ANA/Effies: Shopper Marketing Day
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Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)
I. ARE YOU READY TO ROCK? THE ROCKSMITH MUSIC GAME EXPERIENCE (9:45-10:45AM)
In 2010, music video games in which users play along to rock songs using fake instruments went from selling millions of units to mere thousands. That same year, Ubisoft released "Rocksmith," a music game that lets you connect with any guitar and actually learn to play. "Rocksmith" faced the dual marketing challenge of introducing a new franchise and differentiating itself from the plastic instrument games. Attendees will learn how an innovative partnership with Epiphone/Gibson and Guitar Center helped "Rocksmith" find its audience and revive the genre.
Steve Carlin, Sr. Director, Shopper Marketing and Insights, Ubisoft
Michael Elkind, Lead Strategist Video Games, Midnight Oil Creative
II. SHOPPER MARKETING: IT'S ALL ABOUT THE NUMBERS (10:55-11:55AM)
This presentation will layout the importance of understanding the retail environment as it relates to the brand, retailer, and shopper. Through the lens of several Effie award-winning case studies, including Quaker Power Their Potential, Febreze Fall and Holiday, Swiffer and many more, attendees will learn how to develop a strategic shopper marketing plan and how to execute the plan successfully.
Dina Howell, Worldwide CEO, Saatchi X
III. MILKPEP UNLOCKS NEW OPPORTUNITIES FOR THE GOT MILK® CAMPAIGN (12:30-1:25PM)
Adult women love and buy milk, but they do not drink enough of it. The Latte loved platform presented a huge untapped opportunity for the Got Milk® campaign, as it focused on boosting retail milk category sales in a sea of competitive beverage consumption choices. Leveraging insights into shoppers, retailers and culture, an integrated campaign brought to life a new occasion for drinking milk at home, and at any time. Hear the inside story on this comprehensive 360-degree program that resulted in exceeding sales goal by more than 47 percent.
Tina Manikas, Global Retail Officer, Draftfcb
Victor Zaborsky, Marketing Director, MilkPep
IV. THE PURCHASE LOOP (1:30-2:30PM)
The traditional purchase funnel – conceived in 1898 – no longer reflects the dynamic process of brand engagement, consideration and purchase. New national research identifies the 6 consumer behaviors that define a loop-like model, along with purchase paths that vary significantly by category.
Laura Salant, Director of Research, About.com