The 5-Second Specialist: How to Create Brand Preference in Low-Involvement Categories
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Brand sensory attributes such as colors, shapes, sounds and scents reach the emotional center of consumers' brains to drive purchasing behavior in only a few seconds when they are seen on shelf. Learn to navigate these sensory drivers of the brands with which you work and gain insight into how your brand performs in your target consumer’s heart and mind. Understand why it is crucial that brand marketers give consumers “something to talk about" so they select your package over the competitive set and learn about the different verbal and visual territories that men and women respond to, as well as their shopping habits, rituals, wants, needs and aspirations.
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The 5-Second Specialist: How to Create Brand Preference in Low-Involvement Categories
- 2. The Goldstein Group has prepared an edited version of this speech for your enjoyment.
- 3. Founder & CEO The Goldstein Group “The 5-Second Specialist” 00:00:05
- 4. BECOME A 5-SECOND SPECIALST! Source: Shopper-Sense, 2014 Medical Home Devices, Personal Electronics, Fragrances, Liquor, Cosmetics FOOD/MASS DRUG/MASS DEPARTMENT/ SPECIALTY LOW Involvement MID Involvement Groceries Household 5 seconds/ category Drugs,Vitamins Baby Products, HBA 5 - 7 seconds/ category Recreational HIGH Involvement 2+minutes/ category
- 9. TGG Restage
- 10. TGG Restage
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- 12. TGG New Products
- 13. TGG Restage
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- 16. TGG New Products
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- 19. TGG New Products
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- 21. TGG Restage
- 22. SIGHT SMELL SOUND TASTE TOUCH 60% 45% 30% 15% 0% Source: Scent Marketing Institute, The leading authority on Scent-supported marketing Consumers were asked which of the senses are the most important when recognizing brands: RANKING YOUR SENSES:
- 23. CREATE BRAND PREFERENCE: 00:00:01 Second 1: To Be Seen See Your Brand On-shelf… as Your Consumer Does
- 24. REVIEWING THE RETAIL LANDSCAPE: Medical Home Devices, Personal Electronics, Fragrances, Liquor, Cosmetics FOOD/MASS DRUG/MASS DEPARTMENT/ SPECIALTY LOW Involvement MID Involvement Groceries Household 5 seconds/ category Drugs,Vitamins Baby Products, HBA 5 - 7 seconds/ category Recreational HIGH Involvement 2+minutes/ category Source: Shopper-Sense, 2014
- 25. RETAIL REALITIES: The Shelf is Forever the Final Moment of Truth: Source: Shopper-Sense, 2014 Average retail environment has 100,000+ SKU’s. American consumers shop for approximately 17 Minutes, 2.5 times per week. Purchase decisions are made in 5 seconds in low-to-mid involvement categories. 70% of purchase decisions are made at shelf. 80% of purchasers are women. 41% of shoppers who touch a product purchase it.
- 26. TM Sight 1: Color It’s the first identifier shoppers notice and recall. Sight 2: Shape After color, consumers notice holding and structural shapes. Sight 3: Symbol The third identifier that shoppers will see and retain. Sight 4: Word A memorable descriptor or a unique selling proposition will resonate loud and clear in a shape. TGG’s Guiding Principle, Shelf Sight Sequence ® relates to the mind’s Sequence of Cognition, the way in which shoppers scan on-shelf products in five seconds or less.
- 28. CREATE BRAND PREFERENCE: Second 2: Know Your Target She is the Primary Target in Low-to-Mid Involvement Categories. 00:00:02
- 29. UNDERSTANDING HER STRONG PURCHASING POWER: Source: http://www.nytimes.com/2011/09/24/business/consumers-cut-back-on-staples-but-splurge-on-indulgences.html?_r=2&hp; http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you- need-to-know-when-marketing-to-women/ ‣ Approximately 70% of all American women work outside the home, and another 10% work in the home. ‣ Women’s median income has soared 63% in the last 20 years ‣ Women earning $100,000+ per year has tripled in the last decade. ‣ Women account for over 50% of all U.S. stock ownership.
- 30. SHE IS THE PRIMARY CONSUMER: Source: Marketing to Women Conference, http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them; http://thenextweb.com/socialmedia/ 2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/; http://www.usatoday.com/tech/news/story/2012-06-04/female-tech-executives/55382536/1 ‣ Women make or influence 80% of all purchasing decisions in low-to mid involvement categories; groceries, OTC drugs, household goods. ‣ Women purchase over 50% of traditional male products, including: • Automobiles • Home improvement products • Consumer electronics.
- 31. Source: Shopper Sense, 2014 What is she saying about your brand? DADS SHOP TOO: ‣ In married households with children, dads can also be the primary grocery shoppers, but she is still telling him what to get... ‣ 92% of women pass along information to him about deals or finds and brands of choice. “Get the chicken noodle soup in the red and white can.”
- 32. 32 Men Are On A Mission: Source: Men are from Mars, Women are from Venus: Dr. John Gray, PHD. ‣ They respond to facts, data and information. “A man’s sense of self is defined by his ability to achieve results.” MALE SHOPPING HABITS:
- 33. FEMALE SHOPPING HABITS: Women Are On An Exploration: Source: Men are from Mars, Women are from Venus: Dr. John Gray, PHD. ‣ They respond to story cues, emotional resonation and symbolism. “A woman’s sense of self is defined through her feelings and the quality of her relationships.”
- 34. ‣Some career women secretly yearn for an idealized homemaker role. ‣However, if today’s women were to be portrayed on-pack in an old-fashioned, subservient role, it could easily create a sexist impression and would cast negativity onto the manufacturer. ‣Thus, it would be highly inappropriate to show a woman on-pack: A YEARNING FOR HOME LIFE: • Doing housework • In a nurse’s uniform • Wearing an apron
- 35. ON-PACK REALITY: It’s no wonder that today’s CPG companies are confused as to how to portray women on their packaging… 25% of all character trademarks are female. 75% of all character trademarks are male.
- 36. In Today’s Supermarket Landscape: ‣ To portray a female character trademark on your brand, be sure to test her, from her roots to new development to understand how far she may, or may not extend. ‣ It is key to retain an authentic link to the values and the mythos which she once embodied, in a manner that connects to a brand’s storyline, without ever insulting your primary shopper. ON-PACK REALITY:
- 37. CREATE BRAND PREFERENCE: Second 3: Cognitive Association Rekindle a Memory or Create Hope for the Future. 00:00:03
- 38. Reignite a Long Lost Love Affair BRAND RESTAGE – YOU MUST:
- 39. A NEW PRODUCT WITHIN AN EXISTING FRANCHISE: Fall in Love for the Very First Time
- 40. CREATE BRAND PREFERENCE: Second 4: Ownable Assets Colors, Shapes, Symbols, Words 00:00:04
- 41. CREATING AN OWNABLE USP: A USP = Color / Shape/ Symbol / Words 1. col or2.shap e3.symbol4.wor ds
- 42. CREATE BRAND PREFERENCE: Second 5: Create the Storyline Build in a Storyline to be Shared – Give Them Something to Talk About! 00:00:05
- 43. When not shopping, consumers talk about their brand choices in their digital/virtual world, among their family, friends and co-workers, via: ‣ Emailing ‣ Chat Rooms ‣ Blogs ‣ Twitter ‣ LinkedIN What are they saying about your brand? SHOPPING IN THE NEW MILLENNIUM:
- 44. CONNECT TO YOUR CONSUMERS: Give Them Something to Talk About! ‣ Brands uniquely connect people… ‣ Create the storyline with your colors, shapes, symbols… ‣ Reap the rewards of the “pass-around” factor...