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 »
A little while ago I posted about secondary locations: placing your product in an additional location (incremental to the home shelf) to drive incremental purchase. The post generated a lot of feedback about cross merchandising and a number of questions about how to decide when and what to cross merchandise. In this post I’ll discuss
Cross merchandising – how to get it right Read More »
Wherever you work in consumer goods, you know how important the retailer is to your success. Whether you are in marketing, sales, shopper marketing or trade marketing or category: progress and results will be limited without support from our retail partners. We need their support: but when I speak with retailers I hear similar frustrations
Seven ways your sales presentations frustrate your retail customer Read More »
The right combination of Point of Sale Materials (POSM) can make a huge difference to your sales and profit. A simple switch in the combination of materials can double your sales. So, how do you decide which POSM you use to support a particular activity? It sounds like a simple question, so let me rephrase
How to drive better POSM Effectiveness Read More »
Excelling in shopper communication isn’t easy. Just take a look around a typical store or retail website and its often hard to find even one example that is remarkable. There are so many pitfalls, so many mistakes that can be made. And one of the biggest mistakes is to try to do too many things.
The most important rule in shopper communication – be single-minded Read More »
More and more consumer goods companies have conducted both consumer and shopper research. And most are getting much better at using this to create clarity on what needs to be done in both the consumer and shopper marketing activities to get consumers to love and use the brand, and critically to get shoppers to buy it too.
Shopper marketing can be frustrating. Not enough budget for shopper research to really understand shoppers? Check! Teams bogged down with too many promotions, spreadsheets and forms? Check! Lots of great ideas, but retailers who always say no? Now you’re talking. In virtually every workshop we run, that last one tops the list of shopper marketing
Selling To Retailers: When the retailer says no Read More »
We work with our clients to help them develop better insights, strategies and plans to help them win with consumers and shoppers. But while they can execute their consumer marketing plans as they see fit, there is a potential barrier to the execution of most shopper marketing plans – the retailer. The majority of shopper
How to structure your value proposition for retail customers Read More »
Getting in-store messaging right is a challenge. Recently I wrote in despair about a set of displays I saw in a supermarket in the UK where I felt huge opportunities had been missed. Many people commented (thanks!) and asked for more examples of really good shopper marketing. So that is what this post is all
Getting In-store Messaging Right – A Great Example from P&G Read More »
“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 »
