PAID MEDIA ACTIVATION – THE RETAILER PERSPECTIVE
Liquid Barcodes technology makes it possible to connect paid media advertising to stores. There are multiple ways to activate paid media advertising and you may have two rationales for doing it: 1) drive traffic to store and 2) measure the channel you are advertising in. There will always be two key data points from Liquid Barcodes in these campaigns: 1) the interaction point with the media channel (an issued coupon) and 2) the interaction point with the store (a redeemed coupon in the point of sale). If the content that is issued is a game there will be more data points in between as consumers play the game, wins, gets the reward – and then finally redeem the reward in-store. The number of issued coupons give lots of guidance on how well the channel works and the redemption stats show how well the campaign actually converts. Typically redemption stats can also give useful learning on how successfully you reached the right audience with your advertising in this channel, especially if you run the same campaign across different channels.
Supplier brand campaign example – OOH activation – Arla:
PAID MEDIA ACTIVATION – OUT-OF-HOME FLOW – CONSUMER PERSPECTIVE
The consumer flow can be divided into three parts:
In short a typical consumer flow: 1) Consumers text “X” to a short number and gets the coupon via SMS, 2) the SMS include a link to a unique coupon which opens in the browser and include information about what product it is, in which stores it can be redeemed and when the coupon expires, 3) it is redeemed by scan of the unique code in the point-of-sale. Since Liquid Barcodes is integrated with the point-of-sale (ePOS/cash) system it automatically rebates the product.
An alternative way to distribute content from call to actions on OOH is via a landing page. The landing page can be made by us and hosted by us. But it can also be made and hosted by anyone who integrates with our Coupon API to trigger us to issue a SMS or e-mail coupon to a specific consumer.
If you want to issuing content into an existing app (e.g. with use of beacons installed on the OOH screens) this is also possible, and requires the same Coupon API integration, plus a APP API integration.
What method works best is typically different per market. What will work best in your market is dependent on what consumers find easy and what has become the norm. A) code-word + SMS, B) landing page + SMS, C) landing page + e-mail, D) beacon + APP. Although D) may be the most sexy for marketeers, retailers should be focused on volume and choosing the solutions with lowest barrier to participate for consumers and thus maximum business impact (traffic to store). A key question to ask before considering D is do we have a large enough app distribution to make any business impact?
The simpler the better. In most cases. Typically we would do a single-use coupon with a deep discount or a free product (sampling). All content from us is unique (a unique coupon, a unique survey link, a unique game link). And we can control that one consumer only get one coupon/survey/game.
To engage more with consumers the content can for example be a digital scratch card (this works just as well via SMS like in-app). This way you can have multiple prizes where some prizes can be awesome – and the main motivation for many to participate – with a limit to 1 prize and thus low probability to win. Other prizes can be coupons that are designed to drive traffic to store (free product).
Also you can add survey to the coupons. Either you ask for feedback to get the coupon (reward for completing survey) or you use survey as follow-up to a coupon redemption to get consumer feedback on a new product that you just picked up in-store. This Bonaqua case do both.
You can also use performance games like memory, tap it! or falling objects to drive consumer engagement around your product and brand. If you perform at a certain level you get a reward. The games can be set up in a way that you can play for prize once a day.
With POS integration the unique coupon / reward is scanned at the point of sale and automatically this rebates or tenders the product. No manual processes is required by the store employees.
PAID MEDIA ACTIVATION – HOW TO GET OUR CONTENT
With OOH advertising, TV and print the most commonly used ways to get our content is by using a code-word for texting or leading consumers to a landing page with a short and simple URL. Other channels allow other methods to get our content. For example a banner ad on a desktop or mobile website can allow the consumer to type in their mobile number or e-mail address to get our content. This will require integration between this banner and our Coupon API (typically done by a digital agency). Similarly the banner ad can lead to a landing page, which is integrated with our Coupon API. Refer to our developer´s page for API guides and API documentation.
With Facebook advertising for example there is no need to ask for the e-mail ID in order to trigger our Coupon API to issue a e-mail coupon. Just keep in mind that you need to handle consent correctly according to the regulations in your market.
PAID MEDIA ACTIVATION – MEDIA AND MEDIA AGENCY PERSPECTIVE
In cases where your customer is not
There are still relevant options to explore with Liquid Barcodes. We can offer simpler redemption methods, which do not require any IT investments by the retailer. The only difference from the above example flow would be the third part of the flow – how to redeem discount/reward vouchers in-store.
The easiest way to do a in-store redemption process is by using our manual approach. The redemption process happens entirely on the consumer´s mobile phone, either in app or in browser. This means that the marketing loop is closed on a consumer level, but neither on a transaction or store level.
Other options include rolling out a web validation tool or a merchant app, but for single campaigns this is seldom relevant options. However there is another possible option. If the retailer is able to produce a batch of unique codes themselves – that are redeemable in their POS system – you can import these 3rd party codes into our system and use our distribution mechanics. The codes will be scanned at the point of sale, however we will not know when and where they are used, unless the retailer´s POS vendor can make an API available for real-time redemption stats.
Supplier brand campaign example – OOH activation – Fanta:
Supplier brand campaign example – OOH activation – Pepsico:
|Country||Price per SMS|
|Czech republic||0,057 EUR|
|South Africa||0,017 EUR|
|Please note:||Errors and omissions excepted. SMS prices may change on short notice due to price changes from operators.|