by Ignite2X | Dec 4, 2018 | Consumer Packaged Goods (CPG), Shopper Marketing
While the CPG industry – and the media that covers it – has focused relentlessly on ecommerce as an existential threat to traditional grocery stores, it is the rise of convenience stores that should strike fear in the hearts of supermarket executives....
by Ignite2X | Nov 13, 2018 | Pet Marketing, Shopper Marketing
Before you scoff at that idea, consider how the entire approach to marketing pet products has shifted to the human consumer product marketing model. Trends that have shaped CPG marketing over the past 10 years: Big companies entering the market, squeezing out mid-size...
by Andrew Morfopoulos | Jun 6, 2018 | Consumer Packaged Goods (CPG), Shopper Marketing
It’s Dana’s turn to do the grocery shopping this week and Dana, a busy working mother of three, has many factors to consider. She wants steaks for date night with her husband, and burgers for a weekend barbecue, plus food for the week that will appease all three of...
by Ignite2X | Mar 14, 2018 | Advertising, Consumer Packaged Goods (CPG), Shopper Marketing
Remember Rosie Ruiz, the New York marathon contestant who was disqualified when race officials determined that she rode the subway for part of the route? She had previously won the Boston Marathon without even breaking a sweat, literally, because unbeknownst to those...
by Ignite2X | Mar 9, 2018 | Advertising, Consumer Packaged Goods (CPG), Shopper Marketing
We regularly attend specialty food shows to stay on top of trends, meet with colleagues and check out the new foods and beverages on display. We see (and sample) dozens of products and brands, including many from other countries. We enjoy meeting with these creative...
by admin | Feb 2, 2018 | Advertising, Consumer Packaged Goods (CPG), Shopper Marketing
When I joined the Ignite2X team, I learned that my job would include traveling to the Winter Fancy Food Show in San Francisco, California. Three days at the Winter Fancy Food Show tasting cheeses, cured meats, candy and sweets? Yes, please! Talk about excitement...
by Ignite2X | Jul 5, 2017 | Advertising, Consumer Packaged Goods (CPG), Creative Approach, Shopper Marketing
As an agency, we spend a lot of time walking miles of aisles, learning how consumers choose from the 60,000 products sold in grocery stores or observing tens of thousands of brand booths battling for attention from buyers at trade shows. There is no better way to stay...
by Andrew Morfopoulos | Nov 26, 2013 | Advertising, Consumer Packaged Goods (CPG), Shopper Marketing
As we speak to more and more clients about shopper marketing, one thing that comes up over and over is the assumption that if you’re not a big manufacturer you really can’t do much. Certainly not strategic, collaborative shopper marketing. Of course it’s true, big...
by Andrew Morfopoulos | Nov 25, 2013 | Consumer Packaged Goods (CPG), Shopper Marketing
Two early questions I get asked by clients who are just putting their toe in the water with shopper marketing are “How much should I budget overall?” and “How do I allocate the funds once I have them?” There are a lot of factors involved in determining how much money...
