Lock it Down: How to Ensure Brand Safety Across Channel Partners

No more are the risks of social media more pronounced than for through-channel marketers. But safety means different things for different industries. No matter the vertical, there are three things that marketers can use to ensure brand safety: 

  • Disclosure: Rules that require disclosure of license numbers, certifications, or financial/offer terms in all advertising.
  • Targeting: Similar regulations also apply to how campaigns are targeted. For example, Real Estate campaigns can not target based on demographics or would otherwise be in violation of FHA guidelines, or for insurance campaigns, where agents are only licensed to sell within the bounds of a state. See Facebook Special Ad Categories for more information. 
  • Variable rules: Requirements that vary by state/country/brand. 

In this article, we will present the three ways to guarantee compliance by demonstrating it through vertical examples.

Use Case #1 – Alcohol Industry

An emerging challenger brand sought to increase sales of its signature party drink while also helping drive traffic and sales for its retailers. However, alcohol brands face challenges when running ads for their products in the U.S. due to a 3-tiered structure, composed of brand, distributors, and retailers, and this structure’s associated legalities. Brands are prohibited from directly advertising specific retailers or from paying for their advertising. 

The brand needed a method to promote and drive retailer sales while still maintaining a level playing field in the marketplace. By leveraging Tiger Pistol’s platform, the beverage brand could run compliant hyper-local campaigns that would drive dynamic localization at scale and direct consumers to the brand’s store locator page or an alcohol delivery company that services the user’s area, making for a frictionless path to purchase. In this model, all ads run off of the corporate brand page, with locations defined as cities versus end locations. This method accounts for disclosure by not calling out a specific retail location. Rather, it allows the brand to direct customers to the best place for them to buy, all while supporting their local network of restaurants, bars, grocers, gas stations, or convenience stores. Using Tiger Pistol’s solution, the brand was able to account for targeting compliance with campaigns that were proximity-targeted and personalized to only reach consumers who were of the legal drinking age. Their campaigns also adhered to the variable rules affecting alcohol promotion at the state level. 

Use Case #2 – Real Estate 

Real estate marketing compliance does not have to be complicated when you know what you’re accounting for. Disclosure, real estate agents must disclose what brokerage they work for in their campaign. This can be done in a number of ways, but the easiest is probably to include this disclosure in the advertisement’s copy. For example, “I’m Shannon Austin and I work for Coldwell Banker. I am having an open house for 124 Loveland Lane on August 31st from 2-4pm. Masks required!” However, agents can choose to include a disclosure statement in their lead form instead. Another thing agents must consider when targeting audiences is the Federal Fair Housing Act guidelines to ensure agents’ ads are not discriminatory. Tiger Pistol’s platform offers automation controls that guarantee audience targeting is compliant with the FFHA. 

Use Case #3 – Insurance 

When marketing insurance services or products you must be extremely explicit in your copy or messaging about the coverage and/or services you’re offering and how much you are selling them for.  Adding a disclosure in your ad is crucial for Facebook marketing. Insurance marketers are only allowed to target audiences who are over the age of 18 and live within the state where the agent is licensed. Hyperlocal targeting is often essential, as targeting by DMA does not work in many cases. For example, the Chicago DMA stretches into Indiana and Wisconsin; and even the Charlotte DMA leaks into South Carolina. 

While these examples centered around regulations, brand governance/compliance should not be ignored, the average channel partner is an expert at running their business, not marketing. Brands struggle with the competing need to both retain brand-level control and consistency while ensuring that each individual location can achieve success. This is especially complicated when Facebook advertising enters the picture. Most locations have already created their own Facebook Business Page and want to drive ads directly from it to garner attention to their location. Your network of channel partners represent enormous opportunity for brand extension through social media channels, but risks like brand dilution and compliance make it challenging to relinquish local social advertising control. Tiger Pistol ensures your collaborative advertising™ campaigns are brand approved, yet perfectly tailored to effectively engage with community audiences.

