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Shopper Marketing by Paul Barnett

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Chapter 10

The Key Points in This Chapter

  • The process of creating activation ideas can be as simple as gathering a few people together and brainstorming; through to using a full Hothouse. Whatever method is used though, be sure to start with a solid immersion in the shoppers you need to convert.
  • All activation ideas should incorporate the core principles of retail theater.
  • The theater in a retail store is a “silent language” that works within and below consciousness to influence a shop-per’s perception of value, quality, behavior, and ultimately satisfaction.

Part A: Activation Ideas

The facilitator held up a box, and then whistled over the early morning din to get attention.

“All phones in here please,” and he dropped in his to illustrate ...

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