The relationship between marketer and agency is absolutely critical for shopper marketing success. Yet in conversations with both parties, it seems that often the other party doesn’t quite meet expectations. So what do brands need from a shopper marketing agency? There is of course the usual list of things that clients typically want from agencies (innovative approaches, excellent communication, experience, flexibility, etc.) But the world of shoppers demands a number of quite specific qualities in addition to these. So as a starter, here’s my list of what brands need from a shopper marketing agency – and what a shopper marketing agency needs to deliver to win and keep clients. And who knows, if this goes down well, maybe I’ll follow up with what a shopper marketing agency needs from their brands? Do add any additional thoughts in the comments below.
My shopper marketing agency needs to understand my shoppers and my consumers
It possibly goes without saying that a shopper marketing agency needs to understand shoppers, but shopper marketers need more than that. They need a shopper marketing agency which understands their target shoppers – a generic understanding of shoppers simply isn’t good enough. As a shopper marketer I’m focused on a very specific group (or groups) of shoppers: those that are key to my brand success. Telling me about your generic shopper model or broad understanding of generic shopper behavior simply isn’t enough. I’m interested in a specific group of shoppers, and you should be too.
Agencies need to understand the brand’s target consumers too. In particular, agencies need to understand who the target consumer is and the fact that the consumer isn’t always the same as the shopper. To market to shoppers it is necessary to understand both the shopper and the consumer whom the shopper serves.
My shopper marketing agency needs to ask difficult questions
Shopper marketers don’t have all of the answers. Assuming that they do leads shopper marketing agencies to failure. Too often agencies receive a brief and simply act on it. Brands need a shopper marketing agency which actively challenges them, and to challenge the briefs that are given. It is only through this process that both parties learn.
My shopper marketing agency should show me how to save money without cutting costs
While most agencies would like to get away from cutting costs, it is a reality of the business world that pressure is on to cut costs. So if a shopper marketing agency wants to get away from the difficult discussion on costs, they need to help brands identify inefficiencies. Helping brands identify what works, and what doesn’t, allows shopper marketers to focus their limited resources in the work that truly makes a difference. And if your work is good, you are likely to be a net winner!
My shopper marketing agency should help me measure RoI
Which brings me onto the next point. Next time you present an activity, show how it can be evaluated, and actively encouraging the client to do this. Tough to do? You bet – but if you have confidence in your solutions, then you are on safe ground, surely?
My shopper marketing agency must have a great understanding of the reality of retail
This one always surprises me, and yet again and again it comes up. Too often agency solutions are impractical, or unsellable. Not because they aren’t creative, but because they fail to comprehend the reality of retail. To market in any environment, it’s essential to understand the media, and shopper marketing is no exception. Except that the media is (more often than not) a retail store, which is a complex environment, and one that is owned by a third party (a retailer). Stores are complex places, and retailers need to manage these complex retail environments. That means that disruption is abhorred. Understanding retail, and understanding retailers, is therefore essential for any shopper marketing agency who wishes to stand out from the crowd.
There are lots of great shopper marketing agencies, and lots that have some way to go. If you’d like your agency to step up in its ability to meet brands’ needs, check out our workshops.