IQ Shopper Marketing
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IQ 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 ...

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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    IQ Shopper Marketing IQ Shopper Marketing Presentation Transcript

    • SHOPPER MARKETING STRATEGY, TACTICS & ACTION January, 2011Copyright © 2011 IQ Agency
    • SHOPPER MARKETING: AN INTRODUCTIONCopyright © 2011 IQ Agency 2
    • 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.Copyright © 2011 IQ Agency 3
    • WHAT IS SHOPPER MARKETING? “ 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 4
    • YOU PROBABLY ALREADY THINK ABOUT BUSINESS AS A FUNNEL CUSTOMER AWARENESS CONSIDERATION PURCHASE // The ‘moment of truth’Copyright © 2011 IQ Agency 5
    • SHOPPER MARKETING IS ABOUT EXTENDING THE FUNNEL AWARENESS CONSIDERATION PURCHASE USE LOYALTY CUSTOMERCopyright © 2011 IQ Agency 6
    • SHOPPER MARKETING IS ABOUT EXTENDING THE FUNNEL AWARENESS CONSIDERATION PURCHASE USE LOYALTY AT HOME a ON-THE-GO CUSTOMER t IN STORECopyright © 2011 IQ Agency 7
    • SHOPPER MARKETING WORKS WITH YOUR CAMPAIGN AND PRODUCT MARKETING Shopper Marketing sits underneath your advertising campaigns and product marketing as a suite of technology platforms that support the brands. CAM IGN EXEC PAIGN MPA TION CA CU DIGIT UTIO ILITY N EXE AL CO D UT BRAN NTEN SHOPPER T MARKETING IGN CAM MPA TION CA CU EXEC PAIGN UTIO EXE PROMOTION / SAVINGS NCopyright © 2011 IQ Agency 8
    • 6 INSIGHTS ABOUT HOW BEST TO ENGAGE TODAY’S CONSUMERCopyright © 2011 IQ Agency 9
    • 1. CONNECTING THE DOTS BETWEEN ALL OF THE PARTICIPANTS END CONSUMER SWEET SPOT RETAILER MANUFACTURERCopyright © 2011 IQ Agency 10
    • 2. WHEN ASKED WHY THEY USE SHOPPER MARKETING TOOLS, CONSUMERS ARE CLEAR 86 % 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 11
    • 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. The old wayCopyright © 2011 IQ Agency 12
    • 3. THE SPLINTERED MEDIA LANDSCAPE 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 13
    • 4. MARKETING IN SPACE AND TIME 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. HUMAN’S LIFE SEASONAL SITUATIONSCopyright © 2011 IQ Agency 14
    • 5. CONSUMERS AND SHOPPERS CAN AND WILL PROVIDE FEEDBACK ON THEIR EXPERIENCES 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 15
    • 6. SEARCH BEHAVIOR FOR CPG FAVORS THE SUBJECT AREA, PROBLEMS AND SOLUTIONS 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). 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.Copyright © 2011 IQ Agency 16
    • DIGITAL SHOPPER MARKETING: STRATEGIC FRAMEWORKCopyright © 2011 IQ Agency 17
    • REMEMBER, SHOPPER MARKETING IS ABOUT EXTENDING THE FUNNEL AWARENESS CONSIDERATION PURCHASE USE LOYALTY AT HOME a ON-THE-GO t IN STORECopyright © 2011 IQ Agency 18
    • DRIVING CONSUMERS TOWARD PRODUCT PURCHASE AWARENESS CONSIDERATION PURCHASE USE LOYALTY AT HOME a ON-THE-GO tSTORE INCopyright © 2011 IQ Agency 19
    • AND SITUATING THE CONTEXTS AS THEY CONTRIBUTE TO PURCHASE AWARENESS CONSIDERATION PURCHASE USE LOYALTY AT HOME a ON-THE-GO tSTORE INCopyright © 2011 IQ Agency 20
    • SHOPPER MARKETING TOOLBOX OF TACTICS Digital shopper marketing Non-digital shopper marketing AT HOME IN STORE ON-THE-GO • 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 mailCopyright © 2011 IQ Agency 21
    • SHOPPER MARKETING TOOLBOX OF TACTICS Digital shopper marketing Non-digital shopper marketing AT HOME IN STORE ON-THE-GO • Demographically- and behaviorally-targeted online • Product packaging QR and photo-based applications display advertising • Mobile-based information and • Search advertising and local search advertising support for decision • Mobile-based coupons or • Retailer websites including e- Circular promotions • In store television • Brand websites and microsites (content), branded utilities • Digital kiosk • Social media, blogs, and • Post-purchase digital coupons trusted sources for research • Post-purchase coupon • Email-based CRM • Circular • Printable coupons • Rebates • Television • Packaging , on-shelf merchandising / advertising • Print advertising • Direct mailCopyright © 2011 IQ Agency 22
    • SHOPPER MARKETING TOOLBOX OF TACTICS Digital shopper marketing Non-digital shopper marketing AT HOME IN STORE ON-THE-GO • Demographically- and behaviorally-targeted online • Product packaging QR and photo-based applications • Local search advertising display advertising • Mobile websites • Mobile-based information and • Mobile coupons • Search advertising and local support for decision search advertising • Mobile-based coupons or • Mobile applications (product location or stock info, price • Retailer websites including e- Circular promotions comparisons, barcode • In store television scanner, shopping list, or • Brand websites and microsites (content), branded utilities • Digital kiosk augment product use) • Post-purchase digital coupons • SMS-based promotions (text- • Social media, blogs, and to-win) trusted sources for research • Post-purchase coupon • Mobile CRM • Email-based CRM • Circular • Outdoor and other OOH • Printable coupons • Rebates advertising • Television • Packaging , on-shelf • Radio merchandising / advertising • Print advertising • Direct mailCopyright © 2011 IQ Agency 23
