ANA/BAA Shopper Marketing

Shopper Marketing Committee Meeting: Data & Digital in Shopper Marketing

NETWORKING BREAKFAST (9:00 – 9:45AM)

INTRODUCTIONS (9:45 – 10:00AM)

I. Optimizing Shopper Marketing Media with Consumer Data (10:00AM-10:50AM)
Hormel and their agency, Nsight Connect, are currently leveraging 84.51°’s 60MM HHs of shopper card data to reach their exact shopper marketing consumer target via any channel (digital, mobile, digital video etc). Consumer data informs every step of their process, from planning to execution to post-campaign retrospective. 84.51 purchase based shopper insights identify areas of opportunity or strength at Kroger. From there we work collaboratively on a communication strategy that’s customized to the consumer cohorts that emerge, from which 84.51 generates audiences that connect Hormel to their exact consumer target.

On the back end, 84.51° measures exposure back to in-store sales at the household level so that we know exactly how our campaign impacted sales and volume at Kroger. Our ability to measure at such a granular level has prompted questions with which we are currently grappling, including: how can we push those who are buying the media to a more precise way of optimizing Reach and Frequency?

How can we help shape the path to purchase via day part or week part messaging? How can we better anticipate purchase cycle trajectory to reach HHs at the right time? And lastly, how can we align more closely with merchandizing so that our efforts to drive consumers to the shelf aren’t being wasted, for example, on the purchase of a competitor due to lower price point, and so that we are amplifying events and peaks of seasonality.

Speakers:
Rebecca Campbell, Customer Trade Marketing Manager, Hormel Foods
Molly Hjelm, Director, Omni Channel Media, 84.51°
Charley Ciresi, VP, Client Services, Catapult

COFFEE BREAK (10:50AM –11:10AM)

II. Leveraging the Power of Sports to Sell Dirt, Sweaty Socks and Soap (11:10AM – 12:00PM)           
For 30 years Steiner Sports has been the industry leader in tapping into the power of sports to grow businesses.

Sports, and the passion around sports, has the ability to connect with consumers and shoppers in a very unique way. In this session Steiner will share a bit about the power of sports, the birth of an industry.. and the evolution of a category leader. A category leader built on customer/shopper observation, involvement and inclusion. You’ll learn how data, browsing and buying patterns along with original content, can be put to use to drive and affect online buying behavior. We’ll showcase how the passion around sports and affinity around sports personalities can be mobilized to help “sell soap” at the Shopper level… literally and figuratively, by driving trial/repeat purchase, retail display support, sales force commitment and social sharing.

Pay attention… there may be prizes!

Speakers:                                                                                                                                                       
Bill Hahn, EVP, Managing Director Sports Promotion & Activation, Steiner Sports                                 
Kelvin Joseph, COO/CMO, Steiner Sports   

LUNCH (12:00PM–1:15PM)

III. SESSION 3: Shopper Marketing: At the Forefront (& Not Just the Storefront!) (1:15PM - 2:00PM)
We all know the world of marketing is changing dramatically, due to many factors including consumer usage of technology.  It is getting more challenging every day to determine what mindset a consumer is in – using or shopping or bouncing somewhere between the two.  This is resulting in the lines between consumer and shopper marketing becoming increasing less well defined.

The BAA has recently partnered with GfK to ask a range of marketing practitioners to share their views on the where shopper marketing is today and where it is going in the future given all this change.  Sarah Gleason’s presentation will give a real time view on shopper marketing and its role in marketing today and tomorrow.

Speaker:                                                                                                                                                       
Sarah Gleason, SVP, GfK

ROUNDTABLE DISCUSSION (2:00–2:30PM)
We all know the world of marketing is changing dramatically, due to many factors including consumer usage of technology. It is getting more challenging every day to determine what mindset a consumer is in – using or shopping or bouncing somewhere between the two. This is resulting in the lines between consumer and shopper marketing becoming increasing less well defined. The BAA has recently partnered with GfK to ask a range of marketing practitioners to share their views on the where shopper marketing is today and where it is going in the future given all this change.

During this roundtable, Sarah Gleason from GfK and Michael Kaufman of the ANA / BAA will highlight key findings from the study and open up the floor for continued discussion and perspectives from the committee.

Lead by:
Sarah Gleason, SVP, Shopper & Retail Strategy, GFK
Michael Kaufman, Senior Vice President, Brand Activation, ANA / BAA