small moves everyday™
Post on 09-Aug-2015
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Yet so often when stuck with a brand or
business that isn’t growing (or looking
to accelerate)we assemble big
teams…
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OUR MANTRA:
Small Moves Everyday™.
Nothing is ever finished. The best experiences can – and must – improve.
OUR APPROACH:“FRWD has not only been the best media agency, but the best overall partner I’ve worked with while at McKinsey, P&G and General Mills. ”
Brand Manager, General Mills
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ALWAYS START WITH YOUR CONSUMER
Put your consumer/customer at the heart of every decision
DEFINE YOUR WHO
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YOUR WHO
INSIGHT
CHANNELS CREATIVE
LOCATION
PRODUCT
SALESFOCUS
ON YOUR “WHO.”
Immerse yourself in understanding your
consumer. Their purchase habits, their location, their hopes &
dreams.
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THE SPEED TO MOVE FORWARD
CULTURAL MOMENTUM
Radically shrink how business gets done & encourage growth through learning
DEFINE YOUR WHO
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ATOMIZE OVERSIZED TEAMS
Atomize oversized teams into smaller agile units in harmony internally and
externally.
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CULTURE OF LEARNING
Build a cultural competency around a brand idea, and set out to continuously improve via the application of the data.
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IMPROVE FIRST. THEN INVENT.
0-6 MONTHS
IMPROVE
Test to improve existing engagement with your consumer
6+ MONTHS
INVENTUse the learnings, the
data, the understanding of your “who” to invent new
ways to interact
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SCALE YOUR TEAMS
CULTURAL MOMENTUM
DEFINE YOUR WHO
EXPERIMENTING
SCALING
Scale what works into ongoing programs
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BUILD YOUR STAFF
Talent recruitment, for a digital world.
We humanize the process of recruitment, nurturing relationships with specialized experts in digital strategy, account, project management and creative.
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The FRWD approach has improved every client campaign (all from previous agencies or internal teams) since 2011.
EFFECTIVE USING THIS APPROACH
100%
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SINCE 2009, WE’VE BEEN HELPING GUIDE CLIENT MARKETING INVESTMENTS
$100 M
More than
In media spend (Testing, learning and improving).
100’s
Apps, websites, social activations built and
managed.
More than
1,500
Individual market level media tests across TV &
Digital
Industry partnerships created. Best practices developed.
of
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DIGITAL MEDIA EXECUTION
STRATEGY TO EXECUTION
MobilePaid SearchSEO (Equity)
Content SyndicationData Informed Content
Advanced AnalyticsShopper Marketing
Display/Video Media Planning & buying
Trading Desk
Analytics & Data systems installation
Ad serving, bid management & other
media technology installation
Investment and toolkit Consulting
Brand StrategyDesign
UXDevelopment
App developmentAnimationGaming
Media Experiences
Permanent Placement
Staff Augmentation
Education & Training programming
TALENT TECHNOLOGY CREATIVE
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REASONS TO BELIEVE
FRWD has run 800+ individual mobile programs. As AOR for P&G from 2004 – 2011 we’ve been recognized globally for innovation in the mobile space.
Cheerios Mobile
$2.28 ROIShopper marketing Programs
CONFERENCE Enhancing the trade experienceMOBILE VIDEO Extending TV reach by 9% …AND MORE
GamingReached #1 app in iTunes
$1.31 ROIHyper-local brand programs
MOBILE: OVERVIEW
Individual cases available in person or upon request
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PROGRAMMATIC
Media Technology enabling hyperlocal, shopper marketing, data driven brand programming
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REASONS TO BELIEVE
PROGRAMMATIC: OVERVIEW
…AND MORE
FRWD has been on the forefront of programmatic (data-driven) media since 2009. We’ve built custom trading systems, channels and run 750+ individual local market tests.
$3.72 ROIShopper marketing programs
EFFICIENT + EFFECTIVE65% decrease in brand CPM
34% SALES LIFTTooth paste sales at Rite Aid
EFFICIENT & EFFECTIVE94% lift in brand purchase intent
CLIENT TRADING DESKSInstallations enabling client scale
Individual cases available in person or upon request
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REASONS TO BELIEVE
EQTY: OVERVIEW
…AND MORE
FRWD has been recognized as industry leaders in merging content marketing & SEO, building equity in digital assets, teams and processes.
100,000,000 EARNED VISITSIn 2013 for FRWD clients
DRAMATIC SALES LIFT400% revenue lift. 12% cost increase.
TRAFFIC INFLUX3.2M to 20M in one year
DRAMATIC SALES LIFT420% revenue lift. 0% cost increase.
COMMUNITY GROWTH25+ communities over 100k fans
Individual cases available in person or upon request
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MODERN CPC: OVERVIEW
REASONS TO BELIEVE
…AND MORE
FRWD has pioneered the merger of search, content syndication and data-driven media decisioning. Our teams have global experience with some of the web’s largest websites and communities.
DRAMATIC ROI$40K spend -> $565K lift in sales
QUALITY LIFT38% lift in order value. 0% cost increase
LEAD GENERATION GROWTH860% lift with 50% decrease in cost
NEAR-INSTANT SALES LIFT170% Increase in 1st year
QUICK TURN ABIITY248% lift in engagement week 1
Individual cases available in person or upon request
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Building from owned and third party data, FRWD mapped personas and customized content to specific audiences; from at-shelf experiences, sweepstakes tie-ins, display, digital coupons and a series of landing pages, as well as a mobile game. This all came together via a highly-engaged fan base growing from 1,200 Facebook fans to 190k in six months. We expanded to several other channels, going from virtually 0% market share to over 25% in just a couple months.
CONTENT: ANGIE’S BOOMCHICKAPOP:
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INNOVATION: OVERVIEW
REASONS TO BELIEVE
…AND MORE
FRWD has partnered with some of the world’s most respected companies & brands to help them move forward
BEST PRACTICE SHARINGInteractive playbook development
TECHNOLOGY LEADERSHIPEmpowering client-owned data
TRAINING3M’s fastest growing digital business
CULTURE OF LEARNINGThursday Throwdowns
MOBILE VISIONNext 5-years of the mobile consumer
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INNOVATION: L’OREAL NEXT
Our role as innovation catalysts was to immerse ourselves with the brand teams, learn digital innovation programs, tie them back to consumer trends to highlight key learnings and inspire how the tested technology or digital tactic could be leveraged to scale across L’Oreal USA.
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PLAYBOOK DEVELOPMENT: ALLIANZ
Allianz’s business is built largely on independent sales/producers teams generating value for their independent businesses. Targeted at their highest level producers, Allianz partnered with FRWD to create their producer team Digital Marketing Playbook. Focused on the essentials across multiple digital tactics, the 6-chapter playbook was written and designed by FRWD.
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