LAS VEGAS — Frito-Lay North America, a business unit of PepsiCo, Inc., Purchase, N.Y., sells approximately 18 million units per day. To build sales velocity and advance the company’s financial objectives, Frito-Lay’s marketing team is focusing on serving individual consumers with personal experiences.
Smartphones have changed the expectations of how consumer-packaged goods companies interact with consumers, said Jennifer Saenz, senior-vice president and chief marketing officer for Frito-Lay North America. Ms. Saenz spoke at Information Resources Inc.’s Growth Summit April 18 in Las Vegas.
“It is critical we anticipate consumer wants and needs and understand how technology is changing how people shop,” she said. “What consumers are looking for are personal experiences. Being personal to someone also means we have listened and offered a solution that speaks to them.”
But listening is only one part of the equation. Marketing efforts must also be frictionless and simple, Ms. Saenz said.
“Technology has made us fickle consumers,” she said. “There is little tolerance for slow experiences. In some cases, people are more concerned with saving time than money.”
Successful and frictionless examples she cited include the hotel industry’s offering of digital keys that have streamlined the check-in process, and Amazon Go retail outlets eliminate many aspects of the retail shopping experience.
To understand and respond to consumer interests requires companies utilize data that assess overt and latent personal consumer characteristics and develop marketing ideas that align with a company’s strategic goals.
“This is where the magic happens,” Ms. Saenz said.
Two examples Frito-Lay has executed in the past 12 months that she cited focused on the company’s Cheetos and Tostitos brands. The first was a pop-up restaurant concept the company created called The Spotted Cheetah.
“Through social listening we learned Cheetos was being used as an ingredient,” Ms. Saenz said. “We were seeing it everywhere, in salads, sushi, etc. We took that inspiration and created a restaurant concept where all of the dishes used Cheetos as an ingredient.”
The company partnered with a celebrity chef, promoted the concept through social media, and opened the pop-up restaurant during New York’s restaurant week. When reservations for the dining experience became available, all 500 seats sold out in less than 7 hours and there was a waiting list of 8,000 people.
To capitalize on the consumer interest, Frito-Lay created a downloadable book that featured recipes of all of the dishes served at the pop-up restaurant. Between the social media interest, physical venue and e-recipe book, Ms. Saenz estimated the brand received more than 4 billion digital impressions.
Tokyo Joe’s apologizes for sign saying restrooms are for restaurant’s “addicts only” at Denver location
The Colorado-based Japanese, fast-casual chain Tokyo Joe’s is apologizing for a sign posted on a bathroom door at a Denver location saying the “restrooms are for Tokyo Joe’s addicts only.”
State Rep. Jonathan Singer, D-Longmont, took issue with the sign Wednesday, posting a photo on Twitter with the caption “#addiction is no laughing matter.”
He added: “We had a bill to help stop overdose deaths in bathrooms. @TokyoJoes can do better.”
The chain said it agreed that the sign was inappropriate and was only meant to ensure paying guests were using the restrooms.
“We agree this was 100% inappropriate and inconsistent with our brand values. We would never make light of the opioid epidemic,” the restaurant said on its Twitter account. “We apologize for letting our fans down. We will be addressing this internally first thing (Thursday) a.m. We can and will do better.”
Tokyo Joe’s loyalty program is called the “Addict Club.”
The Denver Post reached out to a representative from the restaurant chain Thursday but didn’t immediately hear back.
The situation comes amid heightened scrutiny of late involving other signs and marketing materials from Colorado restaurants.
Boulder-based Hapa Sushi’s ad campaign in downtown Denver was pulled last month after concerns were raised about a message pairing a tweet from President Donald Trump with the restaurant’s logo and a message that read, “Eat well before it all ends.”
Ah, Instagram. You either love it, hate it, or you’re scared to try it. Regardless, this photo- and video-sharing app can be a powerful tool for marketing your business. Here’s why.
1. It’s for people of all ages. While Instagram attracts a slightly younger demographic, more and more “older” folks are beginning to jump on the Instagram bandwagon. Your business should take the leap now — before your competitors do.
2. It’s here to stay. Instagram boasts more than 800 million users and is now one of the largest social media platforms in the world, eclipsed only by Facebook and YouTube.
3. It’s easy to use. Once you try Instagram, you’ll marvel at its simplicity. You can accomplish 95 percent of your tasks with five user-friendly icons at the bottom of your screen. If you can get up in the morning and brush your teeth, you can use Instagram.
4. It’s great for brands that rely on visuals. Instagram is a natural fit for businesses that have lots of photo and video opportunities throughout the day. This includes restaurants, salons, interior design firms, real estate agencies, retail stores and more.
5. It’s also great for businesses that think they’re too boring for Instagram. Maybe you’re a bookkeeper or mortgage lender, and you can’t imagine what to post. Share anything that humanizes your brand! This will help you build trust and attract more clients. Consider posting about your staff at fun events. You can also post brief videos to answer questions or make announcements.
Take a look around any city sidewalk, classroom, restaurant or waiting room, and you’ll see how prevalent technology has become in our society. In fact, according to a 2018 survey by Pew Research Center, just more than a quarter of consumers say they're "constantly online." But technology could never eclipse real human conversations and interactions, could it?
