The Case for Brands to Implement a Local Social Advertising Program

A common thinking is that if you’re a national brand, you should be doing national advertising. The reality is that despite how large your brand is, 75% of all transactions still occur at a local retailer. We’re not saying national advertising doesn’t have its place, but by only focusing on brand-level advertising, you’re missing out on a huge portion of your market. This is more contrarian than you realize for three primary reasons.

Social Media is a Community Platform

Facebook and Instagram, is about connecting with people you know and connecting with your community. That makes national advertising counter-intuitive to the nature of the platform itself – a proverbial orange in the apple cart. Yet Facebook’s communal approach makes it the perfect venue for the 90 million small and medium-sized businesses with Pages on the platform, 88% of which advertise on the platform. Combine those stats with knowing the average user clicks on 12 ads per month, and it becomes incredibly obvious that since Facebook is a community platform, it should be treated as such by your marketing team. 

Not Every Place is the Same

The Cleveland DMA (Designated Market Area) ranges from active downtown, to bustling suburbs, to expansive farmland. At a macro level, New York City may differ vastly from Miami, but within these cities, there’s a different culture and lingo depending on what borough or area you live in. While proximity matters, local personality and cultural norms matter too. For example, if you’re trying to advertise bicycles, your creative will want to address where people typically ride in those areas, (city bikes vs beach bikes vs mountain or trail bikes), and even what they wear while riding. 

Because Facebook is communal, you have to reflect relevant cultural norms if you want to see a higher level of engagement. A national or even DMA-level ad only allows you to speak about yourself, not about who you’re talking to. 

Local Social Advertising Just Performs Better

It’s no wonder that marketers tend to think of Facebook and Instagram advertising as a top of the funnel activity because so many times campaigns that are branding-built are too general to effectively use the power of the social platform. Local campaigns show 2-3x more conversions* than national campaigns. Time and time again we find that marketers are able to collapse the funnel by driving things down not only to a local level, but a culturally-relevant level all the way down to the individual retailer. Local social advertising allows you to reflect your brand from initial exposure to your product all the way down to where consumers can hold it in their hand. 

Learn more about how collaborative advertising dramatically increases content quality and brand awareness through a more personalized, localized approach to social advertising. Read The Indirect Majority – Why the Future of Social Advertising is Collaborative.

*Tiger Pistol Internal Data

Tiger Pistol Wins Distinguished 2021 Franchise Innovation Award

Tiger Pistol Honored by Franchise Update Media with Local Marketing Leadership Award for Work with Coldwell Banker

Tiger Pistol, the developers of the only Collaborative Advertising Platform™ that makes high performance social advertising simple and scalable for brands and their channel partners, recently won the Local Marketing Leadership Award in the prestigious Franchise Innovation Awards.

“We’re thrilled to be honored for this latest award, continuing our streak of more than 20 industry recognitions in the last 20 months,” said Paul Elliott, CEO, Tiger Pistol. “Earning the distinguished Franchise Innovation Award demonstrates the power that our Collaborative Advertising Platform brings to the franchise advertising model, which requires a delicate balance between the needs of the brands and their franchise partners.”

Tiger Pistol’s winning entry, Coldwell Banker Achieves Rebranding Success with Collaborative Social Advertising, highlighted Social Ad Engine, a purpose-built collaborative social advertising solution that pairs Coldwell Banker’s real estate industry expertise with Tiger Pistol’s knowledge of social advertising at scale. During the company’s 2020 Project North Star rebrand, Coldwell Banker wanted a social advertising-focused rollout that empowered its agents and drove community connection, all while adhering to and promoting the new brand strategy.

“Real estate transactions happen at the community level,” said David Marine, Chief Marketing Officer at Coldwell Banker. “By empowering our agents with a hyperlocal collaborative solution like Social Ad Engine, we build brand equity while agents build trust within their communities. Tiger Pistol’s technology enables these community connections and facilitates incredible results for our brand and agents.”

The innovation of Social Ad Engine lies in the ability for agents to publish automatically-configured, high-performing Facebook and Instagram campaigns directly from their own Facebook Page. Social Ad Engine brought the power of Coldwell Banker’s new branding to the local level with the ability for agents to personalize messaging alongside brand-controlled creative to ensure brand integrity. Affiliated agents and brokerages could now build local brand awareness and share a voice for themselves and their brokerage.

“Every community has its own local dialect, landmarks, and culture,” said Paul Elliott, CEO, Tiger Pistol. “By empowering agents to pair the power of their community knowledge with recognizable brand creative, agents can better reach and engage potential home buyers and sellers, while Coldwell Banker increases their brand awareness by reaching deeply into local communities.”

The Franchise Innovation Awards by Franchise Update Media recognize the franchisors creating and implementing the most original and successful innovative strategies and tactics to build their brand. Judges evaluated the innovation, objectives, and results of more than 100 entrants.  Tiger Pistol will be profiled in the third quarter edition of Franchise Update Magazine.

