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Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
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Copyright © 2011 IQ Agency
SHOPPER MARKETING STRATEGY, TACTICS & ACTIONJanuary, 2011
Copyright © 2011 IQ Agency
SHOPPER MARKETING:AN INTRODUCTION
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Copyright © 2011 IQ Agency
WHY DO SHOPPER MARKETING?
Build awareness in the marketplace
Discover customers earlier in the sales cycle
Create brand preference
Support comparisons, affect selection, and provide help and utility to shoppers
Deliver discounts at the right time and place
Drive purchase
Drive repeat usage and loyalty (and increase brand preference)
Shopper marketing strategies show you what to do when.
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Copyright © 2011 IQ Agency
WHAT IS SHOPPER MARKETING?
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Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.”
“
Copyright © 2011 IQ Agency
YOU PROBABLY ALREADY THINK ABOUT BUSINESS AS A FUNNEL
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PURCHASEAWARENESS CONSIDERATION //
CUSTOMER
The ‘moment of truth’
Copyright © 2011 IQ Agency
SHOPPER MARKETING IS ABOUT EXTENDING THE FUNNEL
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CUSTOMER
PURCHASE LOYALTYAWARENESS CONSIDERATION USE
Copyright © 2011 IQ Agency
SHOPPER MARKETING IS ABOUT EXTENDING THE FUNNEL
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CUSTOMER
PURCHASE LOYALTYAWARENESS CONSIDERATION USE
at
AT HOME
ON-THE-GO
IN STORE
Copyright © 2011 IQ Agency
SHOPPER MARKETING WORKS WITH YOUR CAMPAIGN AND PRODUCT MARKETINGShopper Marketing sits underneath your advertising campaigns and product marketing as a suite of technology platforms that support the brands.
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CAMPAIGN EXECUTION
CAMPAIGN EXECUTION
SHOPPER MARKETING
PROMOTION / SAVINGS
BRAND
UTILIT
Y DIGITAL CONTENTCAMPAIGN
EXECUTION
CAMPAIGN
EXECUTION
Copyright © 2011 IQ Agency
6 INSIGHTS ABOUT HOW BEST TO ENGAGE TODAY S CONSUMER
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’
Copyright © 2011 IQ Agency
1. CONNECTING THE DOTS BETWEEN ALL OF THE PARTICIPANTS
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RETAILER MANUFACTURER
END CONSUMER
SWEET SPOT
Copyright © 2011 IQ Agency
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2. WHEN ASKED WHY THEY USE SHOPPER MARKETING TOOLS, CONSUMERS ARE CLEAR
WANT TO SAVE MONEY
%Of course, we know that what they say and what people actually do are not always the same...
Copyright © 2011 IQ Agency
3. THE SPLINTERED MEDIA LANDSCAPE
Today’s media landscape contains many more channels than in the past and customers are engaging very differently with brands. Traditional marketing programs had fewer components, a linear flow, and easier integration.
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The old way
Copyright © 2011 IQ Agency
3. THE SPLINTERED MEDIA LANDSCAPE
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The new way The new way that consumers navigate the media landscape is both fractured and with each consumer in the driver seat. Forrester has recently referred to this as the “splinternet.”
In the shopper space, a successful strategy has to take into account this splintering and the availability of the wide variety of ways that shoppers choose to interact.
Copyright © 2011 IQ Agency
4. MARKETING IN SPACE AND TIME
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HUMAN’S LIFE
SEASONAL
SITUATIONS
The rhythms and routines of everyday life are influenced on a variety of scales. Shopper marketing can tap into these life-stage, seasonal, and situational triggers.
Copyright © 2011 IQ Agency
5. CONSUMERS AND SHOPPERS CAN AND WILL PROVIDE FEEDBACK ON THEIR EXPERIENCES
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Today’s consumer has the power to immediately complain or complement each touchpoint they have with a brand. When a customer has a good experience with a brand, they tell 3 people; when it’s bad, they tell 10,000. Shopper marketing tools can involve your brand in this consumer feedback loop.
Copyright © 2011 IQ Agency
6. SEARCH BEHAVIOR FOR CPG FAVORS THE SUBJECT AREA, PROBLEMS AND SOLUTIONS
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A holistic shopper marketing search media strategy will test and refine buys across each of these different ways that consumers use web search to find information, content and utility, and savings.
SUBJECT AREA > PROBLEM > SOLUTION / PRODUCT > BRAND XYZ
SKIING
DRY SKIN
MOISTURIZER
BRAND XYZ The circles above display the search volume for each search term (in 2009).
