Shopper Marketing that Drives Sales Results (Full Day)

Marketing results are frequently suboptimal because communication campaigns do not consider how a target audience shops.  When you communicate without the knowledge of when, where, and how your customers shop for your products, you may miss key context that helps you to craft messaging that breaks through at critical customer decision points, or “moments of truth”.

Understanding your customer and how they shop for your products is now a prerequisite before you start your next big idea or campaign. In this highly interactive, case study filled workshop you will learn how to build a more strategic and integrated marketing approach that optimizes the shopper experience and your overall marketing efforts. You will learn how category management, display, sales, packaging, promotion, research, insights, advertising, and social and digital elements may be brought together make sales.

This workshop is taught by faculty who are pioneers in shopper marketing bringing practical experience from both client side and agency work.

Important: Effectively leading this workshop requires diverse expertise. Depending on the location of your workshop, your company may be asked to reimburse for the travel costs of one additional presenter. You will be notified well in advance if this is the case for you.

 Who Is This Workshop For?

  • Marketers seeking to understand the fastest growing marketing discipline for investment choices
  • Marketers seeking to better understand the entire consumer journey from pre to post shop
  • Retail marketing managers seeking to understand shopper marketing from all perspectives
  • Insights/Research managers seeking to understand the power of shopper vs consumer insights

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Strategies to develop clear shopper insights that build equity for the brand and retailer simultaneously, impact key communication touch-points, and help the shopper shop 
  • How to deliver a higher ROBI  (Return on Big Ideas) of key marketing platforms by understanding how they can be differentiated by retailer yet ladder up to key marketing ideas
  • To understand the retailer’s approach to marketing with brand partners

 

This workshop helps attendees increase marketing efficiency by teaching them:

  • Pros/Cons for different models based on business needs and priorities
  • Key shopper marketing insights based on real-world case studies, examples, peer-experiences and best practices
  • Fundamental concepts and tools to build a shopper marketing roadmap that will overcome barriers to purchase and deliver successful shopper marketing solutions
  • How to deliver a higher ROR (Return on Relationships) with key retailer partners by understanding their key needs and the power of building brand and retailer equities simultaneously

This workshop helps attendees maximize marketing ROI by teaching them:

  • Ways to measure shopper marketing results
  • How to reach shoppers along the entire customer journey

 

Download the full agenda here

 

trainer

April Carlisle

April is an svp of global shopper marketing at Leo Burnett/Arc Worldwide. She is a pioneer in the shopper marketing discipline as one of the first shopper marketers at P&G. She worked for 20+ years in a variety of sales and marketing roles and led the P&G COE for Shopper Marketing for the U.S., Canada, and Puerto Rico.  She was a lead global trainer at P&G leading shopper workshops with brand teams and agency partners in the U.S, China, Singapore, Dubai, and Europe. April moved to the agency side in 2012 and has worked with key global clients including P&G, Coke & Kellogg’s, as well as clients newer to shopper marketing. April is passionate about building client’s shopper capabilities through training and focus on shopper insights and retailer innovation.

April is also an Adjunct Professor on the faculty at Northwestern University teaching Shopper Marketing in the IMC Graduate Studies program, which was the first program of its kind anywhere in the world.

trainer

Elizabeth Harris

Elizabeth is an evp strategy director at Leo Burnett/Arc Worldwide. She has turned her natural curiosity about people into a rewarding career. With 25 years of experience in marketing research, strategy and brand planning, Elizabeth has become an expert in helping brands tap into the needs, desires and behaviors of consumers and shoppers.  Over the course of her career at agencies like Grey NY, Young & Rubicam, DRAFTFCB, and Leo Burnett/Arc Worldwide, she has worked with companies such as Procter & Gamble, Kellogg’s, MillerCoors, Sears, Walgreens, and KraftHeinz, helping to develop and implement a wide range of insights-based brand-strategy and shopper marketing/activation solutions

Elizabeth is also an Adjunct Professor on the faculty at Northwestern University teaching Shopper Marketing in the IMC Graduate Studies program, which was the first program of its kind anywhere in the world.