Shopper Marketing, Midwest Chapter

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NETWORKING BREAKFAST (9:00AM – 9:30AM)

INTRODUCTIONS (9:30AM – 9:45AM)


I. Session 1: Far From the Retail Floor: Whirlpool Corporation’s Journey Into Consumer Brand Experience (9:45AM – 10:25AM)
How does Whirlpool Corporation’s recent investment into a brick and mortar brand experience center garner critical advocacy from the end consumer?  Discover this 107 year old company’s fresh new approach to the creation of relevant consumer experiences away from the retail floor as we physically journey through the new space located in downtown Chicago.  From design approach to impact on the consumer decision journey, we will dive into all aspects of Whirlpool’s latest marketing venture, the World of Whirlpool.  

Speaker: Amie Hill, Executive Producer, World of Whirlpool


COFFEE BREAK (10:25AM – 10:35AM)


II. Session 2:  Validating and Scaling your Experiential Shopping Investment with Content and Media (10:35AM – 11:15AM)
This presentation will focus on helping brick-and-mortar and e-commerce retailers spark sales with high level influence marketing, via a descriptive process oriented approach. Discussions will include distribution beyond social channels to includes in-store, displays, media and live retail events.

Speaker: Mike Swart, Head of Shopper Marketing, WHOSAY


III. Session 3: Turning Gen Z into Your Lifelong Shoppers (11:15AM – 11:55PM)
How do you get an 18 year old to be fascinated with your brand in a sea of distractions? There is no hiding it – in today's world, hardly any brands know how to effectively communicate with Gen Z. They're starving for more than 3 seconds of attention, but end up being ignored every time. In his book Brand Z, Connor Blakely translates the values of Gen Z into actionable marketing tactics so brands can recover from the generational chasm of misunderstanding. In this presentation, Connor will discuss how to turn this generation into loyal shoppers today and for the future.

Speaker: Connor Blakely, Gen Z Marketing Consultant and Author of BrandZ

IV. LUNCH & ROUNDTABLE DISCUSSION  (12:00PM – 12:45PM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. In this roundtable, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch. Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

V. Session 4: Omni-Channel Integrations: Providing Clarity for Shoppers at Retail in an Overcrowded Marketplace (12:45PM - 1:25PM)
Today’s connected consumers demand always-on shopping experiences. To capture the wider scope of activity within the retail space, brands and retailers can win by working together to develop holistic strategies, integrating purchase and loyalty data to personalize messages across various touchpoints including electronic, automated, in-store, mobile and voice commerce to deliver a seamless customer experience.

Speaker: Sean Cheyney, Vice President, North American Business, Triad Retail


VI. Tour of World of Whirlpool (1:25PM – 2:00PM)