Shopper Marketing Playbook

Shopper Marketing Playbook Follow this simple step-by-step playbook to develop a shopper marketing plan that increases sales, builds shopper insights, and grows brand awareness. SHOPPER MARKETING Playbook & Toolkit

Table of Contents SHOPPER MARKETING Introduction 06 Conclusion 24 Framework 03 Maturity Model 04 About This Playbook 25 Learn About Shopper 08 10Analyze Opportunities 13Strategic Planning 17Technology Selection 20Campaign Execution 22Measure Results stage stage stage stage stage stage 1 2 3 4 5 6 Table of Contents SHOPPER MARKETING Introduction 06 Conclusion 24 Framework 03 Maturity Model 04 About This Playbook 25 Learn About Shopper 08 10Analyze Opportunities 13Strategic Planning 17Technology Selection 20Campaign Execution 22Measure Results stage stage stage stage stage stage 1 2 3 4 5 6

Best Practice Guide Capabilities App Program Strategies Metrics DashboardVendors Matrix Video Infographic Priortization Tool Contest PracticesSystem RFP Roles Matrix Business Case Mobile Practices Image Infographic PeerBenchmarksApp Coupon PracticesVendorSelectionTool Maturity Model Budget Template Signage Practices Profile Template Competition Tracking Project Plan Profile Interview Insights Database Journey Stages Strategy Workbook ManagerJobDescription Leverage the framework below to quickly empower your organization’s shopper marketing strategy. PLAN3 SHOPPER MARKETING Framework 1 LEARN MEASURE6ANALYZE2 TECHNOLOGY4 EXECUTE5 Click the buttons below to access all related training, tools, templates, and other resources. Best Practice Guide Capabilities App Program Strategies Metrics DashboardVendors Matrix Video Infographic Priortization Tool Contest PracticesSystem RFP Roles Matrix Business Case Mobile Practices Image Infographic PeerBenchmarksApp Coupon PracticesVendorSelectionTool Maturity Model Budget Template Signage Practices Profile Template Competition Tracking Project Plan Profile Interview Insights Database Journey Stages Strategy Workbook ManagerJobDescription Leverage the framework below to quickly empower your organization’s shopper marketing strategy. PLAN3 SHOPPER MARKETING Framework 1 LEARN MEASURE6ANALYZE2 TECHNOLOGY4 EXECUTE5 Click the buttons below to access all related training, tools, templates, and other resources.

