Low Cost / High Impact Mobile
& Social Strategies
May 15, 2014
Joel Warady
Chief Sales & Marketing Officer
@enjoylifecmo
joelwarady
Should We All Go Gluten Free?The singer was a no-show. The Gluten Free Expo in Sandy, Utah — one of the nation’s largest e...
4
Opportunity
Celiac & Gluten
Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Even with the rise ...
“Free From” means…
Source:	
  Na4onal	
  Diges4ve	
  Diseases	
  Informa4on,	
  March	
  2012;	
  	
  HealthCare	
  Zone	
...
Free From
Consumers
Free From consumers take loyalty to
a new level
6
• Consumers have limited options
• If they like some...
Enjoy Life Foods
is the trustmark
and lovemark
of choice
7
Trustmark
8
Meet	
  my	
  
Mother	
  
9
10
11
12
Meet	
  my	
  	
  
Niece	
  
13
14
15
16
17
18
Meet	
  the	
  	
  
Future	
  
19
20
21
We	
  are	
  ignoring	
  the	
  shopper’s	
  
path	
  to	
  purchase	
  and	
  path	
  to	
  new	
  
product	
  selec4on	
...
You’ve	
  heard	
  about	
  the	
  2nd	
  
screen	
  or	
  the	
  3rd	
  screen	
  
How Do
We Connect
One-­‐Screen-­‐World	
  
Philosophy	
  
How Do
We Connect
Solu7ons	
  for	
  the	
  screen	
  they	
  happen	
  to	
  
hav...
Stop	
  worrying	
  about	
  what	
  YOU	
  
should	
  do	
  in	
  the	
  digital	
  space…	
  
Strategy
92% of word of mouth…
happens offline.
Engaged
Consumers
27
25% of search results of
the world’s top 20 brands
are links to user
generated content
75% of consumers don’t
believe c...
Over 90% of all consumer decisions are
due to a positive recommendation
from someone they trust
-Dr. Walter Carl
Engaged
C...
How about 3 more
sets of stats?
Engaged
Consumers
30
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a...
“It’s not about eyeballs and ears,
but hearts and minds.” –
Jeffrey Hayzlett (Kodak)
Engaged
Consumers
Results	
  of	
  ELF	
  Strategy	
  
32
41%	
  
2012	
  
40%	
  
2013	
  
Return
on
Objective
39%	
  
2014	
  
Thru	
  Apr...
Consumer
Centric
	
  	
  
Our	
  
Consumer	
  
Face	
  to	
  Face	
  
&	
  
Experiential	
  
Engagement	
  
	
  	
  
Conte...
34
35
Mobile
Consumers
36
Mobile
Consumers
Specialty Mobile
37
Free From
Consumers
Specialty Mobile
38
Free From
Consumers
39
Mobile
Consumers
55% of women use their
smartphones for shopping
41% of women desire mobile ads
that provide location b...
40
Engaged
Consumers
41
Engaged
Consumers
42
Engaged
Consumers
43
Engaged
Consumers
44
Engaged
Consumers
45
Engaged
Consumers
Engaged
Consumers
46
47
Engaged
Consumers
48
Engaged
Consumers
49
Engaged
Consumers
50
51
52
Engaged
Consumers
 Growing	
  Social	
  Engagement	
  
53
Facebook	
  
	
  213,000	
  Likes	
  
Twifer	
  
18,100	
  Followers	
  
Pinterest...
Measure	
  Everything	
  
54
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
pa...
Measure	
  Everything	
  
55
Monday April 28, 2014
Unique Visits 4,446
Total Unique Visits
Month to Date
50,026
New Visito...
56
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours
61 6
@enjoylifecmo
Total Followers 5...
57
59
60
61
62
63
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
64
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
65
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
66
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
67
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
68
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
69
Engaged
Consumers
Connect	
  With	
  Them	
  Where	
  They	
  Shop	
  
70
71
Stop thinking like a marketer
and advertiser and start
thinking like a publisher and
socializer
Engaging w/
Consumers
The Way We Share Has Changed
74
240 million tablets were
sold in the US in 2013
The	
  Change	
  Con7nues…	
  
NPD	
  Display	
  Search	
  –	
  Jan.	
 ...
The Change Continues…
The Change Continues…
77
Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entir...


	
 



Thank you!

