Click here to close now.

SYS-CON MEDIA Authors: Pat Romanski, Carmen Gonzalez, Liz McMillan, Blue Box Blog, Lori MacVittie

News Feed Item

A Link to the Future of Shopping: Hillshire® Brands Company Drives Sales with Beacon Program In Partnership with BPN and inMarket

Hillshire Brands Company, in partnership with BPN and inMarket, has announced early results of its new national in-store mobile campaign that utilized emerging beacon and geofence technology to drive sales and awareness for its Hillshire Farm® American Craft® Link Sausages. This is the first time that a CPG has released data about the impact of beacon geofence technology against key brand metrics. BPN, the Hillshire Brands Company media agency of record, designed and implemented the campaign in partnership with inMarket’s Mobile to Mortar™ (M2M) platform, which is the largest beacon network in the world.

The campaign, which leveraged new beacon technology to speak to consumers on their personal devices as they entered a store, delivered a 20x increase in purchase intent by those exposed to messaging, which is a 500% increase over the CPG average for mobile ad engagement. This data is consistent with a previous inMarket study, released in June, that showed consumers are 19x more likely to engage with an advertised product in-store after receiving an in-store engagement.

American Craft also experienced a 36% increase in brand awareness and a lift in overall sales. The campaign, which ran from April-June 2014 across the top 10 U.S. markets, achieved 6,000 in-store engagements in its first 48 hours.

“We started experimenting with location-based technologies and increased focus on mobile a year ago, recognizing that location is key to engaging with our consumers,” said David Ervin, Director of Integrated Marketing for Hillshire Brands. “We are excited to pave the way in the beacon space and change the conversation CPG brands are having by challenging the market."

Having identified that the target consumer for American Craft Link Sausage was less likely to bring in and redeem traditional print coupons in stores, Hillshire Farm, BPN and inMarket designed a mobile-first campaign that leveraged beacon and geofence technology to identify potential customers’ in-store and serve them relevant, timely information that they could use immediately to shop. Consumers were alerted of American Craft in-store, and were offered them the opportunity to add the product to their shopping list, earn points for engaging with the product or coupons for purchase.

“At BPN, we employ a Radical Commonsense approach to find new and improved ways to best reach consumers in non-traditional manners, to further our clients in market,” said Chris Hiland, Chief Strategy Officer, BPN. “By engaging with shoppers while they are in-store in a timely and relevant manner, we are elevating the conversation past seeing a traditional advertising to shifting the discussion to include our clients into consumers everyday actions.”

“We’ve been partnering with the world’s most forward-thinking CPGs and agencies to drive increased sales via mobile-at-retail since 2010. Now, we’re using that experience to provide 40 million beacon-enabled shoppers with a better in-store experience,” said Todd Dipaola, CEO, inMarket. “Hillshire Brands and BPN are two of the most innovative companies with how they market to their consumers, we love expanding the frontiers of mobile with partners like them.”

About BPN

BPN is a full-service planning and media buying agency that is part of the IPG Mediabrands global network. Fueled by our Radical CommonSense business philosophy, our mission is to build audience engagement across all touchpoints by pro-actively managing the client’s media investment and constantly adjusting to market conditions. BPN currently has 36 offices in 28 countries, partners with more than 200 clients worldwide and manages over $1 billion in annual billings. For more information please visit www.bpnww.com or follow us @bpnworldwide.

About IPG Mediabrands

We were founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media related assets. Today that means we manage and invest $37 billion in global media on behalf of our clients, employ over 8,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 130 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions through its network of media agencies including UM, Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty service agencies including MAGNA GLOBAL, Ansible, Mediabrands Audience Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies and industry moving partnerships that are recognized for delivering unprecedented bottom line results for clients.

About inMarket

inMarket runs the world’s largest mobile shopper marketing platform, and built the world’s largest beacon network via its Mobile to Mortar™ (M2M) platform for apps and retailers. By reaching consumers at the perfect time through the world’s most popular shopping apps, inMarket delivers engagement when it matters most and dramatically lifts client sales. Clients such as Coca-Cola, Kraft, Levi’s, Nestlé, and Procter & Gamble have launched hundreds of successful in-store campaigns with inMarket. M2M beacon-capable apps include Key Ring, Epicurious, Zip List, CheckPoints and List Ease. For more information about inMarket, please visit www.inMarket.com.

