I did not discover shopper marketing in a trend report. I learned it sitting across from retailers, trying to reconcile brand ambition, trade funding, and shelf reality in the same plan.

Introduction: Same Money, Different Languages

Finance and Marketing share the same budget from opposite ends of the battlefield. Finance sees ledgers, accruals, quarter-end precision and Accounting Standards compliance. Marketing sees campaigns,...

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 ...

The vast majority of CPG marketing teams use shopper incentives in the forms of coupons and rebates to enhance their shopper marketing campaigns.