Winning with Shoppers Today: Understanding How People Shop
All across the industry, retailers and brands are asking, “How do I effectively market to shoppers today?” It’s a good question to ask. Effective marketing begins by understanding people and their behavior. How and why do people shop the way that they do?
Meet today’s shopper. PeopleShop takes a close look at more than 13,000 shoppers across Europe and North America to better understand shopper behaviors and motivations. Shopping journeys have become much more complex. Emerging channels have shifted shopping patterns. Consumer segments, such as Latinos, have become much more dominant and therefore important.
This presentation provides an in-depth understanding of:
· How shoppers think and act differently in different countries
· The six important shopper archetypes and how their shopping needs and channels vary
· How shopping behavior varies depending on the category and the risk/reward associated with a purchase in the category
· Latino shoppers, the importance of this group and how to effectively influence their purchases
· Shopper journeys today, trends in online and offline shopping, and how to effectively reach shoppers across channels
42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.
SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior.
From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.
With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications.
42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.
SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior.
From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.
With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications.
A BRAND IS FOREVER! A FRAMEWORK FOR REVITALIZING DECLINING AND DEAD BRANDS
2. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
3. REVIVAL OF A DEAD BRAND  neither the lifespan of a brand nor its ultimate destiny is predetermined  But, brand decline is a reversible process  Ex: Harley Davidson and ford after facing great competition lost their hold still regained their status because of their brand value.
4. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
5. DECLINE AND DEATH OF BRANDS Brand equity framework: The differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity, and consumer brand knowledge can be characterized in terms of brand awareness and brand image dimensions A brand with strong equity has high awareness and consumers hold strong, favourable, and unique brand associations
6. DECLINE AND DEATH OF BRANDS Pan am and Oldsmobile (general electrical) examples illustrate that even well-known brands can decline as a result of a wide variety of factors.
7. CAUSES OF BRAND DECLINE Product life cycle (PLC) framework: identifies four stages: introduction, growth, maturity, and decline. It uses sales to define the stages of the life cycle, which in turn are used to predict sales. Different forces leads to brand’s evolution • Managerial actions • Environmental factors • Competitive actions
8. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Brands often decline because of leadership, management, and employees making excuses rather than acting with integrity Managerial actions which can cause this are: product quality, price increases, price cuts, brand neglect, and inability to stay with the target market.
9. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Product quality: When compromises in product quality for cost-cutting reasons • do not impact brand loyalty in the short run, • managers mistakenly conclude that consumers are willing to accept or live with the change. • At some point when customers’ experiences with the brand do not live up to their expectations, • the brand starts to decline.
10. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price increases : If a company continues to raise prices without offering a corresponding increase in benefits, sooner or later consumers will start to abandon the brand. Volkswagen launched golf but was unable to control costs and had to keep raising prices, until it effectively drove itself out of the entry-level segment where it had once been a leader
11. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price cuts: When a company cuts prices in desperation to increase
Real Estate Investment Business Plan PowerPoint Presentation Slides SlideTeam
If you are into the real estate business, then it is very likely you will need to present investment plan to target buyers. That is why our team of expert designs and researchers have come up with 61 slides Real Estate Investment Business Plan PowerPoint Presentation Slides. This PowerPoint presentation on real estate business will surely save you a lot of time and resources. As compared to making a PPT presentation from scratch. This real estate PowerPoint presentation example has various slides like real estate snapshot, executive summary, market activity, real estate trends and demand, real estate opportunities, market analysis, market outlook, real estate sales growth, real estate home sales, real estate price index, real estate mortgage rates, real estate REO, and many more. This PPT on real estate business plan will provide necessary information to land developers and people working in the real estate business. This predesigned property investment PowerPoint presentation is fully editable and can be customized according to your needs. You can use this PowerPoint presentation on real estate business for topics like real property, residential premises, residential trends, land development, premises investing, real estate economics, land appraisal, estate industry overview etc. Close your business deal with our Real Estate Investment Business Plan PowerPoint Presentation Slides. Hurry up! Download this real estate PowerPoint presentation and get those potential buyers. Bring the core concept into clear focus with our Real Estate Investment Business Plan PowerPoint Presentation Slides. Identify important elements of the doctrine.
Speaker presentation at the Europack Summit 2017
Vincenzo Disavino, Associate Director Equipment Technology & Innovation, RDQI Packaging, Mondelēz International
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
The Buying Acceleration and Incentive Tool (B.A.I.T.)Leo Burnett
A new marketing tool created by Leo Burnett and Arc identifies how short-term sales offerings might align with long-term brand building. B.A.I.T was based on a six-month, 9,300-person study to help brands quicken the path to purchase and reinforce brand affinity.
