Ten Ways Shopper Marketing Can Help Improve Sales in a Tough Economy

8. KEEP IT SIMPLE

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   In times of change and uncertainty, clarity is key. Value messages, especially in-store, should be simple and to the point. If things get too complex, shoppers will resort to the lowest price.

   Shoppers will also look for familiar cues of trust and reassurance. Combine relevant value messages with these valuable equities. Be proud and confident and not apologetic. Shoppers are looking for reassurance that they are making the right choices. Be transparent and don't sell people what they don't need — you will lose their trust and loyalty.

9. INNOVATE WISELY

   While marketing in a recession is undoubtedly about marketing to the core (brands, consumers and retailers), times of change create new opportunities as consumers and shoppers re-evaluate their needs.

   New segments will emerge following changes in consumption and shopping behaviors, while digital technologies in and out of store will present new engagement opportunities.

   While all expenditures should be carefully considered, an insight-led and integrated planning approach can reveal opportunities for competitive advantage that will last well beyond the current recession.

   McDonald's, for example, is currently targeting Starbucks' dominance with a value and convenience message that, if successful, may fundamentally change the behavior of certain coffee drinkers. Procter & Gamble's cold wash detergents appeal to both a value and environmental mindset.

10. EVALUATE CONSTANTLY

    This recession is far from over, and no one knows how things will play out. More change is certain, however.

    It's important that we stay close to the consumer and our retail partners, ensuring that our products and messages are relevant to their needs and remaining flexible as these needs change.

Jonathan Dodd is the director of strategy, retail and shopper practice leader at G2. He can be reached at jdodd@g2.com.

Editor's Note: Jesse Spungin, the vice president of shopper marketing at ConAgra Foods, shares his thoughts on the remarkable increase in retailer shopper marketing programs, the economy's impact on food marketers and how shopper marketing fits in. (See page 26.)

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