Grow Marketing Capabilities

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  • 1. m a r k e t i n g Grow crafts compelling and relevant brand experiences that forge emotional connections, fuel loyalty and build communities of brand advocates.
  • 2. “ Traditionally, most consumer packaged goods companies market from the top down. However, when you star t to think of the fact that two-thirds of consumer goods sales are influenced by word of mouth traffic, that most consumers find out about new products through family and friends even more so than adver tising and in-store display, then you awaken to the fact that to really motivate these consumers to actually go out and purchase a product you have to make them feel like it is a par t of their life, that they are really passionate about it, that they want to actually pass along the message to their family and friends. “ Frank Cooper Vice President of Portfolio Brands, Pepsi-Cola North America FOX Business News, “Money For Breakfast” March 14, 2008
  • 3. what we do We call our blended approach of non-traditional marketing and publicity the 4th Discipline — complementing traditional advertising, in-store and online. experiential influencer publicity marketing marketing Experiential marketing places Grow creates everyday influencer Our approach to publicity is to engage brands directly into consumers’ programs that fuel peer-to-peer those who shape brand perception, from worlds by creating immersive recommendations by leveraging industry commentators and traditional experiences that amplify brand the way people naturally give and media to bloggers and online editors, personalities and traditional receive information and share to secure objective endorsements that advertising campaigns. brand preferences. provide unbiased credibility. use us for use us for use us for mobile tours word of mouth campaigns comprehensive, traditional campaigns pop-up stores & experiences influencer/brand ambassador blogger/media relations programs special events social media campaigns loyalty programs strategic partnerships media training & tours message development publicity stunts 3 4
  • 4. full-service solution strategic partner production • Start at the end – design programs based on goals • Deliver flawless, thoughtful, secret weapon • Mine for secret sauce in brand DNA cost-effective production to create an emotional connection one hand to help solve what • Activate high-touch programs • Uncover and leverage existing from inception keeps you opportunities and campaigns • Ensure seamless experience for client to completion up at night • Collaborate closely with internal • Implement consistent vision and tone partners and external agencies • Build cost-effective solutions creative resource measurement • Ground creative in strategic foundation – marry style • Build customized program metrics with substance style and proof is in • Blend qualitative and sensibility • Infuse distinct aesthetic the pudding quantitative measures and tone with each program • Capture consumer data and intel • Develop creative that has the power to stop and engage consumers 5 6
  • 5. minimum wastage maximum impact Non-traditional marketing deeply connects with consumers When we introduce 1,000 target-right consumers to a in ways other media cannot: product, they have the power to recommend that product to 60,000 in their extended network. • Reaching a highly-targeted segment to fuel the many • Driving action – trial, purchase and loyalty • Collapsing the adoption curve through deep engagement power of the influencer ds n frie s d pass along to 4 Since Grow’s 2001 inception, we have built a proprietary to 15 friend influencer network across the country. deep one-to-one introductions with We tap into our vast and cultivated system to build 1,000 hand picked influencers roductions customized programs for each client. along We have the power to quickly ignite authentic brand bran recommendations in every major market amongst a ass d int broad range of demographics. p - ra n nd rd ra da db -b an d ar fe st nd a li ta t ry s us try qu indus i nd tiv e ion ac rat second g ene al ot 0t 60 , 00 leads to 7 8
  • 6. clients “Grow has one of the most ABSOLUT ART.COM AXIOM innovative and dynamic approaches LEGAL BANANA REPUBLIC BARE ESCENTUALS BIONORICA/ to marketing in the industry. SINUPRET BIRKENSTOCK Simply put, they get that the BLANC DE CHINE CAFÉPRESS consumer is in control and they CALIFORNIA OLIVE RANCH CONDÉ NAST PUBLICATIONS know how to help brands tap into DANGER/T-MOBILE SIDEKICK that conversation. Many new DOCKERS ELF ISLAND ESTÉE LAUDER EXPRESS FIREFLY agencies are trying to follow, but MOBILE FRS HEALTHY ENERGY no one has cracked the code GAP INC. GAP JAPAN INTUIT like Grow. “ JAMBA JUICE JANSPORT JIM STENGEL LLC KAISER PERMANENTE LEVI’S LVMH Jeremy Miller Communications Director, TBWA Worldwide LYCOS MARS MERIAL METHOD Managing Director, TBWAAmplify OLD NAVY OSHKOSH B’GOSH PEEK PEPSI-COLA NORTH AMERICA/TAVA PIPERLIME PROPEL ROBERT MONDAVI SALON SELECTIVES SIERRA MIST SMITH & HAWKEN THE BALVENIE VISA WONDERBRA ZAFU.COM 9 10
