Kansas City Shopper Marketing: Brand Marketing for Retail.

To better understand the emergence of shopper marketing and its impact on consumer products, manufacturers and retailers, let us first explore the industry definition.

Shopper Marketing is:

Shopper marketing is brand marketing in a retail environment.

Shopper marketing is a partnership between brands and retailers to better target consumers.

Shopper marketing is understanding how one's target consumers behave as shoppers in a retail environment.

"Shopper marketing gets results!"

Retail is the center of gravity in marketing. Retailers are becoming more sophisticated and demanding marketers.  Shopper marketing incorporates the convergence of the shopper, the retailer and the brand in order to drive growth by improving the shopping experience for the shopper.

Shopper marketing is an integrated marketing approach that considers all opportunities to drive consumption and identifies the shopper that would need to purchase a brand in order to enable that consumption.

"Shopper marketing distinguishes between
a user and a buyer:
a consumer and a shopper. "

To grow a brand, consumption must first change.  And for consumption to change, purchase behavior needs to change.  Therefore, to build your shopper understanding, you must first start with consumers. 

"Consumers use, shoppers buy."

The Process

Shopper marketing is a process.  A successful marketing program considers the shoppers behavior, what activities drive their purchase and how to impact them.

"Digital Marketing is the interactive marketing of products or services using digital technologies to reach customers and convert leads along the path to purchase."

Digital Marketing

The term 'digital marketing' applies to any communication delivered through digital technology.    The objective is to promote brands, and increase sales though various digital marketing techniques.   It is important when developing a digital shopper marketing program that several digital marketing technologies are used to provide a voice for your brand, and that they interact with each other to insure that your brand positioning remains consistent.  Consistency builds customer confidence, and in turn, their trust.

Brand websites

The key element to any brand in the digital age is a strong online presence that effectively tells your story, engages with your customers, and sells your brand, product or service.

Search Engine Optimization (SEO)

“SEO” refers to search engine optimization, or the calculated use of content and technology to enhance a brand’s prominence in search results.

Search Engine Marketing (SEM)

“SEM” refers to the use of paid search, display advertising and other tactics to guarantee prominent top-of-page positioning in search results for specific terms.

"Social Media has changed the face of digital marketing."

Social Media Marketing

Social media is a powerful tool for connecting your business with your target audience, promoting customer loyalty, and attracting new customers. We create a social media presence that fully represents your business and gives you the tools and training you need to move forward.

Email Marketing - Mobile first

Over 45% of emails that are opened occur on mobile devices first, so be sure your emails are compatible and effective on mobile devices.  Mobile marketing is personal, so providing value is key.

"App indexing by Google has lead to an increase of app development."

Mobile Apps

Business owners realize the online visibility advantages of a dedicated app.  In the past, the cost of developing an app was out of reach or cost prohibitive for many. Today costs are dropping dramatically due to improved technology.   Apps are more responsive to individual users and can be more user-friendly.  They also serve as membership cards, allowing members to view store-specific maps, explore instant savings deals and check product availability.

"With Google's ownership of YouTube, the possibilities are endless. "

Video Marketing

Google now includes video content in its search engine algorithm.  Make you videos social.  One of the most notable trends in social marketing is the increase of videos in marketing campaigns.

Display Advertising

Display advertising refers to the use of banner ads, video and audio ads on a website to communicate an advertising message. Display ads serve as a way for businesses to monetize their website traffic, by paying to have their promotion displayed alongside content on a web page.  Display Ads are tailored to a specific audience using advanced targeting criteria to ensure they are relevant.

"Content is the new SEO."

Content Marketing

Content Marketing is a long term strategy of consistently creating and publishing value material that builds trust and authority among your visitors.  It is a way to build relationships with customers, with the intention that they will become loyal to you and your brand.  It is a way to become recognized as a leader in your industry.  It is a marketing strategy to attract your target audience and drive sales organically without using traditional selling techniques.

At Four States Marketing, shopper marketing is defined by strategy and process.  The shopper is where we focus the center of our attention.  Our approach integrates several key marketing disciplines to create and activate an effective, successful shopper marketing program that leads shoppers on a
path to purchase.