Female Millennial Opps: Biggby Coffee hires CMO amid spend increases (Score 59)

Sales lead: This hire will affect the company's marketing strategy & agency roster. 

• Biggby Coffee (BC) brought in Rita Bettino as CMO in September 2023. 
• Bettino spent the past five years as owner and principal of Cheetah Marketing Consulting. 
• Prior to that, she was the marketing director of PepsiCo Foodservice. 
• Bettino replaces Michele Waits, who is now the CMO of United Olive Oil Import. 
• We told you about BC's new regional AOR in January. 

Target demographic: Millennials with a female skew

The company will likely:

• Keep ramping up digital spend
• Diversify digital ad placement
• Build out the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BC spent approximately $729.1k on digital display ads YTD, a 31% increase from $558k spent in this channel during the same time period of 2022. 
• YTD data: 107.5m impressions via Facebook (75%), Instagram (24%), and desktop display (1%). 
• 2020-2021 spend: Full-year spend increased by 28% from $752k in 2021 to $963.4k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, fox59.com, bengals.com, and limaohio.com.

Additional channel insights  

• Vivvix: BC also invests in OOH and local broadcast. 
  • Click here to view BC's locations to see where you can offer local ad space. 
• Top podcasts sponsored: Armstrong & Getty On Demand, The Best of Coast to Coast AM, John and Ken On Demand, and The Fred Show On Demand. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency reviews. 
• Current roster:
  • Brandience: regional AOR