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Similar to Digital Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
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Digital Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
- 1. ECR DIGITAL AWARD 2014 ALAN METCALFE
- 2. RED BULL CLIFF DIVING Alan Metcalfe
- 3. WHAT IS THE RED BULL CLIFF DIVING WORLD SERIES?
- 4. FOCUS.
- 5. TURN BRAND LOVE INTO CAN LOVE
- 6. TURNING BRAND LOVE TO CAN LOVE ONLY €4 • Red Bull Cliff Diving 4 pack exclusive to Tesco* • Very strong promotion price of only €4 • TICKETS LIMITED!! Only 3000 spectators! • The 4 pack was the key to getting tickets to the event… FOR THE PROMOTIONAL PERIOD. ROI ONLY
- 7. ONLY €4
- 8. BUYING TICKETS DIGITAL PARTNER: ENTERTAINMENT.IE
- 9. BUYING TICKETS DRIVE ONLINE ACTIVATION WITH IN STORE POS DRIVE ONLINE
- 10. WINNING TICKETS PLAY THE RED BULL CLIFF DIVING GAME
- 11. WINNING TICKETS PLAY THE RED BULL CLIFF DIVING GAME
- 12. WINNING TICKETS PLAY THE RED BULL CLIFF DIVING GAME
- 13. BUT HOW DO WE MAKE IT REAL?
- 14. WINNING TICKETS What does it feel like to jump from 8 storeys up, with only a pair of speedos for protection?! We wanted to give our consumers a fully immersive experience… How? We partnered with Irish Agency ZOO Digital to pioneer the first commercial experiential application of the Oculus Rift platform.
- 16. WINNING TICKETS UNIQUE IN STORE ACTIVATION WITH OCULUS
- 17. WE DIDN’T NEED TO WAIT FOR FOOTFALL…
- 18. DRIVE ONLINE MEASURING SUCCESS • TICKET SALES • All 3,000 Red Bull Cliff Diving tickets sold out • All sold using the 4 Pack / Online Mechanic • ENGAGEMENT • Online Game hosted on RedBull.ie – Target Plays: 5,000 – Actual Plays: 12,555 • Ready made audience for our Moving Images output post event
- 19. DRIVE ONLINE MEASURING SUCCESS • BRINGING DIGITAL TO LIFE • Consumers reached out to @RedBullIRE to secure a visit from our Wings Team • A strategic mix of the Red Bull Oculus Cliff Diving Experience and Product Sampling in the work place • CONSUMER IMPACT / COLLECTING • Oculus users: 6,000 + • Cans Sampled: 10,000 +
- 20. DRIVE ONLINE TOP TIP DON’T FIND AN AUDIENCE
- 21. DRIVE ONLINE TOP TIP FIND YOUR AUDIENCE.
- 22. DRIVE ONLINE TOP TIP FIND THE BULLSEYE SCALE CAN LOVERS BRAND LOVERS CONSUMERS ENGAGERS LOVERS LOOKALIKES SPREAD THE NET WIDE
- 23. DRIVE ONLINE MEASURING SUCCESS DIGITAL = THANK YOU! REAL WORLD RETAIL
- 24. ECR DIGITAL AWARD 2014 NICOLA BARRETT
- 25. Igniting Innovation via Compelling Content Nicola Barrett Irish Distillers
- 26. A Presentation to Martin Reilly by Nicola Barrett & Rachel Keogh
- 27. Brand Barriers & Strategic Approach SAF E SYNE THIC SLO INNOV W ATION INSIG HTS
- 28. We’re for the GIRLS!
- 32. Brand Challenge: How do we launch this new Innovation in the Irish Marketplace that is more in tune with the lives of modern day, savvy females (22-27 years old)? Brand Solution: Engage them via Social Media & Digital Channels primarily – as we journey from Traditional Methods to a more Digital Centric Approach.
- 33. Effective Engagement Time > 06.00 09.00 12.00 14.00 17.00 19.00 PRIVA TE SPACE WORK SPACE URBA N SPACE Starting Up Setting In Breaking OutGetting On Transition Window Personal Prime Time TV Interesting Meaningful Enduring Effective
- 34. Television Traditional Channels Video on demand
- 35. Out of Home: When She’s Out & About…….. May Burst Results: 378 Sites – Dublin, Cork, Galway 74% 2534 WM saw OOH Quality Score +17% V Industry Smashed all IDL metrics!
