coupon promotions that engage healthy shoppers...

Coupon Promotions that Engage

Healthy Shoppers – Natural Channel

Case Studies & Best Practices

Presented by

CEO/Founder Matthew Saline

Karen Herther, Sr. Director Research & Insights

April 2014

The Story of Mambo Sprouts

Launched in 1996

America’s Natural & Organic Marketing Company

Meeting a need for Mass Market & Retail Promotions targeted to Health

& Natural ‘LOHAS’ (Lifestyle Of Health And Sustainability) Consumers.

Mambo Sprouts connects healthy natural brands to consumers via

targeted natural channel promotions in-store, at home & on the go.

www.mambosprouts.com

State of Natural Product Industry

By the Numbers

• Burgeoning natural products industry forecast to grow

to $226 billion or 51% by 2018 (8.6% annual growth).

• 2.5 times the projected growth rate of mainstream

consumer packaged goods.

• Trend toward natural, organic and healthy products

part of a macro trend – not a fad.

Natural Expo West 2014 broke records:

67,000 industry members, 2,600 exhibiting, record

1st time exhibitors.

Source: 2014 NEXT Trend Forecast - New Hope Natural Media/Expo West

State of Natural Product Industry

Natural/Specialty Product Retail Channel is Different:

3,000 plus retailer locations (Progressive Grocer)

• Led by One Major Retailer

• Whole Foods Market (350 stores in US/Canada)

• Less Regional Chain Dominance – A few

Specialty/Health Retail Chains –

• e.g., Sprouts, Natural Grocer, Earth Fare, Fresh Market

• Many Independent Retailers – about half

The State of Natural Industry

Natural product sales

up about 10% in both

natural & mainstream

grocery.

80% of Sales - split

between Natural

Product &

Conventional

Retailers.

Source: Category Management Solutions CMS4CPG.com

HEALTH & NATURAL PRODUCT BUYING TRENDS Natural Channel Consumers

Consumers are

seeking ‘pure’

cleaner foods &

value brands that

are transparent &

authentic.

Savvy shoppers

look at ‘specifics’ &

trend will accelerate.

Natural & Specialty Food/Bev 9.4%

Natural & Organic Food/Bev 12.1%

Organic (70%+ organic content) 12.7%

Fair for Life Certified 34.0%

Non GMO Project Verified 15.8%

B Corp Certified 14.0%

Gluten Free (labeled) 23.5%

Vegan (labeled) 12.2%

Raw (labeled) 31.4%

Clean Eating Combined Channel Dollar Growth

Source: Nielsen SPINScan Natural and Specialty Gourmet 2013 Current 52 Weeks Versus Year Ago

Each year Mambo Sprouts

Marketing Research conducts its

Annual LOHAS Market Industry

Survey - a bellwether source for

healthy natural shopper trends.

In the News:

Source: 2014 Market LOHAS MamboTrack Natural & Organic Shopper Annual Study

Full

How do we learn about the Natural Consumers?

Personna of Healthy Natural Consumer

Savvy Conscious Shoppers:

Make healthy eating, shopping & lifestyle

choices based on values.

Seek out information (online) & read labels.

Willing to spend more for ‘better for you’ products but

are price & value driven – shop sales, coupons.

Opinion leader health & eco consumers – share.


Health and Natural Shopper Profile

Female - 9 in 10 (94%)

Median Age 39

Higher median household income

($82K)

Well educated - 8 in 10 have a

College/Advanced degree

Wired Grocery Consumers:

58% use mobile digital coupons

Almost 1 in 2 use mobile

phone/device to look up product

information

Engage in Social Media -

Almost 9 in 10

81% use Facebook

45% on Pinterest

Active in healthy living:

Organic Foods (82%)

Manage health through

food choices (75%)

Fitness/exercise (71%) Healthy conscious food buyers:

8 in 10 seek out Non-GMO

7 in 10 buy Gluten Free


Plan to Spend more

Organic

Products

Buy

Organic due

to Non GMO

Using

Coupons

More or at

past levels

Natural Shoppers are Conscious & Value Driven

Shop for

Non GMO

Products

64% 80% 64%

73% 71%

Source: 2014 Market LOHAS MamboTrack Health & Natural Shopper Annual Study

91%

74% 73% 69%

61% 55%

45%

And other

price clubs

Where do They Buy Natural/Organic Products?

