Shopper Marketing Methodology & Toolkit

1. Shopper Marketing Methodology & Toolkit 01 Executive Summary 02 Situation Analysis 03 Planning 04 Administration 05 Measurement 06 Budget 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 04 Technology Selection 05 Campaign Execution 06 Measure Results Shopper Marketing Methodology & Toolkit © 2017 Demand Metric Research Corporation. All Rights Reserved. Follow this simple, step-by-step, methodology to develop a shopper marketing plan that increases sales, builds shopper insights, and grows brand awareness.

2. Introduction In an economy surrounded by brands, retailers and never ending shopping opportunities, Shopper Marketing is an essential tool that brings brands and retailers together under a singular goal: increasing sales. From brand-led programs where the manufacturer works with numerous retailers under a unified campaign, or retailer-led programs where brands join a retailer's existing planned special, such as a back to school sale, Shopper Marketing is all about the partnership between the manufacturers that produce the brands people consume, and the retailers that sell these products to shoppers in their stores. © 2017 Demand Metric Research Corporation. All Rights Reserved. Introduction In an economy surrounded by brands, retailers and never ending shopping opportunities, Shopper Marketing is an essential tool that brings brands and retailers together under a singular goal: increasing sales. From brand-led programs where the manufacturer works with numerous retailers under a unified campaign, or retailer-led programs where brands join a retailer's existing planned special, such as a back to school sale, Shopper Marketing is all about the partnership between the manufacturers that produce the brands people consume, and the retailers that sell these products to shoppers in their stores. © 2017 Demand Metric Research Corporation. All Rights Reserved.

3. Introduction This methodology will take you through the 6 stages of an effective Shopper Marketing program, providing you with best practices to empower any effort, and a toolkit to enable immediate practical application of this knowledge. Although this methodology is meant to 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. No matter where you are with Shopper Marketing, we recommend you take a look through all of the stages, steps and tools provided so that they may lead you on the right path, or in some cases, fill any GAP’s you may have in your existing program. © 2017 Demand Metric Research Corporation. All Rights Reserved. Introduction This methodology will take you through the 6 stages of an effective Shopper Marketing program, providing you with best practices to empower any effort, and a toolkit to enable immediate practical application of this knowledge. Although this methodology is meant to 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. No matter where you are with Shopper Marketing, we recommend you take a look through all of the stages, steps and tools provided so that they may lead you on the right path, or in some cases, fill any GAP’s you may have in your existing program. © 2017 Demand Metric Research Corporation. All Rights Reserved.

4. This methodology consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this methodology is to help you: How to use this consulting methodology: 1. Understand shopper marketing and identify the audience and partners you should focus on. 2. Evaluate and select the technology that will be the backbone of your shopper marketing strategy. 3. Plan and craft a strategy to increase sales, build shopper insights and grow brand awareness. © 2017 Demand Metric Research Corporation. All Rights Reserved. This methodology consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this methodology is to help you: How to use this consulting methodology: 1. Understand shopper marketing and identify the audience and partners you should focus on. 2. Evaluate and select the technology that will be the backbone of your shopper marketing strategy. 3. Plan and craft a strategy to increase sales, build shopper insights and grow brand awareness. © 2017 Demand Metric Research Corporation. All Rights Reserved.

5. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results STAGE 01 – LEARN ABOUT SHOPPER Discover how Shopper Marketing works, review the overall best practices, and understand how to evaluate the roles and maturity of a Shopper Marketing program. 1. Understand the Maturity of a Shopper Marketing Program 2. Evaluate the Roles Required to Achieve Shopper Marketing Success 05 Campaign Execution 04 Technology Selection Learn About Shopper © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results STAGE 01 – LEARN ABOUT SHOPPER Discover how Shopper Marketing works, review the overall best practices, and understand how to evaluate the roles and maturity of a Shopper Marketing program. 1. Understand the Maturity of a Shopper Marketing Program 2. Evaluate the Roles Required to Achieve Shopper Marketing Success 05 Campaign Execution 04 Technology Selection Learn About Shopper © 2017 Demand Metric Research Corporation. All Rights Reserved.

