cracking the code on sm roi - sales & marketing consulting...
TRANSCRIPT
![Page 1: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/1.jpg)
![Page 2: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/2.jpg)
THE COMMITTEE
2
Elizabeth Egan Shopper Marketing Director,
Strategy & Capability
Mike DePanfilis VP, Shopper Marketing
Kim McGough Sr. Group Manager, Integrated
Shopper Marketing
Mark Jeffreys Associate Director,
eCommerce & Go to
Market Innovation
Michael Tilley
Associate Director, Shopper
Marketing & Strategic
Partnerships
Anne Chambers CEO
![Page 3: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/3.jpg)
WHY IS ROI Important?
Experiment,
TRACK & LEARN
Gain
INVESTMENT
Optimize APPROACH
Partner with
CUSTOMERS
Project
IMPACT
3
![Page 4: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/4.jpg)
Focus Define SHOPPER MARKETING?
STANDARD PRINCIPLES for ROI?
ROI EQUATION?
Key TOOLS & BENCHMARKS?
Go forward CHALLENGES?
OUR COMMITTEE’S
![Page 5: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/5.jpg)
5
Leverage category, customer,
and shopper insights to
develop strategic shopper
solutions, in collaboration
with retailers, to inspire
shoppers to buy our brands
now and in the future
Shopper Marketing DEFINED
![Page 6: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/6.jpg)
Be in
her life
Get on
her list
Be
where
she
shops
Get in
her
basket
Get out
of her
“pantry”
Encourage
her to
share“INSIGHT TO ACTIVATION”
ROI SUCCESS Factors
![Page 7: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/7.jpg)
7
Bring Designer Excitement to Target Guest in
Grocery with“50th Anniversary” Exclusive
![Page 8: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/8.jpg)
WHAT’S HAPPENING IN THE Industry?
of SHOPPER MARKETING
EVENTS are MAKING A
POSITIVE RETURN
44%
8
![Page 9: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/9.jpg)
Path-to-purchase
Timing
Scale
Integrated
63%
61%
57%
52%
ROI SUCCESS Drivers % of Events with Above Average ROI
![Page 10: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/10.jpg)
SHOPPER ROI Principles
APPROACH
FOCUS
MEASUREMENT
• No silver bullet • Internal/external
alignment
• Common approach • Comparative to other
investments
• Tools required • ROO Integration
![Page 11: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/11.jpg)
SHOPPER ROI Principles
MEASUREMENT
• Value of Shopper
• Advanced Analytics
• Post Program Database
![Page 12: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/12.jpg)
12
R PRINCIPLE
Shopper Customer
Manufacturer /
Brand
TRIPLE WIN
![Page 13: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/13.jpg)
13
R PRINCIPLE
Shopper Customer
Manufacturer /
Brand
TRIPLE WIN
![Page 14: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/14.jpg)
14
ROI Investment $ Program
PROGRAM Gross Margin $ Program
ROI Equation
![Page 15: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/15.jpg)
HERSHEY’S Integrated Analytics
Re-invent Retail
Experience
Create Special
Moments in Traditional &
Expanded Seasons
Drive Next Generation
Loyalty
Connect with
Shoppers
Sustainable Innovation
Re-invent Retail
Experience
Create Special
Moments in Traditional &
Expanded Seasons
Drive Next Generation
Loyalty
Connect with
Shoppers
Sustainable Innovation
3-YR 1-YR
AGENCY
ROI / ROO
![Page 16: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/16.jpg)
BUILDING ROI AS A
16
TOOLS
Capability
![Page 17: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/17.jpg)
ROI TOOLS are Important
17
Automation of ADVANCED ANALYTICS
PROCESS to communicate
Capture BEST PRACTICES
INTEGRATED Measurement System
![Page 18: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/18.jpg)
3:1
2x
$1.01
18
KEY PERFORMANCE Benchmarks
GOALS ARE UNIQUE TO EACH COMPANY
ROI
![Page 19: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/19.jpg)
OUR JOURNEY
Continues…
19
CANNIBALIZATION
TIMEFRAME
BRAND INFLUENCE
BASE VOLUME
“It’s not that I’m so smart, it’s just
that I stay with problems longer.” - Einstein
![Page 20: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/20.jpg)
The Future IS HERE...
TECHNOLOGY will enable real time ROI
We can ISOLATE, TEST & OPTIMIZE
E-COMMERCE will empower better ROI
![Page 21: Cracking the code on SM roi - Sales & Marketing Consulting ...capregroup.com/uploads/SM-ROI-Summit-Presentation-FINAL.pdf · Shopper Marketing Director, ... and shopper insights to](https://reader030.vdocuments.site/reader030/viewer/2022020302/5a7639947f8b9aea3e8d171d/html5/thumbnails/21.jpg)