1. Maintaining Connections Across Platforms Doug Chavez Director Digital Marketing March, 2011

2. Broad set of digital platforms gaining adoption Apps 49% Thematic Content 47% Search 40% Social Media 37% Relationship Marketing 30% Deals 19% Displays & In-Store Advertising 17% Example Digital Vehicles by Platform In store video, kiosks, scanners Direct to card, e-circular E-newsletter, personalized storefront WOM, reviews, branded community Sponsored results, virtual display Retailer sitelet, how to video Barcode scanners, shopping lists Manufacturer Adoption of Shopper Marketing Platforms “On Average, to what extent are you using the following shopper marketing vehicles?” Never UseUse Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company

3. Awareness & Consideration Trial & Action Loyalty & Advocacy At Home Search Thematic Content Deals Relationship Marketing Social Media On the Go Search Deals Apps Relationship Marketing In the Store Deals Displays & In-Store Advertising Brand Objectives Path to Purchase Primary Objective(s) Secondary Objective(s) Mapping Vehicle Platforms By Objective …which can be aligned based on brand objectives Deals Relationship Marketing Social Media Thematic Content Search Thematic Content Search Apps Search Apps Deals Apps Displays & In-Store Advertising Shopper Marketing 4.0: What’s Next in Shopper Marketing GMA and Booz & Company

4. Offline Online Source: Forrester

6. Kibbles ‘N Bits® Bistro Meals™ Launch Ads in USA Weekend Magazine drive shoppers to the Whrrl Society, offering a chance to win a $25 gift card as an incentive. Ad issue dates: 1/30/11 2/6/11 2/20/11

7. Kibbles ‘N Bits® Bistro Meals™ Launch Visitors to the Whrrl Society are presented with an invite to join.

8. Kibbles ‘N Bits® Bistro Meals™ Launch Users who opt to join the society are forwarded to the society home page, where they can engage with other users who share similar interests. The page features a rotating banner meant to serve as a branding element.

9. Kibbles ‘N Bits® Bistro Meals™ Launch A welcome e-mail is sent to the participants, includes a link to download a valuable coupon for Kibbles ‘N Bits® Bistro Meals™ dog food.

10. Kibbles ‘N Bits® Bistro Meals™ Launch As users engage with the society, they are encouraged to check-in to the society when they visit a Walmart store. Upon check-in, the user is automatically entered into a drawing for a chance to win $25 worth of dog food.

11. Kibbles ‘N Bits® Bistro Meals™ Launch As users interface with the Whrrl platform, share their stories and check-in at various Walmart locations, a robust conversation around Kibbles ‘N Bits Bistro Meals begins to materialize. A team of bloggers [contracted] engage and create conversations. Their contributions include stories about the brand on their individual blogs, as well as community recommendations posted on the society page.

12. Kibbles ‘N Bits® Bistro Meals™ Launch User stories, recommendations and blog posts are collected in a single place by our aggregator site, located at www.1lovemydog.com.www.1lovemydog.com This aggregator site is SEO optimized to appear in brand-relevant search results, on Google. Yahoo, etc. Visitors to site are encouraged to join the conversation on Whrrl.

13. Kibbles ‘N Bits® Bistro Meals™ Launch Ads on Facebook help connect and drive additional traffic to the Whrrl Society Page

17. Results Snapshot Strong growth trends – Traffic and page consumption above CPG norms – Above industry average registrations and CTRs for coupons Social media integration – Spend 3-4X more time one brand sites – Database registrations (+40%) – Creating brand advocates Significant SEO advantages

18. Consumer Buying Cycle vs. Sales Funnel Source: Forrester

19. Digital Marketing  Fully Integrated Consumer Engagement Email/CRM (DM Connect) Social SearchDisplay Shopper Marketing

20. Organizing to Engage Marketing Consumer Affairs Legal IT HR C-Suite

21. Organizing to Engage Marketing Legal Consumer Affairs IR/PR Regulatory C- Suite IT

22. Thank You @dougchavez http://www.linkedin.com/in/dougchavez