In this session, Joel Warady will share a case study that details how a growth brand in the Consumer Packaged Goods space utilizes social and mobile in their overall integrated marketing plan to compete with the Goliaths in the industry. With a relatively small budget and an in-house social team, you will learn first-hand how these grassroots efforts has propelled this company to grow 40% each of the last two years, getting their products into over 14,000 retail stores.
4. 4
Opportunity
Celiac & Gluten
Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Even with the rise of gluten free,
there is a much larger opportunity
Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
5. “Free From” means…
Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011
90%
of all
allergies
Gluten Free
Definition
+
6. Free From
Consumers
Free From consumers take loyalty to
a new level
6
• Consumers have limited options
• If they like something, they buy a lot
Consumer Devotion
26. 92% of word of mouth…
happens offline.
Engaged
Consumers
27. 27
25% of search results of
the world’s top 20 brands
are links to user
generated content
75% of consumers don’t
believe companies tell the
truth in advertising
Who Do Customers Trust?
28. Over 90% of all consumer decisions are
due to a positive recommendation
from someone they trust
-Dr. Walter Carl
Engaged
Consumers
Who Do Customers Trust?
29. How about 3 more sets
of stats?
Engaged
Consumers
30. 30
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a purchase
decision
44% of companies use
crowdsourcing to get new ideas.
Engaged
Consumers
31. “It’s not about eyeballs and
ears, but hearts and minds.” –
Jeffrey Hayzlett (Kodak)
Engaged
Consumers
32. Results of ELF Strategy
32
41%
2012
40%
2013
Return
on
Objective
39%
2014
Thru April
39. 39
Mobile
Consumers
55% of women use their
smartphones for shopping
41% of women desire mobile ads
that provide location based offers
52% of women use smartphones to share
photos of what they purchase
Nuance Digital Marketing Study October 2013
Impact of Mobile on Shopping
54. Measure Everything
54
Monday April 28, 2014
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours
61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions
past 24 Hours
8 15
Unique Visits 4,446
Total Unique Visits
Month to Date
50,026
New Visitors 3,322
Total New Visitors
Month to Date
37,629
Social Media Dashboard
Blogger Reviews
Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative)
@enjoylifefoods
Total Followers 12,388 49
Twitter
99 POS / 1 Neg
Page views 18,748
Total Page views
Month to Date
234,154
Website (Weekend)
26 100
Totals
Increase or
Decrease past 24
Hours
Instagram
Pinterest
Facebook
Enjoy Life
Foods
New Page Likes
Total Page Likes
1,217
205,865
New
Followers
Total
Followers
New Repins 4
14
2,687
55. Measure Everything
55
Monday April 28, 2014
Unique Visits 4,446
Total Unique Visits
Month to Date
50,026
New Visitors 3,322
Total New Visitors
Month to Date
37,629
Social Media Dashboard
Blogger Reviews
Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative)
99 POS / 1 Neg
Page views 18,748
Total Page views
Month to Date
234,154
Website (Weekend)
26 100
56. 56
Klout Score 64 0 Total Followers 4,072
Klout Score 64 1
New Mentions
past 24 Hours
61 6
@enjoylifecmo
Total Followers 5,728 23
New Mentions
past 24 Hours
8 15
Unique Visits 4,446
Month to Date
50,026
New Visitors 3,322
Total New Visitors
Month to Date
37,629
@enjoylifefoods
Total Followers 12,388 49
Twitter
Page views 18,748
Total Page views
Month to Date
234,154
Totals
Increase or
Decrease past 24
Hours
Instagram
Pinterest
Facebook
Enjoy Life
Foods
New Page Likes
Total Page Likes
1,217
205,865
New
Followers
Total
Followers
New Repins 4
14
2,687
77. 77
Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entire marketing
strategy
Ad Age