Vol. 24, No. 6 • June 2011 / An Official News Publication of theMills Partners Mattel Brings Barbiewith GrouponMINNEAPOLIS — General Millsbecame the first major con- & Ken Back Togethersumer packaged goods maker Playing off ‘breakup,’ campaignto run an offer through Chica-go-based Groupon’s collective- targets multiple generationspurchasing website. Staged in By Joe BushMinneapolis and San Francisco EL SEGUNDO, C ALIF. — Mattel Inc. usedon April 21, the offer entailed a a multifaceted marketing campaign that“sampler” of 12 Mills products included social media activity on Face- book and Twitter, and event marketing to publicize the “reunion” of its Barbie and Ken dolls. The backstory of the dolls includes a “breakup” seven years ago. It wasn’t un- til the pair appeared together in Pixar Animation Studios’ Toy Story 3 in 2010 that the rematch gained momentum. The theatrical appearance was not of Mattel’s doing, says vice president of marketing Lisa McKnight, but served as an unofficial kickoff for the reunion campaign.from brands such as Fiber One,Cinnamon Toast Crunch andFruit Roll-Ups for $20, which theCPG billed as a 50% discount.The deal also included a couponbook providing $15 in savingson various Mills products. Thepackages were shipped directly Integratingto buyers’ homes. General Millstold The Wall Street Journal thatit would evaluate results fromthe test before deciding to use Shopper & CatManGroupon again. The offer sold “The brand reaches multiple genera-through 4,500 boxes by mid- tions,” McKnight says. “Ken has not beenmorning. Within a week of that in our product line since 2004, so weoffer, TotalBeauty.com launched wanted girls to reconnect with Ken andits first Groupon deal, offering to understand his role in Barbie’s world,$25 worth of E.L.F. cosmetics SEE PAGE 20 that he’s the perfect boyfriend for everyfor $10 redeemable through occasion, and to ultimately buy Ken to ac-EyesLipsFace.com. company Barbie and play out stories with them together.” Dole Learns from Mobile Club Pilot On Valentine’s Day 2011, Barbie’s Face- book page announced the pair was back By Dan Ochwat together. McKnight says Mattel wanted to WESTLAKE VILLAGE, CALIF. — Dole Foods completed an eight-week pilot program with East simultaneously bring Ken back into the Coast supermarket chain Price Chopper to test the mobile marketing waters. The retailer and spotlight and mark his 50th anniversary manufacturer partnered to create the Dole Salad Mobile Club, a loyalty program where shoppers (March 11) with new dolls. signed up for SMS text-message recipes and offers. Dole and Price Chopper started promoting A special-edition gift set printed with the club in November 2010 through targeted direct mail pieces with QR codes, circular ads, a the words “She Said Yes!” included Ken mobile site, Facebook posts and banner ads. and Barbie together. Mattel recommended “We wanted to discover who, how, when and where consumers wanted to use their mobile that retailers sell it for $5 for one week. device,” says CarrieAnn Arias, senior manager of shopper marketing at Dole. “We also wanted All creative work was done in-house, says to create a path for future communications. We accomplished all of our goals and gained some McKnight. unexpected – and heavily guarded – insights into how mobile interacts with other marketing A five-week print campaign in US Week- mediums.” ly and a month-long billboard campaign Category Report: So while the program worked to get shoppers more involved in shopping for salads, the pilot (digital and traditional) in Los Angeles and CANDY AND SNACKS really helped inform Dole and Price Chopper on mobile practices, according to Arias. “You New York preceded Valentine’s Day. See Page 42 See Dole, Page 16 See Mattel, Page 18 Report: Mobile Apps/ Technology Page 26