  • 7. recognition 2008 PRSA SILVER ANVIL AWARD, “ I would highly recommend Grow CONSUMER TECHNOLOGY 2008 WARRILLOW AWARD, BEST SMALL to any company that is looking to BUSINESS MARKETING CAMPAIGN 2008 STEVIE AMERICAN BUSINESS reach their consumer in new and AWARD, BEST PR CAMPAIGN 2008 EX AWARD SILVER WINNER, BEST surprising ways. They build their MULTI-VENUE EVENT 2008 PLATINUM programs on very strong consumer AND GOLD HERMES CREATIVE AWARDS: EVENT MARKETING, MEDIA RESPONSE, insights, combine these insights PR CAMPAIGN AND DESIGN 2008 GOLD BULLDOG PR AWARD, BEST CONSUMER with creativity and excellence in WEB SITE PR LAUNCH 2008 MAGELLAN AWARD SILVER WINNER, CONSUMER execution to deliver effective viral PRODUCT COMMUNICATIONS CAMPAIGN programs. Additionally, they have 2007 SILVER MAGELLAN AWARD, CONSUMER PRODUCT COMMUNICATIONS proven their ability to seamlessly CAMPAIGN 2006 STEVIE AWARD, BEST MARKETING ORGANIZATION 2006 SILVER work with other agencies.“ INTERNATIONAL DAVEY AWARD, MARKETING 2006 BRONZE ANVIL AWARD Nancy Friedman OF COMMENDATION 2006 BRONZE Vice President, Advertising BULLDOG AWARD, NEW PRODUCT Visa USA LAUNCH, CONSUMER CATEGORY 2006 COMMUNICATOR AWARD, MARKETING, PROMOTION, CAMPAIGN 2006 COMMUNICATOR AWARD, PUBLICITY CAMPAIGN 2006 KID POWER AWARDS, BREAKOUT MARKETING, CAMPAIGN OF THE YEAR 11
  • 8. grow founders cassie hughes “ Grow is the kind of agency you co-founder, strategy director Thoughtful and forward-thinking, Cassie naturally dream about — they make you and effortlessly drives the strategy side of Grow. Her holistic approach ensures that all needs, both better by pushing your thinking, from a client perspective and customer experience, are seamlessly integrated. She has a laser sharp focus ensuring the overall strategy and essence of every bringing you new and unexpected program supports the end goals and objectives. Clients and her team rely on her to craft campaigns marketing approaches and that garner national press, generate awareness and sales and get the industry to appoint awards delivering great execution.“ and accolades. Cassie launched Grow with close to 15 years of marketing and publicity experience with some of the top brands in the country, including Levi’s, Esprit, Pepsi Brian Dennehy and Visa. Her expertise ranges from marketing and Vice President, Marketing Small Business Division publicity strategy to creative development and program Intuit management for a variety of consumer segments. gabrey means co-founder, creative director Gabrey is experiential in and of herself, which is why it is no surprise that she leads the way at formulating award-winning ideas that break through to the consumer and media. Her boundless creative ideas and infectious energy are grounded by client objectives and real-world application. Touching everything from technology to cosmetics, Gabrey has the unique ability to give brands a lifestyle point of view and find that common chord that emotionally connects with all consumers on a macro level. Prior to launching Grow in 2001, Gabrey worked for a myriad of brands, such as Banana Republic where she created the lifestyle voice for the company. At GQ Magazine she served as the in-house creative charged with developing co-branded programs to draw in like-minded advertisers. 14
  • 9. “Grow has become a key strategic partner for Pepsi-Cola North America in the development of case studies one of our critical new trademarks. In every respect, Grow represents the future of marketing: engaging consumers in compelling, meaningful experiences. Moreover, every step of the way, they’ve delivered unique, innovative solutions with an eye toward bottom line impact. Our new mantra says it all: seed, nurture, GROW! “ Frank Cooper Vice President of Portfolio Brands Pepsi-Cola North America
  • 10. sierra mist initiative results To hit the 20-something target with precision to fuel brand • Infiltrated and owned 3 markets with 120+ total awareness and advocacy through efforts around the brand’s days of in-market activity new flavor Sierra Mist Ruby Splash, Grow crafted a 360° • Hand delivered product and tools to spread the campaign to surround consumers. word to 300 influencers and their networks directly On the ground teams infiltrated markets with an array of touching 5,000 qualified consumers different program elements to get the product in the hands • Seeded 75 lifestyle venues with month-long and mouths of shiny, optimistic, urban-minded consumers on-site presence everywhere, making it the soda of choice among those who welcome joy and the unexpected. • Conducted 8 days of guerilla-style sampling at target-right locations and event series • Distributed 252,000+ cans of Sierra Mist Ruby Splash to the qualified target 17 18
