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While this article focuses on pizzerias, this really applies to any retail location looking to grow its customer base locally. Geofencing allows you to target Ideal Customer Profiles where they most frequent, and allows you to deliver ads that you know will be relevant. With the same technology, we can track views of ads to store visits for an added layer of visibility you just do not get with traditional marketing! https://lnkd.in/eg3A-nU8 #geofencing #locationbased #marketing #retail #advertising

🌟 Elevate Your EOFY Advertising Strategy with ShopFully! 🌟 As we gear up for the end of the financial year, it's time to supercharge your advertising efforts and make a lasting impact on consumers during this crucial sales period. At ShopFully we recognise the immense potential of the EOFY sales and the opportunity it offers for your brand to be top of mind. With consumers actively seeking out the best deals on a wide range of products - from tech innovations to fashion trends, home essentials, beauty favourites, and toys for all ages - now is the perfect moment to position your brand in front of this eager audience. Our EOFY Advertising Solutions are tailored to help you capture the attention of your target market and drive meaningful engagement that translates into sales. Let's collaborate to craft a customised strategy that showcases your brand and delivers results during this pivotal sales season. To discover how ShopFully can elevate your EOFY advertising strategy and drive success for your brand, reach out to Diana at 0417049762. Let's work together to make this EOFY season a standout moment for your brand! #EOFY #AdvertisingStrategy #ConsumerEngagement #ShopFully #BrandSuccess #EndOfFinancialYearAdvertising

📣 What do supermarkets and the advertising industry have in common? More than you think. Remember the days when specialty shops dotted our streets? The butcher, the baker, the candlestick maker — each a master of their craft. Then came the supermarket era, amalgamating everything under one roof. Convenient? Absolutely. But it also blurred the fine lines of specialised expertise, creating a homogenised shopping experience with little differentiation. For years, advertising agencies grew into multi-service giants, much like those supermarkets. Clients walked in one door and had all their needs met, from TV spots to digital campaigns. Agencies merged and expanded their service portfolios, evolving into one-stop shops. This shift, while offering convenience, blurred the lines of specialisation, creating a landscape where agencies, much like supermarkets, became distinguished more by size and pricing than by distinct expertise. The unique flavour of expertise that only a dedicated professional can provide, was increasingly lost. And just like we’re witnessing a renaissance in the food industry with the resurgence of farmers' markets, artisanal shops, and neighbourhood collectives, the advertising world is experiencing its own reawakening. A new generation of advertising professionals — specialists in their respective fields — are breaking away from the traditional agency model. These practitioners are setting up as freelancers or establishing micro-agencies, each with a deep focus on specific aspects of advertising, be it social media mastery, innovative digital experiences, or storytelling par excellence. We spent the last three years at The Carrot Collective building an ecosystem of top talent and micro-agencies, enabling us to curate bespoke and specialist teams to deliver exactly what clients need: the agility and tailored expertise of a boutique shop, combined with the scale and convenience of a full-service agency. And as we celebrate the 3 year anniversary of The Carrot Collective we see a bright future for the advertising industry. Rooted not in what agencies do, but how they do it. By embracing specialisation and flexibility, breaking away from legacy models and opening up to greater decentralisation and collaboration, the industry is poised to offer more creative, tailored, and effective solutions than ever before. Just as the revival of specialist food retailers has enriched our culinary experiences, this new wave in advertising promises a more vibrant, innovative, and client-focused future. #MarketingEvolution #CreativeIndustry #InnovationInAdvertising #AgencyTransformation #FutureOfWork

The festive season is fast approaching; Higher consumer demand combined with effective advertising strategies such as #SupermarketScreens can lead to increased purchases and profits for FMCG companies during the season. https://lnkd.in/dQb-_TyK #wednesdaywisdom #AdnestAfrica #Getitseentogetitgood #innovativesolutions #outdooradvertising #marketing #Kenya

We’ve all noticed it (especially e-com owners) Advertising is getting more and more costly.  Customers don’t just buy because they saw your ad first. They buy now because they connect with a brand. The amount of brands in the world is increasing at a rapid rate There’s something for everybody Then, if you stand for everybody, you stand for nobody. A vegan restaurant shouldn’t sell meat to make a cent more profit. They will lose their image and their shop! If your store settles for everything, you will find that people bounce away from it. You have a hard time retaining your customers (not a good thing) Your AOV and CLV decreases. Your store doesn’t tell a story your customers resonate with They don’t feel like they are a part of a community, something bigger. Sound cliché? But it’s true.  How do we use this to our advantage?  This means you can dominate a whole niche.  If you directly specialise in fine arts for sophisticated men You’ll become a household name for every sophisticated man who likes fine art!  If you stand for everything, you stand for nothing. It’s more so becoming an age of connection and not just transaction. But if you can cross-pollinate those two, you can win big time!

