BTL Communications!ReviewOptimizing Shopper Marketing & POP StrategyMay 2011

Agenda! Warm Up

! Taking AIM

! BTL Brief

! Work Session

QUICK QUIZ

A quick POP warm up exercise

Pre-Quiz

1.What percent of overall BUYING DECISIONS are unplanned?

68%

Pre-Quiz

2. What percent of BRAND DECISIONS are made in the store?

70%

Pre-Quiz

3. What percent of consumers consider themselves BRAND SWITCHERS?

68%

Pre-Quiz

4. What has the GREATEST IN-STORE INFLUENCE toward purchase?

TIE: Packaging & Point of Purchase (POP) materials

Pre-Quiz

5. What marketing vehicle is reported to have the HIGHEST ROI by both retailers and manufactures?

In Store Activities (packaging, pop, training, etc.)

Shelf Talker Information Cards

Brochures

End caps

Posters

Banner

Mat

Toppers

Table Stands

Wobblers

Catalogs

Leaflets

Floaters Door Clings Uniforms

Digital POP

Circular

Screen Savers

Bag Stuffers

Coupon Pull

POP provides communication at the moment of truth

WHO is your target SHOPPER and WHAT do they want?

Demographics/Psychographics Perceptions Needs/Wants/Desires Purchase Path and Barriers Influences Values

Agenda! Warm Up

! Taking AIM

! BTL Brief

! Work Session

Does it draw in your target shoppers ATTENTION?

UNDERSTANDING THE AIM MODEL:

Single minded, compelling message?

Visually eye catching?

Creatively breaks through the clutter?

Resonates in the retail environment?

Does it foster INTEREST and interaction?

UNDERSTANDING THE AIM MODEL:

Message: --Relevant to the target audience?--Powerful RTB?

Visual: --Focused on the benefit?--Supports the RTB?

Context:--Contextually relevant within the environment?

Does the communication MOTIVATE purchase?

UNDERSTANDING THE AIM MODEL:

Competitive enough to break through clutter?

Compelling enough to overcome shoppers purchase barriers?

Inspiring enough for shopper to ask for help to buy now?

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Optimal POP touches upon each AIM Principle, regardless of location

OPTIMAL POP CONCEPTS

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PRACTICE AIM

Do the following POP examples take AIM?

THE AIM EVALUATION TOOL KIT

AIM Evaluation Criteria Category Alignment Is the message aligned with ATL and the communication strategy? Does your message provide a seamless consumer experience? Is the visual aligned with the product positioning and Brand Cues?

ATTENTION Is your message single minded and compelling? Is the POP visual eye catching? Does your creative break through the clutter? Does your creative resonate in the retail environment? INTEREST Is the message relevant to the target audience? Does it have a powerful reason to believe

(RTB)? Does the visual focus on the benefit and does the RTB have visual support? Is the messaging contextually relevant within the environment? MOTIVATION Is it competitive enough to break through the clutter of the store and your category? Will it overcome the shoppers purchase barriers? Will it inspire the shopper to ask a sales person for help so the shopper can buy now?

Using your Red, Yellow, Green cards show which POP is AIM

PRACTICE AIM GROUND RULES

RED= Wont help move product and why? YELLOW = May move product, could be improved by ? GREEN = Will move product because?

Does the example take AIM?!

PRACTICE AIM

PRACTICE AIM

Does the example take AIM?!

Does the example take AIM?!

PRACTICE AIM

PRACTICE AIM

Does the example take AIM?!

PRACTICE AIM

Does the example take AIM?!

Agenda! Warm Up

! Taking AIM

! BTL Brief

! Work Session

2) Retailer Insight

3) DISTRIBUTOR

BTL BRIEF

Aligns with the Samsung Brief

BTL BRIEF

MANUFACTURER/BRAND

RETAILER INSIGHTSHOPPER INSIGHT

Key components

1) MANUFACTURER 2) CONSUMER 3) DISTRIBUTOR

1)BRAND TENETS Positioning

Equity Communications Idea

PROUDUCT FUNDAMENTALS

Objectives RTB

Features

CONSUMER UNDERSTANDING

TargetPurchase path

Motivations

SHOPPER UNDERSTANDINGSimplifyAffirmInspire

RETAIL CONSIDERATION

Type Partnership Assortment

RETAIL STAFF Availabilty Expertise

Coordination

BTL BRIEF

Brand Consistent Areas: Equity, Personality

Category Consistent Areas: Positioning, Communications Idea

Design and Physical Specifics

Key Reference Materials

Brand Equity/Personality, Category Positioning and the Communication Idea should have ATL/BTL synergy

MANUFACTURER: BRAND TENETS

ATL > BTL

Coordination of ATL/BTL positioning should begin early and leverage applicable tools and approaches

Start POP/BTL development work as early as possible

Ensure a communications idea that can work across mediums

Link POP communication to the overall brand tenets

1) MANUFACTURER 2) CONSUMER 3) DISTRIBUTOR

BRAND TENETS

PROUDUCT FUNDAMENTALS

CONSUMER UNDERSTANDING

SHOPPER UNDERSTANDING

RETAIL CONSIDERATION

RETAIL STAFF

Message, Benefit, RTB

EXECUTION: How &Where

AIM: Evaluation Tool

POP & SHOPPER MARKETING: STRATEGY DESIGN

ATL briefing components contribute to the product description

A CASE STUDY (1/3)

WHO, WHAT: Shopper, Distributor and Sales Staff insights

A CASE STUDY (2/3)

A CASE STUDY (3/3)

HOW, WHERE: Shopper, Distributor and Sales Staff insights

1) BTL communications should leverage ATL strategy and appear seamless to the shopper

2) BTL should incorporate Samsung proprietary tools where/as appropriate (ex. SECRET)

3) BTL should outline the key product messages your retail communication plan is looking to build upon

1) MANUFACTURER/BRAND

THREE key takeaways

Agenda! Warm Up

! Taking AIM

! BTL Brief

! Work Session

Evaluate the following BTL briefs

PRACTICE SESSIONS

Discussion/feedback?