Shopper Marketing - May 2017 - 90
of a P2PI.org Power User
the last year alone. Colleague Lindsey Ressler estimates she's logged 250
hours since joining the agency as an
intern last summer. "The amount of
time I spend on it ... is probably a solid amount of my time here at Geometry," said now junior strategist Ressler,
The P2PI.org power users boast
a tag team approach to the website.
When she first started, Ressler would
comb through the site for examples
and inspiration to share with the team
and help familiarize herself with the
retailers they were working on.
Now Boneva usually combs
through the website while
Ressler does more extensive
says she's logged
digging, pulling relevant images and information.
The website usually delivsince last summer.
ers plenty of content to keep
the duo busy. The "Retailer
Receptivity Guide," detailing
how in-store marketing tactics are re- find anywhere else especially if you're
ceived (or not) by major U.S. chains, looking at a retailer that's not in your
and "Retail Promotional Calendar" market," Boneva said.
The uploaded images are also a
are just some of "the resources that
part of how the website can help
literally sit on our desktop as a go-to,
get a speedy education.
quick reference," Boneva said. Howev"For
how does Kroger comer, it's the in-store images from more
than 30 retailers they think are the municate around crackers?" Boneva
strongest component of the website. said. "Digging deep into what are the
"That's definitely something you can't manufacturers doing? What are other
brands doing? ... Within that specific
category, how Kroger communicates
and if they communicate at all. So, I
think what we've really been able to do
estimates she's logged
is get smart fast. You can very quickly,
and in a visual way, put together your
If you need to get smart quick, Geometry Global's Mira Boneva suggests
spending some time on P2PI.org.
"We know there are a lot of other
resources, but [the Institute's website]
really gives us that gut check and that
first initial, almost like intuitive direction of what should we be communicating? What should we be thinking
about when we're talking to a Target,
when we're talking to a Walmart,
within our category," said Boneva, senior strategist at the agency. "It really serves as the place to get smart fast
and really quickly."
Boneva speaks from experience.
She uses the website to inform her
work, primarily helping lead the Mondelez International shopper business
for grocery and mass. She estimates
she's logged 150 hours on P2PI.org in
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