What is the role of advertising, digital, promotions and merchandising?
Let’s start with merchandising, which is not where most agencies start. Merchandising is all about connecting the brand to the shopper. It’s not about waiting for the shopper to come to you. So don’t just think of merchandising as stack ’em high and watch ’em fly. Think of merchandising as how to get your merchandise into the hands and carts of your consumer. What are the different ways to do that? Advertising, digital and promotions should be used to close that deal. Think about where the shopper is looking for the information, link that back to where the decision is made, and merchandise at every connection point when and where possible. Don’t just think about what you’ve already done and how to do it better. Finally, it is not about having the most touch points but instead using the touch points that are the most effective, most effectively. 6. What are the drivers of impulsivity? Almost two years ago, the Hub featured a study done by Dr. Raymond Burke that outlined eight simple fac
Let’s start with merchandising, which is not where most agencies start. Merchandising is all about connecting the brand to the shopper. It’s not about waiting for the shopper to come to you. So don’t just think of merchandising as stack ’em high and watch ’em fly. Think of merchandising as how to get your merchandise into the hands and carts of your consumer. What are the different ways to do that? Advertising, digital and promotions should be used to close that deal. Think about where the shopper is looking for the information, link that back to where the decision is made, and merchandise at every connection point when and where possible. Don’t just think about what you’ve already done and how to do it better. Finally, it is not about having the most touch points but instead using the touch points that are the most effective, most effectively. 6. What are the drivers of impulsivity? Almost two years ago, the Hub featured a study done by Dr. Raymond Burke that outlined eight simple fac
