who struggled to swallow their medication following tonsil surgery. Dr. Goldman’s idea evolved into mixing premium supplements with Fair-Trade chocolate because studies showed that absorption could be improved by ingesting functional ingredients inside of a whole food like chocolate. Fast forward to 2014 and Good Day Chocolate was born when they launched Sleep, Energy and Calm products for adults nationwide. Since the launch, they introduced Turmeric for anti-inflammation and Probiotic to promote digestive health. Most recently, they introduced their new line of supplements for children, including Multivitamin, Probiotic, Sleep and Calm.
AdAdapted (www.adadapted.com) is the number one add-to-list mobile advertising and insights solution for CPG brands and the agencies that represent CPG brands. AdAdapted offers CPG brands the ability to directly target their primary consumers in the apps they use to plan and shop. AdAdapted’s platform places CPG brands in front of consumers with native, non-disruptive ads at the exact moment of decision-making, targeting consumers with laser-like efficiency and getting products on digital shopping lists.
A new tool simplifies grocery shopping and planning for consumers; multiplies revenue for brands and retailers
Let’s say for context, that you’re in charge of a CPG advertising budget. Your marketing department or agency asks for a few million dollars to spend on mobile, but could only promise you, with minimal confidence, that the ads would reach in-market consumers, at best, 25% of the time; would you give it up or take your money elsewhere?