About Tiger Pistol 

Tiger Pistol, the most award-winning social advertising platform of 2020, makes high performance collaborative advertising simple and scalable for brands and their channel partners, removing the barriers to customer acquisition and sales growth. Tiger Pistol’s Collaborative Advertising Platform™ utilizes advanced technology and automation to unite brands with their channel partners (retailers, dealers, agents) to acquire and engage new customers within their local communities. As a long-standing Facebook Marketing Partner, Tiger Pistol is the largest third-party publisher of collaborative social ads in the world, supporting clients in 22 global markets with more than 500,000 campaigns published annually.

About Franchise Update Media

Franchise Update Media has been a leader in the franchising space for more than 30 years. Founded in 1988, the company produces online franchise opportunity and educational websites, two quarterly print magazines, six newsletters, four annual conferences, independent research, and books, entirely focused on franchising. Targeting franchise audiences online, in print, and in person, Franchise Update Media delivers a unique combination of educational and lead generation sources to help franchisors, multi-unit franchisees, opportunity seekers, and suppliers achieve their growth objectives. For more information, visit franchising.com.

How Collaborative Advertising Delivers Exponential Success for Brands & Their Channel Partners

With everybody and their mother using social media these days to advertise, it’s necessary for brands to create effective marketing messages that reach and resonate with their consumer base. Enter collaborative social advertising. Through a symbiotic process, brands empower their channel-partners with resources and templatized branding materials while channel partners offer brands their knowledge of their local markets. This enables brands to build and distribute meaningful, relatable social advertising that successfully identifies different audiences’ needs, wants, and purchase patterns. 

Collaborative advertising addresses the crucial need to connect a brand’s power with their channel partners uniqueness. Furthermore, when brands and their channel partners collaborate in advertising, they realize results greater than either entity could achieve on their own. Think of it like 1+1 = 3.

Benefits For All 

    What’s in it for the Brand

  • Accelerate customer acquisition through advertising that resonates locally 
  • Increase down-funnel product sales/consumption
  • Deliver greater advertising spend efficiency through micro-budget campaigns 
  • Improve partner performance, brand preference, and loyalty
  • Maintain brand quality and control 

     What’s in it for the Partner 

  • Receive powerful brand-level tools that would otherwise be out of reach
  • Save time and avoid costly mistakes
  • Utilize high quality brand creative that elevates their local presence 
  • Gain access to brand funded programs and/or co-op options
  • Receive direct access to performance reporting and leads

This should be a no-brainer. Neither party has anything to lose, only everything to gain. 

So Why Isn’t Everybody Doing It? 

Using Facebook’s native tools to build hundreds or thousands of ads from scratch for each location is like trying to build a sand castle with tweezers. It’s just too hard and time-consuming to be worth the effort. To achieve this level of localization in social advertising requires advanced automation tools. 

Enter Tiger Pistol

In a post-pandemic world, the modern shopper values convenience and local shopping. Tiger Pistol’s Collaborative Advertising Platform™ marries the recognizable creative of the brand with the locality of the channel partner to facilitate immediate action and a path to purchase without friction. Here’s how it looks in practice: 

Still not convinced that collaborative advertising is the best move for your brand? Here are some performance metrics from our clients to illustrate the positive results: 

  • A Global beauty brand collaborated with its salons to achieve a 22% Increase in its professional product sales 
  • A Global Fortune 500 beverage company realized 8x ROAS through local campaigns published across their independent network of bars and restaurants. 
  • A skin care company partnered with its dermatologist network to recognize 190% higher lead acquisition than national benchmark campaign 
  • A nutritional supplement company collaborated with its grocery network to achieve a 36% incremental uplift in sales quantity over the campaign period.
  • A beverage giant partnered with a national liquor store chain to recognize a 710% YoY increase in sales quantity. 
  • The leading U.S. fabric and craft retailer applied advanced attribution to ads run from their locations to discover that localization drove store visits in 80% of ads that were clicked

Tiger Pistol is the only advertising platform that brings true collaboration between brands and channel partners into the digital space. Our platform makes collaborative social advertising stress-free and accessible while delivering unparalleled sales and acquisition results for your brand and channel partners. 

Ready to bring true collaboration between your brands and your channel partners into the digital space? Contact us today. https://www.tigerpistol.com/contact-us/

Tiger Pistol Hires Advertising Industry Veteran Donny Dye as SVP of Sales and Marketing

Sales Leader Tapped to Guide Strategy for Continuing Growth with Enterprise Brands in Consumer Products and Packaged Goods, Food and Beverage, and Financial Services

Tiger Pistol, the developers of the Collaborative Advertising Platform™ that makes high performance social advertising simple and scalable for brands and their channel partners, announces the addition of Donny Dye as their Senior Vice President of Sales & Marketing and a member of the Executive Team.

“Donny adds unparalleled value to the Tiger Pistol team with his immense experience in the digital advertising industry, his innovative vision, and his ability to foster new relationships,” said Paul Elliott, CEO, Tiger Pistol. “Donny’s greatest strength lies in his ability to discover and address brands’ needs and goals head on with incredible follow-through to ensure their success is achieved.”

