Mrs. Strattons Salads9292011


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Mrs. Strattons Salads9292011

  1. 1. Growing the Brand Through an Optimized Multichannel Strategy Mrs. Stratton’s Salads Inc. September 29, 2011
  2. 2. Agenda <ul><li>Who Is Hip Brand Group </li></ul><ul><li>The Hip Brand Team </li></ul><ul><li>How Food Brands Today Are Engaging Customers </li></ul><ul><li>Multichannel Approach </li></ul><ul><li>Social: A New Marketing Channel </li></ul><ul><li>Opportunities for Mrs. Stratton’s </li></ul>
  3. 3. Who is HipBrand Group? <ul><li>A creative collaborative group based in Birmingham, Ala., consisting of Alabama’s top communications professionals. </li></ul><ul><li>Our newest division is Hip Social Spaces , Where Social Means Business .™ A social media company created by brand marketing experts with solid social media experience. </li></ul><ul><li>We have partnered with many leading Alabama companies during the past 20 years. </li></ul><ul><li>Everything we do will be measured against our ultimate goal of creating opportunities for growth for your company. </li></ul>
  4. 4. Hip Brands We’ve Worked For
  5. 5. The HipBrand Team <ul><li>Julie White </li></ul><ul><li>For over two decades, Julie has provided public relations-focused branding and marketing services to companies across the Southeast. Julie is a content strategist who develops targeted, relevant and meaningful online and offline communications solutions. </li></ul><ul><li>She has served as national PR director for Bass Anglers Sportsman Society and as director of account services and public relations for leading Alabama marketing agencies. </li></ul><ul><li>Her key clients include Samford University, UAB Comprehensive Cancer Center, Superior Bank, Birmingham Area Chamber of Commerce, Grow Alabama, RealtySouth and Jones Walker. </li></ul>
  6. 6. The HipBrand Team <ul><li>Scott Schablow </li></ul><ul><li>Scott creates smart online marketing ideas for successful brands to grow revenue & profits. As a web strategist he helps brands understand how to integrate digital technology, social media and traditional marketing. </li></ul><ul><li>Prior to Hip Brand Group, Scott served as VP Interactive for 10 years at Luckie & Company, which in 1998 merged with Scott’s interactive agency, Schablow/Beaumont. Scott was also a Capitol Hill TV news correspondent in Washington, D.C. </li></ul><ul><li>His key brand accounts include Little Debbie Snacks, Moore’s Marinade, LouAna Cooking Oil, AT&T, Regions Bank, Bonnie Plants, Blue Cross Blue Shield, Alabama Public Television, McWane Science Center. </li></ul>
  7. 7. The HipBrand Team <ul><li>Chris Elliott </li></ul><ul><li>Chris has had a successful 16-year career as an online designer, using his broad experience in almost every medium as Creative Director for numerous companies in the advertising, software, usability and design industries. </li></ul><ul><li>Previously, Chris was a principle partner, and Creative Director for Triptych Design New Media and KickMail, as well as serving as Creative Director for Intermark Interactive. </li></ul><ul><li>Key clients have included Children’s Hospital, Toyota, Green Resource Center for Alabama, DAXKO, Big Oak Ranch, Baptist Health System and Balch and Bingham. </li></ul>
  8. 8. The HipBrand Team <ul><li>Other team members include the best specialists in: </li></ul><ul><li>Consumer research & insight </li></ul><ul><li>Brand strategy and messaging </li></ul><ul><li>Media strategy, planning and placement </li></ul><ul><li>Print and broadcast creative & production </li></ul><ul><li>POP and in-store promotions </li></ul><ul><li>Web and application development </li></ul><ul><li>Online and search marketing </li></ul><ul><li>Mobile and ipad apps and presentations </li></ul><ul><li>Social media strategy and implementation </li></ul><ul><li>Optimized public relations </li></ul><ul><li>Event management </li></ul>
  9. 9. Food Brands Today Are Engaging Customers to Build Loyalty <ul><li>Businesses are forever transforming the way they communicate </li></ul><ul><li>Your customers are increasingly social and expect you to be </li></ul><ul><li>Your competitors are using social relationships to gain an advantage </li></ul><ul><li>Engaging via social networks, web tools and smart phones is easy </li></ul><ul><li>Social is a great way to build customer brand loyalty </li></ul>
  10. 10. Multi-Channel Marketing Strategy <ul><li>Broadcast media, print publications, web sites are all becoming decentralized, shared and distributed. Social Media and Search Marketing are reinventing how CPG brands and retailers engage their customers . </li></ul><ul><li>Multi-channel strategies that include the brand web site, mobile, social, search, PR and email will build a foundation that ensures the experience of these channels is seamless and effective. </li></ul>
  11. 11. Multi-Channel Marketing Strategy <ul><li>The CPG Brand website is still the information hub of choice and it is important that it is “up to date” and enhances your brand. </li></ul><ul><li>Consumers are more likely to visit a CPG website—rather than social networks—for brand information and promotional offers </li></ul><ul><li>They prefer Facebook for connecting with other customers and sharing opinions about CPG brands - Ipsos Marketing, Consumer Goods recent survey </li></ul>
  12. 12. Multi-Channel Marketing Strategy
  13. 13. Multi-Channel Marketing Strategy
  14. 14. Multi-Channel Marketing Strategy <ul><li>The landscape of marketing has forever changed. </li></ul><ul><li>Your retailers are currently developing new marketing strategies for reaching customers in social and digital spaces. </li></ul><ul><li>As one Alabama grocery store chain owner told us this week: “It is time that we quickly get with it.” </li></ul>
