Notes and Thoughts on Grocery 2.0

Ben & Jerry’s Homemade is one of the premier ice cream manufactures and started the ice cream chunk trend.

MyWebGrocer’s objective was to get 50,000 new members in the Ben & Jerry’s email club by offering a coupon across our digital Ad Network covering 92 US retailers.

Three things needed to happen for a successful campaign:

• Gain awareness with consumers.
• Work with a 3rd party for coupon rendering.
• Obtain legitimate verified email addresses.

MyWebGrocer developed the ad creative’s with a strong call to action, the landing page, the email verification and the technical requirements to work with the 3rd party coupon vendor. The ads were placed across the MyWebGrocer Ad Network inviting consumer who were already making their buying decisions to sign up to receive a coupon.

The campaign was fulfilled after only 4 days.

The response from Ben & Jerry’s “Really? 50,000 in 4 days? WOW!” They were thrilled with the immediate results and the high quality of the emails. And, the additional brand awareness and sales brought significant extra value to the campaign. The calls and emails to their customer care center solidified the campaign a success.

Cheers!
Courtney

A recent survey from ChoiceStream shows that personalized ads do the best online.  Frequent online shoppers are 32% more apt and willing to click on an online ad if it is personalized, frequent meaning purchases done within the past 6 months.    And get this, the more the online users spends the greater their interest in personalized ads.  Overall, 78% of online consumers are interested in receiving personalized content.

Think online advertising doesn’t alter online users behavior?  Think again!  70% of consumers state that their purchase decisions are sometimes influenced by seeing an advertisement for a product or service.

When building your online advertising campaign be sure to personalize your advertisements to your target.  A great way to do this is to use online tools such as “Quantcast” to really get to know your targets.  It can show you what other sites they frequently visit, how old they are, and even how much they make.  Also, keep your creative updated.  The last thing you want to do is bore your online viewers with the same ad.  Make it exciting, change it up, and keep it personalized.

Cheers!

Courtney

*info source: Center for Media Research, ChoiceStream Survey 2008