Most brands don't start by asking for a shopper marketing consultancy. They start with a symptom: a category review that didn't land, a promotion that moved units but not margin, a retailer that keeps saying no. Then someone asks the…
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What is shopper marketing ROI? Shopper marketing ROI is the incremental profit a campaign produced divided by what that campaign actually cost. Incremental sales multiplied by the gross margin on the participating lines, over the full cost of the programme:…
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What is a shopper marketing brief? A shopper marketing brief is the document that tells an agency which shopper you want to change, at which point in their trip, and what you want them to do differently. It differs from…
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What are shopper insights? Shopper insights are findings about the moment of purchase that change a decision you control. Research about shoppers that leaves your campaign exactly as it was is not an insight — it is a fact. Facts…
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What are retail activation roles? Category marketing vs merchandising Retail activation roles are the jobs that carry a promotion from an approved plan to a shopper's hand at the shelf. In Australian FMCG they fall into three groups: category marketing…
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What is a brand partnership agency? A brand partnership agency is a marketing agency that finds, negotiates and designs collaborations between two or more brands so that each gains something it could not buy alone: a prize with more pull…
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A margarita made in front of you answers a question the bottle on a Dan Murphy's shelf cannot: what is this actually for? That question is the whole point of experiential, and it is the fastest way to tell a…
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An in-store marketing strategy is a brand's plan for influencing what a shopper does inside a retailer's store: which single objective the activity is chasing, which stores and shelf positions are worth fighting for, what the shopper is shown and…
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The Stone & Wood Radler activation in August ran at BWS, on BWS's terms — a free can per claimant, not a brand's idea of generosity. That distinction is the whole thing. The agency you actually want for retail activation…
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How do you choose a shopper marketing agency in Australia? To choose a shopper marketing agency in Australia, judge it on four things: whether it thinks about the shopper at the shelf rather than the consumer in general, whether it…
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