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COVID Update - 6 Things to Do If Your Marketing Budget is Underspent

Regardless if the COVID pandemic meant you couldn't keep your product on the shelves or you quickly had to readjust your projections, shopper marketing programs overwhelmingly were paused or cancelled in the last 6 months. For many shopper...

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Retail Media - Win or Whine for Shopper Marketers

With promises of greater personalization and targeting capacity backed by point of sale data, retailers are inviting consumer goods marketers closer to shoppers with the launch of their own retail media platforms. 

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CPG Marketing Analytics - Benchmarking Study

CPG Marketing teams have long strived to quantify the results of their programs to show their business impact. As companies prioritize analytical capabilities and demand more accountability of their marketing investments, marketers are being...

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Fire Prevention: Annual Planning in Times of Uncertainty

It is getting to be that time of the year again. Shopper marketers can hear the whispers. Even those working remotely can feel the heaviness in the air on their team calls. 

It’s fire drill season, a.k.a. ANNUAL PLANNING.

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7 Tools to Enable CPG Marketing Remote Work

It's been two weeks since the US-based corporate office workers had a mass migration to work from home format. We are still collectively adjusting to this new reality. It can be quite challenging and disorienting at first, but with time, I...

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Get In Front Of (Re)planning Crisis

The COVID-19 coronavirus is the “black swan” event of this decade, perhaps of our entire generation. It will undoubtedly change the CPG and retail industries in ways yet unknown.

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Cart Before Horse: Why You Are Not Ready For Marketing Analytics

Are you obsessing about marketing ROI and advanced analytics methods? Do you aspire to optimize your marketing spend? Join the club – or, perhaps, hold on to those club dues for a minute.

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"Tinder" For CPG Marketers & Vendors

We are going to be at the GroceryShop conference next week. It is a massive production where retailers, traditional CPGs, product and tech startups, investors, agencies, consultants and media vendors mingle, network and share their capabilities....

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9 Steps To Guided Decentralization Of Shopper Marketing

The U.S. Army War College introduced the concept of VUCA to describe the more volatile, uncertain, complex and ambiguous multilateral world perceived as resulting from the end of the Cold War.

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What Are Shopper Marketing Spending Principles?

In the CPG industry, marketing has long been viewed as an “art,” driven by creative talent and sparks of insight that are hard to control, predict, and manage.

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