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9 Emerging Trends for Foodservice Marketers - Coca-Cola Foodservice Summit 2011
 

9 Emerging Trends for Foodservice Marketers - Coca-Cola Foodservice Summit 2011

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  • Overall understanding of what is happening in the foodservice space from a mobile/social perspective – everything from the latest in NFC – Google Wallet to Location Based Service programs (like LivingSocial and Foursquare).  Examples like Starbucks that show how demand was created for a low volume time of day for coffee purchasingSandwich/Meal promotions:  Who is doing them well, McDonald’s, Subway, etcCarrabba’sBuffalo Wild Wings - SCVNGRDriving the decision:  Who has been executing programs in the foodservice space in mobile that have affected the decision of the consumer to turn right over left?Deals and Discounts:  Where are they going – How are they being effectively executed in the foodservice space.
  • INITIAL SETUP:I’m going to tell you 2 stories today.The first is really simple, one you probably know the beginning, middle, and end to.Then I’m going to tell you about 10 emerging technologies that can materially impact how you attract and retain customersAfter that, I’m going to tell you the same story as you heard before, but one involving all 10 of those technologies, and you’ll see how it all comes togetherhttp://kidskornerblogger.files.wordpress.com/2010/05/storytime-chicken1.gif
  • Story oneI’m watching TV and see an ad for a local c-store promoting their frozen drink. It’s hot and I’m craving something sweet – sounds good. Maybe I need to Google the address from my laptop. I go out and buy it, grabbing a few snacks and some milk while I’m there, and pay with a $10 bill. Then I go home. Noteworthy about this: I told no one about this trip.http://i.bnet.com/blogs/man_watching_television.png
  • http://selfishgiving.com/tag/mcdonalds
  • http://www.locql.com/qa/912003/what-s-the-best-burger-place-in-new-york-city/
  • http://www.vernonresearch.com/site-images/FocusGroup.jpg
  • http://www.facebook.com/ElMonterey?sk=app_127175459162
  • http://myfrugaladventures.com/wp-content/uploads/2011/04/target-mobile-coupons-image.jpg
  • http://scoutmob.com/
  • http://www.mobilecommercedaily.com/wp-content/uploads/2011/05/PeopleDeals_3.jpghttp://www.mobilecommercedaily.com/2011/05/03/l%E2%80%99asso-restaurant-to-distribute-mobile-deals-via-new-peopledeals-serviceL’asso restaurant to distribute mobile deals via new PeopleDeals serviceBy Staff reports May 3, 2011PeopleDeals allows business owners to customize dealsNew York-based Italian restaurant L’asso will distribute mobile deals to consumers via a new service dubbed PeopleDeals, choosing the platform over Groupon to avoid having to share revenue.The service allows L’asso to create customized deals and determine how long they will be available. What is unique about PeopleDeals is its shareITUp feature, which offers deals that grow in value as they are shared through social networks, email or text messaging.“Our deals are very different, instead of pre-buying an offer it goes up in value when you share it,” said Darin Myman, president and CEO of PeopleString, Red Bank, NJ. “It is pretty different and very cool.”Sharing means caringPeopleString Corp. launched PeopleDeals, a social coupon platform that allows merchants to launch real-time social media marketing campaigns.The PeopleDeals platform will be available on the iPhone and Android operating systems in the coming weeks.L’asso’s owner was approached by Groupon, but the restaurant was not interested because it did not want to share revenue. It eats too much into the business’s profits.Instead, L’asso wanted to increase its lunchtime business. So it will soon be running a deal that lets consumers get $1 to $4 off of the lunch check if they share it with four people.Users who share the discount via PeopleDeals’ shareItUp button increase the value of the coupon for themselves as well as every other user who did so before them.Users can currently share deals through Facebook, Twitter, PeopleString, MySpace, Blogger, TypePad, LiveJournal, Delicious, SMS or email.L’asso’s was able to decide beforehand at what price or redemption level it wanted to cap the offer to ensure profitability.Merchants can offer several deals at once for no additional charge.More on PeopleDealsPeopleDeals is currently available online, with Android and iPhone apps coming soonCompletely free-of-charge to consumers, PeopleDeals’ charges a flat-fee to business owners, $80 per month or $649 annually.With a flat rate, business owners are not tied into a contract or share their revenue with a third party.To help drive online distribution, PeopleDeals has partnered with toolbar and app marketing company, ALOT.com.The company will feature a specially designed PeopleDeals app on its site and promote the app to its users.PeopleDeals exists as a stand-alone Web portal and Facebook application and the platform incorporates multiple layers of geolocation technology.“In our market research we found two things: every small business we talked to had problems spending money on a Valpak or coupon books,” Mr. Myman said. “The other side was shocked about sharing revenue with Groupon.“With Groupon, you have a new partner in your business and you’re sharing a huge piece of your revenue,” he said.People are attached to their mobile device and use it in every aspect of their lives—including where to find the best deals.Behemoth companies and mom-and-pop shops are responding to the demand to make their business more accessible to this growing market.“I see it headed to a point where you are walking through the mall and can turn to your mobile device to find the best deals there,” Mr. Myman said. “People are opting in to being notified.
