It's never been easy to explain to the industry outsiders what shopper marketers do all day long. The CPG industry is vast and omnipresent, but its marketing's inner workings are complex and hard to grasp. It takes a good year or two for the...
Omnichannel shopper marketing is a dynamic, constantly evolving discipline. It sits in between and overlaps with brand management, sales, e-commerce and media teams. This makes shopper marketing very diverse and full of nuances and gray areas.
Do you struggle with actualizing your shopper marketing events? You do? Well, you should feel good, at least you are trying. When we engage with CPG clients, we find that actualization is often such a huge pain that some organizations don’t even...
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 ...
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...
