Slides to accompany the blog post "Why is measuring shopper marketing so painful?"

1. Shelfback / The three step process
Step 1
Integrate Retail Media
in to the overall
communication
planning process
from Day 1.
Step 2
Arm your sales teams
with the tools to talk to
the retailer about
best-in-class plans and
leverage them to drive
commercial gain.
Step 3
Ensure you evaluate
your media against a
clear set of KPIs that
measure the objective
of the spend.

2. Step 1 / Evolving the Path to Purchase
Catch Connect Close
Phase Awareness Intrigue Believability Purchase Instruction Advocacy
Barrier There's a million
brands talking to
me, why should I
listen to this one?
Why should I engage
with this brand?
What is this and
why is it different?
How do I buy it?
How much is it?
How do I use it? Why should I tell
anyone about
this?
What shall
we say to
them?
There is a
revolutionary new
razor called
EvoShave.
This is new and
revolutionary and
this is just for you
(not your dad).
Shave by touch. Find EvoShave in the
shaving aisle.
Clear value
communication: half
the price of Fusion
Proglide.
Relevant usage
instructions which
are accessible to
our target market.
Use free blades
and engaging
clickable content
to incentivise
sharing through
social media.
What
channels
should be
considered?
• In store.
• Twitter, Facebook, Buzzfeed, YouTube,
Spotify, blogger outreach, targeted
online advertising (tactical, PPC, social
PPC)
• Experiential, sponsorship of relevant
gigs, sampling at university campuses.
• Packaging.
• In-store. At shelf.
• Evoshave.com.
• PR, blog plan.
• Word of mouth.
• In store.
• Social - sharable.
• Front of store.
• Packaging
• QR code: Scan
your phone here
to learn how to
handle it – link
to
Evoshave.comi
nstructions
video.
• EvoShave.co
m Opportunity
to share
content
through social
channels in
order to be
rewarded with
money off
coupons or
free blades.

3. Develop bespoke ‘best in class’ plans that help:
a) deliver the overall campaign message and
b) drive retailer’s share.
Step 2 / Arming your sales team

4. Then leverage them to drive commercial gain…
Step 2 / Arming your sales team
Level Criteria Support Value
Gold
1. Inline plinth for Starter Kits for 8 weeks
2. Deliver national promotional plan
3. Deliver 12 weeks branded semi perm FSU/ semi perm
off-shelf display in Q4
4. Deliver 8 weeks of offshelf display for Blades 4s / 8s
 Full Mod package
 6 Sheets
 Shelf Barkers / Talkers
 Floor graphics
 In-store Experiential & Sampling
 Exclusive in-store activity / competition
PLUS
 Tagged TV Support
 PR Support (Where to buy mentions)
£300k
Silver
1. Inline plinth for Starter Kits for 4 weeks
2. Deliver national promotional plan
3. Deliver 8 weeks branded semi-perm FSU / off-shelf
4. 4 weeks display on blades 4s / 8s
 Shelf Barkers / Talkers
 Trolleys
 Exclusive in-store activity / competition
PLUS
 Tagged Radio Support OR
Tagged Print Support
 PR Support (Where to buy mentions)
£150k
Bronze
1. Deliver national promotional plan
2. Deliver 4 weeks of off shelf display for Starter Kits
 Shelf Barkers / Talkers £75k

5. Step 3 / Evaluate against correct KPIs