chick fil-a going mor mooobile
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The Mobilizers
GOING MOR MOOOBILEChris Clark, Simran Chandok, Brittany Davies, Jon Moskowitz, Jane White
Chick-fil-a Background
• First in-mall QSR introduced in 1967
• Second largest U.S. quick service chicken restaurant
• Over 1,400 stores in 39 states • 2010 System-wide sales
reached $3.5 billion • 11.37 % increase• 5.62% increase in same-
store sales
• Based strongly on family and faith, Chick-fil-A is the only fast food chain closed on Sundays
• Main attraction is the taste of chicken their sandwiches known as “the healthier alternative to hamburgers”
• Huge supporter of the Win Shape foundation
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• In 1995, a renegade cow painted "EAT MOR CHIKIN" on a billboard.
• Today, the cows’ herds have increased and their message reaches millions:• Television• Radio• Print• In-store• Mail• Email• The internet & Social Media• Mobile phones• Merchandise• Sponsorships • Billboards and the occasional water
tower
Marketing & Branding: The Cowz Rule
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Mobile Initiatives: They’ve done a lot• Corporate: Store Locator
app• Corporate, Cowz &
Franchisee use SMS • Franchisees use mobile
Check-ins• Corporate and Cowz
tweet• Ringtones
Aprul Foolz, weer not going aneewher. Sorre bugur eaterz. Eat mor chikin. Did we get U?
Worried about:
• Economy/
jobs
• Education
• Healthcare
Target Consumer: The Busy Mom
Female 30-45
Married with
children
Employed
HHI: $45K+
College grad
45%
Use Smartphone for gaming at least once a week
• Relies on & appreciates coupons• Gets coupons from emails & texts
Social:
• Uses Facebook &
• Plays online
social games
87%
• Having kids eat healthy is a top priority• Eating right is less of a priority for themselves
• Generally feel good about themselves, except physical appearance
• Finding time &motivation to exercise is a challenge
Strong bonds:• Family• Friends• Community• Online friends
Mobile Activity:• Text • Picture mail• Go online• Download apps and games
iOS or android are her mobile operating systems• Likely to buy
more from
companies that
add value to
their lives
• Philanthropy is
important
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Overall Mobile Objectives/GoalsCurrently CFA has a loyal base of customers but they need to eat
more chikin!
Strategy:
Create awareness and leverage highly engaging app with core target to increase engagement, loyalty and frequency of purchase while extending brand reach through viral social sharing
Goals:
Achieve 200,000 app downloads in the first 2 weeks of app upgrade
Encourage users to habitually engage with app and find stores to patron. Increase average user engagement time in app from 1 minute to 3 minutes.
Achieve a 30% coupon redemption within first 6 months of launch.
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Sneekee Cowz & Angree Chikins a Social Game that rewards with Chick-fil-A coupons
Cowarize wheel: enter desired calories for a meal and get suggestions/solutions.
