Shopper Marketing
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Theme: Executing Brand-led Programs Through Shopper Marketing
NETWORKING BREAKFAST (9:00AM – 9:45AM)
INTRODUCTIONS (9:45AM – 10:00AM)
I. Brand Driven Shopper Programs – How V8 Leveraged Retailer Programs to Drive Trial
(10:00AM – 10:50AM)
V8® Vegetable Juice is an established brand with high brand awareness. In 2015 a new extension, V8® Blends was launched to reach a wider audience with a variety of fruit and vegetable blends. As the brand moved into year 2 & 3, it was critical to continue to drive trial and household penetration. But marketing budgets dictated that spend levels would not be at year 1 levels. To reach the business objectives, it was critical to leverage in-store activation with sales and retailer engagement to deliver an integrated plan.
In this session, you will learn:
- How V8® Blends executed trial driving programs in partnership with key customers.
- Success and challenges with executing through retail environment.
Speaker:
Megan Hennigan, Senior Manager, Shopper Marketing, Campbell Soup Company
COFFEE BREAK (10:50AM – 11:10AM)
II. Prestige Brands: Bringing Need-Based, Challenger Brands to Life With Drug Retailers
(11:10AM – 12:00PM)
Working with limited resources and a large number of challenges, Prestige Brands will highlight how it was able to leverage some shopper insight “nuggets” and develop/sell-in/execute programming opportunities against a few of its need-based, low household penetration brands within Walgreens and CVS. Prestige will also demonstrate how the results of these programs were able to set the stage for future category-driving activation with these retailer partners.
Speaker:
Andrea Bouwman, Shopper Marketing Director, Prestige Brands, Inc.
LUNCH (12:00PM – 1:15PM)
III. Taking Brand-Led Programs to the Next Level through Shopper Marketing (1:15PM – 2:00PM)
Sue Barkalow will detail the journey that Shopper Marketers of the Mars Wrigley Confectionery Company embarked on in 2016 in launching two successful brand-led programs. The first is the celebration of M&M’s 75th Anniversary, brought to life across multiple retailers in unique ways. The second is the execution of the award-winning Extra USO program at Kroger. Sue will take you through the process, the challenges and learnings associated with each Brand-Led program.
Speaker:
Susan Barkalow, Shopper Marketing Team Leader, MARS Chocolate, North America
ROUNDTABLE DISCUSSION (2:00PM – 2:30PM)