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NETWORKING BREAKFAST (8:30-9:00AM)
WELCOME AND INTRODUCTIONS (9:00-9:15AM)
I. THE ART OF SHOPPER MARKETING: PUREX'S "SHOCK AND AWE" AT WALMART (9:15-10:10AM)
In January 2011, Purex launched their Complete Crystals Softener at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category. Through an integrated educational offensive, Henkel Consumer Goods Inc. drove awareness and trial for Purex Crystals among Walmart's price sensitive shoppers. From home to store to shelf, their campaign reached consumers along their entire path to purchase. Learn how this initiative disrupted auto-pilot shopping and generated new consumption dollars, which drove category growth for Walmart and sales for Purex.
Steve Decker, President, Zooka Creative
Stephen Koven, Director of Marketing, Henkel Consumer Goods, Inc
Wendy Warus, VP Sales, Winning in Store, Henkel Consumer Goods, Inc
II. SHOPPER MARKETING INSIGHTS (10:15-11:10AM)
Ann Carr from Mars Advertising will share best practices and shopper marketing insights that they've gained through working with various clients that you will be able to incorporate into your strategy and campaigns.
Ann Carr, Executive Vice President/General Manager, Mars Advertising
III. ROUNDTABLE DISCUSSION (11:15AM-12:00PM)
In this session, Shopper Marketing Committee members will be asked to share their experiences and perspectives on a hot topic. This is a great opportunity to learn from your peers at other companies.
Yasmin Melendez, Director, Committee & Conferences, ANA
MEETING CONCLUDES (12:00PM)