Mass Connections Launches Real-Time Alert To Notify Consumers Of Retail Promotions

Mass Connections (MC), a leading shopper marketing company, is launching recently "Consumer Alert," a communications program that delivers real-time notifications about retail promotions to consumers through advertising media such as mobile devices, in-store radio and television programming. MC's Consumer Alert allows Consumer Packaged Goods (CPG) companies and retailers to create immediate, direct promotion awareness, excitement and call-to-action surrounding retail marketing promotions.

Real-time notifications instantly alert consumers when promotion details are confirmed. These relevant, unique and high value product promotions take place at specific retailer locations, providing guaranteed opportunities for product savings and last minute price reductions. The program alerts can be triggered from each store providing confirmation that deliverables are ready and consumers will not be disappointed.

Introduced in 1999, MC is the first and only marketing company to provide real-time in-store accountability for managing CPG programs at retailer locations across the country.

"Now, with our patented accountable tracking process, which revolutionized the event industry by providing real-time execution results at the store level, we will be the first and only company to provide CPG companies and retailers an immediate and direct way to alert target customers about a promotion as it begins," said MC President/CEO Caroline Cotten-Nakken. "The Consumer Alert program is highly beneficial for clients looking to reach the more than 80 percent of customers who prefer to purchase products they have experienced or because of a great retail offer."

"I was shopping for food when I got the text message about the Garnier Ultra Lift Pro event. I went over to that department, tried the product, and ended up buying it," said shopper Jenifer Hernandez of Rosemead, CA during one of the pilot events. "If I didn't get the text message, I wouldn't have known about the event."

How It Works
Once engaged, MC works with CPG companies, retailers and media distribution companies to develop marketing campaigns around product promotions. In addition to promotional material, the campaign can now incorporate tactical components that utilize the Consumer Alert process that drives consumers to stores, shoppers to departments and increases duration of visit. Upon campaign launch, MC's event personnel (Consumer Connector) arrives at the retailer to make sure all promotional materials are set up, product is available and that the promotion is ready to begin.

MC's Consumer Connector then swipes the MC card at the retailer's POS/debit system to trigger the beginning of the in-store promotion. The swipe is instantly received by MC's system, identifies the program, Connector, location, program, date and time, as well as the specific information to trigger all related campaign media.

The result is real-time promotional messages delivered as soon as the promotion is ready, supported by human verification that all materials and products are customer ready, not before.

Consumers can opt-in for the Consumer Alert program through a retailer's or CPG company's website for notifications, by zip code, for free premiere giveaways, limited shelf life products, special discounts/offers, product recalls and so on. v"My mom got the text message while we were in the car and she was like, ‘Oh, let's stop by Walmart; they're handing out a free bottle of Garnier Ultra Lift Pro,'" said shopper Stephany Kathol of Lancaster, CA during another pilot event. "We were near the store so we figured we'd hop in and see because she said she signed up for it. So I'd like to sign up for it now too to see what free products I can get."

Pilot Program
MC's Consumer Alerts have been in development since end of 2008, and in the market as a limited pilot since the beginning of April 2009. Select national retailers and CPGs that operate throughout all 50 states have been reviewing and testing the Consumer Alert program for the past three months. With their endorsement of the MC Consumer Alert program as an effective tool, driving traffic to retail promotions, the service is now "live" nationwide.

MC'S Patented Accountable Tracking Process
MC's "Accountable Tracking Process" is a technology-based system that monitors the implementation of programs and tracking of the company's hundreds of thousands of people and events nationwide in real-time. The U.S. patent no. 7,444,305 covers the way employees are linked directly to client events and specific store locations. Through the use of electronic transactions and MC's proprietary, custom software, the company can monitor purchases, track the duration of sampling and merchandising events, collect other data instantly and now trigger Consumer Alerts.

"We are still the only company delivering real, direct transparency to provide accountability, improve execution and eliminate wasteful spending for brand marketers and retailers. This watchdog approach cleans up slippage and industry claims of ‘perfect' execution. It verifies scheduled, activated, in-progress and completed projects by location, person and time. This supports immediate pursuit of corrective management action. The bottom line: You actually know what happened!" said Cotten-Nakken.

The process includes a simple swipe of the employee's card (as a debit transaction) with a program identification number when the employee starts, then a re-swipe of the card prior to leaving the store.

Only MC is able to provide real-time data, new Consumer Alerts and results of in-store activity supporting their brands.

MC HISTORY
Founded by Cotten-Nakken in 1990, MC provides marketers with ways to connect consumers in store, on line and in life. Multiple case studies, many tests and huge investments in research and technology provided the solutions for the best results. MC's series of research books, "Touch America," offers insight to Retailers and Manufacturers about consumers' grocery shopping habits and motivations. The latest, "Connecting with Consumers In Store, On Line and In Life," available at http://touchamerica.massconnections.com, was released in September 2008 and features the findings of nine major research projects, including candid feedback about the effectiveness of marketing programs from CPG Brand Managers and consumers.

MC has many "firsts" in the industry, from monthly background checks, food safety training, photo ID badges, flexible labor scheduling systems, matching talent/personnel to brands, "custom" online training, and uploading project photo/videos, to becoming the first marketing company to incorporate social media into its recruiting and hiring process. "Consumer Connectors" are linked together through social media sites http://www.stayingconnected.com/ and http://www.cooking-hits.com. Through these sites, Connectors can view projects that pay approximately 40 percent higher than the industry standard and match their interests or schedules, enabling flexibility for parents, students and other part-time professionals.

For more information visit www.massconnections.com.

About MC
Based in Cerritos, Calif., MC is ISO 9001 certified, woman-owned and is a leading marketing company, connecting brands with consumers in store, on line and in life. By utilizing innovative and unrivaled technology, MC responds to the need for accountable execution, implementing more than 1 million in-store events annually through more than 100,000 "Consumer Connectors" (employees) who have been screened, background-checked and trained nationwide to promote brands for MC clients. Cooking-Hits.com is the company's latest platform, which allows consumers to share original recipes via video from their kitchens. For more information please visit http://www.massconnections.com.

SOURCE: MC