balvor convevo - is facebook and text marketing right for your convenience store
TRANSCRIPT
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March 15, 2012
Presented at
IS SOCIAL AND MOBILE MARKETING RIGHT FOR YOUR CONVENIENCE STORE?
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What should I do?
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1-10 Stores
11-50 Stores
51-200 Stores
201+ Stores
27% 54% 93% 92%
Assess the strategic fit for your company
4 in 10
convenience retailers are on 27%
54%
93% 92%
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
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Recognize that this is a learning process
convenience retailers NOT on
64%
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
Lack TIME to manage internally
54% UNSURE how to leverage
50% UNCERTAIN how it will help
46% Lack EXPERTISE to execute
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Establish goals and performance metrics (& monitor)
4 in 10
convenience retailers are on
45% have goals
Monthly active users
Total “likes”
Post views
Post feedback
Redemption rates
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
Sign up (e-mail / text)
New “likes” growth
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31%
30%
40%
Daily Weekly Once a Month or Less
Be active if you’re on Facebook
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.* Usage frequency based on retailers using Facebook. **Facebook (as of 3/6/12)
Nearly 6 out of 10 of users are on Facebook
daily**
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Evaluate the various ways to build awareness
Promote on POP ma-terials
Promote on web site Highlight on e-mail blasts
72% 69%
56%
Percent indicating "yes"*
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.* Based on retailers who indicated that their companies use Facebook.
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Test different types of promotions
Chance to win a case of energy drink
Source: Balvor LLC *Promoted on Twitter as well as Facebook
Chance to win pair of hockey tickets*
Example: Convenience store chain (100+ stores)
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Take a balanced approach
Proactive
Reactive
PushDeals
Pull Insights
Respond to comments
67%
Build fan base53%
Offer fan-only deals
41%Ask various questions
36%
Drive text signups
41%
Run contests
41%
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.* Past 30 day usage based on retailers using Facebook.
Intro new items50%
10
37%
Routinely measure effectiveness* Disagree
Measure how well you’re doing
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.* Based on retailers using Facebook.
35% of convenience retailers believe Facebook drives
more traffic than website
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#4 “Speed is Life”
#1 “Do the right
thing”
#2 “Get everyone on
the bus”
#3 “Help me help you”
Realize Facebook isn’t for everyone
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What makes text marketing so attractive?
TEXT: OPMCATO: 37404
• 96% of 18-29 yr. old Americans have a Mobile Phone
• 85% all 18+ yr. old Americans have a Mobile Phone
• 68% sending text messages
• 98% of text messages opened within 60 minutes
Mobile Facts
Source: Pew Research Center , com Score, MobileCommerceDaily
Unlimited text plans available since 2008
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How does text marketing work?
1. Opt-In to Sign or Ad offer
2. Receive instant deal
3. Cell number added to database
4. Receive weekly deal
Simple Customer Engagement
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What are companies using their text clubs for?
Highlight new services
Promote in-store special deals
Announce limited-time only items
Offer special, text-only deals
58%
61%
64%
65%
Percent indicating "yes"
41%
15%
19%
7%
19%
Does all 4 Does 3 of 4 Does 2 of 4 Does 1 of 4Doesn't use any
Text messaging activities completed by retailer in last 30 days*
* Based on convenience retailers who indicated that their companies use text messaging.
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Like any loyalty program, sign up is key!
On-site as part of var-
ious POP materials
The com-pany web
site
On the company Facebook
page
E-mail blast
75% 74%
63%
44%
Tactics retailers use to build consumer awareness for text program*
* Based on convenience retailers who indicated that their companies use text messaging.
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1-10 11-50 51-200 201+
27% 54% 93% 92%
So who is using text marketing?
1 in 4
convenience retailers using
9%
30%
77%
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
45%
Number of stores:
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If I could only do one, I'd choose using text messages as opoosed to having a mobile app
Text messages have helped drive near-terms results with promotional product deals
We've struggle to grow the base of consumers who receive our text messages
We're leveraging text messaging as well as any other convenience retailer
We're pleased with the results of our efforts to-date
Text messages are a coordinated part of our ongoing marketing plan
32%
39%
39%
44%
47%
75%
42%
37%
46%
27%
38%
16%
26%
24%
15%
29%
15%
8%
Agree Neither Disagree
Three times more retailers are pleased with results
* Based on convenience retailers who indicated that their companies use texting.
Convenience retail opinion related to texting*
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How does text marketing stack up?
Source: Convevo Partners Technology Assessement
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Technology Marketing Adoption Model
Website
Text
POP Signs
Text
POP Signs
Text
POP Signs
Digital Signs
Mobile Apps
Mobile Coupons E-Mail Twitter
You TubeFour
Square
Geo Fencing /
Blue Tooth
LoyaltyDaily Deals
Phase 1 Phase 2 Phase 3
Avoid the Noise
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Facebook as a Hub” Marketing
TextWebsite
POP Signs
Maximize results through integration
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For more on this topic, check out the:
• April 2012 issue of Convenience Store News• April 2012 issue of CSN for the Single Store Owner
If you would like a copy of this presentation, please contact either:• David Bishop at [email protected]• Greg Ehrlich at [email protected]
Additional information
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David BishopDavid is the managing partner of Balvor LLC, a sales and marketing firm that provides analytic, consulting, research and sales support services to retailers, product suppliers, and other organization across foodservice and retail classes of trade.
He’s a leading expert in small-format retailing, having authored numerous white papers on a wide-range of issues and most recently wrote about The Pull Side of Social Media: A look at My Starbucks Idea for Brick Meets Click in 2011.
He’s the convenience segment leader for Brick Meets Click (BMC), which is an online community that enables thought leading discussion into the future of shopping. And, in 2011, he led the development and execution of BMC’s Shopper Insight Program, which examined how shoppers (nearly 23,000) are using information and technology to enhance their shopping experience.
Prior to founding Balvor in 2008, David spent 12 years at Willard Bishop in various positions and most recently as partner. David began his career with The Levy Restaurants in operations for new store concepts where he focused on beverage and financial programs.
Phone: 847.722.2732
E-mail: [email protected]
About the presenters
Greg EhrlichGreg is president and founder of Convevo Partners, a strategy, operations and marketing consulting firm that helps c-store chains build their brands, strengthen their operations and marketing, and grow their profits.
Greg has worked in the convenience and retail petroleum business since 1986, during which time he has held a variety of positions including vice president of operations and marketing at 16- store, Massachusetts-based Best Petroleum and chief operating officer of Certified Oil, an operator and distributor to 140 retail units in Ohio, Kentucky and West Virginia.
Greg has also worked at A.T. Kearney, a global business strategy and operations consulting firm, where he assisted Fortune 2500 companies on major initiatives such as strategic planning, logistics optimization, customer segmentation marketing and strategic cost reductions.
Greg is also an expert in the design and execution of loyalty programs, Facebook marketing, mobile marketing, and a variety of other technology based marketing tools. His company, Convevo Partners, recently launched The Digital Deal, a patent pending, turnkey text marketing program being run by single store and chain operators across the country.
Phone: 614.204.7201
E-mail: [email protected]