packaged goods

Category Role. Time to update the old classics?

2020-03-13T10:09:49+00:00August 8th, 2019|Views|

Remember Step 2 of the Eight Step Process anyone? Define the Role of the Category. Well, how did that work out for you? It was an important consideration. Pointless to propose strategies that were a mismatch for what a retailer sought to achieve “top-down” with that category. In a limited space environment, tough choices need

Data Meetings. They usually don’t work well – but what’s the alternative?

2019-07-08T09:26:39+01:00June 19th, 2019|Views|

Data is the currency of modern business. Getting the right conclusions and taking action driven by data is critical to personal and collective success. But I reckon the canary has just keeled over in the coal mine. I have probably sat through or presented at over hundreds, maybe even a thousand data presentations in my

The Five Guys story – simple learnings for shopper marketers

2019-03-06T11:53:23+00:00March 6th, 2019|Views|

It's an amazing story. The startup of a single tiny side street burger bar that became a $3 billion international company. I listened to the story told by Jerry Murrell, the founder, about the cornerstone of their success. Deceptively simple – they gave customers the best possible product. Early on he allowed his sons (who

What did 300+ USA retail buyers say made for a best practice supplier?

2019-01-31T15:20:02+00:00January 31st, 2019|Views|

Your first job with your buyer is to build a relationship as a trusted advisor. Only then will your ideas and proposals be credible. In a recent Advantage Survey of USA retail buyers in CPG, references to “objective information and advice” came only second to “good communication” in what behaviours make a best practice supplier.

Why is objective, quantitative shopper data in proposals and plans so important?

2019-01-23T15:00:32+00:00January 23rd, 2019|Views|

We may not like to think about it, but as humans, we are all subject to a range of unconscious biases. These get in the way of our rational decision making so that we often end up with worse outcomes than we should. Clear, unambiguous, quantitative data, well explained can overcome these “gut feel” problems.

10 things that annoy me in data discussions

2019-01-17T13:27:23+00:00January 17th, 2019|Views|

I spend my life in data. I love it. Give me a fact versus a guess any day of the week. I know I may be in a minority in that regard, but I think marketing should be a balanced synthesis of science and art. As a musician, I know and love art. Art is most likely where

Thinking Outside In – the only way to talk to retailers

2018-12-05T14:56:59+00:00December 5th, 2018|Views|

We are taught it on our first day in sales training. That the customer only cares about WIFM: “What’s in it for me”. So, whatever we are proposing has to solve the buyer’s problem. Or meet the buyer ’s needs. But how much of what an account manager is provided by his or her business

Three take outs from the “Shopper Brain” Conference, Amsterdam

2018-11-27T14:52:09+00:00November 27th, 2018|Views|

The recent “Shopper Brain” Conference in Amsterdam saw the gathering of “neuro marketers” from around the world. Essentially these are the people in our Industry that are trying to uncover and then exploit the way consumers/shoppers brains respond to stimuli, rather than just focussing on the reactions of human beings’ 10% of conscious thinking. My first learning