Download - Marketing to Women in a Social World
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Marketing to Women in a Social WorldErin Hunter – Global Head of CPG Marketing
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Source: Advertising Age Data Center, accessed Nov 2012
Marketers today get less bang for their buck
1987 2012
Major Global CPG Advertiser
Series1
0
20
40
60
80
100
120
140
0
2
4
6
8
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14
Sales ($B) Sales/Ad Spend
Sale
s vo
lum
e
Sale
s/ad
$ s
pent
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The good ole’ days of centralized and predictable TV are gone
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It’s more difficult and expensive to reach the same audience through TV than it was 15 years ago
Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012)
$11.18 cost of network primetime per 1000 homes
Target audience 1997 vs. 2012
$24.08cost of network primetime per 1000 homes
Reach80–90%
Reach60%
20121997
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39%
18%5%
7%
31%Never use a mobile device to shop
Only a couple times a year
Once a month
Daily
Mobile moms use their phones while shopping
Source: Alliance Data, "The Mobile Mom," April 2013
Weekly
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Products for which US mom mobile shoppers use their smartphone/tablet to shop or research
Source: Alliance Data, "The Mobile Mom," April 2013
6%
21%
31%
39%
42%
47%
56%Clothing
Beauty products
Household products
Toys
Items I need for the kids
Jewelry
Other
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400
200
0
600
1 year 8 years
800people1B
4 years
1000
people680M
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Sources: Forrester
Retail is changingShare of retail sales 2001
1%
22%
77%
OnlineInfluencedOffline
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7%
47%
46%OnlineInfluencedOffline
Sources: Forrester
Retail is changingShare of retail sales 2012
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9%
49%
42% OnlineInfluencedOffline
Sources: Forrester
Retail is changingShare of retail sales 2016
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98% (3x)
84% (2x)
64% (2x)
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Who’s doing it well today?
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Great creative on Facebook is … just great creative
Timely/User relevance
Initiative-basedSuperiority/Benefit driven
Base business/Equity
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Luxury brand buyers are highly active on Facebook and have lots of friends on the site
Source: Facebook Internal, Dec 2012
523avg # friends
active users, U.S. resident, retail/shopping: luxury goods
12.5M 2.5xcomments
3.2xstatus updates
3.7xlikes
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She has 25% more friendsHer friends are other momsMoms’ most trusted influencer is other moms
More than anything else, she shares news, photos and stories about her family
She talks about family 140% more
Why Target Moms?
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+
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lift in sales —Laurent Faracci, Reckitt Benckiser
30%
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What’s Next?
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Reach the RIGHT people
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Reach ALL of them
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Make them into engaged and loyal advocates
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Television gets us scale but blunt targeting
W 18–34Luxury-Beauty
“Want natural products”
W 18–34
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Cable TV and print get us better targeting but limited scale
W 18–34Luxury-Beauty
“Want natural products”
Luxury-Beauty
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People have moms
Marketers have demographics
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WOMEN
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WOMAN
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“Heavy Buyer” segments developed based on volume, sales dollars, recency and frequency
The future is not about demographics
Greeting cards
OTC drug
Grocery spending behavior
Sweets & snacksHousehold cleaners & supplies
CerealDairy & eggs
Personal carePet care Health foodsFrozen foodsBeverages
Children’s food
& products
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Consumers receive messages that are best for them
$18K
$18K
“Top rated in safety: the all new XYZ”
“On road or off-road: the all new XYZ’s got
it”
“Built like a tank to give you peace of
mind”
“XYZ can do 36 mpg in its sleep”
Old Way
Today
F 18–45Sedan
Outdoors
F 18–55SedanGreen
W 18–34SedanMoms
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Marketers can reach their own consumers through new platforms
Marketer’s CRM database
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