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B&M ForumMarketing Strategies

Consumer 2.0: It’s a digital world.

Has your brand made the jump to digital? Here’s how and why you should

Speaker:

Jeff Hilton, Partner & Co-Founder, BrandHive, US

Meet Consumer 2.0

It’s a Digital World

BrandHive Capabilities

• Branding agency founded in 1997

• 95+ years experience with healthy lifestyle consumer

• Full range of strategic and creative services

• Working with a global clientele in Asia, Europe and the USA

• Business-to-business

• Business-to-consumer

• Brandhive.com

Forget everything you know about marketing.

No. Seriously. Forget it.

OK?

Marketing today is less about the marketer and all about the

consumer.

Marketing today is less about what you have to sell, and more about

who is buying it and where.

It’s the OmniChannel, stupid!The new point-of-purchase is the

consumer.

Source: Nutrition Business Journal, 2017

Why care about the OmniChannel? Is your brand digitally savvy?

How did the marketplace get here?

Marketplace Convergence

Channel

Channel

Enlightened, Empowered & Confused Consumer

Marketplace Convergence

FACT #1Internet sales growth for DS/FFB is double that of other channels.

FACT #2Smart phone penetration is between

70% and 80% in most countries.

FACT #3Average consumer is active on 2-3 digital

platforms (mobile, tablet, laptop) and sometimes simultaneously.

FACT #47% of all supplement purchases are

made online.

FACT #5Internet purchases of FFB are growing at 16% annually, compared to B&M retail at 6-8%.

FACT #6Over 50% of new companies launching in

H&W (Years 1-3) launch online first.

ConclusionBrands who don’t make the jump to

digital will over time become irrelevant to consumers.

Digital First Philosophy

Multi-channel is not same as OmniChannel.

It’s about connecting points of distribution.

Content/Engagement/Merchandising/Sales

6 Steps to Putting Digital First

Step 1: Get your house (Website) in order.

AttractEngageInformSell

Website

Public Relations

Social Media

Advertising

LeadGeneration

PaidSearch

BloggerInfluencer

6 Steps to Putting Digital First

Step 1: Get your house (Website) in order. AttractEngageInformSell

Step 2: Embrace content marketing

Source: Nutrition Business Journal

6 Steps to Putting Digital First

Step 1: Get your house (Website) in order. AttractEngageInformSell

Step 2: Embrace content marketing

Step 3: Get social

Social Content Development

Editorial Outline

Content Creation

PerformanceReport

Content Optimization

6 Steps to Putting Digital First

Step 1: Get your house (Website) in order. AttractEngageInformSell

Step 2: Embrace content marketing

Step 3: Get social

Step 4: Harness the power of video

Video & Social Media

6 Steps to Putting Digital First

Step 1: Get your house (Website) in order. AttractEngageInformSell

Step 2: Embrace content marketing

Step 3: Get social

Step 4: Harness the power of video

Step 5: Establish KPI’s and metrics. Measure and act on data

Forecast, Measure, Optimize

ClicksImpressions Conversions

Optimize

Family FloraWebsite Traffic

0

100

200

300

400

500

600

700

800

900

1000

8/2

9/1

6

8/3

1/1

6

9/2

/16

9/4

/16

9/6

/16

9/8

/16

9/1

0/1

6

9/1

2/1

6

9/1

4/1

6

9/1

6/1

6

9/1

8/1

6

9/2

0/1

6

9/2

2/1

6

9/2

4/1

6

TVFlight1launch

WebMD/Target.comCampaigns

FSIDrop

TVFlight1end

GoogleDisplay

Campaign

Quantum Health

Website launch on Oct. 30

12,719

147,317

232,384

0

50000

100000

150000

200000

250000

300000

2015 2016 2017

WebsiteVisitors

6 Steps to Putting Digital First

Step 1: Get your house (Website) in order. AttractEngageInformSell

Step 2: Embrace content marketing

Step 3: Get social

Step 4: Harness the power of video

Step 5: Establish KPI’s and metrics. Measure and act on data

Step 6: Plan to fail. (yes, really)

Building a digitally enabled, savvy brand is the key to longevity and increased sales

BrandHive.com