Table of Contents
- Introduction
- Understanding Consumer Insights
- Strategic In-Store Activations
- Harnessing the Power of Social Media
- Advanced Technology: AR and Image Recognition
- Results and Future Plans
- Conclusion: The Omnichannel Playbook
Introduction
In the world of sports-themed gatherings, tasty snacks are as essential as the game itself. Among popular treats like six-foot subs, chips, and chicken wings, candy and chocolate have also carved out a coveted spot. Reese’s, the Official Candy Partner of NCAA for the past 16 years, has become a fan favorite, with more than half of NCAA basketball fans also being Reese’s customers. As the Reese’s brand aimed to capitalize on March Madness festivities, their omnichannel marketing strategy was the real game-changer. Let's dive deeper into how Reese’s maximized their NCAA partnership through a multifaceted marketing approach that leveraged consumer insights, social media, in-store experiences, and advanced technology.
Understanding Consumer Insights
One of Reese’s primary strengths lies in its astute understanding of consumer behavior. According to Hershey’s Consumer Insights team, 39% of March Madness participants planned to enjoy candy and chocolate during the games. Reese’s leveraged these insights to offer a diverse array of products and pack types suitable for different viewing scenarios, from on-the-go snacks to big game-day parties. The brand’s omnichannel strategy was designed to keep Reese’s at the forefront of consumers' minds during the entire season.
Strategic In-Store Activations
While social media and digital campaigns are crucial in driving consumer interest, in-store experiences still play an indispensable role in Reese’s marketing strategy. Led by VP of Retail for The Hershey Company, Stephanie Berman, Reese’s executed NCAA activations in approximately 100,000 retail outlets across the U.S. These stores were adorned with dynamic elements like danglers, standee displays, and point-of-sale materials, creating an immersive experience for shoppers.
Reese’s retail strategy focuses on precision and personalization, utilizing rich data sources to tailor their approach to specific store demographics and consumer preferences. This localized marketing ensures that the most popular and relevant products are presented in the most engaging ways possible.
Harnessing the Power of Social Media
Social media campaigns play a pivotal role in keeping the Reese’s brand top-of-mind for consumers. Platforms are utilized for various fun and interactive engagements, particularly through initiatives like Reese’s University. This initiative not only drives social media buzz but also generates significant consumer engagement at the retail store level. Branded campaigns and influencer partnerships on social media platforms ensure that the excitement surrounding Reese’s extends beyond traditional advertising and directly into consumers' homes and social media feeds.
Advanced Technology: AR and Image Recognition
To elevate their in-store marketing precision, Reese’s developed advanced technology to facilitate their NCAA activations. The Reese’s Carmel Big Cup activation epitomizes this technological innovation. Using augmented reality and image recognition, the brand created digital mock-ups of displays in stores. This technology allows sales reps to show store managers how displays will appear in real-time, streamlining the planning and approval processes.
This approach not only enhanced collaboration but also expedited the execution of marketing campaigns. Reps could show retail partners visual mock-ups, gaining quicker agreements and aligning on a central marketing mission. The use of these technologies improved visibility within the organization and enabled real-time adjustments to ensure the best possible return on investment (ROI).
Results and Future Plans
Reese’s innovative omnichannel strategy and technological advancements have yielded impressive results. In stores utilizing the augmented reality technology, there was nearly an 80% lift in sales. The efficiency in planning and quicker execution times have provided valuable insights that Reese’s plans to leverage for future big activations.
Berman highlights the continuous improvement and scaling of this technology as a key focus area. Their success underscores the importance of combining rich consumer insights with advanced technology to build meaningful and engaging consumer experiences.
Conclusion: The Omnichannel Playbook
Reese’s successful NCAA partnership highlights the pivotal role of a well-rounded omnichannel marketing strategy. By seamlessly integrating consumer insights, in-store activations, social media campaigns, and advanced technology, Reese’s has set a new standard in sports-themed marketing. This approach not only boosts sales but also creates a lasting connection with consumers.
FAQs
Q: What makes Reese’s NCAA partnership so successful? A: Reese’s success is rooted in its omnichannel approach, which combines consumer insights, personalized in-store experiences, engaging social media campaigns, and advanced technology like augmented reality.
Q: How does Reese’s utilize consumer data in their marketing strategy? A: Reese’s leverages rich consumer data to tailor their marketing strategies to specific store demographics and preferences, ensuring that their products are both relevant and engaging.
Q: What role does social media play in Reese’s marketing strategy? A: Social media is integral to Reese’s marketing strategy, driving consumer engagement through initiatives like Reese’s University and influencer partnerships.
Q: How has advanced technology impacted Reese’s in-store marketing? A: The use of augmented reality and image recognition technology has streamlined Reese’s in-store marketing efforts, allowing for quicker planning, approval, and execution of marketing campaigns.
Q: What results has Reese’s seen from its omnichannel strategy? A: Reese’s has seen significant results, including nearly an 80% lift in sales in stores that utilized advanced technology for NCAA activations.