Ready to gain control of your brand in the social advertising space? Let’s talk. 

Facebook Stats Marketers Need to Know in 2021

Facebook is the #1 social platform in the world. Its reach is unparalleled when it comes to activating consumers at scale. Whether you’re a global brand or a small business, advertising on Facebook properties should be essential in your digital marketing strategy. Not convinced? You will be. Consider these stats.

A True Global Network

1 in 3 people globally visit Facebook properties daily (Facebook, Instagram, Messenger, WhatsApp, Marketplace). With 320 million active Facebook users, India has the largest country-wide base in the world. The United States has the second largest user base at 190 million users which nearly accounts for 60% of the entire US population. 


Facebook Usage

A recent report from Data Reportal found that users spend an average of 19.5 hours on Facebook each month. The same report showed that 98.3% of Facebook users chose to use a mobile device over a desktop when engaging with the social media app.


Local Activation

With Facebook reaching nearly 2.8 billion monthly active users on average, it remains the largest social media platform in the world. Moreover, it’s vital for brands to delegate their ad dollars on Facebook with national and local social campaigns, especially when ⅔ of Facebook users visit a local business page at least once every week.

Now there are more than 200 million small businesses worldwide using the Facebook Family of Apps in some capacity to market their business. The numbers make it clear that an ecommerce presence on social channels is key to reaching your customers where they want to shop.


Facebook Ads Deliver Highest ROI

Hubspot reported that Facebook ads deliver the highest return on investment (ROI) among all paid advertising channels. This finding only gives brands and partners more of a reason to integrate or ramp up their social presence on Facebook.


Social Shopping

Facebook and its family of social media apps allow users to discover products and now even buy them through these platforms. More than 4 in 5 consumers like to shop on social media and more than 2 in 3 shoppers have made purchases through Facebook. 

With 56.1 million buyers, Facebook has become the #1 social commerce platform in the United States. Facebook Marketplace has become many people’s go-to site for purchasing housewares to cars. Therefore, it is no surprise that Marketplace receives over 1 billion visits each month. In addition, since their launch in May 2020, Facebook and Instagram Shops retain 300 million plus monthly visitors


Video Ads Drive Most Ad Clicks

According to DataBox, videos drive the most ad clicks on Facebook. In some cases, using videos can double your engagement rate. More specifically, Statista found that video posts get an engagement rate of 6.15%, whereas status-type posts get only 1.38%.


If you should take anything away from this list it’s that Facebook is not going anywhere any time soon, so leverage the platform to your advantage now. Check out The Case for Brands to Implement a Local Social Advertising Program to learn how to make the most of Facebook’s community-driven focus.

How to Empower your Franchisees with Brand-Safe, High-Performing Collaborative Advertising Tools

The Enable Engagement Model: Effective Advertising, Easily Executed

As a marketer responsible for providing your partners with effective advertising tools, you likely struggle with:

  • Ensuring partners create relevant, compelling messages for their local audiences while maintaining control of the voice of the brand 
  • Motivating your partners to focus on marketing, especially when their budgets are limited
  • Avoiding marketing overlap among partners in densely populated territories
  • Providing marketing tactics that allow your partners to understand what they are achieving
  • Building trust with your partners while also building your brand

Leveraging a brand correctly is critical to the success of every interdependently-owned or franchised partner. Unfortunately, many brands’ messaging and resources get lost in translation. The Enable Engagement Model allows brands to give their partners the right social advertising tools, at scale, so both parties can make the most out of their advertising commitments.

  • 65% of partners say that marketing enablement is the number one thing they want from brands.
  • 65% of partners have poor content quality or simply can’t find the content.