A BRAND IS FOREVER! A FRAMEWORK FOR REVITALIZING DECLINING AND DEAD BRANDS
2. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
3. REVIVAL OF A DEAD BRAND  neither the lifespan of a brand nor its ultimate destiny is predetermined  But, brand decline is a reversible process  Ex: Harley Davidson and ford after facing great competition lost their hold still regained their status because of their brand value.
4. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
5. DECLINE AND DEATH OF BRANDS Brand equity framework: The differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity, and consumer brand knowledge can be characterized in terms of brand awareness and brand image dimensions A brand with strong equity has high awareness and consumers hold strong, favourable, and unique brand associations
6. DECLINE AND DEATH OF BRANDS Pan am and Oldsmobile (general electrical) examples illustrate that even well-known brands can decline as a result of a wide variety of factors.
7. CAUSES OF BRAND DECLINE Product life cycle (PLC) framework: identifies four stages: introduction, growth, maturity, and decline. It uses sales to define the stages of the life cycle, which in turn are used to predict sales. Different forces leads to brand’s evolution • Managerial actions • Environmental factors • Competitive actions
8. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Brands often decline because of leadership, management, and employees making excuses rather than acting with integrity Managerial actions which can cause this are: product quality, price increases, price cuts, brand neglect, and inability to stay with the target market.
9. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Product quality: When compromises in product quality for cost-cutting reasons • do not impact brand loyalty in the short run, • managers mistakenly conclude that consumers are willing to accept or live with the change. • At some point when customers’ experiences with the brand do not live up to their expectations, • the brand starts to decline.
10. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price increases : If a company continues to raise prices without offering a corresponding increase in benefits, sooner or later consumers will start to abandon the brand. Volkswagen launched golf but was unable to control costs and had to keep raising prices, until it effectively drove itself out of the entry-level segment where it had once been a leader
11. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price cuts: When a company cuts prices in desperation to increase
Real Estate Investment Business Plan PowerPoint Presentation Slides SlideTeam
If you are into the real estate business, then it is very likely you will need to present investment plan to target buyers. That is why our team of expert designs and researchers have come up with 61 slides Real Estate Investment Business Plan PowerPoint Presentation Slides. This PowerPoint presentation on real estate business will surely save you a lot of time and resources. As compared to making a PPT presentation from scratch. This real estate PowerPoint presentation example has various slides like real estate snapshot, executive summary, market activity, real estate trends and demand, real estate opportunities, market analysis, market outlook, real estate sales growth, real estate home sales, real estate price index, real estate mortgage rates, real estate REO, and many more. This PPT on real estate business plan will provide necessary information to land developers and people working in the real estate business. This predesigned property investment PowerPoint presentation is fully editable and can be customized according to your needs. You can use this PowerPoint presentation on real estate business for topics like real property, residential premises, residential trends, land development, premises investing, real estate economics, land appraisal, estate industry overview etc. Close your business deal with our Real Estate Investment Business Plan PowerPoint Presentation Slides. Hurry up! Download this real estate PowerPoint presentation and get those potential buyers. Bring the core concept into clear focus with our Real Estate Investment Business Plan PowerPoint Presentation Slides. Identify important elements of the doctrine.
Speaker presentation at the Europack Summit 2017
Vincenzo Disavino, Associate Director Equipment Technology & Innovation, RDQI Packaging, Mondelēz International
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
The Buying Acceleration and Incentive Tool (B.A.I.T.)Leo Burnett
A new marketing tool created by Leo Burnett and Arc identifies how short-term sales offerings might align with long-term brand building. B.A.I.T was based on a six-month, 9,300-person study to help brands quicken the path to purchase and reinforce brand affinity.
Eye On: Why Do Instagram Stories Matter?Leo Burnett
On August 2, Instagram rolled out Stories, a function intentionally similar to Snapchat’s Stories, which allows users to capture and share content that disappears after 24 hours. In this Eye On report, we explore what Instagram stories are, how they work and, most importantly, what this update means for marketers, influencers and the digital sphere as a whole.
Tags: social media, technology, marketing, digital marketing, influencers, influencer marketing, technology updates, Snapchat, Snapchat Stories, Instagram, Instagram Stories, Instagram update, social media marketing, digital advertising
Twitter Introduces Audio Cards: What Brands Need to KnowLeo Burnett
Bring in da noise.
In our latest Eye On (which spotlights the latest social trends, updates and launches), we take a deeper look at Twitter's newest feat: audio cards.
