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Targeting Golfers Through Ecommerce Package Distribution

Retailer Corner

We mentioned on Monday that golf’s consumer market is $25 billion. Well, $3.5 billion of that off-course retail is purchased online, according to a 2013 Golf Consumer Attitudes and Travel Insights report. In addition to big box retailers like Dick’s Sporting Goods, the golf industry has several specialty stores competing for those dollars. Many of these ecommerce retailers are part of BrandShare’s Network, and brands have capitalized on the ability to target this affluent consumer group through ecommerce package distribution. (Check back to Monday’s post for the demos on golfers.)

How Brands Reach Affluent Men Through Golf

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With The Masters, one of professional golf’s premier events, concluding yesterday, it seemed fitting to discuss golf from a marketer’s perspective. Golf is a unique sport because consumers are more than fans; they are golfers themselves. The statistics show that 14.7 million people watched the final round of the Masters in 2013, the most-watched golf event every year, but that there are 29 million golfers in the U.S. While 63% of golf spectators are over 55 years old, and 27% have a household income above $100,000, 58% of those who play golf are between the ages of 30-59 with an average household income of $95,000. The reach may not be as vast with golf as it is with other sports, like the NFL, but golf gives marketers one of the most effective ways to reach affluent men.

7 Trends in Digital Marketing Identified at Philly Tech Week

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As a marketer, the knowledge and data available now and coming in the future is great, because it leads to better decisions and more effective marketing. As a consumer, it simply terrifies me. Knowing that companies can track nearly every purchase I make, every website I visit, how I spend my time, etc. often makes me long for simpler days. Alas, I realize that technology continues to improve and that as marketers, we need to be aware of its capabilities. That’s why I overcame my willful blindness and attended the media track day of Philly Tech Week on Tuesday. The session discussed seven trends in digital marketing. Each presenter was allotted only 15-30 minutes so the topics were very high level. Philly Tech Week 2014 is the third annual celebration of technology and innovation in the Philadelphia region, covering robotics and gaming to nonprofits and government, and everything in between.

4 Thoughts On Coupons for CPG Products

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Did you know that the first coupon ever issued was in 1887? It was for one free glass of Coke and was mailed directly to consumers. It then took nearly 20 more years for another company to realize the value of coupons. Coupon use exploded in the latter half of the 20th century and has continued to evolve in the start of the 21st. But, this isn’t news to marketers; they distributed 315 billion coupons for CPG products in 2013. Let’s talk about four key thoughts for couponing in 2014.

iHerb Partners with Bastian Solutions to Streamline Fulfillment

Retailer Corner

When thinking about efficient fulfillment of ecommerce orders, is usually what comes to mind. Many people are aware of their overwhelming orders, and their use of Kiva robots to save up to $916 million a year in their Seattle warehouses. However, for smaller companies that choose not to buy into the FBA (Fulfillment by Amazon) option, Bastian Solutions could certainly help your line with the use of their Perfect Pick technology for you to streamline fulfillment.

Catalog Sampling With Alloy Was Effective Even Before the Internet

Retailer Corner

I remember when I was around eleven years old, waiting ever so patiently for my favorite catalogs to come in the mail. I would stack all of the catalogs at the end of my bed while I sat bent over each and every one, feverishly rushing through the pages and dog-earing pages that contained the items I desired… there also may or may not have been superfluous highlighting involved. I would then present my findings to my mother, and begin a spirited negotiation as to what items I genuinely needed versus what I simply wanted. The only thing better than receiving these catalogs was receiving the surprise samples that came with my order a few weeks after. Catalog sampling, although rather rare, has been an excellent way for brands to reach new consumers.

5 Upcoming Spring Holidays for Marketers

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Are you garbed in green today? Or did you toast with a green beer over the weekend? One of my co-workers brings in delicious Irish Soda Bread every year, being a little easier to transport than corned beef and cabbage or shepherd’s pie. Despite the snow currently falling in Philadelphia and being four days before the official start of spring, St. Patrick’s Day feels like the kick-off to the spring holiday season. And after an unusually long and brutal winter, I’m ready to start thinking about the upcoming spring holidays and the warmer weather associated with them. 

Ecommerce Sampling Sets Apart

Retailer Corner

Shopping is my favorite activity, hands down. It always has been since a young age, beginning when I was a toddler and my mother would take me to the local ACME to go grocery shopping. I always looked forward to walking around, seeing what was new and what I could convince my mother to buy.  As an adult, this only grew tenfold and migrated from a grocery obsession to shoes and clothing, naturally. As a fashion enthusiast, fast fashion was a dream come true. “I can buy how many dresses for $50?!” However, my main qualms are the lack of customer service and the absence of sampling, unlike my beloved grocery stores. Many other sites utilize ecommerce sampling, but fast fashion seems to have been relatively slow on the uptake.

The Future of Advertising In a Changing Market With Evolving Delivery

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Last Friday, I had the opportunity to attend a presentation by the Wharton Future of Advertising Program and Director Yoram “Jerry” Wind on their Advertising 2020 concept. Dr. Wind discussed vital features for advertising and offerings to be effective with the changing market of consumers and evolving delivery of advertising. I found the program valuable and thought I’d share a few key highlights.

Green Mountain's Innovation-Based Growth Strategies

Retailer Corner

Coffee gives me a reason to wake up in the morning. I’m sure many people feel the same way. It’s warm, inviting, and smells pretty scrumptious, especially if said coffee is Green Mountain and made in the comfort of your own home, for you, from your Keurig. The coffee giant is such an essential part of people’s lives that, as of 2012, Keurig accounted for 6% of all brewed coffee every day, amounting to 2.5 million dispensed drinks! The single-serve invention has led to Keurig’s success and they recently shared their innovation-based growth strategies with fellow CPG companies.

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