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Archive for February, 2012

27
Feb

Staying Ahead of the Game

If there’s one thing we can agree on, it’s that the way to target your primary consumer is constantly changing.  While graphs and surveys prove to be accurate, they are no longer the most efficient way to capture data.

More and more companies today are using iPads, new apps, and other various forms of technology to not only capture data, but to also filter and distribute it in real time.  

For many, the idea of replacing a human with a computer is difficult.  Penry Price of adage.com compares it to Billy Bean’s method of selecting baseball players, “As with Billy Beane and his staff, marketers are now using data more than ever. In fact, we would all agree, there is more data available than we can usefully process. The mantra now has shifted from the amount of data collected to how it is utilized. How is that data put into action?”.

This season Billy Beane’s ‘Moneyball’ wasn’t just recognized by the academy, but also the business world. “Soon, a drug saleswoman will have real-time analytics that tell her to focus on the doctors who spent time on social networks that morning, and who are thus more apt to influence colleagues, says Dhiraj C. Rajaram, founder of analytics company Mu Sigma, of Northbrook, Ill.” Billy Beane’s strategy proves that your team doesn’t need a big budget to win.

This strategy can also cut time by capturing the data that’s actually needed.

By the time you’re finished reading this article there will probably be 10-15 new apps that are being developed. The world we live in today is constantly changing and evolving. We should use these opportunities as a chance to grow. Penry Price states, “Our behaviors have changed dramatically as we have become more comfortable with this all-access anytime to anything world. Shouldn’t we adjust to those new behaviors and look for new ways to find our customers?”.  Thus proving that when it comes to new ways to target customers, its best to stay ahead of the game.

Billy Beane, General Manager, Oakland A’s and Subject of Moneyball joins us to keynote on July 19th at 9:30 at the 12th annual Shopper Insights in Action Conference. Immediately following his keynote address, he will sign baseballs and copies of the book Moneyball: The Art of Winning an Unfair Game.

Join us for Billy Beane’s highly anticipated keynote address that combines baseball and business strategies through advanced data measurement and ROI.

Registration Information:
Please mention code to save an additional 15% off the standard rates: SHOPPER12BLOG
Online: http://bit.ly/zMzyO8  Email: register@iirusa.com

ABOUT THE AUTHOR: Kate Devery is a Social Media List Researcher at IIR USA . She studied English and Psychology at Hunter College. She also writes for various pop culture blogs. She may be reached at KDevery@IIRUSA.com.

26
Feb

Communicating Sustainability to Consumers

by Christine Nardi Diette

Since publishing One Green Score for One Earth: How retailers, brands and shoppers can all win with a universal sustainability score (Summer 2011), the news has been full of reports on eco-calculations ranging from merging financial and sustainability ratings to the continued proliferation of raters. While we at Ryan Partnership Chicago applaud these efforts to advance sustainability, we would like to reiterate what consumers expressed in our study–make green ratings easy and universal.

What should a score look like?

No matter how involved consumers are in purchasing sustainable products (e.g., not green to heavy green buying tendencies), three in four would prefer a numerical rating system, as it allows them to quickly and easily digest and compare what is being communicated, without having to remember what symbols or colors stand for, or spend time reading overly descriptive statements that often mean very little to a layperson.

What factors should be included?

Environmental friendliness is clearly an important factor to be included in sustainable communications, but considerable interest in local community origins and cruelty-free practices was also expressed.

The most current consumer sentiment and trend reports indicate interest in climate change may be decreasing among Americans, while concerns regarding corporate transparency and labor practices are on the rise. We anticipate addressing these factors in brand sustainability communications will become crucial in the very near future.

Where do consumers expect to see it?

Vehicles that provide instant information, right at the moment of decision-making within the store environment, are where consumers want and expect to see product sustainability communication.

Satisfying demand

As stated in our One Green Score for One Earth white paper, we believe there is significant opportunity for brands to benefit, simply by responding to consumer demand in making sustainability more clear.

About the Author

Christine is group president at Ryan Partnership Chicago, a leading expert in promotion, shopper, and digital marketing campaigns for emerging and established consumer brands.  She also blogs at blog.ryanpartnershipchicago.com.

