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!