Shopper Marketing
This event is over.
Shopper Marketing Committee Meeting
NETWORKING BREAKFAST (9:00AM – 9:45AM)
INTRODUCTIONS (9:45AM – 10:00AM)
I. Driving Relevancy through Insights and Collaboration: Mars Chocolate & Wrigley Super (10:00AM – 10:50AM)
The Super Bowl is the No. 2 snacking occasion of the year. Unfortunately, some retailers have neglected confections as part of the solution set for this huge snacking occasion. Consequently, confections are not top-of-mind for their shoppers. To solve this challenge, Mars Chocolate and Wrigley partnered to deliver an insights-driven, cross-category activation to inspire shoppers to build their baskets for the big game. This presentation will showcase programs developed for retailers such as Target, and will demonstrate how shopper insights influenced retailers and reached shoppers throughout the path to purchase.
Speaker:
Tim Conlin, Sr. Brand Manager, Skittles, Wm. Wrigley Jr. Company
COFFEE BREAK (10:50AM – 11:10AM)
II. Research: Shopper & Retail Opportunities with The New Independents (11:10AM – 12:00PM)
For the first time in U.S. history there are more single adults in the U.S. population than there are married ones. What are the opportunities for brands and retailers, since the majority of marketing messaging and retail strategy today assumes a de facto couple or family-centric attitude? Not all singles are looking for love; in fact, many are content with and even see many benefits in being single. The New Independents are living among us consuming and shopping—and there are potentially significant implications for CPG brands and retailers. TPN & C+R are excited to share our new research on who they are, what they like, how we should be talking to them to engage and earn their trust and loyalty.
Speakers:
Sarah Cunningham, Sr. Managing Director, TPN
Dave Mastrofski, Vice President, C+R Research
LUNCH (12:00PM – 1:15PM)
III. A New Ecommerce for Tomorrow and Beyond (1:15PM – 2:00PM)
Heineken USA and Mediavest Spark are using emerging technology to evolve the ecommerce landscape for beer and cider brands in America. You will see how they are leveraging shopper data and technology to engage with consumers like never before. The alcohol beverage category has never been more competitive so when you can’t be #1 in the category you have to change the game. Plus you’ll get a sneak peek inside some of their highest ROAS omni-channel activations.
Speakers:
Jasen Kelly, VP Director of Shopper Marketing, Mediavest | Spark
Haley Rubin, Digital Shopper Media Lead, Heineken USA
ROUNDTABLE DISCUSSION (2:00PM – 2:30PM)