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15
Jul

Live from #shopper360: Coca-Cola’s Marketing Collaboration Success Story

Preparing for the World’s largest sporting event is no small feat. According to Jessica Ellickson, Director of shopper marketing at Coca-Cola, it took her team almost two years to create a campaign for the World Cup.

Being partners with FIFA since 1976, Coca-Cola wanted to mix things up a bit this time around. Instead of focusing on the World Cup, the beverage company decided to make this year the World’s Cup. Their big idea came from two simple statements: “football is a game for everyone” and “Coke is everyone’s drink most loved and inclusive brands.”

From there, the marketing teams at Coke worked tirelessly around the clock to make this year the World’s Cup.

The team created an important three-phase calendar:

Trophy Tour

Pre-Tournament

Tournament

By implementing their big idea in these three phases, Coca-Cola was able to build a global following in the months leading up to the big event. Their trophy tour really kicked off the campaign. Coca-Cola got their hands on the FIFA World Cup trophy and took to the skies to bring it around the world, setting up massive events and collaborating with a multitude of brick and mortar stores as well as big brands like McDonalds and Walgreens to promote the Trophy Tour events. The Trophy Tour was such a success because it brought the spirit of the World Cup around the world before the tournament.

The Pre-Tournament phase focused on four key targets:

Young Adults – Using the World Cup to socialize, connect with friends, go out and watch the game

Teens – Same as young adults

Moms – Understand what FIFA means to her – a time where she can bring her family together to watch

Born Sportsmen – Being active and engaged

Pre-Tournament marketing focused on occasions. Coke would show ads of mom watching the big game surrounded by her family, using this as a good visual to engage consumers. Promotions were also used to engage. Coca-Cola launched their “Win a ball, give a ball” where fans could win a ball by buying Coke and in turn a ball would be donated to a school in need.

As the Tournament neared, Coca-Cola presented their idea to make the people of the world into the biggest flag ever. Using pictures sent in by fans, the beverage giant created an enormous flag-mural of all the pictures and presented it at the opening ceremony of the tournament.

With their World’s Cup campaign, the Coca-Cola Company really hoped to create memorable experiences in every channel throughout the world and there is evidence of their success when looking at their marketing efforts before and during the event.

15
Jul

Live from #shopper360: Winning Shoppers in 2020

Vikram Sarma, Director of Global Insights at The Clorox Company shared today the strategic imperatives for future growth.

The stylized Clorox logo used on Clorox bleach...

Clorox Logo (Photo: Wikipedia)

They evaluated over 50 trends impacting Shoppers through 2020. They don’t know if they are right but they learned a lot just from the process.

In 2020, there are gonna be these four mega forces that are going to converge to impact shoppers: diversity, health, income. Attitudes differ depending on what networks and what occasions influence you as a Shopper/Consumer.

The screens of Life Guide Shoppers in 2020: Most people have 50 apps on their device but only use 3-4 ll the time.

Automated Shopping, Health Management, Expense & Banking Management, and Virtual Communities are the most prevalent. Lead convenience innovation or be left behind. How will you help consumers in 2020?

Find your most extreme shopper and design your future with them.

Occasion Management 2020

Retailers need to determine which occasions to be 1st and best at – deliver convenience, assortment, basket

Tech 2020

Excess capacity in retail caused by ecommerce: 22%

Smart devices will create new and “captive” environments – creating new touchpoints and opportunities

Networks 2020

Marketing & merchandising needs to fit “digital shopping mode” guiding 5 modes of digital shopping – shoppers gravitate toward authentic influencers and ideas. Offer Information, Entertainment, Value for followers.

Diversity 2020

Fragmentation from increasing urbanization, ethnic diversity, aging needs, and millennial buying power. How do you scale or because a nice powerhouse?

Income 2020

Elimination of a Middle Class: Increased pressure on sources of income. 1/3 of HHs run out of money by mid-month.

Health 2020

Shoppers are looking to avoid the $1 Trillion increase in health care costs through proactive solutions. Incetivized care (biometrics & tracking), personalization (my.microbes), and prevention (socially networked resources aid in early detection) may all be opportunity to create and extract value.

2020 Shopper Implications – Imperatives to win at CPG & Retail in 2020:

Win shoppers screen to cart

Occasion based differentiation

Innovation is creating new convenience not necessarily new items

Authetic Life ideas will carry brands

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

 

 

 

15
Jul

Live from #shopper360: Capturing the Hearts & Wallets of Shoppers Online

Leslie Willis, Market Research Analyst at Sports Authority and Jen Drolet, Managing Partner at iModerate shared their research on capturing Shoppers online and breaking barriers to omnichannel commerce.

