Overview
Vibenomics is a leading Audio Out-of-Home™ (AOOH) advertising provider for retailers, including grocery brands like Hy-Vee and Kroger. The company looked to PANBlast to help bring awareness to its solution and establish its spokespeople as thought leaders in the advertising and retail spaces.
Challenge
Vibenomics had an upcoming announcement launching its partnership with Hy-Vee, Inc., which would bring its AOOH technology into more than 400 Hy-Vee locations across the Midwest. Historically, Vibenomics has seen PR results directly influence sales conversations and challenged PANBlast with securing targeted coverage in advertising and retail media to drive pipeline alongside its other marketing efforts.
Strategy
The Hy-Vee, Inc. announcement provided an opportunity to showcase Vibenomics as the nation’s premier retail audio advertising provider and highlight its continued expansion.
To see feature stories run in both top retail and advertising trade outlets, PANBlast pre-pitched a handful of targeted reporters under embargo weeks before the announcement.
Pre-pitching provides opportunities to garner interest from top media, allows them enough time to conduct interviews and write a feature, and gives the PR team time to adjust pitching strategy as needed. For example, if the team isn’t seeing the desired interest, they can alter the angle or find other reporters to target. The initial outreach response was positive, and PANBlast moved to solidify interviews and provide additional support to interested media.
Campaign Results
The Hy-Vee announcement received 24 pieces of coverage with a potential reach of nearly 8 million and an average Domain Authority of 60. Notable features included Retail Leader and RISNews and interviews with AdAge and Grocery Dive. The proof of impact was seen through the actions taken by interested prospects:
- Nearly 70 website referral sessions to Vibenomics.com from outlets like Progressive Grocer, Retail Leader and Retail Wire
- Two inbound leads from leading U.S. grocers, including the 8th largest grocer in the U.S., interested in learning how to work with Vibenomics
- AdAge article secured inbound lead from one of the largest food retail groups who specifically noted they read the article