Shopper Marketing - January 2017 - 22
(For example, during the holidays there
might be a certain type of shopper that
will be more attracted to Swanson products).
"Knowing your target is critical because once you know who your target
is, you can use certain sources of information to define key geographies, key
retailers and similar kinds of data points
to guide you as you start putting the
solution together," said Ardito, adding
that data can help identify the key geographies and retailers to tap into.
The fourth step is selecting the right
media partners. Here, it's important the
first three steps guide the selection. Leah Key, The Mars Agency
"Sometimes when we get in a crunch
and we're very ... familiar with some of our
will have stronger data - typically knowing
media partners, we tend to start there and
what the shopper is buying and what they look
then try to figure out what is it that we're going
like - but are less willing to share it than third
to do with that app or with that partner," Ardito
parties. A brand can also lose some control
said. "That's probably not the best approach."
over the messaging and placement when it
When you're looking at partnerships with reworks through retailers, who might have their
tailers, you have two very clear options: engagown objectives such as growing their overall
ing consumers on-platform (retailer websites
and/or category sales.
and properties) and off-platform (third-party
The final step is to know the outcome of
services). On-platform placement is always
the program and compare that to the KPIs set.
more expensive. "It also happens to be more
Feed back that information to the organizaefficient sometimes because people are altion and over time start building that knowlready in that shopping mindset, if you will, and
edge internally, keeping in mind that things
context as you all know is very important in
are evolving very quickly, Ardito said. "[Just]
marketing," said Ardito, explaining a banner ad
because something didn't work in the past,
for soup on ESPN.com, for example, will deliver
doesn't mean it's not going to work today or
lower engagement than an ad on Walmart.
in the future. Consumers are evolving so you
com, where a shopper might already be lookneed to be continuously testing and learning,
ing for food options.
even if it's on a small scale. So, test often, fail
Marketers should consider that measureoften and learn often because that will help
ment on-platform is different as well. Retailers
you get better every year."
SHOPPER MARKETING JANUARY 2017