際際滷

際際滷Share a Scribd company logo

IntegerGroup

Download as PPTX, PDF
K
Kiara Gitlin

The Integer Group Innovative Approaches For Effective Marketing Campaigns Business-to-Business Marketing Class Project By: Kiara Gitlin, Audrey Helbing, & Julia Withers

1 of 7
Download to read offline
Innovative Approaches For Effective Marketing Campaigns THE INTEGER GROUP
3 LENS MODEL GUIDES SELLING STRATEGY BRAND: WE UNCOVER THE BRAND TRAITS THAT REALLY SPEAK TO SHOPPERS AND CONSUMERS SHOPPER: WE UNDERSTAND WHO THE SPECIFIC SHOPPER IS, AND WHY THEY BUY WHAT THEY BUY RETAILER: WE ASSESS THE RETAILERS MOTIVATIONS AND UNIQUE PREFERENCES
DISRUPTION WE APPLY THE ART OF DISRUPTION TO ASK BETTER QUESTIONS, CHALLENGE CONVENTIONAL WISDOM, AND OVERTURN ASSUMPTIONS THAT GET IN THE WAY OF IMAGINING NEW POSSIBILITIES
RETAILER INTEL OUR DEDICATED KNOWLEDGE BASE OFFERS THE DEEPEST UNDERSTANDING OF RETAILERS AND THEIR NEEDS.
THE SHOPPER CONTINUUM EXPERTISE IN TODAYS RETAIL LANDSCAPE IS MORE THAN CONNECTING POINT A TO B SHOPPER CONTINUUM IS USED TO UNDERSTAND THE JOURNEY AND DRIVE SHOPPERS FROM CONSIDERATION (PRE-TAIL) TO PURCHASE (RETAIL) TO ADVOCACY (POST-TAIL)
Blue Moon Craft the Next Blue Moon In 2012, the rare event of a blue moon would occur during Labor Day weekend. A year in advance, we got our fans excited for the lunar event by asking them to help us craft a Blue Moon for the blue moonmeaning we let fans have a say in everything from the beer to its packaging design. To guide the conversation on social media, we introduced the brewmasters. Through the entire campaign, they peppered in stories about the brewery and what inspires them. The brewmasters brewed three beers, letting fans taste and vote for their favorite at national sampling events before determining which beer would be released for the blue moon. The culmination was Drink a Blue Moon on the Blue Moon events. We organized events across the country that showcased the winning beer in celebration of the blue moonthe most spectacular event was held at the Blue Moon Brewing Company in downtown Denver.
P&G Best of Beauty We needed to develop an awards program that spoke to shoppers in a new and meaningful way, while still highlighting the superiority of P&G beauty products with their awards. It needed to be done in a way that would inspire vastly different retailers to activate it in a differentiated fashion and set P&G brands apart from competitors. We created a micro-occasions (little events that speak to the way shoppers really shop) program that pushed P&G award-winning products; because while awards drive closure, occasions drive relevancy. We looked at what kinds of occasions made sense to the shopper. We identified occasions like date night, girls night out, spring-break needs, wedding season, and beach-day ready, to name a few. After we identified these micro-occasions, we used them to guide the photo shoot. In a single photo shoot, with only four models and a whole lot of wardrobe changes, we shot 14 different scenes that depicted more than 18 real-life occasions. Retailers had more flexibility than ever to visually and strategically adapt this program to fit their needs. The results spoke volumes that the strategy worked both with retailers and the shopper.

More Related Content

IntegerGroup

  • 1. Innovative Approaches For Effective Marketing Campaigns THE INTEGER GROUP
  • 2. 3 LENS MODEL GUIDES SELLING STRATEGY BRAND: WE UNCOVER THE BRAND TRAITS THAT REALLY SPEAK TO SHOPPERS AND CONSUMERS SHOPPER: WE UNDERSTAND WHO THE SPECIFIC SHOPPER IS, AND WHY THEY BUY WHAT THEY BUY RETAILER: WE ASSESS THE RETAILERS MOTIVATIONS AND UNIQUE PREFERENCES
  • 3. DISRUPTION WE APPLY THE ART OF DISRUPTION TO ASK BETTER QUESTIONS, CHALLENGE CONVENTIONAL WISDOM, AND OVERTURN ASSUMPTIONS THAT GET IN THE WAY OF IMAGINING NEW POSSIBILITIES
  • 4. RETAILER INTEL OUR DEDICATED KNOWLEDGE BASE OFFERS THE DEEPEST UNDERSTANDING OF RETAILERS AND THEIR NEEDS.
  • 5. THE SHOPPER CONTINUUM EXPERTISE IN TODAYS RETAIL LANDSCAPE IS MORE THAN CONNECTING POINT A TO B SHOPPER CONTINUUM IS USED TO UNDERSTAND THE JOURNEY AND DRIVE SHOPPERS FROM CONSIDERATION (PRE-TAIL) TO PURCHASE (RETAIL) TO ADVOCACY (POST-TAIL)
  • 6. Blue Moon Craft the Next Blue Moon In 2012, the rare event of a blue moon would occur during Labor Day weekend. A year in advance, we got our fans excited for the lunar event by asking them to help us craft a Blue Moon for the blue moonmeaning we let fans have a say in everything from the beer to its packaging design. To guide the conversation on social media, we introduced the brewmasters. Through the entire campaign, they peppered in stories about the brewery and what inspires them. The brewmasters brewed three beers, letting fans taste and vote for their favorite at national sampling events before determining which beer would be released for the blue moon. The culmination was Drink a Blue Moon on the Blue Moon events. We organized events across the country that showcased the winning beer in celebration of the blue moonthe most spectacular event was held at the Blue Moon Brewing Company in downtown Denver.
  • 7. P&G Best of Beauty We needed to develop an awards program that spoke to shoppers in a new and meaningful way, while still highlighting the superiority of P&G beauty products with their awards. It needed to be done in a way that would inspire vastly different retailers to activate it in a differentiated fashion and set P&G brands apart from competitors. We created a micro-occasions (little events that speak to the way shoppers really shop) program that pushed P&G award-winning products; because while awards drive closure, occasions drive relevancy. We looked at what kinds of occasions made sense to the shopper. We identified occasions like date night, girls night out, spring-break needs, wedding season, and beach-day ready, to name a few. After we identified these micro-occasions, we used them to guide the photo shoot. In a single photo shoot, with only four models and a whole lot of wardrobe changes, we shot 14 different scenes that depicted more than 18 real-life occasions. Retailers had more flexibility than ever to visually and strategically adapt this program to fit their needs. The results spoke volumes that the strategy worked both with retailers and the shopper.