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Shopper Marketing Starts At Home

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Front-door marketing reaches and engages consumers at an early stage on the path to purchase--at their home.

Front-door marketing reaches and engages consumers at an early stage on the path to purchase--at their home.

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  • 1. Shopper Marketing Starts At HomeMarketing Profiling Targeting Mapping Monitoring Metrics Front-Door Media and Marketing Solutions Capabilities Presentation 1
  • 2. Executive SummaryPowerDirect would like to demonstrate how front-door marketing can: – Be an integral part of a robust shopper marketing program – Reach and engage consumers through an uncluttered environment at an early point in the path-to-purchase – Be used as a sampling & couponing vehicle to drive trial and repeat sales – Connect consumers, marketers and retailers using precise targeting, shopper insights and motivating incentives distributed at home with a high impact media vehicle 2
  • 3. Today’s Path to PurchasePowerDirect provides access to and engages consumers where they are making key shopping decisions — at home. 3
  • 4. New Consumer Buying Habits Nearly 40% of shoppers make their brand-buying decisions before they get to the store1 More than 95% of shoppers make lists and plan their purchases before they enter a store1 83% of consumers make purchase decisions at home2 Coupon redemptions are up nearly 20% from two years ago, and 40% of consumers align their lists with coupons they have in hand3Source: 1 GMA, Booz & Co, and SheSpeaks 2009 Shopper Marketing 3.0 2 Information Resources International October 2009 Times & Trends Report 3 couponinfonow.com 4
  • 5. Front-Door Marketing“A highly specialized and measurable discipline that uses creative,precisely targeted media to reach and engage consumers through one of the last uncluttered environments — their front door.” 5
  • 6. Features and Benefits of Front-Door Marketing — Features — — Benefits —• Highly targeted medium • Reaches best prospects• Solo delivered • Uncluttered setting• “Must-touch” interactivity • Category exclusivity• High visibility “mini-billboard” • Immediate message delivery• High production quality • Measurable results (ROI)• Creative flexibility • Branding and direct response vehicle 6
  • 7. Front-Door Marketing can help CPG Companies• Reach a precisely-defined audience in their homes, early in the decision process• Allow brands to deliver customized tie-ins with specific retailers in specific markets• Capitalize on consumers’ responsiveness to promotional offers Consumer Marketing Objectives Trade Marketing Objectives • Reach new users • Gain new distribution • Hold and load current users • Secure retailer support (e.g. feature • Increase product usage pricing and display) • Trade consumers up • Build (or reduce) trade inventories • Reinforce brand advertising • Improve trade relations • Introduce new products 7
  • 8. Higher Coupon Redemption than FSI’s or Newspaper Average Redemption Rates by Media Type for Offers Distributed in 2010 Grocery HBC 2010 Middle – Half Range 2010 Middle – Half Range Free Standing Insert 0.9% 0.4% - 1.2% 0.4% 0.2% - 0.5% *Front-door Newspaper 0.7% 0.3% - 0.6% 0.5% 0.4% - 0.5% distributed coupons Magazine 1.1% 0.4% - 1.4% 0.6% 0.2% - 0.6% are combined with Direct Mail 3.5% 0.5% - 3.1% 1.9% 0.3% - 2.6% “All Other Handouts Regular In-Pack 4.2% 2.0% - 5.3% 4.9% 0.8% - 5.7% Away from Store”. Regular On-Pack 5.7% 1.0% - 7.3% 2.45 1.0% -1.8% Front-door In-Pack Cross-Ruff 2.1% 0.7% - 1.9% 15.4% 10.2% - 15.0% distributed coupon Instant On-Pack 23.5% 7.7% - 35.1% 20.0% 0.2% - 33.3% response rates Instant On-Pack Cross-Ruff 8.2% 1.1% - 11.5% 7.5% 1.6% - 8.0% have been reported as high as 20% by On-shelf Distributed 8.8% 2.6% - 10.7% 8.3% 1.5% - 10.3% PDM clients. Handout Electronically Dispensed 8.0% 2.6% - 8.4% 8.0% 1.4% - 7.3% All Other Handouts In-Store 3.1% 0.6% - 2.8% 2.0% 0.4% - 1.8% All Other Handouts Away from Store* 2.5% 0.5% - 2.3% 1.7% 0.4% - 1.5% Internet Home Printed 16.6% 8.5% - 22.2% 12.8% 2.4% - 18.15 Military 11.1% 1.0% - 15.1% 5.3% 0.6% - 2.25Source: NCH Marketing Services, Inc., Coupon Facts Report, 2011 8
