Jason Bullivant Strategy & Planning Director
2
(And other dodgy maths…)
1 1+ = 3
3
Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.
“
” Charles Mingus
5
(And other dodgy maths…)
1 1+ = 3
6
Increasing the ‘sales’ opportunity
What the brand
stands for?
What the shopper
is looking for?
MAXIMISED REASON TO PURCHASE
+ =
7
x2
What the brand
stands for?
What the shopper
is looking for?
MAXIMISED REASON TO PURCHASE
+ =
x3 x2
THERE ARE ONLY 3 WAYS TO INCREASE SALES
1 Get more shoppers
2 Get existing shoppers to buy more often
3 Get existing shoppers to spend more
“If a creative idea doesn’t work instore, it simply doesn’t work.”
Ann Mooney, (ex) Global Marketing Director, P&G.
How do you choose the products & services you buy?
THE RATIONAL
The Sales bit
Logical
Analytical
Maths
The Brand bit
Intuition
Creativity
Holistic thought
THE EMOTIONAL
BRAND A
BRAND B
BRAND C
BRAND D
BRAND DPOP
BRAND - Getting on the radar
(2 examples)
4% liked7% disliked89% indifferent
IPG Advertising Study
Persuasion CoMMuniCaTion iMPaCT
How can we share the
message with impact?
wHere do we need to share the message?
wHy. what is great about the product?
The wHy needs to inform the How
Getting on the radar - example 1
Rom Bar - Romania
Getting on the radar - example 2
Getting on the radar - example 2
Getting on the radar - example 2
Getting on the radar - example 2
Hellmann’s Mayonnaise - UFS
Creating shopper ‘happy’
(3 examples)
Wicked Uncle - UK
Shopper ‘happy’ - example 1
The education started well before the hoardings.
Swing tags, instore displays and catalogues had been using QR codes all before that.
Shopper ‘happy’ - example 2
We’re no longer a purely financial institution – but retail spaces also competing for people's time and attention…
Peter Holmes, Head of Network Planning and Design, NAB
NAB Kiosk – Westfield
Shopper ‘happy’ - example 3
Bringing it all together
(2 examples)
Bringing it all together - example 1
Bringing it all together - example 1
Bringing it all together - example 1
Deus Cycleworks – Last Dinosaurs/Zoom Bike
Bringing it all together - example 1
Deus ex Machina – Temple of Enthusiasm
Bringing it all together - example 2
Bringing it all together - example 2 Bringing it all together - example 1
Anaconda
EXPERIENCECustomer Service/Purchasing
EXPLORINGPhysically looking to purchase. (Instore, Online, Mobile, etc)
RESEARCHThe information gathering stage.WOM & independant reviews inform a new perception.
PERCEPTION Top level awareness of the brand.Typical ATL disciplines
POP
All steps push you closer to purchase
Summary
Use the power of your brand.
Summary
Understand your shopper.
Summary
Create a deep engagement.
Summary
Be Brave. Be Seen.
What the brand
stands for?
What the shopper
is looking for?
MAXIMISED REASON TO PURCHASE
+ =
39
(And other dodgy maths...)
1 1+ = 3
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