How Whole Foods Market Gained 70k Email Subs in 1 Month

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Presented at the Kansas City Direct Marketing Association luncheon - September 11, 2012.

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  • How Whole Foods Market Gained 70k Email Subs in 1 Month

    1. Case Study: How Whole Foods Market gained 70,000 new email subscribers in1 month @RyanAmirault @WholeFoods
    2. Ryan Amirault Digital Marketing Manager Whole Foods Market Boulder, CO & Austin, TX@RyanAmirault@WholeFoods
    3. Digital Marketing @ Whole Foods Market- Non-traditional approach- Unique culture- 300+ U.S. Stores and now in Canada, England & Scotland. Divided among 12 decentralized regions- Each store has a dedicated marketer and graphic artist (large stores have multiple)- Regional marketing teams provide support + global team in Austin, TX @RyanAmirault @WholeFoods
    4. Summer Acquisition Campaign July 1 – August 1, 2011Support all stores in growing email, Facebook & Twitter lists - Education & Awareness - Incentives - Merchandising Materials - Quick data entry - Best Practices - Sharing is key - Keep it fun! @RyanAmirault @WholeFoods
    5. Summer Acquisition - Step 1Form a task force to generate ideas & facilitate - 18 reps from throughout company - Idea & tactic sharing - First bi-weekly meeting 90-days prior to campaign start - Reps shared information to their regions - Results tracking & updates @RyanAmirault @WholeFoods
    6. Summer Acquisition - Step 2Incentivize Action Employee and customer incentive program - $50 gift cards for customers - $2k per store/metro + $1k for charity of store/metro’s choice - Winners picked based on growth %, plus most creative award @RyanAmirault @WholeFoods
    7. Summer Acquisition - Step 3Leverage Touchpoints - Online, SMS, QR - In-store - Events - Off-site - Cross-Promotion - Cashiers (incentive prizes) - Facebook Promotions - Twitter Promotions @RyanAmirault @WholeFoods
    8. Summer Acquisition - Step 3In-Store Newsletter@RyanAmirault@WholeFoods
    9. Summer Acquisition - Step 3Cross Promotion @RyanAmirault @WholeFoods
    10. Summer Acquisition - Step 3Facebook Tab Newsletter Signup @RyanAmirault @WholeFoods
    11. Summer Acquisition - Step 3@RyanAmirault@WholeFoods
    12. Summer Acquisition - Step 3@RyanAmirault@WholeFoods
    13. Summer Acquisition - Step 3Mobile Friendly Signups:@RyanAmirault@WholeFoods
    14. Summer Acquisition - Step 4 Stay true to your values & culture: - Green list building - Offer options - Quality over Quantity - Single Opt-In - Email is an extension of our stores.@RyanAmirault@WholeFoods
    15. Summer Acquisition - Step 4Over 2,000 email subscribers generated from SMS and QR codes- QR and SMS placed in strategic locations: table tents, meat/deli/seafood scales, bathroom stalls, registers, cafes, grocery aisles, eating areas, guest services- Test QR codes before deploying creative materials!!- Delivr.com - free and provides basic analytics. ! @RyanAmirault @WholeFoods
    16. Results!Email: 70k new, 400% increase in monthlyaverage growth and this included more than2,000 new subs signed up via SMS, QR or mobilesignup page options.Facebook: 45k new local Facebook fans, 64%increase in average monthly growth. 26k newFacebook National FB fans.Twitter: 11k new local Twitter followers, 27%increase in average monthly growth. @RyanAmirault @WholeFoods
    17. Key Takeaways- Quality over quantity- Provide the tools to your staff as well as guidance for optimizing- QR codes: test before you deploy- Incentivize the program and align incentives with company values- Cross-promotion is time consuming, but payoff is well worth the investment- Track progress, communicate results- Make it fun!
    18. Q &A@RyanAmirault@WholeFoods
    19. Thanks!Get in touch:- slideshare.com/RyanAmirault- @RyanAmirault- Ryan.Amirault@wholefoods.com @RyanAmirault @WholeFoods

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