Gota no where to go to eat chickin and redeme pirizes
Wholly Cowz, There’s An App 4 That Introducing the “Eat Mor Chikin” iOS App
Menu with nutritional information
Find a Chick-fil-A
Find, Win & Share Chikin
Win Free Chikin
Cowzarie Wheel
Menu & Nutrition
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It’s a game
• Snekee Cowz & Angry Chikins– A fun, interactive game that awards points/coupons to those
who play, the more regularly you play, the more you can win• Think Angry Birds with a touch of hidden
object/bejeweled:– The sneekee cowz catapult the chikins to the CFA restaurant– Occasionally the chikins hide, so a hidden object game pops
up, or bejeweled type game comes up– Sometimes the chikins tip the cowz causing havac
• Strong social aspect to invite/challenge friends with extra rewards for social sharing
Snekee Cowz & Angree Chikins
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Angry Birds with a touch of hidden object/bejeweled
• A fun, interactive game that awards points/coupons to those who play, the more regularly you play, the more you can win– The sneekee cowz catapult the chikins to the CFA restaurant– Occasionally the chikins hide, so a hidden object game pops up, or
bejeweled type game comes up– Sometimes the chikins tip the cowz causing havoc
• Strong social aspect, invite/challenge friends with extra rewards for sharing
• Trigger pop ups related to CFA events• Coupons have short expirations to
encourage incremental visits Snekee Cowz & Angree Chikins
You Won! FREE FRIES
Play to win
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Finding the right food
MENU
Classics
Salads & Wraps
Side Items
Breakfast
Deserts
Drinks
Kids Meal
Trays
Touch item for Nutrition Info
Meal Calculator
Find a Chick-fil-A
Find, Win & Share Chikin
Win Free Chikin
Cowzarie Wheel
Menu & Nutrition
Meal Calculator
Adapt the existing On-Line Meal Calculator into a Mobile App to view the menu and see a traditional view of nutritional content
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“Urban Spoon” like Cowzarie Wheel
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Why the App Makes CentsCustomers have told us App needs improvement
• Comments result in an overall 3 Star Rating– Interested in menu and nutritional information
• Comments:– “Needs more”– “Need menu & nutrition info”
• Target likes social/mobile games, likes to win prizes/coupons and share with friends
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Why App Makes CentsGaming & Nutrition Trends
• Trend among the target audience towards mobile gaming:• “More women are playing Farmville than watching soap operas *• 85% of Moms user games and/or apps regularly*
• 57% of those moms are earning and spending virtual currency daily
*Zynga brand advertising Manny Anekal Monday, 14th March 2011***Source: The Nielsen Co. GamePlay Metrics
Why App Makes Cents Moms - Coupons & iPhones
• Mom & Coupons– 2 out of 3 working Moms use
coupons monthly*– 46% of working Moms are more
likely than the average adult to get coupons from email or text*
*Momentum data**Nielsen data
So we’ve built the app, how do we get them to come
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Pushy Cowz drive app downloads
• Quickly Create The Buzz that Drives App Downloads– Soft Dollars
• In-Store signage and packaging (tray liners, bags, posters)• Existing Social media FB and Twitter• Tags on all traditional media that drive to downloads• Promote on website and Cow website
– Marketing Budget:• Create one YouTube video to show app and philanthropic reason to
download ($9,000)– Promote this on Blogs, Facebook and Emails
• PR & Blogger Outreach Lots of Mommy Bloggers already eat CFA news up ($10,000)
• Email app promotion to CFA list ($25,000)
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2 clever hooks accelerate downloads
• A $100K donation will be made to Winshape if 200,000 downloads are reached by 9/30
• By downloading and playing with the app, consumers are entered into a sweepstakes for a chance to will tickets to the 2011 chick-fil-a bowl
• These ideas will be key in all September communications when the app is launched
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Engage with TextSMS Campaign Goals & Messaging
• Purpose: To drive downloads of “Eat Mor Chikin” iOS App
• Goal: 20k+ Downloads in the First Two weeks of campaign from SMS
• 350k CFA List– When 100,000 overall goal is achieved,
Chik-fil-A will donate 100,000 to the WinShape foundation (separate budget)
• Execution: – Existing customers on mobile SMS
list: send SMS about new application
– Prospects: Host vanity code for 1 year.
• SMS Campaign Costs: – Total Spend: 56K (6K short code, 50K
messaging)– Avg. Cost per SMS message: .056
• SMS Messaging our Chick-Fil-A List: – Week 1: Visit http//i.eatmorchikin.com
Download the Eat mor Chikin app to play Sneekee Cowz. Text Stop to end
– Week 2: Don’t forget to download our updated app! Win tickets 2 Chick-Fil-A Bowl 2011 Text Stop to end
• •Vanity Code for those not on our List:– Reply Copy: Visit http//i.eatmorchikin.com to
download Play 2 win tickets to the 2011 Chick-Fil-A Bowl. Text Stop to end.
