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2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
2011 Shopper Marketing Expo brochure
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2011 Shopper Marketing Expo brochure

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2011 Shopper Marketing Expo brochure

2011 Shopper Marketing Expo brochure

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  • 1. r IQ? ou measurement promotions alignment events Y retailer ROI displays create action alley hat’s grasp the marketing activation shelf path to purchase technology merchandising packaging experience mobile touchpoint shopper trends W media manufacturer collaboration social solutions research store brands consumer purchase trigger smartphone metric digital effectiveness needs in-store focused online engage purchase Come curious. Leave inspired. Oct. 18-20, 2011 Exposition: Oct. 19-20 Navy Pier, Chicagowww.ShopperMarketExpo.com
  • 2. WELCOME Grasping the path to purchase has never been more important. Rapidly expanding 2011 Shopper Marketing perceptions about what constitutes Expo Co-Chairs effective shopper marketing demand that The Expo is backed by these industry leaders who support progress and advancements in effective shopper marketing. you gather more information and learn as much as possible from industry experts April Carlisle and leaders. Leader, Shopper Marketing COE, North AmericaSo, I invite you to join us at the Shopper MarketingExpo. By attending the Expo you and your colleagues Anne Chambers CEOwill engage with some of the industry’s brightest minds;you’ll have ample opportunity to interact directly withleading edge products and services; and you will acquirecritical, game-changing insights and information that Chuck Luckenbill VP, Visual Merchandisingwill help you form deeper connections with prospectiveshoppers. Mary SagripantiIf this arena is important to you, please take a few Senior Director, Shopper Marketingminutes to look through the incredible array of offeringsavailable to you at the Expo. Easily two full days ofinteraction — from sun-up ‘til sundown — will be required Dave Sommerof you if you wish to receive maximum benefit from your Partnership Leader, Global Marketing Solutionsexperience.Register today, etch the dates in stone and join us (along Paul Sternhell Leader, Shopper Marketing Solutionswith a few thousand equally hopeful souls) as we striveto grasp and master the path. Christy TappySincerely, Americas Shopper Marketing DirectorPeter HoytExecutive Director & CEOIn-Store Marketing Institute KEYNOTE SPONSOR: SPONSORS: Curriculum Development Committee Special thanks to the Curriculum Development Committee whose invaluable input helped shape the 2011 Expo seminar program. April Carlisle, Leader, Shopper Marketing COE, North America, PROCTER & GAMBLE Brett Groom, VP, Media, Digital & Social Marketing, CONAGRA FOODS TRACK HOSTS: Jim Lucas, EVP, Global Retail Insight & Strategy, DRAFTFCB Laura McCorvie, SVP, Customer Growth & Shopper Marketing, KRAFT FOODS Laura Moser, Executive Director, Retail Strategy, G2 Mary Sagripanti, Senior Director, Shopper Marketing, KRAFT FOODS2 Register at www.ShopperMarketExpo.com by October 7
  • 3. The Learning Curve Success along the path to purchase requires intelligent collaboration between consumer product marketers and retailers, along with constant monitoring of the ever-changing shopper. Are you prepared? The Shopper Marketing Expo will advance your P2P IQ. How do I leverage This comprehensive event delivers a robust social platforms such as educational program linked to an inspiring Facebook, Groupon, Twitter trade show floor that will help you How do I and blogs? connect the dots. integrate an How can I promote a Expand your horizons. Spend some approach to shopper-centric vision time with renowned industry experts and key solution providersdigital that will across sales, brand and who’ll share valuable knowledge and insights aimed at advancing bring results? channel management? brand equity and driving sales.Will location-awareness How do I choose the right The Expo fosters a better channel, medium and elements understanding of actionabletools transform shopping? to fit certain objectives? strategies that will reach, engage and influence consumers along Can eye tracking and neuroscience really improve How do I leverage the path to purchase. shopper marketing? in-market testing? How do I ensure that Can brands overcome shopper insights message desensitization, are reflected benefit deflation and Table of Contents inside stores? “center-store disease”? What Not to Miss .............................4 Shopping apps: Who Attends & Why.......................5 Is it better to Tuesday Symposiums.....................6 build or partner? Shopper Education 101 ..................7 Keynote Addresses .................... 8-9 Wednesday Seminars ............ 10-13 Thursday Seminars...................14-17 Exhibit Hall .................................. 18-19 Design of the Times .....................20 Travel & Pricing ............................... 21 Expo At-A-Glance......................... 22 Registration ..................................... 23 Register at www.ShopperMarketExpo.com by October 7 3
  • 4. WHAT NOT TO MISSNEW PROGRAMMING...Google Theater Shopper Education 101Hear the latest on mobile, digital shopper The new Shopper Education 101 series is designed to helpmarketing and online advertising. Check out those new to shopper marketing and insights master thefour sessions, presented by Google, that will basic fundamentals of the discipline.explore these emerging tools and keep youup-to-date on current digital trends along • An intensive symposiumthe path to purchase. For your convenience, from PepsiCo and Thesessions repeat on both Wednesday and Shopper Intelligence AgencyThursday. See pages 12-13 & 16-17. will cover the pillars of shopper marketing. • Campbell Soup/Pepperidge Farm will explain the evolution and effectiveness of shopper insights. See page 7 for more details about this unbeatable combination of shopper marketing education.IMPORTANT TOOLS... Featured Exhibitors Expo App Vetted by a jury of brand marketers Expo has a mobile app! and retailers, “Featured Exhibitors” This digital tool offers offer the most innovative and up-to-the-minute Expo intriguing solutions. While you’re updates, a full session visiting these “must-see” companies, lineup, speaker bios, take a picture of the Featured exhibitor and booth Exhibitor SnapTags and earn a chance information, show Snap & Send to 26753 Or to expo@snaptag.mobi to win $200 in our SnapTag contest. floor maps and more. You can also Scan with the SnapTag Reader SnapTag by SpyderLynk See page 18 for complete details. Instructions on how to download this app will be provided when you register.SPECIAL EVENTS...Who’s Who BreakfastAn annual favorite, the Who’s Who Breakfast will honorretail and consumer product marketers who have made asignificant impact in shopper marketing.Feature Presentation:Shopper Solutions: Emerging Best Practices for Combining Design of the Times GalleryDigital Content and Community with In-Store Activation Peruse through the new and improved gallery to check out this year’s Design of the TimesPresented by: finalists. The gallery is open both WednesdayMATTHEW EGOL and Thursday. See page 20 for details aboutVP, Consumer, Media & Digital Practice attending the awards ceremony.Booz & Co.Introduction by:DENNY BELCASTROEVP, Industry Affairs &Membership ServicesGrocery Manufacturers AssociationHosted by:4 Register at www.ShopperMarketExpo.com by October 7
  • 5. WHO ATTENDS & WHY Three Days in Chicago that Will Define Your Success at Retail ForeverJoin the Industry’s Our proposition is simple: Invest a few days at the shopper marketing industry’s most important annual conference and take home business Sharpest Minds strategies, tactical skills and retail inspiration that will translate into lasting results for you, your brand and your trading partners.Brand Marketers &Retailers• Brand and Product Teams• Marketing Directors• Shopper Marketing Teams• Shopper Insights Managers• Merchandising Managers• Purchasing Managers• Packaging Managers• Product and Category Managers Cutting-Edge Content Taught By the Biggest Names Crafted to inspire your whole team, the Expo delivers focused,Marketing & practical content on today’s hottest topics through symposiums,Ad Agencies high-profile keynote addresses and a 9-track educational seminar program. Soak in the know-how from more than 60 world-class• Creative Directors shopper marketing experts, researchers, and practitioners — the• Account Teams real thought-leaders on the path to purchase.• Graphic Designers• Sales Promotion Managers• Print Production Managers Business-Driven, Multidisciplinary SolutionsIn-Store Display Only the Expo focuses 100%Design Firms on connecting you with the people, ideas and tools that• Senior Management are essential to success in the• Production Managers field of shopper marketing. In the Exhibit Hall, you will find• Account Executives products, services and professionals who drive sales at retail. Easily• Design Directors compare and evaluate these solutions on the show floor and during educational programs to optimize your learning.• Purchasing Executives• Design Engineers NetworkingRetail Technology Firms with Shopper• Digital & In-Store Marketing’s Best Marketing Directors Join thousands of your• Innovative Technology Directors in-store marketing colleagues at popular networking events• Customer Engagement designed to link attendees Technology Managers who can help each other.• Mobile Specialists Register at www.ShopperMarketExpo.com by October 7 5
