Integrated Marketing Is The Real Deal

Once upon a time, retail advertising or what’s now often called “shopper marketing” (for reasons unknown), used to take a back seat to brand-building ideas, but that’s changing. According to Ad Age, P&G is one of the companies busy changing the score.

If it doesn’t work at the store, it’s no longer a good marketing idea for Procter & Gamble Co., which increasingly is driving home this concept, known as “store back,” with all its agencies, not just its so-called shopper-marketing shops.
Andy Murray, CEO of Publicis Groupe shopper-marketing agency Saatchi & Saatchi X, said he sees store back elevating the role of shopper marketing at P&G and elsewhere. “It will bring more shopper-marketing insight work into the upstream ideation process,” he said.

For purists, this might sound like it could become draconian, but it needn’t be. Think back in time to Budweiser’s frogs from Goodby Silverstein. The frogs are retired now, but they would play well in the beer aisle. If you had Bud’s frogs at the point-of-sale, they could engage consumers with funny on-pack voice-activated pronouncements. Or you might call them up on your smart phone. The possibilities are endless.
Ad Age points out that, “the killer app of mobile media may yet be in the store, as more consumers use their mobile devices to scan barcodes and get product reviews, coupons or other promotional offers.” By bringing the frogs in as a working example, I think we can see a future where it’s not just about price or special offers. Instead, brands can shoot for a totally integrated experience that works well at every touch point.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.