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To Guerilla or Not Guerilla

Whether you spell it guerilla marketing or guerrilla marketing (and people do spell it both ways) the concept is the same. Guerilla marketing was developed as an unconventional method of a field marketing promotion, like sampling

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A Meeting of the Minds Between Retailers and Manufacturers

When it comes to driving the most value from rapidly expanding shopper-centric analytics, manufacturers and retailers would do best by sharing the front seat

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Superstores to Grow, Retail Shelf Choices to Shrink: Nielsen

Consumer packaged goods (CPG) marketers should get ready for the acceleration of two major trends, according to two separate studies by The Nielsen Co.: the growth in share of sales by the shopping club, big-box supercenters and e-commerce

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6 Ways to Use Local Radio to Drive Consumers to Retail

Hormel, the maker of Spam and Dinty Moore Stew, recently used radio and TV to take a national program down to a local level to drive consumers to retail.

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Simplify Those Rebates

Rebates can stupefy, confound and turn consumers (not to mention retailers) into irate crazies. Schlage Link avoided this madness by using a few important

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Behind the (Candy) Bar

Ghirardelli and its agency, The Smith Brothers, recently ran a series of sampling events, the largest promotion in the brand’s history, distributing 1

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Custom Communications

AFTER A LIVE EVENT, brands typically extend one type of communication to consumers to keep the conversation going. Unfortunately, this narrow approach

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Idea to Steal

L’Oreal recently wrapped up a month-long college campus tour designed to allow students to try its Go 360 Clean deep facial cleansing collection. The

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The Sweat/Soup-Shelf Connection

A sheen of perspiration and small eye movements recorded among a group of consumers helped lead to the redesign of the Campbell Soup Cos. popular gravity-fed

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Foster Grant Links Code at Retail Straight to Web Browser

Foster Grant, that brand whose sunglasses grace the eyes of the sexy Hollywood star Raquel Welch in ads, is running its first Facebook contest using a bar code that can be scanned by consumers at retail