shopper 2 - swoogo.s3.amazonaws.com · integration of consumer, shopper, category and trade...
TRANSCRIPT
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SHOPPER 2.0Reimagining Our Approach To
Marketing and Data Integration
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BRIAN KITTELSONSVP, COMMERCIALIZATION AND SHOPPER SERVICES
SCOT WHEELERSVP PLATFORMS & ANALYTICS
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Accelerate Growth At Greater Marketing Efficiencies
Deepen Retail Relationships
GOAL
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traditional marketing methods are failing.
• One scale message pushed to the many
• Siloed elements of the marketing mix
• Shopper can be a tactical afterthought
• Mired down with lack of agility
• Lack of timely performance transparency
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SOLO BRAND INITIATIVES
MULTI-BRANDSOLUTIONS
TOTAL STOREEVENTS
CATEGORYDESIGN
SHOPPER TODAY
Retailer Centric Shopper
(Amplify Merchandising) (Shopability)
Retailer
Partnership
Not Required
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WHAT WE SEE
Shopper initiatives not linked to brand or category strategy
Little to no measurement
Questionable returns on shopper investment
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WE BELIEVE THERE’S A BETTER WAY
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Become Data Driven Marketers
Rethink The Marketing Model
Dynamic Data Integration
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One TargetOne Primary Message
Motivation 1
Motivation 4
TRADITIONAL “CAMPAIGN” APPROACH
Motivation 2
Motivation 3
$10MM $10MM
MARKETING TO MOTIVATIONS
RETHINKING MARKETING
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IDENTIFYING GROWTH MOTIVATIONS
GOALIdentify underserved growth motivations
STRATEGY APPLICATION• Consumer • Category• Shopper• Innovation
Healthy Momentum Power Lunch
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Healthy MomentumQuickly replenish my body with the fuel that it needs
with a satisfying meal to prolong my feelings of
accomplishment, motivation and energy
Freedom to SplurgeMake it easier to make a healthy meal so I can
feel more balanced in my life
Power LunchMake it easy to pack or make a satisfying lunch that
will give me energy throughout my day and make me
feel proud of my choice.
MARKETING TO MOTIVATIONS
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Healthy Momentum
Power Lunch
Full Funnel Marketing Mix Design- ATL/BTL
Category Growth Strategy• Solo Brand Initiatives • Multi-Brand Solutions• Scale Events• Category Design• Brand Innovation
MOTIVATION DRIVEN STRATEGY
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DATA INTEGRATION
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PERPETUAL OPTIMIZATION MODEL
Data Intelligence Marketing Mix
ConsumerShopper
PromotionTrade
XM
TargetsPerformance
PredictionPersonal
InsightsStrategy
Experience Planning
ContentProduction
Data/Insights Informing Execution
More Real Time Integrated Learnings
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DATA-DRIVEN EXECUTION (DDXTM) PLATFORM
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Understand the opportunity to increase sales through alignment of opportunity to motivations
ANALYTICS
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Point all marketers at the same motivational segments, with the same information
SEGMENTS
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Evaluate spend scenarios accounting for channel (reach) and motivational (content) impacts
ALIGN
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Connect all marketing activity in a central planning ‘hub’ aligning spend, timing and content for targets
HUB
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Understand the story of performance across multiple channels, tactics and targets
DASH
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BENEFITS
Integration of consumer, shopper, category and trade strategy
Transparency of business objective, tactics and KPIs
More real time understanding of mix impact, including shopper activities
Increased marketing efficiency and effectiveness
Category growth for retailers
BALTIMORE+BOULDER+BUFFALO+CHICAGO+MONTREAL+NORWALK+PORTLAND+TORONTO
THANK YOU
BALTIMORE+BOULDER+BUFFALO+CHICAGO+MONTREAL+NORWALK+PORTLAND+TORONTO