  • 6. SYMPOSIUMS#S01 | Transforming Shopper Insights to Shopper Hosts/Speakers:Marketing ActionTuesday, October 18 | 1:00 - 4:30 pmHosts/Speakers:Alison Chaltas, EVP, Sarah Gleason, SVP, and Joanna Ebert, Senior Consultant,GFK INTERSCOPESpeakers:Peter Naumann, Director, Category Development, PHILIPS CONSUMER LIFESTYLE;J.D. Spangler, VP, Category Development, HANESBRANDS INC.Technology, economic, demographic and globalization trends have radically altered the landscapefor 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 thatcapability-building is one of their top three strategic priorities, only 25% of the benchmarkedrespondents believe their current programming is effective in delivering results.The key gap: most companies lack the capability to unify shopper insights and retail activation. Speakers:Through industry research and real world application, including discussion of the 2011 GfKFuturescope benchmarking study, this symposium will help you close this gap. Joining GfK is PeterNaumann of Philips Consumer Lifestyle and J.D. Spangler of Hanesbrands Inc. who will share livingcase studies of their companies’ journeys to improving their ability to transform insights into provenshopper marketing results.Designed specifically for seasoned shopper marketing leaders looking to ramp up their skills, thishands-on program will help you gain competitive advantage through key next-generation shoppermarketing 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.#S02 | The Social Shopper Hosts/Speakers:Tuesday, October 18 | 1:00 - 4:30 pmHosts/Speakers:Lisa Diehlmann, SVP, Digital Strategy andEthan Goodman, Director, Digital Strategy, LEO BURNETT/ARC WORLDWIDESpeakers:John Andrews, Founder/CEO, COLLECTIVE BIAS;Lee Brown, SVP, Sales, GROUPON; Speakers:David Sommer, Partnership Leader, Global Marketing Solutions, FACEBOOK;Marti Walsh, Senior Brand Activation Manager, My Coke Rewards, THE COCA-COLA CO.;Narni Ilagan Yoder, Account Solutions, Head of CPG, GOOGLE/YOUTUBESocial media has become a prevailing communication channel and marketing forum, but what doessocial media have to do with shopper marketing? Lots! 83% of adult Americans use social media and45% have woven social media into their shopping. 93% of social shoppers have received a coupon orpromotion offer from a friend. With trends such as these, it is important for marketers to understandhow to integrate social media into their marketing initiatives.Attend this advanced learning session to find out how and why shoppers engage with social mediaacross a variety of platforms. Hear how social platforms are evolving to create relevant interactionswith shoppers. Leave with five learnings on how to build a stronger path to purchase using socialmedia 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.6 Register at www.ShopperMarketExpo.com by October 7
  • 7. SHOPPER EDUCATION 101New this year, at the recommendation of the Curriculum Development Committee, Expo proudlyintroduces the Shopper Education 101 series, an unbeatable combination of presentationsaddressing the fundamental tenets surrounding shopper marketing and shopper insights.Focused on developing a clear, basic understanding of the shopper marketing discipline, the ShopperEducation 101 series is intended to help individuals with varying titles and skill levels throughout the industry.Attendees will include: • Managers who have been reassigned to a shopper marketing department. • Newbies to the shopper marketing industry. • Entire shopper marketing teams seeking higher returns. • Agencies looking to better serve their clients’ needs. • Any organization looking to determine optimal positioning in the shopper marketing ecosystem. SHOPPER MARKETING#S03 | Shopper Marketing Theory and PracticeTuesday, October 18 | 1:00 - 4:30 pmKristine Abrahamson, Senior Marketing Director, Customer Innovation, PEPSICO;Christopher Brace, Owner, THE SHOPPER INTELLIGENCE AGENCYLearn the fundamentals of shopper marketing: its pillars, functions, and benefits, and bring it all together by writingyour own industry definition for shopper marketing. Begin to understand which activities/vehicles qualify as shoppermarketing and which ones do not. Define real insights (versus generalizations) and how to identify and properly articulatethem. 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. SHOPPER INSIGHTSRuss Onish, VP, Shopper Insights & Category Solutions andMary Jean Pogoda, Senior Manager, Shopper Insights, CAMPBELL SOUP/PEPPERIDGE FARM#401 | What it is and Why it’s Taken CPG by StormWednesday, October 19 | 12:30 - 1:30 pmShopper insights emerged out of virtual vacuum and rapidly permeated the CPG industry. In a first of its kind, thepresenters draw upon relevant experience at IRI, Kraft, Nestle, J&J and most recently Campbell Soup/Pepperidge Farmto demystify the discipline and underscore its significance to a high performance organization. Come learn about:• The emergence of shopper insights as a research discipline and its interrelationship with other research domains.• The evolution of shopper insights as a function and its connectivity to other functions in a dynamic organization including its influence on category management and shopper marketing.• The new areas of collaboration among suppliers, manufacturers, and retailers with the shopper at the core.• The skills and experiences required to be an adept practitioner of shopper insights. THIS TRACK HOSTED BY:• The key metrics and frameworks that underpin the discipline, especially the path to purchase.• Translating shopper insights into recommendations you activate in the marketplace.#402 | How to Bring it to Life and Build Organizational CapabilitiesWednesday, October 19 | 2:00 - 3:00 pmNow that you know what shopper insights is all about and why it’s all the rage, come learn how to do it well. This Shopper Insights 101sequel will guide you through the path to purchase. Along the way you will explore the killer questions and best research methods toaddress them. Topics include:• Expanding your organization’s mindset to put the shopper at the heart of your strategies.• Prioritizing your issues and opportunities to create a shopper learning plan.• Evaluating methodologies and suppliers to address your research priorities.• Establishing strategic frameworks to gain organizational alignment, communicate recommendations and build expertise over time.• Translating shopper insights into recommendations that you can activate in the marketplace. Register at www.ShopperMarketExpo.com by October 7 7
  • 8. WEDNESDAY KEYNOTE Wednesday, October 19 | 9:30 - 10:30 am #K1 | How to Build Shopper Loyalty for the Long Haul: What to Do, What Not to Do and What to Do Next Building shopper loyalty is becoming harder and harder. So many places to shop, so much focus on the deal, so many things competing for time and money. But it can be done – it mustCVS/Pharmacy logo horizontal 4-color process uncoated File Name: CVS_H_CMYK_uncoat.eps be done. HELENA FOULKES EVP & Chief Health Care Helena Foulkes, EVP & Chief Health Care Strategy and Marketing Strategy and Marketing Officer Officer, CVS Caremark, and Wendy Liebmann, Founder, CEO & Chief Shopper, WSL Strategic Retail, will show you how to build shopper loyalty with real life retail experiences and an in-depth understanding of shoppers and how to keep them in “the store” today – and tomorrow. You will learn: • Critical components to building retail loyalty – in store and out. • What retailers expect of you. • What to build into your shopper strategy to stay ahead of the changing marketplace – what’s essential, what to avoid and what no longer works. WENDY LIEBMANN Founder, CEO & Chief Shopper KEYNOTE SPONSOR: 8 Register at www.ShopperMarketExpo.com by October 7
  • 9. THURSDAY KEYNOTEThursday, October 20 | 9:30 - 10:30 am#K2 | For the Love of Shopping — InspiringBuying Momentum Through FacebookIn today’s cluttered marketing environment, winning at the firstmoment of truth (FMOT) is even more complex. As a result, it isimperative to engage shoppers beyond the store and throughoutthe entire shopping experience. Connections on Facebook andthe ability to drive word of mouth at scale have become newinfluences along the path to purchase. CAROLYN EVERSON VP, Global Marketing SolutionsCarolyn Everson, VP, Global Marketing Solutions, Facebook,Michael Schmidt, Director, Walmart Beauty & Health, Procter &Gamble, and Dina Howell, Worldwide CEO, Saatchi & Saatchi X,will share their vision and experiences on how to use Facebookand social media to create transformative sales for your brandsthroughout the path to purchase.You will learn:• How to leverage Facebook as a dynamic touchpoint on the path to purchase.• How Facebook is changing shopping.• How brands can engage in this dialogue. DINA HOWELL Worldwide CEO MICHAEL SCHMIDT Director, Walmart Beauty & Health Register at www.ShopperMarketExpo.com by October 7 9
  • 10. SEMINARS Wednesday, 8:15 am Wednesday, 12:30 pm DIGITAL PATH TO PURCHASE Terry Mangano #101 | The Advent of Shopping Media: Where #102 | Engaging Shoppers on Retail Websites Before Catapult Marketing Madison Avenue Meets Online Shoppers They Go to the Store Steve Nottingham, SVP, Client Service/Digital Practice Leader, Sally Foxx, Senior Manager, Global Online Development, MARS ADVERTISING, David Selinger, CEO, RICHRELEVANCE SAMSCLUB.COM; Greg Murtagh*, CEO, TRIAD RETAIL MEDIA Two-thirds of shoppers begin the path to purchase online – and one Marketers and retailers are striving to impact their customers along in five start at a retail site. Therefore, advanced consumer brands are an evolved path to purchase. The ability to reach the shopper with the shifting their marketing dollars towards the online channel where they right message for the right channel at the right time at every influence can have a direct dialogue with shoppers. Target.com recognized the point is what distinguished great marketers from good marketers. As Karyn Bruce value of its shopping audience and has introduced “Shopping Media,” a membership business, Sam’s Club is positioned to deliver relevantFroseth Karas a new program designed for brand marketers. Shopping Media is messages to its members at increasing numbers of touchpoints. defined as highly relevant advertising that complements the online Takeaways: shopping experience, providing users with contextually relevant brand advertising deep in the purchase funnel. Hear about: • Hear how Sam’s Club is expanding its points of member influence at all touchpoints before, during and after the sale. • The prioritization of Shopping Media for CPG brands. • Key tactics include website, mobile and social media. Vince Voron • A case study of brands on Target.com on how this retailer (and others) have introduced a new channel for brand marketers • Learn how to determine what is the most relevant to shoppers. The Coca-Cola Co. to engage consumers. • How CPG brands are leveraging real-time data from