You're coordinating a product launch. How can you align merchandising and marketing for success?

1- Diagramar el core target customer del producto. 2- Solicitar a MKT y publicidad el plan digital, ATL, BTL,que embone hacia los “common audiences” y plataformas a las que va dirigido el producto, así no desperdicias recursos hablándole a audiencias que no son el core target customer, no se trata de la cantidad de audiencia, la clave es la calidad de audiencia, hablarle a muchos,no es hablarle a los correctos. 3- Alinear toda la comunicación visual/teasers/campa?a junto con el empaque/producto, el nivel de recordación aumenta entre más veamos comunicación que ligue a lo que se nos va quedando en la mente, así al encontrarlo de pronto en el punto de venta vendrá el impulso orgánico de compra por recordación/referencia anterior cognitiva.

To ensure a successful product launch, it's essential to align merchandising and marketing by first identifying the core target customer. Collaborate with the marketing team to develop a digital plan tailored to platforms that engage this audience, focusing on quality over quantity. Ensure cohesive visual communication across all channels, as consistent messaging enhances brand recall and stimulates impulse purchases. Recognize that consumption occasions differ by channel, and tailor packaging and pricing strategies accordingly to avoid price wars and optimize promotions. Lastly, establish a clear occasion-building strategy for each channel to drive sales effectively.

Let’s understand that merchandising materials are Marketing assets too. Two hints to optimize your investments: ????1. Some marketeers don’t have a clear Communication strategy and still try to build Awareness at POS level. Either offline or online, POS is the frontline facing the consumer and the end of the funnel, so always try Conversion. This brings volume and is your last chance to engage consumers into buying your brand. ??2. Communication must be layered into ATL and BTL, both on/offline with clear, aligned objectives, understanding the full Shopper journey. A campaign where a POS material is just an small version of an Insta add is a mistake. ??3. Follow shoppers across each media channel, activating every decision-making point.

In my experience, XCH promos only work when: 1. You have a clear understanding on which consumption occasions are bought on each on/offline channel. 2. If you don’t intend to sell the same packaging into all channels. A six pack performance is not the same in C-stores or in Amazon or in a Hypermarket. 3. You have a clear omnichannel Pricing architecture that considers how discounts perform in each big customer, to avoid price wars due to the price-matching algorithms. Review the legals with your top customers so you don’t have any price/margins matching clauses. This will let you sleep well! 4. You launch the promo with a clear occasion-building strategy for each channel-package. 5. Have also made a P&L impact across channels.

Summary from endless campaign launches and feedback sessions: 1. Before launching a promo or a product, keep in mind this: ? Single channel: One shopper buying one channel for one occasion. ? Multi channel: Different shoppers buying different channels for different occasions - Cross channel: Same shopper buying different channels for same or different occasions - Omni channel: All shoppers buying all channels and platforms at the same time. Understand it before making the mistake of communicating the same message and same picture in all channels. 2. Don’t speak of the diary shopper or the tuna shopper or the electronics shopper. It’s mainly the same shopper buying different categories. 3. Communicate well with all your team!