Developing Powerful Shopper Marketing Creative Briefs & Campaign Ideas (301) (Virtual)
Campaign Strategies That Overcome Shopper Barriers
(Virtual Half Day Workshop)
Pre-requisite: ANA Effective Shopper Marketing Workshop 201 (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 activities (even short term) to be aligned with brand strategies for long-term brand building impact. But if your Shopper Marketing brief lacks clear and data-supported creative direction, it will hinder effective campaigns and negatively impact sales.
In this workshop, marketers will learn what is required for an effective Shopper Marketing creative brief to avoid costly brand missteps. Building on earlier exposure to the 9-step Shopper Marketing Planning Process (Effective Shopper Marketing Workshop 101) and Shopper Marketing objectives, targets and expected behavior changes (Effective Shopper Marketing Workshop 201), you will learn:
- How to build a Shopper Marketing creative brief from a client brief or a brand brief - as the key driver for any creative work for your Shopper Marketing campaign
- How to effectively integrate your Shopper Marketing objectives, target, expected behavior change, and persona development decisions into the development of a Shopper Marketing creative brief
- How to properly formulate Shopper Barriers that clearly explain why the expected behavior change is not yet occurring, and
- How to set a Shopper Creative Strategy that will be the most effective at overcoming the identified barriers and obtaining the expected behavior change.
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 workshop is the third installment in a six-part series titled “ANA Effective Shopper Marketing Mastery Program”.
Virtual Workshop Benefits
After participating in this virtual workshop, attendees will be equipped to:
Improve marketing effectiveness by
- Ensuring creative outputs are fully aligned with the selected Shopper Marketing objectives, targets, and behavior change expectations
Improve marketing efficiency by
- Leveraging the 9-Step Shopper Marketing process to optimize inputs, decision-making and creative
- Leveraging consumer and shopper data to formulate Shopper Insights, Shopper Barriers, and powerful Shopper Creative Strategies
Improve marketing ROI by
- Aligning Brand/ Product Marketing and Shopper Marketing objectives to achieve an optimized impact on short- and long-term business growth.
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.
Jean Marc Rejaud