Monthly Archives: June 2013

Celebrating July 4th

Time is flying by. It seems like just yesterday, I was posting information on holiday sales trends. We have sprinted past the halfway point of 2013 and
July 4th rolls around in just a few days.  Independence Day gives your businesses many opportunities to engage consumers and create loyalty.  It’s one of the
few holidays that virtually everyone celebrates but you don’t have to buy a
card or presents.

• 90% of US consumers will celebrate the 4th of July in some form or fashion

• BBQ’s and gatherings are the top activities people plan to attend – Nearly 70% of Americans plan to do this.  That equals nearly 165 million people

• Over the past 5 years, the number of people planning to BBQ has increased by 11%

• Nearly half of American’s, or nearly 116 million people plan on attending a fireworks show

• 16% will attend a parade – planned parade attendance has increased by a 1/3 in the past 5 years

• 12% plan to travel or vacation

 What Does This Mean To You?

For nearly every business there is something you can do to increase sales with the 4th of July.
While it may not be the big ticket gift giving holiday, there are certainly revenue streams that can be created.  The main go-to beneficiaries of July 4th are most probably convenience stores, gas stations and grocery stores.  The amount of BBQ means food, ice, beer and propane – it also means sales of everything from paper products to stomach remedies. If you fall into the grocery / convenience category, make sure you promote the incidentals that people often forget.  Also make sure you have enough associates to help customers find what they need and pay for it.  Your customers will probably not have tons of time to shop. They want to get in, get out and go on their way.
Restaurants also can be stop – and not just the local BBQ.  Promote your take out items and maybe create baskets, trays or packages that people can take with them to fireworks shows or family gatherings.  Besides, it’s going to be a long holiday weekend – even I can’t eat left over pulled pork
and macaroni salad for more than 3 days.  In tomorrow’s post we’ll look at other ways to create traffic on Independence Day and promote your business.  For more information on growing your business, please contact:
Al Fiala

Source: National Retail Federation, BIGinsight


How Much Time Do College Students Spend With Technology

Today’s students are completely connected and tech engaged. Students in the younger age groups are the consumers of tomorrow and give your business a great opportunity to create loyal shoppers. But students come in all types of ages and incomes.  Research shows the devices they use and what tactics you can use to grow your business.

ipadgirl-copy• In 2013, college students spend 60% of the day interacting with technology – 14.4 hours daily

• They spend just over five hours per day on a laptop, that has slightly decreased from last year

• College students spend on average 3 and a half hours per day on a cell phone

• That number has increased by nearly 10% in the past year

• College students spend just under 3 hours watching TV – TV viewing slightly decreases year over year

• They spend 1.3 hours a day using a gaming console

• Tablet use increased by nearly 60% in the past year.  In 2013, they spend .8 hours per day on a tablet

• They also spend roughly an hour per day with an e-reader or hand held gaming device

 What Does This Mean To You?

Today’s college students are a valuable commodity and a large percentage may not fit the bill of
who you may think the traditional college student are.
One in four college students are over the age of 30
Nearly 30% have children

Over 50% are seeking degrees shorter than 4 years
Half are financially independent
While the majority of consumers are younger, a fairly large share are more established.
They also have the financial ability to make purchases on their own.
In total, college students represent a $60 billion spending pool.  Their reliance on technology
give you many different ways to create paths to purchase. For more information on how to leverage your piece of this revenue pie, please contact:
please contact
Al Fiala

Source: eMarketer; SheerID; re:Fuel

Why Consumers Unsubscribe From Deals

In yesterday’s post, we investigated how often consumers use deal sites and their subscription sites. Today, we’ll look at the reasons why consumers unsubscribe from group deal sites.  Anytime you lose customer engagement costs you money – you have to spend more to re-attain them and you give your competition a chance to create a loyal customer.

shutterstock_107315540• 52% unsubscribe because they don’t use deal sites any longer

• 55% said that the deals were not relevant to them

• More than one in four said they didn’t like the volume of emails they received

• 22% said they just got tired of the deal sites

• Women were nearly twice as likely as men to unsubscribe because the deals were not relevant

• Half of the consumers who didn’t use deals anymore were age 25-34

 What Does This Mean To You?

The majority of consumers stopped using deal sites because they were no longer relevant.  A large percentage also stopped using them because of the amount of communication they get from the
deal sites.  The key to any type of offer or deal to a customer is value.  The more relevant & targeted you can make an offer the more likely shippers are to act on them.  Targeted offers move past being just another email into something that has worth.  Another thing to do is monitor the amount of communication you send to customers.  The legal definition of SPAM and what consumers perceive as SPAM is very different. Consumers may feel like you are SPAMing them purely on the basis on
the amount of emails you send.  That perception of SPAM can quickly get your message into delete
or ignore folder. For more information on how to make your offers as valuable as possible,
please contact
Al Fiala

Source: eMarketer; AYMT

Diners Still Use Daily Deals

Even though the economy is improving, consumers are still looking to save money where ever they can. Although many group deal sites have been losing subscribers, consumers are still using them.
A report has come out that looks into diner’s use of daily deal type sites.  While this research particularly deals with restaurant customers, it’s transferable to other segments of business.

restaurant mobile• 53% of consumers still subscribe to deal sites

• Over 20% of consumers say they are signed up to receive multiple deals, 16% said they are signed up for just one

• Just 1% of diners use these deals on a daily basis

• 10% use them on a weekly basis and 22% use them monthly

• The vast majority of restaurant goers use deals on rare occasions and 13% never use them

 Does This Mean To You?

