Low Cost / High Impact Social Strategies 05152014
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The document provides an overview of low cost and high impact mobile and social media strategies. It discusses how Enjoy Life Foods has focused on engaging consumers through in-person experiences, content creation, print and digital advertising, and social media. This consumer-centric approach has led to strong growth in social media followers and engagement. Mobile strategies are also highlighted as important for reaching consumers.
![Should We All Go Gluten Free?The singer was a no-show. The Gluten Free Expo in Sandy, Utah one of the nations largest events dedicated to foods untainted by
wheat was going to have to start without the national anthem. But Debbie Deaver, the expos founder, didnt have time to worry
about that. The song, to be honest, was the least of her problems.
Deaver had slept four hours in the last three days. The 34-year-old woman who has celiac disease and therefore must avoid eating
gluten, a key protein in wheat was running on prayer and Diet Dr Pepper. She needed sleep, and syrup.A day earlier, a shipment of maple syrup failed to arrive, forcing her to scramble to find a topping suitable for the expos enormous
gluten-free pancake breakfast. A last-minute donation of 35 cases of marionberry syrup would have to do. And then there was the issue
of actual attendees. With the sky spitting rain outside and temperatures hovering around 40 degrees on a dark October morning, Deaver
was becoming convinced that no one was coming to her expo in suburban Salt Lake City. Im getting nervous, she admitted as she
scanned the empty concourse of the sprawling, glass-walled South Towne Exposition Center just 30 minutes before the show started.
People arent showing up.
But seemingly all at once, they did. When Deaver opened the front doors at 9 a.m., she was stunned by the huge crowd waiting to get
inside. At the sight of these people her people Deaver stopped cold in her Puma sneakers and began to cry.Im just so excited about those gluten-free pancakes, she announced to the crowd. Is everybody ready to eat some pancakes?Four hundred people surged into the expo hall in the first 10 minutes, 1,200 in the first hour and nearly 6,000 by the end of the single-
day event. They came from as far away as Arizona and Nebraska, like pilgrims to a sort of gluten-free Mecca. Once inside, many were
soon listening to one man: Dom Alcocer, a 33-year-old marketing manager, who stood on a chair in an expo booth, barking at the
attendees and throwing gluten-free granola bars into the crowd.
Ohhhhh! Dropped pass! Alcocer shouted to one person. And then, to another: Nice catch!
November 25, 2011
3
You have heard a lot about Gluten Free
Gluten Free Foods Paying Off Big
csnbc.com
May 20, 2011
Once confined to specialty health stores and
bakeries, the category is fast becoming
mainstream, with more gluten-free foods
available at more retailers. Subway is road-
testing a gluten-free brownie and roll for
sandwiches at select Texas restaurants, with
plans for a more testing in an Oregon city.
General ills has expanded their line of
gluten-free foods to include boxed cereals,
such as Chex.
P.F. Chang's China Bistro offers an extensive
gluten-free menu.
Whole Foods Market has a wide spectrum of
packaged gluten-free products, including 30
varieties of baked goods made at a gluten-
free facility in North Carolina, and then
shipped across the country.
And the variety is expanding beyond baked goods and pasta, usually the most relevant gluten-free
categories. Retailers sell baby food, condiments, desserts, pizza, and seafood entrees, all without gluten.
"More food companies are jumping on the bandwagon to label foods gluten-free. There's a groundswell,"
says Cynthia Kupper, executive director of the Gluten Intolerance Group of North America, a nonprofit group
that supports people with gluten-related disorders including celiac disease. "When the low-carb fad died, this
was the new product trend the gluten-free market."
Growing Category
Gluten-free ingredients can be pricey Kupper estimates a gluten-free product can cost two- to three-times
more than regular items but that has yet to dent their growth.
In 2010, gluten-free foods racked up $2.5 billion in global sales, accounting for more than a quarter of all
food-intolerance purchases, according to Euromonitor International.
Global sales are up 92 percent since 2005 and are forecast to hit $3.4 billion by 2015. In the U.S., sales
reached $1.2 billion last year, more than double that of five years ago. Euromonitor is forecasting $1.7 billion
in sales by 2015.
