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Jason Bullivant
Strategy & Planning Director
1   +         1          =     3

    (And other dodgy maths…)




                                   2	
  
“ Making the simple complicated is
  commonplace; making the
  complicated simple, awesomely
  simple, that’s creativity.
  Charles Mingus
                         ”




                                     3	
  
1   +         1          =     3

    (And other dodgy maths…)




                                   5	
  
What the                   What the               MAXIMISED
  brand          +         shopper         =       REASON TO
stands for?              is looking for?           PURCHASE




              Increasing the ‘sales’ opportunity




                                                               6	
  
What the            What the           MAXIMISED
  brand       +     shopper         =   REASON TO
stands for?       is looking for?       PURCHASE




 x2                   x3                  x2



                                                    7	
  
THERE ARE ONLY 3 WAYS TO INCREASE SALES
1   Get more shoppers
2   Get existing shoppers to buy more often
3   Get existing shoppers to spend more
“If a creative idea doesn’t work instore,
  it simply doesn’t work.”
 Ann Mooney, (ex) Global Marketing Director, P&G.
How do you choose the
products & services you buy?
THE RATIONAL                           THE EMOTIONAL




           The Sales bit   The Brand bit

           Logical                Intuition
           Analytical            Creativity

           Maths           Holistic thought
BRAND B




BRAND A



                          BRAND C




          BRAND D
POP   BRAND D
BRAND - Getting on the radar
          (2 examples)
4% liked
7% disliked
89% indifferent
IPG Advertising Study
wHy. what is great              wHere do we need      How can we share the
about the product?            to share the message?   message with impact?




Persuasion                    CoMMuniCaTion                iMPaCT




               The wHy needs to inform the How
Rom Bar - Romania




Getting on the radar - example 1
Getting on the radar - example 2
Getting on the radar - example 2
Getting on the radar - example 2
Hellmann’s Mayonnaise - UFS




Getting on the radar - example 2
Creating shopper ‘happy’
        (3 examples)
Wicked Uncle - UK




Shopper ‘happy’ - example 1
The education started well
    before the hoardings.
    Swing tags, instore displays and
    catalogues had been using QR codes
    all before that.




Shopper ‘happy’ - example 2
NAB Kiosk – Westfield




                              We’re no longer a purely
                              financial institution –
                              but retail spaces also
                              competing for people's
                              time and attention…
                              Peter Holmes, Head of Network
                              Planning and Design, NAB


Shopper ‘happy’ - example 3
Bringing it all together
        (2 examples)
Bringing it all together - example 1
Bringing it all together - example 1
Deus Cycleworks – Last Dinosaurs/Zoom Bike




Bringing it all together - example 1
Deus ex Machina – Temple of Enthusiasm




Bringing it all together - example 1
Bringing it all together - example 2
Anaconda




Bringing it all together - example 2
                                   1
PERCEPTION
                           Top level awareness of the brand.
                           Typical ATL disciplines


                           RESEARCH
                           The information gathering stage.
                           WOM & independant reviews
                           inform a new perception.

                           EXPLORING
                           Physically looking to purchase.
                           (Instore, Online, Mobile, etc)
                     POP

                           EXPERIENCE
                           Customer Service/Purchasing




All steps push you
closer to purchase
Summary




          Use the power
          of your brand.
Summary




          Understand
          your shopper.
Summary




          Create a deep
          engagement.
Summary




          Be Brave.
          Be Seen.
What the            What the           MAXIMISED
  brand       +     shopper         =   REASON TO
stands for?       is looking for?       PURCHASE
1   +          1             =   3

    (And other dodgy maths...)




                                     39	
  
thanks.
Jason Bullivant
Strategy & Planning Director


jason@dynamix.com.au           |

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Popai presentation jb

  • 1. Jason Bullivant Strategy & Planning Director
  • 2. 1 + 1 = 3 (And other dodgy maths…) 2  
  • 3. “ Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity. Charles Mingus ” 3  
  • 4.
  • 5. 1 + 1 = 3 (And other dodgy maths…) 5  
  • 6. What the What the MAXIMISED brand + shopper = REASON TO stands for? is looking for? PURCHASE Increasing the ‘sales’ opportunity 6  
  • 7. What the What the MAXIMISED brand + shopper = REASON TO stands for? is looking for? PURCHASE x2 x3 x2 7  
  • 8. THERE ARE ONLY 3 WAYS TO INCREASE SALES 1 Get more shoppers 2 Get existing shoppers to buy more often 3 Get existing shoppers to spend more
  • 9. “If a creative idea doesn’t work instore, it simply doesn’t work.” Ann Mooney, (ex) Global Marketing Director, P&G.
  • 10. How do you choose the products & services you buy?
  • 11. THE RATIONAL THE EMOTIONAL The Sales bit The Brand bit Logical Intuition Analytical Creativity Maths Holistic thought
  • 12. BRAND B BRAND A BRAND C BRAND D
  • 13. POP BRAND D
  • 14. BRAND - Getting on the radar (2 examples)
  • 15. 4% liked 7% disliked 89% indifferent IPG Advertising Study
  • 16. wHy. what is great wHere do we need How can we share the about the product? to share the message? message with impact? Persuasion CoMMuniCaTion iMPaCT The wHy needs to inform the How
  • 17. Rom Bar - Romania Getting on the radar - example 1
  • 18. Getting on the radar - example 2
  • 19. Getting on the radar - example 2
  • 20. Getting on the radar - example 2
  • 21. Hellmann’s Mayonnaise - UFS Getting on the radar - example 2
  • 23. Wicked Uncle - UK Shopper ‘happy’ - example 1
  • 24. The education started well before the hoardings. Swing tags, instore displays and catalogues had been using QR codes all before that. Shopper ‘happy’ - example 2
  • 25. NAB Kiosk – Westfield We’re no longer a purely financial institution – but retail spaces also competing for people's time and attention… Peter Holmes, Head of Network Planning and Design, NAB Shopper ‘happy’ - example 3
  • 26. Bringing it all together (2 examples)
  • 27. Bringing it all together - example 1
  • 28. Bringing it all together - example 1
  • 29. Deus Cycleworks – Last Dinosaurs/Zoom Bike Bringing it all together - example 1
  • 30. Deus ex Machina – Temple of Enthusiasm Bringing it all together - example 1
  • 31. Bringing it all together - example 2
  • 32. Anaconda Bringing it all together - example 2 1
  • 33. PERCEPTION Top level awareness of the brand. Typical ATL disciplines RESEARCH The information gathering stage. WOM & independant reviews inform a new perception. EXPLORING Physically looking to purchase. (Instore, Online, Mobile, etc) POP EXPERIENCE Customer Service/Purchasing All steps push you closer to purchase
  • 34. Summary Use the power of your brand.
  • 35. Summary Understand your shopper.
  • 36. Summary Create a deep engagement.
  • 37. Summary Be Brave. Be Seen.
  • 38. What the What the MAXIMISED brand + shopper = REASON TO stands for? is looking for? PURCHASE
  • 39. 1 + 1 = 3 (And other dodgy maths...) 39  
  • 40. thanks. Jason Bullivant Strategy & Planning Director jason@dynamix.com.au |