This is why if you’re planning to win, start by differentiating retail advertising from brand. Doing so separates objectives into manageable tasks that focus on what works versus that what does not.
Retail advertising is reactive! Data management of carefully considered metrics creates a competitive advantage by reacting to customer trends, competitor’s promotions and market conditions in quick turnaround times. Market opportunities present themselves without notice and companies either capitalise on their advantages or lose out.
Retail advertising Creative, Public Relations, Media and Digital / Online partners need to ’hunt’ together and not become isolated under client’s guidance only. Doing so unlocks opportunities that would not have been considered in an isolated inter-agency approach to retail.
So, if you truly want to hit your mark, start by understanding the purpose of retail and brand advertising in the marketing mix. A concentration of retail advertising efforts between marketing partners and performance data management that focuses on doing more of what works and less of what does not will hit the marketing sweet spot more times than what the competition will.