Marketing Communication should aim to drive incremental value to:
Your brand
The retailer
The overall category
Key considerations:
Clarity of message – what are you trying to communicate to the shopper?
Placement and visibility – where the communication appears in-store or digitally
Coverage – how widely the communication is deployed
Consistency – how reliably the communication is executed across stores or channels
Volume impact – driven by improved awareness and understanding
Cannibalisation within your range – stronger communication on one product may reduce demand for others
A strong Marketing Communication approach improves shopper understanding and consideration, leading to sustained volume impact over time.