Shopper Media Goals for 2019

 

Thought piece:

Shopper Media Goals for 2019

Emma Dean, Group Client Director

As we embark on a new calendar year, it’s time to take stock and put objectives in place for the year ahead.  In reality of course, most of us have already locked down Easter and are looking ahead to Summer 2019, so that New-Year-feeling may be far from fresh! However, setting new goals and challenges is an important part of the January mindset, and at the forefront of any thriving business is the desire to grow sustainably.

Here at Capture, we aim to constantly improve services to our clients, by following our agency vision: ‘transforming shopper media’.

We also ask ourselves; How can we continue to transform the category?  What challenges do our clients or the category in general face?  How can we make our clients lives easier and their investment in to shopper more effective than ever before?

These questions have led to us setting the following goals for 2019 – and now that they are written down you can hold us accountable to them…!

Have the best shopper measurement tool in the market. We have always provided an evaluations service to help our clients understand the true impact of their shopper activity on sales. Our ambition is for this to continue being the most consistent and robust evaluation service in the market and at a cost-effective rate, available across all media, for all clients.  This will include tackling the big question of how to measure online activity.

Continue to broaden the shopper marketing channels, ensuring there is breadth and variety in the way we influence shopper’s behavior. In an ever-changing shopper landscape, the way we communicate with shoppers must remain relevant.  We challenge ourselves to look beyond the traditional shopper channels currently used to bring new media partners in to the mix, and explore new ways to utilise existing media, often through the digital sphere.

Having variety means we can be efficient and selective when building media plans – ensuring every shopper campaign uses a unique media mix that will engage the right shoppers, in the right way and at the right time, whilst delivering against our clients’ objectives.  Last year saw us bring in new media partners such as Blis – watch this space for new media offerings and opportunities in the year ahead.

Set standards for the industry. We are in a fortunate position to work closely with media partners, retailers and clients across the UK Grocery landscape; and therefore, have an insight into the challenges faced by shoppers – these challenges are not unique to one retailer or media channel. In bringing key representatives together from across the industry, our ambition is to agree a set of standards that will be adhered across the board; this will look at issues such as compliance and will aim to give FMCG brands reassurance on what they can expect when booking their shopper media campaigns – giving shopper the same rigor as all other marketing channels.

Provide thought leadership through running events, training and consulting on best practices in shopper. For the last few years we have held events for our clients, bringing together influencers in the industry to share learnings on shopper topics of interest.  We will be delivering more events this year answering the questions that our clients need support with most.

Alongside this we will continue to provide our content from reviews, category snap shots, thought pieces and data nuggets to ensure our clients can learn and land best shopper practice within their business, and have the most effective shopper campaigns for their brands.

As a group, last year saw us win some notorious awards including Mid-Market Business of the Year at the Lloyds National Business Awards.  We’d love to win more awards with you – our clients – in the year ahead and have plans to put forward our best campaigns for market wide recognition.

Achieving our goals is certainly no mean feat, but we’re looking forward to the experiences and challenges in the year ahead.  If you have any thoughts or questions of your own, please share as we’re always keen to hear them at hello@capturemarketing.co.uk

We wish our clients all the best for 2019 and look forward to working with you all in the year ahead.