5. Consumers 2 Shoppers

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part of a series of talks I gave to young entrepreneurs during Start Up Britain week this summer. This set hosted by FanClub Group and The MAA http://www.marketingagencies.org.uk/

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5. Consumers 2 Shoppers

  1. 1. Making your marketing work harder* Right time, right place19/07/2012 Philip Slade : Fanclub Group : Right time, right place * Let’s assume you don’t have a gazillion dollar budget 1
  2. 2. Key question for you When will your customers be thinking of your brand?19/07/2012 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 Review19/07/2012 Philip Slade : Fanclub Group : Right time, right place 3
  4. 4. But shopper marketing has changed19/07/2012 Philip Slade : Fanclub Group : Right time, right place 4
  5. 5. An analogue doctrine19/07/2012 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 different19/07/2012 Philip Slade : Fanclub Group : Right time, right place 6
  7. 7. Key change: Consumers are now in a state of constant partial attention Communications need to be designed for disassembly A strong brand story robust enough to withstand being filtered through the cracks in the audiences attention19/07/2012 Philip Slade : Fanclub Group : Right time, right place 7
  8. 8. Getting between the cracks19/07/2012 Philip Slade : Fanclub Group : Right time, right place 8
  9. 9. List? Zero moment of truth?19/07/2012 Philip Slade : Fanclub Group : Right time, right place 9
  10. 10. The Zero Moment of Truth19/07/2012 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*19/07/2012 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 packaging19/07/2012 Philip Slade : Fanclub Group : Right time, right place 12
  13. 13. Your turn. Can you visualise your brands shopper journey? v  19/07/2012 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?19/07/2012 Philip Slade : Fanclub Group : Right time, right place 14
  15. 15. http://picturesofpeoplescanningqrcodes.tumblr.com19/07/2012 Philip Slade : Fanclub Group : Right time, right place 15
  16. 16. How are your customers looking at your brand?19/07/2012 Philip Slade : Fanclub Group : Right time, right place 16
  17. 17. The way we see information has fundamentally changed19/07/2012 Philip Slade : Fanclub Group : Right time, right place 17
  18. 18. 19/07/2012 Philip Slade : Fanclub Group : Right time, right place 18
  19. 19. 19/07/2012 Philip Slade : Fanclub Group : Right time, right place 19
  20. 20. Have shoppers really changed?19/07/2012 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 201219/07/2012 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 opportunity19/07/2012 Philip Slade : Fanclub Group : Right time, right place 22
  23. 23. Its never been so easy to get your message out19/07/2012 Philip Slade : Fanclub Group : Right time, right place 23
  24. 24. Automation may save you money But beware it may also destroy your brand19/07/2012 Philip Slade : Fanclub Group : Right time, right place 24
  25. 25. While automated texts shouted out how great the event was, the reality was another matter altogether19/07/2012 Philip Slade : Fanclub Group : Right time, right place 25
  26. 26. A cost effective brand shadow can be built via social media •  Is you •  Honest •  Authentic •  Believable •  Adds value •  Rooted in a place19/07/2012 Philip Slade : Fanclub Group : Right time, right place 26
  27. 27. Whatever is done in marketing, if online sucks you lose19/07/2012 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 is19/07/2012 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?19/07/2012 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 stops19/07/2012 Philip Slade : Fanclub Group : Right time, right place 30
  31. 31. One final thing 3119/07/2012 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 201219/07/2012 Philip Slade @piehead : Fanclub Group : Right time right place : Consumer to shopper journey 32

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