Shopper marketing has become the latest marketing ‘hot potato’. Suddenly brand owners are worried what happens to their customers when they go shopping.
These are just a few of the questions you should be asking yourself about your customers and know the answers…
* Why have they stopped buying?
* What are they buying instead?
* Why aren’t they even bothering to go down our aisle?
Focus groups be dammed, when was the last time you simply watched your customers shop!!!
It’s quite a revealing exercise.
When you understand how customers behave when they are within touching distance of your product, you can tell them what they need to know so they will reach out and put it in their trolley. Working from that moment will help any brand owner focus on the right messaging and the most cost effective retail marketing mix.
The role of Golley Slater is to help you understand your customers, produce meaningful deals, communicate compelling offers and develop engaging promotions. That’s it!
In truth there are lots of messaging opportunities with each retailer, shelf POS, 6 sheets, ads, floor media, security shrouds, .com, retailer magazines, store and manager communication plus sampling. We can help you select the most effective media for the budget and the comms requirement.
In terms of pushing the boundaries, retailer guidelines and budgets can restrict the options available, but we find by working in collaboration (client-retailer-agency) you can get things through.
Within our work for P&G we look at technically what can be achieved, this has included scented barker, push pods, health & beauty mini mags and baby DM pieces. We have also seen both moving and illuminated POS but this is normally reserved for corporate activities (such as Halloween and Christmas).
Examples of cross-siting, we have just produced an on-pack promotion for Ariel which includes a discount for George school uniforms. This has helped secure secondary display and POS in the George section of all Asda stores. (Just think of the retailer goodwill in helping sell their products).
Brands in conjunctions with their agencies book slots and present creative in-store ideas. Some of these are accepted, the majority however are rejected.
Through a weekly POS clinic hosted by Asda, we have been able to get a permanent Pampers nappy sizing barker sited in all stores. This does not conform to POS design guidelines but as it builds value in the category it was accepted.
Our approach is to constantly look for creative opportunities in conjunction with you and then presenting onto retailers together.
October 21st, 2009
