Making your marketing work harder*                                                        Right time, right place         ...
Key question for you          When will your customers be thinking of your brand?7/19/12                     Philip Slade ...
The need for shopper marketing              ‘…today’s consumers are              connecting with brands              in ne...
But shopper marketing has changed7/19/12                Philip Slade : Fanclub Group : Right time, right place   4
An analogue doctrine7/19/12                Philip Slade : Fanclub Group : Right time, right place                         ...
Mobile devices and matured social behaviours mean that          todays consumers are different7/19/12                     ...
Communications need to          be designed for          disassembly          A strong brand story robust          enough ...
Getting between the cracks7/19/12               Philip Slade : Fanclub Group : Right time, right place   8
List? Zero moment of truth?7/19/12               Philip Slade : Fanclub Group : Right time, right place   9
The Zero Moment of Truth7/19/12             Philip Slade : Fanclub Group : Right time, right place   10
Getting through the cracks in peoples attention.     Messages that shadow the continuous,     consumer to shopper back to ...
Example using Volvic Water (Pure natural mineral water from                                             SEARCH: I’m lookin...
Your turn. Can you visualise your          brands shopper journey?          v	  7/19/12                 Philip Slade : Fan...
Touch points vary but          connect through          mobile devices and          social behaviours          •  We used ...
http://picturesofpeoplescanningqrcodes.tumblr.com7/19/12                            Philip Slade : Fanclub Group : Right t...
How are your      customers looking      at your brand?7/19/12             Philip Slade : Fanclub Group : Right time, righ...
The way we see information has          fundamentally changed7/19/12               Philip Slade : Fanclub Group : Right ti...
7/19/12   Philip Slade : Fanclub Group : Right time, right place   18
7/19/12   Philip Slade : Fanclub Group : Right time, right place   19
Have shoppers really changed?7/19/12               Philip Slade : Fanclub Group : Right time, right place   20
The new transparency          62% of online shoppers          have read product relayed          comments on Facebook.    ...
Always on, ready to respond           Most established brands mobile strategies           are out of step with the technic...
Its never been so                                                               easy to get your                          ...
Automation may save you money                 But beware it may also destroy your brand7/19/12                 Philip Slad...
http://www.guardian.co.uk/music/2012/jul/09/bloc-weekend-2012                                                             ...
A cost effective brand shadow can be          built via social media             •    Is you             •    Honest      ...
Whatever                                               is done in                                               marketing,...
Your brands shadow            •    It’s a fluid thing            •    You can guide it            •    You need to nurture...
Can you fill this in? What is your position          now. Where will it be in 12 months?7/19/12                  Philip Sl...
What have we been talking about?                •  Your audience is in a state of constant                   partial atten...
One final thing                                                                              317/19/12                    ...
THANK YOU that was a topline                  on the consumer to shopper journey.          Part 5 in our 5 part Start Up B...
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5.Consumers to Shoppers

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Part 5 of 5 of our talks to young entrepreneurs during Start Up Britain week.
Author Philip Slade for Fanclub Group
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com

