A Special Presentation for:
WHOLE FOODS
Agenda
Objectives
Right Target
Right Time
Right Message
Right Vehicle
Campaign Strategy
Objectives
Build brand
awareness
Attract affluent
families in the local
community
Attract adults
seeking a healthy
lifestyle
Position as the
market leader
Increase
Customer
Base
Right Target: The Potential
66,300
Families HHI $75k+
Brentwood, Franklin, West Davidson
Right Target: The Potential
157,900
Healthy & Active Adults*
Brentwood, Franklin, West Davidson
*Buy organic food, local
grown food, and/or belong
to a health club
Right Time: The Decision Pipeline
1) Unaware of Whole Foods
2) Aware of “Whole Foods”
for grocery’s, but unaware of
the daily and weekly specials
offered
Search online for Organic
Healthy Food Options
After researching, bought
organic products
Awareness
Interest
Customer
Loyalty
Satisfied with Whole Foods
and visits regularly
Happy Whole Foods customer
and blogs about the quality
and recommends to friends
and family via social media
Advocacy
3rd Party
Referrals
Research Opinions/
Referrals
Experience
Experience
Right Message: One Day Sale
Right Message: Grand Opening
Right Message: Concept
Mystery Cart
 Have a shopping cart(s) filled
with an assortment of
groceries
 Shoppers guess total value of
shopping cart(s)
 Closest guess wins
Right Message: Concept
Favorite Item
Tweet Up
 Have patrons Tweet their favorite
grocery item they purchase, OR
their favorite Whole Food specific
item
– Post tweets on big screen so
patrons can see them
– Select every 20th tweet and
give them their item free
Right Message: Concept
Facebook Check In
 Offer promotional discount to
anyone who checks into Whole
Foods McEwen on that/those
dates(s)
Right Message: Concept
April Showers Bring
May Power Hours!
 Incentivize shoppers to visit your store
during its slowest times with “Power”
Hours
– During power hours:
 Offer discounts when entire
ingredients list is purchased for
suggested recipes
 Cross promote with
nutritionists/restaurant cooks to
incentivize these specialists to participate
– Offer discount when items from their
dishes are purchased
Right Message: Concept
400 Calorie Cook Off
 Run advertisements soliciting recipes
for 400 calorie dinners
 Select 5-10 winners
– Have them prepare meal in cooking
area
– Winner(s) get gift certificates, as
well as recipes posted on Facebook
page or other public viewing area
Right Vehicle
Media Usage Expectation
Families HHI $75k+
Brentwood, Franklin, West Davidson
54% (35,800)
read The Tennessean each week
24% (15,900)
read Tennessean.com monthly
99% (65,600)
access the Internet every month
70% (46,400)
use text past month
Right Vehicle
Media Usage Expectation
Healthy & Active Adults
Brentwood, Franklin, West Davidson
59% (93,200)
read The Tennessean each week
28% (44,200)
read Tennessean.com monthly
90% (142,100)
access the Internet every month
60% (94,700)
use text past month
Right Vehicle
Media Supports Each Stage Of The Pipeline
Traditional & Non-Traditional Ads, Direct
Marketing (Non-Customer)
Awareness
Classified & Online Search, Social Media,
Direct Marketing (Non-Customer)
Interest
Customer
Traditional & Non-Traditional Ads,
Direct Marketing (Customer)
Social Media & Direct Marketing (Customer)
Loyalty
Advocacy
Campaign Strategy
Media Vehicles Placed To Effect Target At Various Stages
Annual
Awareness
Interest
Customer
Loyalty
Advocacy
Grand Opening
Campaign Strategy: 4 Week Reach & Frequency
Annual
Families HHI $75k+
Healthy & Active Adults
Brentwood, Franklin, West Davidson
Brentwood, Franklin, West Davidson
Reach 29,000
Penetration 44%
Frequency 3.1
Reach 88,400
Penetration 56%
Frequency 3.6
Reach = 4 Daily Tennessean, 1 Williamson AM, Tn.com
Campaign Strategy: 4 Week Reach & Frequency
Grand Opening
Families HHI $75k+
Healthy & Active Adults
Brentwood, Franklin, West Davidson
Brentwood, Franklin, West Davidson
Reach 20,000
Penetration 30%
Frequency 2.8
Reach 68,600
Penetration 44%
Frequency 2.8
Reach = Daily Tennessean, 2 Williamson AM, Tn.com
Let’s Review The Media
Plan In Detail
Contact
Charisse Claiborne
