Sense wins FMBE award for Jacob’s campaign

This year’s Field Marketing and Brand Experience Awards saw Sense win silver in the Most Effective Interruptive Experience category for our experiential campaign for Jacob’s.

The Jacob’s Cracker Crisps activation took inspiration from the brand’s Crackin’ TV ads, with Sense creating a giant singing and dancing packet of Jacob’s Cracker Crisps and placing it in commuter hotspots across the UK.

Targeting potential consumers on their way home and in groups, lip syncing to ‘Ride on Time’, the dancing pack broke the boredom of commuters’ routine with exaggerated dance moves and loosely choreographed steps performed by a team of dancers.

To distribute the product, Sense developed a reverse busking scenario offering consumers the opportunity to take a pack home and create a Crackin’ night in.

Some 650,000 samples were distributed, reaching 1,510,488 people across a nine-week tour.

What’s more, product awareness increased across new and existing customers.

In short, the campaign met and exceeded all of its objectives.

Find out more about the Jacob’s campaign.

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Leading Brand CMOs Tell Erin Andrews: Women Will Power the Next Wave of Advertising


What do chief marketing officers at leading brands share? Optimism and ideas. That’s what Erin Andrews, sportscaster and “Dancing with the Stars” host, discovered when she met one-on-one with visionary marketing leaders at WHOSAY’s ANA Masters of Marketing pop-up studio.

For Marc Pritchard, chief brand officer at Procter & Gamble, empowering women in advertising is not just a matter of good corporate citizenship, “It’s actually good for growth.” Pritchard explained how P&G’s Always “Like a Girl” campaign changed the sentiment towards the expression. “Seventy five percent of people now view “like a girl” as a positive expression, versus 19% before.”

Raja Rajamannar, chief marketing officer at Mastercard, echoed Pritchard’s point. “If you look at the purchases decisions that happen around the world, more than 74% of all purchase decisions are taken by women,” he told Andrews.

Continue reading at AdAge.com

For example, “You look awful today,” is better said, “Everyone has bad days, I had one last week. When he got healthy, w

writes about her favorite topics nutrition, food, families and parenting for hospitals and trade magazines..

The Miami Dolphins have a few tough decisions to make as the Sept. As Coach Mark Stoops and his staff moved in, she took matters into her own hands by putting together a comprehensive recruiting binder in her own time. ”His vision and innovation helped make him a pioneer the likes of which the NFL has never seen before and won’t see again.”.

That’s the kind of league winning upside that makes a gamble on health appealing to me, at least. Impressive, sprawling flagships in high profile locations have long served as status symbols for retailers, more important for their brand wide promotional value than the profits they may or may not have generated on the premises.

In 2013, Florida DT Sharrif Floyd went to the Vikings with the 23rd pick.. At Mount St. Running backs also have a short lifespan in the NFL with an average career length of 2.6 years. “People don’t want to hear coaches say that, but how can you not be in tune to the fact you have a younger football league than pre 2011 and now you’re spending five less weeks with the players?” Green Bay Packers coach Mike McCarthy told Mike Garafolo of NFL Media.

The top 10 percent in this category earned about $78,000, and the bottom 10 percent earned slightly more than $20,000 annually the lowest salaries typically represent those for starting positions in the industry.Job OutlookAs reported by the BLS, overall employment for broadcast analysts and reporters is expected to decline by 13 percent during the next 10 years.

Will it be 100 percent proof? No, because they’ll take out a player who actually didn’t get a concussion.”. Elvis came over and started talking to me, invited me to dinner. Green Bay held the ball for 39 minutes (see full recap).Stafford helps Lions past Cardinals, who lose RB JohnsonDETROIT Matthew Stafford threw two of his four touchdown passes to rookie Kenny Golladay in the fourth quarter Sunday, helping the Detroit Lions rally to beat the Arizona Cardinals 35 23.The Lions picked off three of Carson Palmer’s passes, returning one for a score.

OK, the rest of you still with me? Let’s play a little game of “What are the Chances?” Chances at least three quarters of Who Dats who thought the defense’s preseason performance had them excited about the 2017 season went to bed inebriated Monday night: 80 percent.

Understanding Straight Money Line BetsBettors who prefer just picking winners and losers of games regardless of point, run or goal differentials can place moneyline bets. The Eagles actually made it to the Super Bowl. But Gase also knows his running game, led by rugged running back Jay Ajayi, has also been inadequate.

I could practice twice a day if they let us do that, but that not the way it goes anymore. La tertiaire des Cardinals a perdu un membre important lorsque Tyrann Mathieu s’est dchir le ligament crois antrieur du genou droit, dimanche dernier. “Monday Night Football” opens its season in Minnesota on the 16th anniversary of 9/11.

