FREE ON DEMAND WEBINAR

When properly applied, accurate and actionable data drive brand share growth and accelerated marketing outcomes. This executive dialog will provide insights and advice for marketing executives seeking to improve results within a data driven organization. Our panel of senior marketing leaders will share how they see data impacting marketing results now and into the future, including:

• How successful marketers use data differently
• Tips for data driven marketers to improve their outcomes
• When and where executives should engage in activation and measurement

Join Verisk, IBM, and Westwood One to discuss how purchase data and other essential data triggers are leading the way for media growth and brand performance. Additionally, Commerce Signals will share key takeaways from its 2021 Holiday Spend Forecast based on historical and recent consumer card spending trends.

Presenter:

Panel Moderator: Damian Garbaccio
Executive-in-Residence
Verisk

Damian Garbaccio stands at the forefront of technology, media and marketing by providing value and progressive martech solutions to some of the largest brands in advertising today. As a calculated risk taker with deep industry knowledge, he leads enterprise data and technology adoption across all brand verticals, advanced TV / media, and attribution (marketing effectiveness) solutions. With over 18 years of experience in advanced marketing tech, digital media, and advertising, Garbaccio has always been driven by his core values of integrity, innovation, and growth. He is currently an Executive-in-Residence at Commerce Signals, a Verisk Financial business (NASDAQ: VRSK); a leading source of credit and debit card data for marketers.

 

Pierre Bouvard
Chief Insights Officer
Cumulus Media/Westwood One

Damian Garbaccio stands at the forefront of technology, media and marketing by providing value and progressive martech solutions to some of the largest brands in advertising today. As a calculated risk taker with deep industry knowledge, he leads enterprise data and technology adoption across all brand verticals, advanced TV / media, and attribution (marketing effectiveness) solutions. With over 18 years of experience in advanced marketing tech, digital media, and advertising, Garbaccio has always been driven by his core values of integrity, innovation, and growth. He is currently an Executive-in-Residence at Commerce Signals, a Verisk Financial business (NASDAQ: VRSK); a leading source of credit and debit card data for marketers.

 

Jeremy Hlavacek
Head of Revenue
IBM Watson Advertising

Damian Garbaccio stands at the forefront of technology, media and marketing by providing value and progressive martech solutions to some of the largest brands in advertising today. As a calculated risk taker with deep industry knowledge, he leads enterprise data and technology adoption across all brand verticals, advanced TV / media, and attribution (marketing effectiveness) solutions. With over 18 years of experience in advanced marketing tech, digital media, and advertising, Garbaccio has always been driven by his core values of integrity, innovation, and growth. He is currently an Executive-in-Residence at Commerce Signals, a Verisk Financial business (NASDAQ: VRSK); a leading source of credit and debit card data for marketers.

 

Andrew Mantis
President
Commerce Signals

As president and chief commercial officer of commerce and media solutions at Verisk Financial, Andrew Mantis is responsible for the Commerce and Media Solutions teams, including Verisk Financial businesses Commerce Signals and Marketview. Under Andy’s guidance, the Commerce and Media Solutions teams leverage consumer spend data to help customers better reach and engage with their customers and prospects, optimize their media spend, and uncover insights to make strategic decisions and improve competitive performance.

 

Moderator:

Kaylee Hultgren
Group Content Manager
Chief Marketer/Event Marketer

 

Sponsored by:

The post The Transaction Transformation – Critical Data Enabling Brand Outcomes & Media Value appeared first on Chief Marketer.

So, to create more positive brand engagement with consumers and set the brand apart from competitors within a crowded marketplace, Visible has used experiences and clever, viral marketing tactics to build brand recognition and establish relationships with potential new customers.

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First, it caught consumers’ attention with an intentional spelling error across several billboards within its headquarters city of Denver. Instead of offering unlimited messages, minutes and data for $40 per month, the billboard promised unlimited massages. Twitter caught on (as the brand hoped it would), and a few marketers tipped their hats to the brand for creating the stunt. To prove its reliability and transparency—each a part of the brand promise—Visible held an event locally with unlimited chair massages for consumers. Talk about follow through.

