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Shopper Marketing Expo 2013 by the Path to Purchase Institute

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Registration is now open for the Shopper Marketing Expo taking place Oct 8-10 at Chicago's Navy Pier. It's the world's largest gathering of shopper marketing professionals from every segment of the......

Registration is now open for the Shopper Marketing Expo taking place Oct 8-10 at Chicago's Navy Pier. It's the world's largest gathering of shopper marketing professionals from every segment of the industry who work hand-in-hand to effectively engage shoppers and drive retail sales. The Expo offers:
*4000 attendees from consumer product manufacturers, retailers, agencies and solution providers
*150 exhibitors across 50+ product categories
*75 renowned speakers
*24 hours of unrivaled educational seminars in 10 different tracks covering shopper marketing best practices, insights, omni-channel strategies, mobile marketing solutions, small budget excellence, big picture, understanding your shopper, design & creativity, leveraging social media and strategies at retail
*3 in-depth symposiums
*2 inspiring keynote addresses featuring speakers from Coca-Cola, Family Dollar and Office Max

The Expo also features the Design of the Times Gallery, a separate, curated space on the exhibit floor showcasing the most creative in-store activations all vying for silver, gold, platinum and "Best of the Times" honors as judged by leading brand and retail executives.

The Design of the Times Award Reception and Ceremony will celebrate the winners on Wednesday, October 9 from 5-7pm.

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  • 1. Oct. 8-10, 2013 Exposition: Oct. 9-10 Navy Pier, Chicago Register today at www.ShopperMarketExpo.com Inspiring marketers and retailers with collaborative solutions and actionable strategies that influence decision-making along the path to purchase. WORLD’S LARGEST GATHERING OF SHOPPER MARKETING PROFESSIONALS
  • 2. Expo Sponsors Include: Shopper Marketing Expo Co-Chairs The 2013 Expo is backed by these industry leaders who support progress and advancements in effective shopper marketing. John King Sr. Director U.S. Shopper & Category Management Anne Jones VP, Shopper Marketing & Shopper Insights Dirk De Vos VP, Commercial Planning & Activation Tracie Curb-Crowser CEO & Chief Creative Officer Bryan Welsh VP, Shopper Marketing Steve Carlin Sr. Director, Shopper Marketing & Insights WELCOME Who Attends & Why...................3 Education.........................................4 What Not to Miss..........................5 Symposiums................................6-7 Keynote Addresses.................8-9 Wednesday Seminars...................................10-13 Thursday Seminars.............. 14-17 Exhibit Hall...............................18-19 Design of the Times..................20 Hotel & Pricing............................. 21 Schedule At-A-Glance............ 22 Registration.................................. 23 Table of Contents The World’s Largest Gathering of Shopper Marketing Professionals The Expo covers the entire universe of shopper marketing to inspire marketers and retailers with collaborative solutions and actionable strategies that influence decision-making along the path to purchase. In just a few short days, the Shopper Marketing Expo delivers business strategies and tactical skills that translate into lasting results for you, your brand and your trading partners. Expo offers: 4000 marketing, retail and industry attendees 150 leading-edge exhibitors across 50+ product categories 75 renowned industry speakers and faculty 24 hours of unrivaled educational seminars 12 hours of viewing world-class in-store activations in the Design of the Times Gallery 3 in-depth symposiums 2 inspiring keynote addresses 10 avg mph of Chicago winds at beautiful Navy Pier ®
  • 3. WHO ATTENDS & WHY Retailer Executives involved with… • Brand & Category Management • Consumer & Shopper Insights • Merchandising • Retail & Digital Marketing • Shopper Marketing • Strategy Agency Professionals including… • Account Teams • Art Directors • Brand Development • Creative Directors • Insights • Planning Directors • Promotional Strategy • Retail Design Solution Providers involved with… • Consulting • Digital & Mobile Strategy • Display Design • Field Execution • Integrated Shopper Marketing • Research & Insights • Retail Media • Technology Innovation Spanning the Full Universe of Shopper Marketing Expo attracts professionals from every segment of the industry who work hand-in-hand to effectively reach shoppers and drive retail sales. Brand Manufacturer teams from... • Brand Activation • Brand, Category & Product Development • Channel Marketing • Customer Teams • Integrated Marketing • Merchandising & Packaging • Shopper Experience • Shopper Insights • Shopper Marketing 3 No Other Event Brings Together All the Right Industry Players In One Place 25% Shopper Marketing & Advertising Agencies 33% Solution Providers Includes: P-O-P design firms, digital/mobile path-to-purchase media, research/insight professionals and others. Brand Manufacturer and Retailer attendance increased 8% in 2012 and continues to grow year over year. 42% Brand Manufacturers & Retailers A remarkable number of influential companies send large cross-functional teams of decision-makers to the Shopper Marketing Expo to ignite relationships with leading solution providers and to soak in the know-how from more than 75 world-class shopper marketing experts, researchers and practitioners. They include: 4,000+ Industry Professionals Attend Expo Year After Year Source: 2012 Expo Attendee Registration Report
  • 4. 4 Register at www.ShopperMarketExpo.com by October 44 Shopper Marketing Best Practices Hear innovative and effective processes, practices and solutions that help reach and influence shoppers. Insights to Activation Delve into the research and strategies that motivate shopper behavior and drive purchase decisions. Omni-Channel Strategies Learn how to integrate across digital, social, mobile, e-commerce and other channels to create consistent experiences. Mobile Marketing Solutions Uncover innovative mobile techniques that directly engage and influence in-store purchasing decisions. Small Budget Excellence Learn to develop a shopper marketing strategy fit for companies and brands of all sizes and budgets. Big Picture Take a look at trending industry topics and challenges that are shaping the retail landscape. Understanding Your Shopper Understand different types of shoppers, what motivates them to purchase and how to reach them effectively. Design and Creativity Uncover key ingredients for developing successful retail executions that align with the needs of shoppers, brands and retailers. Leveraging Social Media Learn how to create a social shopper marketing framework designed to drive sales and loyalty. Strategies at Retail Get a broad look at today’s retail environment and where it’s headed. EDUCATION Chris Brandewie Director of Store Design Doug Straton Director, NA e-Commerce Center of Excellence The Expo covers the entire universe of shopper marketing to inspire marketers and retailers with collaborative solutions and actionable strategies that influence decision- making along the path to purchase. Kim Feil EVP, Chief Marketing & Strategy Officer FACULTY Cheryl Policastro Director of Shopper Marketing & Insights FACULTY Catherine Roe Head of CPG FACULTY Anne Jenkins Sr. Manager, Shopper Marketing Center of Excellence FACULTY The Path to Purchase Institute takes great pride in being the top industry resource for shopper marketing education. At Expo you’ll hear insightful discussion of relevant topics from over 75 expert speakers including ones from the Institute’s credible and vetted faculty who have presented at previous Institute events and received superior ratings from audience members. The Pinnacle of Shopper Marketing Education Unrivaled Educational Lineup Choose a combination of seminars from these ten tracks covering the most important topics in retail marketing. See the schedule at-a-glance on page 22.
  • 5. 5#ShopperExpo Featured Exhibitors Featured Exhibitor companies have been judged and approved by an elite group of leading brand marketers and the editors of Shopper Marketing magazine as “must-see” companies. They bring a unique story of innovation or a fresh approach to help navigate the path to purchase. You’ll want to make sure you plan time to meet each one – and while you’re at it, be sure to participate in the Featured Exhibitor contest for your chance to win one of our $200 AMEX gift cards! For more information, see page 18. 5 WHAT NOT TO MISS Closing Cocktail Party Path to Purchase Institute Booth 202 Thursday, Oct. 10, 3:30 - 4:30 pm The Retail Academy is a special industry initiative that offers retailers and their manufacturer partners a place to talk one-on-one in a “neutral zone,” free from competing organizational conflicts, difficult schedules and limiting formality. It engages, informs and enables retailers to collaborate and more fully leverage the power of shopper marketing. Retail Academy sponsors include: retailacademy the at the shopper marketing expo retailacademy the Design of the Times Gallery Wednesday, Oct. 9 & Thursday, Oct. 10 10:30 am - 4:30 pm Check out the finalists in this year’s Design of the Times competition. Find inspiration from the most innovative in-store activation tactics, displays and campaigns. Design of the Times Awards Reception & Ceremony Wednesday, Oct. 9 5:00 - 7:00 pm Enjoy cocktails and hors d’oeuvres while you mingle among the finalists’ inspiring and creative in-store activations in the Gallery at the Design of the Times Awards Reception and Ceremony. Then get ready for the big reveal. Be there to see who captures the gold, platinum and the coveted “Best of the Times” honors. Purchase tickets when you register for the Shopper Marketing Expo at www.ShopperMarketExpo.com. For more information, visit www.dot-awards.com. Tempt-ing Lounge Grab some refreshments and mingle with other attendees in the Tempt-ing Lounge conveniently located outside the seminar rooms. Wrap up your Expo experience at the closing cocktail reception on the show floor. Don’t miss this opportunity to sip on complimentary drinks while socializing and networking with shopper marketing’s best and brightest.