Shopping Media to capture consumer insights and market trends. Laura Jim Lucas FUELING CREATIVITYJohnston #201 | In-Store Creative isn’t Just “In-Store” Anymore #202 | Cool Insight – Is it Hot Enough to Make it in Store? Doug Van Andel, Executive Creative Director and Peter Viento, Laura Johnston, SVP, Group Creative Director and Jim Lucas*, EVP, Executive Creative Director, SAATCHI & SAATCHI X Global Retail Insight & Strategy, DRAFTFCB “In-store” is designed to meet shoppers wherever they may be. Whether While we are better at uncovering shopper insights via a variety of at a point when they’re in the mindset to buy or anywhere along the path research methods, there is still a nagging feeling that not all insights Patrick Moorhead to purchase, shoppers are channel and media agnostic. equally impact the creative development process. Some are better at Draftfcb “getting into the store” than others. The value of insights can be judged Shopper marketing is rapidly expanding to include many more media channels, from online to mobile shopping assistants and apps to by their ability to: serve strategy development, lead to actionable ideas, interactive kiosks, pop-up stores, experiential and social/e-commerce to affect change in specific shopper behavior and inspire the development engaging in-store creative executions. team. This session will show how to use shopper insights to fuel the creative development process. It will focus on intent (vision of what we Not only does shopper marketing come to life differently based on want to achieve) and sequencing (apertures for bringing about a desired channel and media, it changes based on region and around the world. As outcome). Both play different, complementary roles in the creative digital and shopper grow, they are coming together to create a creative development process. This co-presentation by creative and planning Will Clarke force that will eclipse all other marketing activities. This session will cover: team members shows “valuable” insights can be developed and The Integer Group • The principles to developing best-in-class shopper creative and tools brought to life for shoppers. Session takeaways: to overcome purchase barriers and develop game-changing ideas. • An understanding of criteria for judging the value of shopper insights. • How great creative makes a difference and improves shoppers’ lives. • How shopper insights can help fuel the creative development process. • How the current economy affects creative execution. • How to ensure shopper insights are reflected in the store. Bill Chidley Interbrand Design Forum BEST PRACTICES/BIG PICTURE #301 | Supercharge Your Shopper Marketing with #302 | Organizational Best Practices: Finding the Super Regional Retailers – Why it’s a Winning Shopper’s Voice Among 13 Disparate Businesses Investment Lisa Gunther, VP, Marketing and Elizabeth Ubell, VP, Category Terry Mangano, EVP, CATAPULT MARKETING Management, NEWELL RUBBERMAID Steve Nottingham The session takes a deeper dive into which regional powerhouse Building a shopper-centric organization at Newell Rubbermaid has MARS retailers provide the best investments for shopper marketing funds, been a multiple-year journey involving 13 distinct business units and Advertising including an overview of proactive store loyalty initiatives, mobile the creation of corporate centers of excellence. The transformation outreach, examples of shopper segmentation and the integration of began with brand management and has evolved to create a commercial pre-store and in-store influencers. Opportunity volume can be found operating system (brand + channel + sales) focused on winning with the through selective investments against specific regional retailers who consumer, shopper and customer. In our journey to create a common know how to leverage shopper marketing support to grow brands and culture that builds brands that matter, there are both successes and categories. In this session you will learn: obstacles to share. In this session, you’ll learn the importance of: • Why it pays to do control/store tests among regional powerhouse • Establishing and communicating a detailed functional vision, which retailers. is coordinated across sales, brand management and channel management. • How to influence the path to purchase via digital shopper marketing. • Investing in organizational capability and individual people • How shopper marketing builds store/brand loyalty among super development enabled by a common assessment approach and regional retailers over time – and higher category shares. training commitment. • Recognizing the journey and focusing on one or two key changes each year that ladder to the longer term. 10
  • 11. Wednesday, 2:00 pm Wednesday, 3:30 pm THIS TRACK HOSTED BY:#103 | Digital Practices at Retail #104 | LBS = Location Based Shopper? Lisa ElizabethSteve Bullock, SVP, Director of Insight & Strategy, Patrick Moorhead, SVP, Group Management Director, Mobile Gunther UbellTBWA/THE INTEGER GROUP Platforms, Chicago, DRAFTFCB Newell RubbermaidIt used to be that shoppers existed in the retailer’s world. Now retailers The mobile phone is quickly evolving into a location awareness toolare scrambling to understand and adjust to the reality that they indeed helping consumers know not only where they are at any moment, butexist in the shopper’s world. As such, this seminar will walk you through also what is around them. From services that allow for the deliveryhow digital is empowering shoppers, review best practices and show of targeted text messages triggered by consumers’ movements tobest-in-class examples. Seminar tangibles: smartphone applications that are aware of location in a store, mobile• A general understanding of best practices in digital at retail. and location awareness are transforming the ways that consumers David Selinger shop, purchase and unlock value from the brands and retailers they RichRelevance• Numerous examples to share. trust. This session will look at:• A broad overview of digital applications around the country. • The key trends in technology driving this behavior. • The strategic implications of location based shopper marketing. • Examples from the key players in the location space today. Bruce Vierck RTC THIS TRACK HOSTED BY: Peter Doug Viento Van Andel#203 | Improving the Document Formerly Known as #204 | Truth and Beauty at Retail Saatchi & Saatchi Xthe Creative Brief Will Clarke, Executive Creative Director, Dallas,Bruce Vierck, VP, RTC THE INTEGER GROUPRetail programs have become much more complex. They require What do the Greek classical ideals of truth, beauty and joy have to dobroader levels of input and higher levels of strategy. The process for with shoppers, retailers and your brand? In short: everything. Truth,enrolling, aligning and inspiring development teams needs to be richer, beauty and joy have undeniable power when it comes to influencingmore interactive and more fluid. In this session, RTC shares how shopper behavior. That’s because humans are naturally attracted to Sally Foxx“creative briefs” have evolved into new methods and processes for what is beautiful and true and equally repelled by what is ugly and SamsClub.comdriving innovation and delivering results. Key takeaways include how to: untrue. The reasons for this compelling attraction are multitude – from the evolutionary and biological to the cultural and historical. Discover• Gather the inputs of insights, strategies and inspiration. how to use the immutable laws of truth and beauty to build your brand• Use the right templates to convey the story to team members. and drive sales in-store, online and beyond.• Apply the right interactive methods to involve all stakeholders. • Define beauty and its affects on your shopper and your stock price. • Learn the value of being true to your shopper and your brand. Steve Bullock • Uncover the infectious power of joy along the path to purchase. TBWA/The Integer Group Greg Murtagh THIS TRACK HOSTED BY: Triad Retail Media#303 | Bringing Brand and Sustainability Positioning #304 | The Six Challenges to Innovationto Life at Retail in Shopper MarketingKaryn Froseth, Director, Shopper Marketing Capability, Bruce Karas, Bill Chidley, SVP, Shopper Sciences, INTERBRANDVP, Environment & Sustainability and Vince Voron, AVP, Strategic DESIGN FORUMDesign, THE COCA-COLA CO. This provocative session will help shopper marketers seeking to shiftThe Coca-Cola Co. has a global commitment to fostering sustainability their focus beyond short-term wins to long-term success. Innovation *Faculty Membersas a core principal of its global business, including within the retail requires overcoming key challenges including routinization, message have presented atenvironment. To further its efforts the company is developing a family desensitization, trial-to-habit conversion, benefit deflation, retailer/ a minimum of oneof 100% recyclable merchandise display racks for use in grocery category association and “center-store disease.” A virtual tour of the other Institute eventand convenience stores in the U.S. The first GIVE IT BACK rack is a best and worst of the retail landscape will help reframe challenges to and have received anfree-standing unit made of easily recyclable corrugate and designed to audience rating of get to executions that work. Takeaways: > 3.2/4.0 scale.communicate sustainability to shoppers. • Gain new perspective on breaking through to shoppers in-store.The GIVE IT BACK rack is the first step in building a comprehensive, **Distinguishedclosed-loop retail equipment program where Coca-Cola creates • Examine real-life examples that illuminate lessons and opportunities. Faculty Members haverecyclable in-store merchandise racks and then recovers, reuses and/or presented at four or • Learn how to reframe your challenges in order to drive innovation. more Institute eventsrecycles the displays. Attendees will learn: and have received an• How a deep commitment to sustainability can drive unique and audience rating of innovative retail opportunities. > 3.2/4.0 scale.• How shopper insights were used to inform this initiative.• How industrial design plays a key role in communicating innovation and sustainability to shoppers. 11
