marketing with century tools - caroline j. beck · caroline j. beck cooc annual member meeting...
TRANSCRIPT
Carol ine J. Beck
COOC Annual
Member Meeting
March 3, 2012
MARKETING WITH
21ST CENTURY TOOLS
© 2012 Caroline J. Beck
Market Snapshot
Demographics: Who is your customer?
Motivations: What does she care about?
Brand Building & Sales Tools
Social Marketing 101
Local Connections
WHAT WE’LL COVER
© 2012 Caroline J. Beck
What should I know
about your olive oil?
THREE SIMPLE MESSAGES
© 2012 Caroline J. Beck
TODAY’S GOAL
ONE EXTRA LITER
© 2012 Caroline J. Beck
THE MARKET
© 2012 Caroline J. Beck
© 2012 Caroline J. Beck
Huge wave of media attention
creates “trust” issues
Crisis of confidence: buy
domestic over foreign
Support the local economy
(California & USA)
Eco-sensitive carbon footprint
(how far has it travelled?)
A MARKETER’S DREAM
© 2012 Caroline J. Beck
Stand out in the crowd - artisan, niche producers
Take the high road - imports are counting on us
to maintain premium prices
Go local - success starts in your own backyard
Be a trendsetter - Healthy eating, green
packaging, flavor experiences
Support your base - they will support you with
greater consumption (101 ways to use olive oil)
THE BIG OPPORTUNITY
THE CUSTOMER
18-45 years old
College-educated
Interested in healthy choices, playing with her food and eating out
Likes mild, fruity, buttery flavors more than bitter and pungent
Uses between 1.9- 3.2 liters/per year
44% household penetration rate
Confused about olive oil choices
HEAVY &
MEDIUM
USER
SNAPSHOT
© 2012 Caroline J. Beck
© 2012 Caroline J. Beck
HOW CAN SHE CHOOSE?
Type Flavor
© 2012 Caroline J. Beck
Primary
Packaging
Pricing
Size
Secondary
Health benefits
Flavor
WHAT SHE BUYS
© 2012 Caroline J. Beck
WHERE SHE BUYS EVOO
0
10
20
30
40
50
60
70
Supermarket SpecialtyStore
FarmersMarkets
WarehouseClub
DiscountRetail
© 2012 Caroline J. Beck
On the grocery list
Friend recommendation
Brand disposition
Price expectation (but…time-sensitive discounts
are the strongest opportunity for new trial)
BUT HER MIND IS ALREADY MADE UP
© 2012 Caroline J. Beck
Your customer:
Spends 12 seconds, on
average, in a product area
Inspects an average of only
1.2 products
55.6% can state the price of
the chosen brand within 5%
How will she find you?
WHAT HAPPENS IN THE STORE
THE MESSAGE
© 2012 Caroline J. Beck
Super healthy, perishable fat, fresh fruit
Wide range of flavors (experiment/pairing)
If quality is important (TRUST), then only
domestic EVOO
KEEP IT TO 3 THINGS
21st CENTURY
TOOLS
© 2012 Caroline J. Beck
Brand Awareness
Product Familiarity
Features & Benefits
POP
ONE-WAY MARKETING FUNNEL
Bon Appetit (1,500,000)
Single Page $141,312
1/9 Page $ 19,640
Sunset Magazine (1,250,000)
Single Page $ 118,200
1/3 Page $ 53,200
Edible San Francisco (10,000)
Single Page $ 2,995
1/4 Page $ 1,175
MEDIA
RATES
1X
© 2012 Caroline J. Beck
© 2012 Caroline J. Beck
WHERE WILL THE MAJORITY OF YOUR
NEXT MONTH’S REVENUE COME FROM?
