https://www.greenfieldmktg.com/InTheNews daily 0.75 2023-10-20 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592168218069-KT4B63J8Z54PTDKA712O/Hawks+Public+House.png In the News - Hawks Public House To-Go CW31 Sacramento, 4/4/20 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592168246129-8O8VNGB69916LBO2EA3E/SMG+2.jpeg In the News - Curbside Takeout at Studio Movie Grill Fox40 Sacramento, 4/3/20 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592169647681-BV9ZG47QF5IAQEOYMEK3/Hawks+Public+House.png In the News - Hawks at Home Sacramento Magazine, 4/10/20 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592168537249-LLLLJG6626O256IP7R5W/Hawks+Granite+Bay.png In the News - Hawks Open For Biz CW31 Sacramento, 6/6/20 https://www.greenfieldmktg.com/home daily 1.0 2023-10-18 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Marketing: Experience Palm Electronics https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591403397013-50FF2NNQL49GYPX3LSFD/AEG+Live+2.jpg Greenfield Marketing: Experience AEG https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591464071603-O3QTDJ92VRUHX4RRIGNQ/NorCal+Honda+Dealers.png Greenfield Marketing: Experience Northern California Honda Dealers https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591464387298-HUB0WQ27VTY81YNPDIJD/Levi%27s.jpg Greenfield Marketing: Experience Levi's https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591401672546-VZT8CPRDOPYU26NIAELH/venetian+gold+logo.jpg Greenfield Marketing: Experience The Venetian Las Vegas https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/d2f538f3-06c6-4564-bfcf-abd0debb691e/Moska.jpg Greenfield Marketing: Experience Moska Barrel House https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591402565317-57GQZOYSCAIW9H4AKTSI/1024px-Wells_Fargo_Bank.svg.png Greenfield Marketing: Experience Wells Fargo https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/a2534225-8d0c-4753-b427-90da7e975892/cropped-tosc-square.png Greenfield Marketing: Experience Orthopedic Specialty Center https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591465020894-2V5NV2UTEFL173XRYZU7/Sony_logo2.jpg Greenfield Marketing: Experience Sony Electronics https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591401944297-FQASLKUYI83A2O3JZ4VT/Wyndham+Hotels.jpg Greenfield Marketing: Experience Wyndham Hotels and Resorts https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591404394872-J9U3D8FIFOY462ZH8ZTP/Colosseum+at+Caesars+Palace3.png Greenfield Marketing: Experience The Colosseum https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591464087805-96OJ6WM8MYQ9ZCWQPA58/NorCal+Acura+Dealers.png Greenfield Marketing: Experience Northern California Acura Dealers https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1597364028305-5KAAPF8H0MAYDSWT8DHF/IMG_6956.JPG Greenfield Marketing: Experience Twin Rocks Estate Winery https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591402213254-ILHAT3HY26FB5B94QQ62/Nobu%2BRestaurant%2Blogo2.jpg Greenfield Marketing: Experience Nobu Las Vegas https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591403949270-ZVX474BYMQAH4JXLAP34/Nobu+Hospitality.jpeg Greenfield Marketing: Experience Nobu Hotel- Las Vegas https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591462551402-H2D75218Z0POWTKEIJM4/zapoos+theater_logo.png Greenfield Marketing: Experience Zappos Theater at Planet Hollywood https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591397574297-QV9TF6ZB5B2TTL8S5RU7/gordon-ramsay-burgr-logo.jpg Greenfield Marketing: Experience Gordon Ramsay Burger https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591462666563-7XT4IE9XRL7949J1K7XC/LINQ+Promenade.png Greenfield Marketing: Experience The LINQ Promenade https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592152366585-IMNA4S1HNCSEQLIWT43E/Margaritaville+logo.jpg Greenfield Marketing: Experience Margaritaville Las Vegas https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591398438281-KGH0F2LMVAFM71ZCGD55/Rao%27s%2BLogo4.jpg Greenfield Marketing: Experience Rao's Caesars Palace https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/9472be1c-c226-4848-95f8-28ab7a958891/One+Cardinal+Way.PNG Greenfield Marketing: Experience One Cardinal Way 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Hospitality https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591461245428-N71LQ393W59PJCX4V99E/Guy+Savoy+logo.jpg Greenfield Marketing: Experience Restaurant Guy Savoy