Planning Your Soft Drinks Shopper Marketing
Planning Your Soft Drinks Shopper Marketing
Select a zone below:
Pre-Shop
- Zone 1: Outside of store
- Objective: Awareness
- Messaging: Lead creative - Emotional.
- Shopper Mindset: Receptive to brand comms that move them emotionally.
- Comms: Posters to grab the attention of people walking buy.
Shop
- Zone 2: Store Entrance (larger stores)
- Objective: Awareness.
- Messaging: Prime shopper to desire and seek product in store.
- Shopper Mindset: Arriving; listing not yet shopping.
- Comms: Front of store activation with details on promotion and the main creative messages.
Shop
- Zone 3: Perimeter
- Objective: Turn awareness into conversion.
- Messaging: Disruptive, high impact creative to stand out - engage and entertain to intercept.
- Shopper Mindset: Navigating with a task in mind, but open to interception.
- Comms: Use FSDUs (slim line in convenience) to create secondary sites around store which build on the awareness generated outside.
Shop
- Zone 4: In-aisle/chiller/fridge
- Objective: Drive consideration and conversion.
- Shopper Mindset: Actively selecting and deselecting products - impulsively (DN) or with more consideration (DL).
- Messaging: Highlight points of difference.
- Comms: Use shelf strips, wobblers, fridge stickers, aisle fins to convert with reasons to believe at shelf.
Shop
- Zone 5: At Checkout
- Objective: Final reminder.
- Messaging: Urgent messaging that drives impulse.
- Shopper Mindset: Time to kill in the queue, but open to quick decisions depending on what they’ve already basketed.
- Comms: Till communications can be used to encourage consumers to go and grab their drink.