25
Feb

The Week in Shopper360 Tweets

18
Feb

The Week in Shopper360 Tweets

15
Feb

Green Market Retail Trends

by Christine Nardi Diette

Since publishing the research white paper One Green Score for One Earth (OGS) in September 2011, Ryan Partnership Chicago and Mambo Sprouts Marketing have continued to monitor industry activity pertaining to product sustainability. To date, the market changes forecast in OGS appear quite accurate:

I. Shoppers will devote a larger share of their spending to products and stores that are able to convince them of their sustainability claims.
• Deloitte’s Consumer 2020 report claims: “Over the next 10 years, more consumers will have incorporated sustainable behavior into their lives…. An increasing number of them will be advocates for sustainability and demand it in products and practices.”

II. Shopper sensitivity to greenwashing (misleading shoppers regarding the environmental practices of a company or the environmental benefits of a product or service) will intensify and they will demand an accurate way of understanding and comparing sustainability across products, companies and retailers.
• The Winter 2012 Ryan Partnership Chicago/Mambo Sprouts Marketing Styling Sustainability consumer apparel survey reports the majority (61%) of consumers are interested in an apparel sustainability rating or index, as it would help their comparison shopping and provide information that could allow them to more easily and speedily find and select sustainable items. Some also thought an apparel index could assist them in determining what stores to shop and which brands to buy.

III. Brands and retailers will increasingly focus on the triple bottom line (people, planet and profit–the key pillars that inspire sustainability), and strive to provide their customers with this information.
• Retail Industry Leaders Association (RILA) recently published their 2012 Retail Sustainability Report that highlights green leadership within the retail sector. Within the report, RILA states: “Retailers will take an authentic and unobtrusive 360-degree approach to engage customers [in sustainability] via marketing and promotions, as well as through the in-store shopping experience…. With regard to product marketing, creating a common language to ease consumer [eco/sustainability] understanding will be a top priority for the industry.”

As identified in OGS, and substantiated through the above reports, there is clear growth opportunity for those brands that are on the leading edge of marketing sustainability.

ABOUT THE AUTHOR:

Christine is group president at Ryan Partnership Chicago, a leading expert in promotion, shopper, and digital marketing campaigns for emerging and established consumer brands.  She also blogs at blog.ryanpartnershipchicago.com.

14
Feb

Final Chance to Save $700 on SIA 2012 – Register by Friday

It’s finally here – The Shopper Insights in Action 2012 brochure is now available for download. The 2012 agenda is designed to be holistic and it is clear that this is the event that never stops growing.

New for 2012
• 100% new main stage keynotes – the most prolific minds today
• New Symposia on Segmentation – what matters to: Multicultural, Boomers & Millennials
• More Global Perspectives than ever: China, India, France, Switzerland, Ukraine and more
• Extension Room offers a full, immersive experience to dive deeper
• New speakers on Digital, Social and Mobile from Groupon, American Express, Yahoo! and Google
• Global Economic Update examining shifts in shopper spending and behavior around the world

Back by Popular Demand
• Global capabilities and emerging markets symposium
• Diverse retail perspectives including Target, Walmar, 7-Eleven, Sam’s Club and more
• Content review board ensuring no commercialism from the podium
• Mentor program for first timers
• 100% all new case studies always focused on the “IN ACTION”

Experience for yourself, why this event is considered the VOICE OF THE INDUSTRY.

Register by this Friday for your final chance to save $700 off the standard rates.

Registration Information:
Please mention code to save an additional 15% off the standard rates: SHOPPER12BLOG
Online: http://bit.ly/yOO1L6
Email: register@iirusa.com
Phone: 888.670.8200

11
Feb

The Week in Shopper360 Tweets

9
Feb

Unveiling the 12th Annual Shopper Insights in Action: Exclusive Preview

The Shopper Insights in Action team is excited to pleased to invite you to save the date for the 12th Annual Shopper Inisghts in Action conference taking place July 18-20, 2012 in Chicago, Illinois. 

Shopper Insights in Action is the most trusted brand for championing the activation of shopper research.

Always focused on what matters to you, this year’s theme is grounded in behavioral changes from the economy, digital and social commerce. Join us as we explore the…
 
New Integrated, Multi-Channel, Socially Interwoven Journey to Purchase

It’s a Shopper Revolution & We Cover it All
 
The Multicultural Shopper • The Consumer Revolution in China • A Global Economic Update • Segmentation • Mobile & Social Commerce • ROI & Measurement • Technology as a Research Tool • Technology as a Shopping Tool • Category Solutions • Retail Brands • Collaboration • Emotional Branding

Register today!

