Shopper Marketing Progress

1. Approximately when did your company (or client) "officially" get involved in Shopper Marketing (defined as creating a Shopper Marketing function or department)?
  answered question 254
 
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  Response
Percent
Response
Count
Last 1-2 years
34.3% 87
Last 3- 4 years
21.3% 54
5 years plus
28.7% 73
Not involved yet
5.9% 15
Still thinking about it
5.1% 13
Don't plan to get involved
1.2% 3
Other
3.5% 9
viewComments: 25
2. To whom or which function does your Shopper Marketing Department report?
  answered question 243
 
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  Response
Percent
Response
Count
Sales
24.3% 59
Marketing
40.7% 99
General Management (on the same level as Sales or Marketing)
25.9% 63
Other
9.1% 22
viewComments: 39
3. Approximately how many people are in your (or your client's) Shopper Marketing Department?
  answered question 244
 
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  Response
Percent
Response
Count
Less than 5
49.2% 120
6-10
19.3% 47
11-20
11.1% 27
20+
20.5% 50
viewComments: 21
4. Does your Shopper Marketing Department have trained Marketing people (i.e., people with Brand Marketing backgrounds) assigned to your company's (or client's) Customer Teams?
  answered question 246
 
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  Response
Percent
Response
Count
Exclusively Marketing people
12.6% 31
Predominately Marketing people
38.2% 94
Some Marketing people
38.2% 94
No Marketing people
6.9% 17
Other (please explain)
4.1% 10
viewComments: 24
5. How are your company's (or client's) Shopper Marketing initiatives funded?
  answered question 248
 
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  Response
Percent
Response
Count
Established budgets
64.9% 161
Ad hoc/opportunistically
29.8% 74
Other (please explain)
5.2% 13
viewOther comments: 25
6. From what budgets are your Shopper Marketing initiatives funded?
  answered question 247
 
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  Response
Percent
Response
Count
Trade Promotion
12.6% 31
Consumer Promotion
12.6% 31
Advertising
2.0% 5
Combination of above
60.3% 149
Other
12.6% 31
viewComments: 30
7. If your company (or client) has established a dedicated budget for your Shopper Marketing initiatives, approximately what percent of your total Marketing budget does this represent?
  answered question 221
 
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  Response
Percent
Response
Count
Less than 3%
31.7% 70
4-6%
25.3% 56
7-9%
9.5% 21
10%+
17.2% 38
Other (please explain)
16.3% 36
viewComments: 44
8. If your company's (or client's) Shopper Marketing Department reports to Sales, what difficulties have you encountered in planning and executing best practice Shopper Marketing strategies and and/or initiatives? (Check all that apply.)
  answered question 170
 
skipped question
87
  Response
Percent
Response
Count
Sales not trained or incented to focus on equity-building pursuits
52.9% 90
No cross-functional integration with Marketing
40.0% 68
Budgeting is ad hoc
24.7% 42
Difficult to develop shopper insights that are meaningfully different from Category Management insights
38.2% 65
No involvement with packaging, in-store messaging and/or in-store design
28.2% 48
After "X" years, nothing is really different
13.5% 23
Not trained to provide promotion agency with proper input and/or direction
22.9% 39
Other (please explain)
16.5% 28
viewComments: 38
9. If your company's (or client's) Shopper Marketing Department reports to Marketing, what difficulties have you encountered in planning and executing best practice Shopper Marketing strategies and/or initiatives (Check all that apply.)
  answered question 181
 
skipped question
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  Response
Percent
Response
Count
Not trained or incented to collaborate with retailers
32.0% 58
Limited access to retail decision makers
37.6% 68
Limited time to present initiatives and their shopper rationale
23.2% 42
Requests to "hijack" Shopper Marketing funding for non-approved purposes
18.2% 33
Difficulty in long-range retailer strategic planning
45.3% 82
Lack of integration with Customer Business Planning
35.9% 65
Lack of Marketing familiarity with retail
32.0% 58
Lack of Marketing belief in retail as a viable communications vehicle
21.5% 39
Other (please explain)
16.6% 30
viewComments: 41
10. With how many of your retailers does your company or client collaborate during the planning stages of working out a segment-specific marketing, promotion and/or in-store merchandising and detailing plan?
  answered question 242
 
