lightning in a bottle - final 1 - 9.21.16
TRANSCRIPT
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A winning formula for Integrating Sales, Marketing and Retail Partners
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WHO WE AREChris: VP World KitchenNorth American Sales and Customer Marketing@worldkitchenllc
Jeff: CEO Rocket Man DigitalDigital Content Partner for World Kitchen
@jeffnowak
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What is The Win/Win/Win?
WINWINWIN
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WIN – FOR CONSUMERWIN – FOR CUSTOMERWIN – FOR SUPPLIER
WIN – WIN – WIN
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The Win/Win/Win GoalWINWINWIN
• What’s the secret? • How do you unlock the lightning?
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Agenda: Our Big 31. Tools to Bridge Gaps:
• Internal company• Suppliers and Customers• Consumer
2. Learn why customers are eager to fund marketing campaigns
3. See 3 case studies of successful integrated marketing and sales led retail programs
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FIRST: Rethink The Organization
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“It’s my brand and we are going to launch it this way!”
“Customer/retailer needs . . . What are those?”
MARKETING DRIVEN
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“But the customer says they’ll sell 50% more with 50% lower cost”
“The retailer said it has to be in brown because only brown sells”
SALES DRIVEN
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“The market is at a $9.99, but we need $11.99 to make our margins”
“Tell the customer we won’t pay for advertising”
FINANCIAL DRIVEN
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CONSUMER DRIVEN
WHAT WOULD that SOUND LIKE?
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“Our job is to connect to people, to interact with them in a way that leaves them better than we found them.” – Seth Godin
“Our jobs as marketers are to understand how the customer wants to buy.” – Bryan Eisenberg
CONSUMER DRIVEN
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Channel / Sales Leadership
Brand/Market Development
FinanceTeams
What if these teams align? High Success Lower Cost
Less Time
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3x3 Alignment
Define GoalsDefine MeasurementsDefine COMMITMENT
IDENTIFIED FOR THEConsumerCustomerSupplier
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After you have identified the definitions for consumer
CustomerSupplier
• Stronger Customer Relations• Stronger Fact-Based Selling Strategies• Less Channel Conflict
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CONTENT
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content machine BRANDS SALES
CUSTOMERS
SITE
SOCIAL MEDIADIGITAL
CONTENTCREATION
DIGITAL TEAM
FINANCE
DIGITAL CONTENT LIBRARY
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SOLUTIONS-BASED ARTICLES
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RECIPES
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PHOTOS
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VIDEOS/GIFS
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SOCIAL MEDIA
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CASE #1
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CASE STUDY: PYREX 100
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Nostalgic product that inspires
Opportunity to drive incremental sales
Drive brand loyalty and growth.
CONSUMER
CUSTOMER SUPPLIER
DEFINE GOALS
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Measure sales & social media interactions
Measure sales & share with retail partners
Incremental sales & increased brand market share
CONSUMER
CUSTOMER SUPPLIER
DEFINE MEASUREMENTS
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Do they agree with the price value of the product? Are they moved to share in social media?Is there a reasonable merchandising program for them to implement?Can we ensure delivery of all the programs?
CONSUMER CUSTOMER
SUPPLIER
DEFINE COMMITMENTS
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INSPIRING PRODUCT LINE
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ENGAGE RETAILERS
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LIGHTNING ENGAGMENT
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BREATHE LIFE
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ENGAGE CONSUMERS
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PYREX 100 RESULTSHIT GOALSCreated an exciting line of nostalgic products for ConsumersIncreased market share
HIT MeasurementIncreased top line – double-digit growthAverage sales lift – double-digit growthAd support – nearly double historical levels
HIT COMMITMENTSExcited over 50 Retail partners Generated 150MM+ digital impressions
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ALIGNMENT
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TAKEAWAY #1:Define the goal, the measurements and commitments needed
WINWINWIN
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TAKEAWAY #2:Use strong content to support one goal
WINWINWIN
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CASE #2
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“If you want to grow an audience, you must be on Amazon.com. Think of Amazon not as an online retailer, but as a huge search engine.”
John Nemo, Twin Cities Business Journal
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CONTENT
S A L E S
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TAKEAWAY #3:Make sure your content assets are organized and searchable
WINWINWIN
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TAKEAWAY #4:Reuse same content on multiple customer platforms
WINWINWIN
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TAKEAWAY #5:Prioritize your key products – New, most innovative, top sellers
WINWINWIN
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Why are customers going to help fund?
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CASE #3
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Win as One Team
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Channel / Sales
Leadership
Brand/Market
Development
FinanceTeams
Fully Aligned Supplier Fully Aligned Retailer
Buying Team
Store & D
ot.Com
Store M
erchandising Team
Digital
Merchandising
Team
Replenishment
Leadership
Customer
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SIDECOUNTER ASSORTMENT
Dinnerware
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SIDECOUNTER ASSORTMENT
Serveware (in the dinnerware section)
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Promotional support
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WALMART.COM CONTENT
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Pioneer Woman has its own home page that includes:• Links to shopping by category Video• Product catalog Links
to Ree’s recipes
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CONTENT
S A L E S
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PIONEER WOMAN RESULTSHIT GOALS
Launched full product line 9/15
HIT MeasurementCompetitive insights suggest > $40MM
HIT COMMITMENTAssortments are in most stores; between 3,000-3,600 products in six home categories.
They had Pioneer Woman = Content Machine!
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ALIGNMENT
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TAKEAWAY #6:WIN AS ONE TEAM, By being internally and externally aligned
WINWINWIN
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TAKEAWAY #7:GOALS + MEASUREMENT + COMMITMENT + CONTENT = LIGHTNING IN A BOTTLE
WINWINWIN
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Formula FOR THE WIN-Win-WIN
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Goal Defined• Consume
r• Customer• Supplier
Measurement Defined
• Consumer• Customer• Supplier
Commitment Defined
• Consumer• Customer• Supplier
Internal Alignment• Marketing• Sales• Finance
External Alignment• Consumer• Customer• Supplier
Add in Strong Content Programs
WINWINWIN
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QUESTIONS?
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Thank You!