PowerPoint Presentation
Transactional MarketingAKA how to put FMCG brands in baskets
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Online grocery big and only getting bigger
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[point to start of graph] This is where we were 5 years ago.
This is where we are now. Look where well be in just 4 short years.
By the time of the next Olympics, the market will have doubled in
value. 3
More peopleSpending more time onlineBuying more FMCGthere
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So what?
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Because every year FMCGs lose billions in missed sales.=
result:
But the right way to look at this is as an OPPORTUNITY. 6
Transactional Marketing solves this.
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How it works
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How it works
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How it works
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How it works
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How it works
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VIDEOCONTEXTUALWEBSITEDISPLAYPRZINE
In App
In-stream
Publisher
Programmatic
Re-targeting
Micro site
Landing pageDIGITAL MIXThe digital mix and Adimo touchpoints
Digital EcosytemSOCIAL
PremiumOn demandBrand site
Commerce as convenience
2 sides to the technology; 1st as seen is making it fit existing
marketing. But to really drive sales, make your marketing fit
it.
What do I mean by this?
Famous book on usability called Dont make me think
The ability to buy gives you new ways to talk to people, new
ways to advertise. Why? Because it makes advertising actionable.
Because it can do something, you can use that to make someones life
better. Help them save time. Help them save money, Help them
achieve something. Im going to show you some examples of how we do
thisRecipe & Pampers examples demonstrate that convenience and
saving money are two highly persuasive sales drivers. In that case,
why not use them together?
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- Recipes: Quaker example
Why we created this touchpointBrands creating recipes as content
marketing Recipes give people a use case and a good reason to
buy..but dont give them the ability to!So, we made it possibleBest
converting touchpointWhy? Convenience which brings me to my next
point
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Sainsburys Meal Plans
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Get the look
(well, why cant I?)
Concepts like this one show how we products can be combined to
offer shoppers convenience whilst also selling more producy. You
have to fight to get their attention in the first place, so when
you get it you may as well make the most of it.
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Tesco South Korea
TescoVirtual Store
CloseSo these are all things that happen online but what about
convenience without even taking your phone out of your pocket?
Today there are 22 virtual stores in South Korea. 20
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Dash / Button example
Not to be outdone, created our own
We think its better- No single delivery of a small item, comes
with rest of your shopping22
Amazon Echo example
AmazonEcho
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Summary
Transactional Marketing is an opportunity to change how you
advertise.
It lets you:
Be compellingBe convenientSolve problems
Use it to make peoples lives easier. Theyll reward you.
Add the BarAdd Sainsburys Meal Plans
The beauty of doing all this is MEASURABILITYUsing data to
measure marketing effectiveness is like a sales team. Just like
different roles do different things lead gen, closer, etc, mkting
has different methods for different stages. FMCG Usually all just
awareness top of funnel (Show funnel)
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Me:Richard KellyCEO @richiekellyUs:Adimo.co@getadimo
Thanks
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