Marketing Nuggets

Current trends in digital marketing, social media and brand


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Pinkberry Location-based Marketing Strategy

Pinkberry drives in-store product launch trial via mobile advertising

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Frozen yogurt chain Pinkberry launched a location-based advertising campaign that delivered mobile coupons to attract nearby consumers into stores in April.

The ads ran within the Pandora iPhone app and it also showed consumers how many miles away they were from a Pinkberry location.

When clicked on, a landing page presented an offer for $1 off of a greek yogurt product. The landing page also included directions and a click-to-call option.

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Pinkberry’s mobile ad

Picture source: http://www.mobilecommercedaily.com/pinkberry-drives-in-store-trial-via-mobile-advertising-for-product-launch

In 2012 Pinkberry developed its own smartphone application that serves as a hub for the brand’s loyalty program. Consumers can also pay for items via the app, which is very convenient. In addition to location-based ads, Pinkberry’s other three big focuses are mobile search, promoting its app as a part of its loyalty program and using mobile to gather real-time feedback from consumers.

In this case, consumers are more inclined to interact with the banner ad since it ties together an offer with a specific location. Thus marketers are paying more attention to make mobile ads more contextual and relevant to consumers, and location based marketing strategy is becoming more important.