  • 12. SEMINARS Wednesday, 8:15 am Wednesday, 12:30 pm WHO IS YOUR SHOPPER Elizabeth Harris #501 | Six Keys to Understanding, Motivating and #502 | The Forgotten Senior – An Untapped Gem Arc Worldwide Activating the Value-Driven Consumer Elizabeth Harris, SVP, Planning Director, ARC WORLDWIDE Diane Oshin, Group Publisher, ALL YOU and Cooking Light, What if there was a group of 38 million Americans who were not only TIME INC. highly educated with a six figure median net worth, but their size Identifying oneself as a value-driven consumer has become a was also projected to increase by 40% in next five years – and we as “badge,” representing a smart and responsible shopper. Beyond marketers have been largely ignoring them? Fiction? Hardly. The reality the actual money she saves, this consumer is both empowered and is that the 60-plus consumer is an untapped market hidden in plain psychologically gratified by getting the best value on her everyday sight, and baby boomers are starting to join the ranks. This group is Marcie Merriman purchases. It is essential for both marketers and retailers to focus on like none other that has come before it. This presentation will enlighten Big Red Rooster what motivates and activates this consumer. Hear insights on what marketers on: influences her shopping behavior and then identify specific tools that • The myths and realities associated with those aged 60-plus. activate her to buy. Seminar tangibles: • The unique way that this active and growing segment thinks about, • Understand the psychographics of the value-driven consumer. shops for, purchases and consumes products. • Identify her shopping behavior characteristics. • Steps that marketers and retailers can take to win with this unique, • Hear specific examples of innovative strategies that drive sales. valuable and largely untapped market. Russ Mary Jean Onish Pogoda Campbell Soup/ Pepperidge Farm GOOGLE THEATER (Google Theater seminars repeat on Wednesday and Thursday.) #601 | How Can Brands and Retailers Collaborate on #602 | Measuring the In-Store Impact of Online Digital Shopper Marketing? Advertising Carrie Birth, Brand Manager, Kroger Customer Team, April Carlisle*, Paul Sternhell, Leader, Shopper Marketing Solutions, GOOGLE INC. Elle Paul Leader, Shopper Marketing COE, North America, PROCTER & Many CPGs and retailers are embracing digital shopper marketing,Duncan Sternhell GAMBLE; Elle Duncan, Head of Industry, Home & Personal Care, but investment has grown slowly because few companies accurately GOOGLE INC. measure the impact on in-store sales. Advertisers need models that Many traditional shopper marketing strategies rely on close collaboration can estimate sales lift from proposed online programs, as well as the between retailers and brands. Promotions, funding, creative, trademarks ability to receive continuous feedback so tactics can be optimized over and reporting are just a few of the areas that need to be aligned. This time. Great strides have been made in bringing accountability to digital kind of coordination is just as important for digital shopper marketing, shopper marketing with an expanding set of approaches and tools. In Brian Zeug but few companies have figured out how best to make it work. Online this session, Google will share: Google Inc. advertising in particular presents unique challenges as brands and • An overview of the most common approaches to measuring online- retailers attempt to partner. Google and P&G will discuss: to-store (O2S) impact. • How the roles of the brand and retailer, including messaging and calls • New advances in targeting and tracking online ads, using household to action, vary based on a consumer’s point on the marketing funnel. and market-level data. • Insights into consumer behavior when presented with online • Results of recent O2S tests across a range of retailers and brands, campaigns by both a brand and the retailers which sell its products. along with lessons learned. • Best practices for creating scalable digital brand/retailer joint “We find it programs, including examples from P&G and other leading CPG invaluable that companies. the seminars have followed SHOPPER INSIGHTS 101the evolution of #401 | What it is and Why it’s Taken CPG by Stormmarketing – from Russ Onish, VP, Shopper Insights & Category Solutions and Mary Jean Pogoda, Senior Manager, Shopper Insights,a focus on retail CAMPBELL SOUP/PEPPERIDGE FARM point-of-sale to Shopper insights emerged out of virtual vacuum and rapidly permeated a focus on the the CPG industry. In a first of its kind, the presenters draw upon relevant integration of experience at IRI, Kraft, Nestle, J&J and most recently Campbell Soup/Pepperidge Farm to demystify the discipline and underscore its retail, online, significance to a high performance organization. Come learn about:mobile and social • The emergence of shopper insights as a research discipline and itsbest practices.” interrelationship with other research domains. • The evolution of shopper insights as a function and its connectivity to other functions in a dynamic organization including its influence onKaren Stermitz category management and shopper marketing. Shopper Marketing • The new areas of collaboration among suppliers, manufacturers, andInnovation Manager retailers with the shopper at the core. • The skills and experiences required to be an adept practitioner of shopper insights. • The key metrics and frameworks that underpin the discipline, especially the path to purchase. • Translating shopper insights into recommendations you activate in the marketplace. 12
  • 13. Register at www.ShopperMarketExpo.com by October 7Wednesday, 2:00 pm Wednesday, 3:30 pm THIS TRACK HOSTED BY:#503 | How Millennials Will Shape Food Shopping #504 | The Birth Effect: How Parenthood Brian McDevittMichelle Fenstermaker, Executive Director, WD PARTNERS Impacts Millennials’ Shopping Behaviors Google Mobile AdsMillennial shoppers are demanding a new food shopping experience. and Purchase DynamicsWhat’s important to them and why? WD Partners conducted research Marcie Merriman, EVP, BIG RED ROOSTERwith Millennial food shoppers and then developed some provocative Millennials aren’t new news. This group of 18- to 29-year olds, which ispeeks into the future. What might food shopping look like once 95 million members strong, has been shaping consumer behavior sinceMillennials are in the driver’s seat? 1981. So what happens when these social, non-hierarchical individualsSee Millennials talking about food shopping as well as in-store become parents? This session illustrates Millennial parents’ uniqueinnovations that were designed with Millennial criteria in mind: it’s a lot shopping habits and how this prime spending demographic affects Lisa Diehlmann Leo Burnett/less about technology than you think; forget circulars; it’s about “just for the way brands position themselves at retail. Also see how the store Arc Worldwideme”; I’m hungry for information and inspiration. Takeaways: design process must evolve to capture this growing, dynamic shopper• Hear what Millennials think about food shopping, their likes and segment. Seminar tangibles: dislikes; wants and needs. • How Millennial parents’ shopping expectations influence brands and• Learn how to develop in-store marketing and environments that retailers. appeal to Millennials. • What motivations drive Millennial parents’ shopper behaviors and• See 10 Millennial “store of the future” concepts. purchase dynamics. • How the retail design process should adapt to better meet Millennial Carrie April parents’ needs. Birth Carlisle Procter & Gamble THIS TRACK HOSTED BY:#603 | What is the Role of Video, Display and #604 | Mobile — The Game-Changer on theRich-Media Advertising on the Path to Purchase? Path to Purchase Diane OshinBrian Zeug, National Sales Director, Display & Video, GOOGLE INC.; Brian McDevitt*, Head of Mobile Display, GOOGLE MOBILE ADS Time Inc.Lisa Diehlmann, SVP, Digital Strategy, LEO BURNETT/ARC Five billion people have access to a mobile phone – one million moreWORLDWIDE people than have access to a clean toilet. By the end of 2011, 50% ofYears ago in a simpler time, consumers watched a TV commercial, Americans will have a smart phone – and 79% of these mobile phoneand then went to the store to buy your brand. Today, consumers are users utilize their phones to help make purchase decisions. Advertisersconsuming video, display and rich-media advertising before they get need strategies to reach consumers when they are using their mobileto the shelf. Media is playing a key role in their purchase decisions. phones on the path to purchase. In this session, Google will share:CPGs and retailers have the opportunity to take better advantage of the • New data on how mobile phones are used throughout the shoppingcreative possibilities of these emerging media to lift branding metrics and process. Michelle Fenstermakerincrease sales. In this session, Google will share: WD Partners • Key mobile shopper marketing strategies that you can implement• The role of video, display, and rich-media on the shopper’s path tomorrow. to purchase. • Relevant case studies.• Case studies of video, display and rich-media advertising marketing “The Expo programs. seminar program• Principles for developing video and display strategies that win with the shopper. is an unrivaled opportunity for manufacturers, THIS TRACK HOSTED BY: retailers and shopper marketing#402 | How to Bring it to Life and Build professionals toOrganizational Capabilities advance theirRuss Onish, VP, Shopper Insights & Category Solutions andMary Jean Pogoda, Senior Manager, Shopper Insights, understandingCAMPBELL SOUP/PEPPERIDGE FARM about howNow that you know what shopper insights is all about and why it’s to properlyall the rage, come learn how to do it well. This Shopper Insights 101 leverage varioussequel will guide you through the path to purchase. Along the way youwill explore the killer questions and best research methods to address touchpointsthem. Topics include: along the path• Expanding your organization’s mindset to put the shopper at the to purchase.” heart of your strategies.• Prioritizing your issues and opportunities to create a shopper Andy McMillin learning plan. VP, Shopper Marketing• Evaluating methodologies and suppliers to address your research Coca-Cola Refreshments priorities.• Establishing strategic frameworks to gain organizational alignment, communicate recommendations and build expertise over time.• Translating shopper insights into recommendations that you can activate in the marketplace. 13
