It’s the holidays. Marketing calendars are complete and office parties rule the day (or night). So, when you’re outside the marketing bubble you work in and try to explain in friendly conversation that you work at a Social Shopper Marketing Agency, you often get blank stares followed by the question “What does a Shopper Marketer do exactly?”
I’m married to another “marketer” and she gets it--but really would rather talk about anything other than work at parties. In fact, most folks will nod their head, ask a few questions and generally start talking about really cool TV commercials. They may even be excited about seeing new and better ones during the Super Bowl--but that’s about it. Which is understandable--I get that what we do is under the radar. Our type of niche advertising is all around you and it’s better received by consumers when you don’t know it’s happening.
But still, what is it? Shopper marketing is understanding how a brand’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers.
Each shopper marketer has their own way of describing to people what they do and our agency is even more focused on the maximizing the digital reach in the path to a purchase.
So here is what I would say to a fellow partygoer…
At the agency, we work with both brand and digital folks to provide content and ads that are both relevant and compelling messages on Facebook, Instagram, Twitter, Snapchat, Pandora and other hyper-targeted platforms telling consumers about a product and where to find the item and offer. I leverage data whenever possible to identify consumers interest and increase loyalty with prizes or incentives--then marry these ads to your overall shopping habits to influence purchase decisions.
So the next time you ask the question at a holiday party or elsewhere, “What do you do?” and the person responds “Social Shopper Marketing”--you’ll at least be able to pretend you know exactly what they’re talking about, right?
Ari Rothman is the VP/Accounts & Marketing Services at Social Forces, and a 20+ year CPG/retail and restaurant marketing veteran with account experience in integrated social media platforms and now leads new business development. To contact Ari or hear more about Social Forces email Ari@SocialForces.com or call 813-775-2282 Ext. 700