How Coca-Cola Drives Shopper Activity

quotWhen we collaborate with all the key constituents within CocaCola and our retailers we have a much higher success ratequot Mount points out quotOnce that alignment is in place it then comes down to how you break through with your account managers and merchandisers to make it win at retailquotMount who will speak at the ANABAA Shopper Marketing Conferenceamp160July 2527 in Amelia Island Fla explains how CocaCola connects retailers with shoppers why the shopper mindset has changed for the betteramp160and how marketers can distinguish themselvesKen Beaulieu In your experience what are the key drivers of a successful pathtopurchase strategyJohn Mount The key to a successful campaign is ensuring we hit on all three parts of the path to purchase the preshop the shopping tripamp160and the audience We have found that the first two are the easiest and where we find the most inspiring ideas We believe the preshop must drive awareness of the campaign with the primary intent to incite buyer conversion inoutlet when they transition to shopping We really try to ensure that the platform provides a shopper solution and that the preshop tactics sell that solution This adds value for our customer by driving awareness that they are at a great place to shop As for the shopping trip we work hard to continue driving awareness with cues throughout the store ie carts security shrouds instore radio etc leading to the display which must deliver on compelling occasionbased messaging As for audience we try to hit the key target shoppers We39re getting much better in this space thanks to the proliferation of digital opportunities which allow us to connect with the right shoppers At the end of the day our customers expect great collaborative platforms that connect their shoppers and increase buyer conversionsKen In what tangible ways has the shopper mindset changed over the years Has the new mindset provided more challenges or opportunities for brandsJohn I think the shopper mindset is extraordinarily dynamic right now It39s a great time to be in the food and beverage business Shoppers are looking for creative ideas and meal solutions Just look at the number of pictures Millennials are taking of what they eat It39s fascinating The key is how we take advantage of this attentive audience and break through with meaningful content to drive sales I personally think this mindset enables more opportunities for brands to connect and create loyaltyKen Please talk about the importance of keeping shoppers the customeramp160and the brand in mind How do you ensure your team remains focused on all threeJohn There is no doubt that this is a challenge As retailers and brand managers continue to become more and more sophisticated it39s important to find the quottriple winquot The shopper solutionplatform must be good for the shopper our retailersamp160and our brands One way we find ourselves engaging even more is in cocreation of shopper platforms and collaborating on a joint visual IDKen As a member of Shopper Marketing magazine39s Hall of Fame what advice would you give to marketers looking to distinguish themselves in the industryJohn The key is engagement We all have been a part of something that we felt could have been better if we39d done this or that Be vocal and share your thoughts on what can be done differently then engage in that recommendation and make it come to fruition You will distinguish yourself from the pack I read a great book that was written by Lou Pritchett early in my career called Stop Paddling ampamp Start Rocking the Boat The idea is not to be a disrupter but to be a change agent for good You will only make it better for everyone involvedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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How Coca-Cola Drives Shopper Activity

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Ken Beaulieu

AARP and the Ad Council Encourage People in Their “Pretirement” Years to Take Key Steps Toward Saving - Ad Council InSites

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How Coca-Cola Drives Shopper Activity

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Ken Beaulieu

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