Shopper Marketing - June 2017 - 23
Shoptology's Charlie Anderson presents alongside Julie Quick during the Shopper Marketing Summit.
market execution. "This work is hard," Anderson said. "Lots of things happen along the way.
Make sure you have a champion at the right
level. You need to have commitment and vision
to bring this all the way to market."
best people, the right people?" Anderson said.
Poor self-reflection: You look at results but
not the collaboration causes. "If you want to
get better at collaboration, you have to pick
it apart," Quick said. "Did you bring the right
resources to the table? Was the process built to
yield something new? ... It's really hard to improve if you don't know where your faults lie."
Flip the process: Engage partners differently
for different outcomes. "Flip it from being isolated, uninformed, defensive and reactive to
being included, open, creative and thoughtful,"
For struggling marketers, here are Shoptology's suggestions to get on the road to redemption:
Rethink your team: Model the collaboration
you need from partners. "Are you bringing your
Center on the shopper: Make the shopper's
experience the common goal. "If we can help
the shopper win, we can create a positive output," Anderson said.
Plan for resources: Gather what you'll need to
execute ideas - the money/funding, the people/skillsets, the knowledge and the advocates.
Keep score: Balance your view of success. "Create your own. Somehow find a way to keep
score so you know that you're making proSM
gress," Anderson said.
JUNE 2017 SHOPPER MARKETING y