Shopper Marketing - April 2017 - 51

Catapult's growth comes from
staying true to its fundamentals
- keeping clients satisfied with
their partnership, thought leadership and delivery. "We focus
on acquiring and nurturing the
right talent, building client relationships and notĀ overburdeningĀ our teams and team leaders so they can, in turn, remain
focused on what matters - our
client's businesses," Cohen says. The agency's
philosophy is to act as if you work for the client
and the rest will follow, he says.
Motivation comes from working with his
colleagues and clients. "Is there anything better than kicking around a creative idea until
you find the gold that no one could come to
on their own? It's why I chose this business to
begin with," Cohen says.
The definition of shopper marketing isn't
the "paper and in-store stuff," that Cohen worries many think it is. To him, the discipline along
with brand marketing, digital marketing and
others are components of an integrated approach. Going forward, he expects shopper
marketing to no longer be a specialty practice.
"We've been working with our clients to deemphasize the focus on shopper as a standalone
and more as a part of the total customer conversion journey," Cohen says. "Fact is, shopper vehicles - grocery stores, Amazon.com, Walmart.
com - tend to play a larger role in brand development and affinity than ever before. Tradition-

al shopper principles, though, are
at the center of it all."
Cohen says Catapult works
with clients from the beginning
and makes sure the agency's KPIs
are aligned to the client's. The
process begins long before any
activation and success is measured by helping clients achieve
their goals. If the objectives are
not met, it means it is time to
evaluate the work and possibly the relationship.
The role for physical stores going forward
will be awareness, consideration, conversion
and loyalty. The store should be viewed as a
critical media vehicle along a consumer's conversion journey, not just "the last three feet,"
Cohen says.
Cohen encourages industry colleagues to
not obsess over what he calls small, low-scale
innovations. In today's climate, he puts beacons and virtual reality in that category. Cohen
looks to the macro trends - e-commerce, mobile-first and the Internet of Things - as those
that are reshaping how shoppers interact, driving their higher expectations and continuing
to transform agency work.
Change will continue to impact the industry, and those who resist or fear it will not be
the ones who thrive, Cohen says. "There is no
longer a prescriptive playbook for success," he
adds. "Those who roll up their sleeves, use their
intuition and are willing to make some bets
tend to be the ones who are succeeding."
APRIL 2017 SHOPPER MARKETING y

51


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Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
Shopper Marketing - April 2017 - 12
Shopper Marketing - April 2017 - 13
Shopper Marketing - April 2017 - 14
Shopper Marketing - April 2017 - 15
Shopper Marketing - April 2017 - 16
Shopper Marketing - April 2017 - 17
Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
Shopper Marketing - April 2017 - 20
Shopper Marketing - April 2017 - 21
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Shopper Marketing - April 2017 - 25
Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
Shopper Marketing - April 2017 - 29
Shopper Marketing - April 2017 - 30
Shopper Marketing - April 2017 - 31
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Shopper Marketing - April 2017 - 51
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Shopper Marketing - April 2017 - 55
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