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Marketing to Shoppers –
                                       Revolutionizing the way brands
                                                         are marketed




Connect with us for all of the latest
shopper marketing news from around the globe!

    facebook.com/engagetheexperts
    twitter.com/shopperexperts
                                      www.engageconsultants.com
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...
Marketing used to be simple




  Developing       Drive depth of
powerful brands     distribution
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
Grabbing and keeping the interest of consumers is
                   getting more and more tricky
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
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
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
This not shopper marketing!
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”
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
Define and quantify clear consumption opportunities




                                             Needs and
  Why            Who
                                              desires


                                              Occasions
Where            Why NOT?    Opportunity

                                             Experience


   What          When                         Availability
                                             to consume
Understand the differences between your consumers
                                and your shoppers
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?
Where do shoppers shop?
Where can your target shoppers be influenced?
Invest in an integrated in-store marketing mix




                Availability




                Changing
                shopper
                behavior


Communication                  Offer
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
Available means visible to the shopper
Availability is used to make it easy for shoppers to
                                  find what they want




And to buy what we want them to buy…
Premium toner is put next to mass cleanser to
                          encourage trade up
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?
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?
An effective promotion must change shopper
                                                     behavior




    Supports
  consumption        Profitably meets     Profitably meets
   growth by             company             customers’
changing shopper        objectives           objectives
    behavior
Offer – targeting the offer to encourage the desired
                                  shopping behavior
Promotions can undermine so much brand value
The best in-store promotion ever!
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?




 Let’s connect!

     facebook.com/engagetheexperts
     twitter.com/shopperexperts

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Marketing to shoppers - Revolutionizing The Way Brands Are Marketed

  • 1. Marketing to Shoppers – Revolutionizing the way brands are marketed Connect with us for all of the latest shopper marketing news from around the globe! facebook.com/engagetheexperts twitter.com/shopperexperts 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
  • 5. Grabbing and keeping the interest of consumers is getting more and more tricky
  • 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
  • 9. This not shopper marketing!
  • 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
  • 13. Understand the differences between your consumers and your shoppers
  • 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?
  • 16. Where can your target shoppers be influenced?
  • 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
  • 19. Available means visible to the shopper
  • 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
  • 26. Promotions can undermine so much brand value
  • 27. The best in-store promotion ever!
  • 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? Let’s connect! facebook.com/engagetheexperts twitter.com/shopperexperts

Hinweis der Redaktion

  1. Penetration in Thailand is 12%Philippinjes 24.6%
  2. Friends shopping for cosmetics together, but who is the actual consumer? How consumer can be influenced by shoppers.
  3. 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.
  4. Can we glam this up with a picture perhaps?
  5. Need a sign off page – with social links, client logos? What?