> July 2009 <
What's In Store This June? Shopper Activations
Another light month in the supermarket aisles for brand activations but with Coles' clean shelf policy, and the continuous creative battle to cut through the noisy shelf environment across most channels, this month's review takes the usual look in store, but also explores the benefits and pitfalls of 'going it alone' with on pack and online promotions.
The battle for shoppers through the door continues in Coles and Woolworths with weekly and daily discounts. Consumers can find rewards in price point offers from cash and percentages discounts to multiple purchase buy discounts. All offers are communicated at shelf, supported through in store catalogues and online, and volume awareness is generated with 15 second TVCs.
At shelf activations in Woolworths were Vittoria and Moccona coffee, Schweppes Solo and Ferrero Bueno.
- Prizes were a car, 2 holidays and a 'money can't buy' experience
- One offered $150 cash as daily minor prizes but was only open for 2 weeks
- 2 required multiple purchase and 2 required single purchase entry qualification
- Entry was online from all 4 and 2 offered mail in entry as well
- Prize pools ranged from $15,000 to $54,000
- Length of activation ranged from 2 weeks to 3 months
Solo's trip to the UK to see the 2009 Ashes encouraged shoppers to up-sell to the multiple purchase and did well to link brand message to prize appeal.
Ferrero Bueno's VIP shoe styling experience and Vittoria Coffee's Audi A3 Convertible giveaway also demonstrated relevance of prize to product, as well as audience and both offered a little luxury to the frugal, non-discretionary spender. Bueno is in only store for 1 month. But with no immediate gratification and a 3 month 'promotional period', Vittoria could lose momentum.
Moccona Coffee's Italian holiday giveaway didn't have a chance to lose momentum; it was only open for 2 weeks. Daily cash prizes also served to maintain interest and excitement but disappointment could occur if not removed from shelf with such a great sense of urgency.
On-pack communication provides marketers with a cost effective means of national coverage, across all channels, as well as greater choice in creative and media.
By enticing with a potentially huge cash prize and offering the chance to name the next flavour, consumers are presented with a real opportunity to be part of the marketing process rather than being marketed to; a smart move, considering the ongoing shift in consumer behaviour.
A star burst in one position on the outside and WINNER plus message in one colour on the inside would keep redesign and packaging printing costs to a minimal. The offer is redeemed in store, minimising fulfilment costs and product as prize reduces the unit cost to Mars.
Collectible items offer reward for brand switching, brand loyalty, repeat purchase and adds the nag-factor to the main grocery buyer's weekly shop. The tazos encourage engagement with the product as kids swap and compare and 'drive' Mum back to get more.
The packaging is an interesting way of communicating. There are no alterations required to the current pack artwork; a printed strip is applied over the existing pack and heat sealed with the pack ends. The white strip stands out on the colourful shelf and serves to deliver the promotional message loud and clear.
Insert image of neck tag on bottle in situ and neck tag creative next to it. Need necktag art from studio
In considering the creative for the neck tag, it was important to come up with a design that cut through the colourful noise in the home care aisle, as well as being complimentary and true to the product and brand colours. With no other in store signposting or out of store awareness drivers, the neck tag also has to house the claim form, redemption details and activation terms and conditions.
Colgate-Palmolive's new fragrance launch of liquid hand wash is supported on-pack and at aisle. The neck tag offers a simple solution to allow fast communication of benefit and functional features as well as creating awareness. At a time when consumers are conscious of the spread of winter germs the communication is relevant to product and target audience.
This month saw 2 other Colgate-Palmolive activations in the market place, available online but which had no signposting in store.
In a game of skill, entrants had to answer, in 25 words or less, a question relevant to the education process. The online entry facilitates and encourages engagement and interaction with the products, brand and website, as well as offering clear measurement and reporting functions.
Once online, as well as the competition, visitors could find product information, allowing further engagement and delivering added value. Information was carefully crafted to be a mix of emotional and functional benefits, appealing to the female audience.
Redemption via mail suited the target audience and allowed precise measurability of campaign results and data collection where permission is supplied.
By offering multiple prizes the consumer is presented with a greater chance of winning. No purchase is required to enter. The Myer gift card offers a personal reward and the $500 value is worth the effort of entering.
The look ahead
In minimising the risk of losing customers for such an iconic Australian brand, Kraft has invited consumers to participate in the experience of naming the product. The new Vegemite will be on shelves until 6th July with a "Name Me" label. Entries are to be registered online and the winner will receive, tickets to the AFL grand final. It will be interesting to see what the final name is.