SHOPPER MARKETING Maturity Model Strategic Integration STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Tools & Platforms No defined strategy or process for integrated shopper marketing. Shopper marketing is taking an ad hoc approach to technology. Some solutions are in place for shopper insights, content marketing, and social media, but they are not integrated. There is a platform that performs specific shopper marketing functions with coordinated tools, applications, and workflows. Some, but not all, shopper marketing platforms are integrated (campaign management, shopper insights, analytics, content marketing, social listening, CRM, marketing automation, etc.) There are comprehensive, end-to-end systems integrated with all shopper marketing related tools and platforms with tight integration to enterprise systems (CRM, ERP, etc.) Defined strategy and processes exist for integrated shopper marketing in pockets in the organization. Defined, integrated strategy and processes exist for shopper marketing across the organization. Defined, integrated strategy for shopper marketing exists across the organization, and campaigns are tracked and measured by effectiveness of engagement and conversion. Organizational Structure No distinction between brand-centric (marketing) activation or customer team (sales) activation. Shopper marketing is viewed as two distinct approaches (Brand-centric vs. Customer team) and budget and staff resources are allocated accordingly via integrated groups. Shopper marketing is recognized as important for driving discovery, prefer- ence, and loyalty. Senior management has a long-term commitment and provides required resources for growth. Shopper marketing is viewed as the key component in customer engagement strategy, and it is the primary focus for the marketing organization. Shopper Insights Decisions are made directly based on historical collection and analysis of both shopper and consumer insights and are directly connected to fore- casting and measuring ROI impact overall. Shopper and consumer behavior is not tracked so decisions are made based on assumptions not facts. Shopper insights are collected for indi- vidual campaigns but are not robust enough to fully understand ROI impact. Shopper insights are separated from consumer insights across the marketing team. Teams are starting to understand how behavior makes an impact on ROI. Shopper Marketing Capabilities SHOPPER MARKETING Maturity Model Strategic Integration STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Tools & Platforms No defined strategy or process for integrated shopper marketing. Shopper marketing is taking an ad hoc approach to technology. Some solutions are in place for shopper insights, content marketing, and social media, but they are not integrated. There is a platform that performs specific shopper marketing functions with coordinated tools, applications, and workflows. Some, but not all, shopper marketing platforms are integrated (campaign management, shopper insights, analytics, content marketing, social listening, CRM, marketing automation, etc.) There are comprehensive, end-to-end systems integrated with all shopper marketing related tools and platforms with tight integration to enterprise systems (CRM, ERP, etc.) Defined strategy and processes exist for integrated shopper marketing in pockets in the organization. Defined, integrated strategy and processes exist for shopper marketing across the organization. Defined, integrated strategy for shopper marketing exists across the organization, and campaigns are tracked and measured by effectiveness of engagement and conversion. Organizational Structure No distinction between brand-centric (marketing) activation or customer team (sales) activation. Shopper marketing is viewed as two distinct approaches (Brand-centric vs. Customer team) and budget and staff resources are allocated accordingly via integrated groups. Shopper marketing is recognized as important for driving discovery, prefer- ence, and loyalty. Senior management has a long-term commitment and provides required resources for growth. Shopper marketing is viewed as the key component in customer engagement strategy, and it is the primary focus for the marketing organization. Shopper Insights Decisions are made directly based on historical collection and analysis of both shopper and consumer insights and are directly connected to fore- casting and measuring ROI impact overall. Shopper and consumer behavior is not tracked so decisions are made based on assumptions not facts. Shopper insights are collected for indi- vidual campaigns but are not robust enough to fully understand ROI impact. Shopper insights are separated from consumer insights across the marketing team. Teams are starting to understand how behavior makes an impact on ROI. Shopper Marketing Capabilities

SHOPPER MARKETING Maturity Model Digital Experiences Omni-Channel Customer Journey Metrics & Measurement All shopper marketing related channels and systems are not integrated into a cohesive experience as data exist in silos. Limited focus exists on creating digital experiences for shopper marketing. Teams are focused on traditional marketing approaches. No defined metrics are collected or reported on. Analytics are in place to monitor and track basic shopper marketing metrics such as sales lift and the percentage of shoppers who saw a specific program. Shopper marketing has a dashboard to monitor performance across retail partners and report on shopper engagement metrics by campaign. Enterprise-wide dashboard with visual representation of shopper acquisition and engagement by behavior, experience, brand reach, etc. via in-depth shopper and consumer insight collection and analysis across all efforts, channels and campaigns. Plans for an integrated omni-channel customer journey are in progress but channels and systems remain disconnected. Digital experiences are an after- thought and not the driving force behind shopper marketing initiatives. Experiences created do not have largescale, positive brand impact. Some aspects of the omnichannel customer journey integrated but not all systems and data are synchronized. Sophisticated, high-impact digital experiences are created based on detailed journey mapping exercises and measuring success by incremental revenue growth. The omni-channel experience is fully integrated from brick and mortar stores to ecommerce with real-time instore inventories and instore pickup from online orders. Sophisticated and effective digital experiences are delivered based on shopper expectations and stage in the purchase process to understand the ROI of each campaign. Shopper Marketing Capabilities STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class SHOPPER MARKETING Maturity Model Digital Experiences Omni-Channel Customer Journey Metrics & Measurement All shopper marketing related channels and systems are not integrated into a cohesive experience as data exist in silos. Limited focus exists on creating digital experiences for shopper marketing. Teams are focused on traditional marketing approaches. No defined metrics are collected or reported on. Analytics are in place to monitor and track basic shopper marketing metrics such as sales lift and the percentage of shoppers who saw a specific program. Shopper marketing has a dashboard to monitor performance across retail partners and report on shopper engagement metrics by campaign. Enterprise-wide dashboard with visual representation of shopper acquisition and engagement by behavior, experience, brand reach, etc. via in-depth shopper and consumer insight collection and analysis across all efforts, channels and campaigns. Plans for an integrated omni-channel customer journey are in progress but channels and systems remain disconnected. Digital experiences are an after- thought and not the driving force behind shopper marketing initiatives. Experiences created do not have largescale, positive brand impact. Some aspects of the omnichannel customer journey integrated but not all systems and data are synchronized. Sophisticated, high-impact digital experiences are created based on detailed journey mapping exercises and measuring success by incremental revenue growth. The omni-channel experience is fully integrated from brick and mortar stores to ecommerce with real-time instore inventories and instore pickup from online orders. Sophisticated and effective digital experiences are delivered based on shopper expectations and stage in the purchase process to understand the ROI of each campaign. Shopper Marketing Capabilities STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

