REACHING THE CONSUMER a product by. 1.PRODUCT 2.INCLUDED FEATURES: Carousel Login/Registration Welcome Email Menu Instructions Profile Points

REACHING THE CONSUMER

a product by

INDEX

1. SCHNEIDER’S GOALS2. GAMIFICATION ENGINE TO MEET THESE GOALS3. HOOPTAP’S STRATEGY TO MEET EACH GOAL +

EXAMPLES4. BONUS TRACK5. USER ACQUISITION STRATEGY + EXAMPLES

1. SCHNEIDER’S GOALS

© 2014 Hooptap, SL. All rights reserved


1. SCHNEIDER’S GOALS

BRAND AWARENESS

BUILD CONSUMER WEB EXPERIENCE

CONSUMER ANIMATION

ELECTRICIAN ANIMATION

2. GAMIFICATION ENGINE TO MEET THESE GOALS



2. GAMIFICATION ENGINE TO MEET THESE GOALS

BRAND AWARENESS

BUILD CONSUMER WEB EXPERIENCE

CONSUMER ANIMATION

ELECTRICIAN ANIMATION

The app will become another tool to build brand awareness and will eventually be the landing place for users to reach to when receiving impacts. Promotion of the app must be done in the other channels in order for users to end up in the app and receive brand impacts in a fun environment.

Consumers can be drawn to the point of sale (eg. Letroy Merlin/ Bricodecor ) through the app . Also, they can be encouraged to upload a deco video for a reward and they can be offered a discount for downloading the app through direct marketing promotion.

Some game mechanics can be directed to encourage users to

visit the web and discover products and advantages. Codes can

be given for users to use in the website and draw traffic

Synchronize the current loyalty program for electricians with the app

and make it more interactive, so they can win points in the app and

exchange them in a marketplace with exclusive offers for staff. In this way

they have previous info learnt inside a fun environment which

they can apply as prescriptors.

3. HOOPTAP’S STRATEGY TO MEET EACH GOAL + EXAMPLES


A) BRAND AWARENESS


3. A) BRAND AWARENESS

For consumers, the app will reflect both Schneiders’ main value proposition and show its products in a fun and interactive environment. It will be divided in three main sections to communicate three main points which are associated to the brand:

• Design (Imagine your home): games related to efficient solutions for homes, such as the automation of homes

• Saving (Make the most of your energy) Solutions on how to save more with Schneider’s solutions and products

• Utility (Tips and tricks and DIY) advise on hoe to do certain things using Schneider’s products.

*All of this games must convey Schneider’s values of comfort security and home control


GAME EXAMPLE 1

This game provides a fun and visual way for users to learn how the Schneider movement detectors work. Whenever a character enters the house the light turns on. The game consists in counting how many people stay in the house so the user is playing an entertaining game while learning how a Schneider service works.


The final message refers to how the movement detectors work for users to link the game they have just played with the way this service works. This game portrays the values of comfort and security.


GAME EXAMPLE 2

In this game the users will be asked to tap the different places they think can be controlled from the Schneider's KNX system.


The final message will explain more about the KNX system. In this way the user is playing with Schneider as well as learning the benefits of using the KNX system. This game conveys the values of comfort and home control


As it will be an important tool to generate brand awareness, we need this tool to be the landing place for the consumers.

This is: The communication plan must have a meeting point: The app. Consumers must be drawn to the app through other promotions. In this way the brand gains not only more impacts, but a bidirectional relationship between the brand and consumers.

Gamification is based on rewards and interaction: and Hooptap allows this in its platform, enhancing promotional campaigns and events by making them more rewarding and interactive.

To be able to establish a reward system in coherence with the platform a point system is required to serve as tangible rewards.

For this, a marketplace will be defined where users can exchange points for discounts, experiences, products…


BRICO CHANNEL PROMOTION AND PRODUCT PLACEMENT:The use of Schneider’s products in TV is a great strategy to achieve a deeper impact on consumers. The impact is not static but it continues in the app with more info or a game about what was shown in the program. In this way, the message changes from a simple one way message to a bidirectional exchange.

• The app can have a link to a web view with more information about the program and the Schneider installation.

• There can be a poll related to the product that appeared. The answers given can be helpful for Schneider to track trends and preferences.

