Using Digital Coupons to Monetize Earned, Owned, & Paid Media

Using Digital Coupons to MonetizeEarned, Owned, & Paid Media

Agenda• Introductions• What is Paid, Owned and Earned Media?• What are the benefits of each?• How can brands monetize these assets?• Barilla case study2

The Barilla Group• Barilla was founded in 1877 inParma, Italy, by Pietro BarillaSenior in a little shop sellingbread and pasta.• Today Barilla is the largest Italianfood products group,best selling brand of pastain Italy and around the world,the largest producer of bakedgoods in Italy and the thirdlargest in Europe.3

4The Barilla Group

OUR Introduction SOLUTION• The industry’s first self-service secure Couponing Management System• Provides print-at-home and mobile couponing solutions• Works with 100+ top brands and retailers in the US and Canada• Was incubated from Rockfish Interactive; is privately ownedDesign how your couponwill look when it’s printedPromote your couponexperience anyway you likePrints on 8.5” X 11”Single Coupon ExperienceORCoupon Gallery5

Paid, Owned and EarnedDEFINITIONSAdvertising & Incentives• Display Ads• Paid Search• Sponsorships• Affiliate Marketing• Brand AmbassadorsPaidMediaDigital Properties• Home pages• Microsites• Mobile Site• Email• Facebook• Twitter• YouTubeOwnedPropertiesEarnedMediaInfluencer Engagement• Bloggers• Digital PR/Buzz• Chats• Reviews• Conversations• UGC user generatedcontent66

Integrated Customer Benefits JourneyAdvertising & Incentives• Immediate• Targeted• Control• ReachDigital Properties• Control• Cost efficiencies• Longevity• FlexibilityOwnedPropertiesPaidMediaConverging MediaExample Journey:• Paid: Display Ad• Owned: Facebook, Home Page• Earned: Read Product Reviews• PURCHASEEarnedMediaInfluencer Engagement• Most Credible• Sales influencer• Transparent• Sticky77

Promotions Expand Engagement• More Names• More Clicks• More Data• More Purchases• More Consumers1. Deliver on expectations (customers want a deal)– Coupons, Promotions, Sweepstakes, Contests2. Capture customer data in exchange– Name, Email, Zip, etc.3. Incentives your advocate byrewarding their actions– “Share and Save” Offers88

What Do Customers Value?Why do your customers visit a brand’s owned/earned digital properties?Reason to visit Owned EarnedInformation about the brand 74% 34%Coupons and Promotions 73% 37%Recipes, tips, advice 70% 37%Suggest new products 60% 41%Share opinions 50% 57%Connect with other consumers 48% 54%http://ipsos-mori.com; “Engaging CPG Consumers in the Digital Space”99

What Do Customers Value?http://mashable.com/2012/09/24/facebook-brand-page-value/10

CouponFactory CMSDisplayAdvertisingFacebookCouponFactory’sCoupon ManagementSystem deploys offersacross multipleconsumer touch pointsEmailsCoupon Management SystemMobileMicrositesHome Page11

How it Works3. Track and Report:• Impressions• Clicks & Prints• Referring URLs• Lead data• Redemptions1. Login and Create:• Brand & Product Images• Legal, T&Cs & Coupon Copy• Barcodes & Expiration Dates• Multi-tiered secure login accessSingle Coupon ExperienceCoupon GalleryCoupon Management SystemOR2. Distribute Your Offer:• Microsite/Websites• Social Networks• Blogs and Email• Ad Networks1212

14Barilla in the US

Whole Grain CampaignChallengeSolutionResultsPromote trial of BarillaWhole Grain.“Try it. If youdon’t like it, wewill send you areplacement BlueBox.”• Provided Facebook audience with avolume-boosting coupon ($1/2 boxes)when they shared a coupon ($1/1 box)with two friends• In banner coupon (Test call to actionleading to website for more WholeGrain content vs. coupon)• Coupon in bannerplacements reached themax 90K coupon printsafter a blogger spread theword• In-banner couponredemption 60%• Facebook advocatecoupon had 64K prints(max limit), trackingtoward 58% redemptionrate• Facebook share couponhad 130K prints (maxlimit), tracking toward60% redemption rate15

16Whole Grain Taste Challenge App

17In Banner Coupon

18In Banner Coupon distribution

Send a Hug DayChallengeSolutionResultsTo drive awareness andtrial of new Barillasauces.“Only one sauce knowshow to hug your pastaand create a completemeal.”Barilla created an event and an app on Facebook invitingpeople to send a hug to their friends.For every virtual hug Facebook users sent their friends,Barilla donated one Italian pasta and sauce meal toFeeding America. In addition the user were allowed todownload a $1 off coupon on Barilla sauces.The “hugs” were tracked nationally by the Facebook appThe Send a Hug Day run for 24 hours on October 13 th ,2011• 96.2k app visits• 18k people sent hugs• 52.7k hugs sent(average of 3 hugsshared per person)• The Barilla fan base by45% increased• 48k coupons printed• Over 1,500 BarillaSauce relatedmentions across thesocial web19

DriversHug Day Email BlastBarillaus.com carousel imageFB ProfileImage21

SoBe Wine & Food FestivalChallengeBring elements of theevent to people at homeso they can participateand feel a part of theBarilla experienceSolutionPost-event recap email with coupon downloadsent to entire email database.“We came… we ate…we want to share![….]To celebrate our first big event of the year, we’veincluded a coupon just for you“Results• Total Email universe(received): 260k• Open Rate: 31%• Click Rate: 43%• 18k coupons Printed($1off pasta + sauce)24

Summer Salad Twitter & EmailChallengeSolutionResultsIncrease awareness &buy rate of existingpasta salad cuts andintroduce new Tri-ColorPenne with no mediasupport; leveragingmessaging opportunityaround Memorial Dayand the kick-off ofsummer.Memorial Day activation• Email blast with digital coupon to celebrateMemorial Day weekend• Twitter/Instagram contest to celebrate the kickoffto summer• BarillaUS.com banners,Facebook/Twitter/Instagram messaging• 315K impressions• 381 unique tweets• 25K coupons printed in12 hours!26

Questions