  • 11. wonderbra initiative results To introduce and make the Wonderbra brand relevant to a • Hand delivered invitations and retailer bouncebacks new target of 20-something women and fuel peer-to-peer to 40,000+ target-right consumers recommendations, Grow brought the lingerie label to life in • Changed the perception of the Wonderbra brand for a way that highlighted the brand’s personality. 4,000+ target-right women who left wearing the product The immersive and sexy Wonderbra Lounge popped up • Partnered with like-minded brands to fully complete the among nightlife hot spots across the country and drove traffic lifestyle aspect and incremental sales to Macy’s. • Secured millions of media impressions in each market in print, radio and broadcast 19 20
  • 12. sinupret initiative results To create awareness around German based Bionorica’s Sinupret • Realized 38% increase in sales in activated markets for Kids Syrup U.S. launch and beyond, Grow designed and implemented an aggressive multi-layered campaign to reach • Reached 135,000 highly-qualified mom influencers healthy-minded moms and those who directly influence their with product, information and tools to spread the health related purchasing decisions. word to their networks The campaign included mom influencer seeding, a like-minded • Activated a mobile tour for 86 days in 20 markets mass sampling tour with Disney on Ice and publicity outreach. with personal brand introductions to 134,000+ target-right consumers The nationwide campaign was highly successful and the breakthrough brand forged emotional connections with • Secured 140+ million media impressions via print, consumers that fueled awareness, trial and peer-to-peer TV and radio recommendations. All efforts collectively drove purchase and resulted in a pull from the marketplace for a product without any previous recognition stateside. 21 22
  • 13. propel initiative results To re-launch Propel, Pepsi’s enhanced water brand, Grow • Sampled product for 30 days at target-right commuter hubs crafted a multi-layered campaign to surround the target at and neighborhood hot-spots crucial touchpoints: as they commute, run errands and shop • Provided 160+ everyday.propelled. crew personal assistant with friends. services to target-right influencers, social media mavens and On the ground teams creatively introduced the product to busy pro- radio promotion winners across the country fessionals who thrive on checking off their “to-dos.” • Infiltrated and seeded product in 150 local errand haunts for As a result, an entirely new consumer segment experienced the 1 month with eye-catching displays product firsthand and the brand’s promise of making things easier, • Sampled product and provided enhanced shopping services enhanced and more enjoyable. (package transport, styling sessions) in target-right malls for 9 days • Distributed 330,000 bottles and 738,000 bouncebacks to the qualified target along with a unique and memorable brand experience 23 24
  • 14. gap japan initiative results To bring the Gap Pretty Khaki advertising campaign to life • Touched 200,000+ target-right consumers through at launch, Grow blanketed Tokyo, one of the world’s fashion flower and special offer distribution centers, with an innovative, high-touch marketing program. • Increased store traffic and sales significantly Grow hand selected hundreds of models that took to the streets • Garnered millions of additional impressions of Tokyo’s key shopping districts and distributed individually through bystander and passerby traffic viewing wrapped fresh flowers accompanied by special offers. this compelling, living advertisement The program changed consumer perceptions of the brand by surprising and delighting the target audience using an unconventional technique for a mass retailer. 25 26
  • 15. level initiative results To create an emotional connection and get influencers with • Produced 120 personal in-home gatherings in target-rich cities sophisticated tastes talking about and calling Level, Grow • Introduced 3,400+ influencers to the brand through an intimate developed a series of in-home, intimate cocktail parties and high-touch experience known as Level Experience. • Garnered millions of media impressions through print and online The first-of-its-kind program brought hosts and guests out content that was achieved by hand selecting several influencers of the bar and deep into the brand. who were affiliated with the press Influencers were turned into brand advocates that ignited conversation, consumption and distribution. 27 28