“We’re trying to be as self-aware and irreverent about the fact that yes, we’re trying to sell you something and we’re marketing it,” CMO Minjae Ormes told Chief Marketer. “So, whether it’s a billboard or a bus shelter, there is a bit of a ‘wink, wink’ to the marketing message. A kind of, ‘notice us,’ and ‘we think you’ll like us.’”

Visible’s recent pop-up experience, #Phonetopia, in which consumers tackled a phone-themed obstacle course, was the marketing campaign’s next step. Touchpoints included a ropes obstacle course in the “Notification Gauntlet” zone, maneuvering through hanging spheres of emojis in the “Push Notifications” space and a gymnastics rings course in the “Alerts Jungle.” And lest we forget, the DM slide, where you literally slide into a foam pit of “D”s and “M”s.

Read on for more from Visible’s CMO on the brands’ marketing objectives, creating emotional connections through music collabs, and making not just a positive first impression, but a lasting one.

The post Visible’s CMO on Creating Consumer Connections Through Experiences appeared first on Chief Marketer.

The Cheetos brand campaign, “Teach Me How to Curl,” won the Platinum PRO Award for the best overall campaign among the hundreds of entries. The clever activation surrounded a tie-in with USA Curling that tapped social media, music, influencer and a limited-time product called Cheetos Curls to deliver big results.

Two agencies tied for the MVPro, showing an incredibly diverse array of creative thinking, bold strategies and fresh approaches that added up to multiple gold, silver and bronze awards for multiple brands.

Infinity Marketing Team took that award for its work for Intel, Uber, HP and HP Omen. Jack Morton Worldwide took home an MVPro for its work on Nextflix, LLBean, Eaton and Unilever,

It’s a thrilling time to be in brand activation and promotion marketing, a legacy industry that is being embraced by consumers and marketers who realize that smart promotions and experiences are some of the only brand tactics today that can truly cut through, build brands and loyalty and drive purchases.

Join us in celebrating the incredible work being created by this industry by visiting the 2019 PRO Awards winner’s site to read case studies and view creative of all of the gold winners across 26 categories, including campaigns from Old Navy, W Hotels, Kraft, Bacardi, AB inBev, Visa and many others.

The winners were announced during our first-ever PRO Awards brunch at Neuehouse in New York City.

Congratulations to all the winners and finalists!

The post Frito-Lay and The Marketing Arm Take Top 2019 PRO Award appeared first on Chief Marketer.

The Mexican grill, with more than 2,500 company owned restaurants, offers a menu filled with wholesome food with no artificial flavors, colors or preservatives. The restaurants have no freezers, microwaves or can openers.

“We use more local produce than any other restaurant group and always responsibly source real food prepared with classic cooking techniques that we’ve made fresh every single day,” Chipotle CMO Chris Brandt said. “If you’re going to have food this good you want to show it to people.”

That thought planted the seed for a new marketing playbook that would transform the way consumers understand and engage with the brand.

One major change took place last year when Chipotle moved its headquarters to California, closing its New York and Denver offices. That offered a chance to reset its marketing department with a new team.

“I wanted agile and innovative marketers who looked at this changing world as an opportunity, not as a problem,” he said. “I really wanted people who generate ideas because ideas differentiate you. Ideas separate you. Ideas enable you to win.”

Brandt personally interviewed every person on his team to ensure they have the right chemistry and that everybody passes what he calls the “Friday afternoon” conference room test.

“In the unfortunate event that you have to go in a conference room on a Friday afternoon at four o’clock, are you happy to see a person there or are you sad? And I will tell you if you’re sad to see that person there you should not hire them, no matter what their qualifications are,” he said earlier this month at ANA Masters of Marketing Week.

Embracing digital

Chipotle also fully embraced digital growth to engage Gen Z and Millennials.

“It’s clearly where the action is and one of the biggest things consumers want when we surveyed them was more access to the brand,” he said.

Brandt doubled down on the digital budget with delivery capability through DoorDash in Chipotle’s app and pick up shelves in every restaurant so customers didn’t have to wait in line to pick up their orders.

