Baby Boomers: The shape of digital success

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At ad:tech in San Francisco, Thomas Mueller, global director, dynamic media at Siegel+Gale, spoke to interactive marketers about digital demographics and how to connect with the boomer generation -- a highly influential group of consumers. Thomas revealed key insights into the boomer mindset and shared case studies of three organizations that have implemented successful campaigns targeting this group.

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  • Reach Women who Cook Everyday–Across All Platforms Everyday Food’s Grocery Bag: Week’s worth of recipes in a high-impact tear-and-shop listDinner Tonight Daily & Everyday Food Emails: make-ahead recipes, fast dinner ideas and easy holiday mealsPrint This Tool: Integrate your brand on marthastewart.com’s recipes and articlesEveryday Food Savor the Season retail promotionExclusive Mobile Applications & Tools Every Day Food iPhone App: helps solve daily dinner dilemmas ZipList: stores lists online and allows for instant updating via cell phonesSMS Recipe Texting: text DINNER to MARTHA and opt-in to receive daily recipe ideas, ingredient lists and cooking instructionsPromotional Platform Martha’s Circle Food Blogger ChallengeCreate dinner for 4 using partner’s product by spending the least amount of moneyBloggers post recipes, cost, and share their overall experience“Cooking for 4 under $10” segments on The Martha Stewart ShowIntegration into Everyday Food Show, on Martha Stewart Living Sirius Satellite radioBest blogger solution advertorials featured in franchise in-book positions
  • Baby Boomers: The shape of digital success

