Our Shopper Marketing Methodology is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness. Demand Metric methodologies are step-by-step guides that help you build strategic processes using "Best Practices" and other Demand Metric tools & templates. For background info on Demand Metric methodologies, read our blog post: Much Ado About Methodologies. Stages of this methodology include: Learn About Shopper Analyze Opportunities Strategic Planning Technology Selection Campaign Execution Measure Results

1. 01
Executive
Summary
02
Situation
Analysis
03
Planning
04
Administration
05
Measurement
06
Budget
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
04
Technology
Selection
05
Campaign
Execution
06
Measure
Results
Shopper
Marke+ng
Methodology
&
Toolkit
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Follow this simple, step-by-step, methodology to
develop a shopper marketing plan that
increases sales, builds shopper insights, and
grows brand awareness.

2. Introduction
In an economy surrounded by brands, retailers and never ending shopping opportunities, Shopper
Marketing is an essential tool that brings brands and retailers together under a singular goal: increasing
sales. !
From brand-led programs where the manufacturer works with numerous retailers under a unified
campaign, or retailer-led programs where brands join a retailer's existing planned special, such as a
back to school sale, Shopper Marketing is all about the partnership between the manufacturers that
produce the brands people consume, and the retailers that sell these products to shoppers in their
stores.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.

3. Introduction
This methodology will take you through the 6 stages of an effective Shopper Marketing program,
providing you with best practices to empower any effort, and a toolkit to enable immediate practical
application of this knowledge. Although this methodology is meant to be applied from beginning to end,
in the sequence provided, it is possible that you may already be working on a Shopper Marketing
program and some of these steps may not be necessary. !
No matter where you are with Shopper Marketing, we recommend you take a look through all of the
stages, steps and tools provided so that they may lead you on the right path, or in some cases, fill any
GAP’s you may have in your existing program.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.

4. This methodology consists of six stages, each with a description, steps and action items. Action items
include using our premium tools & templates. Our intention with this methodology is to help you:!
How
to
use
this
consulting
methodology:
1. Understand shopper marketing and identify the audience and partners you should focus on. !
2. Evaluate and select the technology that will be the backbone of your shopper marketing strategy.!
3. Plan and craft a strategy to increase sales, build shopper insights and grow brand awareness.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.

5. 01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
STAGE 01 – LEARN ABOUT SHOPPER!
Discover how Shopper Marketing works, review the overall best practices, and understand how to evaluate
the roles and maturity of a Shopper Marketing program.!
!
1. Understand the Maturity of a Shopper Marketing Program!
2. Evaluate the Roles Required to Achieve Shopper Marketing Success!
05
Campaign
Execution
04
Technology
Selection
Learn About Shopper
© 2017 Demand Metric Research Corporation. All Rights Reserved.

6. There are some critical components in any shopper marketing
program that showcase how sophisticated the operations,
technology and strategy really are. !
!
Ensure you feel comfortable with the concepts behind the
unique sections that make shopper marketing what it is.!
STEP 1 – Understand Shopper Marketing Maturity!
ü Action Item – Look at the ‘Shopper Marketing Maturity Model’ to see what shopper marketing looks like
in both its most unrefined and world-class levels of execution.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Learn About Shopper
Download!

7. Whether you are looking to add responsibilities to your existing
sales and marketing team, or you are looking for a dedicated
team of human resources focused on shopper marketing, it is
important to understand the roles and responsibilities required
within a shopper marketing program.!
STEP 2 – Evaluate the Roles Required for Success!
ü Action Item – Review the ‘Shopper Marketing Roles Framework’ to quickly understand the team required
to effectively execute on a shopper marketing program.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Learn About Shopper
Download!

8. STAGE 02 – ANALYZE OPPORTUNITIES!
Assess your existing Shopper Marketing maturity, determine strategic partnerships worth pursuing, while
assessing budgets and building the business case.!
!
1. Assess your Existing Shopper Marketing Maturity!
2. Determine Strategic Partnerships worth Pursuing!
3. Define the Budget for your Shopper Marketing Program!
4. Build the Business Case for Shopper Marketing!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Analyze Opportunities

9. STEP 1 – Assessing your Shopper Maturity!
ü Action Item – Fill out the ‘Shopper Marketing Maturity Assessment’ for an interactive chart that will
visually show you where you stand with your current shopper marketing maturity.!
It’s a great idea to benchmark your current maturity with shopper
marketing, so you can leverage your strengths and focus on
growing any deficiencies. !
!
By doing regular benchmarks you can track your team's
progress and be aware of what areas need your attention as your
program grows.! Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Analyze Opportunities

