Shopper Marketing - October 2016 - 158
The Integer Group: Ellen Cook, President, Dallas
So how do great shopper marketers handle this?
They simplify that complicated journey; identify sophisticated,
actionable insights and develop integrated, commerce-driven
solutions to make shoppers buy.
Where do you see the industry headed?
For marketers to think of shopper marketing more holistically,
and that's more about driving commerce. Encompassing truly
integrated marketing solutions, including content marketing
across earned, owned and paid media, more integrated data
and analytics, and much more fluidity in the work.
And if it doesn't?
If shopper marketing remains inside aisles, it's a dead practice.
What does excellence in shopper marketing mean to you?
Living at the intersection of branding and selling. Everything
we do to build a brand will lead to a sale, and everything we
do to make a sale will build the brand.
What's a challenge you're facing?
Keeping our people inspired, motivated and focused on the prize.
llen Cook has always loved
retail. Her first job was with
a Dallas-based boutique retail agency. Now, more than
two decades later, she's leading the
Atlanta and Dallas offices of The Integer Group. Along the way, Cook has
owned her own independent agency and spent time as a partner and
group account director at TracyLocke.
She's worked with clients ranging from The Container Store and
Harrah's Entertainment to AT&T and E. & J. Gallo Winery. "From
strolling through high-end boutiques to stumbling into bargain
basements to shopping online garage sales, I'm obsessed with
shopper behavior and what makes people buy what they buy,
when they buy, and how they buy it," she says.
"If shopper marketing remains
inside aisles, it's a dead practice."
What's the hardest part of working in shopper marketing today?
The last thing our clients want us to put on their desks is a complicated problem or to tell them how complicated the shopper
journey is. They want us to boil it down to simple solutions that
work and move the needle.
What frustrates you about shopper marketing?
That it's still overwhelmingly viewed as tactics inside brickand-mortar retail, even worse, in grocery store aisles.
And that isn't shopper marketing?
No, that's a tactical execution along a complicated purchase
path that's increasingly fragmented.
What's "the prize"?
The creation of the best work in the industry.
How are you handling it?
We concentrate on promoting a "try versus plan" culture. Fail
fast and move toward great ideas and solutions. Spend less
time in meetings and buried in Keynote and more time in think
tanks and inspiration sessions.
Mentoring the next generation of leaders is a huge
motivator for you right now. What do you tell younger
We spend a lot of time talking about how important it is to
step outside of your comfort zone, take risks and follow gut
What does leadership mean to you?
True leaders are the people who take any and all opportunities
and challenges personally. Leaders think that the agency is
their agency. Leaders think that their client's company is their
company. Leaders always contribute positively to the outcome.
WOMEN OF EXCELLENCE