Shutterfly, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Shutterfly, Inc. is an Internet-based publishing service that enables consumers to share, print and preserve their memories by using its technology-based platform and manufacturing processes. Headquartered in Redwood City, CA, the company offers a range of personalized photo-based products and services that enable consumers to upload, edit and share photos. In addition, Shutterfly, Inc. sells a variety of photo-based merchandise manufactured by third parties, such as mugs, mouse pads and coasters.
|Main Telephone||(650) 610-5200|
|Main Fax||(650) 654-1299|
Shutterfly, Inc. ContactsContacts (5/39)
|John B.||Senior Vice President & Chief Marketing Officer||CA|
Sample of Associated Brands
|Ishantha L.||Chief Product Officer & Senior Vice President||CA|
|Satish M.||Chief Technology Officer & Senior Vice President||CA|
|Christopher N.||President & Chief Executive Officer||CA|
|Christiane P.||Vice President, Investor Relations & Risk Management||CA|
|Wedding Paper Divas||*|
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H2 Media Opps: Shutterfly names CEO, increasing mobile investments (Score 35)
Subject: digital, Hispanic media, TV, radio, email marketing, partnership
Company: This Life.
Opportunity: During Q1, Shutterfly executed a mobile marketing strategy in the form of an unlimited free prints campaign. The campaign resulted in a record 1 million mobile downloads for the quarter and drove a record number of customer via the app, around 2.7 times more than Q1 last year. Therefore, Shutterfly will continue (research here) increases in digital ad activity, particularly mobile.
This increase in mobile spend is part of the larger paid media budget that Shutterfly is investing in toward the launch of its 3.0 platform this fall. Philip Marineau, chairman of the board, pointed out that the upcoming Shutterfly campaign will be aimed at introducing people to what they can do on their cell phones.
Therefore, sellers should reach out now to secure some of these increased mobile investments slated for fall and its core holiday revenue period While holiday is Shutterfly's biggest season, don't forget about other key revenue periods next year, such as Mother's Day and Valentine's Day. Hispanic sellers should put Shutterfly on their radar as the company is increasing its offerings to this market. We understand that Shutterfly handles marketing in-house.
Keep in mind that Shutterfly recently named Christopher North as its new CEO and president. effective May 31.
Experience: North joins Shutterfly from Amazon UK, where he has served as managing director since 2011.
Mobile Replattforming Effort: Referred to as “Shutterfly 3.0,” the company is looking to aggregate images across any device for this next generation platform. This will allow the company to bring the entire catalog of products and services on Shutterfly.com to Shutterfly Mobile. Hopefully, said outgoing CEO Jeffrey Housenbold last year, this will increase conversion rates, revenue and average order value. This technology migration will eventually include Wedding Paper Divas and Tiny Prints, but Housenbold said this has been delayed 12-18 months to ensure optimal functionality. When fully deployed (around mid-2016), Shutterfly 3.0 will be feature localization, meaning local marketing opportunities will exist.
Housenbold reported that mobile engagement for Shutterfly was up about 40% YOY. Shutterfly 3.0 technically debuted a few months ago, but the full catalog is still not available. Further investments will go toward providing equal offerings across desktop, tablet and mobile devices (for Android, iOS and Kindle).
Target Audience: Around 40% of active Shutterfly users are millennials and that the company has made “a concerted launch” into the Hispanic and Latino market.
Media Spend: According to Kantar Media, Shutterfly spent $24.3 million on measured media spend in 2015 – down 8.5% from 2014 ($26.6 million). Spend was split between three main channels in 2015: print (30.5%), display (28.6%) and broadcast (25.7%).
National TV Spend: Note that Shutterfly has not spent any money on national TV ads this year, iSpot.tv reports. For full 2015, Shutterfly spent $7.9 million on national TV ads (most of this was spent in Q4 – $6.4 million). See chart for Q4 2015 show targeting.
Digital Breakdown: So far in 2016, Shutterfly has run 267 display ads on 2,323 publishers (2% mobile), according to Moat. Top ad destinations include: shutterfly.com, theglitterguide.com, davidsbridal.com, embracinghomemaking.net and eonline.com (26% placed site direct versus programmatically). Shutterfly has also run 26 high impact ads this year – mostly standard – on sites such as Design Sponge and E! Online.
For full 2015, Shutterfly ran 734 display, 63 high impact and six video ads (3% mobile; 8% site direct).
2800 Bridge Pkwy
Redwood City, CA 94065
Senior Vice President & Chief Marketing Officer
Vice President, Integrated Marketing