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 (5/34)
|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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Hispanic, Digital Opps: Shutterfly continuing radio, TV tests in 2016
Subject: digital, Hispanic media, TV, radio, email marketing, partnership
Company: This Life.
Opportunity: In the Q3 earnings call, CEO Jeffrey Housenbold stated that the company was continuing to “refine and enhance” email marketing efforts, as well as test and scale TV and radio ads. He added that Shutterfly is about to launch its largest annual holiday catalog campaign ever. The integrated marketing campaign will aim to expand brand impressions for Shutterfly and Tiny Prints. Note that some marketing spend has been shifted from Q3 to Q4, so there may still be some available dollars this holiday season.
While holiday is Shutterfly’s biggest season, don’t forget about other occasions, such as Mother’s Day and Valentine’s Day, that may present high-volume ad opportunities. 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.
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 Housenbold, 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).
Partnerships: Part of the reason Shutterfly was able to shift dollars back to Q4 was due to the strength of its partnerships in Q3. These partnerships include Gap, Carter’s, Best Buy, Gymboree, Carnival Cruise Lines and Zulily, as well as a philantrophic partnership with The Ellen DeGeneres Show. Typically, these partnerships involve a free product offer to customers, e.g. a free photo book.
Shutterfly also has a partnership with actress Maria Canals-Barrera to bring awareness to its new Spanish-language cards and stationery.
Target Audience: Housenbold noted that 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 $41.6 million on measured media in 2014 – up 7.4% from 2013. iSpot reports that Shutterfly has spent $1.5 million on national TV since January (down from $2.1 million in 2014). Most of this was spent between May and July. See chart for 2015 show/channel targeting.
Digital Breakdown: Per Moat, Shutterfly has run 530 display ads on 8,096 publishers this year (<1% mobile). Top ad destinations include marthastewartweddings.com, theoatmeal.com, wunderground.com and davidsbridal.com (only 6% placed site direct compared to programmatic).
For the same period 2014, 404 creatives were run on 2,218 publishers (49% placed site direct, so take note of the shift to programmatic placement).
2800 Bridge Pkwy
Redwood City, CA 94065
Senior Vice President & Chief Marketing Officer
Vice President, Integrated Marketing