	
 	
 

Connect with Me




	
enjoylifefoods joelwarady jwarady@enjoylifefoods.com@enjoylifecmo
Low Cost / High Impact Social Strategies 05152014
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Low Cost / High Impact Social Strategies 05152014

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Low Cost / High Impact Social Strategies 05152014

  1. 1. Low Cost / High Impact Mobile & Social Strategies May 15, 2014
  2. 2. Joel Warady Chief Sales & Marketing Officer @enjoylifecmo joelwarady
  3. 3. Should We All Go Gluten Free?The singer was a no-show. The Gluten Free Expo in Sandy, Utah — one of the nation’s largest events dedicated to foods untainted by wheat — was going to have to start without the national anthem. But Debbie Deaver, the expo’s founder, didn’t have time to worry about that. The song, to be honest, was the least of her problems. Deaver had slept four hours in the last three days. The 34-year-old woman — who has celiac disease and therefore must avoid eating gluten, a key protein in wheat — was running on prayer and Diet Dr Pepper. She needed sleep, and syrup.A day earlier, a shipment of maple syrup failed to arrive, forcing her to scramble to find a topping suitable for the expo’s enormous gluten-free pancake breakfast. A last-minute donation of 35 cases of marionberry syrup would have to do. And then there was the issue of actual attendees. With the sky spitting rain outside and temperatures hovering around 40 degrees on a dark October morning, Deaver was becoming convinced that no one was coming to her expo in suburban Salt Lake City. “I’m getting nervous,” she admitted as she scanned the empty concourse of the sprawling, glass-walled South Towne Exposition Center just 30 minutes before the show started. “People aren’t showing up.” But seemingly all at once, they did. When Deaver opened the front doors at 9 a.m., she was stunned by the huge crowd waiting to get inside. At the sight of these people — her people — Deaver stopped cold in her Puma sneakers and began to cry.“I’m just so excited about those gluten-free pancakes,” she announced to the crowd. “Is everybody ready to eat some pancakes?”Four hundred people surged into the expo hall in the first 10 minutes, 1,200 in the first hour and nearly 6,000 by the end of the single- day event. They came from as far away as Arizona and Nebraska, like pilgrims to a sort of gluten-free Mecca. Once inside, many were soon listening to one man: Dom Alcocer, a 33-year-old marketing manager, who stood on a chair in an expo booth, barking at the attendees and throwing gluten-free granola bars into the crowd. “Ohhhhh! Dropped pass!” Alcocer shouted to one person. And then, to another: “Nice catch!” November 25, 2011 3 You have heard a lot about Gluten Free… Gluten Free Foods Paying Off Big csnbc.com May 20, 2011 Once confined to specialty health stores and bakeries, the category is fast becoming mainstream, with more gluten-free foods available at more retailers. Subway is road- testing a gluten-free brownie and roll for sandwiches at select Texas restaurants, with plans for a more testing in an Oregon city. General ills has expanded their line of gluten-free foods to include boxed cereals, such as Chex. P.F. Chang's China Bistro offers an extensive gluten-free menu. Whole Foods Market has a wide spectrum of packaged gluten-free products, including 30 varieties of baked goods made at a gluten- free facility in North Carolina, and then shipped across the country. And the variety is expanding beyond baked goods and pasta, usually the most relevant gluten-free categories. Retailers sell baby food, condiments, desserts, pizza, and seafood entrees, all without gluten. "More food companies are jumping on the bandwagon to label foods gluten-free. There's a groundswell," says Cynthia Kupper, executive director of the Gluten Intolerance Group of North America, a nonprofit group that supports people with gluten-related disorders including celiac disease. "When the low-carb fad died, this was the new product trend —the gluten-free market." Growing Category Gluten-free ingredients can be pricey — Kupper estimates a gluten-free product can cost two- to three-times more than regular items — but that has yet to dent their growth. In 2010, gluten-free foods racked up $2.5 billion in global sales, accounting for more than a quarter of all food-intolerance purchases, according to Euromonitor International. Global sales are up 92 percent since 2005 and are forecast to hit $3.4 billion by 2015. In the U.S., sales reached $1.2 billion last year, more than double that of five years ago. Euromonitor is forecasting $1.7 billion in sales by 2015. General Mills, for example, offers more than 