Last week (in partnership with SoundCloud and iTunes), as an addition to their growing lineup of multimedia-enabled, interactive tweets, Twitter launched audio cards, which are able to be docked and listened to while users explore other parts of Twitter.
Scroll through to learn more.
Playground Lessons for crafting richer customer experienceEdward Bothma
At the recent Omni-Channel banking conference held in Johannesburg, Effective Intelligence speaker Edward Bothma discussed ways business can use simple playground psychology to better understand consumer demands for richer customer experience.
The Future of Advertising: How brands can embrace miraculous new technologies...Leo Burnett
Leo Burnett Worldwide and Contagious Magazine present Wildfire, a look 60 months into the future to offer a head-start on the most significant technological innovations that they believe will redefine how brands connect with people.
Wildfire explores how technology might be empathetically applied to the natural cadence of our daily lives in order to make routine activities and behaviors more streamlined, meaningful or entertaining. This is a future where brands are ideally positioned to create the kinds of small and vital wonders that we soon won't imagine being able to live without.
The need for simplicity is greater now than ever. But what does it really mean? And what is your brand of simplicity? Hear how to embrace simplicity and learn to love complexity from The Creative Future Company.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
The Science Behind Modular Design Thinking (James Cabrera)Future Insights
Session from Future Insights Live, Las Vegas 2015.
https://futureinsightslive.com/las-vegas-2015/
Since Math and Physics are the essential languages of the design of our universe, why not use them as inspiration for how we approach designing the web? By looking at design through the lens of a Mathematician/Physicist, we'll see how it's only natural that modular strategies are taking over the digital landscape. Although it seems everyone is looking for the next big idea, the future of design really rests on well-designed 'Small Ideas.'
Shoppers are fascinating, mysterious creatures. Who else can walk into a store intent on buying a gallon of milk and instead walk out with two plums and a bottle of dishwashing liquid? Leo Burnett and Arc Worldwide recently conducted research that reveals the attitudes, behaviors and motivations of shoppers from North America and Europe. Learn how people shop differently for televisions versus, say, jeans. Who are the dominant shoppers in different categories? What factors influence their decision making? In short, who the heck are these people and what makes them tick? And tock.
For more insights and detailed research findings regarding how people shop, contact nick.jones@arcww.com.
The Sharing Economy: Where We Go From HereLeo Burnett
The above is a report compiled by Leo Burnett aimed at uncovering the unspoken realities of the American sharing economy. Visit humansbeing.leoburnett.com for more information.
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PRESS RELEASE
NEW RESEARCH GETS INTO THE UNDERBELLY OF THE SHARING ECONOMY
A U.S. Study by Leo Burnett Decodes What Brands Need to Know About the Future of American Entrepreneurship
CHICAGO – A new study by global advertising agency Leo Burnett, “The Sharing Economy: Where We Go From Here,” reveals the surprising and unspoken realities of the sharing economy in America and what’s truly happening in it. The research provides insights into how people perceive, and participate in, the sharing economy.
“The sharing economy is taking on a life of its own, but it is much more nuanced than we realized,” said Chief Strategy Officer Mick McCabe, Leo Burnett USA. “Our research reveals the psychology and the behaviors of sharers that can help guide brands including why people share and why they do not.”
Sharing has more texture than what’s largely reported in the media. People are chiefly motivated by practical needs, convenience and the ability to save or make money. A nominal 35 percent of people are primarily motivated to share by altruism, community and the environment.
About Humans Being
Inspired by Leo Burnett’s HumanKind philosophy, Humans Being is a thought leadership series and ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition. We explore the intersection of where cultural trends become norms and ultimately mores. Humans Being “Sharing” follows the “Relationships” and “Technology” editions that explore the cultural and technological influences on relationships and the changing role of technology in society. Visit humansbeing.leoburnett.com for more information.
About Leo Burnett
Leo Burnett Worldwide operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of the Publicis Groupe, Leo Burnett Worldwide embraces a HumanKind approach to marketing and is one of the world’s largest agency networks with 85 offices and nearly 9,000 employees. The global agency works with some of the world’s most valued brands including Coca-Cola, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. For the past four years, Leo Burnett has been ranked #1 in "New World Thinking" by The Gunn Report. In 2014, Leo Burnett was named "Network of the Year" at the International ANDY Awards, ADC Awards, MENA Cristal Festival and at the inaugural Cannes Health Lions. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.
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Arc teamed up with Alcon to create this innovative approach to get kids and parents educated about children’s eye care. Read more about the project here: http://leoburnett.com/articles/work/how-a-hedgehog-is-spreading-the-word-about-healthy-eyes/
Leo Burnett London’s in-house experts and partners present “Predictions: 2017,” a collection of the hottest trends to look forward to this year. Read on to learn more about consumer behavior, brand sponsorships and retail technology.