Brian Hoyer’s greatest asset was his familiarity with Kyle Shanahan’s system, but at times it’s looked as if he’s running it for the first time. I wouldn’t be surprised if the Ninerswent defensive line for the third straight year with their first round selection.

Great run. Smells MAD Fishy To Me,Stinks To The High Heavens. There’s the sports store where you’re signing autographs with.. I had never played in front of 10,000 people in my life, coming from a little village in western Denmark. Gilmore caught a lot of grief from Bills fans, who might find out that replacing him isn’t as easy as they hoped it would be.

“You’re living in poverty, your schools are no good, you have no jobs, 58% of your youth is unemployed what the hell do you have to lose?” Trump said of African Americans in a speech to a largely white audience in Michigan during the campaign. In 1966 Sharon husband, Jimmy Hoksbergen, up and left her flat, taking their three children and the couple possessions and leaving Sharon a note and exactly one penny.

Attend church on Sunday. Therefore, it seemed that the neck surgery was unsuccessful the first time and had to be redone a second time. Cheerleaders have to be healthy and fit with an ability to dance, learn new choreographed dances quickly, and are photogenic.

It was unclear where exactly the Eagles had tried to jump for Cook who some draft analysts expected to go in the first round and if they had decided the price was too steep. In addition to neurological risk, the physical nature of the game creates additional health risks for joints and ligaments that are damaged during play.

As for the NFL, if they are asking to be carried on Basic cable (non Digital) as is MASN they are out of line. Some owners locked arms with players for the anthem in what were called displays of unity. A $20 bet on those odds would return $47, including a $27 profit.

Aprs une embarrassante dgele en premire demie face aux Dolphins, les Patriots ont t clatants en 2 moiti dirigs de main de matre par un Tom Brady blouissant. They were searching for a gunman and ordering patrons who cowered near craps tables and slot machines to run for the exits..

An Instragram post showed another skirmish in the parking lot at the same game. DOUBTFUL: CB Antonio Cromartie (quadriceps), RB Bilal Powell (ankle). Heinicke (concussion, oblique) will revert to injured reserve if he clears waivers and could negotiate an injury settlement to become a free agent.

Quarterback Colin Kaepernick began the now iconic kneel in 2016 as a protest against racial inequity in the United States. Has 12 pass TDs vs. One of those was identifying which team got measurably worse this offseason. In the playoffs the Raiders defeated Houston, San Diego and Cleveland en route to becoming the first wild card team to win the Super Bowl.

sports team apparel stores Teams are always well prepared. So it one of those deals. It hasWyatt Telleras the No. 13, 2017″ > >Lawn has hat trick as Spalding field hockey tops St. I proud of my Service to my Country and I don need football players making millions who never sacrificed anything for their country preach to me on national TV about how bad our country is. sports team apparel stores

The Patriots then brushed Pittsburgh aside with a dominant all round display, but the Super Bowl looked to be Atlanta’s for the taking when they opened up a 28 3 lead midway through the third quarter.. Was in Moscow, then he bounced down to Wyoming, then he bounced to (Washington State), then he was at Miami.

Playing in his first NFL game, Foster missed the rest of the game with an ankle injury.. Since quarterbacks score the most points of all fantasy players it can be easy to think they are the most important fantasy player. Akers went 29 for 42 in 2012, perhaps a bad choice by the 49ers, though Crosby stat line (110 for 128 since then) shows that window wasn actually open for Tavecchio.

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Finding the value in shopper partnerships

Brand partnerships within the world of shopper are infamous for being tricky to negotiate and hard to implement.  At Capture, we have worked across multiple successful shopper partnerships and have a firm belief that the perceived pain of activation is worth it in the end.

Partnerships work effectively to increase brand presence at the point of purchase without the need for additional spend.  They also cement a brand to a given occasion and drive credibility when the partner brand is well-known and respected in the market.

With these benefits in mind, below are some Capture top tips for brands seeking to land partnership activity in shopper.

1, DO consider a shared vision and voice

Central to each brand partnership is a key visual which marries the brand identity of each partner. With shopper, the challenge here is huge if we consider the limited interaction shoppers have with media in store.

With an average 8 seconds engagement with POS, participating brands must be aligned from the outset on a single minded message for their partnership campaign.  Within FMCG this is typically a usage occasion or meal solution and as such individual brand messaging regarding USPs are often scaled back. To ensure fairness, participating brands must not dominate creative and should expect to work towards owning an equal share of voice. Bespoke photography and fonts are essential to ensure fairness and brands should be prepared for this.

