Branding With Technology by Dan Kim, Founder of Red Mango

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Keynote presentation delivered by Dan Kim at MURTEC 2013 in Las Vegas, NV. Dan is the Founder & Chief Concept Officer of Red Mango, a leading national retailer of all-natural frozen yogurt and fresh fruit smoothies.

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Branding With Technology by Dan Kim, Founder of Red Mango

  1. 1. dan kim (@dankimredmango) - red mango (@redmango) branding with technology MURTEC 2013 Dan Kim Red Mango, Inc. Founder & Chief Concept Officer 1Wednesday, March 20, 13 1
  2. 2. dan kim (@dankimredmango) - red mango (@redmango) Hello. 2Wednesday, March 20, 13 2
  3. 3. dan kim (@dankimredmango) - red mango (@redmango) Me. 3Wednesday, March 20, 13 3
  4. 4. dan kim (@dankimredmango) - red mango (@redmango) Red Mango. 4Wednesday, March 20, 13 4
  5. 5. dan kim (@dankimredmango) - red mango (@redmango) Red Mango. 5 215 stores in 30 states.Wednesday, March 20, 13 5
  6. 6. dan kim (@dankimredmango) - red mango (@redmango) My goal today. The integration of technology and marketing is more important today to multi-unit retailers than ever before. 6Wednesday, March 20, 13 6
  7. 7. dan kim (@dankimredmango) - red mango (@redmango) Brand quality. Because technology has a direct impact on brand quality, it can no longer be ignored, feared, sacrificed or marginalized. (the “who needs ‘social media’ mumbo jumbo” syndrome) 7Wednesday, March 20, 13 7
  8. 8. dan kim (@dankimredmango) - red mango (@redmango) Integration is key. Retailers will not be able to grow successfully if they do not advocate the integration of technology into all business functions. 8Wednesday, March 20, 13 8
  9. 9. dan kim (@dankimredmango) - red mango (@redmango) How? The Red Mango Story: How technology helped build our brand. 9Wednesday, March 20, 13 9
  10. 10. dan kim (@dankimredmango) - red mango (@redmango) Irony. I founded Red Mango without prior food experience. (except as a food lover) 10Wednesday, March 20, 13 10
  11. 11. dan kim (@dankimredmango) - red mango (@redmango) My Timeline. ★ Born when Apple was founded (1976). ★ Started to play piano (1981). Tech ★ Graduated jr. high school when AOL was created (1989). Art ★ Graduated high school when Yahoo! and Netscape started (1994). ★ Studied business and writing at UC Berkeley during birth of the dot-com bubble (1994-1998). ★ Graduated college when Google was incorporated (1998). ★ Worked only for Internet and tech companies. ★ Studied photography & design at UCLA. ★ Worked as a wedding photographer. 11Wednesday, March 20, 13 11
  12. 12. dan kim (@dankimredmango) - red mango (@redmango) Me in Pictures. @dankimredmango 12Wednesday, March 20, 13 12
  13. 13. dan kim (@dankimredmango) - red mango (@redmango) National brand. Turned Red Mango into a leading national frozen yogurt & smoothie chain in under 5 years. 13Wednesday, March 20, 13 13
  14. 14. dan kim (@dankimredmango) - red mango (@redmango) After two stores. 12/31/2007 14Wednesday, March 20, 13 14
  15. 15. dan kim (@dankimredmango) - red mango (@redmango) After two years. 2009 15Wednesday, March 20, 13 Success 15
  16. 16. dan kim (@dankimredmango) - red mango (@redmango) Forbes: Top Brand. Feb. 2013 16Wednesday, March 20, 13 Success 16
  17. 17. dan kim (@dankimredmango) - red mango (@redmango) How did we do that? ?????????? 17Wednesday, March 20, 13 17
  18. 18. dan kim (@dankimredmango) - red mango (@redmango) How did we do that? Technology 18Wednesday, March 20, 13 18
  19. 19. dan kim (@dankimredmango) - red mango (@redmango) What? “Technology?” Technology and Frozen Yogurt? 19Wednesday, March 20, 13 19
