Andrea Mello’s Post

Agora em agosto vou dar um Workshop de Inteligência Artificial para Estrategistas, ele foi criado especialmente para profissionais que atuam nas áreas de planejamento e marketing que desejam potencializar sua rotina profissional através do uso de ferramentas de IA para aumentar a produtividade, acelerar o mapeamento de insights e desenvolver estratégias mais assertivas 🧠 🤖 Vai ser uma oportunidade incrível para quem quer aprender mais sobre Inteligência Artificial colocar a mão na massa, explorar as ferramentas que eu uso e conhecer a metodologia que desenvolvi e aplico hoje nos projetos que faço no Brasil e Europa.

Hello! Estou com um projeto novo quentíssimo no forno e gostaria muito de contar com a ajuda dos profissionais que atuam na área de Trade Marketing aqui no Brasil para modelar algo diferente e que tenha um impacto real & positivo no mercado. Então se você atua em qualquer um desses perfis de empresa que dão vida ao trade marketing e impulsionam o desenvolvimento desse mercado e puder responder uma pesquisa rápida, eu serei eternamente grata a você 🖤 # Agência de trade # Agência de shopper marketing # Varejo # Empresa/indústria # Setor de serviços # Ensino superior ou pós-graduação O link para a pesquisa é esse aqui: https://lnkd.in/dCFmE9Up

If you are currently leading AI-powered projects or working on a roadmap to embed AI in your company, I strongly recommend you to read the second edition of “AI for CMO's” released by Marketing Artificial Intelligence Institute. That's what you will find in it: 🧠 Key concepts to better understand AI 🎯 What AI can enhance Marketing + examples 🛣️ A 10 steps roadmap to adopting and scaling AI Here is the link to download it: https://lnkd.in/df-ubT59

5 things AI can do for your business + marketing: 😎 Deliver tailored customer experiences at scale. 🤑 Provide valuable and actionable insights from your data. 🛍️ Predict consumers needs and behaviours. 🤖 Efficiently streamline repetitive tasks. 💰 Accelerate the sales process.

When it comes to insight, there is no such thing as one-size-fits-all. The best insights are tailor-made in order to align with both retailer and manufacturer positioning, goals and shopper profile.

Long-term gains are the result of short-term actions. What step can you take now that will bridge the gap between your current position and your ultimate goal?

According to a research conducted by Deloitte, a lot of manufacturers still struggle to embrace shopper marketing because the lack of budget for programs and headcount. One of the biggest challenges they face to attract funds is the lack of data within the organization to measure shopper marketing ROI, since it's not connected to a specific media channel (such as trade marketing and digital, for instance). In fact, it is an overall strategy that allows a broader vision of the whole purchase journey, connecting different initiatives and identifying new opportunities for growth. Although measuring shopper marketing ROI may still be difficult to some companies, measuring the importance of brand initiatives focused on shopper it is not. On the same research, in-store activities and trade promotions were rated by manufacturers with a bigger ROI than television and print advertising. This data alone shows the importance (and profitability) of crafting meaningful connections with the shopper.

If your shopper marketing strategy only considers shoppers behaviour and brand positioning at the point of purchase, I'm sorry to tell you, but it’s not shopper centric, hence it's not shopper marketing. In short, shopper marketing should allow you to look at the whole picture of purchase experience. Hence, ensure that shoppers’ in-store experience is aligned with ouf-of-store brand connections.

Is promotion a drug or a strategy for your company? Here are 3 key questions that will help you to find it out: 1️⃣ Are promotions compromising your profit margins? 2️⃣ Do consumers purchase your product mainly during promotions? 3️⃣ Are your promotional activities significantly more frequent or aggressive than competitors? Always bear in mind that promotions sure are an effective sales tactic, but they need to be balanced with other value propositions to build a sustainable business on the long run.