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NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. EVOLUTION OF THE SHOPPER: HOW DIGITAL TECHNOLOGY AND THE ECONOMY HAVE CHANGED SHOPPING BEHAVIOR (9:45 - 10:45)
This session will highlight how shoppers' adoption of digital is changing the face of retail at lightning speed, and how helping shoppers navigate an overwhelming number of choices can help you grow faster.
Thierry Dumoulin, VP, Managing Director, Saatchi & Saatchi X
II. THE ZERO MOMENT OF TRUTH (11:00 - 12:00)
Since 2005, the "First Moment of Truth" (FMOT) has been considered one of the most important marketing opportunities for a brand - that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time. But what do we make of the FMOT when over 80% of shoppers now make their purchase decisions prior to entering a store? While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what Google calls "Zero Moment of Truth", or ZMOT.
This presentation will highlight what ZMOT means for marketers, what they need to do to button up their pull and push marketing strategies, and how to find ways to connect the two. Marketers need to ensure that a consumer has a consistent and positive experience - from the Zero Moment of Truth to the point of purchase and beyond - by getting in front of a consumer with the right brand message early in the process of discovery, and staying there along the way.
Ryan Olohan, Head of CPG - Home & Personal Care, Google, Inc.
LUNCH (12:00 - 1:00)
III. MARKETING FROM THE OTHER END OF THE FUNNEL (1:00 - 2:00)
In a marketing world where half or more of brand decisions are made at the point of purchase, Procter and others are calling for "store back" or "shelf back" marketing. What does that mean in terms of marketing and shopper insights practices? How does it affect advertisers' relationships with its retail customers? How are digital, social, mobile, and shopper marketing all converging? This presentation will outline this new world of marketing and provide insights and key steps to positioning your brand in this environment.
Joel Rubinson, President, Rubinson Partners and former Chief Research Officer for The Advertising Research Foundation