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BTL Communications!

Review
Optimizing Shopper Marketing & POP Strategy
May 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.)

POP provides communication at the


moment of truth
Bag Stuffers
Shelf Talker

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

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

UNDERSTANDING THE AIM MODEL:

Does it draw in your target shoppers


ATTENTION?
Single minded, compelling
message?
Visually eye catching?
Creatively breaks through the
clutter?
Resonates in the retail
environment?

UNDERSTANDING THE AIM MODEL:

Does it foster INTEREST and interaction?

Message:
--Relevant to the target audience?
--Powerful RTB?
Visual:
--Focused on the benefit?
--Supports the RTB?
Context:
--Contextually relevant within the
environment?

UNDERSTANDING THE AIM MODEL:

Does the communication MOTIVATE


purchase?

ne
ne
w
w

Competitive enough to break


through clutter?
Compelling enough to
overcome shoppers purchase
barriers?
Inspiring enough for shopper
to ask for help to buy now?

OPTIMAL POP CONCEPTS

Optimal POP touches upon each AIM


Principle, regardless of location

ne
w

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?

PRACTICE AIM GROUND RULES

Using your Red, Yellow, Green cards


show which POP is AIM

RED= Wont help move product and why?


YELLOW = May move product, could be improved by ?
GREEN = Will move product because?

PRACTICE AIM

Does the example take AIM?!


PRACTICE AIM

Does the example take AIM?!


PRACTICE AIM

Does the example take AIM?!


PRACTICE AIM

Does the example take AIM?!


PRACTICE AIM

Does the example take AIM?!


Agenda
!

Warm Up

Taking AIM

BTL Brief

Work Session

BTL BRIEF

2)
Retailer
Insight

3) DISTRIBUTOR

BTL BRIEF

Aligns with the Samsung Brief


MANUFACTURER/
BRAND

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

MANUFACTURER: BRAND TENETS

Brand Equity/Personality, Category Positioning


and the Communication Idea should have
ATL/BTL synergy
Brand Consistent Areas: Equity, Person
ality
Category Consistent Areas: Positioning,
Communications Idea
Design and Physical Specifics
Key Reference Materials

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

POP & SHOPPER MARKETING: STRATEGY DESIGN

1) MANUFACTURER
BRAND TENETS


PROUDUCT FUNDAMENTALS

2) CONSUMER
CONSUMER UNDERSTANDING


SHOPPER UNDERSTANDING

Message, Benefit, RTB

EXECUTION: How &Where

AIM: Evaluation Tool

3) DISTRIBUTOR
RETAIL CONSIDERATION


RETAIL STAFF

A CASE STUDY (1/3)

ATL briefing components contribute to the


product description

A CASE STUDY (2/3)

WHO, WHAT: Shopper, Distributor and Sales


Staff insights

A CASE STUDY (3/3)

HOW, WHERE: Shopper, Distributor and


Sales Staff insights

1) MANUFACTURER/BRAND

THREE key takeaways

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

Agenda
!

Warm Up

Taking AIM

BTL Brief

Work Session

PRACTICE SESSIONS

Evaluate the following BTL briefs

Discussion/feedback?