Thorntons Communication Plan

ThorntonsThe Art of Chocolatier

since 1911

Presented by:Anusha Bhat Mohammad AladalhRita BatalhaTina LaiVictor Zhang

Agenda

THORNTONSWIN:WIN ENVIRONMENTOUR

EXPERIENCE

COMMUNICATION PLAN

CONCLUSIONS

WEBSITESTRATEGIC PLAN »

E-CRM CAMPAIGN

AgendaWIN:WIN

THORNTONSPUBLICIS

Who?» Leader in communications» 5 brands, 1 ambition» Create contagious ideas

Why Thorntons?» Can apply the 5 disciplines» Extend best practices to Thorntons stores around the world» Opportunity to use their expertise in B2B

Who?» British chocolate company » 400 shops and cafés» Seasonal and boxed chocolates» Premium market

Why Publicis?» Give the brand greater relevance» Cohesive position in online and in-store channels» Revitalise the communication

TgAgendaThorntons

Communication Strategy

What they do:» TV Advertisement» Online: SEO, SEM, Affiliates, Display Advertising, Microsites» Offline: Print, PR» Street Marketing

Guinness World Record for the largest box of

chocolates

British Television Advertising Award

Online Communication 1. Online channel represents 4% of total sales2. Improvements in website and digital marketing increased conversion rate by 9%

Online facts:

Target

Who are they:» Female/Males, ABCD, all ages

Why they buy:» Need-states: For me, for you, for us

» More than 50% of consumers buy boxes of chocolates to share with friends and family

» Women especially use chocolate as a way to reward themselves

Top associations for Thorntons brand:

“Chocolate for me is a nice treat and I buy it not only formyself, but also for my family.” - 25-34 year-old C2DE female

Quality

Chocolate

Expensive

AffordableThorntons

Toffee

More consumers like cross-channel shopping" I like to research products online and purchase them offline"(% who respond 4 or 5 on a scale of 1 (strongly disagree) to 5 (strongly agree)

Base: North American HouseholdsSource: Forrester's Consumer Technographics 2004 North American Benchmark Study

Trend

Cross-channel shopping is a phenomenon that is growing in all age

groups

Source: Forrester’s Consumer Technografics,2004* % who respond 4 or 5 on a scale of 1 (strongly disagree) to 5 (strongly agree)** Forrtester’ North American Consumer Technology Adoption Study 2006

“I like to research products online and purchase them offline”*

2004

2006**

AgendaOur Experience

CUSTOMERS

MARKETERS

In-store Experience

pleasant; friendly; cosy; most packaging are appealing; affordable; up-market; quality

Online Experience

old fashion;“It’s not the same company”; perception of low customer retention; promotions; low innovation

In-store ExperienceUSP is not immediately visible; luxury;friendly; customer oriented; good;

Online Experience

“I didn´t know they have a website!”

Challenge

How to communicate effectively with the

customers, when there is no unified brand image between in-store and

online channels

?

Strategic PlanSTRATEGIC

PLAN

E-CRMCollect customer data

Understand needsCommunicate effectively

CampaignViral

Involve customers Creative idea

Reformulate website thorntons.co.ukRe-design / Optimise the access of information

Transmit the new positioning of Thorntons

Leverage the online channel to

fill the gap

Build loyalty and customer

relationship

Revitalise the communication and

target all segments

•Usability - Simple and perceptible navigation- My account is not personalised- Online-shop is unattractive and not very functional

•Content - Many highlights may confuse the user- Images and content are not appealing- Product description is long/dense- Range is well presented

•Design - Design unappealing- Lack of innovation- Too static – Optimise HTML or use Flash

•Geral

E-CRM

Weak potential

Tactical

Website / In-stores Cafés / Direct Mail Website / In-stores Cafés / Direct Mail

Consumer Data Base

Segmentation Process

Unique Marketing Profile

Measure Results

Communication Channels

Online/OfflineSMS / MailingsPOS /Packaging

Messages and Incentives

Stage One:Collect DataStage One:Collect Data

Stage Two:Messages & Incentives

Stage Two:Messages & Incentives

Strategic Plan

Stage 1: Collect Data» Generic consumer dataE.g. Name, gender, birthday, age

» Potential value dataE.g. What/When/Why/Where… buy chocolates?

