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ConAgra - High Level Digital Pitch March 2010
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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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  • 1. The Future is now:digital innovation, creativity, and leadership
    The Brand Marketing and Communication Group Inc.
  • 2. 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.
    • 3. 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
  • 4. 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,
    • 5. failing to understand the profile of how their customers are using technology,
    • 6. 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

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