Post on 24-Jan-2015
description
www.engageconsultants.com
Marketing to Shoppers – Revolutionizing the way brands
are marketed
Connect with us for all of the latest shopper marketing news from around the globe!
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We have worked with over 50 companies, of which 10 are in the top 25 consumer goods manufacturers
globally
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...
We help consumer goods companies…
Marketing used to be simple
Developing powerful brands
Drive depth of distribution
2002 2003 2004 2005 2006 2007F2008F2009F2010F0
50
100
150
200
250
300
350
400
450
Mobile advertising
Global internet
Interactive TV promotions
In-game advertising
U.S. product placement
Global cable/multichannel
Global broadcast
U.S.MSO advertising
Global radio and outdoor
Global magazine
Global newspaper
U.S.local station
New ad formats 22.4%
Traditional ad formats 77.6%
41
20
19
19
20
5
5
5
5
4
2
2
CAGR(2006-2010)
5.7%
5.9%
Global advertising spend by category
The consumer communication world is fragmented; and is fragmenting further at unprecedented rates
Source: Morgan Stanley
As media continues to fragment, reaching consumers is increasingly more expensive
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
Traditional media Internet sources In-store marketing74%75%76%77%78%79%80%81%82%83%84%
Source used by media type
Source: Google inc. 2011
More and more money is spent in the belief that this “First moment of truth” is critical
19781998
2005
Expenditure as a proportion of budget
Trade Promotion
Consumer Promotion
Advertising & Media
70% of promotions lose money – US$ 196 billion could be wasted every year
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites
Manufacturer : WinRetailer: Lose
Manufacturer : LoseRetailer: Lose
Manufacturer : WinRetailer: Win
Manufacturer : LoseRetailer: Win
60%
10% 15%
15%
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
Shopper behavior
Consumer priorities
Channel priorities
In–store marketing
Investment in customers
Define and quantify clear consumption opportunities
Occasions
Experience
Needs and desires
Availability to consume
Why
Where Why NOT?
WhenWhat
Opportunity
Who
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
OfferCommunication
Changing shopper behavior
Availability
Each objective will require a blend of tactics to deliver it
Encouraging shoppers to buy across the range
Merchandise in ranges rather than by product
type
Deals to buy across the range
Signage which shows system usage
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 awarenessEncourage action
Primary shelfSecondary display
What media should we use?
What is allowed by the retailer?
An effective promotion must change shopper behavior
Supports consumption
growth by changing shopper
behavior
Profitably meets company objectives
Profitably meets customers’ objectives
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
What consumption opportunities
exist?
Which shoppers
will support these?
Where can you
influence these
shoppers?
What is required in-store?
What investment is needed?
Let’s connect!
facebook.com/engagetheexperts
twitter.com/shopperexperts