6SHOPPER MARKETING Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 1 2 3 4 5 6 Introduction Measure Results 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, to 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. This playbook will take you through the six 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 playbook 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. How to Use This PlaybookGetting to Know Shopper Marketing This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Plan and craft a strategy to increase sales, build shopper insights and grow brand awareness Understand shopper marketing and identify the audience and partners you should focus on Evaluate and select the technology that will be the backbone of your shopper marketing strategy 6SHOPPER MARKETING Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 1 2 3 4 5 6 Introduction Measure Results 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, to 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. This playbook will take you through the six 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 playbook 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. How to Use This PlaybookGetting to Know Shopper Marketing This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Plan and craft a strategy to increase sales, build shopper insights and grow brand awareness Understand shopper marketing and identify the audience and partners you should focus on Evaluate and select the technology that will be the backbone of your shopper marketing strategy

7SHOPPER MARKETING Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 1 2 3 4 5 6 Introduction Measure Results Outputs from This Playbook Stage 1 - Learn About Shopper Stage 4 - Technology Selection Best Practice Guide, Image Infographic, Video Infographic, Maturity Model, Roles Matrix Vendors Matrix, Vendor Selection Tool, System RFP Stage 2 - Analyze Opportunities Stage 5 - Campaign Execution Capabilities App, Peer Benchmarks App, Priortization Tool, Budget Template, Business Case Program Strategies, Coupon Practices, Contest Practices, Signage Practices, Mobile Practices Stage 3 - Strategic Planning Stage 6 - Measure Results Profile Template, Profile Interview, Competition Tracking, Insights Database, Journey Stages, Strategy Workbook Metrics Dashboard 7SHOPPER MARKETING Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 1 2 3 4 5 6 Introduction Measure Results Outputs from This Playbook Stage 1 - Learn About Shopper Stage 4 - Technology Selection Best Practice Guide, Image Infographic, Video Infographic, Maturity Model, Roles Matrix Vendors Matrix, Vendor Selection Tool, System RFP Stage 2 - Analyze Opportunities Stage 5 - Campaign Execution Capabilities App, Peer Benchmarks App, Priortization Tool, Budget Template, Business Case Program Strategies, Coupon Practices, Contest Practices, Signage Practices, Mobile Practices Stage 3 - Strategic Planning Stage 6 - Measure Results Profile Template, Profile Interview, Competition Tracking, Insights Database, Journey Stages, Strategy Workbook Metrics Dashboard

