by Colwyn Elder. Product placement is a powerful retail-marketing technique, and moving sweets from checkouts may help save us from ourselves.
by Mimi Nicklin (@MimiNicklin) Do you remember a few years ago, when “digital” was this new and confusing discipline that everyone wanted a piece of but no one knew how? The cycle (of early-days ignorance) is starting again, except this time it’s shopper marketing that is the scary dragon looming at the agency front door.
by Herman Manson (@marklives) Michelle van Trotsenburg, Y&R’s former business unit director: shopper conversion marketing, presented a talk at the POPAI Marketing at Retail Conference in Cape Town (held in June 2014), focused on what brands, retailers and shoppers need to do to capture influential trend-setting consumer segments.
by Mimi Nicklin (@MimiNicklin) While much in retail has changed since 1920(!), when it comes to selling our wares in 2014, so many of the principles they were innovating with at the original Selfridges store should still form the basis of our retail innovation today.
by Erna George. Being aware of consumers’ financial situation is a critical part of marketing in 2014. Frugal consumers are a significant reality and now, more so than ever, it is worth their while — and easier — to shop around, trade up and down the value chain and switch brands. If you don’t alter your marketing mix, isn’t it likely that your brand will be left at the side lines?
by Mimi Nicklin (@MimiNicklin) It seems to me that the four major news headlines right now may have a fundamental impact upon the world as we know it, and the people living upon it. Behind these stories lie the seismic shifts in consumer perceptions, confidence and behaviour that are slowly forming as the news keeps rolling.
by Tom Fels (@thomasfels) As an agency, attracting new clients is vital to both survival and success. And, for marketers, the prospect of selecting an agency is as exciting as it is daunting. Here are some tips.
by Mimi Nicklin (@MimiNicklin) Every three months or so, I use this column as a review of existing shopper work ‘on the ground’to summarise the current state of the nation. This time, I was reminded how much I love doing this by something as simple as a cupcake painted in blue and white…
It was game day, the Currie Cup final, and the Cape was proud, excited and nervous all mixed into one. From as early as 8am, the men were dressed in Western Province shirts and the traffic lights were alive with hawkers selling, well, anything that allowed for a stripe. I, being the non-rugby-fan shopping addict that I am, chose thatmorning to grocery shop.
It is estimated that, at any one time, there are 600+ live activations (promotions, sampling, activations, offers) in most large grocery stores in South Africa and,that Saturday, Checkers Hyper was buzzing. I could barely walk for a sample, prize or tasting heading my way.
by Mimi Nicklin (@MimiNicklin) Globally, the rules are changing all the time and what one might have once thought were experiences to be owned by the music loom and entertainment brands are now creeping into retail. So, while it is harder for PnP that it ever would be for Lady Gaga, there are many lessons it can learn from her fan creation, brand interaction and her provision for entertainment when purchasing her ‘product’.
by Johanna McDowell (@jomcdowell) NEW YORK CITY: Well, by now, the consultants are all becoming slightly weary — after three days of non-stop agency visits and 15 hours of working including late-evening presentations. But we were all up and ready once again early on Thursday morning, 10 October 2013, for another full day of AdForum Worldwide Summit.