MARKETING WITH CENTURY TOOLS - Caroline J. Beck · Caroline J. Beck COOC Annual Member Meeting...

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


What should I know

about your olive oil?

THREE SIMPLE MESSAGES


TODAY’S GOAL

ONE EXTRA LITER


THE MARKET



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


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



HOW CAN SHE CHOOSE?

Type Flavor


Primary

Packaging

Pricing

Size

Secondary

Health benefits

Flavor

WHAT SHE BUYS


WHERE SHE BUYS EVOO

0

10

20

30

40

50

60

70

Supermarket SpecialtyStore

FarmersMarkets

WarehouseClub

DiscountRetail


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


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


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


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

PRINT

MEDIA

RATES

1X



WHERE WILL THE MAJORITY OF YOUR

NEXT MONTH’S REVENUE COME FROM?

POP QUIZ


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


JUST ONE EXTRA LITER


IN-STORE

YOUTUBE

TWITTER

FACEBOOK

PUBLIC RELATIONS

WEBSITE

WHERE IS YOUR NEW BFF?

QR

CODES


AWARE CONSIDER PURCHASE USE FORM

OPINION TALK

THE SOCIAL FEEDBACK CYCLE

©

“WOM” IN THE DIGITAL AGE

Nielsen Global Trust in Advertising Survey


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


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


EXPANDING YOUR SALES FORCE

CUSTOMERS FANS PROSPECTS SUSPECTS NON-USERS


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


Always “ask permission”

Don’t overload the schedule

Use an email marketing service to simplify your

process, and keep it professional

EMAIL MARKETING


“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


Expand the brand

Flavors: More popular

than varietals

Perfect Pairing: Balsamic

Vinegars

Trial Sizes: Varieties and

Flavors

LOYALISTS BUY NEW PRODUCTS FIRST


#1 STRATEGY FOR PROFITABILITY

This is my favorite olive oil !


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


MORE TIPS & IDEAS


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


THE ULTIMATE ADVOCATE

THANK YOU

www.carolinejbeck.com

[email protected]

@carolinejbeck

www.linkedin.com/in/carolinejbeck

www.facebook.com/carolinejbeck

http://www.carolinejbeck.com/

mailto:[email protected]

mailto:[email protected]


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

http://www.constantcontact.com/

http://www.oliveoilsource.com/

MARKETING WITH CENTURY TOOLS - Caroline J. Beck · Caroline J. Beck COOC Annual Member Meeting...

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