Joint Business Planning is arguably one of the most important components of the annual planning process. Think about it. If major customers support your plans (and follow through), next year is going to be a lot easier. If JBP goes wrong though, next year is going to be tough. It doesn’t matter how good your […]
Joint Business Planning with Retailers – How to get it Right Read More »
If retailers are to be believed, brands will soon spend more money on Retail Media than they do on TV. It does beg a question. At what point do we reach Retail Media saturation? At what point does Retail Media clutter impact effectiveness? Anyone involved in media knows the impact of media clutter – the
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 »
In a recent article I discussed the engage Shopper Activation Wheel™: a powerful process to help teams identify and create more effective shopper marketing activations and in-store activities. I shared three powerful tools and ideas embedded in the Shopper Activation Wheel™ that really help us select the most effective tactics: Identifying the target shopper: Setting
Identify the target shopper: Key steps to better in-store activation 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 »
Shopper Marketing Value – it isn’t all about sales! A client said to me recently that ‘all supermarkets are basically the same’: and at one level, I guess that they are! But, on so many other levels, they are most certainly not. And as shopper marketing and trade marketing teams seek to maximize the impact
Shopper Marketing Value – it isn’t all about sales! 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 »