  • 6. 6 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute Tuesday, October 8 | 1:00 - 4:30 pm Joanna Arscott Executive Creative Director Sean Patrick Harrington Founder Lily Lev-Glick Founder & Chief Insights Officer SYMPOSIUMS In today’s multi-channel, ever-connected world, how do you synthesize consumer behavior and shopper insights to develop a focused brand strategy and seamless execution that drives consumer affinity across all touchpoints along the path? This fast-paced symposium will include several presentations designed to take attendees through the entire brand experience — from the brand planning process right through to retail execution. Sean Patrick Harrington and Rob Wallace will provide a detailed action plan for creating brand identity and package design using competitive insight and design exploration that combines rational and emotional appeal. Through an interactive workshop attendees can apply this new learning to their own branding challenges. Lily Lev-Glick will lead participants through a research integration process that will explore which consumer and shopper research modalities should be woven into the brand planning process, and how to tease out the most salient insights for an effective, strategic activation plan. How do we bring all these pieces together while achieving excellence at retail execution? Joanna Arscott will examine the necessary elements for retail activation success, including the importance of understanding your client’s success metrics, your distribution channel(s), and most importantly, your shopper. Symposium attendees will: • Understand the 10 best steps to create meaningful disruption and full engagement for your brand. • Learn how to convert market observations into marketable insight. • Hear how shopper insights inspire creativity for your brand. • Discover how to create a big idea that brings all your pieces together at execution. S1 | Architecting a Brand Experience from Concept Through Retail Execution FACULTY Rob Wallace Managing Partner DISTINGUISHED FACULTY Host/Speaker: Speakers:
  • 7. 7Register at www.ShopperMarketExpo.com by October 4#ShopperExpo Tuesday, October 8 | 1:00 - 4:30 pm Christopher Brace Owner Join us as we present case studies from the Path to Purchase Institute’s inaugural book Best Practices in Shopper Marketing from Around the Globe, a collection of fascinating examples showcasing shopper marketing executions from all corners of the Earth. Through the examination of both large and small-scale programs executed between November 2010 and February 2013, we will shine a light on the successful translation of shopper insights into unique, collaborative activations outside of North America. Attendees will: • Better understand market nuances, including unique shopper drivers, barriers or channel-specific challenges in diverse locations. • Gather insights into global business conditions, shopper mindset, channel dynamics and retailer opportunities. • Learn key success metrics to implement a best-in-class shopper marketing program. We’re all well aware that insights are necessary for building successful communications that connect emotionally with our consumers and shoppers. But insights also play an equally important role in integrating consumer, shopper and trade planning. In fact, shopper and consumer insights sit at the foundation of full marketing integration. If your organization is building marketing plans in silos then insights are the key to breaking down those silos so you can build plans that deliver a seamless brand experience. In this symposium attendees will: • Learn the difference between insights and generalizations. • Understand the role emotion plays in decision-making and what this means for insights. • Realize why your shoppers’ beliefs and attitudes are the real drivers of their behaviors. • Get introduced to the Insight-Connectivity Model: how to connect your shopper insight (behavioral) to a corresponding consumer insight (emotional). • Learn how Insight Connectivity is the foundation for integrating consumer, shopper and trade plans. S3 | S2 | Best Practices in Shopper Marketing from Around the Globe Consumer and Shopper Insights: The Foundation For Integrating Consumer, Shopper, and Trade Planning DISTINGUISHED FACULTY Made Possible By: Presented By: Each symposium is an intensive, half-day workshop designed to immerse you into conversation and exploration of critical industry issues.
  • 8. Join us as Alison Lewis, SVP, Marketing N.A., The Coca-Cola Company and Jocelyn Wong, CMO of Family Dollar, explain how traditional marketing models may be replaced by a new, higher form of collaboration between enlightened retailers and manufacturers. “Shared Media” includes those opportunities where manufacturers and retailers work together to market to, communicate with and develop a common audience. In this session attendees will: • Learn what “Shared Media” is and why it matters. • See how jointly developing a strategic approach to communication along the entire path to purchase can transform the shopping experience. • Discover how enlightened retailer and manufacturer collaboration can achieve both manufacturer objectives as well as retailer traffic and conversion goals. Wednesday, October 9 | 9:30 - 10:30 am 8 Register at www.ShopperMarketExpo.com by October 4 Alison Lewis SVP, Marketing N.A. Jocelyn Wong CMO K1 | KEYNOTE ADDRESSES The Future of Marketing Belongs to “Shared Media” MEET THE SPEAKERS Immediately following each keynote address in the Wetzel Brothers’ Keynote Theater, meet and greet the speakers in Booth 702. An Event of the Path to Purchase Institute Paid Owned SHARED Earned
  • 9. Join a panel of current and former shopper marketing leaders including April Carlisle, the former leader of P&G’s shopper marketing center of excellence, Kim Feil, the current EVP, Chief Marketing Strategy Officer of OfficeMax, and Lisa Klauser, former VP of consumer and customer solutions and marketing operations at Unilever, as they discuss the critical factors needed to build a mutually beneficial business relationship by focusing on the most important common ground between brand and retailer: the shopper. Leading product manufacturers and retailers understand that true strategic alignment built around “shopper-centricity” is crucial to collaborative success. But outdated methods of conducting business, common misconceptions about each other’s objectives and contrasting viewpoints about the nature of the retailer-manufacturer relationship often can get in the way of truly meaningful collaboration. This candid discussion will: • Examine the most common stumbling blocks to effective joint business and promotional planning. • Define the “wish list” of information and support that manufacturers need from retailers – and vice versa – to ensure effective collaboration. • Discuss methods of establishing real transparency between the organizations to foster deeper understanding and greater success. Thursday, October 10 | 9:30 - 10:30 am 9Register at www.ShopperMarketExpo.com by October 4#ShopperExpo Patrick Fitzmaurice Principal K2 | Building Trust: Using a Shopper-Centric Focus to Strengthen Collaboration at Retail FACULTY FACULTY DISTINGUISHED FACULTY DISTINGUISHED FACULTY Moderator: Panelists: April Carlisle SVP, Director of Strategy for Global Shopper Marketing Kim Feil EVP, Chief Marketing Strategy Officer Lisa Klauser President, Consumer & Shopper Marketing
  • 10. 10 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute B2 | Digital Retail: If You Build It, Will They Come? Kim Finnerty, SVP, Research & Insights, Ryan Partnership; Doug Straton, Director, NA e-Commerce Center of Excellence, Unilever The switch from analog to digital shopper tools creates both risks and opportunities for marketers. New proprietary research from Ryan Partnership’s annual Digital Shopping Tools study will provide insight into which tools influence which behaviors in which channels. The presenters will also share a Unilever case study and recommend how participants can benefit from using these powerful tools. Takeaways: • See how different tools work to drive different behaviors, and learn which are most effective at driving purchase, influencing retailer selection or overcoming new product trial barriers. • Gather insight into whether social media impacts shopping behavior, or whether it’s just a brand equity builder. • Learn which tools you should be deploying now vs. testing for the future. A2 | Bring Your ‘A’ Game: How to Land an ‘A’ Launch Anne Jenkins, Sr. Manager, Shopper Marketing Center of Excellence and Anne Jones, VP, Shopper Marketing & Shopper Insights, Kimberly-Clark Corp. ‘A’ launches. Marketers dream about them. Customers applaud them. But what are they? Who determines whether something is an ‘A’ launch and what does it take to achieve the ‘A’ status? Kimberly-Clark will offer its perspective on how to attain ‘A’ launches as it shares learning from its shopper marketing journey and the key lessons necessary to win big with retailers. Attendees will learn to: • Define an ‘A’ launch. • Understand the PICK Principles: Planning, Insights tied to Innovation, Customer- Aligned Strategies, and Kick-Butt Shopper Marketing. • See site examples of ‘A’ launch executions. Wednesday, Oct. 9 | 8:15 am Wednesday, Oct. 9 | 1:00 pm SHOPPER MARKETING BEST PRACTICES A1 | Inspiring and Winning the Target Guest in Healthcare – A Differentiated Approach Heather Campain, Director, Category Insights & Shopper Marketing, Johnson & Johnson, Target Team; Heidi Froseth, Sr. VP, Target Team Leader, Catapult When shopping for her family’s healthcare products, the Target guest is looking to strike that perfect balance of quality and value. And while she knows Target will deliver the essentials, she also wants to be inspired with solutions she’s not yet considered. In this session, learn how Catapult, Johnson & Johnson and Target came together to leverage unique guest and category insights to develop a behavior-changing program within the healthcare category – giving shoppers a true Target experience that delights in both its form and function. Takeaways: • Understand the importance of knowing where she shops for her healthcare needs (for both her and her family) and how she makes her purchasing decisions. • Learn how to partner with Target’s merchandising and marketing teams for collaboration and wins. • See how commodity categories can achieve significant gains though smart, targeted and relevant lifestyle marketing. B1 | Understanding Smart Shoppers: Consumer Segments You Can’t Afford to Ignore Diane Oshin, Group Publisher, Time Inc. – All You, Cooking Light and MyRecipes Most shoppers are determined to get the most value from their purchases. But today’s “smart shoppers” no longer fit into the previously known stereotype - penny pinchers or extreme couponers. Our marketplace insights suggest that smart shoppers in America have become a mass majority. This presentation will bring to life specific shopper segments, highlight how they interact with each other and in the marketplace, how they use technology to drive purchase decisions and how they spend. Learn how to speak to this mass consumer and discover how you can enhance your marketing strategies to gain her attention, increase purchase consideration, drive trial and activate her in-store to purchase. A panel of shoppers will demonstrate the behaviors and motivations behind this incredibly active and real segment. Takeaways include: • Understand the power of the smart shopping phenomenon and its permanent place in the market. • Learn the different types of smart shoppers, what motivates them to purchase and how to reach them effectively. • Hear how to speak to these shoppers and make your marketing/promotional tactics work harder to ultimately driving sales. INSIGHTS TO ACTIVATION WEDNESDAY SEMINARS FACULTY FACULTY FACULTY DISTINGUISHED FACULTY MEMBERS have presented at four or more Institute events and have received an audience rating of > 3.2/4.0 scale. FACULTY MEMBERS have presented at a minimum of one other Institute event and have received an audience rating of > 3.2/4.0 scale.
