Joint Midwest Digital & Social and Shopper Marketing

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. MILLERCOORS SHOPPER MARKETING CASE STUDY (10:00-11:00AM)
To help today's shoppers explore the culinary movement in the U.S. and teach them more about how beer can enhance their occasions, MillerCoors built "Miller Lite Get Grillin' with Guy Fieri," a dynamic beer and food shopper solution that featured recipes made or paired with Miller Lite, cooking demonstrations and grilling tips and tricks. The program delivered digital content in the pre-shop, strong in-store merchandising tools, and entertaining post-shop content featuring Fieri video cooking demonstrations. In this session, Jovina Young, Sr. Manager of Channel Marketing Mass and Liquor – MillerCoors will discuss how to use cultural and category insights to build a relevant solution, attendees will learn why it made sense for a big brand to partner with a celebrity chef and explore how big programs can remain customizable.

Speaker:
Jovina Young, Sr. Manager of Channel Marketing Mass and Liquor – MillerCoors


II. SHOPPER TOUCH-POINTS: HOW MANY, WHICH ONES AND WHERE TO LEVERAGE (11:15AM-12:15PM)
In today's fragmented media world, shoppers come across hundreds of touch-points (traditional and digital/mobile) during their journey. In order to bring structure to this increasingly complex ecosystem, Hershey and Copernicus conducted a comprehensive study of shoppers. In this research, they quantified the reach and impact of over 130 touch-points, across all shoppers, and among customers of 11 key retailers. In this session, attendees will learn which touch-points are most disruptive and engaging, and where in the purchase process each touch-point could/should be utilized.

Speaker:
Matthew Ferguson, Ph.D., VP – Copernicus


LUNCH (12:15-1:15PM)


III. RUST-OLEUM INSPIRES CONTENT MARKETING THROUGH STORYTELLING (1:00-2:00PM)
Rust-Oleum, a billion-dollar coatings manufacturer with a strong history of developing innovative products to help homeowners and businesses maintain and transform their spaces, has transformed its communications strategy from a very traditional "product features and benefits" message to one of inspiration and storytelling. In this session, Lisa Bialecki, Senior Director, Integrated Communications – Rust-Oleum will share how Rust-Oleum is using storytelling to inspire its audience with 1,000 projects designed to show them how spray paint and other coatings can bring their ideas to life.

Speaker:
Lisa Bialecki, Senior Director, Integrated Communications – Rust-Oleum


IV. MEMBER ROUNDTABLE DISCUSSION: ECOMMERCE (2:00-2:30PM)
In this session, we will open up the discussion to talk about ecommerce departments, how they are structured and what their key areas of focus are within organizations. We will also build upon topics to explore in future meetings.

Facilitators:
Brad Feinberg, Media Director – MillerCoors LLC
Shannon Scanlin, Manager, Conferences & Committees – ANA