Winning without Billion Dollar Budgets

Alberto Culver is winning at shopper marketing even though it operates on a modest budget. As such, it is a model for similar-sized companies to study.

What is the formula for success? The three parts are: one, choose where you can win; two, choose the right retail partner; three, focus on where you can lead by adding value to the retailer and connecting to the shopper.

Tom Prestridge, director of retail marketing at Alberto Culber, says choosing where you can win means focusing on your point of difference, such as being the strongest brand or owning valuable insights. The right retail partner will act on those insights and knows the program will fit his stores. The program won't get bogged down internally and fits the chain's strategic plan.

The retailer benefits by pulling shoppers down the aisle, increasing purchases, and educating, communicatiing and eentertaining shoppers.

Sounds like a win-win all around.