Shopper Marketing
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Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:00am
I. MACY'S CASE STUDY (10:00-11:00am)
If there is Holy Grail in advertising - it's getting the right ad to the right consumer at the right time. It's a critical trifecta, and as ad industry execs can tell you it's no easy task. What is making this challenge easier is having a rich understanding of who we are marketing to. In this presentation, you will find out how Macy's captured insights and social behavior that went beyond traditional measurement, grew the Macy's audience, predicted significant ROI, and deciphered and empowered "socially-influential" customers to not only purchase, but endorse Macy's to millions more.
Speakers:
Jennifer Kasper, GVP, Digital/New Media & Multicultural Marketing - Macy's
Stephanie Lawrence, Partner, Group Director - Mediaedge
Allie Kline, VP Marketing - 33Across
II. THE SOCIAL SHOPPER (11:15-12:15pm)
Find out everything you need to know about social shoppers-what they do, why they do it, and how they want retailers and brands to participate in their social world. See examples of retailers and brands that truly connected with social shoppers. Discover their terms of engagement with brands and retailers in multiple social channels like Facebook, Twitter, YouTube and geo-location apps like FourSquare. You'll leave with a great understanding on how you can develop effective social marketing campaigns for the social shopper.
Speaker:
Masha Sajdeh, Chief Shopper Strategist - Leo Burnett
III. FOOD AND BEVERAGE TRENDS REPORT (1:00-2:00pm)
Consumer insights and trends in shopper marketing can help your business to have an edge over the competition. Consumers choose food and beverages based on price, health, flavor, and ethics while they are shopping. The Shopper Marketing Committee will get exclusive insight into the different types of ways shoppers make choices on their food and beverage purchases, and their shopping trends.
Speaker:
Mary Lorson, President, Trend Development Team- Pavone
IV. BENCHMARKING DISCUSSION AND TOPICS FOR FUTURE MEETINGS (2:00-2:30pm)
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.