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...
Buying software has always been a complex process in a CPG enterprise. In my almost nine years of selling B2B productivity software, I found the hardest part of closing the deal is not getting my foot in the door to do an initial exploratory call or...
Shopper marketing has always been an ambiguous place in terms of career planning. Unlike in traditional brand, sales or finance roles, shopper marketing almost never has a clear career path paved in front of them. This is unfortunate because the...
With shopping behavior expanding online through eCommerce buying and digital influence on in-store purchasing, brand building requires new rules to play and win.
CPG shopper marketers are awash in data. Finance data, shipments data, syndicated point of sale data, retail media performance data, shopper card data, website traffic data… the list goes on.
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...
Evaluating your agency partners should be an evergreen process. In any healthy relationship, good partners accentuate our positive traits while mitigating our worst instincts.
CPGs and their agencies are yearning to learn more about new shopper technologies and vendor capabilities. It may be hard to believe if you are a vendor trying to find the marketing decision makers, but believe me, they are ready to listen.