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So What’s it cost?The Budget
• Mobile Application: $250,000– Includes development on iPhone
platform• SMS Campaign Marketing Promo: $56,000
– Registering and leasing “WHOLLY” vanity short code costs $1,000 per month for duration of campaign. $6K
– Deliver 1 million impressions– Using Bulk SMS Pricing 10000 for $500
(.05 per sms) 1000000 SMS would cost $50K
– Total $56K
• Other Mobile Application Marketing Promotion: $44,000
• YouTube video ($ 9,000)• PR & Blogger Outreach ($10,000)• Email ($25,000)
Total Spend: $350,000
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How it Rolls OutCampaign Schedule
1 Month Planning & Research
4 Months DevelopmentBuild enthusiasm with
franchiseesDevelop Promotional
Materials
1 Month TestingApple approval
Produce Promotional Materials
Application LaunchHeavy Marketing focused on
driving initial downloadsFirs t 2 weeks of 6 months
Ongoing Promotion6 Months
Review Success & Expand Application after Analysis
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ROI
Show Me The
MOONEY
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What did we assume?
Drivers to app downloads
95%31%
25%35%
have mobile phone1
have smartphone2
with Apple Platform3
download apps 2
Social media incremental reach4 279%
Started with Impressions /Effective Reach
TOTAL DOWNLOADS = 659,562240,000 IN THE FIRST 2 WEEKS
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How this is possible?4.4 MM likes/fans 12.2MM Weekly Visitors
72M Followers
240,000+ Monthly Visitors
Email List 750M+
350M + opt-ins
Driving Downloads
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Sept Oct Nov Dec Jan Feb 6 mo Total Running Total Downloads 530,162 556,046 581,675 607,304 633,933 659,562 659,562Active user retention 72% 23% 16% 16% 16% 16% 0%
Sept Downloads 381,717
121,937
84,826
84,826
84,826
13,572
842,958
Oct -
18,636
5,953
4,141
4,141
4,141
37,014
Nov -
-
18,453
5,895
4,101
4,101
32,549
Dec -
-
-
18,453
5,895
4,101
28,448
Jan -
-
-
-
19,173
6,125
25,298
Feb -
-
-
-
-
18,453
18,453
Monthly Active Users
381,717
140,573 109,232 113,315 118,136 121,746 984,719
Key ROI Assumptions
659,562 DOWNLOADS IN FIRST 6 MONTHS
984,719 ACTIVE USERS OVER 6 MONTHS = 164,120 active users per month
Active User Rate
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Key ROI Assumptions984,719 ACTIVE USERS OVER 6 MONTH PERIOD
100% WIN COUPON 1X MONTH
$143,147/ $350,000 = 41% ROI
32% use coupon for one incremental visit/purchase per month = 315,110
$10.50Average value of visit = $ 3,544,535 Minus Cost of $1.00 Coupon ($315,110)
$3,410,004 TOTAL INCREMENTAL SALES MINUS COUPON
20% Profit margin $ 493,147 Minus Campaign Expenses ($ 350,000) App: $250K, SMS: $56K, Email: $25K, PR/Blogger: $10K, Video:
$10K $143,147
12 MONTHS WITH PROGRAM: ROI IS 228%
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Are we on track?Measurements of Success
• App downloads – 200,000 in first 2 weeks
• Coupons redeemed – 300,000 + in first 6 months
• Time spent engaged with app and returns– 3+ min per visit
• Ultimately, incremental sales
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What’s next/future vision
• Track, measure and enhance mobile plan• Android Release• Continuous expansion of game
– Include more rewards/prizes & program and updates
• Consider launching kids game as part of application
• Continue to promote and build buzz around app – Leverage key Chick-fil-a events
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Questions?
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Thank U
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“Roulette” like Cowzarie WheelCowzarie Wheel
Welcome ToWelcome To
Cowzarie Wheel
Cowzarie Wheel
Enter calories & select product
Enter calories & select product
Salads
Classics
Wraps
Side Items
Breakfast
Drinks
Deserts
Dressings
Cowzarie Wheel
790Calorie
s
790Calorie
s
Spicy Chicken Wrap: 410 Cal
Sweetened Ice Tea: 90 Cal
Icedream: 290 Cal
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