General Mills, for example, offers more than 300 gluten-free products including yogurt, fruit snacks, desserts
and soups. The consumer foods giant recently unveiled five gluten-free varieties of Chex cereal.
This follows the successful launch of its gluten-free dessert and pancake mixes, including its Betty Crocker
and Bisquick brands, beginning in 2009.
"In just a few months we got 11,000 calls and 98 percent were positive," says Dom Alcocer, marketing
manager for General Mills.
Whole Foods' portfolio of gluten-free goods has more than doubled during the past five years -- both in
terms of the number of brands and number of individuals products offered by those brands.
In 2004, the company opened a Gluten Free Bakehouse in Morrisville, N.C. that's dedicated to making baked
goods.
Making Sense of theGluten-Free Food Frenzy
June
油1,
油2012
油
[Overheard
油at
油dinner
油par4es,
油bu鍖et
油tables,
油and
油salad
油bars
油across
油America]
油
油
"Keen-足what?
油
油
"Keen-足wah.
油I
油don't
油really
油know
油what
油it
油is
油either,
油but
油it's
油supposed
油to
油be
油healthy,
油and
油it's
油gluten-足free.
油Here,
油try
油it.
油
油
"Oh,
油cool.
油My
油sister-足in-足law
油is
油gluten-足free.
油I'm
油thinking
油maybe
油I
油should
油do
油thatyou
油know,
油to
油help
油with
油my
油IBS.
油
油
For
油a
油substance
油largely
油unheard
油of
油un4l
油recent
油years,
油glutena
油protein
油found
油in
油wheat,
油barley,
油rye
油and
油other
油productsseems
油to
油be
油on
油
everyone's
油lips
油these
油days.
油And
油why
油wouldn't
油it
油be?
油A
油gluten-足free
油diet
油has
油been
油touted
油as
油a
油cure
油for
油everything
油from
油obesity
油and
油rashes
油to
油
Gluten-free Industry
Tops $6BThe gluten-free industry is booming, growing 27 percent since 2009 and
exceeding $6 billion in 2011, and fueled by an abundance of new
products in 2010 and 2011 that bear a gluten-free claim. However,
despite an increase in popularity and product development, celiac
disease and gluten intolerance could be widely undiagnosed; according
to recent Mintel research, just 1 percent of consumers say theyve been
diagnosed with celiac disease and only 8 percent overall say they are
gluten intolerant/sensitive. Mintels research suggests that number should
be closer to 15 percent.
The prevailing problem is that many Americans simply may not realize
they are gluten intolerant/sensitive, or they may be ignoring signs and
symptoms, said David Browne, senior analyst at Mintel. While food
companies may be overdoing it unnecessarily with gluten-free label
claims that are appearing on everything from tomato sauce to scallops,
the message is getting out and its likely that many more consumers will
engage in the sector, both for foods eaten at home and at restaurants.
According to Kerry Watson, SPINS natural and specialty product expert,
more doctors are testing for these conditions and more people are
experimenting with a gluten-free diet. Its our responsibility as an industry
March 2, 2012](https://image.slidesharecdn.com/z1kwot5oqaa0tnto7jfw-140516124736-phpapp01/85/Low-Cost-High-Impact-Social-Strategies-05152014-3-320.jpg)
Low Cost / High Impact Social Strategies 05152014
- 1. Low Cost / High Impact Mobile & Social Strategies May 15, 2014
- 2. Joel Warady Chief Sales & Marketing Officer @enjoylifecmo joelwarady
- 3. Should We All Go Gluten Free?The singer was a no-show. The Gluten Free Expo in Sandy, Utah one of the nations largest events dedicated to foods untainted by wheat was going to have to start without the national anthem. But Debbie Deaver, the expos founder, didnt have time to worry about that. The song, to be honest, was the least of her problems. Deaver had slept four hours in the last three days. The 34-year-old woman who has celiac disease and therefore must avoid eating gluten, a key protein in wheat was running on prayer and Diet Dr Pepper. She needed sleep, and syrup.A day earlier, a shipment of maple syrup failed to arrive, forcing her to scramble to find a topping suitable for the expos enormous gluten-free pancake breakfast. A last-minute donation of 35 cases of marionberry syrup would have to do. And