  • 11. 11Register at www.ShopperMarketExpo.com by October 4#ShopperExpo B4 | Shopper Marketing 2.0: The Era of Deep Engagement Charlie Anderson, CEO, Shoptology; Julie Quick, VP Shopper Marketing, Project: Worldwide Digital technology has dramatically changed shopping over the last five years. The push model of disruptive communication and the linear path to purchase are both gone. Marketers must find new ways to connect with shoppers organically while still ringing the cash register. Enter the era of shopper engagement. This session will reveal proprietary research that proves the more shoppers are involved, the more they care and the more they buy. You’ll see best-in-class examples of: • Why we need to disrupt the disruption model of shopper marketing. • What pulls shoppers toward your brand in the new engagement era. • Core principles to improve shopper engagement, conversion and spend. Wednesday, Oct. 9 | 2:30 pm Wednesday, Oct. 9 | 4:00 pm SHOPPER MARKETING BEST PRACTICES A3 | Elevating Customer Engagement Through “Co-Creation” Shannon Curtin, GMM VP of Beauty, Personal Care & Seasonal, Walgreens; Dan Mack, Founder - Managing Director, Mack Elevation Forum The currency of the new economy is built around agile, transparent, collaborative retailer/manufacturer co-creation. The majority of manufacturer engagements are not aligned and are not creating value in the eyes of the retailer therefore limiting growth and long term success. Learn the emerging best practices of collaborative business development from the retailer’s perspective. Attendees will: • Discover top blind spots that hinder a company’s alignment, engagement effectiveness and growth. • Learn which assets truly matter in designing an effective shopper marketing customer blueprint. • Gain engagement skills and tools to co-create the customer experience. A4 | Stop Yelling & Start Listening: How Ubisoft is Understanding Shoppers to Change the Game at Retail Amy Andrews, Sr. Insights Manager, Shopper Marketing and Steve Carlin, Sr. Director, Shopper Marketing & Insights, Ubisoft If you want shoppers to listen, it’s not about how loud you yell. It’s about what you have to say in today’s increasingly crowded and noisy entertainment space. Learn how Ubisoft has used research to uncover insights about what vehicles, messages and offers connect with shoppers and how it applied those insights to optimize shopper marketing plans across retailers. Attendees will: • Learn how a mix of research methodologies can uncover new shopper insights. • Understand how the application of shopper insights differs by retailer. • Learn how shopper marketing plans can evolve with unique insights. B3 | Removing the Blind Spot: Leverage Crowdsourcing to Enable Real-Time Shelf Awareness Jeff Griffin, EVP, Sales & Business Development, Quri; Glenn Smith, Director Category Development - Safeway, Nestlé USA By leveraging the latest crowdsourcing techniques, suppliers and retailers can proactively manage one of the most influential nodes on the path to purchase: the product’s price on the shelf. Get an insider’s look at how to leverage mobile technology to put real-time pricing information into the hands of suppliers and retailers. Examine real-world examples that show how crowdsourcing technology effectively managed a category where pricing was critical. Attendees will: • See first-hand examples of how crowdsourcing technology drove collaborative business processes between suppliers and merchants. • Get current examples of best-in-class crowdsourcing strategies and their underlying technology. • Learn how to use crowdsourcing technology as a joint business planning tool for suppliers and retailers. INSIGHTS TO ACTIVATION FACULTY FACULTY Wednesday, Oct. 9 | 7:30 – 9:00 am Special Who’s Who Breakfast Presentation W1 | Shopper Marketing in a Digital World: The Omni-Channel Opportunity Join Shopper Marketing magazine’s 2013 Who’s Who executives at a special breakfast presentation about omni-channel marketing presented by DataXu and a panel of industry experts. The Who’s Who is an exclusive group of leaders who have been recognized by Shopper Marketing magazine as influential trend-setters in their respective segments of shopper marketing, digital shopper marketing, insights, shopper marketing agencies and merchandising. Brought to you by: Executives recognized in Shopper Marketing magazine’s Who’s Who series are invited to attend as guests of the Path to Purchase Institute. Note: There are only 50 paid seats available at this event. The majority of the guests will be Who’s Who executives. Tickets are sold first-come, first-served and do not qualify as part of the 4- or 8-pack seminar packages. Moderator: Chris Lobdell VP of Sales Central Region DataXu Feature Presentation: From the clean store format which has reduced in-store touch points to the long slide of Sunday newspaper readership, marketers face major road blocks reaching and engaging shoppers on the path to purchase. Fueled by real-time data and analytics, digital channels have soared as go-to alternatives to drive brand awareness and in-store sales lift. How are top brands and savvy marketers delivering the relevant, consistent and personalized experience consumers expect in today’s omni-channel world? In this session attendees will: • Gain best practices implementing an omni-channel approach to engage shoppers, improve new customer acquisition and increase sales at the store-level. • Understand how leading brands are activating shopper intelligence to inform brand strategy, creative design and campaign tactics. • Learn how to increase the efficiency and effectiveness of your shopper marketing efforts for improved ROI.
