Stories from the frontline of consumerism

| The Social Shopper #marketing4sub@mattgierhart

PURCHASE DECISIONS AND DIGITAL BEHAVIOUR

STORIES FROM THE FRONTLINE OF CONSUMERISM

| The Social Shopper #marketing4sub@mattgierhart

MATT GIERHART

| The Social Shopper #marketing4sub@mattgierhart

@MATTGIERHART

| The Social Shopper #marketing4sub@mattgierhart

@MATTGIERHARTTraveled toLived in

Interested In:TravelEconomicsFoodArtMarketing

Social Strategy

CreativeSpeaker

Internal Communications

Collective Action

PR

What I do

ICEBREAKERS (AFTER THE SPEECH):FAVOURITE RESTAURANT IN LONDONOPINION OF GROWTH IN EMERGING MARKETSWHAT MAKES YOU CURIOUSASK ME WHAT SOFT POWER IS

| The Social Shopper #marketing4sub@mattgierhart

"We are all learning. Unilever is ahead of much of the competition but behind consumers, which for marketers is not a comfortable place to be."

| The Social Shopper #marketing4sub@mattgierhart

"We are all learning. Unilever is ahead of much of the competition but behind consumers, which for marketers is not a comfortable place to be."Unilever CMO Simon Clift

| The Social Shopper #marketing4sub@mattgierhart

| The Social Shopper #marketing4sub@mattgierhart

STORY:1The experience of your brand is their game

| The Social Shopper #marketing4sub@mattgierhart

STORY:1“WHAT ARE THESE PEOPLE DOING?”

| The Social Shopper #marketing4sub@mattgierhart

| The Social Shopper #marketing4sub@mattgierhart

LEVI’S ASS CAM

| The Social Shopper #marketing4sub@mattgierhart

HOW TO PLAY

| The Social Shopper #marketing4sub@mattgierhart

Products Values>

| The Social Shopper #marketing4sub@mattgierhart

Products Values Experiences> >

| The Social Shopper #marketing4sub@mattgierhart

“Marketing is set on creating its own relationship—ignoring the really valuable one already in place between people & products.”

| The Social Shopper #marketing4sub@mattgierhart

| The Social Shopper #marketing4sub@mattgierhart

SEE THE TRICK?

| The Social Shopper #marketing4sub@mattgierhart

ACTIVATION TO AWARENESS

AWARENESS

INTEREST

TRIAL

DECISION

PURCHASE

| The Social Shopper #marketing4sub@mattgierhart

ACTIVATION TO AWARENESS

AWARENESS

INTEREST

TRIAL

DECISION

PURCHASE

Activation

| The Social Shopper #marketing4sub@mattgierhart

ACTIVATION TO AWARENESS

AWARENESS

INTEREST

TRIAL

DECISION

PURCHASE

| The Social Shopper #marketing4sub@mattgierhart

STORY:2MY STORY OF YOU

| The Social Shopper #marketing4sub@mattgierhart

STORY:2“THE DENIM THATWENT ROUND THE WORLD”

| The Social Shopper #marketing4sub@mattgierhart

19cm WORLD

| The Social Shopper #marketing4sub@mattgierhart

19cm WORLD

| The Social Shopper #marketing4sub@mattgierhart

FAR CRY FROM THIS...

| The Social Shopper #marketing4sub@mattgierhart

FAR CRY FROM THIS...

| The Social Shopper #marketing4sub@mattgierhart

| The Social Shopper #marketing4sub@mattgierhart

| The Social Shopper #marketing4sub@mattgierhart

YES, DONUTS TOO

| The Social Shopper #marketing4sub@mattgierhart

THIS IS NEW

| The Social Shopper #marketing4sub@mattgierhart

STORY:3IF SOMEONE LOVES YOU,LET THEM PLAY WITH YOU

| The Social Shopper #marketing4sub@mattgierhart

STORY:3“BURGERHACKER”

| The Social Shopper #marketing4sub@mattgierhart

IKEA THIS...

| The Social Shopper #marketing4sub@mattgierhart

3M COMMAND STRIPS

| The Social Shopper #marketing4sub@mattgierhart

3M COMMAND STRIPS

| The Social Shopper #marketing4sub@mattgierhart

STORY:4THE LANGUAGE OF PLAY

| The Social Shopper #marketing4sub@mattgierhart

STORY:4“COMMONLANGUAGE”

| The Social Shopper #marketing4sub@mattgierhart

PEOPLE TALK ABOUT THEIR LIVES, NOT BRANDS

| The Social Shopper #marketing4sub@mattgierhart

| The Social Shopper #marketing4sub@mattgierhart

Gamesmanship of Shopping1. Your experience is their game2. It’s not your story, it’s theirs3. They want customisation, ownership4. Reference points make their experience social

| The Social Shopper #marketing4sub@mattgierhart

LET THEM PLAY

| The Social Shopper #marketing4sub@mattgierhart

LET THEM PLAYTHANK YOU