Hebrew National Uses Mobile Marketing To Drive Brand Awareness

Brand awareness is one of the most important things to keep in mind as a marketer. If people know and recognize your brand, especially if it’s instantaneously without effort like with the McDonald’s “M”, Nike’s “swoosh” symbol, or Apple’s “apple”, your success is virtually guaranteed. However, for smaller companies who do not have the big pockets like the large corporate behemoths do, mobile marketing is a cheap, yet EFFECTIVE marketing strategy that WILL build your brand awareness.

Recently, Hebrew National launched a mobile marketing campaign to increase their brand awareness with consumers. They promoted their product through grilling tips and gave offerings to help drive consumers through their stores’ doors. Alexis Berger, the Chicago-based Vice President of Sales Midwest at Kargo, gave a quick run down of the campaign, “Around the key holidays such as Memorial Day, 4th of July, and Labor day, we are powering Site Skins to drive mass awareness for the brand. These Site Skins are actually linked to a user’s native calendar, so they can get a reminder to pick up their hot dogs.”

Hebrew National’s mobile ads work under the phrase, “Hebrew National. A Hot Dog You Can Trust. Learn More.” Consumers who tap on the ad using their mobile devices are redirected to Hebrew National’s mobile website. There they can browse Hebrew National’s products while also getting some grilling tips like basic grilling tips, safe grilling tips, and summer party ideas among others.

They also offer a feature where consumers can choose which product they want, and the store locator will locate the nearest store with that product in stock for them based off their entered zip code, city, or state. Consumers are also given the option to choose how many stores they would like to search and the farthest distance they are willing to travel.

The beauty of Hebrew National’s mobile campaign is how effective, yet simple it is. Their goal was to get the word out for their products, especially right before Memorial weekend. They also wanted to drive consumers through their doors. Couple this with the grilling tips they offered to keep their visitors engaged with the brand while also providing them with other valuable information, and you have yourself a very effective campaign.

Hebrew National accomplished all of their goals and then some. They successfully raised awareness of their brand, drove an increased number of consumers through their doors, offered quality content with their grilling tips, and actively kept their visitors and consumers engaged with their mobile website. All of this led to increased sales over Memorial weekend and a great setup for the rest of the summer. With holidays like the 4th of July and Labor Day still to come, Hebrew National will be able to use this campaign for the rest of the summer, if not longer. They were able to do all of this without advertising on TV, radio, or on billboards. Just a simple mobile marketing strategy was put in place.

Ms. Berger summed up the campaign perfectly, “We love this execution because not only does it create huge awareness, it is actually perfect in terms of functionality for how mobile is being utilized by a consumer.”