  • 12. 12 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute Wednesday, Oct. 9 | 8:15 am Wednesday, Oct. 9 | 1:00 pm OMNI-CHANNEL STRATEGIES SMALL BUDGET EXCELLENCE MOBILE MARKETING SOLUTIONS E2 | Building a Winning Niche Brand: The Road to Retail Success Karuna Rawal, EVP, Retail Strategy Director, Arc Worldwide; Jim Wittig, Director of Retail Sales, Cheese Merchants of America This presentation will discuss how a small niche brand can leverage shopper insights with retail understanding to build a successful presence in the highly competitive food products category. This case study will show how Cheese Merchants, a leading wholesaler and premier provider of private label cheese, increased distribution and gained loyalty to become a household brand. Attendees will: • Learn how Cheese Merchants re-built and launched the Mama Francesca brand in the shelf-stable cheese category. • See how shopper insights and understanding led to a smart retail strategy that included a new product lineup, new packaging, brand story and pricing fundamentals. • Understand how this small niche brand was able to gain distribution and build share at Walmart and other major national retailers. D2 | The Real Story Behind Using Apps In-Store: Shoppers Weigh In Liz Crawford, VP, Strategy & Insights, Match Drive; Cheryl Policastro, Director of Shopper Marketing & Insights, Novartis Consumer Health The mobile app, used as an in-store shopper marketing device, promises to be a breakthrough boon to brands and retailers. But somewhat predictably, the promise of technology is running ahead of the reality. In this session, the presenters share actionable insights from their new mobile shopper study. Learn what mobile-enabled shoppers love and hate about in-store apps, as well as what triggers engagement and purchase behavior. Attendees will: • Learn how apps influence, or fail to influence, in-store behavior. • Understand shoppers’ brightest hopes for – and biggest frustrations with – in-store apps. • Get a glimpse into the future of in-store app shopping. C2 | Landmark Study – Best Practices for Infusing Digital Along the Path to Purchase Jason Katz, SVP Digital, AMG-Acosta Mosaic Group; Catherine Roe, Head of CPG, Google Shopping planning and decision-making are increasingly important, but many marketers are uncertain about what/how to activate for relevant shopper impact. Similarly, retailers are employing various digital strategies and tactics, but they may not be confident in what works best for various shopping trips, and manufacturers are trying to understand how/when/where to effectively use digital to influence the path-to-purchase. In this session, learn from a landmark study by AMG and Google that identifies gaps, opportunities and best practices to optimize digital impact on the path to purchase among today’s “always on” shoppers. Attendees will: • Determine how retailers and brands are partnering in digital capabilities to optimize shopper influence pre-, during and post-shopping. • Learn how shoppers currently use digital for ‘assistance’ with shopping. • Identify best practices for building stronger shopper marketing plans through digital integration across the path to purchase. E1 | DIY – How Small Brands Can Activate Shopper Marketing Without Agencies Neal Stewart, Director of Brand Marketing, Thanasi Foods Marketers from small companies with small budgets can deliver great shopper marketing programs without the services of big agencies – or any agency at all. Use your own creative teams to deliver big shopper marketing ideas and focus your internal resources on execution. Retailers like the fact that you’re small – that makes you real. Embrace that and use it to your advantage. Learn to: • Build your own “rag tag” group of creatives. Big ideas can be cheaper than you think. • Hire people that can get their hands dirty and execute. • Embrace being small. It’s an advantage! D1 | Exploding Growth Through Millennials – The Future of Mobile Shopper Marketing Nick Patterson, Associate Director of Shopper Marketing, Procter & Gamble Millennials are the next big boom. By 2017 they will likely be outspending the Baby Boomer population. Today, even though they are taking fewer trips, their average basket size is larger than that of Boomers – yet they don’t shop like Boomers. When preparing for shopping they are not cutting coupons or writing lists. Millennials are loading eCoupons, consulting Facebook, and using “My Shopping History” so shopper marketing professionals and retailers need to evolve to the next big boom together. Attendees will: • Hear Millennial shopping practice insights. • Learn how best to connect with Millennial shopping behavior. • Hear case studies of best practices in Millennial/digital shopper marketing and retail partnerships. C1 | Transforming the Shopping Experience Sarah Gleason, SVP, Shopper & Retail Strategy, GfK; Lenette Jørgensen, Sr. Trade Marketing Manager, LEGO Although shopping options are become exponentially numerous, shoppers are feeling more in control. Shoppers have different reasons for choosing to shop in-store, online or on a mobile device. To create a meaningful experience, it is important to understand what platforms or channels shoppers use and how they use them; why they choose where to shop and what they expect from each place; the purpose of their shopping trip and how it links to their retail destination. With insights about why a shopper visits a given retailer, one can deliver a shopping experience that exceeds expectations and is more profitable. Takeaways include: • Understand shopping in a digital age. • See how to conduct business-outcome-driven research to uncover meaningful insights. • Leverage shopper insights to create differentiated experiences across retail venues. FACULTY FACULTYFACULTY FACULTY FACULTY FACULTY WEDNESDAY SEMINARS
  • 13. 13Register at www.ShopperMarketExpo.com by October 4#ShopperExpo Wednesday, Oct. 9 | 2:30 pm Wednesday, Oct. 9 | 4:00 pm OMNI-CHANNEL STRATEGIES SMALL BUDGET EXCELLENCE MOBILE MARKETING SOLUTIONS E4 | Developing a Shopper Insight Strategy for Any Research Budget Misty Duffy, Director of Shopper Insights North America, Elizabeth Arden Discover how to develop a cohesive shopper insight strategy for any size budget that produces workable action points and re-action points. Learn to bridge the gap between shopper insight needs for sales teams and marketing teams and then dive deep into defining research objectives, techniques and deliverables from the perspective of three different budget clusters. Session takeaways include: • Learn how to incorporate shopper insight needs for both marketing and sales teams. • Define research objectives among three different budget clusters. • See examples of workable action and re-action points. E3 | Big Bang On a Budget: Optimizing Your Shopper Marketing Investment Jim Cusson, President and Jared Meisel, Managing Partner, Shopper Marketing, Theory House Big brands routinely get accolades for big wins in shopper marketing. But do you need a big budget to create a big bang? This session cites real-world examples from brands and retailers that highlight how to optimize your shopper marketing investment and create meaningful connections with shoppers. Attendees will: • Discover new approaches to budget-friendly insight development. • Learn how to optimize a shopper marketing investment. • Uncover how brands and retailers achieve success without breaking the bank. D3 | From Price Check to Reality Check: Mobile Usage in the Real World Bob Klein, Chief Strategy Officer and Sarah VanHeirseele, VP of Digital, Blue Chip Marketing Worldwide Mobile continues to be the most misunderstood and underutilized medium in the marketing mix. As marketers, we must cut through all of the mass market mobile usage research that exists to truly understand how individuals use mobile. By sharing our proprietary qualitative research, attendees of this interactive presentation will experience how real consumers interact with their mobile devices and how those insights can be used to create an effective and efficient mobile campaign. Takeaways: • Learn profiles and usage habits of different shoppers. • See a real consumer interact with mobile messaging along her path to purchase. • Discover the potential that lives within mobile. C3 | Digital Omnivores & Relationship Building in the Retail Aisle Kim Begeman, Associate Director, Loyalty, Kellogg’s; Brad Josling, VP Sales, Hip Digital Media Inc.; Kelly Spehar, Digital Account Director, Integer Group Savvy marketers are not only driving sales and in-store POS activity with smart promotions, but also leveraging customer interactions to build long term relationships. With social and mobile technologies, brands and retailers can learn more about their customers and ultimately target marketing efforts more effectively. In this session attendees will: • Learn how consumers spend their free time, what they’re engaging with and how brands can engage customers in a way that resonates with them. • Understand the advantages of profiling actual buyers in the Social Graph. • Consider how to build relevance with friends of buyers and social influencers in order to more effectively push consumers back into the buying cycle. D4 | Mobile and Commerce Converge to Transform Print Advertising into Mobile Shopping Experiences Paul Jones, VP of Digital Marketing & IT, L’Oréal USA; Jane McPherson, CMO, SpyderLynk During the height of Fashion Week in NYC last year, L’Oréal USA pushed the boundaries of traditional advertising and helped define the next generation shopping experience with the deployment of SpyderLynk’s innovative Snap-to-Buy technology. Discover how Lancôme, Yves Saint Laurent and Kiehl’s rolled out the m-commerce solution to transform their traditional advertisements into mobile shopping experiences with unique “pre-store-opening” shopping walls and mobile taxi shops in NYC. Attendees will: • Learn to create experiential events to engage with consumers. • Understand how to build a mobile strategy using mobile barcodes that drives results, and discover the types of calls-to-action that garner the greatest results. • Gather tips for the successful implementation of an m-commerce offering. C4 | Is Amazon.com Your Most Important Shopper Marketing Account? Brian Cohen, EVP, General Manager, Etailing Solutions; Zach Johnson, Director of Advertising Sales, Amazon.com As shopper behaviors become more fragmented, shopper marketers continue to test new ways to interrupt and engage shoppers during their pre-, during-, and post-shop activities. Marketers invest in third party services and retailer platforms in hopes of capturing shoppers along their journey, yet few digital shopper marketing vehicles deliver the level of scale required. In this session learn from data that suggests there’s a more efficient place to be spending digital shopper marketing budgets. Amazon.com has become one of the most powerful shopper resources and influencers – the leader in online product searches, brand and category information, third party support and even influencing offline sales. Amazon.com is not just an e-commerce retailer anymore. Takeaways: • Learn the influence of Amazon.com as a trip-planning tool for both on-and-offline sale. • Gain insights on shopper search behaviors, purchase behaviors and browsing patterns. • Understand the role of Amazon.com during traditional brick-and-mortar shopping trips. FACULTY
