Digital Marketing Strategies Summit Personalized person-to-person panel prez - 10-22-14

2
How disruptive digital & tech forces created opportunities
@DIGITAL_mss #DMSS
10.22.14
to transform Marketing’s role, structure, strategies, tactics & relationships
to be focused on personalized person-to-person versus markets-of-many.

Contributing Editor
VP Marketing,
Branding & Social
Chad Bailey
@chadbailey80
CMO
Meg Ciarallo
@megciarallo
Steve Cook
@stevencook
2
CMO Executive Advisor
Terri Funk Graham
@tfggraham
Board Director
Former CMO

2
Personalized person-to-person business case
7 innovative use cases
1 stretch
3 traditional-new media
2 juice & smoothie food retail
1 grocery retail
Q & A with Meg, Chad, Terri & you
Please interact any time

2
It’s in our DNA …
as people
&
as brand builders

In-store personalized person-to-person Scaled Online personalized person-to-person

In-store personalized person-to-person
Scaled Mobile personalized person-to-person

In-store personalized person-to-person Scaled consistent experience anywhere -
In-store personalized person-to-person

Scaled personalized P2P self-serve Scaled hyper-personalized P2P self-serve

2
It’s in our DNA …
as people … we expect it
&
as brand builders … we want to deliver it

1993 …
a reminder & call to action
to brand marketers
one
2
one

2014 …
a reminder & call to action
to brand builders
2
person
2
person
relationships are the new
brand-consumer currency

Personalization topped marketers' lists
when asked to prioritize one capability that
will be most important to marketing in the future
33% personalization
22% big data
21% social media
14% real-time
11% mobile
2014 "Digital Roadblock: Marketers Struggle to Reinvent Themselves"
www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf

Most marketers are completely or very focused
on personalizing experiences for their customers
Personalization sentiment more pronounced among
high performers (out-performed competitors in sales/revenue)
than low performers (average or below business performance)
2014 "Digital Roadblock: Marketers Struggle to Reinvent Themselves"
www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf

2014
“Personalization is another area where brick-and-mortar retail falls short,
said Alex Bell, CEO of Signal 360, a proximity-marketing platform.”
“It's "amazing and scary" how much websites know about consumers,
but none of that translates to in-store experiences.”
"Retailers have to use that weaponry that's online, which is about data and
personalization, to make it so that when you do go in the store, we can give you
something else and we can make you come back," said Mr. Bell.
http://adage.com/article/advertising-week-2014/craft-a-shopping-experience-beats-web/295268/?
utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1412972412

Personalization is no longer a luxury.
It’s a customer’s expectation.
Traditional-marketing awareness & presence are no longer enough for modern brands
Online, social media, mobile have empowered consumers & changed their expectations from brands
… know me … personalize it … engage me relevantly on my terms
Consumers are plugged into multiple channels & served with personalized content:
- Netflix automates your movie recommendations
- Amazon suggests products based on your viewing history
- Facebook delivers personalized news feeds corresponding to your preferences & behaviors
The expectation of personalization is ubiquitous. No business can ignore this trend.
It’s not easy to build & scale … it takes new resources, roles, talent capabilities, systems & time

www.emarketer.com/Article/Why-Marketers-Still-Havent-Mastered-Personalization/1011220

Consumers' awareness about personalized marketing is growing
"Engage Consumers & Increase Buyer Readiness Through Customer-Centric Marketing” - e-tailing group for MyBuys
www.marketingprofs.com/charts/2013/10235/personalized-marketing-drives-buyer-readiness-and-sales#ixzz3F6EgKaSd

And the impact of personalized marketing is growing

Consumers appreciate personalization
59% of consumers say personalized product recommendations make it easier to find
the products they are most interested in
53% provides a valuable service
55% of consumers say website recommendations & emails (54%) personalized based
on their past browsing & shopping behavior are "desirable to receive”
Consumers willingness to share data
Most consumers are willing to share info with retailers if they gain something in return
51% say they’re willing to share data to receive a better shopping experience
54% say they accept & acknowledge that retailers are collecting information about their
online behavior in order to provide a more personalized experience online

inspirational & insightful use case
2

Q 1
What is the world’s most valued brand
distributed in 200 countries
that has been in a sales free fall for the past 11 years
due to it being out of sync with
changing healthy lifestyle food and beverage behaviors?

Q 2
If you were the global Coca-Cola brand manager …
what would you do to disrupt the market,
re-engage & re-build relationships & behaviors with
current, former & prospective consumers … & business partners?
#ShareaCoke
Create a personalized person-to-person narrative with consumers …
empowering them to become part of the narrative
& be brand agents with other people.
Creatively implement integrated omni-channel
in-store, online, social media, mobile & disruptive tech campaign.