- 36. May Results Reach 803k CTR 0.28% Epic Together Video Views 200k Display & Rich Media
- 37. Results: Post Impressions: 1,609,750 Engagement Rate: 2.05% Likes: 2,233 Comments: 650 Shares: 191 Comp Entries: 530 Facebook
- 38. What are consumers saying? Social Media Listening
- 39. Digital Partnerships Results: Her.ie Views: 2.4k Prowlster Views: 8.1k
- 40. Twitter Results: • 50% Strike Rate with Key Opinion Formers • 127,079 Followers
- 41. Retail Execution @ POP: When she’s in purchase mode…
- 42. 21% +3pp t 13% +3pp t 3.21 +0.3 1.74 +0.5 -23% -4ppt P3M Drinker PM Drinker Glasses PM Occasion PM Brand Rejection Modern Brand 72% +3pp t Tastes good 49% +6pp t *PM: Past Month +10% Sales v LY Internal IDL Sales Reports Sept. ‘14
- 43. West Coast Cooler’s Affinity (‘Brand for Me’) by DOUBLE DIGITS Across all age groups score Brand Equity Movement over past 6 Months 18-34 Females +16% 43% 22-27 Females +17% 44% 22-27 Crusaders +13% 34%
- 44. Whisper, don’t shout your brand message for engaging content.
- 46. ECR DIGITAL AWARD 2014 CLAIRE COGAN & KIERAN FORDE
- 47. 47 Build With Britvic – Helping Retailers to Grow their Soft Drinks Revenue Claire Cogan, Head of Commercial Intelligence, Britvic Ireland Kieran Forde, Category & Shopper Insight Manager, Britvic Ireland
- 48. TOTAL BRITVIC IRELAND PORTFOLIO Global Local International Introducing Britvic Ireland… Committed to sustainable, long-term category growth
- 49. Soft Drinks in Convenience Grocery Soft Drinks = 62% *Source: Nielsen Scantrack MAT to Oct 05/14 Share of Soft Drinks Grocery Sales* Importance of Convenience to Importance of Soft Drinks to Convenience 33% 15% 11% 10% 6% Source: Nielsen Scantrack MAT to Aug 14
- 50. The challenge… 5,500 80
- 51. The solution … How to help Convenience Retailers grow their Soft Drinks sales
- 52. Launched in 2011… buildwithbritvic.com
- 53. Build With Britvic is tailored and unique Designed and tailored for Convenience store retailers across the island of Ireland ONLY retailer-focussed, soft drinks digital resource in Ireland and one of only a handful across all categories
- 54. The digital platform provides… SEPTEMBER
- 55. 61% (2014) 40% (2014) 50% (2013) Bringing Build With Britvic To The Shop Floor… 25% (2013) Source: Silicon Republic May 2014
- 56. 22% of IOI Convenience Store Retailers Are Now Members 1226 Retailer Members 500+ 2012 2013 2014 17% to 20% once per month+ 1/3 via Source: Google Analytics Oct 2014 1000+
- 57. Retailer Case Study… Half of all 18- 24 year olds bought a meal deal in past week Source: Britvic Ireland Project Breakthrough, 2012 +11% YoY Source: Store Sales Data 2014
- 58. What do retailers think of the site?
