imedia march brand summit: maintaining connections across platforms

Maintaining Connections Across Platforms

Doug ChavezDirector Digital Marketing

March, 2011

Broad set of digital platforms gaining adoption

81%

70%

63%

60%

53%

51%

83%

Apps 49%

Thematic Content 47%

Search 40%

Social Media 37%

RelationshipMarketing

30%

Deals 19%

Displays & In-StoreAdvertising

17%

Example Digital Vehiclesby Platform

In store video, kiosks, scanners

Direct to card, e-circular

E-newsletter, personalized storefront

WOM, reviews, branded community

Sponsored results, virtual display

Retailer sitelet, how to video

Barcode scanners, shopping lists

Manufacturer Adoption of Shopper Marketing Platforms“On Average, to what extent are you using the following shopper marketing vehicles?”

Never UseUseShopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company

Awareness & Consideration

Trial &Action

Loyalty & Advocacy

At Home

SearchThematic Content

Deals Relationship Marketing

Social Media

On the GoSearch

DealsApps

Relationship MarketingRelationship Marketing

In the Store

DealsDisplays & In-Store

Advertising

Brand ObjectivesP

ath

to

Pu

rch

as

ePrimary Objective(s)

Secondary Objective(s)

Mapping Vehicle Platforms By Objective

…which can be aligned based on brand objectives

DealsRelationship Marketing

Social Media

Thematic ContentSearch

Thematic Content

Search

Apps

Search

Apps

DealsApps

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: 1/30/112/6/112/20/11


Visitors to the Whrrl Society are presented with an invite to join.


Users who opt to join the societyare 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.


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.


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.


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.


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.


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

Email/CRM(DM Connect)

Social

Search Display

Shopper Marketing

Organizing to Engage

Marketing

Consumer Affairs

LegalIT

HR

C-Suite

Organizing to Engage

• Marketing• Legal• Consumer Affairs• IR/PR• Regulatory• C- Suite• IT

Thank You• @dougchavez• http://www.linkedin.com/in/dougchavez

imedia march brand summit: maintaining connections across platforms

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