then there was the issue of actual attendees. With the sky spitting rain outside and temperatures hovering around 40 degrees on a dark October morning, Deaver was becoming convinced that no one was coming to her expo in suburban Salt Lake City. Im getting nervous, she admitted as she scanned the empty concourse of the sprawling, glass-walled South Towne Exposition Center just 30 minutes before the show started. People arent showing up. But seemingly all at once, they did. When Deaver opened the front doors at 9 a.m., she was stunned by the huge crowd waiting to get inside. At the sight of these people her people Deaver stopped cold in her Puma sneakers and began to cry.Im just so excited about those gluten-free pancakes, she announced to the crowd. Is everybody ready to eat some pancakes?Four hundred people surged into the expo hall in the first 10 minutes, 1,200 in the first hour and nearly 6,000 by the end of the single- day event. They came from as far away as Arizona and Nebraska, like pilgrims to a sort of gluten-free Mecca. Once inside, many were soon listening to one man: Dom Alcocer, a 33-year-old marketing manager, who stood on a chair in an expo booth, barking at the attendees and throwing gluten-free granola bars into the crowd. Ohhhhh! Dropped pass! Alcocer shouted to one person. And then, to another: Nice catch! November 25, 2011 3 You have heard a lot about Gluten Free Gluten Free Foods Paying Off Big csnbc.com May 20, 2011 Once confined to specialty health stores and bakeries, the category is fast becoming mainstream, with more gluten-free foods available at more retailers. Subway is road- testing a gluten-free brownie and roll for sandwiches at select Texas restaurants, with plans for a more testing in an Oregon city. General ills has expanded their line of gluten-free foods to include boxed cereals, such as Chex. P.F. Chang's China Bistro offers an extensive gluten-free menu. Whole Foods Market has a wide spectrum of packaged gluten-free products, including 30 varieties of baked goods made at a gluten- free facility in North Carolina, and then shipped across the country. And the variety is expanding beyond baked goods and pasta, usually the most relevant gluten-free categories. Retailers sell baby food, condiments, desserts, pizza, and seafood entrees, all without gluten. "More food companies are jumping on the bandwagon to label foods gluten-free. There's a groundswell," says Cynthia Kupper, executive director of the Gluten Intolerance Group of North America, a nonprofit group that supports people with gluten-related disorders including celiac disease. "When the low-carb fad died, this was the new product trend the gluten-free market." Growing Category Gluten-free ingredients can be pricey Kupper estimates a gluten-free product can cost two- to three-times more than regular items but that has yet to dent their growth. In 2010, gluten-free foods racked up $2.5 billion in global sales, accounting for more than a quarter of all food-intolerance purchases, according to Euromonitor International. Global sales are up 92 percent since 2005 and are forecast to hit $3.4 billion by 2015. In the U.S., sales reached $1.2 billion last year, more than double that of five years ago. Euromonitor is forecasting $1.7 billion in sales by 2015. General Mills, for example, offers more than 300 gluten-free products including yogurt, fruit snacks, desserts and soups. The consumer foods giant recently unveiled five gluten-free varieties of Chex cereal. This follows the successful launch of its gluten-free dessert and pancake mixes, including its Betty Crocker and Bisquick brands, beginning in 2009. "In just a few months we got 11,000 calls and 98 percent were positive," says Dom Alcocer, marketing manager for General Mills. Whole Foods' portfolio of gluten-free goods has more than doubled during the past five years -- both in terms of the number of brands and number of individuals products offered by those brands. In 2004, the company opened a Gluten Free Bakehouse in Morrisville, N.C. that's dedicated to making baked goods. Making Sense of theGluten-Free Food Frenzy June 油1, 油2012 油 [Overheard 油at 油dinner 油par4es, 油bu鍖et 油tables, 油and 油salad 油bars 油across 油America] 油 油 "Keen-足what? 