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Creating eWOM Through Scaled Social Advertising

Collaborative advertising presents a unique opportunity for marketers to generate exponential eWOM (electronic word of mouth) through indirect advertising. Unlike traditional marketing, which can be hard to measure, collaborative social advertising allows for end-to-end control and visibility into downstream conversations. However, social as a communicative platform does present challenges and risks to brands looking to expose themselves further, all of which can be accounted for with the right tools.

There’s a wrong way to create electric word of mouth through scaled messaging on social media and there’s the right way. The former entails shot-gunning non-local display advertisements, whereas the right way concerns deploying hyper-targeted, consumer-centric social campaigns with differentiated messaging, ensuring campaigns complement national branding efforts while generating reach with local consumers.

Driving Factors of eWOM Engagement 

A recent empirical analysis (2020) found altruism, attitudes towards eWOM, information credibility, information quality, innovativeness, sense of belonging, self-enhancement, and social support to be significant determinants of eWOM engagement (Ali et al., 2020). When consumers perceive any message to be credible, they are more willing to take part in such communication, yet consumers tend to be increasingly less responsive to passive forms of messaging. The scholars argue that the higher the perceived quality of information will increase consumers’ likelihood to engage. Collaborative advertising blends brand credibility with the consumer trust of local establishments/retailers. According to the results of the report, consumers are already active in eWOM, either through a strong sense of belonging to a specific community/brand or an open mind to innovation, further validating an indirect approach to social advertising where channel partners are activated as brand champions. 

Real World Examples

Real Estate

When a real estate franchise company ran television advertisements, they could see Nielsen Ratings and social mentions; however, these television advertisements do not offer enough insights to analyze. The company knew it could deliver more. By partnering with their local agents, the company opened the door to understanding how consumers respond to their actual inventory. Through a collaborative advertising program, company brokerages can track local agent activity to learn more actionable insights about their social program in aggregate — all while executing better performing, highly-personalized campaigns at scale. This enhanced the real estate company’s social strategy to support its brand-level efforts. 

“Tiger Pistol enables us to collaborate with and support our agents like never before. The platform allows our brand to reach into communities through our agents, who understand the distinct dialect of their local neighborhoods.” – CMO, American Real Estate Franchise

Consumer Products

A Global Fortune 500 beverage company had been using national television commercials and on-site print collateral to drive performance for their beer brands, but the company did not have a method to reach potential customers at the right time and place with a clear brand message to drive foot traffic to its worldwide network of bars, restaurants, and retailers. Collaborative advertising offered a method to publish on-brand content straight from local establishment social media accounts with interests and offers targeted to be relevant to consumers, strong calls to action, and quality, on-brand creative. 

“We needed a technology like Tiger Pistol to deploy not only local ads but ads that were based from the local establishments’ own Facebook accounts to truly drive consumer action. Achieving that goal but also doing it at a truly global scale would not be possible if we were just working with Facebook alone.”Global Director of Customer Experience, Global Fortune 500 Beverage Company

Learn how you can enhance your brand’s social strategy by adopting a collaborative advertising solution that supports national branding efforts and drives reach in aggregate through local affiliates. Contact us today. 

AB InBev Global Director of Customer Experience Honored with Consumer Goods Technology Visionary Award

Daniel Ingram’s Vision for Collaborative Social Advertising Initiative Aids Recovery and Revitalization of Restaurants and Bars Worldwide

Tiger Pistol, the only Collaborative Advertising Platform™ that makes high performance social advertising simple and scalable for brands and their channel partners, has announced that Daniel Ingram, Global Director of Customer Experience at Anheuser-Busch InBev, has received the Consumer Goods Technology 2021 Visionary Award. Tiger Pistol nominated Ingram for the award based on his innovative mission and proactive engagement of Tiger Pistol to execute Ingram’s COVID revitalization initiative at scale.

