This document discusses strategies for increasing brand awareness and sales. It emphasizes understanding the brand's identity and what shoppers want in order to maximize the reason for purchase. Several examples are provided of campaigns that get brands noticed through attention-grabbing marketing, create positive shopping experiences, and bring together different touchpoints to guide consumers through the purchase process. The overall message is that brands should leverage their identity, deeply engage shoppers, and take brave steps to stand out in order to drive awareness and sales.

1. Jason Bullivant
Strategy & Planning Director

2. 1 + 1 = 3
(And other dodgy maths…)
2

3. “ Making the simple complicated is
commonplace; making the
complicated simple, awesomely
simple, that’s creativity.
Charles Mingus
”
3

5. 1 + 1 = 3
(And other dodgy maths…)
5

6. What the What the MAXIMISED
brand + shopper = REASON TO
stands for? is looking for? PURCHASE
Increasing the ‘sales’ opportunity
6

7. What the What the MAXIMISED
brand + shopper = REASON TO
stands for? is looking for? PURCHASE
x2 x3 x2
7

8. THERE ARE ONLY 3 WAYS TO INCREASE SALES
1 Get more shoppers
2 Get existing shoppers to buy more often
3 Get existing shoppers to spend more

9. “If a creative idea doesn’t work instore,
it simply doesn’t work.”
Ann Mooney, (ex) Global Marketing Director, P&G.

10. How do you choose the
products & services you buy?

11. THE RATIONAL THE EMOTIONAL
The Sales bit The Brand bit
Logical Intuition
Analytical Creativity
Maths Holistic thought

12. BRAND B
BRAND A
BRAND C
BRAND D

13. POP BRAND D

14. BRAND - Getting on the radar
(2 examples)

15. 4% liked
7% disliked
89% indifferent
IPG Advertising Study

16. wHy. what is great wHere do we need How can we share the
about the product? to share the message? message with impact?
Persuasion CoMMuniCaTion iMPaCT
The wHy needs to inform the How

17. Rom Bar - Romania
Getting on the radar - example 1

18. Getting on the radar - example 2

19. Getting on the radar - example 2

20. Getting on the radar - example 2

21. Hellmann’s Mayonnaise - UFS
Getting on the radar - example 2

22. Creating shopper ‘happy’
(3 examples)

23. Wicked Uncle - UK
Shopper ‘happy’ - example 1

24. The education started well
before the hoardings.
Swing tags, instore displays and
catalogues had been using QR codes
all before that.
Shopper ‘happy’ - example 2

25. NAB Kiosk – Westfield
We’re no longer a purely
financial institution –
but retail spaces also
competing for people's
time and attention…
Peter Holmes, Head of Network
Planning and Design, NAB
Shopper ‘happy’ - example 3

26. Bringing it all together
(2 examples)

27. Bringing it all together - example 1

28. Bringing it all together - example 1

29. Deus Cycleworks – Last Dinosaurs/Zoom Bike
Bringing it all together - example 1

30. Deus ex Machina – Temple of Enthusiasm
Bringing it all together - example 1

31. Bringing it all together - example 2

32. Anaconda
Bringing it all together - example 2
1

33. PERCEPTION
Top level awareness of the brand.
Typical ATL disciplines
RESEARCH
The information gathering stage.
WOM & independant reviews
inform a new perception.
EXPLORING
Physically looking to purchase.
(Instore, Online, Mobile, etc)
POP
EXPERIENCE
Customer Service/Purchasing
All steps push you
closer to purchase

34. Summary
Use the power
of your brand.

35. Summary
Understand
your shopper.

36. Summary
Create a deep
engagement.

37. Summary
Be Brave.
Be Seen.

38. What the What the MAXIMISED
brand + shopper = REASON TO
stands for? is looking for? PURCHASE

39. 1 + 1 = 3
(And other dodgy maths...)
39

40. thanks.
Jason Bullivant
Strategy & Planning Director
jason@dynamix.com.au |