Worldview of Shopper Marketing
While we day in and day out try to learn the art and science of shopper marketing a little guidance does not hurt. This space collates some really interesting views and perspectives about shopper marketing being followed world over. In this issue we have 9 tips that if followed ensure better shopper marketing.
Don’t use too many touchpoints and vehicles in your shopper marketing just for the sake of bombarding shoppers with your messaging. Rather, focus on fewer, more effective touchpoints and vehicles. “It’s smarter and better to choose the touchpoints and vehicles that really matter,” says DiPasca. “Think hard about what you really need to capture, engage and motivate shoppers.” Design is primary. Make sure your design elements such as graphics, photography and typography clearly and quickly communicate the point you are trying to make.
Copywriting is a particular challenge in shopper marketing, because brand language has to mix naturally with shopper language to motivate the purchase while building brand equity. Use a specialist shopper marketing copywriter rather than a generalist. Writing for shoppers rather than consumers is an art.
Avoid the temptation to cram every message, logo, and package variant into your shopper marketing communication.
Use the right message at different shopper touchpoints. Nobody does all their shopping at one retail environment; different stores address different needs of the shopper at different times and your messaging elements need to reflect that.
Keep messages simple but interesting: one main brand message and one copy point. “If you know how to edit, you’ll be very good at shopper marketing,” says DiPasca.
Don’t assess shopper marketing conceptual creative proposals in isolation. When you are evaluating shopper marketing creative ideas, make sure they are mocked-up against rendered shopping aisles, shelves and products in the specific retail environments where they’ll be located.
Get shoppers to touch, not just look. We want shoppers to engage in our client’s brand and product propositions. The more shoppers touch our client’s products and the engagement vehicles we place in-store, the more likely they are to buy. These are only a few of the insights, learning and best practices among many. Shopper marketing might look simple in theory, but getting it right requires real skill. As Rodger told the team, shopper marketing is hard and when your target is moving past while pushing a trolley, there’s no room for error