Ask yourself - who is the target of your marketing? Do you focus on your consumer – the end-user of your products? Or do you also speak to your shopper – the person who actually makes the purchase?
It’s the shoppers who have real power to drive your results.
The average person sees 3,000 brand messages every day*. Then there’s online research, past experiences, recommendations from friends and family. What drives your customer?
You need to identify the insights that are truly driving your customer.
*Maritz Loyalty Marketing: http://www.maritzloyalty.com/consumer_loyalty_programs.html
90% of marketing stops in the car park... GMA/Deloitte Consulting LLP 2007 Shopper Marketing Study Results
but 70% of all purchase decisions are made in store.Consumer Buying Habits Study, Point-of-Purchase Advertising Institute and Meyers Research Center, 1995
Every shopper has a mission in mind. Is it a research trip or are they going to buy? A weekly shop or a top up? Is there an occasion they’re shopping for?
What shopper insights can be uncovered by understanding their behaviour?
Have you noticed that some aisles are filled with shoppers while others are empty? Every store has its own pattern. Where do your shoppers spend their time? And how can you disrupt their journey?
Retailers can determine the success and cost of your campaign. But they don’t care about growing individual brands, they care about growing categories. So how can your campaign fulfill everyone’s needs?
And what insights can the retailer bring to the table about their customers?
Welcome to the ‘zero moment of truth’. Some decisions are made in a fraction of a second. Others take weeks or months. What will trigger that final decision in your favour?
Your customers can be your most powerful marketing tool. 92% of shoppers believe recommendations from friends and family over all forms of advertising*. So how are you going to get them talking?
*http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
We offer an end-to-end Shopper Marketing solution. Based on actionable insights we create marketing campaigns that connect with shoppers and customers and change their behaviour to drive our clients' sales.
Although we grow bigger by the year, we still behave like we're a small family business – we are about the work, each other and making life better for our shoppers and our clients.
If you'd like to see how hard our path to purchase thinking could work for you, give us a call and we'll talk shop.
Get in touchFarrimond Limited
Level 1, 5 Eglon Street
Parnell
Auckland 1052
PO Box 8826,
Symonds Street
Auckland 1150
Ph: 09 373 5157
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