Committees | Events & Webinars | Shopper Marketing | ANA

Shopper Marketing

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Theme: Proving the Value of Shopper Marketing to Your Organization: Incubating, Scaling, Culturally Embedding

The rapid growth in the Shopper Marketing practice has encouraged many companies to become more strategic about their approach – in order to leverage shopper insights and to address the convergence of brands, shoppers and retailers with a relevant shopper marketing strategy.  Join the ANA Shopper Marketing Committee on March 2, 2017 to hear industry experts share their organizational learnings, hurdles and best practices for proving the value of Shopper Marketing within their organizations.  Learn specific steps they have taken over the years to make Shopper Marketing an indispensable asset to the brand teams, the capabilities they have developed, how they have overcome difficulties with other departments, how they have found, developed, and worked with agency partners, their thoughts on the future of Shopper Marketing, advice for things they would have done differently, and so much more!  Plus, there will be opportunities for Speaker Q&A and Roundtable discussion among other attendees to enhance your takeaways, efficiencies and personal network.

Speakers to include:

  • Marie-Agnes Daumas, Director of Shopper Marketing Center of Excellence, Colgate-Palmolive
  • Andrew Kingery, Shopper & Customer Marketing, U.S., Beiersdorf
  • Aileen M. Burke, V.P. Marketing and Promotions, USA, Gateway Newstands

AGENDA

NETWORKING BREAKFAST (9:00AM – 9:45AM)

INTRODUCTIONS (9:45AM – 10:00AM)

I. Session 1: Building Value with Shopper Marketing – A view from Colgate-Palmolive 
(10:00AM – 10:50AM)
Discussions will revolve around how Colgate-Palmolive creates value with Shopper Marketing by breaking through silos and working together within the organization to deliver a winning omnichannel customer experience.

Speaker:
Marie-Agnes Daumas, Director of Shopper Marketing Center of Excellence, Colgate-Palmolive 

COFFEE BREAK (10:50AM – 11:10AM)

II. Session 2: Shopper Marketing in a Multi-National Organization (11:10AM – 12:00PM)
Learn how skin care company, Beiersdorf, manages brands like Nivea, Eucerin and Aquaphor to manage shopper & customer marketing within their multi-national organization. 

Speaker:
Andrew Kingery, Shopper & Customer Marketing, U.S., Beiersdorf

LUNCH & ROUNDTABLE DISCUSSION (12:00PM – 1:15PM)

III. Session 3: Translating the Shopper Marketing Plan into the Store to Drive Significant Results (1:15PM – 2:00PM)
Your organization is aligned, you’ve identified the shopper insights and developed a brilliant Shopper Marketing plan - but does it get translated into all classes of trade?  Is there a way to drive even more significant results by following the plan into the store?  The answer is yes and Aileen Burke will show you how to make sure your plans adapt for non-traditional channels.  

Speaker:
Aileen M. Burke, V.P. Marketing and Promotions, USA, Gateway Newstands

IV. Session 4: ANA Shopper Marketing Toolkits & Resources (2:00PM – 2:30PM)

Speaker:
Todd Kaiser, Senior Director, Insights Strategist, Marketing Knowledge Center, ANA