Shopper Marketing - January 2017 - 50
proximity marketing, etc., or Millennials? New
tools, new mindset. It's less about the demographic than the technology landscape they
inherited. But yes, our marketing activity has
changed and will continue to change.
QUICK: Absolutely, because they're difficult
for CPG brands to win. They have grown up
with limitless options, a desire for experiences over things and a preference for innovation
over convention. That's not exactly a recipe
for big, national brands. If you look at a Millen-
BUTWINICK: Our process and approach are
similar if the target is a Millennial, Gen X or
Boomer. Effective marketing still begins with
deep, actionable insights that lead us to engaging ideas and tactics to achieve desired
Thinking about the brand/manufacturer
side, do entire organizations understand
shopper marketing and its role?
JONES: Shopper marketing has certainly arrived as an important m arketing
discipline, but it
still feels like it is
well down the list
of priorities for
many CMOs. If a
CMO is spending
more time thinking about the next
Scott Young, PRS In Vivo
commercial campaign than how to
engage shoppers on their mobile device instore, they are falling behind.
GLEASON: No, and maybe it is not necessary.
But certainly the critical groups that can be
impacted by shopper should include sales,
brand marketing, insights, customer marketing and even finance.
LIEBMANN: I'm still amazed how often the
brand marketing and digital teams do not understand - or do not buy into - the critical
importance of shoppers and the imperative
to connect with them on the selling floor, be
" Marketers have so much access to data
and such fast and cheap ways to talk to
people that they're tempted to misuse it
as opposed to really understanding the
why behind the decisions."
nial's cart in the checkout line, you're likely to
see lots of private label. I coach companies
to adapt for this audience by ensuring they
have a deep, meaningful value proposition
that aligns with what Millennials care about.
GLEASON: It is critical to remember not all Millennials are alike. Older and younger Millennials are likely to behave very differently based
on life-stage influences. And sub-groups,
such as Millennial Hispanics, are going to at
times behave and have different needs than
Millennials as a whole.
SHOPPER MARKETING JANUARY 2017