About Hillshire Brands

The Hillshire Brands Company (NYSE: HSH) is a leader in branded, convenient foods. The company generated approximately $4 billion in annual sales in fiscal 2013, has more than 9,000 employees, and is based in Chicago. Hillshire Brands’ portfolio includes iconic brands such as Jimmy Dean, Ball Park, Hillshire Farm, State Fair, Sara Lee frozen bakery, Van’s Natural Foods and Chef Pierre pies, as well as artisanal brands Aidells, Gallo Salame and Golden Island premium jerky. For more information on the company, please visit www.hillshirebrands.com.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that Secure Infrastructure & Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Secure Infrastructure & Services (SIAS) is a managed services provider of cloud computing solutions for the IBM Power Systems market. The company...
Enterprise IoT is an exciting and chaotic space with a lot of potential to transform how the enterprise resources are managed. In his session at @ThingsExpo, Hari Srinivasan, Sr Product Manager at Cisco, will describe the challenges in enabling mass adoption of IoT, and share perspectives and insights on architectures/standards/protocols that are necessary to build a healthy ecosystem and lay the foundation to for a wide variety of exciting IoT use cases in the years to come.
SYS-CON Events announced today that CenturyLink, Inc., a leader in the network services market, has been named “Platinum Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. CenturyLink is the third largest telecommunications company in the United States and is recognized as a leader in the network services market by technology industry analyst firms. The company is a global leader in cloud infrastructure and ...
Docker is becoming very popular--we are seeing every major private and public cloud vendor racing to adopt it. It promises portability and interoperability, and is quickly becoming the currency of the Cloud. In his session at DevOps Summit, Bart Copeland, CEO of ActiveState, discussed why Docker is so important to the future of the cloud, but will also take a step back and show that Docker is actually only one piece of the puzzle. Copeland will outline the bigger picture of where Docker fits a...
SYS-CON Events announced today the DevOps Foundation Certification Course, being held June ?, 2015, in conjunction with DevOps Summit and 16th Cloud Expo at the Javits Center in New York City, NY. This sixteen (16) hour course provides an introduction to DevOps – the cultural and professional movement that stresses communication, collaboration, integration and automation in order to improve the flow of work between software developers and IT operations professionals. Improved workflows will res...
As cloud gives an opportunity to businesses to buy services externally – how is cloud impacting your customers? In his General Session at 15th Cloud Expo, Fabio Gori, Director of Worldwide Cloud Marketing at Cisco, provided answers to big questions: Do you see hybrid cloud as where the world is going? What benefits does it bring? And how does Cisco connect all of these clouds? He also discussed Intercloud and Cisco’s investment on it.
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch ...
A new definition of Big Data & the practical applications of the defined components & associated technical architecture models This presentation introduces a new definition of Big Data, along with the practical applications of the defined components and associated technical architecture models. In his session at Big Data Expo, Tony Shan will start with looking into the concept of Big Data and tracing back the first definition by Doug Laney, and then he will dive deep into the description of 3V...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY., and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides private all-in-one social intranets allowing workers to securely collaborate from anywhere in the world and from any device. Social, mobile, and eas...
There is no doubt that Big Data is here and getting bigger every day. Building a Big Data infrastructure today is no easy task. There are an enormous number of choices for database engines and technologies. To make things even more challenging, requirements are getting more sophisticated, and the standard paradigm of supporting historical analytics queries is often just one facet of what is needed. As Big Data growth continues, organizations are demanding real-time access to data, allowing immed...
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on T...
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
There are 182 billion emails sent every day, generating a lot of data about how recipients and ISPs respond. Many marketers take a more-is-better approach to stats, preferring to have the ability to slice and dice their email lists based numerous arbitrary stats. However, fundamentally what really matters is whether or not sending an email to a particular recipient will generate value. Data Scientists can design high-level insights such as engagement prediction models and content clusters that a...