Lindt Canada is taking a multichannel approach this holiday season with a campaign that builds brand awareness and ultimately drives in-store sales. Lindt Canada is primarily focusing on SMS, email and mobile Web to reward consumers who participate in biweekly activities with rewards. Lindt Canada is working with Tagga Media on this campaign.
“Siloed marketing is no longer effective at reaching the always-on consumer,” said Amielle Lake, founder/chief revenue officer at Tagga Media, Vancouver. “Gartner forecasts that by 2015 as much as 80 percent of consumer discretionary spend will be influenced by digital strategies that integrate mobile, social and desktop,” she said. “Cross-channel marketing lets marketers align campaign goals and leverage the entire media mix to drive towards a set of common goals. The result is a much more effective use of media spend, higher customer conversion rates and better insight on who, where and how customers are interacting with a campaign.”
Mobile sweet spot
The objective of the Lindt Canada campaign is to drive high engagement with the brand, translating to in-store traffic and sales.