Learn About Shopper STAGE 1 SHOPPER MARKETING Discover how Shopper Marketing works, review the overall best practices, and understand how to evaluate roles and maturity of a Shopper Marketing program. STEP 1: Understand Shopper Marketing Maturity STEP 2: Evaluate the Roles Required for Success Learn About Shopper STAGE 1 SHOPPER MARKETING Discover how Shopper Marketing works, review the overall best practices, and understand how to evaluate roles and maturity of a Shopper Marketing program. STEP 1: Understand Shopper Marketing Maturity STEP 2: Evaluate the Roles Required for Success

9SHOPPER MARKETING Introduction Learn About Shopper 1 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. Whether you are looking to add responsibilities to your existing sales and marketing team, or 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. Understand Shopper Marketing Maturity Evaluate the Roles Required for Success STEP 1 STEP 2 Action Item 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. Review the Shopper Marketing Roles Framework to quickly understand the team required to effectively execute a shopper marketing program. V I E W R E S O U R C EV I E W R E S O U R C E Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 2 3 4 5 6 Measure Results 9SHOPPER MARKETING Introduction Learn About Shopper 1 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. Whether you are looking to add responsibilities to your existing sales and marketing team, or 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. Understand Shopper Marketing Maturity Evaluate the Roles Required for Success STEP 1 STEP 2 Action Item 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. Review the Shopper Marketing Roles Framework to quickly understand the team required to effectively execute a shopper marketing program. V I E W R E S O U R C EV I E W R E S O U R C E Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 2 3 4 5 6 Measure Results

. Analyze Opportunities STAGE 2 Assess your existing Shopper Marketing maturity and determine strategic partnerships worth pursuing, while assessing budgets and building the business case. STEP 1: Assessing Your Shopper Maturity STEP 2: Determine Strategic Partnerships STEP 3: Define the Budget for Your Program STEP 4: Build the Business Case for Shopper SHOPPER MARKETING

. 11SHOPPER MARKETING Introduction 2 Analyze Opportunities 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. 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. Assessing Your Shopper Maturity Determine Strategic Partnerships STEP 1 STEP 2 Action Item 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. Use the interactive Shopper Marketing Partnership Prioriti- zation Tool to understand which partners will be the best fit for your company. V I E W R E S O U R C E V I E W R E S O U R C E Learn About Shopper Strategic Planning Technology Selection Campaign Execution 1 3 4 5 6 Measure Results

. 12SHOPPER MARKETING STEP 3 STEP 4 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. 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. Define the Budget for Your Program Build the Business Case for Shopper Action Item Action Item Leverage the Shopper Marketing Budget Template to get a visual idea on current spending, and to keep your program on track while it grows. Leverage the Shopper Marketing Business Case template for a slide presentation you can use to convince leadership to approve your ideas. V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Analyze Opportunities Learn About Shopper Strategic Planning Technology Selection Campaign Execution 1 3 4 5 6 Measure Results

. Strategic Planning STAGE 3 Plan your objectives and the metrics to measure their success, and begin gathering insights about your shoppers and competition to build shopper profiles. STEP 1: Build a Profile that Represents Your Shopper STEP 2: Begin Gathering Insights About Shoppers STEP 3: Build Your Shopper Journey Stages STEP 4: Plan Your Objectives and Metrics STEP 5: Complete and Present Your Plan STEP 6: Hire Resources to Manage the Program SHOPPER MARKETING

. 14SHOPPER MARKETING Build a Profile that Represents Your Shopper Begin Gathering Insights About Shoppers STEP 1 STEP 2 Action Item 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. 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). Introduction Strategic Planning 3 V I E W R E S O U R C E V I E W R E S O U R C E 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. 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. Helpful Hint – 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. Helpful Hint – Watch your competition to discover insights from their existing programs using the Shopper Marketing Competi- tion Tracking tool. Learn About Shopper Analyze Opportunities Technology Selection Campaign Execution 1 2 4 5 6 Measure Results

