All posts by Toby Desforges

Delivering on shopper marketing strategic value points

We have come a long way in shopper marketing. Until relatively recently the shopper did not feature in our strategy sessions – our focus on the consumer was absolute. At …Read More

Profile PhotoToby DesforgesJanuary 8, 2018

Exclusive Interview with Jennifer Hale from Coca-Cola

Shopper Marketing, Coca-Cola and the digital onslaught Just before the recording of our October webinar, Toby Desforges grabbed the opportunity to have an in-depth chat to Jennifer Hale, Coca-Cola’s Global …Read More

Profile PhotoToby DesforgesDecember 12, 2017

Disney Display and Poor Execution

A recent survey conducted by TradeInsight suggested that 31 percent of consumer packaged goods manufacturers cite trade compliance as a major issue in their business. It’s an issue that has far-reaching implications.Read More

Profile PhotoToby DesforgesNovember 29, 2017

How to prioritize high-value shopper segments

So, you have already identified your shopper segments. But, how do you prioritize the most important and high-value segments? The reason prioritization is important, is that it helps you understand …Read More

Profile PhotoToby DesforgesOctober 26, 2017

What Do You Need To Know When Collecting Data

Podcast Script How do you go about doing research? And how do you know what you should be researching? There are 4 areas to understand: About the consumer About the …Read More

Profile PhotoToby DesforgesSeptember 14, 2017

How to Evaluate In-Store Marketing Effectiveness

Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of in-store marketing activities is simply not measured, or not effectively measured.Read More

Profile PhotoToby DesforgesJune 19, 2017