Integrating Social Media into the
Marketing Mix
• Azania Andrews Director Digital Strategy, North America | A-B Inbev
• Pa...
Topics We’ll Cover
• Balancing the marketing mix
▫ Avoiding too much reliance on any one medium
• Ways we are integrating ...
Balancing the Marketing Mix
3 Perspectives
About Anheuser-Busch Inbev
Top 5 Global CPG
Top U.S. Brewer
#1 Global Beer Company Most Valuable Alcohol Brand
$14 Billion...
About Compass/Chartwells Higher
Education Dining Services
• Recognized leader in foodservice management,
hospitality and a...
Our Balanced Marketing Plan Components
• Digital signage
• Web
• Email (digital magazine)
• Social (Facebook,
Twitter, You...
About FASTSIGNS International, Inc.
• Visual Communications (signs, graphics, printing)
▫ “More than fast. More than signs...
Our Balanced Marketing Plan Components
• Television
• Web marketing
• Email
• Social media
• Public Relations
• Direct Mai...
Ways We Are Integrating Mediums to
Extend Campaign/Brand Value
Email marketing, social media, mobile
marketing and loyalty...
FASTSIGNS: MetamorphoSIGN
• Makeover contest; 3 categories
• Objectives
▫ Generate local and national buzz
▫ Create sales ...
Entry and
Voting Sites
POP
Direct
Mail
Social
Media
Press
Email
Website
Homepage
TV Spot
Final
Screen
A Winner
A Winner
A Winner
Social ad targeting to drive same store sales
Integrated marketing to drive same store sales
Integrated marketing to drive meal plan sales
Driving email response
• Open rate: 37%
• Click rate: 56%
• ChartwellsMagazine.com
App On Campus
• Locations
• Hours of operation
• Menus
• Nutrition
information
• Specials
• Events
• Feedback
Beer is inherently social
The Original Social Network
Blending Offline & Online Experience
INNOVATION
Budweiser Made in America
Facebook Activation
Facebook Activation Cont’
Onsite Digital Activation
Pre During Post
Other Ways to Get
Engagement/Insight
Crowd sourcing and incorporating
customers into the business model
Guest experience
Guest Experience: Multiple Platforms
FASTSIGNS: Engagement/Insight
Franchisees End User Buyers
• Ad Council
• Franchise Advisory Council
• Task Forces
• Board ...
Questions?
Integrating Social Media into the Marketing Mix
Integrating Social Media into the Marketing Mix
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Integrating Social Media into the Marketing Mix

  1. 1. Integrating Social Media into the Marketing Mix • Azania Andrews Director Digital Strategy, North America | A-B Inbev • Patti Girardi Vice President, Marketing & Creative Services | Chartwells Higher Education Dining Services, A division of Compass Group North America • Drue Townsend Senior Vice-President of Marketing | FASTSIGNS International
  2. 2. Topics We’ll Cover • Balancing the marketing mix ▫ Avoiding too much reliance on any one medium • Ways we are integrating mediums to increase campaign/brand value ▫ Email marketing, social media, mobile marketing and loyalty programs • Other ways to get engagement/insight ▫ Crowd sourcing, partner feedback, incorporating customers into the business model
  3. 3. Balancing the Marketing Mix 3 Perspectives
  4. 4. About Anheuser-Busch Inbev Top 5 Global CPG Top U.S. Brewer #1 Global Beer Company Most Valuable Alcohol Brand $14 Billion Brand Portfolio
  5. 5. About Compass/Chartwells Higher Education Dining Services • Recognized leader in foodservice management, hospitality and award-winning guest service within college and university dining environments • Serves over 230 colleges and universities nationwide • Division of Compass Group, world’s largest foodservice provider
  6. 6. Our Balanced Marketing Plan Components • Digital signage • Web • Email (digital magazine) • Social (Facebook, Twitter, YouTube, Vine, Instagram, Flickr) • QR codes • Mobile app • Print • Direct sales • Public relations • Trade shows
  7. 7. About FASTSIGNS International, Inc. • Visual Communications (signs, graphics, printing) ▫ “More than fast. More than signs.”® • Business-to-business; 100% franchised ▫ Founded 1985; HQ in Texas ▫ 540 locations in 8 countries • Marketing budget = 2% of gross sales (+ local) • Privately held; owned by Roark Capital
  8. 8. Our Balanced Marketing Plan Components • Television • Web marketing • Email • Social media • Public Relations • Direct Mail • Customer Satisfaction and Loyalty
  9. 9. Ways We Are Integrating Mediums to Extend Campaign/Brand Value Email marketing, social media, mobile marketing and loyalty programs
  10. 10. FASTSIGNS: MetamorphoSIGN • Makeover contest; 3 categories • Objectives ▫ Generate local and national buzz ▫ Create sales opportunities • Results ▫ Web visits and social media increases (but did not create a lot of web actions) ▫ Content for other marketing programs ▫ Leads for local sales teams
  11. 11. Entry and Voting Sites
  12. 12. POP Direct Mail
  13. 13. Social Media
  14. 14. Press
  15. 15. Email Website Homepage
  16. 16. TV Spot Final Screen
  17. 17. A Winner
  18. 18. A Winner
  19. 19. A Winner
  20. 20. Social ad targeting to drive same store sales
  21. 21. Integrated marketing to drive same store sales
  22. 22. Integrated marketing to drive meal plan sales
  23. 23. Driving email response • Open rate: 37% • Click rate: 56% • ChartwellsMagazine.com
  24. 24. App On Campus • Locations • Hours of operation • Menus • Nutrition information • Specials • Events • Feedback
  25. 25. Beer is inherently social The Original Social Network
  26. 26. Blending Offline & Online Experience INNOVATION
  27. 27. Budweiser Made in America
  28. 28. Facebook Activation
  29. 29. Facebook Activation Cont’
  30. 30. Onsite Digital Activation Pre During Post
  31. 31. Other Ways to Get Engagement/Insight Crowd sourcing and incorporating customers into the business model
  32. 32. Guest experience
  33. 33. Guest Experience: Multiple Platforms
  34. 34. FASTSIGNS: Engagement/Insight Franchisees End User Buyers • Ad Council • Franchise Advisory Council • Task Forces • Board and Peer Groups • “Town Halls” • “Connect with Catherine” • Internal Surveys • Business Consultant and Marketing Services Manager feedback • Primary research (18 months) • Social Media monitoring • “Customer Care”/website • Listen to recorded PPC calls • Listen360 feedback • Ask our franchisees
  35. 35. Questions?

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