Shopper Marketing Forum

30 Minutes With a Retailer

beldridge — Thu, 17 Feb 2011 16:56:21 +0000

Ever wonder what retailers really want? In this unique, interactive session, we invite manufacturers and agencies to join Loblawâ€™s SVP Marketing, Uwe Stueckmann, to discuss strategies and share ideas for successful collaboration. Stueckmann will share his vision for improving relationships with CPGs, before inviting participants to join an open discussion. Donâ€™t miss this rare opportunity to have your questions answered and learn how your brand can benefit from strategic partnerships with a retailer.

Limited Capacity: Manufacturer and agency delegates interested in signing up for this session must email Lucy Saddleton on lsaddleton@brunico.com to express their interest. Only those who receive confirmation may attend this 30 Minutes with a Retailer session.

The New Shopperâ€™s Journey

beldridge — Wed, 16 Feb 2011 16:43:58 +0000

Shopper behaviour is shifting as the retail landscape evolves and becomes more complex and multifaceted. In partnership with Carat Research, Microsoft Advertising has conducted a comprehensive global study of 17 countries, exploringÂ the role played by digital and social media and defining the touch points that influenceÂ purchase decisions.Â In this session, Microsoftâ€™s chief storyteller, Andrew Assad will present key findings including the importance of offline, online and in-store media across key verticals, and the role of purchased, owned and earned media. Assad has more than 10 years experience in research, having previously worked as a director at Environics Research Group.

BrandSpark Unveils the Latest Shopper Trends

beldridge — Wed, 16 Feb 2011 16:36:43 +0000

More than 70% of Canadian shoppers like trying new products but how can CPG marketers win their attention in a crowded retail and media landscape? Why do shoppers choose particular retailers? Discover the answers to these and many other shopper behaviour questions as Robert Levy, president of BrandSpark International and founder of the Best New Product Awards, presents data and insights from the companyâ€™s 2011 Canadian Shopper Study, which reveals findings from more than 36,000 Canadian shoppers.

What’s cooking? Kraft’s recipe for shopper marketing success

beldridge — Wed, 09 Feb 2011 14:57:00 +0000

The root of any successful shopper marketing program is strong fundamentals. Â Kraft Canadaâ€™s Melissa Martin and Steve McGraw will explain how they approach shopper marketing, and share the successful recipe the company has crafted over the years. Â Donâ€™t miss learning how Kraft applies these principles, as Martin and McGraw present case-studies of recent in-market shopper activations with top grocery retailers. Among their accolades, Martin has been a key contributor in the development and execution of many brand launches including the award-winning Kraft Hockeyville, while McGraw developed the long-term vision for creating Kraftâ€™s leading edge shopper insights and was included in the Shopper Marketingâ€™s 2010 list of â€œWhoâ€™s Who in Shopper Insightâ€.

A New York tale: The transformation of Duane Reade

beldridge — Tue, 08 Feb 2011 14:31:15 +0000

Â Collaborators in Duane Reade’s recent reinvention, Joe Jackman (acting Chief Marketing Officer) and John Lederer (Chief Executive Officer), were members of the transformation team that drove the brandâ€™s reemergence as the dominant player in the New York drugstore market. During this session, Jackman and Lederer will share their Duane Reade journey and provide insight on how this New York brand went from being the local chain the major players could simply â€œtake outâ€, to its $1.1 billion dollar acquisition by the Walgreen Company. Learn how Duane Reade became a real brand in sync with New Yorkers, and see how the companyâ€™s new brand mantra â€œNew York Living Made Easyâ€ acted as an anchor to every brand decision through to transformation.

Discover how to create strategies that energize and align your organization, ignite momentum to drive early wins, and combine facts and feelings to realize the most powerful version of your brand in the least amount of time.