• A game can be related to the excellent use of Schneider products by emphasizing on an advantage the TV host said about Schneider.

Schneider can also use this opportunity to send games about automation of the home when this topic appears on TV.

B) CONSUMER ANIMATION


3. B) CONSUMER ANIMATION

Consumer animation can be achieved through fun actions that encourage the consumer to buy or to discover more about Schneider . These actions must have an incentive (a present, a discount…) for consumers to be eager to perform them.

These actions can take the consumer to a desired place (the website, a point of sale, a booth or shopping mall corner) always with a fun and rewarding mechanic.

In this way, consumers can learn about the brand and its products while having a good time and being rewarded for it.

ENCOURAGE THE CONSUMER:

3.B) CONSUMER ANIMATION

POINT OF SALE ACTIONS

Engagement: actions can be done to encourage visitors to download the app and interact with Schneider in the point of sale. Polls about the brands, contests to upload photos at the Schneider corner, quizzes about automation of the home etc.

Call to action: When users finish the quests they can be redirected to Schneider’s website or even physically to Schneider’s corner in order to receive some merchandising which as well as generating brand awareness meet the consumer animation goal.

Noise and Prescription: A different brand experience with Schneider in the point of sale will generate buzz and media noise, which will have positive impact for Schneider.


LET’S SEE SOME EXAMPLES:

Example to generate engagement with the consumers at a point of sale.Schneider brings you a contest to find a secret Schneider product stand in the department store. Users have to upload a picture of the secret stand which is located at the department store in order to win a prize. When users upload the picture, they will be told to go to Schneider’s corner to receive a prize for participating. This action will serve as a two goal action: achieve both brand awareness in the exhibition and consumer animation.


LET’S SEE SOME EXAMPLES:

Example to activate consumers:

After they play a game or do an action, for example a poll that can help Schneider to track the store visitors preferences, they can be given a coupon with a discount code for users to use in the store. In this way Schneider encourages users to buy in the store and discover more about Schneider through a fun experience.

The discount can have a limited time use so you induce people to buy in order to use their reward immediately.

3. B) CONSUMER ANIMATION

If Schneider wants to draw traffic to a certain store, it can be done through the app. People can be asked to geolocate, in order to receive some kind of price.

The action can have more than one quest in order to receive the price: Geolocate in the store and answer a question whose answer is inside the catalogue.

By making them look through the store catalogue, they can discover more products and its uses.

In this way consumers are having fun and receiving a prize but they are receiving brand impacts in a fun way too,

LET’S SEE AN EXAMPLE

C) BUILD CONSUMER WEB EXPERIENCE


3. C) BUILD CONSUMER WEB EXPERIENCE

For consumers to discover the new website and its products and solutions , an interactive strategy can be used .

Web surfing: Some mechanics can draw traffic to the website by asking a question that can only be asked by looking at the website as you can see in the example. Another fun way to draw users to the website is using a blurred photo that becomes clear as there is a countdown for answering, the user has to write in which section the photo is.

Web usage: Others can emphasize how the new web works with mechanics that help users to understand how to use it. For example, a linking game where you have to link sections to different info you find in the web.

Online purchase: The rewards given may be discounts to use exclusively in the website.

DISCOVER THE WEBSITE

D) ELECTRICIAN ANIMATION


3. D) ELECTRICIAN ANIMATION

It is important to go a step further in electrician and store partners involvement as, in essence, they are Schneider’s prescriptors.

Therefore, this app can also be not only an external but an internal tool, as there can be a space which is exclusive to electricians with useful content for them, synchronizing the app with the current loyalty program for electricians.

Electricians and partners will enter the app introducing a staff code which verifies its bond with the company and will have access to the Staff Only section automatically, directed only to Schneider’s electricians.

This section will be coordinated with the internal strategy of the company, enhancing the values that the company wants to transmit to its partners an electricians.

INTERNAL TOOL


Electricians will collect points (store energy) just like consumers will, but they will have an extra section to achieve them and an exclusive marketplace for them.

These points will be collected for answering questions, doing polls…in the app. Schneider’s current point system can be synchronized with the app and they can redeem Schneider’s points in the app’s marketplace.

POINT SYNCRONIZATION


Besides the interactive content, electricians could have access to discount coupons, products…from the Schneider Club. Electricians will store energy just like the other users but they will be able to exchange it for offers related to the Schneider Club.

