a special presentation for: whole foods. agenda objectives right target right time right message...
TRANSCRIPT
A Special Presentation for:
WHOLE FOODS
Agenda
ObjectivesObjectives
Right TargetRight Time
Right MessageRight Vehicle
Right TargetRight Time
Right MessageRight Vehicle
Campaign StrategyCampaign Strategy
Increase Customer
Base
Increase Customer
Base
Objectives
Build brand awarenessBuild brand awareness
Attract adults seeking a healthy
lifestyle
Attract adults seeking a healthy
lifestyle
Position as the market leaderPosition as the market leader
Attract affluent families in the local
community
Attract affluent families in the local
community
66,300 Families HHI $75k+Brentwood, Franklin, West Davidson
Right Target: The Potential
157,900 Healthy & Active Adults*Brentwood, Franklin, West Davidson
Right Target: The Potential
*Buy organic food, local grown food, and/or belong
to a health club
Right Time: The Decision Pipeline
Customer
Referrals
Experience
Loyalty
Advocacy
Awareness
Interest
Research
3rd Party Opinions/Referrals
Experience
1) Unaware of Whole Foods 2) Aware of “Whole Foods”
for grocery’s, but unaware of the daily and weekly specials
offered
Search online for Organic Healthy Food Options
After researching, bought organic products
Satisfied with Whole Foods and visits regularly
Happy Whole Foods customer and blogs about the quality and recommends to friends and family via social media
Right Message: One Day Sale
Right Message: Grand Opening
Right Message: Concept
Mystery Cart Have a shopping cart(s) filled
with an assortment of groceries
Shoppers guess total value of shopping cart(s)
Closest guess wins
Right Message: Concept
Favorite Item Tweet Up
Have patrons Tweet their favorite grocery item they purchase, OR their favorite Whole Food specific item – Post tweets on big screen so
patrons can see them – Select every 20th tweet and
give them their item free
Right Message: Concept
Facebook Check In Offer promotional discount to
anyone who checks into Whole Foods McEwen on that/those dates(s)
Right Message: Concept
April Showers Bring May Power Hours!
Incentivize shoppers to visit your store during its slowest times with “Power” Hours – During power hours:
Offer discounts when entire ingredients list is purchased for suggested recipes
Cross promote with nutritionists/restaurant cooks to incentivize these specialists to participate – Offer discount when items from their dishes are
purchased
Right Message: Concept
400 Calorie Cook Off Run advertisements soliciting recipes
for 400 calorie dinners Select 5-10 winners
– Have them prepare meal in cooking area
– Winner(s) get gift certificates, as well as recipes posted on Facebook page or other public viewing area
Right Vehicle
Media Usage ExpectationFamilies HHI $75k+Brentwood, Franklin, West Davidson
54% (35,800)read The Tennessean each week
24% (15,900) read Tennessean.com monthly
99% (65,600) access the Internet every month
70% (46,400) use text past month
Right Vehicle
Media Usage ExpectationHealthy & Active AdultsBrentwood, Franklin, West Davidson
59% (93,200)read The Tennessean each week
28% (44,200) read Tennessean.com monthly
90% (142,100) access the Internet every month
60% (94,700) use text past month
Right Vehicle
Loyalty
Advocacy
Awareness
Interest
Traditional & Non-Traditional Ads, Direct Marketing (Non-Customer)
Classified & Online Search, Social Media,Direct Marketing (Non-Customer)
Traditional & Non-Traditional Ads, Direct Marketing (Customer)
Social Media & Direct Marketing (Customer)
Customer
Media Supports Each Stage Of The Pipeline
Annual Grand Opening
Campaign Strategy
Loyalty
Advocacy
Awareness
Interest
Customer
Media Vehicles Placed To Effect Target At Various Stages
Campaign Strategy: 4 Week Reach & Frequency
Reach 29,000Penetration 44%Frequency 3.1
Reach 88,400Penetration 56%Frequency 3.6
Annual
Healthy & Active AdultsBrentwood, Franklin, West Davidson
Families HHI $75k+Brentwood, Franklin, West Davidson
Reach = 4 Daily Tennessean, 1 Williamson AM, Tn.com
Campaign Strategy: 4 Week Reach & Frequency
Reach 20,000Penetration 30%Frequency 2.8
Reach 68,600Penetration 44%Frequency 2.8
Grand Opening
