Clinton Martin

Clinton Martin Slide #1 B2B/B2C Goals - Take care of the people making the babies -Indirectly Sell more baby food Ultimately, though... = Drive up demand for our food products in homes and stores = Slide #2 -Campaign ObjectiveTake care of more than the baby: Take care of the parents! Make more time for them to make more babies! We Launched... Slide #2A Slide #3 -We TargetedMillennial Parents, balancing parenting + maintaining a sex life Slide #3A Meet Max Meet Lucy Meet Guy He’s strapped for time, She’s an Army Nurse, Gov’t property, Works oddball hours He’s more camera shy than Max+Lucy combined And wants to remain anonymous Has 1.5 kids Aspiring Cook Cooking Enthusiast Draws profile cartoons for work He’s trying Keto, but his kids aren’t Avoids Cooking Slide #4B Max He and his wife are working professionals sometimes on different schedules. They are also new parents. It’s also a wonder they had time to make a baby. We want them to have the time to make more. He and his wife met in Afghanistan eating MREs and other Army foods. They know what boring, low quality food is like. They order from HelloFresh to keep things tasty and quick. Now that they’ve made the time to make a baby, the challenge continues. Good, convenient food for their child, while they work and often go to school. Plum Organics is that answer. Slide #4A Age -32 A day in the life- Gets up at the crack of dawn and preps his son Army daycare. His wife preps for work in the local hospital Previous engagement w/ brand - None Life Stage - Husband & first-time father At the end of the day, the family converges at home, where they prepare a convenient but healthy, tasty dinner. Fav Brand Family StatusWorking Wife and infant son This is followed by using Youtube as a platform to increase their financial awareness as a family. This is followed by school work from home, all while being a full time parent. 18 hr days are normal Aspirations- Early retirement w/ pension and real estate assets Current Locationsmalltown Arizona Challenges- Making time for everything Occupation- Army -Classified Online behavior- He and his wife follow YouTubers aimed at increasing Financial Education for the masses LanguagesClassified Career planning, online university work Household IncomeMind Your Own Business! Shopper TypeQuality & Convenience Plum gives him the time to do it all Slide #5 Yumi is coming after us, but not in a way a we’re worried about Competitors Plum Organics Serenity Kids Yumi 2005 2016 2017 Subsidiary Private Private Emeryville, US HQ Austin, US HQ Los Angeles, US HQ 205% increase 288% increase 633% increase Twitter followers 156.2 k 204 1.1 k Key Advantages Organic, convenient packaging, in your delivery ready local store Convenient Packaging Meal delivery Program Founding Date Type Locations Employees Slide #5A We took care of the foundation of the family… Offering Professional Relationship Advice, Appealing to their humor, And starting conversations “Take Care of the Roots, and The Tree Will Flourish” Slide #6 We launched an omni-channel campaign, Going to our customer Targeting our ideal market, tracking social media clicks, Collecting lead data for later retargeting Slide #6A Landing Hundreds of Thousands Of Posts, Shares, etc. Adding to our Media Exposure We Even Gave Away A Mattress + *Because after all, the best way to keep it, Is to keep doing the things that you got it with Slide #7 WE KILLED IT Slide #8 BTW… Meet Mattis, we didn’t make him up We want Mattis as a customer from start to finish, For as long as we can, From his childhood to his parenthood… and on, and on, and on!!! Slide #8A What We Missed Our Own “Gerber Scholarship” Phase Two- Fill the gaps in the for the lifetime value of the customer Grow with their family… Also, long term tracking of email accounts, using lifetime of the customer as a key KPI Slide #8B We kept it cheeky, uncensored, and values-centered… Just like our customers family