World­view of Shop­per Mar­ket­ing

Point of Purchase - - INTERNATIONAL - Reena Me­hta

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

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