RTL AdAlliance’s Post

Directfood, together with the German retail chain Globus, developed and implemented a local marketing program in 2018. The goal of the program was home communities, with which it was supposed to be possible to begin building relationships in order to organize a systemic impact on residents living in the house. During the research, it was possible to find out that in many houses, communities of residents are organized and successfully functioning (communicating with each other, jointly solving common issues, helping each other). The single center of such a community is an initiative group, including a senior house manager, a house council and a concierge. They become influencers or ambassadors of the online store. Moreover, in this case, it becomes possible to place advertising material in the place of residence of potential clients, build trusting relationships with them, receive feedback on the quality of the service directly here and even form customer communities. House chats are also used to promote the service. Marketers made the assumption that if they manage to develop tools that can be used within these communities and the goal is to inform them about the retailer's promotions, new products, special offers, then perhaps this will attract the attention of the residents of the house. The result exceeded expectations. Thus, the head of marketing for digital sales channels of the Globus hypermarket chain, Yuriy Matseylik, reported in 2021 that the use of various local marketing tools in cooperation with house communities increases the effectiveness of advertising by 30%. There was not a single example when house communities did not respond to the proposals made. Over two years of operation, the number of buyers of the online store of the retail chain increased on average from one or two to six or seven in one entrance. Revenue growth in the first year of operation exceeded 400%. https://lnkd.in/d38T9tQB

I’ve said it before & I’ll say it again There are no boring categories, just boring brands. Hismile has done an exceptional job at disrupting Colgate. This shelf shot says it all. ➡️ A proliferation of SKU’s and facings ➡️ Toothpaste 4x the category average price ➡️ $79 toothbrushes in a supermarket They are crushing it. How? 💡 Great marketing. But when I say marketing, I mean the complete discipline of marketing. (not just social media or advertising) 💡 Product They have a relentless consumer focus. Weird and wonderful flavours, rapid R&D and an insane amount of new product development. 💡 Distribution Getting retail right after ecom is no mean feat, but completely necessary for mass market penetration. They've managed to land core ranging and steal a load of shelf space from the incumbents. 💡 Pricing Premium pricing with heavy promotions. I don't know their P&L, but I'm gonna guess it is still very profitable at half price. People shop this category on promotion, so deep discounting is simply your ticket to entry. 🫡 I have so much respect for brands that take on the multinationals, let alone win at scale. What do you think of their approach? ~ If you liked this post, I write about marketing regularly so follow me @ Brent Vrdoljak for more.

In a memorable marketing case with South Africa's KFC, Rory Sutherland demonstrated the transformative impact of strategic pricing on consumer behavior. Confronted with an underperforming item on the menu, Sutherland recognized an opportunity to harness the psychology of pricing to drive demand. Rather than resorting to the conventional tactic of slashing prices to spur sales, Sutherland proposed a bold alternative: increasing the price of the struggling item. This unconventional approach was rooted in the principle of perceived value—by elevating the price, Sutherland aimed to enhance the item's perceived worth in the eyes of consumers. By reframing the narrative surrounding the item and positioning it as a premium offering, Sutherland sought to capitalize on consumers' propensity to associate higher prices with higher quality. This strategic maneuver aimed to evoke a sense of exclusivity and desirability, enticing customers to reevaluate their perceptions and embrace the item as a coveted indulgence. Despite initial skepticism, Sutherland's gambit proved successful, as the higher-priced item experienced a surge in demand, surpassing expectations and revitalizing sales. This case exemplifies the transformative potential of innovative pricing strategies in reshaping consumer behavior and driving business growth.

