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J.P. Beauchamp & Willis Duran
Location, Location, LocationLead Marketing Conference
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Colossal Collapse In Chicago
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The Friday Morning Leader Board
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Some Numbers to Consider
1.7% to 1.3%
Revised GDP for Q2 2012
70%
New Jobs Created 2010 A55+
63.5
Labor Force Participation
Commerce Dept, Challenger Gray & Christmas
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Good News Bad News
Source: Moody’s, BLS
Economic Snapshot2008-2012E
Economic Measure
2008 2009 2010 2011 2012E
GDP (% chg) 1.9% -2.5% 4.2% 3.7% 1.7%Unemployment (%,
SA) 5.8 9.3 9.6 9 8.1Consumer Price Index (% Chg) 3.8% -0.3% 1.6% 3.0% 1.7%
Retail Sales (% Chg) -1.2% -7.0% 6.4% 7.6% 1.0%
Residential Permits (000) 895 582 603 624 755
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We Adapt and Overcome
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The Most Important Slide
Segments Promotion & Store Influences Product Development
Downtrodden Size: 17.8%Median Age: 48Median Income: $41KBleak outlook
Cautious& WorriedSize: 24.8%Median Age: 55Median Income: $47KBleak outlook
Start-UpsSize: 10.6%Median Age: 36Median Income: $47KHurt but see bright future
OptimisticsSize: 14.3%Median Age: 40Median Income: $64KFinancially hurt a bitCarefreeSize: 18.6%Median Age: 53Median Income: $67KFinancially Stable
Savvy ShoppersSize: 13.8%Median Age: 51Median Income: $76KFinancial improved
Skew to Walmart, Dollar, C-Store &Supercenter Collect coupons from newspapers and online Like loyalty card discounts, store signs, displays Use store Kiosks, Touch Screen Digital Signs Buy most private labels for EDLP
Visit manufacturers’ web for info and deals Try new brands for low price Look for products that last longer Prefer products that serve multi-usages. Prefer package types that allow family share
Skew to Walmart, Dollar, C-Store & Club Don’t actively collect coupons Don’t pay much attention to In-Store circulars,
signs or displays. Price sensitive.
Try new brands for low price Look for products that last longer
Skew to Grocery, Drug and Mass stores Search info and purchase online Collect coupons from newspapers and online Like loyalty card discounts, store signs, displays Use store Kiosks, Touch Screen Digital Signs
Visit manufacturers’ web for info and deals Try new brands. Like products that last longer Prefer package types that allow family share Reachable by social network, TV and Ratio ads
and iPhone.
Skew to Walmart & Supercenter Search info and download coupons online Like loyalty card discounts, store signs, displays Price sensitive. Buy private labels for EDLP.
Visit manufacturers’ web for info and deals Prefer package types that allow family share Reachable by TV and Radio ads and iPhone
Skew to Club store Not engaged in collecting coupons Least price sensitive Buy on trust of brands
Most brand loyal
Skew to Grocery, Drug and Mass stores Enjoy shopping and quest for value. Use a lot of coupons and store circulars Like loyalty card discounts, store signs, displays Buy on trust of brands
Read product labels Research products on blogs
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While consumers are a little pessimistic about the economy, they are making adjustments and returning to “little luxuries”
Downturn Driven Ritual Changes% of Shoppers- Top 2 Box
Source: SymphonyIRI MarketPulse Survey, Q32011.
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Slight changes in consumer optimism are reflected in how they are strategizing their store trips
Source: SymphonyIRI MarketPulse Survey, Q32011, Q2 2012
Trip Strategies% of Shoppers- Top 2 Box
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Scope & Scale
Almost half of US Adults own a Smartphone
Source:Pew Research Center's Internet & American Life Project. 3/12comScore US Digital Future in Focus 2/12
One-third of Americans view online
videos a day
Facebook delivers one out of every four
ads
>100 advertisers = 1 Billion IMPs Q4
‘11
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Key Steps in the Shopper Marketing Activation Process
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How Can you Better Leverage Digital
Content Communication Shopper Experience
“Push” messaging Confusion at the Shelf“One Size Fits All “Messaging
One-on-One DialogueGreater convenience
In Store or OnlineTailored
Communications
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Everything is in Play…Data & Platform Agnostic
Lifestyle / Shopper Segmentation
Media Consumption Buying Behavior
Is she a traditionalist?
…or is she a health conscious consumer?
Is she an expert who likes to share her recipes and skills with
others?
… or does she reach out to cooking experts because she
needs as much help as possible?
Will she only buy your product on a deal?
… or does she stick to one brand?
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DATA CONTENT TECHNOLOGY+ +
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Data
ShopperMarket
POS data representing 95% of items sold at the UPC level
All outlet SIG scan panel purchase data and AOL
proprietary data
ShopperScan Other Data
Behavioral | DemographicPsychographics | Technographic
Daypart | Weather
Audience Data
3rd PartyData
MediaData
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Content
Page 16
Audiences can be targeted and scaled with uniquely cross-platform digital approaches.
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Technology
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Insights
Page 18
Digital Audience Insights Offline Sales ImpactEXPOSED
CONTROL
ROI: $2.52
Advanced Measurement360 Multi-Dimensional Views
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Digital Campaigns - Benchmarks
Average
98MM
545MM
17MM
Campaign Size(Impressions)
Average$1.67
$3.82
$0.48
ROE
Targeted$0.09
$0.16
$0.02
$ Impact /HH
68%
1.2%
% Impact
Average16%
MAX
MIN
• The Average ROE for all targeted campaigns is $1.74 vs. $1.54 without a Purchase Based Target
Updated 9/12
Targeted$1.74
Average$0.08
Targeted19%
Targeted111MM
No Target12%
No Target$0.07
No Target$1.57
No Target70MM
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Develop laser-focused consumer
target.
Identify where to find your best
consumer
Identify your best consumer by their
shopping behavior.
Holistic Data Approach
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Thank You
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