Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...
Marketing to shoppers - Revolutionizing The Way Brands Are Marketed
1. Marketing to Shoppers –
Revolutionizing the way brands
are marketed
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shopper marketing news from around the globe!
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www.engageconsultants.com
2. We have worked with over 50 companies, of which
10 are in the top 25 consumer goods manufacturers
globally
We help consumer goods companies…
Identify massive growth opportunities
Identify huge savings in trade spend and marketing
Configure teams to be most effective
Develop people to be able to make a difference...
3. Marketing used to be simple
Developing Drive depth of
powerful brands distribution
4. The consumer communication world is fragmented;
and is fragmenting further at unprecedented rates
Global advertising spend by category
CAGR
450 (2006-2010)
Mobile advertising 41
400
Global internet 20
New ad
350 formats 22.4%
Interactive TV promotions 19
In-game advertising 19
300
U.S. product placement 20
250 Global cable/multichannel 5
5
Global broadcast
200
5
Traditional ad U.S.MSO advertising
formats 77.6% 5
150 Global radio and outdoor
4
Global magazine
100 2
Global newspaper
2
50 U.S.local station
0
As media continues to fragment, reaching consumers is
increasingly more expensive
Source: Morgan Stanley
6. The journey from consumer desire to a sale is getting
more complicated
Source used by media type
84%
83%
82%
81%
80%
79%
78%
77%
76%
75%
74%
Traditional media Internet sources In-store
marketing
Source: Google inc. 2011
7. More and more money is spent in the belief that this
“First moment of truth” is critical
Expenditure as a proportion of budget
Trade Promotion
Consumer Promotion
Advertising & Media
1978
1998
2005
8. 70% of promotions lose money – US$ 196 billion
could be wasted every year
Manufacturer : Lose Manufacturer : Win
Retailer: Win Retailer: Win
60% 15%
Manufacturer : Lose Manufacturer : Win
Retailer: Lose Retailer: Lose
10% 15%
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites
10. What is shopper marketing?
“The systematic creation and
application of elements of the
marketing mix to affect positive
change in shopper behavior in order
to drive consumption of a brand”
11. True, integrated, shopper marketing creates
coherent links between the end consumer
and the in-store environment
Consumer Shopper Channel In–store Investment
priorities behavior priorities marketing in customers
12. Define and quantify clear consumption opportunities
Needs and
Why Who
desires
Occasions
Where Why NOT? Opportunity
Experience
What When Availability
to consume
14. Knowing the shopper
Who is the target
shopper?
What is their current
behavior?
What is their desired
behavior?
What evidence exists to
suggest that this change
is possible?
17. Invest in an integrated in-store marketing mix
Availability
Changing
shopper
behavior
Communication Offer
18. Each objective will require a blend of tactics
to deliver it
Merchandise in ranges
rather than by product
type
Encouraging shoppers to
buy across the range
Signage which shows Deals to buy across the
system usage range
20. Availability is used to make it easy for shoppers to
find what they want
And to buy what we want them to buy…
21. Premium toner is put next to mass cleanser to
encourage trade up
22. Communication is about understanding the target
shopper, the message and the media
What message is
critical to taking the
shopper to purchase?
Which barriers need
overcoming?
Which media is likely
to work in this
environment?
How much time do we
have to deliver a
message?
23. Messaging in-store – simple and single-minded
What message you want to
convey?
Which shopper engagement
point will be most appropriate?
Create awareness
Encourage action
Primary shelf
Secondary display
What media should we use?
What is allowed by the
retailer?
24. An effective promotion must change shopper
behavior
Supports
consumption Profitably meets Profitably meets
growth by company customers’
changing shopper objectives objectives
behavior
25. Offer – targeting the offer to encourage the desired
shopping behavior
28. Answering the key questions
Which Where can
What
shoppers you What is What
consumption
will support influence required investment
opportunities
these? these in-store? is needed?
exist?
shoppers?
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Hinweis der Redaktion
Penetration in Thailand is 12%Philippinjes 24.6%
Friends shopping for cosmetics together, but who is the actual consumer? How consumer can be influenced by shoppers.
http://www.premiumbeautynews.com/en/U-S-make-up-users-want-simplicity,1895?checklang=1 1] The survey was conducted in March 2010 among the Market Force network of independent mystery shoppers and merchandisers across the U.S.A. The pool of 5,000 respondents ranged in age from 18 - 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than US$50,000 a year.
Can we glam this up with a picture perhaps?
Need a sign off page – with social links, client logos? What?