Pigsback.com is to launch a substantial field-marketing offensive on the 19th September to recruit members to its rewards-based website. Pigsback’s significant investment in this unusual marketing strategy aims to further increase the return on investment for Pigsback’s brand partners and advertisers.
Jo Malvern, Pigsback.com’s UK Marketing Director, explains why Pigsback’s unique offline strategy is so effective at online customer acquisition: “Field marketing teams are able to connect with the consumer: explaining the Pigsback proposition and most importantly, actively representing Pigsback’s values of quality, trust and fun. It provides a personal touchpoint that is just not possible with traditional recruitment techniques.”
Pigsback, which boasts high-profile partners such as Blockbuster, eBay and Lastminute.com, ran trial recruitment campaigns in London, earlier this year. Results established that morning commuters are most likely to sign-up online.
Malvern continues: “It’s about reaching the right type of consumer at the optimum point of conversion. The trials informed our planning, focusing our efforts on the time of day and locations that would reach our target demographic and deliver the best results. Brand awareness coupled with a physical calling card, branded stress pigs, really grab attention. Intrigued by our brand, commuters want to find out more, and as they log-on to computers for their day at work, they are inspired to visit our site and sign-up.”
Field marketing specialists, Tribe, will manage the nationwide programme targeting Pigsback’s core demographic of B/C1 females, aged 25-35. Teams dressed in ‘Curly’ pig suits and branded costumes will distribute one million branded stress pigs by the end of the year.
Tribe Operations Director, Michelle Lombardi, says: “Tribe’s brand warriors are highly experienced at engaging consumers’ interest. Our aim is to increase the awareness of Pigsback in the UK and present the company as a unique proposition to busy but price- and brand-conscious consumers.”
The campaign launches at tube and railway stations across London and the South East and at large office complexes and city worker conurbations in other cities throughout the UK , such as Manchester, Leeds and Sheffield.
The recruitment drive is the core part of a wider recruitment strategy that includes press and online activity.
Pigsback.com is a reward-based consumer site, which has become the sixth biggest in Ireland, and has won both digital and marketing awards. The company creates successful consumers and brands partnerships: where consumers are rewarded and brands are able to reach carefully targeted audiences.
The core values of the company are based on Empathy Marketing® principles, which are: permission-based; relevance; edge; mix of hard and soft messaging; frequency of communications; messages, not adverts; and development, not technology.
This concept redefines the relationship between the brand and the consumer through trust, reward, feedback and fun - mainly in the lifestyle and entertainment arenas.
The Pigsback website specialises in providing a unique marketing service in which brand messages are welcome to the target consumers, which is primarily females, aged 25-35 and in the B/C1 demographic. Its skilled team balances marketing and communications with a strong understanding of technologies and business processes. Furthermore, the company is committed to providing a quality service that is mutually beneficial to brands and consumers alike.
Current brand partners include Lastminute.com, Ebay, Blockbuster, UGC Cinemas, CD Wow!, Figleaves, Virgin Wines and toptable.co.uk
Tribe was founded in 1999 by managing director Chris Russell and its key clients include: Starbucks, Colgate Palmolive, O2, Nestle, Homechoice and Glaxo SmithKline
Tribe has worked for Starbucks for five years and has run 12 successful campaigns for them during this period as well as local promotions to support each new store opening
Tribe has worked for Colgate Palmolive for four years and was responsible for the hugely successful launch of Colgate Total Advanced Fresh toothpaste in 2004
Tribe has also run major sampling campaigns for Kit Kat and Drifter on behalf of Nestle.
Tribe has a database of 2,500 staff nationwide run from its two offices in Battersea, London and Sheffield. Recruitment is highly selective. All staff must have a minimum of two years’ experience in the industry and undergo three interviews before being appointed
Many staff have specialist skills such as juggling, dancing or circus skills
Key staff: Chris Russell, managing director, worked in advertising for 16 years before launching Tribe. Michelle Lombardi, Operations Director, worked in recruitment before joining Tribe in 2000.
Tel: 07788 814824