popai presentation jb

Jason Bullivant Strategy & Planning Director

2  

(And other dodgy maths…)

1 1+ = 3

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Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.

“

” Charles Mingus

5  

(And other dodgy maths…)

1 1+ = 3

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Increasing the ‘sales’ opportunity

What the brand

stands for?

What the shopper

is looking for?

MAXIMISED REASON TO PURCHASE

+ =

7  

x2

What the brand

stands for?

What the shopper

is looking for?

MAXIMISED REASON TO PURCHASE

+ =

x3 x2

THERE ARE ONLY 3 WAYS TO INCREASE SALES

1 Get more shoppers

2 Get existing shoppers to buy more often

3 Get existing shoppers to spend more

“If a creative idea doesn’t work instore, it simply doesn’t work.”

Ann Mooney, (ex) Global Marketing Director, P&G.

How do you choose the products & services you buy?

THE RATIONAL

The Sales bit

Logical

Analytical

Maths

The Brand bit

Intuition

Creativity

Holistic thought

THE EMOTIONAL

BRAND A

BRAND B

BRAND C

BRAND D

BRAND DPOP

BRAND - Getting on the radar

(2 examples)

4% liked7% disliked89% indifferent

IPG Advertising Study

Persuasion CoMMuniCaTion iMPaCT

How can we share the

message with impact?

wHere do we need to share the message?

wHy. what is great about the product?

The wHy needs to inform the How

Getting on the radar - example 1

Rom Bar - Romania

Getting on the radar - example 2

Getting on the radar - example 2

Getting on the radar - example 2

Getting on the radar - example 2

Hellmann’s Mayonnaise - UFS

Creating shopper ‘happy’

(3 examples)

Wicked Uncle - UK

Shopper ‘happy’ - example 1

The education started well before the hoardings.

Swing tags, instore displays and catalogues had been using QR codes all before that.

Shopper ‘happy’ - example 2

We’re no longer a purely financial institution – but retail spaces also competing for people's time and attention…

Peter Holmes, Head of Network Planning and Design, NAB

NAB Kiosk – Westfield

Shopper ‘happy’ - example 3

Bringing it all together

(2 examples)

Bringing it all together - example 1

Bringing it all together - example 1

Bringing it all together - example 1

Deus Cycleworks – Last Dinosaurs/Zoom Bike

Bringing it all together - example 1

Deus ex Machina – Temple of Enthusiasm

Bringing it all together - example 2

Bringing it all together - example 2 Bringing it all together - example 1

Anaconda

EXPERIENCECustomer Service/Purchasing

EXPLORINGPhysically looking to purchase. (Instore, Online, Mobile, etc)

RESEARCHThe information gathering stage.WOM & independant reviews inform a new perception.

PERCEPTION Top level awareness of the brand.Typical ATL disciplines

POP

All steps push you closer to purchase

Summary

Use the power of your brand.

Summary

Understand your shopper.

Summary

Create a deep engagement.

Summary

Be Brave. Be Seen.

What the brand

stands for?

What the shopper

is looking for?

MAXIMISED REASON TO PURCHASE

+ =

39  

(And other dodgy maths...)

1 1+ = 3

jason@dynamix.com.au |

thanks.

Jason Bullivant Strategy & Planning Director