Foodservice Web ROI

LEVERAGING ONLINE FOR THE FOODSERVICE MANUFACTURER How your investment in the web can help drive your business

THE BIG PICTURE Stakeholder Online Business Customer Objective www. MARKETER DISTRIBUTOR PATRON SLT Website OPERATOR SALES

THE BIG PICTURE Stakeholders: Senior Leadership Team The web provides an integrated platform which represents the entire product portfolio, and a vehicle to promote over-arching/cross-brand initiatives and directives. Such as positioning your brand as a culinary leader and resource, as a leader in Health & Nutrition, and other overarching strategic directives Marketing Team The web can extend ROI by providing a 24-7 home for all your ongoing messaging, initiatives and content. The web provides great opportunities for cross-selling and cross-brand collaboration: e.g. a Segment targeted co-promotion, or recipes featuring multiple product categories. The depth of information housed on the web provides Marketers with an opportunity to streamline their messaging by driving to the web for more: details, interaction/demos/tools in a collateral execution. Online touchpoints can be used to gather important information about customers (via statistics, e-mail targeting /click thru’s online surveys, ratings and forums. Sales Force The web supports sales activities by providing your customers with a valuable and relevant online resource for business,culinary, & product support. Through tools, menuing ideas, recipes, presentation tips & ideas, promotions, product information and more.

THE BIG PICTURE What are Marketing Execs Thinking? McKinsey recently published a study of 410 marketing executives regarding investment. The executives surveyed reported that the primary barriers to online investment were as follows: 52% insufficient metrics to measure impact 41% Insufficient in-house capabilities 33% Difficulty of convincing upper management 24% Limited reach of digital tools 18% insufficient capabilities at agency “Marketing is getting back to our key function: driving business and opportunity to sales and owning the customer experience.” The pressure is on, however, for marketers to contribute to the bottom line. Management is demanding that marketers grow market share and improve operational efficiencies. Read: more accountability. That is probably why Website development and digital marketing topped the list of agency changes for 2009. “ eMarketer April 6, 2009 • Online executions provide the highest degree of measurability possible.

OPERATORS LOOK TO THE WEB * WHAT IS YOUR PREFERRED WAY OF FINDING FOODSERVICE INDUSTRY INFORMATION 25% 32% OPERATOR 71% 14% 29% 29% ONLINE OFFLINE * 2007 OPERATOR SURVEY

OPERATORS LOOK TO THE WEB Behaviours & Preferences 71% of operators indicated they preferred finding their foodservice industry information online: 2007 Operator Survey Breakdown of the 71%: - 25% preferred using search engines (i.e. google). - 32% preferred directly accessing the manufacturers website - 14% preferred industry websites (i.e. foodservice.com ,QSR.com.) - The remaining 29% preferred email (i.e. e-blast) Additional: Four out of five Operators use the Internet to find industry information daily or weekly. OPERATOR 2007 Operator Survey 37% of Consumers trust and turn to Manufacturers websites for Information Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey 83% of businesses use the internet to research and find potential vendors Enquiro: “Business to Business Survey 2007

OPERATORS LOOK TO THE WEB * I love the convenience and ease of ordering all of my supplies online after hours when my establishment is closed. It gives me more time during the day to focus on my business and I can concentrate better on what I am ordering. I dont want or need someone to come in and tell me what I need or try to sell me things during OPERATOR the day, I just dont have the time.” • Prime Time has become My Time.” * Restaurant owner quoted from at an operator seminar at the CRFA F&B Show 2009

BEST PRACTICES "You need to find the quickest way to ... although b-to-b customers are making get potential customers to understand purchasing decisions for a business not just about your products but what entity, they are used to buying for the real issues are in their industry themselves and won't settle for a and how those products can solve their substandard customer experience problems and challenges. It's also crucial anymore. "B-to-b customers are b-to-c to build a long-term relationship rather customers at night and are used to than simply hawk your wares." being in control and being able to find what they want, - William Rice, president - Hoa Loranger, UX specialist Web Marketing Association. Nielsen Norman Group B2B Online: Top 10 B2B Web Sites 2008 (Sept. 2008)

