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Co-Creating Value with Retailer Direct Data

July 15, 2019 Marissa Feigen Process Management, Shopper Marketing

The growth of e-commerce and showrooming behaviors have made a differentiated store experience critical to brick-and-mortar survival. At the same time, brands need to deliver more personalized shopper engagement in […]

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Maximizing Co-Op Marketing Participation

April 18, 2019 Marissa Feigen Process Management, Shopper Marketing

Local co-op marketing represents approximately $70 billion per year in manufacturer advertising dollars, yet according to a white paper released by The Local Search Association, over half of that funding […]

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Gaining Customer Advantage with Collaboration

March 14, 2019 Marissa Feigen Process Management, Shopper Marketing

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 […]

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10 Ways to Tackle Medicare OEP 2019

December 3, 2018 Marissa Feigen Health Insurance, Process Management

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, […]

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Collaborating to Deliver Shopper Success: A Smithfield Story

October 30, 2018 Marissa Feigen Process Management, Shopper Marketing

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 […]

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Laying the Foundation for Shopper Marketing Success

August 1, 2018 Marissa Feigen Process Management, Shopper Marketing

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 […]

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Resetting Shopper Marketing for Innovation

June 28, 2018 Marissa Feigen Process Management, Shopper Marketing

“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 […]

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Building the Agency Model of the Future

April 26, 2018 Marissa Feigen No comments yet Process Management, Shopper Marketing

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. […]

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How CPGs are Gaining the Analytics Advantage

April 26, 2018 Marissa Feigen Process Management, Shopper Marketing

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 […]

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Revenue Management as a Growth Engine

March 29, 2018 Marissa Feigen No comments yet Process Management, Shopper Marketing

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 […]

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