Specialty Food Magazine

JUL-AUG 2012

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://www.e-digitaleditions.com/i/68592

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Page 34 of 207

The Basics of Social and Mobile Marketing Social media advertising is quickly gaining on traditional formats. In its five-year fore- cast, Forrester Research, a global research and advisory firm, predicts that interactive marketing in the United States will near $55 billion and represent 21 percent of all market- ing spending by 2014. This includes search marketing, display advertising, email market- ing, social media and mobile marketing. "There is a different mentality and a different spend when it comes to social or mobile marketing," says Angela Cason, chief strategy officer and co-founder of Tempo Strategic, a social media and marketing company that bridges the gap between traditional and online communications. "Unlike traditional advertising where there is a push to get your message out, it becomes a two-way conversation." These new tools need to be used cor- rectly to get the best results. Here, we take a look at companies' successes and struggles with services and sites like Foursquare, Gilt Taste, Groupon and LivingSocial as well as QR Codes and other tech-based tools, to learn how to make the most of the experience. Foursquare: Rewarding New and Loyal Customers Launched in 2009, social networking com- pany Foursquare quickly wove itself into the fabric of restaurants and destination retail- ers. What began as a service to help friends connect when they are out and about has Northern Spy Food Co.'s first Foursquare promotion gave the "mayor" (the person who checks in at a location the most often) a $25 gift certificate to the restaurant. Other promotions include a free glass of wine or beer for every third check-in. Summer Fancy Food Show Booth 219 28 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com

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