Organizing for shopper marketing
So you’re convinced – your business needs shopper marketing. So how do you do it? Who does it? Where to start? And how do you make sure it is supported so that it yields its maximum potential in the short, medium and long term?
It’s not easy. In fact – its complex. New tasks, new roles, new responsibilities. New processes requiring new competencies and capabilities. And because it is still a new concept, there really isn’t one definitive way of doing it. So where to start?
- Start by understanding the businesses priorities over the next three to five years, by year.
- Understand the current capabilities of the organization and identify where the biggest opportunities are to enhance that plan, and where the biggest risks might lie.
- Consider where shopper marketing might enhance that plan, and negate the risks.
- Create a roadmap of what is required to deliver the shopper marketing capability that the business needs:
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o What insight is required? o What tasks need to be done? o What processes are required and how do these integrate with existing processes? o What organization, headcount, competencies and development are required? |
- Sell the concept to all stakeholders. Shopper marketing takes such a central role in commercial activities it really won’t deliver its potential without support from pretty much everyone in the business.
Luckily engage has the tools, technology, people and experience to guide you. From assessing your opportunities; understanding your current organization; developing processes and organizations, and developing your people – we’ve got what you need. Whether you want to start small and see how it goes, or transform your business – come and talk to us.
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