Successful Customer Engagement Strategies in B2C Markets

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Successful Customer Engagement Strategies in B2C
Markets
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• Deb Billow

Chief Customer Officer American Marketing
Association
3

• John Berger

Executive Vice President GfK Custom North America
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• Brian Niccol

Chief Marketing Officer Pizza Hut
Marti Eulberg
President/Chief Executive Officer Maserati North
America
Tom Wolff
Chief Marketing Officer Johnsonville Foods
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Successful Customer Engagement
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Greater Loyalty Greater Profitability
Sales
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Sport Fans
Source http//www.flickr.com/photos/borosbigsecre
t/415181114/ http//www.flickr.com/photos/ladylun
is/2435486642/
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Brand Fans Become Brand Advocates
Source http//www.flickr.com/photos/ericrice/7427
5933/ http//images.google.com/imgres?imgurlhttp
//www.tuaw.com/media/2006/05/timelapsenyc.jpgimg
refurlhttp//www.tuaw.com/tag/fifth2Bavenue2Bst
ore/usg__Qp41in8NkWPKjzxXWYQgrXMg3h0h288w42
0sz62hlenstart2um1tbnid2_eFBkcORBVc6Mt
bnh86tbnw125prev/images3Fq3Dapple2Bstore2
Bopening26um3D126hl3Den26rls3Dcom.microsoft
en-usIE-SearchBox26rlz3D1I7SUNA
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Framework for Successful Customer Engagement

• Establish a unique brand story
• Stand out from the crowd
• Connect with your customers values and lifestyle
  
• Build trust and commitment
• Consistently deliver on your value proposition

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Multiple Types of Engagement Programs

• Bonding
• Usage
• Personalization
• Problem resolution

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Bonding
Source http//www.flickr.com/photos/noelleandtom/
2160354521/ http//www.flickr.com/photos/nattyboom
/1470485960/ http//www.flickr.com/photos/2092492
7_at_N07/2381685827/ http//www.harley-davidson.com/
wcm/Content/Pages/Events/Sturgis/2008/photos.jsp?l
ocaleen_US
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Increase Usage
Source http//www6.homedepot.com/tv/hdtv_player.h
tml http//www.homedepot.com http//images.googl
e.com/imgres?imgurlhttp//cache.daylife.com/image
serve/0eKV4X3ffb0iS/340x.jpgimgrefurlhttp//www.
daylife.com/photo/0eKV4X3ffb0iSusg___X2FOBExVOKW
ZczHE-DtpuECNzUh453w340sz46hlenstart4u
m1tbnidTfv4GQLT121hTMtbnh127tbnw95prev/i
mages3Fq3Dhome2Bdepot2Bassociates26um3D126h
l3Den26rls3Dcom.microsoften-usIE-SearchBox26
rlz3D1I7SUNA26sa3DN
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Personalization
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Resolve Problems
Source http//www.landsend.com/customerservice/s
hipping_returns/usReturns.html http//about.nordst
rom.com/help/faq/easy-returns.asp?originfooter ht
tp//www.coach.com/cservice/Default.aspx
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Brian Niccol
Chief Marketing Officer Pizza Hut
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Winning Through Customer Engagement
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Day One On The Job
Rising Prices
Shrinking Category
Market Fractionalized
Pizza Hut Losing Relevance
Self- Commoditization
Changing Customer Landscape
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The Plan To Win Was Clear!
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Elevated Core Pizza Business
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VIDEO ROLL What Happens - 30
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Established A Dominating Voice
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Focused On Selective Programming
Target
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Created Breakthrough Advertising
Ranked in Top Ten 7 of last 10 times!
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VIDEO ROLLS Grand Opening NY - 30 Dunkers
Bakery - 15 Natural Loft - 30
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Resulted In Driving Sales Growth
Other QSRs
0
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Differentiate Elevate
Go Beyond Pizza
Engage Via Web
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Reframe Our Thinking
Pizza Category 34 Billion
127 Billion Opportunity
Pizza
Home Meal Replacement
Casual Dining
Full Service Restaurant
Full Service Restaurant
Grocery
Grocery
Quick Service Restaurant
Quick Service Restaurant
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Expand Into Pasta

