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 »
Those of us who have been in the marketing and shopper marketing world for a while know how important shopper marketing agency relationships are. Agencies come in lots of different shapes and sizes. Some are competent, some are helpful, some excel in execution: many are average. But every now and then you get a great
What makes a great shopper marketing client/agency relationship? Read More »
There are so many different things we can do (in theory) to influence shopper behavior. And the rise of omnichannel shopping just adds to the choices. So how do we decide on which tools to use? Many companies end up doing the same activities as last year. Or maybe we do what the retailer nags
Three key steps to Creating better Shopper Activation – Online and Offline Read More »
I know. It is the season for trends! In January our inboxes and social feeds are filled with ‘5 Massive retail trends’ or ‘Six things to watch in 2023’. You know the stuff. And don’t get me wrong, while the quality is variable, they do have some value, if you know how to use them
Shopper Trends 2023 – What won’t change 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 »
We spend a lot of money on signage in stores. There are the production costs and creative agencies fees. For manufacturers there are often fees to pay the retailer too. Plus of course our own time. And yet too often the quality of the in store messages we deliver to the shopper isn’t that good.
In Store Messages – Conveying complex messages to shoppers Read More »
Getting an agency brief right is a challenge across all of marketing. While 78% of marketers thing that their briefs provide clear strategic direction, only 5% of agencies agree. 80% of marketers think they are good at writing briefs. Only 10% of agencies agree. And from my experience, the situation is worse in the world
How to write a shopper marketing brief and get better results from your agency Read More »
Its not easy to create something really different in a retail environment. In this article I’d like to share a shopper marketing case study that does this and use it to understand some of the critical success factors behind creating significant change in-store – nine key learnings from one in-store marketing case study! Shopper Marketing
Shopper Marketing Case Study – Bringing Excitement to the Frozen Aisle Read More »
One of the biggest challenges facing shopper marketing teams, especially as they are trying to get established, is getting consumer marketing teams to take them seriously. While not universal, shopper marketers speak of disdain, or being ignored, of not getting the data, information and support they need. Some consumer marketing teams are brilliantly supportive, others
Eight reasons why consumer marketing teams should support shopper marketing Read More »
There is nothing more frustrating than when a retailer says ‘no’ to one of your wonderful shopper marketing campaigns. At our workshops, it is the most common source of frustration for clients and shopper marketing agencies. And that is understandable. So how can shopper marketers avoid this frustration and improve the chances of their brilliant
Shopper Marketing Campaigns – Why the retailer says ‘no’ Read More »
