As products battle for prominence on shelf, shopper marketing is an increasingly important piece of the marketing puzzle.
Though shopper marketing campaigns have evolved significantly in recent years, many local food and beverage companies are still making some fundamental mistakes, according to Vaughan Kerr, a director of shopper, experiential and promotional marketing agency, 31ST:SECOND.
He says one of these is 'tagline slapping' - using the same messaging over and over again throughout the store.
According to Kerr, message customisation is key, and in the following video clip, he discusses this, as well as three other common shortcomings of shopper marketing campaigns.