In this model, the brand creates campaign templates that allow partners to customize with their local knowledge of what resonates in their region. Partners build their ads in less than 5 minutes, editing copy according to brand-set parameters and selecting images or video assets from a brand-provided library. Local partners aren’t marketing experts. They’re time-strapped humans who know how to run their business. The Enable Engagement Model was created to save time with smart social advertising automation, so partners have time to easily launch campaigns, handle their business operations, and make it to their child’s evening soccer game. 

  • After seeing co-marketed campaigns, 68% of consumers are able to make buying decisions before even speaking to sales representatives. 
  • Brand partnerships that leverage digital channels see 4X the pipeline of non-digital partnerships. 

With hyper-local partner location targeting, you can easily avoid marketing overlap among partners in densely populated territories. Because the ads run from the individual location’s Facebook Page, brands can achieve a level of granularity, even at scale. For a QSR franchise brand, this could mean individual franchises could choose between two corporate offers, say 2 for 1 cheeseburgers or any size soda for the price of a small, without overlap as ads could target only X blocks or X miles from the location. This model simplifies the complexity of Facebook and Instagram advertising, as brands can securely share first-party data with their partners by pre-establishing audience and targeting for each location.

Data Driven Success

This collaborative approach challenges what’s possible and what should be expected from investments. With automatic campaign reporting, brands can empower their channel partners with access to performance metrics of their campaign and gain understanding of their customers through local, regional, and global dashboards. Both brands and channel partners can assess what is working and what isn’t. In turn, your brand can use these data insights to inform and amplify your national branding efforts and build better audiences.

Embracing your channel partner’s local knowledge is the perfect stepping stone to building a line of trust with your channel partners. Value creation between your brand and channel partners will produce campaigns with relevant, localized messaging that doesn’t risk your brand’s voice. Plus with brand-controlled templates, channel partners do not have to worry about breaking any Facebook compliance policies.

The Enable Engagement Model in Action

A Fortune 500 real estate services provider enabled their agents to promote their listings on Facebook and Instagram with auto-configured, high-performing campaigns, empowering their agents to localize campaigns at scale. The results were exceptional, nearly half a million leads were generated, over seven million click throughs to agent websites and over 21,000 Facebook and Instagram campaigns were launched at scale. In addition, lead campaigns were 55% more cost effective and traffic campaigns were 68% more cost effective than the industry benchmark. 

With the Enable Engagement Model, empower your franchisees with brand-safe, high-performing advertising tools. Request a demo with Tiger Pistol today

How Collaborative Social Ads Reactivate the Local Market

Mutual Collaboration Engagement Model: Local Customization

At the heart of collaborative advertising is the belief that brands and partners working together creates a result that neither could attain on their own. Nowhere is this more evident than through local customization, or as we call it, Mutual Collaboration.

For many channel partners, effective advertising feels like a foreign language, especially when they attempt more complex approaches such as social advertising. While the majority of them are planning to invest in social advertising, they find the path to effectiveness to be unclear, and usually without a guide. Consider the stats below:

Source: BrandMuscle

Channel partners are seeking the very expertise that brands leverage every day. In fact, many brand marketers attempt to solve this challenge through providing creative assets and instructions to assist their partners in social marketing, but when those same marketers review how these resources are used, they find their partners are using the components incorrectly. Instagram images are found in Facebook ads, copy has been edited, and best practices are missing. Partners need more direction than simply being handed the ingredients to great advertising. Just as eggs and flour require a chef to become a delicious cake, great copy, imagery, and audience data require a talented marketer assisting the local expert to become revenue. 

Collaborating on Social Media 

It is becoming more evident that social advertising has been a missed opportunity for brands to better leverage the strengths of their distribution channels. With 75% of sales occurring indirectly, brands constantly compete to stand out from the rest of the shelf. This battle extends to driving preference over competitors in cases where a retailer chooses only one brand to offer its consumers.

Collaborating on social advertising is the perfect way to combine a brand’s power and marketing resources with the local business’s knowledge and reputation. The brand gains strategic control of the messaging and tone of how their brand is presented. Simply stated, brands that offer collaborative social advertising solutions to their network of channel partners create a competitive edge for both the brand and the partner.

