Colin Harper, the Head of Insight for the IPM explains the huge gap between what shoppers actually do, vs what marketers think they do. In the headlong rush for the new, integration with existing techniques can be lost, and a focus on what can be achieved by ensuring that one incentive works as hard as possible, goes at the same time. Colin suggests that working across barriers as the IPA also suggest gets by far the best result, and flagged areas already under test, as well as those to come.

1. Spot the WMDs in your organisation

5. Boeing won’t be worried though The arrival of US forces in WWII was the "First Coming" for them and they now await the second In 2011 the cultists say that Christians have been waiting 2,000 years for the second coming and for them a mere 70.

7. New Platforms for Growth Based on re-visited “facts”

8. Building on the last white paper In Place of Sales Driven Discounts there are Collaborative Promotions as a platform for fmcg growth

9. £14.2 Billion Store Marketing £14.2 Billion Shopper Marketing Brand Marketers Building Long Term Brand Growth Margin and Value Growth is very important Brand Sales Teams Making the Sales Volume Target this year using retailer tools Retailers Meeting their sales targets from brand spend (retaining their own margins)

11. 40% of people had next to no impact from price discounts - you said 12% Discounts Mode at 11-20% Source: IPM fast. MAP Marketing Gap

12. Nearly 60% of people had next to no impact from promotions you said 18% You thought more people used promotions than discounts - Mode at 20-30% Source: IPM fast. MAP Marketing Gap

14. Promotion types most used Coupon from pack Coupon from other sources Price Discounts Source: IPM fast. MAP Marketing Gap

18. Why are stores important? Most people are honest Source: IPM fast. MAP Marketing Gap

19. But stores don’t deliver for shoppers! 88% of mis-redemption instances caused by lack of product Source: IPM fast. MAP Marketing Gap

20. New listing in this store selling at 50% rate of leading company product Out of stock 7 days later

24. NORMATIVE DATA 15% 7% CREATIVES SHOWING A BRANDING MESSAGE Pre During Post

25. 18% 15% NORMATIVE DATA CREATIVES SHOWING A PRICE PROMOTION MESSAGE Pre During Post

28. Be cautious about your choice of promotion media Source: IPM fast. MAP Marketing Gap You badly over-estimate Social media But get e-mails right!

31. Moving On Promotions as core, not peripheral

32. Source: IPM fast. MAP UK Marketing in Action Study 2011

34. Platforms for Growth Based on what you told us you wanted to know about

36. Loyalty The most important category marketers wanted to know about

37. Is Loyalty Important? IPM fast. MAP UK Retailer Loyalty Study

39. What better looks like Source: IPM fast. MAP UK Retailer Loyalty Study

40. 40% use loyalty schemes to buy more Source: IPM fast. MAP Marketing Gap

41. Waiting for Sponsors On Line Couponing – The Undiscovered Country The second most important area marketers wanted to know about

42. Events – working with the BCSC The third most important area marketers want to know about

43. The Source of Trial Source: IPM fast. MAP UK Marketing in Action Study 2011

44. The Tr é s Belle creative ran on 6 sheets in both test malls and in both high streets in June 2008. Tr é s Belle: irresistible, inspirational and unavailable

45. Comparing advertising: prompted ad recall Mall shoppers were significantly more likely to be able to recall seeing posters that they had passed during their shopping trip than those interviewed outside. Ad recall in malls was almost 3 times greater than the high street. 12% Source: Dipsticks Base: 530 shoppers Prompted advertising recall 30%

46. Summary: Power of 3 Compared with consumers outside shoppers in the mall… - Are 3 times more likely to buy - Are 3 times as likely to be positively aroused - Are 3 times as likely to recall targeted advertising

47. Are events better when you have a better environment?

49. Remove the Weapons of Marketing Destruction from your organisation Working with IPM Insights