“Innovators use their creativity, vision, and compassion to solve the unsolvable,” said Paul Elliott, Tiger Pistol CEO. “Ingram’s collaborative social advertising initiative helped thousands of businesses worldwide prosper in ordinary times and is further helping save thousands more businesses and jobs in a time of instability. He continuously goes above and beyond to support AB InBev trade partners, utilizing Tiger Pistol’s platform technology to ensure strategic alignment, global knowledge share, and local adoption. It was a no-brainer and a point of pride to nominate him for this honor.”

Ingram led the partnership with Tiger Pistol to execute a scaled social advertising program to empower AB InBev’s global network of bars, restaurants, and retailers with brand-funded, direct-response local social campaigns to drive foot traffic, all run directly from the establishments’ own Facebook Pages. The ads utilized AB InBev’s recognizable brand creative assets and more with dynamically localized messaging, directing consumers to their local tavern, steakhouse, sports bar, or convenience store. The scale and efficiency provided by the Tiger Pistol’s Collaborative Advertising Platform offered a game-changing competitive advantage, increasing localization, personalization, and relevancy with the ability to publish global campaigns from local establishment and retailer social pages.

As the pandemic traveled across the globe, restaurants and bars were closing in its wake. Ingram quickly realized that driving foot traffic wouldn’t work for every location. With each region affected differently, Ingram and Tiger Pistol worked closely to create a new social strategy. The focus was to support small businesses during this crisis, helping them recover with ads structured around community building, gift cards sales, home delivery, no-contact curbside pickup in impacted communities. As local Covid orders lifted, the ads shifted to drive foot traffic to open locations.

“AB InBev’s support initiatives for the recovery and revitalization of restaurants and bars focused on the essential role restaurants and bars play in fostering memories and connections in the lives of consumers,” said Elliott. “This work allowed AB InBev to build stronger, longer lasting bonds with their points of sale.”

“I am extremely honored and humbled that Tiger Pistol nominated me for the Visionary Award,” said Ingram. “I knew I needed a top-notch team like Tiger Pistol with best in-class technology to realize this trade partner program. Together, we deployed a unique capability to provide hyper-localized social media marketing services at scale, and mobilized communities to support local businesses.”

Ingram adds that moving forward technologies such as hyper-localized social media advertising will have the biggest impact on the industry. “Post-Pandemic, local retailers, pubs, and restaurants will remain the lifeblood of our business so collaborative social advertising must be center stage in our marketing efforts,” said Ingram.

Ingram’s Consumer Technology Goods Visionary Award is the latest in a string of industry recognitions for Tiger Pistol and AB InBev’s partnership. Their work together served as the basis for the following honors: Digiday Technology Awards, Best Social Media Marketing Platform 2019 and 2020; Street Fight Innovator Awards, Best Social Media Campaign; AdExchanger Awards, Best Social Media Campaign; U.S. Social Media Awards, Best use of Facebook/Instagram and the Innovation Award, and 12th annual Shorty Awards finalist, Best Facebook Campaign, Best Strategic Use of Localization, Best Use of Social for Consumer Products.

3 Ways to Increase the Effectiveness of your Collaborative Advertising Creative

Collaborative creative permits brands to speak to communities by localizing messaging and media through local points of sale. These points of sale might be an independently operated SMB, a chain store, sales agent, or even a vending machine. No matter the front, collaborative creative is all about making the local merchant the hero of the campaign while promoting a brand product. Localization is a term used ad nauseam in ad tech these days, but what does it really mean? Is it just inserting a city name and tightening your targeting radius? It can be. But do it well, and it will be that and much more. True collaborative creative is scalable, relevant to the consumer, and still tied to ROAS.

There are three components to effective collaborative creative:

1. Locality and Community 

People like to buy things from stores and merchants they are already familiar with; therefore, it’s easier to move someone towards a transaction from a store they visit regularly than to try to convince them to buy something from an unfamiliar shop. This is why location- specific information is so important. The benefit of collaborative advertising™ is being able to connect a brand’s product to a specific place to drive consumer activity, this can only happen if you tell them where. 

