marketing to women in a social world
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Marketing to Women in a Social World. Erin Hunter – Global Head of CPG Marketing. Marketers today get less bang for their buck. Major Global CPG Advertiser. 1987. 2012. The good ole’ days of centralized and predictable TV are gone. - PowerPoint PPT PresentationTRANSCRIPT
Marketing to Women in a Social WorldErin Hunter – Global Head of CPG Marketing
Source: Advertising Age Data Center, accessed Nov 2012
Marketers today get less bang for their buck
1987 2012
Major Global CPG Advertiser
Series1
0
20
40
60
80
100
120
140
0
2
4
6
8
10
12
14
Sales ($B) Sales/Ad Spend
Sale
s vo
lum
e
Sale
s/ad
$ s
pent
The good ole’ days of centralized and predictable TV are gone
It’s more difficult and expensive to reach the same audience through TV than it was 15 years ago
Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012)
$11.18 cost of network primetime per 1000 homes
Target audience 1997 vs. 2012
$24.08cost of network primetime per 1000 homes
Reach80–90%
Reach60%
20121997
39%
18%5%
7%
31%Never use a mobile device to shop
Only a couple times a year
Once a month
Daily
Mobile moms use their phones while shopping
Source: Alliance Data, "The Mobile Mom," April 2013
Weekly
Products for which US mom mobile shoppers use their smartphone/tablet to shop or research
Source: Alliance Data, "The Mobile Mom," April 2013
6%
21%
31%
39%
42%
47%
56%Clothing
Beauty products
Household products
Toys
Items I need for the kids
Jewelry
Other
400
200
0
600
1 year 8 years
800people1B
4 years
1000
people680M
Sources: Forrester
Retail is changingShare of retail sales 2001
1%
22%
77%
OnlineInfluencedOffline
7%
47%
46%OnlineInfluencedOffline
Sources: Forrester
Retail is changingShare of retail sales 2012
9%
49%
42% OnlineInfluencedOffline
Sources: Forrester
Retail is changingShare of retail sales 2016
98% (3x)
84% (2x)
64% (2x)
Who’s doing it well today?
Great creative on Facebook is … just great creative
Timely/User relevance
Initiative-basedSuperiority/Benefit driven
Base business/Equity
Luxury brand buyers are highly active on Facebook and have lots of friends on the site
Source: Facebook Internal, Dec 2012
523avg # friends
active users, U.S. resident, retail/shopping: luxury goods
12.5M 2.5xcomments
3.2xstatus updates
3.7xlikes
She has 25% more friendsHer friends are other momsMoms’ most trusted influencer is other moms
More than anything else, she shares news, photos and stories about her family
She talks about family 140% more
Why Target Moms?
+
lift in sales —Laurent Faracci, Reckitt Benckiser
30%
What’s Next?
Reach the RIGHT people
Reach ALL of them
Make them into engaged and loyal advocates
Television gets us scale but blunt targeting
W 18–34Luxury-Beauty
“Want natural products”
W 18–34
Cable TV and print get us better targeting but limited scale
W 18–34Luxury-Beauty
“Want natural products”
Luxury-Beauty
People have moms
Marketers have demographics
WOMEN
WOMAN
“Heavy Buyer” segments developed based on volume, sales dollars, recency and frequency
The future is not about demographics
Greeting cards
OTC drug
Grocery spending behavior
Sweets & snacksHousehold cleaners & supplies
CerealDairy & eggs
Personal carePet care Health foodsFrozen foodsBeverages
Children’s food
& products
Consumers receive messages that are best for them
$18K
$18K
“Top rated in safety: the all new XYZ”
“On road or off-road: the all new XYZ’s got
it”
“Built like a tank to give you peace of
mind”
“XYZ can do 36 mpg in its sleep”
Old Way
Today
F 18–45Sedan
Outdoors
F 18–55SedanGreen
W 18–34SedanMoms
Marketers can reach their own consumers through new platforms
Marketer’s CRM database
