Shopping is Changing - Shopper Marketing Forum

SENSU Communications was invited to Shopper Marketing Forum on March 3 & 4 this year,  an intimate round table discussion where marketing experts and strategists share their experiences in the field. 

As a multicultural advertising agency, we learned a great deal from Mr. Robin Brown, Senior Vice President of Environics Research Group. Consumer spending growth is increasing significantly every year, given that over 250,000 immigrants and temporary foreign workers arrive in Canada each year. These new consumers remind marketers the necessity of a cross-cultural shopper marketing strategy, and this is what SENSU Communications strives to achieve. Mr. Brown discussed the challenges and opportunities in reaching consumers from these diverse cultures and communities, sharing his insights and experiences in the field. Applying best practices to create a comfortable and successful cross-culture marketing strategy is essential in achieving a win-win relationship with consumers. 

Here is the speech given by Mr. Robin Brown, titled 
Getting It Right with Multicultural Shoppers

We hope you will enjoy it as much as we did! 

What today's marketers need to know about the fast growing Chinese Tech Industry and its impact on Chinese consumers

                  YouTube/LeWeb

Hugo Barra was one of the best known executives at Google. Last December, he gave a talk in Paris about his experience working in China. During the interview, Barra sounded very excited about the potentials of the fast-changing Chinese tech industry and how it has impacted people's daily lives.  The important thing to take away from this interview is to see the role technology plays in Chinese daily lives today. 

One fact he commented that caught my attention is China has over 600 Million internet users with 50% growing rate over last 3 years. This is not a small number even consider China’s huge population. Smart phone users also doubled in last 6 month . After looking at these numbers, it makes sense that to target Chinese consumers today, a great online/social media strategy is the key to success. During the talk, Barra also commented his company’s entire marketing strategy is based on social media. 

One example Barra gave is a mobile app called Wechat, which contains all of his social networks in China.

Wechat is the Chinese hybrid of Whatsapp and Instagram, with many more functions such as channels that users could follow brands and celebrities, shopping. As a fact, since almost every Chinese around the world have Wechat today, lots of companies use it as an important marketing tool as well. The biggest advantage of using Wechat in marketing is its minimum cost. 

Understanding the consumers and their social activities are the keys to success for any business who wants to target Chinese consumers. People's social life always involve new innovations. Therefore, for marketers, we must learn fast to keep our strategies up to date to meet with the ever-changing consumer reality. 

Shoppers Drug Mart Give Beauty Event

Christmas will always be that time of year with back to back parties. What's more important than preparing for it? Last year on December 8th, Shoppers Drug Mart BeautyBOUTIQUE at Bayview Village partnered with SENSU Communications to host an in-store "GIVE BEAUTY" event, targeted at the Chinese-Canadian community.

Nearly 30 Sina WEIBO beauty bloggers, along with print and broadcast media attended the event and  were given a star-studded experience. Guests were welcomed by setting foot onto the red carpet for a photo against our GIVE BEAUTY backdrop, using photo signs branded with the beautyBOUTIQUE and Shoppers Drug Mart logo. To top off the festive atmosphere, branded cupcakes and refreshments were served to our guests. 

Huang of A1 Chinese Radio, MC of the evening, kicked off the event, and was shortly joined by two beauty advisors from Shoppers Drug Mart, Sarah and Loida, of whom shared their expertise on Canadian winter skincare, including advice on proper skin cleansing techniques and moisturizing products. Tips on how to apply flawless foundation and eye makeup were also explained, followed by two demonstrations - a simple everyday look and an evening glamour look.

Bold is back this season, and Loida assured us that anyone can pull off a smokey eye. For those who like to mix things up a bit, pick a different colour instead of solid black for an added mystic effect. Brown, steel blue and greyish green are safer colours to choose from. For the latest look, try experimenting with different shades like steel grey, olive green, metallic orange and steel blue. If you still prefer the classic smokey eye with black or grey-black eye shadows, try using a colour eyeliner for a sheer look. Our guests had a great time sampling different products as they listened on to beauty experts, all the while taking photos and posting live to their Weibo microblogs.

After the workshop, Weibo beauty bloggers couldn't wait to shop the store for their favourite brands and products that were demonstrated during  the workshop. Beauty representatives from Lancome, YSL, Shiseido, Clarisonic, Chanel, Guerlain and Biotherm were also on-site to offer personal consultations and makeup tips. 

Each guest was presented with a $20 Shoppers Drug Mart gift card and an exclusive offer to receive 20,000 Shoppers Optimum bonus points with a purchase of $125 or more. To wrap up the event, attendees  received a beautyBOUTIQUE™ gift bag, valued at over $225, filled with samples from over 10 luxury cosmetic brands. 

This unique event, targeted at Chinese beauty consumers, is part of Shoppers Drug Mart’s 2013 Holiday Promotion. Other elements in the campaign include print, online, indoor OOH, and consist of a major social component.