6. Strategic Planning
The second step of our four-stage shopper marketing process is strategic planning (labeled in Figure 6-1 simply as “planning”). Planning involves three components: identifying the right strategies, implementing the right initiatives, and developing the customer plan.
Right strategies are your plans for how you will capitalize on the opportunities you identified in the previous step. Strategies provide your shopper marketing agency with the platforms/framework for the initiatives and executions your agency will develop to achieve your objectives.
Initiatives are the tactics or executions that bring ...