A Special Presentation for: WHOLE FOODS. Agenda Objectives Right Target Right Time Right Message...

A Special Presentation for:

WHOLE FOODS

Agenda

ObjectivesObjectives

Right TargetRight Time

Right MessageRight Vehicle

Right TargetRight Time

Right MessageRight Vehicle

Campaign StrategyCampaign Strategy

Increase Customer

Base

Increase Customer

Base

Objectives

Build brand awarenessBuild brand awareness

Attract adults seeking a healthy

lifestyle

Attract adults seeking a healthy

lifestyle

Position as the market leaderPosition as the market leader

Attract affluent families in the local

community

Attract affluent families in the local

community

66,300 Families HHI $75k+Brentwood, Franklin, West Davidson

Right Target: The Potential

157,900 Healthy & Active Adults*Brentwood, Franklin, West Davidson

Right Target: The Potential

*Buy organic food, local grown food, and/or belong

to a health club

Right Time: The Decision Pipeline

Customer

Referrals

Experience

Loyalty

Advocacy

Awareness

Interest

Research

3rd Party Opinions/Referrals

Experience

1) Unaware of Whole Foods 2) Aware of “Whole Foods”

for grocery’s, but unaware of the daily and weekly specials

offered

Search online for Organic Healthy Food Options

After researching, bought organic products

Satisfied with Whole Foods and visits regularly

Happy Whole Foods customer and blogs about the quality and recommends to friends and family via social media

Right Message: One Day Sale

Right Message: Grand Opening

Right Message: Concept

Mystery Cart Have a shopping cart(s) filled

with an assortment of groceries

Shoppers guess total value of shopping cart(s)

Closest guess wins


Favorite Item Tweet Up

Have patrons Tweet their favorite grocery item they purchase, OR their favorite Whole Food specific item – Post tweets on big screen so

patrons can see them – Select every 20th tweet and

give them their item free


Facebook Check In Offer promotional discount to

anyone who checks into Whole Foods McEwen on that/those dates(s)


April Showers Bring May Power Hours!

Incentivize shoppers to visit your store during its slowest times with “Power” Hours – During power hours:

Offer discounts when entire ingredients list is purchased for suggested recipes

Cross promote with nutritionists/restaurant cooks to incentivize these specialists to participate – Offer discount when items from their dishes are

purchased


400 Calorie Cook Off Run advertisements soliciting recipes

for 400 calorie dinners Select 5-10 winners

– Have them prepare meal in cooking area

– Winner(s) get gift certificates, as well as recipes posted on Facebook page or other public viewing area

Right Vehicle

Media Usage ExpectationFamilies HHI $75k+Brentwood, Franklin, West Davidson

54% (35,800)read The Tennessean each week

24% (15,900) read Tennessean.com monthly

99% (65,600) access the Internet every month

70% (46,400) use text past month

Right Vehicle

Media Usage ExpectationHealthy & Active AdultsBrentwood, Franklin, West Davidson

59% (93,200)read The Tennessean each week

28% (44,200) read Tennessean.com monthly

90% (142,100) access the Internet every month

60% (94,700) use text past month

Right Vehicle

Loyalty

Advocacy

Awareness

Interest

Traditional & Non-Traditional Ads, Direct Marketing (Non-Customer)

Classified & Online Search, Social Media,Direct Marketing (Non-Customer)

Traditional & Non-Traditional Ads, Direct Marketing (Customer)

Social Media & Direct Marketing (Customer)

Customer

Media Supports Each Stage Of The Pipeline

Annual Grand Opening

Campaign Strategy

Loyalty

Advocacy

Awareness

Interest

Customer

Media Vehicles Placed To Effect Target At Various Stages

Campaign Strategy: 4 Week Reach & Frequency

Reach 29,000Penetration 44%Frequency 3.1


Annual

Healthy & Active AdultsBrentwood, Franklin, West Davidson

Families HHI $75k+Brentwood, Franklin, West Davidson

Reach = 4 Daily Tennessean, 1 Williamson AM, Tn.com

Campaign Strategy: 4 Week Reach & Frequency



Grand Opening

Healthy & Active AdultsBrentwood, Franklin, West Davidson

Families HHI $75k+Brentwood, Franklin, West Davidson

Reach = Daily Tennessean, 2 Williamson AM, Tn.com

Let’s Review The Media Plan In Detail

Contact

Charisse Claiborne1100 Broadway Nashville, TN [email protected]