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4 SHOPPER MARKETING JUNE 2011 EDITORIAL An In-Store Marketing Museum humble opinion, that is one of the great values of events such as our Design of the Times (DOT) Competition. Don’t be keters and retailing execs will conduct the first round of judging at Target’s headquarters in Minneapolis. Through I was laid up with an illness during April’s 3,000 ads would consume four hours of misled by the name. Yes, I’ve seen a few their evaluations, they will “curate” how Shopper Marketing Summit. However, by your life, every day. agency execs and consultants roll their the DOT Gallery is arranged at October’s firing up the ol’ iPad, I was able to fol- The linear path-to-purchase model eyes at the prospect of a “display design” Shopper Marketing Expo, as only final- low the proceedings via attendee Twit- is dead. Again, at first blush, it’s hard contest. (Although why, over the years, ists will be set up for the final judging ter postings. (See www.instoremarketer. to disagree. Disruptor shopping tech- have I seen virtually every one of them on Oct. 18. org/tweetable.) Of course, monitoring a nologies (geo-targeting, social media, in our DOT Gallery, furiously scribbling Entrants please note: this is a BIG proce- stream of 140-character tweets is a lot crowdsourcing, to name just a few) are away? You know who you are.) dural change from years past. like eavesdropping on concession-line flooding the marketplace. Some will be They should take another gander at the Thus, the DOT Gallery will be an in- chatter during an intermission. You over- game-changers, some will be vaporware, rules at www.ShopperMarketExpo.com/ store marketing “museum” with only the hear a lot of factoids, assertions, kudos and some will get your CEO subpoenaed dot. The DOT Competition embraces best of the best (Gold, Silver and Bronze) and complaints, but there’s little room for before Congress. But at the moment, it’s both the linear and the asymmetrical, on view, and plenty of elbow room to elaboration or context. all coming in an asymmetrical avalanche, with 14 activation categories spread over peruse, debate and scribble down notes, So when the statement Facebook and I know more than a few hardcore eight retail channels. We take submissions sketches, names and phone numbers. The ‘Likes’ are worth $3.60 tweeted through early adopters who are getting fatigued from the biggest of CPGs, retail chains, Gold, Platinum and Best of Times winners the Twitterverse, I noticed that not a sin- with all the test-driving. agencies and producing firms as well as will be announced at the DOT Awards gle one of its many re-Tweeters disagreed. So dead dead? As in doornail, dodo, start-up P2P shops working with digital, Dinner on Oct. 19 at Navy Pier. Bottom And that might have been that, until I duck or OBL? Come on. I’m all for open- mobile, coupons, events, sampling and line: Get your entries in before June 10, Google’d it and discovered a flash mob ing our minds, but I suspect that a few of other media. And the entry questionnaire 2011 (the late deadline – with penalty – is of virtual Doubting Thomases out there these speakers are just trying to make our once again incorporates the very popular June 17.) claiming that this statistic is flawed, too heads explode. “Four C’s” shopping paradigm. P.S. We’ll print the winners, both here high, too low and/or meaningless. We can all use reality checks, and in my In August, a large team of brand mar- and throughout the Twitterverse. The average American is exposed to more than 3,000 advertising messages a day. That, too, sounded both authorita- tive and useful (hone your messaging, people), but upon further review, it seems odd that a data point that predates the Dotcom Bubble and the proliferation of “screens” in our lives hasn’t budged in 15+ years. And think about it: Even at a mere five seconds of exposure apiece, Rendering by Keith Arndt, Mechtronics • Sarah Gleason, Consultant, GfK • Sonja Mathews, VP, Market Research • Alicia Smestad, EVP, RPM Connect DISTINGUISHED FACULTY Interscope & Competitive Intelligence, USAA & President, Nsight Connect, • Lily Lev-Glick, Founder, • Patrick Rodmell, President & CEO, • Mary Goggans, Director, • Kent McCuddin, Senior Manager, D.L. Ryan Companies Shopper Sense Watt International Customer Business Development, Marketing Communications, • Alex Sodek, SVP, Research, • Russ Napolitano, EVP/Partner, • Rob Wallace, Managing Partner, Kimberly-Clark Wells’ Dairy Inc. Decision Insight Inc.2011 Events Wallace Church Inc. • Joe Ricci, President, Beacon Strategy, Wallace