1. IS SOCIAL AND MOBILE MARKETING RIGHT
FOR YOUR CONVENIENCE STORE?
March 15, 2012
Presented at
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2. What should I do?
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3. Assess the strategic fit for your company
93% 92%
4 in 10
54%
27% 54% 93% 92%
convenience retailers are on 27%
1-10 11-50 51-200 201+
Stores Stores Stores Stores
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
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4. Recognize that this is a learning process
64% Lack TIME to manage internally
54% UNSURE how to leverage
50% UNCERTAIN how it will help
convenience retailers NOT on
46% Lack EXPERTISE to execute
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
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5. Establish goals and performance metrics (& monitor)
4 in
10 New “likes” growth
convenience retailers are on
Monthly active users
 Total “likes”
 Post views
 Post feedback
45%
 Redemption rates
have
goals  Sign up (e-mail / text)
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
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6. Be active if you’re on Facebook
31%
40%
Nearly 6 out of 10 of
users are on Facebook
daily**
30%
Daily Weekly Once a Month or Less
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
* Usage frequency based on retailers using Facebook. **Facebook (as of 3/6/12)
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7. Evaluate the various ways to build awareness
72% 69%
56%
Promote on POP Promote on web site Highlight on e-mail
materials blasts
Percent indicating "yes"*
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
* Based on retailers who indicated that their companies use Facebook.
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8. Test different types of promotions
Example: Convenience store chain (100+ stores)
Chance to win pair of
hockey tickets* Chance to win a case of
energy drink
Source: Balvor LLC
*Promoted on Twitter as well as Facebook
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9. Take a balanced approach
Proactive
Build fan
Drive text Run base
signups contests 53%
41% 41%
Intro new Offer fan-
items only deals
Ask various
questions
50% 41%
36%
Pull Push
Insights Deals
Respond to
comments
67%
Reactive
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
* Past 30 day usage based on retailers using Facebook.
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10. Measure how well you’re doing
37%
35%
of convenience retailers
believe Facebook drives
more traffic than website
Routinely measure effectiveness* Disagree
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
* Based on retailers using Facebook.
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11. Realize Facebook isn’t for everyone
#4
“Speed is
Life”
#1
#3
“Do the
“Help me
right
help you”
thing”
#2
“Get
everyone
on the
bus”
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12. What makes text marketing so attractive?
Mobile Facts
• 96% of 18-29 yr. old Americans have a Mobile Phone
TEXT: • 85% all 18+ yr. old Americans have a Mobile Phone
OPMCA
TO: • 68% sending text messages
37404 • 98% of text messages opened within 60 minutes
Unlimited text plans available since 2008
Source: Pew Research Center , com Score, MobileCommerceDaily
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13. How does text marketing work?
Simple Customer Engagement
1. Opt-In to Sign or Ad offer
2. Receive instant deal
3. Cell number added to database
4. Receive weekly deal
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14. What are companies using their text clubs for?
Text messaging activities completed by retailer in last 30 days*
Offer
special, text-only 65%
deals 19%
Announce
limited-time only 64% 7% 41%
items
Promote in-store 19%
61%
special deals 15%
Highlight new
58% Does all 4 Does 3 of 4
services
Does 2 of 4 Does 1 of 4
Doesn't use any
Percent indicating "yes"
* Based on convenience retailers who indicated that their companies use text messaging.
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15. Like any loyalty program, sign up is key!
Tactics retailers use to build consumer awareness for text program*
75% 74%
63%
44%
On-site as The On the E-mail blast
part of company company
various web site Facebook
POP page
materials
* Based on convenience retailers who indicated that their companies
use text messaging.
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16. So who is using text marketing?
77%
1 in 4
27% 54% 93%
45%
92%
convenience retailers using
30%
9%
Number of stores: 1-10 11-50 51-200 201+
Source: Balvor/Convevo/CSN Electronic Marketing Survey, February 2012.
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17. Three times more retailers are pleased with results
Convenience retail opinion related to texting*
Text messages are a coordinated part of our
75% 16% 8%
ongoing marketing plan
We're pleased with the results of our efforts to-
47% 38% 15%
date
We're leveraging text messaging as well as any
44% 27% 29%
other convenience retailer
We've struggle to grow the base of consumers
39% 46% 15%
who receive our text messages
Text messages have helped drive near-terms
39% 37% 24%
results with promotional product deals
If I could only do one, I'd choose using text
32% 42% 26%
messages as opoosed to having a mobile app
Agree Neither Disagree
* Based on convenience retailers who indicated that their companies use texting.
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18. How does text marketing stack up?
Source: Convevo Partners Technology Assessement
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19. Technology Marketing Adoption Model
Phase 1 Phase 2 Phase 3
POP Signs POP Signs POP Signs
Text Text Text
Facebook Facebook
Website
Avoid the Noise
Mobile
Digital Signs Mobile Apps E-Mail Twitter
Coupons
Geo Fencing
You Tube Four Square Loyalty Daily Deals
/ Blue Tooth
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20. Facebook as a Hub” Marketing
Maximize results through integration
Website Text
Facebook
POP Signs
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21. Additional information
For more on this topic, check out the:
• April 2012 issue of Convenience Store News
• April 2012 issue of CSN for the Single Store Owner
If you would like a copy of this presentation, please
contact either:
• David Bishop at davidbishop@balvor.com
• Greg Ehrlich at gmehrlich@convevo.com
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22. About the presenters
David Bishop Greg Ehrlich
David is the managing partner of Balvor LLC, a sales and marketing firm that Greg is president and founder of Convevo Partners, a strategy, operations
provides analytic, consulting, research and sales support services to and marketing consulting firm that helps c-store chains build their
retailers, product suppliers, and other organization across foodservice and brands, strengthen their operations and marketing, and grow their profits.
retail classes of trade.
Greg has worked in the convenience and retail petroleum business since
He’s a leading expert in small-format retailing, having authored numerous 1986, during which time he has held a variety of positions including vice
white papers on a wide-range of issues and most recently wrote about The president of operations and marketing at 16- store, Massachusetts-based
Pull Side of Social Media: A look at My Starbucks Idea for Brick Meets Click in Best Petroleum and chief operating officer of Certified Oil, an operator and
2011. distributor to 140 retail units in Ohio, Kentucky and West Virginia.
He’s the convenience segment leader for Brick Meets Click (BMC), which is Greg has also worked at A.T. Kearney, a global business strategy and
an online community that enables thought leading discussion into the operations consulting firm, where he assisted Fortune 2500 companies on
future of shopping. And, in 2011, he led the development and execution of major initiatives such as strategic planning, logistics optimization, customer
BMC’s Shopper Insight Program, which examined how shoppers (nearly segmentation marketing and strategic cost reductions.
23,000) are using information and technology to enhance their shopping
Greg is also an expert in the design and execution of loyalty
experience.
programs, Facebook marketing, mobile marketing, and a variety of other
Prior to founding Balvor in 2008, David spent 12 years at Willard Bishop in technology based marketing tools. His company, Convevo Partners, recently
various positions and most recently as partner. David began his career with launched The Digital Deal, a patent pending, turnkey text marketing
The Levy Restaurants in operations for new store concepts where he program being run by single store and chain operators across the country.
focused on beverage and financial programs.
Phone: 614.204.7201
Phone: 847.722.2732
E-mail: gmehrlich@convevo.com
E-mail: davidbishop@balvor.com
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