integrating social media into the marketing mix

Integrating Social Media into the Marketing Mix

• Azania Andrews Director Digital Strategy, North America | A-B Inbev

• Patti Girardi Vice President, Marketing & Creative Services | Chartwells Higher Education

Dining Services, A division of Compass Group North America

• Drue Townsend Senior Vice-President of Marketing | FASTSIGNS International

Topics We’ll Cover

• Balancing the marketing mix ▫ Avoiding too much reliance on any one medium

• Ways we are integrating mediums to increase campaign/brand value ▫ Email marketing, social media, mobile marketing and loyalty programs

• Other ways to get engagement/insight ▫ Crowd sourcing, partner feedback, incorporating customers into the

business model

Balancing the Marketing Mix 3 Perspectives

About Anheuser-Busch Inbev

Top 5 Global CPG

Top U.S. Brewer

#1 Global Beer Company Most Valuable Alcohol Brand

$14 Billion Brand Portfolio

About Compass/Chartwells Higher Education Dining Services

• Recognized leader in foodservice management, hospitality and award-winning guest service within college and university dining environments

• Serves over 230 colleges and universities nationwide

• Division of Compass Group, world’s largest foodservice provider

Our Balanced Marketing Plan Components

• Digital signage • Web • Email (digital magazine) • Social (Facebook,

Twitter, YouTube, Vine, Instagram, Flickr)

• QR codes

• Mobile app • Print • Direct sales • Public relations • Trade shows

About FASTSIGNS International, Inc.

• Visual Communications (signs, graphics, printing) ▫ “More than fast. More than signs.”®

• Business-to-business; 100% franchised ▫ Founded 1985; HQ in Texas ▫ 540 locations in 8 countries

• Marketing budget = 2% of gross sales (+ local) • Privately held; owned by Roark Capital

Our Balanced Marketing Plan Components

• Television • Web marketing • Email • Social media • Public Relations • Direct Mail • Customer Satisfaction and Loyalty

Ways We Are Integrating Mediums to Extend Campaign/Brand Value

Email marketing, social media, mobile marketing and loyalty programs

FASTSIGNS: MetamorphoSIGN

• Makeover contest; 3 categories • Objectives ▫ Generate local and national buzz ▫ Create sales opportunities

• Results ▫ Web visits and social media increases (but did not

create a lot of web actions) ▫ Content for other marketing programs ▫ Leads for local sales teams

Entry and Voting Sites

POP Direct Mail

Social Media

Press

Email

Website Homepage

TV Spot Final Screen

A Winner

A Winner

A Winner

Social ad targeting to drive same store sales

Integrated marketing to drive same store sales

Integrated marketing to drive meal plan sales

Driving email response

• Open rate: 37% • Click rate: 56% • ChartwellsMagazine.com

App On Campus

• Locations • Hours of operation • Menus • Nutrition

information • Specials • Events • Feedback

Beer is inherently social

The Original Social Network

Blending Offline & Online Experience

INNOVATION

Budweiser Made in America

Facebook Activation

Facebook Activation Cont’

Onsite Digital Activation Pre During Post

Other Ways to Get Engagement/Insight

Crowd sourcing and incorporating customers into the business model

Guest experience

Guest Experience: Multiple Platforms

FASTSIGNS: Engagement/Insight

Franchisees End User Buyers

• Ad Council • Franchise Advisory Council • Task Forces • Board and Peer Groups • “Town Halls” • “Connect with Catherine” • Internal Surveys • Business Consultant and

Marketing Services Manager feedback

• Primary research (18 months) • Social Media monitoring • “Customer Care”/website • Listen to recorded PPC calls • Listen360 feedback • Ask our franchisees

Questions?