  • 16. firefly initiative results To launch Firefly Mobile, the first mobile phone for kids, Grow • Created 2+ billion consumer impressions from tours, sponsorships and developed an in-depth, non-traditional marketing program to reach PR which included placements in: The New York Times, The Wall Street parents and tweens in every major market across the country. Journal, USA Today, Newsweek, O, The Oprah Magazine, NBC Today Show, CBS Early Show and hundreds more The program included a 36 city mall tour, an intimate celebrity event and partnerships with like-minded brands such as Major • Executed a 36 city tour during the critical back-to-school and holiday League Baseball, Loews Theaters, Scholastic and Nickelodeon. time frames The PR component launched with industry analyst briefings, • Demoed nearly 250,000 phones in Loews movie theaters in 5 major followed by a major market press tour. markets across the country • Partnered with Major League Baseball to reach the target-right consumer resulting in millions of impressions in and out of stadiums • Generated interest from 4 times as many retailers than planned • Won 8 marketing and PR awards including 2006 Silver International Davey Award, Marketing 2006 Bronze Bulldog Award Winner, Best Consumer Product Launch 2005 Magellan Award, Top 50 Communications Campaign 29 30
  • 17. intuit initiative results To drive awareness and downloads of QuickBooks Simple Start, • Facilitated hundreds of thousands of consumer downloads Grow evolved the technology giant into the small business champion and exceeded brand goals through the development and execution of a highly successful • Touched 131,000+ consumers via the Just Start Studio integrated national campaign. • Garnered 22+ million consumer impressions through the living Just Start urged business dreamers and doers to enter a sweepstakes breathing Just Start billboard truck which traveled the country that could score them the seed money needed to do their own thing. • Received thousands of contest entries surpassing brand expectations Additionally, the online experience provided countless opportunities to download the free software, as well as several resources to help • Lifted retail sales as a result of pop-up markets them get their business up and running quickly and successfully. • Reduced national online customer acquisition price by half To bring the online experience to the real world, Just Start Studios due to increased search engine awareness popped up in highly trafficked commuter hubs in top markets to • Won top place marketing awards touch and guide the target to achieve their entrepreneurial aspirations. 2008 Warrillow Award, Best Small Business Marketing Campaign 2008 PRSA Silver Anvil Award, Marketing Consumer Technology 31 32
  • 18. bare escentuals initiative results One campaign component pulled traffic into stores via intimate • Increased sales by 22% during in-market activity events for hand selected influencers and their friends who received • Gave 4,000+ one-to-one consultations to the qualified target customized consultations, exclusive brand access and tips and tricks. • Garnered brand insight and intel directly from consumers To acquire brand look-alikes to evangelize the brand and spread the word to their inner circle, Grow crafted a two-pronged pilot. • Realized additional value-adds as a result of publicity opportunities that organically emerged as a result of in-market presence Concurrently, the store experience was pushed into market via the bareMinerals Boutique Roadshow that popped up at target-right events to engage and educate the like-minded consumer via color matching, knowledge sharing and on-site sales. 33 34
  • 19. tava initiative results To launch Pepsi’s new trademark Tava, a zero calorie • Realized 18% brand awareness in grassroots program sparkling beverage, Grow created an immersive markets versus 3% in non-grassroots program markets grassroots campaign to drive awareness and trial • Activated 600+ customized events across the country within a highly targeted segment. • Traveled to 8 major markets via National Open Your Tava The campaign was a three-pronged approach that mobile tour that touched 100,000+ qualified consumers continually touched and naturally surrounded consumers personally in their homes, at work and in their free time • Ignited 8+ million peer-to-peer recommendations through custom-crafted experiences. • National press touting unique marketing approach, New York Times and NPR 35 36
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