tgg: mind control at retail – seconds to seduce you! 01apr2015
TRANSCRIPT
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The Goldstein Group has prepared an edited version of this speech for your enjoyment.
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Founder & CEOThe Goldstein Group
“The 5-Second Specialist”
00:00:05
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BECOME A 5-SECOND SPECIALST!
Source: Shopper-Sense, 2014
Medical Home Devices, Personal Electronics,
Fragrances, Liquor, Cosmetics
FOOD/MASS DRUG/MASSDEPARTMENT/
SPECIALTY
LOW Involvement
MID Involvement
Groceries
Household
5 seconds/category
Drugs,Vitamins
Baby Products, HBA
5 - 7 seconds/category
Recreational
HIGH Involvement
2+minutes/category
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TGG Rx-to-OTC Switch
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TGG Rx-to-OTC Switch
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TGG New Products
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TGG Restage
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TGG Restage
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TGG Restage
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TGG New Products
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TGG Restage
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TGG Restage
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TGG Restage
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TGG New Products
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TGG Restage
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TGG Restage
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TGG New Products
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TGG Restage
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TGG Restage
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SIGHT SMELL SOUND TASTE TOUCH
60%
45%
30%
15%
0%
Source: Scent Marketing Institute, The leading authority on Scent-supported marketing
Consumers were asked which of the senses are the most important when recognizing brands:
RANKINGYOURSENSES:
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CREATE BRAND PREFERENCE:
00:00:01
Second 1:
To Be Seen
See Your Brand On-shelf…as Your Consumer Does
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REVIEWING THE RETAIL LANDSCAPE:
Medical Home Devices, Personal Electronics,
Fragrances, Liquor, Cosmetics
FOOD/MASS DRUG/MASSDEPARTMENT/
SPECIALTY
LOW Involvement
MID Involvement
Groceries
Household
5 seconds/category
Drugs,Vitamins
Baby Products, HBA
5 - 7 seconds/category
Recreational
HIGH Involvement
2+minutes/category
Source: Shopper-Sense, 2014
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RETAIL REALITIES:
The Shelf is Forever the Final Moment of Truth:
Source: Shopper-Sense, 2014
Average retail environment has 100,000+ SKU’s.
American consumers shop for approximately 17 Minutes, 2.5 times per week.
Purchase decisions are made in 5 seconds in low-to-mid involvement categories.
70% of purchase decisions are made at shelf.
80% of purchasers are women.
41% of shoppers who touch a product purchase it.
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TM
Sight 1: Color
It’s the first identifier shoppers notice and recall.
Sight 2: Shape
After color, consumers notice holding and structural shapes.
Sight 3: Symbol
The third identifier that shoppers will see and retain.
Sight 4: Word
A memorable descriptor or a unique selling proposition will resonate loud and clear in a shape.
TGG’s Guiding Principle, Shelf Sight Sequence® relates
to the mind’s Sequence of Cognition, the way in which shoppers scan on-shelf products in five seconds or less.
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CREATEBRAND PREFERENCE:
Second 2:
Know Your Target
She is the Primary Target in Low-to-Mid Involvement Categories.
00:00:02
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UNDERSTANDING HER STRONG PURCHASING POWER:
Source: http://www.nytimes.com/2011/09/24/business/consumers-cut-back-on-staples-but-splurge-on-indulgences.html?_r=2&hp; http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/
‣ Approximately 70% of all American women work outside the home, and another 10% work in the home.
‣ Women’s median income has soared 63% in the last 20 years
‣ Women earning $100,000+ per year has tripled in the last decade.
‣ Women account for over 50% of all U.S. stock ownership.
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SHE IS THE PRIMARY CONSUMER:
Source: Marketing to Women Conference, http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them; http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/; http://www.usatoday.com/tech/news/story/2012-06-04/female-tech-executives/55382536/1
‣ Women make or influence 80% of all purchasing decisions in low-to mid involvement categories; groceries, OTC drugs, household goods.
‣ Women purchase over 50% of traditional male products, including:
• Automobiles
• Home improvement products
• Consumer electronics.
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Source: Shopper Sense, 2014
What is she saying about your brand?
DADS SHOP TOO:
‣ In married households with children, dads can also be the primary grocery shoppers, but she is still telling him what to get...
‣ 92% of women pass along information to him about deals or finds and brands of choice.
“Get the chicken noodle soup in the red and white can.”
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Men Are On A Mission:
Source: Men are from Mars, Women are from Venus: Dr. John Gray, PHD.
‣ They respond to facts, data and information.
“A man’s sense of self is defined by his ability to achieve results.”
MALE SHOPPING HABITS:
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FEMALE SHOPPING HABITS:
Women Are On An Exploration:
Source: Men are from Mars, Women are from Venus: Dr. John Gray, PHD.
‣ They respond to story cues, emotional resonation and symbolism.
“A woman’s sense of self is defined through her feelings and the quality of her relationships.”
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‣ Some career women secretly yearn for an idealized homemaker role.
‣ However, if today’s women were to be portrayed on-pack in an old-fashioned, subservient role, it could easily create a sexist impression and would cast negativity onto the manufacturer.
‣ Thus, it would be highly inappropriate to show a woman on-pack:
A YEARNING FOR HOME LIFE:
• Doing housework• In a nurse’s uniform• Wearing an apron
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ON-PACK REALITY:
It’s no wonder that today’s CPG companies are confused as to how to portray women on their packaging…
25% of all character trademarks are female.
75% of all character trademarks are male.
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In Today’s Supermarket Landscape:
‣ To portray a female character trademark on your brand, be sure to test her, from her roots to new development to understand how far she may, or may not extend.
‣ It is key to retain an authentic link to the values and the mythos which she once embodied, in a manner that connects to a brand’s storyline, without ever insulting your primary shopper.
ON-PACK REALITY:
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CREATEBRAND PREFERENCE:
Second 3:
Cognitive Association
Rekindle a Memory or Create Hope for the Future.
00:00:03
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Reignite a Long Lost Love Affair
BRAND RESTAGE – YOU MUST:
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A NEW PRODUCT WITHIN AN EXISTING FRANCHISE:
Fall in Lovefor the Very First Time
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CREATE BRAND PREFERENCE:
Second 4:
Ownable Assets
Colors, Shapes, Symbols, Words
00:00:04
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CREATING AN OWNABLE USP:
A USP = Color / Shape/ Symbol / Words
1. color 2. shape 3.symbol 4
. wor
ds
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CREATEBRAND PREFERENCE:
Second 5:
Create the Storyline
Build in a Storyline to be Shared –Give Them Something to Talk About!
00:00:05
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When not shopping, consumers talk about their brand choices in their digital/virtual world, among their family, friends and co-workers, via:
‣ Emailing
‣ Chat Rooms
‣ Blogs
What are they saying about your brand?
SHOPPING IN THE NEW MILLENNIUM:
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CONNECT TO YOUR CONSUMERS:
Give Them Something to Talk About!
‣ Brands uniquely connect people…
‣ Create the storyline with your colors, shapes, symbols…
‣ Reap the rewards of the “pass-around” factor...
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