Twitter’s new algorithm ranks tweets based on users’ past engagements. The new timeline can increase visibility of a brand’s tweets hours after they have been published.
Where is this year’s mobile battleground? Will virtual reality become mainstream? Who will be catalysts of change? Let’s explore with Leo Burnett London’s annual predictions — a collection of thoughts about future trends of 2016.
Over the past few weeks, the shopping experts at Arc have inundated you with the best of the best in holiday shopping hacks. With the holiday shopping season still in full swing, be sure to check out our full infographic with all of the tips you don’t want to miss.
Hi there. Welcome to the latest Frisk special!
We’ve got a rather chewy edition for you this month. You see, there’s a general election happening - you’ll have spotted this in the press, unless you live in a Grand Designs- style eco-bunker with no TV and patchy wi-fi. It’s kind of a big deal.
The Big Three – Cameron limbering up in the blue corner, Miliband boxing clever in red, Clegg strapping on his yellow gloves – have been set for a rumble for some time, closing in on the last corner of the ring where Farage, Sturgeon, Wood and Bennett are fighting for the title of ‘fourth credible option’. A subjective notion, of course.
Free democratic elections are the ultimate expression of modern fairness – if you don’t put an X in the box, you don’t have the right to complain about whoever’s in power, right? Well, that may or may not be the case, as voter apathy continues to plague the ballot boxes (or rather, totally leave the ballot boxes alone while going to the pub instead to complain about how ‘they’re all the same’ or ‘none of them are worth voting for’) – so will this general election be any different to those of recent-ish years? Have the televised leaders’ debates and massive social media buzz turned this into our first truly digital election? Are people better informed today, or just angrier and more annoyed? This report aims to give you an eye-opening view on the nature of the whole hoopla.
Flipping through these colourful pages you’ll find insight from all corners of Leo Burnett London – what politics can learn from advertising (and vice versa), the culture of voting as it applies to women and to youth, a data angle, a social media angle, and a retrospective snapshot from the Creatives. There’s much to intrigue here.
I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this punchy wordism.
Daniel Bevis
Senior Knowledge Editor
Leo Burnett London
Howdy. Welcome to the latest Frisk special.
We’re deep into 2015 now – still not quite sure how that happened, something to do with the Higgs Boson probably – and it’s been making us think a lot about the subject of Loyalty.
Did you make a new year’s resolution? And if so, did you stick to it? We’ve found a fairly even split between people who’ve remained loyal to their self-imposed vows and those who gave up after about fifteen minutes...
Of course, Loyalty spreads much wider than simply remembering to cycle to work because you told everyone you would. Giles Hedger’s Admap piece, which you’ll find within, posits that we need to think about brand loyalty as an outcome of successful brand building. We’ve also spoken to Canvas8, who suggested that a key facet of building customer loyalty is to be a bit annoying and rude, as well as quizzing the team in Arc Sponsorship for their views on the loyalty journey. And, as ever, we’ve picked the brains of the Planning department to get their own entertainingly disparate views on the subject.
So, plenty there to stimulate the ol’ grey cells. I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this thoughtsmithery.
Daniel Bevis
Senior Knowledge Editor Leo Burnett London
Hugs and Disses: Valentine's Day Insights from ArcLeo Burnett
Have you ever felt like your partner missed the mark on Valentine’s Day? Arc, the brand activation agency within the Leo Burnett Group, is here to make sure that this year Cupid’s arrow hits its target. A new survey reveals the truth about how people really feel about Valentine’s Day. Based on the responses of a gender balanced and generationally representative group of men and women aged 21-69, the U.S.-based survey, “Hugs and Disses” uncovers the differences between how men and women approach Valentine’s Day as well as statistics specific to different generations.
Arc shares these national survey results that help us better understand consumer behavior and attitudes surrounding Valentine’s Day. The survey is an extension of Humans Being, an ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition.
“As marketers, we’re always seeking to better understand how people think and behave in the real world,” said Nick Jones, EVP, retail practice lead, Arc Chicago. “The survey gives us a glimpse into the personal expectations, purchasing behaviors and attitudes of couples as they celebrate this annual romantic holiday.”
The special edition of Leo Burnett London's Frisk is here. Frisk: Predictions 2015 aims to be different from the plethora of other prediction newsletters you may see circulating. We promise.
