content and connection plan from family dollar

The Way of Shopper Marketing Classified - Internal use 1

Content and Connection Plan from Family Dollar

[email protected]

Beth Egan - Shopper Marketing Director,

CCNA Marketing – HQ Department

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Shared Media Connections PlanSeptember 3, 2013

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We Have Specific Objectives Along The Path To Purchase…

Pre-Shop Shop Post-Shop

Awareness Purchase Advocacy

Earn place in storeconsideration set

Deliver excellent in-store experience and

valueto shoppers

Build loyalty/return trips

Become top-of-mind for

the shopper

Drive to purchase Create vocal advocates

Retailer

Manufacturer

Establish FDO as a reliable destination

for Coca-Colaand national brand snacks at low prices

Make it easy for the FDO core shopper to grab a Coca-Cola &

snack solutionConvert Shoppers to

Buyers

Give core shoppers compelling reasons to

help us spread the word and amplify our

message

Family Dollar+

Coca-Cola

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…That Permeate All The Way Down To Specific Objectives By Media Node

Pre-Shop

General Objective

Bus Shelter/Out-of-Home Poster

Circular

Establish Family Dollar as a reliable destination for Coca-Cola and national

brand snacks at low prices

Reinforce consistent low prices & reassure her she will find Coca-Cola &

snacks at Family Dollar at all times

Create awareness of specific Coca-Cola and national brand snack deals

Store EntranceCreate awareness, plant the seed. Get

her to think about Coca-Cola and snacks and point her in the right

direction

Destination Rack

Help her make a purchase decision. Help her relate to the occasion,

highlight the solution and communicate the price clearly

Digital WOM Platform

Engage her to activate a Word-Of-Mouth loop

Drive traffic to Family Dollar and establish it as a reliable destination for

Coke & national brand snacks

Shop Post-Shop

RadioOvercome issues of quality perception by reinforcing Coca-Cola and national brand snacks consistent availability at

Family Dollar

Make it easy for the Family Dollar core shopper to grab a Coca-Cola & snack

solution

Give Core shoppers compelling reasons to help us spread the word and amplify

our message

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Helping Her Say Yes To

More Moments of

Family Happiness

Family DollarShopper

Savor little moments with her family

Constrained by budget

HappinessTrust/high

quality

Leisure At Home Snack Time

Bring family togetherBreak from routine

Two Brands, One Occasion, One Shopper =ONE Core Creative Idea

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Psychological Drivers in Social Gifting

In the gift economy, social generosity has two key drivers:

Altruistic Egotistic

strengthens bonds between me and others

gives me statusa reflection on

the perception I have of you

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Shared Digital Engagement Objectives1. Drive traffic to Family Dollar and establish it as a reliable

destination for Coca-Cola and national brand snacks

2. Create investment efficiencies in media through social sharing, engaging her to activate Word-of-Mouth loop

inve

stm

ent

WOM

time

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Shared Digital Engagement MandatoriesTo deliver WOM at scale we need to create a social

engagement that:

Helping Her Say Yes To More

Moments of Family

Happiness

Enjoy Moments of Happiness

(Self)

Provide Moments of Happiness

(Family & Friends)

Provide & Enjoy

Moments of Happiness(Self, Family &

Friends)

• Delivers social kudos to the sharer

• Great deal• Great offer• Time limited• First/biggest to engage

• Is valuable information for the people they care about

• Offers• Personal passion points• Shared experience

• Post shop, delivers on What’s In It For Me

• Unique incentives• Added value

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Family Dollar and Coke help Mom say:

“YES TO HAPPINESS”

by rewarding every bundle purchase with a weekly crowd-sourced reward to make family moments special.

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How it Works - Overview

Coke and Family Dollar announce three potential rewards each week through Facebook.

Mom votes through unique hashtags to pick the reward of the week, explaining why she made her choice: “I choose #movies since my son loves Spongebob!” She is also rewarded for sharing and getting her friends to vote.

Winning reward is announced via Facebook and she is directed in-store to purchase a Coke and snack bundle.

At register she receives a code on the bottom of her receipt that allows her to collect her reward online.

Further new weekly rewards drive her back in-store repeatedly.

