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Date & Time
Starts: Wednesday, March 3, 2010 at 9:00am
Ends: Wednesday, March 3, 2010 at 2:30pm
Location
ReedSmith LLP
599 Lexington Avenue
29th Floor Room 7
New York, NY 10022
To Attend Via Phone and Webinar
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Agenda
Objective: gain a deeper understanding of how consumer attitudes and behaviors change once consumers become shoppers and take on a shopping mindset. Discuss, review, and connect to explore how retailers and marketers can partner to improve the overall shopping experience.
9:00AM- Welcome/Introductions - Michael Palmer, ANA
9:15AM- Where Social Media and Shopper Marketing Merge: social media usage in shopper marketing gives consumers a direct line to their local malls and the individual retailers in each, with insider information that might not be otherwise promoted in traditional advertising outlets. Add to this the fact that many of today`s shoppers use Facebook and Twitter regularly, and because these tools are more cost-effective than traditional advertising, more than half of retailers said they have added or improved their Facebook page (60.3 percent) and Twitter pages (58.7 percent) this year, while two-thirds (65.6 percent) have added or enhanced blogs and RSS feeds. If retailers quickly adapting this communication format, shouldn't manufactures being doing the same? Danielle Bottari, svp mediavest, will outline how they are advising their clients to get out ahead of this new social media trend.
10:30AM - How Shoppers are Coping with the Changing Economy: consumers are faced with the reality that their world has changed - they have to budget more carefully, are busier than ever, and have had to deal with differing stages of awareness, anxiety, and retrenching. Now there is bright siding - a mindset categorized by confidence, resourcefulness and optimism. Shoppers are less concerned with material things, and more into spending time with family and friends. Sheila Lukaszewski, Kraft Director of Shopper Insights will share how Kraft is making strategic shopping fun. She will tell us how Kraft is lending the consumer a hand by investing in programs that let shoppers know how they can do things like get five dinners from one bag of groceries.
11:30AM- How Shoppers Shop: The vast majority of shoppers conduct research before they go to store, with an increasing proportion of them spending time online, not only looking for deals, but also getting recommendations from friends, looking at product reviews, and comparing product information. Moreover, online research and recommendations are having a greater impact on what makes it onto shopping lists. With roughly half of women indicating that they have purchased products based on recommendations from friends, viral marketing represents an important opportunity to engage shoppers before they go to the store. While significant attention has been paid to the roughly two thirds of brand decisions that are made in the store, the growth in digital shopper marketing represents a major opportunity to increase preference and purchase intent earlier along the path to purchase. Matt Egol, partner Booz & Company and Aliza Freud, CEO of SheSpeaks will share recent research on shopper behavior and how to engage them to turn insights into advocacy via digital shopper marketing12:30PM - Networking Lunch
1:30PM -Shopping- Now and in the Future: Jim Holbrook, CEO of EMAK Worldwide, will take us through current consumer/shopper insights and a review of shopper marketing practices. To set the stage for a prognostication on what's next for shopper marketing - - what are the 3-year implications for marketers and retailers when they try to meet shopper's needs? Come prepared to roll up your sleeves and figure out what to do next!