  • 14. 14 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute Thursday, Oct. 10 | 8:15 am Thursday, Oct. 10 | 12:30 pm BIG PICTURE UNDERSTANDING YOUR SHOPPER G2 | The Growing Influence of Millennials Daren Sorenson, Director, Shopper Marketing Insights, The Coca-Cola Company Shoppers are changing. Retailers, manufacturers and agencies need to better understand Millennials. They must learn how to engage and retain this growing population segment as it becomes increasingly important to their business. Takeaways include: • Gain an in-depth understanding of Millennials’ belief system, values, need states and attitudes and their effect on shopping patterns, spending habits and trip missions. • Identify specific purchase, loyalty and advocacy triggers for this demographic. • Learn the keys to reach and retain Millennials. F2 | How Shopper Marketing Intelligence Drives Action Moderator: Curtis Tingle, SVP, Strategic Demand and Development, Valassis Panelists: Jesse Burkholder, Shopper Marketing Manager, Unilever; Marilyn Nicholson, SVP Media Services, Creative Alliance; Kim Rayburn, SVP, Prosper Insights & Analytics Garner insights on the importance of understanding your target shopper and the multi-channels that influence her purchase behavior – where she plans, shops, buys and shares. This panel of experts will share real life examples of integrated marketing strategies, the need for continual knowledge garnered from high quality shopper data and how marketers turn that information into action. Takeaways: • Hear examples of integrated marketing strategies for shopper marketing programs. • Learn three reasons to collect, analyze and act on shopper data to drive results. • See how industry leaders view the future of shopper marketing. F1 | A New Marketing Manifesto: What Brands, Retailers and Agencies Need to Ask Themselves for 2014 Aidan Tracey, President, AMG-Acosta Mosaic Group Massive shifts in the way people consume media, interact with technology and form bonds with brands mandates that brands, retailers and agencies do things differently. This session will take participants through a “new marketing manifesto” designed for the age in which we do business. This simple approach will showcase the evolving role of experiences to drive story telling across a range of media platforms and retail environments, and the critical need to evolve the integrated marketing communication process to include all key partners to deliver the best results. This provocative session will include numerous best-in-class examples and help connect the dots on how consumers are changing the game for brand building. Key takeaways are to: • Understand the power of consumer experiences to drive engagement. • Implement a three step Marketing Manifesto for 2014 and a new ROI model. • Ask five key questions of brands and agencies. THURSDAY SEMINARS FACULTY DISTINGUISHED FACULTY G1 | Death by Demographics: Killing Off Your Ad Budgets Moderator: Cory Munchbach, Analyst, Forrester Research Panelists: B. Bonin Bough, VP, Global Media & Consumer Engagement, Mondelēz International; Jennifer Marchant, VP Customer Marketing, Time/Warner Retail Sales & Marketing; Todd Morris, EVP, Corporate Development & Marketing, Catalina George W. Bush and Steven Tyler. Honey Boo Boo and Suri Cruise. What do these pairs of people have in common? Absolutely nothing. But for some reason, marketers continue to aim cookie-cutter marketing at them based on the outdated concept that people who share similar demographic traits must want the same products and services. Whether it’s mobile, social, online, TV or print, purchase behavior is the key to truly getting the right message in front of the right person. Attendees will: • Learn why demographics are a poor predictor of purchasing behavior. • Grasp why demographic media targeting wastes advertising dollars. • Understand how purchase-based ad targeting allows marketers to effectively target high-value shoppers. DISTINGUISHED FACULTY MEMBERS have presented at four or more Institute events and have received an audience rating of > 3.2/4.0 scale. FACULTY MEMBERS have presented at a minimum of one other Institute event and have received an audience rating of > 3.2/4.0 scale. FACULTY
  • 15. 15Register at www.ShopperMarketExpo.com by October 4#ShopperExpo Thursday, Oct. 10 | 2:00 pm Thursday, Oct. 10 | 3:30 pm BIG PICTURE UNDERSTANDING YOUR SHOPPER G4 | What’s Going on with Men and Shopping Peter Muratore, VP of Shopper Marketing, WSL/Strategic Retail New data illustrates the changing role of men in household shopping trips. Discover how men make buying decisions in more than 20 personal care and household products categories and gain strategic insight for how brands and retailers must adapt their shopper marketing to engage with men. Hear case studies from WSL’s global scouts that demonstrate how innovative companies reach men in the grocery aisle. Takeaways: • Understand the shopping list from a man’s point of view. Are men swayed more by new products, or do they tend to stick to the list? • Uncover whether men use technology to shop at the local supermarket or drugstore. • Learn how sales and coupons on household basics impact men. Are these promotional tools as effective for men as they have proven to be for women? F3 | Showrooming Showdown: How to Survive or Thrive in the Showrooming World Chris Brandewie, Director of Store Design, Best Buy; Rich Butwinick, President, MarketingLab; Lynn Neal, NA Retail Strategy Leader, Procter & Gamble More than four in ten U.S. adults have showroomed in stores. By all accounts this habit is growing to form a new norm, forever changing the way brand and retail marketers think about shopper marketing. Can bricks and mortar retailers win in a showrooming world? Yes. Really? Yes! This session will demonstrate go-to-market strategies and tactics designed to help you avoid having the competition eat your lunch. Attendees will learn how to rethink their shopper marketing to generate the best ROI and get the latest showrooming insights and trends through case studies with retailers and brands. Takeaways: • Get the latest insights, trends and facts on showrooming. • Hear brand and retail marketers’ responses to showrooming. • Uncover strategies and tactics to ensure your company is on the winning side of this new phenomenon. F4 | The Why Behind the Buy: Understanding Seasonal Shopping Behavior Darren Seifer, Food & Beverage Industry Analyst, The NPD Group; Jyothi Venkatachala, Shopper Insights Manager, Unilever Understanding today’s consumer mindset and in-home behaviors is critical in competing in an omni-channel marketplace. With consumer insights, manufacturers and retailers can develop strategies that meet the usage needs of consumers. With the goal of understanding how consumers shop differently by season, Unilever’s shopper insights team partnered with The NPD Group to better understand seasonality of meal dynamics for the purpose of creating a consumer driven promotional calendar for a national discount retailer. Attendees will: • Understand the “why behind the buy” to build a strong case and provide a competitive edge in creating successful, innovative retail programs and promotions. • Strengthen manufacturer-retailer relationships by delivering usage- versus category-based programs and promotions that drive traffic and sales. • Learn how to appeal to consumer needs with effective marketing and promotions. G3 | GenZ and the Omni-Channel Shopper: How Retail Can Evolve to Develop Lifelong Loyalty with New Moms Mary Kotyuk, Digital Account Director, NA, JWT/OgilvyAction; Kelly Stephenson, Sr. Brand Manager, HUGGIES Brand, Kimberly-Clark Corp. Becoming a mom is a life-changing event that opens a door for retailers to establish new loyalties that can last far beyond the time she spends in the baby category. In the $42 billion baby and child care category today, the prize for winning her long-term loyalty is huge. Generation Z will be the next generation shopping the baby category in the next five years and the retail experience will need to evolve to deliver seamless omni-channel integration and to “know her” as she progresses through motherhood. Takeaways: • Discover digital behavioral and shopping insights for the new GenZ consumer and how those dynamics will change the face of retail. • Learn how Kimberly-Clark is driving growth in the baby and child care category. • Gather highlights from Kimberly-Clark’s “2020 vision” for how to build personal relationships with moms. FACULTY DISTINGUISHED FACULTY FACULTY
  • 16. 16 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute Thursday, Oct. 10 | 8:15 am Thursday, Oct. 10 | 12:30 pm DESIGN AND CREATIVITY STRATEGIES AT RETAIL LEVERAGING SOCIAL MEDIA M2 | Exponential Category Growth Through Collaboration Marty Cregg, President & CEO, ChaseDesign Shoppers are purchasing across channels… Trips, both in-store or online, have become transactions with smaller baskets… Retailers are suffering from underperforming categories. Today, growth is dependent on joint planning that aligns strategies with your business partners. Bottom line, a collaborative approach to shopper is essential to growth. Attendees will: • Learn how to actively welcome the right people and partnerships, agree on the right KPIs from the start and determine the correct inputs and insights. • Understand ways to expand solutions that will drive shared reinvention to prompt massive growth. • Find out how to make shopper insights central to your collaborative approach, drive category innovation and lift category sales without dropping prices. J2 | Leveraging Purchase Behavior for Targeting and Measurement Ron Cox, Director of Marketing, Spartan Stores; Brian Ochs, COO & Founder, Spire Working with Spartan Stores, Spire has developed a proprietary process to leverage purchase behavior data in targeting ads and promotions on Facebook. For the first time, retailers and CPG marketers are able to measure purchase behavior from Facebook advertising. Leveraging Spire’s expertise in targeting and advanced analytics, Spartan has seen exceptional ROI on its Facebook media investments. Attendees will: • Understand how targeting Facebook advertising with purchase behavior delivers exceptional results. • Gather insights about how grocery retailers and CPG marketers can measure the actual purchase behavior of their social campaigns. • Realize how to measure the ROI of Facebook investments. H2 | Breaking the Rules the Right Way Leslie Clifford, Executive Director Strategic Planning, G2; Nick Patterson, Associate Director of Shopper Marketing, Procter & Gamble Often the most memorable and successful merchandising and displays are the ones that defy convention and seemingly break the rules set down by manufacturers, retailers or even shoppers. This presentation leverages Kantar’s PoweRanking data, qualitative among retailers and manufacturers, and proprietary