MediaPost Email Insider Summit - Building the Multi-Touch Experience

Wednesday, December 12, 2018, 10:15am: Scotts MiracleGro, Amanda Scarnechia

1. Building the
Multi-Touch
Experience

Amanda Scarnechia

2. Intro: Fun facts about me
2
●OSU alum
●Background in industrial design
●I want to work for NASA when I grow up
●Dog mom
●I ❤ emojis

3. Consumers ingest thousands of pieces of content a day
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4. What do we want consumers to do?
4
ENGAGE with our brand
Become AWARE of our brand
PURCHASE the brand
ADVOCATE for the brand

5. How do we get more conversions?
5
1
Deliver personalized content in the channel(s) preferred
2
Enable multiple touchpoints throughout the consumer journey
3
Create a seamless user experience

6. How do we get more conversions?
6
1
Deliver personalized content in the channel(s) preferred
3
Create a seamless user experience
2
Enable multiple touchpoints throughout the consumer journey

7. How do we get more conversions?
7
1
Deliver personalized content in the channel(s) preferred
2
Enable multiple touchpoints throughout the consumer journey
3
Create a seamless user experience

8. Deliver personalized content using personas
8
Meet Robert:
●Age: 34
●Gender: Male
●Income: $100K
●New homeowner
●Wants the “best lawn on the block”
○Unfamiliar with what tools he needs
○Wants a quick & easy, DIY method

9. Engage at multiple touchpoints in consumer journey
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Web

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Social Ad














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Web
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Engage at multiple touchpoints in consumer journey

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Social Ad
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Web
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Web
Engage at multiple touchpoints in consumer journey

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Social Ad
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Web
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Web
Email
Engage at multiple touchpoints in consumer journey

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Social Ad
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Web
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Web
Email
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Mobile App
Engage at multiple touchpoints in consumer journey

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Social Ad
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Web
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Web
Email
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Mobile App
In-Store
Purchase
Engage at multiple touchpoints in consumer journey

15. Build loyalty with seamless post-purchase experience
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●Follow-up with content on how to
use the product that was purchased

●Recommend other products of
interest based on purchase

●Provide excellent customer call
center response

●Ask for a review 30 days
post-purchase

16. How are we personalizing journeys at Scotts?
16
Analytics tracking across channels
Direct mail
Geofencing in the app
Granular segmentation

17. How are we personalizing journeys at Scotts?
17
Analytics tracking across channels
Direct mail
Geofencing in the app
Granular segmentation

18. How are we personalizing journeys at Scotts?
18
Analytics tracking across channels
Direct mail
Geofencing in the app
Granular segmentation

19. How are we personalizing journeys at Scotts?
19
Analytics tracking across channels
Direct mail
Geofencing in the app
Granular segmentation

20. Thank you.
Questions?