NOTABLE B2B WEB SITES As selected by BtoB MAgazine Business-to-business Web sites selected as particularly good examples of how companies can use the Web to communicate with customers. allowing visitors to find product and company information quickly and easily, providing a brand experience consistent with other marketing channels and offering a way to take the relationship to the next level. Adobe Cisco Formway InFocus IT-Toolbox www.adobe.com www.cisco.com www.formway.com www.infocus.com www.ittoolboxcom Johns Manville TechSmith Suni Imaging ThomasNet USPS www.specjm.com www.Techsmith.com www.suni.com www.thomasnet.com www.USPS.com B2B Online: Top 10 B2B Web Sites 2008 (Sept. 2008)

BEST PRACTICES (Relevant & Interesting) Content is King Many companies are missing the mark when it comes to providing the right content, Since most business-to- business is direct sales and long cycle, but focused on a long-term relationship, Most companies spend too much time developing content around sales support and not nearly enough creative brain power in finding new ways to delight existing customers. If you think about it, what's more compelling to a potential customer than to come to your site and see how well you treat your current customers?“ - Dana Todd, CMO of Newsforce Inc. and chairwoman of Search Engine Marketing Professional Organization' (SEMPO') Rich Media & Interactions In terms of content the experts suggest using video, interactive tools, blogs and widget-generated microsites to give customers and prospects more information about what they are looking for. One of the easiest ways to do so is using video or Flash-based interactive content . Considering how content affects SEO Marketers must also consider how search engine marketing affects site design and navigation. Because most b-to-b research starts on a search engine, many of the people who come to your site may never see its front page: "Every page should function like a home page. Your site must be also optimized for search, which means it's key to use text rather than all Flash or images. Plus, keep password-protected areas that can't be indexed by search engines to a minimum. B2B Online: Top 10 B2B Web Sites 2008 (Sept. 2008)

ONLINE : A HIGHLY COST-EFFECTIVE PART OF THE MARKETING MIX Time Access Reach Depth ONLINE Website 24 + E-broadcast 18 6 COST EFFICIENCY Online ads PRINT 24 Brochures, 18 6 Sell Sheets Catalogs 24 IN-PERSON Tradeshows, 18 6 - Meetings, Calls,

FRESH CONTENT DRIVES TRAFFIC www. www. www. <30 Days old <3 months old 6+ Months old FRESH STALE

WHY? BETTER WEB SITES MAKE MORE MONEY Impact of Design Impact of Influence on B2B on Credibility Appearance onTrust 83% of businesses 75% of web users 68% of US Online use the Internet admit making judgments shoppers agree that about the credibility of they will distrust a to research and find an organization based on site that doesnt have a potential vendors. the design of its web professional appearance. site. * Enquiro: Source: Fogg, B.J., Stanford Source: eMarketer, 2006 “Business to Business Survey 2007.” Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised Nov 2003)

THE OPPORTUNITY TO INFLUENCE ENHANCING SALES OPPORTUNITIES WITH A BALANCED INVESTMENT IN A RICH CUSTOMER EXPERIENCE POTENTIAL CUSTOMERS DRIVERS SEARCH E-MAIL BANNER-ADS TRADE-ADS TIE-INS GEN. PROMO SIGNAGE ETC. TO WEB & OPP)RTUNITIES <- MARKETING EFFORTS -> FOR INTERACTION: OPPORTUNITY TO INFLUENCE CONVERSION CUSTOMERS

THE OPPORTUNITY TO INFLUENCE ENHANCING SALES OPPORTUNITIES WITH A BALANCED INVESTMENT IN A RICH CUSTOMER EXPERIENCE POTENTIAL CUSTOMERS DRIVERS SEARCH E-MAIL BANNER-ADS TRADE-ADS TIE-INS GEN. PROMO SIGNAGE ETC. TO WEB & OPP)RTUNITIES <- MARKETING EFFORTS -> FOR INTERACTION: OPPORTUNITY TO INFLUENCE INVESTING A RICH & DEEP CUSTOMER EXPERIENCE: INFLUENCERS: • Ongoing Investment in Fresh & TOUCHPOINTS: OFFLINE ONLINE Relevant Content & interactions CONVERSION • Use the active (pull) potential of the webs to engage customers $ • Capitalize on opportunities for input, dialog, peer-validation $ CUSTOMERS

