POTTER -SALAM TRADE SHOPPER ACTIVATION
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<strong>SALAM</strong><br />
<strong>SHOPPER</strong> MARKETING<br />
PATH TO PURCHASE SPECIALIST<br />
<strong>SALAM</strong>MALAYSIA
PREVIOUS ASSIGNMENTS
Brands<br />
we’ve worked on
DEFINITION<br />
<strong>SALAM</strong><br />
Shopper Marketing refers to the marketing<br />
stimulus reaching the shopper, which is<br />
based on an understanding of the shoppers<br />
buying behaviour.
FUNDAMENTAL OF <strong>SHOPPER</strong> MARKETING<br />
<strong>SALAM</strong><br />
Shopper marketing challenges the assumption that<br />
the shopper and the consumer are the same
IMPORTANCE OF <strong>SHOPPER</strong> MARKETING<br />
<strong>SALAM</strong><br />
70% of brand selections are made at stores<br />
68% of buying decisions are unplanned<br />
5% are loyal to the brand of one product group<br />
Manufacturer investment in SM is growing more than 21%<br />
annually<br />
P&G invests at least USD 500 million in shopper marketing each<br />
year
CHALLENGES<br />
<strong>SALAM</strong><br />
Shopper Marketing is a black box, no one really understood what<br />
it means, how it is supposed to be carried out or whether it is<br />
parked under marketing or sales - shopper marketing initiatives<br />
tend to be ad hoc, with no proper strategic planning or ROI<br />
measurement.<br />
Retailers and manufacturers want different things : Store loyalty<br />
and category growth versus brand loyalty and growth
The impact of your brand at retail level determines its<br />
performance<br />
From the moment a shopper enters a retail outlet, product messages are<br />
bombarding him or her from every corner. It’s important to note that<br />
80% of shoppers don’t have a shopping list.<br />
<strong>SALAM</strong><br />
Most of them actually have a mental checklist on what they<br />
need to get.<br />
So how do you reach them?
<strong>SHOPPER</strong>S ARCHETYPES<br />
<strong>SALAM</strong>
<strong>SHOPPER</strong> SEGMENTS<br />
<strong>SALAM</strong><br />
TASK <strong>SHOPPER</strong>S<br />
Dont necessarily enjoy the<br />
shopping trip, and view it mostly as a<br />
means to procure the items on their<br />
lists<br />
BARGAIN <strong>SHOPPER</strong>S<br />
Approach shopping as a strategic<br />
game to be mastered, and attempt<br />
to maximize the return on a personal<br />
value equation.<br />
PRICE <strong>SHOPPER</strong>S<br />
View shopping as a zero-sum<br />
endeavor thats focused narrowly<br />
on cash outlays and choosing brands<br />
and retailers that meet the need-ofthe-moment<br />
DISCOVERY <strong>SHOPPER</strong>S<br />
May know their needs, but often rely<br />
on the store environment as a<br />
catalyst for purchases and are open<br />
to new products
<strong>SHOPPER</strong> SEGMENTS<br />
<strong>SALAM</strong><br />
COMFORT <strong>SHOPPER</strong>S<br />
Are focused on mitigating any frustration or<br />
anxiety associated with shopping, and have<br />
a stronger aesthetic orientation. They are<br />
often willing to compromise on price and<br />
selection for a more enjoyable experience<br />
EXPERIENTIAL <strong>SHOPPER</strong>S<br />
Are much more engaged while<br />
shopping and seek to become<br />
immersed in the culture of the category<br />
while shopping
4 MAJOR TOUCH POINTS<br />
<strong>SALAM</strong>
MORE CHOICES<br />
<strong>SALAM</strong><br />
Clear Segments<br />
Now - Many New “Categories”<br />
and Further Segmenting<br />
Treat, Fun<br />
CSD<br />
MILK<br />
Nutrition<br />
Relax<br />
Perk Up<br />
CSD<br />
Regular<br />
Diet<br />
Wine<br />
Fruit Teas<br />
Light<br />
Imported<br />
Imported<br />
BEER<br />
TEA<br />
Spirits<br />
JUICE<br />
MILK<br />
Reg.<br />
INSTANT<br />
COFFEE<br />
2% Skim<br />
Flavored<br />
Milk<br />
Breakfast<br />
POWDERED<br />
DRINKS<br />
Social<br />
Reward<br />
Cheap for<br />
Kids<br />
1984<br />
2017
SUPERMARKET VISITS<br />
<strong>SALAM</strong><br />
SUPERMARKET VISITS<br />
<strong>SALAM</strong><br />
Implication: The front and first quadrant of the store offer the greatest number of shopper exposures for<br />
messaging & displays<br />
Shopper Density Map<br />
High Density<br />
Low Density<br />
• Hot Spots: Mostly on the perimeter and a few center of store aisles leading to the<br />
checkouts: produce, meat, dairy and frozen food<br />
• Dead Zones: Much of the center of store has light traffic
THE <strong>SHOPPER</strong> PATH<br />
<strong>SALAM</strong><br />
The act of shopping<br />
contains all the elements<br />
of a great story — drama,<br />
emotion and action. In this<br />
story, the shopper is the<br />
hero, the retailer is the<br />
stage and the brand is the<br />
prize awaiting the shopper<br />
at Journey's end.
