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Omnichannel Shopper Marketing Mind Map And 5 Ways To Use It

The omnichannel shopper marketing job is a tough one (I wrote about it at length in this post), and it’s getting more complex and technical each year. This shifting playing field got to a point where shopper marketers have a hard time explaining ...

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How to Calculate Shopper Marketing ROI

Return on Investment, or ROI, is a metric that CPG marketers hear about a lot. However, despite its ubiquity, its definition is often inconsistent or unclear. Let’s demystify the ROI

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Three New Rules for CPG Brand-Building

With shopping behavior expanding online through eCommerce buying and digital influence on in-store purchasing, brand building requires new rules to play and win.

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4 Reasons Why Shopper Marketers Dread Planning Post-COVID

We are in the middle of July, a time when many CPG shopper marketers are rolling up their sleeves to prepare for national sales meetings, a big part of which is putting together preliminary marketing plans. This planning process is intended to align...

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Four Signs Your Shopper Marketing Agency is Awesome

Evaluating your agency partners should be an evergreen process.  In any healthy relationship, good partners accentuate our positive traits while mitigating our worst instincts. 

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How To Juggle A CPG Marketing Career With A Startup Side Hustle

When I started the “CPGers Who Rock It As Entrepreneurs” blog and podcast series, I focused on the people who left the corporate world entirely to start a new venture. Imagine my surprise when I learned that there is a different way to go about...

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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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7 Things Retail Marketers Wish Brands Knew

I wrote a couple of “Things I Wish...” blogs over the last couple of years (check them out here and here), and they’ve been very well received. I have been getting suggestions on what other similar posts I should write.

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Podcast: The Convergence of Shopper Marketing and E-commerce

When I attended Grocery Shop conference a few weeks ago, I ran into my friend Keith Anderson from Profitero who invited me to sit down for a casual conversation that we turned into a podcast episode.

In this episode, we share our observations about...

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6 Things I Wish Sales Knew About Shopper Marketing

Our post from last July dedicated to brand managers, struck a chord and went viral. It demonstrated that shopper marketing is still one of the most misunderstood corporate functions. Today, we are continuing to evangelize and demystify shopper...

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