Shopper Marketing @ Hillshire Farms (Members Only Conference) | 1-Day Conferences | ANA

Shopper Marketing @ Hillshire Farms (Members Only Conference)

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Shopper Marketing strategies and technologies are ever-changing and evolving.  With the growth of technology, the 24/7 always-on shopper, and new e-commerce solutions, shopper marketing has morphed into omni-channel marketing, where retailers and brand marketers are challenged to create leading alternative shopper solutions.

Join us at our upcoming MEMBERS ONLY CONFERENCE on SHOPPER MARKETING, taking place at Hillshire Brands Headquarters in Chicago, Illinois.  This conference offers one full day of inspiring thought leadership from senior marketers who will highlight how they’ve activated shopper marketing and omni-channel strategies, what they’ve learned and where they see the industry going.  These leaders will share insights on how they are creating a total customer experience to differentiate and build loyalty. 

There is no doubt the investment of your valuable time will be well-rewarded.  Register now – attendance is COMPLIMENTARY and only open to ANA/BAA Members.  Not a member?  Contact us today and learn of this and so many more exclusive benefits almost guarantee ROI:  bdavidson@ana.net.


Agenda

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TIME EVENT DETAILS LOCATION
Wednesday, May 11, 2016
8:15am Breakfast

9:00am General Session

DRIVING GROWTH THROUGH ADVANTAGED CPG PARTNERSHIPS^

To drive your business in today’s shopper marketing landscape you need to be relevant and disruptive to the shopper.  We all want more share!  So select the partners that align with your brand equity yet bring new users into your categories.  We will share some best-in-class shopper marketing partnerships from entertainment properties to CPG partners.  We will share our results of the programs and how to best leverage the retailers.

Wendyjean Bennett
Director of Shopper Marketing, Consumer Products Tyson Foods Inc.

RETAIL DISRUPTION: LESSONS LEARNED FROM BRIDGING THE DIGITAL AND PHYSICAL DIVIDE^

The retail environment is as competitive as ever and capturing a consumer’s attention at the point of decision is a challenge for all marketers. However, with the latest wave of new technology we are now able to drive awareness and conversion with more precision than ever before. By embracing technology, you can create unique, experiential retail innovations that engage customers while influencing choice. Join PepsiCo's VP of Marketing Activation Angelique Krembs and Firstborn CEO Dan LaCivita, as they explore customer-centric commerce that engages consumers through the use of interactive storytelling to bring a brand to life online and offline.

Angelique Bellmer Krembs
Vice President of Marketing Activation PepsiCo
Dan LaCivita
CEO Firstborn
10:40am Networking Coffee Break

11:00am General Session (cont.)

LEVERAGING ADVOCACY TO DRIVE SOCIAL BUZZ AND TRIAL*^

For new products, driving awareness, trial and repeat purchase are critical to success. Leveraging advocacy campaigns as a way to educate consumers about a new product through their trusted influencers’ endorsements is becoming an increasingly important strategy. It helps make your product more relevant to them, shows them its benefits, can tell them where to find it and, most importantly, inspires them to use it often. Michelle Flood and Maria Kafkis of Reynolds Consumer Products share how they incorporated a strategic social influencer campaign into the marketing plan of one of Reynolds® branded cooking products to create social buzz, drive awareness and trial by connecting it to unique, inspirational influencer content. They will also share how inspiring consumers through advocacy can have a lasting impact.

Michelle Flood
Marketing Director, Baking Paper & Plastic Reynolds Consumer Products
Maria Kafkis
Senior Brand Manager, Parchment & Papers Reynolds Consumer Products
Sammi (Kliff) Zola
Senior Director, Business Development Collective Bias

CREATING RETAIL & CONSUMER ENGAGEMENT BY BAKING PASSION INTO YOUR BRAND^

Developing a shopper marketing program on a shoestring budget that inspires and excites consumers is one thing.  But creating a program that also excites and ignites retailers on that same tight budget is an even bigger challenge.  Hear from Stacey Rubin and Sarah Davis how they helped KitchenAid® re-energize its 14 year partnership with Susan G. Komen® through their REGGIE award winning “10,000 Cupcakes, One Great Cause” campaign.  By leveraging a combination of brand, shopper and retailer insights…the power of social media and influencers…and creating a completely turnkey retailer toolkit, they actively engaged thousands of passionate consumers, generated  millions of impressions, and drove unprecedented retailer participation to help raise awareness and dollars for a heartfelt cause, all while building the KitchenAid brand and generating double-digit YOY sales increases.  

Sarah Davis
Senior Vice President, Executive Creative Director Catapult Marketing
Stacey Rubin
Senior Vice President, Account/Strategy Catapult Marketing
12:30pm Luncheon

1:30pm General Session (cont.)

THE FUTURE OF SHOPPER MARKETING: INTEGRATING CONSUMER, SHOPPER & TRADE PLANS*^

Today, companies are a collection of functional silos that rarely come together in the form of true integration to support prioritized growth initiatives. Sitting in a conference room and having two hours of conversation between brand and Shopper Marketing does not equate to integration. While Shopper Marketing the function has had some success within this isolated approach to planning, Shopper Marketing the discipline will never be optimized until fully integrated with the other marketing disciplines. Come hear how Abbott Nutrition and other Syntegrate clients are shifting their focus from siloed planning, to a process that integrates consumer, shopper, and trade plans through insights and strategy.

In this session, you will learn:

  • The three key elements needed for full marketing integration.
  • The integrated planning process.
  • Case study example of integrated communications that out-tested the current industry standard.

Jessica Krauser
Lead Strategist Syntegrate Consulting

HARNESSING THE VOICE OF THE PEOPLE: THE RISE OF INFLUENCER MARKETING*^

The rise of influencer prominence over the last couple of years is undeniable. Brands are seeing higher ROI and stronger customer retention with Influencer Marketing initiatives vs. traditional marketing activities. It's not a surprise that 70% of brands are doubling down on Influencer initiatives. But how do you build the right Influencer plan from targeting the right influencers to creating and then amplifying great content to reach millions?  Learn how you can tap into the power of influencers to build brand awareness and drive sales.

Aliza Freud
Founder & CEO SheSpeaks
Hugo Perez
Executive Vice President, Global Head of Content & Innovation Zeno Group, The Content Factory
3:00pm Conference Adjournment