5.Consumers to Shoppers

Making your marketing work harder*
Right time, right place
* Let’s assume you don’t have a gazillion dollar budget

Part 5 of 5 of our talks to young entrepreneurs during START UP BRITAIN week.
Speakers: Les Mear & Philip Slade

Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com

7/19/12 Philip Slade : Fanclub Group : Right time, right place 1

Key question for you

When will your customers be thinking of your brand?


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 Review


But shopper marketing has changed


An analogue doctrine

7/19/12 Philip Slade : Fanclub Group : Right time, right place
Saatchi & Saatchi X™ 5

Mobile devices and matured social behaviours mean that
today's consumers are different


Communications need to
be designed for
disassembly

A strong brand story robust
enough to withstand being
filtered through the cracks
in the audiences attention
7/19/12 Philip Slade : Fanclub Group : Right time,shown for illustrative purpose no rights implied
Images right place 7

Getting between the cracks


List? Zero moment of truth?


The Zero Moment of Truth


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*


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 packaging

Your turn. Can you visualise your
brands shopper journey?

v


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?

http://picturesofpeoplescanningqrcodes.tumblr.com


How are your
customers looking
at your brand?

Images shown for illustrative purpose no rights implied

The way we see information has
fundamentally changed


Have shoppers really changed?

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 2012

Facebook paid ads generated a 130 percent uplift in purchase behavior on the
ASOS website in the four weeks following ad exposure, compared to consumers
who were not exposed but had a similar affinity to ASOS:
(comScore and Facebook July 2012)


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 opportunity


Its never been so
easy to get your
message out


Automation may save you money

But beware it may also destroy your brand

http://www.guardian.co.uk/music/2012/jul/09/bloc-weekend-2012

While automated texts
shouted out how great
the event was, the reality
was another matter
altogether

7/19/12 Philip Slade : Fanclub Group : Right time, right place Images shown for illustrative purpose no rights implied 25

A cost effective brand shadow can be
built via social media

•  Is you
•  Honest
•  Authentic
•  Believable
•  Adds value
•  Rooted in a place


Whatever
is done in
marketing,
if online sucks
you lose


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 is


Can you fill this in? What is your position
now. Where will it be in 12 months?


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 stops


One final thing

31
7/19/12
Philip Slade : Fanclub Group : Right time, right place

THANK YOU that was a topline
on the consumer to shopper journey.

Part 5 in our 5 part Start Up Britain session 19 July 2012

Speakers: Les Mear & Philip Slade

Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com

7/19/12 Philip Slade @piehead : Fanclub Group : Right time right place : Consumer to shopper journey 32

5.Consumers to Shoppers

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie 5.Consumers to Shoppers

Ähnlich wie 5.Consumers to Shoppers (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

5.Consumers to Shoppers