    1. 1. Baby Boomers: The shape ofdigital success <br />The Big Digital Idea: <br />Killer Creative Showcase <br />April 21, 2010<br />Thomas Mueller<br />Global Director, Customer Experience<br />tmueller@siegelgale.com<br />
    2. 2. 2<br />Boomers… so who are we talking about? <br />A force to be reckoned with – online and offline<br />77 million Americans <br />Represent nearly $230 billion in sales for consumer packaged goods products – 55% of total sales<br />Baby Boomers weren’t expected to be web savvy – but they are<br />Flocking to Facebook and becoming social media mavens<br />Least willing to give up Internet<br />Comprise 22% of iPhone and Blackberry sales<br />Baby boomers are good communicators and used to changing technology<br />Source: Nielsen 2008<br />
    3. 3. 3<br />…so don’t underestimate them<br />Age means experience – it’s a more complex audience <br />Take the time to understand what a generation has been through and how this effects them<br />Baby Boomers are good communicators<br />From rallies in the 60’s to Facebook today, they have opinions and know how to share them<br />50 isn’t what it used to be<br />Today’s 50-year-olds are more active, people are working longer<br />Baby boomers are active in the digital sphere<br />Baby boomers make up 32.5% of the US Adult population, and 36% of the adult online population<br />
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    7. 7. Into Your Cart<br />The Concept<br />From quick ideas, and cooking as entertainment to powerful recipe search, and finely tuned how-to, we empower people to cook for themselves and their families every day<br />Offering recipes and meal-planning ideas you love to use every day<br />Reach Women who Cook Everyday–Across All Platforms <br /><ul><li>Everyday Food’s Grocery Bag
    8. 8. Dinner Tonight Daily & Everyday Food Emails
    9. 9. Print This Tool
    10. 10. Everyday Food Savor the Season retail promotion</li></ul>Exclusive Mobile Applications & Tools <br /><ul><li>Every Day Food iPhone App
    11. 11. ZipList
    12. 12. SMS Recipe Texting</li></ul>Promotional Platform <br />Martha’s Circle Food Blogger Challenge<br /><ul><li>Create dinner for 4 using partner’s product by spending the least amount of money
    13. 13. Bloggers post recipes, cost, and share their overall experience
    14. 14. “Cooking for 4 under $10” segments on The Martha Stewart Show</li></li></ul><li>8<br />Key Takeaways<br />Tap consumer passions<br />Invite participation<br />Go deep to go broad<br />Follow your customers<br />Use a media ecosystem for stronger results<br />
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    16. 16. Every year, millions of BabyBoomers are faced with the reality of caring for an aging parent<br />
    17. 17. Background<br />Care Support of America (CSA) focuses on offering these families caregivers – with the compassionate guidance and trusted support necessary to navigate these complexities with confidence<br />With a proven approach, a passionate team of experienced nurse specialists, cost sensitive pricing and 24/7 access, CSA has all the elements of a leadership brand<br />Despite this distinctive promise and offering, low company awareness is preventing millions of individuals from finding the help they need<br />
    18. 18. So how did we unpack this situation?<br />Siegel+Gale’s team set out to define CSA’s brand promise, positioning, and overall message to the market, while at the same time establishing CSA’s new brand identity. <br />We positioned CSA as the “go-to source” for trusted guidance, compassionate support, and practical solutions.<br />Opportunity to provide clear and direct answers to overwhelmed family caregivers.<br />Audience characteristic revealed need to have a partner for a trusted conversation in a moment of crisis.<br />
    19. 19. Digital is the main touch-point<br />The main objectives for the site re-design were to create awareness and understanding for CSA, assert a thought leadership position, drive customer engagement, expand their digital footprint, and to identify future digital product and service opportunities. <br />Research indicated that most prospects engage with CSA in a moment of crisis and are looking for a guide to lead them, however, CSA’s digital footprint was constrained only to it’s web site, populated with lots of information, but few answers.<br />They also needed to more effectively complement the telephonic service, with sharing more answers online. <br />Our approach provided CSA with a much greater opportunity to establish credibility and clarity, and qualify appropriate leads for its support service. <br />
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    21. 21. Key take-aways<br />Planning a cohesive digital footprint beyond your website is essential <br />Paying attention to SEO when starting out in an undefined category is critical<br />Creating and publishing content on the web on a regular basis is mandatory<br />Content syndication partnerships are important<br />15<br />
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    23. 23. Let’s set the context<br />Harley brand lives deep within riders and employees<br />Internal organizational redesign to support the brand<br />Functional silos were replaced with senior leadership teams that share decision making responsibilities<br />Strong brands arise from the right community structure – not vice versa<br />The Harley Davidson Museum fosters personal connections through programs like the Rivet Wall – where people order custom engraved rivets that are installed on decorative walls around the museum campus. Visitors viewing their own and others rivet’s start chatting, often forging friendships<br />Harley Davidson is a community-based phenomenon <br />Community-outreach programs are staffed with employees, not with hired hands. Relationship between loyalists and employees became on in the same<br />
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    26. 26. 20<br />Key Takeaways<br />A brand community is a business strategy<br />It exists to serve the people in it.<br />Enable the community and the brand will be strong.<br />Communities are strongest when everyone plays a role.<br />When all components tie together you’ll see greater engagement and brand impact.<br />
    27. 27. A few words about Siegel+Gale<br />Citibank IRS Chubb IBM<br />Shearson Lehman Brothers<br />AT&T Cleveland Clinic SEC Edward Jones NASD College Board<br />Four Seasons Sony PSP Cox Cable IRS ECMC Gulf Region Telco<br />21<br />21<br />21<br />
    28. 28. A few words about Siegel+Gale<br />Strategic branding communications firm with 40 years of experience and 180 employees<br />Full suite of strategic services, naming, creative, interactive, simplification, brand alignment, and custom research plans<br />Part of the Omnicom Group (NYSE: OMC)<br />Headquartered in New York with offices in Los Angeles, San Francisco, London, Germany, Dubai, Beijing, Shanghai<br />History of innovation in branding and simplification<br />Senior practitioners…people come here to do the work<br />22<br />
    29. 29. 23<br />How to get in touch with me<br />Thomas Mueller<br />Global Director Customer Experience, Siegel+Gale<br />www.siegelgale.com<br />tmueller@siegelgale.com<br />@tmuellernyc<br />www.linkedin.com/muellerth<br />
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