!"#$%&'(')*)&+$,(&$-)$$!"#$%&'()$"&$+.)$/(+.$+"$/01,.(2)! Jennifer Silverberg, CEO!

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1 !"#$%&'(')*)&+$,(&$-)$$!"#$%&'()$"&$+.)$/(+.$+"$/01,.(2)! Jennifer Silverberg, CEO!

2 The CPG Digital Path to (Non)Purchase: How we got where we are!! Three things to UNLEARN to get where you want to go and Three Principles (supported by data on how consumers actually act in the wild)!

3 This year we re really focusing on awareness.! engagement.! brand love.! digital experiences.! connection.!

4 How we got where we are. And why it s not serving us or our shoppers.

5 Marketing 101 (in 2000)! INTENT! CLOSE! Reach + Frequency = Awareness! Visibility! Promotion!

6 LOOKING FOR THINGS TO BUY "#$%%&'!"()*+$,&,! -%.#$%%&'!"()*+$,&,!

7

8 LOOKING TO BUY A THING

9 LOOKING FOR THINGS TO BUY LOOKING TO BUY A THING "#$%%&'!"()*+$,&,! -%.#$%%&'!"()*+$,&,! "#$%%&'!"()*+$,&,! ///!

10 0%!12345!6%#7%&!,$#&,!$)&!&8.&*9&'!96!)&.)&,&%9! *6=.$%7&,!D!!"#$%&'$()$*+,$-.(/+0E!! FG!121:5!'7?79$#!)6(9&,!<6)!*&%9&)H,96)&!I6#(=&! J7##!=(,+)66=!96!K2;E!L!MN0!$%'!O7&#,&%!

11 Just toss that ad on the Internet?! INTENT! CLOSE! Reach + Frequency = Awareness! Visibility! Promotion! No facings! No end aisle displays! No POS!

12 Paid Triggers on Retailer Sites! Do it. But know it s a spending treadmill,! and out of your direct control.! So, what else?!

13 Can we sell from those digital touchpoints we ve been building?!

14 Let s Google!

15 Let s Google!

16 GOOGLE: Social, , and Website! Facebook users who like a brand s Facebook page are 33% more likely to buy a product, and 92% more likely to recommend a product to others. DDB and Opinionway 17% of consumers are more likely to buy from a brand after becoming a fan of Facebook. But 37% of Twitter followers are more likely and 27% of subscribers are as well. - ExactTarget Visitors to CPG brand websites buy 37% more in retail stores than non-visitors to the brand website, and complete 41% more transactions,! according to!comscore/ DunnHumby Further, the length of time that visitors spend on a brand s website was the key determinant of their likelihood to purchase that brand. comscore/ DunnHumby

17 GOOGLE: Non-CPG Data! Two thirds of in-store shoppers will check prices on their phone before making a purchase. - Salsify On average, consumers visit three websites before making a purchase. - retailingtoday The more sites a consumer visits, the more money they are likely to spend. - Forrester 50 or more reviews per product can mean a!4.6% increase in conversion rates.- Reevoo

18 GOOGLE: Buy my stuff! 3 Ways to Build Brand Love with GIFs! 360-degree video content drives a 190% increase in sales Gamification of brand apps increases sales 40%!

19 Frankenads!

20 Frankenads: Path2Purchase Path2Engagement! 34$"5$,"06"&$78$ 9"0$1)'72+)1$(+$ :"1)*7620*;,"*$

21 Let s go back to basics (data-supported basics).! 3 Truths to Un-Learn And the data that shows they are costing you sales.

22 Untruth #1. Consumers want to spend time with with your brand.! <=>?$ <=>?$ P1;! INTENT <=>?$ <=>?$ P1;! F(G!O6JQ! <=>?$ <=>?$??? DATA SAYS:! Every intermediary step between intent and purchase loses 80% of the interested CPG shoppers.!

23 Truth1. CPG Consumers want to spend time with buy your brand.! INTENT F(G!O6JQ! R322;! Make your path to purchase as direct as possible. You CAN trust your agency to communicate enough about your brand IN THE AD to drive a lightweight action like adding to a retailer cart.!! And consumers tell us* they want this to be even easier!! " 44% want to be able to easily send recipe ingredients to a retailer cart! " 34% want to be able to send bundles of cleaning supplies to a retailer cart! *Source: SmartCommerce Online Shopper Survey, Sept 2018!

24 Untruth #2. Consumers hunt for the best price.!

25 Truth 2. CPG Consumers hunt for the best price act based on convenience.! DATA SAYS:! Given the easy opportunity, <2% of CPG consumers click to compare prices among retailers before making a retailer choice.!

26 Untruth #3. Consumers want to see all of their options on package size, flavors, etc. before making a choice.!

27 Untruth #3. Consumers want to see all of their options on package size, flavors, etc. before making a choice.!

28 Truth 3. Consumers want to see all of their options on package size, flavors, etc. before making a choice you to tell them what to buy.! DATA SAYS:! Offering three or fewer retailer choices drives double the carting of 4 or more!! DATA SAYS:! Off of ads, a single size option drives! 13x or more over multiple size options! The single biggest driver of stickiness, by far, was decision simplicity. Harvard Business Review!

29 TO SUM (Good News)! DATA S Three Truths: CPG Consumers WANT TO BUY your products.! CPG Consumers DO WHAT IS CONVENIENT (for them).! CPG Consumers WANT YOU TO TELL THEM WHAT TO BUY.!

30 (Last Slide!)!! This show is not called Path2Engagement.! You can t eat engagement, send your kids to college on it, or invest it in your brand. Use engagement only as a tool, and carefully - but NEVER as an objective.!! Attention is a precious thing. If you get it, you won t have it long use it wisely.!! This is even more true for CPG brands.!! LESS IS MORE ON THE PATH TO CPG PURCHASE!