Online shopping is currently at about 7% at Sports Authority.

Findings:

Shipping is important in comparison shopping, it outweighs discounts and coupons in deals and return policies also are considered in the path to purchase.

A Sports Authority in Daly City, California.

A Sports Authority in Daly City, California. (Photo: Wikipedia)

The industry benchmark is set by Amazon’s hassle free return policy and shipping.

There are two factors that are really important to Shoppers: Fast & Free

Most consumers expect free shipping with a minimum purchase, expected minimum amounts range from $25-100.

Two things explored at Sports Authority were ship from store or in-store pickup.  Another way they accomodate Shoppers’ needs are in-store kiosks where they can order items online if store is out of stock.

Free Returns are huge but they also need it to be easy and hassle free. Return policies are under-researched and not meeting the expectations of Shoppers.

Sports Authority ended up with a free shipping policy for most purchases over $49, all backpacks, apparel and footwear ship for free as a direct result of the research findings produced by iModerate. Returns are now available for in-store and online.

In the past, ecommerce and in-store were two different things but now omnichannel is now expected to be seamless.

 

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

15
Jul

Live From #Shopper360: Winning Connection With Passsion

Robin Hafitz is the CEO of Open Mind Strategy and she spoke about the passion economy. She brought up the notion that people find millennials hard to decode and understand. She mentions the three ‘I’s for millennials are: info hungry, individualistic, and influential. These three characteristics go hand in hand with the three ‘P’s which are: parent friendly, pro social, and passionate. Reaching these millennials may be harder than previously thought as Hafitz believes that Facebook is seen as a bad brand by millennials because they lack values and only want to expand. Connecting with a brand that has values and a passion is what engages millennials.

Millennials vs. Gen X:

According to Hafitz, millennials and Gen X disagreed only 10% of the time. Millennials were basically the same with more extremity. The millennials are “generation passionate” and follow the undercurrent of their time.The economic undercurrent is the passion economy. Companies such as twitter, Kickstarter, and Reddit are all passionate companies that lead instead of mirror the millennials.

Emergence of the Side Hustle:

When searching the term “geek” on Pinterest, 1000 boards come up. The emergence of the different types of “geek” has led people to create YouTube channels related to their inner geek. These new web stars can eventually sell advertising on their channels and make an income of of their passion even if its baking video game themed cupcakes.

Long Tail and Collaborative Consumption:

The long tail is seen in companies like Amazon because, “57% of what Amazon sells is not available elsewhere.” This is an astounding fact and shows that a company with enough warehouse space can house the specific passions of others and sell them. Collaborative consumption is the idea that in each tribe of millennials there is a “fashion friend” or a “movie friend” and that those friends are seen as a source of info about those subjects.

Reverse Branding:

According to Hafitz, the idea of reverse branding involves a “we are you, you are us” mentality. Companies such as Google and Wikipedia are incredibly successful when it comes to reverse marketing by analyzing search data to help consumers find what they want. She continued to say that marketing used to be a mirroring and now millennials want brands to lead them.

One question asked at the end of the session involved the segmentation of a target from single people to tribes of people. Hafitz answered that it was interesting but the difficulty in doing that would be the mixing of tribes by one individual. What do you think? Could tribe segmentation work as a way to target consumers?

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

 

15
Jul

Live from #Shopper360: Welcome to the Passion Economy

A fascinating take on the passion economy by Robin Hafitz, CEO of Open Mind Strategy. She gave some extremely targeted insights on the millennial generation, best interpreted and spoken of as “generation passionate”.

photo 3(2)

There are 3 I’s and 3 P’s to millenials. Information-hungry, Individualistic, and Influential. As well as, much to my pleasure, glad to hear: parent friendly, pro social and passionate.

photo 1(3)

What mostly defines a generation is what happens when they come of age. They don’t disagree with older generations, they just feel more extreme. I.e. DEBATE, which speaks to their behaviors. Millennials are also the first generation that will “fare worse than their parents”

photo 2(3)

Ultimately they are driven by passion, and one needs to connect to them and their passion, facilitate it, in order to benefit from the generation.

So how do brands connect to passion?

  • Connect to passion.
  • Target the tribe, because often decisions are made with groups.
  • Catalyze stories.
  • Don’t just reflect, but lead instead. its not an age of mirroring.
  • If you can, give your brand a  face
  • Show YOUR passion

And we ended with learning that millennials don’t necessary gel with Facebook, a brand that doesn’t meet their passion. Intriguing, right?

