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I. CASE STUDY: KIMBERLY-CLARK'S U BY KOTEX® CAMPAIGN (9:45-10:45)
Kimberly-Clark Corporation will share a case study on the success of an award-winning campaign for their U by Kotex® brand; how an integrated marketing campaign evolved from a single idea and consumer target, plus keys to success for shopper marketing planning.
Deborah Hannah, Integrated Marketing Planning Director, Kimberly-Clark Corporation
II. WHY MARKETERS NEED TO PAY ATTENTION TO WHAT'S HAPPENING IN THE AISLES (11:00-12:00pm)
George Wishart, formerly of Kraft Foods and The Nielsen Co. will share insights from his recent Ad Age white paper on shopper marketing. He will be joined by Linda Brennan of In-Store Insights. They will tell us why the store represents one of the most powerful, most efficient media vehicles available to U.S. marketers and how with a proper understanding of in-store shopper behavior, the appropriate media planning tools and the most efficient in-store advertising-delivery vehicles, the store has become the new frontier not just for CPG companies but for virtually any marketer eager to reach U.S. consumers. This session will discuss:
- Advances in technology and the advent of new metrics
- The shift of in-store from a tactical tool to a core strategic vehicle
- The contentious but constructive relationship between retailer and manufacturer
- The future of shopper marketing
George Wishart, Chairman & CEO - Edgewood Industries LLC
Linda Brennan, Chief Sales & Marketing Officer - In-Store Insights
III. PAVING THE PATH TO PURCHASE: SHOPPER MARKETING IN A RAPIDLY CHANGING ENVIRONMENT (1:00-2:00pm)
Fragmented media, new technologies and empowered consumers have put traditional media under pressure and retailer branding has taken center stage. The path to purchase is changing rapidly as shoppers and retailers evolve and methods for reaching consumers before, during and after purchase are not so obvious anymore. This session will detail how to take advantage of the new touchpoints in the ecosystem, taking you through several brands that have already nailed it and how and why they have been successful.
Steve Frenda, Managing Director, Strategy and Development - The In-Store Marketing Institute
IV. MEMBER ROUNDTABLE DISCUSSION - UPDATE ON INDUSTRY ISSUES (2:00-2:30pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We will share perspectives on where the retailer and the manufacturer look at opportunities from shopper understanding in the same way, and where the discrepancies are. We will also focus on why each party must recognize that the other plays an important role (manufacturers drive customers to store, retailers provide them the best experience possible) in making shopper marketing work. The goal is to elevate this partnership in a way that maximizes the impact of promotions and other in-store marketing events.
Mike Ferguson, Senior Manager, Committees - ANA