SESSION 2- PENETRATION STRATEGY (1).pdf

SESSION 2 – RECRUITMENT STRATEGY Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES THAT AFFECT VOLUME Retention Penetration EXISTING NEW CONSUMERS Frequency TODAY CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES THAT AFFECT VOLUME Retention Penetration EXISTING...

SESSION 2 – RECRUITMENT STRATEGY Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES THAT AFFECT VOLUME Retention Penetration EXISTING NEW CONSUMERS Frequency TODAY CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES THAT AFFECT VOLUME Retention Penetration EXISTING NEW CONSUMERS PURPOSE OF THE SESSION The importance of recruitment for brand health Identifying & targeting available consumers Creating awareness and trial AT WHAT STAGE OF THE BRAND’S LIFE IS RECRUITMENT IMPORTANT? Volume INTRODUCE THE BRAND /PRESENT CREDENTIALS DEEPEN THE CONNECTION ACCELERATE GROWTH KEEP RELEVANT AND DIFFERENTIATED Time VOLUME: THE LEAKY BUCKETT EFFECT Need to keep a constant inflow of new consumers to compensate /minimize the lost consumers that ev ery Brand inev itably has DRIVING PENETRATION https://www.contagious.com/iq/article/how-brands-grow DRIVING PENETRATION PENETRATION HAS THE GREATEST IMPACT ON SALES VOLUME Source: Byron Sharp ‘How Brands Grow’ OBSERVATION DRIVING PENETRATION The conclusions of the research by Dr Sharp have been prov en by Kantar after studying the performance of +3,000 brands: Penetration is the biggest driver of brand performance Source: Kantar 2568-KWP-Thoughts_on_report-Brand-Growth-Final-online.pdf Even the biggest brands have a small % of loyal users THE RISK OFDRIVING NOT RECRUITING: AN “AGING” BRAND PENETRATION Brands need to constantly recruit to stay relevant Brand is cool Brand starts recruiting again “Dad jeans” Focus on l oyalty only Cri s is Brand is cool again KEY THOUGHT 1: IN ORDER TO MAINTAIN BRAND HEALTH IT IS IMPORTANT TO KEEP RECRUITING NEW CONSUMERS THROUGHOUT ALL OF THE BRAND’S LIFE SEGMENTING OUR TARGET How do we define our target? Consumer vs target consumer KNOWING OUR TARGET 01 Who they are? SOCIO-DEMO 02 What do they need? 03 Deep knowledge RELATIONSHIP WITH THE CATEGORY ATTITUDES/ VALUES KNOWING OUR TARGET 01 Who they are? SOCIO-DEMO 02 What do they need? RELATIONSHIP WITH THE CATEGORY 03 Deep knowledge ATTITUDES/ VALUES KNOWING OUR TARGET 01 Who they are? SOCIO-DEMO 02 What do they need? RELATIONSHIP WITH THE CATEGORY 03 Deep knowledge ATTITUDES/ VALUES KNOWING OUR TARGET: SOCIO-DEMO OZZY OSBOURNE PRINCE CHARLES Male Born in1948, grew up in England 2 kids Very rich Successful Married twice KNOWING OUR TARGET 01 Who they are? SOCIO-DEMO 02 What do they need? RELATIONSHIP WITH THE CATEGORY 03 Deep knowledge ATTITUDES/ VALUES KNOWING OUR TARGET: ATTITUDES TOWARDS THE CATEGORY DIFERENTIATION SEDUCTION AFFILIATION CONTENTMENT Consumer needs STATUS KNOWLEDGE KANTAR Needscope model More than segments, TRIBES KNOWING OUR TARGET 01 Who they are? SOCIO-DEMO 02 What do they need? RELATIONSHIP WITH THE CATEGORY 03 Deep knowledge ATTITUDES/ VALUES KNOWING OUR TARGET INSIGHTS INSIGHT A deep and actionable discovery about consumers, their motivations, attitudes or behaviours. KEY THOUGHT 2: KNOWING YOUR CONSUMERS WELL AT ALL LEVELS WILL ALLOW YOU TO CONNECT WITH THEM IN A RELEVANT MANNER PENETRATION: AVAILABILITY The first step to develop brand recruitment is to drive availability, ie. Make your brand available to them. PHYSICAL AVAILABILITY: DISTRIBUTION CHANNELS Distribution channel: A distribution channel is a chain of businesses or intermediaries through which a good or service passes until it reaches the final buyer or the end consumer. Distribution channels can include wholesalers, retailers, distributors, and, of course, the Internet. Distribution methods: One-offs, subscriptions, home delivery, click & collect MENTAL AVAILABILITY: AWARENESS Prompted awareness: When asked consumers recognize the brand and service it provides Umprompted awareness: The brand comes to mind when thinking of the brands that compete in a certain category KEY THOUGHT 3: MAKE SURE YOU PLAN WELL YOR STRATEGY TO DRIVE PHYSICAL AND MENTAL AVAILABILITY SO THAT THEY ARE WELL COORDINATED DRIVING AWARENESS AND TRIAL: FOCUS ON THE RIGHT MESSAGE Fulfill an aspiration Release tension points DRIVING AWARENESS AND TRIAL: GETTING THROUGH THE CLUTTER THE WOW EFFECT: PURPOSE THE WOW EFFECT: YOUR POSITION IN THE MARKET THE WOW EFFECT: UNIQUE TECHNOLOGY THEY MELT IN YOUR MOUTH, NOT IN YOUR HAND THE WOW EFFECT: CUSTOMER SERVICE FRESH PIZZA AT YOUR DOOR IN LESS THAN 30 MINS OR IT’S FREE THE WOW EFFECT: PRICE https://www.youtube.com/watch?v=ZUG9qYTJMsI KEY THOUGHT 4: WHEN BUILDING AWARENESS CHOOSE THE MOST RELEVANT AND DIFFERENTIATED FACTOR AND COMMUNICATE IT YOU NEED FOCUS! BUILDING TRIAL Trial Works differently with products and services BUILDING TRIAL BUILDING TRIAL: PRODUCT TRIAL Product trial options: Sampling (in-store, in media, in distributors) BUILDING TRIAL: PRODUCT TRIAL Product trial options: Experiential sampling BUILDING TRIAL: PRODUCT TRIAL Product trial options: Cross promotions (related items or related consumer profile) Leverage the vast amount of data available! BUILDING TRIAL: PRODUCT TRIAL Product trial options: Buy backs BUILDING TRIAL BUILDING TRIAL: SERVICE TRIAL BUILDING TRIAL: SERVICE TRIAL Service trial options: Free + freemium BUILDING TRIAL: SERVICE TRIAL Service trial options: Limited time offers (with or without credit-card details in advance) Opt out warning BUILDING TRIAL: SERVICE TRIAL Referral programmes: Reward for referral and referee The right UX TRIAL: TIME AND PLACE MATTERS! Identify the right people you want to have your brand first and make it available to them Identify the right places you want your brand to be seen in 51 KEY THOUGHT 5: WHEN BUILDING TRIAL USE THE METHOD THAT WILL BE MOST ALIGNED WITH YOUR FINAL COMMUNICATION OBJECTIVE, LEVERAGE DATA TO TARGET THE RIGHT PEOPLE AND ENSURE YOU WORK ON THE DETAILS EVERYTHING COMMUNICATES!