trade marketing practices _sony

Customer Marketing – Shopoloog 2010 Copyright Sony

19.10.10

Best Practices in Trade Marketing

Steven De Smet – Sony Benelux

Customer Marketing – Shopoloog 2010 Copyright Sony Benelux19.10.10

Agenda

The link between Trade Marketing at Sony and the British rockband The Kinks

Golden Space: an integrated example

Some hands-on examples and best practices


The brand power of Sony

Sony still one of the leading brands of the worldGeneral awareness levels of over 96%Most preferred brand in several categoriesActivities covering electronics, music, games and movies

“European Passion Brand” 1

« Buzz Brand » 2

« Top Luxury Brand » 3

1 nr. 2 in European Passion Study Research by Panelteam in 20102 nr. 3 Media Value Ranking study calculating the dollar value of the "buzz", content and conversation taking place online by “General Sentiment” – 20093 nr. 4 according to Luxury Brands Ranked by Digital IQ Score by L2 LuxuryLab


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But what is all of this worth?


94% 96% 92% 81% 94% 97%

95% 96% 88% 79% 93% 94%

54% 52% 37% 33% 36%59%

54% 53% 34% 32% 36% 60%

51% 50% 34% 27% 34%57%

51% 50% 30% 25% 33% 57%

37% 40% 30% 37% 41% 47%37% 40% 33% 40% 42% 48%

19% 20% 10% 10% 14% 27%19% 20% 10% 10% 14% 27%

23% 18% 15% 24% 26% 17%20% 18% 20% 23% 31% 21%

4% 4% 1% 2% 4% 4%4% 4% 2% 2% 4% 6%

Presence (Awareness)

Consideration

Purchase

Attachment

% of people knowing the brand and considered it

% of people considering the brand who purchased it

% of owners who have recommended the brand

Attraction

Conversion

Advocacy

Reading manual brand funnel

Other

5

How do you have toread this funnel?

94% of all recent buyers know the brand

Conversion from awareness to consideration of 54% (= 51% / 94%)

51% of all recent buyers consider the brand

Conversion from consideration to purchase of 37% (= 19% / 51%)

19% of all recent buyers has purchased the brand

Conversion from purchase to attachment of 23% (= 4% / 19%)

4% of all recent buyers is attached to the brand(recommendation score = 9 or 10)

ResultQ2*

ResultQ1**


5% 8% 9% 2% 7%7% 10% 9% 2% 8%

33% 31% 36% 24% 29%41% 36% 35% 30% 35%

16% 27% 26% 7% 24%16% 28% 27% 7% 22%

34% 45% 51%23%

56%

31% 47% 52% 24% 50%

47% 60% 51%30% 43%

52% 59% 52% 30% 44%

50% 63% 54% 34% 44%54% 61% 54% 36% 45%

94% 95% 94% 88% 98%

96% 96% 95% 85% 98%Presence (Awareness)

Consideration

Purchase

Attachment

% of people knowing the brand and considered it

% of people considering the brand who purchased it

% of owners who have recommended the brand

Attraction

Conversion

Advocacy

Brand Funnel for televisionOther

Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1

6

66% of the people considering Sony,

finally decide to buy something else


Trade Marketing at Sony

“Give the People what they Want”The Kinks - 1981

Trade Marketing Role:Increase conversion rate


19.10.10

Golden Space

An integrated example


TVConsumers looking for a new Television face many similar looking offerings in store

“All the TVs look the same and I don’t know which one to buy”“I can’t tell the difference between the TVs, except the price”“I don’t understand why some TVs are more expensive”

Meeting Shoppers’ Needs


Home Theatre

Consumers don’t appreciate the advantages of using a Home Theatre System without “experiencing”. Others are unsure which, of the many different configurations, is right for them

“My TV is loud enough. I don’t need anymore volume”“Home theatres only work with films and I don’t watch movies very often”“I’d like a home theatre but they take up a lot of room and can make a room look messy”



Blu-ray

Consumers have heard of BluRay, but without “experience” they don’t value its benefit to them

“What does Blu-ray do?”“I’d like to see for myself how big the improvement in picture quality really is”“I own a ‘Full HD’ Television so already have high definition. I have no need for Blu-ray”


http://www.thetechherald.com/media/images/200811/BD_logo_blue_1.jpg


Golden Space Objective

“Experience is believing”

“Offer shoppers the opportunity to enjoy an outstanding audio and visual experience that meets their interests and needs and improves their in store shopping experience”


Golden Space Messaging

“See… incredible imagery”

“Hear… superb sound”

“Feel… the complete experience”

Sony make.believe


Golden Space: some principles

1. Sony brand activator full-time present

2. All products are always active

3. TV’s always presented with Home Theatre system

4. Only content delivered by Sony (through internet)

5. Always recent varied content available (music, pictures, games, sports)

6. Always double referencing (products also in regular range)


Golden Space: some results

W13

W16

W19

W22

W25

W28

W31

W34

W37

W40

all stores

TV sales evolution

all stores Golden Space


19.10.10

Some hands-on examples


By influencing all elements of the information / decision process

Trade Marketing Role:Increase conversion rate

Coop advertising

Windowdressing

WindowstickeringDigital Asset Syndication

Dealer website

In-store branding

Segmentation Promotional POS materials

Feature / Benefit POS

Brand activators

Display Share

store isle product


Synergie between brand campaign and retailer campaign = win-win

Sony campaign Retailer campaign


Use of productshots as communication vehicles

Delivered by Sony to all retailers for obligated useWith main feature in screen and sideshot to highlight design


Eco TV message in Coop


Never assume

That the space you get in the flyer will be as large as your screen


Blu-ray player sales

w k w k+1 w k+2 w k+3 w k+4 w k+5 w k+6 w k+7 w k+8 w k+9

Blu-ray player sales

40€ cash back when buying a Sony Blu-ray playerOffer on when receipt when in target

(link to the fidelity card)Targets:

Customer having bought a Full HD TV (any brands) in the last 12 months

Customers having bought brown goods but not Blu-ray in the last 2 months

Customers between 25 & 50, social class 1 to 5

Blu-ray promotion with retailer


Coop advertising

Windowdressing


Dealer website

In-store branding



Brand activators

Display Share

store isle product


Windows can be billboards


By the way …

If you buy a Sony 3D tv now, you get a free PS3 and 5 3D games

(seize every opportunity)


Coop advertising

Windowdressing


Dealer website

In-store branding



Brand activators

Display Share

store isle product


No comment


Help the shopper find what he wants

Remember The Kinks?


This does not help in convincing the consumer to buy a Home Theatre solution…


Coop advertising

Windowdressing


Dealer website

In-store branding



Brand activators

Display Share

store isle product


Demonstrating « Smile Shutter »


Stay close to your product


And sometimes it’s very straight-forward …

(BRAVIA is our sub-brand for Tv’s)


19.10.10

Any questions?

trade marketing practices _sony

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