Can CPMs be used as a leading indicator of economic recovery? Tiger Pistol’s Paul Elliott, CEO, and Chris Mayer, Solutions Engineer, put this question to the test. Check out their global analysis of the weekly growth of active COVID-19 cases in six countries and how they correlate with the average Facebook and Instagram CPMs during the same time, based on a cross-industry sampling of 4 billion ad impressions.
What they found was a formula that brings a level of certainty to these uncertain times.
Paul Elliott is the Chief Executive Officer of Tiger Pistol. He is a recognized thought leader in integrated marketing and customer engagement, with more than 20 years of experience helping global brands and their local outlets achieve significant results and return on marketing investments. Elliott was a recipient of Ad Age’s 40 under 40 and the Smart Business Smart 50 honor.
Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.
Global-to-Local Social Advertising Technology Made Available for 5 Million Bars, Restaurants and Retailers Worldwide
Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has partnered with Anheuser-Busch InBev (AB InBev) to support the brand’s worldwide network of local retailers, bars, and restaurants that have been affected by COVID-19.
“We all have our go-to local establishments, whether it’s the neighborhood pub for happy hour, our favorite dinner spot, or our chosen venue for celebrating milestones,” said Paul Elliott, CEO, Tiger Pistol. “Very few companies have a global footprint like AB InBev, and they support their worldwide community and make sure their establishments have everything they need to weather the storm today and succeed in a new normal future.”
Restaurants and bars are among the hardest hit industries across the globe. According to Statista, the year-over-year decline of seated patrons in restaurants worldwide dropped day by day February to May reaching a staggering 100% decline by early May A study by Deloitte states that while global at-home consumption has increased, it will unlikely cover the cost of lost sales even once the situation begins to normalize. In a survey by Technomic, 32% of consumers say they plan to eat at restaurants less often out of COVID-19 concerns. With layoffs and hour cuts prevalent across the industry, restaurants and bars need help to survive the crisis. In a Datassential survey, 33% of operators cited they needed help communicating their establishment’s status, and 25% of local operators cited the need for collaboration to promote traffic.
Tiger Pistol provides the ability to reach deeply into local communities all throughout the world, empowering individual restaurants and bars with locally relevant ads that use powerful messaging alongside globally-recognized brand creative. The ads are flexibly deployed from the local business’ Facebook Page, with objectives in line with state, regional, or city-level government restrictions. This social strategy gives these small retailers, most of whom are suffering during this time, an advertising option to help them continue to drive business and recall the essential role restaurants and bars play in fostering memories and connections in the lives of consumers.
“Tiger Pistol’s global-to-local approach marries two strategies together to ensure AB InBev’s success,” said Elliott. “First, it brings their brands directly to consumers for immediate identification. Second, the local establishments can drive a personal connection with the consumer. By providing enterprise-strength tools to the local market, the consumer ends up with a highly relevant, localized ad.”
With each region affected differently, AB InBev and Tiger Pistol are working closely with the brand’s global markets to create social media marketing plans to support small businesses during this crisis and to help them recover. AB InBev uses the Tiger Pistol Platform to support the following initiatives, among others, worldwide:
- Brazil, with tens of thousands of locations with local Facebook and Instagram campaigns that promote new e-commerce options, including through Ze Delivery, a delivery app that ABI Brazil created to promote online ordering and delivery services available from their favorite local spots, and with planned campaigns to help businesses connect with consumers in the post-crisis environment.
- Belgium and the UK, with campaigns to promote their “Cafe Courage” and “Save Pub Life” initiatives that allow patrons to purchase gift cards or make donations to support their favorite hang outs, and with planned campaigns to help businesses promote their new operating hours and safety protocols to consumers as they begin to re-open.
- Canada, with campaigns that support local on- and off-premise establishments in promoting take-out and online ordering and delivery options.
These efforts are part of a long-term partnership to provide AB InBev’s worldwide network of restaurants, bars, and retailers with an industry-leading platform for publishing high performance, local Facebook and Instagram ads.
AB InBev first engaged Tiger Pistol for a Facebook advertising pilot in 2019. Tiger Pistol developed a simple, effective way for local establishments to automatically publish on-brand, best-practice Facebook ads straight from the local establishment’s Facebook Business Page. The campaigns produced a 60% lower cost of advertising among other remarkable results. AB InBev continued to expand the program throughout the year, culminating in a global multi-year partnership.
“We are partnering with Tiger Pistol to develop new tools that evolve how we market our brands and build relationships with our network of establishments – both in a time of crisis and in ordinary times,” said Gabriel Mello, Global Vice President of Category Management and Trade Solutions, AB InBev. “Their technology and knowledge of social advertising have made Tiger Pistol the right partner to collaboratively develop a scaled social advertising solution.”
Let’s talk about what Tiger Pistol can do to locally activate social advertising for your brand. Contact us today.
As patron behavior evolves under COVID-19, local Facebook marketing strategies need to adapt beyond dine-in traffic.
Unlike other advertising platforms, Tiger Pistol can support a quick and responsive local strategy, ensuring that restaurant brands can more easily account for different scenarios. You’ll learn how templatized local campaigns give you the ability to shift creative and messaging based on curbside pick-up, dine-in, or full closure, and easy tools to turn campaigns on or off based on changing local orders.
In this playbook, we outline Tiger Pistol’s COVID-19 Support Programs for the Restaurant Industry, revealing how local social advertising supports your recovery and revitalization efforts by reaching deeply into communities with both sales-driven and purpose-driven content.
As consumer behavior evolves under COVID-19, local social advertising has become critical to recovery and revitalization efforts, giving brands the opportunity to deeply reach communities with both sales-driven and/or purpose-driven content.
