It’s that time of year when a lot of people begin to consider the year ahead – what will they do, once the festivities are but a memory. For many the focus will be on their careers: some happy to develop in their current roles, some looking for a promotion, and some looking for a new job. With shopper marketing growing both in scale, funding and ‘buzz’, many may be tempted to look for a new role in shopper marketing. Yet shopper marketing means different things to different people; and therefore shopper marketing roles mean different things too. With so many shopper marketing jobs being advertised at the moment, what can aspiring shopper marketers do to ensure they land a good one, and the right one for them?
Not all shopper marketing teams are the same
Like ice cream, there are lots of different flavors of shopper marketing. And, like ice cream, just because you really like one flavor, doesn’t mean you will necessarily like them all. When we founded engage, we surveyed companies on ‘what is shopper marketing?’ It wasn’t a scientific survey but what was interesting to us was that there was no common definition. And so it is only logical that different companies will have a different take on what shopper marketing is. Some see it as trade marketing with a light dusting of shopper insight (and some see it as trade marketing with a new name!). Some see it as marketing to a new target market (the shopper) as well as the consumer; some see it as the ‘new marketing’. Some see it as ‘in-store marketing’, some see it as digital. How your own personal shopper marketing philosophy fits on this spectrum will severely affect your progress and fit in these teams.
Not all shopper marketing roles are the same
Shopper Marketing Manager, Shopper Insights Manager, Trade Marketing Manager – all these titles may mean very different things in different companies. Shopper marketing is still relatively new in many companies – and as new functions grow, roles and titles change. Sometimes the role changes significantly but the title doesn’t. Sometimes new roles are created with aspirational titles that the actual job hasn’t yet grown into. Many roles advertised as “Shopper Insights” should really be labeled “Shopper Analyst”. In either case, the aspiring shopper marketer needs to be careful that the actual job to be done is a great fit with their skills and aspirations, not just what is written on paper.
Shopper marketing depends on its leaders
Whilst this is arguably true of any team or department, it is truer in departments still finding their feet. And like a toddler holding its parents hands, shopper marketing is dependent on that helping hand both in making progress, and in setting direction. When looking for shopper marketing jobs, candidates should consider the profile and history not just of their line manager, but of the guy who is leading the shopper marketing charge. What is his background? Where did he earn his shopper marketing stripes? Does he report into sales or marketing?
Shopper marketing teams need support
In a recent survey conducted by engage and Nielsen across Asia, the majority of companies with shopper marketing teams did not have documented processes in place. Over 90% of them acknowledged that their talent in this space was deficient. Whether you like ‘process’ or not is not really the point. Shopper marketing in the vast majority of organizations will not thrive without clarity in process, and without people development. When looking for the perfect shopper marketing job, check out their organizational and talent development plans and programs.
Big is not always best
In the same survey it was interesting that whilst some big companies were further along the shopper marketing track, not all were: and many smaller companies were moving much faster. Big companies can sometimes move slower, and whilst I would never necessarily argue against getting a great blue chip name on your resume, there are many exceptions.
Do you have what it takes to be a great shopper marketer?
And of course it goes without saying, before jumping into a shopper marketing role, marketers, or sales professionals should consider carefully if they have the right skill set, and the right temperament. Shopper marketing sits in a strange place in many organizations, and it requires an interesting blend of skills and aptitude. Clearly the exact blend required will vary from company to company, but a quick checklist of what it takes to be a great shopper marketer can be found here.
A great shopper marketing job can be rewarding
Lest I have put any of you off, please don’t be discouraged. Shopper marketing can be a very vibrant and exciting place to be. As engage’s recent survey, conducted in conjunction with Nielsen shows, the vast majority of companies are looking to grow their shopper marketing efforts. More funds, more people, more research: it is a great place to be. There is just a need to take care that the role you are taking on is what it is made out to be, and the one that is right for you.
Download a copy of the report “The Current State of Shopper Marketing in Asia” here.
