1
Tactical Retail Selling
Chemistry, Expertise, Resource and Process
Planning The Path to Purchase
7th February 2013
2
Today
• Intro to Neon
• Why are we here?
• Scoping the agency role
• Key Issues
• Staffing Resources / Best Practice / P...
3
Neon Marcomms was born from top 10 BTL agency Dynamo
(now Wax Communications).
We specialise in big promotional campaign...
Nick Cunningham
Managing Director
Phil Pawsey
Creative Director
Alistair Kato
Senior Account Manager
Zoja Micunovic
Accoun...
5
Why we’re here
Planning The Path to Purchase
We attended the Imbibe Trade Fair in 2012, to visit some of
our drinks clie...
6
• This meeting is with the Activation team and relates to
Tactical Retail Selling across Independent Retail, and the
HOR...
7
Key Issues
•
Planning The Path to Purchase
Staffing:
- Quality and suitability, matching the right ambassadors to the
br...
8
• AIM: To deliver excellence through staffing
• - Robust recruitment system, delivering the best
staff
• - Inspire and m...
9
AIM - Excellence through project
management & account
management
• Align project management closely to the booking of st...
10
• Step 1: New applicants submit application form hosted on
line, including a personal statement, including eligibility
...
11
Independent Retail:
In this channel our work has included the following
types of campaign:
- Our work in this channel h...
HORECA Channel
• Our team looked after Foodservice, Hotels, On trade
and Leisure (including Nightclubs). We have a strong
...
13
Tobacco experience
Planning The Path to Purchase
Winston XS Profiler Activation
Winston Freedom Tour Global Promotion
Planning The Path to Purchase
Damon Webb
Creative Head
Silk Cut UK Launch Activation B&H Virginia Global Brand Re-launch
Planning The Path to Purchase
Damon Webb
Creative Head
Peter Stuyvesant Space Promotion Lucky Strike 1-2-1 / Direct Activation
Planning The Path to Purchase
Damon Webb
Creative ...
Our staff’s experience
Planning The Path to Purchase
recent work snapshots
Planning The Path to Purchase
Planning The Path to Purchase
• Trial / adoption by 25 – 35 yr
olds
• 40,000 samples delivered per
year
• Text & Win + SMS...
Staffing Excellence• Only Irish staff with the sense of
humour to represent Jameson
• Rigorous briefing days and tests to
...
Planning The Path to Purchase
• UK Activation of the Global Casting
Promotion
• Media partner ES Magazine
• Trial voucher ...
Staffing Excellence
• 40 brand ambassadors recruited and trained to work
on the campaign
• Had to have the ‘continental’ l...
Planning The Path to Purchase
Case studies
• UK Activation of Rafa Nadal led
campaign
• On trade activation
• FB adaptatio...
Planning The Path to Purchase
• Launch of New Xacti Waterproof in 7 countries
• Online Promotion using Key Influencers
• O...
Planning The Path to Purchase
• The campaign focused on the existing
sponsorship of the 6 Nations, and
introduced the Ryde...
Logistics & Execution
Phil Pawsey
Creative Director
Travel Retail
Phil Pawsey
Creative Director
Phil Pawsey
Creative Director
Planning The Path to Purchase
• Creative, competent team
• Keen to apply skillset to the tobacco sector
• Broad working kn...
Planning The Path to Purchase
Contact details:
Neon Marcomms Ltd
12 Melcombe Place
Marylebone
London NW1 6JJ
Tel 0203 4273...
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Neon Tobacco Credentials

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Presentation to JTI for tactical retail selling

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Neon Tobacco Credentials

  1. 1. 1 Tactical Retail Selling Chemistry, Expertise, Resource and Process Planning The Path to Purchase 7th February 2013
  2. 2. 2 Today • Intro to Neon • Why are we here? • Scoping the agency role • Key Issues • Staffing Resources / Best Practice / Procedures • Previous Experience • Relevant Case Studies: • Tobacco experience • Our case studies • What can Neon do for JTI? • Dedicated Team • Travel retail Planning The Path to Purchase
  3. 3. 3 Neon Marcomms was born from top 10 BTL agency Dynamo (now Wax Communications). We specialise in big promotional campaigns or programmes for big brands, often implemented across many disciplines: Experiential, sampling, and tactical events have always been a large part of our offering. The team started working with Coca-Cola 20 years ago, learning how to build business in every type of trade channel. Our broad knowledge grew, and attracted other clients who wanted to work with an agency that understood what customers in different channels require to from supplier brands to help them to build their business. We love the detail – the nuts and bolts, that are unique to each channel or trade customer, and that’s what makes us different. Intro to Neon Planning The Path to Purchase
  4. 4. Nick Cunningham Managing Director Phil Pawsey Creative Director Alistair Kato Senior Account Manager Zoja Micunovic Account Executive Damon Webb Creative Head The agency 10 staff and shared admin and finance team Roster of creative suppliers matched to client needs Turnover £1M, part of £6M group of companies Based in Marylebone Previously MD at Dynamo and MAA Board Director. 14 years working on CCE across all trade channels. Also worked on Budweiser, Unilever, Bacardi-Martini, S&N, GSK, Cadbury's, Wolf Blass, Pernod Ricard, Sanyo, Sainsbury's, HJHeinz and HPBulmer. Previously Creative Director of Wax Communications. Winner of many industry awards including Best Integrated Campaign and Grand Prix at the MAA Awards. A wealth of experience in FMCG, retail, electronics and finance across all marketing disciplines. 