  20. 20. dan kim (@dankimredmango) - red mango (@redmango) Connecting. Technology focused on connecting with consumers. Instead of maximizing sales and optimizing costs. (My internet background gave me a lot of exposure to connecting with customers online.) 20Wednesday, March 20, 13 20
  21. 21. dan kim (@dankimredmango) - red mango (@redmango) Beginnings. Started in 2007. Los Angeles, CA Mature and competitive industry. But had a good idea ... ... and a little bit of money. 21Wednesday, March 20, 13 21
  22. 22. dan kim (@dankimredmango) - red mango (@redmango) Mo’ money. Spent all of our money on developing our yogurt and building our first store. We learned a lot about food and construction from: ped! tech hel First way 22Wednesday, March 20, 13 22
  23. 23. dan kim (@dankimredmango) - red mango (@redmango) So what did we have? 2 Flavors of Unique Frozen Yogurt 1 Stylish Retail Store Design 0 Dollars for Advertising ty pictures. And pretWednesday, March 20, 13 23
  24. 24. dan kim (@dankimredmango) - red mango (@redmango) Strange advantage. We also had something others didn’t: Tech Geek Design Lover ^This is what ultimately led us to successfully open our first store. 24Wednesday, March 20, 13 24
  25. 25. dan kim (@dankimredmango) - red mango (@redmango)Old school. The traditional view of retail technology. Advertising In-Store Ops Back of House A Long Time Ago. Today. 25Wednesday, March 20, 13 25
  26. 26. dan kim (@dankimredmango) - red mango (@redmango) Back of house. ’s Stuff that t Cost Analysis boring bu t. importan Labor Supply Chain Inventory 26Wednesday, March 20, 13 26
  27. 27. dan kim (@dankimredmango) - red mango (@redmango) Inside of store. POS/Sales Loyalty Surveillance Ambiance Stuff that looks cool! 27Wednesday, March 20, 13 27
  28. 28. dan kim (@dankimredmango) - red mango (@redmango) Advertising. Television Email The cool but Radio Mobile expensive stuff. 28Wednesday, March 20, 13 28
  29. 29. dan kim (@dankimredmango) - red mango (@redmango) Initial tech focus. We didn’t do POS System it cheapl y. Loyalty r tners here but I h ad logos of our pa cause they didn’t I removed them be they promised. b uy me the drinks 29Wednesday, March 20, 13 29
  30. 30. dan kim (@dankimredmango) - red mango (@redmango) No money. We couldn’t afford advertising, even in digital channels. But we knew we had to connect with our customers. 30Wednesday, March 20, 13 30
  31. 31. dan kim (@dankimredmango) - red mango (@redmango) Going digital. What if we weren’t a brick-and-mortar retail concept? What if we were a frozen yogurt What the Internet company? t? heck is tha 31Wednesday, March 20, 13 31
  32. 32. dan kim (@dankimredmango) - red mango (@redmango) It clicked. A year before our first store opened, we created and cultivated our digital presence. 32Wednesday, March 20, 13 32
  33. 33. dan kim (@dankimredmango) - red mango (@redmango) Online. Became active in channels where our target customers spent a lot of time. 33Wednesday, March 20, 13 33
  34. 34. dan kim (@dankimredmango) - red mango (@redmango) Grassroots, too. We even installed yogurt machines at Google , and delivered to Facebook. r Remembe Googl e Froyo? 34Wednesday, March 20, 13 34
  35. 35. dan kim (@dankimredmango) - red mango (@redmango) Rationale. Didn’t have the money to do anything else. And we knew how to do it. 35Wednesday, March 20, 13 35
  36. 36. dan kim (@dankimredmango) - red mango (@redmango) Branding is better. We believed that driving brand awareness by dynamically engaging consumers is the best way to create a strong brand... Branding > Advertising 36Wednesday, March 20, 13 36
  37. 37. dan kim (@dankimredmango) - red mango (@redmango) Advertising. Advertising is important, but it’s focused on selling, or inviting people to try to experience a brand. It doesn’t always create a strong brand. 37Wednesday, March 20, 13 37
