Tony Casson, creative director, Sphere Design
Social marketing campaigns are something our clients are asking for more and more, and we can see a definite shift in way products are targeting prospective consumers via Facebook and Twitter. Augmented reality will have a big part to play in 2012, combining both in-store at fixture and food publications, as these are still the best mediums for instant results.


Craig Mackinlay, founder, Breeze Creative
There isn't one best medium for targeting consumers. Consumers are all individuals who respond uniquely to different stimuli - what's good for the goose isn't always good enough for the gander. It takes a carefully controlled, planned selection of media to engage with each consumer on a personal level so ultimately they think "hey, that product's for me"!


Mike Phillipson, managing director, Big Communications
With over 70% of purchasing decisions being made at the category facia the key really has to be getting the brand onto the shopping list before the consumer arrives at the ‘moment of truth’. 
 
There are so many touch-points between the armchair and the shopping basket that the approach really has to be multi-channel – for a brand to focus on one particular medium would be foolish. However, mobile in some countries has become akin to your alter-ego, so to ignore this would also be foolish.
 
BUT the key lies in the understanding of the consumer, in order to ensure that we adopt the most appropriate methods of communication in a way that is relevant to them. 


Mark Stringer, managing director, Ahoy Creative
Entry to the store works incredibly well – just look at Krispy Kreme for the extreme of just how well that works. The product, with its wide range of toppings and colours is so enticing.  Given the amount of people I see at my Local Tesco in Stockport - holding a box of doughnuts - you would think they are being given away for free.


That aside, it has to be the packaging. The battle from shelves to basket is won based on the emotive appeal of the design. Even long-term buyers can switch at the last second due to a perfectly developed packaging design catching their eye. The standard of graphic design in packaging today is incredible. For me, walking along supermarket aisles is like walking through a graphic design gallery. The sheer standard of strategy and design means that brands need to find the best branding agency they can afford. The added value of design has never been so tangible.