At-Home Shopper Marketing Engages Consumers Early on the Path to Purchase

NEWPORT BEACH, Calif., March 16, 2011 /PRNewswire/ -- PowerDirect Marketing today announced its front-door marketing programs are being incorporated into shopper marketing strategies for a range of consumer packaged goods (CPG) clients, based on their ability to reach valuable customers early on the path to purchase. With CPG manufacturers continuing to invest greater resources in shopper marketing, PowerDirect is seeing significant business growth in this segment, fueled by front-door campaigns for clients such as Clorox, Borden and Dr Pepper. Front-door tactics are winning a role in consumer marketing plans by reaching and influencing customers at home – an environment where they are typically more relaxed and responsive.  

"Shopper marketing has evolved considerably and is no longer defined as a purely in-store experience. In fact, the path to purchase is influenced by multiple channels of marketing communications, including traditional media, word-of-mouth, and online, as well as at the point-of-sale," said Barry Gilbert, vice president of marketing, PowerDirect. "Today's path to purchase takes another turn with consumers focused on the economy and actively seeking value. Shoppers see household budget planning as a priority, and research many products and brands at home before determining which ones will go on their shopping lists. Resulting purchase priorities are not only highly motivated by marketers' ads and incentives, but also by factors within the consumer's personal and family lives. Front-door media is uniquely suited to influence shoppers at this early stage, supporting shopping decisions and lists made in the home with high-value offers delivered to the front door."

Booz & Co. states that manufacturer investment in shopper marketing has nearly doubled over the past five years, currently at $35 billion with 15 percent annual growth anticipated (based on funding reallocations from traditional media and trade promotion).  The same Booz data also notes that 83 percent of consumer-packaged goods companies surveyed expect to increase their shopper-marketing investment over the next three years. For 55 percent of those companies, investments in shopper marketing will exceed all other marketing spending, including internet and social media. This evolution in manufacturer thinking recognizes that shopping behavior differs based on any number of factors, for instance where the shopper is headed and whether the trip represents a minor or more important purchasing decision.

About PowerDirect

PowerDirect offers technology-based front-door marketing services and strategies, developed to influence consumers through the uncluttered and highly-targeted environment of the front door.   Nationally or neighborhood by neighborhood – advertising, coupons, product samples and promotional messages are delivered directly to the right door at the right time. Innovated as 'The Science of Front-door Marketing™,' PowerDirect achieves measurable results for its major brand clientele through technology-based processes and proven direct response tools and methodologies.  PowerDirect's Fortune 500 brand and agency clients have access to relevant creative, precision targeting, superior execution, auditing, and verified delivery information.  For more information, call 877-737-8977 or visit www.powerdirect.net.  

SOURCE PowerDirect Marketing