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White Paper: Shopper Apperture « White Paper « Industry Resources « Downloads

Date postedNovember 30, -0001
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CategoriesWhite Paper


In marketing, we tend to rely on symbols and diagrams to help us define our business. In theory, our diagrams help explain what “it isàand “how we think about it,à but diagrams should really help us define actions we should take, as well.Given the complexity of ¥ and rapid innovation in¥ shopper marketing, we need more actionable diagrams.Hereås a way to simplify a few of the newer practices in shopper marketing via pictures with a bias for action.Picture an actionable definition. Close your eyes.Picture the ubiquitous three intersecting circles. Youåve seen this visual in countless shopper marketingdecks: Brand, Retailer, Consumer. New versions might have “Shopperà in place of “Consumer.à While an iconic symbol of shopper marketing, itås outdated.We propose a new diagram as a better way to depict the current landscape of shopper marketingrelative to reality only a few short years ago (see chart one). We can use the right column as a checklist of things that require action in todayås version of shopper marketing; full engagement in the discipline means actually delivering something against each item.



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