the engaging mom smartphones lead to smart buys october 2, 2012

The Engaging The Engaging MomMom

Smartphones Lead to Smart BuysSmartphones Lead to Smart BuysOctober 2, 2012October 2, 2012

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Some Stats to Get You Thinking

You’ve heard a lot about Social today….is it a fad?

“Human Beings are Powered by Emotion, Not by Reason”♥

It Demands a Reinvention of the Entire Organization

In WOM We Trust

Word ofWord ofMouthMouth

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Word of

Mouth

Community Familiarity

Transparency EmotionalTies

TrustRelationships

Word OfWord OfMouthMouth

Should We All Go Gluten Free?The singer was a no-show. The Gluten Free Expo in Sandy, Utah — one of the nation’s largest events dedicated to foods untainted by wheat — was going to have to start without the national anthem. But Debbie Deaver, the expo’s founder, didn’t have time to worry about that. The song, to be honest, was the least of her problems.Deaver had slept four hours in the last three days. The 34-year-old woman — who has celiac disease and therefore must avoid eating gluten, a key protein in wheat — was running on prayer and Diet Dr Pepper. She needed sleep, and syrup.A day earlier, a shipment of maple syrup failed to arrive, forcing her to scramble to find a topping suitable for the expo’s enormous gluten-free pancake breakfast. A last-minute donation of 35 cases of marionberry syrup would have to do. And then there was the issue of actual attendees. With the sky spitting rain outside and temperatures hovering around 40 degrees on a dark October morning, Deaver was becoming convinced that no one was coming to her expo in suburban Salt Lake City. “I’m getting nervous,” she admitted as she scanned the empty concourse of the sprawling, glass-walled South Towne Exposition Center just 30 minutes before the show started. “People aren’t showing up.”

But seemingly all at once, they did. When Deaver opened the front doors at 9 a.m., she was stunned by the huge crowd waiting to get inside. At the sight of these people — her people — Deaver stopped cold in her Puma sneakers and began to cry.“I’m just so excited about those gluten-free pancakes,” she announced to the crowd. “Is everybody ready to eat some pancakes?”Four hundred people surged into the expo hall in the first 10 minutes, 1,200 in the first hour and nearly 6,000 by the end of the single-

day event. They came from as far away as Arizona and Nebraska, like pilgrims to a sort of gluten-free Mecca. Once inside, many were soon listening to one man: Dom Alcocer, a 33-year-old marketing manager, who stood on a chair in an expo booth, barking at the attendees and throwing gluten-free granola bars into the crowd.“Ohhhhh! Dropped pass!” Alcocer shouted to one person. And then, to another: “Nice catch!”

November 25, 2011

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You have heard a lot about Gluten Free…

Gluten Free Foods Paying Off Big

csnbc.com

May 20, 2011

Gluten Free Foods Paying Off Big

csnbc.com

May 20, 2011

Once confined to specialty health stores and

bakeries, the category is fast becoming

mainstream, with more gluten-free foods

available at more retailers. Subway is road-

testing a gluten-free brownie and roll for

sandwiches at select Texas restaurants,

with plans for a more testing in an Oregon

city.

General ills has expanded their line of

gluten-free foods to include boxed cereals,

such as Chex.

P.F. Chang's China Bistro offers an

extensive gluten-free menu.

Whole Foods Market has a wide spectrum

of packaged gluten-free products, including

30 varieties of baked goods made at a

gluten-free facility in North Carolina, and

then shipped across the country.

And the variety is expanding beyond baked goods and pasta, usually the most relevant gluten-free

categories. Retailers sell baby food, condiments, desserts, pizza, and seafood entrees, all without gluten.

"More food companies are jumping on the bandwagon to label foods gluten-free. There's a groundswell,"

says Cynthia Kupper, executive director of the Gluten Intolerance Group of North America, a nonprofit group

that supports people with gluten-related disorders including celiac disease. "When the low-carb fad died,

this was the new product trend —the gluten-free market."

Growing Category

Gluten-free ingredients can be pricey — Kupper estimates a gluten-free product can cost two- to three-times

more than regular items — but that has yet to dent their growth.

In 2010, gluten-free foods racked up $2.5 billion in global sales, accounting for more than a quarter of all

food-intolerance purchases, according to Euromonitor International.

