We were thrilled to celebrate the induction of long term client Christopher Witte, Vice President, Shopper and Category Development at Tyson Foods, into the Shopper Marketing Hall of Fame at the annual Shopper Summit in NYC last week.
We were also honored to join Tyson’s Wendyjean Bennett, Senior Director of Shopper Marketing and Activation, to discuss Partnerships for Success.
CPG brand partnership benefits are obvious, they offer a complete solution to the shopper, greater scale for the retailer and shared program costs for manufacturers. But partnerships are complex, unpredictable and take time. How do you know the extra effort is worth the return?
With custom modeling, Foresight ROI can measure and predict shopper marketing return by brand, retailer and tactic. Having done this for more than 20,000 events across hundreds of leading CPG brands at the top 15 retailers, we’ve identified 10 Practices for Predictably High Shopper ROI.
The Tyson campaign for Grilled and Ready Chicken Strips followed many of those best practices, checking the box for all 9 retailers analyzed for insights-based solution, relevant concept and creative, shared costs, and aligned category frequency. However some of the programs were not as well aligned with retailer strategy, integrated with trade, or communicated along the full path to purchase, including digital. Even as strong as this plan was, there were opportunities to improve individual retailer program alignment with retailer strategy, integration with trade, and communication along the full path to purchase, including digital.
Our new Benchmark Assessment tool enables shopper marketers to leverage proprietary industry benchmarks to identify potential plan improvement opportunities and associated incremental volume.