https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/9d75a26f-04cf-436d-8cea-04f6d3b84a34/Midland+Lofts.PNG Greenfield Marketing: Experience Midland Lofts https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591461304315-9C7W0759IA3UO5ABWDQG/Mesa+Grill.jpg Greenfield Marketing: Experience Bobby Flay's Mesa Grill https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/c83f7628-40de-41e6-8ed6-239654fd9286/two-light-logo2.PNG Greenfield Marketing: Experience Two Light Luxury Apartments https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591461724637-R82LI6B7C96KYOZUJ39F/Lagasse%27s+Stadium.jpg Greenfield Marketing: Experience Emeril Lagasse's Stadium https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/617727c8-1816-41bb-908e-014ae2accd2a/One+Rangers+Way.PNG Greenfield Marketing: Experience One Rangers Way https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591461977894-6IBQCBJXOZ82GJ65GL6X/Bouchon2.jpg Greenfield Marketing: Experience Thomas Keller's Bouchon https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/2a1fd7e0-d8af-4544-a191-737cb20bb6a3/Three+Light+logo.png Greenfield Marketing: Experience Three Light Luxury Apartments https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592152579948-RHBZL0R46EGIDZWTM8L4/McDonalds+logo.jpg Greenfield Marketing: Experience McDonald's https://www.greenfieldmktg.com/contact-us daily 0.75 2023-10-18 https://www.greenfieldmktg.com/venetianlasvegas daily 0.75 2023-10-18 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591556632969-W41XEVPOXM0I2NNFMJ9C/The+Venetian.jpg The Venetian Las Vegas Case Study - The Venetian Las Vegas The Challenge In 2014, I joined The Venetian Las Vegas as their Vice President of Marketing. With over 7,200 hotel rooms, The Venetian was the largest hotel in the U.S. Although occupancy hovered around 90%, the property was becoming more reliant on third-party travel sites such as Expedia, which takes a commission of the room rate on every room night booked. There was a 4-year trend of declining direct bookings. How could we get more consumers to book direct through Venetian.com without sacrificing room rate or occupancy? The Solution The first step was analyzing our digital marketing efforts. Two things stood out: First was the use of an overly aggressive view-through attribution model. Essentially, this meant that the wrong channels were given too much “credit” for driving online bookings. Second, as a result of the misguided attribution model, our digital spend was too heavily invested in the wrong areas. The second step was to reallocate our digital marketing spend, eliminating view through attribution, and focusing primarily on last-click attribution. Essentially, a significant percentage of the budget was moved from display advertising to paid search, as that’s where consumers were shopping and clicking. The third step was to focus on email capture and data collection. Growing our known customer base allowed us access to more direct (and cheaper) communication with our customer and therefore place greater emphasis on building frequency versus focusing on finding new customers on paid channels. The final step was better collaboration with our Revenue Management team (the group that sets room rates and distribution). Having an immediate understanding of the property’s high and low occupancy periods, by segment, relative to the Las Vegas market allowed us to optimize our spend with a more microscopic focus. The Results Once the plan was implemented, The Venetian saw revenue gains in direct booking channels in 25 of the next 27 months, for a total incremental revenue increase of roughly $29.7 million. Additionally, we increased the size of our contactable database by 15%, allowing for more targeted customer communications and more precise look-alike customer modeling. https://www.greenfieldmktg.com/studiomoviegrill daily 0.75 2023-10-18 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591556727392-Q92AQR9DPR06F8EXTMZK/Studio+Movie+Grill.jpg Studio Movie Grill Case Study - Studio Movie Grill The Challenge Like many companies in March 2020, Studio Movie Grill faced a sudden challenge. COVID-19 forced the closure of their 33 locations across 10 states. There were no movies, and thus, no ticket sales. As their Vice President of Marketing, I was challenged with determining how Studio Movie Grill could generate revenue, keep team members employed and still stay top-of-mind with consumers during theater closures. The Solution Luckily, Studio Movie Grill