Post on 28-Jan-2015
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From the Grove to Your Inbox: California Avocado
Commission’s Persona Program
Speakers
• Red Door InteractiveRedDoor.biz@reddoor
•~70 full time employees•Offices in San Diego, Carlsbad &
Denver•10th Anniversary•Brand promise
• Expert Recommendations• Transparent Return on Objective (ROO)• Proactive Communications
• Brett JohnsonSenior Strategistbjohnson@reddoor.biz@brettrossj
• Pilar BowerSr. Email Marketing
Strategistpbower@reddoor.biz@pilarbower
• Align teams with clear vision, mission, and values • Communicate with openness and trust • Strong employee retention and development• Hire great people to develop key emerging
service areas• Develop management skills, knowledge,
and proficiency• Use technology to improve communication• Financial stability
Maintain a Great Place to Work
INSPIRE SHARE EVOLVE
RDI Core Values EXCEED 100% JERK FREE
Partial Client List
California Avocado Commission
• Created in 1978, the California Avocado Commission strives to increase demand for California Avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state's nearly 5,000 avocado growers.
• The California Avocado Commission serves as the official information source for California Avocados and the California Avocado industry.
• CaliforniaAvocado.com• Facebook.com/CaliforniaAvocados• @CA_Avocados• Pinterest.com/CA_Avocados
Overarching Business Goal
Increase Demand
Enhance Leadership Increase Value
Premium Product
Stated business objectives are all direct drivers of the overarching goal of optimizing value by positioning avocados as a premium product.
CAC – Current Email Program
• Monthly recipe newsletter
• Consistent template– Easily editable
images & text• No segmentation– All subscribers
receive the same content
• Themes, content modules
• Featured recipes – Guacamole of the
Month
CAC – Current Email Program
Why We Do Personas
Determine the triggers that influence behaviors
Identify groups not known to business
Provide the consumer voice in team development
Prioritize development and communication
10Proprietary. Confidential information & ideation owned by Red Door
Interactive
Personas Are Behaviorsmarket segments
online behaviors
persona
Ex. Sophisticated Naturalists
Ex. Optimistic Cooks
Erin
Marti
Perry
11Proprietary. Confidential information & ideation owned by Red Door
Interactive
Marry Business Objectives With Consumer Needs Online
Our Objectives in This Phase
Understand Business Goals
Understand Consumers
Identify Assets and Resources
Learn from Insights
Listen to Guidance
So We Can
Align Strategically
Contribute Insights
Determine the Triggers
Design Interactive Platform
Track Changing Attitudes
12Proprietary. Confidential information & ideation owned by Red Door
Interactive
Build a consolidated and actionable audience profile
Online User Personas
Deliver Relevant Online Experiences to Audiences
Messaging and Timing
Features and Functions
Media VehiclesUser
Scenarios/Test Plans
Priority and Value
Understand audience needs, goals, expectations, preferences and online behaviors
Persona InterviewsExisting California Avocado
Commission Research Third-Party Research
Our Persona Process
13Proprietary. Confidential information & ideation owned by Red Door
Interactive
Talking With Your Audience
• Qualitative and Quantitative
• 29 Interviews• 1 on 1 conversations• 45 – 60 minutes each
• 20 Women• 9 Men• 100% online 5+ hrs/wk
• Age 25-54 (21)• Age 55+ (08)
• Super Heavy – 12• Heavy – 9• Medium – 5• Light – 3
• California• Arizona• Utah• Colorado• Washington• Oregon
• 59% Smartphone Users
14Proprietary. Confidential information & ideation owned by Red
Door Interactive
Overarching Persona Themes
• “What the Kids Want”• Google Search dominates• Tablets haven’t hit like smartphones• More Recipe alerts! Please!• No Recipe Videos . . . Unless they’re a
quick specialty cooking method.• Most people had not visited your
competitor’s website• Parents were cited as the #1 way people
were introduced to avocados• Introducing kids at a young age seemed to
lead to a lifelong affinity
Creating An Audience Schematic: Target Mapping
User Group
User State
Dimensionalized
User Response
Brand Relationship
Organic & On A Budget
Give me wholesome food
Creating new favorites, fast
Pre- or post- shopping recipes
help me
Would buy more if less expensive
Fast, fresh, variety
Makes same stuff repeatedly. . .
then goes out to eat
What sounds good?