REPLACE WITH PYRAMID GRAPHIC

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How it Works – Mechanics1. Three reward options are posted on the Family Dollar

Facebook page each week for the shopper to vote on.2. Awareness of the program for test will be supported by

Family Dollar Facebook hyper-targeted posts, key influencer Twitter posts, paid Facebook ads and traditional media.

3. Shoppers vote using the hashtag associated with the reward of their choice (i.e. #movies or #comics) on Facebook or Twitter.– We reward our shopper for voting PLUS, for getting her friends to vote,

she receives a small digital reward, adding surprise and delight to the experience.

4. At the end of the week the most voted hashtag is the winning reward.

5. The following week, for purchasing a Coke and snack bundle in the Family Dollar store, shopper gets a reward code at the bottom of her receipt.

6. The messaging on the receipt drives her to a website to redeem her reward.

7. The process starts again. (repeat for duration of program)

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Radio

Family Dollar In Store

Family Dollar Facebook

Family Dollar Receipt

At Home Occasion

Shopper’s Family Photo

Sharing

Redeem Offers @ Facebook

Share on Facebook

OOH

Vote for weekly value add for

purchase

Surprise & delight social

rewards

Paid MediaFacebookFamily Dollar RetailShopper

Offer 2nd tier award for sharing

Post to news feed

Facebook Media

Community Manager

Twitter Key Influencers

Word of Mouth

Coupon Sites

How it Works – Communication Flow

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Example Journey

Just voted for #movies as this week’s reward at @MyFamilyDollar. http://bit.yl/hrys

2) She visits the Family Dollar Facebook page & sees a post

about the bundle rewards

3) She adds her vote: “ I vote for #movies. My daughter loves Selena Gomez! ”

1) She sees a Tweet from a friend that just voted

5) She shares the

reward with her

social networks (WOM)

4) Next week she goes in store, buys bundle & gets reward code on receipt

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Pre-Shop Active

Post-Shop/Advocacy/WOM

Media Connection High Level Plan Shop

Destination Rack

Bus Stop/OOHStore

EntranceCircular – Mail & Newspaper Family & Friends WOM

Shopper Twitter

Family Dollar Email

(Tentative)

Family Dollar Facebook

Voting Pre-Shop Passive

Promotion Hub

Family & Friends WOM

Facebook or Twitter Voting

Shopper Facebook & Twitter Posts

Advocacy Loop and Earned Media Reach

Shopper Facebook

Radio Ad

Facebook Ad

Coupon/Deal Website (WOM)

Promotion Redemption from Receipt: drives to branded redemption site

Incentive sharing drives repeats visits to store (Buy bundle to get x)

Family Dollar Twitter

Receipt w/ Reward

Code

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Why this works for Say Yes to Happiness1. Voting for rewards delivers on Shared Media model

2. Shared media platform builds brand love for both Family Dollar and Coca-Cola by empowering shoppers through giving them a voice

3. Rewards deliver on ‘Say Yes to Happiness’ – giving mom a little something extra to bring home

4. Rewards deliver on shopper mom’s passion points for herself and the family – entertainment at home

5. Rewards embed the ritual of family moments that matter, with Coke and snacks at the center of the experience

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Execution Considerations/Things to Resolve

1. Rewards must:• be relevant to the at home snack occasion • have a high value perception to shoppers• be low cost to Family Dollar and Coke• be easy for the shopper to redeem• require no added effort from Family Dollar employees

2. All awareness collateral must have social media URL/hashtag

3. Due to test market timing and scope, the reco is to work with third parties with existing turnkey solutions to deliver the voting, rewards and redemption mechanisms.