Ads with recognizable brand creative launched from the location Facebook or Instagram Page offer the ability to dynamically adjust offers or other elements of the copy. Get Directions, button links to map applications to show exactly where to buy.

2. Relevance

Collaborative creative can also be used to ensure your featured products or services are presented most effectively to local consumers. This means allowing specific stores to choose which products to feature in their ads or running multi-variant campaigns which present multiple different products at the same time — enabling real-time creative optimization to discern which to display in each local market.

Text overlays compliment relevant imagery to further personalize and localize the advertisement. 

3. Proximity 

No collaborative creative is complete without the proper delivery vehicle. While the behind-the-ad targeting may not always be thought of as “creative” in the classic sense, social targeting should always be inextricably linked with your imagery and copy; therefore, targeting is an important element of collaborative creative. This means always linking hyper-localized images and text with hyper-targeted campaign concepts. An ad that says “Buy this product right here and right now” is only effective if it reaches consumers within a reasonable distance to do so. What’s more, the efficiency gains from collaborative creative come in part, from the hyper-localized targeting. 

Bringing Cohesion to Your Collaborative Creative

You can have all the components, but how does one take some localized components and make into a cohesive ad unit? Specialized analytics can help here. Understanding performance retroactively can guide future creative development. Furthermore, scalability is also of great import with collaborative creative because it works best with many differentiated ad units and campaigns that are based on your sales network of stores, merchants, and agents. With Tiger Pistol, not only can you get the best creative analytics for collaborative advertising, with analysis that crosses nearly 200 billion data points, but you also get a powerful publishing engine that can deploy thousands of localized ads with a single button click. Tiger Pistol’s platform allows you to speak to consumers in their local communities, pointing them to their nearest point of sale, with relevant brand messaging showing them products they desire.

Only Tiger Pistol’s collaborative advertising solution allows you to localize and personalize all parts of your social ads, from copy to media to call to action. Collaborative creative templates give brands the power to distribute personalized, relevant content based on their points of sale to effectively drive business. See how it works

Tiger Pistol Named Finalist in Four Categories for the 13th Annual Shorty Awards

Tiger Pistol Shortlisted for Best Local Campaign, Best Localization Campaign, Best Real Estate Campaign, and Best Retail & eCommerce Campaign.

Tiger Pistol, the only collaborative advertising™ platform that makes high performance social advertising simple and scalable for brands and their channel partners, has announced it has been named a finalist in the 13th annual Shorty Awards in four categories. The Shorty Awards is an international competition honoring brands, agencies and organizations for their innovative work on social and digital media.

Tiger Pistol stood out among industry competitors based on the innovative and impactful social advertising campaigns executed on behalf of Coldwell Banker, BuzzBallz, and JOANN Stores.  

“We are once again honored to be recognized among some of the most influential, innovative global brands, organizations, agencies, and campaigns across social media,” said Paul Elliott, Tiger Pistol, CEO. “Recognition by the Shorty Awards recognizes and further validates our collaborative advertising approach as the future of social advertising.”  

Nominated for Best Local Campaign and Best Use of Localization in a Campaign, Tiger Pistol utilized their collaborative social advertising approach to help BuzzBallz overcome the barriers to alcohol marketing in the United States. BuzzBallz sought an advertising solution that would enable them to promote their ready-to-go cocktails and accelerate channel partner sales, while following domestic regulations and maintaining a level playing field in the marketplace. Leveraging automatic localization features in Tiger Pistol’s platform, BuzzBallz could adapt brand messaging that was relevant to each market. Moreover, the platform’s purpose-driven capabilities, specifically geo-fencing technology, made it possible to link the brand website to a direct list of local stores that sell BuzzBallz products, removing friction and providing a quicker path to purchase for the consumer

Nominated for Best Real Estate Campaign, Coldwell Banker reached new heights this year with the help of Tiger Pistol’s innovative platform. During the company’s 2020 rebrand, Coldwell Banker wanted a collaborative social advertising-focused rollout that would empower its agents and drive community connection, all while adhering to and promoting the new brand strategy. Tiger Pistol’s collaborative advertising platform brought the power of Coldwell Banker’s new branding to the local level to provide adjustable messaging for agents and brand-controlled creatives to ensure brand integrity. Agent Branding Campaigns were designed so affiliated agents and brokerages could build local brand awareness and share a voice for themselves and their brokerage

