Smart Beer to engage mobile first Consumers

Transcription

1 Smart Beer to engage mobile first Consumers Connecting the Physical & Digital Worlds Saqib Rizvi 10-May-2018

2 Key Questions Using Smart Beer to engage mobile first consumers. 1. Why Mobile First? 2. What is Smart Beer? 3. Results The Moment of Truth? 4. What this means for innovative Brands? 2

3 Connecting Physical to Digital with a TAP?

4 1 point-2-connected-devices/ We Are in the Era of Mobile 1st Consumers 87% of consumers have their smartphones at their side 24/7 77% of consumers check product reviews in-store/bar Consumer Taps in 2017 UK 6Bn EU 30bn Driven by adoption of Contactless Payment systems. Powered by NFC (Near Field Communication) NFC Enabled 2.2bn SmartPhones 1

5 A New Way - NFC Mobile Marketing Brand-curated one-to-one consumer connections Rising Cost + Disintermediation COMPETITOR BRAND #1 SEARCH? COMPETITOR BRAND #2 YOUR BRAND Direct one-to-one connection Contextual Real Time Dialogue 5

6 Why: With Harder Increasingly to engage with Mobile-First Empowered Empowered Consumers 7 out of 8 Consumers Lost in the Cloud Only 1 out of 8 get to your brand 6

7 What: With Smart Increasingly Beer - your own Empowered Consumer Engagement Consumers Channel Physical Smart Product Direct to Consumer On-Brand Messaging Instant Frictionless User Experience 3x more effective consumer engagement reach + frequency + conversion Even with hardest to reach millennials Across complete consumer journey Pre-Purchase, Purchase, Post-Purchase 7

8 Why: So you can tell your story in your own words When it really matters! When they have your Brand in Hand Pre-Purchase Consumer Engagement / Acquisition Provenance Story / Virtual Tour Product Freshness Beer Reviews / Recommendations Promotions / Competitions/ Occasions Post-Purchase Consumer Advocacy / Retention Tasting and Pairing Notes Capture Consumer Reviews and Recommendations Beer Loyalty Club/Beer Credit Tap to Re-order direct2 Consumer e-commerce Connect across your Consumers entire Journey 8

9 Smart Beer channel lives beyond point-of-purchase 1. In-store consumer spots tag; taps for info 2x interaction compared to other on-product approaches Consumers who tap NFC spend 3x more time onsite than clicking ppc/social ads 1-in-3 consumers interact 2+ times from 2+ geographic locations 5. Visits new retailer or ontrade, discovers next tag, etc. 4. Finishes last bottle, taps again for fast re-order 2. Consumer brings pack home 3. Taps pack again to learn more 9

10 To Generate New Consumer Insights 1. Real-time, 1 st -party view product interactions throughout the entire distribution & consumer journey. Product (SKU) GPS Location (if available via app) # of Taps 2. Capture new consumer data from 3x more highly engaged consumers Device ID (TF unique id) Sequence 10 Date/Time

11 Results (1) Smart Beer in Hand Engagement Average Engagement Rate Top Performing Rate All Clients 2.28% 15.75% On-Premise (Coasters, etc) On-Product (bottles, labels, etc) 2.13% 14.75% 3.13% 15.75% Direct Mail 5.67% 7.58% 11

12 Results(2): Higher Value Engagement Oskar Blues - 16oz Can Launch To increase awareness and drive sales of new on-premise Draft Can of Dales Pale Ale, Thinfilm developed and delivered smart coasters designed to provide consumers with exclusive content on the making of the new Dales Pale Ale. 200,000 Smart Coasters 96 Regional Sales Representatives 100 s of Local Bars + Restaurants Supported by Facebook, Google, Untappd advertising Results: 3x Time spent on site vs. all other traffic sources Real-time visibility into Sales Rep effectiveness across the country $ Sell-Through Measurements currently compiling sales figures to quantify revenue impact

13 Result (3) Consumers Keep Coming Back Post Purchase Average Taps per User All Clients 2.28% Top Campaign 3.16% 30% of consumers tapped product multiple times, from 2+ locations. 60% of consumers tapped Beer Coaster multiple times 13

14 Passive vs Active Channels MONOLOGUE Passive Passive Active TV Radio Billboards DIALOGUE Conversation with brand Active While interacting with product Search At moment of intent Social

15 Adoption across Multiple Categories NFC Integrated into Maria & Donato handbag for product authentication Digitally enhanced carton for Dunhill for egifting NFC Enabled Fridge Magnets for Instant ecommerce at home for Campari (6 Brands) NFC Enabled bottle tags Kilchoman Distillery for simple story telling 15 Smart Growlers delivering Craft information to consumers at home with Hopsy Dynamic product usage information via NFC for Valmont Cosmetics Coasters for Coronado Brewery in ontrade environment promoting brand and sustainable charity partnership

16 Key Takeaways 1. Smart Beer = Your Next Owned marketing Channel 2. 3x more effective then traditional digital channels 3. Enables Brands to engage mobile 1 st Consumers in a dynamic contextual dialogue 4. New Real Time Insights Who is interested? In which individual product? When? Where? 5. Capture New Consumer Data to optimize all campaigns 16

17 Thank you Q&A Meet the team at the Thinfilm Stand