The document provides an overview of low cost and high impact mobile and social media strategies. It discusses how Enjoy Life Foods has focused on engaging consumers through in-person experiences, content creation, print and digital advertising, and social media. This consumer-centric approach has led to strong growth in social media followers and engagement. Mobile strategies are also highlighted as important for reaching consumers.

1. Low Cost / High Impact Mobile
& Social Strategies
May 15, 2014

2. Joel Warady
Chief Sales & Marketing Officer
@enjoylifecmo
joelwarady

3. Should We All Go Gluten Free?The singer was a no-show. The Gluten Free Expo in Sandy, Utah — one of the nation’s largest events dedicated to foods untainted by
wheat — was going to have to start without the national anthem. But Debbie Deaver, the expo’s founder, didn’t have time to worry
about that. The song, to be honest, was the least of her problems.
Deaver had slept four hours in the last three days. The 34-year-old woman — who has celiac disease and therefore must avoid eating
gluten, a key protein in wheat — was running on prayer and Diet Dr Pepper. She needed sleep, and syrup.A day earlier, a shipment of maple syrup failed to arrive, forcing her to scramble to find a topping suitable for the expo’s enormous
gluten-free pancake breakfast. A last-minute donation of 35 cases of marionberry syrup would have to do. And then there was the issue
of actual attendees. With the sky spitting rain outside and temperatures hovering around 40 degrees on a dark October morning, Deaver
was becoming convinced that no one was coming to her expo in suburban Salt Lake City. “I’m getting nervous,” she admitted as she
scanned the empty concourse of the sprawling, glass-walled South Towne Exposition Center just 30 minutes before the show started.
“People aren’t showing up.”
But seemingly all at once, they did. When Deaver opened the front doors at 9 a.m., she was stunned by the huge crowd waiting to get
inside. At the sight of these people — her people — Deaver stopped cold in her Puma sneakers and began to cry.“I’m just so excited about those gluten-free pancakes,” she announced to the crowd. “Is everybody ready to eat some pancakes?”Four hundred people surged into the expo hall in the first 10 minutes, 1,200 in the first hour and nearly 6,000 by the end of the single-
day event. They came from as far away as Arizona and Nebraska, like pilgrims to a sort of gluten-free Mecca. Once inside, many were
soon listening to one man: Dom Alcocer, a 33-year-old marketing manager, who stood on a chair in an expo booth, barking at the
attendees and throwing gluten-free granola bars into the crowd.
“Ohhhhh! Dropped pass!” Alcocer shouted to one person. And then, to another: “Nice catch!”
November 25, 2011
3
You have heard a lot about Gluten Free…
Gluten Free Foods Paying Off Big
csnbc.com
May 20, 2011
Once confined to specialty health stores and
bakeries, the category is fast becoming
mainstream, with more gluten-free foods
available at more retailers. Subway is road-
testing a gluten-free brownie and roll for
sandwiches at select Texas restaurants, with
plans for a more testing in an Oregon city.
General ills has expanded their line of
gluten-free foods to include boxed cereals,
such as Chex.
P.F. Chang's China Bistro offers an extensive
gluten-free menu.
Whole Foods Market has a wide spectrum of
packaged gluten-free products, including 30
varieties of baked goods made at a gluten-
free facility in North Carolina, and then
shipped across the country.
And the variety is expanding beyond baked goods and pasta, usually the most relevant gluten-free
categories. Retailers sell baby food, condiments, desserts, pizza, and seafood entrees, all without gluten.
"More food companies are jumping on the bandwagon to label foods gluten-free. There's a groundswell,"
says Cynthia Kupper, executive director of the Gluten Intolerance Group of North America, a nonprofit group
that supports people with gluten-related disorders including celiac disease. "When the low-carb fad died, this
was the new product trend —the gluten-free market."
Growing Category
Gluten-free ingredients can be pricey — Kupper estimates a gluten-free product can cost two- to three-times
more than regular items — but that has yet to dent their growth.
In 2010, gluten-free foods racked up $2.5 billion in global sales, accounting for more than a quarter of all
food-intolerance purchases, according to Euromonitor International.
Global sales are up 92 percent since 2005 and are forecast to hit $3.4 billion by 2015. In the U.S., sales
reached $1.2 billion last year, more than double that of five years ago. Euromonitor is forecasting $1.7 billion
in sales by 2015.
General Mills, for example, offers more than 300 gluten-free products including yogurt, fruit snacks, desserts
and soups. The consumer foods giant recently unveiled five gluten-free varieties of Chex cereal.
This follows the successful launch of its gluten-free dessert and pancake mixes, including its Betty Crocker
and Bisquick brands, beginning in 2009.
"In just a few months we got 11,000 calls and 98 percent were positive," says Dom Alcocer, marketing
manager for General Mills.
Whole Foods' portfolio of gluten-free goods has more than doubled during the past five years -- both in
terms of the number of brands and number of individuals products offered by those brands.
In 2004, the company opened a Gluten Free Bakehouse in Morrisville, N.C. that's dedicated to making baked
goods.
Making Sense of theGluten-Free Food Frenzy
June
1,
2012
[Overheard
at
dinner
par4es,
buffet
tables,
and
salad
bars
across
America]
"Keen-­‐what?“
"Keen-­‐wah.
I
don't
really
know
what
it
is
either,
but
it's
supposed
to
be
healthy,
and
it's
gluten-­‐free.
Here,
try
it.“
"Oh,
cool.
My
sister-­‐in-­‐law
is
gluten-­‐free.
I'm
thinking
maybe
I
should
do
that—you
know,
to
help
with
my
IBS.“
For
a
substance
largely
unheard
of
un4l
recent
years,
gluten—a
protein
found
in
wheat,
barley,
rye
and
other
products—seems
to
be
on
everyone's
lips
these
days.
And
why
wouldn't
it
be?
A
gluten-­‐free
diet
has
been
touted
as
a
cure
for
everything
from
obesity
and
rashes
to
Gluten-free Industry
Tops $6BThe gluten-free industry is booming, growing 27 percent since 2009 and
exceeding $6 billion in 2011, and fueled by an abundance of new
products in 2010 and 2011 that bear a gluten-free claim. However,
despite an increase in popularity and product development, celiac
disease and gluten intolerance could be widely undiagnosed; according
to recent Mintel research, just 1 percent of consumers say they’ve been
diagnosed with celiac disease and only 8 percent overall say they are
gluten intolerant/sensitive. Mintel’s research suggests that number should
be closer to 15 percent.
“The prevailing problem is that many Americans simply may not realize
they are gluten intolerant/sensitive, or they may be ignoring signs and
symptoms,” said David Browne, senior analyst at Mintel. “While food
companies may be overdoing it unnecessarily with gluten-free label
claims that are appearing on everything from tomato sauce to scallops,
the message is getting out and it’s likely that many more consumers will
engage in the sector, both for foods eaten at home and at restaurants.”
According to Kerry Watson, SPINS natural and specialty product expert,
“more doctors are testing for these conditions and more people are
experimenting with a gluten-free diet. It’s our responsibility as an industry
March 2, 2012