Nominated for Best Retail & eCommerce Campaign, JOANN Stores, with Tiger Pistol’s dynamic localization, was hugely successful, driving community engagement and initiative awareness. To support COVID-19 efforts, JOANN Stores created the “Make to Give – Masks for All Americans” initiative, encouraging crafters to make and donate masks to essential workers and schools. JOANN needed agile, flexible advertising to provide consumers with accurate, up to date information relevant to individual store locations and their local lockdown protocols. Tiger Pistol’s platform capabilities enabled JOANN’s mask initiative to reach a large, widespread audience across Facebook and Instagram while consistently providing hyper-targeted, personalized information to every user.  

The Shorty Awards, now in its 13th year, were the first awards to honor social media. By constantly evolving along with the changing landscape of social media, The Shorty Awards remains the most prominent award of its kind.

Finalists were selected by members of the Real Time Academy of Short Form Arts & Sciences, comprised of luminaries from advertising, media, entertainment and technology. Members of the Academy include: Rosemary Mercedes, EVP & Chief Communications Officer, Univision; Nneka Norville, Global Corporate Communications Executive, Facebook; Kathy Delaney, Global Chief Creative Officer, Saatchi & Saatchi Wellness/Publicis Health; Lauren Gallo, Head of Talent and Content Marketing, Snapchat; and Sonal Dabral, Group Chief Creative Officer & Vice Chairman, Ogilvy & Mather; among others. Winners will be announced during the final week of April. 

Learn more about Tiger Pistol’s award-winning collaborative advertising approach. Contact us today. 

To Automate or To Empower? Brands, Partners, and Co-Marketing Solutions

To automate or empower? That is the question facing brands that rely on channel partners to drive sales. As co-marketing tools for social advertising have developed, brands that rely on retail channel partners or sales agents to sell their products are faced with a unique dilemma. They can empower these intermediaries with the tools to publish their own social advertising  campaigns, or they can simply use them as fronts in a centralized model with auto-published co-marketing content. So what will work best for your brand? Let’s start with the basics.

What is your objective for your co-marketing strategy? If your brand is looking to enable your channel partners with the skills and technology to develop their own social campaigns for your brand, using a decentralized model is the way to go. This approach can have many benefits outside of the campaign results themselves, such as increasing preference for your brand as a vendor, as well as aiding your field sales teams in their efforts to supply partners. A ready-made co-marketing solution you can point to, positions your brand as a digitally forward enabler of sales for channel partners. In addition to driving conversions for your products directly at their point of sale. The decentralized model provides flexible funding options between brand and intermediaries as well as more room for channel partners to personalize a campaign’s copy and creative. 

This contrasts with a centralized model, in which intermediaries are not participants in the publishing process, but instead simply the hero of the marketing story. If your brand wants to create hyper-targeted campaigns, without the need for trade or field management, the centralized model is the way to go. In this model, all social advertising is controlled and funded by the brand. With advanced automation and geo-targeting technology, a centrally managed program will dynamically localize brand controlled advertisements to reach their desired indirect channels. No matter the approach, the output is typically the same, co-marketing campaigns between brands and their local points of sale. And both management styles address the crucial need to advertise through indirect channels. 

