Measuring success means uniting brand and sales objectives. By Stanton Kawer. Those of us who have been practicing shopper marketing for any length of time remember all its previous iterations: co-marketing, account-specific marketing, customer marketing, co-op marketing and collaborative marketing.
All of these monikers — including shopper marketing — are questionable fabrications whose true purpose is to differentiate and reallocate dollars and responsibilities. Why isn’t shopper marketing just strategic marketing with more clearly articulated business goals? Why is there a distinction between in-home marketing, on-the-go marketing, and in-store marketing? Why is building a brand an end-point in and of itself rather than a hugely important part of an overall sales dialogue? read >>