Church Inc. • Scott Young, President, Perception • Terri Goldstein, Principal/CEO, The Goldstein Group • Elissa Moses, Chief Analytics Officer, EmSense • David Sommer, CPG, Retail and Shopper Marketing, FacebookJUNE 2011 Concepts Inc. Research Services • Nicole Green, SVP, Brand Evangelist, • Tyler Murray, Global Digital Practice • Herb Sorensen, Ph.D., Scientific Mullen/Frank About Women Lead, Saatchi & Saatchi X Advisor, TNS Global Retail &10 Design of the Times Entry • Terry Nannie, Senior Director, Shopper Practice, TNS • Michael Chase, VP of Marketing & • Brian F. Harris, Ph.D., Founder & Co-Deadline INSTITUTE FACULTY Creative, St. Joseph Content Chairman, The Partnering Group Marketing, Walmart Stores Inc. • Jesse Spungin, VP & Generalshoppermarketexpo.com/dot • Daniel Abramowicz, Ph.D., EVP, • Laurie M. Clark, Senior Customer • Doug Healy, Senior Market Research • Robert Osmond, President & CEO, Manager Popcorn Brands, Technology, Crown Holdings Inc., & Media & Interactive Manager, Analyst, Barilla America Benchmarc Display Inc. ConAgra Foods17 Design of the Times Entry President, Crown Packaging Technol- Coca-Cola Co. • Dave Henderson, VP, Customer • John Paulson, CEO, US, G2 • Brian Stankiewicz, Ph.D., Vision ogy Inc., Crown Holdings Inc. Scientist, 3MExtended Deadline • Peter Cloutier, Group President, Strategic Marketing, Hasbro • Brian Pear, VP & General Manager, • Michelle Adams, VP, Shopper & Catapult Marketing Shopper Events LLC • Phil Stanley, VP, Customer Marketing,shoppermarketexpo.com/dot Customer Insights, PepsiCo • John Clutts, Practice Leader for • Mack Hoopes, Manager of Shopper Hershey Foods Insights, Henkel North America • Hugh Phillips, Ph.D., President, • Candace Adams, President, Global Retail, The Partnering Group Phillips Foster & Boucher Inc. • Cathy Stauffer, EVP, Market Develop-21-22 StratConn: Custom Retail Strategy, SmartRevenue • Anne Howe, Founder, Anne Howe ment, Premier Retail Networks • Terry Collier, Ph.D., Marketing Associates LLC • David Plante, Senior MarketingMerchandising • Alexei Agratchev, CEO, BVI Networks Manager, 3M Manager, Target • John Stermer, EVP, Sales & Marketing, • Geoff Jackson, Director, IntegratedThe Westin O’Hare • Rosemont, IL • Bob Anderson, Director, CSM, • Tom Conti, President, G2 Shopper Marketing, Campbell • Daniel Prince, Digital & In-Store PromoWorks Stop & Shop Supermarket • David DeBusk, VP, Client Solutions, Soup/Pepperidge Farm Marketing Manager, • Rich Tarrant, CEO, MyWebGrocer • Charlie Anderson, CEO, North DS-IQ Hewlett-Packard Co. • Marla Thompson, VP, NationalAUGUST 2011 America, Saatchi & Saatchi X • Valerie Jacobs, VP, Group Director, • David Rich, President/CEO, Accounts - Central, Catalina • Giovanni DeMeo, Director, Director of Trend Analysis,3 Design of the Times Round 1 • Evan Anthony, VP, Corporate Global Brand Development, LPK - Libby Perszyk Kathman ICC/Decision Services Marketing Corp.Judging Marketing & Advertising, Kroger Daymon Worldwide • Curt Johnson, SVP, Consumer Goods • Sven Risom, Managing Director, • Aidan Tracey, CEO, Mosaic • Jonathan Asher, VP, Perception • Ben DiSanti, SVP, Planning & Division, Miller Zell Inc. Cannondale AssociatesDOT judges will meet at Target HQ Research Services Perspectives, TPN • AnnaMaria Turano, Founding • Jason Katz, EVP, Emerging Media, • Joe Robinson, President, RPM Partner/Executive Director,for the first round of judging. • Don Baker, VP, Pricing & Category • Tanya Domier, President, Marketing Catapult Marketing Connect, D.L. Ryan Companies MCAworks LLC Selling Strategies, Sara Lee Food & Services, Integrated Marketing • Catherine Roe, Head of Consumer • David VanderWaal, Director, In-Store • Kevin Kells, National Industry Beverage Services Packaged Goods, Google Inc.OCTOBER 2011 Director, CPG, Google Inc. Shopper Marketing, LG Electronics • Steve Bava, Director Of Strategic • Kelly Downey, VP, Customer • Sherri Rosenberg, Media Director, • Randy Wahl, EVP, M/A/R/C Research18-20 Shopper Marketing Expo • Kat Kozitza, Director, Interactive Development, WhittmanHart Marketing, Unilever Blue Chip Marketing and Marketing, Supervalu • Todd Walls, EVP, BuxtonNavy Pier • Chicago, IL • Bernard Beary, AVP, Category • Philip