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  Response
Percent
Response
Count
1-3
30.2% 73
4-6
32.6% 79
7-10
9.5% 23
10+
23.6% 57
Other
4.1% 10
viewComments: 12
11. What approach did your company or client use to establish and solidify relationships with your key retailers' marketing departments?
  answered question 241
 
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  Response
Percent
Response
Count
Did non-parochial, market-specific shopper research that benchmarked subject retailer's performance against leading competitors in areas of specific interest to that retailer
12.4% 30
Showed how our brand segments aligned with retailer's shopper segments coupled with insights and recommendations for targeted initiatives to improve overall category and store performance in these segments
34.9% 84
Had open-ended discussion of retailer's issues and objectives from Marketing standpoint
19.9% 48
Called the retailer's Marketing Dept. and asked if we could talk about this
5.8% 14
We are still trying to figure this out
20.3% 49
viewOther (please specify)
6.6% 16
12. For how many retailers does your company (or client) do research on understanding their specific shoppers?
  answered question 240
 
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  Response
Percent
Response
Count
1-3
35.0% 84
4-6
31.7% 76
7-9
7.5% 18
10+
20.0% 48
Other
5.8% 14
viewComments: 18
13. Does your company or client have an integrated process in place for planning and executing Shopper Marketing initiatives?
  answered question 247
 
skipped question
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  Response
Percent
Response
Count
Yes
45.3% 112
No
23.5% 58
Currently in development
32.8% 81
Other (please explain)
2.0% 5
viewComments: 12
14. If yes, to the above, which departments or functions within your company does this process involve? (Check all that apply)
  answered question 172
 
skipped question
85
  Response
Percent
Response
Count
Marketing
80.2% 138
Consumer Insights
62.8% 108
Shopper Insights (if separate)
52.3% 90
In-store Merchandising and/or Design
49.4% 85
Packaging
25.6% 44
New Products/Innovation
32.6% 56
Sales
64.0% 110
Sales Analytics
33.7% 58
Category Management
52.9% 91
Other (please explain)
8.7% 15
viewComments: 16
15. What types of Shopper Marketing initiatives has your company (or client) done to-date? (Check all that apply)
  answered question 246
 
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  Response
Percent
Response
Count
Collaboration with retailer on shopper understanding
69.9% 172
Participation in retailer-developed shopper programs
69.1% 170
Solo-brand shopper programs
54.5% 134
Multi-brand shopper programs (cross-company or multi-manufacturer)
57.7% 142
Custom packaging
42.3% 104
Environmental design or fixturing
33.7% 83
Other (please explain)
5.3% 13
viewComments: 14
16. Which one of the above types of initiatives dominates your Shopper Marketing work? (Check only one)
  answered question 235
 
skipped question
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  Response
Percent
Response
Count
Collaboration with retailer on shopper understanding
28.9% 68
Participation in retailer-developed shopper programs
20.9% 49
Solo-brand shopper programs
19.1% 45
Multi-brand shopper programs (cross-company or multi-manufacturer)
18.3% 43
Custom packaging
5.1% 12
Environmental design or fixturing
4.3% 10
Other (please explain)
3.4% 8
viewComments: 13
17. What measurement criteria does your company (or client) use to evaluate the success of your Shopper initiatives? (Check all that apply)
  answered question 241
 