  • 9. 9
  • 10. Combining Out-of-Home with In-StoreFront-Door Marketing campaigns can carry thematic content that can be reflected in-store for maximum synergy Front-Door Media delivered In-store point-of-purchase In-store floor graphics to the home (with product materials samples and/or bounce- back coupons) 10
  • 11. Meet — Front-Door Media and Marketing Services — — Founded in 2001 — — Category pioneer and innovator — — 2010 Inc.’s 500 | 5000 List of Fastest-Growing Private Companies in America — — Over 1,300 campaigns produced and delivered — — Extensive CPG and retail background —— Preferred partner for nation’s top brands and agencies — — North American distribution — 11
  • 12. Preferred and trusted by top national brands 12
  • 13. Front-Door Media ProductsPowerHangers™ PowerShopperTM PowerPersonalization™ PowerSamplingTM Specialty Co-Op Polybag Online Lead Generation Sample and CouponFront-Door Media Program Delivery 13
  • 14. The “Science” of Front-Door Marketing“Tightly integrated blend of marketing expertise, proven direct- response methodologies, leading-edge monitoring and campaign metrics.” This combination is unique to PowerDirect 14
  • 15. Marketing We create dynamic front-door campaigns. — Front-door marketing strategy — — Creative consulting (copy, design, offer) —Integration with client brand positioning and other media — Promotional ideas — — Partnerships — — Dynamic testing recommendations — 15
  • 16. Methodologies Profiling I Targeting I MappingSophisticated geo-demographic and behavioral segmentation — Identifies ideal customer demographic and profile — Only quality data and segmentation sources Nielsen Claritas I Experian I MRI 16
  • 17. Methodologies Profiling I Targeting I Mapping— Block-group analysis and targeting to identify best customers — 17
  • 18. MethodologiesProfiling I Targeting I Mapping — Visualizing market coverage — — Precise area mapping — 18
  • 19. MonitoringDuring Campaign I Post Campaign — Geo-targeting and mapping with Google Earth — 19
  • 20. MonitoringDuring Campaign I Post Campaign — PowerTrakker (client extranet) — 20
  • 21. Monitoring During Campaign I Post Campaign Independent phone surveys indicate that consumers report: — High recall of receipt of a direct-to-door ad —— Strong recall and comprehension of marketer’s message and offer — — High intent to purchase/act on the offer— 21
  • 22. MetricsBecause our media is trackable, we can help you measure: — Cost per coupon redeemed — — Coupon redemption rate — — Samples distributed — — Incremental traffic — — Purchase frequency — — Average purchase size — 22
  • 23. Case Study: De Waffelbakkers Frozen PancakesClient: Janssen & Meyer (De Waffelbakkers frozen pancakes)Goal of Program:• Support frozen pancake product launch with a highly targeted, front-door distributed coupon/door hanger designed to engage consumers with a quality brand experience and drive trial at retailProgram Highlights:• PowerDirect targeted upscale, health-conscious consumers, in specific trading areas in close proximity to stores carrying the brand• Free trial, perforated coupon included in a unique die-cut door hanger design• Program exceeded client’s coupon redemption objective 23
  • 24. Shopper Marketing Starts At Home Thank You! Questions?Marketing Profiling Targeting Mapping Monitoring Metrics

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