Shopper Marketing

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. CONSTELLATION BRANDS: ADVANCING THE ROLE OF SHOPPER MARKETING (10:00-11:00AM)
Constellation Brands, Inc. is advancing the role of shopper marketing within their organization with dedicated shopper marketing professionals embedded within their key national account sales teams, and by dedicating resources to engage their shopper marketing agency, Momentum. Constellation will highlight some recent best practice shopper marketing programs and explain the shift from a trade marketing focus to a shopper focus for these key accounts.

Speaker:
Tracy Frisbie, Trade Marketing Director – Constellation Brands, Inc.


II. WALMART SHARES CORE PRINCIPLES AND THEIR NEW CUSTOMER JOURNEY (11:00AM-12:00PM)
The changing dynamics of the marketplace call for new and better ways to market to, as well as engage with customers, and how these changes are driving greater importance on the discipline of shopper marketing. Matt Parry will share Walmart's Shopper Marketing Charter, including its 5 core principles, trip definition, and their new customer journey model. You will also hear examples of how this framework is being used to deliver business building initiatives through BIC activation guidelines and practices, and what the new Charter means for both Walmart and its supplier community moving forward.

Speaker:
Matt Parry, Senior Director of Shopper Marketing – Walmart


LUNCH (12:00–1:00PM)


III. WESTERN UNION: BRAVE NEW WORLDS FOR SHOPPER MARKETING (1:00-2:00PM)
Western Union places emphasis on defining and reaching the lower and unbanked/underbanked consumer, which makes up 34% of the U.S. population. This session will highlight myths and realities for this consumer group as well as a plan for successfully reaching these consumers throughout the Path to Purchase across different retailer types. It will also provide attendees with results from its successful Shopper Marketing campaign that Western Union ran in 2014 which drove consumer behavior.

Speaker:
Teresa Chipps, Vice President – Western Union


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics while learning from your peers. In this session, we will open up the discussion to talk about issues that ANA Shopper Marketing Committee members are facing and build upon those topics to explore in future meetings.

Facilitator:
Mala White, Senior Manager, Committees and Conferences – ANA