1100 Broadway
Nashville, TN 37203
615-726-8934
615-767-6470
cclaiborne@tennessean.com
Sources
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Scarborough 8 County Area (Age 18+ Base: 1,136,700)
TVB/Yankelvich “How Media Works”, April 2009
Compete.com
Comscore
MarketingCharts.com
AdMall
Appendix
Your Solution
Benefit
Media Landscape – Traditional Media
Daily Reach
Age 18+/8 County Area
1 Ad
45%
Tennessean Sunday
30%
Tennessean Daily
10 Ads
30 Ads
WUBT
4%
WSIX
5%
WJXA
5%
CNN, FOX News, MSNBC
WTVF
5 Ads
WSMV
WKRN
Source: Scarborough
10%
21%
15%
13%
Community Newspapers
53% Reach
Tennessean
+14% Reach
Unduplicated
Community
Papers
67%
total adults 18+ Nashville
8 county area every week
with Tennessean and
Community Newspapers
Media Landscape – Digital Media
Total Unique Visitors
Total US
1,633,862
Tennessean.com
655,340
WSMV.com (Ch4)
Newschannel5.com
(Ch5)
WKRN.com (Ch2)
612,818
303,616
101thebeat.com
28,178
WSIX.com
22,894
Mix929.com
Source: Compete.com-Sept 2010
8,819
Top 3 Radio Stations
Preprints/Inserts
73% of adults
read preprints in past 7 days
49% used an insert
to plan shopping decisions
45% look at most inserts
in Sunday newspaper
E-Mail Marketing
 Nearly two-thirds of consumers said
they had made a purchase because of
a marketing message received
through email.
 92% of consumers have opt-in for
Email.
 84% of people enjoyed receiving
email from a company when they
registered for it.
Source: Jupiter Communications
http://www.sandiegomedia.com/email-marketing-benefits, e-marketer 2008, Exact Target 2008 Channel Preference Survey
MomsLikeMe.com
100,000
page views
every
month
Target: Women with children
Content: Social networking
and information portal designed
to meet the needs of both stayat-home and working mothers.
Women can share information,
ask questions and connect with
one another
– Mom-to-Mom forums
– Calendar of family-friendly
events
– Photo galleries & videos
Right Message: Concept Details
“Mystery Cart.”
 Have a shopping cart(s) filled with an assortment of groceries
 Shoppers guess total value of shopping cart(s)
 Closest guess wins
 Promote with giant digital “?”
 Could also send out targeted email or print blast with “?” promo
“Favorite Item Tweet Up.”
 Have a giant screen/television at the entrance, or just outside the
entrance
 Have patrons Tweet their favorite grocery item they purchase, OR
their favorite Whole Food specific item
– Must include the hashtag “wfmcewen”
– Post tweets with that hastag on big screen so patrons can see
them
– Select every 20th tweet (or however you like) and give them their
item free
“Facebook Check In.”
 Offer promotional discount to anyone who checks into Whole Foods
McEwen on that/those dates(s)
Right Message: Concept Details
“April Showers Bring May Power Hours!”
 Incentivize shoppers to visit your store during its slowest times with
“Power” Hours
 During power hours:
– Offer discounts when entire ingredients list is purchased for
suggested recipes
 Recipes could be in advertisements, on social media, disseminated in
store
 Could possibly use those from “400 Calorie Dinner” contest
– Place a big green “WF” (for Whole Foods) on mystery items that
make those items buy 1 get 1 free (or some other discount)
– Have local nutritionists or chefs prepare dishes using Whole Foods
branded items
 Cross promote with nutritionists/restaurant cooks to incentivize these
specialists to participate
 Offer discount when items from their dishes are purchased
– People who bring in reusable bags—from any store—get .$75 (or
more) off per bag (limit 4?) instead of usual discount
 Promote Power Hours with advertising
Right Message: Concept Details
“400 Calorie Cook Off.”
 Run advertisements soliciting recipes for 400 calorie dinners
– 1 main component (i.e. chicken, fish, tofu, etc.)
– 2 sides
– Beverage other than water
– No bread or salad
 Select 5-10 winners
– Have them prepare meal in cooking area
– Promote with advertising
– Have patrons taste and vote
– Winner(s) get gift certificates, as well as recipes posted on
Facebook page or other public viewing area