There was a time when consumers flocked to deal sites and used them on a regular basis. Although activities on these sites have leveled out, they still can be a good method to attract customers.  Over half of consumers still associate with these sites but don’t purchase coupons. The mobile aspects to these deals do give them additional value.  Anything you can do to create awareness is good, as long as they are cost effective. If you are currently involved in a deal site, make sure you are getting the appropriate ROI.  If you are thinking of getting involved in daily deals, be sure that you weigh the value of the deal.  Also, make sure that the terms of the deal don’t handcuff you into a longterm engagement.  Tomorrow, we’ll look at why consumers unsubscribe and how you can make your deals more effective. For more information on creating effective consumer messages, please contact:
Al Fiala

Source: eMarketer; AYMT

What Rewards Mobile Consumers Value

New research has shown that mobile consumers find value in rewards.  In fact, just offering a reward increases the likelihood consumer will remember your message.  But what you offer probably has a big influence on the level of engagement that consumers have with your message.  New research
shows us the types of rewards that consumers are interested in.

agile-intrinsic-value-solutionsiq• 44% say the most valuable form of reward were coupons and deals

• Nearly 30% said tools like shopping lists and reminders as are specific interest based content
such as recipes 

• One in four said location based information was a value

• One in six mobile consumers said that product information was valuable

• 15% said that games and downloads are valuable content


 Does This Mean To You?

The top types of rewards that consumers are looking for were deals and coupons.  Anything you can do to help your customers save money is important.  Consumers don’t just see it as a help for that specific sale, They position you as a business that cares about their financial well-being.  Other things that consumers’ value is content that helps them save time.  Anything you can do to make it quicker and easier to buy your product or set up future sales are great.  For more information on creating engagement and value, please contact:
Al Fiala

Source: Mobile Marketer; SessionM

Gamification and Awareness

Yesterday’s post dealt with how gamification can help your brand.  Today, we’ll look at research that deals with how gamified marketing can help you increase awareness and your social reputation.   

gamification_new_trend• 75% of mobile consumers said that the favorability towards a brand comes from how it is presented to them

• Nearly 80% of consumers said that the reward aspect to the ad is what made them aware of the ad in the first place  

• 72% said that the rewards based ad increased the awareness of the brand as a whole

• 63% of mobile consumers said that the ads message was more resounding because of the reward aspect

 Does This Mean To You?

The first step towards purchase is awareness.  If shoppers don’t know who you are, where you are location and what services you might offer – how can they move from being a consumer to a loyal customer?  Research shows that rewards and gamification help build that awareness.  There are things you can do to extend the footprint of a rewards campaign.
Make the rewards sharable.  Use it all your marketing material.  Utilization of QR codes can help you push consumers from TV and printed materials to your web rewards campaign.
Also use social media.  20% of consumers who saw a rewards based ad visited the brands social media page.  Have the campaign operate on that platform as well. Also allow users to share the rewards through social media with friends and family.  This will increase awareness of your campaign but also give you a database acquisition aspect as well.  Rewards can tie you closer to consumers and increase the favorability between the consumer and the brand.  In tomorrow’s post, we’ll look at the kind of rewards consumers want.  For more information on how to create a buzz around your campaigns,  please contact:
Al Fiala

Source: Mobile Marketer; SessionM


Gamify your Ads For Better Engagement

We’ve done a couple of posts on games and gamification.  Mostly centering on who gamers are and the benefits of gamification.  Gamification doesn’t just increase engagement of your web presences; it can also increase engagement of your online advertising.   New research explores what happens to ads that tie in games, badges and rewards.   

Mobile-Games-Discovered-And-Downloaded• Over one-third of mobile consumers who saw an ad featuring a reward for clicking interacted with the ad. Just 15% of mobile users clicked on the same ad without the rewards aspect

• 36% visited the brands website after seeing the ad with rewards. 20% of non-rewards exposed users did the same 

• 28% did a mobile search of the brand after seeing the reward based ad. 17% of mobile users who saw the non-rewards performed a mobile search

• 21% of the mobile users who saw the rewards based ad looked for the brand in a store.  Just 12% of the non-exposed consumers looked for the same brand in stores

 Does This Mean To You?

The most important part of the study was intent to purchase – mobile consumers who saw the rewards based ad were 44% more likely to purchase the from the brand than those who did not see the ad. Gamification increases the affinity between consumers and your brand.  It gives them a connection point beyond the purchase.  All things being equal, rewards and badges could give you a competitive advantage.
Rewards can be anything from virtual points towards discounts or items (think about airline miles) badges or even monetary benefits like free shipping.
It’s tough to make your mark and attract the attention of consumers these days.  Anything you can do to put the spotlight on what you have to offer and why consumers should do business with you is a good thing.  For more information on creating engagement with consumers, please contact:
Al Fiala

Source: Mobile Marketer; SessionM