Trade Marketing Practices Sony

Best Practices in Trade Marketing
Steven De Smet Sony Benelux
19.10.10
Customer Marketing Shopoloog 2010 Copyright Sony
Agenda
The link between Trade Marketing at Sony and the British rockband The Kinks Golden Space: an integrated example Some hands-on examples and best practices
19.10.10
Customer Marketing Shopoloog 2010
Copyright Sony Benelux
The brand power of Sony

Sony still one of the leading brands of the world General awareness levels of over 96% Most preferred brand in several categories Activities covering electronics, music, games and movies
European Passion Brand 1 Buzz Brand 2 Top Luxury Brand 3
1 nr. 2 in European Passion Study Research by Panelteam in 2010 2 nr. 3 Media Value Ranking study calculating the dollar value of the "buzz", content and conversation
taking place online by General Sentiment 2009 3 nr. 4 according to Luxury Brands Ranked by Digital IQ Score by L2 LuxuryLab 19.10.10 Customer Marketing Shopoloog 2010 Copyright Sony Benelux
But what is all of this worth?
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Reading manual brand funnel

Result Result Q2* Q1**
94% 96% 95% 54%
% of people knowing the brand and considered it
How do you have to read this funnel? Other

92% 96%
94% of all recent buyers know the brand

88% 79% 93% 94%
81%
94%
97%
Presence (Awareness)
52% 54% 53% 50% 51% 50%
Attraction
51%
Conversion from awareness 37% 36% 33% (= 51% 34% / 94%) 32%
59% to consideration of 54% 36% 57% 60%
Consideration
37%
34% 34% 51% of all27% recent buyers consider 30% 25% 33%
the brand
57%
% of people considering the brand who purchased it
40% 37% 40%
Conversion
41% 37% 30% Conversion from consideration to 33% 40% 42%
(= 19% / 51%)
purchase of 37%
48%
47%
Purchase
19%
19%
20%
20%
27% the brand 14% 19% of all10% recent10% buyers has purchased 10% 10% 14% 27%
% of owners who have recommended the brand
Advocacy
23%
20%
18%
18%
15%
Conversion from purchase to attachment of 23% 26% 24% 17% 20% 31% 21% (= 4% / 19%) 23%
Attachment
4%
4%
4%
4%
4% of all 1% 2%
recent buyers is attached to the brand 4% 4% 2% 2% 4% 6% (recommendation score = 9 or 10)
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Brand Funnel for television

Other
Q2
94%
Q1
Q2
95%
Q1
Q2
94%
Q1
Q2
88%
Q1
Q2
98%
Q1
Presence (Awareness)
50%
96% 63% 54% 47% 60% 52%
96% 54% 61% 51%
95%
85% 44% 36%
98%
% of people knowing the brand and considered it
Attraction
54%
34%
45%
Consideration
34%
59%
% of people considering the brand who purchased it
Conversion
45% 31% 47%
Purchase
16%
16%
27%
28%
66% of the people considering Sony, finally decide to buy something else
52% 30% 43% 30% 51% 52% 23% 56% 24%
44%
50%
26%
27%
7%
7%
24%
22%
% of owners who have recommended the brand
Advocacy
33%
41%
31%
36%
36%
35%
24%
30%
29%
35%
Attachment
5%
7%
8%
10%
9%
9%
2%
2%
7%
8%
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Trade Marketing at Sony
Give the People what they Want

The Kinks - 1981
Trade Marketing Role: Increase conversion rate

19.10.10 Customer Marketing Shopoloog 2010 Copyright Sony Benelux
Golden Space
An integrated example
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Meeting Shoppers Needs

TV
Consumers looking for a new Television face many similar looking offerings in store All the TVs look the same and I dont know which one to buy I cant tell the difference between the TVs, except the price I dont understand why some TVs are more expensive
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Home Theatre
Consumers dont appreciate the advantages of using a Home Theatre System without experiencing. Others are unsure which, of the many different configurations, is right for them My TV is loud enough. I dont need anymore volume Home theatres only work with films and I dont watch movies very often Id like a home theatre but they take up a lot of room and can make a room look messy
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Blu-ray
Consumers have heard of BluRay, but without experience they dont value its benefit to them What does Blu-ray do? Id like to see for myself how big the improvement in picture quality really is I own a Full HD Television so already have high definition. I have no need for Blu-ray
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Golden Space Objective
Experience is believing
Offer shoppers the opportunity to enjoy an outstanding audio and visual experience that meets their interests and needs and improves their in store shopping experience
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Golden Space Messaging

