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

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Presentation on theme: "Kevin Doohan Director, Web Marketing ConAgra Foods Engaging Consumers Through Online Promotions."— Presentation transcript:

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

2 Promotion Industry Market Size

3 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) Interactive Promotions Market Size

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 is one of Americas favorite food companies. We provide many of the favorite brands that consumers enjoy for breakfast, lunch, and dinner and everything in-between. ConAgra Foods 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 Redenbachers –Integrated campaign for Orville Redenbachers leveraging the immense popularity of ABCs LOST LunchMakers Get Your Game On –LunchMakers and Nintendo partner to provide branded experience and contest for target audience

9 Get LOST with Orville Redenbachers Goals –Reinforce Orville Redenbachers positioning as Americas Made for TV Snack –Drive incremental display and sales of Orville Redenbachers 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 Redenbachers 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 Orvilles tagline. All the while, golden fluffy, light, Orville Redenbachers 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 Redenbachers 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 Redenbachers 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 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 Armour LunchMakers: Get Your Game On!

24 ® tm 5 Game Boy ® Advance SP games including New Mario Tennis Advance tm tm tm 10 GameCube tm Games including New Mario Superstar Baseball tm tm 4 Wavebird tm Wireless Controllers 1 Memory Card ® 1 Game Boy ® Advance SP ® 1 Game Boy ® Player 1 32 TV tm 2 AK Rocker tm Game Chairs tm 1 Game Cube tm System

25 Package Graphics Create Consumer Pull

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

27 LunchMakersGameroom.com

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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 Americas 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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