Copyright © 2011 IQ Agency
DIGITAL SHOPPER MARKETING:STRATEGIC FRAMEWORK
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Copyright © 2011 IQ Agency
REMEMBER, SHOPPER MARKETING IS ABOUT EXTENDING THE FUNNEL
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PURCHASE LOYALTYAWARENESS CONSIDERATION USE
at
AT HOME
ON-THE-GO
IN STORE
Copyright © 2011 IQ Agency
DRIVING CONSUMERS TOWARD PRODUCT PURCHASE
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PURCHASE LOYALTYAWARENESS CONSIDERATION USE
at
AT HOME
ON-THE-GO
IN STORE
Copyright © 2011 IQ Agency 20
PURCHASE LOYALTYAWARENESS CONSIDERATION
at
AT HOME
ON-THE-GO
IN STORE
USE
AND SITUATING THE CONTEXTS AS THEY CONTRIBUTE TO PURCHASE
Copyright © 2011 IQ Agency
SHOPPER MARKETING TOOLBOX OF TACTICS
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AT HOME ON-THE-GOIN STORE
• Demographically- and behaviorally-targeted online display advertising
• Search advertising and local search advertising
• Retailer websites including e-Circular
• Brand websites and microsites (content), branded utilities
• Social media, blogs, and trusted sources for research
• Email-based CRM
• Printable coupons
• Television
• Print advertising
• Direct mail
Digital shopper marketing
Non-digital shopper marketing
Copyright © 2011 IQ Agency 22
AT HOME ON-THE-GOIN STORE
SHOPPER MARKETING TOOLBOX OF TACTICS
• Product packaging QR and photo-based applications
• Mobile-based information and support for decision
• Mobile-based coupons or promotions
• In store television
• Digital kiosk
• Post-purchase digital coupons
• Post-purchase coupon
• Circular
• Rebates
• Packaging , on-shelf merchandising / advertising
Digital shopper marketing
Non-digital shopper marketing
• Demographically- and behaviorally-targeted online display advertising
• Search advertising and local search advertising
• Retailer websites including e-Circular
• Brand websites and microsites (content), branded utilities
• Social media, blogs, and trusted sources for research
• Email-based CRM
• Printable coupons
• Television
• Print advertising
• Direct mail
Copyright © 2011 IQ Agency 23
AT HOME ON-THE-GOIN STORE
SHOPPER MARKETING TOOLBOX OF TACTICS
• Product packaging QR and photo-based applications
• Mobile-based information and support for decision
• Mobile-based coupons or promotions
• In store television
• Digital kiosk
• Post-purchase digital coupons
• Post-purchase coupon
• Circular
• Rebates
• Packaging , on-shelf merchandising / advertising
• Local search advertising
• Mobile websites
• Mobile coupons
• Mobile applications (product location or stock info, price comparisons, barcode scanner, shopping list, or augment product use)
• SMS-based promotions (text-to-win)
• Mobile CRM
• Outdoor and other OOH advertising
• Radio
Digital shopper marketing
Non-digital shopper marketing
• Demographically- and behaviorally-targeted online display advertising
• Search advertising and local search advertising
• Retailer websites including e-Circular
• Brand websites and microsites (content), branded utilities
• Social media, blogs, and trusted sources for research
• Email-based CRM
• Printable coupons
• Television
• Print advertising
• Direct mail
Copyright © 2011 IQ Agency
SHOPPER MARKETING TACTICS VISUALIZED
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In-store television Loyalty kiosk On-aisle television
Marketing and loyalty programs in retailer’s space let manufacturers touch consumers where their message, content, or promotion matters most.
Copyright © 2011 IQ Agency 25
SHOPPER MARKETING TACTICS VISUALIZED
Loyalty programs outside of retailers give manufacturers more flexibility, though frequently at added cost, since it requires a stream of content updates and management.
Copyright © 2011 IQ Agency 26
SHOPPER MARKETING TACTICS VISUALIZED
Printed (and digital) circular Retailer CRM email
Retailer printed coupons
Copyright © 2011 IQ Agency
SHOPPER MARKETING TACTICS VISUALIZED
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Walmart has an ongoing content program which collects 12 ‘mommy bloggers’ to forge an online community around walmart’s key shopper demographic.
Copyright © 2011 IQ Agency
SHOPPER MARKETING TACTICS VISUALIZED
Target has just released a holiday-themed iPad application. The app has more than just an interactive store finder and circular, but also contains holiday music and content.
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Copyright © 2011 IQ Agency 29
SHOPPER MARKETING TACTICS VISUALIZED
Location extensions power the map-based results for pizza in Atlanta.
