How brands can make their way into shoppers’ Christmas dinner plans
Why do so many brands invest their marketing spend in-store, when shoppers have already decided what products they are going to buy and are very unlikely to change their minds?
The trick is for brands to activate their campaigns and promote their discounted products much earlier in the shopper journey, way before they reach the store.
For Christmas, digital and OOH advertising should take priority. Not only do both channels target those shoppers at the right moment of Christmas dinner planning, but they can do so in a natural and organic way. Brands can reach their audience on the right channels and take advantage of advanced technologies such as geo-targeted social media and geo-programmatic tools. What’s more, these marketing channels are far more measurable than your traditional above-the-line campaigns, so it’s a win-win.
If brands are to invest in-store during this period, they need to ensure they activate media that will achieve genuine visibility and ideally link it to any secondary space they’ve secured, or promotions they are running.
Source: The Grocer
