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Shopper Marketing Playbook
Shopper Marketing Playbook
Framework 03
Maturity Model 04
Introduction 06
stage
4 Technology Selection 18
stage
6 Measure Results 23
Conclusion 25
Best Practice Guide Maturity Assessment Profile Template Vendors Matrix Program Strategies Metrics Dashboard
Image Infographic Capabilities App Profile Interview Vendor Selection Tool Coupon Practices
Video Infographic Peer Benchmarks App Competition Tracking System RFP Contest Practices
Project Plan
Shopper marketing is taking an ad hoc Some, but not all, shopper marketing There are comprehensive, end-to-end
approach to technology. Some solutions There is a platform that performs platforms are integrated (campaign systems integrated with all shopper
Tools & are in place for shopper insights, content specific shopper marketing functions management, shopper insights, marketing related tools and platforms
Platforms marketing, and social media, but they are with coordinated tools, applications, analytics, content marketing, social with tight integration to enterprise
not integrated. and workflows. listening, CRM, marketing automation, systems (CRM, ERP, etc.)
etc.)
Introduction
This playbook will take you through the six stages of an effective
Shopper Marketing program, providing you with best practices to
empower any effort, and a toolkit to enable immediate practical Plan and craft a strategy to increase sales, build
application of this knowledge. Although this playbook is meant to shopper insights and grow brand awareness
be applied from beginning to end, in the sequence provided, it is
possible that you may already be working on a Shopper Marketing
program and some of these steps may not be necessary.
SHOPPER MARKETING 6
1 2 3 4 5 6
Learn About Analyze Strategic Technology Campaign Measure
Shopper Opportunities Planning Selection Execution Results
Introduction
SHOPPER MARKETING 7
SHOPPER MARKETING
STAGE 1
STEP 1 STEP 2
Discover Shopper Marketing Best Practices Understand Shopper Marketing Maturity
Read The Definitive Shopper Marketing Guide to discover Look at the Shopper Marketing Maturity Model to see what
a distilled best practice approach to Shopper Marketing that shopper marketing looks like in both its most unrefined and
will superpower your strategy and lead your organization in world-class levels of execution.
the direction of success.
SHOPPER MARKETING 9
2 3 4 5 6
Introduction
1 Analyze Strategic Technology Campaign Measure
Opportunities Planning Selection Execution Results
Learn About
Shopper
STEP 3
Evaluate the Roles Required for Success
Action Item
VIEW RESOURCE
SHOPPER MARKETING 10
SHOPPER MARKETING
STAGE 2
Analyze Opportunities
Assess your existing Shopper Marketing maturity and determine strategic partnerships worth
pursuing, while assessing budgets and building the business case.
STEP 1 STEP 2
Assessing Your Shopper Maturity Determine Strategic Partnerships
Fill out the Shopper Marketing Maturity Assessment for an Use the interactive Shopper Marketing Partnership Prioriti-
interactive chart that will visually show you where you stand zation Tool to understand which partners will be the best fit
with your current shopper marketing maturity. for your company.
It’s a great idea to benchmark your current maturity with shopper Shopper marketing is all about the partnership between
marketing, so you can leverage your strengths and focus on brands and retailers.
growing any deficiencies.
Building these relationships is at the heart of what you are
By doing regular benchmarks you can track your team’s prog- looking to achieve, and is where the rubber hits the road with
ress and be aware of what areas need your attention as your any shopper marketing program.
program grows.
SHOPPER MARKETING 12
1 3 4 5 6
Introduction Learn About
2 Strategic Technology Campaign Measure
Shopper Planning Selection Execution Results
Analyze
Opportunities
STEP 3 STEP 4
Define the Budget for Your Program Build the Business Case for Shopper
Leverage the Shopper Marketing Budget Template to get a Leverage the Shopper Marketing Business Case template
visual idea on current spending, and to keep your program for a slide presentation you can use to convince leadership
on track while it grows. to approve your ideas.
Without allocated resources, your shopper marketing program Now that you know more about what shopper marketing is, how
will never get off the ground. it works and why it’s so powerful, you will need to share these
discoveries with leadership in your company to get approval to
Ensure a budget is established to plan expenses required to
continue with the shopper marketing program.
plan and execute your program.
SHOPPER MARKETING 13
SHOPPER MARKETING
STAGE 3
Strategic Planning
Plan your objectives and the metrics to measure their success, and begin gathering insights
about your shoppers and competition to build shopper profiles.
STEP 1 STEP 2
Build a Profile that Represents Your Shopper Begin Gathering Insights About Shoppers
Once you have collected enough info about your ideal shop- Fill out the Shopper Marketing Insights Database with any
per(s), use the Shopper Marketing Profile Template to build existing insights you have, and use it as a place to store
specific profiles your team can utilize. on-going discoveries about your shopper(s).
Every marketing effort starts with the ideal buyer, and in the Insights about shopper behavior are critical to the success
case of shopper marketing, your ideal shopper or consumer. of any shopper marketing program. It is critical that you and
Ensure that you have a detailed profile for each shopper, so you your team collect and analyze insights on a regular basis to
can tailor your marketing programs to their specific situation. empower decisions you make about how to attract shoppers
to your program.