Duncan, Global Design Officer • Jon Kramer, CMO, RockTenn Communications • Kamela Warren, E-Business Manager, Hy-Vee Food Stores Corporate Design, Procter & Gamble • Sarah Rottenberg, Relationship Merchandising Displays Customer Manager, Kellogg Co.18 Design of the Times Round 2 • James Beck, General Manager, • Mark Edwards, President, Founder, Lead and Directing Associate, Walmart Smart Network, Red Dot Square Solutions • Ed Kuehnle, President, Catalina Jump Associates • Brad Williams, Shopper MarketingJudging Walmart Stores Inc. Marketing Corp. Consultant, Coca-Cola Co. • Matthew Egol, VP, Consumer, • Masha Sajdeh, Chief Shopper • Chris Borek, Senior Manager, Media & Digital Practice, • Paul Lieberman, Director of Strategist, Arc Worldwide • Cheryl Williams, VP, Marketing, Interactive Multichannel Experience, Booz & Company Inc. Merchandising & Shopper Marketing - Shoprite19 Design of the Times Awards Drugstore Channel, Mars Chocolate • Bob Samples, Director, Category Target • Craig Elston, SVP, Insight & Strategy, Planning and Sales Support, • Caroline Winnett, CMO,Dinner • Thomas Brown, EVP, Minneapolis, NA LLC Hormel Foods Corp. NeuroFocus Inc. The Integer Group D.L. Ryan Companies • Wendy Liebmann, CEO & Chief • Paul Schaut, CEO, Modiv Media • Al Wittemen, EVP, Integrated Mar- • Maria Emmer-Aanes, Director of Shopper, WSL Strategic RetailDECEMBER 2011 • Stephen Brown, VP of Innovation, Marketing and Communications, • Mark Scott, EVP, Marketing Service keting, Acosta Sales & Marketing Merchandising Displays, RockTenn Nature’s Path Foods • Catherine Lindner, VP, Retail Market- Operations, Acosta Sales & • Jay Zemke, VP, Strategic Develop-8-9 StratConn: Strategic Resources Merchandising Displays ing, Walgreen Co. Marketing ment, BARD Advertising • Patrick Fitzmaurice, Principal,Shopper marketing agencies and • Raymond Burke, E.W. Kelley The Capre Group • Mary Lorson, Director, Business • Suzy Sharpe, Founder & Principal • Mark Zwicker, VP, Business Develop-strategic consultants. Professor of Business Administration, Solutions, Pavone Consultant, Sharpe Insights ment, St. Joseph Content • Ted Flinn, Brand to Retail Strategy Indiana University Director, TracyLocke • Jim Lucas, Global Retail Insight &The Westin O’Hare • Rosemont, IL • John Burn, Director, Channel Strategy, Draftfcb • Jim Fuqua, Director, Shopper Marketing, MillerCoors LLC Marketing, Supervalu • Chuck Luckenbill, VP, Visual ■ Distinguished Faculty and Institute Faculty are the highest-THROUGHOUT 2011 • Rich Butwinick, President, • Craig Geiger, Director, Category Merchandising, OfficeMax rated speakers, based on a 4-point scale, by past attendees of MarketingLab Development & Shopper Insights, • Darren Marshall, VP, Global Shopper our various speaking engagements. Distinguished faculty haveI-Seminars • Alison Chaltas, EVP, GfK Interscope Barilla America Development, Coca-Cola Co. consistently scored high at four or more events. Faculty haveIndustry webinar presentations. See • Anne Chambers, CEO, The Capre • Bryan Gildenberg, Chief Knowledge • Anthony Massa, Chief Creative scored high, presenting at least once.the website for topics and schedules. Group Officer, Management Ventures Inc. Officer, TPN
6 PROGRAMS SHOPPER MARKETING JUNE 2011Rawlings Turns to Digital to Simplify Shopping ExperienceBy Dan AlaimoST. LOUIS — Rawlings Sporting Goods is 140-plus stores in the Northeast and Mid-trying to simplify the process of shopping Atlantic states.for its baseball training equipment by using This year’s campaign adds mobile-basedvarious digital shopper marketing tactics, marketing by way of QR codes on packaging.including QR codes, and updated displays By scanning the codes with a smartphone,at Modell’s Sporting Goods. shoppers can access a video of Ripken ex- Rawlings knew that there are many types plaining and using the product. “Especiallyof shoppers who purchase these products, in our sector of the sporting goods business,including parents, coaches and the athletes it’s hard to sell a batting tee if you are notthemselves. The company sought to make showing exactly how to use it,” Naber says.the shopping experience as easy as pos- In ordinary circumstances, it is impracticalsible for