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In recent months, marketers and advertisers have finally had to consider the impact of Google's crumbling third-party cookies in an increasingly fragmented media landscape. This means targeting and measurement are becoming increasingly difficult. But Liz Mera, director of marketing for Farmers Fridge, said food vending companies don't have an e-commerce point of sale, so they're tasked with solving the problem.
With more than 1,000 locations in airports, hospitals, office buildings and universities across the country, Farmers Fridge's business model requires a non-traditional marketing strategy, Mela said. “We're looking at initiatives like buying media at the exact moment you buy it,” he said in a recent interview with Digiday. “But there's no easy, silver bullet approach to this. We're really doing a lot of little things to increase the amplification effect of media.”
In this episode of the Digiday Podcast, we spoke to Mera about Farmers Fridge's nontraditional approach to marketing, measurement, and media.
Below are highlights from the conversation, lightly edited and condensed for clarity.
Build trust through third-party channels
With this unique marketing challenge we face, we've focused on owned and earned media in our strategy to date, but we're starting to think about what paid media looks like. . On the revenue side, we've invested heavily in the presence we've acquired and we're really proud of what we've been able to accomplish there. Our strategy there is to build credibility through third-party channels. From winning awards to feeding local TV anchors to doing live taste tests. [it’s] Just getting some external validation so consumers know this is a tasty option while they're on the go. In terms of revenue, it is no different from the local media segment. In addition to appearing on TV and industry media a lot, we also plan to do more original things.
Respond to content churn
Most of our social work is done through internal creators, which definitely feeds the beast. We're always being honest and trying to figure out what pace is appropriate for us to post.As a social team leader, I always focus on UGC. [user generated content], or as I like to call it “getting someone else to do the work for you.” We have such loyal fans. We are tagged every day. is published about. People write funny tweets about us. And what I'm going to do is resurface a lot of that content on my brand page. Because it builds external trust. We don't have to be filming him 24/7 ourselves, but honestly, it works pretty well.
Measurement by fragmentation
In this explanation, the point of sale is done through the friend itself. If you think about it that way, as a brick-and-mortar business, I'm driving foot traffic to my store, not clicks to my website. This is a complete reversal of marketing thinking. When you talk to a lot of vendors, they say, His POS of e-commerce does not exist. ” So all of a sudden, attribution modeling, which is so common for proving his ROI on marketing spend, doesn't exist for us anymore. As a result, we needed to thoroughly re-evaluate how we operate paid media. Doing programmatic-like testing is something we're looking at, but it's hard to find a way to measure it. We're thinking a lot about how we do geo-targeted advertising. But with 1,200 locations, you can't completely solve that problem because you're geographically targeted to these very specific vending machines. What we're looking at is strategic outings.
