Marketing

For Advertisers, Small Stakes May Win Big
March 13, 2023 at 10:22 am

Advertising these days is like taking precious marketing dollars into a casino and playing them at tables where the rules are forever changing. Yet ad performance will be measured against historical expectations that are becoming harder to attain. In 2023, advertisers will need to keep most of their budget invested in proven and dependable winners,…

There’s a Better Way to Optimize Marketing Than Moving Budgets Around
February 22, 2023 at 5:31 pm

Marketers at companies with multiple brick-and-mortar locations are likely familiar with the incessant turmoil of moving ad budgets around, usually at the behest of their agency. Say Facebook isn’t performing in a designated market area, so the agency suggests focusing on another channel for that entire region. Or maybe social advertising isn’t performing in one…

7 Tips for Stretching a Reduced Retail Marketing Budget in 2023
February 15, 2023 at 5:25 pm

Nearly every business is dealing with budget cuts, and one of the first items on the chopping block is almost always marketing. It’s often seen as discretionary. Trying to convince the higher-ups of anything otherwise is usually an exercise in futility. The retail space is no different, leaving retail marketers with the unfortunate task of…

Temu and WeatherTech Top Performing Retail Brands During Super Bowl LVII
February 13, 2023 at 6:01 pm

Temu and WeatherTech were the top performing brands that ran ads during Super Bowl LVII in the retail category, according to EDO, Inc., a platform measuring predictive behaviors driven by convergent TV advertising. EDO ranks ads based on incremental online activity for a brand or product immediately following an ad airing. EDO has scored the effectiveness of every…

3 Consumer Trends to Shape Retailer Ad Creative
February 8, 2023 at 3:17 pm

There are a lot of reasons for retailers to be super focused on deals, deals, deals. The economy is tight, inflation is up, and the first half of Q1 is typically a time for clearance pricing to make way for spring merchandise. While low prices and sales are a driver of impulse purchases, sales messages…

Reorienting Your Partner Program for the Post-Pandemic Pendulum Swing
February 8, 2023 at 9:41 am

Not every year can be an up year for every business. When the pandemic dramatically upended consumer behavior two-and-a-half years ago, the natural result was that certain businesses suffered, while others grew in leaps and bounds by virtue of their position in the new online commerce landscape. The brands that were equipped to meet the…

How Retailers Can Capitalize on the 5 Types of Shoppers
February 2, 2023 at 12:22 pm

No two customers are the same, yet they share many of the same goals and behaviors. An insightful, 18-month-long study of critical purchasing patterns discovered that shoppers fall into five categories: the investigative consumer, the frivolous spender, the experience-driven buyer, the fluctuant shopper, and the conscious consumer. 1. Investigative Consumers Often referred to as the…

What Retailers Should Know About Influencer Marketing
February 1, 2023 at 1:45 pm

Advertising took a drastic shift in a new direction when social media became a prevalent form of communicating and sharing ideas. The concept of the influencer put marketing in the hands of everyday users who amassed a trusting following. Based on 2023 influencer marketing reports, influencer advertising is as important as ever, with the market…

How JanSport Stays Relevant and Connects With Gen Z Consumers
January 30, 2023 at 3:34 pm

In episode 386 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Monica Rigali, vice president of global brand management at JanSport, a VF Company. Listen in as Rigali provides an overview of the heritage backpack brand (1:01), her current role and professional background (2:25), and how JanSport engages Gen Z consumers (3:51). She shares how…