- 59. TOP TIP • Remember the role digital can play in B2B • Remember the role digital can play in extending the reach of your category support & shopper insight
- 61. 61 Build With Britvic – Helping Retailers to Grow their Soft Drinks Revenue Claire Cogan, Head of Commercial Intelligence, Britvic Ireland Kieran Forde, Category & Shopper Insight Manager, Britvic Ireland
- 62. ECR DIGITAL AWARD 2014 MJ TIERNEY
- 63. Topaz, Play or Park ECR Presentation November 2014
- 64. About Topaz Energy €3.3 billion annual turnover 150,000 fuel card customers 250,000 home heat customers 5 million coffees sold annually 3 billion Litres sold annually 5 million newspapers sold annually 50% of Ireland’s petrol, diesel, aviation fuel & oil imports No.1 Fuel/Convenience Retailer in Ireland 336 stations and growing 1700 employees
- 65. Our Business Challenges Were No link between different businesses Declining market & declining share Fuel is a low margin environment No customer data – no direct relationship
- 66. Our 4 Key Goals Were Over 1 million of transactions per week but who are our customers? Increase ATV - opportunity to cross sell and introduce new revenue opportunities Differentiation Strategy - to keep customers coming back Link our different businesses
- 67. To Achieve These We Spoke To Our customers “Develop a simple, fun and easy loyalty mechanic” “Rewards must be of relevant to me & my relationship with you” “It needs to be engaging. I’d like a digital game tag ” “I want to be distracted from the doom & gloom. I want something different”
- 68. Play or Park Launch Video
- 75. Our Results 300,000 Registered Members Over 1 million PLAYS Revenue up by 8% 62% Email Open Rate 51% Treat Redemptions
- 76. Top Tip • ‘Don’t be afraid to try something new’ – This is a brilliant example of what can be achieved when brands are brave and have an uncompromising passion to do something new, something different. – In addition to the unprecedented commercial success of ‘PLAY or PARK’, this innovative approach to loyalty has resulted in introducing genuine customer loyalty into a category where consumer choice was previously dominated by price [1 in 4 of customers now to “only choose to fill up in Topaz” due to PLAY or PARK.]
- 77. ECR DIGITAL AWARD 2014 TONY CLUSKEY & SEAN EARLY
- 79. Hello, I’m Colin
- 81. Topaz Park or Play.
- 82. Red Bull Cliff Diving Instore.
- 84. Gala Facebook.
- 86. THANK YOU!
Editor's Notes
- What has CLIFF DIVING got to do with RED BULL? FROM FREE STYLE MOTOCROSS TO FORMULA 1, RED BULL IS SYNONAMOUS WITH SO CALLED EXTREME SPORTS – AND ALL OF OUR ATHLETES SEE OUR ENERGY DRINK AS A FUNCTIONAL PRODUCT. FOR FOCUS. BUT DO THE DAY TO DAY CONSUMERS OF OUR PRODUCT MAKE THAT LINK? DO THE PEOPLE WHO LOVE US FOR OUR EXTREME SPORTS ALSO LOVE OUR ENERGY DRINK? HOW DO WE
- WE START AT THE END. WITH THE CAN. WE CREATED A SO IF YOU ARE A BRAND LOVER AND WANT TO SEE THE RED BULL CLIFF DIVING LIVE… YOU NEED TO GET YOUR HANDS ON 4 PACK…
- 4 pack as a code inside – go online to purchase tickets and play the game
- CONSUMERS WERE INVITED TO PLAY THE RED BULL CLIFF DIVING GAME ON REDBULL.IE
- THEY COULD PLAY FOR FUN, OR TO WIN TICKETS, ALL THEY HAD TO DO WAS ENTER THEIR NAME, EMAIL ADDRESS, AND PACK CODE THE PLAYER HAD TO IDENTIFY THE SPECIALITY MOVES IN THE DIVE SHOWN IN THE VIDEO CLIP
- A VERY SIMPLE MECHANIC, BUT ONE DELIVERED A NUMBER OF DESIRED OUT COMES FOR RED BULL. CREATING AWARENESS OF THE SPORT IN IRELAND, AS WELL AS MAKING PERSONALITIES OF THE DIVERS
- SO THIS VERY SIMPLE MECHANIC DROVE OUR BRAND LOVERS TO THE CAN. WE HAVE CREATED NEW CAN CONSUMERS. THEY HAVE BOUGHT INTO THE CLIFF DIVING WORLD SERIES. AND WE HAVE CAPTURED THEIR DATA SO WE CAN REACH OUT TO THEM WITH FUNCTIONAL PRODUCT MESSAGING. JOB DONE. WE CAN ALL GO HOME. BUT AT RED BULL, WE WANT TO GIVE WINGS TO PEOPLE AND IDEAS. AND WE WANT TO MAKE THEM THE CENTRE OF ATTENTION, THE STAR OF THE SHOW. OUR RED BULL CLIFF DIVING WORLD SERIES SURE IS IMPRESSIVE TO LOOK AT…
- IN JUST 4 WEEKS, 6000+ CONSUMERS TOOK THE LEAP INTO THE SERPENT’S LAIR
- OUR WINGS TEAM TRAVELLED AROUND THE COUNTRY, FURTHER TYING THE FUNCTIONAL PRODUCT MESSAGE IN TO A TRULY ENGAGING EXPERIENCE. NOW, THAT WORD ENGAGING IS THROWN AROUND FAR TOO OFTEN… BUT I RECKON IF YOU CAN MAKE A WOMAN SCREAM, OR KNOCK NICKY BYRNE ON HIS BACKSIDE - WITHOUT LAYING A FINGER ON EITHER OF THEM… YOU’RE DOING SOMETHING RIGHT!
