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Kevin Doohan Director, Web Marketing ConAgra Foods

Engaging Consumers Through Online Promotions. Kevin Doohan Director, Web Marketing ConAgra Foods. Promotion Industry Market Size. Interactive Promotions Market Size. Current Spending Event Marketing 166.0 Premiums / Incentives 46.5

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Kevin Doohan Director, Web Marketing ConAgra Foods

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  1. Engaging Consumers Through Online Promotions Kevin Doohan Director, Web Marketing ConAgra Foods

  2. Promotion Industry Market Size

  3. Interactive Promotions Market Size Current Spending Event Marketing 166.0 Premiums / Incentives 46.5 Retail/P-O-P/In-store services 18.5 Sponsorship 11.1 Coupons 7.2 Licensing 5.9 Specialty Printing 6.1 Fulfillment 4.7 Agency New Revenues 4.2 Interactive (Internet & SMS) 2.4 Games/Contests/Sweeps 1.8 Sampling 1.8 Direct Mail 35.1 Loyalty 2.0 Total: 313.2 Source: PROMO 2005 Industry Trends Report, (in $ billions)

  4. The Mix

  5. In 2004, brands spent most on… Note: Subjects asked to cite top 3 spending areas Source: PROMO 2005 Industry Trends Report

  6. ConAgra Foods ConAgra Foods is one of America’s favorite food companies. We provide many of the favorite brands that consumers enjoy for breakfast, lunch, and dinner and everything in-between. And many more…

  7. Online Promotions at ConAgra Foods • Online promotions can act as a hub for offline initiatives • Goal is selling product • Online success metrics cover three areas • Acquire new consumers for database • Engage audience with a branded experience • Cost-effectively execute promotions online with offline drivers

  8. Sample ConAgra Foods Promotions • Get LOST with Orville Redenbacher’s • Integrated campaign for Orville Redenbacher’s leveraging the immense popularity of ABC’s LOST • LunchMakers “Get Your Game On” • LunchMakers and Nintendo partner to provide branded experience and contest for target audience

  9. Get LOST with Orville Redenbacher’s • Goals • Reinforce Orville Redenbacher’s positioning as “America’s Made for TV Snack” • Drive incremental display and sales of Orville Redenbacher’s and LOST Season 1 DVD

  10. Integrated LOST: On-Pack and POS • $10 DVD mail-in rebate on-pack • Custom POS calls out the partnership

  11. Integrated LOST: Product Shipper • Shippers distributed prior to FSI to ensure maximum possible merchandising opportunities

  12. Integrated LOST: National FSI • National FSI featuring the DVD rebate dropped 9/11/05

  13. Online LOST: Minisite on ABC.com • Trip to Hawaii (Oahu) sweepstakes • LOST desktop images, photos, buddy icons • Exclusive LOST video clips • LOST season 2 info with secret code in Orville packages • LOST Season 1 DVD $10 rebate offer • All wrapped in Orville Redenbacher’s branding for the entire experience • Orville also had co-branded media exposure throughout ABC websites, full screen advertising introduction the day of the ‘LOST’ season 2 premiere, and inclusion in Primetime Insider newsletters.

  14. Online LOST: ABC.com Minisite Users visit the special Orville section of LOST.abc.com and are greeted with this fullscreen ad surrounded by Orville branding.

  15. Online LOST: ABC.com Minisite The logo is front and center identifying Orville as the sponsor of the site and featuring Orville’s tagline. All the while, golden fluffy, light, Orville Redenbacher’s popcorn is popping in the banners.

  16. Online LOST: ABC.com Minisite The homepage features many links to LOST content, Orville branding, and a place to enter the “secret code” on the popcorn bucket.

  17. Online LOST: ABC.com Minisite Exclusive content makes this a site that fans LOVE and they appreciate Orville Redenbacher’s bringing it to life!

  18. Online LOST: Orville.com DVD Rebate Click through to Orville.com and the DVD rebate banner is easy to find along with all the Orville info you could ever want.

  19. Online LOST: Orville.com DVD Rebate The rebate page has relevant information and links back to LOST.ABC.com as well.

  20. Get LOST With Orville Redenbacher’s Results • Amazing buzz among fan base and exposure for Orville • Between 2-3x entries in the first week vs. similar sweeps held in the past on ABC.com • Successful placements of both the DVD and Orville with retailers • Add another stat here

  21. Armour LunchMakers: Get Your Game On! • LunchMakers and Nintendo partnered to drive lunch sales during key back to school season

  22. Armour LunchMakers: Get Your Game On! • LunchMakers desire to drive volume during peak “back to school” selling season • Nintendo desire to drive awareness of two new franchise games: Mario Superstar Baseball and Mario Tennis Advance • Similar target consumer for both brands • The prize is AWESOME and there is a winner every day for 90 days (Sept-November 2005)

  23. Armour LunchMakers: Get Your Game On! • One winner per day received the “Tricked Out Nintendo Game Room” • One GameCube system • 10 GameCube games including NEW Mario Superstar Baseball • 1 GameBoy Advance SP • 5 GameBoy Advance SP games including NEW Mario Tennis Advance • 1 memory card • 4 Wavebird wireless controllers • 1 32” Television • 2 AK Rocker Game Chairs • 1 GameBoy Player

  24. 4 Wavebirdtm Wireless Controllers 1 Memory Card 1 Game Cubetm System 2 AK Rockertm Game Chairs 10 GameCubetmGames including New Mario Superstar Baseballtm 1 32” TV 1 Game Boy® Player 5 Game Boy® Advance SP games including New Mario Tennis Advance tm 1 Game Boy® Advance SP Armour LunchMakers: Get Your Game On!

  25. Package Graphics Create Consumer Pull

  26. Floor Graphics Generate Demand at Shelf • Eye catching floor execution in over 7500 stores

  27. LunchMakersGameroom.com

  28. LunchMakersGameroom.com

  29. LunchMakersGameroom.com

  30. LunchMakersGameroom.com

  31. LunchMakersGameroom.com

  32. LunchMakersGameroom.com

  33. LunchMakersGameroom.com

  34. Armour LunchMakers: Get Your Game On! • Promotion is still running at www.lunchmakersgameroom.com • Statistics so far are consistent with ePrize reports • Sales impact will be determined post-promotion

  35. Engaging Consumers Through Online Promotions • At ConAgra Foods, driving sales is the objective. Specific online success metrics cover three areas: • Acquire new consumers for database • Engage audience with a branded experience • Cost-effectively execute promotions online with offline drivers • Both promotions use offline activity and strategic partnerships to add strength to the online execution • “Get LOST with Orville” helps us connect with retailers and engages consumers by creating an Orville branded experience for one of America’s most loved shows • “Get Your Game On” drives product sales at shelf, cost-effectively delivers an online promotion with offline drivers, and provides a branded experience for the target audience

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