This document summarizes Joyce Lin's internship project with Frito Lay. The project aimed to increase "Take Home" sales in Oregon zone convenience stores by 4% through improving execution of promotions. Key aspects of the project included building relationships with route sales representatives, providing resources to improve their execution of "XPC" promotions, and following up on progress. The results included a 15.4% year-over-year increase in Take Home sales and more than doubling the number of "Take Home" weekend promotion executions. Joyce also organized a recognition event for route sales representatives to thank them for their efforts.
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The campaign has won the prestigious Diamond Romero Award, recognizing the excellence in casino marketing.
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You'll learn:
-- how carefully selected promotional offers can significantly increase response rates.
-- how direct mail can be used as a strategic medium to complement online channels.
-- how marketing automation technology empowers agencies to implement creative ideas, effectively.
Review our webinar's slides to see how a group of smart people came up with a brilliant idea, and executed it flawlessly to build a wildly successful campaign for their client.
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In this webinar, we will discuss how your business could profit from exploiting data to deliver business growth, brand fame, creativity and enhanced customer experiences.
Does your organization suffer from Shiny Object Syndrome? This is the tendency to pursue every idea that seems good without prioritizing, seeing it through to a reasonable return on investment, or deciding to abandon it when it doesn’t deliver. Sound familiar?
In this presentation, I'll walk you through the 4-part cure for this disease with examples of how we did it at my company and ended up selling for $125 million.
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Review the slides from MindFire agency success webinar series and learn how a marketing communication agency based out of beautiful Tulsa, Oklahoma, one2one Marketing, division of JD Young, helped their long-time client, River Spirit Casino, generate $1,500,000 in additional play with this award-winning campaign, themed "Summer of Love".
The campaign has won the prestigious Diamond Romero Award, recognizing the excellence in casino marketing.
Shanna Wilson, Director of Marketing at JD Young, and Joe Manos, Executive Vice President at MindFire, will present the campaign and review the specifics in detail.
You'll learn:
-- how carefully selected promotional offers can significantly increase response rates.
-- how direct mail can be used as a strategic medium to complement online channels.
-- how marketing automation technology empowers agencies to implement creative ideas, effectively.
Review our webinar's slides to see how a group of smart people came up with a brilliant idea, and executed it flawlessly to build a wildly successful campaign for their client.
To learn more about MindFire Studio, visit: http://www.mindfirestudio.com
5. My Frito Summer
SF Route
LF Route
Winco Route
1 C-Store Reset
1 C-Store Opening
2 HaggenAlbertsons
conversions
Pay for Performance Rollout
3 Trips to Roseburg
6. PROBLEM TO SOLVE:
The Oregon Zone is growing
TAKE HOME at 4.5% with less
than 50% execution of Take
Home promotions
$ VALUE TO ZONE:
$228,000
PROJECT GOAL:
Increase TAKE HOME
growth by 4%
PERSONAL GOALS:
Increase XPC execution by 20%
Increase event execution by 30%
Project Overview
Business Project
Grow
Take Home
in C-Stores
8. XPC Communication
Execution Tools Accesibility
Small Format RSR Survey
Market WorkWiths
ACTION PLAN
Identify the Obstacles
Opportunities
Growing C-Store Take Home
9. ACTION PLAN
XPC Prep for 1:1s,
equip RSRs with
selling resources
2Sell & Lead
Develop action items
processinclude
photos, communicate
due date, CC yourself,
schedule follow up in
Activity Planner
3Follow Up
Build relationship with
team, what kind of
communication works
best
1 Relationship
Engage RSRs with
shoutouts through
monitor display, thank
you cards, notes, etc.
Recognition
Close the Loop
10. Show interest
in your team
beyond work
Close the Loop
1Build the Relationship
2-Way
Communication
Communicate
your role
Leverage RSR knowledge
Set goals together
Identify solutions
together
11. Know the Business Cold
Utilize 1:1 App, SFOD, XPC
Predict challenges
Proper Signage
Sell Sheets
Educate RSR on XPC for
independent accounts
Close the Loop
2SELL & LEAD
Set Up RSR for Success
12. Close the Loop
3FOLLOW
UP
Send Action Items to RSR
Handheld/text/email and CC
self for followup
Make
follow-up
folder in
Outlook
Flag action
items to
remind you
in 1 week
Schedule
follow-ups
in Activity
Planner
14. +4TAKE HOME events
Avg 8x3 improvement per route for 5 RSRs
+$317k= $755 x 4 x 105
Annualized increase in SDV for Oregon Small Format
200%+ improvement
More than Doubled # of Take Home weekenders
Take Home Events Results
Annual SDV weekenders SF routes
15. +4TAKE HOME events
Avg 8x3 improvement per route for 5 RSRs
+$476k= $1133 x 4 x 105
Annualized increase in SDV for Oregon Small Format
200%+ improvement
More than Doubled # of Take Home weekenders
Take Home Events Results
Annual SDV weekenders SF routes
16. P8 AVERAGE…
TAKE HOME %PY:
115.2%
IMPROVEMENT
FROM P7:
+15.4%
8x1-8x2 vs P7
TAKE HOME %PY
Overall Results
22. ENTHUSIAM IS
CONTAGIOUS
BE OPEN TO
NEW
EXPERIENCES
SUPPORT
YOUR TEAM
THROUGHOUT
THE ENTIRE
PROCESS
Learnings & Reflections
IF YOU’RE
TOLD NO….
ASK AGAIN
WHEN S/HE’S
IN A BETTER
MOOD
24. 24
Business Project
Close the Loop
TAKE HOME Results
Appendix
Diversity & Engagement
Critical Experiences
Learnings & Reflection
Finances
Action Plan
1. Build the Relationship
2. Sell and Lead
3. Follow up
XPC Execution Improvement
Event (weekenders) Execution
Overall P8 vs P7 %PY
Implemented Recognition
Recognition Dinner
Business Impact (conservative)
Business Impact (realistic)
25. If miniweekender
turns 1x a period
+$317k= $755 x 4 x 105
Annualized increase in SDV for Oregon Small Format
Business Impact (conservative)
$2.42 per XL Lays bag
*24 bags per mini-weekender
*13 turns per year
$755.04 annual SDV per miniweekender
Annual SDV weekenders SF routes
26. $3 per dip jar
*6 jars per weekender
*2 turns per quarter
$36 Q4 SDV per weekender
If weekender turns 2x
a quarter
+$13,500 = $180*75
Business Impact (realistic)
$3 per XXL Lays bag
*24 bags per weekender
*2 turns per quarter
$144 Q4 SDV per weekender
27. Utilize Monitor Displays
▸Highlight XPC
▸New item distribution
▸Special events
(incremental opportunities)
Close the Loop
Before After
1Awareness
Engage the team
