Mobile Marketing

Path to Purchase Leveraging Mobile to

Facilitate Our Analog Lives

May 6, 2015

Joel Warady Chief Sales & Marketing Officer

@enjoylifecmo

joelwarady

You’ve Heard A Lot About Gluten Free

3

A Much Larger Opportunity

Celiac & Gluten

Intolerants 25 Million

Other Food Allergy Sufferers

75 Million Consumers

Source: American College of Gastroenterology, October 2011; Elucidare, January 2011

Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011

90% of all

allergies

Gluten Free +

“Free-From” Means…

Free From Consumers Take

Loyalty to New Level

• Consumers have limited options

• If they like something, they buy a lot

Consumer Devotion

Enjoy Life Foods

is the trustmark

and lovemark of

choice

Our Consumer

Face to Face &

Experiential Engagement

Content

Loyalty Print and

Digital Advertising

Digital Path to

Purchase

Social

Consumer Centric Strategy

You’ve heard about the 2nd

screen or the 3rd screen

One-Screen-World

Philosophy

Solutions for the screen they

happen to have in front of them at

that time

Connecting

Stop worrying about what

YOU should do in the digital

space…

We are ignoring the shopper’s

path to purchase and path to

new product selection

If we don’t take a

digital-first posture…

Who Do Customers Trust?

25% of search results of

the world’s top 20 brands

are links to user generated

content

75% of consumers don’t

believe companies tell the truth in advertising

Over 90% of all consumer

decisions are due to a positive

recommendation

from someone they trust -Dr. Walter Carl

Who Do Customers Trust?

How about 3 more

sets of stats?

Social CPG

81% of consumers receive advice

on a product purchase through

social media

77% of online shoppers use

reviews to make a purchase

decision

44% of companies use

crowdsourcing to get new ideas.

“It’s not about eyeballs

and ears, but hearts

and minds.” – Jeffrey Hayzlett (Kodak)

Platforms for Sharing

Platforms for Sharing

Platforms for Sharing

Platforms for Sharing

Engaged Consumers

Engaged Consumers Will Share Likes

Own a Position

Twitter Voice

Building A Community

29

Growing Social Engagement

Facebook 256,242 Likes

Twitter 26,300 Followers

Pinterest 3502 Followers

Newsletter Subscribers 65,000+ Opt-in

Instagram 8083 Followers

55% of shoppers use their

smartphones for shopping

41% of shoppers desire mobile ads

that provide location based offers

52% of women use smartphones to share

photos of what they purchase

Nuance Digital Marketing Study October 2013

Impact of Mobile on Shopping

All About Mobile

All About Mobile

Develop Quick & Easy Content

Publish to Your Platform

38

40

Encourage Them to Connect

Opportunities to Engage

Why We Engage

92% of word of mouth…

happens offline.

46

Connect With Them Where They Shop

Connect With Them Where They Shop

Connect With Them Where They Shop

Connect With Them Where They Shop

Connect With Them Where They Shop

Connect With Them Where They Shop

Bricks and Clicks

Bricks and Clicks

Disruptors in the Market

Disruptors

Disruptors

Disruptors

Disruptors

Disruptors

Take a Stand

How People Shop

How People Shop

How People Shop

How People Shop

Content is King

Communicate the Message

Transparency

Transparency

Transparency

Transparency

Find the Best

Find the Best

Find the Best

Find the Best

Find the Best

Focus on Mobile

Focus on Mobile

Focus on Mobile

Focus on Mobile

Focus on Mobile

Focus on Mobile

Focus on Mobile

New Partners

New Partners

Manage the Content

Manage the Content

Utilize Amazon’s Strengths

Utilize Amazon’s Strenghts

Results of ELF Strategy

41%

2012

40%

2013

41%

2014

Traditional Strategies

Traditional Strategies

Disrupting the Category

Disrupting the Category

Mobile Solutions

Disrupting the Disruptor

Be Afraid

Be Very Afraid

Disruption Continues

Disruption Continues

Stop thinking like a marketer and

advertiser and start thinking like a

publisher and socializer

The Way We Share Has Changed

The Change Continues

240 million tablets sold in

the US in 2014

NPD Display Search – Jan. 2015

The Change Continues

The Change Continues

Social and Digital…not just another

channel but a transformational

force that requires marketers to

rethink their entire marketing

strategy

Ad Age

Thank you!

enjoylifefoods joelwarady jwarady@enjoylifefoods.com @enjoylifecmo