HOW MARKETERS CAN DRIVE RETAIL PURCHASES WITH ADVANCED MOBILE MARKETING STRATEGIES

4 WAYS TO WIN

10 MARKETING STRATEGIES TO ACTIVATE THE ENGAGED BUYER

IN THE LAST 3 FEET

THIS PRESENTATION IS FOR YOU IF:

You’ve had success in e-commerce, but retail is still king

Your brand or product is only promoted in-aisle during key sales periods or pre-negotiated times

Your prospects are highly engaged (searching reviews, texting with friends, etc.) as they get closer to a purchase decision

Your marketing and retail relationship teams aren’t communicating

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OVERVIEW:

IDENTIFYING THE PROBLEM

4 STRATEGIES TO HELP DRIVE SUCCESS

HOW PJA CAN HELP

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IDENTIFYING THE PROBLEM

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THE NEW REALITYBuyers are engaging more than ever before — seeking out content, tools and advice on their chosen devices, wherever they are, at multiple moments in the decision journey.

This puts continued pressure on marketers because every touch point, from the top of funnel down to purchase, is more valuable than ever.

It is through these touch points that marketers must help engaged buyers navigate a complex network of actions, building confidence in their brands and products.

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One specific touch point that is often misunderstood (and overlooked) in our omnichannel world occurs near the end of the journey, just before purchase.

It’s known as the Last 3 Feet and it’s the last chance for a marketer to fulfill on promises made along the buying journey.

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MISSED OPPORTUNITIES

Too few marketers invest in putting the Last 3 Feet to work for their brand, resulting in buyers you brought into retail walking out with your competitors’ product.

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WHY THE LAST 3 FEET ARE IMPORTANT

Awareness, preference and purchase intent don’t guarantee a sale to today’s engaged buyer

Shoppers are increasingly entertaining alternatives as they’re making final purchase decisions in aisle, switching between brands that may meet their needs

With mobile, buyers don’t have to rely on research done at home or before entering the retail outlet

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Shoppers are in control and they, not marketers, will dictate their own purchase journeys

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WHAT COULD HAPPEN IN THE LAST 3 FEET?

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SCENARIO: Nate learns about a new videogame he wants, but needs to upgrade his console to play it

THE CHALLENGE: The top two video game consoles are very similar and he is undecided about which he should purchase

LEARNS ABOUT A NEW VIDEOGAME

READS REVIEWS ON TRUSTED BLOGS— WEIGHS OPTIONS

ENTERS THE STORE AISLE, SEES BOTH OPTIONS. HE IS STILL UNSURE OF HIS DECISION.

LAST 3 FEET

QUESTION:How can these two videogame console brands capture Nate as

a customer?

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SIMPLIFIED JOURNEY:

LEARNS GAME IS ONLY AVAILABLE ON ONE OF THE NEW CONSOLES

LOOKS FOR MORE INCENTIVES, ARMS HIMSELF WITH QUESTIONS

BEFORE VISITING STORE

4 STRATEGIES TO HELP DRIVE SUCCESS IN THE

LAST 3 FEET

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LET’S CONSIDER 4 STRATEGIES

ENGAGEMENT

MESSAGING

1. Drive in-store action with highly targeted, highly precise data-driven media.

2. Reinforce confidence using controlled touch points.

3. Address last-minute needs and barriers.

4. Maintain consistency and hold up your end of the promise.

1 DRIVE IN-STORE ACTION WITH HIGHLY TARGETED, HIGHLY PRECISE DATA-DRIVEN MEDIA

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Surrounding a buyer in-store using programmatic media buying will allow marketers to present relevant messages at the right time, on the right screen and with the desired information a consumer may be seeking.

This will result in more qualified impressions, real-time learnings and an increase in overall conversions.

How does this play out in Nate’s scenario?

1 DRIVE IN-STORE ACTION WITH HIGHLY TARGETED, HIGHLY PRECISE DATA-DRIVEN MEDIA (CONT’D)

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HOW WE ENGAGE NATE:

While Nate, 28, is shopping at a major retailer he uses their app to learn more about the game consoles. This data is captured.

Ad serving technology selects creative, messaging and an offer/incentive that will likely drive action.

Ad is delivered and presented to Nate via that same retailer app—this drives a purchase for the game console brand that invested in the media.

An algorithm takes this data and overlays it with known consumer and competitive data.

