A Strategy& survey reveals that there is a select group of CPG shopper marketing leaders that are capturing more influence with retailers and better return on their shopper programs. How is this group achieving these results? By more closely aligning their initiatives with trade promotion activities. In most cases, shopper marketing naturally complements trade and […]
Trade spend is the second largest line item of profit & loss for CPG manufacturers—it can be a manufacturers greatest revenue driver….or it’s greatest sales profit diminisher, dependent on a CPG’s ability to effectively manage overhead costs. In order to fully leverage the profit potential of trade promotions, CPGs must address the following internal process […]
While 2017 will certainly be filled with an array of unpredictable scenarios, there are seven trends that we can count on increasing in significance this year. These seven trends include: 1. Disruption No surprise here! Market disruption resulting from change in political leadership is likely to be the number one issue, requiring health insurers to […]
Though most insurers have been scanning documents and capturing data for many years, still vast amounts of paper continue to flow in and out of insurance companies. As we look out into the competitive landscape and understand emerging customer expectations, it is clear that significant opportunities remain to transform inbound and outbound paper documents into […]
At the 2016 Path to Purchase Expo, Ines Henrich, VP of Client Services at IN Marketing and Cheryl Policastro, Team Lead at RB, shared how their unique approach to collaboration led to the successful product launch of Amopé™ foot care product at Target. Henrich and Policastro explained how while many businesses tend to apply win-win approaches to […]
Every year we hear the same refrain from customers driven by information from compliance: “We can’t allow any changes to addresses.” “Don’t run NCOA against my list.” “We have to mail to whatever address we have on file.” At the National Postal Forum in Nashville this past March, we participated in a roundtable discussing the […]