Helpful Hint – Leverage the Shopper Marketing Profile
Interview Questions template to get the questions you should Helpful Hint – Watch your competition to discover insights from
consider asking anyone involved in a survey to research your their existing programs using the Shopper Marketing Competi-
ideal shoppers. tion Tracking tool.
SHOPPER MARKETING 15
1 2 4 5 6
Introduction Learn About Analyze
3 Technology Campaign Measure
Shopper Opportunities Selection Execution Results
Strategic
Planning
STEP 3 STEP 4
Build Your Shopper Journey Stages Plan Your Objectives and Metrics
Utilize the Shopper Marketing Journey Stages Template Utilize the Shopper Marketing Strategy Workbook to help
to lay out the behaviors and insights for each stage of the plan the high level execution-related objectives and KPI’s for
non-linear shopping journey to plan your campaigns. your shopper marketing program.
Although most shopper marketing strategy has been centered Before starting any marketing program, it’s important to have a
on a linear approach, the truth is that shoppers often travel solid plan with specific objectives, performance indicators and
between stages and steps in a non-linear fashion, moving back timeframe to ensure the program is focused on specific results.
and forth as they make their decisions.
That said, it’s important to understand the stages shoppers
can travel between to build the best campaigns suited to their
non-linear activity and behaviors.
SHOPPER MARKETING 16
1 2 4 5 6
Introduction Learn About Analyze
3 Technology Campaign Measure
Shopper Opportunities Selection Execution Results
Strategic
Planning
STEP 5 STEP 6
Complete and Present Your Plan Hire Resources to Manage the Program
Modify and then present your Shopper Marketing Project Utilize the Shopper Marketing Manager Job Description for
Plan to senior leadership to get the resources allocated to your needs and post it online to find someone who can help
execute your program. manage your shopper marketing program.
Getting approval on your initial plan, from leadership within In most cases, you will need at least one dedicated human
your company, is an important step that will both help build your resource managing your shopper marketing program.
team’s confidence on the work ahead, and secure the resources
Building a dedicated team will ensure the best results, but your
required to bring the program to life.
program may need to start by assigning tasks to your existing
sales and marketing teams to save budget.
SHOPPER MARKETING 17
SHOPPER MARKETING
STAGE 4
Technology Selection
Evaluate technology solutions that enable your team to bring
your Shopper Marketing program to life.
STEP 1 STEP 2
Discover Shopper Marketing Vendors Determine the Best Vendor(s)
Review the Shopper Marketing Vendors Matrix to find tech- Use our interactive Shopper Marketing Vendor Selection
nology solutions that suit your needs. Tool to discover the best vendor(s) for your program based
on what matters most to your company.
Evaluate shopper marketing technology solutions that enable More often than not, there are multiple vendors you may be
your team to bring your Shopper Marketing program to life. interested in pursuing for your shopper marketing program.
These technologies can bring incredible insights, or provide a It’s important to score these vendors based on what your
competitive unique way to present your program to your ideal company needs most to find the perfect fit.
shopper(s).
SHOPPER MARKETING 19
1 2 3 5 6
Introduction Learn About Analyze Strategic
4 Campaign Measure
Shopper Opportunities Planning Execution Results
Technology
Selection
STEP 3
Build an Integrated Shopper System
Action Item
VIEW RESOURCE
SHOPPER MARKETING 20
SHOPPER MARKETING
STAGE 5
Campaign Execution
Prepare and launch campaigns that are based on existing best practices.
STEP 1 STEP 2
Review Main Strategies, Tactics & Trends Launch Campaigns Based on Best Practices
Review the Shopper Marketing Program Strategies Leverage the Coupon Best Practices, Contest Best Prac-
template for suggestions on the most widely used tactics, tices, Digital/Traditional Signage and Retail Mobile Best
trends and channels for a shopper marketing program. Practices checklists to ensure best practices are followed
for your campaigns
It’s always helpful to constantly review the different approaches During any shopper marketing program, ensure you are lever-
you can make in any shopper marketing program, both as aging best practices for any specific campaign approach to
you build your campaigns, and also to help improve existing maximize your chances for success.
campaigns.
At its core, if a shopper marketing program gathers insights and
builds a relationship, it’s already valuable even before direct ROI.
SHOPPER MARKETING 22
SHOPPER MARKETING
STAGE 6
Measure Results
Measure the results of your campaigns to determine return on investment (ROI).
STEP 1
Measure the Results of Your Campaigns
Action Item
VIEW RESOURCE
SHOPPER MARKETING 24
SHOPPER MARKETING
Conclusion
At the end of any business process, it’s always a good idea to review it
and identify areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
Shopper Marketing plan:
Creating or auditing your Shopper Marketing plans
Assisting with using any of the tools referenced in this playbook
Providing hands-on marketing assistance to accelerate achieving
your marketing department’s goals.
www.demandmetric.com
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