In a recent MarketScale Retail podcast episode, I sat down with my good friend, former colleague and Shopper Marketing guru Tammy Brumfield. She and I discussed the problems our industry is facing today and what it takes to do shopper marketing...
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...
I recently met with a fellow shopper marketer, who was looking to make a career change. And, inevitably, the question was asked: “Why did you make the switch from agency to client?” A simple question, but one that has ultimately changed the course...
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...
Does your shopper marketing team run a PO Invoice process? If you don’t know, you are most likely among the lucky ones that use Non-PO Invoice processing.
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...
