1. Marketing for YOUR Market
Heather Leekins
Sr. Marketing Manager

2. Marketing & Coop Why is Marketing important?
What Marketing tactics work?
Campaign - Peapod by Giant
Multi touchpoint marketing
Benefits of multi touchpoint marketing
ASI Coop Marketing Program
Dealer Feedback

3. Quick Stat
The average consumer must view 1 piece of advertising from any given company 6 times before they decide to buy.

4. Marketing Tactics...what works?
Websites
Direct Mail
HTML s
Events
Social Media

5. Marketing Tactics...what works?
Websites
Direct Mail
HTML s
Events
Social Media

6. Marketing Tactics...what works?
Websites
Direct Mail
HTML s
Events
Social Media

7. Marketing Tactics…what works?
Websites
Direct Mail
HTML s
Events
Social Media

8. Marketing Tactics…what works?
Websites
Direct Mail
HTML s
Events
Social Media

9. What works? ALL OF THEM

10. Multi Touchpoint Marketing – Peapod by Giant
BUILDING AWARENESS & BRAND TRUST
Peapod delivery trucks with display advertising evoked a since of community embracement of the company.
TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states.
ENGAGING CONSUMERS
The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone.
The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process.
OFFERING INCENTIVES
• The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase.
• The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

11. Multi Touchpoint Marketing – Peapod by Giant
BUILDING AWARENESS & BRAND TRUST
Delivery trucks with display advertising
TV commercials established brand trust
BUILDING AWARENESS & BRAND TRUST
Peapod delivery trucks with display advertising evoked a since of community embracement of the company.
TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states.
ENGAGING CONSUMERS
The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone.
The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process.
OFFERING INCENTIVES
• The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase.
• The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

12. Multi Touchpoint Marketing – Peapod by Giant
ENGAGING CONSUMERS
The wall advertising at metro stops
The web-ad drove me to explore and interact with the website
BUILDING AWARENESS & BRAND TRUST
Peapod delivery trucks with display advertising evoked a since of community embracement of the company.
TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states.
ENGAGING CONSUMERS
The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone.
The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process.
OFFERING INCENTIVES
• The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase.
• The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

13. Multi Touchpoint Marketing – Peapod by Giant
OFFERING INCENTIVES
The direct mail piece, constant reminder on my fridge
The trucks displayed “$15 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code.)
BUILDING AWARENESS & BRAND TRUST
Peapod delivery trucks with display advertising evoked a since of community embracement of the company.
TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states.
ENGAGING CONSUMERS
The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone.
The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process.
OFFERING INCENTIVES
• The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase.
• The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

14. ASI’s Marketing Agency

15. Coop Marketing – Why so little usage?
2014
2015
11% of coop marketing dollars used
100% usage goal

16. Thank You!