As retailers become more sophisticated, data-driven buyers, they will only cooperate with the CPG manufacturers able to help them build a differentiated shopper experience. For shopper marketers, this means changing […]
It’s nearly December and Medicare Annual Enrollment Period will soon be coming to an end, but for those looking to kick back their feet and breathe a sigh of relief, […]
Collaboration is becoming critical to shopper marketing success and CPG revenue growth. Smithfield Foods evidenced this at the 2018 Path to Purchase Expo in a presentation they gave with agency […]
Though shopper marketing only recently entered the marketing mainstream, most CPGs recognize that it’s an important move away from short-term trade marketing to a more strategic marketing approach designed around […]
“Ready – set – repeat!”…that seems to be the mantra of many shopper marketing teams as they methodically award funding to retail accounts with grandfathered budgets and “anniversaried” programs. While running […]
Media agencies are being forced to restructure their operating models as consumer goods companies launch enterprise-wide cost management and zero-based budgeting programs that demand transparency into planning, spending and performance. […]
The accelerating tech landscape has made it difficult for consumer goods companies to keep their analytics systems competitive and determine how to prioritize new investments amidst a plethora of growing […]
Dynamic market conditions are pushing consumer goods manufacturers to design more agile structures and capabilities in order to stay ahead of the game and fuel organic growth. One of the […]
Marketing spending has traditionally represented nearly $225 billion in annual expenditures by CPG manufacturers – 19.5% of total sales. While this figure has remained relatively static for the past 10 […]
With forces like 3G pushing CPGs to examine costs, revenue growth management is a hot topic today in the consumer goods industry. One of the key areas CPGs are putting […]