As I’ve written about before, retail store visits are incredibly valuable to anyone working in consumer goods – whether for a supplier or a retailer. It’s a shame that we don’t do more of them (more on that topic here!). Even more of a shame, that we often don’t get full value out of the […]
Nine things you can learn from a Retail store visit Read More »
I recently shared an article which explained how to set powerful marketing and shopper marketing KPIs. Many people seemed to find this of value, and asked a question: how do you know you’ve got your KPIs right? After all there are lots of options, and setting too many shopper marketing KPIs brings its own problems.
Shopper Marketing KPIs – The Biggest Mistakes and How to Avoid Them Read More »
Packaging is one of the most important, and yet often under-valued elements of the marketing communication mix for a CPG company. Often, developing packaging is delegated to the most junior members of the brand team. But this under-valuation isn’t the biggest problem with packaging design. The biggest problem is this: In most businesses, packaging needs
CPG Packaging Design- The Secret Weapon to Win with Shoppers Read More »
How do companies create consistently powerful shopper communication and in-store activations? Too often shopper marketers and trade marketers default to price promotions, or follow their plan from the previous year, or allow their retail partners to dictate what happens. But none of these approaches are likely to yield better results. Better shopper activation requires a
Want powerful Shopper Activation? Set better objectives! Read More »
Integration is a buzzword for sure. I hear it all the time. And it has achieved this status for good reason. Businesses which are integrated are more efficient. Marketing and sales plans have more impact when they are integrated. Yet time and again when we begin to work with clients, we see huge disconnects. We
Are your marketing and sales teams integrated? Read More »
One of the biggest frustrations among shopper marketers, trade marketers and brand teams is that retailers often say ‘no’ to our brilliant plans. I’m sure many of you have been there. Even more frustrating is when you’ve worked hard to build a powerful shopper-based retail sales proposition which explains your initiative and why it is hugely
Learn how to turn ‘no’ into ‘yes’ for your high value retail sales propositions Read More »
As the economy tightens, you’ll want to make sure you are getting the best value out of every dollar you spend on shopper marketing and in-store activity. There will be pressure on budgets, so we need to make sure that every dollar counts. And while evaluating your shopper marketing agency should be a regular activity,
What makes a great shopper marketing agency? Read More »
We help clients win at retail and of course, to win at retail, you need to persuade a retailer to support your plan. Whatever you want to do: launch a new product, set up an activation or run a promotion, you need to persuade the retailer to support you. So as you can imagine, we
It is clear to pretty much anyone involved in the consumer goods industry, that retail is being disrupted in possibly the most significant way since chain supermarkets were invented. All this retail disruption has massive implications for consumer goods manufacturers, but too often CPG leaders leave this challenge in the hands of the sales team.
CPG leaders – Retail disruption is not just a sales problem Read More »
For shopper marketing to be effective we need to understand shoppers. In our shopper marketing and shopper communication training programs we cover a wide range of shopper behaviors and shopper psychology models that can be used to better understand shoppers. But the one that I find most useful is the concept of System 1 and
Shopper Psychology – System 1 and System 2 Thinking Read More »
