Influencing purchase decision at the shelf.

If two-thirds of consumers make their choice at the shelf, then you'll need something that not only motivates consumer behavior but creates brand equity for long-term revenue growth.

Packaged for Sucess

Break through the clutter and capture consumer attention. Get the results you need with superior brand performance, brand awareness and increased sales.

Music has a permanent place in consumer and trade programming.
Encourage seasonal display opportunities that offer retailers an innovative, consumer music themed promotion.

Do So Effectively and Marketing Opportunities Will Follow

You can do your part to stimulate the economic recovery and help build your brand. Here's how.

First, recognize that buyers holding tightly to their purchase orders must not only be encouraged, but also inspired to do business with you. Moving from persuasion to inspiration requires an investment of time and, yes, dollars -- though not always a huge amount. Success is more likely to hinge on marketing savvy and a brand strategy executed with precision.

Some merchandising advice:

1. Answer the shopper with what's in it for them. Savings, New, Larger Size, something that's unique or different in the eyes of the consumer.
2. Is it on strategy?  Make sure you communicate the strategic priorities to your team or agency.
3. Shoppers have enough to think about. Stay focused on the message and don't overdo it.
4. Type sizes make a difference. Ask yourself if the type size will help consumers make a purchase decision.
5. Make an accurate decision by viewing your materials in full size. On-screen proofs are deceiving.

This week The Economic Times published a story on this oft-quoted statistic based on the OgilvyAction study, The Study of Purchase Dynamics released earlier this fall. This study delivers metrics that dig deeper than the industry standard, 75% of consumers choose at the shelf statistic.

Washington, March 3, 2009 - This St. Patrick’s Day, Americans are more likely to stash any "pot o’ gold" they find rather than spend it.  According to NRF’s St. Patrick’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, people celebrating the Irish holiday will spend an average of $32.80 on decorations, food and beverage and festive attire, compared to an average of $35.04 in 2008. Total spending is expected to reach $3.29 billion.*

The receipt of permission-based email from a consumer packaged goods company positively influences consumers' offline purchasing decisions, enhances the company's reputation and generates loyalty to its brands, according to the latest research from Dallas-based marketing services firm Epsilon.

"Consumer packaged goods companies face a challenge when incorporating e-mail communications into their multichannel marketing mix," said Kevin Mabley, SVP, Epsilon Strategic Services. "They need to engage consumers and find a way to allow them to interact with brands and products both online and offline. The research shows that the benefits of e-mail marketing campaigns for consumer packaged goods companies extend far beyond the Internet and into stores and homes."

Young & Rubicam, looking to snag more revenue in one of the few ad sectors still growing despite the recession, is forming an alliance with Mars Advertising, a specialist in pitching products to consumers while they're busy shopping.

Audience fragmentation and the waning power of TV ads have forced many companies to peddle their products inside stores, where potential buyers are closer to a purchase. Their tools can include jazzy video displays, colorful promotions in the aisles or in-store video screens that serve up ads.

In Trial at Supermarket, Cellphones Will Be the Medium for Discount Offers

Seeking to marry a ubiquitous device with a time-tested marketing technique in a sour economy, Unilever plans to begin a trial run Sunday of a new technology that lets consumers redeem digital coupons by having a supermarket cashier scan their cellphones.

The test, being conducted at a ShopRite store in Hillsborough, N.J., will include discount offers for some of the Anglo-Dutch packaged-goods company's most popular brands, including Breyers ice cream, Dove soap, Hellmann's mayonnaise and Lipton tea. Samplesaint, a Chicago mobile-technology firm, developed the system.

Source: PMA