Anatomy of a Mutual Collaborative Ad 

A templated publishing workflow allows brand and agency teams to design campaign concepts that automatically localize and deploy to the appropriate partners while maintaining brand integrity at a global scale. These templates should afford flexibility, ranging from complete brand control with dynamic localization, to partial brand-control, where partners can select and enhance brand-provided creative with local dialect, events, points of interest, or offers for increased localization and personalization.

Better Together

    Brand’s Benefit By: 

  • 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 

    Partner’s Benefit By:  

  • 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
  • Obtain direct access to performance reporting and leads

The Collaborative Engagement Model in Practice

An international beauty brand engaged Tiger Pistol for supplier funded collaborative social campaigns, which would run from individual salon Facebook and Instagram Business Pages, when salons purchased a certain level of the brand’s product. Value creation between the brand and their network of salons helped to improve partner satisfaction, plus participating salons saw a 22% increase in product sales compared to the 1% growth from non-participating salons. 

A Global Fortune 500 beverage company partnered with Tiger Pistol to help with their COVID-19 revitalization strategy to support their global network of bars and independent retailers during the uncertain time. With the Tiger Pistol platform, the brand could build and distribute 1000s of dynamically localized campaigns at a global scale in minutes, driving foot traffic and sales for local bars and retailers in addition to brand awareness. The brand’s channel partners saw exceptional results in a matter of weeks, a 20% uplift in orders and a customer return on ad spend nearly 8x. 

With the Mutual Collaboration Model, reactivate the local market and connect your brand to where shoppers buy your product. Request your demo today!

How to Activate the Modern Buyer Through Collaboration

Multi-Path Activation Engagement Model: Instant On, Transaction-Level Targeting

If you’re a marketer responsible for driving brand sales through traditional retailers, or managing complex pricing, market, or channel strategies, you already know that Covid-19 changed consumer shopping habits.

  • 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. 

Shoppers learned some new tricks during the pandemic. As this new normal emerges, shifts in purchasing paths have splintered.

The biggest problem? No one knows which channel individual shoppers will choose: In-store, BOPIS (Buy Online Pick up in Store), Delivery, D2C.

Activating the Modern Buyer Through Collaboration 

Options for traditional retailer collaboration are highly limited. In many cases, a brand’s story is buried either among other promotions or reliant solely on in-store experiences. The Multi-Path Activation Engagement model removes the noise with advertising that targets each audience at the individual retail level, from large chains to small family-owned locations. In addition, it offers shoppers multiple ways to transact, addressing them with their preferred shopping method.

Collapse the Shopping Funnel Through Activation

Multi-Path Activation enables a brand to connect shoppers to where they can buy brand products in the method they choose. Where a national campaign targets overall brand awareness objectives of e-commerce initiatives, a collaborative campaign drives sales-focused metrics in a channel that has top of funnel reach. In other words, the Multi-Path Activation model collapses the shopper funnel by combining multiple touch points. These ads energize existing retail marketing campaigns with digital advertising, allowing brands to launch and optimize store level campaigns with multiple conversion paths, in-store, pickup, delivery, and click to cart.

Anatomy of a Multi-Path Activation Engagement Model Ad

Build A Strategy That Reflects New Shopping Habits

As a marketer, you need to understand how shoppers purchase by geography and by partner. The Multi-Path Activation Engagement Model lets you test and define the best mix to match your shopper’s preference. Multi-Path Activation expands the marketing strategy beyond the end cap, and allows shoppers to respond to shopper marketing campaigns even if they purchase via curbside pickup or a concierge delivery service. Brands stand out from their competition by advertising that they are sold at major retailers.