. 15SHOPPER MARKETING Build Your Shopper Journey Stages Plan Your Objectives and Metrics STEP 3 STEP 4 Action Item 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. Utilize the Shopper Marketing Strategy Workbook to help plan the high level execution-related objectives and KPI’s for your shopper marketing program. V I E W R E S O U R C E 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. 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. Introduction Strategic Planning 3Learn About Shopper Analyze Opportunities Technology Selection Campaign Execution 1 2 4 5 6 Measure Results V I E W R E S O U R C E

. 16SHOPPER MARKETING Complete and Present Your Plan Hire Resources to Manage the Program STEP 5 STEP 6 Action Item Action Item Modify and then present your Shopper Marketing Project Plan to senior leadership to get the resources allocated to execute your program. 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. V I E W R E S O U R C E Getting approval on your initial plan, from leadership within your company, is an important step that will both help build your team’s confidence on the work ahead, and secure the resources required to bring the program to life. 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. V I E W R E S O U R C E Introduction Strategic Planning 3Learn About Shopper Analyze Opportunities Technology Selection Campaign Execution 1 2 4 5 6 Measure Results

. Technology Selection STAGE 4 Evaluate technology solutions that enable your team to bring your Shopper Marketing program to life. STEP 1: Discover Shopper Marketing Vendors STEP 2: Determine the Best Vendor(s) STEP 3: Build an Integrated Shopper System SHOPPER MARKETING

. 18SHOPPER MARKETING Introduction Technology Selection 4 Discover Shopper Marketing Vendors Determine the Best Vendor(s) STEP 1 STEP 2 Action Item Action Item Review the Shopper Marketing Vendors Matrix to find technology solutions that suit your needs. 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. V I E W R E S O U R C E V I E W R E S O U R C E 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). 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. Learn About Shopper Analyze Opportunities Strategic Planning Campaign Execution 1 2 3 5 6 Measure Results

. 19SHOPPER MARKETING Build an Integrated Shopper System STEP 3 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. Introduction Technology Selection 4Learn About Shopper Analyze Opportunities Strategic Planning Campaign Execution 1 2 3 5 6 Measure Results V I E W R E S O U R C E

. Campaign Execution STAGE 5 Prepare and launch campaigns that are based on existing best practices. STEP 1: Review Main Strategies, Tactics & Trends STEP 2: Launch Campaigns Based on Best Practices SHOPPER MARKETING

. 21SHOPPER MARKETING Introduction Campaign Execution 5 Review Main Strategies, Tactics & Trends Launch Campaigns Based on Best Practices STEP 1 STEP 2 Action Item 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. Leverage the Coupon Best Practices, Contest Best Prac- tices, Digital/Traditional Signage and Retail Mobile Best Practices checklists to ensure best practices are followed for your campaigns V I E W R E S O U R C E V I E W R E S O U R C E It’s always helpful to constantly review the different approaches you can make in any shopper marketing program, both as you build your campaigns, and also to help improve existing campaigns. During any shopper marketing program, ensure you are lever- aging 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. Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection 1 2 3 4 6 Measure Results

. Measure Results STAGE 6 Measure the results of your campaigns to determine return on investment (ROI). STEP 1: Measure the Results of Your Campaigns SHOPPER MARKETING

. 23SHOPPER MARKETING Introduction Measure Results 6 Measure the Results of Your Campaigns STEP 1 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. V I E W R E S O U R C E 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 gath- ered for future campaigns. Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection Campaign Execution 1 2 3 4 5

. Conclusion To learn more, contact Demand Metric: info@demandmetric.com SHOPPER MARKETING At the end of any business process, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective Shopper Marketing plan: Creating or auditing your Shopper Marketing plans Assisting with using any of the tools referenced in this playbook Providing hands-on marketing assistance to accelerate achieving your marketing department’s goals.

. About This Playbook SHOPPER MARKETING Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com

Shopper Marketing Playbook