digital marketing strategies summit personalized person-to-person panel prez - 10-22-14

How disruptive digital & tech forces created opportunities to transform Marketing’s role, structure, strategies, tactics & relationships to be focused on personalized person-to-person versus markets-of-many.

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@DIGITAL_mss #DMSS 10.22.14

Contributing Editor VP Marketing,

Branding & Social CMO

Chad Bailey @chadbailey80

Meg Ciarallo @megciarallo

Steve Cook @stevencook

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CMO Executive Advisor

Terri Funk Graham @tfggraham

Board Director

Former CMO

Personalized person-to-person business case

7 innovative use cases 1 stretch

3 traditional-new media 2 juice & smoothie food retail

1 grocery retail

Q & A with Meg, Chad, Terri & you

Please interact any time

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It’s in our DNA …

as people &

as brand builders

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In-store personalized person-to-person Scaled Online personalized person-to-person

In-store personalized person-to-person

Scaled Mobile personalized person-to-person

In-store personalized person-to-person Scaled consistent experience anywhere - In-store personalized person-to-person

Scaled personalized P2P self-serve Scaled hyper-personalized P2P self-serve

It’s in our DNA …

as people … we expect it &

as brand builders … we want to deliver it

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1993 … a reminder & call to action

to brand marketers

one 2

one

2014 … a reminder & call to action

to brand builders

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person

person

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relationships are the new brand-consumer currency

www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf

33% personalization 22% big data 21% social media 14% real-time 11% mobile

2014 "Digital Roadblock: Marketers Struggle to Reinvent Themselves"

Personalization topped marketers' lists when asked to prioritize one capability that

will be most important to marketing in the future

www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf

2014 "Digital Roadblock: Marketers Struggle to Reinvent Themselves"

Personalization sentiment more pronounced among high performers (out-performed competitors in sales/revenue) than low performers (average or below business performance)

Most marketers are completely or very focused on personalizing experiences for their customers

http://adage.com/article/advertising-week-2014/craft-a-shopping-experience-beats-web/295268/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1412972412

“Personalization is another area where brick-and-mortar retail falls short, said Alex Bell, CEO of Signal 360, a proximity-marketing platform.” “It's "amazing and scary" how much websites know about consumers, but none of that translates to in-store experiences.” "Retailers have to use that weaponry that's online, which is about data and personalization, to make it so that when you do go in the store, we can give you something else and we can make you come back," said Mr. Bell.

2014

Personalization is no longer a luxury. It’s a customer’s expectation.

Traditional-marketing awareness & presence are no longer enough for modern brands

Online, social media, mobile have empowered consumers & changed their expectations from brands … know me … personalize it … engage me relevantly on my terms Consumers are plugged into multiple channels & served with personalized content: - Netflix automates your movie recommendations - Amazon suggests products based on your viewing history - Facebook delivers personalized news feeds corresponding to your preferences & behaviors The expectation of personalization is ubiquitous. No business can ignore this trend. It’s not easy to build & scale … it takes new resources, roles, talent capabilities, systems & time

www.emarketer.com/Article/Why-Marketers-Still-Havent-Mastered-Personalization/1011220

www.marketingprofs.com/charts/2013/10235/personalized-marketing-drives-buyer-readiness-and-sales#ixzz3F6EgKaSd

"Engage Consumers & Increase Buyer Readiness Through Customer-Centric Marketing” - e-tailing group for MyBuys

Consumers' awareness about personalized marketing is growing



And the impact of personalized marketing is growing



Most consumers are willing to share info with retailers if they gain something in return 51% say they’re willing to share data to receive a better shopping experience 54% say they accept & acknowledge that retailers are collecting information about their online behavior in order to provide a more personalized experience online

Consumers appreciate personalization

59% of consumers say personalized product recommendations make it easier to find the products they are most interested in 53% provides a valuable service 55% of consumers say website recommendations & emails (54%) personalized based on their past browsing & shopping behavior are "desirable to receive”

Consumers willingness to share data

inspirational & insightful use case

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Q 1 What is the world’s most valued brand

distributed in 200 countries that has been in a sales free fall for the past 11 years

due to it being out of sync with changing healthy lifestyle food and beverage behaviors?

Q 2 If you were the global Coca-Cola brand manager …

what would you do to disrupt the market, re-engage & re-build relationships & behaviors with

current, former & prospective consumers … & business partners?

#ShareaCoke Create a personalized person-to-person narrative with consumers …

empowering them to become part of the narrative & be brand agents with other people.

Creatively implement integrated omni-channel

in-store, online, social media, mobile & disruptive tech campaign.

