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Shelfback / The three step process
Step 1
Integrate Retail Media
in to the overall
communication
planning process
from Day...
Step 1 / Evolving the Path to Purchase
Catch Connect Close
Phase Awareness Intrigue Believability Purchase Instruction Adv...
Develop bespoke ‘best in class’ plans that help:
a) deliver the overall campaign message and
b) drive retailer’s share.
St...
Then leverage them to drive commercial gain…
Step 2 / Arming your sales team
Level Criteria Support Value
Gold
1. Inline p...
Step 3 / Evaluate against correct KPIs
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How to measure shopper marketing from the shelf back

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Slides to accompany the blog post "Why is measuring shopper marketing so painful?"

Published in: Business
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How to measure shopper marketing from the shelf back

  1. 1. Shelfback / The three step process Step 1 Integrate Retail Media in to the overall communication planning process from Day 1. Step 2 Arm your sales teams with the tools to talk to the retailer about best-in-class plans and leverage them to drive commercial gain. Step 3 Ensure you evaluate your media against a clear set of KPIs that measure the objective of the spend.
  2. 2. Step 1 / Evolving the Path to Purchase Catch Connect Close Phase Awareness Intrigue Believability Purchase Instruction Advocacy Barrier There's a million brands talking to me, why should I listen to this one? Why should I engage with this brand? What is this and why is it different? How do I buy it? How much is it? How do I use it? Why should I tell anyone about this? What shall we say to them? There is a revolutionary new razor called EvoShave. This is new and revolutionary and this is just for you (not your dad). Shave by touch. Find EvoShave in the shaving aisle. Clear value communication: half the price of Fusion Proglide. Relevant usage instructions which are accessible to our target market. Use free blades and engaging clickable content to incentivise sharing through social media. What channels should be considered? • In store. • Twitter, Facebook, Buzzfeed, YouTube, Spotify, blogger outreach, targeted online advertising (tactical, PPC, social PPC) • Experiential, sponsorship of relevant gigs, sampling at university campuses. • Packaging. • In-store. At shelf. • Evoshave.com. • PR, blog plan. • Word of mouth. • In store. • Social - sharable. • Front of store. • Packaging • QR code: Scan your phone here to learn how to handle it – link to Evoshave.comi nstructions video. • EvoShave.co m Opportunity to share content through social channels in order to be rewarded with money off coupons or free blades.
  3. 3. Develop bespoke ‘best in class’ plans that help: a) deliver the overall campaign message and b) drive retailer’s share. Step 2 / Arming your sales team
  4. 4. Then leverage them to drive commercial gain… Step 2 / Arming your sales team Level Criteria Support Value Gold 1. Inline plinth for Starter Kits for 8 weeks 2. Deliver national promotional plan 3. Deliver 12 weeks branded semi perm FSU/ semi perm off-shelf display in Q4 4. Deliver 8 weeks of offshelf display for Blades 4s / 8s  Full Mod package  6 Sheets  Shelf Barkers / Talkers  Floor graphics  In-store Experiential & Sampling  Exclusive in-store activity / competition PLUS  Tagged TV Support  PR Support (Where to buy mentions) £300k Silver 1. Inline plinth for Starter Kits for 4 weeks 2. Deliver national promotional plan 3. Deliver 8 weeks branded semi-perm FSU / off-shelf 4. 4 weeks display on blades 4s / 8s  Shelf Barkers / Talkers  Trolleys  Exclusive in-store activity / competition PLUS  Tagged Radio Support OR Tagged Print Support  PR Support (Where to buy mentions) £150k Bronze 1. Deliver national promotional plan 2. Deliver 4 weeks of off shelf display for Starter Kits  Shelf Barkers / Talkers £75k
  5. 5. Step 3 / Evaluate against correct KPIs

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