those less knowledgeable about its to set up a batting tee in a store and have5-Tool Training line, especially moms, says someone demonstrate how to swing a bat.Lindsey Naber, Rawlings brand manager, “Now we can show a video of that,” she says.spring sports. “That’s a cost-effective way to sell the fea- “In a lot of cases, some people aren’t as tures, the drills and the experience associ-informed when it comes to sporting goods ated with the product.”equipment,” says Naber. “They don’t un- The digital marketing campaign also in-derstand what separates a $200 piece of cludes email, Facebook and a redesignedequipment from a $50 piece of equipment. website. Rawlings is using QR codes and account-specific displays atSo you have to do a little more work at the Using Modell’s email database, “We are Modell’s Sporting Goods to market its 5-Tool Training line,point of sale.” going to explore doing some geo-segmen- which is endorsed by Cal Ripken Jr. The line, which debuted in February tation where we will talk to segments of2010, came back to Modell’s stores in Feb- their audience that the product line would the items necessary to carve out a trainingruary 2011 with an endorsement from appeal to,” says Naber. “Also, we will look at program.”Hall of Fame baseball player Cal Ripken previous purchases of the 5-Tool Training Naber says the Internet is the ultimateJr. and his Baltimore-based company, line to continue that conversation.” source of information for shoppers, “SoRipken Baseball. Ripken’s image appears The Facebook promotion, set to launch if you are unable to get the informationprominently on P-O-P materials designed this month, enables Rawlings to expand its you need in-store, it’s going to be the des-by Inner Workings, Chicago. The per- advisory staff beyond top athletes and col- tination where you can go home and learnmanent displays highlight five athletic legiate coaches to include more consumers. more about it,” she says.“tools” needed for baseball: arm strength, Rawlings will use the social media site to “so- Summing up Rawlings’ approach, Naber BRAND: Rawlingsa balanced swing, foot speed, hand-eye licit feedback from the people actually using says: “We want to become the single sourcecoordination, and strength for a powerful the brand,” says Naber. “We won’t be talking for all things baseball.” There has to be a KEY INSIGHT: There are many types of shoppers who purchase baseball trainingswing. The products, according to Naber, at them, we will be talking with them.” “cohesive flow of information. We have to tools, including parents, coaches and theconsist of agility hurdles, small training A newly designed website includes a sec- make sure each element is in place; oth- athletes themselves, and some are lessgloves, weighted baseballs, hitting tees, tion dedicated to the 5-Tool Training line erwise, you lose the consumer to a com- knowledgeable about the tools’ features.resistance bands, swing shoots and curve that “will be heavy on tips and drills,” she petitor. So we are constantly exploring new ACTIVATION: QR codes on packaging linktrainers. Rawlings partnered with New says. “It’s not as simple as just showcas- ways of how to use technology to reach to demos of the training equipment.York-based Modell’s to launch the line at ing the product. It’s putting the tips with different segments of consumers.”Kellogg Introduces Cereal in New Market The launch was supported by TV spots created by the Chicago office of Leo Bur- Kellogg says consumer feedback has nett, a dedicated website, a Facebook pageIntegrated Crunchy Nut campaign tries to convert U.S. consumers shown that consumers like the taste of the that also hosts videos, in-pack rebate offers,By Joe Bush cereal. “In other markets where Kellogg FSIs, direct mail and in-store activity suchBATTLE CREEK, MICH. — Hoping to build sells Crunchy Nut cereal (including Austra- as sampling (without milk), at-shelf videoon the success of Kellogg’s Crunchy lia), there are passionate fan bases that have and dedicated floorstands.Nut cereal in England and Ireland, made the brand extremely successful,” says At Walmart, Crunchy Nut garneredKellogg Co. launched the brand in the Jeff Delonis, brand manager. endcap