  38. 38. dan kim (@dankimredmango) - red mango (@redmango) Branding. Branding is creating a product or service experience that consumers will talk about and love. And the best way to get people to talk about your brand is to become a part of that conversation. 38Wednesday, March 20, 13 38
  39. 39. dan kim (@dankimredmango) - red mango (@redmango) Engagement. (This is what we call) Customer Engagement Brands engage customers when they connect with them and make them happy. 39Wednesday, March 20, 13 39
  40. 40. dan kim (@dankimredmango) - red mango (@redmango) Connections. And as brands create more positive connections with consumers... ...brands become a part of consumers’ lives. This is how a brand becomes successful. 40Wednesday, March 20, 13 40
  41. 41. dan kim (@dankimredmango) - red mango (@redmango) Fans. Customer engagement has always been our top priority, even before we opened our first store. We had fans before customers. 41Wednesday, March 20, 13 41
  42. 42. dan kim (@dankimredmango) - red mango (@redmango) A big, little brand. Engagement is the reason we were able to develop a brand that became bigger than our company... ..and technology is what enabled us to create that engagement. 42Wednesday, March 20, 13 42
  43. 43. dan kim (@dankimredmango) - red mango (@redmango) Channels. - e chnology More an d more t . nnections driven co 2007$ 2008$ 2009$ 2010$ 2011$ 2012$ 43Wednesday, March 20, 13 43
  44. 44. dan kim (@dankimredmango) - red mango (@redmango) Consumer Sentiment. Feb. 2013 ...and our consumers love us for that! 44Wednesday, March 20, 13 Success 44
  45. 45. dan kim (@dankimredmango) - red mango (@redmango) Growth. Why is this important to retailers? Because the power of company’s brand determines its success and ability to grow. 45Wednesday, March 20, 13 45
  46. 46. dan kim (@dankimredmango) - red mango (@redmango) Relevancy. If customer engagement is now the most effective way to brand.... ...then technology becomes highly relevant to the entire Branding company. 46Wednesday, March 20, 13 46
  47. 47. dan kim (@dankimredmango) - red mango (@redmango) Brand power. Technology gives retailers new and more effective ways to create brands that can be as strong as CPG brands. And that is a very good thing. Branding 47Wednesday, March 20, 13 47
  48. 48. dan kim (@dankimredmango) - red mango (@redmango) Strong brands. Traditionally, the strongest brands we love most are of consumer products, not of retailers. 48Wednesday, March 20, 13 48
  49. 49. dan kim (@dankimredmango) - red mango (@redmango) Continuous engagement. Constant Engagement CPG brands can be purchased, worn, carried, eaten, shared, used, played or enjoyed almost everywhere. 49Wednesday, March 20, 13 49
  50. 50. dan kim (@dankimredmango) - red mango (@redmango) Everywhere. Omnipresent and portable engagement. 50Wednesday, March 20, 13 50
  51. 51. dan kim (@dankimredmango) - red mango (@redmango) Strong retail brands. Although we can’t “carry” retailers around, there are very strong retailer brands people love: 51Wednesday, March 20, 13 51
  52. 52. dan kim (@dankimredmango) - red mango (@redmango) Not easy. ...but they all have key things in common: Lots of stores Difficult or Long op history Expensive Big marketing budget 52Wednesday, March 20, 13 52
  53. 53. dan kim (@dankimredmango) - red mango (@redmango) Difficult for most. Small or new with limited budgets. Engagement must be made within the four walls. Once customer leaves store, engagement ends. Makes branding more difficult for retailers than for Branding CGP companies. 53Wednesday, March 20, 13 53
