My experience has taught me to believe in 4 principles about what Shopper Marketing really is:
1- I believe in Shopper Marketing as something bigger than just a BTL discipline. I see it and use it as an “Integrated Marketing” total approach to Market. When you see “Shopper Marketing” this way, you can easily see how all the communications disciplines of Above The Line (ATL), Below The Line (BTL) , promotions, Public Relations, mobile, interactive, social, viral, and experiential (to name a few) become more purposeful.
2- Uncovering and overcoming barriers to purchase (the obstacles that keeps a consumer/shopper from selecting my client’s product from others) from the shelf out (backwards to the moment of awareness) is the most powerful way to truly understand our client’s needs and deliver robust strategies & powerful platforms – to help our client build stronger brand recognition and help their products be the big winner at the cash register.
3- The operating word in “Shopper Marketing” is Marketing. Something that we –in the communications business- need to bring back to the front and center position. These new technological-media times demand a “back to basics” approach to market. A more “scientific & purposeful” approach, that leverages good integrated planning while delivers long term integrated platforms.
4- Long gone are the days where tactics and execution where enough to generate brand awareness and sales. We need to collapse all efforts into one. To be more accountable and truly deliver brand growth and sales at the same time. Our clients are demanding this from our industry and we owe it to them to deliver on this.