Share a Coke
- Buy from hundreds of the most popular millenial first names
- Or create personalized real & virtual bottle or can – Coke, diet Coke, Coke Zero
- Plus packages with nicknames, consumption occasions, popular phrases
- 50 country platform - adapted for local consumers & partners
- All trade channels & retail partners integrated in campaign
- Content marketing using #ShareaCoke & campaign-specific site
- Offline act of sharing Coke prompts consumers to talk about campaign through
digital channels

All Coca-Cola trademark brands & package forms

TVC
www.youtube.com/watch?v=HUzPwIP9BqE#t=76

Integrated campaign in all trade channels

In-field experiential events & sampling

Activating Share a Coke on NASCAR assets

OOH & transit … using mobile to text names to digital signage

Online & Mobile integrated components

Virtual personalized bottle for me I can share on social … or

…create a virtual bottle I can personalize & share with a friend
6 million virtual personalized bottles were created in the U.S.

person-to-person-to-person
Encouraged people to become Coke brand advocate
Generated incremental purchases & consumption
Created incremental conversations about Coke
Re-consideration of Coke, diet Coke & Coke Zero

person-to-person-to-person
QR codes to send friend co upon for $ off Share a Coke

Social media campaigns … FB, Twitter, Instagram, tumbler

Quick rendering tech to create personalized video to share
www.youtube.com/watch?v=kQvqhEGyjWk&feature=youtube_gdata_player

Consumers having fun with the brand in unexpected ways

Became part of popular culture … viral parodies created
incremental positive user generated impressions

Secondary Share a Coke marketplace on

Australia - Summer 2011 Pilot Market Results

Incremental positive consumer & business news coverage
in category that has not had positive news for a decade
www.today.com/tech/whats-name-share-coke-campaign-gets-550-000-instagram-posts-2D80183587

More inspirational, insightful & actionable use cases
from Meg, Chad & Terri
2

2
Meg O’Brien Ciarallo
@megciarallo
VP Marketing,
Branding & Social

E-Newsletters
Customize:
- subject
- content
- ads
- length
ALL based on user preferences,
both implicit and explicit

E:Newsletters
How:
- real time data on the
individual level
- limitless variables
- real identities linked to real
behaviors across platforms
and channels
- virtually all aspects of email
communication are
customizable

Customer Service
For brands, there is a LOT of noise in social
media. And even more for media companies.

Organizational Behavior
Prior to social media, companies could be more siloed
Sales Editorial Circulation Marketing

Organizational Behavior
After social media:
Sales
Marketing & Editorial
Data
Circulation

2
Chad Bailey
@chadbailey80
CMO

About
Robeks
• Two
hundred
loca.ons
open
or
in
development
worldwide
(15
States
&
3
Countries)
• Delicious,
good-‐for-‐you
Smoothies
and
Fresh
Juices
using
only
the
best
fruits,
fresh
vegetables,
and
natural
ingredients
• Hand-‐craGed,
great-‐tas.ng,
nutri.ous
alterna.ves
• Premier
Fresh
Juice
&
Smoothie
Chain
• Trail
Blazer
in
Culinary
Development
• 100%
Franchise
Loca.ons
• Recently
named
in
Na#ons
Restaurant
News
–
Next
20
of
up
and
coming
brands
HEALTHY
NEVER
TASTED
THIS
GOOD™

Old
Thinking
DAT
IDEA
Internal:
SAale
s,
Mix,
COS,
KPI
3rd
Party
Research
Trends
PROMOTION
Digital/
Social
Instore
AdverLsing/
LSM

New
Thinking
DAT
Digital
Listening
Insights
IDEA
Internal:
SAale
s,
Mix,
COS,
KPI
3rd
Party
Research
Trends
PROMOTION
Digital/
Social
Instore
AdverLsing/
LSM

The
Data
• Kale
growing
in
popularity
as
a
Superfood
• Kale
low
in
cost,
but
high
in
nutri.onal
value
• Customers
looking
for
easier
methods
to
incorporate
more
fruits
and
vegetables
into
their
diets
• Green
drinks
becoming
hot
• Sale
mix
growing
in
Robeks
Superfood
category
• Pent
up
demand
for
more
Superfood
op.ons

The
Idea
• Develop
an
industry-‐first
“raw
smoothie”
using
fresh
kale
thrown
directly
into
the
blender
jar
• Offering
has
to
be
as
tasty
as
it
is
healthy
• Appealing
to
the
“health
seeker”
and
the
“healthy
lifestyler”
• Low
in
food
cost,
high
in
nutri.onal
value
• Name
the
product
in
a
manner
that
is
approachable
and
sounds
appealing
(not
ultra
healthy)
• Test
the
product
during
a
na.onal
Limited
Time
Only
(LTO)
promo.on
before
pu[ng
on
New
Menu

Preliminary
Results
• TropiKALE
Paradise
–
Top
5
Sales
• Same
Store
Sales
10%+
• #1
in
Product
Posi.ve
Sen.ment
• #1
in
Customer
Social
Imagery

Community
ChaRer
“Robeks
first
.mer!
Tis
Yummy”
“Oooooh
Robeks
has
a
New
Smoothie
with
Kale
in
it
called
“Tropi-‐KALE”!
Yummy!!!!”
“Pleasantly
Surprised”
“Never
would
have
thought
KALE
could
taste
so
good!
#NewBeliever”
“Then
I
got
my
favorite
kale
and
pineapple
smoothie
.
#smoothie
#delicious
@Robeks”

Adding
Fuel
to
the
Fire
“Come
by
to
Robeks
in
Harbor
Point
to
get
a
free
sample
of
our
Tropi-‐Kale
smoothie!”