- DIGITAL BUDGETS ARE GETTING BIGGER ALL THE TIME. IT’S OFTEN SEEN AS THE SILVER BULLET. “AH SURE, WE’LL JUST THROW A FEW QUID ON FACEBOOK AND BUY OUR WAY INTO PEOPLE’S LIVES” FACEBOOK, TWITTER ET AL ARE SEEN AS PUNISHING WHEN THEY DON’T LET YOUR CONTENT BREATH ORGANICALLY BUT REALLY THEY JUST WANT TO REWARD YOU FOR PUTTING THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE. SO INSTEAD OF THROWING THE KITCHEN SINK AT IT…
- WE REACHED OUT TO CONSUMERS OF THE PRODUCT, OUR BRAND LOVERS, AND THE PEOPLE WHO REALLY ENGAGE WITH OUR MEDIA AND DIGITAL OUTPUT. 6000+ CAN LOVERS WHO HAVE HAD A TASTE OF WHAT OUR BRAND CAN DO 12000+ ONLINE GAME USERS – WE KNOW LOVE THE BRAND. COMPARING THESE TWO GROUPWS, NOW WE CAN TAKE THIS BULLSEYE AND TARGET A REAL AUDIENCE FOR OUR BRAND – AND OUR CAN. SO I WOULD EMPLORE YOU - SPREAD THE NET WIDE, BOTH ONLINE AND IN THE REAL WORLD. A SMALL INVESTMENT TO FIND OUT WHO ACTUALLY CARES ABOUT YOUR BRAND, YOUR PRODUCT AND YOUR CONTENT. THESE ARE OFTEN NOT THE SAME PEOPLE! FIND THE BULLSEYE. AND SCALE YOUR POTENTIAL AUDIENCE. YOUR DIGITAL SPEND NEED NOT BE A LEAP OF FAITH.
- Build With Britvic launched in late 2011 as a category-led, retailer resource designed to offer relevant and useful content around soft drinks. The purpose of the site is to offer hints, tips and ideas to help retailers get the most from their soft drinks categories and ultimately to help grow sales.
- At the time of initial development before launch, Britvic sought input from convenience retailers as to the type of content they would find most useful on a website such as this, so it’s very much designed with their needs in mind. The site is also market specific and is tailored for retailers in the south and in the north, with content changing depending on their location. The site is also tailored based on store type. Retailers can select if they are a forecourt or small supermarket for example and again content changes dependent upon the format It is the only retailer-focused, soft drinks digital resource in Ireland and one of only a handful across all categories. The site enables Britvic to be positioned as category-leading and creates a point of difference in the market.
- Everything on the site is geared towards driving sales growth for retailers, or helping to make their jobs easier in terms of providing relevant information and materials to use in store. Content on the site includes Soft drinks market data and consumer insight Merchandising tips on range, layout and spacing Planograms – both impulse and deferred Point of sales materials across 4 key need states Suggestions and ideas for other ways to increase sales Latest news and trends from convenience retailing both in Ireland and globally And giveaways and competitions to add a bit of fun A key objective of the website is that content is constantly updated and new sections and information are added on a regular basis, to keep the site as up to date and as fresh as possible.
- An example of keeping things up to date and current was a development which took place in summer 2014 With the rapid growth of mobile technology and the ever-increasing penetration of smartphone and tablets in Ireland, we knew that we needed to make Build With Britvic user-friendly on these sorts of devices. Therefore we made the website mobile responsive, which gives retailers the option to access the platform whilst on the shop floor via their smartphone or tablet. This was also done as a tactic to increase the usage frequency of the site. To launch this latest development we recently ran a competition to attract new retailers to the site and re-engage with existing users. This was promoted by our field sales team as part of their weekly calls and, thanks to RGDATA, it was also promoted via a mailshot to their 4,000 members.