-  Buy from hundreds of the most popular millenial first names -  Or create personalized real & virtual bottle or can – Coke, diet Coke, Coke Zero -  Plus packages with nicknames, consumption occasions, popular phrases -  50 country platform - adapted for local consumers & partners -  All trade channels & retail partners integrated in campaign -  Content marketing using #ShareaCoke & campaign-specific site -  Offline act of sharing Coke prompts consumers to talk about campaign through

digital channels

Share a Coke

All Coca-Cola trademark brands & package forms

www.youtube.com/watch?v=HUzPwIP9BqE#t=76

TVC

Integrated campaign in all trade channels

In-field experiential events & sampling

Activating Share a Coke on NASCAR assets

OOH & transit … using mobile to text names to digital signage

Online & Mobile integrated components

Virtual personalized bottle for me I can share on social … or

…create a virtual bottle I can personalize & share with a friend

6 million virtual personalized bottles were created in the U.S.

person-to-person-to-person

Encouraged people to become Coke brand advocate

Generated incremental purchases & consumption

Created incremental conversations about Coke

Re-consideration of Coke, diet Coke & Coke Zero

person-to-person-to-person

QR codes to send friend coupon for $ off Share a Coke

Social media campaigns … FB, Twitter, Instagram, tumbler

www.youtube.com/watch?v=kQvqhEGyjWk&feature=youtube_gdata_player

Quick rendering tech to create personalized video to share

Consumers having fun with the brand in unexpected ways

Became part of popular culture … viral parodies created incremental positive user generated impressions

Secondary Share a Coke marketplace on

results

Australia - Summer 2011 Pilot Market Results

Summer 2014 U.S. Results

www.today.com/tech/whats-name-share-coke-campaign-gets-550-000-instagram-posts-2D80183587

Incremental positive consumer & business news coverage in category that has not had positive news for a decade

More inspirational, insightful & actionable use cases from Meg, Chad & Terri

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VP Marketing, Branding & Social

Meg O’Brien Ciarallo @megciarallo

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1:Many → 1:1 in Media

E-Newsletters: Before

E-Newsletters: After

E-Newsletters Customize: -  subject -  content -  ads -  length

ALL based on user preferences, both implicit and explicit

E:Newsletters How: -  real time data on the

individual level -  limitless variables -  real identities linked to real

behaviors across platforms and channels

-  virtually all aspects of email communication are customizable

Customer Service

For brands, there is a LOT of noise in social media. And even more for media companies.

Customer Service

Organizational Behavior Prior to social media, companies could be more siloed

Sales Editorial Circulation Marketing

Organizational Behavior After social media:

Sales

Circulation

Editorial Marketing & Data

CMO

Chad Bailey @chadbailey80

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About Robeks •  Two hundred loca.ons open or in development

worldwide (15 States & 3 Countries) •  Delicious, good-‐for-‐you Smoothies and Fresh Juices

using only the best fruits, fresh vegetables, and natural ingredients

•  Hand-‐craGed, great-‐tas.ng, nutri.ous alterna.ves •  Premier Fresh Juice & Smoothie Chain •  Trail Blazer in Culinary Development •  100% Franchise Loca.ons •  Recently named in Na#ons Restaurant News – Next

20 of up and coming brands

HEALTHY NEVER TASTED THIS GOOD™

IDEA

DATA Internal: Sales, Mix, COS, KPI

3rd Party Research Trends

PROMOTION

Digital/ Social

Instore AdverLsing/ LSM

Old Thinking

IDEA

DATA Internal: Sales, Mix, COS, KPI

3rd Party Research Trends

PROMOTION

Digital Listening Insights

Digital/ Social

Instore AdverLsing/ LSM

New Thinking

EXAMPLE #1 TropiKALE Storm

The Data •  Kale growing in popularity as a Superfood •  Kale low in cost, but high in nutri.onal value •  Customers looking for easier methods to incorporate

more fruits and vegetables into their diets •  Green drinks becoming hot •  Sale mix growing in Robeks Superfood category •  Pent up demand for more Superfood op.ons

The Idea •  Develop an industry-‐first “raw smoothie” using fresh

kale thrown directly into the blender jar •  Offering has to be as tasty as it is healthy •  Appealing to the “health seeker” and the “healthy

lifestyler” •  Low in food cost, high in nutri.onal value •  Name the product in a manner that is approachable

and sounds appealing (not ultra healthy) •  Test the product during a na.onal Limited Time Only

(LTO) promo.on before pu[ng on New Menu

Preliminary Results •  TropiKALE Paradise – Top 5 Sales •  Same Store Sales 10%+ •  #1 in Product Posi.ve Sen.ment •  #1 in Customer Social Imagery

Community ChaRer “Robeks first .mer! Tis Yummy”

“Oooooh Robeks has a New Smoothie with Kale in it called “Tropi-‐KALE”! Yummy!!!!” “Pleasantly Surprised”

“Never would have thought KALE could taste so good! #NewBeliever” “Then I got my favorite kale and pineapple smoothie 😋. #smoothie #delicious @Robeks”

Adding Fuel to the Fire

“Come by to Robeks in Harbor Point to get a free sample of our Tropi-‐Kale smoothie!”

