Energizing specialty brands by creating advocates

Transcription

1 Energizing specialty brands by creating advocates

2 services Research & Strategy Connection Planning Content Creation From competitive intelligence and trend research to social anthropology, we uncover the insights that reveal brand truths. Whether it s shopper marketing, traditional media, SEO/SEM or social strategy we will help you connect with your audience. Advocacy is built when you arm your enthusiasts with the content they want and the motivation they need to act. The marketing agency for specialty brands. We ve been working with specialty brands for 30 years, and we know they have unique challenges and opportunities. Paramount to a specialty brand s success is its ability to drive the kind of advocacy that originates in a core human truth. Our proprietary process guides us as we identify this truth so we can put it to work for the clients we represent. We create advocates, and we work to arm them with the tools they need to evangelize on our clients behalf. The power of an endorsement by a true advocate has the potential to be of greater value than any other media communication. clients Tyson Foods, Inc. We strive to first win the hearts and minds of the uninterested and turn them into fans. Then we do everything in our power to turn them into advocates. Because this is what makes specialty brands win. Animal Health Division of Eli Lilly Craft Beer Division of MillerCoors

3 process path to advocacy Our Path to Advocacy process uncovers the core human truth connecting the brand and the audience. The unique insight revealed by our in-depth research then drives persuasive ideas and content, achieving our ultimate goal of advocacy.

4 objective Introduce a new category of dog food into the pet specialty channel. work feature: situation core truth Royal Canin believes that nutrition should be precisely targeted to pets based on specific needs such as breed, size and lifestyle. While there is an increase in the number of dog owners who have extra-small dogs, Royal Canin needed to overcome low brand awareness, an already-crowded shelf set and a super-premium price for the launch of their new X-Small dog food formula to be successful. Owners of extra-small dogs are actively seeking new ways to pamper their dogs and want products tailored to the designer dog s size and lifestyle. creative strategy The one accessory every extra-small dog needs. connection plan Customizing programs for retailers is critical. We worked closely with specialty big box, independent and online retailers to balance their objectives with those of the brand and provide customized programs for both online and in-store environments. vehicles Trial Displays / Online / Retailer-Specific POP / Social Media / advocacy strategy The integrated campaign supported the product by delivering on the owner s expectations and giving them opportunities to engage with the brand in a way that fit their social lifestyle, most successfully on Pintrest. The trial mechanism was key in driving purchase at retail and creating excitement and advocacy among consumers. retail outlets Petco, Pet Supplies Plus, petflow.com Royal Canin is a registered trademark of Royal Canin USA. Petco and its logos are registered trademarks of Petco Animal Supplies, Inc.

5 NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. ENTRY LIMITED TO LEGAL RESIDENTS OF THE 50 UNITED STATES (AND D.C.) 18 YEARS AND OLDER. VOID WHERE PROHIBITED. Promotion begins 2/24/12 and ends 6/1/12. Subject to complete entry, eligibility, prize and additional details and restrictions as set forth in the Official Rules located at Sponsor: Royal Canin USA, Inc., 500 Fountain Lakes Blvd., Suite 100, St. Charles, MO Free food and grooming for life will be paid out as gift cards and the value is based on the average lifespan of a small dog. ROYAL CANIN SAS All rights reserved. Credit: F. Duhayer Present coupon and Pals Rewards card to receive this offer. Not valid on the purchase of gift cards, prior purchases, online or with any other coupon offer. Void if copied, transferred and where prohibited by law. Single-use coupon, limit one per household. Valid at either Petco or Unleashed by Petco. Valid on in-stock products only (not services, such as Grooming). Selection varies by store. Petco, the Petco logo and the slogan, Where the Pets Go are registered trademarks of Petco Animal Supplies, Inc. and/or its subsidiaries. Expires: 4/13/12 Royal Canin has HUGE NEWS for small dogs. Look inside to see our latest innovations. Petco Direct Mail KEEP YOUR EXTRA-SMALL DOG BEAUTIFUL INSIDE AND OUT. KEEP YOUR EXTRA-SMALL DOG BEAUTIFUL INSIDE AND OUT. Royal Canin X-SMALL: Designed specifically for dogs under 8 lbs. INTRODUCING ROYAL CANIN Extra-small dogs have unique physiological traits, and their difference in size X-SMALL means their nutritional Designed specifically needs for dogs must under be 8 met lbs. in distinctly different ways. Available for puppy, adult, aging and mature life stages. Visit the Visit Royal Canin aisle to Petco.com/RoyalCaninTreatment try it today. for a chance to win free food, grooming, a pet accessories shopping spree and more! ROYAL CANIN SAS All rights reserved. Credit: F. Duhayer N10391 Petco Groomer s Sign & Spa Card Expires 4/13/ off Any bag of Royal Canin X-SMALL or MINI formula FPO Petco Website Header Shopping Basket Interior End Cap 100%of displays sold-in and executed. 16.7% 16.4% conversion rate for sweepstakes promotion. Petco CRM open rate. In-Store Display Targeted Social Pinterest