5 years integrated experience working across a broad range disciplines including shopper, experiential and sales promotion for Stella Artois, Walkers Crisps, Budweiser, Tesco and Sainsbury’s. Spent all of 2012 putting 250,000 people in Hyde Park to celebrate the Jubilee for Sainsbury’s Jubilee Family Festival. Damon has extensive experience in developing and delivering integrated marketing solutions for a range of high profile tobacco brands, and blue chip FMCG clients. He was CD on the JTI account before joining G2 Joshua as Executive CD on the Lucky Strike brand. A Creative & strategic thinker, he has experience in translating marketing strategies into award winning campaigns that deliver against commercial objectives. MSc Marketing graduate with 2 years of international experience working on a variety of integrated disciplines including experiential, digital and live event management. Worked on Bacardi-Martini, First Drinks Brands and Pernod Ricard accounts. 9 years experience in the field made Gori into the Guru that he is. He acts as our link between the office and staff. His experience includes an on / off trade activation for Philip Morris, and managing a team of 120 for Samsung at the Olympic Park. Gori Yahya Head of Event Management Fiona Gaiger Planning Director Over 20 years of Strategic Planning experience. Fiona worked with the team at Dynamo, and now provides planning on a consultancy basis. Her expertise covers all disciplines, and trade channels. PLANNING & MANAGEMENT CREATIVE ACCOUNT MANAGEMENT Planning The Path to Purchase
  5. 5. 5 Why we’re here Planning The Path to Purchase We attended the Imbibe Trade Fair in 2012, to visit some of our drinks clients. Spoke to people from BAT and Philip Morris, and saw that the type of activity that is done by tobacco manufacturers in Retail and HORECA channels has much in common with what we do for other clients. Looking at the agencies in our competitive set that work with JTI, we believe that we can provide the same (or better) services to you. We love a challenge, to be able to think laterally around obstacles or restrictions, and hope that we can add value with fresh energy and a new perspective. We are keen to acquire a client in the sector, and put our channel knowledge and execution skills to work.
  6. 6. 6 • This meeting is with the Activation team and relates to Tactical Retail Selling across Independent Retail, and the HORECA channel (specifically Hotels, Restaurants, Clubs, and cafes). • We are here to convey the agencies capabilities across: • - Channel understanding: Needs, Consumers, Opportunities, Constraints • - Concept creation: Right solutions for each environment / brand • - Technical build: Design and supply of quality hardware. We work with top suppliers of stands and retail furniture • - Staffing: Providing the best, training and managing them successfully • - Database / Journey planning: • - Logistics: Integrating with your preferred suppliers to adhere to current systems, ensure all stock is accounted for and merchandise returned in the condition that it went out • - Client servicing, project management, delivery and evaluation • - Legality: Operate within UK restrictions on selling tobacco products Scoping the agency role Planning The Path to Purchase
  7. 7. 7 Key Issues • Planning The Path to Purchase Staffing: - Quality and suitability, matching the right ambassadors to the brands - Client approval at each stage of the recruitment and briefing process - Swift replacement of any that are deemed not to be 100% correct - How do we test staff? Written examination & Role playing, post briefing to ensure that key information has been retained / understood - Keeping their knowledge fresh: regular team meetings to review and update - Integrity: is paramount, and staff are accountable for everything in their care Insurance cover: - For public liability and loss / damage to any equipment Legality: - Staff must understand that they must abide by the laws governing the promotion of cigarettes at all times, and understand the legal consequences
  8. 8. 8 • AIM: To deliver excellence through staffing • - Robust recruitment system, delivering the best staff • - Inspire and motivate our staff so that they are committed to us, and our client partners • - Build in quality control mechanisms to monitor performance, reward excellence, flag issues and manage issues out of the database • - Use technology to innovate management systems • - Maintain open dialogue with staff and use feedback to add value Staffing - Our Approach Planning The Path to Purchase
  9. 9. 9 AIM - Excellence through project management & account management • Align project management closely to the booking of staff • Build a partnership mentality with our clients, enabling more efficient communication and account handling • Constantly strive to improve internal systems, infrastructure and management tools • Inspire energy and ambition in our team to be the best that you can be • Critical Time Paths, Contact Reports and Status Reports • Social media can also be used to create private forums for reporting from the field 9
  10. 10. 10 • Step 1: New applicants submit application form hosted on line, including a personal statement, including eligibility to work in the UK, recent experience, personal information, areas available to work, skills and areas of expertise and a range of photos • Video profiles are requested when shortlisted for some projects, answering three personality based questions as part of the profiling process. These can be shared with clients. • Step 2: Shortlisted candidates invited to attend a group interview where systems, standards and communication are explained • Step 3: Interview performance appraised, and if high calibre, accepted to database • MONITORING: Each job staff are scored out of 10 by Manager for Initiative & enthusiasm, teamwork, Punctuality, Appearance and Product knowledge. If scores slip below 7/10, staff are contacted and action taken • Highest rankers get priority for each job • Good staff can work for up to 3 staffing agencies, so we work hard to keep them motivated and engaged Recruitment, Retention and Motivation