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MEDIA NODES

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Coca-Cola Family Dollar Paid Media Plan W35-64 September October November 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 Net Cost Impressions Digital - Facebook $30,254 15,127,000 Radio :60 60 TRPs 82 TRPs 82 TRPs 82 TRPs 60 TRPs 82 TRPs $52,646 3,232,800 *Radio :30 100 TRPs 100 TRPs $18,000 1,443,200 OOH Bus Shelters - OKC #25 Showing $9,875 9,681,000 OOH Posters - Birmingham #25 Showing $7,225 10,028,000 FD Circular - Print 10/20-10/26 11/3-11/9 N/A N/A FD Circular - Digital N/A N/A Totals $118,000 39,512,000 *Values Estimated Digital R/F = 54%/7.2 (Birmingham), 58%/14.7 (OKC) Radio :60 R/F = 68%/6.6 (Birmingham), 70%/6.4 (OKC) Radio :30 R/F = 55%/3.7 (Birmingham), 57%/3.5 (OKC) OOH R/F = 70%/10.1 (Birmingham), 65%/10.8 (OKC) Coca-Cola Media Family Dollar Media

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Media Node: RadioPre-Shop1. Shopper Mindset: “Inactive Listening”

• She might be riding to/from work, running errands or simply going about her daily routine. She’s focused on the task at hand, not really thinking about shopping, let alone Family Dollar or Coca-Cola

2. Shopper Insight: “Quality Perception”• She does not think of Family Dollar as a reliable source of high quality CSDs/Snacks for At-Home

Consumption

3. Communication Objective• Introduce the contest promotion and reinforce Coca-Cola and national brand snacks consistent

availability at Family Dollar

4. Key Message• Example: “Family Dollar wants to reward you for picking up Coca-Cola and name brand snacks,

allowing you to bring home even more happiness for you and your family. Vote for your favorite reward each week and tell all your friends too!”

5. Messaging Hierarchy• Emotional Functional

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Media Node: Bus Shelter/Out Of Home PostersPre-Shop

1. Shopper Mindset: “Tuned Out”• She’s waiting for the bus, or simply walking/driving by. She’s most likely thinking about many

things at once, looking forward to what lies ahead

2. Shopper Insight: “Low Prices, If You Luck Out”• She credits Family Dollar for offering low prices and convenient locations, but does not trust she

can consistently find the products she loves & trust

3. Communication Objective• Primary: Grab her attention with the promotion program. Reinforce consistent low prices and

reassure her she will find Coca-Cola and Snacks at Family Dollar at all times

4. Key Message• Example: “Family Dollar is your go-to store to buy Coca-Cola and snacks and rewards you with

family fun.”


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Media Node: Facebook Ads Pre-Shop

1. Shopper Mindset: “Autopilot”• She goes to Facebook to be entertained, check in on her friends and seek out information.

2. Shopper Insight: “WIIFM?”• She seeks information from and is highly influenced by time-based information.• Her actions are driven by emotion. Ultimately, sharing is driven by ego.

3. Communication Objectives• Primary: Recruit new audiences on Facebook, drive them to the Family Dollar Facebook page to find

out about the promotion. • Introduce the Coke voting/reward program and put Family Dollar as a top of mind retailer • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks• “Family Dollar rewards me for shopping”, Puts Family Dollar above other retailers

4. Key Message• Example: “Family Dollar is your store for Coca-Cola and x brand snacks. Say #YEStohappiness and

let us reward you with fun for the whole family.”


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Media Node: Circular (Nov. 3*)Pre-Shop/Shop1. Shopper Mindset: “Looking for Deals”

• She is building her shopping list and looking for deals to determine where she goes and what gets on her list.

2. Shopper Insight: “Quality Perception”• She does not think of Family Dollar as a reliable source of high quality CSDs/Snacks for At-Home

Consumption

3. Communication Objective• Overcome issues of quality perception by reinforcing that Coca-Cola and national brand snacks are available

at Family Dollar at great prices• Make Family Dollar her store of choice by showcasing the promotion program. “No other store rewards me

like Family Dollar”

4. Key Message• Example: “Choose Family Dollar as your go-to store for Coca-Cola and name brand snack and get rewarded

with more than just great prices.”• Example: “Vote for family rewards from Coke at Family Dollar and get them in store next week. Check us

out on Facebook”

5. Messaging Hierarchy• Pack/Price Functional

*10/20 Circular – Coke & Mondelez pack/price; 10/27 Circular – 2L pack/price

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Media Node: Family Dollar Email (tentative*)Pre-Shop/Shop1. Shopper Mindset: “Autopilot”

• She’s checking her influx of emails and sees a Family Dollar email about the new promotion that catches her attention.

2. Shopper Insight: “WIIFM?”• She is partially invested but what is going to put Family Dollar above her choice of retailers?

