One client recently asked, “What do you do with those brand managers who don’t understand the value of shopper marketing and micromanage my shopper marketing team?” This is not a one-time occurrence, but rather a consistent pattern we observe across...

PO stands for Purchase Order, an accounting term for an official document issued by the...

I want to share some of the tough lessons we learned since we engaged in B2B software sales for the CPG industry. Our hope is that this post will either help you save time and frustration or give you clarity and confidence to move forward as you...

With a lack of organic growth, the CPG industry is embarking on numerous cost cutting and productivity initiatives. One of the areas inside any CPG enterprise that is ripe for productivity overhaul is marketing, which surprisingly is the last...

Despite the promise of automation and greater employee productivity, our jobs seem to stress us out more than ever. Shopper marketing professionals, for many reasons, are affected with productivity and scope management stress more than any other...

Knowing what your industry is buzzing about certainly helps when you try to "sharpen your saw" and ensure your skills and knowledge don't get rusty. Here, we continue our observations about the keywords shopper marketing industry uses to define the...

Our industry has been chasing elusive shopper marketing metrics for over a decade, but these efforts seem to be stuck in first gear. Despite an explosion of shopper-facing technology, a growing abundance of shopper-generated data, and increased...

Constantly sharpening your saw is one of the 7 habits of highly effective people, and in today’s crazy world of shopper marketing, formal classroom learning is no longer an option. Instead, one must rely on self-education and constantly staying on...

Every CPG organization, at some point, realizes their existing relationships with Category Managers or Buyers can take them only so far. Their next challenge is to start strategic, long-term conversations with other groups inside their retail...

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...