shopper research to understand the motives behind the rules and where opportunities exist to buck the system. Attendees will: • Gain an understanding of the motivations behind manufacturer and retailer conventions and shopper expectations. • Learn the critical role of collaboration in this 3-way relationship and how to win by turning collaboration upside down. • Hear case studies of successful rule breakers. M1 | The Digital Store: Transforming the Shopping Experience with Real-Time, Relevant Offers and Content Ken Fenyo, CEO, YOU Technology Inc.; Donna Zambo, Manager, e-Commerce & Digital Innovation, Wakefern Food Corp. Digital technologies are transforming the in-store shopping experience and promise to make the store more interactive with touchscreen devices at the shelf, in-store mapping and location applications, real-time and personalized offers and much more. Retailers must proactively invest in mobile and other new digital technologies to better meet the needs of the digital shopper, grow loyalty and sales and minimize showrooming. This seminar will discuss best practices, future trends and technologies, and will show how ShopRite and other retailers use real-time digital coupons, QR codes, personalized prices and promotions, shopping lists, nutritional information, reviews and other tools to make the shopping experience more engaging and relevant. Attendees will: • Learn best practice examples for making the store more interactive. • Hear key trends and technology shifts that will influence in-store marketing programs. • See action plans for getting started. J1 | Winning Shoppers Through Consumer Advocacy: The Ratings & Reviews Story Joe Rohrlich, Client Partner, CPG, Bazaarvoice From Amazon.com’s early innovation, consumer ratings and reviews are now a ubiquitous part of the shopper experience. Hear insights behind the rise of reviews from high consideration e-commerce into mass CPG. Then take a look at brands converting reviews into competitive advantage – from 5 stars to a new currency of consumer advocacy. Hear case studies that show examples of consumer reviews used for insights, sales, shopper marketing and sales strategy. Attendees will: • Understand the role of brands and retailers in co-innovating with consumer ratings and reviews. • Learn to turn consumer reviews into a consumer advocacy asset. • See how to integrate online word-of-mouth with in-store shopper marketing. H1 | Bullseye: Developing Merchandising Solutions that Activate Your Key Shopper Segments Lily Lev-Glick, Founder & Chief Insights Officer, ShopperSense; Linda Nash, VP of Marketing, POP Displays Cutting through the clutter is no longer enough to engage today’s discerning shopper. In order to truly connect and drive purchases, it is critical to design displays with target shoppers in mind by using visual and messaging elements that resonate with each segment’s unique profile. In this seminar we will use case examples, drawn from over 2,000 display evaluations, to demonstrate the “how to” and benefits of this approach. Attendees will: • Understand how different shopper segments vary in their responses to concepts. • Learn methods for translating shopper perceptions and attitudes into targeted solutions that engage. • Find research-driven solutions that result in purchase interest and success in the real world environment. FACULTY FACULTY FACULTYFACULTY FACULTY FACULTY THURSDAY SEMINARS
  • 17. 17Register at www.ShopperMarketExpo.com by October 4#ShopperExpo Thursday, Oct. 10 | 2:00 pm Thursday, Oct. 10 | 3:30 pm DESIGN AND CREATIVITY STRATEGIES AT RETAIL LEVERAGING SOCIAL MEDIA M3 | How Data Will Take Shopper to the Next Level Seth Diamond, EVP, Insights, Catapult; Mark Hertenstein, VP, Enterprise Solutions, CPG, Epsilon The future of shopper marketing is based on solutions. In today’s world Big Data needs to intersect with the creativity of marketing. Hear how Catapult and Epsilon approach this intersection with easy-to-understand examples and inspiring ideas. Through real life examples, see how data and data technology will revolutionize shopper marketing both for manufacturers and retailers. Attendees will: • See real world examples of “Big Data” implementation into successful shopper programs. • Learn how transactional, collected and survey data can be integrated, analyzed and leveraged against shopper objectives. • Understand how omni-channel approaches can incorporate direct, digital, display and mobile data applications into the right touch point plan. J3 | Measuring the Impact of Social Shopper Media on Sales Casey Petersen, Director of Analytics and Mary Tarczynski, Chief Shopper Marketing Officer, Collective Bias It’s no secret that “recommendations from people you know” is the most trusted form of advertising, and that online media has overtaken TV and print as Millennials’ most valued source of inspiration about food. But with a rapidly changing social platform and solution provider environment, how does a shopper marketer measure those conversations and optimize on and offline media to get the best ROI (especially for a brand that is new to social)? Attendees will: • Learn how to understand and measure social shopper media - impressions, share of voice, SEO, Klout scores, and other “engagement” metrics. • Hear examples of social media impact in multiple-tactic shopper marketing campaigns. • Discover future trends in social shopper media metrics. H3 | Capturing the Big Idea: Creative Only Works If It Is Executed Joanna Arscott, VP & Executive Creative Director, Saatchi & Saatchi X A simple plan well executed is better than a brilliant plan poorly or never executed. Shoppers still make 76% of their buying decisions at shelf in less than three seconds. Capturing them with the big idea is essential to activating buying behavior, but what does it take to create that “wow” factor for shoppers? Discover the elements needed to create the big idea that will capture shoppers on their path to purchase – whether it’s an on-pack sticker, creating a digital experience that leads to the store or re-designing the aisle. Learn how to understand: • The business challenge: How to glean what success looks like for your clients so you can deliver what they need as well as what they want. • The retail channel: How to ensure your ideas get executed with shoppers whether in bricks and mortar or online. • The shopper: Shopper insights are different than consumer insights and should inspire excellent creative on the way to the big idea. J4 | Gamification Is More Than Sexy Loyalty Sarah Ortman, Sr. Group Manager, Consumer & Shopper Promotions, The Clorox Co.; Scott Shamberg, SVP, Growth & Emerging Commerce, TPN Gamification is more than another way for brands to build loyalty. When done right, it creates brand encounters that go beyond the badge. Take an inside look at how Clorox brands like Pine-Sol and Glad are integrating gamification into shopper marketing strategies to increase spending and engagement, reward “brand cheerleading” and differentiate from competitors. How can brands ensure gamification enhances their appeal? This session will share five core principles brands need to know to ensure it’s not “game over.” Attendees will: • Learn which platforms pack the most punch for CPGs and game playing – and in what scenarios they will win or lose consumers. • Discover the five principles in play for making or breaking the relationship between brand and consumer. • Hear case study analyses for incorporating games into campaigns. H4 | The Next Gen Brand Experience: Mobile/ Package Design Synergy Josh Shelpman, CEO, fused180; Rob Wallace, Managing Partner, Wallace Church Inc. The future of consumer engagement with your brand is in your hands, literally. Mobile technology is redefining consumer buying decisions and consumer brand affinity. Current strategies (coupons and meaningless apps) are dramatically underutilizing the potential role that mobile engagement can provide in building your brand narrative. And little effort is dedicated to leveraging mobile and brand identity/package design. Key takeaways: • Explore how design can synthesize the mobile and package experience. • Learn the changing landscape of consumer mobile behavior. • Discover current, emerging and near future technology. M4 | Strategic Collaboration vs Trade Negotiation James House, CEO, 5one As both retailers and manufacturers become more savvy in their data applications and customer engagement efforts, it has dramatically changed the way in which they work together, elevating discussions above traditional trade negotiation and encouraging a partnership to achieve joint customer objectives. The most successful relationships occur when the retailer has a clear, foundational customer engagement strategy in place that can be easily communicated and shared with their vendor partners. And in return, those vendor partners who can effectively translate that strategy into joint business activities that will deliver value to both parties will ultimately become strategy execution advisors in the categories they operate. Attendees will: • Learn how leading retailers are creating foundational, strategic, customer engagement platforms. • Understand how those retailers foster higher-level collaboration with their manufacturing partners. • Realize how manufacturers are able to align to those strategies to deliver win-win-win solutions. FACULTY FACULTY FACULTY DISTINGUISHED FACULTY
  • 18. 18 Register at www.ShopperMarketExpo.com by October 4 Solutions and Activations As the swiftly evolving practice of shopper marketing continues to influence how business gets done along the path to purchase, consumer product marketers/ manufacturers, retailers, agencies and solution providers are being challenged to streamline processes, implement best practices and leverage the latest insights and technologies in order to drive sales at the shelf. That’s where the Expo Exhibit Hall comes into play. Here you’ll find more than 150 exhibitors offering a wide variety of ideas, tools and expertise that can serve as a catalyst for your successful shopper marketing strategy. Browse the latest solutions for: Your Chance to Win $200 While interacting with Featured Exhibitors on the show floor, be sure to participate in the contest to win one of four $200 AMEX Gift Cards. Look for details in each Featured Exhibitor’s booth. • Retail Activation • Shopper Engagement • Shopper & Retail Insights • Digital Solutions • Couponing • Mobile Marketing & Communication • Measurement • Promotions • Displays Featured Exhibitors – The Cutting Edge of Expo A jury of brand marketers, retailers and editors of Shopper Marketing magazine chose a select group of companies as the ones offering the most thought- provoking solutions on the show floor. These “must-see” exhibitors deliver inspiring new products, game-changing services or fresh approaches to shopper marketing that can mean big things for your brand. EXHIBIT HALL You’ll want to set aside enough time to meet with each of these impressive companies as you plan your show agenda. Check the website and shop the Exhibit Hall for the essential products and services from these special solution providers.