IMI dissects the path to purchase

beldridge — Tue, 08 Feb 2011 14:29:18 +0000

Kerry Gilfillan will discuss behaviour patterns unique to different shopper segments, trip types and store formats to identify key influences on the purchase decision as part of its newly released all-Canadian ShopperPulse study. Learn to understand how the shopper, store and brand all come together to drive effective shopper marketing programs. Gilfillan has 17 years experience in designing research programs and analyzing consumer and shopper behaviour.

Google showcases digital integration in the path to purchase

beldridge — Thu, 13 Jan 2011 21:50:26 +0000

Online searches for consumer packaged goods have seen double-digit growth, year over year, as todayâ€™s shopper actually begins the path to purchase long before she enters the store. Googleâ€™s Chicago-based head of CPG, Catherine Roe, and her Canadian counterpart, Chantal Rossi Badia, will explain how digital technology is influencing the way the shopper operates. Todayâ€™s shopper capitalizes on research, reviews, sales, couponing and her online â€œcommunityâ€ to influence her in-store decisions. In this co-presentation, Roe and Rossi Badia will share data, insights and new Canadian examples to demonstrate the positive effect online marketing can have on in-store sales. Because one out of five searches on Google is related to location, integration of digital in the complete path-to-purchase cycle is todayâ€™s shopper marketing game changer. Roe has more than 20-years experience in sales and marketing, and currently leads Googleâ€™s advertising initiatives for the top CPG companies and their agency partners. Rossi Badia leads Googleâ€™s Canadian advertising sales efforts for CPGs, retail and entertainment industry clients and has consulted on national and international search, display, mobile and YouTube ad programs.

Store Back: Bringing brands to life through integrated communications

beldridge — Thu, 13 Jan 2011 21:35:14 +0000

Kristen Nostrand will share P&Gâ€™s design approach and how it intersects with the transformational store-back philosophy. Sheâ€™ll explain how P&G takes strong shopper insights, translates them into purpose-inspired ideas and then executes them through all relevant media and touchpoints â€“ starting with the store and all the way back through the path to purchase. During her 19-year P&G tenure, Cincinnati-based Nostrand has launched many successful initiatives, including Cascade Action Pacs and the memorable Dawn Ducks campaign.

The force of habit by Dr. Neale Martin

rgoldstein — Tue, 11 Jan 2011 02:45:23 +0000

Did you know that the vast majority of shopper behavior is unconscious? That every product, advertisement, store layout and employee is subconsciously training your shopper? Or that loyalty has little to do with brand preference or satisfaction? Dr Neale Martin, author of the celebrated book, Habit: The 95% of Behavior Marketers Ignore, and CEO of consulting and education firm, Sublime Behavior Marketing, will teach you about the powerful role played by the unconscious mind in shopper behavior. Learn how habit-based marketing is the key to creating a sustainable, competitive advantage. Dr. Martin’s intriguing insights, based on psychology and neuroscience, will cause you to rethink many of marketing’s most sacred precepts.

Dr. Brian Harris on the future of shopper marketing

rgoldstein — Tue, 11 Jan 2011 02:27:51 +0000

Shopper marketing will be strategically defined and deconstructed by Dr. Harris, as he provides fascinating insight into the future of the burgeoning practice. Learn what shopper marketing has grown to encompass, and what a successful embrace of the principles means to retailer and manufacturer organizations from the perspective of operational setup and collaboration. Dr. Harris, founder of the Cincinnati, Ohio-based The Partnering Group, co-authored the US, European and Brazilian ECR Category Management Best Practices Reports, and has implemented his methods with leading retailers, wholesalers and consumer goods product manufacturers in over 25 countries around the world. Donâ€™t miss his vision of a unified global model for collaborative shopper marketing. The keynote address will be co-presented by Julie Beck, Partner, The Partnering Group. Beck, who has earned numerous awards for her shopper marketing work at Procter & Gamble, Johnson & Johnson and Kraft Foods, will provide a compelling look at how companies can prepare for high-quality shopper marketing whilst avoiding the many pitfalls. Discover through real examples how the practical application of shopper marketing can help optimize sales growth and enhance brand equity.