Cross-Channel List Building: How Whole Foods Market gained 70,000 - - PowerPoint PPT Presentation

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Cross-Channel List Building: How Whole Foods Market gained 70,000 - - PowerPoint PPT Presentation

Sep 30, 2023 170 likes •421 views

Cross-Channel List Building: How Whole Foods Market gained 70,000 new subscribers in one month Ryan Amirault Daniel Burstein Digital Marketing Manager Director of Editorial Content Whole Foods Market MECLABS Session Speakers Presenter Ryan

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Cross-Channel List Building:

How Whole Foods Market gained 70,000 new subscribers in one month

Ryan Amirault Digital Marketing Manager Whole Foods Market Daniel Burstein Director of Editorial Content MECLABS

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Session Speakers

Ryan Amirault Digital Marketing Manager Whole Foods Market @RyanAmirault

Ryan Amirault is the Digital Marketing Manager for Whole Foods Market and has more than seven years of experience in the natural food

  • industry. He specializes in both social media and email communications

for the Rocky Mountain Region of Whole Foods Market. He also pilots new initiatives in the ever changing digital marketing landscape and how to successfully implement strategies and tools throughout the company.

Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein

Presenter Moderator

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Background: Digital marketing at Whole Foods Market

 A non-traditional approach  Each store has a dedicated marketer and graphic artist  Regional marketing teams provide support + global team in Austin, TX  Digital Marketing Manager – new role in Rocky Mountain Region + close interaction with global team  Email marketing (list building and optimization)  Social media (strategy and content development)  E-commerce  New store opening support  Pilot new initiatives and how to implement throughout company

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Background: Summer acquisition campaign

  • July 1 – August 1, 2011
  • Support all stores in growing email,

Facebook and Twitter lists

 Education and awareness  Incentives  Merchandising materials  Quick data entry  Best Practices  Keep it fun!

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Step #1: Form a task force

  • Form a task force to generate

ideas and facilitate

 18 reps from throughout

company

 Idea and tactic sharing  First biweekly meeting 90-days

prior to contest start

 Reps shared information to

their regions

 Results tracking and updates

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Step #2: Incentivize action

  • Employee and customer

incentive program

 $50 gift cards for

customers + charitable donations + raffles

 $2k per store/metro

+ $1k for charity of store/metro’s choice

 Winners picked based on

growth %, plus most creative award

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Interactive Poll

Have you used SMS and/or QR codes for email list signup?

YES

Text 2012 A to 64686

NO

Text 2012 B to 64686

Message and data rates may apply

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Step #3: Leverage touchpoints

 More than 2,000 email subscribers generated from SMS and QR codes  QR and SMS placed in strategic locations: table tents, meat/deli/seafood scales, bathroom stalls, registers, cafes, grocery aisles, eating areas, guest services  Test QR codes before deploying creative materials!

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Step #3: Leverage touchpoints

  • Online, SMS, QR
  • In-store
  • Events
  • Off-site
  • Cross-Promotion
  • Cashiers (incentive prizes)
  • Facebook promotions
  • Twitter promotions
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Step #3: Leverage touchpoints

In-store Newsletter:

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Step #3: Leverage touchpoints

Cross-promotion:

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Step #3: Leverage touchpoints

Facebook Tab Newsletter Sign-up:

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Step #3: Leverage touchpoints

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Step #3: Leverage touchpoints

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Step #3: Leverage touchpoints

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Step #3: Leverage touchpoints

Mobile-friendly Sign-ups:

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Step #4: Stay true to your values and culture

  • Green list building
  • Offer options
  • Quality over quantity
  • Single opt-in
  • Email is an extension
  • f our stores
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Step #5: Optimize email presentation

Graphic-only Email vs. Text/Graphic Combo Email

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Step #5: Optimize email presentation

Graphic-only Email vs. Text/Graphic Combo Email

 Difficult to read, must download images to understand content  No call-to-action  Not mobile-friendly  Low CTR for links to recipes and sales flyer  Singularly focused email  No added value  Same subject line each week  Open rate: 39%  Easier to read, call to action, key takeaways  Mobile-friendly  CTR up 150% for sales flyer link  Drives 3 distinct messages  New subject line every week  Open rate: 42%

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Results

Email: 70,000 new, 400% increase in monthly average growth and this included more than 2,000 new subs signed up via SMS, QR or mobile sign-up page options. Facebook: 45,000 new local Facebook fans, 64% increase in average monthly growth. 26,000 new Facebook fans added to national FB page. Twitter: 11,000 new local Twitter followers, 27% increase in average monthly growth.

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Question-and-Answer Session

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Key Takeaways

 Quality over quantity  Provide the tools to your staff as well as guidance for optimizing  QR Codes: Test before you deploy  Incentivize the program and align incentives with company values  Cross-promotion is time consuming, but payoff is well worth the investment  Track progress, communicate results  Make it fun!

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Resources

Facebook Apps (landing tabs and promotions):

  • WooBox
  • TabSite
  • Wildfire

Social Media News and Tips:

  • AllFacebook.com
  • socialmediaexplorer.com
  • mashable.com
  • socialmediatoday.com
  • ChrisBrogan.com
  • Community Manager FB Group
  • #CMGRChat