July 2020

Shopper Marketing Minute: In-Store Media in a Shopper Digital Ad World

Shopper Marketing Minute: In-Store Media in a Shopper Digital Ad World

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In this episode of the Shopper Marketing Minute want to answer the question — is there a role for in-store shelf media in the fast moving, hyper-local targeted world of pre-shop, digital shopper media? Full transcript is below:

On the plus side, the majority of buying decisions are still being made at shelf and shelf media helps brands stand out when the shopper is in a buying mindset. Plus, research shows 34% of shoppers who noticed in-store advertising and 44% of shoppers who noticed a coupon put the product in their cart!

Those admittedly are big numbers and cannot be ignored…. BUT on the downside I find unless you are a big brand with big budgets, it is expensive to execute a national program which has me questioning the ROI. Recently a client completed a ROI analysis study which shows shelf media is effective, but only up to a certain point. As well, shelf media has not changed dramatically over the years. It is still a one-size-fits-all message with limited targeting capability.

So, what is the solution?

Take shelf media into the digital world.  Replace paper-based signs with digital screens. Allow brands to buy media only in the stores they want with the ability to optimize brand messages based on the shopping behavior of the shopper walking down the aisle.

Until then I will continue to recommend in-store media to brands, but for tactical purposes only.

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If not, thanks for watching.

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Shopper Marketing Minute – Why I Love Shopper Digital Media

Shopper Marketing Minute – Why I Love Shopper Digital Media

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In this episode of the Shopper Marketing Minute I  share with you why I love pre-shop, shopper digital media. Full transcript is below.

Back when I started in this industry many moons ago our options to reach shoppers were limited to using a handful of mass awareness vehicles with a one size fits all message.  THINK… national FSIs with cents-off coupons, retail flyers or in-store shelf media.

Now, shopper digital media allows marketers to target shoppers based on demographics, shopping behaviour, proximity to stores, actual purchases, weather conditions and more. And we can target shoppers at home, while you are on the way to the store and even in the store serving up relevant content to drive consideration and conversion.

So thanks to companies I have had a pleasure to partner with such as ShopliftR, Valassis, Checkout 51, In-Market and more who have made shopper marketing a much more interesting place to be.

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If not, thanks for watching.

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Shopper Marketing Minute – Is the “C” Word Really Dirty?

Shopper Marketing Minute – Is the “C” Word Really Dirty?

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In this episode of the Shopper Marketing Minute I shift gears from talking about one “C” word COVID and its impact on shopper behaviour to another — Consultant! For full transcript see below.

For some reason, when tell people I am a Marketing Consultant it generates mixed reactions from “What exactly does that mean?” to “You must be really expensive” to, my personal favorite …  “Geez your one of them?”.

Yes – I am one of them.  I am expert in shopper marketing. Hired to step in and help companies build strategic plans targeting shoppers based on insights that drive — here’s another C word — CONVERSION.

As one of my Clients recently told me — I am the ‘secret sauce’ to helping his team develop shopper marketing initiatives.

So if you are in need of some help send me a private message.

Until next time. Thanks for watching.

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Shopper Marketing Minute Impact of Private Label Brands

Shopper Marketing Minute – Impact of Private Label Brands

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In this episode of the Shopper Marketing Minute, I explore the impact private label brands are having on national CPG brands. For full transcript see below:

Private label brands have benefited greatly from the early, panic buying phase of COVID seeing sales jump by double digits — outpacing national brands in dollar and unit sales. So, for me, the question is…can private label brands sustain its growth becoming an even bigger threat to national brands as we move forward?

In my opinion YES…for 3 reasons:

  1. Price — private label brands offer shoppers VALUE which is becoming increasingly important as household incomes decline due to high unemployment rate
  2. Quality – long gone are the days private label products were viewed as low-quality knock-offs of national brands. Now – many store brands are more highly regarded than their national brand counterparts.
  3. Investment – retailers are investing marketing dollars to promote their private label brands and build loyalty….and it’s working. Research shows store brands are a key reason many shoppers choose a particular retailer to shop at.

Have an opinion please leave a comment.

Thanks for watching.

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