  • http://twitter.com/#!/iAustinDowdy/status/80345737594015744http://twitter.com/#!/FoodLionRewards/status/80356351062192128
  • http://www.xtify.com/case-studies
  • http://images17.fotki.com/v62/photos/2/1759752/9562811/Chiquita-vi.jpg
  • http://www.facebook.com/ElMonterey?sk=app_127175459162
  • NOTE: Image hyperlink goes to YouTube video to play here - http://www.youtube.com/watch?v=gZGoXvzW4WUhttp://cdn3.digitaltrends.com/wp-content/uploads/2011/05/google-wallet-prepaid-card.jpg
  • Go-Tag 7-Elevenhttps://www.everywherepay.com/7-elevengotag/giftCardApp.gft?orgId=7796http://www.firstdata.com/en_us/about-first-data/media/image-library/go-tag_large.jpghttp://techcrunch.com/2011/02/11/via-nfc-japanese-social-network-mixi-first-to-let-users-like-real-world-items/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+Techcrunch+(TechCrunch)Application Ideas (via Mixi)NFC friend requestDistribute coupons using NFC embedded POP at store frontAvoid “virtual check-ins”Via NFC: Japanese Social Network Mixi First To Let Users “Share” Real-World ItemsPosted: 11 Feb 2011 02:51 AM PSTJapan has always been the land of mobile. As such, it’s no big surprise that the country’s biggest social network, Mixi (JP, 23 million members), sees 25 of its 29 billion monthly page views coming from cell phones. And according to Mixi, it’s now the first social network that lets users share information with friends through NFC technology on Android handsets.Last year already, Mixi added two functions to its mobile site, which NFC is supposed to boost:Mixi Check In (which works much like Facebook Places)Mixi Check (essentially the same as Facebook’s Share function)The NFC-powered versions are named “Mixi Real Check In” and “Mixi Real Check”. NFC (Near Field Communication) technology makes it possible to exchange data between devices in close proximity to each other.Mixi Real Check In allows you to check in to places by tapping their Android phone on an NFC tag in the real world to share your location with your Mixi friends in real-time. These tags, which cost a few cents and can contain any kind of information (i.e. a URL or Twitter handle), can be attached to a wall or poster in a store or restaurant, for example.As Mixi Real Check In is based on NFC, a GPS signal (which can be weak in certain areas, like underground) isn’t necessary. The tags can also contain information on where exactly the user is located (for example, to broadcast to your friends in which section of a department store the tag was scanned).Mixi engineer Kyosuke Inoue demonstrates Mixi Real Check In in the company’s HQ in Tokyo:Mixi Real Check is potentially more interesting: this function allows users not only to share websites with friends but any object in the real world that has an NFC tag attached to it. Tapping or waving the phone near NFC stickers found on i.e. books or posters is enough to share the information on Mixi, in real-time. This could be anything from further information on the products to details on promotion campaigns a brand wants to run on Mixi.Bringing social functionalities to the real world is a great idea for a social network, but there are two downsides at this point: Mixi users interested in these new functions must own a Nexus S (the only Android device with the necessary hardware for NFC so far) and have Taglet (a special NFC app for Android) installed. The Nexus S isn’t even officially available in Japan currently, which means almost all Mixi users still must wait for the future.