“Our operating model is so efficient that we can make the food really, really fast, getting order to delivery times of less than 30 minutes—which is incredible,” he said. “It’s a giant growth area for Chipotle.”

A new tone

“In the years since the crisis, the message for the brand was really heavily focused on what others don’t do as opposed to celebrating what Chipotle actually does. I wanted to have a much more positive tone. I wanted to have a lot more fun with the brand and I wanted to really engage with our consumers and we wanted to be more insightful and relevant in culture,” Brandt said.

That new positive tone included the new tag line, “For Real,” which debuted last fall.

“We needed a rallying cry for the brand with our customers, but also with our employees. We’ve got 75,000 employees out there, so we had to make them proud to wear that badge on their uniform,” he said. “And we wanted a tagline that few brands would dare say and fewer still could back up. The beauty of ‘For Real’ is that tagline is new, but it really harkens back to the principles the brand was founded on 26 years ago. We were off to a good start. But the job certainly wasn’t done,” he said.

With the campaign, Chipotle worked to change consumer perceptions and retell the “real” story in new and different ways and to show up in places where consumers didn’t expect brands like Chipotle to appear.

On the job training

In his third week on the job, Brandt, who joined as CMO in April 2018, went to work in one of the restaurants.

“I showed up at the restaurant at 7 a.m. and I was blown away because what I saw in the restaurant was whole heads of romaine lettuce, crates of whole peppers, bags of onions—whole ingredients. Then I saw the employees get to work cutting and chopping and cooking in that restaurant to make everything fresh for that day and I thought man, if we could show this to everybody they will love it,” he said.

He immediately called Chipotle’s agency Venables Bell & Partners in San Francisco and scheduled a team to experience what he just had.

The results were the global campaign launched in February, “Behind the Foil,” the most intimate look into the company’s operations in its history. The documentary-style digital and TV spots, shot by documentarian Errol Morris, aimed to “pull back the foil” by featuring behind-the-scenes footage of Chipotle restaurants, including its kitchens, equipment and prep routines, and featuring Chipotle employees and the farming partners that grow the brand’s real ingredients. This spot is titled “The Guac Smasher.”

Supporting the campaign was a push to remind consumers that Chipotle uses only 51 ingredients, “all of which you can pronounce.” A massive billboard in New York City kicked off that part of the campaign and then the brand showed up at a very unexpected place—a spelling bee.

“Nobody expects Chipotle to show up at the National Spelling Bee, but we had this insight that the only thing that’s hard to spell at Chipotle is Chipotle, but that’s not necessarily the case with our competitor ingredients,” Brandt said.

[00:16:16]

Cultural Connection

Merging with current cultural moments helped Chipotle move forward. The brand had no involvement in February’s Super Bowl until Maroon 5’s Adam Levine took his shirt off during the half time show. A consumer posted on social that Levine without a shirt looked like one of Chipotle’s signature paper bags.

“So we poured on the gas adding 170 million views,” he said. “We kind of won the Super Bowl without even participating.”

In March, Chipolte launched a new loyalty program, Chipotle Rewards, reaching out to Venmo for a contest that used Venmo payouts to give away up to a quarter of a million dollars, to 25,000 Chipotle fans per day. Then in June, the NBA finals got underway. Chipotle, with no rights to the game, tweeted out that the first 500 people to use a special code could win a free burrito every time the announcer said the word “free” as in a free throw.

“We got a billion impressions on this thing and a bunch of Twitter followers,” Brandt said.

Another major piece to its comeback was menu innovation. In January, a collection of Lifestyle Bowls were introduced like Paleo Salad Bowl and Keto Salad Bowl available only for digital customers. The bowls were so successful that Chipotle followed up with “influencer bowls.” For example, the brand got in early with a Fortnite team and debuted a bowl after one of its streamers “because I felt like Fortnite single handedly lowered the GPAs of the entire nation,” he said.

And there were other bowls and burritos tied to David Dilbert and World Cup soccer champs Julie Ertz, Lindsey Horan and Rose Lavelle.

“We got real results,” he said.

As all components of the turnaround began to gel, Chipotle’s work was paying off.