2, DO think about promotional overlays

As with all shopper media activity, it is best to align partnership media with price promotions.  This can be difficult given the involvement of multiple buyers and with each brand working to their own promotional periods.

When working through a partnership campaign, it is important to engage with relevant trading teams to ensure you have full visibility of upcoming promotions. This will allow for the most efficient media scheduling.  As a build to this, and to ensure true depth and richness to a shopper partnership; seek to lock in a multi-buy promotion with your respective buyers. This pays dividends when it comes to promoting cross-purchase with your partnered brand.

3, DO consider brand fit

Fundamental to all brand partnerships is the ‘fit’ of the two brands in question.  As we know, shopper partnerships deliver great reach, however finding the right brand to partner with is critical.

Always consider, is this brand aligned with your own? We recommend asking yourself some of the following questions before committing.  Does my potential partner speak to the same shopper base as we do?  Are they of similar quality? Do our brands have a personality match?

4, DON’T forget about .com

When considering the laydown of your partnership plan don’t forget about .com activation.  In many retailers, bundle deals (online multi-buy promotions) can be secured without having the same promotional mechanic live in store. This is particularly useful when promotional periods for partner brands don’t match up.

5, DON’T have a partner ‘party’

When it comes to shopper partnerships the simpler the better.  As with any partnership, negotiation and compromise is key.  The more parties involved in these discussions, the more complicated they become. At Capture we would recommend that no more than 3 brands get together within any campaign. This allows for a less complex implementation, not to mention ensuring each brand has sufficient presence within the campaign.

If you’d like to understand more about how to land great shopper partnerships, or are interested in being put in touch with one of our network of FMCG brands, get in touch via hello@capturemarketing.co.uk

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NEWS: Facebook Tests a Cool New Ad Format on Mobile

Facebook is testing a new ad format that puts it ahead of the competition

The social media giant appears to be rolling out a new ad format — location-based recommendations (perfect for travelers, like myself). Here’s what we know so far:

Certain users will receive a notification that alerts them of restaurants and amenities nearby. Wesley Young reported on Marketing Land that the notification had read: “You’re near 3 highly rated restaurants you might like.”

Based on your location and interests, Facebook sends you notifications that will take you to a map with multiple pins. These pins show listings with valuable information like star rating and reviews. Most importantly, once you click on a listing, you’ll be taken to that business’s Facebook page.

This update highlights Facebook’s predictive intelligence capabilities. With this update, this platform is providing local search results before the user reveals intent to buy.

Why is Facebook’s Advertising Effective?

Facebook ads have the capability to outperform other social media platforms and, with regards to search ads, remain highly competitive. Let’s take a look at how effective Facebook Ads are when compared to other search and social media ads.

According to data from WordStream, the average CTR for Facebook ads hover around 0.9 percent. Comparably, Google AdWords sits at 1.91 percent. Additionally, Facebook boasts a 9.21 per cent average conversion rate compared to 2.7 for AdWords.

Unfortunately, other social media platforms don’t have the same success as Facebook. 20 percent of consumers made a purchase in response to an ad on four major social media platforms: Facebook, Instagram, Snapchat, and Twitter. Of those 20 percent, 16 percent made their purchase on Facebook, while only 4 percent did on Instagram, 2 percent on Twitter, and 1 percent on Snapchat.

So why are users generally responding to Facebook ads more than other ads? Facebook has the audience data and targeting capability that makes their ads highly effective. They have social data like interests, articles read, pages visited, posts liked, and other ads clicked that all help create detailed profiles that Facebook uses for precise targeting.

Facebook isn’t the only platform on social media where advertising works, but because it understands the user, it is very effective. Take a look below where you’ll find four takeaways on what makes Facebook advertising so effective.

  1. Social media data is rich and will only grow and expand as consumers who use the platform continue to spend more time on there. Use these detailed profiles to target your ideal audiences and spend less by reaching the right people, and those who want to hear from you.
  2. Different platforms require different strategies depending on the way people consume content on the specific platforms. You should customize your marketing to the social media platform’s format.
  3. Targeting the right audience is one half of the battle. Getting them engaged with a clear cut message is the other half. Make sure your content looks and feels natural.
  4. We don’t need to tell you how important measuring your ROI is. It’s important to understand which audience targeting works.

Local businesses often find it difficult to find the time to customize their marketing campaigns. But if you take the time to actually customize these campaigns and target your specific audience, you can get a high ROI.

