Success navigating the ever-evolving, hyper-competitive landscape of the consumer-packaged goods (CPG) industry isn't about making assumptions — it's about being fully informed. Utilizing data and insights is crucial for making knowledgeable...
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
There has always been tension between Marketing and Legal. Working with corporate lawyers can be frustrating. They seem to say no to so many of our great ideas; they poke holes in our creative and copy; they scrutinize our packaging design and...
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...
One of our newest clients called us in a panic recently. Apparently, one of his company's brand VPs is putting enormous pressure on him and his team to demonstrate where every single dollar they put into shopper marketing and e-commerce budget has...
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...
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...
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...
