Richard Nicoll: Ideas That Lead Directly To Sales

There’s a tension between creativity, effectivity measurement, and sales, but for Saatchi & Saatchi’s shopper marketing guy Richard Nicoll, they all boil down to how you think about these things and the fact that it all leads to sales, so why not do it up front?

Richard said that what we need is to use creativity to create marketing stimuli to engage the shopper that directly leads to a purchase. Quoting Deloitte, Nicoll explained how consumers and shoppers are different, and that they need different engagements.

Shoppers aren’t necessarily the consumers and vice versa, because while people who go buy dog food are shoppers, they are obviously not the consumers of what they bought, therefore companies need to treat the two categories differently.

To build ideas that engage the shoppers, companies need to consider how emotion leads to action. They need to understand the emotions that drive people to interact with the brand and share such interactions with others. Give them reasons to buy immediately, capitalizing on occasions to make an offer that benefits the shoppers and adds value to the whole experience.

While acknowledging that not every kind of ideas have all these aspects, it’s critical to generate the ideas that build with the right mix of end to end strategy, in and out of the store, online and offline, that could lead potential consumers to shoppers that will buy the advertised products.

[header image by AdDiction]
Lurino Bertorani reports for AdDiction from Citra Pariwara 2014