Shopper Marketing - January 2017 - 51
it physical or digital.
How is shopper marketing education
being addressed within companies?
BUTWINICK: Some have an informal series of
"lunch and learns" and presentations at sales/
marketing meetings. Other times, it falls on
the agency to provide "Center of Excellence"
support through ongoing communications
and sharing best practices. Some include
shopper marketing 101 for new ABMs and
BMs. Organizations should create a more formal
training plan that
keeps brand and
up to date on the
latest trends and
best practices for
influencing shopper behavior.
and models have emerged that there are
now standards for "classic shopper marketing." Even five years ago, the how-to of shopper marketing was an unwritten script. Today,
it's a pretty teachable proposition. Observing
industry leaders like PepsiCo, P&G and Unilever is one way I learn. I also have a lot of passion for Path to Purchase University, which I
know many companies find invaluable.
BRACE: Companies should focus on finding
outside sources to help them. Internal training tends to focus on "here's how you get
your work done," while outside sources take
a more "here is how to prepare your teams
for the future" approach. And shopper teams
have little to no time to prepare internal training, so too often it never gets developed.
What keeps you up at night related to
YOUNG: That marketers have so much access to data and such fast and cheap ways to
talk to people that they're tempted to misuse
" We should all spend our nights dreaming
of where shopping is headed, not lying
awake with worry. I believe we're working
in the most exciting, creative time in the
history of marketing."
Julie Quick, Shoptology
it as opposed to really understanding the why
behind the decisions. Being time-pressed,
they just race to take actions as opposed to
taking more time to learn, understand and
ultimately make better decisions.
QUICK: We should all spend our nights dreaming of where shopping is headed, not lying
awake with worry. I believe we're working in
the most exciting, creative time in the history
of marketing. We have new ways to reach, influence and transact with shoppers. We have
new tools around data and targeting.
JANUARY 2017 SHOPPER MARKETING