Maybe the message is getting through. Finally! More and more sales and marketing leaders are telling me that they need their trade marketing team to be more strategic. Weirdly, most of the people who work in trade marketing feel the same. They complain to me about being so busy with tactical stuff that they don’t […]
15 actions to make your trade marketing team more strategic Read More »
Ever since POPAI started telling the world that most purchase decisions are made in-store (let’s not go into that now); brands have rushed to spend more and more on marketing communication in-store. Unfortunately, much in-store communication investment is wasted. Some of this is inevitable: marketing communication is an inefficient business, and shopper marketing communication is
Avoid the biggest in-store marketing communication mistakes Read More »
As I’ve discussed in recent posts, consumer goods brands spend a fortune on in-store activation. What we do instore is important: it is one of the key ways we can engage with shoppers, after all. And offshelf displays, gondola ends, etc. are found in pretty much any offline retail format. But they are not all
How effective are your offshelf displays? Read More »
Across retail and consumer goods, we spend a fortune on instore signage. And the store, or even the shelf is where much of the spend hits. We spend on shopper research, on agencies to help us design the perfect point of sales materials, and of course for manufacturers, we pay retailers for the privilege of
Instore Signage – Why is it so hard to get it right? Read More »
It has been clear for the last few years that shopping around the world is changing, changing at the fastest rate in a generation. The Covid-19 pandemic appears to have accelerated many of these shifts (most notably the move towards online shopping). Added to all that disruption, we’re entering a global economic downturn. The net
2 + 2 = 5? Time to rethink retail investment strategies Read More »
Right now, more than ever, you need to change your approach to engaging with shoppers and encouraging them to buy. The recent Covid situation has changed stores and shoppers, and so we need to do things differently. But more than that, competition is about to get really tough. So we need to change, and we
Improve shopper engagement in one easy step Read More »
Instore promotions. Price promotions. Giveaways. Free with purchase. Buy-one get-one-free. Remember them? Not so long ago it seemed like every store in the world was full of discounts, deals and offers. Love them or hate them, they were a massive part of how brands and retailers tried to win with shoppers. Then Coronavirus happened, and
Are you ready for the return of instore promotions? Read More »
As Covid-19 spreads around the world, the first casualty in many organizations was training. Because for many businesses, their training and development efforts rely heavily on classroom training. And for good reason: high quality classroom training can be highly effective. But as it becomes clear that the coronavirus crisis will be around for a while,
How to build capability without classroom training Read More »
The consumer goods industry spends a lot of money on instore activity. But how much of it is effective? Well, that rather depends on what we mean by effective! Often the measure of effectiveness will be ‘did it grow my sales?’ Why is that? Because, in most cases, the core objective of the activity was…
The first step to creating effective instore activities (online and offline!) 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 »