space that incorporated the Wal-U.S. in January using an “It’s Morning Trumpeting the idea that cereal simply mart Smart Network. A co-op ad from theSomewhere”-themed campaign. tastes good and doesn’t have to be for break- retailer and manufacturer in Parade maga- fast only, Kellogg showcased the product’s zine and circular features touted its avail- arrival – and drove awareness of the brand ability at the mass merchant. – with a 24-hour event in Los Angeles that “We enjoyed very broad retailer support featured a 66-by-28-foot cuckoo clock. At for this innovation and together were able the top of each hour, actors impersonating to use retailers’ shopper marketing oppor- people from countries where it was morn- tunities,” says Jamie LaRue, Kellogg’s senior ing at that time emerged from the clock. director of shopper marketing. “For some The theme was sup- retailers this included in-store sampling, ported by packaging that and for others digital inclusion, direct mail included a QR code de- and other customer media opportunities. veloped by Augme Tech- Additionally, we did many scale events, nologies, New York. and Crunchy Nut was one of the heroes of Consumers who scanned those events.” the code accessed a video Kellogg used The Integer Group, Den- on Kellogg’s mobile site. ver, for in-store creative, while Menasha The video’s content car- Packaging, Neenah, Wis., handled POS ried the “It’s Morning production. Somewhere” theme and varied depending on the BRAND: Kellogg’s Crunchy Nut time of day. KEY INSIGHT: A passionate fan base can make a cereal brand successful. A Facebook page and account-specific retailer activity supported the U.S. launch of Kellogg’s Crunchy Nut. Walmart gave Kellogg a ACTIVATION: Use an integrated cam- co-op ad in Parade magazine as well as dedicated endcap space paign to promote the cereal as some- that incorporated the Walmart Smart Network. Supervalu’s thing you can eat at any time of day. Jewel-Osco, far left, placed floorstands near milk coolers.
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8 PROGRAMS SHOPPER MARKETING JUNE 2011Aunt Jemima Reveals Process Behind PancakesBy Aaron BaarMOUNTAIN L AKES, N.J. — Pinnacle Foods’ “Our unique point of difference is whoAunt Jemima has embarked on a yearlong makes our products, how we make themprogram to demonstrate that its frozen and what we put in them,” says Andy Re-pancakes, waffles and French toast prod- ichgut, vice president of marketing for Pin-ucts are not that different from the ones nacle Foods. “The whole message is everypeople make at home. batch is made from scratch.” Through a series of videos viewable The idea resulted from a trip Reichgut andthrough the Aunt Jemima Facebook page, other members of the marketing departmentthe company (along with PR agency Weber took to the plant to familiarize themselvesShandwick, New York) is pulling back the with the company’s production process andcurtain on the process it uses to create its the people who worked there. “We realizedfrozen breakfast foods. The videos depict at the end of the day that if people could seeemployees at the company’s Jackson, Tenn., what we had just seen, we’d have tremen-plant making the Aunt Jemima products. dous brand affinity,” he says. Visit artisancomplete.com It’s rough out there on the shelf. We have your back. Aunt Jemima is using its Facebook page to show consumers how its frozen breakfast foods are made. After playing the video, consumers can print a coupon for a free product. The videos depict plant employees Jen- nifer Franklin, Charley Schumaker and Susie Tomlinson – the company now calls them “brand ambassadors” – talking about the way they make the product. As the em- ployees narrate, the video shows batter be- ing squirted onto a “hot cast-iron griddle,” cooked on one side until bubbling and then flipped. “They’re just like what I make at home,” Schumaker says. The company did not conduct heavy shopper marketing studies before embark- ing on the campaign. “We knew where the brand stood in the minds of consumers,” Reichgut says. “The message we came up with just strengthened what we already knew. They really have curiosity about how their products are made and who’s making