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 ...
I have been living in the United States for more than 22 years, but I never lost connection with my home country of Ukraine. It has been my favorite place to hire since I started my company in 2014.
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...
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.
