A Tillamook StorySaying Howdy to New Markets

#HowdyChz

Gillian KennedyDigital Marketing Manager@gckennedy @TillamookCheese

#HowdyChz

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Amount of Natural Cheese Sold in 2012

Sargento KraftTillamook

#HowdyChz

#HowdyChz

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Lessons Learned#HowdyChz

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Lessons Learned

Before entering a new market, act like the new kid in school

#HowdyChz

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Lessons Learned

Before entering a new market, act like the new kid in school

Once you’re in the market, go on a few dates

#HowdyChz

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Lessons Learned

Before entering a new market, act like the new kid in school

Once you’re in the market, go on a few dates

Once you’re past your initial launch, always keep your kids’ needs in mind

#HowdyChz

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Lesson #1

Before entering a new market, act like the new kid in school

#HowdyChz

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Results

30 million targeted online impressions

#HowdyChz

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Results

30 million targeted online impressions

40% coupon redemption rate

#HowdyChz

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Results

30 million targeted online impressions

40% coupon redemption rate

PR coverage in Fast Company, AdAge, Communication Arts

#HowdyChz

That is a very good ad. I thought it was different, creative and educational. We will use the coupon and enjoy the cheese. Thanks again! ”

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#HowdyChz

Thank you for the delightful and informative ad that compares the processed cheese to your real cheese. I enjoyed it and learned a lot. Thanks again, your loyal customer… ”

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@TillamookCheese that was a lovely presentation! Cute, fun and informative. Nice work, web designers of cheese! ”

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Lesson #2

Once you’re in the market, go on a few dates

#HowdyChz

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Building Relationships#HowdyChz

Building Relationships

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#HowdyChz

Identify Target Market

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Building Relationships#HowdyChz

Identify Target Market

Create Awareness

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Building Relationships#HowdyChz

Identify Target Market

Create Awareness

Encourage Trial

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Building Relationships#HowdyChz

Identify Target Market

Create Awareness

Encourage Trial

Brand Education

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Building Relationships#HowdyChz

Identify Target Market

Create Awareness

Encourage Trial

Brand Education

Brand Engagement

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Building Relationships#HowdyChz

Identify Target Market

Create Awareness

Encourage Trial

Brand Education

Brand Engagement

Tillamook Fans

2012 Texas Marketing Goals

Identify Target Market

Jan - Feb

Create Awareness

Mar

Encourage Trial

Apr - May

Brand Education

Jun - Aug

Brand Engagement

Sep – Dec

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Goal: Create Awareness

Tactic #1: Broadcast and Digital TVExample: Texas-specific TV spots airing in key Texas markets

Tactic #2: Digital/Social Media AdsExample: Run ads in Facebook to drive people to natural queso recipe

#HowdyChz

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Texas Launch Strategy#HowdyChz

Identify Target Market

Jan - Feb

Create Awareness

Mar

Encourage Trial

Apr - May

Brand Education

Jun - Aug

Brand Engagement

Sep – Dec

Tactic #1: Identify and engage blogger and media influencers

Tactic #2: Identify and engage online influencers

Tactic #1: Broadcast and Digital TV

Tactic #2: Social Media Ads

Tactic #2: Digital Couponing

Tactic #2: Create Digital Cookbook

Tactic #1: Event Sampling

Tactic #1: Educational Online Content

Tactic #1: Social Media Contests

Tactic #2: Prints Ads in Texas Monthly

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Lesson #2

Once you’re in the market, go on a few dates

#HowdyChz

#HowdyChz

Lesson #3

Once you’re past your initial launch, always keep your kids’ needs in mind

#HowdyChz

The game is no longer a matter of who has the greatest marketing spend, but rather who has the better understanding of the customer and who can apply those insights more effectively. ”

– John Harris, Chief Strategy Officer of Location3 Media

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MEDIUM

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CHEDDAR

#HowdyChz

#HowdyChz

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MEDIUM

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CHEDDAR

Lesson #3

Once you’re past your initial launch, always keep your kids’ needs in mind

#HowdyChz

Oh Loafy, you’re the best. Always know how to make me smile. I’m so glad we’re friends! ”

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#HowdyChz

You need it like air, shelter and water! Everyone needs Tillamook in their lives! ”

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No, son. You cannot put the one pound block of Tillamook Cheese in your bed to play with. ”

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Totally unrelated…GO BUY LOTS OF TILLAMOOK CHEESE. Appreciate it. Love it. ROLL around in it. Name your baby after it. MAKE IT YOUR GOD! ”

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Lessons Learned

Before entering a new market, act like the new kid in school

Once you’re in the market, go on a few dates

Once you’re past your initial launch, always keep your kids’ needs in mind

#HowdyChz

special #LoafLove to…#HowdyChz

Stay in touch: @gckennedy @TillamookCheeseFind these slides online: bit.ly/HowdyChzTake a survey on this session: http://sxsw.tv/cmx

My Tillamook Marketing Team (for always being up for an adventure)

Hello Design (for always making everything soooo pretty)

Henry V Events (for making magic happen & getting Loafy here)

Mike (for being the best public speaking coach)

ALL our wonderful partners (for ALL your support & stellar work)