10. STEP 2 – Determine Strategic Partnerships!
ü Action Item – Use the interactive ‘Shopper Marketing Partnership Prioritization Tool’ to understand
which partners will be the best fit for your company.!
Shopper marketing is all about the partnership between brands
and retailers. !
!
Building these relationships is at the heart of what you are
looking to achieve, and is where the rubber hits the road with
any shopper marketing program.!
Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Analyze Opportunities

11. STEP 3 – Define the Budget for your Program!
! ü Action Item – Leverage the ‘Shopper Marketing Budget Template’ to get a visual idea on current
spending, to keep your program on track while it grows.!
Without allocated resources, your shopper marketing program
will never get off the ground. !
!
Ensure a budget is established to plan expenses required to plan
and execute your program.!
Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Analyze Opportunities

12. STEP 4 – Build the Business Case for Shopper!
! ü Action Item – Leverage the ‘Shopper Marketing Business Case’ template for a slide presentation you
can use to convince leadership to approve your ideas.!
Now that you know more about what shopper marketing is, how it
works and why it’s so powerful, you will need to share these
discoveries with leadership in your company to get approval to
continue with the shopper marketing program.!
Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Analyze Opportunities

13. STAGE 03 – STRATEGIC PLANNING!
Plan your objectives and the metrics to measure their success, and begin gathering the insights about your
shoppers and competition to build shopper profiles.!
!
1. Build a Profile that Represents your Ideal Shopper !
2. Begin Gathering the Insights about your Shoppers!
3. Build your Shopper Marketing Journey Stages!
4. Plan your Objectives, and the Metrics to Measure their Success!
5. Complete and Present your Shopper Marketing Plan!
6. Hire Resources to Manage the Program!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

14. STEP 1 – Build a Profile that Represents your Shopper !
!
!
ü Action Item – Once you have collected enough info about your ideal shopper(s), use the !
‘Shopper Marketing Profile Template’ to build specific profiles your team can utilize.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Every marketing effort starts with the ideal buyer, and in the case
of shopper marketing, your ideal shopper or consumer. Ensure
that you have a detailed profile for each shopper, so you can tailor
your marketing programs to their specific situation.!
!
TIP: Leverage the ‘Shopper Marketing Profile Interview Questions’
template to get the questions you should consider asking anyone
involved in a survey to research your ideal shoppers. !
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

15. STEP 2 – Begin Gathering Insights about Shoppers !
ü Action Item – Fill out the ‘Shopper Marketing Insights Database’ with any existing insights you have,
and use it as a place to store on-going discoveries about your shopper(s). !
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Insights about shopper behavior are critical to the success of any
shopper marketing program. It is critical that you and your team
collect and analyze insights on a regular basis to empower
decisions you make about how to attract shoppers to your program.!
!
TIP: Watch your competition to discover insights from their existing
programs using the ‘Shopper Marketing Competition Tracking’ tool.! Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

16. STEP 3 – Build Your Shopper Journey Stages!
ü Action Item – Utilize the ‘Shopper Marketing Journey Stages Template’ to lay out the behaviors and
insights for each stage of the non-linear shopping journey to plan your campaigns.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Although most shopper marketing strategy has been centered
on a linear approach, the truth is that shoppers often travel
between stages and steps in a non-linear fashion, moving back
and forth as they make their decisions. !
!
That said, it’s important to understand the stages shoppers can
travel between, to build the best campaigns suited to their non-
linear activity and behaviors.!
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

17. STEP 4 – Plan your Objectives and Metrics!
ü Action Item – Utilize the ‘Shopper Marketing Strategy Workbook’ to help plan the high level execution-
related objectives and KPI’s for your shopper marketing program.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Before starting any marketing program it’s important to have a
solid plan with specific objectives, performance indicators and
timeframe, to ensure the program is focused on specific
results.!
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

18. STEP 5 – Complete and Present your Plan!
! ü Action Item – Modify and then present your ‘Shopper Marketing Project Plan’ to senior leadership to get
the resources allocated to execute your program.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Getting approval on your initial plan, from leadership within
your company, is an important step that will both help build
your teams confidence on the work ahead, and secure the
resources required to bring the program to life.!
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