3. Communication Objectives• Primary: Activate her connection to Family Dollar to drive traffic to store by rewarding her purchase of

Coke/snacks and encouraging her to vote.• Introduce the Coke voting/reward program to current email list shoppers• Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks• Weekly updates of prizing options

4. Key Message• Example: “Get rewards you want by voting on Facebook and buying Coke and snacks at Family

Dollar.”• Example: “This week’s reward by popular demand is x.”


*Feasibility to be confirmed by Family Dollar (Thad Wengert)

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Media Node: Family Dollar Facebook (WOM)Pre-Shop/Post-Shop1. Shopper Mindset: “Consume Share”

• She’s constantly seeking information to consume, and in the process, selects what information to share. She feels sharing is a key part of being linked to friends, family and the community at large.


3. Communication Objectives• Activate WOM loop to drive traffic to Family Dollar store to purchase Coke/snacks for a reward:

• Introduce voting/reward program and be the hub for communication of promotion• Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks• “Shareability” – Drive her to share her “Happiness” moment for earned media and WOM • Drive Facebook Likes - Promote the weekly voting• Use UGC to ‘prove’ value of promotion in hub

4. Key Message• Example “Say #YEStohappiness and let Family Dollar and Coca-Cola provide you with your family’s

favorite snacks and rewards.”• Example “Vote each week to choose a new reward.”


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Media Node: Family Dollar Twitter (WOM)Pre-Shop/Post-Shop1. Shopper Mindset: “Consume Share”

• She’s constantly seeking information to consume, and in the process, selects what information to share. She feels sharing is a key part of being linked to friends, family and the community at large.


3. Communication Objectives• Activate WOM loop by engaging with shopper/social influencers to drive traffic to Family Dollar store,

purchase of Coke/snacks, and to encourage voting: • Introduce the voting/reward program and drive shopper to Family Dollar Facebook• Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks• “Shareability” – Drive her to share her “Happiness” moment for earned media and WOM • Driving Twitter retweets - Promote the weekly offer and encouraging voting

4. Key Message• Example “ Vote for your favorite reward for buying Coke and snacks next week at Family Dollar.

#YEStohappiness”• Example “Vote weekly, shop and get x. #YEStohappiness”


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Media Node: Coupon/Deal or Giveaway Website (WOM*)Pre-Shop1. Shopper Mindset: “Looking for Deals”

• She is building her shopping list and looking for deals to determine where she goes and what gets on her list.

2. Shopper Insight: “Quality Perception”• She does not think of Family Dollar as a reliable source of high quality CSDs/Snacks for at-home

consumption.

3. Communication Objectives• Leverage promotion/deals to drive traffic to Family Dollar store for redemption of rewards for purchasing

Coke/snacks.• Introduce the Coke contest promotion • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks• Emotional driver for WOM sharing: “Family Dollar rewards me for shopping and I could get something

for us all to enjoy this evening”

4. Key Message• Example: “Family Dollar is your store for Coca-Cola and x brand snacks. Say #YEStohappiness and let us

reward you. Vote weekly for your favorite rewards.”


*Opportunities for unpaid WOM on such sites may be limited based on size of test markets

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Media Node: Store Entrance (tentative*)Shop

1. Shopper Mindset: “Autopilot”• She’s rushed, just walking into the store, not paying attention, barely starting her

shopping mission. She might be thinking about her list but is barely finding her bearings

2. Shopper Insight: “Turn On The Lights, Early”• Engaging her early in the shopping mission increases our chances of converting her from

shopper to buyer

3. Communication Objective• Create awareness, plant the seed. Get her to think about Coca-Cola and snacks and

point her in the right direction

4. Key Message• Example: Say YES to happiness, straight ahead

5. Messaging Hierarchy• Emotional Occasion

*Coke exploring feasibility via Valassis security pedestals

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Media Node: Destination RackShop

1. Shopper Mindset: “Selection Mode”• She’s well into her shopping mission, actively deciding what to buy (and what not to buy). More

rational behavior takes place as she weighs her options

2. Shopper Insight: “Easy Does It”• Simplifying her choices and presenting thoughtful solutions are key in getting her to choose Coca-

Cola and snacks together. A clean, well-organized product display enhances our chances to drive a purchase decision

3. Communication Objective• Help her make a purchase decision. Help her relate to the occasion, highlight the solution and

communicate the price clearly

4. Key Message• Example: Family Dollar and Coca-Cola make it easy to grab everything you need so you can

say yes to happiness.

