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.
Figure 6-1 Planning phase.
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 ...
Get Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
