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Dates & Times

Start Date/Time: Monday, February 23, 2009 at 8:00am
End Date/Time: Monday, February 23, 2009 at 4:00pm

Venue/Location

Baruch College William & Anita Vertical Campus
Conference Center
55 Lexington Avenue, 14th FL
New York, NY 10010

Registration Fees

Member Rate Non-Member
Rate
Program Registration Fee $895 $1,095

Course Description

There is no course description for this training class.

Class Agenda

• The changing media, retailer, and shopper landscapes - an overview of the dynamic changes occurring in the terrain on which all brand marketers operate with a focus on trends and ways to stay ahead of the curve.

• Understanding the consumer as shopper - a review of key learning from recent retail research with an emphasis on insights that can be applied to your marketing programs

• Value Creation Tools - Practical tools for analyzing the retail landscape, targeted consumers and positioning your brand to win at retail. Case studies and exercises

• ROI models and Retail Execution - Advanced Return on Investment models and strategies for bringing your well-conceived marketing program to life at retail. Case studies exploring the pros and cons of various strategies employed to develop and execute marketing plans

Class Instructors

Rick DeHerder

Founder, Array Marketing

Rick is the Founder of Array, a leading designer and manufacturer of fixtures and displays with over 1,000,000 square feet of manufacturing and warehouse space throughout North America, operations in China and a network of strategic partners around the world. Array has won more awards for creativity than any other company in the industry and counts many Fortune 500 brands such as Estee Lauder, L'Oreal, Lowe's, The Home Depot, Procter & Gamble, Sephora, Oakley, and CVS among its clients.

Prior to founding Array in 1999, Rick spent 24 years as a manager in both brand marketing at Mattel (10 years) and the retail industry at Sears - (14 years).

He was an Executive Vice President at Mattel, Inc. where he led all marketing services efforts on a worldwide basis. In addition to leading Mattel's efforts in all marketing service areas, Rick worked extensively with both major retailers and leading consumer products marketers around the world. He developed strategic relationships with major multi-national companies such as Disney, McDonalds, Coca-Cola, Shell Oil, Nestle, Procter & Gamble and others. Leveraging his retail background, he launched both Mattel's account marketing efforts that led him to develop major marketing programs for leading retailers in every major market around the world and the new business group that identified and developed significant new customers such as Avon, grocery stores, department stores and a direct to consumer business unit. Rick's programs were recognized with awards from the American Marketing Association, Promotional Marketing Association, Association of National Advertisers, Direct Marketing Association, Incentive Marketing Association, and Point of Purchase Advertising Association.

Prior to joining Mattel, Rick was an executive at Sears holding management positions in stores, regional offices and headquarters where he won the Marketer of the Year Award. Rick is a past Chairman of Point of Purchase Advertising International, past member of the Board of Directors for the Promotion Marketing Association and current Board member for POPAI.

Rick is unique in his personal three hundred and sixty degree view of the retail experience from the retail, brand and supplier perspective and his extensive experience in building winning retail programs.

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Dick Blatt

President & CEO, POPAI

DICK BLATT is President and CEO of POPAI, The Global Association for Marketing at Retail based in Metropolitan Washington, DC. POPAI provides industry thought leadership to its more than 1,300 member companies and 8,000 individual industry contacts through its pioneering research on a number of fronts including shopper engagement measurements on the path to becoming a measured medium on a par with other advertising media. Under Dick's leadership, POPAI has reinvented itself from a tradeshow driven organization focused on the domestic supply-side of the industry to a global association of 20 chapters with members in 45 countries inclusive of both client and supply side companies offering a full array of trade association programming.
POPAI's Board of Directors today includes leaders and innovators in the world of marketing and retailing including The Pepsi-Cola Company, Kraft Foods, Anheuser-Busch, The Hershey Company, Target Stores, the Advertising Research Foundation, Walgreens and 7-Eleven to name a few.

POPAI today includes the active involvement of the world's major brands, retailers, advertising agencies and marketing at retail producers all dedicated to advancing the medium. This focus includes pioneering original research; staging educational standards and programs; a professional certification program; a legislative affairs program with leadership in the fight for the protection of intellectual property; development of standards for the explosive new market segment of digital signage; a global website; a robust retail-focused job bank and the industry's only comprehensive handbook.

Prior to joining POPAI in 1992, Dick held executive positions with Sprint and MCI; the American Advertising Federation and worked for President Jimmy Carter.

Dick was graduated from Dickinson College and holds an MBA from New York University. During his tenure, Dick has become recognized as a global authority on strategically using retail as an advertising medium. He has promoted Marketing at Retail awareness at conferences and seminars on six continents and authoring numerous articles featured in magazines published around the world.

Dick has helped drive the effort to make Marketing at Retail a measured medium globally. His role as the President and CEO of the only non-profit, global trade association dedicated to Marketing at Retail, provides him with unique insight into the retail realities faced by brands, agencies, retailers and Marketing at Retail producers who are dealing with the explosive interest in the deployment of the store as a strategic selling tool.