Lead Marketing Conference

1 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

J.P. Beauchamp & Willis Duran

Location, Location, LocationLead Marketing Conference


Colossal Collapse In Chicago


The Friday Morning Leader Board


Some Numbers to Consider

1.7% to 1.3%

Revised GDP for Q2 2012

70%

New Jobs Created 2010 A55+

63.5

Labor Force Participation

Commerce Dept, Challenger Gray & Christmas


Good News Bad News

Source: Moody’s, BLS

Economic Snapshot2008-2012E

Economic Measure

2008 2009 2010 2011 2012E

GDP (% chg) 1.9% -2.5% 4.2% 3.7% 1.7%Unemployment (%,

SA) 5.8 9.3 9.6 9 8.1Consumer Price Index (% Chg) 3.8% -0.3% 1.6% 3.0% 1.7%

Retail Sales (% Chg) -1.2% -7.0% 6.4% 7.6% 1.0%

Residential Permits (000) 895 582 603 624 755


We Adapt and Overcome


The Most Important Slide

Segments Promotion & Store Influences Product Development

Downtrodden Size: 17.8%Median Age: 48Median Income: $41KBleak outlook

Cautious& WorriedSize: 24.8%Median Age: 55Median Income: $47KBleak outlook

Start-UpsSize: 10.6%Median Age: 36Median Income: $47KHurt but see bright future

OptimisticsSize: 14.3%Median Age: 40Median Income: $64KFinancially hurt a bitCarefreeSize: 18.6%Median Age: 53Median Income: $67KFinancially Stable

Savvy ShoppersSize: 13.8%Median Age: 51Median Income: $76KFinancial improved

Skew to Walmart, Dollar, C-Store &Supercenter Collect coupons from newspapers and online Like loyalty card discounts, store signs, displays Use store Kiosks, Touch Screen Digital Signs Buy most private labels for EDLP

Visit manufacturers’ web for info and deals Try new brands for low price Look for products that last longer Prefer products that serve multi-usages. Prefer package types that allow family share

Skew to Walmart, Dollar, C-Store & Club Don’t actively collect coupons Don’t pay much attention to In-Store circulars,

signs or displays. Price sensitive.

Try new brands for low price Look for products that last longer

Skew to Grocery, Drug and Mass stores Search info and purchase online Collect coupons from newspapers and online Like loyalty card discounts, store signs, displays Use store Kiosks, Touch Screen Digital Signs

Visit manufacturers’ web for info and deals Try new brands. Like products that last longer Prefer package types that allow family share Reachable by social network, TV and Ratio ads

and iPhone.

Skew to Walmart & Supercenter Search info and download coupons online Like loyalty card discounts, store signs, displays Price sensitive. Buy private labels for EDLP.

Visit manufacturers’ web for info and deals Prefer package types that allow family share Reachable by TV and Radio ads and iPhone

Skew to Club store Not engaged in collecting coupons Least price sensitive Buy on trust of brands

Most brand loyal

Skew to Grocery, Drug and Mass stores Enjoy shopping and quest for value. Use a lot of coupons and store circulars Like loyalty card discounts, store signs, displays Buy on trust of brands

Read product labels Research products on blogs


While consumers are a little pessimistic about the economy, they are making adjustments and returning to “little luxuries”

Downturn Driven Ritual Changes% of Shoppers- Top 2 Box

Source: SymphonyIRI MarketPulse Survey, Q32011.


Slight changes in consumer optimism are reflected in how they are strategizing their store trips

Source: SymphonyIRI MarketPulse Survey, Q32011, Q2 2012

Trip Strategies% of Shoppers- Top 2 Box


Scope & Scale

Almost half of US Adults own a Smartphone

Source:Pew Research Center's Internet & American Life Project. 3/12comScore US Digital Future in Focus 2/12

One-third of Americans view online

videos a day

Facebook delivers one out of every four

ads

>100 advertisers = 1 Billion IMPs Q4

‘11


Key Steps in the Shopper Marketing Activation Process


How Can you Better Leverage Digital

Content Communication Shopper Experience

“Push” messaging Confusion at the Shelf“One Size Fits All “Messaging

One-on-One DialogueGreater convenience

In Store or OnlineTailored

Communications


Everything is in Play…Data & Platform Agnostic

Lifestyle / Shopper Segmentation

Media Consumption Buying Behavior

Is she a traditionalist?

…or is she a health conscious consumer?

Is she an expert who likes to share her recipes and skills with

others?

… or does she reach out to cooking experts because she

needs as much help as possible?

Will she only buy your product on a deal?

… or does she stick to one brand?


DATA CONTENT TECHNOLOGY+ +

15 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.Page 15

Data

ShopperMarket

POS data representing 95% of items sold at the UPC level

All outlet SIG scan panel purchase data and AOL

proprietary data

ShopperScan Other Data

Behavioral | DemographicPsychographics | Technographic

Daypart | Weather

Audience Data

3rd PartyData

MediaData


Content

Page 16

Audiences can be targeted and scaled with uniquely cross-platform digital approaches.


Technology


Insights

Page 18

Digital Audience Insights Offline Sales ImpactEXPOSED

CONTROL

ROI: $2.52

Advanced Measurement360 Multi-Dimensional Views


Digital Campaigns - Benchmarks

Average

98MM

545MM

17MM

Campaign Size(Impressions)

Average$1.67

$3.82

$0.48

ROE

Targeted$0.09

$0.16

$0.02

$ Impact /HH

68%

1.2%

% Impact

Average16%

MAX

MIN

• The Average ROE for all targeted campaigns is $1.74 vs. $1.54 without a Purchase Based Target

Updated 9/12

Targeted$1.74

Average$0.08

Targeted19%

Targeted111MM

No Target12%

No Target$0.07

No Target$1.57

No Target70MM


Develop laser-focused consumer

target.

Identify where to find your best

consumer

Identify your best consumer by their

shopping behavior.

Holistic Data Approach


Thank You

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