The post NEWS: Facebook Tests a Cool New Ad Format on Mobile appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

Raising the bar on retailer coupons

On average, a shopper is faced with around 40,000 products every time they enter a supermarket. Of this, they’ll buy approximately 250 of these products every year. As soon as they’ve purchased, they’re 30% more likely to buy a second time: they’ve tried the product and removed the risk. When buying for the third time this increases to around 50%, the fourth 60% and so on, with the curve gradually flattening out as purchases increase. It’s much easier, therefore, to encourage existing shoppers to buy more frequently than it is to bring new shoppers into a brand.

One way this can be done is through coupons, which are excellent for driving loyalty. Coupons have a bad reputation, however, as they can be complicated to execute. We’ve outlined some common pitfalls and how best to maximise their impact.

#1: an unremarkable offer

When it comes to couponing, the temptation can be to reach as many people as possible by reducing the amount of discount on offer. For example, issuing 200,000 coupons at 25% off, rather than 100,000 coupons at 50%. This is crazy. It offers poor value to the shopper as it doesn’t better what they’d get on an average day at the shelf, resulting in a huge wastage.

Solution: create value. It is better to have a smaller issuance, be more targeted and offer a better reward. Although total net redemptions will be lower, it will cost less to do and be significantly more likely to get the target shopper to buy again.

#2: trying to reach people who haven’t bought before

Often, brands don’t want to target shoppers who already buy into their brand and they target those shopping the category at large as their source of growth. This can be problematic for two reasons. Firstly, the modern shopper isn’t loyal to one brand, they buy a subset. They might buy Persil but will probably buy Ariel as well. Secondly, although they’re loyal to the subsets, that does not mean it can be extrapolated to the rest of the category. The Persil and Ariel buyer probably won’t buy Tesco own label as well.

Solution: target the right people. Targeting should always be aimed at those who have previously bought the product. This will result in the coupon working much harder to drive incremental sales.

#3: thinking in volume

In some cases, retailers like a coupon to be activated within a designated time frame. This works well for retailers as it means they’ll hit broadcast targets but won’t necessarily work well for the brand or shopper.

Solution: take your time. A brand would be better placed to serve the same number of coupons over a longer period of time to ensure they’re hitting the right shoppers, rather than volume.

#4: asking too much

Coupons are often used to drive trial when they’re far better at increasing frequency or weight of purchase. Many coupons offer little or no messaging/branded content to explain what the product is; there just isn’t enough information for a shopper to make the decision to trial. Money off alone just doesn’t work.

Solution: drive trial. If the objective is to drive trial then consider using FREE, rather than money off. This is affordable if a brand gets its targeting right.

Summary

Coupons work best when driving loyalty, not trial. Take longer to activate and offer the right amount off, only use it for the latter if you’re prepared to offer a deep discount or for free. Targeting is everything: just think, if a shopper won’t buy a product when it’s on deep discount on gondola end, why would they buy it for a 25% off coupon? Getting a shopper one more rung up the purchase ladder will see them cement your product into their purchasing habits and show regular incremental sales; a much easier job than trying to get new shoppers in.

If you’d like to learn how Capture can help land your next couponing campaign, speak to your client manager or call 0203 553 5555.

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In-home product sampling and the ROI that it brings

Why is in-home product sampling so beneficial for many businesses? Well, at the heart of product sampling is the belief that, by putting something directly into the hands of a consumer, you’re automatically increasing the chances of achieving a sale.

We know sampling works; that’s not in question. According to the Product Sampling Council, 92% of consumers would buy a new product if they liked it after a receiving a sampling.

And we’re not just talking about one sale here; in fact, you’re likelier to generate brand loyalty and the type of word-of-mouth marketing that creates a buzz around a range of items.

That’s product sampling. But in-home product sampling? That takes things up a notch. Because the issue seems to be that of relevance and opportunity, not whether the wider strategy works.

For years, businesses have had to fight tooth and nail to be heard. From TV commercials to billboards, flyers to magazine ads, companies have spent a fortune just trying to get their message in front of the right people.

But now, thanks to how digital technology has revolutionized the world, customers have never been so accessible. And businesses can send customers product samples and actually get the brand inside of someone’s home… which is a pretty powerful start for a company as far as PR and brand awareness is concerned.

Throw social media, content marketing and analytics into the mix and you have a mixture of strategies that have a stunning potential for delivering marketing ROI.

When people are in their own homes, they’re obviously more relaxed. It sounds a little cynical, but when we’re more relaxed, we’re more receptive to new ideas… and new brands.

When people are at home, it’s easier to get their attention. Rather than battling against all the different factors you’ll come up against outside (from the weather to time constraints), ironically, you’re more in control when your product is inside someone’s house.

In-home sampling is based on the long-held premise that a more comfortable setting is more likely to result in a more meaningful interaction with a product. It’s a tactic that’s not going away, so it time that your brand made its way into your audience’s home?

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.

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