had a unique advantage, compared to most other movie exhibitors, in that they offered a complete experience, with custom luxury recliners paired with an American Grill menu, full-service bar and in-theater dining. The first step was a change in self-perception. With each venue having a full kitchen, we had to convince our executive team to look at each location as a restaurant, not a movie theater. The second step was to act like a restaurant. I partnered with the executive Operations and Technology leads to activate a partnership with GrubHub and quickly develop food ordering functionality on our mobile app. The Results Within a week of theaters closing, we launched our Studio Movie Grill Takeout and Delivery initiative at 11 locations. In addition to enjoying the SMG Culinary experience at home, consumers were treated to 2 free movie passes. It was something no other restaurant could offer, and helped Studio Movie Grill “seed future customers” for when theaters re-opened. Customers, and the media, loved it. Long term, it opened an additional revenue stream that could executed at scale across all 33 locations. https://www.greenfieldmktg.com/services daily 0.75 2023-10-20 https://www.greenfieldmktg.com/norcalhonda daily 0.75 2023-10-18 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591557181607-R637YCM15PYN7JLWDZS9/DublinHondaDealership-Image.jpg Northern California Honda Dealers Case Study - Northern California Honda Dealers The Challenge In 2006, I was the Account Director at Baker Street Advertising. Our new client, the 55 Honda dealers in Northern California and the Central Valley were losing market share to, and being significantly outspent by, their rival Toyota dealers. How could we create a regionally relevant market position that grew market share, stayed true to the Honda Brand, and accommodated for regional variances? The Solution The first step was analyzing Polk data, which measures vehicle registrations by model and segment in by market. That analysis revealed some key trends in Northern California: Fuel efficient Small and Mid-Size vehicle segments were growing at a pace much faster than the market as a whole Concurrently, truck and SUV segments were underperforming the market The Toyota Prius was the number 1 selling vehicle in San Francisco, with 4% market share, a staggering number for a specific model. For reference, some manufacturers (entire vehicle lines) don’t have 4% market share. At this point, a key strategic decision had to be made: either focus advertising efforts to help stimulate sales growth in segments that were struggling, or spend into the regional industry trend. We chose the latter. The second step was to conduct consumer research to understand what truly drove consumers’ vehicle purchase decision. Not surprisingly, for Northern California, fuel economy and environmental impact were key contributors. But digging deeper, we learned that consumers only wanted to be environmentally conscious when it didn’t impact their other preferences. There was a limit to what they were willing to sacrifice. Leveraging the both the Polk data and the consumer insights, we created and produced the “Think Green. Think Honda.” campaign, focusing on Honda’s small and midsize vehicles: the Honda Civic and The Honda Accord. For more rural markets, with higher Hispanic populations and an increased focus on trucks and SUVs, we broadened the campaign to appeal with an increased Spanish language initiatives and focused on the fuel efficiencies of Honda’s SUV lineup, while remaining true to the confines of the “Green” messaging. The key to ensuring the success of the campaign was educating the dealer population on the umbrella strategy, articulating why it was relevant to their specific geographic area, as well as their sales team. We created a newsletter that was the primary communication tool for sharing market-specific communication strategies, partnered with American Honda to created sales training collateral within the context of the campaign, shared media plans for dealers to piggyback, thus amplifying the effectiveness of their buy, and produced engaging point of purchase merchandising. This combination of efforts helped get buy-in across the network, from owners to the salespeople on the floor. The Results The results were impressive. Over the first two years of the campaign, Honda’s market share increased in 22 of the 24 months, across all markets, while still being outspent by Toyota. Additionally, the Honda