Marketing for YOUR Market Heather Leekins Sr. Marketing Manager

Marketing & Coop Why is Marketing important? What Marketing tactics work? Campaign - Peapod by Giant Multi touchpoint marketing Benefits of multi touchpoint marketing ASI Coop Marketing Program Dealer Feedback

Quick Stat The average consumer must view 1 piece of advertising from any given company 6 times before they decide to buy.

Marketing Tactics...what works? Websites Direct Mail HTML Emails Events Social Media

Marketing Tactics...what works? Websites Direct Mail HTML Emails Events Social Media

Marketing Tactics...what works? Websites Direct Mail HTML Emails Events Social Media

Marketing Tactics…what works? Websites Direct Mail HTML Emails Events Social Media

Marketing Tactics…what works? Websites Direct Mail HTML Emails Events Social Media

What works? ALL OF THEM

Multi Touchpoint Marketing – Peapod by Giant BUILDING AWARENESS & BRAND TRUST Peapod delivery trucks with display advertising evoked a since of community embracement of the company. TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states. ENGAGING CONSUMERS The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone. The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process. OFFERING INCENTIVES • The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase. • The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

Multi Touchpoint Marketing – Peapod by Giant BUILDING AWARENESS & BRAND TRUST Delivery trucks with display advertising TV commercials established brand trust BUILDING AWARENESS & BRAND TRUST Peapod delivery trucks with display advertising evoked a since of community embracement of the company. TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states. ENGAGING CONSUMERS The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone. The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process. OFFERING INCENTIVES • The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase. • The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

Multi Touchpoint Marketing – Peapod by Giant ENGAGING CONSUMERS The wall advertising at metro stops The web-ad drove me to explore and interact with the website BUILDING AWARENESS & BRAND TRUST Peapod delivery trucks with display advertising evoked a since of community embracement of the company. TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states. ENGAGING CONSUMERS The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone. The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process. OFFERING INCENTIVES • The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase. • The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

Multi Touchpoint Marketing – Peapod by Giant OFFERING INCENTIVES The direct mail piece, constant reminder on my fridge The trucks displayed “$15 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code.) BUILDING AWARENESS & BRAND TRUST Peapod delivery trucks with display advertising evoked a since of community embracement of the company. TV commercials established brand trust, quoting delivery of over 9 million bell peppers across the states. ENGAGING CONSUMERS The wall advertising at metro stops drove me to upload the mobile app and engage with the display on my iPhone. The web-ad drove me to explore and interact with the website, familiarizing myself with the online grocery purchasing process. OFFERING INCENTIVES • The direct mail piece acted as a constant reminder on my fridge to get online and try the service on my own time with $20 off my first purchase. • The trucks also displayed a “$20 OFF” offer to incentivize an online purchase (with an easy to remember “TRUCK” promo code that I could enter back at my apartment.)

ASI’s Marketing Agency

Coop Marketing – Why so little usage? 2014 2015 11% of coop marketing dollars used 100% usage goal

Thank You!