Maintaining Connections Across Platforms Doug Chavez Director Digital Marketing March, 2011
Broad set of digital platforms gaining adoption p Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & C...
… which can be aligned based on brand objectives Awareness & Consideration Trial & Action Loyalty &  Advocacy Brand Object...
Source: Forrester Offline Online
 
Kibbles ‘N Bits® Bistro Meals™ Launch Ads in USA Weekend Magazine  drive shoppers to the Whrrl Society,  offering a chance...
Kibbles ‘N Bits® Bistro Meals™ Launch Visitors to the Whrrl Society are presented with an invite to join.
Kibbles ‘N Bits® Bistro Meals™ Launch Users who opt to join the society are forwarded to the society home page, where they...
Kibbles ‘N Bits® Bistro Meals™ Launch A welcome e-mail is sent to the participants, includes a link to download a valuable...
Kibbles ‘N Bits® Bistro Meals™ Launch As users engage with the society, they are encouraged to check-in to the society whe...
Kibbles ‘N Bits® Bistro Meals™ Launch As users interface with the Whrrl platform, share their stories and check-in at vari...
Kibbles ‘N Bits® Bistro Meals™ Launch User stories, recommendations and  blog posts are collected in a single place by our...
Kibbles ‘N Bits® Bistro Meals™ Launch Ads on Facebook help connect and drive additional traffic to the Whrrl Society Page
 
 
 
Results Snapshot  <ul><li>Strong growth trends </li></ul><ul><ul><li>Traffic and page consumption above CPG norms </li></u...
Consumer Buying Cycle vs. Sales Funnel  Source: Forrester
Digital Marketing    Fully Integrated Consumer Engagement  Email/CRM (DM Connect) Social Search Display Shopper  Marketing
Organizing to Engage Marketing Consumer Affairs Legal IT  HR C-Suite
Organizing to Engage <ul><li>Marketing </li></ul><ul><li>Legal </li></ul><ul><li>Consumer Affairs </li></ul><ul><li>IR/PR ...
Thank You <ul><li>@dougchavez </li></ul><ul><li>http://www.linkedin.com/in/dougchavez </li></ul>
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iMedia March Brand Summit: Maintaining Connections Across Platforms

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iMedia March Brand Summit: Maintaining Connections Across Platforms

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iMedia March Brand Summit: Maintaining Connections Across Platforms

  1. 1. Maintaining Connections Across Platforms Doug Chavez Director Digital Marketing March, 2011
  2. 2. Broad set of digital platforms gaining adoption p Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company Apps 49% Thematic Content 47% Search 40% Social Media 37% Relationship Marketing 30% Deals 19% Displays & In-Store Advertising 17% Example Digital Vehicles by Platform In store video, kiosks, scanners Direct to card, e-circular E-newsletter, personalized storefront WOM, reviews, branded community Sponsored results, virtual display Retailer sitelet, how to video Barcode scanners, shopping lists Manufacturer Adoption of Shopper Marketing Platforms “ On Average, to what extent are you using the following shopper marketing vehicles?” Never Use Use
  3. 3. … which can be aligned based on brand objectives Awareness & Consideration Trial & Action Loyalty & Advocacy Brand Objectives Path to Purchase Mapping Vehicle Platforms By Objective Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company At Home Search Thematic Content Deals Relationship Marketing Social Media On the Go Search Deals Apps Relationship Marketing Relationship Marketing In the Store Deals Displays & In-Store Advertising Primary Objective(s) Secondary Objective(s) Deals Relationship Marketing Social Media Thematic Content Search Thematic Content Search Apps Search Apps Deals Apps Displays & In-Store Advertising
  4. 4. Source: Forrester Offline Online
  5. 6. Kibbles ‘N Bits® Bistro Meals™ Launch Ads in USA Weekend Magazine drive shoppers to the Whrrl Society, offering a chance to win a $25 gift card as an incentive. Ad issue dates: 1/30/11 2/6/11 2/20/11
  6. 7. Kibbles ‘N Bits® Bistro Meals™ Launch Visitors to the Whrrl Society are presented with an invite to join.
  7. 8. Kibbles ‘N Bits® Bistro Meals™ Launch Users who opt to join the society are forwarded to the society home page, where they can engage with other users who share similar interests. The page features a rotating banner meant to serve as a branding element.
  8. 9. Kibbles ‘N Bits® Bistro Meals™ Launch A welcome e-mail is sent to the participants, includes a link to download a valuable coupon for Kibbles ‘N Bits® Bistro Meals™ dog food.
  9. 10. Kibbles ‘N Bits® Bistro Meals™ Launch As users engage with the society, they are encouraged to check-in to the society when they visit a Walmart store. Upon check-in, the user is automatically entered into a drawing for a chance to win $25 worth of dog food.
  10. 11. Kibbles ‘N Bits® Bistro Meals™ Launch As users interface with the Whrrl platform, share their stories and check-in at various Walmart locations, a robust conversation around Kibbles ‘N Bits Bistro Meals begins to materialize. A team of bloggers [contracted] engage and create conversations. Their contributions include stories about the brand on their individual blogs, as well as community recommendations posted on the society page.
  11. 12. Kibbles ‘N Bits® Bistro Meals™ Launch User stories, recommendations and blog posts are collected in a single place by our aggregator site, located at www.1lovemydog.com . This aggregator site is SEO optimized to appear in brand-relevant search results, on Google. Yahoo, etc. Visitors to site are encouraged to join the conversation on Whrrl.
  12. 13. Kibbles ‘N Bits® Bistro Meals™ Launch Ads on Facebook help connect and drive additional traffic to the Whrrl Society Page
  13. 17. Results Snapshot <ul><li>Strong growth trends </li></ul><ul><ul><li>Traffic and page consumption above CPG norms </li></ul></ul><ul><ul><li>Above industry average registrations and CTRs for coupons </li></ul></ul><ul><li>Social media integration </li></ul><ul><ul><li>Spend 3-4X more time one brand sites </li></ul></ul><ul><ul><li>Database registrations (+40%) </li></ul></ul><ul><ul><li>Creating brand advocates </li></ul></ul><ul><li>Significant SEO advantages </li></ul>
  14. 18. Consumer Buying Cycle vs. Sales Funnel Source: Forrester
  15. 19. Digital Marketing  Fully Integrated Consumer Engagement Email/CRM (DM Connect) Social Search Display Shopper Marketing
  16. 20. Organizing to Engage Marketing Consumer Affairs Legal IT HR C-Suite
  17. 21. Organizing to Engage <ul><li>Marketing </li></ul><ul><li>Legal </li></ul><ul><li>Consumer Affairs </li></ul><ul><li>IR/PR </li></ul><ul><li>Regulatory </li></ul><ul><li>C- Suite </li></ul><ul><li>IT </li></ul>
  18. 22. Thank You <ul><li>@dougchavez </li></ul><ul><li>http://www.linkedin.com/in/dougchavez </li></ul>

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