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!

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