Decentralized Collaborative Social Advertising Use Case

A Fortune 500 real estate services provider with a network of over 200,000 real estate agents serving multiple franchises sought a method to differentiate themselves in the market, as well as help their agents with marketing strategies. Tiger Pistol provided the real estate brand a solution that empowers its brokerages and agents with a collaborative social advertising platform that publishes campaigns directly from an agent’s own branded Facebook Page. In which agents can receive leads in real time, promote their website, or generate targeted reach in their sales area. The publishing engine is integrated with the brand’s agent and listing data, campaigns are pre-built and allow agents to customize within the brand’s defined guardrails, based on their business needs. Furthermore, the system handles local compliance to automatically populate the agents’ license number in a locked portion of the ad copy while also adhering to Facebook’s HEC Compliance requirements.The program’s customization capabilities permit agents to highlight local dialect and make it easier for the brand to meet the consumer where they are. Using a decentralized model enables both the brand and the agent to thrive, increasing agent satisfaction and retention. Though decentralized programs require some field enablement, its flexible funding options and potential for higher channel engagement, as well as increased activity (if it’s an on-demand solution) make this model worthwhile.

In a de-centralized model, partners select and publish brand-approved templates.

Centralized Use Case

A centrally managed program isn’t better or worse than a de-centrally managed program, it’s just different. An example, a digital marketing agency partners with Tiger Pistol to run templated ads for a popular car brand. In this centralized management model, the brand has complete control over the campaign template and copy but with control comes a greater degree of work required on their behalf. Dealers are able to optionally connect their own Facebook page, but otherwise all receive a brand campaign from the agency that automatically publishes. Tiger Pistol’s platform dynamic localization allows the agency to publish thousands of campaigns in less than fifteen minutes. Plus, with the solution’s geo-fencing technology, campaigns are further localized to bring consumers to the relevant inventory section of the local dealer site. 

In a centralized model, the brand publishes across all locations automatically.

Consumer products brands, retailers, and service brands that utilize sales agents have the inevitable challenge of relying on intermediaries to sell their products. Unfortunately, digital marketing tools have been slow to account for these specific needs despite such a high degree of indirect channel sales (75% of worldwide sales according to the World Trade Organization). Don’t let your brand fall behind the curve. Utilizing a collaborative advertising approach in your social strategy will permit your brand to increase local engagement, sales, and acquisition.

To Automate or Empower? Let’s talk which strategy is right for your brand. Contact us today. 

Tiger Pistol Named to the Inc. 5000 List of Texas’ Fastest Growing Private Companies for Second Year in a Row

Inc. Magazine recently revealed that Tiger Pistol, the only collaborative advertising platform that makes high performance social advertising simple and scalable for brands and their channel partners, is No. 158 on its second annual Inc. 5000 Regionals: Texas list. Plus, Tiger Pistol came in the top 20 among advertising and marketing companies. The list encompasses the most prestigious ranking of the fastest-growing Texas-based private companies. 

“Tiger Pistol’s continual commitment to advertising  innovation has resulted in another year of strong  growth and ongoing client loyalty.” said Paul Elliott, Tiger Pistol CEO. “We are truly humbled to be acknowledged alongside such world class, high growth companies. Recognition on this list for the second consecutive year not only validates our category leadership, but more importantly, speaks to the commitment, focus, and quality of our team during a challenging year.”

The companies on this list show stunning rates of growth across all industries in Texas. Between 2017 and 2019, these 250 private companies had an average growth rate of 210 percent and, in 2019 alone, they employed more than 44,000 people and added more than $9 billion to the Texas economy. Companies based in the largest metro areas—Dallas, Houston, and Austin—brought in the highest revenue overall.

Complete results of the Inc. 5000 Regionals: Texas, including company profiles and an interactive database that can be sorted by industry, metro area, and other criteria, can be found at the Inc. 5000 Regionals: Texas website

“This list proves the power of companies in Texas no matter the industry,” says Inc.editor-in-chief Scott Omelianuk. “The impressive revenues rates prove the insight and diligence of CEOs and that these businesses are here to stay.”

To learn more about  how Tiger Pistol delivers high-efficiency and extreme performance at a global scale for brands and their channel partners, contact us today. 

About Inc. Media

The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multi-platform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com.

Empowering Real Estate Agents with Collaborative Social Advertising

Recently, Dawn Perry, Senior Vice President of Cross Brand Marketing at Realogy, a Fortune 500 real estate services provider appeared on Property Radar’s The Data Driven Real Estate Podcast.

