What Your Shopper Marketing Strategy Is Missing

November 7, 2016

Colleen Vaughan

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This year alone, a staggering $60 billion is being spent on shopper marketing, thanks to its ability to directly impact sales for brands and retailers. Historically, shopper marketing has focused on tactics like promotions, sampling and loyalty programs. But it’s no longer just about handing out coupons and holding in-store demos. Today, shopper marketing has evolved to reflect the fragmented and disrupted path to purchase that is different for every shopper. Marketers now have to analyze the impact their campaigns have from the second a shopper first discovers a product to the second they ultimately purchase the product.

A strong shopper marketing strategy often involves a number of efforts spread across multiple channels, both online and offline. Brands are looking for solutions that go beyond in-store promotion and directly engage their customers. To capture the attention of shoppers, brands are increasingly turning to influencer marketing. What could this avenue do for your brand?

Social influencers are the missing piece from your shopper marketing toolbox.  

In our new mini white paper, The Role of Influencers in Shopper Marketing, we discuss the versatility that influencers and their content creating abilities have when included in shopper marketing strategies. They can address a variety of common shopper marketing challenges to create brand lift and ultimately drive sales for brands and retailers.

Social influencers are the missing piece from your shopper marketing toolbox. Click To Tweet

As a marketer, you’re probably trying to expand on your current audience to attract new customers.

Social influencers can help with that. Here’s how our social influencers helped AIR OPTIX® reach a brand new audience. The brand desired to reach Latina Millennials with their new COLORS contact lenses. The best way was through the type of content they interacted with, created by the influencers they followed. We activated high-reaching vloggers to create YouTube videos featuring “how-to” makeup tutorials incorporating AIR OPTIX® COLORS contact lenses. Maintaining an authentic voice and style was key to success with the Latina Millennial audience. With more creative freedom about the content and format of the videos, the end result would be more organic and engaging versus feeling like an advertorial. There was also fantastic audience feedback about the products themselves as many viewers commented how they wanted to try the AIR OPTIX COLORS contact lenses after seeing the new looks.

Ready to learn how else social influencers can make your shopper marketing dollars go further? Get your copy of The Role of Influencers in Shopper Marketing now!

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Shopper marketing is about much more than handing out coupons or providing in-store demos. The missing piece of the shopper marketing strategy is social influencers.

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