 

Sourabh Sharma, Senior Manager & Communication + Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh
15
Jul

Behavior Designer: Will Leach

There were two keynote closers Monday, Will Leach from Trigger Point Consulting was the first. We’ll give a review of the second keynote in a future post.

Will Leach set up a marvelous conversation about how to redesign behaviors. His talk started with the typical background, from his work at Pepsi Co in sugar beverages and salty snacks. From there he led us through the only book review in a speech setting we could respect, a review of “Thinking Fast and Slow” by Daniel Kahneman. We got a review (if you’ve read the book) of the two systems of thinking (conscious and unconscious) and the importance for behavior changing methods.

From here he took us down a path to heuristics, which are essentially our subconscious  guideposts for behaving, living, doing almost anything. The audience was all in as he went through a discussion about filtering down the 120+ heuristics to the ones that would work for his efforts at Pepsi. Then he got to the part everyone had to appreciate, some advice on how to achieve results.

His lessons here focused on small.

1. Work with a small budget, constraints are good.

While no one likes small budgets, this does make sense for the next item. Keeping it small and constrained requires a team to be creative with resources. We have found constraint in this area is always better than infinite budget.

2. Conduct small experiments in the real world.

The $1,000 hotdog warmer exchange with a c-store retailer was genius and we agree, great work can be done in small experiments. The findings should always be considered for whether they can scale, but more often than not scaling isn’t the issue.

3. Work with small agencies

This was great to hear as a contrast from the big companies need to work work with big agencies dogma which we have found to be counter productive for real outcomes. As a small design and research firm, we have a built in bias for this message, but if you’ve been in both environments you know the truth on this subject.

All three of these lead to an even more important point, which adds to the modern adage, “fail fast.” He added, “fail fast and on a small scale.” This also goes nicely with the philosophy of “make some, sell some” which you’d hear from Art Fry, the inventor of the Post-It note. It is always good to hear thinking that aligns with other heuristics in the universe.

Overall, Will gave us a walk through the park of behavior changing design methods.

Thank you Will Leach, Behavior designer.

 Aaron Keller
Managing Principal, Research
Capsule Design

14
Jul

Live From #Shopper360: Phygical: Seamless Blending of Physical and Digital Worlds

Insights to Ideas:

The first session of the day started with Holly Rozelle and Simone Schuster from Dannon. They discussed the shopper journey and the fourteen insights that they found which led to seventy-five ideas. The found that they had to appeal to consumers from the behavioral level all the way to the emotional level and they figured out that the emotional level mattered the most. The also asked the “why?” three times to figure out what the answer really was. One particular idea they got from an insight was to change the hashtag #100happydays to #100daysofhealth and this was used by whole foods to inspire people to try and live a healthy lifestyle.

I Saw The Sign:

Amy Andrews from Ubisoft talked about their new methodology and ways to target consumers in stores such as Game Stop. They have focused on the research they have performed with real shoppers on real trips. They found that most of the time spent in the store was waiting and not actually shopping. They also found that viewing a sign does not equal engagement and in their holiday season study they found that 54% of shoppers couldn’t recall a single message even though they were just inside the store. They then found out that window displays were more effective than cash register displays and that a “less is more” mentality works better. Andrews also mentioned the focus on continuing research in order to examine the entire pathway to purchase and leverage the budget for smarter advertising.

Shifting Worlds: From Supply to Demand

Day 10: Late Night Tacos at Midnight Doritos

Day 10: Late Night Tacos at Midnight Doritos (Photo credit: poopoorama)

Chetan Bhanot discussed how to engage the always engaged consumers. He wants to show how switching from supply to demand and how demand can created in the future. Bhanot gives two examples: Lays and Doritos. Lays is associated with “Me time” and enjoyment or relaxation. Lays had the “Do Us a Flavor” competition and it allowed consumers to come up with their own ideas and submit them to be made into a chip flavor. They narrowed the competition down three finalists, distributed bags of each three across the country, and allowed fans to vote on Facebook. They even changed the “Like” button to “I’d Eat That” and ended up having the most successful Facebook App ever. This competition made the 75 year old brand relevant again and allowed millennials to connect and drive the demand of the sample flavored chips. The next example he brought up was Doritos. The Doritos brand is associated with young males looking for bold flavors. Bhanot mentioned that there is competition between these males for time and money and the example he cited was whether a young male would rather spend a $1.29 on an iTunes song or on a bag of Doritos. The insight that Doritos are “for the bold” led to the Doritos Bold Stage at SXSW in Austin, Texas. Doritos could tweet out things such as “do you want to see balloons on the stage?” and if they generated enough responses, they would do just that. This led to Bhanot to explain that “consumers are new media” and companies just have to be facilitators.

