Shopper Marketing

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The Art of Shopper Marketing: Purex's Shock and Awe at Walmart

In January 2011, we launched Purex Complete Crystals Softener at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category. Through an integrated educational offensive, we drove awareness and trial for Purex Crystals among Walmart's price sensitive shoppers.

The Best in Beauty 2011

We partnered with Allure and their "Best of Beauty" awards to spotlight winning P&G products and created a strong claim, "Best of the Decade," highlighting the 4 most awarded brands of the decade. Retailers got on board thanks to a robust marketing campaign.

The Day-After Thanksgiving Sandwich, Now Available Every Day

While a beloved American brand, Oscar Mayer is primarily known for bologna and hot dogs, products rooted in the past. In order to advance existing brand perceptions, Oscar Mayer needed to launch something that was more relevant to the way people eat today.

The Weight Has Been Lifted

In the midst of one of the most challenging economic environments the construction industry has ever seen, USG launched Sheetrock® Brand UltraLight Panels, a revolutionary wallboard that is 30 percent lighter than traditional drywall.

uni-ball Instant Upgrade

For years, the pen category has been shifting to cheap, low quality products and private labels. Our strategy was to give uni-ball pens badge value.

Walk with Walgreens

Many people have wellness intentions, but not everyone does something about it. Walgreens turned intentions into action by creating the first loyalty program that rewards people for walking: Walk with Walgreens. Walk with Walgreens became a movement, boosting brand image across the country and cementing Walgreens commitment to taking an active role in people's lives.

World Championship Baby

After a glorious 2010 baseball season that culminated with the San Francisco Giants winning the city's first ever World Series, Comcast Sports Network needed a way to keep residents interested in Giants coverage.

Omni-Channel Marketing at Macy’s

Jennifer Kasper, group vice president, digital media and multicultural marketing, Macy’s, discussed how mobile fits into Macy’s three-pronged business strategy.

The Mobile Love Affair: How Mobile is Shaping the Path to Purchase

Kelly Jones, head of marketing insights, Microsoft Advertising, and Jo Rigby, director, Omnicom Media Group, shared results from a joint global consumer research study that set out to understand the role of mobile phones in grocery shopping.

The Mobile Love Affair: How Mobile is Shaping the Path to Purchase

Kelly Jones, head of marketing insights, Microsoft Advertising, and Jo Rigby, director, Omnicom Media Group, shared results from a joint global consumer research study that set out to understand the role of mobile phones in grocery shopping.

PowerPresentation: Q1 Member Benchmarking Survey Results

This collection of data charts represent findings from the ANA's 2012 Q1 Member Benchmarking survey. Topics covered in this survey include agency relations, production management, agency compensation, shopper marketing, and marketing organization.

Joining the Datarati: How Customer Data Will Redefine Loyalty Management

According to this white paper from Aimia, the new currency of business is customer data. Marketers who embrace this will become “datarati,” i.e., global leaders in customer loyalty management.

Groupon Settles “Expiration Date” Claims for $8.5 Million

This Advertising Alert from Davis & Gilbert LLP discusses Groupon’s recent agreement to pay $8.5 million to settle dozens of lawsuits alleging that the company marketed and sold vouchers with illegal expiration dates.

Networked Insights: 2011 Retail Brands Report

In their 2011 Retail Brands Report, Networked Insights highlights how real-time consumer data can aid brands seeking to influence consumer behavior and purchase intention.

How Customer Insights Can Turn into Social Commerce

Melissa Lavigne-Delville, vice president, trends and strategic insights, NBCUniversal Integrated Media Group, discussed how customer insights can turn into social commerce for brands, as well as highlighted the five biggest trends in social commerce right now.

How Customer Insights Can Turn into Social Commerce

Melissa Lavigne-Delville, vice president, trends and strategic insights, NBCUniversal Integrated Media Group, discussed how customer insights can turn into social commerce for brands, as well as highlighted the five biggest trends in social commerce right now.

Google: The Role of Video in the Smartphone Purchase Process

In this research report, Google, in partnership with Compete, provides insights to marketers on the effectiveness of video as a research tool throughout the consumer journey.

Mastering the Art and Science of Pricing Analytics

Comfort with and success at pricing is often what sets master marketers apart from the amateurs.

Simplifying the Path to Purchase in a Complex Sale

This white paper from Mediative explores the seven steps organizations follow on the path to purchase in the B-to-B space.

Loyalty Marketing: Reaching and Keeping Consumers

Containing case studies from ANA members, Burger King, Southwest Airlines, and Hilton Worldwide, this Insight Brief looks at what drives brand loyalty and how marketers can build and retain brand loyalty, especially among Millennial consumers.

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