Last Friday we were invited by the Union of Advertisers as speaker for the Expert Community Omnichannel and Sales.
The topic = optimise your sales activation campaigns and increase your ROI: do’s & dont’s
- In 2018 marketers worldwide said they have difficulty in calculating ROI of trade and media spends
- only 30% of in-store promotions have a positive ROI
- consumers suffer from promo-blindness
- tons of in-store visibility materials are produced that never reach the shop-floor
Time for change!
We looked at an old problem with a new pair of glasses and try to find answers on questions like
- how can digital technology help to connect brands, consumers and shops?
- how can we stimulate interaction between brands and shoppers on the shop-floor?
- how can we break the promo-paradox and stimulate consumers to become loyal or even an ambassador?
First on stage was Hans Raemdonck (Global President, Ipsos Marketing, Products, Pitches & Programs) from Ipsos.
Hans presented very interesting frameworks about effectiveness of POS activations.
My key takeaways from Hans' presentation
- unplanned category purchases are the key sales driver for retailers ... which is not necessarily what brands benefit most from
- 57% of brand purchases are decided at home, hence importance of drive-to-store brand promotions
- key is to find out what are the most influential triggers and touchpoints for your brand in the path to purchase, these triggers can be in-store or out-of-store
- couponing works better to drive traffic to brick & mortar stores than to webshops (Harvard study)
- behavioral science provides interesting insights for promotions like priming, framing, vicarious goal fulfillment, order effects, loss aversion, anchoring
Next Hashting was on stage.
We shared our vision and interesting statistics linked to 3 paradoxes
- promo paradox: 3/4 shoppers are strongly influenced by promotions, yet promotions have never been less effective
- advertising paradox: increasingly more (digital) media touchpoints are available, yet it becomes increasingly difficult to find the best path to purchase
- couponing paradox: smartphone penetration was never that high, yet digital and mobile couponing are still in very early stage of development ... most in Europe
We concluded our presentation by sharing our recommendations for more efficient promotions
- be a good lover: don't overestimate the sexyness of your brand, focus on instant rewards and be generous
- less is more: 30/70 rule applies, focus on dynamic shops
- money talks: focus on consumers' pockets, provide incentives for shops/sales reps on sell-out
- one size doen't fit all: differentiate according to shop types, advertising medium, target groups
- test & learn: don't assume, ABC testing with close follow-up
Finally, Matthieu Willems from Coca-Cola European Partners was on stage.
Matthieu shared his vision on shopper marketing and how to make digital innovations successful.
- test & scale fast, don't be afraid to test ... but also to drop if it doesn't work
- digital innovation should be seamless for consumers
- digital should bring added value for all (consumers-retailer-brand)
- digital technology can link brands to consumers and retailers of all kind
If you are interested in our inspiration workshops, don't hesitate to reach out to us.