There has been a lot of buzz recently about the resurgence of Shopper Marketing, a discipline focused on actually getting shoppers to buy product, versus the last decade's focus on getting people to love brands. Dilip Soman, author of new book The Last Mile said in a Campaign interview, "Most organisations tend to pay the least amounts of effort … Continue reading why Shopper Marketing is the logical starting point for integrated comms
I popped down the motorway to the Good Food Show in Birmingham on Wednesday on a bit of a spying mission to see which brands were putting serious money into the event. The surprising thing was how few of the big brands had turned up. Nescafe Collections had some great experiential activity going on (and … Continue reading The Good Shopping Show
(this is one for the Integrated Planners / ISP members out there) I popped into my local Sommerfield today to pick up some stuff for lunch. And I saw a great example of why in-store marketing (when its actually done in-store by a store's prefered supplier) doesn’t work. Properly done, with an engaging creative theme and … Continue reading Dear McVities Brand Manager, you’re wasting money
