SHOPPER MARKETING PROPOSAL

August

2013

MARKETING ENVIRONMENT

1. INBOUND MARKETING In 2012, content marketing was the leading tactic for 18.9% of marketers worldwide. In 2013, that percentage has grown to 34.8%.

The key is to continuously produce authentic contents that get much online traction. It will ultimately lead to a strong bond between the brand and the audience. They are going to be your your PR troopers, spreading the words about you products amongst their friends and families.

Gary Vaynerchuk, the star of Wine Library TV, is the Director of Operations at Wine Library in Springfield, NJ. With his unconventional, often irreverent commentary on wine, Gary has attracted a cult-like following of more than 90,000 viewers a day. His best quality is that he talks in the language that directly speaks to shoppers as opposed to commercial wine lingo. The success of the show led Wine Library the x10 increase in sales.

2. ONE TO ONE RELATIONSHIPPut product marketing aside for a minute. Spend time listening to consumers. What are their day-to-day struggles in life? Show a helping hand to consumers and you will win their trust and eventually, it will lead to understanding what stands between them and your products.

“To address these [technology] forces, our vision is to build our brands through lifelong, one-to-one relationships in real time with every person in the world”

Marc Pritchard - P&G, Global Brand Building Officer

Unique visitors per month: 146,000Target: Teenage girlsTopics of focus: Feminine care, body, relationships, beauty and style, entertainment, products

Procter & Gamble research found that teenage girls want information about feminine care, but are embarrassed and uncomfortable talking about it with friends and family.

The site carries tips for dating, sexual harassment at school and dealing with mood swings is relevant to the target audience.

3. WHY YOU DO WHAT YOU DOWhen Apple fans are buying an iPhone, they are not only buying a mobile device, but are also buying the philosophy of Steve Jobs. They are making a statement, with their purchasing power, that they support what Steve Jobs promoted and tried to achieve with his brand. The new generation of consumers want to know your Purpose, existence of your company.

When consumers resonate with your core belief, they turn into your brand’s faithful fans.

A few years ago, Sensya was operating with one shop in Japan. Now a company responsible for a huge car washing community, Sensya proudly calls 300 of their worldwide shops their global partners. CEO Aihara recalls a significant moment when he uploaded a home made video in which he talks about his dream of creating an accident free society with his car washing products. Creating a community with fans who relate to his vision gained a huge fan base all over the world.

4. BRAND MUST HAVE A SOCIAL MISSIONAccording to the CONE Communications’ CSR Social Score, the growing emphasis on social responsibility has affected the relationship between companies and their consumers.

96% will have a more positive image of that company. 94% will be more likely to trust that company 93% will be more loyal to the company 93% want to see more of the products and services they use support CSR 91% are likely to switch brands to one that supports a good cause, given similar price and quality.

The language is key to engaging consumers in a social movement. There are many businesses that have spent a lot of money and effort strengthening their value chain and yet have not been able to unlock the value of CSR. Carrotmob effectively engage the consumer in a language they can understand, the transparent campaigning system, in the simple yet beautiful design.

SO HOW DO WE ENGAGE IN THIS NEW DIALOGUE?

These trends are shaping a new relationship between brands and consumers. You have an opportunity to evolve your marketing efforts and capture this new style of dialogue with pet owners in Japan.

THE IMPLICATIONS

CUSTOMERS PARTICIPANTS

BRAND IDEAS / INSPIRATION

PRODUCTS ENABLERS 

PRICE CONTEXT

PROMOTION ENGAGEMENT

PLACE PARTNERS

RELATIONSHIP COMMUNITIES

OUR APPROACHIn order to build an enduring relationship with pet owners, creating an emotional connection with the consumer is essential.

You have the opportunity to create an ongoing campaign of initiatives that provide relevant, resonant ‘life experiences’ that all spring from the same central strategy, and in doing so, build anticipation, momentum and increased brand preference

MARKET INSIGHTS富士経済　2012年 ペット関連市場マーケティング総覧」

ペット関連製品の情報入手手段

0

20

40

60

80

Dog Owner Cat Owner

店頭 企業のホームページ知人からの口コミ 動物病院 SNS 店頭 企業のホームページ知人からの口コミ 動物病院 SNS

MARKETING INSIGHTSCONFUSED BY CATEGORY CLAIMS

ナチュラルフードって何が違うの？

どんな種類があり、どう選んだらいいのでしょうか。

ドッグフードの内容物にかなり危険なものが入っている記事を読みました。本当のところどうなのでしょうか？

『添加物は怖いけど、何を買ったらいいの？』

CONSUMERS HAVE NO MEANS OF RELIABLE SOURCES

国産の方が安心？高ければ高いほど、良品？

CHALLENGE1. Perceived risk of negative pet reaction.

2. All your competitors are claiming to be “healthy.” There is no authority like AAFCO in Japan.

3. Difficulty of conveying brand messages by means of visual equities and verbiage.

4. Japanese translation of the copy

ISSUE ➡ OPPORTUNITIESCONSUMER NEEDS x YOUR ISSUE = YOUR OPPORTUNITY

UNDERSTAND ME,

EDUCATE ME

“At this point, we’ve seen too many marketers hijacking social media as simply yet another channel to advertise to people. The great potential of social media has been reduced to mid-20th-century mass marketing — that’s not why people are on social platforms, to swim through brands constantly sending out meaningless, cheesy tweets just to make some noise.”

GENUINE DISRUPT CATEGORYUNCOMPLICATE IT

 Scott Monty - Ford, Head of Social Media

ELEMENTS OF SUCCESS

COMMUNITY

VIDEO HERITAGE

OWNEDMEDIA

THANK YOU!