Unlike other advertising platforms, Tiger Pistol can support a quick and responsive local strategy, ensuring that brands can more easily account for different scenarios. With templatized local campaigns, the ability to shift creative and messaging based on location status, and easy tools to turn campaigns on or off based on changing local orders.
Learn more in our COVID-19 Support Programs for Retail Playbook. Check it out now.
Tiger Pistol was recently named a finalist in the prestigious AdExchanger Awards for Best Social Media Campaign. The award honors “the marketers behind the most creative and effective social media campaigns when it comes to achieving real business results.”
Tiger Pistol achieved this honor for the remarkable results generated for a Global Fortune 500 beverage company.
Winners will be announced at the AdExchanger Awards virtual celebration, which takes place Thursday, May 21 at 5 pm ET.
A true global-to-local approach to social advertising relies on campaigns run from local Facebook Pages, increasing relevance with localization and driving foot traffic to your local stores or channel partners.
All of the benefits of this approach start with the proper set-up of your brand’s local Facebook Pages. Local Pages not only represent your brand at the community level, but they are a hub for highly relevant information for customers and prospects alike. Having well developed local Facebook Pages can help build your brand’s credibility and online presence.
Here are seven steps to set up a local Page for success.
- In order to create a Business Page, you must have a Facebook profile
- Once logged in, in the top right corner you will click “Create” and select “Page”
- It will ask you to name your Page
- It is recommended that you name it the name of your business because this is what will show when potential customers see your ads and posts
- This is difficult to change, so make sure you are confident in your Page name.
- Next you’ll describe your Page to help categorize your business. That way if someone is searching for online reviews and they type in “Insurance Agent,” your business can pop up!
- After that, you will fill out your business information so that users can locate or contact your business
- Fill this out completely so the user doesn’t have to leave your Page and can contact you directly
- Now give a face to your Facebook Page with a profile image
- Choose an image that is representative of your business, like a logo.
- We suggest a Profile Photo of 1000×1000 to ensure it displays crisply across all devices.
- If you are having events or would like to test profile images, you do have the option to set a temporary profile picture.
- Also keep in mind that in ads and posts, profile photos are cropped in a circle.
- Lastly you have the option to add a Cover Photo.
- It gives you the chance to add more creativity to your profile and can be updated whenever you choose.
- Cover photos are rectangular and dimensions of 820×360
Make sure to be active on your Facebook Page by posting photos, videos, and statuses about anything interesting happening in your business. If your Facebook Page is inactive, it runs the risk of being deactivated.
We also recommend utilizing other interesting features like events and reviews to help grow your following! Build relationships with customers, solve their problems and be a resource for them through your local Business Pages.
Once your local Pages are set up, you can unlock the wonderful world of best practice social advertising.
Learn how Tiger Pistol unlocks local activation at global scale for brands, resellers, and agencies. Request a Demo today!
Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.
Join Tiger Pistol’s Casey Zaffin for a live webinar with Localogy. You’ll learn why local social advertising is a must have for your economic recovery and revitalization efforts, whether you are a large multi-location brand, and agency, or an SMB reseller.
The Critical Role of Local Social Advertising in Economic Recovery
May 28, 2020
2 P.M. EST
Kierston Vaughn Tapped to Develop and Manage Scalable Structure for Corporate Culture and Talent Enablement
Tiger Pistol, the only social advertising platform that delivers local activation at a global scale, recently formalized the hiring of Kierston Vaughn as SVP of Talent and Enablement. Vaughn began working with Tiger Pistol in April of 2019 as a talent consultant.
“Kierston has been extremely dedicated to creating an environment that is based on the principles of a growth mindset, exciting and empowering team members to achieve new heights, breaking new boundaries with our clients, one another, and ourselves,” said Paul Elliott, CEO, Tiger Pistol. “Kierston encourages team members to develop and lead new initiatives and use their natural talents to contribute to company culture, content, product innovation, and client success. She brings a wealth of experience in high growth companies, both small and large, making her a perfect fit to lead our innovative company culture.”
A dynamic talent executive with a background in the consulting and digital marketing industries, Vaughn holds more than 20 years experience in helping companies build thriving cultures through growth and process change. Having previously worked for companies like Accenture, Rosetta, Razorfish Global, Kalibrate, and Robots & Pencils, her approach to talent is founded in a deep understanding of service industry business models in a global context. She excels at building cultures that enable teams and individuals to deliver their best for client satisfaction. Vaughn will continue to enhance Tiger Pistol’s recruitment and engagement efforts to ensure an architecture that aligns talent and experience with the company’s aggressive growth.
“I’m so proud and excited to become an official part of the incredible team and culture at Tiger Pistol,” said Vaughn. “I’m humbled by this team and their passion for their work. I can’t wait to see all the great things our team can accomplish, and I am committed to providing each member with the tools and structure to develop and grow.”
Kierston earned a Bachelor’s Degree in Organizational Leadership and Supervision from Purdue University and is an affiliate of the Society of Human Resource Management. She has been a certified Professional in HR [PHR] since 2003.
About Tiger Pistol
Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol has been recognized by Digiday as the Best Social Media Marketing Platform, by Street Fight for Best Social Media Campaign and by Localogy as Best Localized Marketing Campaign. Tiger Pistol Ranks in the Top 100 on the Inc. 5000 List of Texas’s Fastest Growing Private Companies and in the top 5 among advertising and marketing companies. To learn more, call (888) 400-8845, visit TigerPistol.com, or follow on Twitter, Facebook, or LinkedIn.