Presentation: The Past, Present and Future of Mobile for CPG Marketers

There are a myriad of ways CPG marketers are using mobile to varying degrees of success. Speaking about Hillshire, and other CPGs, we will explore both the evolving role of mobile and the move toward the future state. What is driving the slow adoption of mobile in this category? What is the roadmap for the future of the channel within the context of CPG and Hillshire marketing?

Presenters
David Ervin, Director, Integrated Marketing, Hillshire Farms
Liz Ross, President, BPN North America

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All business is about managing risk. Wikipedia defines risk using these two formulas. There is the first definition of risks which are high probability but have little, or low, economic impact. The second level of risk is the catastrophic risk that is very low probability but will have massive economic impact. Think about Washington Mutual or any number of banks over the last 18 months, this is the kind of risk that they assessed but determined was so unlikely as to not merit too much consideration.

Which leads me to the concept of the boiled frog. For those of you who don’t spend a lot of time cooking frogs, you may not know how to actually a boil a frog! If you put a frog into very warm water (not even hot) the frog will instantly jump out of the water. However, if you put a frog into cool water and slowly turn up the heat the frog will not react to the changing temperature and will die as the heat slowly intensifies. Agencies are boiled frogs. The heat continues to rise, the models continue to change, and agencies have assessed that the level of risk is so low as to not merit a quick jump into a new model. By the way, if you read any of the latest catastrophic environmental news, you’ll read about how the frogs dying is evidence of the massive global climate change we’re experiencing. I only mention it to ask you not to actually boil any frogs. Frog legs really aren’t that good!

QuestionsBrands have been very focused on creating one message to a huge number of people. How is Hillshire working to customize messages? Single brand creative platforms with a myriad of iterations. Allow agencies to build messaging to address specific people at specific times. Ability to connect based on the device. Working with Pandora to create custom radio stations as 82% of moms listen to Pandora with their kids in the car!Traditional econometric models were built to measure scale. How is Hillshire adapting analytics to ensure that connecting with 500,000 people who love the brand gets the recognition it deserves?

QuestionsGetting closer to the shopper is a key move for CPGs. What is Hillshire doing to move closer? QR code is the Hillshire logo Working with powerful recipe publishers to take advantage of the app usage which peaks around 1-3 Partnering with key retailers to take advantage of the app usage during key shopping times. (4-6) Geo-fencing messaging to deliver messaging while in a Walmart or Target parking lot. Mobile Couponing Connections between screens magnify the power of everythingLocation is a key determinent of intent.

Responsibility to not do to mobile what we did with online advertising.