Track C: "Can Content Drive Commerce?"

MODERATOR

Carlos Gil

Head of Digital

& Social Media

Save-A-Lot Food Stores

Master Track C

“Can Content Drive Commerce?”

Thomas Nehran

Director of Brand Marketing

Glasses.com

@tnehren

@robertjohndavis

Rob Davis

Executive Director, Content

OgilvyOne

@CarlosGil83

Effective Marketing with Content

Robert John Davis


Ogilvy One

Know customers as an individual

And if we don’t already, we design our

interactions to get to know them better.

Make them lean forward

Always get the customer to lean forward,

participate and engage with the brand – never

just have them sit back and receive.

Show them what’s next

Brands invest a lot of money in establishing the

initial contact. That investment is wasted if the

first encounter is not turned into a more lasting

relationship.

“We sell, or else.”

Artificial silos complicate marketing

Content Marketing is not new.

Content Marketing is not new.

What is new is access.

Campaign

Paradigm v s

Always-On

Paradigm

All marketing content should lift the brand,

create demand, increase sales or diminish

the impact of competitive voices.

A content marketing litmus test

Strategic Foundation

Content Plan &

Conversation Calendars

Content Development

Owned, Earned, Paid

Ecosystem Activation

Conversion Activity

Measurement & Optimization

A healthy content marketing program

Customer, competitive and community research.

Audits. Setting of “jobs” and KPIs for each asset

Alignment of content and social messaging

Execution against matrixed content plan,

new story arc

Activation of all distribution options (dotcom,

LinkedIN, YouTube, Facebook, Twitter, Vine, etc...)

Business-oriented activity

On-going feedback loop

"Users are smart at determining value. They don't know

it, they just do it."

Daniel Dulitz, Search Engineer at Google

The best use of content in marketing occurs when

an accord is drawn between the goals of the brand

and the desires of the users.

My guiding principle

The New Consumer & The Path to Purpose

Google source and additional reading: http://www.thinkwithgoogle.com/articles/the-path-to-purpose.html

http://www.thinkwithgoogle.com

Purpose = Purchase

Power of influence > Power of time

Experience > Exposure

Three game changers

Google source and additional reading: http://www.thinkwithgoogle.com/articles/the-path-to-purpose.html

What does all this mean?

1. Know exactly what the brand’s primary business goal is and

how you need to the consumer to engage to accomplish it.

Only develop content that leads towards this goal.

2. Use consumer data to define, dictate and develop

messaging, calendars and distribution as it pertains to the

exact point in your customer’s journey.

3. Take control of your Owned, Earned, Paid ecosystem – don’t

let traditional behaviors lead.

Three ways a brand can win with content

Twitter: @robertjohndavis

YouTube: TheRobertJohnDavis

Save-A-Lot

Digital Content in

Retail/Grocery

17

Presented by Carlos Gil

Sr. Manager, Digital Marketing & Advertising

About Save-A-Lot

• More than 1,300 Save-A-Lot stores nationwide, a wholly owned subsidiary of SUPERVALU INC., a Fortune 100 company

• One of the nation’s leading discount

grocery chains with lower prices up to 40% compared to conventional grocery stores

• “Smart Shopper Club” program and

social media presence keeps “budget conscious” shoppers, who seek value and savings, connected to the brand in-between shopping trips

Overview

The Customer Experience

• In traditional retail, including grocery, reaching today’s “always on” consumers – including building brand awareness – is competitive

• Leveraging digital touch points including: web, mobile, and social media helps brands stay connected to customers and “top of mind” in between weekly shopping trips

• Online-only incentives, such as $5 OFF $25 coupons, keep customers engaged

Save-A-Lot

Digital

“Smart Shopper” E-mail

• Save-A-Lot’s weekly email reaches 600,000 “Smart Shoppers” on average • In-store, print circular, and social media call-out’s direct customers to visit

Save-A-Lot.com to sign-up for the “Smart Shopper Club”

Save-A-Lot

Digital

Social Media Brand Awareness

• Save-A-Lot has 388K+ Facebook fans but only 1-3% of fans see its content • Facebook posts reinforce SAL’s value proposition of low prices, fresh

produce, meat cutting, and being at the heart of the community

Save-A-Lot

Digital

Social Media Loyalty Building

• Facebook posts that DON’T sell a product, or in-store promotion, and offers value such as a: “DIY” tip, recipe, or giveaway gains the highest level of non-paid engagement through “Likes”, “Comments”, and “Shares” – Be a “Lifestyle Brand” that adds value and simplicity

• In addition to building brand awareness, these posts also reinforce our commitment to making life affordable and convenient – “knowing your audience” in social is the key to building long-term loyalty

Save-A-Lot

Digital

Social Media Brand Awareness Save-A-Lot

Digital


Digital


Digital


Digital

Social Media Loyalty Building

• Social media is NOT advertising, it’s relationship building • People that shop at Save-A-Lot are already creating and sharing content about

the brand, Twitter allows SAL to have 1:1 dialogue with customers in real-time – engagement builds dialogue, dialogue builds loyalty, loyalty grows sales

Save-A-Lot

Digital

MODERATOR

Carlos Gil

Head of Digital

& Social Media

Save-A-Lot Food Stores

Master Track C


Thomas Nehran

Director of Brand Marketing

Glasses.com

@tnehren

@robertjohndavis

Rob Davis


OgilvyOne

@CarlosGil83

Q&A

Breakout Sessions

Master Track C


Master Track C


1. Are you profiting from content marketing today? If so,

how do you know if it is working? If not, what are the

obstacles?

2. How will you address the opportunities from the ongoing

convergence of content, social, CRM and media?

3. What will content marketing success look like in 5

years? What will inform that vision (data, devices,

behaviors)?