油 油 "Keen-足wah. 油I 油don't 油really 油know 油what 油it 油is 油either, 油but 油it's 油supposed 油to 油be 油healthy, 油and 油it's 油gluten-足free. 油Here, 油try 油it. 油 油 "Oh, 油cool. 油My 油sister-足in-足law 油is 油gluten-足free. 油I'm 油thinking 油maybe 油I 油should 油do 油thatyou 油know, 油to 油help 油with 油my 油IBS. 油 油 For 油a 油substance 油largely 油unheard 油of 油un4l 油recent 油years, 油glutena 油protein 油found 油in 油wheat, 油barley, 油rye 油and 油other 油productsseems 油to 油be 油on 油 everyone's 油lips 油these 油days. 油And 油why 油wouldn't 油it 油be? 油A 油gluten-足free 油diet 油has 油been 油touted 油as 油a 油cure 油for 油everything 油from 油obesity 油and 油rashes 油to 油 Gluten-free Industry Tops $6BThe gluten-free industry is booming, growing 27 percent since 2009 and exceeding $6 billion in 2011, and fueled by an abundance of new products in 2010 and 2011 that bear a gluten-free claim. However, despite an increase in popularity and product development, celiac disease and gluten intolerance could be widely undiagnosed; according to recent Mintel research, just 1 percent of consumers say theyve been diagnosed with celiac disease and only 8 percent overall say they are gluten intolerant/sensitive. Mintels research suggests that number should be closer to 15 percent. The prevailing problem is that many Americans simply may not realize they are gluten intolerant/sensitive, or they may be ignoring signs and symptoms, said David Browne, senior analyst at Mintel. While food companies may be overdoing it unnecessarily with gluten-free label claims that are appearing on everything from tomato sauce to scallops, the message is getting out and its likely that many more consumers will engage in the sector, both for foods eaten at home and at restaurants. According to Kerry Watson, SPINS natural and specialty product expert, more doctors are testing for these conditions and more people are experimenting with a gluten-free diet. Its our responsibility as an industry March 2, 2012
- 4. 4 Opportunity Celiac & Gluten Intolerants 25 Million Other Food Allergy Sufferers 75 Million Consumers Even with the rise of gluten free, there is a much larger opportunity Source: 油American 油College 油of 油Gastroenterology, 油October 油2011; 油Elucidare, 油January 油2011 油
- 5. Free From means Source: 油Na4onal 油Diges4ve 油Diseases 油Informa4on, 油March 油2012; 油 油HealthCare 油Zone 油03/12; 油 油Na4onal 油Founda4on 油for 油Celiac 油Awareness, 油2011; 油FoodAllergy.org 油; 油American 油Academy 油of 油Pediatrics, 油2011 油 90% 油 油 油 of 油all 油 allergies 油 Gluten 油Free 油 油 Definition + 油
- 6. Free From Consumers Free From consumers take loyalty to a new level 6 ≒Consumers have limited options ≒If they like something, they buy a lot Consumer Devotion
- 7. Enjoy Life Foods is the trustmark and lovemark of choice 7 Trustmark
- 8. 8 Meet 油my 油 Mother 油
- 9. 9
- 10. 10
- 11. 11
- 12. 12 Meet 油my 油 油 Niece 油
- 13. 13
- 14. 14
- 15. 15
- 16. 16
- 17. 17
- 18. 18 Meet 油the 油 油 Future 油
- 19. 19
- 20. 20
- 21. 21
- 22. We 油are 油ignoring 油the 油shoppers 油 path 油to 油purchase 油and 油path 油to 油new 油 product 油selec4on 油 If 油we 油dont 油take 油a 油 油 digital-足鍖rst 油posture 油 Digital First
- 23. Youve 油heard 油about 油the 油2nd 油 screen 油or 油the 油3rd 油screen 油 How Do We Connect
- 24. One-足Screen-足World 油 Philosophy 油 How Do We Connect Solu7ons 油for 油the 油screen 油they 油happen 油to 油 have 油in 油front 油of 油them 油at 油that 油7me 油
- 25. Stop 油worrying 油about 油what 油YOU 油 should 油do 油in 油the 油digital 油space 油 Strategy
- 26. 92% of word of mouth happens offline. Engaged Consumers
- 27. 27 25% of search results of the worlds top 20 brands are links to user generated content 75% of consumers dont believe companies tell the truth in advertising Who Do Customers Trust?
- 28. Over 90% of all consumer decisions are due to a positive recommendation from someone they trust -Dr. Walter Carl Engaged Consumers Who Do Customers Trust?