Civic overtook the Toyota Prius as the number 1 selling vehicle in the San Francisco Bay Area. https://www.greenfieldmktg.com/interesting-reads daily 0.75 2023-10-20 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/8c980f9f-4a28-4835-bc4f-c52249a29c09/Money+Tree.PNG Greenfield Marketing: Interesting Reads - How Much Does Google Ads Cost in 2023? by Kristen McCormick, via WordStream https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591751964295-40HCNUZUPR2PUETJ2L68/Fractional+CMO+image.png Greenfield Marketing: Interesting Reads - 5 Signs you need a Fractional CMO by Cathy Foster, The Business Journal https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592006802930-1JCHCI74FJ2ETG7C8H8X/Most+Interesting+Man.png Greenfield Marketing: Interesting Reads - A Guide to DMPs, CRMs and CDPs by Zachary Leifer, via LinkedIn https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1594668791817-YUALYU9O5EMJASTC7FAP/The+Digital+Future+of+Small+Business Greenfield Marketing: Interesting Reads - The Digital Future of Small Business by Konstantin Prodanovic, Hootsuite https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/0bc9846e-b9ba-4d16-a80f-0ce4cfc2c478/Forbes+Fractional+CMO.PNG Greenfield Marketing: Interesting Reads - The Benefits of Hiring a Fractional CMO by Ber Mitchell, Forbes https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1592523122716-3ZGV7KYTWNLS6YU9PWFH/Surviving+Post+COVID-19.png Greenfield Marketing: Interesting Reads - Reimagining the post-COVID return by Kevin Sneader and Bob Sternfels, McKinsey & Company https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/03314fca-9922-4358-9beb-fc1f064278c4/Fractional+CMO-+Morning+Brew.PNG Greenfield Marketing: Interesting Reads - Why the fractional CMO position seems to be catching on by Katie Hicks, The Morning Brew https://www.greenfieldmktg.com/caesarsentertainment daily 0.75 2023-10-18 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/1591556544465-ZYWS1AVC3OGDMIKPBS77/Caesars+Palace.jpg Caesars Entertainment Case Study - Caesars Entertainment The Challenge By 2012, consumer spending habits in Las Vegas had changed. For the first time in history, gaming now accounted for less than 50% of overall revenue. Tourists were now spending more money on restaurants, entertainment, night clubs and retail. I was the Vice President of Hospitality Marketing for Las Vegas at Caesars Entertainment, and we knew we had to reposition, and relaunch, our Total Rewards program. Historically, Total Rewards had been Caesars’ gaming-centric loyalty program, which offered consumers the opportunity to earn points based on their spending activity on property, and was the backbone for measuring customer worth. However, little incentive had been created for customers to leverage their Total Rewards membership beyond the gaming floor. We had limited data on the totality of customer spending and therefore a limited view on total customer worth. How could we create an incentive for Total Rewards customers to use their Total Rewards card in non-gaming environments and drive incremental EBITDA? The Solution We leveraged a best practice from, of all places, the grocery store industry. We partnered with our Food and Beverage leaders and Enterprise Analytics teams across the city and created Total Rewards Pricing at 50 of our restaurants across Las Vegas. Similar to the grocery store environment, customers would see two prices: Total Rewards Membership pricing and Non-member pricing. The current retail price became the Total Rewards price. A second pricing column was created for non-members, typically at a 10% increase from the Total Rewards price. The Result Prior to the introduction to Total Rewards Pricing, only 5% of Total Rewards users were swiping their card in our restaurants. Within 9 months of launch, that number jumped to 17%. What this allowed us to do, is partner with the database team and begin to reassess our customer reinvestment levels: essentially, creating a scenario where a $500 gaming customer (who also spent significantly in other areas) became more valuable than a $750 gaming customer (who spent minimally in other areas around the resort). Additionally, the incremental non-member pricing among the 50 other restaurants drove approximately $9 million in incremental EBITA. https://www.greenfieldmktg.com/the-team-1 daily 0.75 2023-10-20 https://images.squarespace-cdn.com/content/v1/5ec85614d95a886230e9af7d/c2048ca5-e44e-47a5-99e0-e97ceeec85b8/IMG_3515.jpg The Team