6. There are some critical components in any shopper marketing program that showcase how sophisticated the operations, technology and strategy really are. Ensure you feel comfortable with the concepts behind the unique sections that make shopper marketing what it is. STEP 1 – Understand Shopper Marketing Maturity ✓ Action Item – Look at the ‘Shopper Marketing Maturity Model’ to see what shopper marketing looks like in both its most unrefined and world-class levels of execution. © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Learn About Shopper Download There are some critical components in any shopper marketing program that showcase how sophisticated the operations, technology and strategy really are. Ensure you feel comfortable with the concepts behind the unique sections that make shopper marketing what it is. STEP 1 – Understand Shopper Marketing Maturity ✓ Action Item – Look at the ‘Shopper Marketing Maturity Model’ to see what shopper marketing looks like in both its most unrefined and world-class levels of execution. © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Learn About Shopper Download

7. Whether you are looking to add responsibilities to your existing sales and marketing team, or you are looking for a dedicated team of human resources focused on shopper marketing, it is important to understand the roles and responsibilities required within a shopper marketing program. STEP 2 – Evaluate the Roles Required for Success ✓ Action Item – Review the ‘Shopper Marketing Roles Framework’ to quickly understand the team required to effectively execute on a shopper marketing program. © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Learn About Shopper Download Whether you are looking to add responsibilities to your existing sales and marketing team, or you are looking for a dedicated team of human resources focused on shopper marketing, it is important to understand the roles and responsibilities required within a shopper marketing program. STEP 2 – Evaluate the Roles Required for Success ✓ Action Item – Review the ‘Shopper Marketing Roles Framework’ to quickly understand the team required to effectively execute on a shopper marketing program. © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Learn About Shopper Download

8. STAGE 02 – ANALYZE OPPORTUNITIES Assess your existing Shopper Marketing maturity, determine strategic partnerships worth pursuing, while assessing budgets and building the business case. 1. Assess your Existing Shopper Marketing Maturity 2. Determine Strategic Partnerships worth Pursuing 3. Define the Budget for your Shopper Marketing Program 4. Build the Business Case for Shopper Marketing © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities STAGE 02 – ANALYZE OPPORTUNITIES Assess your existing Shopper Marketing maturity, determine strategic partnerships worth pursuing, while assessing budgets and building the business case. 1. Assess your Existing Shopper Marketing Maturity 2. Determine Strategic Partnerships worth Pursuing 3. Define the Budget for your Shopper Marketing Program 4. Build the Business Case for Shopper Marketing © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities

9. STEP 1 – Assessing your Shopper Maturity ✓ Action Item – Fill out the ‘Shopper Marketing Maturity Assessment’ for an interactive chart that will visually show you where you stand with your current shopper marketing maturity. It’s a great idea to benchmark your current maturity with shopper marketing, so you can leverage your strengths and focus on growing any deficiencies. By doing regular benchmarks you can track your team's progress and be aware of what areas need your attention as your program grows. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities STEP 1 – Assessing your Shopper Maturity ✓ Action Item – Fill out the ‘Shopper Marketing Maturity Assessment’ for an interactive chart that will visually show you where you stand with your current shopper marketing maturity. It’s a great idea to benchmark your current maturity with shopper marketing, so you can leverage your strengths and focus on growing any deficiencies. By doing regular benchmarks you can track your team's progress and be aware of what areas need your attention as your program grows. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities

10. . STEP 2 – Determine Strategic Partnerships ✓ Action Item – Use the interactive ‘Shopper Marketing Partnership Prioritization Tool’ to understand which partners will be the best fit for your company. Shopper marketing is all about the partnership between brands and retailers. Building these relationships is at the heart of what you are looking to achieve, and is where the rubber hits the road with any shopper marketing program. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities

11. . STEP 3 – Define the Budget for your Program ✓ Action Item – Leverage the ‘Shopper Marketing Budget Template’ to get a visual idea on current spending, to keep your program on track while it grows. Without allocated resources, your shopper marketing program will never get off the ground. Ensure a budget is established to plan expenses required to plan and execute your program. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities

