tgg: mind control at retail – seconds to seduce you! 01apr2015
TRANSCRIPT
The Goldstein Group has prepared an edited version of this speech for your enjoyment.
Founder & CEOThe Goldstein Group
“The 5-Second Specialist”
00:00:05
BECOME A 5-SECOND SPECIALST!
Source: Shopper-Sense, 2014
Medical Home Devices, Personal Electronics,
Fragrances, Liquor, Cosmetics
FOOD/MASS DRUG/MASSDEPARTMENT/
SPECIALTY
LOW Involvement
MID Involvement
Groceries
Household
5 seconds/category
Drugs,Vitamins
Baby Products, HBA
5 - 7 seconds/category
Recreational
HIGH Involvement
2+minutes/category
TGG Rx-to-OTC Switch
TGG Rx-to-OTC Switch
TGG New Products
TGG Restage
TGG Restage
TGG Restage
TGG New Products
TGG Restage
TGG Restage
TGG Restage
TGG New Products
TGG Restage
TGG Restage
TGG New Products
TGG Restage
TGG Restage
SIGHT SMELL SOUND TASTE TOUCH
60%
45%
30%
15%
0%
Source: Scent Marketing Institute, The leading authority on Scent-supported marketing
Consumers were asked which of the senses are the most important when recognizing brands:
RANKINGYOURSENSES:
CREATE BRAND PREFERENCE:
00:00:01
Second 1:
To Be Seen
See Your Brand On-shelf…as Your Consumer Does
REVIEWING THE RETAIL LANDSCAPE:
Medical Home Devices, Personal Electronics,
Fragrances, Liquor, Cosmetics
FOOD/MASS DRUG/MASSDEPARTMENT/
SPECIALTY
LOW Involvement
MID Involvement
Groceries
Household
5 seconds/category
Drugs,Vitamins
Baby Products, HBA
5 - 7 seconds/category
Recreational
HIGH Involvement
2+minutes/category
Source: Shopper-Sense, 2014
RETAIL REALITIES:
The Shelf is Forever the Final Moment of Truth:
Source: Shopper-Sense, 2014
Average retail environment has 100,000+ SKU’s.
American consumers shop for approximately 17 Minutes, 2.5 times per week.
Purchase decisions are made in 5 seconds in low-to-mid involvement categories.
70% of purchase decisions are made at shelf.
80% of purchasers are women.
41% of shoppers who touch a product purchase it.
TM
Sight 1: Color
It’s the first identifier shoppers notice and recall.
Sight 2: Shape
After color, consumers notice holding and structural shapes.
Sight 3: Symbol
The third identifier that shoppers will see and retain.
Sight 4: Word
A memorable descriptor or a unique selling proposition will resonate loud and clear in a shape.
TGG’s Guiding Principle, Shelf Sight Sequence® relates
to the mind’s Sequence of Cognition, the way in which shoppers scan on-shelf products in five seconds or less.
CREATEBRAND PREFERENCE:
Second 2:
Know Your Target
She is the Primary Target in Low-to-Mid Involvement Categories.
00:00:02
UNDERSTANDING HER STRONG PURCHASING POWER:
Source: http://www.nytimes.com/2011/09/24/business/consumers-cut-back-on-staples-but-splurge-on-indulgences.html?_r=2&hp; http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/
‣ Approximately 70% of all American women work outside the home, and another 10% work in the home.
‣ Women’s median income has soared 63% in the last 20 years
‣ Women earning $100,000+ per year has tripled in the last decade.
‣ Women account for over 50% of all U.S. stock ownership.
SHE IS THE PRIMARY CONSUMER:
Source: Marketing to Women Conference, http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them; http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/; http://www.usatoday.com/tech/news/story/2012-06-04/female-tech-executives/55382536/1
‣ Women make or influence 80% of all purchasing decisions in low-to mid involvement categories; groceries, OTC drugs, household goods.
‣ Women purchase over 50% of traditional male products, including:
• Automobiles
• Home improvement products
• Consumer electronics.
Source: Shopper Sense, 2014
What is she saying about your brand?
DADS SHOP TOO:
‣ In married households with children, dads can also be the primary grocery shoppers, but she is still telling him what to get...
‣ 92% of women pass along information to him about deals or finds and brands of choice.
“Get the chicken noodle soup in the red and white can.”
32
Men Are On A Mission:
Source: Men are from Mars, Women are from Venus: Dr. John Gray, PHD.
‣ They respond to facts, data and information.
“A man’s sense of self is defined by his ability to achieve results.”
MALE SHOPPING HABITS:
FEMALE SHOPPING HABITS:
Women Are On An Exploration:
Source: Men are from Mars, Women are from Venus: Dr. John Gray, PHD.
‣ They respond to story cues, emotional resonation and symbolism.
“A woman’s sense of self is defined through her feelings and the quality of her relationships.”
‣ Some career women secretly yearn for an idealized homemaker role.
‣ However, if today’s women were to be portrayed on-pack in an old-fashioned, subservient role, it could easily create a sexist impression and would cast negativity onto the manufacturer.
‣ Thus, it would be highly inappropriate to show a woman on-pack:
A YEARNING FOR HOME LIFE:
• Doing housework• In a nurse’s uniform• Wearing an apron
ON-PACK REALITY:
It’s no wonder that today’s CPG companies are confused as to how to portray women on their packaging…
25% of all character trademarks are female.
75% of all character trademarks are male.
In Today’s Supermarket Landscape:
‣ To portray a female character trademark on your brand, be sure to test her, from her roots to new development to understand how far she may, or may not extend.
‣ It is key to retain an authentic link to the values and the mythos which she once embodied, in a manner that connects to a brand’s storyline, without ever insulting your primary shopper.
ON-PACK REALITY:
CREATEBRAND PREFERENCE:
Second 3:
Cognitive Association
Rekindle a Memory or Create Hope for the Future.
00:00:03
Reignite a Long Lost Love Affair
BRAND RESTAGE – YOU MUST:
A NEW PRODUCT WITHIN AN EXISTING FRANCHISE:
Fall in Lovefor the Very First Time
CREATE BRAND PREFERENCE:
Second 4:
Ownable Assets
Colors, Shapes, Symbols, Words
00:00:04
CREATING AN OWNABLE USP:
A USP = Color / Shape/ Symbol / Words
1. color 2. shape 3.symbol 4
. wor
ds
CREATEBRAND PREFERENCE:
Second 5:
Create the Storyline
Build in a Storyline to be Shared –Give Them Something to Talk About!
00:00:05
When not shopping, consumers talk about their brand choices in their digital/virtual world, among their family, friends and co-workers, via:
‣ Emailing
‣ Chat Rooms
‣ Blogs
What are they saying about your brand?
SHOPPING IN THE NEW MILLENNIUM:
CONNECT TO YOUR CONSUMERS:
Give Them Something to Talk About!
‣ Brands uniquely connect people…
‣ Create the storyline with your colors, shapes, symbols…
‣ Reap the rewards of the “pass-around” factor...
