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  1. 1. #HowdyChzSaying Howdy to New MarketsA Tillamook StoryGillian KennedyDigital Marketing Manager@gckennedy @TillamookCheese
  2. 2. #HowdyChz
  3. 3. #HowdyChzAmount of Natural CheeseSold in 2012 Tillamook Sargento Kraft
  4. 4. #HowdyChz
  5. 5. #HowdyChz
  6. 6. #HowdyChz
  7. 7. #HowdyChzLessons Learned
  8. 8. #HowdyChzLessons LearnedBefore entering a new market, act like the new kid inschool
  9. 9. #HowdyChzLessons LearnedBefore entering a new market, act like the new kid inschoolOnce youre in the market, go on a few dates
  10. 10. #HowdyChzLessons LearnedBefore entering a new market, act like the new kid inschoolOnce youre in the market, go on a few datesOnce youre past your initial launch, always keep yourkids needs in mind
  11. 11. #HowdyChzLesson #1Before entering a new market, act like the new kid inschool
  12. 12. #HowdyChzResults30 million targeted online impressions
  13. 13. #HowdyChzResults30 million targeted online impressions40% coupon redemption rate
  14. 14. #HowdyChzResults30 million targeted online impressions40% coupon redemption ratePR coverage in Fast Company, AdAge, Communication Arts
  15. 15. #HowdyChz That is a very good ad. I thought it was different,creative and educational. We will use the coupon andenjoy the cheese. Thanks again! Thank you for the delightful and informative ad thatcompares the processed cheese to your real cheese. Ienjoyed it and learned a lot. Thanks again, your loyalcustomer @TillamookCheese that was a lovely presentation!Cute, fun and informative. Nice work, web designers ofcheese!
  16. 16. #HowdyChzLesson #2Once youre in the market, go on a few dates
  17. 17. #HowdyChzBuilding Relationships
  18. 18. #HowdyChzBuilding RelationshipsIdentify Target Market
  19. 19. #HowdyChzBuilding RelationshipsIdentify Target Market Create Awareness
  20. 20. #HowdyChzBuilding RelationshipsIdentify Target MarketEncourage Trial Create Awareness
  21. 21. #HowdyChzBuilding RelationshipsIdentify Target MarketEncourage Trial Create Awareness Brand Education
  22. 22. #HowdyChzBuilding RelationshipsIdentify Target MarketEncourage Trial Brand Engagement Create Awareness Brand Education
  23. 23. #HowdyChzBuilding RelationshipsIdentify Target MarketEncourage Trial Brand Engagement Create Awareness Brand EducationTillamook Fans
  24. 24. #HowdyChz2012 Texas Marketing GoalsJan - Feb Mar Apr - MayJun - Aug Sep DecIdentify Target Market Create Awareness Encourage Trial Brand Education Brand Engagement
  25. 25. #HowdyChzGoal: Create AwarenessTactic #1: Broadcast and Digital TVExample: Texas-specific TV spots airing in key Texas marketsTactic #2:Digital/Social Media AdsExample: Run ads in Facebook to drive people to natural queso recipe
  26. 26. #HowdyChzTexas Launch Strategy Jan - Feb MarApr - MayJun - AugSep DecIdentify Target Market Create Awareness Encourage TrialBrand Education Brand EngagementTactic #1: Identify andTactic #1: BroadcastTactic #1: EventTactic #1: Educational Tactic #1: Social Mediaengage blogger andand Digital TVSamplingOnline Content Contestsmedia influencersTactic #2: Identify and Tactic #2: Social Media Tactic #2: DigitalTactic #2: Prints Ads in Tactic #2: Create Digitalengage online Ads Couponing Texas MonthlyCookbookinfluencers
  27. 27. #HowdyChzLesson #2Once youre in the market, go on a few dates
  28. 28. #HowdyChz
  29. 29. #HowdyChzLesson #3Once youre past your initial launch, always keep yourkids needs in mind
  30. 30. #HowdyChz The game is no longer a matter of who hasthe greatest marketing spend, but rather whohas the better understanding of the customerand who can apply those insights moreeffectively. John Harris, Chief Strategy Officer of Location3 Media
  31. 31. #HowdyChzf MEDIUMCHEDDAR1
  32. 32. #HowdyChz
  33. 33. #HowdyChz
  34. 34. #HowdyChzf MEDIUMCHEDDAR1
  35. 35. #HowdyChzLesson #3Once youre past your initial launch, always keep yourkids needs in mind
  36. 36. #HowdyChz Oh Loafy, youre the best. Always know how to makeme smile. Im so glad were friends! Totally unrelatedGO BUY LOTS OF TILLAMOOKCHEESE. Appreciate it. Love it. ROLL around in it.Name your baby after it. MAKE IT YOUR GOD! You need it like air, shelter and water! Everyone needsTillamook in their lives! No, son. You cannot put the one pound block ofTillamook Cheese in your bed to play with.
  37. 37. #HowdyChzLessons LearnedBefore entering a new market, act like the new kid inschoolOnce youre in the market, go on a few datesOnce youre past your initial launch, always keep yourkids needs in mind
  38. 38. #HowdyChzspecial #LoafLove toMy Tillamook Marketing Team (for always being up for an adventure)Hello Design (for always making everything soooo pretty)Henry V Events (for making magic happen & getting Loafy here)Mike (for being the best public speaking coach)ALL our wonderful partners (for ALL your support & stellar work)Stay in touch: @gckennedy @TillamookCheeseFind these slides online: bit.ly/HowdyChzTake a survey on this session: http://sxsw.tv/cmx