Shopper Marketing - January 2016 - 27


said. "We have brands that consumers love.
We have to win with our brands."
That means going beyond doing promotions on stores' endcaps. Instead, teams take
advantage of P&G's marketing capabilities to
connect with shoppers while also bringing
value to the company's retail partners. Mead
pointed to P&G's "Closest Rivals" YouTube ad
campaign on behalf of Key Food grocery
stores.
P&G, a major sponsor of the National Football League, enlisted Prince Amukamara of the
New York Giants and Eric Decker of the New
York Jets to banter in seven videos about selected P&G products. Some of the videos have
generated between 50,000 and 70,000 views.
"It's a fun way to create something the retailer
absolutely loves," Mead said. "They want to
extend the program and make it better than it
was this year and bigger going forward."
A partnership with Google also has been
key for P&G to keep up with changes in technology and consumers' new style of shopping. Specifically, P&G learns more about its
customers by taking advantage of Google
Insights' consumer surveys and quick turnaround market research. It also uses the
Google Display Network to create digital ads
that complement existing campaigns, like the
P&G brandSaver FSI that's distributed in Sunday newspapers.

Consumers touch their phones an average
of 150 times a day, allowing them to shop 24/7,
Prenger said. This gives brands and retailers
the opportunity to reach them anyplace, anytime. And while 93% of sales still take place in
brick-and-mortar stores, 64% of shopping decisions are influenced online, Prenger noted.
"How are you influencing those moments?
We have partnered with P&G to give them
the tools and capabilities to really reach those
shoppers in the right moment in time," he
said. "We need to be there when the shoppers are raising their hands and saying, 'How
do I get the stain out?' Tide wants to be there
for that moment. We have to be everywhere."
Overall, it's important to continue innovating and finding partners who can help
businesses reach out effectively to shoppers
on their path to purchase, Robertson said.
Companies will win if they stay insight-driven,
brand-focused, and intent on creating joint
value with their retailers.
"Test, learn - and sometimes fail - then scale.
That's the way we're going to push this forward," she said. "We've given ourselves permission to know that we won't get it all right, but
what we must do is lead. And what we must do
is win with these shoppers. Then brands fall in
the baskets. I encourage you to innovate and
do it in partnership with your retailers, so that
SM
everyone ends up winning."

JANUARY 2016 SHOPPER MARKETING y

27



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
Shopper Marketing - January 2016 - 32
Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
Shopper Marketing - January 2016 - 44
Shopper Marketing - January 2016 - 45
Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
Shopper Marketing - January 2016 - 48
Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
Shopper Marketing - January 2016 - 52
Shopper Marketing - January 2016 - 53
Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
Shopper Marketing - January 2016 - 59
Shopper Marketing - January 2016 - 60
Shopper Marketing - January 2016 - 61
Shopper Marketing - January 2016 - 62
Shopper Marketing - January 2016 - 63
Shopper Marketing - January 2016 - 64
Shopper Marketing - January 2016 - 65
Shopper Marketing - January 2016 - 66
Shopper Marketing - January 2016 - 67
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Shopper Marketing - January 2016 - 88
Shopper Marketing - January 2016 - 89
Shopper Marketing - January 2016 - 90
Shopper Marketing - January 2016 - 91
Shopper Marketing - January 2016 - 92
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Shopper Marketing - January 2016 - 94
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Shopper Marketing - January 2016 - 97
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Shopper Marketing - January 2016 - 99
Shopper Marketing - January 2016 - 100
Shopper Marketing - January 2016 - 101
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Shopper Marketing - January 2016 - 120
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Shopper Marketing - January 2016 - 142
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