Tag: grocery shopping

Ep8: Don’t Paddle Upstream

There are many tactics to use in marketing today. Some work. Some are the equivalent of paddling upstream. Paddling upstream occurs when a marketer fails to understand their shopper flow. They don’t take time to decipher the primal motivations driving their brand and category sales. To increase your shopper motivational share (and sales), a marketer must focus on tactics that work best based on their category Shopper DNA composition.

Ep5: The Marketing Dating Funnel: Who controls the relationship?

In this episode, I have some fun talking about the traditional marketing funnel and how it relates to dating. Over my career I used the dating analogy many times to describe what is happening within marketing (and how you shouldn’t date shoppers like you’re a desperate brand). To illustrate this concept, I talk about different funnels in four product categories: automotive, mobile phone, grocery, and restaurants; and possible solutions to move shoppers through the funnel.

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