Shopper Marketing is growing fast. No matter where you look companies are looking to grow their shopper marketing teams. Yet, if the number of calls I get from headhunters or clients is anything to go by, there is a chronic shortage of shopper marketing talent. How then should business leaders – Marketing Directors, or Heads of Shopper Marketing – […]
How to Win the Shopper Marketing Talent War Read More »
Key account managers and sales managers make countless presentations to retailers. Huge amounts of investment and sales are resting on the outcomes of these presentations: failing to get a listing or agreement to an activity can spell disaster. Most sales people and marketers know that creating a clear value proposition to the retailer is key.
We’re cutting back on all our shopper research this year: it just tells us stuff we already know, and doesn’t lead to any insight The above quote came from a VP in a major global corporation. It talks about shopper research but could easily have been made about consumer research. Millions and millions of dollars
How to write a market research brief Read More »
I work in an industry that is addicted to in-store deals. An average consumer goods company will spend 10% of gross sales on promotions. Applied to the world’s 250 leading consumer goods companies this equates to an annual promotions spend of close to US$310 Billion. That’s roughly US$44 spent for every person on the planet
In-store deals – a hard habit to break Read More »
Whenever we start a project, the first thing we do is a thorough audit of what market research data, reports and insights the organization already has. We do this because experience tells us that really great insight rarely comes from one piece of work; it most often comes from amalgamating data and input from all
How to double the value of your market research data Read More »
It’s now more than ten years since Chris Hoyt coined the term “Shopper Marketing”. Shopper marketing is no longer a niche discipline for many brands and recent surveys in Europe, Africa and Asia suggest that leading brands have been applying the principles of shopper marketing for well over five years now. Much has been learnt
Shopper Marketing – Step up and add value Read More »
Not everyone has a shopper insights team. Not everyone has a shopper research budget. Not everyone has a research budget period. So how to get those precious “aha moments” on the cheap? Whilst many of us prefer to have everything backed up by data that isn’t always practical for everyone. And even if you have
How to get shopper insights for free Read More »
What do you need for successful shopper marketing? Great insight? For sure. A great retail selling story to get support from your customers? Indeed! Really simple execution at the point of purchase? Absolutely. Here is a simple case of a really simple in-store execution which had all these things, but still failed. Why? Because shopper
Can you win at the Point of Purchase and Still Lose? Yes! Read More »
Anyone involved in FMCG or consumer goods in general: Whether you are in marketing, trade marketing, shopper marketing or sales; whether you work for a retailer or a supplier; one thing is true. If you don’t win with shoppers, you don’t win. Great marketing campaigns count for nothing if the shopper doesn’t buy. Great companies
In Consumer Goods? One thing you must do all the time! Read More »
What is the difference between a shopper and a consumer? How do you integrate consumer marketing, shopper marketing and retail customer management into a coherent strategy? Why is omnichannel both impossible and undesirable? And what has nuclear physics got to do with all of that? Shopper Marketing in Turkey Big questions indeed, and the guests at
Answering the big questions on Shopper Marketing in Turkey Read More »
