Tips for advertisers: how to maximise your shopper media effectiveness
- Clear offer, strong call to action
What is the intention of your communication?
- brand switch
- price promotion & price point
- new product introduction
- affirm brand choice
- increase average weight of purchase
- create an incremental impulse sale
Whatever your intention, make it clear and tell your shoppers what they are supposed to do
Clearly communicated: product shot first, branding second
Shopper media is more about conversion than consideration and brand awareness. The importance of branding varies according to the category but there is a general rule – people need to know what the product is, including the flavour variant and pack format, before brand becomes important.
Occasion-based: demonstrate usage
Shoppers shop by “mission” or “occasion”, not by product. Examples of missions include “dinner tonight” or “treat for the kids’. To increase the relevance of your communication with shoppers in the retail environment, show them how your product solves a problem or suits an occasion. For example is your product suitable for parties? Then communicate the “entertaining” occasion.
Place! Understanding shopper traffic “hot zones” and complementary categories
Do you know how shoppers shop your category and channel? How they move around, what they look at, and where they pause? Conduct research if you have to, and make sure your shopper media spend is where it will have the most impact. The right kind of execution in the right place means minimising wastage!
Retail communications should enhance the shopping experience, not detract from it. Make sure your communications do not obscure the brand or variant. Make sure your product is easy to find and reach.
Thanks to Shopportunity