1. A winning formula for Integrating
Sales, Marketing and Retail Partners

2. WHO WE ARE
Chris: VP
World Kitchen
North American Sales
and Customer
Marketing
@worldkitchenllc
Jeff: CEO
Rocket Man
Digital
Digital Content Partner
for World Kitchen
@jeffnowak

3. What is The
Win/Win/Win?
WIN
WIN
WIN

4. WIN – FOR CONSUMER
WIN – FOR CUSTOMER
WIN – FOR SUPPLIER
WIN – WIN – WIN

5. The Win/Win/Win GoalWIN
WIN
WIN
• What’s the secret?
• How do you unlock the lightning?

6. Agenda: Our Big 3
1. Tools to Bridge Gaps:
• Internal company
• Suppliers and Customers
• Consumer
2. Learn why customers are eager to fund marketing campaigns
3. See 3 case studies of successful integrated marketing and
sales led retail programs

7. FIRST:
Rethink The
Organization

8. “It’s my brand and we are going to launch it
this way!”
“Customer/retailer needs . . . What are those?”
MARKETING
DRIVEN

9. “But the customer says they’ll sell 50% more
with 50% lower cost”
“The retailer said it has to be in brown because
only brown sells”
SALES DRIVEN

10. “The market is at a $9.99, but we need $11.99
to make our margins”
“Tell the customer we won’t pay for advertising”
FINANCIAL
DRIVEN

11. CONSUMER
DRIVEN
WHAT WOULD that SOUND LIKE?

12. “Our job is to connect to people, to interact
with them in a way that leaves them better
than we found them.” – Seth Godin
“Our jobs as marketers are to understand how
the customer wants to buy.” – Bryan
Eisenberg
CONSUMER
DRIVEN

13. Channel / Sales
Leadership
Brand/Market
Development
Finance
Teams
What if these teams align?
High Success Lower Cost
Less Time

14. 3x3 Alignment
Define Goals
Define
Measurements
Define
COMMITMENT
IDENTIFIED FOR
THE
Consumer
Customer
Supplier

15. After you have identified the definitions
for consumer
Customer
Supplier
• Stronger Customer Relations
• Stronger Fact-Based Selling Strategies
• Less Channel Conflict

16. CONTE

17. content machineBRANDS SALES
CUSTOMERS
SITE
SOCIAL
MEDIA
DIGITAL
CONTENT
CREATION
DIGITAL
TEAM
FINANCE
DIGITAL
CONTENT
LIBRARY

18. SOLUTIONS-BASED
ARTICLES
18

19. RECIPES
19

20. PHOTOS
20

21. VIDEOS/GIFS
21

22. SOCIAL MEDIA
22

23. CASE #1

24. CASE STUDY: PYREX 100
24

25. Nostalgic product that inspires
Opportunity to drive incremental sales
Drive brand loyalty and growth.
CONSUMER
CUSTOMER
SUPPLIER
DEFINE
GOALS

26. Measure sales & social media interactions
Measure sales & share with retail partners
Incremental sales & increased brand market share
CONSUMER
CUSTOMER
SUPPLIER
DEFINE
MEASUREMENTS

27. Do they agree with the price value of the product?
Are they moved to share in social media?
Is there a reasonable merchandising program for
them to implement?
Can we ensure delivery of all the programs?
CONSUMER
CUSTOMER
SUPPLIER
DEFINE
COMMITMENTS

28. INSPIRING PRODUCT
LINE
28
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29. ENGAGE RETAILERS
29
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30. 30
LIGHTNING
ENGAGMENT

31. 31
BREATHE LIFE

32. 32
ENGAGE CONSUMERS

34. PYREX 100 RESULTS
HIT GOALS
Created an exciting line of nostalgic
products for Consumers
Increased market share
HIT Measurement
Increased top line – double-digit growth
Average sales lift – double-digit growth
Ad support – nearly double historical levels
HIT COMMITMENTS
Excited over 50 Retail partners
Generated 150MM+ digital impressions
34
A
L
I
G
N
M
E
N
T

35. TAKEAWAY #1:
Define the goal, the
measurements and
commitments needed
WIN
WIN
WIN

36. TAKEAWAY #2:
Use strong content to
support one goal
WIN
WIN
WIN

37. CASE #2

38. “If you want to grow an audience,
you must be on Amazon.com.
Think of Amazon not as an online
retailer, but as a huge search
engine.”
John Nemo,
Twin Cities Business Journal

40. C
O
N
T
E
N
T
S A L E S

44. TAKEAWAY #3:
Make sure your content
assets are organized and
searchable
WIN
WIN
WIN

45. TAKEAWAY #4:
Reuse same content on
multiple customer
platforms
WIN
WIN
WIN

46. TAKEAWAY #5:
Prioritize your key
products –
New, most innovative, top
sellers
WIN
WIN
WIN

47. Why are
custom
ers
going to
help

48. CASE #3

49. Win as One Team
49
Channel /
Sales
Leadership
Brand/Marke
t
Development
Finance
Teams
Fully Aligned Supplier Fully Aligned Retailer
Replenishment
Customer

50. SIDECOUNTER
ASSORTMENT
Dinnerware
50
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51. SIDECOUNTER
ASSORTMENT
Serveware (in the dinnerware section)
51
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52. Promotional support
52

53. WALMART.COM CONTENT
53
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Pioneer Woman has its own home page that includes:
• Links to shopping by category Video
• Product catalog Links to Ree’s recipes

54. C
O
N
T
E
N
T

55. PIONEER WOMAN
RESULTSHIT GOALS
Launched full product line 9/15
HIT Measurement
Competitive insights suggest > $40MM
HIT COMMITMENT
Assortments are in most stores; between
3,000-3,600 products in six home categories.
They had Pioneer Woman = Content Machine!
55
A
L
I
G
N
M
E
N
T

56. TAKEAWAY #6:
WIN AS ONE TEAM, By
being internally and
externally aligned
WIN
WIN
WIN

57. TAKEAWAY #7:
GOALS + MEASUREMENT
+ COMMITMENT +
CONTENT = LIGHTNING IN
WIN
WIN
WIN

58. Formula FOR THE WIN-
Win-WIN
58
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Goal Defined
• Consumer
• Customer
• Supplier
Measurement Defined
• Consumer
• Customer
• Supplier
Commitment Defined
• Consumer
• Customer
• Supplier
Internal Alignment
• Marketing
• Sales
• Finance
External Alignment
• Consumer
• Customer
• Supplier
Add in Strong Content Programs
W I N
W I N
W I N

59. QUESTIO
NS?

60. Thank
You!