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NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. MARKETING TO THE MOBILE SHOPPER: TEN TIPS FOR CREATING A SUCCESSFUL MOBILE INITIATIVE (9:45 - 10:45)
Shoppers have varying expectations for mobile. Learn where mobile functionality can best provide shoppers value, the obstacles to trial and adoption that can emerge, and mobile shopping behaviors that will determine or deter their success. We will take a look at video clips from in-field research with customers sharing their mobile experiences, frustrations and expectations and will outline ten key focus areas for creating a successful mobile initiative.
Masha Sajdeh, Chief Shopper Strategist, Arc Worldwide
Molly Garris, Manager, Digital Strategy, Arc Worldwide
II. DIGITAL CURRENCY, REWARDING, REDEEMING AND OTHER MOBILE TACTICS IN THE NEW SHOPPER ECONOMY (11:00 - 12:00)
Mobile innovation is quickly changing the face of the shopper marketing industry, with retailers at the forefront of this adoption. Through examples and cases, we survey the current landscape of mobile shopper programs. Learn how an ecosystem of tactics is being strategically employed by retailers and brands to engage shoppers and drive along the path to purchase. Take away guiding principles to create relevant, impactful mobile programs for measurable, long-term, success.
Liz Crawford, Senior Vice President, Strategy, MARS Advertising, Inc.
LUNCH (12:00 - 1:00)
IV. MAKING OUT OF HOME MEDIA INTERACTIVE THROUGH MOBILE ACTIVATION (1:00 - 2:00)
General Growth Properties will present a case study on how to make out of home media interactive by using mobile activation, They will discuss the successes and learnings from their Mall Advertising Network and "The Club's" In-Mall Activation Program.
Jeff Cloud, Director of Consumer Relations and Mobile emarketing, General Growth Properties
IV. BENCHMARKING AND HOT TOPICS OPEN DISCUSSION (2:00 - 2:30)
One of the key benefits of ANA Committees is the opportunity to discuss current issues, challenges and share insights and ideas with your fellow marketers. We will spend some time reflecting on the morning's presentations and what the implications are for marketers. Then we will continue by working through a list of current hot topics. Members are encouraged to submit ideas ahead of time so that we can structure this session appropriately and make it most relevant to you. We will also spend a few minutes brainstorming ideas for future committee meeting topics and case studies.
Mike Ferguson, Senior Manager, Committees, ANA