This edition of Pencil Shavings captures the fourth Global Product Committee meeting of 2014, held last month in Beijing. In addition to the 4Q14 collection of 8-ball and 7+ work, this issue includes a profile of LB Sri Lanka (Colombo), coverage of the 2014 Agency of the Year Awards and much more.
What’s on the menu for this month's Frisk (Leo Burnett London’s snazzy trend report)? Broadcasting and Content.
Broadcasting and Content has continuously evolved through the decades. Back in the day, you’ll probably remember a world of limited channels and passive media consumption. Today, manufacturers act as broadcasters and viewers have the power of shaping content- a multi-faceted, inclusive and dynamic approach- in the world of broadcasting and content.
Within this round-up, you’ll find examples of how things are constantly changing. From viewpoints provided by Jonathan Fraser, Global Head of Strategy & Ideas on the future of content and life after the golden age of TV, to how the GoPro camera can capture a mesmerizing story and turn it into great content, the possibilities of broadcasting and content are endless.
Take a break, make a fresh batch of coffee (or tea, if that’s your thing) and get in tune with the latest in broadcasting and content.
Within this round-up, you’ll find examples of how things are constantly changing. From viewpoints provided by Jonathan Fraser, Global Head of Strategy & Ideas on the future of content and life after the golden age of TV, to how the GoPro camera can capture a mesmerizing story and turn it into great content, the possibilities of broadcasting and content are endless.
Take a break, make a fresh batch of coffee (or tea, if that’s your thing) and get in tune with the latest in broadcasting and content.
Frisk is back! And this month, we present you with our Sponsorship special.
Sponsorships have been at the forefront of public consciousness as of late, even more so than usual thanks to the World Cup. Our Arc sponsorship team has been rather busy with it all, so we thought the time was right to share some of their pearls with you; within this round-up you’ll find our insights into the evolving relationship between McDonald’s and The FA, gritty observations about ambush marketing, a look behind the scenes at the World Cup in Rio, our clever Brandtasy League, and various viewpoints from our egghead Planning department.
Lots to enjoy there, then. So set aside a little time, mark out a segment of your diary as ‘really important meeting, do not disturb, seriously’ and have a flick through. Don’t worry, there are plenty of pictures in here too. Stops it being too much like hard work, eh?
Popularity is a theme very close to our hearts – in fact it’s in our DNA.
‘We don’t make brands famous, we make them popular’, that’s the Leo Burnett philosophy. We’ve been looking deeper into our belief that Popularity is an essential ingredient for a brand’s enduring success. In fact, straight from the smokin’ abacus of Mike Treharne, our Head of Doing Nifty Stuff With Numbers, we’ve done some brand new research into where brands sit in a lifecycle of popularity, and what drives that popularity. We’d be delighted to talk to you more about the study – just let us know. You can read a bit about it within this Frisk, along with plenty of other stuff that neatly complements it – a piece from Canvas8 on brands being your BFF, some wise thoughts on Popularity from our Planning department, and a big chunk of celebrity endorsement stuff thanks to our in-house retail mogul, Sarah Leccacorvi.
The June 2014 edition of Frisk is themed "Brands to Watch Out For." That’s ‘watch out for’ in a sense of ‘they will become bigger and more prominent,’ rather than ‘careful, it’s flying toward the back of your head,’ obviously.
Inside this issue, Leo Burnett London picked the brains – not literally, that would be awful – of their Planning department and Canvas8, a deep-dive insight network, to see what they thought was hot and next-y.
Just In Time For Summer: Trends In Travel For Marketers To ConsiderLeo Burnett
Our colleagues from across the pond (Leo Burnett London, that is) have issued their latest installment of Frisk, our go-to reference on all things trending for a particular topic.
This month's poison? Travel - and if you've had anything close to a Polar Vortex in your neck of the woods this winter, goodness knows an exotic destination is calling your name.
Read on for an deep-dive on the decline of beach vacations, the rise of eco-tourism (and its criticisms) and a few innovative destination examples that are succeeding by taking business-as-usual and tossing it out the window. And, though Frisk focuses centrally on what our British brethren are up to, we think these lessons can be valuable for all marketers, whether or not fish and chips suit your fancy (hot dog and fries, anyone?).
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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3. Nick Jones
Lilia Arroyo Flores
Molly Garris
Enrique Márquez
EVP, RETAIL PRACTICE LEAD
SVP, STRATEGY DIRECTOR
DIRECTOR, DIGITAL STRATEGY
SVP, STRATEGY DIRECTOR
5. A Shared Problem Today"
Awareness"
New News"
Relevance"
Likeability"
Distinctiveness"
6.
7.
8. Which shoppers matter most?
What modes do these
shoppers exhibit?