  15. 15. Multi-Channel Marketing Strategy <ul><li>By RICHARD MULLINS | The Tampa Tribune Published: July 01, 2011 </li></ul><ul><li>TAMPA -- Not many people gain 100 new friends a minute. Publix did on the first day the grocery chain launched a Facebook page. </li></ul>
  16. 16. Multi-Channel Marketing Strategy <ul><li>Sales are secondary to customer relationships in a new multichannel marketing campaign launched by Little Debbie. The snack food company is stressing the fact that its various pastries are often cornerstones for family memories, the New York Times reports. </li></ul><ul><li>Little Debbie is asking social media followers to write their stories about the company's products on its Facebook page. &quot;If we ever had trouble getting my Grandaddy to eat, all we had to give him was a Little Debbie Oatmeal cake - that he would ALWAYS eat,” wrote one fan. &quot;So when he passed, we put one in his coat pocket to take to heaven with him!&quot; Little Debbie is also running a series of television commercials and embarking on a nationwide tasting tour to reach new consumers. </li></ul>Little Debbie emphasizes customer relationships in new multichannel marketing initiative
  17. 18. Characteristics of a Social Business <ul><li>Engaged - it connects to people as well as connecting people TO EACH OTHER </li></ul><ul><li>Transparent - it makes its business practices more visible </li></ul><ul><li>Sincere - it cares about people and represents intentions honestly and openly </li></ul><ul><li>Participatory - it brings value to the relationship and the community </li></ul>
  18. 19. Importance of a plan <ul><li>In the online realm it’s imperative to develop a solid online strategy and implementation plan. There are a host of business issues to be considered: </li></ul><ul><ul><li>Aligning with business goals </li></ul></ul><ul><ul><li>Integrating with other marketing channels </li></ul></ul><ul><ul><li>Customer engagement strategy </li></ul></ul><ul><ul><li>Retailer strategy </li></ul></ul><ul><ul><li>Content strategy </li></ul></ul><ul><ul><li>Tactics & tools </li></ul></ul><ul><ul><li>Crisis management strategy </li></ul></ul><ul><ul><li>Measurement metrics </li></ul></ul>
  19. 20. A Social Plan For Business <ul><li>National wholesaler of vegetable plants to Lowes, Home Depot, Walmart, etc. </li></ul><ul><li>Wish list included: </li></ul><ul><li>Web site redesign </li></ul><ul><li>Social networking pages </li></ul><ul><li>More gardening articles </li></ul><ul><li>A trendy mobile app trendy </li></ul>STOP!
  20. 21. A Social Plan For Business <ul><li>Beware of Shiny Object Syndrome </li></ul><ul><li>A collection of tools & tactics but no results </li></ul><ul><li>Must ask “WHY?” are you going to do that </li></ul>
  21. 22. A Social Plan For Business <ul><li>Researched customers: </li></ul><ul><li>WHAT they want </li></ul><ul><li>HOW they use </li></ul><ul><li>IDEAS for the future </li></ul><ul><li>USABILITY of the web site </li></ul><ul><li>MOBILE phone use </li></ul>
  22. 23. A Social Plan For Business <ul><li>Design is already good </li></ul><ul><li>Navigation is confusing </li></ul><ul><li>No mobile app wanted </li></ul><ul><li>Need mobile web interface with enhanced search </li></ul><ul><li>Social media has to be engaging </li></ul><ul><li>A blog for each target segment </li></ul>
  23. 24. A Social Plan For Business <ul><li>Provide a way to help the customer at the moment of purchase </li></ul><ul><li>Plan and launch social network presence, interactions, and content strategy </li></ul><ul><li>Creating blogs for each market segment </li></ul><ul><li>Developing a massive social network from 500 reps servicing retailers </li></ul>
  24. 25. A Multi-Channel Plan For Mrs. Stratton’s <ul><li>A phased approach (potential phases) </li></ul><ul><li>The first step is research </li></ul><ul><ul><li>Customer segments </li></ul></ul><ul><ul><li>Retail channels </li></ul></ul><ul><li>Web site strategy and redesign </li></ul><ul><li>Social media strategy and execution </li></ul><ul><li>Public relations, Blog relations (food bloggers) </li></ul><ul><li>In-store promotional campaigns </li></ul><ul><li>Integrate with other advertising and marketing channels and retailer efforts </li></ul>
  25. 26. A Multi-Channel Plan For Mrs. Stratton’s <ul><li>Seize the opportunities with a stronger online and social presence </li></ul><ul><li>Celebrate your history </li></ul><ul><li>Breathe new life into the brand ‘as a person’ </li></ul><ul><li>Engage current customers and those that grew up with the Mrs. Stratton’s brand </li></ul><ul><li>Attract new customers with greater awareness and retail promotions </li></ul>
  26. 27. A Multi-Channel Plan For Mrs. Stratton’s <ul><li>Seize the opportunities with a stronger online and social presence </li></ul><ul><li>Be a stronger part of the “buy local” scene (Buy Alabama’s Best) </li></ul><ul><li>Partnering with retailers social efforts to extend reach </li></ul><ul><li>Build new buzz for the Mrs. Stratton’s brand </li></ul>
  27. 28. A Local Team For Success <ul><li>Brand and marketing strategists with solid digital marketing (and corporate) experience. </li></ul><ul><li>As public relations professionals we know how to craft marketing message oriented content. </li></ul><ul><li>We know how to look at the big picture and not just the online or social component. </li></ul><ul><li>Mrs. Stratton’s would be an important client to us and showcase for our digital division. </li></ul>
  28. 29. Questions & Next Steps