In a world of “Big Data” it’s surprising that one of the major challenges that we come across every week is a lack of information. It’s not that there is no data; it’s just that many of the marketers we work with perceive that they have little or no useful insight that would help them grow. This is a common problem. The data people have, just isn’t helping them deliver the growth they need! So what data do you need to help make decisions that will deliver significant growth? [Read more…]
What Makes Consumer Goods Sales Teams Work?
Ok so it’s pretty tough out there just now – driving sales is a corporate imperative but for many I speak to the first quarter of the year has been like wading through treacle with sluggish demand and customer reticence. Consumer goods sales teams have never been busier but what will make the difference for the rest of this year? Here are a few thoughts about how to improve total sales team performance: [Read more…]
Shopper Marketing Revolution or Evolution?
I blogged a couple of weeks ago about whether shopper marketing meant the end of category management. With thanks to POPAI this turned out to be one of the widest read posts I’d ever written. I was also excited by the level of comment it provoked. Some wholeheartedly rejected the idea that that Shopper marketing was anything more that the logical evolution from category management, whilst others passionately argued that the two were separate and that shopper marketing was an entirely new discipline. [Read more…]
Does Shopper Marketing Mean The End Of Category Management?
Whilst researching and writing, “The Shopper Marketing Revolution” which I wrote with Mike Anthony, I got the opportunity to speak with and get to know Dr. Brian Harris. Back in 1989, Brian effectively ‘invented’ Category Management by publishing an 8-step process which has guided collaboration between retailers and consumer goods companies for the last 23 years. [Read more…]
Who gets the Shopper Marketers’ ‘Best Retailer’ award?
I’m often struck, when visiting consumer goods companies, by the number of awards on display and I’m most drawn to those given by retailers for being the “best supplier”. It’s funny though that I’ve yet to come across “best retailer” awards given by their suppliers. I thought it might be fun to think about this from a shopper marketing perspective. I think that the following four criteria could be used by Shopper marketers in judging who would win their Best Retailer award . [Read more…]