12. . STEP 4 – Build the Business Case for Shopper ✓ Action Item – Leverage the ‘Shopper Marketing Business Case’ template for a slide presentation you can use to convince leadership to approve your ideas. Now that you know more about what shopper marketing is, how it works and why it’s so powerful, you will need to share these discoveries with leadership in your company to get approval to continue with the shopper marketing program. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Analyze Opportunities

13. . STAGE 03 – STRATEGIC PLANNING Plan your objectives and the metrics to measure their success, and begin gathering the insights about your shoppers and competition to build shopper profiles. 1. Build a Profile that Represents your Ideal Shopper 2. Begin Gathering the Insights about your Shoppers 3. Build your Shopper Marketing Journey Stages 4. Plan your Objectives, and the Metrics to Measure their Success 5. Complete and Present your Shopper Marketing Plan 6. Hire Resources to Manage the Program © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

14. . STEP 1 – Build a Profile that Represents your Shopper ✓ Action Item – Once you have collected enough info about your ideal shopper(s), use the ‘Shopper Marketing Profile Template’ to build specific profiles your team can utilize. © 2017 Demand Metric Research Corporation. All Rights Reserved. Every marketing effort starts with the ideal buyer, and in the case of shopper marketing, your ideal shopper or consumer. Ensure that you have a detailed profile for each shopper, so you can tailor your marketing programs to their specific situation. TIP: Leverage the ‘Shopper Marketing Profile Interview Questions’ template to get the questions you should consider asking anyone involved in a survey to research your ideal shoppers. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

15. . STEP 2 – Begin Gathering Insights about Shoppers ✓ Action Item – Fill out the ‘Shopper Marketing Insights Database’ with any existing insights you have, and use it as a place to store on-going discoveries about your shopper(s). © 2017 Demand Metric Research Corporation. All Rights Reserved. Insights about shopper behavior are critical to the success of any shopper marketing program. It is critical that you and your team collect and analyze insights on a regular basis to empower decisions you make about how to attract shoppers to your program. TIP: Watch your competition to discover insights from their existing programs using the ‘Shopper Marketing Competition Tracking’ tool. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

16. . STEP 3 – Build Your Shopper Journey Stages ✓ Action Item – Utilize the ‘Shopper Marketing Journey Stages Template’ to lay out the behaviors and insights for each stage of the non-linear shopping journey to plan your campaigns. © 2017 Demand Metric Research Corporation. All Rights Reserved. Although most shopper marketing strategy has been centered on a linear approach, the truth is that shoppers often travel between stages and steps in a non-linear fashion, moving back 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. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

17. . STEP 4 – Plan your Objectives and Metrics ✓ Action Item – Utilize the ‘Shopper Marketing Strategy Workbook’ to help plan the high level execution-related objectives and KPI’s for your shopper marketing program. © 2017 Demand Metric Research Corporation. All Rights Reserved. Before starting any marketing program it’s important to have a solid plan with specific objectives, performance indicators and timeframe, to ensure the program is focused on specific results. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

18. . STEP 5 – Complete and Present your Plan ✓ Action Item – Modify and then present your ‘Shopper Marketing Project Plan’ to senior leadership to get the resources allocated to execute your program. © 2017 Demand Metric Research Corporation. All Rights Reserved. Getting approval on your initial plan, from leadership within your company, is an important step that will both help build your teams confidence on the work ahead, and secure the resources required to bring the program to life. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

19. . STEP 6 – Hire Resources to Manage the Program ✓ Action Item – Utilize the ‘Shopper Marketing Manager Job Description’ for your needs and post it online to find someone who can help manage your shopper marketing program. © 2017 Demand Metric Research Corporation. All Rights Reserved. In most cases, you will need at least one dedicated human resource managing your shopper marketing program. Building a dedicated team will ensure the best results, but your program may need to start by assigning tasks to your existing sales and marketing teams to save budget. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Strategic Planning

