ConAgra - High Level Digital Pitch March 2010

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2010 Is The Year For Taking Digital Leadership

The digital world is racing ahead with consumers setting the pace of change. Current data shows a tremendous shift in individual’s behavior as they spend unprecedented amounts of time online, participate in social media, and rapidly adapt to mobile phone innovations. Brand Marketing and Communications Group proposes three areas of strategic focus to move ConAgra in the digital leadership position:

Social Media: coupling the power of social media with packaging, POS and promotional real estate to drive brand loyalty.

Mobile: implement permission based mobile text message and applications for rapid campaign responses.

Contests/Causes: creating multi-channel integrated campaigns to boost share of voice and drive penetration.

2010-2011 is a pivotal year for brands to keep pace with their customers and merge into their digital lifestyles.

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ConAgra - High Level Digital Pitch March 2010

  1. 1. The Future is now:digital innovation, creativity, and leadership<br />The Brand Marketing and Communication Group Inc.<br />
  2. 2. Using the Pitchbook Template<br />2010 Is The Year For Taking Digital Leadership<br />The digital world is racing ahead with consumers setting the pace of change. Current data shows a tremendous shift in individual’s behavior as they spend unprecedented amounts of time online, participate in social media, and rapidly adapt to mobile phone innovations. Brand Marketing and Communications Group proposes three areas of strategic focus to move ConAgra in the digital leadership position: <br />Social Media: coupling the power of social media with packaging, POS and promotional real estate to drive brand loyalty.<br />Mobile:implement permission based mobile text message and applications for rapid campaign responses.<br />Contests/Causes: creating multi-channel integrated campaigns to boost share of voice and drive penetration.<br />2010-2011 is a pivotal year for brands to keep pace with their customers and merge into their digital lifestyles. <br />Social Media Engagement Continues To Grow<br />Interactive Media Is A Must<br /><ul><li> Canadians are currently spending 18.1 hours a week online versus 16.9 hours watching TV. Ipsos Reid 2010.
  3. 3. Time spent using social </li></ul>media shows a continuousincrease year over year. Nielsen 2009<br /><ul><li> Social networks are clearly </li></ul>not a fad as they continuewith stable gorwth.Nielsen 2009<br />Social media, mobile phone and online campaigns serve the purpose of showing a brand’s natural fit at the key touch points of a consumer’s lifestyle. With ConAgra taking an innovation<br />and leadership role in interactive media, their ability to generate<br />new customers and increase their share of shopping basket will only improve. For example…<br />…this past holiday season 55% of consumers used their phone to find store locations, 45% researched prices, 40% found product information, 32% located discounts and coupons, and 31% read product reviews . Deloitte 2009<br />Brand Marketing and Consumer Group can assist ConAgra with taking the necessary strategic steps to maximize tactical campaigns all communication vehicles.<br /><ul><li> 51% said they were </li></ul>more likely to buy from <br />a brand after following them on Facebook; 67% for Twitter. 60% of Facebook fans and 79% of Twitter followers were more likely <br />to recommend a brand to their friends. Chadwick Martin Bailey and iModerate 2010<br />
  4. 4. Using the Pitchbook Template<br />Success In Interactive Media Is Not A Given<br />A sound methodology for moving into winning interactive digital campaigns is a must. Some of the greatest reasons why many brands have not yet realized the potential of merging with shifting consumer technology behaviors are;<br /><ul><li> a lack of alignment fitting into a brand’s relevant position,
  5. 5. failing to understand the profile of how their customers are using technology,
  6. 6. lacking a digital footprint where the customer wants to find a brand and thereby missing lifestyle touch points.</li></ul>Steps For Success<br />Categorizing Behaviour<br />Livecasting Video and Audio<br />Events<br />Documents/Content<br />Customer Service<br />Crowdsourcing<br />Collaboration<br />Video<br />Location<br />Reviews and rating<br />Technographic Profile<br />Discounts, coupons, specials<br />Customer service<br />Advice, news, facts<br />How they socialize<br />Where they find URL<br />What types of digital appeals<br />Which social networks<br />Events vs. cause vs. contests<br />Brand Marketing and Communications Group has over 12 years of top tier consumer good marketing results. <br />We are able to offer our clients not only the creative capability to execute winning campaigns but sound strategic planning to adapt to today’s changing digital landscape.<br />The Engagement Model noted to the right is just one example of how we assist clients in turning concept into strategy that boosts share of shopping cart and lifestyle touch points with <br />your brands.<br />What Digital Media<br />Phone Apps<br />Blogs<br />Bookmarking<br />Micromedia<br />Forums<br />Social Networks<br />Wiki’s<br />What Footprint<br />Twitter<br />Facebook<br />YouTube<br />POS<br />Coupons<br />Press<br />iPhone<br />Custom Microsite<br />Events<br />Contests<br />Broadcast<br />

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