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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