How to connect with the right customer, on the right platform, with the right content. How utilizing data can help connect with consumers who have competing perceptions of your brand.

1. Using Data to Connect
With Competing Consumers
Kasey Skala
@kmskala

2. OMG. Stop It. It was 4 years ago. Yes, I know it’s about us. No, we
didn’t have anything to do with it. Yes, we “worked” with him. No,
legal did not like it. Yes, marketing did.

4. Every brand has a story to tell.
The challenge is finding value in the narrative.
- Me

5. Public Perception

6. Actual Customer
• 25-44 year old female
• Spontaneous & Open
• Hip/”With it”
• Social Connectors

7. 0% 10% 20% 30% 40% 50%
45+
35-44
25-34
21-24
Reality Check
Demographics
• Younger demo not being served
• Males not being served
Themes
• Entertainment
• Alcohol

8. Relevancy Effectiveness Distribution

9. Context

10. We’re not the reason people get together.
But we’re a part of the celebration.
- Likely me, again, but I can’t recall

11. All our consumers want to hear a similar story.
They just want it told in different ways.
-Me, again.

12. Assumptions make an…
• Clear cups #1 searched item on website.
• My Solo Cup® highly engaged despite limited
distribution.
• On social, only 1 of top 6 performing pieces of
content involve red cup. None involve food or drink.

13. Young, wild & free
Image property of Red Cup Nation
• Short-form
• Experiences
• Mobile
• Convenience

14. • Recipes
• Long-form
• Convenience
• Entertainment
• Web
• Desktop
The “oldies”

15. The best way to discover consumers’ interests
is to look in their basket.

16. Let Others Talk for You

18. Thank You
Kasey Skala
@kmskala