This week when I was speaking at a conference, someone in the audience asked what Shopper Marketing is.
I gave my standard definition: a strategy where marketers and retailers develop together an offer that not only sells the marketers’ products, but also increases store traffic and cash register ring for the retailer. I also cited one of my favorite examples.
Today I found another interesting example – in my Twitter feed. Walmart sent out a promoted tweet touting the line of shave products from Axe. Here it is:
Shopper Marketing doesn’t have to happen in the store. Remember that one of its key objectives is to drive store traffic, so media like radio and out-of-home are very useful. Social Media increasingly overlaps with Mobile on the Gigantic Venn Diagram, so this tweet is a logical tactic for Shopper Marketing.
Only one possible missed opportunity is that @Walmart could have mentioned the brand as it appears on Twitter, i.e., @Axe.
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