Healthy & Active AdultsBrentwood, Franklin, West Davidson
Families HHI $75k+Brentwood, Franklin, West Davidson
Reach = Daily Tennessean, 2 Williamson AM, Tn.com
Let’s Review The Media Plan In Detail
Contact
Charisse Claiborne1100 Broadway Nashville, TN [email protected]
Sources
Scarborough 8 County Area (Age 18+ Base: 1,136,700) TVB/Yankelvich “How Media Works”, April 2009 Compete.com Comscore MarketingCharts.com AdMall
Appendix
Your Solution Benefit
Media Landscape – Traditional Media
13%
15%
21%
10%
5%
5%
4%
30%
45%
WKRN
WSMV
WTVF
CNN, FOX News, MSNBC
WJXA
WSIX
WUBT
Tennessean Daily
Tennessean Sunday
Daily ReachAge 18+/8 County Area
1 Ad
10 Ads
30 Ads
5 Ads
Source: Scarborough
Community Newspapers
+14% ReachUnduplicatedCommunity
Papers
67%total adults 18+ Nashville 8 county area every week
with Tennessean and Community Newspapers
53% ReachTennessean
8,819
22,894
303,616
612,818
655,340
1,633,862
28,178
Mix929.com
WSIX.com
101thebeat.com
WKRN.com (Ch2)
Newschannel5.com(Ch5)
WSMV.com (Ch4)
Tennessean.com
Source: Compete.com-Sept 2010
Top 3 Radio Stations
Total Unique VisitorsTotal US
Media Landscape – Digital Media
Preprints/Inserts
73% of adults read preprints in past 7 days
49% used an insert to plan shopping decisions
45% look at most inserts in Sunday newspaper
E-Mail Marketing
Nearly two-thirds of consumers said they had made a purchase because of a marketing message received through email.
92% of consumers have opt-in for Email.
84% of people enjoyed receiving email from a company when they registered for it.
Source: Jupiter Communicationshttp://www.sandiegomedia.com/email-marketing-benefits, e-marketer 2008, Exact Target 2008 Channel Preference Survey
MomsLikeMe.com
Target: Women with children
Content: Social networking and information portal designed to meet the needs of both stay-at-home and working mothers. Women can share information, ask questions and connect with one another
– Mom-to-Mom forums– Calendar of family-friendly
events– Photo galleries & videos
100,000page views
every month
100,000page views
every month
Right Message: Concept Details
“Mystery Cart.” Have a shopping cart(s) filled with an assortment of groceries Shoppers guess total value of shopping cart(s) Closest guess wins Promote with giant digital “?” Could also send out targeted email or print blast with “?” promo
“Favorite Item Tweet Up.” Have a giant screen/television at the entrance, or just outside the entrance Have patrons Tweet their favorite grocery item they purchase, OR their
favorite Whole Food specific item – Must include the hashtag “wfmcewen” – Post tweets with that hastag on big screen so patrons can see them – Select every 20th tweet (or however you like) and give them their item
free
“Facebook Check In.” Offer promotional discount to anyone who checks into Whole Foods McEwen
on that/those dates(s)
Right Message: Concept Details
“April Showers Bring May Power Hours!” Incentivize shoppers to visit your store during its slowest times with
“Power” Hours During power hours:
– Offer discounts when entire ingredients list is purchased for suggested recipes
Recipes could be in advertisements, on social media, disseminated in store
Could possibly use those from “400 Calorie Dinner” contest – Place a big green “WF” (for Whole Foods) on mystery items that
make those items buy 1 get 1 free (or some other discount) – Have local nutritionists or chefs prepare dishes using Whole Foods
branded items Cross promote with nutritionists/restaurant cooks to incentivize these
specialists to participate Offer discount when items from their dishes are purchased
– People who bring in reusable bags—from any store—get .$75 (or more) off per bag (limit 4?) instead of usual discount
Promote Power Hours with advertising
Right Message: Concept Details
“400 Calorie Cook Off.” Run advertisements soliciting recipes for 400 calorie dinners
– 1 main component (i.e. chicken, fish, tofu, etc.) – 2 sides – Beverage other than water – No bread or salad
Select 5-10 winners – Have them prepare meal in cooking area – Promote with advertising – Have patrons taste and vote – Winner(s) get gift certificates, as well as recipes posted on
Facebook page or other public viewing area