Lightning In a Bottle - FINAL 1 - 9.21.16
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A winning formula for Integrating Sales, Marketing and Retail Partners
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Transcript of Lightning In a Bottle - FINAL 1 - 9.21.16
A winning formula for Integrating Sales, Marketing and Retail Partners
WHO WE AREChris: VP World KitchenNorth American Sales and Customer Marketing@worldkitchenllc
Jeff: CEO Rocket Man DigitalDigital Content Partner for World Kitchen
@jeffnowak
What is The Win/Win/Win?
WINWINWIN
WIN – FOR CONSUMERWIN – FOR CUSTOMERWIN – FOR SUPPLIER
WIN – WIN – WIN
The Win/Win/Win GoalWINWINWIN
• What’s the secret? • How do you unlock the lightning?
Agenda: Our Big 31. Tools to Bridge Gaps:
• Internal company• Suppliers and Customers• Consumer
2. Learn why customers are eager to fund marketing campaigns
3. See 3 case studies of successful integrated marketing and sales led retail programs
FIRST: Rethink The Organization
“It’s my brand and we are going to launch it this way!”
“Customer/retailer needs . . . What are those?”
MARKETING DRIVEN
“But the customer says they’ll sell 50% more with 50% lower cost”
“The retailer said it has to be in brown because only brown sells”
SALES DRIVEN
“The market is at a $9.99, but we need $11.99 to make our margins”
“Tell the customer we won’t pay for advertising”
FINANCIAL DRIVEN
CONSUMER DRIVEN
WHAT WOULD that SOUND LIKE?
“Our job is to connect to people, to interact with them in a way that leaves them better than we found them.” – Seth Godin
“Our jobs as marketers are to understand how the customer wants to buy.” – Bryan Eisenberg
CONSUMER DRIVEN
Channel / Sales Leadership
Brand/Market Development
FinanceTeams
What if these teams align? High Success Lower Cost
Less Time
3x3 Alignment
Define GoalsDefine MeasurementsDefine COMMITMENT
IDENTIFIED FOR THEConsumerCustomerSupplier
After you have identified the definitions for consumer
CustomerSupplier
• Stronger Customer Relations• Stronger Fact-Based Selling Strategies• Less Channel Conflict
CONTENT
content machine BRANDS SALES
CUSTOMERS
SITE
SOCIAL MEDIADIGITAL
CONTENTCREATION
DIGITAL TEAM
FINANCE
DIGITAL CONTENT LIBRARY
SOLUTIONS-BASED ARTICLES
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RECIPES
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PHOTOS
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VIDEOS/GIFS
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SOCIAL MEDIA
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CASE #1
CASE STUDY: PYREX 100
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Nostalgic product that inspires
Opportunity to drive incremental sales
Drive brand loyalty and growth.
CONSUMER
CUSTOMER SUPPLIER
DEFINE GOALS
Measure sales & social media interactions
Measure sales & share with retail partners
Incremental sales & increased brand market share
CONSUMER
CUSTOMER SUPPLIER
DEFINE MEASUREMENTS
Do they agree with the price value of the product? Are they moved to share in social media?Is there a reasonable merchandising program for them to implement?Can we ensure delivery of all the programs?
CONSUMER CUSTOMER
SUPPLIER
DEFINE COMMITMENTS
INSPIRING PRODUCT LINE
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ENGAGE RETAILERS
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LIGHTNING ENGAGMENT
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BREATHE LIFE
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ENGAGE CONSUMERS
PYREX 100 RESULTSHIT GOALSCreated an exciting line of nostalgic products for ConsumersIncreased market share
HIT MeasurementIncreased top line – double-digit growthAverage sales lift – double-digit growthAd support – nearly double historical levels
HIT COMMITMENTSExcited over 50 Retail partners Generated 150MM+ digital impressions
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ALIGNMENT
TAKEAWAY #1:Define the goal, the measurements and commitments needed
WINWINWIN
TAKEAWAY #2:Use strong content to support one goal
WINWINWIN
CASE #2
“If you want to grow an audience, you must be on Amazon.com. Think of Amazon not as an online retailer, but as a huge search engine.”
John Nemo, Twin Cities Business Journal
CONTENT
S A L E S
TAKEAWAY #3:Make sure your content assets are organized and searchable
WINWINWIN
TAKEAWAY #4:Reuse same content on multiple customer platforms
WINWINWIN
TAKEAWAY #5:Prioritize your key products – New, most innovative, top sellers
WINWINWIN
Why are customers going to help fund?
CASE #3
Win as One Team
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Channel / Sales
Leadership
Brand/Market
Development
FinanceTeams
Fully Aligned Supplier Fully Aligned Retailer
Buying Team
Store & D
ot.Com
Store M
erchandising Team
Digital
Merchandising
Team
Replenishment
Leadership
Customer
SIDECOUNTER ASSORTMENT
Dinnerware
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SIDECOUNTER ASSORTMENT
Serveware (in the dinnerware section)
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Promotional support
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WALMART.COM CONTENT
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Pioneer Woman has its own home page that includes:• Links to shopping by category Video• Product catalog Links
to Ree’s recipes
CONTENT
S A L E S
PIONEER WOMAN RESULTSHIT GOALS
Launched full product line 9/15
HIT MeasurementCompetitive insights suggest > $40MM
HIT COMMITMENTAssortments are in most stores; between 3,000-3,600 products in six home categories.
They had Pioneer Woman = Content Machine!
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ALIGNMENT
TAKEAWAY #6:WIN AS ONE TEAM, By being internally and externally aligned
WINWINWIN
TAKEAWAY #7:GOALS + MEASUREMENT + COMMITMENT + CONTENT = LIGHTNING IN A BOTTLE
WINWINWIN
Formula FOR THE WIN-Win-WIN
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Goal Defined• Consume
r• Customer• Supplier
Measurement Defined
• Consumer• Customer• Supplier
Commitment Defined
• Consumer• Customer• Supplier
Internal Alignment• Marketing• Sales• Finance
External Alignment• Consumer• Customer• Supplier
Add in Strong Content Programs
WINWINWIN
QUESTIONS?
Thank You!
