“the right message to the

right consumer at the right time”

WHERE DO WE START?

Marketing Transformation - It’s a journey not a destination

“88% of companies are going through digital transformation, but only 25% know why.”

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HISTORICAL

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TEST & LEARN

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PILOTS

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GOAL

CONSUMER  JOURNEY  VERONICA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE

         

   

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ACTIVITIES

Eats ranch but doesn’t connect with a specific brand

Connects the ranch to the Hidden Valley brand

Starts cooking with ranch and expands affinity to other HRV products

Shares recipes online with her friends and

Creates new recipes and helps others grow into the brand

TRIGGERS

Makes brand connection that HVR has superior flavor

Engagement with recipes drives broader use of Hidden Valley

HV meals are not part of special occasions in her home

Her “goto” recipe spreads virally online and brand reaches out

Veronica’s UGC helps move others from random to newbie

TOUCH POINTS

     

CONSUMER  JOURNEY  VERONICA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE

         

   

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TOUCH POINTS

TECHNOLOGY

DATA

     

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VALUE TO THE BUSINESS

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STRATEGIC PLANNING -Input to tech roadmap

GOAL

YOU ARE HERE

SHAWN.GOODIN