What needs should I address
in each of these modes?
Which touch points should I
use to address these needs?
13. Archetypes: I am.
..
..
se.
Mod
Points: I u
The 6 Shopper
es: I do...
Archetypes"
Touch
N e e d s : I n e e d ...
14. What We Mean By Archetypes"
A shopping mindset rather
than a specific individual.!
!
!
15. THINKERS" FEELERS"
Seek information Seek fun and
to help validate pleasure from
decisions! Strategic
rateg
rateg Passi
a
ass
as
Passionate shopping!
Save
Saver
ave
ve
er Exp
Explo
Expl
Explorer
DY
TREN
Qual
Quality
ual
a Opportunistic
tunis
uni
un
un
Seek
Seek
Seeker
ee
ek ntur
nture
nture
tu
Adventurer
Dollar
llar
llar
r Habit
Habitual
ab
b
Defaulter
ulte
u te
ulter Sprin
Sprinter
pri
DOERS"
Seek to minimize time and money spent!
16. I am a THINKER" I am a FEELER" I am a DOER"
Strategic Opportunistic Dollar
Saver Adventurer Defaulter
Layers multiple saving Bargain shops just Looks to the
strategies to for spontaneous fun lowest price to
maximize value simplify decisions
PRICE
Quality Passionate Habitual
Seeker Explorer Sprinter
Checks for quality Shops for the Defaults to usual
credentials thoroughly experience and to choices to minimize
and diligently discover new trends time and effort
EXPERT
17. A World Of Difference"
Strategic Passionate Opportunistic
Saver Explorer Adventurer
137 129 140
Strategic Dollar Opportunistic Quality Passionate
Saver Defaulter Adventurer Habitual Seeker Explorer
122 129 121 Sprinter 175 122
126
Functionally Driven" Emotionally Driven"
Note: Index vs. total.!
18. It’s Important We Remember"
The same person can be
a different archetype in a
different category!
22. FROM: Opportunistic" TO: Dollar Defaulter"
Adventurer"
226" 158"
146"
92" 122"
82" 81"
58"
67" 35"
34" 27"
PRICE
DY
TREN TREN
DY
OA! DD! PE! SS! QS! HS! DD! HS! OA! SS! QS! PE!
Bargain shops for spontaneous fun! Looks for the lowest price or
regular brand to simplify decisions!
Note: height based on % size of segment index vs. total!
23. FROM: Opportunistic" TO: Strategic Saver"
Adventurer"
226" 167"
92" 145"
95"
82" 81" 75" 68" 45"
67"
34"
DY
TREN
DY TREN
OA! DD! PE! SS! QS! HS! SS! QS! PE! OA! DD! HS!
Bargain shops for spontaneous fun! Researches, creates multiple
strategies to save money and !
retain quality!
Note: height based on % size of segment index vs. total!
24. FROM: Opportunistic" TO: Passionate Explorer"
Adventurer"
226" 222"
92" 158"
82" 81" 128"
67" 59" 57"
34" 44"
DY
TREN
OA! DD! PE! SS! QS! HS! PE! QS! SS! OA! HS! DD!
Bargain shops for spontaneous fun! Seeks to discover and experience
new trends, quality and value.!
Note: height based on % size of segment index vs. total!
25. Q: "But how can that happen?"
A: "How people regard a category
affects their mindset & behaviour
towards that category"
31. What We Mean By Modes"
Discrete activities that people
undertake while shopping!
!
32. Eight Dominant Modes (I Do)!
42%" 29%"
Learning! Pit-Stopping!
Doing due Filling-in for an
diligence! immediate need!
38%" 27%"
Go-Getting! Re-Stocking!
On a specific Replenishing
task! many items!
37%" 23%"
Bargain Cruising!
Hunting! Passing time
Scouting! for fun!
for deals!
29%" 14%"
Exploring! Changing!
Engaging and Altering !
discovering! an existing
decision!
41! Note: % of people who engage in the trip!
33. Archetype "
[I am]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Learning!
Go-Getting!
Bargain Hunting!
Pit-Stopping!
Exploring!
Re-Stocking!
Cruising!
Changing!
Note: DARK – Dominant | MEDIUM - Prevalent | WHITE - Absent
38. What We Mean By Needs"
Motives and goals people have
in various shopping modes.!
!
!
!
!
39. 8 Basic Shopper Needs (I Want)!
Functional! Rational! Emotional!
38%
50% " Information! 25% "
Best Price! To validate a Treat!
Find best savings! decision ! An escape
or indulgence !
35% " 36% "
Flexibility! Advice! 19% !
