Here at Marketicity, it’s no surprise that we often find ourselves talking about digital marketing and advertising strategies. And with good reason – helping clients move their brands forward, it what we love to do. However, sometimes what can get lost in all of those discussions is that, for all of the convenience in the realm of online shopping, there are still brick and mortar stores out there with real, tactile marketing opportunities. Or what is often referred to as shopper marketing.
Over the years we have worked with food and flavor brands where this is a particularly viable marketing strategy. In some ways, it’s not dissimilar from the considerations that go into digital marketing strategies. Before we ever had to think through how a post would look on a social media feed, we had to consider how a product would look on a shelf. We look at how our client’s product looks sitting next to their competitor’s. And just like we try to create content that pauses someone’s scrolling through their feed, in shopper marketing we utilize tools like out of category placement, shelf talkers, wobblers and other point-of-sale tactics to distinguish one product from another to a customer’s passing eye.
In our work with the spirit company Sazerac we utilized strategically-placed displays that helped carry customers from one product to another. For instance, if they want to promote a seasonal cocktail with fruit, we work with the grocery store footprint in mind to develop displays for placement near the relevant items in the produce area. It’s a win for the store because it encourages an incremental purchase (seasonal fruit & our client’s brand). This is a win for the customer because it increases the convenience while shopping, a win for the grocer as it promotes their items and therefore it’s a win for our client.
As our world goes increasingly digital, as algorithms change, as marketing strategies quickly become obtuse and intangible, there is something uncomplicated and truly sublime about simply physically placing a products directly in front of consumers… in the right setting.
Want to learn more or talk “shopper marketing” strategies and tactics for your brand? Reach out and connect with us. We’d love to talk about options for Moving Your Brand Forward!
Marketicity is a marketing services firm whose team members have delivered successful campaigns and have been Moving Brands Forward for some of the best-known brands in their categories – both locally, regionally and nationally. We’re proud of our work but even more proud that our clients are proud of the work produced for their brands. Want to learn more about how we can help you “move your brand forward”? Simply give us a call or visit our Contact Us page. We look forward to hearing from you.