integrating social media into the marketing mix
DESCRIPTION
Digital Marketing Exchange PanelTRANSCRIPT
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
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?