  • 14. SEMINARS Thursday, 8:15 am Thursday, 11:00 am DIGITAL PATH TO PURCHASE Adam Murphy #105 | Apps: The Holy Grail to Your Success? #106 | Navigating the Path to Purchase Using MobileAnheuser-Busch InBev Perhaps – But it’s All About the Consumer Experience Session Lead: Jeff Weidauer*, VP, Marketing & Strategy, VESTCOM Ed Kaczmarek, Director of Innovation, Consumer Experiences, INTERNATIONAL INC. KRAFT FOODS Panelists: Dan Lowden, VP, Marketing, DIGBY; Nicole Skogg, Why is there so much hype about apps? Can an app really create CEO & Founder, SPYDERLYNK; Mike Wehrs, CEO, SCANBUY success for your business? Examine three shopper-related apps Mobile continues to be the hot topic for retail and CPG marketers. and distill what makes them so successful. Is it more sales, deeper 2D barcodes, or QR codes, are being used with greater frequency as Tammy RachaelBrumfield Norton engagement or long-term loyalty? What can we really measure? Key the “connective tissue” between the shelf edge and the shopper as ConAgra Foods takeaways: marketers seek ways to motivate shoppers via mobile. But creating the • The hierarchy of decision-making – “to app or not to app.” barcode is the easy part. This panel discussion will explore the various types of codes and the benefits and challenges of each. Audience • Guidelines for deciding whether to build an app or to participate/ members in this seminar will take away the following: partner in an already-established app. • Information about the various options for 2D barcodes and their • A list of components that, when used together, can create a best-in- properties. class app that will drive engagement and results. Cathy Allin • What “should” happen once the shopper scans a code. Decision Insight • What are the mobile use cases for using barcodes and how to make 2D barcodes an ongoing element in your marketing materials. Werner Domittner Diageo UNDERSTANDING THE SHOPPER #701 | Bringing Eye-Tracking and Neuroscience to the #702 | Behave Yourself! How Behavioral Research is Store: A Case Study Changing the Face of Shopper Marketing Adam Murphy, Global Manager, Shopper Insights, ANHEUSER- Mike Quintana, Director, Consumer Strategy & Insights, FRITO-LAY; BUSCH INBEV; Tom Dilley, VP, Account Manager and Scott Cathy Allin, President & CEO, DECISION INSIGHT Young**, President, PERCEPTION RESEARCH SERVICES (PRS) Traditionally, shopper insights were driven by listening to what people Dan Lowden Digby This session will share insights gathered from a recent study said – attitudes, opinions and stated intent. Thousands of new products conducted in the U.S. and Argentina that used in-store eye-tracking and marketing campaigns lived and ultimately died based on this stated to document viewing patterns and engagement with point-of-sale research. That is all changing as new techniques help us understand materials as people shopped in retail stores. Neuroscience was used not just what people say, but what people do. Learn how Frito-Lay to gauge shoppers’ cognitive engagement and emotional reactions to used a blend of behavioral, attitudinal and in-market techniques to: merchandising materials. This case study will include sample output • Guide a mass merchandiser in implementing a desired salty snack from mobile eye-tracking and neuroscience, including raw videos and aisle flow. analysis, and compare findings across countries. Audience takeaways: Mark Mallardi • Help a national grocery chain identify in-store merchandising and EmSense • Illustrate uses/applications of two exciting new shopper research messaging that maximizes value perceptions. technologies: mobile eye- tracking and neuroscience. • Aid a value retailer in redesigning in-aisle flow and communication • Discuss sample outputs and how to interpret findings from these to increase banner equity and deliver a more appealing category cutting-edge, in-store research techniques. shopping environment. • Share key insights and lessons learned (on improving shopper marketing and merchandising). Mike Quintana Frito-Lay BRAND ACTIVATION AT RETAIL #801 | Packaging’s Top Five Must-Haves to Ensure #802 | Looking at Brand Equities Through a Shopper Marketing Success Store-Back Lens Russ Napolitano**, VP, Strategic Development and Tara Orlando, Brian Priest, SVP, Creative and Mary Van De Walle, VP, Planning, Ed Kaczmarek Director, Strategy, WALLACE CHURCH INC. UPSHOT Kraft Foods Retail environments express increased visual noise and command Traditional brand equity development occurs upstream in the brand more of our attention while store shelves are becoming more crowded. process. These equities may be very effective in print or TV, but As a result, a shopper’s message intake is becoming very fragmented. often fall short in-store because they do not consider the unique Your brand’s packaging must be dressed for success in order to get challenges of communicating — beyond packaging. Looking at equity noticed and compete effectively. Understanding shoppers’ perceptual development and brand equities through a store-back lens ensures that hierarchy – how they access information as they walk down the aisle – equities are flexible, recognizable and impactful across all mediums. is critical to your packaging’s on-shelf performance and your brand’s Presentation takeaways: Janet Eden-HarrisMarket Force Information success. In this session, you’ll learn: • How to think about equities through the store-back lens. • The role that color, shape, numbers, words and sustainability play in developing packaging that is guaranteed to capture shoppers’ • What makes successful in-store brand equities. attention and produce a high return on your investment. • Good and bad examples of in-store brand equities. • Through case examples, how a disciplined strategic process, ViBE, can help develop a visual communications strategy to optimize on- shelf performance and create a 360-degree brand experience acrossTom Dilley Scott Young all brand touchpoints. PRS • The utilization of ViA – Virtual Insights & Attitudes – to gain cost and time-effective shopper insights within the retail environment. 14
  • 15. Register at www.ShopperMarketExpo.com by October 7Thursday, 12:30 pm Thursday, 2:00 pm THIS TRACK HOSTED BY:#107 | Integrating Digital Strategy into Your Shopper #108 | What’s New in How Digital Coupons and Tom BrownMarketing Discipline Promotions Can Impact the Path to Purchase RPM ConnectTammy Brumfield, Director, Shopper Marketing and Ken Fenyo, CEO, YOU TECHNOLOGY INC.Rachael Norton, VP, Shopper Marketing, CONAGRA FOODS; Digital coupon use is exploding and becoming a key way leadingTom Brown, EVP, RPM CONNECT brands and retailers can collaborate to drive sales and loyalty. ThisDigital marketing, inclusive of social media, is a hot and growing area presentation will discuss how this space is evolving and key trends inof shopper marketing. But digital alone is not enough. The key is to the growth of this new marketing medium. A case study from a YOU Mike Wehrsintegrate digital strategy into your shopper marketing programs to Technology customer will highlight these tools in practice and examine Scanbuydeliver against the stated objective. To take full advantage of what innovative channels such as mobile and social media to reach shoppersdigital has to offer, it is imperative to develop an approach that takes with digital offers. Key takeaways include:the overall shopper marketing process into account, from strategy brief • The impact of knowing your audience and behaviors: strategies forthrough post-event analysis. Audience takeaways: reaching digital savvy audiences as well as novices.• How to integrate digital strategy into the shopper marketing process. • Choosing the right channel, medium and elements to fit your• How to leverage internal and external resources to develop the best objectives, such as increasing trial, new product introduction or digital communication strategy. creating loyalty. Nicole Skogg• Examples of best-in-class digital initiatives that deliver against • Brand/retailer collaboration: extending in-store merchandising and SpyderLynk shopper marketing objectives. marketing to address new behaviors and changes in traditional “moment-of-truth” timing. Jennifer Dimaris THIS TRACK HOSTED BY: Starbucks Co.#703 | Research Revelations: Shopper Influences and #704 | Mind Games: Combining Virtual Shopping andBehaviors Uncovered Neuromeasurement for Maximum Impact at ShelfJanet Eden-Harris, CMO & SVP, Strategy, MARKET FORCE Staci Covkin, SVP, Consumer & Shopper Insights, SYMPHONYIRIINFORMATION GROUP; Mark Mallardi, SVP, Sales & Marketing, EMSENSEOld-school sales fundamentals aren’t effective with shoppers Do you ever watch shoppers in the aisle and wish you knew what Staci Covkinwho gather information inside and outside the store, sometimes motivated them to select the product they placed in their cart? SymphonyIRI Groupsimultaneously, and who buy based on impulse and non-conscious SymphonyIRI and EmSense will provide a window into the mind of thestimuli. Avoid a “see what sticks” approach to in-store marketing by first shopper. By bringing together virtual shopping, neuromeasurementunderstanding shopper motivations, behaviors and reactions to brands techniques and post-shopping surveys, you’ll be able to quantifyand store characteristics. This session presents new custom research shoppers’ cognitive engagement and emotional response to in-storeconducted among thousands of shoppers that reveals the roles of marketing stimuli in order to see both the “what” and the “why” behindsocial media, service, stimuli and product placement on their path to shopper behavior. This session will cover:purchase. Audience takeaways: Mary Van Brian Priest • A demonstration of a portable, wireless headset that works in a virtual• Learn through the results of a large-scale survey how shopper shopping setting to measure emotional and cognitive responses to in- De Walle behavior is shifting, how shoppers shop, and which in-store and store conditions. Upshot out-of-store factors have the greatest bearing on shopper decisions. • How to add the evaluation of emotion and cognition – NeuroMetrics –• Learn how elements such as merchandise accessibility and availability, to key shopping metrics and effectively elicit positive feelings at the cleanliness and staffing contribute to and detract from the in-store shelf, increasing the likelihood of a purchase. shopper experience.