See incredible imagery Hear superb sound Feel the complete experience Sony make.believe
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Golden Space: some principles

1. Sony brand activator full-time present 2. All products are always active 3. TVs always presented with Home Theatre system 4. Only content delivered by Sony (through internet) 5. Always recent varied content available (music, pictures, games, sports) 6. Always double referencing (products also in regular range)
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Golden Space: some results

TV sales evolution
W13
W16
W19
W22
W25
W28
W31
W34
W37
all stores W40
all stores
19.10.10 Customer Marketing Shopoloog 2010 Copyright Sony Benelux
Golden Space
Some hands-on examples
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Trade Marketing Role: Increase conversion rate

By influencing all elements of the information / decision process
Dealer website Coop advertising Digital Windowstickering Asset Syndication
Display Share Windowdressing Feature / Benefit Segmentation POS Promotional In-store POS materials Brand activators branding
store
isle
product
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Synergie between brand campaign and retailer campaign = win-win

Sony campaign Retailer campaign
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Use of productshots as communication vehicles

Delivered by Sony to all retailers for obligated use With main feature in screen and sideshot to highlight design
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Eco TV message in Coop
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Never assume
That the space you get in the flyer will be as large as your screen
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Blu-ray promotion with retailer

40 cash back when buying a Sony Blu-ray player Offer on when receipt when in target (link to the fidelity card) Targets:
Customer having bought a Full HD TV (any brands) in the last 12 months Customers having bought brown goods but not Blu-ray in the last 2 months Customers between 25 & 50, social class 1 to 5
Blu-ray player sales
wk
w k+1
w k+2
w k+3
w k+4
w k+5
w k+6
w k+7
w k+8
w k+9
Blu-ray player sales
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Windowdressing
Feature / Benefit Segmentation POS Promotional In-store POS materials Brand activators branding
Display Share
store
isle
product
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Windows can be billboards
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By the way
If you buy a Sony 3D tv now, you get a free PS3 and 5 3D games
(seize every opportunity)
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Windowdressing
Display Share
store
isle
product
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No comment
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Help the shopper find what he wants
Remember The Kinks?
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This does not help in convincing the consumer to buy a Home Theatre solution
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Windowdressing
Display Share
store
isle
product
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Demonstrating Smile Shutter
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Stay close to your product
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And sometimes its very straight-forward

(BRAVIA is our sub-brand for Tvs)
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Any questions?
19.10.10

Trade Marketing Practices Sony

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Trade Marketing Practices Sony

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Best Practices in Trade Marketing

Steven De Smet Sony Benelux

Customer Marketing Shopoloog 2010 Copyright Sony

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

The brand power of Sony

European Passion Brand 1 Buzz Brand 2 Top Luxury Brand 3

But what is all of this worth?

Customer Marketing Shopoloog 2010 Copyright Sony

Reading manual brand funnel

How do you have to read this funnel? Other

94% of all recent buyers know the brand

52% 54% 53% 50% 51% 50%

59% to consideration of 54% 36% 57% 60%

% of people considering the brand who purchased it

40% 37% 40%

41% 37% 30% Conversion from consideration to 33% 40% 42%

% of owners who have recommended the brand

recent buyers is attached to the brand 4% 4% 2% 2% 4% 6% (recommendation score = 9 or 10)

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Brand Funnel for television

96% 63% 54% 47% 60% 52%

96% 54% 61% 51%

85% 44% 36%

% of people knowing the brand and considered it

% of people considering the brand who purchased it

45% 31% 47%

% of owners who have recommended the brand

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Trade Marketing at Sony

Give the People what they Want

Trade Marketing Role: Increase conversion rate

Customer Marketing Shopoloog 2010 Copyright Sony

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Meeting Shoppers Needs

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Meeting Shoppers Needs

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Meeting Shoppers Needs

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Golden Space Objective

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Golden Space Messaging

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Golden Space: some principles

Customer Marketing Shopoloog 2010

Copyright Sony Benelux

Golden Space: some results