“And I want 100% distribution”. Ever heard that in a brand marketer’s presentation to the sales team? Yeah – me too. Way too often. Ever had those panic meetings with marketers who have just been told that one of their SKUs is being delisted by a major retailer? Where they suddenly throw everything at some […]
Make Shopper-Centric Product ranging Decisions if you want to win at retail Read More »
Maybe the message is getting through. Finally! More and more sales and marketing leaders are telling me that they need their trade marketing team to be more strategic. Weirdly, most of the people who work in trade marketing feel the same. They complain to me about being so busy with tactical stuff that they don’t
15 actions to make your trade marketing team more strategic Read More »
Ever since POPAI started telling the world that most purchase decisions are made in-store (let’s not go into that now); brands have rushed to spend more and more on marketing communication in-store. Unfortunately, much in-store communication investment is wasted. Some of this is inevitable: marketing communication is an inefficient business, and shopper marketing communication is
Avoid the biggest in-store marketing communication mistakes Read More »