Local campaigns allow your brand to focus on specific initiatives or needs, such as new product launches or under-performing campaigns. Your brand can leverage what matters at a much more granular level. Targeted communication in micro-markets activates both increased and consistent engagement. By connecting to individual single locations, ads are more relevant to the community, and these campaigns are rewarded with higher conversions and Facebook’s relevancy discount.

Multi-Path Activation Engagement Model in Practice

A United States beverage company ran hyper-localized Facebook and Instagram social advertising campaigns with the added capability of geo-fencing to specific key markets. This meant that consumers would see ads that upon click-through would always be presented with a controlled set of different retailers they could immediately purchase from. This helped to remove friction and provide a quicker path to purchase for consumers. This method was 50% cheaper than the national advertising benchmark, plus the CTR increased by 40% and 80% of clicks resulted in store locator searches.

A Global Fortune 500 beverage corporation engaged Tiger Pistol to run hyper-localized, geo-targeted campaigns at scale to encourage top of mind recall of vending machines to increase sales. With collaborative social advertisements, the company saw a 22% uplift in net contribution from vending machine sales, helping reverse the downward trend of vending. Their campaigns received 1.3 million impressions activating 500,000 users. 

With the Multi-Path Activation Model, engage the new shopper and improve customer experience with a simple shortcut to the purchasing journey. Request a demo today!

Is it time for a Scale Evaluation? Let’s Talk About Your Brand’s Paid Presence

Long gone are the days of social media managers being an afterthought. In 2021, every brand and marketing agency recognizes the importance of captivating and converting via social scroll. Though social advertising has matured rapidly in the last 5 years, many brands still believe big picture national or DMA-level social advertising satisfies their goals. What they’re missing is the exponential value delivered by scaled social advertising through channel partners.  

What Makes a Partner?

With the rise of social media, brands have had to shift their traditional marketing methods to adapt to the current media landscape which emphasizes personalization and consumer engagement. Brands of all sizes must factor in the many different partners present when devising their social advertising strategy. Partners vary greatly. They can be bar owners, owned store locations, independent retailers, or even vending machines. Influencers and consultants can also be considered significant brand partners. Really any physical representation of your brand serves as an intermediary for your product and marketing messaging. So really the question is – how is that messaging scaling?

The Difference Between Scaled Advertising and Scaled Activation

Now more than ever, brands are increasingly aware of just how many partners represent them. For example, a large soda brand’s partners range from small convenience stores, big box stores, vending machines, restaurants, and more. Most brands understand that 75% of all sales transactions flow through these intermediaries. Yet brands are still providing their partners antiquated, ineffective tactics to activate consumers. 

Traditional paths to scaled advertising require the consumer to play hide and seek with your brand – finding you deep within coupon books, or on a retailer’s website next to all your competitors. While it’s common for brands to support their partners with paper marketing materials such as signage or in-store displays, rarely does this enablement extend to digital, with the exception of maybe providing creative assets for organic social posting. We hear the flaws of this strategy time and again from brand marketers. 

CONTROL: “We’re sending assets and hope they get posted. Recently, I did an audit and realized the (partners) were not using the right assets in the right channels or even using them at all. They just don’t know about basic marketing.” 

IMPACT: “We’re spending a huge amount of money on traditional brick & mortar trade publications, circulars and typical promotions. We’re seeing our promotional effectiveness reduce year after year after year.” 

SCALE: “We’ve been using national television commercials and on-site print collateral to drive performance for our brand, but we have this gap in between that we need to fill to drive people in the doors of our vast network of independent retailers. We know it’s essential to engage our network because they are really the lifeblood of our business, but how can you do that at scale?”

Collaborative social advertising removes the noise with social ads that tell your brand’s story coupled with your partner’s (where to buy) information to a targeted audience of likely buyers, naturally addressing buyers with their preferred shopping method. The brand typically supplies a high quality creative and the partner provides local input, either by choosing which creative resonates best in their area or inserting their own language into messaging. This creates a potent combination between brand strategy and local influence to create collaborative advertising that drives consumer action

Scaled Social Activation in Action

Scaled collaborative social typically takes the form of one or more of three models, but in each, you see the benefit to both parties, the Brand and the Local Partner. Here’s how each model breaks down. 

