Talking Shop: Like-ing the Path to Purchase

With over 50M daily users and over 200M monthly mobile users, Facebook should be included in shopper marketing activation discussions. Fan pages and “likes” have graduated to consumer promotions and offers hosted on Facebook brand pages. Shoppers voluntarily seek out and promote brands they “like". This evolution offers significant opportunity to reach shoppers throughout the path to purchase.

From an activation standpoint, brands and retailers can reach shoppers via geo-targeted ads to drive them in store and to the shelf. Facebook Places and Deals allow brands to deliver offers at the point of purchase. Rounding out the path, shoppers can share the deals through status updates or “likes” to generate awareness and reinforce loyalty.

A key component to activation is Facebook Places and Deals. And right now the functionality is being significantly enhanced. For example, a manufacturer can identify divisions or locations as “children” through the Parent/Child relationship. By doing this, the company’s (parent) admins act as their divisions/locations (children) admins to publish customized content and offers. A locations tab published in the parent’s page allows users to specify their location to check-in for local deals. Best of all, users checking in at the child’s page count toward the check-ins for the parent’s page.

A good example is the Kroger brand page. They can add individual divisions as children. Kroger can then create a master deal and install that deal across all of their divisions. This brings businesses to the social space and connects them the way shoppers look for deals – by location.

What does this mean for you?

Facebook can be an effective shopper-marketing tactic, and can drive channel and retailer specific activation. How can your brands or categories use Facebook to accomplish your shopper marketing objectives? Do you have a Facebook strategy that will keep you ahead of the curve?

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