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...

We’ve all heard it before – content is king. Teams that consistently leverage content in their shopper marketing efforts build not only stronger brand recognition and loyalty but also more collaborative and productive retailer partnerships. Where do...

One of our most popular blog posts explored personality traits successful shopper marketers possess (for instance, shopper marketers need to have a balanced right and left brain!). Most of those traits cannot be taught, you either have them or you...

Did you notice how many new vendors cold-called or e-mailed you in the last few weeks? Is it just me or is the world of shopper marketing exploding with new vendors and capabilities? Many shopper marketers are overwhelmed and annoyed by the constant...

If you ask ten shopper marketers what their mission is, you will likely get ten different answers. The lack of a common mission statement reflects the state of anxiety the CPG industry

Collaboration is at the heart of shopper marketing, but is it more than just a buzzword or a feel-good thing we do? Can collaboration become a critical capability that will propel your team further and make you a more agile and fierce competitor? We...

In my conversations with CPG executives, I sometimes hear shopper marketing being described as “a black hole of the enterprise.” This black hole absorbs energy and resources but cannot clearly articulate the value it delivers when scrutinized by...

In a beloved 1964 Christmas classic movie "Rudolph The Red-Nosed Reindeer," Rudolph meets a bunch of toys rejected by Santa. These oddballs are gathered in a sanctuary on the Island of Misfit Toys by King Moonracer, a flying lion. There, they can...