Local

Health

Food Store

Super-

markets

Source: 2014 Market LOHAS MamboTrack Health & Natural Shopper Annual Study

Couponing Use Steady as Economy Improves

High coupon usage the new norm among health & value

conscious shoppers:

8 in 10 healthy shoppers using same or more

coupons.

Around 1 in 2 will redeem more Online Printable

coupons & Retailer/In-Store coupons in 2014.

Use of Digital mobile couponing notably higher – 6 in

10 vs. 44% in 2013.


Taste, Healthy Ingredients, Price & Coupons

Drive Brand Choice

What do healthy natural consumers want?

example –

…’healthier’ pop tarts

…‘better-for-you’ teas, waters, sodas and

more are driving beverage category growth

…healthier, tasty breakfast cereals & snacks (fun theme

for families)

MamboTrackers speak: “We want healthier (natural),

great tasting alternatives to my favorite foods”

Natural Channel Coupon Case Studies

$1.00 Off

any ONE (1)

4-Pack Glass Bottles

Manufacturer’s Coupon | Expires: 08/31/13TM

Sp1

3 IS

Retailer: We will reimburse you the face value of

this coupon plus 8¢ handling provided you and the

consumer have complied with the terms of this offer .

Invoices proving purchases of sufficient stock to cover

presented coupons must be shown on request. Any

other application may constitute fraud. Coupon void

where prohibited, taxed or restricted. Coupon valid in

the US only. DO NOT DOUBLE. Consumer: Consumer

must pay any sales tax. Limit 1 coupon per purchase

on products(s) indicated. Void if reproduced, altered or

expired. Cash value .001¢. Reproduction of this coupon

is expressly prohibited. Mail to: Zevia, Inc., CMS Dept.

#94773, One Fawcett Drive, Del Rio, TX 78840

http://barbaras.com/products/

Once upon a time...soda loving people had a revelation. They knew soda could be made

smarter. The best ingredients with a guilt free sweetener seemed like an impossible dream. And

yet, it wasn’t!

How to tell healthy shoppers about this great new product!

–Natural Coupon Promotion - Case Study

Zevia wanted to support natural & independent retailers -

who are key to building the Zevia brand

Key goals of (any Zevia) retailer couponing program–

• To raise the brand awareness in-store both to the retail

team & the shoppers.

• To raise the brand affinity at the buyer’s desk by showing

commitment to supporting & driving sales.

• To increase trial at a given retailer.

• To increase volume at a given retailer.

– A Case Study

How to ..

- get people to Join the (healthy) Soda Revolution

- educate consumers on Stevia natural sweetener

- convince them it is time for smarter choices

Brand Solution: Leverage integrated Mambo Sprouts

targeted natural retailer & online promotions

– A Case Study

Spring 2013 – Natural Channel

Online & Retail Promotions

$1.00 Offany ONE (1)

4-Pack Glass Bottles


Sp1

3 IS



consumer have complied with the terms of this offer .










#94773, One Fawcett Drive, Del Rio, TX 78840

FREEBuy any THREE (3)

16 oz Cans Get ONE (1) Zevia Zero Calorie 16 oz. Can FREE


Su1

3 IS



consumer have complied with the terms of this offer.










#94773, One Fawcett Drive, Del Rio, TX 78840.

– A Case Study

Video

http://www.youtube.com/watch?v=NO_sY0HbCpc&list=UUVXivu5z_w4DsTOLdOEif1w&feature=share&index=7

http://www.youtube.com/watch?v=NO_sY0HbCpc&list=UUVXivu5z_w4DsTOLdOEif1w&feature=share&index=7

– A Case Study

Spring 2013 Mambo Natural Retailer Promotions

In Whole Foods Market

Whole Deal Value Guide

May - 2013

2013 Whole Planet

Foundation Calendar

– A Case Study

Spring 2013

In Mambo/Sprouts Farmers Market (in-store & on-line coupons)

Mambo & @ Natural Expo– Get Social!

JOIN IN the

brand

Conversation!

– A Case Study Testimonial

Mambo Sprouts programs had two big wins for Zevia.