“The category of restaurants in general runs about plus two or three on comp sales and traffic is flat to negative. It’s a tough business,” he said. “In Q4 we launched the ‘For Real’ campaign and saw comp sales up plus six and traffic up plus two and that was the first time Chipotle saw traffic up in two years for a quarter. Then in Q1 we were plus 10 and plus six. Q2 we were plus 10 and plus 7. The beauty of this growth is that it’s profitable volume growth because it’s really driven our earnings per share and that earnings per share has driven our stock price to more than double over the last year or so.”

According to The Motley Fool, Chipotle has more than tripled its share price since bottoming in early 2018.

“The numbers are amazing,” Brandt said.

The post Chipotle Roars Back from Food Crisis with Hard-Hitting Strategy appeared first on Chief Marketer.

The latest campaign, “Wonder Awaits” consists of both photography and videography advertisements. The storyline plays off a loose homage to its founder Pierre Draps, who as a young man in Belgium learned how to make his now famous truffles to delight his wife. The campaign signals a transformation and reintroduction of the brand with a goal to reach a younger audience.

“The campaign was created to invoke curiosity and wonder. Godiva is promising something wonderful, something exciting—the feeling of anticipation of what’s to come when a customer chooses this chocolate,” says John Galloway, CMO and innovation officer at Godiva Chocolatier.

The videos features two young characters, Pierre, a chocolatier, and Mimi, a lover of sweets. Together, they indulge in Godiva chocolate, which plays a central role in their connection, and helps to grow their relationship.

The campaign is distributed on leading media properties, including YouTube, Facebook and Instagram in addition to media publishers like PopSugar and BuzzFeed.

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Globally, the brand is investing multimillions on the total ad campaign, with a focus on the key selling periods beginning last month and running through 2020.

“The ‘Wonder Awaits’ campaign signifies an evolution and reintroduction of Godiva with exciting, uplifting creative concepts that are a new approach for the brand,” Galloway says. “The colors, visuals, words that are used to describe the brand and the overall style of the ads, present Godiva in a modern way.”

Advertising momentum and engagement will be key in measuring the success of the campaign.

This year has been a year of firsts for Godiva, starting with the opening of its first café in the Americas, with plans to have 15 cafés opened by the end of the year.

“Godiva is growing exponentially, and we are dedicated to create wonder and delight for our consumers at every touchpoint along the way—whether it be in our boutiques, cafés, at grocery and retail stores, or online,” he says.

The post Godiva Plans to Grow its Business Fivefold in Six Years appeared first on Chief Marketer.

The whisky is a new product extension launching this month in the U.S., with an immersive program, and in international markets through the fall.

The campaign theme , “Scotribbean World,” celebrates and balances the two cultures—Scotland and the Caribbean—in a lighthearted blend of unexpected cultures and flavors.

“This marks an important shift for Dewar’s as it represents the first expression in a new series of cask finished whiskies that explore how the blending of two cultures can create something richer,” says Zeenah Vilcassim, global brand director for Dewar’s. “This debut for Caribbean Smooth also stands out because it establishes an even bigger opportunity in the marketplace to enjoy scotch during the summer and year-round.”

A pop-up bar, “The Scotribbean Residency,” was underway at Gitano in NYC over the weekend. Puerto Rican supermodel Joan Smalls, the celebrity ambassador for the program, contributed her own family recipe to pair with the new Caribbean Smooth.

The event also brought notable bartenders to the Big Apple, including Iain McPherson from Scotland and Nicole Fas from Puerto Rico, who created a special fusion cocktail menu alongside Scotribbean food pairings and custom games. Some 300 media, influencers and VIP consumers attended.

“To help amplify this global launch and ensure it truly stands out for a wider range of consumers, we brought in some of the world’s best bartenders to showcase the new spirit’s application in on-trend gourmet cocktails for trade and cocktail aficionados,” she says.

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A central piece of the marketing strategy is an immersive digital campaign called “Speaking Scotribbean.”

A series of playful stills and animations on Instagram and Facebook invite users to learn about the double whisky and double language. A word generator combines Caribbean and Scottish phrases into a new Scotribbean slang to further illustrate the blending of cultures.

