In my conversations with CPG executives, I sometimes hear shopper marketing being described as “a black hole of the enterprise.” This black hole absorbs energy and resources but cannot clearly articulate the value it delivers when scrutinized by...
In the crazy world of shopper marketing, busy professionals often wonder: what are the important, long-term trends to pay attention to vs. the fads that become a flavor of the month but quickly go back to obscurity?
If you are building or revamping your company’s shopper marketing capability, I assume you are a person of high energy, strong work ethic and grand vision. Someone who pays attention to details but can use deduction to articulate a far larger...
Collaboration is at the heart of shopper marketing. Shopper marketers are the connective tissue between brand and sales, between manufacturer and retail strategies, between the headquarters and the field teams, and between multiple brands in their...
Was 2016 a stressful year for you and your team? Marketers are an over-worked and stressed out bunch, and shopper marketers are even more so. Last year's survey of marketing professionals conducted by Workfront indicates that 80% feel overwhelmed...
There is a serious shortage of shopper marketers, while at the same time a lot of interest in the Consumer Packaged Goods (CPG) shopper marketing domain from marketing professionals in other industries, agencies and suppliers.
In a beloved 1964 Christmas classic movie "Rudolph The Red-Nosed Reindeer," Rudolph meets a bunch of toys rejected by Santa. These oddballs are gathered in a sanctuary on the Island of Misfit Toys by King Moonracer, a flying lion. There, they can...
Is your desk buried in vendors' capabilities presentations? Did you stop picking up your phone because vendors inundate you with requests to meet and try their new marketing vehicles?
It's 4 pm on a Friday afternoon, and your boss just surprised you with a request to prepare for a Monday afternoon review with a VP of Brand X. Do you have the Brand X shopper marketing plans handy —
Are you considering a career in shopper marketing? Or, perhaps, someone said you would make a really good shopper marketer, and now you wonder why they thought so?