OPPORTUNITIES INVESTING IN A DEEPER & RICHER ONLINE EXPERIENCE NEED TO FEED VISTORS WITH FRESH & RELEVANT RETURN VISITORS CONTENT TO ENCOURAGE REPEAT VISITS ARE POTENTIAL • Appealing Photography: • Product & Nutr. Info CUSTOMERS Products and Recipes • Culinary Support & Recipes • Richer Content: Videos,, Podcasts • Business Solutions • Richer Interactions: Polls,, Surveys • Trends and News Tools,, Feedback, Ratings, • Menuing & POS support • More Relevance: • Promos, Cross-selling Addressing & tailoring messages & interactions to segments/prefs • Tools, Resources, & More

INTERACTIVE & SOCIAL MEDIA UPDATE THE CHANGING LANDSCAPE News, Trends, Tidbits, Tools and Statistics

WHERE ARE WE NOW? A Short History of Marketing Click to view http://www.youtube.com/v/NewrL-Tw_Wk

SOCIAL MEDIA EXPLOSION

SOCIAL MEDIA MEGATREND The ways in which EVERYONE interacts online have EVOLVED. . .more popular than personal e-mail The Internet is getting Gray

SOCIAL MEDIA MEGATREND The ways in which EVERYONE interacts online have EVOLVED. The masses are joining in on the online conversation:

SOCIAL MEDIA MEGATREND The ways in which EVERYONE interacts online have EVOLVED. Twitter is growing really, really fast . . Most Popular Among Working Adults The majority of people visit Twitter.com while at work, with 62 percent of the combo unique audience accessing the site from work only versus 35 percent that accessed it from home only. * Nielsen NetView, 2/09, U.S., Home and Work

LEVER'S CMO THROWS DOWN SOCIAL-MEDIA GAUNTLET * No matter how big your advertising spending, small groups of consumers on a tiny budget might hijack the conversation. marketers who do not recognize this -- and adapt their marketing -- are in grave peril. SIMON CLIFT CMO - UNILEVER Brands aren't simply brands anymore. They are The center of a maelstrom of social and political dialogue made possible by digital media * Ad Age's Digital Conference April 2009

WHAT IS SOCIAL MEDIA? Social Media in Plain English Click to view http://www.youtube.com/watch?v=MpIOClX1jPE

FIVE NEW RULES FOR MARKETERS HOW SIMON SAYS THE RULES HAVE CHANGED: 1. Listening to consumers is more important than talking at them. Let your customers know you hear them - they’re not morons, theyre the ones defining your brand. 2. You cant hide the corporation behind the brand anymore (or vice versa.) Welcome to radical transparency, where bad corporate behavior will damage your brands, and vice versa. 3. PR is a primary concern for every CMO and brand manager. If marketing and PR”are not the same department, tear down the wall. 4. Cause marketing isnt about philanthropy, its about enlightened self-interest,” Dont be ashamed of your profit motive, - great branding and doing good are increasingly one and the same. 5. Social media is not a strategy. You need to understand it, and youll need to deploy it as a tactic. But remember that the social context just makes it even more important that you have a good product.

VIRAL MARKETING EVOLVED: BEYOND MAIL-A-FRIEND Rise of social media Nowadays, most successful Viral campaigns send videos to YouTube, create Facebook pages or organize communities on MySpace -- or all of the above. These sites are free to use and add seemingly unlimited viral potential to any campaign. Free additional exposure from powerful peer-to-peer networks. Marketers are hearing the social media message loud and clear. Peer-to-peer sharing is critical Two distinct groups: fantastically thought-out campaigns and wacky content. Either way, success hinges on peer-to-peer sharing. Both strategies can work if enough effort is put into the right places. Clever marketers created funny videos or text documents, posted them to a few social media sites and people shared like mad -- ka-boom! Other marketers left less at risk. They created contests, microsites, full-assault ad campaigns and got on every Web 2.0 medium reachable. All hail mighty content We all know the adage but all it takes for some campaigns to go wildly viral is great content.. Most of the content being passed around was funny or sarcastic -- even if it was a bit risky for PR. But being truly funny requires risks. Some sucessful marketers went out on a limb to grab the ripest fruit. MarketingSherpa’s Viral Marketing Hall of Fame 2008 (June 2008)

Foodservice Web ROI

by J. David Goodman

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