When we started The Carrot Collective three years ago, our intention was to put big agencies on notice and help brands access creative thinking and talent more easily. Agencies have become like supermarkets - big but bland - with lots of letters above the door. In his latest article, our CEO DAVID WEBSTER explains how we're bringing back creativity by combining small specialist, not generalist teams. As we mark 3 years, The Carrot Collective continues to fuse custom work at a global scale. We handpick remarkable people for each client. We see a future where specialist skills beat size. By sticking to our vision, we can keep wowing brands with festival flair, not aisle apathy. We pride ourselves on making creativity exciting again thanks to elite experts, not traumatized teams. Our model keeps evolving and expanding, and David lays that vision out clearly for the next 3 years ahead. #ChooseLife #MoreCarrotLessStick #BringLifeToWork

The next packaged water bottle you reach for may carry an ad on the wrapper! Wahter is reserving 80% space on the bottle for ads. We spoke to the founders: https://bit.ly/48lPD0s Story by: Yash Bhatia #advertising | #marketing | #packagedwater | #water | #packaging | Amitt Nenwani | Kashiish A Nenwani

What happens when brands stop advertising for 1 year or more? Let science give you the answers. 👨🔬 The Ehrenberg-Bass Institute has produced an interesting paper on the above, recently published. I have read it, so you don’t have to. SAMPLE: 377 advertising cessation cases of 365 brands were tracked, out of which: 197 stopped advertising for one year, 180 stopped advertising for two years, 91 stopped advertising for three years, and  34 even stopped advertising for four years. FINDINGS: Market share declined on average 10% after one year, 20% after two years and 28% after 3 years. Roughly 50% of brands experienced a decline in market share after year 1. Out of the 22 categories included, 17 showed a consistent decline pattern, whereas 5 categories stood out as resistant, namely: household cleaners, cat food, baby food, nappies (diapers), and shaving equipment. THE ODD-QUESTION: What struck me was the inter-category difference. E.g., coffee declined the strongest, with brands losing up to 80% of market share by year 3. I would have reasonably assumed that both coffee and e.g. cat food, or diapers underly a similar purchasing frequency and thus rather similar habitual purchasing processes, in fact, even stronger in the coffee category (e.g. if you are happy with your coffee, why change?). OPEN QUESTIONS: Has search and social ads been excluded as a sampling criteria? If so, it might dilute findings - at the same time, it'd show that search and social alone... you know... 💩 Though qualitative, why have these brands chosen to go silent? The data sampling time excluded COVID, since it predates this externality by years. Link to the paper: https://lnkd.in/g49R4-Tq #research #marketing #branding #advertising #science

https://lnkd.in/gRvchMSv peaking at the 2024 Cannes International Festival of Creativity, Dr Grace Kite explained that #pricing power is a marketing outcome – and three attributes of #advertising activity can help achieve it.  The economist and founder of Magic Numbers appeared alongside the IPA and other #effectiveness experts at a session from the Creative Impact track. Her point is simple: Advertising’s secret superpower “is that it allows you to charge more for the thing that you sell.”  Why pricing matters If a business is looking to improve its profitability, it stands to gain far more by raising prices than by cutting costs. If your advertising allows you to put your price up by just 1%, McKinsey has estimated that this translates to an 8% increase in profits, Kite explained. “It's the secret superpower we don't talk about in advertising.” How advertising can strengthen pricing power  Communicate quality all the time in every way: Look at how Fever Tree exudes quality by making its key proposition that three-quarters of G&T is quality. All of this becomes touchpoints from umbrellas to bottles. Fever tree now sells 5x own label, and is more than double the price of its closest competitor. Communicate your point of difference over and over again for years: “They have to believe it’s different and better than competitors”, but this requires consistency. “Building pricing power is like going to the gym, you’ve got to keep at it.” Invest when prices are increasing: Prices going up mean we shop around – “when the purchase is up for grabs, advertising has a role to play,” she added. Go deeper Read more of Dr Grace Kite’s work, and more on pricing in WARC’s collection on pricing strategies.  SPT

NUMBERS DON’T LIE: Retail Media is on the rise. At this years #possible24 the continued rise of retail media wove its way through plenty of on-stage conversations. From Diana Haussling discussing how Colgate-Palmolive is addressing a true omni-channel approach, to Vinny Rinaldi, Evan Hovorka and Dave Kersey discussing how budgets are blending outside of just trade dollars into the RMN eco-system. Newly released data would indicate that the opportunity is in fact at hand for brands, agencies and retail media groups to collectively drive sales against working ad dollars. So how does that change the potential mix of media and who benefits the most? Leave an opinion in the comments below 👇 #retailmedia #marketing #mio https://flip.it/SBmQgk