Multi-Path Activation (Instant On) 

Brand: Builds, funds & launches complete strategy around each point of sale
Local Partners: Access reporting for their location and benefit from traffic

For example, a beverage company ran hyper-localized Facebook and Instagram social advertising campaigns with the added capability of geo-fencing to specific key markets. This meant that consumers would see ads that upon click-through would always be presented with a controlled set of different retailers they could immediately purchase from. This helped to remove friction and provide a quicker path to purchase for consumers.

Results: 

      • 40% increased click through rate
      • 80% of clicks resulted in store locator searches
      • 50% lower cost of advertising compared to national efforts

Mutual Collaboration (Local Customization) 

Brand: Develops targeting, creative, budget support, and quick execution tools
Local Partners: Opt-in and customize ads and targeting to reflect their local market. Access reporting for their location and benefit from traffic. 

For example, Tiger Pistol launched a campaign from individual location Facebook Pages highlighting the perfect pairing of a BBQ chain’s food with a global beverage company’s beer brand. 

Results:

      • ~40K restaurant visits across the BBQ chain
      • 2x increase in sales of the company’s beer brand
      • 60% Lower cost of advertising than national level efforts

Enable (Effective Advertising, Easily Executed) 

Brand: Provides a brand-safe, turnkey strategy and high power tools for partners looking to leverage digital advertising
Local Partners: Build effective campaigns with world-class technology while only paying for media 

For example, a Fortune 500 real estate services provider enabled their agents to promote their listings on Facebook and Instagram with auto-configured, high-performing campaigns, empowering their agents to localize campaigns at scale. 

Results

      • 450K+ Leads generated
      • 7M+ Clicks through to agent website
      • 21K+ Facebook and Instagram Campaigns run        
      • 55% More cost effective lead campaigns than industry benchmark        
      • 68% more cost effective traffic campaigns than industry benchmark

The beauty of brands supporting campaigns through their partners is that the benefits are shared on both sides: a retailer amplifies its sales, a brand gets more sales and heightened awareness in the local market.

Let’s talk about how your brand can execute a collaborative social advertising program that balances your brand goals with your channel partners’ interests, achieves speed-to-market at a global scale, enhances partner loyalty and satisfaction, and facilitates high-performing campaign implementations which require less effort and produce dramatic results. Contact us today.

Do National Social Campaigns Compete with Local Social Advertising?

We speak with brand marketers all the time who instantly see the value of Facebook at the partner level because it’s truly new audience acquisition. Yet only 2% of the organic Facebook posts your partners make are seen, and even then, they’re only served to people who already liked their Page. Inevitably, the question gets raised,

 “If I offer social advertising to my partners, are their efforts going to compete with my brand-level campaigns where I end up paying more for my national social advertising?” 

This couldn’t be further from the truth. Not only does local social advertising not compete with your national campaigns, but local social advertising is highly complementary to the efforts you’re already doing. In fact, if you’re only running social advertising at the national level, you’re essentially using only half the Facebook platform’s power, exponentially decreasing your opportunity to activate sales in a competitive market. 

National Campaigns Cannot Empower Consumers Fully 

What we see time and time again in national campaigns is the marketer doing an excellent job focusing on and converting shoppers who only want to transact digitally. Consumers add the product to their online cart and do not need assistance or advice to complete their purchase. 

However, for high-touch industries, most shoppers need some type of assistance. For example, a consumer who is new to the Southern suburbs of Chicago, experienced flooding in their basement this June because of the bad storms. Before moving into their new home, the consumer bought the basic home insurance plan from a top insurance provider after seeing a national advertisement. Unfortunately, the basic home insurance package did not cover the basement flooding. The consumer realized that to find a suitable plan they would need to talk with someone directly who had local knowledge and could tell them which plan would protect their home best. Local social campaigns can promote the brand’s local expertise, advertising for the needs of that neighborhood. Local ads build trust in your brand at the community level and direct consumers to a location near them so they can receive advice and complete transactions that align with their individual needs. 