Convenient access Unbiased expert Inspiration!
24/7 ! input ! To express my
individuality !
39% "
Efficiency!
To minimize time and
effort !
35% "
Special Offers!
Exclusive or
limited offers !
% of people who express the need !
40. Needs"
[Vary By!
Archetype] !
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Best Price!
Efficiency!
Special Offers!
Flexibility!
Information!
Advice!
A Treat!
Inspiration!
Note: DARK – Dominant | MEDIUM - Prevalent | LIGHT - Absent
42. Opportunistic " Needs"
Adventurer"
Shopping to express individuality
226" (230)!
Deal Hunter!
!
Trend Watcher! Part of the fun of buying a product
! is immersing myself in the store
Social Shopper! environment (174)!
!
Impulse Purchases! I shop to feel savvy or
! victorious(154)!
Touch / Feel Product!
! I enjoy “hunting” for great bargains
Spontaneous Fun! and deals (124) !
OA"
44. Opportunistic " What She
Adventurer" Doesn't Need"
226"
Deal Hunter!
! Research (62)!
Trend Watcher!
! Expert sources (69)!
Social Shopper!
! Peer Info (70)!
Impulse Purchases!
Sustainability (72)!
!
Touch / Feel Product! Quality (85)!
!
Spontaneous Fun! Convenience (88)!
OA"
45. It’s Important We Remember"
Like Modes… "
!
Needs vary by category because the
RISK REWARD and Archetype vary
by category!
46. When She Redesigns Her Kitchen…"
Passionate Explorer" Needs"
228" Expert recommendation (160)!
Researcher!
Reviews & peer reco’s (152)!
!
Get extra perks or services (151)!
Quality Obsessed!
!
Trend Follower! Impress others (192)!
! Be inspired (179)!
Eco Correct!
!
High End Brand! Feel sense of accomplishment (171)!
! Validate my decision (161)!
Price Insulated! See, touch, try a demo product (148)!
PE" !
49. What We Mean By Touch Points"
Tools and channels people use to meet their
shopping needs!
!
Some are physical e.g. specific store types!
!
Others are digital, traditional and even human!
!
!
!
!
50. Touch Points (I Use) 40 Touch Points "
59% "
Broadcast Media! 61% " 59% "
Passive media! Value Center! Expert Sources!
One-stop
discount retailers!
64%"
Promo Vehicles!
Tools that deliver !
news and offers!
32% "
56%" 55% "
Tools to interact Specialized Retail!
and share! Local Shops!
51. Touch
Points"
[I use]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Promotional
Vehicles!
Value Centers!
Expert Sources!
Broadcast Media!
Specialized Retail!
Local
Shops!
Engagement
Tools!
56. Key Findings"
1. Archetype effects everything"
!
People fall into six distinct shopping archetypes (mindsets) that
effect how they view and shop a given category.!
2. "Shopping journeys typically involve more than one mode"
""
"High risk and high reward categories have much longer and
more complex journeys than we imagined.!
Risk Reward, Quantitative, n=5000 regular brand users and brand decision makers !
57. Key Findings"
3. Multiple, rather than singular needs are the norm for
shoppers regardless of category."
""
"Every archetype has dominant and secondary needs, so not all
are of equal importance to you or them.!
4. Not every archetype is created equally when it comes to
touch points."
!Every archetype does not require the same number of touch
points to influence behaviour.!
!!
Risk Reward, Quantitative, n=5000 regular brand users and brand decision makers !
62. Which SHOPPERS matter most! Drive Efficiency!
!
What MODES these shoppers exhibit!
What NEEDS have to be addressed! & "
!
Which TOUCH POINTS matter most! Effectiveness!
67. Hispanic population growth projected to outpace ethnic
groups over the next 40 years
Projected U.S. Population Growth from 2010 - 2050
+167%
+142%
+42% +1%
+56%
White
Total Non-Hispanic Black Asian Hispanic
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
68. U.S. Latinos are 52 million strong
2010-2015 Estimates
1,151,228 born every year
95,936 born every month
3,152 born every day
131 born every hour
Source: Geoscape: American Marketscape Data Stream 2010 Series
69. Hispanics are a young population
Median Age
17.6 17.3
17.1 28 37
15.6
14.0 13.6
12.6 12.8
11.8
11.4
percentage
10.6 10.5
8.7
7.8
6.8
5.6
3.6
2.3
< 5 years 5 to 14 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75
years years years years years years years years +
Non-Hispanic Whites Hispanics
70. Latinos are young and connected
Watch 33 hours Send/receive 941 Stream 6:15 hours
of TV per week texts per month of video per month
Source: Nielsen
73. Hispanics are the 13th largest economy in the world
Ahead of ...
