Emily Twomey’s Post

Discover how GRADIANT's holistic retail media strategy helped ready-to-drink cocktail brand BuzzBallz achieve remarkable results! 🍹 BuzzBallz faced the challenge of increasing brand presence, shopper base, and ROAS in the competitive CPG retail space. Our team at GRADIANT developed a comprehensive media plan focused on retail media networks to drive sales while building brand awareness and consideration. Read the full case study: https://bit.ly/3QLichd 

Retail Media Boosts Brand Equity! 🚀 Discover how brands leverage retail media to build long-term brand equity and drive sales, as Reckitt's Gary Osifchin and Walmart Connect's Lara Barmish discussed. Credit: Walmart Connect Follow for the latest Startup 💡 growth and performance 📈, AI 🤖 advancements, and tools 🛠️ that power productivity 💪 and stay ahead of the smart 📱 technology curve 🔄. #RetailMediaMatters #BrandEquity #SalesDriven #MarketingInsights #RetailTransformation

Ahhh. The age old narrative of the pervasive idea that ONLY TV can build a brand and ONLY TV can solve the worlds brand issues. Maybe its programmatic now, it will be something new. Probably true in 1973. Maybe. The truth or at least the perceived truth is much more complicated. Retail media has never really been 'valued' by the media world because its not an area that can be sold and therefor measured. There are no studies as far as I know which look at the reach and frequency of instore media (aka shopper media/marketing aka #retailmedia ) and compare it to other media effectiveness. The only studies I know have been ones Ive run post big campaigns (multi million £ spend in ATL and BTL) as well as year long studies I conducted for pladis Global across retailers in the UK with several A/B structures). Roll on 2024 and the world of media, retail and digital and intertwined like chewing gum in a 11 year olds hair. Hard to get make sense of unless you apply ice. Sage advice from Rob Sellers - it is indeed the wrong question. The question is - how do brands grow in todays modern ecosystem? If you ask that question - retail media is right at the bottom or not even mentioned. If you think that you cant build a brand from the bottom up - think again - Red Bull #jackdaniels Au Vodka Tony's Chocolonely are some brands which have done this expertly well. Modern brands, companies who want to win, need to win as much with customers as they do with their consumers. Its critical to have this as part of any GTM pan, global expansion and brand growth agenda. The emergence of more developed retail media ecosystems give brands more choice to reach, inspire and excite their audiences in ways which are complementary to what is currently available. I can tell you one thing - the retail media world has only started its journey. Over the next few years this will mature as one clear way of revenue generation in on and offline channels. Amazon and Tesco already kicking down the door of opportunity. #howtogrowbrands #retailgrowth #retailnetworks Campaign UK Shopper Marketing Experts Charles Overin Patrick Fitzmaurice Toby Desforges Mike Anthony Klynk Ventures Shopnosis

This month in FMCG CEO Magazine, our CEO Nick Adams discusses the increasing marketing power of experiential pop-ups and how they have become a crucial tactic to increase engagement and drive sales. Skip to Page 22 to find out more - https://lnkd.in/eD7rJKBU #makingbrandsbrighter #shoppermarketing #brandexperiences #experientialmarketing

Brand activation is a strategy that retailers simply can't afford to neglect. Find out how branded events help address evolving retail marketplace challenges with experiential marketing techniques. Read our article on Mastering Brand Activation Events: A Guide for Retail Success: https://hubs.li/Q02jd4Vk0 #Brandactivationevents #Experientialevents #Visualmerchandising

Interesting statistics about brand loyalty. Regardless of interpretations one thing is for sure - Brand loyalty is fluid and evolving. Especially over time. This is where B&M retail can play essential role in growing and building brand equities. It just takes bold strategy and consistency over time. Big mistake to consider brand loyalty only for established national brands. It can include private label, emerging brands or new innovative brand collaborations that only large scale B&M retail is in position to engineer and grow. Brands need physical retail. #retaildemocratization

Great panel discussion about launching a retail media network in a high end luxury retail environment from the David Jones and Sonder team. "Amplifying the retail media opportunity" Angus Frazer, Sonder Melissa Polglase, David Jones Amplify Liz Ormando, David Jones Moderated by Cat McGinn, Unmade Some valuable key point any retailer can make use of when launching a new network (including DOOH assets): 1. Customer Experience + Evidence of Supplier Growth + Revenue = Key to success 2. Launching retail media networks is a long process if you want to nail execution 3. Retail media is not a project, it's a program 4. Retail Media networks will touch and impact the entire business 5. Tools and support for brand partners is super important for long term success #REmade

Here's to the power of #WinningTogether and everything our Advantage Solutions teammates do to give the retail marketplace its momentum. Honored to be ranked the 16th-largest agency company worldwide and No. 7 in North America by Ad Age, reflecting our #omnicommerce leadership at the intersection of consumer brands and retailers. #TopAgency #MarketingExcellence #Innovation #Retail #CPG

Harry's and Dollar Shave Club story highlights two elements in DTC-native journey that brands need to pay a special attention to 1) Ensuring brand consistency: brands need to have in mind that changes in brand strategy (pricing, look & feel, communication) are not only a way to reach new consumers, but more so way to engage with current cohorts (DTC brands, more than anyone else, as they quite directly 'pay' to acquire each consumer, but also traditional brands: c.f. ABI Bud Light in the US). Attracting price-conscious consumers with low-price offering does not guarantee they will stick with the brand once it premiumizes 2) Smooth DTC to omnichannel transition - crucial to choose the right moment, right partner and a right value proposition to avoid i) too early/ too broad: low rotation leading to a high listing fees and subsequent delistings (and never getting back) ii) too late/ too narrow: lost sales oppotunity, and more importantly in categories with a strong leader, lost chance to become a 'preferred challenger' (retailers like to have at least 2 large brands, to reduce bargaining power of the leader) iii) differentiated value proposition vs key competitors: retailers do not need a 'me-too' offering (if cheaper, it will destroy their margins, if same, but more expensive - it will just not rotate) #strategy #FMCG #CPG Frederic Fernandez & Associates

WHAT HELPS NEW BRANDS GROW THE MOST? Launching a new brand is harrrrrd. And most new brands fail. But of all the things you can do, what drives growth the most? Ataman, Mela, and van Heerde dissected how the 4 P’s of the Marketing Mix impact brand launches (not line extensions). They crunched sales & ad & distribution data for 225 CPG (FMCG) brand launches across 21 chains in France and tracked them for 5 years. The King of Growth? Place (aka distribution breadth), followed by feature & display. The least impactful things? Distribution depth (relative shelf dominance) & advertising. Caveats, of course. And every brand is different. (E.g., Away launched their DTC luggage brand with a, uh, coffee table book.) But if you’re launching a new brand: 1. Get distribution, stat! 2. Get featured & get on display 3. Don’t focus on advertising 4. Don’t worry about shelf dominance Read the original paper too. It’s https://lnkd.in/g5Dy6nYc #growth #marketing #brandscience