300 gluten-free products including yogurt, fruit snacks, desserts and soups. The consumer foods giant recently unveiled five gluten-free varieties of Chex cereal. This follows the successful launch of its gluten-free dessert and pancake mixes, including its Betty Crocker and Bisquick brands, beginning in 2009. "In just a few months we got 11,000 calls and 98 percent were positive," says Dom Alcocer, marketing manager for General Mills. Whole Foods' portfolio of gluten-free goods has more than doubled during the past five years -- both in terms of the number of brands and number of individuals products offered by those brands. In 2004, the company opened a Gluten Free Bakehouse in Morrisville, N.C. that's dedicated to making baked goods. Making Sense of theGluten-Free Food Frenzy June  1,  2012   [Overheard  at  dinner  par4es,  buffet  tables,  and  salad  bars  across  America]     "Keen-­‐what?“     "Keen-­‐wah.  I  don't  really  know  what  it  is  either,  but  it's  supposed  to  be  healthy,  and  it's  gluten-­‐free.  Here,  try  it.“     "Oh,  cool.  My  sister-­‐in-­‐law  is  gluten-­‐free.  I'm  thinking  maybe  I  should  do  that—you  know,  to  help  with  my  IBS.“     For  a  substance  largely  unheard  of  un4l  recent  years,  gluten—a  protein  found  in  wheat,  barley,  rye  and  other  products—seems  to  be  on   everyone's  lips  these  days.  And  why  wouldn't  it  be?  A  gluten-­‐free  diet  has  been  touted  as  a  cure  for  everything  from  obesity  and  rashes  to   Gluten-free Industry Tops $6BThe gluten-free industry is booming, growing 27 percent since 2009 and exceeding $6 billion in 2011, and fueled by an abundance of new products in 2010 and 2011 that bear a gluten-free claim. However, despite an increase in popularity and product development, celiac disease and gluten intolerance could be widely undiagnosed; according to recent Mintel research, just 1 percent of consumers say they’ve been diagnosed with celiac disease and only 8 percent overall say they are gluten intolerant/sensitive. Mintel’s research suggests that number should be closer to 15 percent. “The prevailing problem is that many Americans simply may not realize they are gluten intolerant/sensitive, or they may be ignoring signs and symptoms,” said David Browne, senior analyst at Mintel. “While food companies may be overdoing it unnecessarily with gluten-free label claims that are appearing on everything from tomato sauce to scallops, the message is getting out and it’s likely that many more consumers will engage in the sector, both for foods eaten at home and at restaurants.” According to Kerry Watson, SPINS natural and specialty product expert, “more doctors are testing for these conditions and more people are experimenting with a gluten-free diet. It’s our responsibility as an industry March 2, 2012
  4. 4. 4 Opportunity Celiac & Gluten Intolerants 25 Million Other Food Allergy Sufferers 75 Million Consumers Even with the rise of gluten free, there is a much larger opportunity Source:  American  College  of  Gastroenterology,  October  2011;  Elucidare,  January  2011  
  5. 5. “Free From” means… Source:  Na4onal  Diges4ve  Diseases  Informa4on,  March  2012;    HealthCare  Zone  03/12;    Na4onal  Founda4on  for  Celiac  Awareness,  2011;  FoodAllergy.org  ;  American  Academy  of  Pediatrics,  2011   90%       of  all   allergies   Gluten  Free     Definition +  
  6. 6. Free From Consumers Free From consumers take loyalty to a new level 6 • Consumers have limited options • If they like something, they buy a lot Consumer Devotion
  7. 7. Enjoy Life Foods is the trustmark and lovemark of choice 7 Trustmark
  8. 8. 8 Meet  my   Mother  
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12 Meet  my     Niece  
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18 Meet  the     Future  
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. We  are  ignoring  the  shopper’s   path  to  purchase  and  path  to  new   product  selec4on   If  we  don’t  take  a     digital-­‐first  posture…   Digital First
  23. 23. You’ve  heard  about  the  2nd   screen  or  the  3rd  screen   How Do We Connect
  24. 24. One-­‐Screen-­‐World   Philosophy   How Do We Connect Solu7ons  for  the  screen  they  happen  to   have  in  front  of  them  at  that  7me  
  25. 25. Stop  worrying  about  what  YOU   should  do  in  the  digital  space…   Strategy
  26. 26. 92% of word of mouth… happens offline. Engaged Consumers
  27. 27. 27 25% of search results of the world’s top 20 brands are links to user generated content 75% of consumers don’t believe companies tell the truth in advertising Who Do Customers Trust?
