LobsterApr 3, 20193 minMaximising campaign effectiveness: Store targeting Marketing 101 - if you’re trying to talk to everybody, you’re going to have a difficult time reaching anybody well. Targeting has always...
LobsterMar 4, 20192 minIs there a science to art? Understanding what creative route will maximise brand sales is a core ambition for all marketeers. Fortunately, within shopper media...
LobsterFeb 28, 20191 minTouch-point volume analysisPlanVault has enabled FMCG businesses to have an unprecedented understanding of how unique shopper media touch-points perform however...
LobsterJan 29, 20192 minHow to maintain creativity in Shopper Marketing – is your Shopper team card-bored?It is no secret that that there is a wealth of new and innovative shopper marketing channels available compared to ten years ago....
LobsterJan 29, 20193 minBeing econometrical with the truth - why shopper marketing gets a bad rapThe phrase “economical with the truth” was famously uttered by Sir Robert Armstrong, the then-Cabinet Secretary, in 1986 during the...
LobsterJan 28, 20193 minEvaluating online in the world of shopper media…While online marketing activity is ever growing in its importance, accurately measuring the true impact for brands presents an on-going...
LobsterJan 28, 20194 minGood shopper marketing requires great knowledge management. Here's a primer. I was doing a talk to several hundred year 12/13 students recently and it occurred to me, when trying to explain what I did for a living,...
LobsterJan 28, 20193 minLooking outside ‘the toolkit’Looking across the grocery landscape, each of the major grocers owns a portfolio of media channels and showcases them within a toolkit,...