Outdoor advertising is an effective medium for retail brands for several reasons:
1. It allows precise targeting near retail locations with national, regional, and local capabilities.
2. Outdoor delivers high awareness and ROI, which is essential for brand growth, new openings, and sales campaigns.
3. Research shows outdoor is the most recent medium seen before shopping, making it effective for driving in-store visits and online searches.
Using mobile to understand the consumer brand experience - Millward BrownMerlien Institute
Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Virginia Startup to Deliver Cheap and Healthy Meals to DC in Under 20 MinutesHadi Aboukhater
Hadi Aboukhater talks about a startup company hailing out of Alexandria, Virginia, MunchQuick. This company delivers fresh meals under $6 to Washington, DC residence.
Using mobile to understand the consumer brand experience - Millward BrownMerlien Institute
Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Virginia Startup to Deliver Cheap and Healthy Meals to DC in Under 20 MinutesHadi Aboukhater
Hadi Aboukhater talks about a startup company hailing out of Alexandria, Virginia, MunchQuick. This company delivers fresh meals under $6 to Washington, DC residence.
This presentation highlights the cable landscape of the DC market, the hidden pitfalls of cable advertising, and how WDCW and its digital tier stations can provide better alternative programming.
This presentation highlights the cable landscape of the DC market, the hidden pitfalls of cable advertising, and how WDCW and its digital tier stations can provide better alternative programming.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Create - Day 2 - 12:15 "Attention to Retail: An Exploration Into the Customer...PerformanceIN
Join Severine Philardeau, VP of partnerships at VoucherCodes.co.uk, as she explores two of the biggest trends driving retail today: a skyrocketing use of mobile technologies and consumers' “addiction” to deals.
Delegates can see how the rise of digital has changed the way retailers do business, but also how consumers' expectations have shifted dramatically.
Severine intends to share proprietary research on the new consumer journey while explaining how marketers can take advantage.
This presentation expresses our view on the long term effects of the recession on consumer attitudes and behaviors, and introduces our concept of the M-Powered Era - the next generation of consumers.
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
In this guide, you will discover a distilled best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
2. Outdoor is a great point of sale medium Outdoor can place a message nearer a retail outlet than any other medium
3. Operational efficiency now attracting large supermarket chains The medium can now deal operationally with short term, price sensitive campaigns and faster cycles Large retailers like Tesco are now using this greater flexibility to great effect
4. Outdoor delivers a proven high ROI for retail brands Econometric research from Brand Science shows that Outdoor delivers high ROI to retail clients High ROI for every pound invested
5. Outdoor has national, regional and local capability: precision targeting Outdoor can be bought nationally, regionally or locally with great precision Select by road type, proximity distance or catchment area with no wastage
6. Outdoor delivers high awareness: essential for openings, sales, or every day Outdoor gives high brand awareness for retailers to establish and grow their brands
7. Outdoor is a high impact medium with very high levels of attention Outdoor gets noticed. It can’t be switched on, or turned over According to TGI 2010, 97% of UK adults have seen outdoor advertising in the past week
8. Outdoor allows advertisers to be competitive In a competitive market where share is vital, an advertiser needs a competitive medium
9. Outdoor is a great directional medium and can activate a visit Everyone sees Outdoor It can be a great reminder and directional tool, prompting an impulse visit to store For online retail too, Mindshare research* found Outdoor to be more effective than TV, radio and print for driving brand search on the internet * “The Branding Power of Outdoor” Mindshare 2010
10. Outdoor can target an audience type, mindset or moment Outdoor reaches the relevant audience and can stimulate a buying decision Targeting can range from students to duty free shoppers, harassed mums or grey panthers
11. Outdoor is the most visual medium: best for leaving a lasting branding impression Outdoor advertising messages get noticed They are capable of anchoring a strong visual brand memory in the brain This can be triggered again at point of sale
12. Proven effective Retail brands are one of the fastest growing areas for outdoor Retail brand count is increasing Proven effective for Tesco, M&S, KFC, H&M, Westfield, Pizza Hut…
13. Outdoor is the medium experienced most recently before shopping Advertising messages get noticed Outdoor overwhelmingly the most recent medium Source: Ipsos DMMA, 506 respondents in diverse shopping environments
14. Light Mobility Moderate Mobility Heavy Mobility More mobile people make more frequent shopping trips Go ‘top up’ food shopping on way home from work twice a week or more Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
15. 85% bought or expect to buy something Receptive audience: most people on the street are buying something Q: Have you bought or do you expect to buy anything during this trip out today? Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)
16. Outdoor audience is the biggest audience for retailers and centres Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
17. Leading retail advertisers trust Outdoor Top retail advertisers in Outdoor 2010 (average spend £1.34m) McDonalds, Marks & Spencer, Kentucky Fried Chicken, Tesco, H&M Hennes, Asda Stores, Burger King, Specsavers, Matalan, Pizza Hut, Waitrose, Currys Group, JD Sports, Wm Morrison, Sainsburys, Miss Sixty, Iceland, Decathlon, Capital Shopping Centre, John Lewis, Sunway, TK Maxx, Go Outdoors, Uniqlo, Best Buy, Cooperative food, Eric N Smith Jeweller, Harrods, Land Securities, Realm Shopping Centre, Westfield, McArthur Glen, HMV Music, B&Q, Magnet, Clas Ohlson, Trafford Centre, Mango, Tiffany & Co, Dolce & Gabbana, House of Fraser, Oracle Shopping Centre, Vision Express, Boots the Chemist, Selfridges Source: Nielsen Media Research