MINNEAPOLIS, Sept. 16, 2020 /PRNewswire/ -- Insignia
Systems, Inc. (Nasdaq: ISIG) ("Insignia") continues
to raise the bar for partnership and performance with Insignia
Popping the COVID Bubble
Looking to grow their business during the COVID pandemic,
Ka-Pop! Snacks turned to Insignia Systems for a new digital
playbook and delivered their biggest month of in-store sales,
It's hard to imagine a business whose operations and growth
track haven't been affected by COVID-19. The impacts of the virus
vary, largely depending on your company's size. The bigger you are,
the broader the foundation you have for weathering such challenges
and riding them out.
But what about emerging brands just starting to gain traction
with consumers? COVID-19 couldn't have shown up at a worse time for
these smaller, aspiring enterprises. With so much disruption in the
retail environment, many tactics from the traditional marketing
playbook have been paused or permanently altered. Emerging
companies find themselves asking, How do we survive this? How
can we leverage our current market position and stay nimble enough
to pivot to a new, successful strategy? And who can we
turn to for help?
A Company in the Crunch
Ka-Pop! Snacks was asking all of these questions. The brainchild
of Dustin and Christina Finkel, the
Colorado-based company produces
chips and puffs made from ancient grains—that is, grains that have
not been crossbred, genetically modified or hybridized—as a
healthy, tasty snack alternative. All ingredients, including
sorghum, sunflower oil, olive oil and seasonings are sourced within
A colorful appearance by Dustin on ABC's Shark Tank in
January helped drive brand awareness, and Ka-Pop!'s e-commerce
presence on Amazon.com and their own page was driving great growth.
Then COVID hit. Ka-Pop! needed a marketing breakthrough for
reaching consumers in both traditional retail and the increasingly
competitive digital space.
Enter the Insignia Pitch Slam
When the Finkels heard about our Pitch Slam competition, they
suspected they had found an answer. Insignia is a leading marketing
services provider that works with CPG brands. In the spirit of
Shark Tank, the competition invited emerging brands to make
their case for why they should win the grand prize: $100,000 in free mobile advertising and a guest
spot on one of Insignia's sponsored Omni Talk Spotlight
Ka-Pop! was selected as one of five innovative finalists to
present live in March at Natural Products Expo West®, an
annual trade show in Anaheim, CA.
When Expo West was cancelled at the last minute due to COVID
concerns, Insignia staged the final competition as a virtual event.
Ka-Pop! emerged as the winner.
The Finkels wasted no time redeeming their grand prize. Ka-Pop!
and Insignia were soon working together on a plan comprised of
several different campaigns and strategies, all designed to
position Ka-Pop! for continued growth despite COVID.
"We were ecstatic having won Insignia's Pitch Slam," said
Christina Finkel, who serves as
Ka-Pop!'s chief marketing officer. "The mobile media prize was
incredible in and of itself, but the approach Insignia took with us
is what sets them apart. They worked to understand our business
goals, and jointly, we defined several campaigns to address
The first six weeks of programming with Insignia focused on
refining copy and audience segmentation via social media, using a
foundation of existing Ka-Pop! audiences and expanding upon them.
This enabled a hyper-localized mobile campaign that delivered
relevant in-app mobile ads to brand-prioritized audience groups
within geographic reach of stores with Ka-Pop! distribution. The
ads helped build awareness and influenced shoppers to become buyers
by featuring a limited-time price promotion.
"We had expected one mobile campaign filled with line-itemed
costs and non-working dollars," Finkel said. "What we experienced
was very different. We found a marketing partner who was on our
side, looking out for our best interests and helping us spend our
investment wisely, not just easily.
The result of Insignia's multi-layered approach of combining
mobile marketing and price promotion was a 236 percent increase in
unit velocity in one critical retailer. The bottom line: Ka-Pop!
posted its best month of in-store sales, ever.
"Insignia stretched the investment to serve all our business
objectives, which was beyond our expectations," Finkel said. "Their
detailed approach allowed our business to accelerate despite COVID
The team at Insignia found the engagement just as gratifying.
"We're thrilled with the results we helped Ka-Pop! achieve. It is
exciting to know were able to share this amazing brand with so many
new consumers," said Stacy Vossberg,
Insignia's VP of Digital.
A New Partnership
Insignia and Ka-Pop!'s association is unique in that it
originated through the Pitch Slam. But their working relationship
is a textbook example of the way Insignia likes to operate and
serve its clients. Because the collaboration was so successful,
Vossberg indicated there is more work to come.
"This is only the beginning, she said. "Stay tuned for the next
chapter, as we support Ka-Pop!'s new product launch by driving
awareness and traffic to their website to deliver
direct-to-consumer eComm sales."
About Insignia Systems, Inc.
Insignia Systems, Inc. sells product solutions ranging from
in-store to digital advertising. Consumer-packaged goods (CPG)
manufacturers and retailers across the country rely on our deep
expertise in the dynamic retail environment to provide a full suite
of shopper engagement solutions.
For additional information, contact (800) 874-4648, or visit the
Insignia website at www.insigniasystems.com
Investor inquiries can be submitted to
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Provisions of the Private Securities Litigation Reform Act of
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and the impacts of the COVID-19 pandemic and efforts to mitigate
the same are forward-looking statements. These forward-looking
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and which by its nature is dynamic and subject to rapid and even
abrupt changes. As such, actual results may differ materially from
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SOURCE Insignia Systems, Inc.