Filippo Agnello - Il Sole 24 Ore · (Paid/Earned) 1. Starting point of ZMOT/The point of intercept...
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1 Filippo Agnello Presidente e A.D. Mattel Italy, Greece and Turkey Milano 8 Ottobre 2014
Transcript of Filippo Agnello - Il Sole 24 Ore · (Paid/Earned) 1. Starting point of ZMOT/The point of intercept...
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Filippo AgnelloPresidente e A.D. Mattel Italy, Greece and TurkeyMilano 8 Ottobre 2014
Il ruolo del digitale in Mattel
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50%50%Della
popolazione italiana
èè ON LINEON LINE
83%83%Degli utilizzatori
della rete usa il web per informarsi su prodotti o servizi
67%67%Delle mamme
italiane
IS ON LINEIS ON LINE
3030Ricerche della
parola“giocattolo”in un mese
.000.000.000.000
Il ruolo del digitale in Mattel
Alcuni dati, parlano da soli…
Il processo decisionaleè cambiato!
Secondo Momentodella verità
Primo Momento della verità
Stimolo
Che alimenta lo ZMOT del successivo shopper
ACTIVITYIN STOREDISPLAY
OUTSHELF
POP
SHELF
TVPR
EVENTS
RADIO
ADV
PRESS
SEARCHVIDEO
SOCIAL
DIGITAL
APP
Il ruolo del digitale in Mattel
L’approccio di Mattel Italy
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L’approccio di Mattel Italy
Increase Consumer Desire
Increase Shopper Understanding and Loyalty
Increase Sales and Market Share
Shopper Consumer Retail
EtailDigital Marketing
Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved
Come avvicinare e interagirecon i resp. acquisto e con i
consumatori?
Digital Marketing
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Digital Marketing: Paid-Owned-Earned-Media
2. Branded Site
(Owned)
1. The source of correct information
2. Controlled environment
3. Driver of ZMOT
Aimed at Shopper and Consumer
2. Branded Site
(Owned)(Owned)
1. The source of 1. The source of correct informationcorrect information
2. Controlled 2. Controlled environmentenvironment
3. Driver of ZMOT3. Driver of ZMOT
Aimed at Shopper Aimed at Shopper and Consumerand Consumer
3. Social Web
(Earned)
1. Global reach and local nuance
2. Considered a credible voice
3. Driver of ZMOT
Aimed at ‘FP audience’/ Shopper
3. Social Web
(Earned)(Earned)
1. Global reach and 1. Global reach and local nuancelocal nuance
2. Considered a 2. Considered a credible voicecredible voice
3. Driver of ZMOT3. Driver of ZMOT
Aimed at Aimed at ‘‘FP FP audienceaudience’’/ Shopper/ Shopper
1. Search
(Paid/Earned)1. Starting point of ZMOT/The point of
intercept
2. Immediately connect customers
with the right content
Aimed at Shopper
1. Search
(Paid/Earned)(Paid/Earned)
1. Starting point of 1. Starting point of ZMOT/The point of ZMOT/The point of
intercept intercept
2. Immediately 2. Immediately connect customers connect customers
with the right contentwith the right content
Aimed at ShopperAimed at Shopper
4. Video
(Paid/Earned)
1. Amplify content and contributes to
ZMOT
2. Supported by paid media
Aimed at Shopper and Consumer
4. Video
(Paid/Earned)(Paid/Earned)
1. Amplify content 1. Amplify content and contributes to and contributes to
ZMOT ZMOT
2. Supported by 2. Supported by paid mediapaid media
Aimed at Shopper Aimed at Shopper and Consumerand Consumer
www.fisherwww.fisher--price.comprice.com
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Build longer term relationships with
existing and potential customers
Build longer term relationships with
existing and potential customers
Two way information flow – Driven by owned
and paid media
Two way information flow – Driven by owned
and paid media
Well executed video will drive traffic to
earned/owned media and drive ZMOT
Well executed video will drive traffic to
earned/owned media and drive ZMOT
A driver that feeds owned and can
stimulate earned media
A driver that feeds owned and can
stimulate earned media
Mattel Confidential Information/May Include Trade Secrets Do Not Distribute ©2014 Mattel, Inc. All Rights Reserved
Digital Marketing: La scatola dei giocattoli
Piattaforma digitale riferimento per la categoriaComunica a Consumatori e Resp. acquisto riunendo la forza dei brands
What’s next?
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What’s Next: Connecting Digital and Phisical
An innovative way to bring to life the magic of Mattel products into customer’s mind through smartphones:
-Enriched shopping experience-Proximity marketing by also using push notifications
La scatola dei giocattoli will soon provide information about how to receive customized mobile services available in the stores and how to benefit from them.
Installing the app on the smartphone is the only thing needed.
A possible use:
A notification reaches the shopper near the store encourageing him to go into the shop:
- An hot product is there!- A customized promotion is available now for and for the next 30’!
A tap on the notification will then make the screen show the video of the product and a digital coupon will be there ready to be redeemed...
What’s Next: Connecting Digital and Phisical
What’s Next: Connecting Digital and Phisical
Mattel will use Apple's iBeacon limited rangetransmitters (up to 30 meters) will drive the next phase of innovation in retail.
Tests in a limited number of Hypermarkets and Toy Specialists is starting
Engagement, interaction and loyalty are more than ever the keywords of Retail Revolution.
Grazie!
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