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  Response
Percent
Response
Count
Marketing Mix analysis
25.7% 62
ROI
42.7% 103
Share gain
33.2% 80
Retailer category growth
34.0% 82
All of above
30.7% 74
We don’t do post-event analysis
10.4% 25
Other (please explain)
4.1% 10
viewComments: 17
18. In what activities is your agency involved with respect to helping your company plan and implement Shopper Marketing initiatives? (Check all that apply)
  answered question 231
 
skipped question
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  Response
Percent
Response
Count
Shopper research
62.8% 145
Shopper insight development
65.4% 151
Account-specific strategy development
51.5% 119
Representation on customer teams/participation in account calls
30.3% 70
Planning
50.6% 117
Strategy-based creative
61.0% 141
Post-event evaluation
35.5% 82
Other (please explain)
6.9% 16
viewComments: 17
19. What role or functions do you think your agency should be performing with respect to Shopper Marketing that they are currently not performing or could be doing better?
  answered question 212
 
skipped question
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  Response
Percent
Response
Count
Shopper research
47.2% 100
Shopper insight development
57.5% 122
Account-specific strategy development
45.8% 97
Representation on customer teams/participation in account calls
38.2% 81
Planning
42.5% 90
Strategy-based creative
40.6% 86
Post-event evaluation
42.0% 89
Other (please explain)
7.5% 16
viewComments: 21
20. Overall, how would you evaluate your company's (or client's) success with your Shopper Marketing programs/initiatives to-date?
  answered question 244
 
skipped question
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  Response
Percent
Response
Count
Excellent
10.2% 25
Very good
36.1% 88
Average
37.7% 92
Not so good
7.8% 19
Nothing different than before
4.1% 10
Other (please explain)
4.1% 10
viewComments: 19
21. What does your company or client view as the current biggest impediments to a successful best practice Shopper Marketing program? (Check all that apply)
  answered question 247
 
skipped question
10
  Response
Percent
Response
Count
Lack of cross-functional integration
42.9% 106
Lack of corporate (top management) commitment
34.8% 86
Insufficient training/understanding across all departments
51.4% 127
Insufficient funding
41.3% 102
Ad hoc/inconsistent funding
24.3% 60
Incentives not aligned with SM objectives
26.3% 65
Poor/inconsistent retailer implementation
35.6% 88
Agency doesn't "get it"
11.3% 28
Requires too much investment/change/behavior modification for the results
19.8% 49
We're succeeding without it
8.1% 20
Other (please explain)
3.6% 9
viewComments: 16
22. Based on current trends with your company or client, do you expect your Shopper Marketing budgets to increase, decrease or remain the same over the next three years?
  answered question 246
 
skipped question
11
  Response
Percent
Response
Count
Increase
72.4% 178
Decrease
6.9% 17
Remain the same
19.9% 49
Other (please explain)
0.8% 2
viewComments: 10
23. Type of company: ਀ഊ ਀ഊ
  answered question 247
 
skipped question
10
  Response
Percent
Response
Count
Agency
27.9% 69
Manufacturer
34.8% 86
Service Industry
2.4% 6
Consulting Firm
16.2% 40
Marketing Services
8.9% 22
Media
0.4% 1
Academia   0.0% 0
Not-For-Profit   0.0% 0
Retail
4.9% 12
viewOther (please specify)
4.5% 11
24. If Manufacturer or Service industry, which Industry:
  answered question 155
 
skipped question
102
  Response
Percent
Response
Count
Apparel
1.3% 2
Automotive
1.9% 3
Computer/Software
1.3% 2
Consumer Electronics
3.9% 6
Financial Services   0.0% 0
Healthcare/Pharmaceutical
5.2% 8
Media/Entertainment
1.3% 2
Packaged Goods
65.8% 102
Restaurant
0.6% 1
Retail
6.5% 10
Telecomm
0.6% 1
Travel & Leisure   0.0% 0
viewOther (please specify)
11.6% 18
25. Size of Company:
  answered question 242
 
skipped question
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  Response
Percent
Response
Count
Less Than $500MM
47.9% 116
$501MM - $999MM
11.2% 27
$1B - $2B
8.3% 20
$2B-$5B
6.2% 15
$5B- $10B
6.6% 16
$10B+
19.8% 48
26. Number of years in marketing:
  answered question 244
 
skipped question
13
  Response
Percent
Response
Count
More than 15
52.0% 127
Ten to 15
26.2% 64
Five to 10
13.5% 33
Fewer than 5
8.2% 20

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