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How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)

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How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)

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Examining how MROCs have helped Heinz bring the consumer to life within the company (by Anouk Willems - InSites Consulting & Joëlla Marsman - Heinz), presented at Merlien's Insight Valley in Amsterdam (NL) on Friday September 7, 2012.

Examining how MROCs have helped Heinz bring the consumer to life within the company (by Anouk Willems - InSites Consulting & Joëlla Marsman - Heinz), presented at Merlien's Insight Valley in Amsterdam (NL) on Friday September 7, 2012.

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How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)

  1. 1. How MROCs bring the consumer to life within the company Joëlla Marsman Consumer Insights Manager @JoellaMarsman Anouk Willems Senior Research Innovator @AnoukW1
  2. 2. 1. ABOUT HEINZ 2. FOODCOMMUNITY 3. ENGAGING EXPERIENCES 4. CHALLENGES 5. RESULTS
  3. 3. 1// ABOUT HEINZ
  4. 4. CONSUMER FEELING…
  5. 5. 2// THE FOODCOMMUNITY © InSites Consulting
  6. 6. # Number Profile Objectives Duration
  7. 7. 2008 2009 2011 2012
  8. 8. BENEFITS OF A COMMUNITY
  9. 9. BENEFITS OF A COMMUNITY 2/ RICH & RELEVANT DATA
  10. 10. BENEFITS OF A COMMUNITY 2/ RICH & RELEVANT DATA
  11. 11. 3// ENGAGING EXPERIENCES …LET’S START WITH OUR MEMBERS
  12. 12. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
  13. 13. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
  14. 14. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT GOODIEBAGS QUIZES COMPETITIONS
  15. 15. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT MEET PEOPLE
  16. 16. …AND HOW TO INVOLVE
  17. 17. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE Engage CONSUMER WORLD
  18. 18. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE WITH REAL STORIES
  19. 19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
  20. 20. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE INTO ACTIONS
  21. 21. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
  22. 22. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE RESEARCH RESULTS
  23. 23. 4// CHALLENGES
  24. 24. LESSON LEARNED
  25. 25. SO, TARGET YOUR
  26. 26. 5// RESULTS
  27. 27. INVOLVING MEMBERS IN
  28. 28. IT’S AN EVOLUTION, NOT A REVOLUTION TARGET THE RIGHT INFORMATION BALANCE STORIES & ACTIONABLE RESULTS
  29. 29. IT’S AN EVOLUTION, NOT A REVOLUTION TARGET THE RIGHT INFORMATION BALANCE STORIES & ACTIONABLE RESULTS
  30. 30. THANK YOU! @JoellaMarsman @AnoukW1 @InSites
  31. 31. THANK YOU! @JoellaMarsman @AnoukW1 @InSites

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