• Learn which promotions really work and entice consumers to buy, • Examples of how manufacturers have tested new products, new whether in-store displays work better than coupons, and whether packaging, in-store promotions and shelving/aisle options to optimize Jeff Weidauer online or newspaper ads are most effective. the shopping experience and maximize the impact at shelf. Vestcom Intl. Inc. THIS TRACK HOSTED BY:#803 | Shopper Marketing as the Catalyst to Change #804 | Ease of ShopBehavior and Stimulate Demand Werner Domittner, SVP, Global Customer Marketing, DIAGEOJennifer Dimaris, Director, Starbucks VIA, STARBUCKS CO.; “Ease of Shop” constitutes a significant sales and cash opportunity Russ TaraStephen Zhawred, Group Account Director, TRACYLOCKE for manufacturers and retailers alike. It is a Diageo term for making Napolitano OrlandoIf your cup is half-empty, refill it. Starbucks VIA identified a major it easier for the shopper to find, choose and buy the total beverage Wallace Church Inc.opportunity in a declining category and decided to change the way alcohol category.we think about coffee. In partnership with TracyLocke, Starbucks For the retailer this means having the right brands in the right sizesmade shopper marketing the engine for category growth, fueled by appropriately positioned and signposted. This will be an interactivestrategic insights and dynamic activation across multiple channels. This session in two parts: turning shoppers into buyers – a shopperpresentation will illustrate how to use innovation and insight to redefine psychology exercise; and optimizing range and space – a retaila category and overcome critical purchase barriers to ignite demand for customer exercise. Audience takeaways: Ken Fenyoone of the hottest products of 2010-2011. Key takeaways include: YOU Technology Inc. • What is the “Ease of Shop.”• How to use shopper insights to reinvent a declining category across • How shoppers shop and what this means for winning at the shelf multiple channels. or “moment of choice.”• How to effectively deploy shopper marketing to launch a new • How to apply shopper-based range and space optimization product and drive sales. principles with retail customers for mutual profitable• Understanding of strategies that overcome key purchase barriers category growth. along the complete path to purchase. Stephen Zhawred TracyLocke 15
  • 16. SEMINARS Thursday, 8:15 am Thursday, 11:00 am DEEPER UNDERSTANDING OF CENTER STORE Philip McGee #901 | Path to Purchase Landmark Study: A Coherent #902 | Fresh Flavors on Ice – Inspiring Target GuestsCampbell Soup Co. Understanding of Behavioral and Cognitive Leverage with the Great Quality, Convenience and Value She Opportunities for Breakthrough Shopper Marketing Expects Activation Aaron Engram, Director, Sales, Target Team, CONAGRA FOODS; Philip McGee, Director, Shopper Insights, CAMPBELL SOUP CO.; Sylvia Fulton, Senior Buyer, Frozen Grocery Division, TARGET CORP.; Matthew Tullman, Co-Founder & President, MERCHANT Heidi Froseth, VP, Target Team, RPM CONNECT MECHANICS Engaging Target’s guest and earning the right to be her grocery and Aaron Engram While the consumer path-to-purchase model is generally mass retailer of choice has been Target and ConAgra’s goal. The key to ConAgra Foods delivering a great shopping experience is offering her the right products considered conceptually simple, exactly how it works remains elusive. Understanding when, why and how consumers make buying and adding value through the convenience she loves. Target, ConAgra decisions – in and out of the store – and what resources they use and RPM Connect will take you along their journey, which includes to make them is the focus of this shopper insights study. This leveraging all the key insights to deliver a winning plan that uniquely breakthrough research incorporates cross-disciplinary methods engaged and inspired the guest to enjoy fresh flavors on ice in Target’s including in-aisle behavioral observation and neuromarketing frozen aisle. The team will: Johanna Mooney assessments as well as ethnographic and quantitative attitudinal • Share a frozen grocery case study that achieved mutual goals. Disney Consumer components. In this session, attendees will gain a deeper Products • Demonstrate best-in-class marketing strategies to inspire and understanding of: engage the guest along her path to purchase. • Critical moments and triggers of influence over consumers across • Share an approach that demonstrated thought leadership and the marketing mix. innovation that grew the category. • How influential triggers can be leveraged to create or reinforce shopper loyalty. • How the innovative research approach is being used to help develop effective, category-agnostic strategies aimed at increasing mind Elle Paul share, market share and shopper marketing ROI along the pathDuncan Sternhell to purchase. GOOGLE THEATER (Google Theater seminars repeat on Wednesday and Thursday.) #605 | How Can Brands and Retailers Collaborate on #606 | Measuring the In-Store Impact of Brian Zeug Digital Shopper Marketing? Online Advertising Google Inc. Carrie Birth, Brand Manager, Kroger Customer Team, April Carlisle*, Paul Sternhell, Leader, Shopper Marketing Solutions, GOOGLE INC. Leader, Shopper Marketing COE, North America, PROCTER & Many CPGs and retailers are embracing digital shopper marketing, GAMBLE; Elle Duncan, Head of Industry, Home & Personal Care, but investment has grown slowly because few companies accurately GOOGLE INC. measure the impact on in-store sales. Advertisers need models that can Many traditional shopper marketing strategies rely on close collaboration estimate sales lift from proposed online programs, as well as the ability between retailers and brands. Promotions, funding, creative, trademarks to receive continuous feedback so tactics can be optimized over time. Brian McDevitt and reporting are just a few of the areas that need to be aligned. This Great strides have been made in bringing accountability to digital kind of coordination is just as important for digital shopper marketing, shopper marketing with an expanding set of approaches and tools. InGoogle Mobile Ads but few companies have figured out how best to make it work. this session, Google will share: Online advertising in particular presents unique challenges as brands • An overview of the most common approaches to measuring and retailers attempt to partner. Google and P&G will discuss: online-to-store (O2S) impact. • How the roles of the brand and retailer, including messaging and calls • New advances in targeting and tracking online ads, using household to action, vary based on a consumer’s point on the marketing funnel. and market-level data. • Insights into consumer behavior when presented with online • Results of recent O2S tests across a range of retailers and brands, Ken JohnsonKimberly-Clark Corp. campaigns by both a brand and the retailers which sell its products. along with lessons learned. • Best practices for creating scalable digital brand/retailer joint programs, including examples from P&G and other leading CPG companies. 16
  • 17. Register at www.ShopperMarketExpo.com by October 7Thursday, 12:30 pm Thursday, 2:00 pm THIS TRACK HOSTED BY:#903 | Shifting Scale into High Gear: How the #904 | Improving Center Store Performance Lisa DiehlmannKimberly-Clark and Disney Cars 2 Partnership with Outside-of-Aisle Tactics Leo Burnett/ Arc WorldwideDrove Retailer and Shopper Excitement James Sorensen, SVP, TNS RETAIL & SHOPPERThroughout the Summer The decline of center store is well-known. One of the best tactics toKen Johnson, Sr. Manager, Brand Shopper Marketing, drive sales of center store items is through outside-of-the-aisle tactics.KIMBERLY-CLARK CORP; Johanna Mooney, Director, This session will share results of a groundbreaking study conducted byHealth & Beauty, DISNEY CONSUMER PRODUCTS TNS and its shopper activation partners at WPP. This study includedDriving greater retailer and shopper engagement requires shifting five different categories and dozens of different POS elements, and it involved eye-tracking and shopper interviews with 350-plus Matthew Tullmanscale programs into higher gear. For small to mid-sized companies Merchant Mechanicsto successfully compete in this race, there is a need to steer multiple respondents in the grocery channel. You’ll hear:partners in the same direction toward the finish line of success. • Which POS tactics and principles are effective at engaging shoppersIn this session, Kimberly-Clark and Disney will illustrate the course outside of the aisle.taken to ensure that six brands, Disney/Pixar Cars 2 and other partners • Which strategies are effective at driving shoppers into the center ofsynchronized their respective equities to deliver a winning scale the store.program. Seminar tangibles: • Which tactics are most effective overall – digital vs. traditional, Carrie April• The road map to successful program design when working with vehicle vs. messaging – and does that vary by type of product Birth Carlisle many parts and partners. category. Procter & Gamble• The keys to achieving great multi-partner collaboration.• Setting the course for great creative. Heidi Froseth RPM Connect THIS TRACK HOSTED BY:#607 | What is the Role of Video, Display and #608 | Mobile — The Game-Changer on the PathRich-Media Advertising on the Path to Purchase? to Purchase Sylvia FultonBrian Zeug, National Sales Director, Display & Video, Brian McDevitt*, Head of Mobile Display, GOOGLE MOBILE ADS Target Corp.GOOGLE INC.; Lisa Diehlmann, SVP, Digital Strategy, Five billion people have access to a mobile phone – one million moreLEO BURNETT/ARC WORLDWIDE people than have access to a clean toilet. By the end of 2011, 50% ofYears ago in a simpler time, consumers watched a TV commercial, Americans will have a smart phone – and 79% of these mobile phoneand then went to the store to buy your brand. Today, consumers are users utilize their phones to help make purchase decisions. Advertisersconsuming video, display and rich-media advertising before they get need strategies to reach consumers when they are using their mobileto the shelf – and these media are playing a key role in their purchase phones on the path to purchase. In this session, Google will share:decisions. CPGs and retailers have the opportunity to take better • New data on how mobile phones are used throughout the James Sorensenadvantage of the creative possibilities of these emerging media to lift shopping process. TNS Retail & Shopperbranding metrics and increase sales. In this session, Google will share: • Key mobile shopper marketing strategies that you can• The role of video, display, and rich-media on the shopper’s path implement tomorrow. to purchase. • Relevant case studies.• Case studies of video, display and rich-media advertising marketing programs.• Principles for developing video and display strategies that win with the shopper. “Seminar programs at Expo cover relevant topics that, without fail, deliver clear insights that lead to true in-market actions and results.” Chuck Meyer- Hanover Director Global Shopper 17
