Shopper Marketing, Midwest Chapter

Shopper Marketing Committee

Explore groundbreaking advances in neuroscience technologies that are allowing brands to dig beneath consumers’ conscious decision making and harness powerful shopper marketing insights.  This innovative and interactive Shopper Marketing Committee meeting will be complete with live, hands-on lab demonstrations, case studies, perspectives from industry experts and scientific research. Conclude the day with cocktails and continued thought-provoking conversation among speakers and fellow attendees!  Space is limited – RESERVE YOUR SPOT TODAY!

The day will run 10:00AM - 5:30PM with Speaker Presentations and Lunch followed by Neuroscience Lab Demonstrations and Cocktail Reception.

POWER BREAKFAST (10:00AM – 10:15AM)
INTRODUCTIONS (10:15AM – 10:30AM)

I. Using the Brain in Business (10:30AM - 11:20AM)
In the last decade, we are experiencing a revolution in the advance in neuroscience research. Neuroscientists are improving their understanding of brain functions and are, at times, able to predict choices, behavior and decisions processes. In this talk, Dr. Cerf will describe some of the recent advances in neuroscience and focus on the ways by which they can inform the fields of economics, marketing, and management.

Speaker:
Dr. Moran Cerf, Professor of Neuroscience and Business at the Kellogg School of Management and Neuroscience Program, Northwestern University

COFFEE BREAK (11:20AM – 11:40AM)

II. Case Study: Leveraging Consumer Neuroscience to drive Brand Growth (11:40AM – 12:30PM)
One of Kellogg's top selling brands, Rice Krispies Treats, has seen continual growth over the last 5 years, with an annual growth rate of 6%.  However, the brand faces fierce competition in the Snack Bar category. Learn how Kellogg leveraged Nielsen Consumer Neuroscience to optimize Rice Krispies Treat's packaging and on-shelf strategy in order to drive future growth.

Speaker:
Emily Adkison, Manager, Insights & Planning, Kellogg

LUNCH / ROUNDTABLE (12:30PM – 1:45PM)
Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

III. Bricks and Clicks, Emotions in Retail (1:45PM – 2:30PM)
The world of retail is changing, but the market’s evolution presents numerous opportunities for all retailers - from e-commerce and brick-and-mortar to a combination of both. How can retailers of all types anticipate the next set of changes and opportunities coming their way? Dr. Carl Marci will discuss the complexity of the human brain and how purchase habits are formed and processed, requiring retailers to be better equipped at addressing consumer needs. “Bricks and Clicks, Emotions in Retail” will include the latest in consumer neuroscience and showcase how personal relevance and emotional engagement to packaging, point-of-sale materials and online visuals are paramount. Retailers today must consider both the conscious and below conscious processing of consumers all along the entire purchase journey to understand how best to influence their buying behaviors. 

Speaker:
Dr. Carl D. Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience

IV. Preliminary Research Results: ANA Consumer Neuroscience Study (2:30PM – 3:00PM)
The Consumer Neuroscience research will answer key questions like:

• Which areas of marketing use consumer neuroscience?
• What are the benefits and barriers to using consumer neuroscience?
• Can sales increases be attributed to consumer neuroscience?

The resulting insights will be combined with perspectives from industry experts to create a complete picture of how marketers are using these techniques.

Speakers:
Mike Kaufman, SVP, Brand Activation, ANA
Paul Robinson, Director, Brand Activation, ANA

LAB DEMONSTRATIONS & COCKTAIL RECEPTION (3:00PM – 5:30PM)