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Shopper Marketing

This event has ended.
Begins: Tuesday, June 5, 2012 at 9:00am
Ends: Tuesday, June 5, 2012 at 2:30pm
Location: Cars.Com
175 West Jackson Blvd.
8th Floor
Chicago, IL 60604

Meeting notes are available to current, logged in Members only.

Networking Breakfast - 9:00am – 9:45am
Welcome and Introductions - 9:45am – 10:00am


I. CARS.COM USES MOBILE AS PART OF THEIR SHOPPER MARKETING MIX (10:00-11:00am)
According to a recent survey by Greystripe, 78% of people looking to buy a new car in the next year indicated that mobile will have a role in their car purchase process. Cars.com is using mobile to sell to the smartphone generation by building a mobile game plan to reach and connect with the mobile shopper to drive more sales. Learn how Cars.com uses mobile in an effective way and as part of their overall marketing mix.

Speakers:
Carolyn Crafts, VP Marketing – Cars.com


II. DIGITAL MEDIA AND THE SHOPPER DECISION JOURNEY: BUILDING BRAND LOVERS, CONVERTING BRAND BUYERS (11:15-12:15pm)
Showcasing the power of digital media along the shopper's path to purchase, putting the what, the why and the action together to partner with leading retailers to capture growth.

The goal of the presentation is to walk the audience through the framework used to work collaboratively with key retailers, beginning with framing and identifying the opportunity to develop programs and ultimately measuring success to assure effective use of tools and capabilities. Key takeaways:

  • A digital shopper engagement framework to focus efforts.
  • Building solutions and selecting digital tactics that are appropriate for the retailer, the brand and the shopper through their decision journey.
  • Digital program case study examples where the solutions were more integrated and effective than either a retailer or vendor brand could do on its own - building brand lovers and converting brand buyers.

Speaker:
Bryan Jones, Director Regional Grocery – PepsiCo Beverages Shopper Marketing
Daniel Warhaftig, Senior Manager Shopper Marketing – PepsiCo Beverages


III. ONLINE SHOPPER MARKETING STRATEGIES FOR OFFLINE RETAILERS (1:15-2:15pm)
The biggest challenge for retailers, in an increasingly online world, is to get consumers to visit the store. Retailers use several in-store strategies to encourage visits. But an overwhelming part of in-store activity starts online. 97% of consumers research online before they visit a store. Find out how Kimberly-Clark is leveraging an online campaign for a large Texas supermarket chain by using online social connections to drive offline sales from new customers.

Speaker:
Dan Kersten, Consumer Promotion Marketing – Kimberly-Clark
Vijay Sundaram, CMO – SocialTwist, Inc.


IV. BENCHMARKING DISCUSSION AND TOPICS FOR FUTURE MEETINGS (2:15-2:30pm)
Time permitting, we will have an open discussion on any current issues or challenges and welcome members to bounce ideas off fellow marketers. We will also spend a few minutes discussing topics for the next committee meeting.

 

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