Shopper Marketing: A big elephant.
What the hell is shopper marketing anyway? Whatever you think it is, I can garauntee you someone else is thinking something completely different.
Maybe comparing those of us in the industry to blind men groping around at the various body parts of an elephant is a little harsh, but nevertheless Chris Hoyt speaks the truth in this article.
Hoyt uses the following activities to describe what shopper marketing consists of:
1) Making it easy for the mutual shopper to find and buy one's brand
2) Extending the equity of one's brands through the door of the store straight up to the point-of-sale (Shopaholic's favourite...)
3) Providing a source of differentiation for both sponsoring brands and participating retailers
4) Activating purchase at the point-of-sale by delighting, engaging and motivating the shopper (like this one too...)
5) Tailoring the above activities to align with the objectives, strategies, platforms and protocols (do’s and don’ts) of different channels, formats and retailers.
Hoyt also provides an interesting analysis of the various "blind men", each with their own skewed perception on what shopper marketing is, or what it means to them. Media agencies, consultants, retailers, marketing departments and sales teams all come under the microscope.
If you fall into any of these categories then it's definitely worth reading the full article. Especially if you find yourself occasionally mistaking an elephants tail for something entirely different.
Maybe comparing those of us in the industry to blind men groping around at the various body parts of an elephant is a little harsh, but nevertheless Chris Hoyt speaks the truth in this article.
Hoyt uses the following activities to describe what shopper marketing consists of:
1) Making it easy for the mutual shopper to find and buy one's brand
2) Extending the equity of one's brands through the door of the store straight up to the point-of-sale (Shopaholic's favourite...)
3) Providing a source of differentiation for both sponsoring brands and participating retailers
4) Activating purchase at the point-of-sale by delighting, engaging and motivating the shopper (like this one too...)
5) Tailoring the above activities to align with the objectives, strategies, platforms and protocols (do’s and don’ts) of different channels, formats and retailers.
Hoyt also provides an interesting analysis of the various "blind men", each with their own skewed perception on what shopper marketing is, or what it means to them. Media agencies, consultants, retailers, marketing departments and sales teams all come under the microscope.
If you fall into any of these categories then it's definitely worth reading the full article. Especially if you find yourself occasionally mistaking an elephants tail for something entirely different.
posted by Shopaholic at
6:47 pm
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