Global sales are up 92 percent since 2005 and are forecast to hit $3.4 billion by 2015. In the U.S., sales

reached $1.2 billion last year, more than double that of five years ago. Euromonitor is forecasting $1.7

billion in sales by 2015.

General Mills, for example, offers more than 300 gluten-free products including yogurt, fruit snacks,

desserts and soups. The consumer foods giant recently unveiled five gluten-free varieties of Chex cereal.

This follows the successful launch of its gluten-free dessert and pancake mixes, including its Betty Crocker

and Bisquick brands, beginning in 2009.

"In just a few months we got 11,000 calls and 98 percent were positive," says Dom Alcocer, marketing

manager for General Mills.

Whole Foods' portfolio of gluten-free goods has more than doubled during the past five years -- both in

terms of the number of brands and number of individuals products offered by those brands.

In 2004, the company opened a Gluten Free Bakehouse in Morrisville, N.C. that's dedicated to making baked

goods.

Making Sense of the Gluten-Free Food Frenzy

Making Sense of the Gluten-Free Food Frenzy

June 1, 2012

[Overheard at dinner parties, buffet tables, and salad bars across America]"Keen-what?“

"Keen-wah. I don't really know what it is either, but it's supposed to be healthy, and it's gluten-free. Here, try it.“

"Oh, cool. My sister-in-law is gluten-free. I'm thinking maybe I should do that—you know, to help with my IBS.“

For a substance largely unheard of until recent years, gluten—a protein found in wheat, barley, rye and other products—seems to be on

everyone's lips these days. And why wouldn't it be? A gluten-free diet has been touted as a cure for everything from obesity and rashes to

Gluten-free IndustryTops $6B

The gluten-free industry is booming, growing 27 percent since 2009 and

exceeding $6 billion in 2011, and fueled by an abundance of new

products in 2010 and 2011 that bear a gluten-free claim. However, despite

an increase in popularity and product development, celiac disease and

gluten intolerance could be widely undiagnosed; according to recent

Mintel research, just 1 percent of consumers say they’ve been diagnosed

with celiac disease and only 8 percent overall say they are gluten

intolerant/sensitive. Mintel’s research suggests that number should be

closer to 15 percent.“The prevailing problem is that many Americans simply may not realize

they are gluten intolerant/sensitive, or they may be ignoring signs and

symptoms,” said David Browne, senior analyst at Mintel. “While food

companies may be overdoing it unnecessarily with gluten-free label

claims that are appearing on everything from tomato sauce to scallops,

the message is getting out and it’s likely that many more consumers will

engage in the sector, both for foods eaten at home and at restaurants.”

According to Kerry Watson, SPINS natural and specialty product expert,

“more doctors are testing for these conditions and more people are

experimenting with a gluten-free diet. It’s our responsibility as an industry

March 2, 2012

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OpportuniOpportunityty

Celiac Sufferers20 Million

Consumers

Other Food Allergy Sufferers130 Million Consumers

Even with the rise of gluten free, there is a much larger

opportunity

Source: American College of Gastroenterology, October 2011; Elucidare, January 2011

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“Free From” means…DefinitionDefinition

Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011

90%90%

of all allergies

free from:wheat

dairy

peanuts

tree nuts

egg

soy

fish

shellfish

Gluten Free +

U.S. Retail Sales of Gluten Free/Free From Food2006-2020E ($ Billions)

Increased awareness and diagnosis are driving

growth

8Source: Packaged Facts, Feb 2011; Product Launch Analytics, a Datamonitor service, Kantar Retail Estimates / GF Growth 322% 2006-2011

OpportunityOpportunity

$0.9

$3.8

$7.3

$12.0

Free From is half a $ billion today

$8.9 B$8.9 BGluten Gluten FreeFree

$8.9 B$8.9 BGluten Gluten FreeFree

$3.1 B$3.1 BFree From Free From (ex (ex

GF)GF)

$3.1 B$3.1 BFree From Free From (ex (ex

GF)GF)

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The FF upside grows as allergies increase

19901990 20122012

<1 in 50 <1 in 50 childrenchildren<.75% of <.75% of

AmericansAmericans

2 in 20 2 in 20 childrenchildren4.0% of 4.0% of

AmericansAmericans

Cooking MoreCooking More

Free From shopper baskets are valuable

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Source: Kantar Retail Shopper Genetics® 52 Weeks Ending 5/2012

