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Author Archives: Beth VanVliet
Four tips for conducting an effective shelf audit
My family members groan when they hear me say, “I’m running to the store.” That’s because they know that I can easily turn a five-minute quick trip into a 90-minute marathon. You see, I can’t leave a store without doing … Continue reading
Posted in Martino Flynn
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Shopper Marketing: The Rise of “Quick Trips”
If you were to visit my house at the end of the week you might think that Old Mother Hubbard lived there. In other words, the cupboards are pretty bare. And that’s by design. Unlike when I was growing up … Continue reading
Posted in Client Services
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Food for Thought: Localizing Your Marketing Strategy
The last day of summer has come and gone and for me that means the end of hot dog season. Growing up in downstate New York, there were three acceptable brands of hot dogs: Hebrew National—with its catchy tagline of … Continue reading
Posted in Client Services
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What is an Account Planner’s Role When Preparing for a Creative Brief?
The original Account Planning department was introduced in the U.K. by the J. Walter Thompson agency in 1968, but today this title might be something of a misnomer. The role goes way beyond the writing of a marketing plan, or … Continue reading
Posted in Client Services
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