Electricians will be the only ones to visualize this and therefore access the marketplace with the Schneider Club offers.

In this way, participation is encouraged, motivating the electricians and partners to know the company better and to get involved in the company’s internal strategy.

MARKETPLACE

4) BONUS TRACK


4. BONUS TRACK

ACR TECHNOLOGY

Automatic Content Recognition

ACR enables live synchronization with TV contentThis technology allows us to identify the content

that the user is watching on TV through the smartphone microphone,

4. BONUS TRACK

Schneider can use this in two ways:

1. In the product placement strategy: The app can automatically send a question when it listens to the Bricomania program. The question can be associated to a Schneider product that may appear in the app. The app can also send more info about the use of this product.

2. In the TV ads: Users will have to trap the Schneider ads on TV thanks to the ACR which is integrated in the app. Once the app recognizes the Schneider ad, the user will be given additional points as a reward. Then, the user can be given more info about the campaign.

HOW CAN THIS BE USEFUL FOR SCHNEIDER?

5) USER AQUISITION STRATEGY



The user acquisition strategy has to be done through the main media channels Schneider already uses. It is crucial to have a planned and effective user acquisition strategy in order to meet the goals described before.

Through mass media, Schneider has the push to encourage users to download the app. The difference between promoting and not promoting the app is key to the success of the app.

GETTING USERS TO DOWNLOAD THE APP


The app is a loyalty tool , and it has to be implemented as a long term strategy, therefore the aquisition of prescriptors and active and loyal users must be a constant strategy, present in every advertising action the brand carries out.

TV strategy: • TV ads: Schneider’s TV ads must encourage users to download the app, they may offer a discount for this: Show your

app on the cashier and receive a discount on our products.

• Product Placement: Programs such as Bricomania could mention the app and encourage users to download it.

POS strategy: Booths can be placed in malls or inside a partner shop to make users download the app by offering a reward for doing it: a discount, a trial product…

Press strategy:Ads in specialized magazines and catalogues of department stores which encourage users to download the app.

Permission Marketing:

There are specialized agencies which own Data bases which are segmented by interests or professions. Schneider could buy this databases to perform direct marketing campaigns.


Online campaign: Schnieder can use display platforms to carry out online campaigns to acquire users. This display campaigns segment variables to target the campaign. The retargeting tool is also very useful in this cases, as Schneider can retarget its ads to people that have searched words like domotics, intelligent homes, home automation,etc.

APP download platforms:Some platforms are designed to promote a certain app each day. Schneider can buy the space of some days for their app to be promoted. Eg: Stelapps

ASO Strategy: App store optimisation (ASO) is SEO for mobile apps. With this tools, apps have more visibility for users as they are used to better position your app in the stores. This will mean more chance to be downloaded. Eg: AppCodes, Senso Tower, MobileDEV HQ, straply…

This user acquisition strategy must be combined to direct marketing campaign and sales force for electricians and department stores .

Prescriptors strategy:Schneider must have a group of prescriptors (decorators, designers, distributors, electricians…) who must encourage the download and prescribe the app. For this strategy to be successful, the brand must carry out exclusive actions in the app for them.


OWN WEB CAMPAIGN EXAMPLES:

The web of the company will include call to action for users to download the app. They will redirect the users to the app stores.

The web must have distinguished spaces for the app promotion in order to attract users and encourage them to download the app.


TV CAMPAIGN EXAMPLE

Some campaigns can be focused on drawing users to the app by explaining the app’s features and advantages (Click the image to watch)

Others can include a call to action in a regular commercial, to boost downloads. The ad has nothing to do with the app but it reminds the viewer about the app.

https://www.youtube.com/watch?v=rp4Zi_qIgzc

https://www.youtube.com/watch?v=F3q66NF3uAs


ONLINE STRATEGY IN OTHER WEB PLATFORMS

Schneider can use some deco websites to put some advertising which encourages users to download the app. This advertising is not targeted, Schneider will buy the space in the website people of their target group may visit.

THANK YOU!

Documents

REACHING THE CONSUMER a product by. 1.PRODUCT 2.INCLUDED FEATURES: Carousel Login/Registration Welcome Email Menu Instructions Profile Points