Use code SHOPPER12BLOG to save 15% off

the standard and onsite rate now.

The tradition of legendary keynotes continues…
 
• Billy Beane, General Manager, Oakland A’s and Subject of Moneyball
• David Eagleman, Renowned Neuroscientist and International Bestselling Author, Incognito: The Secret Lives of the Brain
• John Gerzema, Executive Chairman of BAV Consulting, Young & Rubicam and Co-Author, Spend Shift and The Brand Bubble
• Darren Marshall, Vice President, Global Shopper Development, The Coca-Cola Company
• Martha Walsh, Director, Global Customer Insights, Walmart
• Annie Zipfel, VP Owned Brands and Packaging, Target Corporation
• Sean Bruich, Measurement & Monetization Analytics, Facebook
 
With an environment that’s increasingly complex and intensely competitive, it’s never been more important to learn, exchange and debate the future together. We look forward to spending time with you in Chicago this July.

Our Shopper Insights in Action events  are the world’s largest, most comprehensive shopper-focused events for retailers and consumer packaged goods executives who are passionate about increasing market share through shopper-centricity, hence our shopper360 online communities. While we plan to meet in July, we want to remind you that the networking isn’t limited to the people you meet in Chicago.

Networking Year-round

You can continue to connect, share, explore and gain insights 365 days a year by joining our 7, 000+ highly engaged Shopper Insights in Action LinkedIn group, where  you are welcome to join and post discussion topics or pose questions with other thoughts leaders in the space. You can also RSVP to the event and see who else is planning on attending and LinkedIn will match you with people you might want to meet in person.

If Facebook is more your sort of hangout, then “Like us” at Shopper360 and recommend your content to members of our Facebook Fan Page: Shopper 360, join our growing page and post news, links, and stay in touch with the community online. You can also add our page to your favorites, RSVP and promote your presence and keep me in the loop for cross-promotional efforts.

If you aren’t following us on Twitter yet, you can find us @shopper360. In addition to live tweeting from the conferences, via the hashtag #Shopper360, we keep you updated with breaking industry news and insider information.

Get the 2011 Shopper Insights in Action Executive Summary

Lastly, we invite you to get just a taste of what Shopper Insights is all about by downloading the free 2011 Executive Summary from the 2011 Shopper Inisghts Event here and sign up via email to receive the latest updates on all Shopper Insights in Action events, webinars, papers, and VIP promotions directly in your inbox.

5
Feb

Introducing The Audience Measurment Event

With social media exploding and consumers skipping commercials more than ever, how has the consumer path to purchase changed? The “new traditional” consumer watches TV, shops and chats online at all once – what’s the best way to spend your media and marketing dollars?

We’re pleased to announce The Audience Measurement Event, brought to you by the same producers as the Shopper Insights in Action Conference. Just like it’s flagship sister event, The Audience Measurement event is focused the actionability of understanding and translating consumer media consumption.

Featured sessions include:

  • FACEBOOK – Measuring Paid, Earned and Social: From Reach to ROI
  • CONAGRA – An Integrated Approach: Taking Your Brand to the Consumer: Content and Measurement
  • KIMBERLY CLARK – Formalized Learning Plans…Aligning Strategies to Accelerate Growth
  • KRAFT – Listing is the New Asking: How to Use Social Media Listening for Insights

Plus keynotes include:

  • FAMED COGNITIVE SCIENTIST – Deb Roy – Closing the Gap between Social & Mass Communications
  • RENOWNED NEUROSCIENTST, David Eagleman – Emotion, Motivation and Reputation: What Matters to the Mind of the Consumer
  • CONSUMER PSYCHOLOGIST – Kit Yarrow – Media and the Millennial Mind

For more information on the event, download the event agenda here.

Measuring sub-conscious, emotional responses can make all the different to brand loyalty and buying decisions, that’s why we’ve bringing together the best minds from across the industry to learn, explore and exchange new ideas.

As a reader of the My Shopper 360 blog, when you register to join us May 21-23, 2012 in Chicago for this event and mention code AM12BLOG to save 15% off the standard rate!

4
Feb

The Week in Shopper360 Tweets