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Talk Is Cheap


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Talk Is Cheap

  1. 1. Cuisinart & Connecting with Moms Talk is Cheap Presentation Michelle Kostya, Cuisinart Marketing Manager Jen Maier, Founder of
  2. 2. Cuisinart Target Audience <ul><li>Women Age 25-54 (Bulls eye 35) </li></ul><ul><li>Household Income 70K+ </li></ul>
  3. 4. What comes next?
  4. 6. Work – Life Balance
  5. 8. The Ultimate Consumer <ul><li>Key influencers- women control 80% of consumer spending </li></ul><ul><li>¾ adult women are mothers </li></ul>
  6. 9. Approaching Mom <ul><li>Marketers need to attend to those messages about how their lives can be made easier. </li></ul>
  7. 10. Messages <ul><li>How small appliances speed up food prep </li></ul><ul><li>Healthy meal solutions – fast </li></ul>
  8. 11. Cuisinart Objectives <ul><li>Develop relevant and meaningful relationship with moms </li></ul><ul><li>Enhance brand awareness and ultimately consumption behaviour </li></ul><ul><li>Trigger conversation and advocacy of Cuisinart </li></ul><ul><li>Build a team of brand ambassadors (evangelists) for Cuisinart </li></ul>
  9. 12. Most importantly… <ul><li>Give Cuisinart personality </li></ul><ul><li>Differentiate </li></ul>
  10. 13. Considerations <ul><li>Budget </li></ul><ul><li>Control </li></ul>
  11. 14. So, we had to be creative
  12. 15. Women and Community <ul><li>Women rely on a sense of community throughout their lives. </li></ul>
  13. 21. Cuisinart Kitchen Parties
  14. 22. PR and Media Relations <ul><ul><li>Marketing Magazine </li></ul></ul><ul><ul><li>Adnews </li></ul></ul><ul><ul><li>Media in Canada </li></ul></ul><ul><ul><li>Strategy Magazine </li></ul></ul><ul><ul><li>Home Style Magazine </li></ul></ul><ul><ul><li>CBC Television </li></ul></ul><ul><ul><li>Rogers Television </li></ul></ul><ul><ul><li>A Channel </li></ul></ul><ul><ul><li>Chatelaine </li></ul></ul>
  15. 23. PR and Media Relations
  16. 24. Results
  17. 25. Online <ul><li>90% of respondents had visited the“Kitchen Party” section of the Urbanmoms site </li></ul><ul><li>After seeing the Cuisinart sponsored “Kitchen Party” section: </li></ul><ul><ul><li>21% purchased a Cuisinart product for themselves; </li></ul></ul><ul><ul><li>43% recommended a Cuisinart product to a friend or family member. </li></ul></ul><ul><li>Interaction on the blog is incredible with comments weekly between 20 and 50 </li></ul>
  18. 26. Offline <ul><li>After attending the event, 89% of respondents said they were very likely to buy a Cuisinart brand the next time they had to buy a small kitchen appliance </li></ul><ul><li>The vast majority (78%) said their impression of the brand improved greatly, while another 22% said it improved slightly. </li></ul>
  19. 28. <ul><li>Since the {Kitchen Party}, I have purchased the Cusinart electric knife, coffee maker, toaster oven and Panini/Grill. My Mother has also purchased the Cusinart electric knife, mini chopper, coffeemaker and toaster over. My sister has purchased the toaster oven and the coffee maker. </li></ul><ul><li>Mom from Montreal Kitchen Party </li></ul><ul><li>I was totally surprised at how the Griddler has become a part of our weekday meal plans.  I drive myself crazy trying to keep our meals nutritious, especially when we eat 4 -5 meals per week in the car.  For myself, I refuse to eat hot dogs and feed them to my kids more than once a month!!!  </li></ul><ul><li>Mom from Toronto Kitchen party </li></ul>
  20. 29. <ul><li>“ I love your site. I read it every day, and think about it every time I use my Cuisinart! ” </li></ul><ul><li> Member </li></ul><ul><li>“ Urban Moms is a great community and I get a lot of enjoyment from it. I enjoy reading about Kath and her weight loss stories and Kitchen Party is one of my favourite parts of the site.” </li></ul><ul><li> Member </li></ul>
  21. 30. Next Steps <ul><li>Engage our Brand Ambassadors </li></ul><ul><li>Open up the Kitchen Party experience to more members </li></ul>