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ConAgra - High Level Digital Pitch March 2010
 

ConAgra - High Level Digital Pitch March 2010

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2010 Is The Year For Taking Digital Leadership ...

2010 Is The Year For Taking Digital Leadership

The digital world is racing ahead with consumers setting the pace of change. Current data shows a tremendous shift in individual’s behavior as they spend unprecedented amounts of time online, participate in social media, and rapidly adapt to mobile phone innovations. Brand Marketing and Communications Group proposes three areas of strategic focus to move ConAgra in the digital leadership position:

Social Media: coupling the power of social media with packaging, POS and promotional real estate to drive brand loyalty.

Mobile: implement permission based mobile text message and applications for rapid campaign responses.

Contests/Causes: creating multi-channel integrated campaigns to boost share of voice and drive penetration.

2010-2011 is a pivotal year for brands to keep pace with their customers and merge into their digital lifestyles.

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    ConAgra - High Level Digital Pitch March 2010 ConAgra - High Level Digital Pitch March 2010 Presentation Transcript

    • The Future is now:digital innovation, creativity, and leadership
      The Brand Marketing and Communication Group Inc.
    • Using the Pitchbook Template
      2010 Is The Year For Taking Digital Leadership
      The digital world is racing ahead with consumers setting the pace of change. Current data shows a tremendous shift in individual’s behavior as they spend unprecedented amounts of time online, participate in social media, and rapidly adapt to mobile phone innovations. Brand Marketing and Communications Group proposes three areas of strategic focus to move ConAgra in the digital leadership position:
      Social Media: coupling the power of social media with packaging, POS and promotional real estate to drive brand loyalty.
      Mobile:implement permission based mobile text message and applications for rapid campaign responses.
      Contests/Causes: creating multi-channel integrated campaigns to boost share of voice and drive penetration.
      2010-2011 is a pivotal year for brands to keep pace with their customers and merge into their digital lifestyles.
      Social Media Engagement Continues To Grow
      Interactive Media Is A Must
      • Canadians are currently spending 18.1 hours a week online versus 16.9 hours watching TV. Ipsos Reid 2010.
      • Time spent using social
      media shows a continuousincrease year over year. Nielsen 2009
      • Social networks are clearly
      not a fad as they continuewith stable gorwth.Nielsen 2009
      Social media, mobile phone and online campaigns serve the purpose of showing a brand’s natural fit at the key touch points of a consumer’s lifestyle. With ConAgra taking an innovation
      and leadership role in interactive media, their ability to generate
      new customers and increase their share of shopping basket will only improve. For example…
      …this past holiday season 55% of consumers used their phone to find store locations, 45% researched prices, 40% found product information, 32% located discounts and coupons, and 31% read product reviews . Deloitte 2009
      Brand Marketing and Consumer Group can assist ConAgra with taking the necessary strategic steps to maximize tactical campaigns all communication vehicles.
      • 51% said they were
      more likely to buy from
      a brand after following them on Facebook; 67% for Twitter. 60% of Facebook fans and 79% of Twitter followers were more likely
      to recommend a brand to their friends. Chadwick Martin Bailey and iModerate 2010
    • Using the Pitchbook Template
      Success In Interactive Media Is Not A Given
      A sound methodology for moving into winning interactive digital campaigns is a must. Some of the greatest reasons why many brands have not yet realized the potential of merging with shifting consumer technology behaviors are;
      • a lack of alignment fitting into a brand’s relevant position,
      • failing to understand the profile of how their customers are using technology,
      • lacking a digital footprint where the customer wants to find a brand and thereby missing lifestyle touch points.
      Steps For Success
      Categorizing Behaviour
      Livecasting Video and Audio
      Events
      Documents/Content
      Customer Service
      Crowdsourcing
      Collaboration
      Video
      Location
      Reviews and rating
      Technographic Profile
      Discounts, coupons, specials
      Customer service
      Advice, news, facts
      How they socialize
      Where they find URL
      What types of digital appeals
      Which social networks
      Events vs. cause vs. contests
      Brand Marketing and Communications Group has over 12 years of top tier consumer good marketing results.
      We are able to offer our clients not only the creative capability to execute winning campaigns but sound strategic planning to adapt to today’s changing digital landscape.
      The Engagement Model noted to the right is just one example of how we assist clients in turning concept into strategy that boosts share of shopping cart and lifestyle touch points with
      your brands.
      What Digital Media
      Phone Apps
      Blogs
      Bookmarking
      Micromedia
      Forums
      Social Networks
      Wiki’s
      What Footprint
      Twitter
      Facebook
      YouTube
      POS
      Coupons
      Press
      iPhone
      Custom Microsite
      Events
      Contests
      Broadcast