The Engaging Mom
Smartphones Lead to Smart Buys
October 2, 2012
You’ve heard a lot about
Social today….is it a
fad?
Some Stats to Get
You Thinking
2
Word of
Mouth
In WOM We Trust
It Demands a Reinvention of the
Entire Organization
“Human Beings are Powered by
Emotion, Not by Reason”
♥
Word Of
Mouth
Trust
Relationships
Word
of
Mouth
Transparency
Community
Emotional
Ties
Familiarity
4
You have heard a lot about Gluten Free…
5
Opportunity
Even with the rise of gluten free,
there is a much larger opportunity
Celiac Sufferers
20 Million Consumers
Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
Other Food Allergy Sufferers
130 Million Consumers
6
“Free From” means…
Definition
free from:
wheat
Gluten Free
+
dairy
peanuts
tree nuts
egg
soy
90%
of all
allergies
fish
shellfish
Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011
7
Increased awareness and
diagnosis are driving growth
Opportunity
U.S. Retail Sales of Gluten Free/Free From Food
2006-2020E ($ Billions)
$12.0
$3.1 B
Free From (ex GF)
Free From is half a
$ billion today
$7.3
$8.9 B
$3.8
Gluten Free
$0.9
Source: Packaged Facts, Feb 2011; Product Launch Analytics, a Datamonitor service, Kantar Retail Estimates / GF Growth 322% 2006-2011
8
The FF upside grows as allergies increase
1990
2012
<1 in 50 children 2 in 20 children
<.75% of Americans 4.0% of Americans
9
Free From shopper baskets are valuable
Cooking More
Healthier Choices Premium Products
Index to Avg. Sales
Premium
Baking Items
Premium
Crackers
Free From
Product
456
1,101
Healthy
Snacks
Fresh Herbs
& Spices
1,026
459
Fresh Produce
Kosher Snacks
493
Fresh Goat Cheese
571
1,021
Sports Bars
749
Soy & Tofu
898
Source: Kantar Retail Shopper Genetics® 52 Weeks Ending 5/2012
1
Average Gluten Free Basket = $100
10
Free From
Purchases
Free From Buyers spend more at
their favorite retailer
Heavy buyers spend more on FF items…
…and more per store
Heavy FF Buyers
All Other FF Buyers
Non FF Buyers
Source: Kantar Retail Shopper Genetics® 52 Weeks Ending 5/2012
The top 15% of buyers by annual sales are “Heavy”
11
Converting heavy Free From
shoppers means “more”
Free From
Purchases
5X
# of FF
Categories
6X
Frequency
of Store Trips1
Heavy FF Buyers
All Other FF Buyers
Source: Kantar Retail Shopper Genetics® 52 Weeks Ending 5/2012 1With FF in basket
12
Free From
Consumers
Free From consumers take loyalty to
a new level
Consumer Devotion
• Consumers have limited options
• If they like something, they buy a lot
13
Consumer
Trust
“Trademarks are owned by
companies who create them.”
“Lovemarks are owned by the
people who love them.”
—Lovemarks: The Future Beyond Brands, Kevin Roberts
Trustmark
Enjoy Life Foods
is the trustmark
and lovemark
of choice
15
Digital is not just another channel
but a transformational force that
requires marketers to rethink their
entire marketing strategy
Ad Age
16
What’s Your Tablet Strategy?
68.5 million tablets will be
sold in the US this year
17
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a purchase
44% of companies use
crowdsourcing to get new ideas.
18
25% of search results of
the world’s top 20 brands
are links to user
generated content
75% of people don’t believe
companies tell the truth in
advertising
19
Engaged
Consumers
What creates buzz?
Stories not slogans.
Stories are Everywhere
Engaged
Consumers
Content is King
22
Engaged
Consumers
92% of word of mouth…
happens offline.
Engaged
Consumers
Over 90% of all consumer decisions are
due to a positive recommendation
from someone they trust
-Dr. Walter Carl
Specialty Mobile
Free From
Consumers
25
Free From
Consumers
Specialty Mobile
26
Specialty Mobile
Free From
Consumers
27
Engaged
Consumers
“It’s not about eyeballs and
ears, but hearts and minds.” –
Jeffrey Hayzlett (Kodak)
Mobile
Consumers
29
Mobile
Consumers
30
Mobile
Consumers
31
Mobile
Consumers
32
Engaged
Consumers
33
Engaged
Consumers
34
Engaged
Consumers
35
Engaged
Consumers
36
Engaged
Consumers
37
Engaged
Consumers
38
Empowered
Consumers
Viral Brand Awareness
• You Don’t Own Your Brand
– They own your brand
• Who are they???
–
–
–
–
–
–
Customers
Users
Lovers
Haters
Competitors
The People of Earth
Knowledge is Power
Empowered
Consumers
40
Knowledge is Power
Empowered
Consumers
41
Alternative Channel WOM
Engaging w/
Consumers
42
Engaging w/
Consumers
Stop thinking like a marketer
and advertiser and start
thinking like a publisher and
socializer
Specialty Mobile
Free From
Consumers
44
Specialty Mobile
Free From
Consumers
45
2012 Results
2012 Sales
Increase
43%
46
The Way We Connect Has Chnaged
The Way We Connect Has
Changed…Change Continues!
Thank you!
Connect with Me
enjoylifefoods
joelwarady
@enjoylifecmo
jwarady@enjoylifefoods.com