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Low Cost / High Impact Mobile
& Social Strategies
May 15, 2014
Joel Warady
Chief Sales & Marketing Officer
@enjoylifecmo
joelwarady
3
You have heard a lot about Gluten Free…
4
Opportunity
Celiac & Gluten
Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Even with the rise ...
“Free From” means…
Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation...
Free From
Consumers
Free From consumers take loyalty to
a new level
6
• Consumers have limited options
• If they like some...
Enjoy Life Foods
is the trustmark
and lovemark
of choice
7
Trustmark
8
Meet my
Mother
9
10
11
12
Meet my
Niece
13
14
15
16
17
18
Meet the
Future
19
20
21
We are ignoring the shopper’s
path to purchase and path to new
product selection
If we don’t take a
digital-first posture…...
You’ve heard about the 2nd
screen or the 3rd screen
How Do
We Connect
One-Screen-World
Philosophy
How Do
We Connect
Solutions for the screen they happen to
have in front of them at that time
Stop worrying about what YOU
should do in the digital space…
Strategy
92% of word of mouth…
happens offline.
Engaged
Consumers
27
25% of search results of
the world’s top 20 brands
are links to user
generated content
75% of consumers don’t
believe c...
Over 90% of all consumer decisions are
due to a positive recommendation
from someone they trust
-Dr. Walter Carl
Engaged
C...
How about 3 more sets
of stats?
Engaged
Consumers
30
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a...
“It’s not about eyeballs and
ears, but hearts and minds.” –
Jeffrey Hayzlett (Kodak)
Engaged
Consumers
Results of ELF Strategy
32
41%
2012
40%
2013
Return
on
Objective
39%
2014
Thru April
Consumer
Centric
Our
Consumer
Face to Face
&
Experiential
Engagement
Content
Loyalty
Print and
Digital
Advertising
Digital...
34
35
Mobile
Consumers
36
Mobile
Consumers
Specialty Mobile
37
Free From
Consumers
Specialty Mobile
38
Free From
Consumers
39
Mobile
Consumers
55% of women use their
smartphones for shopping
41% of women desire mobile ads
that provide location b...
40
Engaged
Consumers
41
Engaged
Consumers
42
Engaged
Consumers
43
Engaged
Consumers
44
Engaged
Consumers
45
Engaged
Consumers
Engaged
Consumers
46
47
Engaged
Consumers
48
Engaged
Consumers
49
Engaged
Consumers
50
51
52
Engaged
Consumers
Growing Social Engagement
53
Facebook
213,000 Likes
Twitter
18,100 Followers
Pinterest
2698 Followers
Newsletter Subscribe...
Measure Everything
54
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 H...
Measure Everything
55
Monday April 28, 2014
Unique Visits 4,446
Total Unique Visits
Month to Date
50,026
New Visitors 3,32...
56
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours
61 6
@enjoylifecmo
Total Followers 5...
57
59
60
61
62
63
Engaged
Consumers
Connect With Them Where They Shop
64
Engaged
Consumers
Connect With Them Where They Shop
65
Engaged
Consumers
Connect With Them Where They Shop
66
Engaged
Consumers
Connect With Them Where They Shop
67
Engaged
Consumers
Connect With Them Where They Shop
68
Engaged
Consumers
Connect With Them Where They Shop
69
Engaged
Consumers
Connect With Them Where They Shop
70
71
Stop thinking like a marketer
and advertiser and start
thinking like a publisher and
socializer
Engaging w/
Consumers
The Way We Share Has Changed
74
240 million tablets were
sold in the US in 2013
The Change Continues…
NPD Display Search – Jan. 2014
The Change Continues…
The Change Continues…
77
Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entir...
Thank you!
Connect with Me
enjoylifefoodsjoelwarady jwarady@enjoylifefood@enjoylif
ecmo
Low Cost / High Impact Mobile and Social Strategies (Joel Warady, Enjoy Life Foods)
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Low Cost / High Impact Mobile and Social Strategies (Joel Warady, Enjoy Life Foods)

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In this session, Joel Warady will share a case study that details how a growth brand in the Consumer Packaged Goods space utilizes social and mobile in their overall integrated marketing plan to compete with the Goliaths in the industry. With a relatively small budget and an in-house social team, you will learn first-hand how these grassroots efforts has propelled this company to grow 40% each of the last two years, getting their products into over 14,000 retail stores.

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Low Cost / High Impact Mobile and Social Strategies (Joel Warady, Enjoy Life Foods)

