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  • 1. Jason BullivantStrategy & 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  
  • 4. 1 + 1 = 3 (And other dodgy maths…) 5  
  • 5. What the What the MAXIMISED brand + shopper = REASON TOstands for? is looking for? PURCHASE Increasing the ‘sales’ opportunity 6  
  • 6. What the What the MAXIMISED brand + shopper = REASON TOstands for? is looking for? PURCHASE x2 x3 x2 7  
  • 7. THERE ARE ONLY 3 WAYS TO INCREASE SALES1 Get more shoppers2 Get existing shoppers to buy more often3 Get existing shoppers to spend more
  • 8. “If a creative idea doesn’t work instore, it simply doesn’t work.” Ann Mooney, (ex) Global Marketing Director, P&G.
  • 9. How do you choose theproducts & services you buy?
  • 10. THE RATIONAL THE EMOTIONAL The Sales bit The Brand bit Logical Intuition Analytical Creativity Maths Holistic thought
  • 11. BRAND BBRAND A BRAND C BRAND D
  • 12. POP BRAND D
  • 13. BRAND - Getting on the radar (2 examples)
  • 14. 4% liked7% disliked89% indifferentIPG Advertising Study
  • 15. wHy. what is great wHere do we need How can we share theabout the product? to share the message? message with impact?Persuasion CoMMuniCaTion iMPaCT The wHy needs to inform the How
  • 16. Rom Bar - RomaniaGetting on the radar - example 1
  • 17. Getting on the radar - example 2
  • 18. Getting on the radar - example 2
  • 19. Getting on the radar - example 2
  • 20. Hellmann’s Mayonnaise - UFSGetting on the radar - example 2
  • 21. Creating shopper ‘happy’ (3 examples)
  • 22. Wicked Uncle - UKShopper ‘happy’ - example 1
  • 23. 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
  • 24. NAB Kiosk – Westfield We’re no longer a purely financial institution – but retail spaces also competing for peoples time and attention… Peter Holmes, Head of Network Planning and Design, NABShopper ‘happy’ - example 3
  • 25. Bringing it all together (2 examples)
  • 26. Bringing it all together - example 1
  • 27. Bringing it all together - example 1
  • 28. Deus Cycleworks – Last Dinosaurs/Zoom BikeBringing it all together - example 1
  • 29. Deus ex Machina – Temple of EnthusiasmBringing it all together - example 1
  • 30. Bringing it all together - example 2
  • 31. AnacondaBringing it all together - example 2 1
  • 32. 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/PurchasingAll steps push youcloser to purchase
  • 33. Summary Use the power of your brand.
  • 34. Summary Understand your shopper.
  • 35. Summary Create a deep engagement.
  • 36. Summary Be Brave. Be Seen.
  • 37. What the What the MAXIMISED brand + shopper = REASON TOstands for? is looking for? PURCHASE
  • 38. 1 + 1 = 3 (And other dodgy maths...) 39  
  • 39. thanks.Jason BullivantStrategy & Planning Directorjason@dynamix.com.au |