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Best Food Beverage Presentation 2015

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Best Food Beverage Presentation 2015

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Best Food Beverage Presentation 2015

  1. 1. Think Blink Designing Compelling At-Purchase Moments
  2. 2. | [Client] | [Date]2 The decision to purchase is driven by emotion and made in the blink of an eye. We call this the ‘Blink Factor’ and it forms the bedrock of how brands are purchased.
  3. 3. | [Client] | [Date] 80%Of the at-purchase moment is decisive
  4. 4. | [Client] | [Date] 13 Seconds to Make a Product Decision http://www.nielsen.com/us/en/insights/news/2015/make-the-most-of-your-brands-20-second-windown.html
  5. 5. | [Client] | [Date] Package design is your most effective and measurable marketing tool
  6. 6. | [Client] | [Date] 30% Sales Drop
  7. 7. Title Text 30% Sales Increase
  8. 8. | [Client] | [Date] WHY?
  9. 9. | [Client] | [Date]9
  10. 10. | [Client] | [Date] Effectiveness = Influence
  11. 11. attract pre-purchase moment retain post-purchase moment transact at-purchase moment Needs Preference Consideration Initial Transaction Final Transaction Usage Active Engagement Validation
  12. 12. | [Client] | [Date] ATTRACT
  13. 13. | [Client] | [Date] 50% Average Unplanned Store Purchases
  14. 14. | [Client] | [Date] •Young, unmarried adult households with higher incomes do 45% more unplanned buying. • Households led by an older person and those that have larger families do 31% to 65% less spontaneous purchasing. •Unplanned purchasing goes up by 44% if the shopper goes to the store by car instead of on foot. http://knowledge.wharton.upenn.edu/article/not-on-the-list-the-truth-about-impulse-purchases/
  15. 15. | [Client] | [Date] 90% Of All Purchase Decisions Made Subconsciously
  16. 16. | [Client] | [Date] Hotspex Emotivespex TM evaluation model
  17. 17. 75 62 54 54 51 51 50 49 46 45 amazon.com iBooks CVS Macy's ebay.com Top Emotive Tier A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
  18. 18. A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013 30 29 26 25 25 23 16 16 7 7 barnesandnoble.com drugstore.com* cvs.com Sears sears.com Bottom Emotive Tier
  19. 19. Own a Single Emotion
  20. 20. Emotional Connection Value Source: Scott Magids, Alan Zorfas, and Dianiel Leemon, From: “The New Science of Customer Emotions”, November 2015 52%Average Higher Differentiation
  21. 21. | [Client] | [Date] TRANSACT
  22. 22. Emotional Connectors: Visuals 40%Of all connections are visual 80%Are color and shape
  23. 23. Complexity of Choice 60,000Products in a supermarket
  24. 24. Own a Shape
  25. 25. “Blink Factor” = Color
  26. 26. Title Text
  27. 27. Title Text
  28. 28. | [Client] | [Date] RETAIN
  29. 29. | [Client] | [Date] From Product to Experience Source: Shikatani Lacroix Millennial Engagement Study, 2015
  30. 30. At-Home In-Car On-the-Go From Product to Experience
  31. 31. From Product to Experience
  32. 32. | [Client] | [Date] Take Away ATTRACT: •  Creating a single “emotional attract” strategy for your brand TRANSACT •  Own the “Blink Factor” for your packaging RETAIN •  Make it an experience
  33. 33. | [Client] | [Date] www.sld.com

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