Shopper Marketing - September 2016 - 54


PEOPLE TO WATCH

dent of national accounts, has been an important mentor for her since she came on board.
"She's so enthusiastic about the work we do
that it's contagious, and she teaches us a lot,"
Vest says. "She encourages us to go for big
ideas to help grow our brands at retail."
Since her background is on the creative
side, Vest appreciates the depth of data that
is housed in a company like Time Inc. "We're
encouraged to think about a program from all
aspects, not just the beginning," she says. "We
need to know that the research is in place so
we can look at the ROI on the back end and
ensure we're spending our marketing dollars effectively. It makes us look at everything

Melissa Vest
COMPANY: Time Inc. Retail
TITLE: Field Shopper Marketing
Manager
AGE: 34
EDUCATION: University of
Wisconsin-Platteville (bachelor's, art);
Savannah College of Art & Design
(master's, art administration)
more holistically."
Vest says she's challenged with the endless
ways marketers can use technology as a tool
to connect with the customer. "We are looking at humanizing some of them, knowing
that the customer is on the other end of a
mobile app or whatever it might be, but we
need to be doing more," she says. "We need
54

y SHOPPER MARKETING SEPTEMBER 2016

to think about that end customer when developing programs."
The back-to-school season brings a partnership that Vest is heavily invested in - one
she says is a true omnichannel solution for
the customer. Exclusive to Walmart and featuring Ragu pasta sauce and Time Inc.'s Cooking Light, the program has touchpoints everywhere on the path to purchase, from an
advertorial in the September issue of Cooking Light and inspirational posts from "Whoa
Wait Walmart" bloggers during the months
of August and September to shopper events,
instantly redeemable coupons and Ibotta offers. An exclusive bundle with Ragu and a
Cooking Light cookbook rounds out the online presence.
Vest hopes to continue to explore opportunities for pairing the magazines with other
brands. "Our content lends itself so much to
shopper marketing, whether recipes for people, beauty tips or anything else."
She sees e-commerce as a way to test and
learn beyond brick-and-mortar. "We can get
data back quickly, see what customers like
and create more unique offerings," she says.
"It's another way for us to tie in with social and
digital efforts in a more natural and personal
way."
Helping consumers see, touch and engage
with products in-store will remain important,
she says. "We can create experiences for the
customer and provide solutions in the store
using digital, signage or any other tactics to
bridge those spaces. When we bring our content to the solution with shopper marketing,
it's a great way for us to bring those moments
into the physical store space."



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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
Shopper Marketing - September 2016 - 52
Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
Shopper Marketing - September 2016 - 58
Shopper Marketing - September 2016 - 59
Shopper Marketing - September 2016 - 60
Shopper Marketing - September 2016 - 61
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Shopper Marketing - September 2016 - 63
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Shopper Marketing - September 2016 - 65
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Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
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Shopper Marketing - September 2016 - 143
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Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
Shopper Marketing - September 2016 - 153
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Shopper Marketing - September 2016 - 156
Shopper Marketing - September 2016 - 157
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Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
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Shopper Marketing - September 2016 - 208
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