In a memorable marketing case with South Africa's KFC, Rory Sutherland demonstrated the transformative impact of strategic pricing on consumer behavior. Confronted with an underperforming item on the menu, Sutherland recognized an opportunity to harness the psychology of pricing to drive demand. Rather than resorting to the conventional tactic of slashing prices to spur sales, Sutherland proposed a bold alternative: increasing the price of the struggling item. This unconventional approach was rooted in the principle of perceived value—by elevating the price, Sutherland aimed to enhance the item's perceived worth in the eyes of consumers. By reframing the narrative surrounding the item and positioning it as a premium offering, Sutherland sought to capitalize on consumers' propensity to associate higher prices with higher quality. This strategic maneuver aimed to evoke a sense of exclusivity and desirability, enticing customers to reevaluate their perceptions and embrace the item as a coveted indulgence. Despite initial skepticism, Sutherland's gambit proved successful, as the higher-priced item experienced a surge in demand, surpassing expectations and revitalizing sales. This case exemplifies the transformative potential of innovative pricing strategies in reshaping consumer behavior and driving business growth.

Been focusing on your FMCG consumer marketing strategy and neglecting your FMCG Trade Marketing? Here we take a look at 10 Examples of FMCG Trade Marketing and why it is so crucial > https://buff.ly/48YzayV #fmcg #fmcgmarketing #marketing #trademarketing

this might be controversial, who knows, but instead of always praising the marketing campaigns from huge brands like aldi, lidl, tesco we should be looking for and spreading the word on things closer to home don’t get me wrong - the big brands do some AMAZING things which I’ve posted about in the past, but instead of the same 100 posts down the LinkedIn feed of the same aldi billboard, I think it would be refreshing to see more praise for things that a brand has done without a huge marketing budget or a team of hundreds 💘 #socialmediamanagers #marketing

Enhancing Consumer Conversion Through Strategic Trade Marketing!! For any brand to enhance profit margins, the cooperation and continuous support of channel partners are essential - Ikechukwu Kalu. fcim, fnimn. https://lnkd.in/drcnygt #TradeMarketing #ConsumerBehavior #DigitalMarketing #BrandStrategy #RetailMarketing #ImpulseBuying #ChannelMarketing #MarketingInnovation #ConsumerJourney #BrandPlacement Ayodele Omoniyi Funso Williams

```Positioning as a Market Leader``` **What not to do** As long as a company owns the position, there's no point in running advertisments that repeat the obvious "We're No.1" is a typical example. Much better is to enhance the product category in the customer's mind. Rolex's advertising usually ignores competition and sells the value of Watches. Why isn't it a good idea to run advertising that says,"We are No.1"? The reason is psychological. Either the customer knows you are No.1 and wonders why you are so insecure that you have to say so. Or the customer doesn't know you are No.1. If not ,why not? Maybe you have defined your leadership in your own terms and not the customer's terms . Unfortunately,that just won't work. You can't build leadership position on your own terms. "The Best-selling under- $3,500 high fidelity system east of Africa." You have to build leadership position in the customer's terms **What to do** "The real thing". This classic Coca-cola advertising campaign is a strategy that can work for any leader. The essential ingredient in securing the leadership position is getting into the mind first. The essential ingredient in keeping that position is reinforcing the original concept. Coca-cola is the standard by which all others are judged. In contrast, everything else is an imitation of "the real thing". This is not the same as saying "We're No.1". The largest brand could be the largest seller because it has a lower price,it is available in more outlets,etc. But "the real thing",like a first line,will always occupy a special place in the customer's mind.

🎯 Are you ready to revolutionize your on-pack promotions? Let's talk strategy. In the ever-evolving world of FMCG, standing out on the shelves is more crucial than ever. But how do we ensure our promotions not only catch the eye but also drive real consumer action? It's time to shift our focus from traditional techniques and embrace innovative, risk-managed promotional strategies that resonate with today's savvy consumers. Imagine this: a customer picks up your product, enticed by a clever promotion that lines up perfectly with their needs and lifestyle. You've just created an experience, not just a sale. That's the power of strategic promotional planning—when it’s done right, it builds brand loyalty and breaks through market noise. Our task as leaders in this space is to create these moments consistently. What's your go-to strategy for designing impactful on-pack promotions? Let’s exchange ideas and push our industry forward together!

Local store marketing is key.