  • INITIAL SETUP:I’m going to tell you 2 stories today.The first is really simple, one you probably know the beginning, middle, and end to.Then I’m going to tell you about 10 emerging technologies that can materially impact how you attract and retain customersAfter that, I’m going to tell you the same story as you heard before, but one involving all 10 of those technologies, and you’ll see how it all comes togetherhttp://kidskornerblogger.files.wordpress.com/2010/05/storytime-chicken1.gif
  • Bringing the 10 trends together I’m watching a TV spot and have my synced sharing app open, and when an ad comes on TV promoting my favorite frozen drink, I get a big craving – especially when the app recognizes the commercial and gives me a discountI use local Q&A to see if anyone knows if they stock the Cherry Coke flavor at any of the spots in my neighborhood. This is my own form of crowdsourcing responses.I get some good leads, and then get a notice from a daily deal app that I can get $5 off a $10 purchaseUse Augmented reality to get a sense of whereabouts the store is from my current locationWhen I get there, I see a mobile barcode just inside the door prompting me……To check-inright from that location using Foursquare, and I broadcast it to TwitterWhen I do, a geomessaging service tells me if I retweet their offer, my first 5 friends to respond get half off their next frozen drinkNow I’m torn – do I go with the Fanta Orange or Cherry Coke flavor? I know – I’ll share it with social shopping and get people to pick the flavor for mePay using Near Field Communication, receive a loyalty reward for doing so, with an added bonus if I like the retailer’s Facebook page right thereCrowd:http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2009/6/27/1246113776327/Glastonbury-crowds-Glasto-003.jpg
  • http://learnthat.com/files/2008/01/thank-you-note.jpg

9 Emerging Trends for Foodservice Marketers - Coca-Cola Foodservice Summit 2011 9 Emerging Trends for Foodservice Marketers - Coca-Cola Foodservice Summit 2011 Presentation Transcript

  • 9 Emerging Trends for Foodservice Marketers 06.22.11
    David Berkowitz
    Senior Dir Emerging Media & Innovation, 360i
    @dberkowitz / @360i / dberkowitz@360i.com
  • We love opportunities to learn from each other
    6/21/2011
    Page 2
    Presentation Name
    Blog.360i.com
  • What we’ll cover today
    Introduction 2
    9 Trends 9
    Recap 36
    Q&A/Applause 38
    6/21/2011
    Page 3
    Presentation Name
  • US mobile app usage – time spent all social fun & games
    6/21/2011
    Page 4
    Presentation Name
  • 1/3 of Facebook Posting is Mobile
    6/21/2011
    Page 5
    Presentation Name
    Dan Zarrella, May 2011
  • eMarketer: US Mobile Social Network Users (in millions)
    6/21/2011
    Page 6
    Presentation Name
  • Story time
    6/21/2011
    Page 7
    Presentation Name
    Blog.360i.com
  • Story 1
    6/21/2011
    Page 8
    Presentation Name
  • 9 Trends for Today… and Beyond
    6/21/2011
    Page 9
    Presentation Name
    Check-ins
    Local Q&A
    Crowdsourcing
    Synced sharing
    Daily deals
    Geomessaging
    Barcodes & scanning
    Augmented reality
    Near Field Communication
  • Get people to share that they’re at your location with their friends, and reward them for desired action (loyalty, trial, bringing friends, etc)
    People need a reason to check in, either because there’s something special about it or because the reward is worth talking about
    1: Check-ins
    6/21/2011
    Page 10
    Presentation Name
  • Buffalo Wild Wings throws down the SCVNGR challenges
    6/21/2011
    Page 11
    Presentation Name
  • McDonald’s rewards check-ins with donations
    6/21/2011
    Page 12
    Presentation Name
  • With social media, brands must provide value, and in this case the value is your expertise
    Brands are not always welcome, and on some sites like Formspring, a lot of content is not generally brand-friendly
    2: Local Q&A
    6/21/2011
    Page 13
    Presentation Name
  • Localmind (often) taps the best experts near you
    6/21/2011
    Page 14
    Presentation Name
  • Local Q&A doesn’t always have to be mobile
    6/21/2011
    Page 15
    Presentation Name