- 29. How about 3 more sets of stats? Engaged Consumers
- 30. 30 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. Engaged Consumers
- 31. Its not about eyeballs and ears, but hearts and minds. Jeffrey Hayzlett (Kodak) Engaged Consumers
- 32. Results 油of 油ELF 油Strategy 油 32 41% 油 2012 油 40% 油 2013 油 Return on Objective 39% 油 2014 油 Thru 油April 油
- 33. Consumer Centric 油 油 Our 油 Consumer 油 Face 油to 油Face 油 & 油 Experiential 油 Engagement 油 油 油 Content 油 油 油 Loyalty 油 Print 油and 油 Digital 油 Advertising 油 油 油 Digital 油 Path 油to 油 Purchase 油 油 油 Social 油
- 34. 34
- 39. 39 Mobile Consumers 55% of women use their smartphones for shopping 41% of women desire mobile ads that provide location based offers 52% of women use smartphones to share photos of what they purchase Nuance 油Digital 油Marke0ng 油Study 油October 油2013 油 Impact 油of 油Mobile 油on 油Shopping 油
- 50. 50
- 51. 51
- 53. 油Growing 油Social 油Engagement 油 53 Facebook 油 油213,000 油Likes 油 Twifer 油 18,100 油Followers 油 Pinterest 油 油 油2698 油Followers 油 Newslefer 油Subscribers 油 60,000+ 油Opt-足in 油 Instagram 油 油 油4215 油Followers 油
- 54. Measure 油Everything 油 54 Monday April 28, 2014 Klout Score 64 0 Total Followers 4,072 Klout Score 64 1 New Mentions past 24 Hours 61 6 @enjoylifecmo Total Followers 5,728 23 New Mentions past 24 Hours 8 15 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 Social Media Dashboard Blogger Reviews Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative) @enjoylifefoods Total Followers 12,388 49 Twitter 99 POS / 1 Neg Page views 18,748 Total Page views Month to Date 234,154 Website (Weekend) 26 100 Totals Increase or Decrease past 24 Hours Instagram Pinterest Facebook Enjoy Life Foods New Page Likes Total Page Likes 1,217 205,865 New Followers Total Followers New Repins 4 14 2,687
- 55. Measure 油Everything 油 55 Monday April 28, 2014 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 Social Media Dashboard Blogger Reviews Total Reviews for the Past 7 Days Total Reviews Month to Date Totals Month to Date (Positive/Negative) 99 POS / 1 Neg Page views 18,748 Total Page views Month to Date 234,154 Website (Weekend) 26 100
- 56. 56 Klout Score 64 0 Total Followers 4,072 Klout Score 64 1 New Mentions past 24 Hours 61 6 @enjoylifecmo Total Followers 5,728 23 New Mentions past 24 Hours 8 15 Unique Visits 4,446 Total Unique Visits Month to Date 50,026 New Visitors 3,322 Total New Visitors Month to Date 37,629 @enjoylifefoods Total Followers 12,388 49 Twitter Page views 18,748 Total Page views Month to Date 234,154 Totals Increase or Decrease past 24 Hours Instagram Pinterest Facebook Enjoy Life Foods New Page Likes Total Page Likes 1,217 205,865 New Followers Total Followers New Repins 4 14 2,687
- 57. 57
- 59. 59
- 60. 60
- 61. 61
- 62. 62
- 63. 63 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 64. 64 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 65. 65 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 66. 66 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 67. 67 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 68. 68 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 69. 69 Engaged Consumers Connect 油With 油Them 油Where 油They 油Shop 油
- 70. 70
- 71. 71
- 72. Stop thinking like a marketer and advertiser and start thinking like a publisher and socializer Engaging w/ Consumers
- 73. The Way We Share Has Changed
- 74. 74 240 million tablets were sold in the US in 2013 The 油Change 油Con7nues 油 NPD 油Display 油Search 油 油Jan. 油2014 油
- 77. 77 Social and Digitalnot just another channel but a transformational force that requires marketers to rethink their entire marketing strategy Ad Age
- 78. Thank you! Connect with Me enjoylifefoods joelwarady jwarady@enjoylifefoods.com@enjoylifecmo