» Interaction dataE.g. Opening rate, CTR newsletters; number of logins

» Preferred channels of contactE.g. E-mail, SMS, social networks

Stage 2: Messages and Incentives» Brand related: products, services and news» Festival seasons: Easter, Christmas…» “Right message, right moments”: Birthday, recommendations

Strategic Plan

CAMPAIGN Viral

Involve customers Creative idea

Brand Image and AwarenessImprove and renew the brand associations in consumers’ mind

To reinforce its positionReduce the dependency on seasonal festivals

2

1

Display Advertising

Social Networks

In-store

TV Advertisement

The Art of ChocolatierMaking art is not easy…

SECRETS

COMPLEX

PASSION

Idea

The Art of Chocolatier“Create your own delight chocolate

with Thorntons”

My

In 2011 Thorntons will have completed 100 years of delivering

its ART

Now they want to challenge customers to show how artistic

they can be…

Idea

1. Choose Chocolates 2. Pick a box 3. Make your design 4.Write your message 5.Send your box

My Art of Chocolatier

My Art of Chocolatier

c

Classic Dark Collection White Fusion Continental

Metropolitan Turkish Delight Fudge Caramel Premium

1.Choose 10 Thorntons chocolates

IdeaMy Art of Chocolatier

My Art of Chocolatier

1. Great! you have your chocolate...

“Mexican Desire”A mixed of luxury

and passion RB.

1. Great! You have your chocolate box...

2. Send to your friends

1. Choose Chocolates 2. Pick a box 3. Make your design 4.Write your message 5.Send your box

My Art of Chocolatier

“Mexican Desire”A mixed of luxury

and passion RB.

But...Can you make

a real chocolate?

Visit www.thorntons.co.uk/artofchocolatier and find out more

My Art of Chocolatier

Let’s extend the facebook idea in

“real life”…

How:» A contest where people are challenged to create a new type of chocolate with Thorntons chocolates

» In each city a different challenge will be given to the contestants

“...to enjoy with friends/family” “...for children”“...a romantic moment”

My Art of Chocolatier

» In each round a number of finalists will be chosen for a Jury composed by Thorntons team and a special guest in the gastronomy field

» The final phase will be held in London where a winner will be chosen by the Jury

Prize:» Winner’s chocolate product will be branded and sold in Thorntons stores

Nigella Lawson

“Mexican Desire”

A mixed of luxury

and passionAn exclusive of RB

Jamie Olivier

Communication Plan

My Art of Chocolatier

PHASE 1 TEASINGPHASE 1 TEASING

GOALS:» Awareness» Registrations» Campaign acceptance» Word-of-mouth

GOALS:» Awareness» Registrations» Campaign acceptance» Word-of-mouth

GOALS:» Awareness; Word-of-mouth» Interaction in social media E.g.posts/comments/fans» Increase registers/visits on the website» Generate/increase purchase

GOALS:» Awareness; Word-of-mouth» Interaction in social media E.g.posts/comments/fans» Increase registers/visits on the website» Generate/increase purchase

DISPLAY ADVERTISING

SOCIALNETWORKING

IN-STORE

PHASE 2 ONGOINGPHASE 2 ONGOING

TV ADVERTISEMENT

Communication Plan

In-StoreDisplay Advert.Social NetworkTV Advert.

In-store:» Distribution of flyers» Staff can promote the campaign and encourage customers to apply

Display Advertising:» Websites with high traffic» Theme Sites: Sites with high affinity to the target» Online Formats: Rich media with high impact

Banner Mrec Peel back

Communication Plan

In-StoreTV Advert.Social Network.TV Advert.

Social Networking:

» “Viral effect”Users post their videos on facebook and share with friends

+» All videos from the contest are placed on the Thorntons YouTube channel and facebook page

» We wantFacebook ApplicationExplain the contest Show latest participationFans, posts, TALK

Conclusions

Opening ClosingPersuading

How to face the challenge?

Communicate effectively with

the customers, when there is no unified brand image between

in-store and online

Re-design: bring premium look & feel

to the website

E-CRM: define unique marketing profile to deliver an effective

communication

“My Art of Chocolatier”: a

contagious idea to revitalise the communication,

involve customers and engage especially a younger segment

Brand Awareness

Customer Interaction

Innovation

Loyalty through customer relationship

Target new customers

Thank you.