them.” The videos were a perfect fit for Face- book, Reichgut says. “We realized this was the type of thing that [would allow us] to have a conversation with consumers. We have such an authentic voice [in the vid- eos]. It’s just the truth, and that tone and manner works well in social media chan- nels.” As an added incentive, after the video plays, the company provided a printable coupon for a free box of frozen pancakes. That coupon disappears after 56 minutes and is replaced by a $1 coupon. Reichgut says the company planned to complement the online videos with a com- prehensive marketing program that would include some in-store promotions (possi- bly with the brand ambassadors attending Point of events around the U.S.), and dedicating an Purchase area of the product packaging to a message Display from the brand ambassadors. Decor Printing+ BRAND: Aunt Jemima KEY INSIGHT: Consumers are curious about their food and who makes it. ACTIVATION: Launch a series of behind- MEET WITH US AT JUNE 2 1 ST- 2 2 ND the-scenes videos depicting how its frozen breakfast products are made and provide a free product coupon.
10 SHOPPER MARKETING SUMMIT SHOPPER MARKETING JUNE 2011Sharing the SandboxHaving worked hard to gain internal alignment,Supervalu now ready for collaborative shopper marketingBy Peter BreenROSEMONT, ILL. — This summer, more than were confusing our supplier partners50% of in-store merchandising in Super- and, ultimately, our joint shopper,”valu stores will be directly related to the said Fuqua. “We were fishing in dif-retailer’s seasonal shopper marketing pro- ferent holes … using different baitgram. That represents a milestone in the [but] trying to go after the same fish.”retailer’s development of a shopper market- The company thus undertook aing strategy that has aligned its marketing concerted effort to break down theand merchandising departments around a walls between the two functions –common goal and, now, is seeking stron- along with the ones separating themger collaboration with consumer product from operations, finance and othermanufacturers. departments – to bring greater clarity In the “Fresh Summertime Fun” program, to the marketplace.“We’ve got the right brands, we’ve got the After gaining a firm commitmentright prices, we’ve got the right time and from leadership within (not to men-then we’ve got the right marketing behind tion above) the two departments, the Shopper marketing director Jim Fuqua, right, talks about Supervalu’s transformation during a keynote presentationit,” said Eric Hymas, Supervalu’s group vice executives began a “discovery phase” at the Shopper Marketing Summit in April. At left is Eric Hymas, group vice president of center store merchandising.president of center store merchandising. entailing interviews with product“And we really think that’s going to step up vendors and roughly 80 Supervalu employ- Setting the Vision The two executives also offered the fol-our sales and our growth.” ees. “We needed to share the story of what The discovery phase informed the develop- lowing advice for potential partners: But that wouldn’t have been possible if we were trying to do, and understand the ment of a corporate vision: “To establish and • Provide actionable insights. “We’ve got differences between marketing and mer- grow an industry-leading shopper market- so much data that we can’t mine it all.the retailer’s executives hadn’t spent the last chandising at Supervalu,” Fuqua said. ing program [that would] move Supervalu We need to identify [shopper] problemstwo years crafting a new corporate culture The goal was to create a culture for pro- to a singular-focused organization to meet and use shopper marketing to solve thosein which “solving problems” for shoppers gram planning that would “start with the customers’ needs,” according to Fuqua. problems,” said Hymas. “If you can’t doprovides the common ground for market- consumer, what she’s looking for, what That vision requires a full commitment anything with [your insights], then justing and merchandising to work together, don’t bring them,” added Fuqua. drives her behavior, and how we can help from all parties involved; the determinationsaid Hymas, who joined with