First, the bad news which I’ve shared before here. With waning consumer confidence, house values below mortgage costs, and massive personal debt, don’t expect any significant uptick in consumer spending any time soon. Tight belts and thinner wallets are the new consumer reality. Get use to it. Oh, and in the face of tighter consumer […]
Shopper marketing professionals realize they only get a couple seconds in the store to make an impact. A couple precious seconds to influence the purchase decision and convert the shopper into a buyer. But simply broadcasting your message to shoppers using Facebook or Twitter or some other social media channel might not be much better. […]
There never seems to be quite enough funding available to do the marketing you really want to do. So the money you do have needs to be used efficiently and effectively. Here are four business design strategies I’ve used with global consumer products companies that can stretch your marketing dollars further and give you more […]
A recently released FMI grocery shopper trends report for 2011 quantified what most in business already knew: consumers continue to tighten their belts. With rising commodities driving food inflation and the price at the pump changing driving habits, consumers are changing the way they shop. According to the latest Technomic consumer sentiment survey, 84% of […]
There’s a lot of focus on the Shopper Path to Purchase. Rightly so. Businesses need a profound understanding of it. But, how much focus is being put on the Path to High Impact Results? In all likelihood, not enough. It’s not unusual for consumer product companies to experience less than 70% of their total merchandising […]
Whether you’re a leader with responsibilities for managing the performance of your employees, leading a major change initiative or marketing to seemingly fickle shoppers, you need an understanding of human behavior. While behavior can be very complex, the basics are as simple as ABC. A – Antecedents These are all the things we do to […]
As I’ve said before, the job of business is to create value: value for customers and economic value for the business. And the business model should be designed in every respect to effectively and efficiently create that value. Value is created when the worth of the output is greater than the cost of the input. […]
This week millions of email notices have been sent from major corporations informing their customers that their marketing vendor, Epsilon, suffered a serious data breach exposing millions of customer names and email addresses to someone with obvious nefarious intentions. How embarrassing for them. That’s a wake-up call for every brand using digital marketing of some […]
No, don’t try to sell me a TV. Help me buy a TV. I can figure out the maximum amount I want to spend. I just look at my budget. And I know I want a flat screen TV to hang on the wall so I can also figure out how big it should be. […]
With the fragmentation of traditional TV audiences, the decline in print and newspaper advertising, the emergence of new marketing tactics, and the likelihood of all this change accelerating, are traditional ad agencies adapting fast enough? Agencies are having their share of troubles. And in tough times, it’s very hard to change a business model (or […]
