Here at Brand Fast-Trackers, we have done a few series in the past, most notably with world-renown strategist Cavas Gobhai and veteran marketing executive Carl Johnson. Today, I’m excited to announce a new series we will be sharing with you on shopper marketing. The series will unfold between other episodes over the next several months. We are joined in this series by Chris Brace, founder of Shopper Intelligence. Chris has taken P&G’s First Moment of Truth (FMOT) and Google’s Zero Moment of Truth (ZMOT) and taken it to a new level.
In the this episode, we talk about two main things. First we ask a simple question: What is Shopper Marketing?
The clearest takeaway was simple, but thought provoking:
Consumer Advertising tells consumers what to think; shopper marketing tells them what to do.
We also talk to Chris about his career path and how he journeyed from Clorox to founding his own consultancy. On the topic on entrepreneurship Chris shared this nugget:
“If you are going to have a job, you might as well have a career.”
Think about that statement for a minute. It’s really powerful.
Tomorrow we will have a bonus post – the second episode in this series and we will really delve into shopper marketing. I’m really pleased and proud to bring you this series. I hope you will find it as useful and as full of insights as I did.
To hear the rest of the interview, tune in below or hop on over to iTunes. No time to sync? Check us out on Stitcher, all of your podcasts will download automatically. Enter the code brandconnection for a chance to win.