For all industries, local campaigns allow brands to gain access to where their products are sold with their channel partners as the conversion point.  This enables brands to be locally relevant while also creating loyalty with their local channel partners. 

Local Campaigns are Specifically Architected to Prevent Competition with National Efforts

National and local campaigns can be deployed to the same pool of Facebook and Instagram users, so competition will obviously arise, right? Actually, no. Facebook optimizes the two ads (national and local) based on who is most likely to take the desired action (click, view, submit a lead, etc) and the targeting parameters break up any competition for users between campaigns because the users who make up the national targeting are likely different from those who are being targeted locally. 

Moreover, national campaigns have different goals than local campaigns. A national campaign could be focused on overall brand awareness objectives or even direct to consumer engagement, while localized campaigns serve as a direct response, focused and targeted to those who prefer to shop in store or through partner ecommerce sites. Local ads are like connective tissue, they bridge the gap between national campaigns and direct points of sale. With different objectives and different purchase paths, local campaigns can be complementary rather than competition to your national branding efforts. 

Local campaigns allow your brand to focus on the micro markets that often get overlooked by national campaigns. Your brand can leverage what matters at a much more granular level such as who you want to target versus who you don’t want to target. Targeted communication in micro-markets activates both increased and consistent engagement. That’s because Facebook is a community platform, and Facebook rewards ads that are relevant to the community with increased frequency and a discounted budget. 

Local Campaigns Provide Better Consumer Data

Local social campaigns can offer your brand analytics and insights that national campaigns could never give you. For instance, your weekly report found that your national campaign got 100K impressions in the Chicagoland DMA. This is good information, but with local social advertising you can get more granular results: 30K impressions came from Oak Brook, 10K came from Joliet, 50K came from Downers Grove, 5K came from Hinsdale, and 5K came from La Grange. With these localized insights, you can understand where performance happens and control where you allocate your ad spend. 

We can think about this another way. A researcher decides to gather data on the vehicles that drive on the road next to their university. Using two volunteers, the researcher assigns them different tasks, but with the same objective: what cars use this road. Volunteer One is told to count how many cars go by and how many trucks go by in a 10 minute period. Volunteer Two is told to write down the make and model of every vehicle that goes by in a 10 minute period. Who comes back with better data? Who comes back with data that can be used more effectively? Both will collect solid data, yet Volunteer Two will hold data that offers both a macro and micro view of the cars that use the road. 

In a post-iOS world, without third party data cookies driving brand marketers’ insights and longitudinal and latitudinal messages being sent, the very best way for marketers to target audiences will be with micro-campaigns. Otherwise, they will not be able to rely solely on location data. 

Don’t let your brand miss out on this overlooked opportunity to get the most out of your Facebook strategy. Contact us today.  

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/

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.  

 

How to Increase Loyalty and Results Across Your Channel Network

Acknowledging the Facts 

Historically, the options available for brands to drive in-store sales and retailer loyalty have been limited to in-store promotional materials, discounted supply or offer support for retailers (ex. Consumer products brand provides free stock of iced coffee drinks, so the channel partner can sell it as a BOGO), and national branding campaigns. It is becoming more evident that social advertising has been a missed opportunity for brands worldwide to reach audiences through their partners, especially when 75% of sales have been occurring through in-direct channels. It’s time for brands to recognize that the future of social advertising is collaborative. Collaborative advertising™ presents a unique opportunity for brands to update their marketing approach by deploying localized, personalized campaigns to help bridge the gap between online and offline consumer activity. 

Bridging Gap Between On-Premise & National Campaigns 

Collaborative advertising™ is a connective tissue between national campaigns and point of sale advertising. 