Trusts quality and nutritional
value
Take it easyKeep it healthy
I plan & budget so we can eat organic
Craving HarmonyCurious
16
THE NATURAL TA-DA! SEASONED
CaliforniaAvocado.com
Proprietary. Confidential information & ideation owned by Red Door Interactive
Optimistic CooksTraditionalist/ Live for Today
Sophisticated Naturalists
Segment
• “Avocados go hand-in-hand with my California heritage. It’s why I have an interest in California agriculture. What’s happening with the water, the weather and the chemicals in the soil. It’s good to be educated about what you eat. I tell my kids that all the time . . . And I think they’re getting it.”
• “With all the dietary restrictions in our family I’m thankful avocados can be eaten by everyone. I would do organics all the time if I could afford them. I trust them more than organics from Mexico or Chile. You never know what is in there. For now I’ll keep looking for ways to save.”
Persona Needs and AttitudesTaking action on needs, personalities, habits and channels
17
ERINERIN
“I love making unique foods for my family and friends on a daily basis. And you’ll seldom see me head out the door for a get together without a new dish in hand. Just about every day I’ll look for something new to create, usually starting with my inbox. ”
MARTIMARTI
PERRYPERRY
Cooking Simple, healthy, natural New, creative recipes Same ol’ Same ol’
Health/NutritionSacrifices to eat organic or
naturalSplurging has its benefits
Healthy, in season and local are worth the cost
EmailDiet-specific recipes at least
once/weekNew recipes daily California agriculture news
SMS Sales and promotionsSports, the bank and Red
BoxOnly for bills
Social NetworksFacebook daily & on the go, Pinterest, follows Twitter for deals and sharing recipes
Recipes via email, sports, games and texting family
& friends
Visits brand pages based for information in
Facebook. Light use.
MobilePrice checking, lists, coupons
and nutritionRecipes, sports, games News, weather, email
Magazines Vegetarian TimesCooking Light, Sunset,
Southern Living
Sunset, Good Housekeeping, Home,
Cooks Country
TVFood Network, America’s Test
KitchenFood Network heavily
Food Network if the wife is watching
Recipe WebsitesAmerica’s Test Kitchen, AllRecipes, Cooks.com
Food Network, AllRecipes, EatBetterAmerica
AllRecipes, Food Network, Cooking Light, CAAlmonds
Erin Marti Perry
Channels & Messaging
Increasing Purchase Frequency
Super Heavy
HeavyMediumLight
Non-organics
Breakfast & Lunch Recipes
Erin
Marti
Perry
Sides & Spreads
CAC – Future Email Program
• Profile Center– Self-select Persona segmentation – Detailed demographic information to apply to Personas– Preferences: Desired frequency, Types of content• Welcome Series– Customized based on opt in touchpoint (website, mobile, social,
contest, offline event)• Needs Based Content– Additional communication types besides monthly newsletter– Tailored subject matter (recipes, dietary preferences, nutrition,
agriculture)– Dynamic content (Ex: Automated daily recipes)• Behavioral segmentation– Mobile friendly templates– Channel preference– Responsive design• A/B testing on template design types and content
Email Sign up page:•Asking the right questions to allow your subscribers to segment themselves into Persona buckets for future targeted messaging
Rubio’s Personas – Voice of CustomerRubio’s was in the rebranding process and needed to know how to better connect with their target segments digitally.Goal:•Find the online alignment between consumer needs and business goals
Tactics:•Interview 32 consumers within target segments•Identify behavioral and attitudinal themes•Formulate objectives, strategies and tactics that influence behaviors
Results:•Rubio’s expressly requested all agency partners to map their campaign ideas and implementations back to the personas and the associated objectives, and strategies
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Questions?