|
|
|
(Titles and employers of interviewees are those in effect at time of interview)
|
Bill Moir
Executive Vice-President
Tim Hortons
Bill Moir, the 57-year-old executive vice-president of Tim Hortons, Oakville, Ont., was recently honoured as one of Advertising Age's 'Global Marketers of the Year.'
Such an honour is not surprising to those who know him. But while he's often referred to by both Tim Hortons staff and industry outsiders as the glue that is keeping the fast food company's marketing and sales efforts on a constant growth path, Moir is a smart, unassuming guy will never admit to being anything more than part of the team.
His marketing philosophy is simple: "to sell more stuff."
Tim Hortons is the number one fast food chain in Canada, one of the few countries where McDonald's Restaurants doesn't hold that honour. Tim Hortons outstrips McDonald's in sales, traffic and number of stores, with 2005 sales expected to reach $3.4 billion. Started in 1964 as one coffee and donut shop in Hamilton, Ont., by franchisee Ron Joyce, a ex-police officer, and NHL star Tim Horton, the company has more than 2,700 outlets, including 260 in its expanding US market. It specializes in three categories of products: hot and cold beverages (especially coffee), bakery/snack products, and lunch items - to quote the company's advertising tagline: 'always fresh'.
The company has been owned by Wendy's International Inc. since 1995, but is run totally independently. Wendy's is currently spinning off 15%-to-18% of Tim Hortons in an Initial Public Offering.
Oversees Huge Growth of Marketing Staff and Budget
When Moir joined the company in 1990, Tim Hortons had a marketing staff of eight. He now has a marketing department of 60 and a marketing budget increased ten-fold. And while he won't reveal the dollar budget he controls, consider that in 2005, there have been 30 TV commercials (up from 28 in 2004) produced in English, French and, sometimes, separate U.S. versions, and that Tim Hortons is on TV, radio and billboards 52 weeks a year - sometimes with multiple programs running on TV at one time. Further, there is new point-of-purchase for every new product promotion (about one per month).
Add to that, a huge sponsorship program (NHL, CFL, cycling, curling, fishing and more); promotions like the 'Roll Up the Rim to Win' that has become an annual reward program and, now in its 20th year, a brand unto itself; and involvement in soccer, baseball and, especially, hockey programs ranging down through every level of hockey from professional through Junior to the grass roots community 'Timbits' hockey and soccer leagues involving about 110,000 kids. The company and its franchisees provide sweaters and funds to help offset costs.
Ex-hockey Player
Hockey is something close to Moir's heart. While it's inherent in the brand due to the chain's namesake, Moir himself played hockey at the Junior, University, and Senior levels as well as in Europe. But, he admits, "I wasn't quite good enough to play NHL."
However, beyond his wife Carol and three adult children, sports, and especially, hockey, which he has also coached, are his main interest outside of the business.
Moir also sits on the Board of Directors of Tim Horton Children's Foundation - set up in memory of Horton who was killed in a car accident in 1974. The Foundation sends disadvantaged children in the 9-to-12 year age group to camps, usually two chosen by the management of every Tim Hortons outlet. The children are sent on 'an adventure' - meaning that they do not go to the camp closest to their home. There are five camps in Canada and one in the U.S..
Product Line Expansion
It doesn't stop there. He works closely with Tim Hortons' R&D team, which earlier reported to him, but has now been spun off from his direct responsibilities. When Moir joined the company, it had already expanded to offer muffins, TimBits, and croissants, but Moir's team starting marketing Tim Hortons' bagels in 1996 which became a major success and a staple of the company.
"We'd been watching the trends in U.S. bakery products," says Moir. "It was a move that was both offensive and defensive."
And although, Tim Hortons already had soup and some lunch products on its menu, under Moir lunch was formalized.
"One of my chores each year is to look and understand what's happening in each of our segments, and see what's important in day parts, and in where we should be in terms of healthy and indulgence. For instance, we recently launched a fruit yogurt product, but just before that, we launched a chocolate danish.
Moir also works with Tim Hortons' senior management on U.S. expansion. The company has outlets in Western New York, Michigan, Ohio, Maine and is moving into the southern New England area.
Skills Learned at K-Tel and Labatt
Describing his job as one that combines building brand image with "getting more bodies through the doors", Moir learned his skills mainly at K-Tel International where, beginning in sales, he became account manager and then production manager - gaining retail expertise; and at Labatt Breweries of Canada, joining as assistant to the director of marketing. He subsequently held the positions of marketing representative, Manitoba; sales supervisor Manitoba; manager, advertising and planning, Alberta; manager, advertising and planning, Prairie region; group product manager, Prairies; brand manager, Ontario; and national brand manager, Blue - where he absorbed the importance of 'image-driven'.
"They helped me to understand consumers and the need to watch for trends," Moir says.
Moir the Client
Paul Wales, president of Enterprise Advertising (a member of the JWT family, and Tim Horton's agency for 15 years) says, "Bill is always just ahead of consumers' expectations of the brand and, at the same time, not getting too far too fast. And he works closely with regional programs to make sure that Tim Horton's philanthropic side and local involvement are harmonious with brand values. He understands both store managers and consumers."
Among the unique programs Mr. Moir launched to draw traffic was to make Tim Hortons outlets the only direct channel for obtaining the first Canadian coinage with colour ever from the Canadian Mint: a Remembrance Day quarter with a red poppy.
It's the type of move that has made Moir a top marketer, and to quote Enterprise's former president, Alison Simpson (now general manager Venture Communications Ltd.), "One of the top all time clients, but he never takes credit for what he does."
Then again, he sees his job simply, "to sell more stuff. That's what I'm paid to do."
(December 21/05)
|
Copyright (c) 2005 Rice Wine Communications, Inc. All Rights Reserved. Articles may be referenced but proper credit must be given to PubZone(tm) as the source. Any other use of this material requires the written consent of the publisher.
|
|
|
|
|