  • 19. 2013 Shopper Marketing Expo Exhibitors 14 West 314 Ad-Tech 811 ALL YOU 426 Angola Wire Products Inc. 806 Applied Plastics Inc. 330 Arc Worldwide 223 Bazaarvoice 910 Bedford Industries 320 Bell Litho 802 Blanc Industries Inc. 212 Catalina 627 Cellotape 324 The Coca-Cola Co. 120 ConneXion Research 913 Copernicus Marketing Consulting and Research 931 CounterPoint 812 Coupon Wallet 712 CouponFactory 733 Creative Magazine 926 CTL Global 832 Darko Inc. 236 Data Display Systems 933 Datalogix Inc. 327 DataXu 912 DisplayMax Inc. 907 Displays by Martin Paul 638 Do-It Corp. 309 Duco Technologies Inc. 502 Edwards Label 313 Elevate Digital 932 Engage In-Store/ Shopper Club 820 Eventmark 726 Evogence 922 Excel Displays & Packaging 302 Fixture Displays 531 FLEXcon Co. 300 Foresight ROI Inc. MR321 Frontline Marketing 915 GMG Transportation 530 Great Northern Consumer Packaging & Display 602 Grocery Shopping Network 800 Henschel-Steinau 226 Hi-Impact Products 928 IMEX Packaging 833 InContext Solutions 315 Inmar Inc. 200 Interstate Graphics Inc. 312 Janis Plastics Inc. 813 K. Fernandez & Associates 911 Ketchum Manufacturing Inc. 430 Landaal Packaging Systems 626 Louisville Lamp Co. 433 M.A.S. Industries Inc. 230 Market Force Information Inc. 929 MarketingLab 631 Match Drive 925 MaxPoint Interactive 214 Menasha Packaging Co. 402 Midway Displays Inc. 415 Minnesota Corrugated Box Inc. 903 Mondelez 126 MyWebGrocer 100 Natural Insight 727 OwnerIQ, Inc. 208 Path to Purchase Institute 202 Pinpoint Data 826 POS Tuning 425 Promo Print Solutions Inc. 909 Promotion Fulfillment Center 810 PromoWorks 633 Quality Assured Label 413 Quantum Group 526 Rapid Displays 520 Reflect Systems Inc. 731 RevTrax 930 Rocket Production 902 RockTenn Merchandising Displays 612 RTC 209 Scanbuy Inc. 828 Screentech Div. of Roeda Signs 630 Se-Kure Controls Inc. 716 Shopper Incite 830 Solutran 824 Sonoco Display and Packaging 508 SpyderLynk 637 STRATACACHE 808 Tempt In-Store Productions 220/221 TPG Rewards 908 Transparent Packaging Inc. 232 Triad Retail Media 720 VeraCentra 730 Vulcan Spring & Manufacturing 421 Wetzel Brothers 702 Wilson-Hurd 431 World Division USA 527 Zlux 906 Exhibitors as of June 7, 2013. Booth numbers subject to change. Company BoothCompany Booth Company BoothCompany Booth #ShopperExpo 19Register at www.ShopperMarketExpo.com by October 4 EXPO HALL HOURS WEDNESDAY, OCTOBER 9 10:30 am - 5:00 pm THURSDAY, OCTOBER 10 10:30 am - 4:30 pm
  • 20. Sponsored by: Design of the Times Awards Reception & Ceremony Wednesday, Oct. 9, 2013 5:00 - 7:00 pm • Navy Pier, Chicago I N N O V A T I V E B Y D E S I G N In conjunction with: Purchase tickets when you register for the Shopper Marketing Expo Revel in the announcement of the 2013 gold, platinum and the coveted “Best of the Times” winners during a cocktail reception and awards presentation at the Shopper Marketing Expo. Mingle among the finalists’ masterpieces of in-store innovation while you enjoy friendly conversation with friends and colleagues. For more information visit www.dot-awards.com. Design of the Times Awards Reception & Ceremony Wednesday, Oct. 9, 2013 5:00 - 7:00 pm • Navy Pier, Chicago
  • 21. Register at www.ShopperMarketExpo.com by October 4 Navy Pier, a state-of-the art exposition and conference facility, will host the 2013 Shopper Marketing Expo. Located on Lake Michigan, just east of Chicago’s Downtown, Navy Pier showcases a unique collection of restaurants and shops in addition to unequaled recreational and exhibition facilities. Location: 600 E. Grand Avenue, Chicago, IL 60611 More info: www.navypier.com How to Register Hotel Reservations Book ONLINE: www.ShopperMarketExpo.com/ accommodations call TOLL-FREE: (800) 221-3531 DEADLINE: Hotel reservations must be made through our travel partner by September 24 in order to receive discounted rates. Expo PricingLakefront View from Navy Pier Institute Regular Member Rate Rate Registration Fee $85 FREE Seminar 8-Pack $980 $840 Includes 8 seminar tickets. Seminar 4-Pack $560 $480 Includes 4 seminar tickets. Individual Seminar $175 $150 Symposium $560 $480 Special Who’s Who Breakfast Presentation $180 $180 Design of the Times Reception Individual Ticket $130 $130 GO ONLINE: www.ShopperMarketExpo.com CALL TOLL-FREE: (866) 229-2386 FAX FORM TO: (301) 694-5124 MAIL FORM TO: Shopper Marketing Expo c/o Experient P.O. Box 4088 Frederick, MD 21705-4088 SEPT. 24 SEPT.S T 2222 (Prices valid until 10/7/13. Additional fees apply for on-site registration.) HOTEL & PRICING 21 There are dozens of hotels near Navy Pier. Here is a list of hotels that offer specially discounted rates to Shopper Marketing Expo attendees. Reserve your hotel room early to ensure availability as space is limited and hotel accommodations fill up quickly. Special Expo Hotel Room Blocks • Amalfi Hotel Chicago, 20 W. Kinzie Street, $257 • Chicago Marriott Downtown, 540 N. Michigan Avenue, $255 • Courtyard Magnificent Mile, 165 E. Ontario Street, $224 • Embassy Suites Lakefront, 511 N. Columbus Drive, $237 • Hyatt Chicago Magnificant Mile, 633 N. St. Clair Street, $230 • Swissotel Chicago, 323 E. Wacker Drive, $259 • W Chicago Lakeshore, 644 N. Lake Shore Drive, $265 Note: The hotels listed here are those currently available. Hotels and rates are subject to change based on availability, so book now to lock in your preferred hotel. If you need special facilities or services, notify the hotel when you make your reservation.
