Building Powerful Shopper Marketing Campaign Activation & Control Plans (401) (Half Day)

Reach Your Shopper Marketing Target and Measure Your Results
Effective Shopper Marketing Mastery Program 401
(Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing Workshop 301 (or equivalent knowledge)

Workshop Description
Shopper Marketing is more than just tactical approaches to boosting sales by using coupons. It is a powerful marketing communication discipline that drives shopper behaviors for a desired outcome.

In fact, when properly executed, Shopper Marketing is THE discipline that formally allows sales impact activities (even short term) to be aligned with brand strategies for long term brand building purpose.

For Shopper Marketing to deliver its full potential and power, it must be implemented through an impactful activation and control plan, otherwise you risk losing sales and missing customer conversion opportunities.

In this workshop, you will build upon your first exposure to the 9-step Shopper Marketing Planning Process (Effective Shopper Marketing Workshops 101-301) by digging into the planning steps dedicated to formulating effective Campaign Ideas and Activation Plans. You will learn:

  • How to overcome shopper barriers and deliver a stand-out campaign message
  • How to effectively activate your campaign in the retail space
  • How to select the appropriate channels and methods for your targeted message and offer
  • How to track the results of your campaign and build a Best (and Bad) Practices reference for future campaigns

This engaging, interactive, practice-driven workshop will be facilitated by Shopper Marketing professionals and educators. In addition, as co-authors on a book on this subject, they have surveyed the Shopper Marketing industry to develop a clear step by step planning process to align Shopper Marketing with Marketing and develop effective Shopper Marketing campaigns.

This is the fourth installment in the ANA’s six-part series “Effective Shopper Marketing Mastery Program”, where participants learn skills and knowledge necessary to excel in the competitive retail landscape. In this installment, participants build on the 9-step planning process introduced in Level 101 to formulate effective campaign ideas and activation plans. They then go on to apply this to an omnichannel approach and learn how to leverage data to inform campaigns in Levels 501 and 601.

Who is this workshop for?
Marketing coordinators, managers, and directors (in charge of Shopper Marketing) struggling to optimize the conversion of consumers into buyers, drive positive ROI, and/or grow shopper loyalty.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • To align campaign ideas, message, offer, and activation plan to Shopper Marketing objectives
  • How to leverage consumer and shopper data to make your activation plan more effective

This workshop helps attendees increase marketing efficiency by teaching them:

  • A step-by-step campaign idea and activation planning process

This workshop helps attendees improve marketing ROI by teaching them:

  • How to align Brand/Product Marketing and Shopper Marketing in a way that drives revenue and builds brand affinity
  • To set a properly formulated Control Plan to correct for errors and measure campaign success


Download the full agenda here



Jean Marc Rejaud

Founder, Focus Marketing

Accomplished marketing executive (American Express and L’Oreal) and consultant, Jean Marc Rejaud is a Full Time Professor and Assistant Chair in the Advertising and Marketing Communications Department at the Fashion Institute of Technology (New York City) where he teaches and researches new trends-best practices in Shopper Marketing, Fashion Marketing, Digital & Social Marketing, and Global Marketing.

Professor Rejaud is also a sought-after presenter and educator, with teaching and speaking assignments in the U.S., Asia, Latin America, and Europe on topics like Shopper Marketing or Global Marketing. Professor Rejaud is also the co-author of the new Shopper Marketing reference book “Converting Shoppers to Buyers” – already in use at the Fashion Institute of Technology.

Professor Jean Marc Rejaud is the President and Founder of Focus Marketing, a consulting boutique that helps business and brands develop winning shopper marketing, digital marketing, e-commerce marketing, and marketing communications strategies through rigorous information-driven planning, with clients ranging from Fortune 100 companies to small-medium size businesses in the U.S. and Asia.