Copyright © 2011 IQ Agency
LOCATION-BASED COUPONING AND LOYALTY PROGRAMS
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ShopAlerts is a location-based mobile marketing solution that reaches consumers while they are shopping or spending time doing the things that they enjoy most - creating unparalleled relevancy tied to place and time. The service works on any phone to deliver messages that consumers find valuable - not intrusive - and reaches customers to in a mindset to make a purchase.
1020 PlaceCast ‘ShopAlerts’
PlacePunch makes it easy for any franchise or business to implement online marketing campaigns that integrate with Foursquare, Facebook Places, Twitter and other location-based social networks. PlacePunch enables you to build loyalty programs that reward customers for checking into your venues, enables you to automatically send personalized Tweets to customers and helps you learn more about your customers and locations.
PlacePunchGoogle Mobile Advertising
Google Mobile Advertising uses their location extensions framework to present ads with the shopper’s current distance.
Note: mobile searches at google.com have grown 500% in the last two years.
Copyright © 2011 IQ Agency
COMPELLING SHOPPER MARKETING RESULTS
comScore reports from 2008 through 2010 show that digital shopper marketing has an impact on retailer visits and retail sales.
Online display ads have increased store traffic by 6%, and combining online display with search marketing can drive up store visits 43%.
One longitudinal study also showed that online advertising has generated an average sales lift of 9% in retail channels.
In the grocery space, retailers have seen similar increases of 7% sales lift, along with 4% increased basket penetration and the addition of two extra shopping trips per month on average.
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PURCHASE LOYALTYAWARENESS CONSIDERATION
at
AT HOME
ON-THE-GO
IN STORE
USE
Copyright © 2011 IQ Agency
SHOPPER MARKETING TACTICS IN CONTEXT
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Primary shopper flow
Digital shopper marketing
Non-digital shopper marketing
Search advertising
Social Media& blogs
Brand site Retailer websiteTraditionalmedia
Mobile website
Mobile couponing
Location-basedadvertising offers
Retailer/ productfinder
Retailer CRM email
Post-purchase coupon
Employee adviceIn-store media
e-Circular
In-store comparisonand research
Mobile Utilitiesfor in-use scenarios
Mobile CRM
Brand CRM or loyaltyprogram
Social Mediaand brand sites (feedback)
Kiosks
Word of mouth
Circular
Digital enhancementsto packaging (QR, etc)
Copyright © 2011 IQ Agency
SHOPPER MARKETING STRATEGY DEVELOPMENT
Develop the strategic context
• What does winning look like?
• Which consumers should you target?
• Which customers (retailers)?
Develop the platforms
• How will you do it?
• What leverage do you get by integrating across platforms?
Develop and create the programs
• What is the creative program execution that will get you there?
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Copyright © 2011 IQ Agency
SHOPPER MARKETING STRATEGY DEVELOPMENT
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EMERGING BRAND ARCHITECTURE
CONSUMER SEGMENTATIONSTUDY
RETAILER RELATIONSHIPS
Identify the business opportunities, set goals and match them to consumer segments to find ‘sweet spot’ between consumer, brand, and retail partner(s).
Map the consumer’s needs and scenarios to the business funnel and select tactics.
Deploy the resulting tactics as a program and measure results.
Copyright © 2011 IQ Agency
PRODUCT EXAMPLE
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Primary shopper flow
In market program
Phase 1 approach
PURCHASE LOYALTYAWARENESS CONSIDERATION USE
Phase 2 approach
at
AT HOME
ON-THE-GO
IN STORE
Search advertising
Social media(Facebook + twitter)
Brand siteRetailer digitalintegration
Traditionalmedia
Mobile couponing
Location-basedadvertising offers
Retailer/ productfinder
In-store media
In-store comparisonand research
Mobile utilitiesfor in-use scenarios
Brand CRM or loyaltyprogram
Social media(feedback)
Digital enhancementsto packaging (QR, etc)
Mobile websiteMobile searchadvertising
Copyright © 2011 IQ Agency
Phase 1
• Brand website redesign to include content program, campaigns, and promotions
• Create search marketing through analytics-driven search marketing campaign
• Test-drive mobile search advertising, especially if geo-targeting can drive business goals
• Integrate with retailer digital channels including e-Circular
• Create packaging QR codes (or other in-store marketing) to allow research and comparison.
Phase 2
• Continued content programs for website
• Test traditional media
• Expand retailer integration (explore website, mobile applications)
• Based on outcomes from mobile coupon and mobile search, test-drive location-based couponing.
• Create mobile application for in-use scenarios especially around safety (could include tips, reminders)
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PRODUCT EXAMPLE
Copyright © 2011 IQ Agency
THANK YOUFor more information contact Melissa Dreyer newbiz@iqagency.com 678-449-2028
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