- In terms of some KPIs for the site…. The number of retailers now subscribed to the site stands at 1226, this equates to 22% of all c-store retailers across the island of Ireland. The site has grown rapidly since launch, with over 500 signing up in year 1 and reaching over 1,000 in year 2. In terms of traffic, we currently have between 17% and 20% of all users using the site on a monthly plus basis., which we are trying to increase all the time. A third of all traffic is now being accessed via a smartphone or tablet, which shows the mobile site is being used and has been a positive introduction since it launched in the summer.
- To give an actual example of the benefit of Build With Britvic, we have one case study from Spar in the University of Limerick. Spar UL, situated on the campus, is a busy store with a high volume of students passing through the shop on a daily basis. Britvic research has shown that almost half of all 18-24 year olds have purchased a meal deal in the past 7 days (it’s 1 in 5 for ‘All Adults), whereby making the younger age cohort a key target to maximise lunchtime sales through an in-store deli offering. In January 2014, the store manager of Spar UL, used Build With Britvic to download and print a suite of point of sales materials to promote a selection of lunchtime meal deals in order to drive sales. The deals, which included range of options for between €3 and €5, ran from January to June 2014 and in that time the store has seen its overall soft drinks sales increase by a total of +11% year on year. A large proportion of which the retailer has directly attributed to the meal deal offering and the point of sale used to promote the deals to shoppers.
- Overall Build With Britvic has proven to be a successful initiative, with excellent feedback from the trade. We now have a short video from three of our retail customers talking about their opinions of the site. -------- So I hope the video demonstrated how retailers are using the site and the sections which they find most useful. Content such as the merchandising tips, planograms, point of sale materials and the wider consumer insights are all being used to help retailers within the in-store environment. I hope between the video and the slides we have presented it has demonstrated how Build With Britvic has helped retailers to grow their soft drinks revenue.
- Which leads on to our top tip…. Remember the role digital platforms and technology can play as an effective B2B communication tool to cement, build and develop new and existing relationships with customers.
- 100% Irish owned * Retail network / Home Heat Integration IT / Loyalty platform across CoCo / Dealer and Home Heat. IT / comms integration
- 4 main business challenges before setting up Play or Park: No reason to be loyal / price sensitive 1 million transactions a week with no detail of who are customers / what they wanted
- No reason to communicate to customers / no data We try and do better than competitors Our board wouldn’t settle for a ‘standard’ loyalty programme - needed something different Retail – looking for cross sell opp Being innovative
- Initial research showed customers wanted something ‘Quick / Simple / fun’* Customers tell us what they want and we strive to deliver
- - Quick video on Play or Park overview – Launch campaign and results
- Digital Tag / App – Went live with Play or Park launch in Feb 2014. Amazing Experiences of a Lifetime Topaz Treats every time you play Innovative launch Campaign – MSN display ads / social media / eDMs / Shazam integrated TV ad.*
- One of the challenges was multiple dealer locations all with – different IT / CRM systems Challenge of integrating one CRM platform with all dealer / Home Heat / Company owned platforms One dedicated customer contact centre based in Limerick – Email /phone queries centrally managed
- Customer monthly communications Microsite / SMS / App messages / social media / email communications Comms go on the 25th of each month encouraging PLAYS and 1st announcing the treat
- Using our CRM system to personal communications and make relevant to the individual customer. Personalised comms – Birthday email – 50 free points on your birthday and linked to Number 1 song on your birthday Each communication is personalised to the members name and from their local Topaz
- For the launch and then ongoing Play or Park Experiences we utilise the Topaz estate Roadside Experience POS each month Scanner POS – Front Facing – not norm – with QR code to download the app – Customer always in control Treat POS – reminding customers of free treat every time they play
- Each month one main Experience winner The winner participates in PR which is in the form of Videos / Social Media / PR / Winners Calls
- Link back to goals: Because we listened to our customers, we introduced an engaging programme that is different and now gives us the insights we need through customer data.