5. Messaging Hierarchy• Occasion Pack/Price Emotional

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Media Node: Family Dollar Receipts Shop1. Shopper Mindset: “Ready To Go”

• She’s (almost) done with her shopping mission. She wants to make sure she got what she needed and stayed within budget

2. Shopper Insight: “Last Chance”• Shoppers turn inward towards the end of the journey so we need to tell/remind her

about her reward.

3. Communication Objectives• Receipts feature reward code, URL and messaging, tying back to Say Yes To Happiness:

• Reward her for purchasing Coca-Cola and name brand snacks• Create positive brand association driving advocacy and WOM

4. Key Message• Example: “Say Yes To Happiness and go to XX website to get your happiness reward.”

5. Messaging Hierarchy• Functional Emotional

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Media Node: Shopper Facebook/Twitter Pre-Shop/Post-Shop1. Shopper Mindset: “Consume Share”

• She relies on her peers and influencers online to inform her decisions. If she sees something beneficial, she will share with her own audience.

2. Shopper Insight: “WIIFM?”• She seeks information from and is highly influenced by time-based information.• Her actions are driven by emotion. Ultimately, sharing is driven by altruism and a need for commune.

3. Communication Objectives• Primary: Activate WOM loop to drive traffic to Family Dollar store purchase of Coke/snacks for a

reward and drive voting via social: • Leverage peer recommendations to make Family Dollar a top of mind retailer for the shopper• “Family Dollar rewards me for shopping, I could get something fun for the whole family”

Emotional driver for WOM sharing• “Shareability” – Drive her to continue to spread the word of the program and vote

4. Key Message• Example: “Family Dollar and Coke rock! Look what I got!”

5. Messaging Hierarchy• User Generated Content

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Media Node: Family & Friends (WOM) Pre-Shop/Post-Shop

1. Shopper Mindset: “Autopilot”• She is going about her day and runs into a friend. As they chat her friend discusses her recent trip to

Family Dollar and the Bundle Battle.

2. Shopper Insight: “WIIFM?”• The incentive has to be high enough to garner her attention and be worth her time to actively plan

and go in store. Recommendations from peers receive higher influence.

3. Communication Objectives• Activate WOM loop to drive traffic to Family Dollar store for purchase of Coke/snacks for rewards :

• Leverage peer recommendations to make Family Dollar a top of mind retailer for the shopper• “Family Dollar rewards me for shopping. I could surprise my family with a movie tonight.”

Emotional driver for WOM sharing• “Shareability” – Drive her to continue to spread the word of the program

4. Key Message• Example: “Family Dollar’s letting us call the shots! Vote to choose your favorite reward.• Example: Shop at Family Dollar to get great deals on Coke and snacks and collect rewards!”

5. Messaging Hierarchy• User Generated Content

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APPENDIX

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Creative Platform

Say Yes to HappinessFamily Dollar and Coca-Cola facilitate moments of happiness with simple solutions that let Mom say yes.

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Social Media: a.k.a. ‘The Gift Economy’

Essentially, people online exist within a gift economy

This economy’s framework/dynamic is built on ‘social generosity’

Value is created through emotional connection, not purchase

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Why it works for Social

By creating a weekly voting process, it will keep her interested in Coke and Family Dollar and engaged constantly. Rewards for voting and for sharing with friends to get them to vote, enhances the experience.

Allows for Family Dollar to keep content on social channels fresh with new news each week and gives us more opportunities to speak to the shopper.

Easy to understand messaging that can live across above the line and on digital media channels.

A sense of ownership makes mom more driven to purchase and a part of the Family Dollar community.

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THANK YOU

The Way of Shopper Marketing Classified - Internal use

THANK YOUFor additional information please visit the Shopper/Customer Marketing

Community at www.KOSCMarketing.com

content and connection plan from family dollar

Documents

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messagefamily dollar

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creative shopper brief