Prior to joining Tiger Pistol, Donny spent over 6 years at Simpli.fi, as the VP of Sales, working with brands and agencies to reinvent media buying with programmatic strategies. Once Simplifi was acquired, Donny left to found Quota NYC, a company that partners with startups to build sales systems that scale efficiently. His approach to sales and marketing is grounded in the belief that the best innovation occurs when technology companies and brands work together to meet a dynamic market.

“Tiger Pistol is in the unique position of empowering brands to connect with their local partners while also enabling shoppers to purchase any way they want,” said Dye. “Too many times marketers are told that collaborating with their local partners is too complex or can’t be done. This could not be further from the truth. Not only is this collaboration the core of the Tiger Pistol platform, but we also believe it is vital to capture modern local shoppers who are now purchasing via curbside pickup, in-store, delivery, and directly from the brand. Tiger Pistol gives brands a true local connection to where they are sold and in turn connects to their consumer. There is simply no replacement for this level of collaboration, and the results speak for themselves.”

Since Dye joined the company, Tiger Pistol has already grown its enterprise brand client roster by more than 50% and is on track to publish more than 500,000 collaborative advertising campaigns in 2021.

“Donny excels at building high performance teams and fostering new sales opportunities that align with Tiger Pistol’s business goals and contribute to our aggressive growth,” said Elliott. “An enthusiastic, dynamic leader, I am confident Donny will continue to elevate Tiger Pistol’s sales and marketing efforts with strong leadership and innovative problem-solving.”

Donny holds a B.A. in Business Administration and Marketing from Georgia Southern University. He lives in New York City with his wife and two children.

 

 

How Shoppable Ads Address the Modern Shopper’s Craving for Convenience

The Mystery of the Modern Shopper

Covid changed consumer shopping habits, thus, accelerating the adoption of omni-channel behaviors. As consumers transition to the new normal, marketers are seeing a motley mix of purchase paths. 

  • 73% of US consumers changed stores, brands, or the way they shop.
  • 46% of shoppers tried digital purchases for the first time. Of those, half plan to continue post-pandemic.
  • 61% of consumers are “ready to go” with returning to normal pre-pandemic behavior.
  • Buy Online, Pickup In-Store (BOPIS) usage has grown by nearly 500% due to the pandemic. 

The biggest problem? No one knows which channel individual shoppers will choose: In-store, BOPIS, Delivery, D2C. Yet, we do know modern shoppers crave convenience.

  • 78% of consumers value convenience more now than they did before the pandemic.
  • 45% of shoppers are more inspired to make a purchase by convenience than price.

Solving the Mystery

Shoppable social ads address both issues, especially for consumer products brands. A retail presence in social channels or on marketplaces is key to reaching your customers and where they want to shop; moreover, shoppable social ads should be at the forefront of your social strategy. Recent statistics show that over 80% of shoppers favor shopping on digital platforms and over 67% of shoppers have already purchased items through Facebook. 

These findings demonstrate why using social ads in a post-covid consumer environment is a necessity.  

  • 76% of shoppers made impulse purchases via social channels due to the ease of purchase
  • More than four in five shoppers prefer shopping via social platforms 
  • 82% of customers enjoy the convenience of social shopping 
  • 71% of customers would rather complete transactions on social applications rather than through the actual retail site

As we move into a post-pandemic environment, brands are having to pivot their ecommerce strategies to adapt to this high consumer engagement with social shopping. Shoppable ads have made it easier for brands to pivot with confidence. With shoppable ads, the consumer journey is creative to cart in one click, activating passive shoppers to discover your products on social media from the comfort of their couch. Shoppable ads allow consumers to drop products directly into store shopping carts straight from your brand’s Facebook and Instagram ads, making eCommerce lightweight and frictionless.

A study by SmartCommerce reveals every additional step between intent and purchase loses 80% of the interested shoppers, so it is important for your brand to drive impulse purchases with shoppable ads, removing the friction between “Yes, I want that!” and the purchase process. 

Shoppable ads provide numerous benefits: 

  • Reduce “click friction”
  • Protect from retailer ads/cross-selling
  • Instantly convert the shopper
  • A/B test digital shopping against brick & mortar
  • Offer multiple paths to conversion – in-store, BOPIS, delivery, and click to cart

Shoppable ads provide the flexibility of directing to one retailer or multiple retailers.

Additionally, Shoppable ads dramatically increase long-term and offline purchases by:

  • Building awareness with retailer retargeting
  • Establishing your brand on the consumer’s digital shopping list → driving future purchases
  • Reminding offline shoppers who use digital carts as virtual shopping lists
  • Moving the brand up on retailer-side SEO/SEM results for that user

Tiger Pistol is the only platform able to collapse the funnel by driving transactions digitally and off-line. This allows marketers to gain a greater understanding of their consumers at the local level: where consumers are shopping from, which consumers are shopping where, and the different purchase paths the consumers take. With this knowledge, marketers can serve the right ad to the right audience with the right call to action that resonates with the target audience’s preferred purchase method. 

Mystery solved! Interested in integrating shoppable ads into your social strategy, Contact Tiger Pistol Today.