  11. 11. 11 Independent Retail: In this channel our work has included the following types of campaign: - Our work in this channel has encompassed most promotional and visibility mechanics. - Biggest campaigns have been for Wall’s Ice Cream, working with the auxiliary sales team to visit 13,000 stores to site a promotion, and keep freezers in use over the cold Winter months - We also ran an on-going programme for CCE, managing a CTN database containing photos of each retailer’s shop front, so that new Coca-Cola graphics could be supplied - Our team developed the first permanent MDF merchandising stand for PET bottles, promotional staff went in to change the header card each time a new campaign started Planning The Path to Purchase
  12. 12. HORECA Channel • Our team looked after Foodservice, Hotels, On trade and Leisure (including Nightclubs). We have a strong knowledge of the structure of each of these channels, and how to work within them to achieve results for our clients. • This understanding will give us a head start when it comes to creating Tactical Retail Selling pieces to work in each environment. • Enabling us to package up the right design for footprint, visibility, functionality, ease of assembly and transportation and manned by the appropriate number of staff. The activation with a hotel is very different to a nightclub, perhaps some units can be modular so that they can be combined for bigger venues? • We also understand how important it is to take a lead from the management and staff on site, and work with them at all times. • Disciplined and well trained staff are essential in environments where alcohol is consumed. Covering off all potential situations in training is critical. Planning The Path to Purchase
  13. 13. 13 Tobacco experience Planning The Path to Purchase
  14. 14. Winston XS Profiler Activation Winston Freedom Tour Global Promotion Planning The Path to Purchase Damon Webb Creative Head
  15. 15. Silk Cut UK Launch Activation B&H Virginia Global Brand Re-launch Planning The Path to Purchase Damon Webb Creative Head
  16. 16. Peter Stuyvesant Space Promotion Lucky Strike 1-2-1 / Direct Activation Planning The Path to Purchase Damon Webb Creative Head
  17. 17. Our staff’s experience Planning The Path to Purchase
  18. 18. recent work snapshots Planning The Path to Purchase
  19. 19. Planning The Path to Purchase • Trial / adoption by 25 – 35 yr olds • 40,000 samples delivered per year • Text & Win + SMS repeat purchase voucher Case studies
  20. 20. Staffing Excellence• Only Irish staff with the sense of humour to represent Jameson • Rigorous briefing days and tests to ensure execution adhered to • Most staff retained from year to year • Mystery visits to monitor performance • Quality serves with FeverTree mixers • 80% of those sampled would consider ordering again • 18% uplift in on trade
  21. 21. Planning The Path to Purchase • UK Activation of the Global Casting Promotion • Media partner ES Magazine • Trial voucher traffic builder into on trade (tablet redemption) • Office sampling Case studies
  22. 22. Staffing Excellence • 40 brand ambassadors recruited and trained to work on the campaign • Had to have the ‘continental’ look and attitude • Our non-commercial ‘With Compliments’ mechanic required detailed briefing, role playing and monitoring • Activity mainly in on trade: premium bars in 5 London areas • Plus large scale events in Clubs: Jalouse, Maddox and Boujis • Clubs events required up to 20 staff, as well as stylists
  23. 23. Planning The Path to Purchase Case studies • UK Activation of Rafa Nadal led campaign • On trade activation • FB adaptation – Wake Up to Life
  24. 24. Planning The Path to Purchase • Launch of New Xacti Waterproof in 7 countries • Online Promotion using Key Influencers • Over 5M youtube views Case studies
  25. 25. Planning The Path to Purchase • The campaign focused on the existing sponsorship of the 6 Nations, and introduced the Ryder Cup • Bespoke activity was created to target shoppers across all key channels and accounts and delivered across 2,500 stores • Amplified and supported by store media, experiential, on line and media partnerships • Sales data is not available, but awareness of the brand sponsorships increased by 970% when measured, estimated reach 24M consumers • Wolf Blass have signed a new 2 year deal with the Six Nations Case studies
  26. 26. Logistics & Execution Phil Pawsey Creative Director
  27. 27. Travel Retail Phil Pawsey Creative Director
  28. 28. Phil Pawsey Creative Director
  29. 29. Planning The Path to Purchase • Creative, competent team • Keen to apply skillset to the tobacco sector • Broad working knowledge of trade channels • Used to working in markets with legal restrictions and self-policing: • - Alcohol, Soft drinks, Food • Some tobacco experience within team • Enthusiasm and love of the work that we do with our client partners In Summary
  30. 30. Planning The Path to Purchase Contact details: Neon Marcomms Ltd 12 Melcombe Place Marylebone London NW1 6JJ Tel 0203 4273232 email nick@neonmarcomms.com

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