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...
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
8 U.S. Laws Shopper Marketers Should Know
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...
Shopper Marketers, here is how you can make use of that remaining budget.
Have you found yourself in a situation whereby your budget is underspent mid Q4?
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...
How Many-to-Many Budget-Event Flow Drives Marketers Crazy
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...
How To Explain To A 5th Grader What Shopper Marketers Do
Let’s face it, when you tell people your profession you often get blank stares followed by the question, “what does a shopper marketer do exactly?”
How to Recognize and Manage Shopper Marketing Scope Creep
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...
How To Harness The Elusive Shopper Marketing KPIs
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...
9 Things I Wish Brand Managers Knew About Shopper Marketing
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...