Transcript Presentation - s3.amazonaws.com

Maintaining Connections
Across Platforms
Doug Chavez
Director Digital Marketing
March, 2011
Broad set of digital platforms gaining adoption
Manufacturer Adoption of Shopper Marketing Platforms
“On Average, to what extent are you using the following shopper marketing vehicles?”
Displays & In-Store
Advertising
17%
Deals
Relationship
Marketing
Social Media
Search
83%
81%
19%
30%
70%
37%
63%
40%
60%
Example Digital Vehicles
by Platform
In store video, kiosks, scanners
Direct to card, e-circular
E-newsletter, personalized storefront
WOM, reviews, branded community
Sponsored results, virtual display
Thematic Content
47%
53%
Retailer sitelet, how to video
Apps
49%
51%
Barcode scanners, shopping lists
Use
Never Use
Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company
…which can be aligned based on brand objectives
Primary Objective(s)
Secondary Objective(s)
Mapping Vehicle Platforms By Objective
Brand Objectives
Awareness &
Consideration
Path to Purchase
Search
Thematic Content
At Home
On the Go
Trial &
Action
Deals
Relationship Marketing
Deals
Relationship Marketing
Social Media
Thematic Content
Search
Search
Deals
Apps
Relationship Marketing
Apps
Loyalty &
Advocacy
Social Media
Thematic Content
Search
Relationship Marketing
Apps
Search
In the Store
Deals
Apps
Displays & In-Store Advertising
Deals
Displays & In-Store
Advertising
Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company
Offline
Online
Source: Forrester
Kibbles ‘N Bits® Bistro Meals™ Launch
Ads in USA Weekend Magazine
drive shoppers to the Whrrl Society,
offering a chance to win a $25 gift
card as an incentive.
Ad issue dates:
1/30/11
2/6/11
2/20/11
Kibbles ‘N Bits® Bistro Meals™ Launch
Visitors to the Whrrl Society are
presented with an invite to join.
Kibbles ‘N Bits® Bistro Meals™ Launch
Users who opt to join the society
are forwarded to the society home
page, where they can engage with
other users who share similar
interests.
The page features a rotating
banner meant to serve as a
branding element.
Kibbles ‘N Bits® Bistro Meals™ Launch
A welcome e-mail is sent to the
participants, includes a link to
download a valuable coupon for
Kibbles ‘N Bits® Bistro Meals™
dog food.
Kibbles ‘N Bits® Bistro Meals™ Launch
As users engage with the society,
they are encouraged to check-in to
the society when they visit a
Walmart store.
Upon check-in, the user is
automatically entered into a
drawing for a chance to win $25
worth of dog food.
Kibbles ‘N Bits® Bistro Meals™ Launch
As users interface with the Whrrl
platform, share their stories and
check-in at various Walmart
locations, a robust conversation
around Kibbles ‘N Bits Bistro Meals
begins to materialize.
A team of bloggers [contracted]
engage and create conversations.
Their contributions include stories
about the brand on their individual
blogs, as well as community
recommendations posted on the
society page.
Kibbles ‘N Bits® Bistro Meals™ Launch
User stories, recommendations and
blog posts are collected in a single
place by our aggregator site, located
at www.1lovemydog.com.
This aggregator site is SEO
optimized to appear in brand-relevant
search results, on Google. Yahoo,
etc.
Visitors to site are encouraged to join
the conversation on Whrrl.
Kibbles ‘N Bits® Bistro Meals™ Launch
Ads on Facebook help connect and
drive additional traffic to the Whrrl
Society Page
Results Snapshot
• Strong growth trends
– Traffic and page consumption above CPG norms
– Above industry average registrations and CTRs for coupons
• Social media integration
– Spend 3-4X more time one brand sites
– Database registrations (+40%)
– Creating brand advocates
• Significant SEO advantages
Consumer Buying Cycle vs. Sales Funnel
Source: Forrester
Digital Marketing  Fully Integrated Consumer Engagement
Search
Display
Email/CRM
(DM Connect)
Social
Shopper
Marketing
Organizing to Engage
Marketing
HR
Consumer
Affairs
Legal
IT
C-Suite
Organizing to Engage
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Marketing
Legal
Consumer Affairs
IR/PR
Regulatory
C- Suite
IT
Thank You
• @dougchavez
• http://www.linkedin.com/in/dougchavez