5.Consumers to Shoppers

Making your marketing work harder* Right time, right place

7/19/12 1 Philip Slade : Fanclub Group : 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

Key question for you

When will your customers be thinking of your brand?

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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 5 Saatchi & Saatchi X™ Philip Slade : Fanclub Group : Right time, right place

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


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 a volcanic region of France)the conversational terms give you a picture of a typical consumer to shopper journey. The points of influence and points of potential behaviour change Based on observering; www.volvic.co.uk, Facebook/volvic, & www.igd.com etc

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Philip Slade : Fanclub Group : Right time, right place

Thirsty: can I wait to find the ‘right’ shop or do I go for the first outlet? Does it matter? Juice? Small pack? Large pack and take home? What will I look like carry ‘that’ brand?

General –weather (hot) Personal – post gym, Sports, hung over, health concerns Commercial –price offer, link save, display

PURCHASE: Easy, added a fruitbar, as I’m being good with the water I am allowed a treat later

SEARCH: I’m looking for a fridge (inside this store) I want it cold, nothing on a shelf.

LISTING. Something that is ‘good’ Juice? Flavoured Water? Generic water?

DE-SELECT. Purelife pure water –what doies that mean?, mmm its from Nestle, looks cheap, its not Pure Mineral water. I want to be good, I want something better for my body, mmm Highland Spring? Not sure about packaging

NAVIGATE. Coke fills the fridge, Look, Evian that’s where the water is. Evian feels a bit fashiony, not how I feel now, what else, scan left and right from large Evian bottles

SOCIALISE. Lots of chatter about cause and effect, i.e. hangover cures, post sport warm downs etc. BUT: brands of bottled water not a high topic subject on social media, what ever app or Facebook comp you launch

USAGE: Top, opening, feel of plastic, label, claims, recycling? Pretty Keep bottle? refill

DISCOVER. Volvic, Looks natural, from Volcanoes, not really sure how that benefits, but feels like it should be good for me.

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

Your turn. Can you visualise your brands shopper journey?

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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?

7/19/12 Philip Slade : Fanclub Group : Right time, right place 16 Images shown for illustrative purpose no rights implied

The way we see information has fundamentally changed




Have shoppers really changed? 7/19/12 20 Philip Slade : Fanclub Group : Right time, right place

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.

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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


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

Images shown for illustrative purpose no rights implied

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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


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

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

Speakers: Les Mear & Philip Slade

Backed by the Marketing Agencies Association (MAA) www.startupbritain.org

www.marketingagencies.org.uk www.fanclubcommunications.com

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