Shopper Marketing, Midwest Chapter

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Shopper Marketing Committee Meeting



I. Motivating Complex Purchase Decisions at Retail (9:45AM – 10:30AM)
Understanding mobile phone space is complex.  Purchase barriers are based on contract dates, complicated carrier plans, expensive devices and long purchase processes.  This is not an impulse purchase.  And not all marketing tactics deliver desired outcomes.  Getting past legacy systems, company culture and uncovering consumer needs and pain points combined with understanding data behind marketing effectiveness has helped Best Buy rapidly grow in the mobile phone space as the leading national retailer.  Understanding the ROI on marketing levers has been a key pillar to this growth, but it has to be combined with personalized tactics based on specific customer behaviors and insights to be effective.  Join us to learn more about using consumer insights, marketing effectiveness data to drive a time based purchase.

Jennie Weber, Sr. Director – Category Marketing, Best Buy
Barb Mitchell, Director – Web and Media Platforms, Best Buy

COFFEE BREAK (10:30AM – 10:50AM)

II. Re-Invigorating a Brand by Leveraging the Consumers Journey (10:50AM – 11:30AM)
Growth and momentum are vital to building and maintaining strong brands.  So what should you do if your brand is declining of flat?  How do you reinvigorate a brand?  Start with an insight and integrate into the consumer’s journey… Leslie Truelove will share a brief overview of initial plans to reinvigorate the McCafe brand through focus on Seasonal Flavored Espresso drinks.

Leslie Roland Truelove, Director, Brand & Marketing Content, McDonald's Corporation

LUNCH (11:30AM – 12:30PM)

III. How Kellogg’s Thought Outside the Bowl to Re-Invigorate the Cereal Category: Finding Great, Simple, Unquestionable Insights and Activating to Revert a Negative Trend and Win at Stores (12:30PM – 1:15PM)

Inspiring shoppers to rediscover cereal by transforming a negative trend into a business opportunity: Whether aware of it or not, shoppers are buying less cereal, opting for other morning alternatives.   Kellogg’s will share their thought process and how they partnered with key regional retailers to inspire shoppers to fall in love with cereal again.

Analia Benedetti, Director, Shopper Marketing and Multicultural Commercialization, Kellogg’s

IV. Pet Inspired Floorcare (1:15PM – 2:00PM)
When BISSELL learned more people would adopt a pet if cleaning up after one was made easier, their purpose was clear – to deliver a true clean that gives pet parents the confidence to enjoy life’s every day moments. See how after nearly 140 years BISSELL, a brand with pet products, evolved into a truly pet inspired brand and how they executed it across every touch-point, big or small, to make a difference in consumers’ hearts, minds, and paws. 

Liz Gottlin, Senior Marketing Communications Manager, Bissell Homecare, Inc.