19. STEP 6 – Hire Resources to Manage the Program!
ü Action Item – Utilize the ‘Shopper Marketing Manager Job Description’ for your needs and post it online
to find someone who can help manage your shopper marketing program.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
In most cases, you will need at least one dedicated human
resource managing your shopper marketing program. !
!
Building a dedicated team will ensure the best results, but your
program may need to start by assigning tasks to your existing
sales and marketing teams to save budget.!
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Strategic Planning

20. STAGE 04 – TECHNOLOGY SELECTION!
Evaluate technology solutions that enable your team to bring your Shopper Marketing program to life.!
1. Discover Shopper Marketing Vendors that Provide Solutions!
2. Determine the Best Vendor(s) that Suits Your Needs!
3. Use an RFP to Build Your Integrated Shopper Marketing System!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Technology Selection

21. STEP 1 – Discover Shopper Marketing Vendors!
ü Action Item – Review the ‘Shopper Marketing Vendors Matrix’ to find technology solutions that suit your
needs.!
Evaluate shopper marketing technology solutions that enable
your team to bring your Shopper Marketing program to life. !
!
These technologies can bring incredible insights, or provide a
competitive unique way to present your program to your ideal
shopper(s).!
Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Technology Selection

22. STEP 2 – Determine the Best Vendor(s)!
ü Action Item – Use our interactive ‘Shopper Marketing Vendor Selection Tool’ to discover the best
vendor(s) for your program based on what matters most to your company.!
More often than not, there are multiple vendors you may be
interested in pursuing for your shopper marketing program. !
!
It’s important to score these vendors based on what your
company needs most to find the perfect fit.!
Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Technology Selection

23. STEP 3 – Build an Integrated Shopper System!
ü Action Item – Use our ‘Shopper Marketing System RFP’ to discover the best vendor(s) with the skillset
required to integrate all of your systems together into a single Shopper Marketing system.!
Your CRM, Marketing Automation, Loyalty Card, Customer
Service and other systems will need to be integrated into a single
Omni channel.!
!
Using an RFP template will help you get the ball rolling on finding
the right partners to bring this system to life.!
Download!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Technology Selection

24. STAGE 05 – CAMPAIGN EXECUTION!
Prepare and launch campaigns that are based on existing best practices.!
!
1. Review the Main Strategies, Tactics, and Trends in Shopper Marketing!
2. Launch Campaigns that are Based on Existing Best Practices!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Campaign Execution

25. STEP 1 – Review Main Strategies, Tactics & Trends!
ü Action Item – Review the ‘Shopper Marketing Program Strategies’ template for suggestions on the most
widely used tactics, trends and channels for a shopper marketing program.!
It’s always helpful to constantly review the different approaches
you can make in any shopper marketing program, both as you
build your campaigns, but also to help improve existing
campaigns.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Campaign Execution

26. STEP 1 – Launch Campaigns Based on Best Practices!
! ü Action Item – Leverage the Coupon Best Practices, Contest Best Practices, Digital/Traditional Signage
and Retail Mobile Best Practices checklists to ensure best practices are followed for your campaigns.!
During any shopper marketing program, ensure you are
leveraging best practices for any specific campaign approach to
maximize your chances for success. !
!
At its core, if a shopper marketing program gathers insights and
builds a relationship, it’s already valuable even before direct ROI.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Download!
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Campaign Execution

27. STAGE 06 – MEASURE RESULTS!
Measure the results of your campaigns to determine return on investment (ROI).!
!
1. Measure the Results of your Campaigns to Determine ROI.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Measure Results

28. STEP 1 – Measure the Results of your Campaigns!
The final step in any shopper marketing program is ongoing. !
!
You will need to carefully measure the results of your campaigns
over time, to prove revenue impact, and leverage insights
gathered for future campaigns.!
Download!
ü Action Item – Use the ‘Shopper Marketing Metrics Dashboard’ to track key metrics in your campaigns,
so they can be easily and visually shared with senior leadership.!
© 2017 Demand Metric Research Corporation. All Rights Reserved.
01
Learn
About
Shopper
02
Analyze
Opportunities
03
Strategic
Planning
06
Measure
Results
05
Campaign
Execution
04
Technology
Selection
Measure Results

29. As you bring your shopper marketing program to life, continue to leverage the tools and resources in
this methodology to benchmark, track and optimize your progress. For quick and easy access, leverage
the one-page ‘Shopper Marketing Playbook’ for immediate access to all the resources.!
Conclusion
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Download!
If you need any additional help with your Shopper
Marketing program, please contact us at 1-866-947-7744
to speak with our support team. !
!
To learn more, simply contact Demand Metric:
info@demandmetric.com