Draftfcb: Eight tips for better shopper strategies

Shopper strategies are changing fast. Speaking at the Spikes Asia conference, Tina Manikas, Global Retail and Promotions Officer at Draftfcb, highlighted the growth in promotional and activation work and offered a number of tips for better strategies, supported by case study examples.

Draftfcb: Eight tips for better shopper strategies

David TiltmanWarc

Shopper strategies are changing fast, according to Tina Manikas, Global Retail and Promotions Officer at Draftfcb.

Manikas served as chairman of the promotional and activation jury at the Spikes Asia 2012 awards. Speaking at the conference that accompanies the awards, she discussed outstanding examples of brands inspiring consumers at different stages of the path to purchase.

She pointed out that globally, spend on promotional and activation work is up 21%, as brands rethink the path to purchase, and look for new moments to talk to shoppers. "The line between consumers...

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