One word is enough

On 6 September members of the Trade Marketing Club gathered to listen to presentations about unusual promotion campaigns, special product displaying ideas and new-type communication strategies. Each strategy presented started with one good word.

Csaba Veres
in-store- and event activation manager Coca-Cola HBC

Csaba Veres, in-store and event activation manager of Coca-Cola HBC talked about the unique strategic viewpoint of the company when it comes to brand communication. He revealed that the company had adopted a new approach in 2017 in in-store product displaying and activations, and the philosophy behind their brands changed. They started concentrating on the hyper- and supermarket channels and on HoReCa units, because these realise the highest sales revenue and offer the biggest shopper experience.

In addition to the company’s usual displays, they have started using more complex, premium in-store placements, while the communication strategy has been shaped in line with consumption trends. Holidays and major sporting events influenced the design of certain displays, plus exclusive designs turned up in stores, with LCD screens, lighted shelves, etc. As the latest innovation, these displays are now equipped with remote-controlled multimedia devices that utilise smart technology. Coca-Cola divided the 24 hours of the day into consumption occasions based on various consumer lifestyles, and attached the different brands and the relevant product sizes to each of these ‘micro events’. In the Coca-Cola matrix that they created this way there is a specific ATL and BTL communication for each and every product.

Anita Varga 
marketing director
Rossmann

Rossmann’s ATL campaign in 2013 had started building the brand with a special perspective, which materialised in an exciting cooperation that lasted for years: marketing director Anita Varga talked about their working together with Attila Árpa. She revealed that up until 2013 Rossmann had mainly communicated with price promotions. What was the focal point of the new global ATL strategy? Being different from competitors. They felt that a famous person could help in this, and instead of a beautiful lady they opted for a man – shoppers got a picture about the world of women through his eyes. The marketing director told: they knew that Attila Árpa divided public opinion, but teaming up with him was an absolute success.

Using online platforms forms part of the comprehensive brand communication, including YouTube where Rossmann’s channel publishes content that educates consumers about how to use certain products. A female character was necessary for this task, so Rossmann recruited television personality Lilu. Ms Varga opines that working with a celebrity can only be done in the long run, planning for a 3-5 year period. However, this also means a great risk for the brand as no one can tell what people will think about the given person a few years from now. Still, if the right person is picked for the campaign, that can strengthen a brand very much.

Béla Hlavacsek
head of strategy
Progressive

Client service director Orsolya Szabó and head of strategy Béla Hlavacsek from Progressive Advertising Agency gave an insight into how to come up with the perfect brand message. The head of strategy explained that the complex task of advertisements is conversion, making potential buyers spend their money in a way that the company differentiates itself in the market and conveys its message in a memorable fashion. Today brands need to surprise shoppers, and Mr Hlavacsek is of the opinion that they should create content that interests consumers regardless of the brand or its goals.

Szabó Orsolya
client service director
Progressive

Ms Szabó talked about how to make shoppers curious. Her view is that this objective can be realised by giving them the experience of discovery. She brought promotion campaigns realised by Progressive to illustrate her thoughts, e.g. the Voltaren Travelling Senior Dance Programme for men and women above the age of 55 years, the Sensodyne Rapid relaunch campaign, etc.

The next Trade Marketing Club meeting will be on 15 November. //