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Join Scott Cuppari, Senior Marketing Manager at Coca-Cola as he talks about the Coca-Cola Freestyle team's experience using location-based marketing techniques and technologies to drive traffic and influence consumer behavior at quick serve restaurant locations in the Coca-Cola channel. Cuppari will discuss the Coca-Cola Freestyle location marketing campaign and share best practices for using this new approach for marketing to consumers when and where they are located as a means to create more meaningful context, engagement and business results for the brand and their channel members. This session is brought to you by Digby, the leader in location-based marketing technology for retailers and brands.
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#LocationMKTG
Coca-Cola Freestyle:
#LocationMKTG
Location Marketing For Brands And Channels
Presented by Sponsored by
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Welcome Webinar Attendees
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About Retail TouchPoints
ü Launched in 2007
ü Over 25,000 subscribers
ü To provide executives with relevant,
insightful content across a variety of
digital medium
Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP
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Panelists
Scott Cuppari Senior Marketing Manager
Coca-Cola
Debbie Hauss Editor-in-Chief Retail TouchPoints
Eric Newman VP of Products & Marketing
Digby
MODERATOR
© 2012 Digby. CONFIDENTIAL www.digby.com
Coca-Cola Freestyle
Scott Cuppari Senior Marketing Manager Coca-Cola Freestyle Eric Newman VP Products & Marketing Digby
Location-Based Marketing Pilot
© 2012 Digby. CONFIDENTIAL www.digby.com
• Coca-Cola Freestyle is a revolutionary fountain machine that offers 100+ brands to consumers via an interactive touch screen
• Of the 100+ drinks, the majority are low/no calorie which provide consumers with unprecedented choice while dining out
• 70+ brands are exclusive to Coca-Cola Freestyle – can’t find the drinks in bottle/can
• Coca-Cola Freestyle can be found in 1000s of locations – restaurants, movie theatres, sports venues, colleges/universities, convenience stores, retail, drug stores, etc.
Introduction to Coca-Cola Freestyle®
© 2012 Digby. CONFIDENTIAL www.digby.com
Strategic Pillars “Put Fans First”
Build a mobile platform for long term consumer engagement Driving Consumer Engagement, Personalization, and Repeat Customer Visits
ENTERTAINMENT REWARD UTILITY PARTICIPATION
Coca-Cola Freestyle® Mobile App Strategy
• Location Finder • Memory Game • Game
Leaderboard • Social Sharing
• Memory Game • Game Badges • Partner Offers
© 2012 Digby. CONFIDENTIAL www.digby.com
We’ve done our own research to validate the strategy
Source: March 2011 Communispace: Coca-Cola Teen Community Insights Research Scope: Global Audience
© 2012 Digby. CONFIDENTIAL www.digby.com
Coca-Cola Freestyle’s® Goals in Launching a Localpoint Campaign
• Deliver rewards/value to consumers and Coca-
Cola super-fans seeking a Coca-Cola Freestyle
location
• Deliver value to customer outlets in pilot markets
by testing new technologies
• Leverage push notifications and geo-fences to
reach new consumers and drive incremental
traffic into our customer locations
© 2012 Digby. CONFIDENTIAL www.digby.com
Summary of Coca-Cola Freestyle’s® Localpoint Pilots
The Coca-Cola Freestyle team leveraged Digby Localpoint within the mobile app to drive fans to nearby “Customer Locations” during meal hours through rich push notification campaigns. By accessing consumer’s time and location through geofencing, we were able to connect with our fans in a way that was relevant and personal. Coke sent messages to fans within a two to three mile radius of a restaurant during lunch. We also launched targeted campaigns to local colleges/universities and sports venues to drive traffic back to the customer location. In Coca-Cola Freestyle’s first pilot, we drove consumers to the Coca-Cola Freestyle machine with exclusive specialty drink recipes to try. In the second pilot, we drove consumers into outlet by food and drink coupons.
© 2012 Digby. CONFIDENTIAL www.digby.com
Campaign & Offer Development
• We worked closely with our foodservice
teams and pilot customers on the program
and fulfillment.
• Each pilot was designed to last 6-8 weeks,
with a variety of offers rotating through the
period
• Each customer location was fenced twice,
once 2-3 miles away and a 2nd fence on the
parking lot
• To maintain consistency and avoid consumer
confusion, each offer was date stamped and
presented exclusively within the mobile app
© 2012 Digby. CONFIDENTIAL www.digby.com
Coca-Cola Freestyle’s® Campaign Results
• Coca-Cola Freestyle gathered analytics on its campaign in real-time, discovering how many push notifications were delivered to app holders, how many notifications were opened, how many visited a store, how long they stayed, and what other pilot locations they visited.
• Overall Coca-Cola Freestyle found the mobile campaign results to be comparable to loyalty email campaigns, and higher than paid-mobile ad click-thru rates.
• Positive results from our first restaurant pilot in 2Q, resulted in another pilot in 4Q.
© 2012 Digby. CONFIDENTIAL www.digby.com
Key Learning from 2012 Location Pilots
• When planning locations to be geofenced, the populations must be large enough and specific enough to have a materialized impact on traffic. Too small of a population of users in a given area won’t give desired results.
• Create engaging, appealing offers. Offers that are contextual and relevant excite users to enter a store.
• When developing a campaign, results must be able to be tracked. A campaign’s success can be determined through push notifications received and offers clicked through, and resulting store visits.
© 2012 Digby. CONFIDENTIAL www.digby.com
Digby Innovation Firsts
First Rich Application mCommerce Platform
First Mobile Web mCommerce Platform
First Live Location Engagement Deployment
First Location Engagement Platform
2010
2008
2012
“Digby helps brands and retailers accelerate channel convergence”
Digby Corporate Overview
© 2012 Digby. CONFIDENTIAL www.digby.com
Bricks & Mortar Retail Must Adopt New Strategies
…grows store traffic, sales, AOV and customer satisfaction
Contextually meaningful shopper engagement…
To The Right Person At The Right Time In The Right Place
With The Right Value
© 2012 Digby. CONFIDENTIAL www.digby.com
Targeted Digital Engagement Platform For The Physical World
By Leveraging Mobile’s Power With Localpoint
Localpoint Venue
influence consumers with triggered 1:1 engagement on entry, exit & during their visit
Localpoint Outreach
drive store traffic with highly contextual offers based on the consumer’s location
Localpoint Analytics
develop unique understanding of shoppers and store performance with web-style analytics for bricks & mortar locations
© 2012 Digby. CONFIDENTIAL www.digby.com
Eric Newman [email protected] 866.802.0298
Thank You
The Digby Difference
- Sophisticated location detection
- Broad support for location-based engagement use cases
- Enterprise grade services & products
- Ready to integrate with retailer systems
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Q&A // Submit Your Questions
Type ques)on here
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Q&A // Panelists
Scott Cuppari Senior Marketing Manager
Coca-Cola
Eric Newman VP of Products & Marketing
Digby
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Thank You For Attending This Webinar
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