Promo - February 2009 - (Page 15)

The players Two versions of these free 16-page booklets were developed for Kraft. One focused on summertime entertaining and one on back to school to help consumers plan affordable meals. The booklets were housed on floor stands and side kicks in grocery stores. or equity communications that focus on relevant attributes. This will require an integrated planning process with brand and sales teams working in unison. 8 KEEP IT SIMPLE In times of change and uncertainty, clarity is key. Value messages, especially in-store, should be simple and to the point. If things get too complex, shoppers will resort to the lowest price. Shoppers will also look for familiar cues of trust and reassurance. Combine relevant value messages with these valuable equities. Be proud and confident and not apologetic. Shoppers are looking for reassurance that they are making the right choices. Be transparent and don’t sell people what they don’t need—you will lose their trust and loyalty. your retail partners are reacting to these changing times and working with them to meet their own shoppers’ evolved needs will deliver incremental returns for both you and them. What programs will retailers be developing? How do they relate to your shoppers? How can you bring your knowledge of consumption and usage occasions to the retailer’s knowledge of buying behavior? Working with Kraft and Walmart under the Simple Mealtime Ideas banner, we provided convenient, affordable and delicious meal solutions for their price-conscious shoppers. The program was communicated in-store with P-O-P materials, on in-store screens and via sampling, and out-ofstore on www.walmart.com, with e-mail blasts and print ads. 9 INNOVATE WISELY While marketing in a recession is undoubtedly about marketing to the core (brands, consumers and retailers), times of change create new opportunities as consumers and shoppers re-evaluate their needs. New segments will emerge following changes in consumption and shopping behaviors, while digital technologies in and out of store will present new engagement opportunities. While all expenditures should be carefully considered, an insight-led and integrated planning approach can reveal opportunities for competitive advantage that will last well beyond the current recession. McDonald’s, for example, is currently targeting Starbucks’ dominance with a value and convenience message that, if successful, may fundamentally change the behavior of certain coffee drinkers. Procter & Gamble’s cold wash detergents appeal to both a value and environmental mindset. 5 ALL SHOPPERS ARE NOT THE SAME Just like the general population, shoppers are not one homogeneous mass. Exciting demographic changes present segmentation opportunities for focusing tailored offerings and messages that can be based on ethnicity, age, families or singles. All groups have distinct needs that will be affected by an economic downturn. And it’s not just about pure demographics. How does a shopper’s frugal financial mindset relate to other, more positive areas of interest like health and wellness and sustainability? 6 THINK ABOUT THE PATH TO PURCHASE While the first moment of truth undoubtedly occurs when a shopper selects one brand over another, the decision-making process does not take place entirely at the shelf. If shoppers are combining their trips or looking for deals, what role do coupons (and coupon Web sites) play? Is online a channel for raising awareness? Do retailers’ loyalty programs influence planning decisions? Can radio talk to your shoppers while they drive to the store? 10 EVALUATE CONSTANTLY This recession is far from over, and no one knows how things will play out. More change is certain, however. It’s important that we stay close to the consumer and our retail partners, ensuring that our products and messages are relevant to their needs and remaining flexible as these needs change. l P Jonathan Dodd is the director of strategy, retail and shopper practice leader at G2. He can be reached at jdodd@g2.com. Editor’s Note: Jessie Spungin, the vice president of shopper marketing at ConAgra Foods, shares his thoughts on the remarkable increase in retailer shopper marketing programs, the economy’s impact on food marketers and how shopper marketing fits in. (See page 26.) 7 ALIGN YOUR BRAND AND SALES TEAMS Those organizations that realize that shoppers’ changing habits need to be addressed by the whole organization, not just sales or customer teams, are the most likely to succeed. Recession-beating solutions may present new product development opportunities, require new packaging formats, Promo / WWW.PROMOMAGAZINE.COM / February 2009 15 http://www.walmart.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - February 2009

Promo - February 2009 Contents Editor's Note A Bitter Pill Moving the Pictures Exclusively Yours Smart Mart Web Watching Tell Your Friends Commentary Second String Q&A: Shop Right Cover Story: Game On! Game On! Resource Center The Agency Center Testing... Testing... Index of Advertisers

Promo - February 2009

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