Shopper Marketing - April 2016 - 77


" Messaging and emotional connections build relationships
and brands. It's all about shopper understanding,
personalization, relevance and great content driving
connections and motivating shoppers."
most senior leaders interact with partners daily. "I think that is part of what makes us different," he adds. Quality of creative work, responsiveness, resourcefulness and versatility are
just a few of the ways to evaluate an agency's
performance, and for Minasi, "it is always about
whether or not your agency partner understands your needs, adapts to challenges and
supports growth and business performance."
PureRED realizing that it was in the business
of creating content and that it was compelled
to think beyond traditional print and in-store
executions was an important evolution. The
agency, Minasi says, is building its capabilities around content creation and asset management and being proficient at distributing
to all marketing channels in a seamless manner. "Think of it as digitized content and assets
ready for any marketing or media platform to
reach shoppers," he says.
That ability to produce, manage and distribute content into all consumer-marketing
channels is where retail clients need the most
help. On the CPG side, clients need help understanding retailers and retail complexity and
speed of execution, Minasi says.
He and his team take a broad view of shopper marketing - any marketing activity that
sits between promotional and brand marketing. "Certainly shopper, but focused and increasingly driven by data and analytics. The

executions are both in-store and in digital media," says Minasi. "And getting more and more
retailer-specific and driven."
One concern he has when it comes to shopper marketing is retailers embracing their role
in driving segment and personalized programs
- using their loyalty card and shopper data to
partner with CPG marketers at strategic levels.
"I believe it starts with empowering marketing
and shopper marketing within the retail leadership structure," he says.
Looking to the future, he expects retailers to
use data and insights to "refine and transform
the physical retail environment and to maximize the traditional store in the omnichannel world." While he considers himself an omnichannel shopper, Minasi also admits that he's
definitely immediate-gratification-oriented
and still loves the retail shopping experience.
In five to 10 years, he does anticipate shopper marketing being led equally by retailers
and CPG companies and expects it to be highly
segmented and personalized. While Minasi
notes that technology and digital media will
empower that customization, he still believes
"it's the 'message,' not the 'medium.' Messaging and emotional connections build relationships and brands. It's all about shopper understanding, personalization, relevance and great
content driving connections and motivating
shoppers to love your brand."
APRIL 2016 SHOPPER MARKETING y

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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
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Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
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Shopper Marketing - April 2016 - 33
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Shopper Marketing - April 2016 - 35
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Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
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Shopper Marketing - April 2016 - 40
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Shopper Marketing - April 2016 - 43
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