  1. 1. Low Cost / High Impact Mobile & Social Strategies May 15, 2014
  2. 2. Joel Warady Chief Sales & Marketing Officer @enjoylifecmo joelwarady
  3. 3. 3 You have heard a lot about Gluten Free…
  4. 4. 4 Opportunity Celiac & Gluten Intolerants 25 Million Other Food Allergy Sufferers 75 Million Consumers Even with the rise of gluten free, there is a much larger opportunity Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
  5. 5. “Free From” means… Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011 90% of all allergies Gluten Free Definition +
  6. 6. Free From Consumers Free From consumers take loyalty to a new level 6 • Consumers have limited options • If they like something, they buy a lot Consumer Devotion
  7. 7. Enjoy Life Foods is the trustmark and lovemark of choice 7 Trustmark
  8. 8. 8 Meet my Mother
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12 Meet my Niece
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18 Meet the Future
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. We are ignoring the shopper’s path to purchase and path to new product selection If we don’t take a digital-first posture… Digital First
  23. 23. You’ve heard about the 2nd screen or the 3rd screen How Do We Connect
  24. 24. One-Screen-World Philosophy How Do We Connect Solutions for the screen they happen to have in front of them at that time
  25. 25. Stop worrying about what YOU should do in the digital space… Strategy
  26. 26. 92% of word of mouth… happens offline. Engaged Consumers
  27. 27. 27 25% of search results of the world’s top 20 brands are links to user generated content 75% of consumers don’t believe companies tell the truth in advertising Who Do Customers Trust?
  28. 28. Over 90% of all consumer decisions are due to a positive recommendation from someone they trust -Dr. Walter Carl Engaged Consumers Who Do Customers Trust?
  29. 29. How about 3 more sets of stats? Engaged Consumers
  30. 30. 30 81% of consumers receive advice on a product purchase through social media 77% of online shoppers use reviews to make a purchase decision 44% of companies use crowdsourcing to get new ideas. Engaged Consumers
  31. 31. “It’s not about eyeballs and ears, but hearts and minds.” – Jeffrey Hayzlett (Kodak) Engaged Consumers
  32. 32. Results of ELF Strategy 32 41% 2012 40% 2013 Return on Objective 39% 2014 Thru April
  33. 33. Consumer Centric Our Consumer Face to Face & Experiential Engagement Content Loyalty Print and Digital Advertising Digital Path to Purchase Social
  34. 34. 34
  35. 35. 35 Mobile Consumers
  36. 36. 36 Mobile Consumers
  37. 37. Specialty Mobile 37 Free From Consumers
  38. 38. Specialty Mobile 38 Free From Consumers
  39. 39. 39 Mobile Consumers 55% of women use their smartphones for shopping 41% of women desire mobile ads that provide location based offers 52% of women use smartphones to share photos of what they purchase Nuance Digital Marketing Study October 2013 Impact of Mobile on Shopping
  40. 40. 40 Engaged Consumers
  41. 41. 41 Engaged Consumers
  42. 42. 42 Engaged Consumers
  43. 43. 43 Engaged Consumers
  44. 44. 44 Engaged Consumers
  45. 45. 45 Engaged Consumers
  46. 46. Engaged Consumers 46
  47. 47. 47 Engaged Consumers
  48. 48. 48 Engaged Consumers
  49. 49. 49 Engaged Consumers
  50. 50. 50
  51. 51. 51
  52. 52. 52 Engaged Consumers
  53. 53. Growing Social Engagement 53 Facebook 213,000 Likes Twitter 18,100 Followers Pinterest 2698 Followers Newsletter Subscribers 60,000+ Opt-in Instagram 4215 Followers
  54. 54. Measure Everything 54 Monday April 28, 2014 Klout Score 64 0 Total Followers 4,072 Klout Score 64 1 New Mentions past 24 Hours 61 6 @enjoylifecmo Total Followers 5,728 23 New Mentions past 24 Hours 8 15 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 Social Media Dashboard Blogger Reviews Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative) @enjoylifefoods Total Followers 12,388 49 Twitter 99 POS / 1 Neg Page views 18,748 Total Page views Month to Date 234,154 Website (Weekend) 26 100 Totals Increase or Decrease past 24 Hours Instagram Pinterest Facebook Enjoy Life Foods New Page Likes Total Page Likes 1,217 205,865 New Followers Total Followers New Repins 4 14 2,687
  55. 55. Measure Everything 55 Monday April 28, 2014 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 Social Media Dashboard Blogger Reviews Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative) 99 POS / 1 Neg Page views 18,748 Total Page views Month to Date 234,154 Website (Weekend) 26 100
  56. 56. 56 Klout Score 64 0 Total Followers 4,072 Klout Score 64 1 New Mentions past 24 Hours 61 6 @enjoylifecmo Total Followers 5,728 23 New Mentions past 24 Hours 8 15 Unique Visits 4,446 Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 @enjoylifefoods Total Followers 12,388 49 Twitter Page views 18,748 Total Page views Month to Date 234,154 Totals Increase or Decrease past 24 Hours Instagram Pinterest Facebook Enjoy Life Foods New Page Likes Total Page Likes 1,217 205,865 New Followers Total Followers New Repins 4 14 2,687
  57. 57. 57
  58. 58. 59
  59. 59. 60
  60. 60. 61
  61. 61. 62
  62. 62. 63 Engaged Consumers Connect With Them Where They Shop
  63. 63. 64 Engaged Consumers Connect With Them Where They Shop
  64. 64. 65 Engaged Consumers Connect With Them Where They Shop
  65. 65. 66 Engaged Consumers Connect With Them Where They Shop
  66. 66. 67 Engaged Consumers Connect With Them Where They Shop
  67. 67. 68 Engaged Consumers Connect With Them Where They Shop
  68. 68. 69 Engaged Consumers Connect With Them Where They Shop
  69. 69. 70
  70. 70. 71
  71. 71. Stop thinking like a marketer and advertiser and start thinking like a publisher and socializer Engaging w/ Consumers
  72. 72. The Way We Share Has Changed
  73. 73. 74 240 million tablets were sold in the US in 2013 The Change Continues… NPD Display Search – Jan. 2014
  74. 74. The Change Continues…
  75. 75. The Change Continues…
  76. 76. 77 Social and Digital…not just another channel but a transformational force that requires marketers to rethink their entire marketing strategy Ad Age
  77. 77. Thank you! Connect with Me enjoylifefoodsjoelwarady jwarady@enjoylifefood@enjoylif ecmo

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