Shopper Marketing: Motivation and Facilitation

• Shopper marketing stimulates shopper behavior through building brand equity and encouraging purchasing
• Shoppers act based on their needs
• Shopper Marketing impacts store choice, basket size, return trips, sales, trade ups, brand loyalty, product/brand selection and trials

Motivation and Facilitation

• Influence a desired behavior
• Motivation + Facilitation influence behavior

Three Rules of Shopper Marketing

• Understand current shopper behavior and what needs changing
• Determine clear, focused, aligned barriers to purchase
• Become familiar with shopper motivations

Volume Definitions

• Business objectives drive shoppers to spend money
• Volume comes from current shopper behavior

Facilitation Examples

• Good facilitation includes Sephora perfume, customer service, and easy testing leads to a fun experience
• Bad facilitation includes drug stores with perfumes locked up, no customer service or testing

Six Facets of Emotion in Shopper Marketing

• Emotional reactions are quick
• Emotions are inevitable
• Emotions impact decisions
• Positive emotions open the environment
• Emotions draw attention
• Positive emotions increase risk taking

Shopper Insights

• Shopper insights involve what a shopper thinks
• One in three men pick their noses while driving

Consumer vs Shopper Insight

• Consumer insight is believing a good night's sleep helps recovery
• Shopper insight includes preparing better for peace of mind

Classic Model of Communication Elements

• Source seeks feedback
• Communication objective transforms into a message for the channel
• The receiver/target audience is the outcome

Brand Positioning

• Attributes are product related vs non-product related
• Brand positioning relies on attributes and benefits
• Key feature, benefit, or image represents the brand to the target audience
• Positioning statements capture a brand's meaning and distinctiveness
• Benefits can be functional, symbolic, or experiential
• Marketing messages from a semiotic perspective include sign and object

Meaning Transfer

• Meaning transfer involves culture to object to consumer via socialization
• People learn cultural values, form beliefs, and become familiar with artifacts
• Advertising in culture becomes texts interpreted by consumers

Figurative Language

• Figurative language involves simile, metaphor, allegory, and personification
• Similes use "like" or "as" for comparison
• Metaphors are direct comparisons
• Allegory equates narrative objects with outside meanings
• Personification gives abstract qualities human characteristics

Repositioning

• Brand repositioning increases competitiveness or refreshes brand image
• It extends product life cycle or enters new market segments

Creative Strategy

• Strategies increase attention or attraction to a message and motivation
• Appeal to need for information or hedonic needs

Hedonic Needs

• Appealing to hedonic needs elaborates likelihood through peripheral cues
• Appeals to consumer desire for pleasure, fun, excitement, beyond pure functions

Sticky Advertisement Elements

• Unexpectedness grabs attention
• Concrete ideas are tangible
• Credibility includes supporting facts and influencers
• Simplicity has a core ideal
• Storytelling connects ideas
• Emotional ads tap positive and negative feelings

Comparative Advertising

• Compares products against competitors
• Brands with small market share may find this useful
• It may be illegal in some countries
• Pitfalls could involve consumer confusion or rude customers

Fear Appeals

• Fear appeals emphasize physical or social threats
• Guilt involves breaking rules, violating standards, or behaving irresponsibly
• Ineffective guilt ads are not credible/manipulative

Humor Appeals

• Can attract and hold attention
• Puts consumers in a positive mood
• Aids attention and awareness and retention
• May be too distracting

Sex Appeals

• Elicits attention through emotional responses and feelings
• May enhance recall of message
• May degrade certain audiences

Creative Style Strategies

• Strategies include unique selling proposition, brand image, resonance, and emotional

Unique Selling Point

• Highlights an important difference

Brand Image

• Brand image develops identity via association with symbols

Resonance

• Resonance involves matching patterns with experiences

Emotional

• Emotional connects through visceral levels

Means-End Chain

• Attributes and consequences lead into values

10 Universal Values

• Self-direction, Stimulation, Hedonism, Achievement, Power, Security, Conformity, Benevolence, Universalism, Tradition

Creative Brief Elements

• Creative briefs promote teamwork and explain campaigns
• Elements: Background, target audience/personas, insights/analysis, objectives/outcomes, positioning/personality, message, medium, vehicles, deliverables
• Objectives/outcomes summarize campaign goals
• Positioning defines brand positioning statement

Media vs Vehicles

• Media involves general communication methods
• Vehicles are where those mediums are placed
• Creating effective messages is critical
• Choosing best advertising medium involves looking closely at the medium
• How the medium will characterize the message
• Messages are colored by channel/medium

Think Before You Ink Checklist

• Clear on audience goals?
• Do you have clarity on your big idea?
• Is the idea valuable?
• Can you explain the why behind your idea?
• Do you know the organization's intentions?

During a Pitch

• Spend 80% of time researching and discussing, and 20% on crafting pitch
• Get ideas across through visuals, details, and testimonials
• Show confidence through journey, language, definitions, and respect