Professional Documents
Culture Documents
Review
Optimizing Shopper Marketing & POP Strategy
May 2011
Agenda
!
Warm Up
Taking AIM
BTL Brief
Work Session
QUICK QUIZ
Pre-Quiz
68%
Pre-Quiz
70%
Pre-Quiz
68%
Pre-Quiz
Pre-Quiz
In Store Activities
(packaging, pop, training, etc.)
Toppers
Information Cards
Wobblers
Coupon Pull
Banner
Brochures
Mat
Circular
Catalogs
End caps
Leaflets
Posters
Screen Savers
Digital POP
Table Stands
Door Clings
Uniforms
Floaters
Demographics/Psychographics
Perceptions
Needs/Wants/Desires
Purchase Path and Barriers
Influences
Values
Agenda
!
Warm Up
Taking AIM
BTL Brief
Work Session
Message:
--Relevant to the target audience?
--Powerful RTB?
Visual:
--Focused on the benefit?
--Supports the RTB?
Context:
--Contextually relevant within the
environment?
ne
ne
w
w
ne
w
PRACTICE AIM
Do the following POP examples take AIM?
ATTENTION
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?
PRACTICE AIM
PRACTICE AIM
PRACTICE AIM
PRACTICE AIM
PRACTICE AIM
Agenda
!
Warm Up
Taking AIM
BTL Brief
Work Session
BTL BRIEF
2)
Retailer
Insight
3) DISTRIBUTOR
BTL BRIEF
SHOPPER INSIGHT
RETAILER INSIGHT
BTL BRIEF
Key components
1) MANUFACTURER
1)
TENETS
BRAND
Positioning
Equity
Communications Idea
PROUDUCT FUNDAMENTALS
Objectives
RTB
Features
2) CONSUMER
CONSUMER
UNDERSTANDING
Target
Purchase path
Motivations
SHOPPER UNDERSTANDING
Simplify
Affirm
Inspire
3) DISTRIBUTOR
RETAIL
CONSIDERATION
Type
Partnership
Assortment
RETAIL STAFF
Availabilty
Expertise
Coordination
1) MANUFACTURER
BRAND TENETS
PROUDUCT FUNDAMENTALS
2) CONSUMER
CONSUMER UNDERSTANDING
SHOPPER UNDERSTANDING
3) DISTRIBUTOR
RETAIL CONSIDERATION
RETAIL STAFF
1) MANUFACTURER/BRAND
Agenda
!
Warm Up
Taking AIM
BTL Brief
Work Session
PRACTICE SESSIONS
Discussion/feedback?