We hear a lot these days about establishing emotional connection with shoppers. Almost every brief makes at least some reference to it and our work is often judged, quite rigorously, on whether evident heartfelt entwining has resulted.
At a course recently attended by Sonya Ridley, one of the key points that resonated was that ‘no one is coming to help you’. What the organisers meant was that, at the end of the day, we are all the masters/mistresses of our own destiny.
Farrimond’s Kylie Williamson had a unique opportunity to experience the inner workings of one of the U.S. jewellery industry’s most customer-focused operations. What she found redefined her views on shopper engagement.
At Farrimond, challenges are always gratefully and enthusiastically accepted. But when it came to escorting 61 MyCoke prizewinners to Fiji to celebrate the 2016 Rio Olympics, even we knew we had to bring our “A-Game”.
Graham Dolan is a highly-regarded and seasoned creative professional and, happily for the team at Farrimond and our clients, he’s also our new Creative Director.
For those new to working in the shopper marketing space, I sometimes think that our obsession with understanding the shopper versus the consumer might seem a bit strange.
One of the things I like most about shopper marketing is its measurability. As compared to a brand TVC, the impact of our in-store displays has an instant, tangible effect on sales.
We spend our days being told who we’re targeting in our campaigns, but recently I attended a Marketing Association Brainy Breakfast presented by Newsworks on Colmar Brunton’s Over 45s Research.