More Related Content Similar to IQ Shopper Marketing (20) More from SoDA Speaks (10) IQ Shopper Marketing1. SHOPPER MARKETING
STRATEGY, TACTICS & ACTION
January, 2011
Copyright © 2011 IQ Agency
3. 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
4. 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
5. YOU PROBABLY ALREADY THINK ABOUT
BUSINESS AS A FUNNEL
CUSTOMER
AWARENESS CONSIDERATION PURCHASE //
The ‘moment of truth’
Copyright © 2011 IQ Agency 5
6. SHOPPER MARKETING IS ABOUT
EXTENDING THE FUNNEL
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
CUSTOMER
Copyright © 2011 IQ Agency 6
7. SHOPPER MARKETING IS ABOUT
EXTENDING THE FUNNEL
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
AT HOME
a ON-THE-GO
CUSTOMER
t IN STORE
Copyright © 2011 IQ Agency 7
8. 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 N
Copyright © 2011 IQ Agency 8
9. 6 INSIGHTS ABOUT HOW BEST
TO ENGAGE TODAY’S CONSUMER
Copyright © 2011 IQ Agency 9
10. 1. CONNECTING THE DOTS BETWEEN ALL OF THE
PARTICIPANTS
END CONSUMER
SWEET SPOT
RETAILER MANUFACTURER
Copyright © 2011 IQ Agency 10
11. 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
12. 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 way
Copyright © 2011 IQ Agency 12
13. 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
14. 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
SITUATIONS
Copyright © 2011 IQ Agency 14
15. 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
16. 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
18. REMEMBER, SHOPPER MARKETING IS ABOUT
EXTENDING THE FUNNEL
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
AT HOME
a ON-THE-GO
t IN STORE
Copyright © 2011 IQ Agency 18
19. DRIVING CONSUMERS TOWARD PRODUCT
PURCHASE
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
AT HOME
a
ON-THE-GO
tSTORE
IN
Copyright © 2011 IQ Agency 19
20. AND SITUATING THE CONTEXTS AS THEY
CONTRIBUTE TO PURCHASE
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
AT HOME
a
ON-THE-GO
tSTORE
IN
Copyright © 2011 IQ Agency 20
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
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 21
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
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 mail
Copyright © 2011 IQ Agency 22
23. 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 mail
Copyright © 2011 IQ Agency 23
24. 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
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 25
26. SHOPPER MARKETING TACTICS VISUALIZED
Printed (and digital) circular Retailer CRM email
Retailer printed coupons
Copyright © 2011 IQ Agency 26
27. 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
28. 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
29. SHOPPER MARKETING TACTICS VISUALIZED
Location extensions power the map-based
results for pizza in Atlanta.
Copyright © 2011 IQ Agency 29
30. 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
31. 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
32. 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 coupon
Copyright © 2011 IQ Agency 32
33. 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
34. 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
35. 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
36. 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
37. THANK YOU
For more information contact Melissa Dreyer newbiz@iqagency.com 678-449-2028
Copyright © 2011 IQ Agency 37