  • 18. EXHIBIT HALL Solutions & Activations The swiftly evolving practice of shopper marketing is continually influencing how business gets done along the path to purchase. As a result, consumer product marketers/manufacturers, retailers, agencies and solution providers (much like yourself) 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: • Retail Activation • Displays • Shopper Engagement • Couponing • Shopper & Retail Insights • Mobile Marketing & • Promotions CommunicationFeatured Exhibitors –The Cutting Edge of ExpoA jury of brand marketers, retailers and editors ofShopper Marketing magazine selected more than20 companies as “must-see” Featured Exhibitors.These companies bring the most thought-provokingsolutions to the show floor by offering inspiring newproducts, game-changing services or fresh approaches to shoppermarketing that can mean big things for your brand.You’ll want to set aside enough time to meet with these impressivecompanies as you plan your show agenda. In fact, if you spend just15 minutes with each one, that will take nearly 5 1/2 hours – andthere are still nearly 130 more booths to see!Check the website and shop the Exhibit Hall for the essentialproducts and services from these special solution providers. Snap & Send For Your Chance to Win $200 While interacting with Featured Exhibitors on the show floor, be on the lookout for a special Featured Exhibitor logo SnapTag at each booth. Simply take a picture of at least 10 Featured Exhibitor SnapTags and send the image to 26753 or use the SnapTag reader to scan the image. You’ll receive instant access to offers, content, promotions and information from these companies — plus you’ll be automatically entered into a drawing to win one of four $200 AMEX gift cards! (Winners will be notified by text message) Snap & Send to 26753 Brought to you by: Or to expo@snaptag.mobi You can also Scan with the SnapTag Reader SnapTag by SpyderLynk Message & data rates apply.18 Register at www.ShopperMarketExpo.com by October 7
  • 19. EXPO HALL HOURS WEDNESDAY, OCTOBER 19 10:30 am - 5:00 pm THURSDAY, OCTOBER 20 10:30 am - 4:30 pm2011 Shopper Marketing Expo ExhibitorsCompany Booth Company Booth Company Booth Company Booth14 West 115 Do-It Corp. 315 Manufacturera De Rockfish Interactive 802 Exhibidores De Alambre 320 RockTenn Merchandising3M 203 Duco Technologies Inc. 202 Marin’s International 602 Displays 620A & C Plastics Inc. 829 Duraco Inc. 411 Master Magnetics Inc. 808 Scanbuy Inc. 124Ad-Tech 727 Dye Into Print 309 Menasha Packaging Co. 402 Se-Kure Controls Inc. 712Adams Magnetic Products 426 Edwards Label 226 Mercury Plastics Inc. 112 Searchandise Commerce 628ALL YOU Magazine 111 Entry Point Communications 508 Meridian Display 502 Sennco Solutions Inc. 912Alliance Plastics Corp. 629 EPI Marketing Services 310 Metomic Corp. 214 Source One Digital 922Amran Packaging 815 everyBODY Media 428 Midway Displays Inc. 415 Speed Marketing 831Angola Wire Products Inc. 810 Fixture Displays 327 Mobi Ten 806 SpyderLynk 100Applied Plastics Inc. 311 FLEXcon Co. 300 Monarch Plastics 233 Starlite Media 820Astro Plastics 824 Google Inc. 101 MultiAd 726 StartSampling 827Augme Technologies Inc. 737 Great Northern Consumer MW Industries Inc. 526 SymphonyIRI Group 211Baird Display 121 Packaging and Display 302 MyWebGrocer 814 Tailored Aisle Graphics 200Bazaarvoice 205 Gregory Inc. 108 NeuroFocus Inc. 906 Telescope Inc. 908Bedford Industries 208 Grocery Shopping Network 800 Opinions Ltd 201 Tex Visions 636Blanc Industries Inc. 227 Hankscraft 212 P-O-P TV 209 TracerGraphix 221Brandwich 925 Henry Rak Consulting PHG Retail Services 812 Transparent Packaging Inc. 231CheckPoints 910 Partners 903 Pocket Cents Inc. 110 Triad Retail Media 520Co-Options Shopper Hollywood Banners Inc. 902Marketing 913 Poly Enterprises Inc. 710 Vestcom International Inc. 915 In-Store Marketing Institute 412Coleman Co., The 106 Prime Tag & Label Inc./ Victory Corps 430 InContext Solutions 324 Victrix Group 213Collective Bias 533 Vulcan Spring & Industrial Image 436 Professional Graphics 532 Manufacturing 421Coupons.com Inc. 420 Insignia Systems Inc. 909 Promo Print Solutions Inc. 438 Wetzel Brothers 612Creative Magazine 928 Interstate Graphics Inc. 234 Promotion Fulfillment Wilson-Hurd 431Creative Plastics 215 Janis Plastics Inc. 312 Center 225 World Division USA 527Crown Metal Manufacturing 313 Ledconn Corp. 329 Quantum Group 531 ZN Production Co. 627Data Display Systems 120 LexJet Corp. 720 RedDotNet - Division ofDiJiPOP 811 Digital On-Demand 425 Louisville Lamp Co. 433DisplayMax Inc. 907 RichRelevance 220 Lozier Store Fixtures 330 Exhibitors as of June 10, 2011.Displays by Martin Paul 626 Rocket Production 102 Booth numbers subject to change. Machine-Star 236 Register at www.ShopperMarketExpo.com by October 7 19
  • 20. DESIGN OF THE TIMES AWARDSRECEPTION AND DINNERWednesday, Oct. 19, 5:00 – 8:00 pmJoin cast members from The Second City, the well-knownsketch comedy group, and retail leaders like David Plante, EBR8Target and Catherine Lindner, Walgreens, as they return to CELhost this year’s Design of the Times Awards Reception andDinner. The competition, whichrecognizes the most inspiring andcreative in-store activations andcampaigns, will conclude with theannouncement of the gold, platinum and Best of the Timeswinners. Earn bragging rights in front of hundreds of yourshopper marketing peers as they watch you take home all theglory or just relax and enjoy cocktails and dinner. Either way,you won’t want to miss this event! Purchase tickets when you register for Expo at www.ShopperMarketExpo.com or complete the registration form on page 23. Illinois VISITDESIGN OF THE TIMES GALLERYCheck out the finalists in the new and improved Design of the Times Gallery!Highlights include: • A sleek, sophisticated, museum-like atmosphere. • Nearly 40% more space than in 2010. • New lighting and relaxed seating. • To highlight the best of the best, only finalists (those eligible for a gold, silver or bronze award) will be invited to display their in-store solutions. • The Gallery will be organized by retail channel to conveniently showcase similar solutions near each other.Gallery Hours:Wednesday, Oct. 19, 10:30 am – 5:00 pmThursday, Oct. 20, 10:30 am – 4:30 pmFREE to registered Expo attendees! Sponsored By:20 Register at www.ShopperMarketExpo.com by October 7
  • 21. Photo ©Chicago Convention & Tourism Bureau TRAVEL & PRICING Lakefront View from Navy Pier Expo Pricing Navy Pier, a state-of-the art exposition and conference (Prices valid until 10/17/11. Additional Institute facility, will host the 2011 Shopper Marketing Expo. fees apply for on-site registration) Regular Member Rate Rate Located on Lake Michigan, just east of Chicago’s Downtown, Navy Pier has been a Chicago landmark Registration Fee $85 FREE since it first opened in 1916. The city’s most popular visitor destination, Navy Pier, showcases a unique Seminar 8-Pack $870 $730 collection of restaurants and shops in addition to Includes 8 seminar tickets and unequaled recreational and exhibition facilities. two lunch tickets. Location: 600 East Grand Avenue, Chicago, IL 60611 Seminar 4-Pack $500 $420 More info: www.navypier.com Includes 4 seminar tickets and one lunch ticket. Show Hotels There are dozens of hotels within walking distance Individual Seminar $155 $130 of Navy Pier. Here is a list of nearby hotels that offer specially discounted rates to Shopper Marketing Expo Symposium $490 $400 attendees. Register for the Expo and reserve your hotel room early to ensure availability, as space is limited and Design of the Times Reception & Dinner hotel accommodations fill quickly. Individual Ticket $150 $150 Group Table of 10 $1,350 $1,350 Special Expo Hotel Room Blocks • Amalfi Hotel Chicago, 20 W. Kinzie Street, $239 • Chicago Marriott Downtown, 540 N. Michigan Avenue, $245 • Courtyard Magnificent Mile, 165 E. Ontario Street, $209 • Embassy Suites Lakefront, 511 N. Columbus Drive, $229 • Four Points Sheraton Downtown, 630 N. Rush Street, $250 • W Lakeshore, 644 N. Lake Shore Drive, $236 • Wyndham Chicago, 633 N. St. Clair Street, $217 Note: The hotels listed here are those currently available. Hotels and rates are subject to change based on availability, so book How to Register now to lock in your preferred hotel. If you need special facilities or services, notify the hotel when you make your reservation. GO ONLINE: www.ShopperMarketExpo.com CALL TOLL-FREE: (888) 767-7469 Hotel Reservations FAX FORM TO: (301) 694-5124 BOOK ONLINE: www.ShopperMarketExpo.com/travel MAIL FORM TO: Shopper Marketing Expo c/o Experient CALL TOLL-FREE: (800) 221-3531 P.O. Box 3918 Hotel reservations must be made through our travel partner by September 16 in order to receive discounted rates. Frederick, MD 21705 21
