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Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Changing AttitudesImplications for Pickwick & Weller and where to go from here July 1, 2013

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Agenda

1 Introduction

2 Examining new aspirations

3 Implications for P&W

4 Communicating and connecting with the target

5 Process

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

• 15 years experience

• PR, social, digital, brand

• Media relations, social media, mobile, celebrity placement, event marketing, awareness & education

• Consumer, “new” luxury, food, skincare, fashion, wines & spirits, jewelry.

• Dom Pèrignon, Hlaska, Rodan + Fields, Maison du Chocolat, Slow Food, Stella & Dot, Kikkoman, Voce International, Charlie Trotter’s, Julia Turner, Huckberry

• Unique approach

Hello

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Culture is shifting

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Time + Space compression

Information overload

Technology

Rapid change

New luxury• I’m my best self• I’m in the know• I have the time,

ability, money

Gotta be unique• Bespoke,

handmade• Personalized• DIY

The Hunt for Cool• New media sources• Word-of-mouth• Authentic/real/true

• Competition• Stress

Action > Reaction

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Trending

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Fresh media

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Connecting with the target

Target

Emotional

Rational

Experiential

Aspirational

Provide consumers many levels of benefits.

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

PRSocial

media/blogs

Search

Mobile

EventsProduct placement

Word of mouth

Traditional media

Customer service

Discovery trust product value

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

The P&W difference

Authenticity

Authentic Integrity Credibility Buzz

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Process

Understand•Competitive analysis

•Consumer culture analysis

•Understand branding and positioning

•Understanding marketing goals

Target•Consumer market research

•Who is the target?

•Where are they?•How do they see themselves?

•How do they make purchasing decisions?

Plan•Advertising strategy & plan•PR strategy & plan

•Events plan•Social media strategy & plan•Budget allocation

Prep•Materials & communications audit

•Adjustments to marketing materials

•Creative concepts for various media

•Playbook/ tactical calendar

•Target media/blog list

•Advertising media market research

•Analytics baseline

Execute•Complete marketing materials

•Complete social media and blogging infrastructure

•Put plan into effect

Evaluate•Track and report results

Optimize•Adjust program to continually optimize efforts

Understanding the brand and the target are crucial to the successful execution of subsequent communication tactics.

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com

Thank you

Xanthie Drankus+1.415.260.2639xanthie@tastegurus.com