Shopper Summit - Tyson & Foresight ROI 3/28/2017

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Partnerships in Shopper Marketing are very Successful

Industry Averages for Partnership Events

Source: Foresight ROI Shopper Foresight Industry ROI Norms

Why Partners Makes Sense

Relevance to Shoppers

Strong Cross Purchase

Similar Objectives

Deliver a Powerful Solution for the Retailer

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Evolution of the Partnership…..a bit like dating and can take years to get to the wedding!

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Types of Partnerships

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Determining the Right Partnership

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Partnership Analysis – Strategic Filters

1. Basket Relevance?2. Shopper Appeal?3. Drive Period Relevance?4. Usage Occasions?5. Purchase frequency?6. Distribution/Customer Focus?7. Price Point?

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Steps 1-4: Alignment & Legal

Step 5-7: Process Review & Feasibility

Step 8-9: Scope (i.e.: retailers, investment)

Step 10-11: Brainstorm, Concepting

Step 12-13: Joint Planning, Sell-in Decks

Step 14: Execution & Budget Compliance

Step 15: Post Analysis

Vetting the Opportunity

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Roles

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Shopper Insights

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L E T ’ S C O N S I D E R M O M I N J A N U A R Y - R E T U R N S C H O O L S E A S O N

Her Mindset

Persona

In-Store

Media

Incentive

s/Offers

Her Shopping Behavior

http://www.bing.com/images/search?q=image+of+spending+less+money&id=0B285472D9DDE0C27A1AF473691E2119A6F77DA6&FORM=IQFRBA

http://www.bing.com/images/search?q=image+of+spending+less+money&id=0B285472D9DDE0C27A1AF473691E2119A6F77DA6&FORM=IQFRBA

http://www.bing.com/images/search?q=image+of+grocery+list+making&id=EAC2FABF644BAFEE82688FF54AE249AB799B4D06&FORM=IQFRBA

http://www.bing.com/images/search?q=image+of+grocery+list+making&id=EAC2FABF644BAFEE82688FF54AE249AB799B4D06&FORM=IQFRBA

A N D H E R M E A L M A K I N G N E E D S

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A well-balanced meal

A meal that’s not too hard to make

A meal that appeals to the whole family

A meal that can be whipped up quickly

A meal where the ingredients are mostly on-hand/in-home

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WHAT’S FOR DINNER?

Source : NPD Eating trends 2014, IRI L52W 8/3/14

• 71% involve chicken

• 67% involve salad

• Fresh food (salad) consumption is expected to increase more than 11% in the next two years!

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Insight: “I want to eat healthier, but struggle to build a well-balanced, flavorful meal, that will satisfy my family—it seems like a lot of things to pull together.”

CPG Partner +

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BRINGING THE PARTNERSHIP TO LIFE

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Retail Activation

http://www.bing.com/images/search?q=kroger+logo+image&id=2726D9D011BC8189D81AE8A37C25FC37DDCAB260&FORM=IQFRBA

http://www.bing.com/images/search?q=kroger+logo+image&id=2726D9D011BC8189D81AE8A37C25FC37DDCAB260&FORM=IQFRBA

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Assets to leverage

5 Recipes videos produced by GHTV

In-store POS

DisplaysDigital

CouponsOLV

THE RESULTS

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Shopper Marketing Best Practices


Insights-based Solution

Cost Sharing with Partner

Customize by Retailer Strategy

Frequency/Depth Aligned with Category

Shopper Plans Integrated with Trade

Relavant Timing, Concept and Creative

Communicate Along the Path To Purchase

Pre-store Offer

In-store Message

Digital Tactics

NORM

% Tyson

ComplianceIndustry Best Practice

ROI

Impact

% Industry

ComplianceInsights-based Solution







Pre-store Offer

In-store Message

Digital Tactics

NORM

% Tyson


ROI

Impact

% Industry

Compliance

Insights-based Solution







Pre-store Offer

In-store Message

Digital Tactics

NORM

% Tyson


ROI

Impact

% Industry

ComplianceInsights-based Solution







Pre-store Offer

In-store Message

Digital Tactics

NORM

% Tyson


ROI

Impact

% Industry

Compliance

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Partnerships Drive Higher ROI Along the Whole Path to Purchase


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Pre Store:

Sales Lifts are Higher for Each Brand


Lower Marketing Costs from Sharing

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In Store: Sales Lifts are Lower for each brand, though the lift is spread over multiple brands


Slightly Higher Marketing Costs for each brand

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Partnerships Drive Higher ROI Along the Whole Path to Purchase

Pre-Store + In-StoreOffer + Message

Full Path to Purchase =


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More Partnership Events are Full Path to Purchase

Pre-Store + In-StoreOffer + Message

Full Path to Purchase =


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Trade Integration Increases SM ROI. . . Especially with Partnerships

% Spend on Events with High Trade Integration

Opportunity for Better Trade Integration


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Trade Integration Increases SM Sales Lifts and the Category Growth Impact from Shopper


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Collaborate with Partners & Customers to Win


Size of balls is Dollar Spend

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Tyson & CPG company tossed in plenty of best practices to drive success.


Walmart:

“The partnership provided Walmart with a full spectrum of relevant shopper marketing touchpoints that demonstrated our commitment to the Grilled & Ready brand. The customer was excited we focused our efforts on a healthy offering that tied nicely with a non-frozen category.”

What are retailers are saying……

Kroger:Awesome collaboration between Tyson & Kroger resulting in incremental volume and displays as part of Kroger’s Meal Solutions. Based on the success of this program Kroger specifically the meat department is looking for other partnerships to drive incremental volume, dollars, and building the basket cart.

Meijer:Tom (Meijer) really liked the program. It was a great opportunity to provide a meal solution while partnering with another strong brand and leveraging Meijer’s shopper marketing vehicles to create value to the consumer, Meijer, CPG and Tyson.

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Follow Best Practices for Predictable Improvement Results


• Commitment

• Communication

• Compromise

• Patience

• Honestly/Transparency

• Assume Positive Intent

• Self Awareness

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Keys to Successful Marriage

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Contact us to learn more our Best Practice Benchmark Assessment and other shopper marketing ROI solutions:

[email protected]

312-575-0024

www.foresightroi.com

https://www.linkedin.com/in/rickabens/

@ForesightROI

mailto:[email protected]

http://www.foresightroi.com/

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