Shopper Marketing - April 2016 - 99


" [Shopper marketers] are still behind the curve [with mobile]. We
were lapped before, and now we're maybe half a lap behind."
branded experiences built around the path
to purchase, using insights to build stimuli
through different types of media to affect behavior and drive purchase, Fogerty says. "Our
job is to make easier, more meaningful, solutions for the brands we're promoting. It's about
really understanding the motivation shoppers
need to make choices."
The company has grown both organically
and through acquisition, expanding its scope
of service with additional disciplines and building out into a full-service organization, Fogerty says. "People compare us to larger holding companies. That has been a very distinct
and deliberate approach in the past year. ...
It's about building great, scalable processes
and becoming more agile. Digital capabilities,
mobile capabilities - whatever we need to fill
gaps, we will grow or buy."
IN Marketing works in cross-functional
teams with a creative director, business leader,
planning leader and traditional supports built
around individual clients in a dedicated way,
Fogerty says. Very few people work across
multiple clients. "We are wholly focused on
dedicated bodies to client businesses," she
says. "It's operations, finance, creative and accounting all in one pot, if you will."
The agency's clients span a wide range of
sophistication, from some who "really understand what shopper is, and how they're activating against it" to others with siloed structures who "still need proof in the pudding, with
brands who still talk about building household

penetration, which is a wonderful goal," she
says. "[With] shopper marketing, we're closer
to the sale. Articulating that within some CPG
companies is difficult. And retailers don't move
fast enough; they still don't have connectivity in
their organization where they bring buyers and
marketers together."
In addition to financial goals, clients should
evaluate the performance of agencies like IN
Marketing through partnership and how embedded the agency becomes in their business,
as well as willingness to innovate and change,
Fogerty says. "We're providing stewardship and
leadership so they can feel confident they can be
a strong voice and have the confidence to win
in their own organization," she says. "If we can
empower them, we should be graded on that."
Going into the future, Fogerty does not foresee physical stores going away but does think
retailers will need to take better advantage of
the online world, personalizing their offerings
by community. "If larger chains could think
more locally, they could win," she says. "It's
really about having the assortments and products that shoppers need. Stores may still be too
big to be able to service that kind of model."
Shopper marketers at retailers and CPG
companies need to stop playing catch-up on
technology and be more on the leading edge,
Fogerty believes, although she does see progress. "We have yet to tap into the power of
mobile. We're still behind the curve. We were
lapped before, and now we're maybe half a
lap behind."
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
Shopper Marketing - April 2016 - 23
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
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
Shopper Marketing - April 2016 - 39
Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
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