  • 22. 22 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute AT-A-GLANCE SYMPOSIUM S1 Architecting a Brand Experience from Concept through Retail Execution SYMPOSIUM S2 Consumer and Shopper Insights: The Foundation for Integrating Consumer, Shopper and Trade Planning SYMPOSIUM S3 Best Practices in Shopper Marketing from Around the Globe Tuesday, October 8 7:00 am to 4:30 pm 7:30 am to 9:00 am 8:15 to 9:15 am 9:30 to 10:30 am 10:30 am to 5:00 pm 1:00 to 2:00 pm 2:30 to 3:30 pm 4:00 to 5:00 pm 5:00 to 7:00 pm 7:00 am to 4:30 pm 8:15 to 9:15 am 9:30 to 10:30 am 10:30 am to 4:30 pm 12:30 to 1:30 pm 2:00 to 3:00 pm 3:30 to 4:30 pm 3:30 to 4:30 pm 11:00 am to 4:30 pm 1:00 to 4:30 pm Wednesday, October 9 TRACK NAME: TRACK NAME: Thursday, October 10 ON-SITE REGISTRATION & BADGE PICK-UP SPECIAL WHO’S WHO BREAKFAST PRESENTATION W1 Shopper Marketing in a Digital World…, Sponsored by DataXu ON-SITE REGISTRATION & BADGE PICK-UP ON-SITE REGISTRATION & BADGE PICK-UP EXHIBIT HALL & DESIGN OF THE TIMES GALLERY OPEN EXHIBIT HALL & DESIGN OF THE TIMES GALLERY OPEN DESIGN OF THE TIMES AWARDS RECEPTION & CEREMONY COCKTAIL RECEPTION IN PATH TO PURCHASE INSTITUTE BOOTH #202 DAY ONE KEYNOTE K1 The Future of Marketing Belongs to “Shared Media” Presented in the Wetzel Brothers’ Keynote Theater DAY TWO KEYNOTE K2 Building Trust: Using a Shopper-Centric Focus to Strengthen Collaboration at Retail Presented in the Wetzel Brothers’ Keynote Theater BIG PICTURE SHOPPER MARKETING BEST PRACTICES UNDERSTANDING YOUR SHOPPER INSIGHTS TO ACTIVATION DESIGN & CREATIVITY OMNI-CHANNEL STRATEGIES LEVERAGING SOCIAL MEDIA MOBILE MARKETING SOLUTIONS STRATEGIES AT RETAIL SMALL BUDGET EXCELLENCE F4 The Why Behind the Buy: Understanding Seasonal Shopping Behavior A4 Stop Yelling & Start Listening: How Ubisoft is Understanding Shoppers to Change... G4 What’s Going on with Men and Shopping B4 Shopper Marketing 2.0: The Era of Deep Engagement H4 The Next Gen Brand Experience: Mobile/Package Design Synergy C4 Is Amazon.com Your Most Important Shopper Marketing Account? J4 Gamification Is More Than Sexy Loyalty D4 Mobile and Commerce Converge to Transform Print Advertising into Mobile... M4 Strategic Collaboration vs Trade Negotiation E4 Developing a Shopper Insight Strategy for Any Research Budget F3 Showrooming Showdown: How to Survive or Thrive in the Showrooming World A3 Elevating Customer Engagement Through “Co-Creation” G3 GenZ and the Omni- Channel Shopper: How Retail Can Evolve to Develop Lifelong... B3 Removing the Blind Spot: Leverage Crowdsourcing to Enable Real-Time Shelf... H3 Capturing the Big Idea: Creative Only Works If It Is Executed C3 Digital Omnivores & Relationship Building in the Retail Aisle J3 Measuring the Impact of Social Shopper Media on Sales D3 From Price Check to Reality Check: Mobile Usage in the Real World M3 How Data Will Take Shopper to the Next Level E3 Big Bang On a Budget: Optimizing Your Shopper Marketing Investment F2 How Shopper Marketing Intelligence Drives Action A2 Bring Your ‘A’ Game: How to Land an ‘A’ Launch G2 The Growing Influence of Millennials B2 Digital Retail: If You Build It, Will They Come? H2 Breaking the Rules the Right Way C2 Landmark Study– Best Practices for Infusing Digital Along the Path to Purchase J2 Leveraging Purchase Behavior for Targeting and Measurement D2 The Real Story Behind Using Apps In-Store: Shoppers Weigh In M2 Exponential Category Growth Through Collaboration E2 Building a Winning Niche Brand: The Road to Retail Success F1 A New Marketing Manifesto: What Brands, Retailers and Agencies Need to Ask Themselves... A1 Inspiring and Winning the Target Guest in Healthcare – A Differentiated Approach G1 Death by Demographics: Killing Off Your Ad Budgets B1 Understanding Smart Shoppers: Consumer Segments You Can’t Afford to Ignore H1 Bullseye: Developing Merchandising Solutions that Activate Your Key Shopper Segments C1 Transforming the Shopping Experience J1 Winning Shoppers Through Consumer Advocacy: The Ratings & Reviews Story D1 Exploding Growth Through Millennials – The Future of Mobile Shopper Marketing M1 The Digital Store: Transforming the Shopping Experience with Real-Time... E1 DIY – How Small Brands Can Activate Shopper Marketing Without Agencies
  • 23. 23 Tell Us About You FIRST NAME LAST NAME TITLE COMPANY ADDRESS CITY STATE ZIP COUNTRY PHONE CO. WEBSITE EMAIL* Pick Your Sessions 1. Are you a member of the Path to Purchase Institute? c Yes c No c I don’t know Make Your Payment EXPO SYMPOSIUMS PLEASE SELECT ONLY ONE Tuesday, Oct. 8 1:00 - 4:30 pm n S1 Architecting a Brand Experience 1:00 - 4:30 pm n S2 Consumer and Shopper Insights 1:00 - 4:30 pm n S3 Global Best Practices in Shopper Marketing PLEASE CHECK THE APPROPRIATE BOX AND CALCULATE PAYMENT BELOW: n Shopper Marketing Expo Registration Fee (Includes admittance to both keynote addresses and trade show floor.) Total Due: CANCELLATION POLICY: All registration fees for the Shopper Marketing Expo are non-refundable and non-transferable after September 27, 2013. If you wish to cancel your registration before September 27, 2013, we must receive your request in writing at peggy@p2pi.com. There is a $50 processing fee for cancelled seminars. *EMAIL: By providing us with your e-mail address, you may occasionally receive exclusive updates regarding the latest news from your friends at the Path to Purchase Institute. Rest assured, your e-mail address will not be sold or shared and you’ll have the ability to manage your preferences or opt-out from these messages at any time. A confirmation receipt will be emailed to you within 5-7 business days. Please be sure to include your email address above. To Book HOTEL please visit www.ShopperMarketExpo.com/accommodations Questions? Call (866) 229-2386. n CHECK n MC n VISA n AMEX n DISCOVER n PROMO CODE ___________________ ___________________________________ CREDIT CARD # ___________________________________ EXPIRATION DATE ___________________________________ NAME ON CARD (PRINT) ___________________________________ SIGNATURE (all fields required) Complete and return this form by Oct. 4, 2013 to: Shopper Marketing Expo c/o Experient P.O. Box 4088 Frederick, MD 21705-4088 Fax: (301) 694-5124 TOTAL DUE. If amount is due, please indicate payment method below. 23 = $_________ = $_________ = $_________ = $_________ = $_________ = $_________ = $_________ ______ x $85/FREE ______ x $560/$480 Seminar 8-Pack ______ x $980/$840 Seminar 4-Pack ______ x $560/$480 Individual Seminars ______ x $175/$150 ______ x $180/$180 Individual Ticket ______ x $130/$130 SYMPOSIUMS KEYNOTE ADDRESSES (Registration fee includes admittance to both keynote addresses.) SEMINARS BREAKFAST PRESENTATION DESIGN OF THE TIMES QTY. RATE Non-Member/Member TOTAL DUE EXPO SEMINARS Wednesday, Oct. 9 8:15 - 9:15 am 1:00 - 2:00 pm 2:30 - 3:30 pm 4:00 - 5:00 pm Shopper Marketing Best Practices n A1 n A2 n A3 n A4 Insights to Activation n B1 n B2 n B3 n B4 Omni-Channel Strategies n C1 n C2 n C3 n C4 Mobile Marketing Solutions n D1 n D2 n D3 n D4 Small Budget Excellence n E1 n E2 n E3 n E4 Thursday, Oct. 10 8:15 - 9:15 am 12:30 - 1:30 pm 2:00 - 3:00 pm 3:30 - 4:30 pm Big Picture n F1 n F2 n F3 n F4 Understanding Your Shopper n G1 n G2 n G3 n G4 Design and Creativity n H1 n H2 n H3 n H4 Leveraging Social Media n J1 n J2 n J3 n J4 Strategies at Retail n M1 n M2 n M3 n M4 DESIGN OF THE TIMES/NETWORKING EVENT Wednesday, Oct. 9 n Design of the Times Awards 5:00 - 7:00 pm Reception & Ceremony ON-SITE REGISTRATION will be available at Expo, but all seminar and event prices are subject to an on-site premium above advance registration prices listed here. By registering and attending the Shopper Marketing Expo, you are acknowledging your understanding and acceptance that you may be included in photographs taken during the event and that these photographs may be used by the Path to Purchase Institute in future promotional materials. EXPO REGISTRATION FEE 2. How did you originally learn about the Shopper Marketing Expo? 3. Which of the following describes your company? c 1 Brochure c 2 Postcard c 3 Free Pass c 4 Magazine Ad c 5 Article c 7 Email c 8 Internet Link c 11 Banner Ad c 9 Word of Mouth c 15 LinkedIn/Twitter Facebook c 1 Consumer Product Marketer/Manufacturer c 2 Retailer c 3 Agency c 4 P-O-P Producer c 5 Vendor to the P-O-P Trade c 6 Educational/Trade Association c 11 Research Firm c 12 Field/Merchandising Service c 13 Path to Purchase c 14 Packaging c 16 Consultant c 17 Other KEYNOTE ADDRESSES Wednesday, Oct. 9 n K1 The Future of Marketing 9:30 - 10:30 am Belongs to “Shared Media” Thursday, Oct. 10 n K2 Building Trust: Using a Shopper-Centric 9:30 - 10:30 am Focus to Strengthen Collaboration at Retail SPECIAL WHO’S WHO BREAKFAST PRESENTATION Wednesday, Oct. 9 n W1 Shopper Marketing in a Digital World... 7:30 - 9:00 am (Only 50 paid tickets available.) REGISTRATION FORM October 8–10, 2013 (Exposition Oct. 9-10) Navy Pier, Chicago
  • 24. Path to Purchase Institute 8550 W. Bryn Mawr Ave., Ste. 200 Chicago, IL 60631 Learn From Leading Brands and Retailers Alison Lewis SVP, Marketing N.A. Anne Jones VP, Shopper Marketing & Shopper Insights Lynn Neal NA Retail Strategy Leader Misty Duffy Director of Shopper Insights North America B. Bonin Bough VP, Global Media & Consumer Engagement Shannon Curtin GMM, VP of Beauty, Personal Care & Seasonal Sponsored by: REGISTER TODAY! www.ShopperMarketExpo.com or call (866) 229-2386 before October 4. The Shopper Marketing Expo fosters a better understanding of actionable strategies that will reach, engage and influence consumers along the path to purchase. Jocelyn Wong CMO ®