Among other forward-thinking approaches, Perry discussed Social Ad Engine, a purpose-built collaborative social advertising solution developed by Tiger Pistol that enables Realogy agents to promote their active listings or themselves through best-in-class, high-performing Facebook and Instagram campaigns.

“Social Ad Engine allows an agent to do custom marketing,” said Perry. “It’s fueled by our data and our expertise, so we are providing great insights.”

With scores of agents in their networks, real estate brands have a unique challenge in maintaining brand integrity and regulatory compliance on social media. This challenge makes disseminating their brand content through their agents all the more important. Additionally, real estate is a highly competitive industry, with agents moving to new brokerages based on which offers the best tools and products to set them up for success. This makes agent recruitment and retention an industry-wide issue.

By providing Social Ad Engine to its brands, Realogy empowers its brokerages and agents with a collaborative social advertising tool that publishes campaigns directly from an agent’s own branded Facebook Page and delivers business results.

“Social Ad Engine enables us to collaborate with and support our agents like never before. The platform allows our brand to reach into communities through our agents, who understand the distinct dialect of their local neighborhood.”

-David Marine, CMO, Coldwell Banker

The simplicity and integration of the technology allows agents to publish best practice campaigns in less than 3 minutes, with little knowledge of Facebook Advertising. Integrated with Realogy’s agent and listing data, campaigns are pre-built and allow agents to customize, within the Realogy brand’s defined guardrails, based on their business needs. All platform language utilizes real estate terminology, and local compliance features are built in to automatically generate within the ad template, such as including the agents’ license number in ad copy and adhering to Facebook’s HEC Compliance requirements. Social Ad Engine is also integrated with Realogy preferred CRMs. All leads generated from an agent’s Social Ad Engine campaign are shared with their CRM in real-time, allowing for speedy follow up and nurturing.

“It’s easy for them to do a Facebook campaign,” said Perry. “It’s as easy as picking a campaign based on your brand or the product you’d like to offer, like ‘Real Vitalize’ at Coldwell Banker, and then just plugging it and go. It’s fueled by best practices that we’ve learned across the organization.”

Agents can even generate a seller report to show their clients marketing progress on homes they represent to sell. Agents agree that Social Ad Engine drives personalized, peer-to-peer interactions, accelerates home sales, and fosters brand loyalty and agent satisfaction.

“Social Ad Engine generates real results. The one-page report you get is an easy win with your sellers to show them exactly what you’re doing to market their home. I really think it’s the most affordable, easy way for agents to market themselves and their listings online.”

– Realogy Affiliated Agent

While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Social Ad Engine leverages the most relevant Facebook Ads Objectives to drive the results that matter. No other real estate marketing platform supports the ability for agents to publish Facebook Lead Ads, or auto-creates best practice Facebook Lead Forms that have unique qualifying questions.

“After doing social media advertising for many years and using every tool and strategy available, I can say Social Ad Engine is absolutely the best and most effective tool you can find.”

– Coldwell Banker Affiliated Agent

Social Ad Engine’s collaborative approach increased agent awareness, agent website traffic, and lead generation, all while significantly decreasing the cost of advertising. To date, Realogy agents have accrued nearly 500,000 leads, more than 7 million clicks, and are paying 55% less for lead campaigns and 68% less than the real estate industry benchmark for traffic campaigns.

Learn more about collaborative advertising for real estate. Contact us today!

White Paper: The Indirect Majority – Why the Future of Social Advertising is Collaborative

75% of global sales occur through indirect channel partners, yet many brands still rely on antiquated and ineffective methods of supporting and leveraging their channel partners. Today, success requires innovation and collaboration to drive local engagement, activation, and sales. Complete with use cases, this white paper demonstrates why offering collaborative social advertising solutions to your network of channel partners will dramatically improve the sales of your products/services, and in doing so, enhance the value and depth of your channel partnerships.

Get the White Paper

Does Proximity-based Advertising Matter in a COVID World?

