Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of in-store marketing activities is simply not measured, or not effectively measured. Despite most marketers having more data available to them than ever before, too many activities are […]
How to Evaluate In-store Marketing Effectiveness Read More »
I stumbled across this interesting (and thought provoking) piece a while back. It argues that because things change rapidly, business planning is a waste of time, and is arguably dangerous. Having worked at many brand plans, customer plans, channel plans and business plans myself, the idea that the laborious and often painful task could be
How to develop customer business plans Read More »
Most trade marketers would agree that they strive to create effective in-store marketing activities. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective? In our experience,
Creating Effective In-Store Marketing Activity – The First Step Read More »