“This highlights our key premise of how two cultures together can create something extraordinary,” Vilcassim says.

Caribbean Smooth is a premium Dewar’s 8-year-old double-aged Scotch, finished in Caribbean rum casks for the tropical finish.

In stores, POS materials share the campaign.

This global campaign marks an important business and cultural shift for the Dewar’s brand, with Caribbean Smooth debuting as the first brand in a line of innovative cask-finished extensions that Dewar’s will be rolling out over the next few years. In line with the recent relaxed Scotch production rules, this means Dewar’s will be experimenting with different casks and cultures.

“While achieving sell out volumes will be a key commercial measure of success we are also hoping to achieve a positive impact on brand equity measures,” Vilcassim says. “Scotch has historically been seen as stuffy and traditional; however, we want Dewar’s to be seen as a progressive Scotch recruiting new people into the category and constantly innovating. Caribbean Smooth is the first of many cask series to come from Dewar’s that will continue to push us forward as a brand.”

The post Dewar’s Infuses Caribbean Vibe to Recruit New Customers appeared first on Chief Marketer.

Under the campaign umbrella “Worth Every Moment, each program has a line-up of promotions and partners to help continue to grow the category.

To celebrate Hispanic Heritage Month (Sept. 15-Oct. 15) AFM has launched the “Flavor with Heritage” campaign. Three complementary brands—AFM, Tabasco and Bud Light— are partnering for a high-value offer.

“We’re confident our “Worth Every Moment” communications platform will get avocados on the shopping list and drive impulse purchases in-store,” said Stephanie Bazan, vp of trade and market development for AFM.

The promotion is marketed through digital and social media activations, merchandising, and a special coupon offer targeting Latina moms by highlighting the important role food has in Latina culture.

In stores through Dec. 31, AFM, the number one selling brand of Avocados in the U.S., launched a fan-favorite, the “Tastiest Tailgate” program in more than 70 retailers across the country. In partnership with Bud Light, in-store displays encourage football fans to add guac and chips, burgers topped with fresh avocados and Bud Light to the game-day menu.

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In-store merchandising, consumer savings, digital support, a unique landing page for recipe ideas with promotional support and retail specific programming.

Special promotions are key elements in the “Worth Every Moment” campaign, like the digital beer code that offers a $6.00 rebate on the purchase of three or more AFMs and one Bud Light 8-pack or larger and a digital coupon to save $.75 when three AFMs are purchased.

The post Avocados From Mexico Partners with Complementary Brands for Football Fandom appeared first on Chief Marketer.

The exhibit showcased the stories behind what people, many who have it all, value most in life to make the point that it is standing by to protect their personal items.

The message of the gallery was to show consumers that the true value of items often lies within the memories behind them like Muhammad Ali’s original boxing robe and a space suit from astronaut Scott Kelly. Also on display were a  limited edition zine from Jay-Z’s Magna Carta album launch and tap shoes from tap artist Caleb Teicher’s rise to fame.

“ADT brought its new campaign to life throughout the gallery as consumers were exposed to the new branding, colors, graphics and had the opportunity to interact with the ADT booth,” says Jochen “JK” Koedijk, CMO at ADT. “Each attendee could snap a photo at our photo booth and share what they want with their social followers.”

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The idea was to show passersby (Millennials in particular) that everyone’s definition of value is different and unique. Some 4,000 people interacted with the event.

“We posted on all of our social channels with paid support, including Instagram, Facebook and Snapchat, and posted live stories throughout the event,” he says. “Our Instagram story for the day had a completion rate of 94 percent—above our benchmark. We launched a targeted media outreach effort and also posted on nearly a dozen calendar listings. We are a data-driven marketing organization but this event was different for us—it was about driving engagement, awareness and driving an emotional connection. We could not be more pleased with the results.”

The event was part of ADT’s recent brand transformation, “What Do You Want to Protect?” and its ongoing marketing communications around the new branding.

The 145-year-old company also recently brought media buying in-house to have more control of data, make faster decisions and own vital relationships. The move has shown early positive returns in cost savings.

