Filippo Agnello. Presidente e A.D. Mattel Italy, Greece and Turkey Milano 8 Ottobre 2014

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Myrtle Caldwell
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1 Filippo Agnello Presidente e A.D. Mattel Italy, Greece and Turkey Milano 8 Ottobre

3 Il ruolo del digitale in Mattel Alcuni dati, parlano da soli 50% 83% 67% Della popolazione italiana Degli utilizzatori della rete usa il web per informarsi su prodotti o servizi Delle mamme italiane Ricerche della parola giocattolo in un mese è ON LINE IS ON LINE

4 Il ruolo del digitale in Mattel Il processo decisionale è cambiato! Stimolo Primo Momento della verità Che alimenta lo ZMOT del successivo shopper Secondo Momento della verità PRESS RADIO APP SOCIAL SHELF OUT SHELF ADV DIGITAL POP PR EVENTS TV VIDEO SEARCH DISPLAY ACTIVITY IN STORE

6 L approccio di Mattel Italy Come avvicinare e interagire con i resp. acquisto e con i consumatori? Digital Marketing Etail Consumer Shopper Retail Increase Consumer Desire Increase Shopper Understanding and Loyalty Increase Sales and Market Share Mattel Confidential Information/May Include Trade Secrets Do Not Distribute 2014 Mattel, Inc. All Rights Reserved

Digital Marketing: Paid-Owned-Earned-Media www.fisher-price.com 1. Search (Paid/Earned) 1. Starting point of ZMOT/The point of intercept 2.

Driver of ZMOT Aimed at Shopper and Consumer 3. Social Web (Earned) 1. Global reach and local nuance 2. Considered a credible voice 3.

Supported by paid media Aimed at Shopper and Consumer Build longer term A driver that feeds Two relationships with way information owned and can flow existing and

8 Digital Marketing: Paid-Owned-Earned-Media 1. Search (Paid/Earned) 1. Starting point of ZMOT/The point of intercept 2. Immediately connect customers with the right content Aimed at Shopper 2. Branded Site (Owned) 1. The source of correct information 2. Controlled environment 3. Driver of ZMOT Aimed at Shopper and Consumer 3. Social Web (Earned) 1. Global reach and local nuance 2. Considered a credible voice 3. Driver of ZMOT Aimed at FP audience / / Shopper 4. Video (Paid/Earned) 1. Amplify content and contributes to ZMOT 2. Supported by paid media Aimed at Shopper and Consumer Build longer term A driver that feeds Two relationships with way information owned and can flow existing and potential Driven by owned stimulate earned media and customers paid media Mattel Confidential Information/May Include Trade Secrets Do Not Distribute 2014 Mattel, Inc. All Rights Reserved Well executed video will drive traffic to earned/owned media and drive ZMOT 8

9 Digital Marketing: La scatola dei giocattoli Piattaforma digitale riferimento per la categoria Comunica a Consumatori e Resp. acquisto riunendo la forza dei brands

12 What s Next: Connecting Digital and Phisical An innovative way to bring to life the magic of Mattel products into customer s mind through smartphones: -Enriched shopping experience -Proximity marketing by also using push notifications

13 La scatola dei giocattoli will soon provide information about how to receive customized mobile services available in the stores and how to benefit from them. Installing the app on the smartphone is the only thing needed.

What s Next: Connecting Digital and Phisical A possible use: A notification reaches the shopper near the store encourageing him to go into the shop: - An hot product is there!

14 What s Next: Connecting Digital and Phisical A possible use: A notification reaches the shopper near the store encourageing him to go into the shop: - An hot product is there! - A customized promotion is available now for and for the next 30! A tap on the notification will then make the screen show the video of the product and a digital coupon will be there ready to be redeemed...

15 What s Next: Connecting Digital and Phisical Mattel will use Apple's ibeacon limited range transmitters (up to 30 meters) will drive the next phase of innovation in retail. Tests in a limited number of Hypermarkets and Toy Specialists is starting Engagement, interaction and loyalty are more than ever the keywords of Retail Revolution.

comscore Day Press Conference Milan, 19 th November 2015

comscore Day Press Conference Milan, 19 th November 2015 For info about the proprietary technology used in comscore products, refer to http://comscore.com/about_comscore/patents vce in Italy Today: The