Cross-Channel List Building: How Whole Foods Market gained 70,000 - PowerPoint PPT Presentation

Cross-Channel List Building: How Whole Foods Market gained 70,000 new subscribers in one month Ryan Amirault Daniel Burstein Digital Marketing Manager Director of Editorial Content Whole Foods Market MECLABS

Session Speakers Presenter Ryan Amirault Digital Marketing Manager Whole Foods Market @RyanAmirault Ryan Amirault is the Digital Marketing Manager for Whole Foods Market and has more than seven years of experience in the natural food industry. He specializes in both social media and email communications for the Rocky Mountain Region of Whole Foods Market. He also pilots new initiatives in the ever changing digital marketing landscape and how to successfully implement strategies and tools throughout the company. Moderator Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein 2

Background: Digital marketing at Whole Foods Market  A non-traditional approach  Each store has a dedicated marketer and graphic artist  Regional marketing teams provide support + global team in Austin, TX  Digital Marketing Manager – new role in Rocky Mountain Region + close interaction with global team  Email marketing (list building and optimization)  Social media (strategy and content development)  E-commerce  New store opening support  Pilot new initiatives and how to implement throughout company 3

Background: Summer acquisition campaign • July 1 – August 1, 2011 • Support all stores in growing email, Facebook and Twitter lists  Education and awareness  Incentives  Merchandising materials  Quick data entry  Best Practices  Keep it fun! 4

Step #1: Form a task force • Form a task force to generate ideas and facilitate  18 reps from throughout company  Idea and tactic sharing  First biweekly meeting 90-days prior to contest start  Reps shared information to their regions  Results tracking and updates 5

Step #2: Incentivize action • Employee and customer incentive program  $50 gift cards for customers + charitable donations + raffles  $2k per store/metro + $1k for charity of store/metro’s choice  Winners picked based on growth %, plus most creative award 6

Message and data rates may apply Interactive Poll Have you used SMS and/or QR codes for email list signup? YES NO Text 2012 A to 64686 Text 2012 B to 64686 7

Step #3: Leverage touchpoints  More than 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! � 8

Step #3: Leverage touchpoints • Online, SMS, QR • In-store • Events • Off-site • Cross-Promotion • Cashiers (incentive prizes) • Facebook promotions • Twitter promotions 9

Step #3: Leverage touchpoints In-store Newsletter: 10

Step #3: Leverage touchpoints Cross-promotion : 11

Step #3: Leverage touchpoints Facebook Tab Newsletter Sign-up: 12

Step #3: Leverage touchpoints 13

Step #3: Leverage touchpoints 14

Step #3: Leverage touchpoints 15

Step #3: Leverage touchpoints Mobile-friendly Sign-ups: 16

Step #4: Stay true to your values and culture • Green list building • Offer options • Quality over quantity • Single opt-in • Email is an extension of our stores 17

Step #5: Optimize email presentation Graphic-only Email Text/Graphic Combo Email vs. 18

Step #5: Optimize email presentation Graphic-only Email vs. Text/Graphic Combo Email  Difficult to read, must download  Easier to read, call to action, images to understand content key takeaways  No call-to-action  Mobile-friendly  Not mobile-friendly  CTR up 150% for sales flyer link  Low CTR for links to recipes and sales  Drives 3 distinct messages flyer  New subject line every week  Singularly focused email  Open rate: 42%  No added value  Same subject line each week  Open rate: 39% 19

Results Email: 70,000 new , 400% increase in monthly average growth and this included more than 2,000 new subs signed up via SMS, QR or mobile sign-up page options. Facebook: 45,000 new local Facebook fans , 64% increase in average monthly growth. 26,000 new Facebook fans added to national FB page. Twitter: 11,000 new local Twitter followers , 27% increase in average monthly growth. 20

Question-and-Answer Session 21

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! 22

Resources Facebook Apps (landing tabs and promotions): - WooBox - TabSite - Wildfire Social Media News and Tips: - AllFacebook.com - socialmediaexplorer.com - mashable.com - socialmediatoday.com - ChrisBrogan.com - Community Manager FB Group - #CMGRChat 23