Grupañol developed distribution innovation as a strategy to operate and break the digital/physical intersection by blending the lines of social interaction. Grupañol took the concept of conventional physical presence and flyers to get people to make unconventional leaps into the cyber social media experience. Incentives were given in one-on-one engagement with local crowds to maneuver them onto Facebook creating the interaction opportunity to introduce these new eyeballs to actual e-commerce deals. Encouraging collaborative USER INPUT = social commerce strategy: 1 Subscribers are asked to refer businesses they would like to see deals from. 2 Integrated comment section providing customers with an avenue for conversation on every deal offered. 3 Conversations were struck on twitter and facebook specifically asking customers what they would like to see. 4 Dedicated Feedback section/button on the site 5 Share features below the deal and throughout the site 6 Surveys were emailed The US Hispanic social media trend is at its infancy. Pioneers targeting this untapped, yet highly desired $1 Trillion acculturated community hit road blocks and obstacles such as Latinos not trusting to share information online. Grupañol had to break barriers of mis-trust, create awareness and educate about an unknown industry phenomenon (group buying flash deals) to a diverse ethnic community from a multitude of backgrounds battling a DIGITAL MEDIA DIVIDE and produce everything twice because of the BI-LINGUAL make up of the demographic. Knowing that culture is at the epicenter of the US Hispanic community, Grupañol developed a character mascot based on the well known Luchador-style iconic wrestlers. People of all ages (children to adults to grandparents) seem to flock and associate with these masked "tough guy heroes". Hence came the birth of the Grupañero -- a merger of the name Grupañol and Compañero (comrade,buddy) who battles high prices. The Grupañero mascot visited fairs, festivals, sporting events, etc, engaging one-on-one with the physical local crowd but with the unique main goal focused on maneuvering them onto social media. One example is a photographer followed the Grupañero so that when people who wanted pictures could only obtain and see them by going online to facebook clicking Like and tagging themselves in the photos. From there Grupañol used this facebook interaction opportunity to introduce these new eyeballs to actual e-commerce deals. Comedic videos were also created to help bridge the divide between local Latino vendors not familiar with this "non-traditional" method and getting users to understand the concept of benefiting from shared shopping experiences explaining social online shopping as a "team sport". All in all, unlike other deal sites where social furtherance is achieved by referring friends based on the users own personal monetary gain, Grupañol's referrals thusfar have not been compensated and achieved solely by sharing and uniting via the Grupañol campaign slogans and emotional connection to family: "Join Our Familia" and "Our strength is in Our numbers -- Unete"
Facebook http://www.facebook.com/grupanol Twitter @Grupanol https://twitter.com/#!/grupanol Mascot Outreach Video Español http://www.youtube.com/watch?v=tB1kvKFoDKw English http://www.youtube.com/watch?v=9bSlGco8ZXM Video for Businesses Español http://www.youtube.com/watch?v=90U9yCWi1Rw English http://www.youtube.com/watch?v=dD-yVHlPTxo&feature=player_embedded ( http://www.grupanol.com/business ) Grupañero Mascot Facebook Page http://www.facebook.com/grupanero Community Outreach http://kimberlymooreofficial.wordpress.com/tag/el-grupanero/
