Lead Marketing Conference
Location, Location, Location
J.P. Beauchamp & Willis Duran
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Colossal Collapse In Chicago
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The Friday Morning Leader Board
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Some Numbers to Consider
1.7% to 1.3%
Revised GDP for Q2
2012
70%
New Jobs Created
2010 A55+
63.5
Labor Force
Participation
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Commerce Dept, Challenger Gray & Christmas
Good News Bad News
Economic Snapshot
2008-2012E
Economic
Measure
GDP (% chg)
Unemployment (%,
SA)
Consumer Price
Index (% Chg)
Retail Sales (%
Chg)
Residential Permits
(000)
Source: Moody’s, BLS
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2008
2009
2010
2011
2012E
1.9%
-2.5%
4.2%
3.7%
1.7%
5.8
9.3
9.6
9
8.1
3.8%
-0.3%
1.6%
3.0%
1.7%
-1.2%
-7.0%
6.4%
7.6%
1.0%
895
582
603
624
755
We Adapt and Overcome
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The Most Important Slide
Segments
Downtrodden

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

Size: 17.8%
Median Age: 48
Median Income: $41K
Bleak outlook
Promotion & Store Influences
Product Development



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
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Skew to Walmart, Dollar, C-Store &Supercenter
Collect coupons from newspapers and online
Like loyalty card discounts, store signs, displays
Use store Kiosks, Touch Screen Digital Signs
Buy most private labels for EDLP
 Skew to Walmart, Dollar, C-Store & Club
 Don’t actively collect coupons
 Don’t pay much attention to In-Store circulars,
signs or displays.
 Price sensitive.
 Skew to Grocery, Drug and Mass stores
Start-Ups
 Search info and purchase online
 Size: 10.6%
 Collect coupons from newspapers and online
 Median Age: 36
 Median Income: $47K  Like loyalty card discounts, store signs, displays
 Hurt but see bright future Use store Kiosks, Touch Screen Digital Signs
Cautious& Worried


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Size: 24.8%
Median Age: 55
Median Income: $47K
Bleak outlook
Optimistics

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

Size: 14.3%
Median Age: 40
Median Income: $64K
Financially hurt a bit
Carefree

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Size: 18.6%
Median Age: 53
Median Income: $67K
Financially Stable
Savvy Shoppers

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Size: 13.8%
Median Age: 51
Median Income: $76K
Financial improved
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Visit manufacturers’ web for info and deals
Try new brands for low price
Look for products that last longer
Prefer products that serve multi-usages.
Prefer package types that allow family share
 Try new brands for low price
 Look for products that last longer


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
Visit manufacturers’ web for info and deals
Try new brands. Like products that last longer
Prefer package types that allow family share
Reachable by social network, TV and Ratio ads
and iPhone.
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


Skew to Walmart & Supercenter
Search info and download coupons online
Like loyalty card discounts, store signs, displays
Price sensitive. Buy private labels for EDLP.
 Visit manufacturers’ web for info and deals
 Prefer package types that allow family share
 Reachable by TV and Radio ads and iPhone




Skew to Club store
Not engaged in collecting coupons
Least price sensitive
Buy on trust of brands
 Most brand loyal

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
Skew to Grocery, Drug and Mass stores
Enjoy shopping and quest for value.
Use a lot of coupons and store circulars
Like loyalty card discounts, store signs, displays
Buy on trust of brands
 Read product labels
 Research products on blogs
While consumers are a little pessimistic about the economy, they
are making adjustments and returning to “little luxuries”
Downturn Driven Ritual Changes
% of Shoppers- Top 2 Box
Source: SymphonyIRI MarketPulse Survey, Q32011.
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Slight changes in consumer optimism are reflected in how
they are strategizing their store trips
Trip Strategies
% of Shoppers- Top 2 Box
Source: SymphonyIRI MarketPulse Survey, Q32011, Q2 2012
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Scope & Scale
Almost half of US
Adults own a
Smartphone
One-third of
Americans view online
videos a day
Facebook delivers
one out of every four
ads
Source:Pew Research Center's Internet & American Life Project. 3/12
comScore US Digital Future in Focus 2/12
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>100 advertisers =
1 Billion IMPs Q4
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Key Steps in the Shopper Marketing Activation Process
Identify
• Key Consumer Groups
• High Value Shoppers
• Priority Segments
Activate – Media Messaging & Consumption
•
•
•
•
Media Campaigns
Direct to Consumer Program
Focused Messaging
Concentrated Content
Activate – Retail Channels, Banners & Stores
• Geographies—Local is the new Black
• Retailers
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How Can you Better Leverage Digital
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Content
Communication
Shopper Experience
“Push” messaging
“One Size Fits All
“Messaging
Confusion at the Shelf
One-on-One Dialogue
Tailored
Communications
Greater convenience
In Store or Online
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Everything is in Play…Data & Platform Agnostic
Lifestyle / Shopper
Segmentation
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Media Consumption
Buying Behavior
Is she a traditionalist?
Is she an expert who likes to
share her recipes and skills with
others?
Will she only buy your
product on a deal?
…or is she a health
conscious consumer?
… or does she reach out to
cooking experts because she
needs as much help as
possible?
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… or does she stick to one
brand?
DATA
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+ CONTENT + TECHNOLOGY
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Data
ShopperMarket
ShopperScan
Other Data
Audience
Data
3rd Party
Data
Media
Data
POS data representing 95% of
items sold at the UPC level
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Page 15
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All outlet SIG scan panel
purchase data and AOL
proprietary data
Behavioral | Demographic
Psychographics | Technographic
Daypart | Weather
Content
Audiences can be targeted and scaled with uniquely crossplatform digital approaches.
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Page 16
Technology
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Insights
Digital Audience Insights
Offline Sales Impact
EXPOSED
CONTROL
ROI: $2.52
360 Multi-Dimensional Views
Advanced Measurement
Page 18
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Digital Campaigns - Benchmarks
•
The Average ROE for all targeted campaigns is $1.74 vs. $1.54 without a Purchase Based
Target
MAX
ROE
$3.82
$ Impact /HH
% Impact
$0.16
68%
(Impressions)
545MM
Targeted
$0.09
Targeted
$1.74
Average
$1.67
No Target
$1.57
Campaign Size
Targeted
111MM
Average
$0.08
Averag
e
98MM
Targeted
19%
No Target
$0.07
Average
16%
No Target
70MM
No Target
12%
$0.48
MIN
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$0.02
Updated 9/12
1.2%
17MM
Holistic Data Approach
Identify your best
consumer by their
shopping behavior.
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Identify where to
find your best
consumer
Develop laserfocused consumer
target.
Thank You
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