How to activate sales From sales promotion to brand activation

How to activate sales? From sales promotion to brand activation Stephan Smets Congres Marketing Le 23 novembre 2006 1 Advertiser with money Wanted! 2 3 4 www.codigomagico.be 5 6 Codigo Magico Campagne Télé Affichage: Abribus Presse: PQ, magazines Internet: sites + bannering PLV Relations Publiques Partenariats ... 7 Codigo Magico Où quand la télévision paye pour diffuser votre spot.... 8 Apperçu 1. Définition, rôle et importance de l’Activation de Marque 2. Moyens & évolutions 3. Le mix promotionnel: objectifs, techniques, media Exemples et cases 9 The Marketing Mix The 4 P’s of Marketing Product Place Price Promotion 10 The Marketing Mix The 4 P’s of Marketing Product Promotion Place Advertising Sales promotion POS Events & Experiential Promotion Price Direct Marketing On-line Product placement Sponsorship 11 COMMUNICATION 360° Article de presse dans Le Soir Sponsor aux Francofollies Promotion sur emballages PLV chez Delhaize Spot sur RTL Direct mail dans la boîte Logo sur camions Journal du personnel Film sur YouTube 12 LONG TERM, VALUE DRIVEN Internal comm. SHORT TERM, RESULT DRIVEN, MEASURABLE Direct marketing Event marketing Packaging 360° PR Events 360° Brand Building POS Objective = Brand Equity Brand Activation Media Objective = Sales promotion PR Corporate Comm. Stakeholders On-line Channel marketing POS, Field 13 Brand Activation “L’utilisation combinée de techniques promotionnelles au travers d’un mix de canaux de communication • en vue d’ augmenter les ventes d’un produit ou service • et de renforcer simultannément le positionnement de la marque • en agissant directement sur le comportement du consommateur/client • et sur tout les intermédiaires 14 Brand Activation tools Promotions Events/Experiential Sponsorship Product Placement Line Extensions Packaging Loyalty programs Video Game Placement Cause marketing Internet marketing Direct Mail Partner Marketing Branded content User generated content 15 Trends in Brand Activation PUSH PULL CONTROL DRIVE MASS MEDIA ONE TO ONE 16 Illustration Coral Fashion Awards 17 Trends in Brand Activation PUSH PULL CONTROL DRIVE MASS MEDIA ONE TO ONE 18 19 Illustration Nokia Concept Lounge 20 Trends in Brand Activation PUSH PULL CONTROL DRIVE MASS MEDIA ONE TO ONE 21 Illustration SN Brussels Passionate about you 22 Illustration SN Brussels Passionate about you 23 Illustration SN Brussels Passionate about you 24 Importance le l’Activation de Marque dans les budgets marketing Dépenses Marketing: +/- 5 millard d’euros = 2% du PNB Répartition • Publicité 40% • Brand activation (Sales promotion) 53% • Etudes de marché 2% • Autres 5% Croissant Source:Etudes ‘Marines’ 25 Importance le l’Activation de Marque dans les budgets marketing FMCG BUDGET SPENDINGS 26% ADVERTISING CONSUMER PROMOTIONS 50% TRADE PROMOTIONS 24% http://www.couponinfonow.com/distribution/mobilecoupons.asp 26 Consumers Impacted by TV Advertisements 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ireland U.K. France Germany Australia U.S. Canada 50% 59% 45% 39% 46% 31% 44% In the past 30 days, how many times have you purchased a particular brand of product because of a Advertisement you enjoyed on TV? SUMMARY OF 1+ 27 Consumers Impacted by Promotions 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ireland U.K. 84% 82% 89% 70% 67% 51% 67% France Germany Australia U.S. Canada In the past 30 days, how many times have you purchased a particular brand or product because of a Promotional offer? SUMMARY OF 1+ 28 Case BRANTANO L’action « Vieilles chaussures » 29 Objectifs Générer plus de trafic Augmenter le ticket moyen Démarrer la saison plus tôt (début mars au lieu de début avril) Renforcer l’image par une action sympathique Pour toute la famille 30 Concept créatif 31 32 33 Brantano - Récolte de vieilles chaussures Médias • Radios nationales: Contact, Radio 21, Nostalgie, Bel RTL, Freq. Wallonie, Synchro Euregio Donna, Radio 2, Q-music • Toutes boîtes à 4 mio d’ex. • On line • PLV 34 Case PEARLE Votre âge en pourcentage 35 Concept créatif 36 Concept créatif 37 Le mix promotionnel 2 Techniques Objectifs 1 A B C D E 2 3 4 5 1 Canaux de communication 3 38 Les objectifs promotionnels Acquisition/pénétration Trial / Retrial Trafic building points Loyalty Avg. consumption ... (acquérir des nouveaux clients) (proeven, uitproberen) (générer du trafic vers les de ventes (fidélisation) (augmenter la consommation moyenne) 39 2. Les techniques (souvent combinées) : • • • • • • • • • • Ristournes Sampling (échantillons), animations, dégustations, experience Couponing Cadeaux (primes) Actions de remboursement Concours Tombolas Actions épargne Promotions conjointes Motivations de forces de ventes et de canaux de distribution 40 41 3. Les canaux (souvent combinés) • • • • • • • • • Communication dans le point de vente (PLV) Médias classiques (TV, radio, magazines, PQ, affichage...) Internet, mobile Direct marketing & e-mailing Foires Evénements, street Telemarketing Infomercials Relations Publiques 42 Carlsberg Probably the most spectacular promotion ever! 43 Carlsberg Private Jet Briefing Carlsberg is the third player in Belgium Loosing share of voice and wallet vs. AMBEV Decreasing sales - first in 10y (-2,7%) Occasional beer Cosmopolitan, Contemporary, Stylish 44 Carlsberg Private Jet 45 Carlsberg Private Jet Both in Food and Horeca Selling in-selling out Frequency, loyalty, visibility, rumour =>In need of a very strong sales promotion 46 Carlsberg Private Jet WIN A PRIVATE JET WITH 7 FRIENDS DURING 7 DAYS YOU DECIDE WHERE YOU GO, EVERYWHERE IN THE WORLD Local partnerhips 47 Carlsberg Private Jet • Principles • Activation through central draw mechanism (tombola) • Private Jet deco & animations in 1000 bars, nightclubs, discos • Media campaign (TV, On line) • Deal with media partners (JIM TV, MCM) • Public relations 48 Carlsberg Private Jet On pack unique access codes. 2 ways to participate: – On-line – SMS (out of home) 49 Carlsberg Private Jet Primary Packaging: Bottles, Cans, Crate covers 50 Carlsberg Private Jet Secundary Packaging 51 52 53 Carlsberg Private Jet e-mail pushes 54 55 56 Carlsberg Private Jet Air hostesses animations Unique POS materials – Displays& Topcards – Posters – Flyers – Pallet wraps – Wobblers, railstrips 57 Carlsberg Private Jet Tailor made promotions (Q8, Total…) 58 Carlsberg Private Jet TV spot 59 60 61 62 Carlsberg Private Jet 10 MCM & JIM TV clips of 10’ 63 Illustration C&A Unicef 64 Illustration C&A Unicef 65 66 Illustration C&A Unicef 67 Illustration Rubberband man (DVD) 68 Merci 69