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Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect by Daniel J. Flint, Nancy Swift, Chris Hoyt

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Chapter 7. Execution

The third stage in our four-stage shopper marketing process is execution.

Figure 7-1. Execution Phase

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Overview

Executing shopper marketing plans involves three important concepts: collaboration with customers, empowering agencies, and reporting results.

Collaboration with customers means establishing a close and productive relationship with your key customer’s marketing department and becoming a top-of-mind resource for all decisions affecting your brands and categories. The ultimate objective is to become a preferred partner. This is initially achieved by taking a non-parochial approach wherein the focus of introductory presentations ...

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