Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Growing a brand by driving penetration is nothing new. It got a lot more focus after Byron Sharp published ‘How Brands Grow’. But I’ve noticed an interesting quirk in the way marketers interpret ‘driving penetration’ that can lead to significant problems. The challenge? Most marketers when challenged to ‘increase penetration’ automatically focus on recruitment – …
I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper, for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists …
According to the esteemed market research organization Greenbook, 40% of Generation Zers’ purchase decisions are influenced by social media. Wow! That is huge! I mean if that is true it surely is a game changer for the way we do shopper marketing! Scratch that. It’s a game changer for the way we do marketing, period! …
There is much uncertainty around Coronavirus and the impact it will have on brands and retailers. Each week we seem to see a new trend. We’ve seen shoppers spin from fighting over toilet rolls to staying home and relying on home delivery take-outs and local stores. And while it is difficult to predict which of …
You might think that this is a strange article for me to write. After all, I’ve spent the last decade or more championing the cause of shopper marketing. Is Mike about to tell us to abolish our Shopper Marketing teams? Well let’s see! There are many downsides from having a separate shopper marketing team, after …
When I first read this article in Marketing Week (no subscription required), I was a little shocked. Could it really be true that many of the world’s apparent marketing experts were only just learning that perhaps demographic segmentation isn’t the only, or best, way of looking at the world? And then I thought back to …
Judging by the fuss in the wake WPP’s latest results, you’d think that marketing was about to die. The latest results and warnings shouldn’t really haven been a surprise to anyone. But, judging from the tumble taken by the share price, perhaps it was. A cut-back in advertising spend has been on the cards for …
The latest results and warnings emanating from WPP shouldn’t really haven been a surprise to anyone, but, judging from the tumble taken by the share price, perhaps it was. A cut-back in advertising spend has been on the cards for a while, and while Unilever getting spooked by Kraft Heinz may have refocused that business …
Proctor & Gamble (P&G) recently unveiled a new strategy – dubbed “Irresistible Superiority”. On the surface, this feels like marketing 101: creating brands which consumers find irresistible is nothing new. But it becomes far more interesting when you dig into what this actually means. This isn’t just about better quality products. Irresistible superiority is about …
This week Unilever was again in the press for making big changes to its marketing. Following the drive to zero-based budgeting, and the monster acquisition of Dollar Shave Club, Unilever announced a significant centralization of its marketing structure. Local marketing teams will now report to global marketing teams, rather than up to market GMs, in a …