Category: Opinion
Price vs. promotion: how to add value and keep credibility
Price cuts are short term responses which can damage brand values, says Chris Baldwin of Sodexo. Instead, brands should build value with intelligent promotional...
Achieving effectiveness
With Effectiveness Week 2016 starting on Monday, 31st October, Alan Lewis of PHL explores what goes into creating an effective promotion Effectiveness is described as...
Winning with the Internet of Packs
The Internet of Things is set to become a whole lot bigger as brand owners wake up to the possibilities offered by connected packaging, explains Jonathan Jackson of...
Retaining customers is a priority
Christian Hausammann of Snipp Interactive looks at how brands invest time and money in customer acquisition but neglect to invest in customer retention. A significant...
Growing convenience stores
Maria Sze, Managing Director at whynot! thinkpeople, has some advice for independent retailers on how to survive and prosper I love my local shop. Apart from stocking...
CAP Code Consultation: IPM Explains all…
In May, CAP launched a public consultation to discuss proposed amends to the CAP Code. CAP aim to make key changes to the CAP Code following investigation into...
How to judge an experiential idea
Coming up with a great concept is vital to the effectiveness of an experiential campaign. Hayley James, Account Director at integrated agency Sense, sets out three key...
Make participation your ultimate goal
Rather than just looking to reach their target audience, brands should aim to get them more deeply involved, says Pete Davis at Get Me Media. If brands struggle with one...
Pitching is like a bowl of Chilli
Well if “Life is a box of chocolates” as Forest Gump said, then it’s amazing how similar pitching for new business resembles making a bowl of chilli!...
Beyond shopper demographics: moving from ‘who’ to ‘why’
Dec 20, 2016
Forget demographics – marketers need to be concentrating on shopper mindsets, says Chris Carter, of smp All too often, how marketers seek to understand shoppers...