1 Average Gluten Free Basket = $100

Premium Crackers

1,1011,101

Fresh Herbs& Spices1,026

Kosher Snacks1,021

Soy & Tofu898Sports Bars

749

Fresh Goat Cheese571

HealthySnacks

459

Premium Baking Items

456

Fresh Produce493

Healthier ChoicesHealthier ChoicesPremium ProductsPremium Products

Index to Avg. Sales

Free FromProduct

Free FromFree FromPurchasesPurchases

Free From Buyers spend more at their favorite retailer

11Source: Kantar Retail Shopper Genetics® 52 Weeks Ending 5/2012The top 15% of buyers by annual sales are “Heavy”

Heavy buyers spend more on FF items……and more per store

Heavy FF Buyers

All Other FF Buyers

Non FF Buyers

Converting heavy Free From shoppers means “more”

12Source: Kantar Retail Shopper Genetics® 52 Weeks Ending 5/2012 1With FF in basket

5X5X# of FF # of FF CategorieCategories s

# of FF # of FF CategorieCategories s 6X6XFrequencyFrequency

of Store Tripsof Store Trips11

FrequencyFrequencyof Store Tripsof Store Trips11

Free FromFree FromPurchasesPurchases

Heavy FF Buyers

All Other FF Buyers

Free FromFree FromConsumersConsumers

Free From consumers take loyalty to a new level

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• Consumers have limited options

• If they like something, they buy a lot

Consumer Devotion

“Lovemarks are owned by the people who love them.”

—Lovemarks: The Future Beyond Brands, Kevin Roberts

“Trademarks are owned by companies who create them.”

ConsumerConsumerTrustTrust

Enjoy Life Foods is the trustmark trustmark

and lovemark and lovemark of choice

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TrustmarkTrustmark

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Digital is not just another channel but a transformational force that requires marketers to rethink their entire marketing strategy

Ad Age

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68.5 million tablets will be sold in the US this

year

What’s Your Tablet Strategy?

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81% of consumers receive advice on a product purchase through social media

77% of online shoppers use reviews to make a

purchase

44% of companies use crowdsourcing to get new ideas.

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25% of search results of the world’s top 20 brands are links to user generated content

75% of people don’t believe companies tell the

truth in advertising

What creates buzz?

Stories not slogans.

What creates buzz?

Stories not slogans.

EngagedEngagedConsumersConsumers

Stories are Everywhere


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Content is King

92% of word of mouth…

happens offline.

92% of word of mouth…

happens offline.


Over 90% of all consumer decisions are due to a positive

recommendation from someone they trust

-Dr. Walter Carl

Over 90% of all consumer decisions are due to a positive

recommendation from someone they trust

-Dr. Walter Carl


Specialty Mobile

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Specialty Mobile

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Specialty Mobile

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“It’s not about eyeballs and ears, but hearts and

minds.” – Jeffrey Hayzlett (Kodak)

“It’s not about eyeballs and ears, but hearts and

minds.” – Jeffrey Hayzlett (Kodak)


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MobileMobileConsumersConsumers

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Viral Brand Awareness

• You Don’t Own Your Brand– They own your brand

• Who are they???– Customers– Users – Lovers– Haters– Competitors– The People of Earth

EmpoweredEmpoweredConsumersConsumers

Knowledge is Power

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Knowledge is Power

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Alternative Channel WOM

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Engaging w/Engaging w/ConsumersConsumers

Stop thinking like a marketer and advertiser and start

thinking like a publisher and socializer

Stop thinking like a marketer and advertiser and start

thinking like a publisher and socializer

Engaging w/Engaging w/ConsumersConsumers

Specialty Mobile

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Specialty Mobile

45


2012 Results

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2012 Sales Increase 43%

The Way We Connect Has Chnaged

The Way We Connect Has Changed…Change Continues!

Thank you! Connect with

Me

Thank you! Connect with

Me

enjoylifefoodsenjoylifefoodsjoelwaradyjoelwarady [email protected]@enjoylifefoods.com@enjoylifecmo

the engaging mom smartphones lead to smart buys october 2, 2012

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