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How Whole Foods Market Gained 70k Email Subs in 1 Month

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Ryan Amirault
Ryan Amirault

Presented at the Kansas City Direct Marketing Association luncheon - September 11, 2012.

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Case Study: How Whole Foods Market gained 70,000 new email subscribers in1 month @RyanAmirault @WholeFoods
Ryan Amirault Digital Marketing Manager Whole Foods Market Boulder, CO & Austin, TX @RyanAmirault @WholeFoods
Digital Marketing @ Whole Foods Market - Non-traditional approach - Unique culture - 300+ U.S. Stores and now in Canada, England & Scotland. Divided among 12 decentralized regions - Each store has a dedicated marketer and graphic artist (large stores have multiple) - Regional marketing teams provide support + global team in Austin, TX @RyanAmirault @WholeFoods
Summer Acquisition Campaign July 1 – August 1, 2011 Support all stores in growing email, Facebook & Twitter lists - Education & Awareness - Incentives - Merchandising Materials - Quick data entry - Best Practices - Sharing is key - Keep it fun! @RyanAmirault @WholeFoods
Summer Acquisition - Step 1 Form a task force to generate ideas & facilitate - 18 reps from throughout company - Idea & tactic sharing - First bi-weekly meeting 90-days prior to campaign start - Reps shared information to their regions - Results tracking & updates @RyanAmirault @WholeFoods
Summer Acquisition - Step 2 Incentivize Action Employee and customer incentive program - $50 gift cards for customers - $2k per store/metro + $1k for charity of store/metro’s choice - Winners picked based on growth %, plus most creative award @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 Leverage Touchpoints - Online, SMS, QR - In-store - Events - Off-site - Cross-Promotion - Cashiers (incentive prizes) - Facebook Promotions - Twitter Promotions @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 In-Store Newsletter @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 Cross Promotion @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 Facebook Tab Newsletter Signup @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 @RyanAmirault @WholeFoods
Summer Acquisition - Step 3 Mobile Friendly Signups: @RyanAmirault @WholeFoods
Summer Acquisition - Step 4 Stay true to your values & culture: - Green list building - Offer options - Quality over Quantity - Single Opt-In - Email is an extension of our stores. @RyanAmirault @WholeFoods
Summer Acquisition - Step 4 Over 2,000 email subscribers generated from SMS and QR codes - QR and SMS placed in strategic locations: table tents, meat/deli/seafood scales, bathroom stalls, registers, cafes, grocery aisles, eating areas, guest services - Test QR codes before deploying creative materials!! - Delivr.com - free and provides basic analytics. ! @RyanAmirault @WholeFoods
Results! Email: 70k new, 400% increase in monthly average growth and this included more than 2,000 new subs signed up via SMS, QR or mobile signup page options. Facebook: 45k new local Facebook fans, 64% increase in average monthly growth. 26k new Facebook National FB fans. Twitter: 11k new local Twitter followers, 27% increase in average monthly growth. @RyanAmirault @WholeFoods
Key Takeaways - Quality over quantity - Provide the tools to your staff as well as guidance for optimizing - QR codes: test before you deploy - Incentivize the program and align incentives with company values - Cross-promotion is time consuming, but payoff is well worth the investment - Track progress, communicate results - Make it fun!
Q &A @RyanAmirault @WholeFoods
Thanks! Get in touch: - slideshare.com/RyanAmirault - @RyanAmirault - Ryan.Amirault@wholefoods.com @RyanAmirault @WholeFoods

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How Whole Foods Market Gained 70k Email Subs in 1 Month

  • 1. Case Study: How Whole Foods Market gained 70,000 new email subscribers in1 month @RyanAmirault @WholeFoods
  • 2. Ryan Amirault Digital Marketing Manager Whole Foods Market Boulder, CO & Austin, TX @RyanAmirault @WholeFoods
  • 3. Digital Marketing @ Whole Foods Market - Non-traditional approach - Unique culture - 300+ U.S. Stores and now in Canada, England & Scotland. Divided among 12 decentralized regions - Each store has a dedicated marketer and graphic artist (large stores have multiple) - Regional marketing teams provide support + global team in Austin, TX @RyanAmirault @WholeFoods
  • 4. Summer Acquisition Campaign July 1 – August 1, 2011 Support all stores in growing email, Facebook & Twitter lists - Education & Awareness - Incentives - Merchandising Materials - Quick data entry - Best Practices - Sharing is key - Keep it fun! @RyanAmirault @WholeFoods
  • 5. Summer Acquisition - Step 1 Form a task force to generate ideas & facilitate - 18 reps from throughout company - Idea & tactic sharing - First bi-weekly meeting 90-days prior to campaign start - Reps shared information to their regions - Results tracking & updates @RyanAmirault @WholeFoods
  • 6. Summer Acquisition - Step 2 Incentivize Action Employee and customer incentive program - $50 gift cards for customers - $2k per store/metro + $1k for charity of store/metro’s choice - Winners picked based on growth %, plus most creative award @RyanAmirault @WholeFoods
  • 7. Summer Acquisition - Step 3 Leverage Touchpoints - Online, SMS, QR - In-store - Events - Off-site - Cross-Promotion - Cashiers (incentive prizes) - Facebook Promotions - Twitter Promotions @RyanAmirault @WholeFoods
  • 8. Summer Acquisition - Step 3 In-Store Newsletter @RyanAmirault @WholeFoods
  • 9. Summer Acquisition - Step 3 Cross Promotion @RyanAmirault @WholeFoods
  • 10. Summer Acquisition - Step 3 Facebook Tab Newsletter Signup @RyanAmirault @WholeFoods
  • 11. Summer Acquisition - Step 3 @RyanAmirault @WholeFoods
  • 12. Summer Acquisition - Step 3 @RyanAmirault @WholeFoods
  • 13. Summer Acquisition - Step 3 Mobile Friendly Signups: @RyanAmirault @WholeFoods
  • 14. Summer Acquisition - Step 4 Stay true to your values & culture: - Green list building - Offer options - Quality over Quantity - Single Opt-In - Email is an extension of our stores. @RyanAmirault @WholeFoods
  • 15. Summer Acquisition - Step 4 Over 2,000 email subscribers generated from SMS and QR codes - QR and SMS placed in strategic locations: table tents, meat/deli/seafood scales, bathroom stalls, registers, cafes, grocery aisles, eating areas, guest services - Test QR codes before deploying creative materials!! - Delivr.com - free and provides basic analytics. ! @RyanAmirault @WholeFoods
  • 16. Results! Email: 70k new, 400% increase in monthly average growth and this included more than 2,000 new subs signed up via SMS, QR or mobile signup page options. Facebook: 45k new local Facebook fans, 64% increase in average monthly growth. 26k new Facebook National FB fans. Twitter: 11k new local Twitter followers, 27% increase in average monthly growth. @RyanAmirault @WholeFoods
  • 17. Key Takeaways - Quality over quantity - Provide the tools to your staff as well as guidance for optimizing - QR codes: test before you deploy - Incentivize the program and align incentives with company values - Cross-promotion is time consuming, but payoff is well worth the investment - Track progress, communicate results - Make it fun!
  • 19. Thanks! Get in touch: - slideshare.com/RyanAmirault - @RyanAmirault - Ryan.Amirault@wholefoods.com @RyanAmirault @WholeFoods

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