This document discusses how mobile technology is changing consumer behavior and the importance of a digital-first strategy for marketing. Some key points: - Mobile devices are increasingly how consumers research and purchase products, with over 50% using smartphones for shopping-related activities. - Social media and user-generated content have become highly influential sources of information for consumers, with over 90% trusting recommendations from others. - To be effective, companies need to focus on digital and mobile platforms, engage consumers through content and communities, and disrupt traditional marketing approaches. - The rise of tablets and mobile is transforming how consumers interact and share information, requiring marketers to rethink their entire strategies with a digital and social-first mind

1. Mobile Marketing
Path to Purchase
Leveraging Mobile to
Facilitate Our Analog Lives
May 6, 2015

2. Joel Warady
Chief Sales & Marketing Officer
@enjoylifecmo
joelwarady

3. You’ve Heard A Lot About Gluten Free
3

4. A Much Larger Opportunity
Celiac & Gluten
Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Source: American College of Gastroenterology, October 2011; Elucidare, January 2011

5. Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011
90%
of all
allergies
Gluten Free +
“Free-From” Means…

6. Free From Consumers Take
Loyalty to New Level
• Consumers have limited options
• If they like something, they buy a lot
Consumer Devotion

7. Enjoy Life Foods
is the trustmark
and lovemark of
choice

8. Our
Consumer
Face to Face
&
Experiential
Engagement
Content
Loyalty
Print and
Digital
Advertising
Digital
Path to
Purchase
Social
Consumer Centric Strategy

9. You’ve heard about the 2nd
screen or the 3rd screen

10. One-Screen-World
Philosophy
Solutions for the screen they
happen to have in front of them at
that time
Connecting

11. Stop worrying about what
YOU should do in the digital
space…

12. We are ignoring the shopper’s
path to purchase and path to
new product selection
If we don’t take a
digital-first posture…

13. Who Do Customers Trust?
25% of search results of
the world’s top 20 brands
are links to user generated
content
75% of consumers don’t
believe companies tell the
truth in advertising

14. Over 90% of all consumer
decisions are due to a positive
recommendation
from someone they trust
-Dr. Walter Carl
Who Do Customers Trust?

15. How about 3 more
sets of stats?

16. Social CPG
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a purchase
decision
44% of companies use
crowdsourcing to get new ideas.

17. “It’s not about eyeballs
and ears, but hearts
and minds.” –
Jeffrey Hayzlett (Kodak)

18. Platforms for Sharing

19. Platforms for Sharing

20. Platforms for Sharing

21. Platforms for Sharing

22. Engaged Consumers

23. Engaged Consumers Will Share Likes

27. Own a Position

28. Twitter Voice

29. Building A Community
29

32. Growing Social Engagement
Facebook
256,242 Likes
Twitter
26,300 Followers
Pinterest
3502 Followers
Newsletter Subscribers
65,000+ Opt-in
Instagram
8083 Followers

33. 55% of shoppers use their
smartphones for shopping
41% of shoppers desire mobile ads
that provide location based offers
52% of women use smartphones to share
photos of what they purchase
Nuance Digital Marketing Study October 2013
Impact of Mobile on Shopping

34. All About Mobile

35. All About Mobile

36. Develop Quick & Easy Content

37. Publish to Your Platform

38. 38

40. 40

42. Encourage Them to Connect

43. Opportunities to Engage

44. Why We Engage

45. 92% of word of mouth…
happens offline.

46. 46

47. Connect With Them Where They Shop

48. Connect With Them Where They Shop

49. Connect With Them Where They Shop

50. Connect With Them Where They Shop

51. Connect With Them Where They Shop

52. Connect With Them Where They Shop

53. Bricks and Clicks

54. Bricks and Clicks

55. Disruptors in the Market

56. Disruptors

57. Disruptors

58. Disruptors

59. Disruptors

60. Disruptors

61. Take a Stand

62. How People Shop

63. How People Shop

64. How People Shop

65. How People Shop

66. Content is King

67. Communicate the Message

68. Transparency

69. Transparency

70. Transparency

71. Transparency

72. Find the Best

73. Find the Best

74. Find the Best

75. Find the Best

76. Find the Best

77. Focus on Mobile

78. Focus on Mobile

79. Focus on Mobile

80. Focus on Mobile

81. Focus on Mobile

82. Focus on Mobile

83. Focus on Mobile

84. New Partners

85. New Partners

86. Manage the Content

87. Manage the Content

88. Utilize Amazon’s Strengths

89. Utilize Amazon’s Strenghts

90. Results of ELF Strategy
41%
2012
40%
2013
41%
2014

92. Traditional Strategies

93. Traditional Strategies

94. Disrupting the Category

95. Disrupting the Category

96. Mobile Solutions

97. Disrupting the Disruptor

98. Be Afraid

99. Be Very Afraid

100. Disruption Continues

101. Disruption Continues

102. Stop thinking like a marketer and
advertiser and start thinking like a
publisher and socializer

103. The Way We Share Has Changed

104. The Change Continues
240 million tablets sold in
the US in 2014
NPD Display Search – Jan. 2015

105. The Change Continues

106. The Change Continues

107. Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entire marketing
strategy
Ad Age

108. Thank you!
enjoylifefoods joelwarady jwarady@enjoylifefoods.com@enjoylifecmo