Social Media - Moving Beyond The Hype: Sales Growth From The 'Bottom' Up

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Hear the amazing story of how Mission Pharmacal, in conjunction with agency partner The DeBerry Group, used intelligent and focused social media strategies that recognized a mom's immediate needs and how the way she communicates in real time creates real sales results - like doubling sales for their diaper rash ointment across the country.

Featuring guest speakers Elizabeth Anderson, Marketing Director and Social Media Strategist, The DeBerry Group and Allan Avery, Director of Consumer Products for Mission Pharmacal.

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  • ALLAN -Brief overview of Mission PharmacalMission Pharmacal provides superior quality prescription and consumer healthcare products since 1946. A 3rd generation family-owned business with roots in Texas. Wecontinue to pioneer innovative products in women’s health, urology, pediatrics, and dermatology.
  • ALLAN – Brief overview of Dr. Smith’s brand historyDeveloped by Dr. Forrest Smith, San Antonio pediatrician in 1946Devoted following in San Antonio, regional distribution in Texas and Florida Acquisition by Mission Pharmacal in 2009Rebranding and preparation for national launchMission's first foray into social media strategies, received support for company management and internal digital teamCollaboration with strong agency partner, social takes commitment and resources to ensure success 
  • ALLAN - Why a socially driven marketing approach was the right fit for Dr. Smith’sAproduct that has been around 50 years with strong and loyal followingCore consumer: Millennial Mom bio with media usage & purchase influencer statsBudget realities & distribution: a crowded category with huge players like Desitin, A&D etc.  Smaller budgets and a limited retail footprint created challenges to economically reach the core consumer.Target Consumer - Millennial Moms: Women born between 1977 and 1996. 79% of all first-births and 68% of all births are to Millennial Moms.38 percent are Hispanic (primarily English speaking)Technologically and socially wired8 out of 10 use Facebook73% find trustworthy product information through online communitiesMore likely than other consumer demographic groups to rely on recommendations from blogs and social networks to make product selections
  • ELIZABETH -The key components of a digital & social strategyClient support and trust critical to starting any social programWebsiteSocial networks (Facebook, twitter, now grown to include Pinterest & Instagram)Influencer outreach (Premium Parents)Offline events w/ online tie in (trade shows, blogging conferences, partnerships with groups like mac kids)
  • ELIZABETH - What is the persona? How do we use it? - Dr. Smith’s persona development - what we don't talk about (diaper rash – we let moms do that for us) - what we do talk about (parenting heavy lifestyle content) - how we use the persona and content guide to develop an editorial calendar
  • ELIZABETH Our target consumer is heavily influenced by the reviews of their peers and trusted online resources including bloggers. - What is a key influencer?- Snapshot of one of our premium parent bloggers, and description of why she is an attractive asset for our brand. - what makes brand ambassador programs successful (genuine long term relationships over canned sponsored reviews)
  • ELIZABETHPaid Media integrates social media testimonials, drives traffic to our social channels
  • ELIZABETHPublic Relations events such as two national launch parties: online influencers as guests, encouraged engagement online during event. Other social/pr tactics include an satelite media tour featuring two of our brand ambassadors
  • ELIZABETH Integrated marketing continued
  • ELIZABETHSampling & grassroots using partners, shared on
  • ALLAN – Measuring Success- Social network growth- Event Engagement – reach of #drsmithslaunch: 2.4 million users over a 3 week period- increase in sales YOY (whatever we can share, can be as high level as what was included in Biz Journal article) Double Digit?
  • ALLAN – Measuring Success- Always assessing and evaluating strategies, and adjusting as necessary- Can never stop launching- Always evolving social and digital strategy
  • Social Media - Moving Beyond The Hype: Sales Growth From The 'Bottom' Up

    1. 1. Social Media: Moving Beyond The Hype
    2. 2. Dr. Smith’s Diaper Rash Ointment – From Regional to National Brand Old Packaging New Packaging as of 2010
    3. 3. The Opportunity for Socially Driven Marketing Strategy - Product with 50 years of proven success, and a dedicated following - Budget Realities - The core consumer “Millennial Moms”
    4. 4. Designing a Social Media Strategy
    5. 5. Crafting a Winning Campaign– The Brand Persona Fast, gentle, effective blends of premium ingredients, recommended by families like yours. OTC Premium Products to provide relief for “Not-so-Pretty” Skin Irritations. Premium Ingredients Safe, gentle, effective, fast Pediatrician developed Family brand Proven success Recommended by others Wart Remover Adult Barrier Spray Other future products
    6. 6. Crafting a Winning Campaign– Leveraging the Power of Influential Moms Premium Parent Brand Ambassador Erin Carroll, The Blue Eyed Bride • • Strong network of readers • Premium Ingredients Safe, gentle, effective, fast Pediatrician developed Began blogging in 2007, before becoming a mom 6,500 twitter followers 5,300 Facebook fans • Genuine and highly personal storyteller
    7. 7. Crafting a Winning Campaign– Social Integration Across Multiple Tactics OTC Skin Care Products for Uncomfortable Skin Issues. Premium Ingredients Safe, gentle, effective, fast Pediatrician developed Family brand Proven success Recommended by others Wart Remover Adult Barrier Spray Other future products
    8. 8. Crafting a Winning Campaign– Social Integration Across Multiple Tactics
    9. 9. Marketing Campaign Highlights
    10. 10. OTC Skin Care Products for Uncomfortable Skin Issues. Premium Ingredients Safe, gentle, effective, fast Pediatrician developed Family brand Proven success Recommended by others Wart Remover Adult Barrier Spray Other future products
    11. 11. Measuring Success Social Network Growth Facebook: 41,000 + fans, up from 14,000 March 2013 Twitter: 2.300 + followers, up from 1,300 Mach 2013 #DrSmithsLaunch – 2.4 million unique users reached
    12. 12. What’s Next?

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