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ANA/BAA Shopper Marketing

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Shopper Marketing Committee Meeting: Capturing Shopper Opportunities by Connecting Lifestyle to Purchase

 

Committee Co-Chairs:
Dean Williams, Senior Director, Channel Strategy & Shopper Marketing, Heineken USA
Tammy Brumfield, Senior Vice President, Retail Marketing Practice, The Mars Agency
Kelly Gloor, VP, Shopper & Retail Marketing, The Marketing Arm

Agenda:

NETWORKING BREAKFAST (9:00 – 9:45AM)

INTRODUCTIONS (9:45 – 10:00AM)

I. Retail & Shopper Wins at Coachella, Lollapalooza & Outside Launch (10:00AM-10:50AM)
Music festivals and super concerts are on the rise, and for marketers, a data goldmine. From Coachella, Lollapalooza to Outside Lands, music festivals draw thousands of participants and even more online via social. In the past, brands would simply plaster billboards or buy booths at an event - but those customer touch points are short lived. While an actual festival may only last a few days, how can brands better leverage their touchpoints into retail and shopper marketing wins? Live Nation and LiveRamp will show you how.

Speaker:
Mike Finnegan, VP, Programmatic & Product Innovation at Live Nation Entertainment
Joe Glass, Senior Manager, Delivery at LiveRamp

COFFEE BREAK (10:50AM –11:10AM)

II. Chicory Transforms an Age-Old Recipe with Measurable Content Activation (11:10AM – 12:00PM)
The idea that "content is king" is not new to Media – old or new. And if content is the king, the commercialization of that content is the currency of the kingdom. So, how can modern merchants transform age-old recipe content into actionable, shoppable experiences for consumers?

Learn how Chicory has partnered with brands such as Chobani, Time, Inc. and online retailers like Peapod to explore activated recipe content, meanwhile unearthing proprietary data solutions that engage grocery shoppers while driving purchase. We will also discuss how this model permeates other products and offer ideas for how to capture comparable data, buyers, hearts, minds and wallets in other vertical markets.

Speaker:
Joseph Petracca, Co-founder and C0O, Chicory

LUNCH (12:00PM–1:15PM)

III. MARKETING TO INTENT: HOW MOBILE AND DIGITAL IS CREATING NEW OPPORTUNITY FOR SHOPPER MARKETING (1:15PM - 2:00PM)
Your favorite shopper is making their next purchase decision on the phone at this moment. Join Emma Weisberg from Yieldbot as she describes the way shoppers have gone mobile and digital. Understand how the active intent signals shoppers are giving right now can be leveraged to have better conversations. See case studies of how brands have used those opportunities in digital to influence purchase consideration and drive sales lift at store. 


Speaker:
Emma Weisberg, SVP Marketplace Strategy, Yieldbot

ROUNDTABLE DISCUSSION (2:00–2:30PM)

Lead by Co-chairs:
Dean Williams, Senior Director, Channel Strategy & Shopper Marketing, Heineken USA
Tammy Brumfield, Senior Vice President, Retail Marketing Practice, The Mars Agency
Kelly Gloor, VP, Shopper & Retail Marketing, The Marketing Arm


The Shopper Marketing Committee, based in New York, is for members who lead shopper marketing and/or retailer-focused initiatives at their organizations. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion on topics to inform better decision making. The Committee will provide a forum for members to elevate themselves, and their respective organizations via interaction with their peers, as well as an outside perspective from invited guests.

 

 

TO ATTEND VIA WEBINAR: 

Step 1. Event Registration: Use this link to register for the event prior to the session: http://ana.adobeconnect.com/baa-shop-jun16/event/registration.html

If this is your first event, create an Adobe Connect account using your work email and password of your choosing. If you already created your Adobe Connect account, simply login with your existing Adobe Connect account information to register for the event.

 

Step 2. Event Login: On the day of the event, join here: http://ana.adobeconnect.com/baa-shop-jun16/event/login.html

This only works if you already registered for the event at the link above. Audio information will be displayed upon login.