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:
Na4onal
Diges4ve
Diseases
Informa4on,
March
2012;
HealthCare
Zone
03/12;
Na4onal
Founda4on
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

7. Enjoy Life Foods
is the trustmark
and lovemark
of choice
7
Trustmark

8. 8
Meet
my
Mother

9. 9

10. 10

11. 11

12. 12
Meet
my
Niece

13. 13

14. 14

15. 15

16. 16

17. 17

18. 18
Meet
the
Future

19. 19

20. 20

21. 21

22. We
are
ignoring
the
shopper’s
path
to
purchase
and
path
to
new
product
selec4on
If
we
don’t
take
a
digital-­‐first
posture…
Digital
First

23. You’ve
heard
about
the
2nd
screen
or
the
3rd
screen
How Do
We Connect

24. One-­‐Screen-­‐World
Philosophy
How Do
We Connect
Solu7ons
for
the
screen
they
happen
to
have
in
front
of
them
at
that
7me

25. Stop
worrying
about
what
YOU
should
do
in
the
digital
space…
Strategy

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

33. Consumer
Centric
Our
Consumer
Face
to
Face
&
Experiential
Engagement
Content
Loyalty
Print
and
Digital
Advertising
Digital
Path
to
Purchase
Social

34. 34

35. 35
Mobile
Consumers

36. 36
Mobile
Consumers

37. Specialty Mobile
37
Free From
Consumers

38. Specialty Mobile
38
Free From
Consumers

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
Marke0ng
Study
October
2013
Impact
of
Mobile
on
Shopping

40. 40
Engaged
Consumers

41. 41
Engaged
Consumers

42. 42
Engaged
Consumers

43. 43
Engaged
Consumers

44. 44
Engaged
Consumers

45. 45
Engaged
Consumers

46. Engaged
Consumers
46

47. 47
Engaged
Consumers

48. 48
Engaged
Consumers

49. 49
Engaged
Consumers

50. 50

51. 51

52. 52
Engaged
Consumers

53. Growing
Social
Engagement
53
Facebook
213,000
Likes
Twifer
18,100
Followers
Pinterest
2698
Followers
Newslefer
Subscribers
60,000+
Opt-­‐in
Instagram
4215
Followers

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
Total Unique Visits
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

57. 57

59. 59

60. 60

61. 61

62. 62

63. 63
Engaged
Consumers
Connect
With
Them
Where
They
Shop

64. 64
Engaged
Consumers
Connect
With
Them
Where
They
Shop

65. 65
Engaged
Consumers
Connect
With
Them
Where
They
Shop

66. 66
Engaged
Consumers
Connect
With
Them
Where
They
Shop

67. 67
Engaged
Consumers
Connect
With
Them
Where
They
Shop

68. 68
Engaged
Consumers
Connect
With
Them
Where
They
Shop

69. 69
Engaged
Consumers
Connect
With
Them
Where
They
Shop

70. 70

71. 71

72. Stop thinking like a marketer
and advertiser and start
thinking like a publisher and
socializer
Engaging w/
Consumers

73. The Way We Share Has Changed

74. 74
240 million tablets were
sold in the US in 2013
The
Change
Con7nues…
NPD
Display
Search
–
Jan.
2014

75. The Change Continues…

76. The Change Continues…

77. 77
Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entire marketing
strategy
Ad Age

78.
Thank you!
Connect with Me
enjoylifefoods joelwarady jwarady@enjoylifefoods.com@enjoylifecmo