1 / 18

Beirut International Franchise Forum

Beirut International Franchise Forum. Panel 2: In-Store Marketing Strategies & their Influence on Customers ’ Spending. Mr. Gerard Tannam Chief Executive Officer Islandbridge Brand Development Limited. BIFEX 2013: Jumping Off The Shelf Gerard Tannam. Part 1. How A Brand Works.

inez
Download Presentation

Beirut International Franchise Forum

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Beirut International Franchise Forum Panel 2: In-Store Marketing Strategies & their Influence on Customers’ Spending Mr. Gerard Tannam Chief Executive Officer Islandbridge Brand Development Limited

  2. BIFEX 2013: Jumping Off The Shelf Gerard Tannam

  3. Part 1. How A Brand Works

  4. In Our Experience… Success in the marketplace is down to our ability to influence choice.

  5. Purpose Of A Brand? To make you the natural choice of your customers.

  6. Shop Until You Drop? Customers need help in making their choices; otherwise the weekly shop would take a week!

  7. Purpose Of A Brand? (2) To help customers choose what’s just right for them.

  8. Purpose Of Promotional Activity It must be the same: to help customers choose what’s just right for them.

  9. How Does A Brand Work? “A brand influences choice by standing for the relationship between the buyer and the seller.” Islandbridge, 2004

  10. Part 2. Brand Occasions

  11. Steps To A Sale Branding is about behaviour and communication. What you say and what you do.

  12. Steps To A Sale (2) Brand relationship built through a series of events or Brand Occasions.

  13. Brand Occasions (1) Brand Occasions are a series of key events in the developing relationship between buyer & seller, which help to determine the match between what the buyer wants and what the seller has to offer & which lead to a clear decision to buy or not to buy.

  14. Brand Occasions (2) In order to begin describing our relationship & the role that we play for our customer, whether on the shelf or elsewhere, we must determine our Brand Occasions.

  15. Brand Occasions • Attraction • Information • Recommendation • Demonstration • Sample • Proposition • Delivery • Support • Recovery • Feedback

  16. Thank You! Gerard@Islandbridge.com

More Related