  54. 54. dan kim (@dankimredmango) - red mango (@redmango) New paradigm. Retailers’ engagement with customers are no longer bound by their four walls... ...because the way we communicate has changed from a linear, physically-present relationship to one that is virtual and multi-dimensional. 54Wednesday, March 20, 13 54
  55. 55. dan kim (@dankimredmango) - red mango (@redmango) Paradigm shift. No longer have to be in the same room to communicate and engage. Personal Contact Pokes Phone Calls Texts & Emails National Presence Authenticity & Discovery 55Wednesday, March 20, 13 55
  56. 56. dan kim (@dankimredmango) - red mango (@redmango) More, faster, now!We can now communicate with more people, morefrequently, at more times. The explosion of opportunities to connect with each other makes relevancy and authenticity more important than size. This creates a positive opportunity for smaller or newer brands. 56Wednesday, March 20, 13 56
  57. 57. dan kim (@dankimredmango) - red mango (@redmango) Justin Bieber. Technology made these brands famous because it allows them to engage millions of people in a meaningful way. 57Wednesday, March 20, 13 57
  58. 58. dan kim (@dankimredmango) - red mango (@redmango) Food trucks. Few trucks, but they have national awareness. 58Wednesday, March 20, 13 58
  59. 59. dan kim (@dankimredmango) - red mango (@redmango) Subway. Only store & T V 38k stores Jared @ Home/Office Biggest Loser @ the Store ADVERTISING Ad Fund Retailer 59Wednesday, March 20, 13 59
  60. 60. dan kim (@dankimredmango) - red mango (@redmango) Subway. Now stronger & more relevant @ Home/Office @ the Store @ Anywhere ADVERTISING MOBILE & SOCIAL TECHNOLOGY Retailer 60Wednesday, March 20, 13 60
  61. 61. dan kim (@dankimredmango) - red mango (@redmango) Red Mango. nd tore bra out-of-s n-store. ave more we d oi n We h oints tha p touch 61Wednesday, March 20, 13 61
  62. 62. dan kim (@dankimredmango) - red mango (@redmango) Technology is Not an Option; it’s a Necessity 62Wednesday, March 20, 13 62
  63. 63. dan kim (@dankimredmango) - red mango (@redmango) Mission critical. Technology integration and engagement are not just for strengthening your brand’s position.... ...it’s critical to keeping your brand alive. Branding 63Wednesday, March 20, 13 63
  64. 64. dan kim (@dankimredmango) - red mango (@redmango) Engage, or fail. If retailers stop engaging their customers in relevant ways, they risk losing mind- share and importance...and ultimately, market share. 64Wednesday, March 20, 13 64
  65. 65. dan kim (@dankimredmango) - red mango (@redmango) Social media. The reason why social media is as popular as it is? it is the best and most authentic way to engage consumers. And because technology powers social media, retailers must embrace it into their culture. 65Wednesday, March 20, 13 65
  66. 66. dan kim (@dankimredmango) - red mango (@redmango) What’s next? Mobile Localization Branding 66Wednesday, March 20, 13 66
  67. 67. dan kim (@dankimredmango) - red mango (@redmango) Mobile. Mobile is going to be even bigger than what it is today. Represents the most personal and intimate relationship a brand can have with people. Branding 67Wednesday, March 20, 13 67
  68. 68. dan kim (@dankimredmango) - red mango (@redmango) Localization. Localization and geofenced applications will proliferate. 68Wednesday, March 20, 13 68
  69. 69. dan kim (@dankimredmango) - red mango (@redmango) Last slide. Technology enables brand engagement. Brand engagement is critical to growth. Integration of technology and marketing is key! Branding 69Wednesday, March 20, 13 69
  70. 70. dan kim (@dankimredmango) - red mango (@redmango) Thank you. (Yes you’re right; technically, this is the last slide!) 70Wednesday, March 20, 13 70

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