  • 22. AT-A-GLANCETuesday, October 1811:00 am to 4:30 pm ON-SITE REGISTRATION & BADGE PICK-UP SYMPOSIUM S01 SYMPOSIUM S02 SYMPOSIUM S03 1:00 to 4:30 pm Transforming Shopper Insights to The Social Shopper Shopper Marketing Theory Shopper Marketing Action and PracticeWednesday, October 19 7:00 am to 4:30 pm ON-SITE REGISTRATION & BADGE PICK-UP BESTTRACK NAME: DIGITAL PATH FUELING WHO IS YOUR GOOGLE SHOPPER PRACTICES/ TO PURCHASE CREATIVITY SHOPPER THEATER INSIGHTS 101 BIG PICTURE Track Hosted by: Track Hosted by: Track Hosted by: Track Hosted by: Track Hosted by: Track Hosted by: Alcone Marketing Draftfcb Kendal King Group Acosta Sales & Google Inc. The Capré Group Group Marketing 101 The Advent of 201 In-Store 301 Supercharge 501 Six Keys to 601 How Can Shopping Media: Creative Isn’t Just Your Shopper Understanding, Brands and Retailers 8:15 to 9:15 am Where Madison “In-Store” Anymore Marketing with Motivating and Collaborate on Avenue Meets... Regional... Activating the... Digital Shopper... 9:30 to 10:30 am DAY ONE KEYNOTE K1 How to Build Shopper Loyalty for the Long Haul: What to Do, What Not to Do and What to Do Next10:30 am to 5:00 pm EXHIBIT HALL OPEN10:30 am to 5:00 pm DESIGN OF THE TIMES GALLERY OPEN 102 Engaging 202 Cool Insight – 302 Organizational 502 The Forgotten 602 Measuring the 401 What it is and 12:30 to 1:30 pm Shoppers on Retail is it Hot Enough to Best Practices: Senior – An In-Store Impact of Why it’s Taken CPG Websites Before Make it in Store? Finding the Untapped Gem Online Advertising by Storm They Go to the... Shopper’s Voice... 103 Digital 203 Improving 303 Bringing Brand 503 How Millennials 603 What is the 402 How to Bring 2:00 to 3:00 pm Practices at Retail the Document and Sustainability Will Shape Food Role of Video, it to Life and Build Formerly Known as Positioning to Life Shopping Display and Rich- Organizational the Creative Brief at Retail Media Advertising... Capabilities 104 LBS = Location 204 Truth and 304 The Six 504 The Birth Effect: 604 Mobile – The 3:30 to 4:30 pm Based Shopper? Beauty at Retail Challenges to How Parenthood Game-Changer Innovation in Impacts Millennials’ on the Path to Shopper Marketing Shopping Behaviors... Purchase 5:00 to 8:00 pm DESIGN OF THE TIMES AWARDS RECEPTION & DINNERThursday, October 20 7:00 am to 4:30 pm ON-SITE REGISTRATION & BADGE PICK-UP BRAND DEEPER DIGITAL PATH UNDERSTANDING GOOGLETRACK NAME: TO PURCHASE THE SHOPPER ACTIVATION UNDERSTANDING THEATER AT RETAIL OF CENTER STORE Track Hosted by: Track Hosted by: Track Hosted by: Track Hosted by: Track Hosted by: G2 TracyLocke Marketing Drive MARS Advertising Google Inc. 105 Apps: The Holy 701 Bringing 801 Packaging’s Top 901 Path to Purchase 605 How Can 8:15 to 9:15 am Grail to Your Success? Eye-Tracking and Five Must-Haves Landmark Study: A Brands and Retailers Perhaps – But it’s All Neuroscience to the to Ensure Shopper Coherent Understanding Collaborate on Digital About the Consumer... Store: A Case Study Marketing Success of Behavioral and... Shopper Marketing? 9:30 to 10:30 am DAY TWO KEYNOTE K2 For the Love of Shopping — Inspiring Buying Momentum Through Facebook10:30 am to 4:30 pm EXHIBIT HALL OPEN10:30 am to 4:30 pm DESIGN OF THE TIMES GALLERY OPEN 106 Navigating the 702 Behave Yourself! 802 Looking at Brand 902 Fresh Flavors on 606 Measuring the11:00 am to 12:00 pm Path to Purchase How Behavioral Equities Through a Ice – Inspiring Target In-Store Impact of Using Mobile Research is Changing Store-Back Lens Guests with the Great Online Advertising the Face of Shopper... Quality, Convenience... 107 Integrating Digital 703 Research 803 Shopper Marketing 903 Shifting Scale into 607 What is the Role of Strategy into Your Revelations: Shopper as the Catalyst to High Gear: How the Video, Display and Rich- 12:30 to 1:30 pm Kimberly-Clark and Media Advertising on Shopper Marketing Influences and Change Behavior and Discipline Behaviors Uncovered Stimulate Demand Disney Cars 2... the Path to Purchase? 108 What’s New in How 704 Mind Games: 804 Ease of Shop 904 Improving Center 608 Mobile – The 2:00 to 3:00 pm Digital Coupons and Combining Virtual Store Performance with Game-Changer on Promotions Can Impact Shopping and Outside-of-Aisle Tactics the Path to Purchase the Path to Purchase Neuromeasurement... 3:00 to 4:30 pm COCKTAIL RECEPTION IN IN-STORE MARKETING INSTITUTE BOOTH #41222 Register at www.ShopperMarketExpo.com by October 7
  • 23. October 18–20, 2011REGISTRATION FORM (Exposition Oct. 19-20) Navy Pier, ChicagoTell Us About You (all fields required)FIRST NAME LAST NAMETITLECOMPANYADDRESSCITY STATE ZIP COUNTRYPHONE FAXMOBILE*EMAILWEBSITE1. Are you a member of the 3. Which of the following best describes your company? 5. Which of the following best describes your In-Store Marketing Institute? c 1 Consumer Product c 11 Research/Analytics job function/area of responsibility?c Yes c No c I don’t know Marketer/Manufacturer c 12 Field/Merchandising c 1 Executive/Corporate Management c 2 Retailer Execution c 3 Marketing/Advertising/Promotions2. How did you originally learn about the c 3 Agency c 13 Path to Purchase c 4 Brand/Product Management Shopper Marketing Expo? c 4 P-O-P Firm c 16 Consultant c 5 Creative/Design c 6 Education/Trade c 00 Other c 6 Merchandising/Packaging/P-O-Pc 1 Brochure c 8 Internet Link Association c 7 Production/Manufacturingc 2 Postcard c 9 Word of Mouth 4. Which of the following best describes your job? c 10 Sales/Business Development/Customer Teamc 3 Free Pass c 11 Banner Ad c 11 Sales Ops/Category Management/Trade Marketingc 4 Magazine Ad c 15 LinkedIn/Twitter/ c 1 CEO/Head of Business c 14 Research/Analyticsc 5 Article Facebook c 6 Senior Executive (C-Level, VP) c 15 Shopper Marketingc 7 Email c 3 Director c 4 ManagerPick Your Sessions QTY. RATE Non-Member/Member TOTAL DUE Make Your PaymentPLEASE CHECK THE APPROPRIATE BOX AND TOTAL DUE. If amount EXPO REGISTRATION FEE is due, please indicateCALCULATE PAYMENT BELOW: payment method below.n Shopper Marketing Expo Registration Fee ______ x $85/FREE = $_________ (Includes admittance to keynote addresses.) n CHECK n MC n VISA n AMEXEXPO SYMPOSIUMS SYMPOSIUMSTuesday, Oct. 18 ___________________________________ 1:00 - 4:30 pm n S01 Transforming Shopper Insights to Shopper ______ x $490/$400 = $_________ CREDIT CARD # Marketing Action 1:00 - 4:30 pm n S02 The Social Shopper ______ x $490/$400 = $_________ ___________________________________ 1:00 - 4:30 pm n S03 Shopper Marketing Theory and Practice ______ x $490/$400 = $_________ EXPIRATION DATEKEYNOTE ADDRESSES KEYNOTE ADDRESSES ___________________________________Wednesday, Oct. 19 n K1 How to Build Shopper Loyalty for the Long NAME ON CARD (PRINT) 9:30 - 10:30 am Haul: What to Do, What Not to Do and What to (Registration fee includes Do Next admittance to keynote ___________________________________ addresses.)Thursday, Oct. 20 n K2 For the Love of Shopping — Inspiring SIGNATURE 9:30 - 10:30 am Buying Momentum Through Facebook A CONfIRMATION RECEIPT will be emailed to you within 5-7 business days. Please be sure to include your email address above.EXPO SEMINARS SEMINARSWednesday, Oct. 19 8:15 - 9:15 am 12:30 - 1:30 pm 2:00 - 3:00 pm 3:30 - 4:30 pm TO BOOK TRAVEL please visit Seminar 8-Pack (Includes 2 lunch tickets) www.ShopperMarketExpo.com/travelDigital Path To Purchase n 101 n 102 n 103 n 104 ______ x $870/$730 = $_________Fueling Creativity n 201 n 202 n 203 n 204 QUESTIONS? Call Customer Service atBest Practices/ Big Picture n 301 n 302 n 303 n 304 (888) 767-7469.Shopper Insights 101 n 401 n 402 Seminar 4-Pack (Includes 1 lunch ticket) CANCELLATION POLICY: All registration fees for the Shopper Marketing Expo are non-Who Is Your Shopper n 501 n 502 n 503 n 504 ______ x $500/$420 = $_________ refundable and non-transferable afterGoogle Theater n 601 n 602 n 603 n 604 October 7, 2011. If you wish to cancel your registration before October 7, 2011, we mustThursday, Oct. 20 8:15 - 9:15 am 11:00 am - 12:00 pm 12:30 - 1:30 pm 2:00 - 3:00 pm receive your request in writing. There is a $50 processing fee for cancelled seminars.Digital Path To Purchase n 105 n 106 n 107 n 108 Individual SeminarsUnderstanding the Shopper n 701 n 702 n 703 n 704 ______ x $155/$130 = $_________ *MOBILE: Throughout the ShopperBrand Activation at Retail n 801 n 802 n 803 n 804 Marketing Expo, text messaging may be used to communicate conference contentDeeper Understanding of Center Store n 901 n 902 n 903 n 904 related messages. By providing your mobileGoogle Theater n 605 n 606 n 607 n 608 number you agree to participate. You will be responsible for messaging fees that mayDESIGN OF THE TIMES/NETWORKING EVENT DESIGN OF THE TIMES apply per your mobile carrier/contract. Approximately 5-8 messages may be sentWednesday, Oct. 19 n Design of the Times Awards Individual Ticket throughout the event. 5:00 - 8:00 pm Reception & Dinner ______ x $150/$150 = $_________ Group Table of 10 Complete and return this ______ x $1,350/$1,350 form by Oct. 7, 2011 to:ON-SITE REGISTRATION will be available at Expo, but all seminar and Shopper Marketing Expoevent prices are subject to an on-site premium above advance registration c/o Experientprices listed here. Total Due: P.O. Box 3918 Frederick, MD 21705 Fax: (301) 694-5124 23
  • 24. 7400 Skokie BoulevardSkokie, IL 60077 Learn FromLeading Brands and Retailers CAROLYN EVERSON VP, Global Marketing Solutions REGISTER TODAY! www.ShopperMarketExpo.com or call (888) 767-7469 before October 7. SYLVIA FULTON Senior Buyer, Frozen Grocery Division Highlights TWO COMPELLING KEYNOTES Invaluable insights from leaders at CVS Caremark, WSL Strategic Retail, MICHAEL SCHMIDT Facebook, Procter & Gamble and Saatchi & Saatchi X Director, Walmart Beauty and Health MORE THAN 45 INSPIRING SESSIONS Dive into retail’s hottest marketing topics and emerging shopper trends OVER 65 INSIGHTFUL SPEAKERS Hear from the country’s top retailers, agencies and brands HELENA FOULKES CVS/Pharmacy logo horizontal 4-color process uncoated File Name: CVS_H_CMYK_uncoat.eps Chief Health Care Strategy HUNDREDS OF EXCITING EXHIBITS and Marketing Officer Returning this year, the “Featured Exhibitors” program Bring together all the elements you need to make the path to purchase JENNIFER DIMARIS Director, Starbucks VIA successful for your brand. Give us your time and we’ll empower you to: • Create relevant experiences that have lasting impact on your brand • Reinvent your brand to align with LISA GUNTHER shifting consumer values VP, Marketing • Collaborate with shopper marketing professionals across all categories and channels facing similar challenges • Connect and exchange ideas with vendors who can help you achieve DIANE OSHIN your objectives at retail – NOW Group Publisher, ALL YOU & Cooking Light

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