Low Cost / High Impact Mobile and Social Strategies (Joel Warady, Enjoy Life Foods)
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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.
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Low Cost / High Impact Mobile and Social Strategies (Joel Warady, Enjoy Life Foods)
- 1. Low Cost / High Impact Mobile & Social Strategies May 15, 2014
- 2. Joel Warady Chief Sales & Marketing Officer @enjoylifecmo joelwarady
- 3. 3 You have heard a lot about Gluten Free…
- 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
- 7. Enjoy Life Foods is the trustmark and lovemark of choice 7 Trustmark
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- 12. 12 Meet my Niece
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- 22. We are ignoring the shopper’s path to purchase and path to new product selection 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 Solutions for the screen they happen to have in front of them at that time
- 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
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- 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
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- 53. Growing Social Engagement 53 Facebook 213,000 Likes Twitter 18,100 Followers Pinterest 2698 Followers Newsletter 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 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
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- 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
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- 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 Continues… NPD Display Search – Jan. 2014
- 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 enjoylifefoodsjoelwarady jwarady@enjoylifefood@enjoylif ecmo