Shopper Marketing - August 2016 - 108


The Guide to Shopper Marketing Agencies * 2016

ADVERTISEMENT

THE MARSAGENCY.COM

WE HELP OUR CLIENTS ASK THE RIGHT QUESTIONS, THINK DIFFERENTLY
AND DRIVE INCREMENTAL GROWTH.
Q1: HOW CAN I BE MORE INNOVATIVE AT RETAIL?
When brand leaders talk about "retail innovation," many are referring
to their need to rethink the overall user experience, as shoppers now
browse online, navigate within a store's mobile app or walk through
a physical store. We think that we should be talking about retail
immersion. Shoppers now reside in an "all about me" culture, and
therefore, as brands, we need to innovate and find new ways to bring
retail to them. Let's talk about how we do it.
Q2: WHAT'S THE BEST WAY TO LAUNCH A NEW PRODUCT TODAY?
Launching a new product today is very different from what it was five
years ago. Consumers are increasingly involved with creating, marketing
and engaging with a new brand. Launching a new product is now a twoway street. That's why brands need to thread their new product into
and throughout their target consumers' lives and need journeys.
Let's talk about how we do it.
Q3: ARE RETAILERS GOING TO REPLACE TRADITIONAL
MEDIA CHANNELS?
Today, success means reaching consumers and omni-channel shoppers
wherever they are and at whatever time they want to visit, browse or
shop. Many retailers are increasingly positioning themselves as media

platforms, offering brands the ability to target shoppers in-store,
at their retail sites and via their mobile apps. These retailers
are transforming into media powerhouses, possibly surpassing
the likes of media companies like Viacom. What are brands to do?
Let's talk about how we do it.
Q4: SHOULD WE BE SELLING EXPERIENCES VS. PRODUCTS?
With so many brand and product choices, what's going to convince
a shopper to buy yours? Creating credible and engaging experiences
is a way to win over new prospects, keep existing buyers and build
brands that continue to flourish. Experiences are especially important
today, with people all over the world telling themselves a story about
your product or service. Without a brand message to support it, you
can't control the story they tell. Yes, let's sell an experience, which will
further sell your brand. Let's talk about how we do it.
Q5: DOES SHOPPER MARKETING REALLY MOVE THE NEEDLE?
Shopper Marketing fuels brand demand. It influences shopper
behavior. It sells more product in-store. Over the years, brands have
even switched ATL spending to fund it. Most, however, struggle with
quantifying what they are getting for their money. We often hear, "How
do I rationalize my spending?" "What am I getting for my investment?"
and "What metrics are the right ones?" Let's talk about how we do it.

AT-A-GLANCE
WHO WE ARE

PRODUCTS & SERVICES

KEY EXECUTIVE CONTACTS

We are a full-service, global shopper and consumer
marketing leader, operating in 11 offices in North
America and Europe. For 40+ years, we have been
recognized as a thought leader and results-driver,
attracting an impressive Fortune 500 client base.

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Ken Barnett, Global CEO
barnettk@themarsagency.com

INDUSTRIES SERVED
* CPG (Food, Beverage,
Personal Care)

* QSR

* Private Label

* Technology

* Retail
* Casual Dining

* Healthcare/Wellness
* Consumer Electronics
* Financial/Banking

Consumer & Shopper Research/Insights/Analytics
Customized Shopper Planning
Ongoing Retail Consulting
Integrated, Branded Experiences & Journey Mapping
Retail, Portfolio, Consumer Promotion Platforms
Shopper Media & E-commerce

MAJOR CLIENTS
* Campbell Soup
Company
* Colgate-Palmolive
* Pepperidge Farm
* Hallmark
* Pfizer

* Samsung
* Sun Products
Corporation
* T-Mobile
* Chattem
* Walmart

Rob Rivenburgh, CEO, North America
rivenburghr@themarsagency.com
Elise Wilfinger, EVP, Corporate Strategy &
Brand Officer
wilfingere@themarsagency.com


http://www.themarsagency.com

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

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
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