THE MISSING MIDDLE: INSIGHT- DRIVEN SHOPPER MEDIA. KIM McGOUGH Sr. Manager, Shopper Marketing & Consumer Promotions Pain Squad
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1 THE MISSING MIDDLE: INSIGHT- DRIVEN SHOPPER MEDIA JEFF DANIEL VP, Media & Analytics KIM McGOUGH Sr. Manager, Shopper Marketing & Consumer Promotions Pain Squad
2 LEFT BRAIN RIGHT BRAIN
3 ROI DATA REACH
4
5 DATA DATA DEMOGRAPHIC Age 1 ST AND 3 RD PARTY DATA Corporate DMP BEHAVIORAL INSIGHTS Interests INVENTORY Stores scanning Gender Retailer data Behaviors, SKUs or habits Out of stocks DATA HH income Children in HH Vendor redemption data 3rd party data Media consumption Education level LOCATION Specific store list to geo-target around Highest potential stores PAST PURCHASE Purchased at a specific retailer Purchased the brand being promoted previously PRIOR CAMPAIGN LEARNINGS What media types worked What creative resonated best Stores with display Purchased a competitive brand Dayparting Different retailer formats For flavors, purchased a specific flavor CTAs Purchase cycle
6 RETAILER MARKETING DIGITAL TECHNOLOGIES AND TACTICS INCENTIVES SHOPPER SCALE
7
8 PRE-SHOP SHOP POST-SHOP
9 Shopper determines they have a need Shopper reaches out on social to get recommendations FACEBOOK AD RATINGS AND REVIEWS/INFLUENCER Shopper researches to find possible solutions and develops consideration set Shopper chooses preferred retail/online channel 99 OFF!! BANNER AD OFFER Shopper purchases Shopper shares product experience with friends and family SHARE NOW FOR $5 OFF!! FACEBOOK AD ROI of something!
10 Video Displays Signage Mobile Media Endcaps Search PRE-SHOP SHOP POST-SHOP
11 LEFT BRAIN
12 RIGHT BRAIN
13 THINKING IN WORDS SEQUENCING LINEAR THINKING MATHEMATICS FACTS LOGIC FEELINGS VISUALIZATION IMAGINATION INTUITION RHYTHM HOLISTIC THINKING ARTS
14 THE BRAND THE TARGET THE IDEA THE CONTEXT Moments That Matter SHOPPER JOURNEY THE TACTICS = THE DESIRED ROI
15 THE BRAND THE TARGET THE IDEA THE CONTEXT Moments That Matter SHOPPER JOURNEY THE TACTICS
16 RETAILER BRAND CONTEXT SHOPPER
17 DAY IN THE LIFE Media consumption habits Attitudes Your own daily routine/experiences FINDING MOMENTS THAT MATTER CULTURE Social listening Trends Generational research INNOVATION New technologies Enhanced vendor offerings
18 THE OBJECTIVE: Raise awareness of a better for you and allergy candy during a traditional candy holiday season MOMENTS THAT MATTER: Researching healthy family solutions Viewing friends social posts of family Reading her favorite blogger s posts RIGHT BRAIN APPROACH: Make candy=good for you Better For You Candy
19 A TYPICAL DAY TOOL DAY IN THE LIFE THE CONSCIOUS OPTIMIST 7AM 8AM 6PM 6 7PM 7 10PM EVENING breakfast working dinner workout relax MORNING Visiting social networking sites all day long Site/Apps used most: Reading/Listening to news DAY Checking throughout the day platform used most: Listening to streaming audio all day long Audio platform used most: Online shopping EVENING/NIGHT Visiting blogger sites Streaming video online Browsing favorite health and lifestyle sites on mobile/desktop Top sites:
20 DAY IN THE LIFE
21 THE OBJECTIVE: Get tea drinkers to try new release flavors outside the store MOMENTS THAT MATTER: When she s treating herself or a friend for Galentine s Day RIGHT BRAIN APPROACH: Use Galentine s Day trend as an excuse for her to try something new
22 WHAT THEY RE SAYING TOOL CULTURE
23 CULTURE
24 THE OBJECTIVE: Encourage younger generation to engage in-store with product and elevate at shelf experience MOMENTS THAT MATTER: Deciding what to buy in the store or at the bar RIGHT BRAIN APPROACH: Build a physical and digital experience around the phone in their pocket
25 TECHNOLOGY-ENABLED TOOLS INNOVATION AUGMENTED REALITY ASSISTANTS/VOICE AUTOMOTIVE
26 INNOVATION *NO PRODUCT PURCHASE NECESSARY. See bottom for details.
27 SO HOW DO I GET STARTED? 3 THINGS
28 1. CREATE YOUR 70/20/10 70 % WINS 20 % LESSONS 10 % TESTS
29 1. CREATE YOUR 70/20/10 News America Rebates Influencers IRCs Paid Social (Instagram, Pinterest, Facebook, Snapchat) Digital Display Digital/Mobile Couponing In-Store Couponing Sampling Amazon Fresh Paid Search & Display Retailer Digital/Couponing Mobile Geo-Fencing & In-Store Push- Notifications Augmented/Virtual Reality at POS Video (in-stream) 70 % WINS 20 % LESSONS 10 % TESTS
30 2. USE NEW TOOLS TO FIND NEW MOMENTS THAT MATTER DAY IN THE LIFE CULTURE INNOVATION 70 % WINS 20 % LESSONS 10 % TESTS
31 3. I N T E G R AT E C R E AT I V E I N TO MEDIA PROCESS
32 THANK YOU
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