CMA Shopper Marketing Presentation
Peeps, Pez, Pop and (Food)Porn – The New 4 Ps of Marketing?
Eight Strategies for CPG Brands to Climb The Magic Pyramid of ROI (Return on Involvement)
Category Management Association, March 23, 2017
Michael R. Solomon, Ph.D.
Sure, ROI (return on investment) is crucial today. But it’s also critical to evaluate shopper marketing efforts in terms of another kind of ROI: return on involvement. Engaging distracted consumers is one of the biggest challenges CPG firms face today. In this webinar we’ll show how shoppers can climb up the ROI Pyramid from simple Brand Awareness to reach the top level of Brand Resonance. We’ll explore both high-tech and high-touch solutions that can help your customers scale this pyramid, including eight strategies CPG marketers and retailers can use to turn lethargic shoppers into cult worshippers.
Consumer behavior: why we buy
Prof. Michael R. Solomon – Haub School of Business, Saint Joseph’s University, Philadelphia, USA