    • SHOPPER MARKETING TACTICS VISUALIZED 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 24
    • 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 25
    • SHOPPER MARKETING TACTICS VISUALIZED Printed (and digital) circular Retailer CRM email Retailer printed couponsCopyright © 2011 IQ Agency 26
    • SHOPPER MARKETING TACTICS VISUALIZED 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 27
    • 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.Copyright © 2011 IQ Agency 28
    • SHOPPER MARKETING TACTICS VISUALIZED Location extensions power the map-based results for pizza in Atlanta.Copyright © 2011 IQ Agency 29
    • LOCATION-BASED COUPONING AND LOYALTY PROGRAMS Google Mobile Advertising 1020 PlaceCast ‘ShopAlerts’ PlacePunch 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. ShopAlerts is a location-based mobile PlacePunch enables you to build marketing solution that reaches loyalty programs that reward consumers while they are shopping or customers for checking into your spending time doing the things that venues, enables you to automatically Google Mobile Advertising uses they enjoy most - creating send personalized Tweets to their location extensions unparalleled relevancy tied to place customers and helps you learn more framework to present ads with and time. The service works on any about your customers and locations. the shopper’s current distance. phone to deliver messages that Note: mobile searches at consumers find valuable - not google.com have grown 500% intrusive - and reaches customers to in in the last two years. a mindset to make a purchase.Copyright © 2011 IQ Agency 30
    • 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.Copyright © 2011 IQ Agency 31
    • SHOPPER MARKETING TACTICS IN CONTEXT Digital shopper marketing Non-digital shopper marketing Primary shopper flow AWARENESS CONSIDERATION PURCHASE USE LOYALTY Search Social Media e-Circular Social Media Brand CRM or loyalty advertising & blogs and brand sites program (feedback) Traditional Retailer website AT HOME media Brand site Retailer CRM email Word of mouth a Location-based Mobile Utilities Mobile CRM Mobile website advertising offers for in-use scenarios Mobile couponing ON-THE-GO Retailer/ product In-store comparison finder and research tSTORE IN In-store media Circular Kiosks Employee advice Digital enhancements to packaging (QR, etc) Post-purchase couponCopyright © 2011 IQ Agency 32
    • 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?Copyright © 2011 IQ Agency 33
    • SHOPPER MARKETING STRATEGY DEVELOPMENT EMERGING Identify the business opportunities, set goals BRAND ARCHITECTURE and match them to consumer segments to find ‘sweet spot’ between consumer, brand, and retail partner(s). CONSUMER SEGMENTATION STUDY Map the consumer’s needs and RETAILER scenarios to the business funnel and select tactics. RELATIONSHIPS Deploy the resulting tactics as a program and measure results.Copyright © 2011 IQ Agency 34
    • PRODUCT EXAMPLE In market program Phase 1 approach Phase 2 approach Primary shopper flow AWARENESS CONSIDERATION PURCHASE USE LOYALTY Search Social media Social media Brand CRM or loyalty advertising (Facebook + twitter) (feedback) program Traditional Retailer digital AT HOME media Brand site integration a Mobile website Location-based Mobile utilities advertising offers for in-use scenarios Mobile search advertising ON-THE-GO Retailer/ product Mobile couponing finder In-store comparison tSTORE and research In-store media Digital enhancements IN to packaging (QR, etc)Copyright © 2011 IQ Agency 35
    • PRODUCT EXAMPLE Phase 1 Phase 2 • Brand website redesign to include content program, campaigns, and promotions • Continued content programs for website • Test traditional media • Create search marketing through analytics-driven search marketing campaign • Expand retailer integration (explore website, mobile applications) • Test-drive mobile search advertising, especially if geo- targeting can drive business goals • Based on outcomes from mobile coupon and mobile search, test-drive location-based couponing. • Integrate with retailer digital channels including e- Circular • Create mobile application for in-use scenarios especially around safety (could include tips, reminders) • Create packaging QR codes (or other in-store marketing) to allow research and comparison.Copyright © 2011 IQ Agency 36
    • THANK YOU For more information contact Melissa Dreyer newbiz@iqagency.com 678-449-2028Copyright © 2011 IQ Agency 37