  28. 28. Over 90% of all consumer decisions are due to a positive recommendation from someone they trust -Dr. Walter Carl Engaged Consumers Who Do Customers Trust?
  29. 29. How about 3 more sets of stats? Engaged Consumers
  30. 30. 30 81% of consumers receive advice on a product purchase through social media 77% of online shoppers use reviews to make a purchase decision 44% of companies use crowdsourcing to get new ideas. Engaged Consumers
  31. 31. “It’s not about eyeballs and ears, but hearts and minds.” – Jeffrey Hayzlett (Kodak) Engaged Consumers
  32. 32. Results  of  ELF  Strategy   32 41%   2012   40%   2013   Return on Objective 39%   2014   Thru  April  
  33. 33. Consumer Centric     Our   Consumer   Face  to  Face   &   Experiential   Engagement       Content       Loyalty   Print  and   Digital   Advertising       Digital   Path  to   Purchase       Social  
  34. 34. 34
  35. 35. 35 Mobile Consumers
  36. 36. 36 Mobile Consumers
  37. 37. Specialty Mobile 37 Free From Consumers
  38. 38. Specialty Mobile 38 Free From Consumers
  39. 39. 39 Mobile Consumers 55% of women use their smartphones for shopping 41% of women desire mobile ads that provide location based offers 52% of women use smartphones to share photos of what they purchase Nuance  Digital  Marke0ng  Study  October  2013   Impact  of  Mobile  on  Shopping  
  40. 40. 40 Engaged Consumers
  41. 41. 41 Engaged Consumers
  42. 42. 42 Engaged Consumers
  43. 43. 43 Engaged Consumers
  44. 44. 44 Engaged Consumers
  45. 45. 45 Engaged Consumers
  46. 46. Engaged Consumers 46
  47. 47. 47 Engaged Consumers
  48. 48. 48 Engaged Consumers
  49. 49. 49 Engaged Consumers
  50. 50. 50
  51. 51. 51
  52. 52. 52 Engaged Consumers
  53. 53.  Growing  Social  Engagement   53 Facebook    213,000  Likes   Twifer   18,100  Followers   Pinterest      2698  Followers   Newslefer  Subscribers   60,000+  Opt-­‐in   Instagram      4215  Followers  
  54. 54. Measure  Everything   54 Monday April 28, 2014 Klout Score 64 0 Total Followers 4,072 Klout Score 64 1 New Mentions past 24 Hours 61 6 @enjoylifecmo Total Followers 5,728 23 New Mentions past 24 Hours 8 15 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 Social Media Dashboard Blogger Reviews Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative) @enjoylifefoods Total Followers 12,388 49 Twitter 99 POS / 1 Neg Page views 18,748 Total Page views Month to Date 234,154 Website (Weekend) 26 100 Totals Increase or Decrease past 24 Hours Instagram Pinterest Facebook Enjoy Life Foods New Page Likes Total Page Likes 1,217 205,865 New Followers Total Followers New Repins 4 14 2,687
  55. 55. Measure  Everything   55 Monday April 28, 2014 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 Social Media Dashboard Blogger Reviews Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative) 99 POS / 1 Neg Page views 18,748 Total Page views Month to Date 234,154 Website (Weekend) 26 100
  56. 56. 56 Klout Score 64 0 Total Followers 4,072 Klout Score 64 1 New Mentions past 24 Hours 61 6 @enjoylifecmo Total Followers 5,728 23 New Mentions past 24 Hours 8 15 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 @enjoylifefoods Total Followers 12,388 49 Twitter Page views 18,748 Total Page views Month to Date 234,154 Totals Increase or Decrease past 24 Hours Instagram Pinterest Facebook Enjoy Life Foods New Page Likes Total Page Likes 1,217 205,865 New Followers Total Followers New Repins 4 14 2,687
  57. 57. 57
  58. 58. 59
  59. 59. 60
  60. 60. 61
  61. 61. 62
  62. 62. 63 Engaged Consumers Connect  With  Them  Where  They  Shop  
  63. 63. 64 Engaged Consumers Connect  With  Them  Where  They  Shop  
  64. 64. 65 Engaged Consumers Connect  With  Them  Where  They  Shop  
  65. 65. 66 Engaged Consumers Connect  With  Them  Where  They  Shop  
  66. 66. 67 Engaged Consumers Connect  With  Them  Where  They  Shop  
  67. 67. 68 Engaged Consumers Connect  With  Them  Where  They  Shop  
  68. 68. 69 Engaged Consumers Connect  With  Them  Where  They  Shop  
  69. 69. 70
  70. 70. 71
  71. 71. Stop thinking like a marketer and advertiser and start thinking like a publisher and socializer Engaging w/ Consumers
  72. 72. The Way We Share Has Changed
  73. 73. 74 240 million tablets were sold in the US in 2013 The  Change  Con7nues…   NPD  Display  Search  –  Jan.  2014  
  74. 74. The Change Continues…
  75. 75. The Change Continues…
  76. 76. 77 Social and Digital…not just another channel but a transformational force that requires marketers to rethink their entire marketing strategy Ad Age
  77. 77. 
 
 
 Thank you!
 
 Connect with Me 
 
 enjoylifefoods joelwarady jwarady@enjoylifefoods.com@enjoylifecmo
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