Plano, TX — Crossmark, Inc. has acquired PromoWorks, L.L.C., a shopper engagement and product sampling specialist firm.
As a result, Crossmark will be the preferred product sampling and demonstration agency for 10 of the top 20 food retailers in North America, the company reports, as well as the exclusive event marketing planning agency for many of the top consumer brands.
While its customers have always been offered sampling and in-store marketing services such as these, the merger allows the company to scale up the promotions and take advantage of new innovations and better technologies, according to Jim Rose, president of Crossmark’s marketing services.
"A marketing tactic, especially in the snack business, is used to introduce new product launches and flavors," Rose tells Candy & Snack TODAY. "It's a marking tactic that's very valuable to them. Our customers have had exposure to this before, but now it's going to be on a much larger scale."
Crossmark CEO Joe Crafton says: “Not only does PromoWorks add to Crossmark’s scale and coverage, but we also are excited about the company's ability to develop integrated and innovative omni-channel campaigns.”
Further, he notes the anticipated growth in experiential marketing during the coming next decade, adding: “We are experiencing an explosion in utilizing people as media to engage with consumers on the go.”
PromoWork will be led by Julie Beck, who joined the engagement and sampling firm in 2011 following positions with Procter & Gamble, Johnson & Johnson, the former Kraft Foods, Inc. and The Partnering Group, Inc.