ANA/Effies: Shopper Marketing Day

NETWORKING BREAKFAST (9:00 – 9:30AM)

INTRODUCTIONS (9:30 – 9:45AM)

I. ARE YOU READY TO ROCK? THE ROCKSMITH MUSIC GAME EXPERIENCE (9:45-10:45AM)
In 2010, music video games in which users play along to rock songs using fake instruments went from selling millions of units to mere thousands. That same year, Ubisoft released "Rocksmith," a music game that lets you connect with any guitar and actually learn to play. "Rocksmith" faced the dual marketing challenge of introducing a new franchise and differentiating itself from the plastic instrument games. Attendees will learn how an innovative partnership with Epiphone/Gibson and Guitar Center helped "Rocksmith" find its audience and revive the genre.

Speakers:
Steve Carlin, Sr. Director, Shopper Marketing and Insights, Ubisoft
Michael Elkind, Lead Strategist Video Games, Midnight Oil Creative


II. SHOPPER MARKETING: IT'S ALL ABOUT THE NUMBERS (10:55-11:55AM)
This presentation will layout the importance of understanding the retail environment as it relates to the brand, retailer, and shopper.  Through the lens of several Effie award-winning case studies, including Quaker Power Their Potential, Febreze Fall and Holiday, Swiffer and many more, attendees will learn how to develop a strategic shopper marketing plan and how to execute the plan successfully.

Speakers:
Dina Howell, Worldwide CEO, Saatchi X


LUNCH (11:55-12:30PM)


III. MILKPEP UNLOCKS NEW OPPORTUNITIES FOR THE GOT MILK® CAMPAIGN (12:30-1:25PM)
Adult women love and buy milk, but they do not drink enough of it. The Latte loved platform presented a huge untapped opportunity for the Got Milk® campaign, as it focused on boosting retail milk category sales in a sea of competitive beverage consumption choices. Leveraging insights into shoppers, retailers and culture, an integrated campaign brought to life a new occasion for drinking milk at home, and at any time. Hear the inside story on this comprehensive 360-degree program that resulted in exceeding sales goal by more than 47 percent.

Speakers:
Tina Manikas, Global Retail Officer, Draftfcb
Victor Zaborsky, Marketing Director, MilkPep


IV. THE PURCHASE LOOP  (1:30-2:30PM)
The traditional purchase funnel – conceived in 1898 – no longer reflects the dynamic process of brand engagement, consideration and purchase. New national research identifies the 6 consumer behaviors that define a loop-like model, along with purchase paths that vary significantly by category.

Speaker:
Laura Salant, Director of Research, About.com