30 euston square sponsored by: 6th september 2016 shoppe… · shopper marketing practices...
TRANSCRIPT
Thank you for attending the IPM’s Shopper Marketing Conference 2016. Our objective was to cover awide range of consumer behavioural changing, innovative techniques and core insights that have switchedthe way a brand interacts with consumers as well as general shopper-related topics. We certainly hopethat the conference was all that you expected it to be and that you took the opportunity to make somegreat new connections and renew old acquaintances.
As promised please find attached link to the speaker presentations that we have permission to share. Ifyou have any further comments following the IPM Shopper Marketing Conference, please get in touchwith the team on 020 7291 7730 or email [email protected].
Please look out for future events on our website.
With very best wishes,
Carey TrevillManaging Director, [email protected] www.theipm.org.uk
Please note that the information is only shared with delegates from the Conference and is not for wider public presentation orpublication. Information within this document is subject to copyright. If you wish to publish any part of this information, pleasecontact the IPM and we can advise. ©IPM 2016
Speaker Line up
Megan Harrison, Brand DirectorMarketing Spend and the Shopper Mix
Maria Sze, Managing DirectorAnchor: Baking a Winning Combination
David Ryan, Creative DirectorAnchor: Baking a Winning Combination
Becky Munday, CEOIndentifying Risk: Promotions
Danielle Pinnington, OwnerThe Shopper Perspective
Smarter investment throughout the path to purchase delivers better results
• Integrated campaigns relative to objective
• Interrupt path to purchase at appropriate points
• Apply discipline
Source:Meltwater
Successful Integrated Campaigns - Strategy
• Clarity of Objectives and Strategy
• Brand strategy; Campaign objectives
• Where is brand heading in the short and long term…make it count
• Requires collaboration, communication and a robust strategy and planning process
Which are the brands biggest challenges and what is the campaign trying to achieve?
Getting retired
users to return
LOYALTY
Getting more
people to know the
brand/ product
AWARENESS
Becoming more
relevant to target
NPD LAUNCH
Eg.
Club card targeting
Eg.
Floor stickers
Alarm covers
Eg.
Trial / experiential
On & off shelf
space/ promo
Successful Integrated Campaigns - Execution
The big question….
Follow the core creative idea or deviate?
Getting off the fence….
Be part of an integrated campaign
Be disciplined - which channels can really do the job required in the mix
Consider that complimentary investment and interaction may change your traditional channel selection
Measure, learn, measure, influence
Always follow the creative but adjust message to fit the job to do in campaign context
Leverage the ‘big’ spend in the mix to capture targets for future retargeting
Achieve the right balance between brand engagement and purchase
Educate your organisation!