  • With social media, brands must provide value, and in this case the value is your expertise
    Participants have a way of taking such projects in unexpected directions, so be prepared, and set fair boundaries
    3: Crowdsourcing
    6/21/2011
    Page 16
    Presentation Name
  • Getting consumers to do your dirty work for you
    Letting consumers run your ad campaigns
    A fancy word for a focus group
    Giving up total control over your brand
    What crowdsourcing ISN’T
    6/21/2011
    Page 17
    Presentation Name
    X
  • El Monterey crowdsources flavors
    6/21/2011
    Page 18
    Presentation Name
  • Wendy’s wants to hear from fans
    6/21/2011
    Page 19
    Presentation Name
  • Connecting mobile with TV can finally deliver on iTV in a way that gets promotions right into consumers’ hands – and gets those hands and feet into your stores
    Most of these apps are <1 year old, so while mobile devices are used heavily during TV viewing, promos still need to fit in with consumer behavior
    4: Synced sharing
    6/21/2011
    Page 20
    Presentation Name
  • Call to action appears on TV
    Offer delivered to phone via app
    How Synced Sharing works
    6/21/2011
    Page 21
    Presentation Name
    Redeem in store
  • When deals are truly social, opportunities abound to expand reach, grow sales
    Sometimes merchants must break the bank to woo customers
    5: Daily Deals
    6/21/2011
    Page 22
    Presentation Name
  • PeopleDeals get better the more they’re shared
    6/21/2011
    Page 23
    Presentation Name
  • Target consumers near you or at your stores with special offers relevant to what they’re doing right then and there
    Relevance is critical, as the wrong kind of message can trigger a backlash
    6: Geomessaging
    6/21/2011
    Page 24
    Presentation Name
  • When relevant, geomessaging can promote loyalty
    6/21/2011
    Page 25
    Presentation Name
  • Xtify brews local alerts
    6/21/2011
    Page 26
    Presentation Name
  • Use a trigger to create an instant link between consumers’ physical and mobile environments
    Not everyone knows what do with them yet, marketers need to figure out the strategy for where they lead
    7: Barcodes
    6/21/2011
    Page 27
    Presentation Name
  • Jon Stewart’s baffled by QR on TV – you should be too
    6/21/2011
    Page 28
    Presentation Name
  • Buy pineapple
    Spot code
    User experience must be paramount
    6/21/2011
    Page 29
    Presentation Name
    Say what?
  • Starbucks offers a truly mobile experience
    6/21/2011
    Page 30
    Presentation Name
  • Deliver digital information superimposed over the physical world for utility or entertainment
    Many applications have been gimmicky to date, but the technology still holds promise
    8: Augmented reality
    6/21/2011
    Page 31
    Presentation Name
  • Google Goggles
    Aurasma
    Google Goggles: recognize images of brands, as well as ads
    Aurasma: make any physical object instantly interactive
    GoldRun: create augmented reality scavenger hunts and invisible pop-up stores
    3 visions of the future of AR
    6/21/2011
    Page 32
    Presentation Name
    GoldRun
  • Beyond speeding up the checkout process, encourage loyalty and brand advocacy
    Google’s Nexus S is the only widely available phone; stopgap measures will ease into the transition but expect limited use before 2013, if not later
    9: Near Field Communication (NFC)
    6/21/2011
    Page 33
    Presentation Name
  • Stickers provide an interim opportunity to use NFC
    6/21/2011
    Page 34
    Presentation Name
  • First Data
    Mixi
    First Data’s GO-Tag
    Stickers on phone used by 7-Eleven in pilot
    Other providers include Tetherball and Bling Nation
    Mixi’s NFC check-in
    Prove that a consumer is really inside a location with physical check-in
    6/21/2011
    Page 35
    Presentation Name
    2 ways NFC can work with stickers today
  • Story time
    6/21/2011
    Page 36
    Presentation Name
    Blog.360i.com
  • 6/21/2011
    Page 37
    Presentation Name
    Story 2
  • David Berkowitz, dberkowitz@360i.com, @dberkowitz
    You’re the best!
    6/21/2011
    Page 38
    Presentation Name