I recently read an article in Path to Purchase which called attention to Triad’s Pinterest Board, Ads: Then & Now.
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The holiday shopping season is finally upon us. With Thanksgiving less than a week away, our mailboxes have been packed with Black Friday and Pre-Black Friday mailers and flyers for weeks now. Ditto the Sunday papers: stuffed to the gills with inserts from every retailer you can think of.
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In the marketing world, “brands” have always been the epicenter of our being. The very reason for our existence. Dominating retail space and the hearts and minds of consumers…THE BRAND. However, over the years, we’ve noticed a shift in the retail landscape. The transformation of private label to—the PRIVATE BRAND.
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It’s nothing new for a brand to incorporate digital elements to engage and interact with consumers. They have a website, Facebook page, or Twitter account to become more interactive and engage their audiences. In fact, it’s generally expected. Consumers have become accustomed to interacting with their favorite brands and sometimes getting exposed to new brands based on these customer experiences, especially with the viral nature of the consumers sharing their content.
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Last week was the Shopper Marketing Expo, put on by the Path to Purchase Institute in Chicago, IL. The best of the best in shopper marketing were there sharing valuable information. I attended four sessions and found some common themes running throughout:
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The short answer to this question…No..and Yes.
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I have a tendency to do my food shopping on the fly, tucking it into the empty spots in my schedule, often when something on my list has become a critical need. I am going in for items that I buy regularly, know where they are, know what they look like, and have calculated how long it will take me to conquer my list. I enjoy the activity of hunting down and gathering the items on my list, much like a scavenger hunt. My challenge is when I find myself in front of a display shelf, looking for “my product”. It can almost feel like a personal offense when I cannot find something that I have purchased regularly.
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How much time does it take to engage an audience? A rodeo bull rider gets it done in 8 seconds: 1,200 horsepower nitro-burning fuel dragsters do it in under 5.
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