Find out how this director, interactive marketing used the web to spread a message to a large number of people.
Brad Smith is the director of interactive marketing for General Mills. In his current position, he is responsible for all of the company's interactive marketing initiatives, including online advertising, marketing partnerships, consumer acquisition, email/database marketing, mobile marketing and interactive promotions.
Smith's team has two main areas of accountability. First, the team is responsible for day-to-day execution of the company's core interactive strategy, household marketing. Household marketing is a consumer database marketing initiative based on reaching General Mills' most profitable consumers. Smith's team is also charged with bringing focus to the online investments and activities of General Mills' individual brands.
iMedia: With P&G's recent announcement that it's pulling some dollars from network TV, and ZenithOptimedia's new predictions showing internet advertising increasing, it seems "spray and pray" is starting to feel some pressure. Is this a good thing for interactive marketers? Has it opened some budget for you?
Brad Smith: Our interactive budgets are increasing, but not at the expense of any particular medium. With a much more cluttered media environment, there's a greater demand on our consumers' time and attention. We're trying to do a better job of surrounding consumers, and finding them exactly where and when they're most receptive to our messages. For example, the web is creating a "new daypart" opportunity to reach time-starved working women. These are the women who use the web to manage the household (or "family business," if you will). The information they're seeking online, such as recipes, coupons or parenting information, is a perfect fit for the messages and content our brands are trying to deliver.
iMedia: Following up on that, how has the media mix changed for you over the last few years?
Smith: For competitive reasons, we cannot provide this information. We can say only that interactive advertising is becoming a more integrated part of our media mix and our spending has steadily increased.
iMedia: What was your most successful online or integrated campaign recently and what made it successful?
Smith: General Mills' announcement early this year that all of our cereals are now made with Whole Grain. This example represents the first time we delivered true mass reach on the web. Interactive was a key part of the launch strategy, and media and creative were planned together from the very beginning. This was huge news in our largest category -- since the category has about 98 percent penetration, we wanted to reach as many people as we could as quickly as possible. We had a simple, and very powerful, message: nine in 10 Americans don't get the recommended daily allowance of whole grains, and all General Mills cereals are a good or excellent source of whole grain (all GMI cereals are now made with whole grain). Our strategy included high impact home page takeover ads on a single day at the top portals on the web, including Yahoo!, iVillage and AOL. On that day, we reached nearly half of the total adult 18+ audience through a limited number of sites. It also really changed our marketers' perception on the scale the web can deliver.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Smith: No other media offers the opportunity to give consumers a message at the precise time they're seeking relevant information, whether it's new moms seeking parenting information, or consumers who search for pie recipes during the holiday season. Additionally, the web gives us a chance to establish direct relationships with our most valuable consumers. We love that it's a place where people actively seek you out and express the desire for a connection with you.
iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?
Smith: There's not any single tool. The tactics we employ are dependent on our marketing objectives.
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Smith: Two things. First, the potential emotional impact of the web. I think it has long had a reputation for being a cool medium, about tasks and efficiency. But there really are opportunities to connect with consumers on a deeper level. I'm also frustrated by programs that aren't built around ideas first then linked across the right media to carry the message.
iMedia: What's the next big thing and how will it affect you?
Smith: Brand democracy. Consumers are really into authentic brands that really mean something. It's already out there online -- consumers sharing opinions on products, or creating pirate ads about your brands. The brand doesn't belong to us as marketers. It belongs to consumers. The more we understand that, the better equipped we'll be to address their needs. There's a great opportunity to tap into our brand champions' enthusiasm for our brands.
iMedia: Speaking of consumers sharing opinions: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, et cetera? Are you using any blogs or other social networking tools to market?
Smith: We're watching it closely. This kind of thing can be a really valuable insight generator; we can really get a sense for what people are thinking about and we can really get ahead of trends. They can also be really powerful PR tools when you think about reaching influentials with a point of view on a product issue or policy concern. But these things are tough to harness as marketing vehicles. They're built on a certain purity and authenticity. The minute a marketer tries to stick a message into that environment, you've turned people off and the thing that makes these things successful is compromised.
iMedia: Are you doing any behavioral targeting? If yes, please describe.
Smith: Yes, behavioral targeting is one of several kinds of targeting we employ, along with other things like geographic, daypart, content-based targeting. Our behavioral targeting has been based on surfing behavior and actual consumer purchase behavior.
iMedia: What's the key for having a successful relationship with agencies?
Smith: Clear, consistent direction, common creative vision and expectations.
iMedia: Have you done much with wireless, iTV or other emerging mediums?
Smith: We experiment with many emerging technologies. By the time you read about a trend in a major newsweekly, it's too late -- that's like looking in the rear view mirror.
iMedia: Any final words of wisdom for other marketers? Something you've recently learned, perhaps, or some advice someone has given you?
Smith: Hang in there, remain passionate and advocate exclusively for the benefit of your consumers.