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5.Consumers to Shoppers

  1. 1. Making your marketing work harder* Right time, right place * Let’s assume you don’t have a gazillion dollar budget Part 5 of 5 of our talks to young entrepreneurs during START UP BRITAIN week. Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com7/19/12 Philip Slade : Fanclub Group : Right time, right place 1
  2. 2. Key question for you When will your customers be thinking of your brand?7/19/12 Philip Slade : Fanclub Group : Right time, right place 2
  3. 3. The need for shopper marketing ‘…today’s consumers are connecting with brands in new ways, often via channels not controlled by the brand…’ David C. Edelman Harvard Business Review7/19/12 Philip Slade : Fanclub Group : Right time, right place 3
  4. 4. But shopper marketing has changed7/19/12 Philip Slade : Fanclub Group : Right time, right place 4
  5. 5. An analogue doctrine7/19/12 Philip Slade : Fanclub Group : Right time, right place Saatchi & Saatchi X™ 5
  6. 6. Mobile devices and matured social behaviours mean that todays consumers are different7/19/12 Philip Slade : Fanclub Group : Right time, right place 6
  7. 7. Communications need to be designed for disassembly A strong brand story robust enough to withstand being filtered through the cracks in the audiences attention7/19/12 Philip Slade : Fanclub Group : Right time,shown for illustrative purpose no rights implied Images right place 7
  8. 8. Getting between the cracks7/19/12 Philip Slade : Fanclub Group : Right time, right place 8
  9. 9. List? Zero moment of truth?7/19/12 Philip Slade : Fanclub Group : Right time, right place 9
  10. 10. The Zero Moment of Truth7/19/12 Philip Slade : Fanclub Group : Right time, right place 10
  11. 11. Getting through the cracks in peoples attention. Messages that shadow the continuous, consumer to shopper back to consumer process. This brand narrative is built first hand by the brand but now also second hand via consumer inputs*7/19/12 Philip Slade : Fanclub Group : Right time, right place 11
  12. 12. Example using Volvic Water (Pure natural mineral water from SEARCH: I’m looking for a fridge a volcanic region of France)the conversational terms give (inside this store) I want it cold, you a picture of a typical consumer to shopper journey. The nothing on a shelf. points of influence and points of potential behaviour change Based on observering; www.volvic.co.uk, Facebook/volvic, & www.igd.com etc USAGE: Top, opening, Thirsty: can I wait to find the feel of plastic, label, ‘right’ shop or do I go for the first claims, recycling? Pretty outlet? Does it matter? Juice? Keep bottle? refill v   Small pack? Large pack and take home? What will I look like carry SOCIALISE. Lots of chatter ‘that’ brand? about cause and effect, i.e. PURCHASE: hangover cures, post sport warm Easy, added a downs etc. BUT: brands of fruitbar, as I’m bottled water not a high topic being good with subject on social media, what General –weather (hot) ever app or Facebook comp you the water I am Personal – post gym, launch allowed a treat Sports, hung over, health later concerns Commercial –price offer, link save, display LISTING. Something that is ‘good’ Juice? Flavoured Water? Generic water? OUT OF MARKET. 1. Going to pub, its going to be a big one. 2. Gym tomorrow so curry tonight. 3. In meetings all day DISCOVER. Volvic, Looks DE-SELECT. Purelife pure NAVIGATE. Coke fills the natural, from Volcanoes, not water –what doies that mean?, fridge, Look, Evian that’s where really sure how that benefits, but mmm its from Nestle, looks the water is. Evian feels a bit feels like it should be good for cheap, its not Pure Mineral fashiony, not how I feel now, me. water. I want to be good, I want what else, scan left and right something better for my body, from large Evian bottles mmm Highland Spring? Not sure about packaging7/19/12 Philip Slade : Fanclub Group : Right time, right place 12
  13. 13. Your turn. Can you visualise your brands shopper journey? v  7/19/12 Philip Slade : Fanclub Group : Right time, right place 13
  14. 14. Touch points vary but connect through mobile devices and social behaviours •  We used to talk about the emotional drivers of shopping and how these could be enhanced in store. •  We now need to look at how the shopping moment can be at countless points across social networks •  How do we make the shoppers life easier, fairer, better value?7/19/12 Philip Slade : Fanclub Group : Right time, right place 14
  15. 15. http://picturesofpeoplescanningqrcodes.tumblr.com7/19/12 Philip Slade : Fanclub Group : Right time, right place 15
  16. 16. How are your customers looking at your brand?7/19/12 Philip Slade : Fanclub Group : Right time, right place 16 Images shown for illustrative purpose no rights implied
  17. 17. The way we see information has fundamentally changed7/19/12 Philip Slade : Fanclub Group : Right time, right place 17
  18. 18. 7/19/12 Philip Slade : Fanclub Group : Right time, right place 18
  19. 19. 7/19/12 Philip Slade : Fanclub Group : Right time, right place 19
  20. 20. Have shoppers really changed?7/19/12 Philip Slade : Fanclub Group : Right time, right place 20
  21. 21. The new transparency 62% of online shoppers have read product relayed comments on Facebook. 75% of these click through to visit the retailer Sociable Labs 2012 Facebook paid ads generated a 130 percent uplift in purchase behavior on the ASOS website in the four weeks following ad exposure, compared to consumers who were not exposed but had a similar affinity to ASOS: (comScore and Facebook July 2012)7/19/12 Philip Slade : Fanclub Group : Right time, right place 21
  22. 22. Always on, ready to respond Most established brands mobile strategies are out of step with the technical capabilities of users devices. Couple this with consumers who don’t hesitate to comment on bad service. This is a huge opportunity7/19/12 Philip Slade : Fanclub Group : Right time, right place 22
  23. 23. Its never been so easy to get your message out7/19/12 Philip Slade : Fanclub Group : Right time, right place 23
  24. 24. Automation may save you money But beware it may also destroy your brand7/19/12 Philip Slade : Fanclub Group : Right time, right place 24
  25. 25. http://www.guardian.co.uk/music/2012/jul/09/bloc-weekend-2012 While automated texts shouted out how great the event was, the reality was another matter altogether7/19/12 Philip Slade : Fanclub Group : Right time, right place Images shown for illustrative purpose no rights implied 25
  26. 26. A cost effective brand shadow can be built via social media •  Is you •  Honest •  Authentic •  Believable •  Adds value •  Rooted in a place7/19/12 Philip Slade : Fanclub Group : Right time, right place 26
  27. 27. Whatever is done in marketing, if online sucks you lose7/19/12 Philip Slade : Fanclub Group : Right time, right place 27
  28. 28. Your brands shadow •  It’s a fluid thing •  You can guide it •  You need to nurture it •  You can’t 100% control it •  But you should be 100% aware of where it is7/19/12 Philip Slade : Fanclub Group : Right time, right place 28
  29. 29. Can you fill this in? What is your position now. Where will it be in 12 months?7/19/12 Philip Slade : Fanclub Group : Right time, right place 29
  30. 30. What have we been talking about? •  Your audience is in a state of constant partial attention •  Consumers and shoppers. Same people different mindset •  Understanding your brands shadow •  Building messages for disassembly •  It never stops7/19/12 Philip Slade : Fanclub Group : Right time, right place 30
  31. 31. One final thing 317/19/12 Philip Slade : Fanclub Group : Right time, right place
  32. 32. THANK YOU that was a topline on the consumer to shopper journey. Part 5 in our 5 part Start Up Britain session 19 July 2012 Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com7/19/12 Philip Slade @piehead : Fanclub Group : Right time right place : Consumer to shopper journey 32

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