National branding campaigns work well for broad awareness messaging; however, they tend to be impersonal, so they lose the connection with the point of sale. Establishing a strong relationship with consumers through the brands’ channel partners is vital for a consumer products brand in the retailer space since the consumers are buying the products from the brand’s independent retailer (7/11, Circle K, etc.) rather than from the brand directly. Therefore, national branding campaigns are not as effective in driving in-direct sales.   

In-store signage such as promotional posters or materials for products only reach consumers who are shopping at the retailer. This is a good strategy to increase on-the-spot purchases like iced coffee or an extra pack of gum; however, not all consumers act on impulses. Relying on in-store signage should not be your only plan of action. Collaborative advertising activates consumers nearest your point of sale. 

One method that seeks to bridge the gap between in-store and national campaigns is discounted supply and redemption offers. Discounted supply allows brands to support their channel partners through increased foot traffic and indirect sales while receiving increased brand awareness and engagement. All this sounds great, but if the independent store is not marketing the BOGO offer – who is going to know about the great deal? Collaborative social advertising allows brands to select specific channel partners to deploy personalized, localized campaigns for the BOGO offer. National branding campaigns cannot localize their messages the way that collaborative ads can. 

Collaborative social campaigns, with their use of brand-level creative advertised from local retailer Facebook or Instagram Pages, naturally link a brand’s products to the specific point of sale – directing consumers exactly where to buy. 

With the Right Data Collaborative Can Connect Online to Offline

Collaborative social advertising offers a better way to measure online to offline consumer activity. For example, you can measure in-store attribution by offering redemptions in store, analyzing shipment data for incremental lift in orders from retailers and tracking foot traffic. 

At the onset of Covid, a Global Fortune 500 beverage company used a collaborative social approach with their independent bars and restaurants to publish local social ads structured around community engagement, gift card sales, home delivery, no-contact curbside pickup in impacted communities, or to drive foot traffic to open channel partners. Five weeks after the campaigns launched, the company saw a 20% order uplift and a 8.1% volume uplift from their network of retailers.

Another method to measure online to offline consumer engagement is advanced attribution. When the largest U.S. specialty retailer of crafts and fabrics launched their COVID-19 mask-making initiative, they structured their collaborative social strategy around providing up to date, accurate information that accounted for all the individual stores’ local and regional COVID protocols. To measure foot traffic to locations, Tiger Pistol implemented advance attribution using mobile device signals. Campaigns published from Tiger Pistol were linked to a specialized data set that tracked device IDs and other consumer signals passively across the United States. Tiger Pistol’s platform worked with Facebook to match the consumer data set with the retailer’s campaign performance data to surface users who saw the ads, and then visited a local store. The advertisements helped drive individual retailers foot traffic while localizing the company’s social advertising to inspire a sense of community and drive participation in the initiative. Within the first month of the campaign, 4 out of 5 ads clicked resulted in store visits. 

Collaborative Social Bridges the Gap Between Online and Offline 

Collaborative social advertising drives product sales for your brands and ties the success to the retailer. Brands using a collaborative social approach will empower their channel partners and foster brand loyalty and satisfaction. Collaborative social increases brand preference within the retailer network. For instance, store-owners/supply managers are more likely to gravitate towards the brands that support their efforts to sell to their customers. Collaborative ads literally do this by saying “buy this brand’s product at this store” When there are new products, the collaborative advertising helps get the word out and directly drives sales. What’s more, the campaigns, while focused on specific brand products, ultimately lead customers into the store where they are very likely to purchase much more than just the brand product (i.e. an ad for candy bar at 7/11 may result in the purchase of the candy bar plus a drink. In the end it’s a virtuous cycle, the brand gets to sell more of their products, and retailers get to sell more overall. Everybody wins!

Find out more ways your brand can unlock its full potential with Tiger Pistol! Request a demo.