People may be moving physically less, but proximity still matters. Even when transacting digitally, consumers prefer to purchase from businesses that are closest to them. Whether for love of local businesses, the fastest shipping time, or their own familiarity with their neighborhood.

With COVID continuing to force businesses and consumers to evolve their habits, brands are at peak desire to reach consumers in new and innovative ways. While some brands have begun to adjust their purchase path to be more direct-to-consumer, consumers still demand the flexibility to purchase when, where, and how they choose. Even though COVID fast-forwarded eCommerce adoption and usage, the four-year predicted path of this growth shows 4 out of 5 consumers will still shop brick and mortar stores.

 

Proximity matters. According to a survey from ZypMedia addressing consumer habits during COVID-19, 53% of consumers said they would rather shop from a local business than a national chain. The two main reasons the consumers had for shopping locally was so they could support their community and their economy. 68% of consumers who said they have preferred local shopping during the pandemic, said they would continue to shop from community shops once the pandemic is over. 

Consumers want to shop locally so they can support their brick and mortar neighborhood shops now and in the future, yet consumers still need a place to buy recognizable, brand-name products. 

It’s important for local businesses to capitalize on proximity-based marketing strategies to show how their business is dynamic and able to meet consumers’ pandemic needs and post-pandemic needs. Consumers appreciated the shops and restaurants offering free delivery (57%) and contactless/curbside pick-up (56%) to accommodate different shelter-in-place orders. 

Consumers Want Trusted Brands, but Want to Shop Close to Home

Clearly shopping locally is not going to stop once the pandemic is over, so how can brands support small businesses, while still driving sales and awareness for their products? Collaborative social advertising is your answer.

Collaborative social advertising works because it addresses the crucial need to connect a brand’s capabilities and creative quality to their channel partners. By pairing brands with their channel partners, they can build scaled advertising campaigns that use brand quality creative to highlight their products alongside relevant local details like curbside pick-up options to drive foot traffic for channel partners, with campaigns run straight from the channel partner’s Facebook Business Page. Collaborative advertising provides the ability to deliver better performing, cost-effective scaled social campaigns that will increase consumer awareness of the brand, encourage product consumption, and drive more sales for the local channel partner. Collaborative social ads are also more cost effective than national branding campaigns because they offer a lower cost of advertising, drive sales, and foster consumer engagement. 

Here’s an example of a consumer products campaign that uses Tiger Pistol’s technology to create high-performing collaborative social advertising ads that benefit the brand, the channel partner and the consumers.

Yes, this collaborative approach is a new way of thinking about extending a brand through social channels. Perhaps it’s best we look to our own lives. When was the last time you bought something without consulting peers or reviews? Or considered buying a new product without initially knowing where you can buy it? It’s in our nature to prefer businesses within our community and personal networks. These are all questions that social was built to answer for brands, and by extension, consumers.

Learn more about collaborative social advertising and how it can drive preference for your brand. Contact us today. 

Shrimp and Social Advertising: The Unlikely Connection

“What’s with the shrimp?” A fair question. I mean, what could shrimp possibly have to do with collaborative social advertising at global scale? Metaphorically speaking – absolutely everything.The Tiger Pistol Shrimp stuns its prey

The Tiger Pistol shrimp, just 5 cm full grown, possesses a powerful advantage. By snapping its one extra large claw, it creates an underwater shockwave, complete with a sonic boom and ripple effect so strong it emits light and reaches a temperature comparable to the face of the sun, stunning the Tiger Pistol’s prey for easy capture.

The Tiger Pistol shrimp may be small (and a little quirky!), but it has unmatched power and impact within its specialized ecosystem. Similarly, Tiger Pistol’s power is both stunning and unmatched (and a little quirky) in our ecosystem, helping to simplify social advertising performance for large or complex advertisers. Much like the loud noise from that tiny crustacean, Tiger Pistol has always helped those with smaller (or fractured) budgets make disproportionality loud sounds in the marketplace. We know it’s hard to navigate social advertising at scale, Tiger Pistol makes it as easy as a simple snap of a claw.