• Why Pasta?
• Big category
• Fulfilled unmet need
• Consumed 7x/month
• On trend

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Required A Launch With A Disruptive Idea
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VIDEO ROLLS Implosion - 10 Pasta Hut -
15 Grand Opening LA - 30 Blindfolded - 30
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Our Big Launch Plan Broke Through
Sales WPRA Results Based On Company First
Calendar Week (06APR08-13APR08), Mix Reflects
13Apr-15Apr
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VIDEO ROLL Pasta PR Reel 100
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Time to Expand The Tuscani Portfolio
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VIDEO ROLLS Lasagna Restaurant - 30 Cooking
School - 30
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Differentiate Elevate
Go Beyond Pizza
Engage Via Web
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Challenged To Rethink The Web
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Drive Traffic And Sales With Enhanced Site
3-click Express Checkout
The Virtual Waiter
New Confirmation Page
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Think Even Bigger! Reach Consumers Where They Are
Total Mobile Access
Desktop Widget
Over 600,000 Fans!
Facebook Application
Targeted Promotions
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Results Speak For Themselves

• In search volume
• In site traffic
• In sales

Source Top QSR Advertisers Share of Voice Vs.
Share of Traffic March 2008 Total U.S.
Home/Work/University Locations Source comScore
Ad Metrix Share Index share of site
visits/share of advertising voice x 100 Index of
100 represents parity
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Getting Superior Return
PizzaHut.com drives most traffic per online
dollars spent.
Source Top QSR Advertisers Share of Voice Vs.
Share of Traffic March 2008 Total U.S.
Home/Work/University Locations Source comScore
Ad Metrix Share Index share of site
visits/share of advertising voice x 100 Index of
100 represents parity
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Connecting With New Customers
Online New Customers
With even higher conversion rates!
Source Quik Order Data System Online New
Customer Figures
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Just An Average Day..
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Marti Eulberg
President/CEO Maserati, North America
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The Sound of the Italian Engine

• GQ Magazine Creates Maseratis Interactive
  Multi-Media Campaign
• Integrated Program built for Maserati
• Including the double entendre of a sexy car
  design
• Mobile downloading of a revved Maserati engine
• Deployment of Mobile phones to take pictures of
  the ad and download the ringtone
• Video integration

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Its Not a Gimmick

• Each digital lever enhances the overall reader
  experience with the Maserati brand.
• Deployment of multiple media touch points to
  enhance the engagement and interactivity with
  Maserati.
• Viral impact.

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Tom Wolff
CMO Johnsonville Sausage, LLC
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Im Really, Really Happy to Be Here!!
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60 of you probably know the Johnsonville Brand
40 dont
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Our story begins
. . . . . . . . . . . . . . . . . . . . . . .
opened a butcher shop in their quaint hometown of
Johnsonville, Wisconsin.
1945
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Grown To Number One In Sausage
1 Bratwurst
1 Italian Sausage
1 Smoked Links
Leading Manufacture of Customer Brand
1 Breakfast Links Patties
1 Summer Sausage
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Unique Company Culture

• Harvard Business Review
• How I Learned to Let My Workers Lead
• Fortune Magazine
• Who Needs a Boss
• Inc. Magazine
• Managing the Journey
• Wall Street Journal
• HR Magazine
• 50 Best Companies
• Flight of the Buffalo Soaring to Excellence,
  Learning to Let Employees Lead

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Strong Growth in a Flat Sausage Category
800
700
Percent of 1987 Net Sales
600
500
400
300
200
100
0
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
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What Can You Learn About Customer Engagement From
Johnsonville?
Are you crystal clear about how your brand is
defined?
How well have you defined the target consumer
for your brand?
Do you really know which brand benefits engages
your target consumer?
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VIDEO ROLL (4) Sausage Commercials
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Be crystal clear about how you define our brand?
Our Brand is about 1,300 Johnsonville Members in
A Small Wisconsin Town Making Sausage with
Uncompromising Flavor!
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90 of Households in the US Purchase Sausage
Occasions
Demographics
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We Divided the World of Sausage Into 5 Distinct
Segments Based on Attitudes, Needs and Occasions.
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Do you know which product attributes engage your
consumer?
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Do you know which brand experiences engage your
consumer?
Brand Experiences
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• QA