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

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

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

Virtual 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 effective 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.

Target Audience
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.

Virtual Workshop Benefits
After participating in this virtual workshop, attendees will be equipped to:

Improve marketing effectiveness by

• Aligning campaign ideas, message, offer, and activation plan to Shopper Marketing objectives
• Knowing how to leverage consumer and shopper data to make your activation plan more effective

Improve marketing efficiency by

• learning a step-by-step campaign idea and activation planning process

Improve marketing ROI by

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

Download the full agenda here