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Welcome to BrandSpark’s Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, Shoppers Insights and innovation.

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4 Ways to Get Shoppers Interested (and Sharing)

Dec 03, 2015 by BrandSpark

By Jay Sheldon To break through to people as they shop for groceries and other everyday products, retailers and brands must think outside the box – or underneath the tent. All photos have been submitted by real Shopper Army members on various missions!   After we asked members of our Shopper Army to share what they are noticing on their shopping trips, they sent a flood of photos to us! And from those hundreds of pictures, a pattern emerged of ways that retailers were effectively engaging shoppers. These methods basically broke down into four approaches:   1) Offering an engaging atmosphere: retailers and brands offered a break from the ordinary shopping atmosphere with merchandising extras that ranged from putting up tents to arranging produce in an eye-pleasing arc instead of a straight line.   All photos have been submitted by real Shopper Army members   2) Helping shoppers achieve their aspirations: shoppers notice and appreciate retailers’ efforts to help them become their better selves. Whether consumers want to eat healthier, become a better cook, or practice more effective parenting, many of their decisions while shopping reflect who they are – and who they want to be. Savvy retailers and brands use their […]

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Launch Pad Issue 2 – Intro

Dec 03, 2015 by BrandSpark

By Robert Levy Engagement is imperative with CPG   In this edition of BrandSpark’s Launch Pad, we are drawing upon our decade of tracking consumer reaction and attitudes towards new products.  What we have known for many years is that consumers don’t pay nearly as much attention to the new products brands are launching as marketers and their accountants would like (see Phil’s article in Launch Pad 1 for more about this).  Where engagement is low, is it possible to improve the situation and ROI? The answer is yes – as you will find out if you read Kevin and Jay’s great articles.  Kevin talks about the “Beauty of Uselessness” drawing on the very successful approach we have adopted in our new Shopper Army community engagement platform.  Jay tapped into our Shopper Army community and they helped us understand what the 4 key factors are in drawing attention in the store – the final chance for marketers to get shoppers to notice and buy.  As well, Mark goes back into the ongoing dialogue with our Shopper Army members with the Shopper Army Chatbox where we connect consumers directly to the brands. Enjoy. We hope you find your time with Launch Pad […]

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The Beauty of Uselessness

Dec 03, 2015 by BrandSpark

By Kevin Lee Design & Brand Communications Specialist   Brands such as Shopper Army and Google have reaped great rewards from practicing uselessness to gain engagement. But execution remains the key to success.   If you’re a marketer trying to expand your brand experience and engage your target audience, you already know that you need to strategize and revitalize. And with Web 2.0, the possibilities are endless! But here’s a crazy idea: What if following an instinct to over-intellectualize serves more to make your brand run-of-the-mill than unique? What if the overbearing goal of boosting your return on investment is actually the very thing hurting ROI? Consider an approach that we at Shopper Army HQ call “the beauty of uselessness.” That is, sometimes the most trivial details, which may seem like a waste of time, can run unexpected marketing marathons for your brand in a powerful mélange of content and engagement. At Shopper Army, we make a point of integrating small details into our processes to help immerse members in our missions and to craft a complete brand experience. We come up with superfluous mission names like “Operation: I Don’t Think We’re Ready for this Jelly.” We send little toy soldiers out […]

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