Shopper Marketing - April 2016 - 54


HALL OF FAME PROFILE: DOUWE BERGSMA

us develop content." So they are all working
together to drive content and we are also experimenting with crowdsourcing.
Now, this only works if you have a crystal
clear idea of who you are after and what your
brand stands for. When AOL, Meredith and
all our agencies first came into Atlanta, we'd
chat with them about, for example, Brawny:
It's all about being strong in the face of adversity. And they were like, "Oh ... you're not
about being the strongest towel?" Well, that's
a part of it, but we don't expect AOL content
experts to write stories about how strong the
fibers are.
So they started developing stories about
being strong and tough in the face of adversity ... about people "staying giant."
So this content steers clear of direct brand
messaging?
BERGSMA: No, it is brand messaging. We've
become more purpose-driven in our marketing efforts and elevated the essence of our
brands to a more emotional space. Brawny is
all about "staying giant." Angel Soft is all about
the conflict between being "soft and strong"
as a parent, and we have videos where we
showed that our product is soft and strong.

54

y SHOPPER MARKETING APRIL 2016

So we have these emotional stories, but
you're probably asking, how do you translate
that into a shopper environment? We could
do things like put a giant Brawny man on a
floor graphic, that's easy enough. But these
days, through technology, retailers have other assets that can bring this to life, such as the
Amazon product page, or the search capabilities Walmart offers, or the media capabilities
Peapod is offering. All of a sudden, I can bring
these stories to life within a retail environment that's broader than just the store. And
the beauty of it is that you can tailor each
message to areas that are most important to
each retailer.
But how do you close a sale?
BERGSMA: You never forget about the functional level: "Yes, we're advertising on your
sites with this emotional message, but when
we get onto your product page or into your
stores, we're also going to tell shoppers that
our mega rolls are four rolls in one." We're not
shy about explaining the functional benefits
of our products because we know what's important to our target consumers.
And that, for me, is the future of shopper
SM
marketing.



Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
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