THE PATH TO PURCHASE<br />
<strong>SALAM</strong><br />
How can we convert the<br />
shopper at each stage ?
PATH TO PURCHASE FRAMEWORK<br />
<strong>SALAM</strong><br />
Create awareness & desire<br />
Interrupt &<br />
Connect<br />
Emotionally<br />
Persuade & Guide<br />
to Product<br />
Activate Purchase<br />
Out-side<br />
In-side<br />
In-aisle /<br />
At<br />
Store<br />
Store<br />
On Shelf<br />
Product<br />
Engage outside the<br />
store through<br />
compelling<br />
communications<br />
idea<br />
Directional<br />
materials to guide<br />
shoppers to the<br />
shelf<br />
Materials that<br />
interrupt & trigger<br />
a need, call-toaction<br />
Materials that give<br />
more rational<br />
detail about<br />
product and help<br />
close the sale
Services<br />
• Shopper Marketing Services<br />
• Advertising<br />
• Healthcare Advertising<br />
• POP Design<br />
• Packaging Design<br />
• Branding<br />
• Sales Promotions- Contest Management<br />
• Brand Activation<br />
• Events<br />
• Viral & Social Media
Services<br />
• Shopper Marketing Services<br />
• Advertising<br />
• Healthcare Advertising<br />
• POP Design<br />
• Packaging Design<br />
• Branding<br />
• Sales Promotions- Contest Management<br />
• Brand Activation<br />
• Events<br />
• Viral & Social Media
Shopper Activation Campaign
Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Customized Shopper Activation<br />
Campaign
Channel Specific Regional Shopper Activation Campaign
50 th Merdeka Campaign<br />
MAGGI WANTED TO REWARD<br />
MAGGI LOYALIST WITH A OF OF<br />
THE WORLD EXPERIENCE.<br />
Objective<br />
To reward loyalist during Mederka<br />
Strategy<br />
to launch a never been done<br />
contest<br />
Total Budget<br />
RM300,000<br />
Total Number entries<br />
28,000 entries<br />
Agency negotiated<br />
With Minister of Defense<br />
To get the approval for this<br />
contest. Cosmotour was hosted<br />
the same time our National<br />
Cosmonaut took to space. The<br />
Agency made private<br />
arrangements with the Ministry of<br />
Defence Russia and the Russian<br />
Space Agency to organize the<br />
contest.Malaysia is proud to have<br />
a second cosmonaut thanks to<br />
MAGGI
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Channel Specific Regional Shopper Activation Campaign
Trade Activation Campaign
Packaging
Packaging
Packaging
Activation
Activation
Sales Convention
JAZZ Festival Event
Activation
Trade Activation
Trade Visibility
POP.EYE DESIGN & FABRICATION
TESCO WORLD CUP
COCA COLA CHINESE COFFESHOP REWARD
CP <strong>SHOPPER</strong> <strong>ACTIVATION</strong>
MILO MINI VAN <strong>SHOPPER</strong> <strong>ACTIVATION</strong>/REDEMPTION
Here’s something to impress our clients<br />
our competitors may accuse us of idolizing good work<br />
Salam Potter<br />
E111, Block E, Phileo Damansara1<br />
No 9 Jalan 16/11 Off Jalan<br />
Damansara,<br />
46350 Petaling Jaya, Selangor.<br />
Ph : 03- 7493 5137<br />
Fax : 03- 7494 5100
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