"Shopper Marketing - Consumer Packaged Goods" Presentation 041912

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The presentation from Chicago AMA's SIG event on April 19th on "Shopper Marketing – Consumer Packaged Goods" is now available to preview.

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  • Sources: adage.com/article/special-report-couponing/coupons-hot-a-bargain-brands/228611/, “Shopper Marketing 3.0: Unleashing the Next Wave of Value”, Grocery Manufacturers Association, She Speaks and Booz & Co., “Shopper Marketing Breaks out of The Store”, Forrester, 10/19/2011
  • Sources: business2community.com/consumer-marketing/why-retail-marketers-need-to-be-practicing-shopper-marketing-052699, “Shopper Marketing 3.0: Unleashing the Next Wave of Value”, Grocery Manufacturers Association, She Speaks and Booz & Co.
  • "Shopper Marketing - Consumer Packaged Goods" Presentation 041912

    1. 1. SHOPPER MARKETINGApril 19, 2012
    2. 2. 2
    3. 3. Agenda• Shopper Marketing definition• OgilvyAction’s Approach to Shopper Marketing• Why Shopper Marketing is More Important Than Ever• Best in Class case studies 3
    4. 4. SHOPPER MARKETINGDEFINITION
    5. 5. Industry Definition of Shopper MarketingAll marketing stimuli, developed based on a deepunderstanding of shopper behavior, designed to build brandequity, engage the shopper and lead him / her to make apurchase. 5
    6. 6. OgilvyAction’s View of Shopper Marketing Brand affinity = awareness and interest Brand transaction = intent and purchaseThe goal of shopper marketing is to be present with an activation voice at all relevant points of contact along the shopper’s journey, to drive intent and purchase all the way to the final second. 6 6
    7. 7. Brand Affinity becomes Brand Transaction bytriggering Action Points along the path to purchase. 7
    8. 8. We believe consumer and shopper mindsets are interwoven. Consumer Mode Shopper ModeAudience Who she is How she shops Task Get in her mind Get in her cart Story Reason to buy Reason to buy right now Content Emotion leads, practical Practical leads, emotion benefits support validatesAnd that the role of communication differs based on what mindset she’s in 8 8
    9. 9. Some think about the path this way Pat h t o PurchaseAnd while a linear path to purchase helps us organize… 9
    10. 10. …We understand that today’s journey to purchase is more complex and dynamic. 10 10
    11. 11. We know our target is in Shopper mode anywhere and everywhere. 11 11
    12. 12. And while much of in-store behavior is ‘auto-pilot’, shoppers are becoming more engaged outside of the store. 12 12
    13. 13. Because the shopper’s journey is more dynamic, where and how we intercept her is more important than ever. 13
    14. 14. That’s why we believe that store back is really shopper back. Understanding shopper’s behavior beyond the store andactivating at the right interception point is critical to shopper marketing success. 14 14
    15. 15. WHY SHOPPER MARKETINGIS MORE IMPORTANT THANEVER
    16. 16. Shoppers Have Become More Savvy• During the economic downturn shoppers learned to be less impulsive and more frugal and these behaviors have persisted over time – In 2010, 78.3% of consumers said they used coupons regularly in 2010, up 14.7% from pre-recession levels – Digital coupon usage grew 41% in 2010• Shoppers are doing their homework before they go shopping – More than 81% of shoppers conduct research before they go shopping, typically for an hour or longer – 4 out of 5 smartphone owners use their phones to check inventory, look up product info and find special offers 16
    17. 17. The Shopper Makes a Majority of Her Decisions in Store• 59% of brand selections are made in store - Shoppers typically enter the store with a set of products and brands in their consideration set and then make their final decision at shelf• 85% of shoppers perceive in-store factors as more influential than out-of-store marketing• 77% of shoppers enter the store without a detailed shopping list 17
    18. 18. Q&A 18
    19. 19. THANK YOU

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