Symposiums

Shopper Marketing Theory and Practice

Learn the fundamentals of shopper marketing: its pillars, functions, and benefits, and bring it all together by writing your own industry definition for shopper marketing. Begin to understand which activities/vehicles qualify as shopper marketing and which ones do not. Define real insights (versus generalizations) and how to identify and properly articulate them. This session will:

• Solidify what shopper marketing is and how to more clearly define it for your organization.

• Challenge some accepted thinking by discussing what shopper marketing should do versus what it can do by asking the question, “What do I want my shopper marketing programs to be held accountable for?” Can shopper marketing directly build brand equity? Is this a measure you want to be held accountable for at the end of the year?

• Draw a clear distinction between an insight and a generalization in order to significantly improve the quality of the insights you use.

• Put forth a definition of a shopper insight and the role it plays in shopper marketing.

• Identify the different types of insights used in shopper marketing.

• Discuss what to do when the shopper and the consumer are not the same person.

Transforming Shopper Insights to Shopper Marketing Action

Technology, economic, demographic and globalization trends have radically altered the landscape for marketers. Times are changing and shopper marketing is infusing every directive and initiative. Leading-edge companies are ramping up their capabilities. While 70% of senior leaders say that capability-building is one of their top three strategic priorities, only 25% of the benchmarked respondents believe their current programming is effective in delivering results.

The key gap: most companies lack the capability to unify shopper insights and retail activation. Through industry research and real world application, including discussion of the 2011 GfK Futurescope benchmarking study, this symposium will help you close this gap. Joining GfK is Tom Hauge of Philips Consumer Lifestyle and J.D. Spangler of Hanesbrands Inc. who will share living case studies of their companies’ journeys to improving their ability to transform insights into proven shopper marketing results.

Designed specifically for seasoned shopper marketing leaders looking to ramp up their skills, this hands-on program will help you gain competitive advantage through key next-generation shopper marketing capabilities including:

• Connecting the dots across disparate data sources and better research ROI.

• Crafting strategic, data-based approaches that yield more effective programs.

• Leveraging insights as strategic currency that strengthen relationships between manufacturers and retailers.

• Elevating skills to create more motivated and satisfied employees.

The Social Shopper

Social media has become a prevailing communication channel and marketing forum, but what does social media have to do with shopper marketing? Lots! 83% of adult Americans use social media and 45% have woven social media into their shopping. 93% of social shoppers have received a coupon or promotion offer from a friend. With trends such as these, it is important for marketers to understand how to integrate social media into their marketing initiatives.

Attend this advanced learning session and find out how and why shoppers engage with social media across a variety of platforms. Hear how social platforms are evolving to create relevant interactions with shoppers. Leave with five learnings on how to build a stronger path to purchase using social media marketing tools.

This session will:

• Share quantitative and qualitative research that illuminates the shopper’s view on how and when they are willing to socially participate with retailers and brands. Video footage will bring this to life.

• Expose opportunities for leveraging key social platforms such as Facebook, Groupon, YouTube, Twitter and blogs with both national and customer-based shopper marketing initiatives.

• Provide examples of how marketers today are effectively using social media to influence shoppers. Marti Walsh, from Coca-Cola, will talk about the “My Coke Rewards” program.

• Include a panel discussion with Facebook, Groupon, YouTube, and Blog platform experts along with Coca-Cola and other brand marketers on the best ways to develop social shopper programs.