Saturday, December 24, 2011

Retail/CPG Brands Market Beyond Store Walls

At one time, the terms most frequently heard when instore marketers convened were most likely “shelf talkers” and “signage.” But two October conferences in Chicago on marketing to shoppers — Shopper Expo and the Forrester Consumer Forum — showed that the retail and CPG brands that make up their audiences want to look beyond those limited tactics and start messaging customers in new ways with new value propositions and more effective loyalty tactics. And they want to take advantage of the rise of earned media in the social channel.

In fact, the sponsoring organization that went into Shopper Expo 2011 as the Instore Marketing Institute announced its own reorientation: It's now the Path to Purchase Institute, emphasizing the marketing effort that goes on both before and after the actual purchase is made.

Read more here

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