• “First, they allow us to efficiently connect with retailers

that aren’t able to provide these type of manufacturer

couponing programs on their own.

• Second, they allow us to find efficiencies in promoting in

a variety of retailers without managing multiple points of

contact.

As a small brand, this was key and as our brand has

grown, the success of these programs has as well.”

Barbara’s Natural Coupon Promotion –

Case Study

Barbara’s Story

A pioneer in the natural foods movement.

Founded in 1971 by a young woman

passionate about creating great-tasting food

from simple, wholesome ingredients.

Barbara’s Consumers:

• Core Natural & Organic Buyers

• Healthy Conventional Grocery Shoppers

http://barbaras.com/products/

Barbara’s Natural Coupon –Case Study

Barbara’s Coupon Promotion Goals:

• To reach & communicate Barbara’s Non-GMO leadership

message (‘loud & proud’) to core N&O shoppers.

• To increase natural channel sales & brand visibility.

• To engage with opinion leader natural consumers (social

media, contests, e-news).

Brand Solution: Leverage integrated Mambo Sprouts

targeted online & natural retail coupon promotions.


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Barbara’s Natural Coupon Promotion–

A Case Study

Sprout Out (on-line coupons)

February 2014

– A Case Study

Winter 2014 Mambo Retailer

Coupon Book Promotion

– A Case Study

March/April 2014

In Mambo/Whole Deal (in-store and on-line coupons)

– A Case Study

Winter 2014

In Mambo/Sprouts Farmers Market Promotion (in-store and on-line coupons)

Natural Coupon– A Case Study

Mambo Sprouts Barbara’s Integrated Brand Coupon

Promotion successfully:

• Created ‘buzzz’ & awareness of Barbara’s as a leading

Non-GMO brand among core natural shoppers.

• Increased Barbara’s product sales in-store with high

value E-coupon.

• Engaged consumers online to continue the conversation

(social channels, email, contest).

Anatomy of

Engaging

Natural

Coupon

Promotion

Brand It!

Logo/ im age

Keep it Simple & Easy

Single Pur chase

Requi r em ent an d good

on var iet y of br and

pr oducts

Tell Your Brand

Story Br an d m essage

r ei n for ce un ique br and

benef i t s: , Or gan i c,

Non-GMO – gr eat

tast i n g. Nat u r al

Sw eetener

Expiration Date

3 m ont hs+ to al low t i m e

to use

Get Social

Con sum er

engagem en t vi a

Facebook ,

Tw i t ter

Keep Attention

Dai l y gi veaw ay,

con test , r ecipe, etc.

Let Them Learn

More Featur e br an d

w ebsi te

Get Their

Attention H igh

value coupon or

special of fer

Where to Buy

Stor e l ocator

Mambo Sprouts Marketing - Tips for a Success

Natural Brand Coupon Promotion

Coupons Generate Awareness and Trial

• Printable Internet Coupon Redemption – 17% - 18%*.

• Retailer In-store – Other Handouts - 3.5% - 4.5%*.

Build Brand Awareness (Impressions)

But Consumer Engagement is Key

• LIKES on Facebook, Pinterest PINS & shares.

• Contest entries, Sign ups for brand communications.

*CPG Coupon Redemption (MPS, Inc. 2014)

How To Measure the Impact of Natural Coupon

Promotions

1. Get Their Attention – high value coupon, trial offer, header

or Email subject line

2. Tell Your Brand Story –natural message that speaks to

audience (e.g., Natural, Non-GMO, Gluten Free)

3. Keep it Simple & Easy - single purchase, good on variety of

brand products

4. Time to Use – allow long enough expiration date to redeem

5. Let Them Learn More! (website or QR code, video)

6. Engage – Add a contest, recipe, etc.

7. Get Social – via Facebook, Pinterest, Instagram, etc.

Source: Mambo Sprouts Marketing Research & Insights


7 Best Practices in Creating Successful Natural

Coupon Promotions

Coupon Promotions that Engage

Healthy Shoppers – Natural Channel

Case Studies & Best Practices

Thank you!


CEO/Founder Matthew Saline

Karen Herther, Sr. Director Research & Insights

http://www.mambosprouts.com/

http://www.mambosprouts.com

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