According to Daryl Plummer, managing VP at Gartner, that reality is just a few years away. Plummer believes that by 2020, artificial intelligence tech (such as chatbots) will dominate both our social and business cultures, heading up everything from customer service interactions to lead discovery conversations. And because bots will be trained to deliver targeted messages, have personality and incorporate hyperlocal nuances into conversations, people could find great joy in engaging with them. Before we know it, we could all be conversing more with bots than with our own spouses.
We can thank today’s information-fatigued consumers for innovative solutions such as this -- and, in part, for the growing popularity of account-based marketing. Rather than wasting time on mass marketing that fails to grab or keep targets' attention, ABM calls for marketers to tailor messages to specific personas or audiences -- ultimately personalizing the brand experience for users and generating more viable leads for the company.
And when paired with certain technology, ABM can be a real game changer for businesses, especially resource-strapped startups and time-starved entrepreneurs looking to tip the scales in their favor.
Related: Don't Let the Hype Around Account Based Marketing Confuse You
Making ABM work for your startup.It's the scaled-back, prospect-focused approach of ABM that's key to effectively engaging your targets and maximizing your team’s efficiency. Each success you have with a targeted account will offer you new insights, skills and tools that will help you expand your marketing efforts as your startup grows.
However, the true secret to ABM success is leveraging the right technologies to set your business apart from the others. The best emerging technologies will help you not only target and streamline your efforts, but also track and strengthen your engagement rates, saving you valuable time and money in the long run.
Some technologies are already known to pair well with ABM. For instance, digital footprints can aid in identifying your audience’s unique obstacles, and predictive intelligence solutions can help you anticipate target accounts' needs so you can perfectly time marketing messages. Furthermore, addressability and programmatic buying can enable you to target messaging to those with certain characteristics, such as job title.
But it's important to investigate less-common technologies and automation systems, too, until you’ve customized a tech package that fits your company’s unique audience, focus, needs and budget.
Related: 18 Marketing Trends to Watch in 2018
With your tech choices squared away, your next step is to incorporate them into your business plan. Here are some tips for making the conversion to ABM:
1. Don't be a one-trick pony.Since 2013, Amazon has been the king of curating product recommendations. You can thank its ultrapersonalized home pages, in part, for teaching targets to ignore email blasts and banner ads that don’t speak directly to them. That’s why ABM emphasizes seizing their attention through personalized messages and customized brand experiences.
There are really no limits to how creative you can get personalizing your brand message or user experience. But you’ll typically find that the more effort you put into customizing your outreach, the more engagement you’ll get in return -- a top benefit of ABM, according to 83 percent of marketers surveyed by Demandbase.
You might start out by building personalized landing pages on your company’s website for specific clients and target audiences. Customize these pages with images, text and special offers that fit the audience’s unique preferences, interests and needs. Then, monitor whether these pages draw users back to your site and which features they interact with the most, and adjust your efforts accordingly.
2. Take a course in social intelligence.What really sets ABM -- and potentially your brand -- apart is how you can make each account feel seen, heard, understood and appreciated. Doing so is vital to keeping your contacts satisfied. In fact, 84 percent of marketers told ITSMA that ABM has the highest return on investment of any marketing strategy or program, showing that ABM’s customer-driven approach is key for marketers in retaining and growing business relationships.
How do you learn all the nitty-gritty details about your contacts so you can craft messages that make a real impact? And how do you keep up with all the changes and challenges they experience over time? A great place to start is by subscribing to a public information service, such as Google Alerts, that allows you to customize search parameters, track company activity and receive alerts whenever changes occur.
To unveil more minute distinctions, interests and challenges, monitor your target account's online social activity on sites such as LinkedIn and Twitter (try the list-building feature). Each new tidbit of information will help you anticipate your contacts' evolving needs, reshape your marketing messages and boost your startup’s value in their eyes.
3. Look beyond sales.We all know that networking can be helpful in business. But when you’re working on a smaller scale, recognizing and capitalizing on business connections are frequently a pivotal part of building enduring relationships. It’s often that “we run with the same crowd, so let’s be friends” connection that pushes target accounts to choose your startup over your competitors.
Related: How to Reconfigure Your Sales Operations for Account-Based Selling
It’s important to remember that networking for your startup isn’t all up to sales, though. The rest of your team can make valuable connections that propel your business forward, too. In fact, a SiriusDecisions study found that when its clients cross-aligned their product, marketing and sales teams, they saw a 25 percent increase in revenue growth and a 56 percent increase in profitability.
The ideal way to uncover every valuable business connection your team may have is through the TeamLink feature on the LinkedIn Sales Navigator. With that information, you can then work your connections, get a dialogue going with potential customers and start building rapport that will hopefully lead to a sale.
Technology isn’t going anywhere. It’s infiltrating our social and business lives more and more every day. But that doesn’t mean you need to adopt every form of new technology just to get your brand noticed. Instead, focus your efforts on account-based marketing solutions and technology. It’s the surest way to build meaningful connections, increase marketing efficiency, stay on budget and put your startup on the road to success.
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