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

 

14
Jul

Live from #shopper360: How to Use Weather to Increase Sales

The weather forecast predicts a hurricane. It’s approaching fast, what do you do? Buy as many boxes of strawberry Pop-Tarts as you can, right? According to Paul Walsh, the Vice President of Weather Analytics at The Weather Company, that is exactly what you do.

In his presentation, “How to Use Weather to Increase Sales and Save the World,” Walsh explains just how companies use weather forecasts to sell their products to consumers.

With most of the world planning their days around the weather, advertisers can focus on marketing certain products to areas in need.

Expecting a heat wave? No problem ladies and gentlemen, Pantene has you covered with their official frizz protection hair products.

Situations like these are driving sales for certain brands like never before. With the increasing accuracy of weather predictions, climate change has become a major opportunity for brands.

Mr. Walsh even has his own weather paradigm: anticipate, execute and win. Anticipate impending weather and come up with a way to reach customers who will need your products in the near future. Execute your advertisements and proceed to monitor your market growth, simple as that.

What is so ideal about weather predictions is that they are based on physics, unlike trends, which are formed by educated hunches. Advertisers and retailers are then able to communicate with and reach their audience with the products and services they will require during the harsh weather.

About the Author:

Sam Wisenberg is an Advertising major at Boston University who sure loves a satisfied audience. He can be reached at swisenberg@IIRUSA.com

14
Jul

Live from #shopper360: Implementing Behavior Design into Shopper Marketing at a Major CPG

Will Leach, Founder, TriggerPoint Consulting, Behavioral Design Instructor, SMU’s Cox School of Business and former Director of Shopper Strategy, PepsiCo shared a Practical Guide to Implement Behavior Design into Shopper Marketing at a Major CPG.

5 Things learned becoming a behavioral dealer:

1. Replicability is a real issue for insights.

Most research and marketing is outdated. 78% of CEOs believe Marketers are disconnected from business results.

Preferences change within the environment you’re in.

People hate to think, if you it difficult for people to choose your brand you will lose sales.

If you start designing for behavioral change, you can demonstrate how you influenced a new shopper behavior.

2. Teach yourself first.

Leading academics are way ahead and just need practitioners to try out their models.

The last 10 years have been a golden age for understanding & changing behaviors.

Behaviors are driven by two decision-making systems: considered & conscious and non-considered & non-conscious

The behavioral content: our preferences aren’t stable, they change by where we are, who we are with, how we are feeling, how choice is structured. They aren’t guided by consistent belief and rational thought.

3. Small is the new big

Small experiments, small agencies, small budgets – do them really fast and learn how to replicate the behavior/results

4. Work with Passion Partners

5. Look for desperation

Tackle big issues with little experiments to drive results, innovations, ideas, tactics, designing for behavior.

The battle ship is turning.

You want a seat at the table, you should be driving the conversation at the table.

 

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

 

14
Jul

Live from #shopper360: What Shoppers Can’t Tell You

Barry Lemmon, Global Head of Retail and Shopper at TNS, and Aske Van Der Werff, Global Shopper Insight Director at Unilever, split the stage during their session about in-the-moment research and the implications for shopper marketing.

The pair described the present complexities of influencing shopper behavior. These complexities are due to shoppers being either decided or open, meaning some consumers already know what brands they will buy before they even enter the store.

Percentages of decided shoppers are staggering with 60 – 80 percent of shoppers knowing which brands they will choose prior to buying. In order to influence shoppers to think differently, brands must understand the “shoppers journey.” It is not always as easy as it sounds, though, there can often be trouble when it comes to researching the reasons behind consumer choices.

Shoppers are often ineffective when explaining their decision processes. Many consumers simply can’t remember why they purchased a certain product or they merely don’t know. In order to understand the consumer’s mindset when shopping, researchers must ask “what” and not “why.”

The presentation followed a step-by-step process of how to understand and influence consumer behavior. First, brands must figure out how to influence shoppers. Trouble with research soon follows, but as research is slowly gathered, brands begin to understand what exactly influences shoppers and they are finally able to appeal to the consumer and encourage them to buy.