This is a recent presentation that was given by PMA President Bonnie Carlson and RPM Connect President Joe Robinson at the recent IIR Shopper Marketing Conference. The presentation focused on four (4) areas of opportunity:

• Aligning objectives
• Aligning metrics for evaluation
• Using the retailer’s segmentation
• Joint planning/joint post-program evaluation

Each section is followed by a case study that highlights results of when the insights were put into action.