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Forget demographics – marketers need to be concentrating on shopper mindsets, says Chris Carter, of smp. All too often, how marketers seek to understand shoppers becomes a game of Guess Who. Match the shopper to a certain set of characteristics and Bob’s your uncle.

Beyond shopper demographics: moving from ‘who’ to ‘why’

Forget demographics – marketers need to be concentrating on shopper mindsets, says Chris Carter, of smp All too often, how marketers seek to understand shoppers...

Price cuts are short term responses which can damage brand values, says Chris Baldwin of Sodexo. Instead, brands should build value with intelligent promotional activities.

Price vs. promotion: how to add value and keep credibility

Price cuts are short term responses which can damage brand values, says Chris Baldwin of Sodexo. Instead, brands should build value with intelligent promotional...

With Effectiveness Week 2016 starting on Monday, 31st October, Alan Lewis of PHL explores what goes into creating an effective promotion

Achieving effectiveness

With Effectiveness Week 2016 starting on Monday, 31st October, Alan Lewis of PHL explores what goes into creating an effective promotion Effectiveness is described as...

There are nearly two trillion packs manufactured around the world every year; even if we assume that only 1% of them are connected to the IoT, then we are talking about 20 billion packs in the network.

Winning with the Internet of Packs

The Internet of Things is set to become a whole lot bigger as brand owners wake up to the possibilities offered by connected packaging, explains Jonathan Jackson of...

Christian Hausammann, Global Loyalty Director at Snipp Interactive, explains why customer retention matters in any loyalty program

Retaining customers is a priority

Christian Hausammann of Snipp Interactive looks at how brands invest time and money in customer acquisition but neglect to invest in customer retention. A significant...

Maria Sze, Managing Director at whynot! thinkpeople, has some advice for independent retailers on how to survive and prosper

Growing convenience stores

Maria Sze, Managing Director at whynot! thinkpeople, has some advice for independent retailers on how to survive and prosper I love my local shop. Apart from stocking...

The Institute of Promotional Marketing (IPM) has welcomed plans from the Committee of Advertising Practice (CAP) to tighten up the rules surrounding the advertising and marketing of High Fat Salt Sugar (HFSS) foods, particularly to children.

CAP Code Consultation: IPM Explains all…

In May, CAP launched a public consultation to discuss proposed amends to the CAP Code.  CAP aim to make key changes to the CAP Code following investigation into...

Coming up with a great concept is vital to the effectiveness of an experiential campaign. Hayley James, Account Director at integrated agency Sense, sets out three key principles to follow.

How to judge an experiential idea

Coming up with a great concept is vital to the effectiveness of an experiential campaign. Hayley James, Account Director at integrated agency Sense, sets out three key...

Rather than just looking to reach their target audience, brands should aim to get them more deeply involved, says Pete Davis at Get Me Media.

Make participation your ultimate goal

Rather than just looking to reach their target audience, brands should aim to get them more deeply involved, says Pete Davis at Get Me Media. If brands struggle with one...

Pitching secrets: found in a bowl of chilli

Pitching is like a bowl of Chilli

Well if “Life is a box of chocolates” as Forest Gump said, then it’s amazing how similar pitching for new business resembles making a bowl of chilli!...