20. . STAGE 04 – TECHNOLOGY SELECTION Evaluate technology solutions that enable your team to bring your Shopper Marketing program to life. 1. Discover Shopper Marketing Vendors that Provide Solutions 2. Determine the Best Vendor(s) that Suits Your Needs 3. Use an RFP to Build Your Integrated Shopper Marketing System © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Technology Selection

21. . STEP 1 – Discover Shopper Marketing Vendors ✓ Action Item – Review the ‘Shopper Marketing Vendors Matrix’ to find technology solutions that suit your needs. Evaluate shopper marketing technology solutions that enable your team to bring your Shopper Marketing program to life. These technologies can bring incredible insights, or provide a competitive unique way to present your program to your ideal shopper(s). Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Technology Selection

22. . STEP 2 – Determine the Best Vendor(s) ✓ Action Item – Use our interactive ‘Shopper Marketing Vendor Selection Tool’ to discover the best vendor(s) for your program based on what matters most to your company. More often than not, there are multiple vendors you may be interested in pursuing for your shopper marketing program. It’s important to score these vendors based on what your company needs most to find the perfect fit. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Technology Selection

23. . STEP 3 – Build an Integrated Shopper System ✓ Action Item – Use our ‘Shopper Marketing System RFP’ to discover the best vendor(s) with the skillset required to integrate all of your systems together into a single Shopper Marketing system. Your CRM, Marketing Automation, Loyalty Card, Customer Service and other systems will need to be integrated into a single Omni channel. Using an RFP template will help you get the ball rolling on finding the right partners to bring this system to life. Download © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Technology Selection

24. . STAGE 05 – CAMPAIGN EXECUTION Prepare and launch campaigns that are based on existing best practices. 1. Review the Main Strategies, Tactics, and Trends in Shopper Marketing 2. Launch Campaigns that are Based on Existing Best Practices © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Campaign Execution

25. . STEP 1 – Review Main Strategies, Tactics & Trends ✓ Action Item – Review the ‘Shopper Marketing Program Strategies’ template for suggestions on the most widely used tactics, trends and channels for a shopper marketing program. It’s always helpful to constantly review the different approaches you can make in any shopper marketing program, both as you build your campaigns, but also to help improve existing campaigns. © 2017 Demand Metric Research Corporation. All Rights Reserved. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Campaign Execution

26. . STEP 1 – Launch Campaigns Based on Best Practices ✓ Action Item – Leverage the Coupon Best Practices, Contest Best Practices, Digital/Traditional Signage and Retail Mobile Best Practices checklists to ensure best practices are followed for your campaigns. During any shopper marketing program, ensure you are leveraging best practices for any specific campaign approach to maximize your chances for success. At its core, if a shopper marketing program gathers insights and builds a relationship, it’s already valuable even before direct ROI. © 2017 Demand Metric Research Corporation. All Rights Reserved. Download 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Campaign Execution

27. . STAGE 06 – MEASURE RESULTS Measure the results of your campaigns to determine return on investment (ROI). 1. Measure the Results of your Campaigns to Determine ROI. © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Measure Results

28. . STEP 1 – Measure the Results of your Campaigns The final step in any shopper marketing program is ongoing. You will need to carefully measure the results of your campaigns over time, to prove revenue impact, and leverage insights gathered for future campaigns. Download ✓ Action Item – Use the ‘Shopper Marketing Metrics Dashboard’ to track key metrics in your campaigns, so they can be easily and visually shared with senior leadership. © 2017 Demand Metric Research Corporation. All Rights Reserved. 01 Learn About Shopper 02 Analyze Opportunities 03 Strategic Planning 06 Measure Results 05 Campaign Execution 04 Technology Selection Measure Results

29. . As you bring your shopper marketing program to life, continue to leverage the tools and resources in this methodology to benchmark, track and optimize your progress. For quick and easy access, leverage the one-page ‘Shopper Marketing Playbook’ for immediate access to all the resources. Conclusion © 2017 Demand Metric Research Corporation. All Rights Reserved. Download If you need any additional help with your Shopper Marketing program, reach out to the Ask-The-Expert research service within the ANA Marketers Edge. To learn more, simply visit the Marketers Edge website.