Shopper / Integrated Marketing best in class? Currently, my vote goes to Rubbermaid. Can we find anyone else out there who is doing a more complete job?

Who is the best in class consumer goods manufacturer in executing a contemporary shopper or integrated marketing communications program that extends from traditional media through the web and into the store? Currently, my vote goes to Rubbermaid. Can we find anyone else out there who is doing a more complete job? Without a roadmap to success, we need to start somewhere and kudos to Rubbermaid for their efforts.

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Many fast moving consumer goods (FMCG) manufacturers have re-organized around two relatively new principles: Shopper and/or integrated marketing.

This is typically a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels may include e-marketing campaigns or programs, from search engine optimization, search & display advertising, web site, Facebook, YouTube, blogs, etc.

In Store Merchandising

Offline marketing channels can be traditional print, billboard, events, in-store marketing, packaging, radio and TV. A company develops its integrated marketing communication program using all the elements of the marketing mix.

Using outside-in thinking, Shopper or Integrated Marketing programs are insight driven approaches identifying shopper and consumer behavior and developing a

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strategy with the right (online and offline combination) channels to forge a stronger brand to shopper / consumer relationship. This involves knowing the right touchpoints to use to reach consumers and understanding how and where they consume different types of media.

Several shifts in the advertising and media industry have caused Shopper Marketing to develop into a primary strategy for branded manufacturers:

Giant, Landover

  • From media advertising to multiple forms of communication.
  • From mass media to more specialized (niche) media, which are centered around specific target audiences.
  • From a manufacturer-dominated market to a retailer-dominated, shopper centric market rendering the retail experience critical.
  • From general-focus advertising and marketing to data-based marketing.
  • From low agency accountability to greater agency accountability, particularly in advertising as well as new forms of agency compensation.
  • From limited Internet access to 24/7 Internet availability and access to goods and services.

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~ by sjfrenda on March 28, 2010.

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