POP QUIZ
© 2012 Caroline J. Beck
EXISTING CUSTOMERS
(they already “like” you and it costs
a lot more to find a new customer
than to keep a loyal one happy)
ANSWER
© 2012 Caroline J. Beck
JUST ONE EXTRA LITER
© 2012 Caroline J. Beck
IN-STORE
YOUTUBE
PUBLIC RELATIONS
WEBSITE
WHERE IS YOUR NEW BFF?
QR
CODES
© 2012 Caroline J. Beck
AWARE CONSIDER PURCHASE USE FORM
OPINION TALK
THE SOCIAL FEEDBACK CYCLE
©
“WOM” IN THE DIGITAL AGE
Nielsen Global Trust in Advertising Survey
© 2012 Caroline J. Beck
Post-purchase relationship is critical
Word-of-mouth drives your brand
Brand advocates have power to influence
Twitter “at the moment”
Facebook friends and family
Engage your customer at every touch point
In-Store
Online
IMPACT
© 2012 Caroline J. Beck
Building your social network of fans, followers,
and connections
Be where they are
Provide interesting content
Make it easy for them to tell others
SOCIAL MEDIA MARKETING:
DIGITAL PUBLIC RELATIONS
© 2012 Caroline J. Beck
EXPANDING YOUR SALES FORCE
CUSTOMERS FANS PROSPECTS SUSPECTS NON-USERS
© Chadwick Martin Bailey
© Chadwick Martin Bailey
© 2012 Caroline J. Beck
Make links and QR
codes easy to find
Host giveaway
contests
Donate to charity
Reward re-posts &
retweets
Tag popular
connections to extend
your reach
BUILD YOUR FAN BASE
© 2012 Caroline J. Beck
Always “ask permission”
Don’t overload the schedule
Use an email marketing service to simplify your
process, and keep it professional
EMAIL MARKETING
© 2012 Caroline J. Beck
“Fans” want to hear from you
They’ve given permission to keep the conversation going
Keep them up-to-date: “first to know”, “first to buy”
DON’T hard-sell your product
Reward customer dedication
Information (recipes/news/health tips)
Coupons
Frequent Buyer program
Seasonal specials
Gift baskets/Product bundles - Subscription Club
REMINDERS, REWARDS, REFERRALS
© 2012 Caroline J. Beck
Expand the brand
Flavors: More popular
than varietals
Perfect Pairing: Balsamic
Vinegars
Trial Sizes: Varieties and
Flavors
LOYALISTS BUY NEW PRODUCTS FIRST
© 2012 Caroline J. Beck
#1 STRATEGY FOR PROFITABILITY
This is my favorite olive oil !
© 2012 Caroline J. Beck
Manage, monitor and measure your message
Social Media Dashboards like Hootsuite
Farmers’ markets are ideal test-beds
Sampling programs work both ways
Teach
Learn
Spread the word
STAY ON TOP OF IT
© 2012 Caroline J. Beck
MORE TIPS & IDEAS
© 2012 Caroline J. Beck
Selling one extra liter can double your revenue
Loyal customers are your best sales force
Use as many social media tools as you can
manage to promote your brand
I HOPE YOU’LL REMEMBER THREE THINGS
MY THANKS TO
for their generous prizes
© 2012 Caroline J. Beck
THE ULTIMATE ADVOCATE
THANK YOU
www.carolinejbeck.com
@carolinejbeck
www.linkedin.com/in/carolinejbeck
www.facebook.com/carolinejbeck
© 2012 Caroline J. Beck
Chadwick Mart in Bai ley, 2011 Consumer Pulse
Constant Contact, Social Media Marketing Made Simple,
www.constantcontact.com
Datamonitor, “Study on the promotion of consumption of ol ive oi l and ol ives in
the USA and Canada”, 2010
McKinsey Quar ter ly, “How the recession have changed US consumer behavior”,
2009
Nielsen Global Trust in Advertis ing Sur vey 2011
North Carol ina State University, Cooperative Extension Ser vices, “Pric ing”
The Olive Oil Source, photo credits www.ol iveoi lsource.com
REFERENCES