Many marketing professionals struggle to grow their business and fall into the “more is better” trap. They implement a dozen strategies at once, across various channels and brands for fear of missing out … FOMO! What do they get for all their trouble? More often than...
Making effective investment decisions is not the decision to spend money! It is a decision to say where am I going to get the best return? What is the quantum of return I am likely to get? And how many dollars am I going to invest to get those returns? When working...
If you looked at channel prioritization in the traditional sense, you would never put money anywhere other than Walmart – because let’s be honest – Walmart has so… Many… Shoppers! However, if you think strategically about channel...
The world of retail is growing more and more disruptive, making it increasingly important for us to define the retail spaces or channels that you use to target shoppers. (Read this blog to gain further insight on target shoppers) Channels can be seen as a groups of...
We are in the age of the shopper! Gone is the model that consumer goods businesses used in days gone by. No longer can we merely understand the consumer or end-user of our product and build a dazzling distribution path – the modus operandi for leading consumer...
One of our most popular blog articles is “10 Rookie Shopper Marketer’s Must Dos.” The practical tools and strategies we talked about continue to be reflective of the growth of shopper marketing around the globe, and across all CPG sectors. If you’ve already completed...
You may have heard that Shopper Marketing Experts is hitting the road with thought leaders, bestselling authors and our very own resident experts, Mike Anthony and Toby Desforges. This is indeed happening, and we are extremely excited! We will host high-impact half...
Is your brand model missing the shopper? There are many brand models with just as many brand configurations. But most models are almost exclusively focused on the brand and the relationship with consumer. What’s missing from the brand model? You guessed it. The...
If you’ve been tasked with implementing a new shopper marketing capability for your company, you may be asking yourself: “Where do I start? How do I ensure I don’t miss any important ingredients in my ‘Shopper Marketing Recipe?’ How can I make sure...
“The power of this five-step process lies in the progressive prioritization it creates” It is hard to believe that a process that has revolutionised shopper marketing was devised, whilst sitting on a Thailand beach. The first drafts, scrawled into the sand...
In my 15-plus years in CPG marketing, I had a chance to work in both HQ-based brand marketing teams and field-based shopper marketing teams. These teams often work hand-in-hand, but the contrast in their approaches and worldviews can sometimes be striking. It causes...
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 last it has been acknowledged that shoppers and consumers are not one and the same. A good step...
Omni-channel. It’s become a marketing buzzword almost overnight. You find it in retail manifestos and brand strategies the world over. Digital technology has shattered media into myriad shards: consumers and shoppers now want seamless brand experiences in every...
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 Director of Shopper Marketing Strategy, about her exciting...
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.