Poland Argentina Greece
Israel South Africa Netherlands
Source:Selig center of Economic Studies/University of Georgia 2009
Central Intelligence Agency-World FactBook
74. Hispanics have enormous purchase power
51 million 50% growth
Hispanics in in purchasing
the U.S. power by
2015
2010 2015
$1 Trillion buying $1.5 Trillion buying
power power
Source: 2012 Nielsen State of the Hispanic Consumer Report
83. Shopping is complex
“In order to win with Latino Shoppers,
brands need to understand the Mindset
and Strong Heritage that influences the
way they eat, clean, cook, and ultimately
how they buy and consume goods.”
Source: Forbes, “Big Data Shows Hispanics Will Change Business Models”
87. The playground
45% 45%
375 index 284 index 32% 36%
200 index
338 index
I enjoy shopping like to hear &
I like to try new I want to be the give opinions &
with my children
products 1st to have it. write reviews
Multi- Multi- Multi- Multi-
generational sensorial dimensional touchpoint
90. Mindsets Typically shopped
Pharmacy Beer Cereal
“needs”
Index Laundry Dairy Canned
Food
To General
Market
125
Packaged
Meat Soda Fresh
Cell Sports
Phones Equipment
Index Fashion
“wants”
Electronics
To General
Market
139
Kitchen Cosmetics
Redesign
93. The Challenge
They go to different stores
to accomplish their goals.
But they can be one
and the same person.
Habitual Passionate
Sprinter Explorer
94. The opportunity: save time shopping to spend time shopping.
Capture both mindsets and be
the place that helps Hispanics
take care of their
“basic needs” so they can
spend time on their
“fun wants”.
All in the same store.
97. Shopping is a social activity
48%
29% 37% 155 index 36%
217 index 200 index
290 index
Shopping is meant to Social media is
Word of mouth the key enabler Share opinions
be done with others
is key of collaboration and reviews
104. Recommendations
Social influencers bring
inspiration and possibilities
105. Recommendations
Leverage peer-to-peer’s influence
before, during and after the purchase
42
106. Recommendations
Make it easy for her to see what her friends like
Uniqlo digital hangers show how many
people like each garment
43
107. Mobile & social media
Make it easy for her to see what her friends like
Help people by using Help a few experience
technology to bring the latest products
trends to life
44
110. Value does not mean buying cheap. It means
getting more than what you pay for.
61% 55%
139 index
145 index
49% 48%
45% 258 index 200 index
128 index
The like to touch, feel They judge product
Won’t buy a product Multi-touchpoints They want to get
over lower quality and smell a product quality by product
inform decisions tailored advice and
even if it is on sale before buying packaging
when shopping recommendations
Multi-
touchpoints
Not willing to inform better Trust their Visual cues Recommendations
compromise decisions senses matter
are important
112. Making the right choice is serious
business
A wrong purchase Wants as much
Wants to make sure decision carries information as
she gets more than frustration as she possible to make
she pays for feels she is sure she makes
affecting her family safe bets
113. Before going to the store In the laundry aisle
“I leave detergents for the
“I find out about
end. It is my space to smell
products from TV.”
and have some time for
myself. It is like choosing a
personal perfume that you
“I need to know the wear on your clothes.”
product, know it will give
results, it is what I want.”
“I make sure a product “I start to read the details of the
works, or I look for products that interest me - the
someone to talk to me packaging, the pictures...”
about the product.”
120. Reward her for influencing others
Tesco Share and Earn gives users rewards for sharing
their purchases
Give her more incentive to share
121. You are leaving money on the table.
Having a Hispanic strategy won’t
alienate. It will enhance your
mainstream strategy.
Lead. Learn. Enlarge.
1+1=3. Use differences to discover,
validate or bring dimension to your
findings.
The new mainstream is already here.
181. There’s no silver bullet.
In order to get ahead, start by:
‣ Better understanding your shoppers,
their behaviors and needs
‣ Activate the right touch points
‣ Implement tests to gather actionable learnings
182.
183. Nick Jones
Lilia Arroyo Flores
Molly Garris
Enrique Márquez
EVP, RETAIL PRACTICE LEAD
SVP, STRATEGY DIRECTOR
DIRECTOR, DIGITAL STRATEGY
SVP, STRATEGY DIRECTOR
nick.jones@arcww.com
lilia.arroyo-flores@leoburnett.com
molly.garris@arcw.com
enrique.marquez@lapizusa.com
312.220.4533
312.220.6391
312.220.5228
312.220.5433