CCR Digital Marketing Customer Engagement John Transue for Rutgers Mini-MBA: Digital Marketing Certificate

Transcription

1 CCR Digital Marketing Customer Engagement John Transue for Rutgers Mini-MBA: Digital Marketing Certificate

2 Digital Marketing 8/29/2013 Page 2

3 The Mission Help existing Coca-Cola customers grow their beverage business through digital marketing Win new accounts with new digital marketing program for business partners Digital Marketing 8/29/2013 Page 3

4 Goals Win new customer accounts with digital services Reduce traditional marketing budget Sell more product (focus on VEB brands) Track ROI against customer investment Add value to customer through digital marketing Generate demand and build traffic by keeping products top-of-mind during pre-shop phase Utilize existing (traditional) marketing strategy and integrate with new digital service Guide customers on how to advertise our brand/their brand Digital Marketing 8/8/13 Page 4

5 Targets / Demographics Business Owners (customers) Existing Accounts Competitor Accounts Digital Marketing 8/8/13 Page 5

6 Insights Currently, we add value to our relationship with customers by giving them access to create customized point of sale through the use of our proprietary system Design Machine. Design Machine is a service based on traditional marketing strategy and rooted in print. Design Machine allows us to: Create customized marketing materials for customer Reduce retail costs and improve efficiency Use own food images/logos Print services for customer Digital Marketing 8/29/2013 Page 6

7 Insights Digital Marketing 8/29/2013 Page 7

8 The Strategy Create a website (tool) for our customers Extend idea of cokesolutions.com and coca-coladesignmachine.com Website is also mobile app Gamification features encourage beverage sales by customers (win points, badges and prizes) Tiered Rewards System Digital Marketing Services (echo DesignMachine strategy) AdSense campaign creation Social Media mentions from Coca-Cola (by region) Website build-out, Microsite, Menu pages Custom coupon creation tool with online tracking/redemption Digital Marketing Consultation Track sales and reward by performance with services Customer (sales) tracking Social Interaction Scoreboard for top selling customers in region/city (competition) Utilize guest blogging as way for customer to share their voice Weekly virtual business meetings for small business strategy Integrate POS Design Machine services with digital services Digital Marketing 8/29/2013 Page 8

9 Reasons to Believe Our competition does not currently offer digital marketing services to customer There is a growing need for small businesses to have internet presence and digital marketing strategies We can echo our current offering in traditional point of sale marketing with an accompanying digital strategy We increase our reputation among customers who are struggling to develop online presence Digital Marketing 8/29/2013 Page 9

10 The Execution Current Marketing Offerings Traditional Print Signs POS Banners Menu Boards Track-Back Advertising Print Advertising Radio Desired Marketing Offerings Search Engine Marketing Search Engine Optimization Website Construction Facebook Page Build Facebook Ad Campaigns Social Sharing Geofencing Google Analytics/AdSense Digital/Traditional Integration Metrics It should be noted that the desired marketing offerings will not completely replace our current marketing offerings; Marketing will be unified. Digital Marketing 8/29/2013 Page 10

11 Key Performance Indicators for Coca-Cola Sales New Account Conversions Web Traffic Time on Site Page Views Number of Users to utilize services Customer Service Survey Digital Marketing 8/29/2013 Page 11

12 Key Performance Indicators for our customers Sales Web Traffic Traffic Source Coupon Redemption New vs. Returning Customers Page Views CTR for campaigns Digital Marketing 8/29/2013 Page 12

13 Thank You Digital Marketing 8/29/2013 Page 13