Sources

Scarborough 8 County Area (Age 18+ Base: 1,136,700) TVB/Yankelvich “How Media Works”, April 2009 Compete.com Comscore MarketingCharts.com AdMall

Appendix

Your Solution Benefit

Media Landscape – Traditional Media

13%

15%

21%

10%

5%

5%

4%

30%

45%

WKRN

WSMV

WTVF

CNN, FOX News, MSNBC

WJXA

WSIX

WUBT

Tennessean Daily

Tennessean Sunday

Daily ReachAge 18+/8 County Area

1 Ad

10 Ads

30 Ads

5 Ads

Source: Scarborough

Community Newspapers

+14% ReachUnduplicatedCommunity

Papers

67%total adults 18+ Nashville 8 county area every week

with Tennessean and Community Newspapers

53% ReachTennessean

8,819

22,894

303,616

612,818

655,340

1,633,862

28,178

Mix929.com

WSIX.com

101thebeat.com

WKRN.com (Ch2)

Newschannel5.com(Ch5)

WSMV.com (Ch4)

Tennessean.com

Source: Compete.com-Sept 2010

Top 3 Radio Stations

Total Unique VisitorsTotal US

Media Landscape – Digital Media

Preprints/Inserts

73% of adults read preprints in past 7 days

49% used an insert to plan shopping decisions

45% look at most inserts in Sunday newspaper

E-Mail Marketing

Nearly two-thirds of consumers said they had made a purchase because of a marketing message received through email.

92% of consumers have opt-in for Email.

84% of people enjoyed receiving email from a company when they registered for it.

Source: Jupiter Communicationshttp://www.sandiegomedia.com/email-marketing-benefits, e-marketer 2008, Exact Target 2008 Channel Preference Survey

MomsLikeMe.com

Target: Women with children

Content: Social networking and information portal designed to meet the needs of both stay-at-home and working mothers. Women can share information, ask questions and connect with one another

– Mom-to-Mom forums– Calendar of family-friendly

events– Photo galleries & videos

100,000page views

every month

100,000page views

every month

Right Message: Concept Details

“Mystery Cart.” Have a shopping cart(s) filled with an assortment of groceries Shoppers guess total value of shopping cart(s) Closest guess wins Promote with giant digital “?” Could also send out targeted email or print blast with “?” promo

“Favorite Item Tweet Up.” Have a giant screen/television at the entrance, or just outside the entrance Have patrons Tweet their favorite grocery item they purchase, OR their

favorite Whole Food specific item – Must include the hashtag “wfmcewen” – Post tweets with that hastag on big screen so patrons can see them – Select every 20th tweet (or however you like) and give them their item

free

“Facebook Check In.” Offer promotional discount to anyone who checks into Whole Foods McEwen

on that/those dates(s)


“April Showers Bring May Power Hours!” Incentivize shoppers to visit your store during its slowest times with

“Power” Hours During power hours:

– Offer discounts when entire ingredients list is purchased for suggested recipes

Recipes could be in advertisements, on social media, disseminated in store

Could possibly use those from “400 Calorie Dinner” contest – Place a big green “WF” (for Whole Foods) on mystery items that

make those items buy 1 get 1 free (or some other discount) – Have local nutritionists or chefs prepare dishes using Whole Foods

branded items Cross promote with nutritionists/restaurant cooks to incentivize these

specialists to participate Offer discount when items from their dishes are purchased

– People who bring in reusable bags—from any store—get .$75 (or more) off per bag (limit 4?) instead of usual discount

Promote Power Hours with advertising


“400 Calorie Cook Off.” Run advertisements soliciting recipes for 400 calorie dinners

– 1 main component (i.e. chicken, fish, tofu, etc.) – 2 sides – Beverage other than water – No bread or salad

Select 5-10 winners – Have them prepare meal in cooking area – Promote with advertising – Have patrons taste and vote – Winner(s) get gift certificates, as well as recipes posted on

Facebook page or other public viewing area

A Special Presentation for: WHOLE FOODS. Agenda Objectives Right Target Right Time Right Message...

Documents

Transcript of A Special Presentation for: WHOLE FOODS. Agenda Objectives Right Target Right Time Right Message...