6 experience We are experts at leading beverage brands into the next phase of business growth. new product launch Free State Brewing Company: Launch their craft beer portfolio at retail. work feature: local to regional expansion national market share growth Boulevard Brewing Company: Expand their popular brand from local standout to regional favorite. Tenth and Blake Beer Company: Grow market share in the cider category, the fastest-growing craft beer segment. capabilities While each challenge is different, we believe in the power of research and make it a priority to be experts in our clients categories. That s why we have invested in proprietary research in the craft beer category. This expertise sets us apart from the competition and helps us develop more strategic solutions for our clients. We ve identified meaningful insights about the craft beer enthusiast and continue to apply those learnings in our work. outsmart vs. outspend Our experience with this segment and our rigorous, insights-based approach helps the brands we represent connect with craft beer enthusiasts in a way that satisfies audience members needs and desires. Whether on-premise or off-premise, our model doesn t interrupt enthusiasts, it engages them. It s how we re able to outsmart the competition, rather than outspend them. Each of the breweries we ve worked with has a very specific story. We are happy to discuss them individually.

7 Crispin Fusions Mixology Coaster Series Crispin Fusions Display Boulevard Brewing Company Poster Series Helped move Boulevard Brewing Company from 18 TH 10 TH largest craft brewery in the United States in Free State Beer Packaging Free State Beer Responsive Website Average time visitors spend on Free State Brewery site is now 2:30 representing a 60% increase from previous average. Free State Beer SOLD OUT Demand for Free State Beer far exceeded supply during regional rollout. Leinenkugel s Big Eddy Augmented Reality Package

8 objective Revitalize the brand. Grow distribution. situation Spyder Products had a brand image that was unsophisticated and cartoonish. They gave us the challenge of repositioning them as a leader in innovative technology in the power tool accessory category. work feature: core truth Contractors and DIY weekend warriors are barraged by challenges they don t expect, which causes delays and frustration. Retailers need to meet those challenges by providing innovative products consumers can trust. creative strategy Demonstrate product innovation in action, so retailers will be confident that Spyder is credible and DIY-consumers and contractors will know they can trust Spyder to help them get their jobs done. advocacy strategy Provide retailers with the tools to best demonstrate and sell the products: packaging that stands out on-shelf and unique merchandising solutions that drive product sell-through. vehicles Identity / Packaging / Displays / Trade Show / Web retail outlets Walmart, Lowe s, Ace True Value, Menard s, Do it Best, Grainger

9 Product Catalog Freestanding Display Print Ad Packaging 100K + 8new products added to the portfolio, strengthening Spyder s position as the most innovative brand in power tool accessories. Point-of-Purchase 100% INCREASE in weekly retail distribution Facebook at engagement. major chains like Walmart, Average Lowe s engagement and Ace is True 2%. Value new Page Likes daily with 3% BRAND EXTENSION Launched Spyder 3X3 Bore Blade exclusively churn. Facebook at Lowe s average and Menard s. is 10% churn.

10 It s time to take your specialty brand to the next level. It s time to start creating advocates. Ready to have some fun? We are, too. Bree Ann Murdock New Business Director bmurdock@callahancreek.com (785) x New Hampshire St. Lawrence, KS callahancreek.com

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