2 REINFORCE CONFIDENCE USING CONTROLLED TOUCH POINTS

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TWO WAYS TO STAY ALWAYS-ON:

- Nate engages with a short URL or a ** number placed within an in-store display that drives to a mobile experience

- The brand pings Nate’s retail app (that he uses frequently) through a beacon built into an in-aisle display, delivering an incentive based on past actions he has taken

HOW WE ENGAGE NATE:

HOW WE ENGAGE NATE:

- Nate searches on his mobile device in-store and the brand intersects with geo-targeted paid search driving to a dedicated experience

Reactive Touch PointsRespond when a shopper has taken action on their own and is looking to gather more information

Proactive Touch PointsControl the situation by influencing the shopper to take an action that benefits your brand

3 ADDRESS LAST-MINUTE NEEDS AND BARRIERS

Via a mobile experience Nate can access:

- Prioritized content that helps prepare him to make the right decision

- Content displayed as FAQs that allows him to self-select what he wants to consume

- Tools like cost calculators and competitive comparison charts

- Content that ties back to the single reason why Nate started this journey — the video game!

HOW WE ENGAGE NATE:

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MESSAGING SHOULD BE FOCUSED AND HAVE A SINGLE GOAL OF ADDRESSING LAST-MINUTE NEEDS AND BARRIERS

- Show why your brand is different, superior

- Align the brand role with emotional needs

HOW BRANDS SHOULD REACT:

HOW BRANDS SHOULD REACT:

- Help them to clarify a need that will influence the purchase

- Help them establish criteria for their decision

- Give them only what they want

Customers want to be in control but also seek help

Customers want to believe in the brand they choose

4 MAINTAIN CONSISTENCY AND HOLD UP YOUR END OF THE PROMISE

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NOT DELIVERING ON PROMISES MADE LEADING UP TO THE LAST 3 FEET WILL QUICKLY TURN A BUYER AWAY FROM CONSIDERING YOUR BRAND

Nate may check inventory before going into retail. Make sure he doesn’t show up just to find that one of the consoles is not in stock!

Stay consistent

HOW WE ENGAGE NATE:

Avoid brand inconsistency: continue with the messaging that brought Nate this far and only look to enhance where needed

Accuracy is keyDon’t say one thing only to deliver something different (ie. misleading on features, price, competitive advantages)—buyers will lose trust quickly if they feel like they were sold on something that does not exist

HOW IT COMES TOGETHER

CONTINUED LEARNING

QUALIFIED, COST-EFFECTIVE CONVERSIONS

NEEDS-BASED MESSAGING

CONSISTENT BRAND

MESSAGING

PROGRAMMATIC MEDIA

BRAND- CONTROLLED

TOUCH POINTS

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Activating against this strategic framework will allow you to begin building the foundation for a Last 3 Feet Program:

For your next program, consider these strategies.

Dedicate resources to campaigns directed towards individual decision-makers (or Highly Qualified Leads) near a purchase decision, surrounding them with media and content that intersects with their daily digital routine

Create tailored in-person workshops (using content collected on the prospect throughout the journey) for highly qualified leads

Arm sales with a customizable mobile app that can be personalized for the lead prior to a sales meeting

THE LAST 3 FEET IS NOT JUST ABOUT THE RETAIL AISLE

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B2B marketers also can leverage Last 3 Feet strategies within their marketing programs

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HOW PJA CAN HELP

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WE HAVE BUILT PJA AROUND THE UNDERSTANDING THAT BUYING HAS CHANGED

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PJA can work with your marketing team to understand your audiences’ buying styles through discovery and deep audience research

Together, we will leverage that knowledge to develop strategies and execute creative programs that engage the buyer and bring your brand to the forefront across the most relevant touch points

We will build a strong measurement backbone that will allow us to track success and optimize as needed to drive the best results

PJA can support brands at all phases of the funnel, from driving awareness through mid-funnel consideration, down to the Last 3 Feet and post-purchase

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DON’T MISS THE REST OF THE ENGAGED BUYER SERIESWe’re publishing a series of marketing “plays” to help marketers reach and succeed with engaged buyers. We’d like to make sure you don’t miss any of them — why not let us send them to you?

SEND ME THE PLAYS

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OR JUST GET IN TOUCH

ABOUT THE AUTHOR

Matt NaffahSr. Strategist

Matt is a marketer with an entrepreneurial mindset. His experience in strategy, project management and client service has allowed him to build a hybrid skill set that he uses when planning, developing and executing campaigns and programs for such PJA clients like TracFone, MFS and Parexel. Follow him @mattnaffah

PJA Advertising + MarketingGreg Straface

VP, Business Development

gstraface@agencypja.com

(617) 234-7371

@agencypja

For nearly 25 years, PJA has developed winning positions for both startup and Fortune 500 companies, focusing on what truly sets them apart and capturing a compelling vision for buyers of where they want to go in their industries and where they can take their customers We regularly hear from CEOs, employees and VCs that “no one has expressed what we do as clearly as you have.”

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