February 25-27, 2015 Rosemont, Illinois
Jul 17, 2015
Carlos Gil, Digital Strategist
• Social Media Manager, BI-LO and Winn-Dixie, 2012 –2014
• Head of Digital and Social Media, Save-A-Lot, 2014 –2015
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS @CARLOSGIL83
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
I’m passionate about digital, and the role it plays in retail, because… It works!
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
“Old marketing was dictation... new marketing is communication. Change from Convince & Convert to Converse & Convert! #RonR” – Ted Rubin
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Digital marketing, including social media, helps drive sales through engaging content and conversation which builds brand awareness and customer loyalty.
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Most executives will ask…
“What is the ROI of digital marketing and social media?”
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Most executives will ask…
“How do you measure the ROI of digital marketing and social media?”
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Social media ROI is measured through consumer engagement (i.e. impressions, clicks, etc.) which lead to conversions, such as: incremental website visits, e-coupon downloads, loyalty card opt-in’s, and e-commerce or POS transactions
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
It’s all about the customer and their path to purchase
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Marketing is not about print circulars, or online ads, it’s about connecting customers
with solutions that meet their needs
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
Technology has changed retail, and grocery, forever – today’s customer is connected, influential, and has more
options than ever before
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
“If you’re looking to bring back the human side of communication, in all its imperfection, empathy, and simplicity, there is no B2B and B2C – only Human to Human #H2H” – Bryan Kramer
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
#ShareACoke
• Coca-Cola’s Share a Coke campaign drove a 2.5% increase in sales – after 10 years of decline according to The Wall Street Journal
• Began in Australia in 2011, which sold more than 250 million bottles and cans
• 18,300,000-plus media impressions. Traffic on the Coke Facebook site increased by 870%, and the Facebook page grew 39%
@CARLOSGIL83
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83
The end game is to: Grow sales by building engaged, loyal
communities of shoppers
And here’s how to do it…
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Multi-Channel Strategy
• How customers consume content varies based on the marketing medium: e-mail, mobile, social media, print, TV/radio, at-home and in-store
• Defining your audience is the key
• Social media is not a “one size fits all” solution to drive incremental awareness/sales
• CPG and Retail partners need to be collaborating
@CARLOSGIL83
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Create the Path-to-PurchaseCreate relevant and meaningful content around…
• What makes your customers want to shop with you?• Traditionally, the print circular/ad has influenced purchasing
behavior
• Today, purchasing decisions are influenced based how accessible you are to your consumer (online and in person) and what value you offer in their life
• What value do you add?
• What role does your brand play in their everyday life?
@CARLOSGIL83
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
5 Questions:
• Do you have the right people?
• Do you have the right IT and technology?
• Do you believe that your customers drive market trends and not your brand or competitors?
• Do you know what your competitors are doing?
• Do you have the right company culture?
FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS
Thank you!
• Email: [email protected]
• Phone: 904-536-5764
• Linkedin.com/in/CarlosGilOnline