Chief Marketer spoke recently with Koedijk about the transformation and how his team is getting the word to consumers.

The post Security Firm ADT Shows Consumers True Value in Items Lies with Memories appeared first on Chief Marketer.

This month is no different. The brand is introducing the “I Love You Colonel Sanders” —a choose your own adventure-style dating simulator that gives gamers the opportunity to date Colonel Harland Sanders.

The game follows the player on a journey as a promising young student through University of Cooking School: Academy for Learning as they navigate relationships and the social challenges that the fast-paced life in the kitchen can bring.

Players go through three acts and given options that effect the outcome of the game, as well as the chance to date the Colonel. The “suave” Colonel Sanders, in his signature all-white suit and folded-to-perfection bowtie, also joins the culinary school to embark on his journey of becoming the world’s greatest fried chicken salesman, adding to your list of challenges.

The game, which is being marketed through earned media outreach and social posts on KFC, debuts on the Steam platform Sept. 24.

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In March, some of its marketing into the hands of the masses with the launch of the KFC Innovation Lab. The lab uses crowdfunding platform Indiegogo to set the stage for consumers to help fund some of the wackiest ideas KFC has come up with yet like a hot tub that looks like a KFC bucket? The giant bucket features wood-fired heating technology and the capacity for five people.

KFC’s CMO Andrea Zahumensky shared a key ingredient in KFC’s marketing strategy shortly after she took over the post last year: “Continuing to make sure that the brand is connecting with its customers in really meaningful and new and unexpected ways that consumers find interesting.”

KFC has also had a rotating roster of celebrity Colonels. The most recent, announced earlier this week, is Sean Astin as Colonel Rudy in “Rudy II.” Astin is well-known for his leading role in the 1993 classic sports film “Rudy.

The post KFC’s New Dating Game Seeks Love for the Colonel appeared first on Chief Marketer.

The chips are seasoned with the hottest of hot pepper. And if that’s not enough to scare some people off, the chips come individually packaged in a coffin.

“For the last two years, we’ve received everything from love letters and polite requests, to absolutely desperate pleas for us to bring back the #OneChipChallenge,” said Paqui Brand Manager Caitlin Moralic. “While Paqui has a line of truly spicy chips perfect for everyday snacking, our fans want to test themselves with even more real peppers and real heat, and we’re excited to bring them the spiciest challenge yet.”

This year’s #OneChipChallenge is more ominous than ever before as it comes with even more spice than in previous years—a blue corn chip dipped in an intense amount of black seasoning made with the Carolina Reaper Pepper, certified by Guinness World Records as the world’s hottest chili pepper.

“Our brand is focused on unexpected flavors that double down on spice,” Moralic says. “Incorporating the Carolina Reaper in the #OneChipChallenge is a fun—albeit sometimes painful—way for our fans to see whether or not they can handle the heat.”

To further highlight the chip’s serious spice level, each chip comes with an warning: those who are brave enough to take the challenge are encouraged to wash their hands immediately after handling, and parents are advised to keep the chips out of the hands of children.

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A pre-sale quickly sold out. Once the #OneChipChallenge sold out online, spice lovers could try their hand at winning one by entering the World’s Hottest Sweeps. Limited-edition, specially marked bags of Paqui Haunted Ghost Pepper and Fiery Chile Limón chips will be available in October with hidden codes for fans to enter online.

Those who share a video of themselves taking the #OneChipChallenge on their public Instagram or Twitter profiles and tag @PaquiChips with #OneChipChallenge and #sweepstakes will be included on Paqui’s Wall of Infamy and entered for the chance to win one of three grand prizes, which include a one-year supply of Paqui chips and a full tailgate package, complete with branded beer glasses, a Yeti cooler, and more.

Paqui’s full, spice-forward chip lineup includes Haunted Ghost Pepper, Fiery Chile Limón, Zesty Salsa Verde, Jalapeño Tropicale, and Mucho Nacho Cheese.

The post Spice Lovers Dare to Try the World’s Hottest Tortilla Chip appeared first on Chief Marketer.