What is shopper marketing? Ask 10 people, and you'll probably get 10 different answers. Frustrating? You bet? Surprising, not at all! After-all, it's a new area of marketing that's just starting out.
I know, many of you would say, it has always been here as an important consideration by both manufacturers and retailers alike. The difference, you'd say, is that it's been given a label. Perhaps you are right, however giving it a label is HUGE!!! It's forcing us all to consider what it means, and how to apply it in our business. For those companies that get it right, it's their opportunity to pull ahead of the pack. And don't kid yourselves, this is BIG.
So what do I think shopper marketing means? I think that shopper marketing encompasses everything and anything that touches the shopper. YES. I think it is broad, and that to win in shopper marketing, those with the guts to go with this definition will WIN.
What does that mean specifically? Well, I'd say it covers the 4 P's of Marketing, but from the perspective of the shopper Vs the consumer. And yes, I also think it also covers the area of bringing marketing programs alive in specific retailers, but that is much too narrow a definition if you want to leverage the power of Shopper Marketing.
Remember, the shopper is the gate-keeper to your consumers. If you don't get past the shopper, you will never get to YOUR consumer, and therefore understanding what makes them tick is critical.
So my question to you, is how are you defining your shopper marketing program and leveraging it in your business?!!!
I recommend that you include Shopper Marketing as an integral and equally important area as traditional Consumer Marketing and WIN!
