New book showcases best practices in shopper marketing from around the world
NEW YORK, Oct. 9, 2013 /PRNewswire-USNewswire/ -- The Path to Purchase Institute and Geometry Global announced today the release of a new book, Global Perspectives on Shopper Marketing. Published by the Path to Purchase Institute and Geometry Global in conjunction with Coca-Cola and Unilever, the book's official unveiling took place at the 2013 Shopper Marketing Expo in Chicago.
Global Perspectives resulted from a desire to examine shopper marketing outside of the United States in an effort to identify best practices and how they translate from continent to continent, country to country. The book highlights the expertise of two global manufacturing giants, Unilever and Coca-Cola, as well as best-in-class case histories from Precision Activation agency Geometry Global. It contains 31 case studies on topics such as Experiential Marketing, the Digital Path to Purchase, Retail Messaging and Media and Regional Branding from brands and marketers in 18 countries including Germany, the United Kingdom, Malaysia, and Romania.
"Marketers looking for best practices and fresh ideas can often get mired in their own product category, retail channel and especially geographic region," Peter Hoyt, CEO of the Path to Purchase Institute. "Our goal was to help marketers around the world find inspiration by gaining a global perspective on shopper marketing and learn from the successes of peers outside their markets."
Presented as a compendium of case studies, the book found three universal truths about effective shopper marketing across all regions, namely:
- Effective programs all start with shopper insights vs. consumer insights.
- Insights are the driving force behind relevant programs that address real shopper needs.
- Strong collaboration between a brand and a retailer is the key ingredient that turns a good program into a great one.
"The path to purchase has become increasingly complex as the digital age turns the concept of shopping into an 'anytime, anywhere' occurrence," said Scott McCallum, President, Shopper Marketing North America at Geometry Global. "Successful marketing now requires a strategy that will translate insights into a precise plan of action, one that identifies the ideal combination of vehicles, venues, occasions and communications to reach shoppers at the most opportune moments."
About Path to Purchase Institute
The Path to Purchase Institute is a global association serving the needs of retailers, brands and the entire ecosystem of solution providers along the path to purchase. Through a variety of platforms the Institute engages, informs and empowers its members and the industry at large. The Institute's mission: To foster best practices and a deeper understanding of all marketing efforts and touch-points that influence and culminate in purchase decisions in-store and online.
About Geometry Global
Geometry Global is the largest and most geographically complete activation agency of its kind, providing brand marketers with a unique solution for an unmet need: Precision Activation. This proprietary approach focuses on the exact blend of context and content that combine to influence consumer behavior, transforming proven communication techniques and big creative ideas into effective and profitable business growth drivers. With a team of 4000 experts in 56 markets, the global network develops highly compelling marketing programs - informed by data and insights - connecting people with brands at precisely the right times, in the right places, and right ways - making a measurable difference to clients' businesses. Launched in June 2013, Geometry Global delivers award-winning creativity and integrated talent across a range of disciplines including Shopper, Relationship, Promotional and Experiential, Trade and Digital Marketing. Geometry Global is part of the WPP group. For more information, visit www.geometry.com.
SOURCE Geometry Global