Supervalu change that behavior and drive more sales,” to “ground everything in shopper insights,” • Get aligned internally. “There are manyshopper marketing director Jim Fuqua said Hymas. Fuqua said; and a true desire for collabo- times when marketing is pitching some-in April for a keynote presentation at the ration both inside the company and with thing to our marketing department …Shopper Marketing Summit. national-brand partners. and the account executive is calling on “I’ve been doing merchan- And it can be attained if, according to my team and pitching something totallydising for 30 years, and I can Fuqua, the company’s shopper marketing different,” said Hymas. “We need every-tell you that we don’t like programs can achieve four key objectives: one to head down that same path.” Atpeople playing in our sand- • “Make it inviting and easy for shoppers some CPGs, Hymas continued, market-box – and by ‘sandbox’ I mean to find and buy supplier brands that are ing and sales seem hesitant to both dedi-in-store displays,” said Hymas. important to them.” cate funding to the same program, under“We control that. And we re- • “Build the brand equity for Supervalu the belief that staggered investments willally didn’t need marketing tell- banners as well as our supplier part- get “more on the floor.” “It’s really theing us how to do that.” ners.” wrong approach,” he said. “We’ve had By operating in separate si- • “Provide a source of differentiation for some partners that have figured it out,los, however, “We weren’t only both of us.” and we’re really starting to generate someconfusing ourselves, but we • “Inspire purchase by en- good return for them.” gaging and delighting our • Look beyond the store: “For us, it’s re- customers.” ally about understanding that path to “If we can deliver on purchase,” Fuqua said. “In-store is im- that, we will all be suc- portant, because that’s where the rubber cessful,” Fuqua said. meets the road. But in today’s world, you really need to have that complete view.” Partnering with • Be flexible. “Brands are very different in Brands how they want to be portrayed” and what Fuqua said that Supervalu types of programs they want to fund, is “moving toward being Fuqua said. But everyone should be will- more consistent with how ing to accept tradeoffs. “If we come into we look and feel” through a planning session, and we’re only after its marketing and mer- what we want, we’re not going to win for chandising. “We’re still the shopper,” Hymas said. Supervalu’s “Growing Local Learning” program with General giving the brands the op- • Keep concepts simple. Hymas advised Mills taps into Mills’ “Box Tops for Education” platform. It includes in-store elements and a dedicated website. portunity to have a voice, against “scope creep,” the habit of “mak- and to have a visual in our ing a program too big or complicated to stores, but certainly it’s manage or execute at the store level,” or not going to be as overt as it used to be. too confusing for the shopper to easily “We’ve made a conscious effort within understand or participate in. our corporate programs to allow for brand • Stay informed. Fuqua pitched Super- messaging as a key element of participa- valu’s BrandFusion supplier portal as a tion,” Fuqua said. “We know that you guys “one-stop shop” for tracking the retailer’s have objectives for your brands, and we promotional calendar and managing want to give you the opportunity to partici- participation in its programs. pate in our program in that way.” The “collaborative genius that we need In return, however, suppliers must have to get to” will result from Supervalu and an “understanding of what the strategy is” its suppliers working together to focus behind the program and “the objectives on the shopper, Fuqua said. “We know that we’re trying to achieve,” Hymas said. what our shoppers want, and you knowSupervalu partners with brands such as ConAgra Foods’ “We still get a lot of stuff coming in from what your customers want. How do weRo-Tel and Hunt’s for its annual “Taste of Black History” a lot of our supplier partners that really find that middle ground to build the bestprogram. doesn’t meet what we’re trying to go after.” programs?”