End Result •  Changed the permanent name to TropiKALE •  Added to New Menu •  Con.nue to use as primary product for experiencing

Robeks at events and during Local Store Marke.ng (LSM) •  Featured frequently as primary product in crea.ve •  Remains in the Top 5 of best selling products

EXAMPLE #2 Shi<ing Resources

ObjecLve •  Beger understand the most used social channels for

Robeks users •  Realign resources to support those channels •  Maximize ad spending by geo-‐targe.ng

Findings

Partner

Increase Presence

Preliminary Results In the first month of tes.ng… •  Saw double the normal test period check-‐ins •  Ability to .e Foursquare ads directly to instore traffic

RECAP

"The more you know the less you need to say.“

Jim Rohn

•  Add Digital Insights at the Beginning of the Process •  Be willing to Rou.nely Reevaluate how you’re

deploying your resources •  Use Digital Insights to create deeper connec.ons

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Terri Funk Graham @tfggraham

Board Director

Former CMO

SOUTHEAST MARKET EXPANSION Digital Marketing Propels New Store Success

Spotlight on the Southeast

Illinois 29/1

Ohio 22

Market Entry Objective & Strategies

Pre-Opening Objectives: •  Accelerate new market branding with omni-channel marketing campaign •  Build database of future Sprouts customers through email capture

campaigns and social media giveaways •  Acquire 25k local Atlanta Facebook fans prior to first grand opening in

Snellville Strategies: •  Harness grand opening power and media spend to sustain excitement

beyond in-store experience and opening week hoopla •  Use surprise and delight/pay it forward tactics to communicate Sprouts

culture •  Utilize happy shoppers and social media fans as a marketing channel

through word-of-mouth buzz

Customer Insights

Research and social media listening tools revealed the following insights around the customer experience that helped shape the campaign: •  Before shopping at Sprouts, most customers thought we

were a high-end, organic specialty store – but more than 71% of respondents said their perception changed after their initial visit

•  Not only was the selection wider than expected, but the

produce was fresh, the quality was high, and prices were low across the store

•  Overall, customers were pleasantly surprised (even

taken aback) after shopping at Sprouts for the first time

Love at First Sprouts

At Sprouts, we use Radian6 to manage brand mentions and identify real-time trends and customer insights. The southeast market entry campaign was inspired by customer feedback in existing markets where we couldn’t help but notice the reoccurrence of a certain four letter word—love. Everyone’s searching for it. But no one expects to find it in a grocery store, much less at the bottom of a receipt.

Concept

Integrated Marketing Campaign

Pre- and Post-Opening Retail Loop

Local Focus: Love at First Like

Local Focus: Feature Products

Local Focus: Community

The Results

•  Community events and online Subscribe & Ride sweepstakes brought in a record number of email subscribers prior to opening

•  More than 1,000 Facebook fans signed up for our pre-opening Preview Party in less than one hour

•  By the time we opened our doors, we had more than 45,000 Facebook fans in Georgia, including over 25,000 Facebook fans for the Snellville store alone

•  After opening, the campaign shifted to turn the awareness we’d created into action. New outdoor and print blanketed the region while digital marketing spoke to the Facebook fans and email recipients on a more personal level.

www.youtube.com/watch?v=okTI48Hy2eo

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Q & A

- What is the single most disruptive digital or tech force that has caused creative destruction in your industry enabling your team to transition to more personalized person-to-person marketing? - How have you scaled person-to-person marketing? - What digital disruptive & tech forces do you see coming on the scene that will create the opportunity to shift marketing again in your industry & what will the marketing changes be?

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Q & A

What is the single most disruptive digital or tech force that has caused creative destruction in your industry enabling your team to transition to personalized person-to-person marketing? - How have you scaled person-to-person marketing? - What digital disruptive & tech forces do you see coming on the scene that will create the opportunity to shift marketing again in your industry & what will the marketing changes be?

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Q & A

- What is the single most disruptive digital or tech force that has caused creative destruction in your industry enabling your team to transition to more personalized person-to-person marketing? How have you scaled personalized person-to-person marketing across your organization? - What digital disruptive & tech forces do you see coming on the scene that will create the opportunity to shift marketing again in your industry & what will the marketing changes be?

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Q & A

- What is the single most disruptive digital or tech force that has caused creative destruction in your industry enabling your team to transition to more personalized person-to-person marketing? - How have you scaled person-to-person marketing? What digital disruptive & tech forces do you see coming on the scene that will create the opportunity to shift person-to-person marketing again in your industry? What are the changes?

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What is the most relevant person-to-person opportunity

to transform the relationship between your customers & your brand?

I’ll want to share my brand’s person-to-person program at the next DMSS. Let’s talk about it over drinks.

@DIGITAL_mss #DMSS 10.22.14

- What is the single most disruptive digital or tech force that has caused creative destruction in your industry enabling your team to transition to more personalized person-to-person marketing? - How have you scaled person-to-person marketing? - What digital disruptive & tech forces do you see coming on the scene that will create the opportunity to shift marketing again in your industry & what will the marketing changes be?

Thanks everyone! Let’s go get a drink … & meet … person-to-person.