If you lead a shopper marketing team in today's CPG enterprise, you are most certainly familiar with the identity crisis this position comes with.
“It’s All in my head” - Why Shopper Marketers Can’t Keep Up
“I am working 11-12 hours a day since COVID hit and am still not keeping up,” says a Director of Marketing for National Accounts at a beverage manufacturer.
Rather than the exception, the “always on” feeling is wearing on shopper marketers as more...
Why Shopper Marketing Does Not Belong In TPM
Shopper marketers across CPG share common horror stories about the pains of budgeting, managing, reconciling and reporting on their programs.
Too time consuming. Too manual. Too siloed. Too complicated.
Can Shopper Marketing Analytics Answer the ROI Question?
Like most shopper marketers, you are working hard to create the best plans with the budget that you have that satisfy your brand team expectations and drive sales at your retailers making your sales team happy. Don’t forget about how you are also...
COVID Update - 6 Things to Do If Your Marketing Budget is Underspent
Regardless if the COVID pandemic meant you couldn't keep your product on the shelves or you quickly had to readjust your projections, shopper marketing programs overwhelmingly were paused or cancelled in the last 6 months. For many shopper marketers...
Retail Media - Win or Whine for Shopper Marketers
With promises of greater personalization and targeting capacity backed by point of sale data, retailers are inviting consumer goods marketers closer to shoppers with the launch of their own retail media platforms.
CPG Marketing Analytics - Benchmarking Study
CPG Marketing teams have long strived to quantify the results of their programs to show their business impact. As companies prioritize analytical capabilities and demand more accountability of their marketing investments, marketers are being asked...
Fire Prevention: Annual Planning in Times of Uncertainty
It is getting to be that time of the year again. Shopper marketers can hear the whispers. Even those working remotely can feel the heaviness in the air on their team calls.
It’s fire drill season, a.k.a. ANNUAL PLANNING.
7 Tools to Enable CPG Marketing Remote Work
It's been two weeks since the US-based corporate office workers had a mass migration to work from home format. We are still collectively adjusting to this new reality. It can be quite challenging and disorienting at first, but with time, I believe...
Get In Front Of (Re)planning Crisis
The COVID-19 coronavirus is the “black swan” event of this decade, perhaps of our entire generation. It will undoubtedly change the CPG and retail industries in ways yet unknown.