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2-min read
You’ve done a good job growing your audience and have a healthy list of emails, followers and subscribers. You’ve gotten to know your early adopters pretty well and now you’re ready to find more people like them. Identifying a specific audience requires good data. I’m going to be talking about targeting shoppers at point-of-sale. This is bottom of the funnel marketing and it should give you great ROI.
Identifying your target
Traditional segmentation done by market researchers (or DIY online surveys) relies on asking consumers about their past shopping behaviors. But did you know that much of consumer’s stated purchase behavior is inaccurate? Think about it, do you remember what you bought at the grocery store last week? Previously, I talked about how Ibotta, the leading rewards platform, is doubling down on consumer data capture by being the exclusive loyalty rewards program provider for Walmart. Ibotta already is the 4th most popular shopping app behind Amazon, Walmart and Ebay. Ibotta is single-handedly changing targeted marketing because they have oodles of verified purchase data, and it’s flowing in every day.
What is verified purchase data?
Exactly what it sounds like. When a shopper puts things in their cart and checks out, those purchase records are captured and tied to individual IDs. So if you want to send an offer to shoppers that buy Keto products, live in certain zip codes, and have kids in the home you can do that. Then, 6 weeks later, you can re-target those that trialed to get them to repeat. The data refreshes in real time. Good targeting makes for good ROI. The reason is every impression, every ad, is going to shoppers who have the highest propensity to buy based on their actual past purchases.
Important to know
You don’t have to fund a live offer on Ibotta to get the data. Think of Ibotta as you would a market research company. You can purchase the individual IDs and use them to create lookalikes for all your other targeted marketing campaigns. Sorry, Facebook.
All my best,
Jennifer
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