30/ERIc MOWER AND ASSOCIATES

At Eric Mower & Associates, the wheels turn continuously to help the agency better understand the connection between shoppers, consumers and retailers.

“It’s very fascinating that the same individual can walk into one store, act and think one way and buy a certain type of product at a certain type of price, and as soon as they walk into another store, change their behavior,” says Rob Neiler, director of in-store creative strategies. “The unique thing about understanding these consumers is that we then have the opportunity to connect with them to change their behavior right there, with the product in front of them.”

Much of the agency’s retail marketing division operates out of Buffalo, NY, under the name EMA Brand Promotion. There, a core group of 20 employees offer clients a number of services including strategy based on consumer and retailer insights, research and execution.

The agency places an emphasis on field research and relies on those results to create a foundation for marketing recommendations. For its client Fisher-Price, for example, it sent teams that included new moms into major retail stores. Team members interviewed the moms as they shopped and took photographs of the likes and dislikes the moms pointed out.

“We look at how we can help the retailer, through the product, build the entire category,” Neiler says.

EMA also contracts with consumer research firm Yankelovich to use its existing research or to request new research, such as how the changing economy is affecting new moms. The agency then formulates opinions, conclusions and recommendations for plans at specific retail channels.

“We’ve gone from decorating brands at shelf and promoting short-term deals to creating brand experiences for the retailer at and around the point-of-purchase,” Neiler says.

Most recently, the merger last year with Mark Russell & Associates meant that the agency can now execute interactive promotions in-house, adding another layer to the capabilities it offers its retail clients. For example, it created a Facebook page for the Bojangles’ Famous Chicken ‘n Biscuits franchise.

“[The merger] made a huge impact on our online promotions capabilities, including social marketing and direct marketing through the Internet,” says Virginia Bates, partner, and director of promotion planning.

The agency also conducts “Retail Boot Camp” for clients, or daylong deep dives to focus on a specific need.

“The challenge I love is dealing with a very smart shopper and giving them the ammunition, the deal breaker, that will make your product the one they choose,” Neiler says.

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