End
Result
• Changed
the
permanent
name
to
TropiKALE
• Added
to
New
Menu
• Con.nue
to
use
as
primary
product
for
experiencing
Robeks
at
events
and
during
Local
Store
Marke.ng
(LSM)
• Featured
frequently
as
primary
product
in
crea.ve
• Remains
in
the
Top
5
of
best
selling
products

EXAMPLE
#2
Shi<ing
Resources

ObjecLve
• Beger
understand
the
most
used
social
channels
for
Robeks
users
• Realign
resources
to
support
those
channels
• Maximize
ad
spending
by
geo-‐targe.ng

Preliminary
Results
In
the
first
month
of
tes.ng…
• Saw
double
the
normal
test
period
check-‐ins
• Ability
to
.e
Foursquare
ads
directly
to
instore
traffic

RECAP
"The
more
you
know
the
less
you
need
to
say.“
Jim
Rohn
• Add
Digital
Insights
at
the
Beginning
of
the
Process
• Be
willing
to
Rou.nely
Reevaluate
how
you’re
deploying
your
resources
• Use
Digital
Insights
to
create
deeper
connec.ons

2
Terri Funk Graham
@tfggraham
Board Director
Former CMO

SOUTHEAST MARKET EXPANSION
Digital Marketing Propels New Store Success

Spotlight on the Southeast
Illinois
29/1
Ohio
22

Market Entry Objective & Strategies
Pre-Opening Objectives:
• Accelerate new market branding with omni-channel marketing campaign
• Build database of future Sprouts customers through email capture
campaigns and social media giveaways
• Acquire 25k local Atlanta Facebook fans prior to first grand opening in
Snellville
Strategies:
• Harness grand opening power and media spend to sustain excitement
beyond in-store experience and opening week hoopla
• Use surprise and delight/pay it forward tactics to communicate Sprouts
culture
• Utilize happy shoppers and social media fans as a marketing channel
through word-of-mouth buzz

Customer Insights
Research and social media listening tools revealed the
following insights around the customer experience that
helped shape the campaign:
• Before shopping at Sprouts, most customers thought we
were a high-end, organic specialty store – but more than
71% of respondents said their perception changed after
their initial visit
• Not only was the selection wider than expected, but the
produce was fresh, the quality was high, and prices
were low across the store
• Overall, customers were pleasantly surprised (even
taken aback) after shopping at Sprouts for the first time

Love at First Sprouts
At Sprouts, we use Radian6 to manage brand
mentions and identify real-time trends and
customer insights.
The southeast market entry campaign was
inspired by customer feedback in existing
markets where we couldn’t help but notice the
reoccurrence of a certain four letter word—
love.
Everyone’s searching for it. But no one expects
to find it in a grocery store, much less at the
bottom of a receipt.

Pre- and Post-Opening Retail Loop

Local Focus: Love at First Like

The Results
• Community events and online Subscribe & Ride
sweepstakes brought in a record number of
email subscribers prior to opening
• More than 1,000 Facebook fans signed up for our
pre-opening Preview Party in less than one hour
• By the time we opened our doors, we had more
than 45,000 Facebook fans in Georgia, including
over 25,000 Facebook fans for the Snellville
store alone
• After opening, the campaign shifted to turn the
awareness we’d created into action. New outdoor
and print blanketed the region while digital
marketing spoke to the Facebook fans and email
recipients on a more personal level.

www.youtube.com/watch?v=okTI48Hy2eo

2
Q & A
- What is the single most disruptive digital or tech force that has caused creative destruction in
your industry enabling your team to transition to more personalized person-to-person marketing?
- How have you scaled person-to-person marketing?
- What digital disruptive & tech forces do you see coming on the scene that will create the
opportunity to shift marketing again in your industry & what will the marketing changes be?

2
Q & A
What is the single most disruptive digital or tech force that has caused creative destruction in
your industry enabling your team to transition to personalized person-to-person marketing?

2
Q & A
How have you scaled personalized person-to-person marketing across your organization?

2
Q & A
What digital disruptive & tech forces do you see coming on the scene that will create the
opportunity to shift person-to-person marketing again in your industry? What are the changes?

2
What is the most relevant
person-to-person opportunity
to transform the relationship between
your customers & your brand?
I’ll want to share my brand’s
person-to-person program at the next
DMSS. Let’s talk about it over drinks.
@DIGITAL_mss #DMSS
10.22.14

Thanks everyone!
Let’s go get a drink … & meet … person-to-person.

Digital Marketing Strategies Summit Personalized person-to-person panel prez - 10-22-14

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