Effective Shopper Marketing: Setting Objectives, Targets, and Changes in Shopper Behavior for Campaign Success (201) (Half Day)

Identifying the Objectives, Targets, and Behavior Changes That Drive Successful Campaigns
Effective Shopper Marketing Mastery Program 201
(Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing 101 (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 is critical to have the proper foundations in place by selecting the “right” shopper marketing objectives, for the “right” shopper target, with the “right” expectations for shopper behavior change. Without those foundations properly addressed and formulated, a Shopper Marketing campaign will lose any sense of direction or focus and will end up trying to achieve too many things at once, ending up being everything but a shopper marketing campaign.

In this workshop, you will build upon your first exposure to the 9-step Shopper Marketing Planning Process (Effective Shopper Marketing Workshop 101) by digging deeper into the planning steps dedicated to developing effective shopper Marketing objectives, targets and shopper behavior changes that work. You will learn:

  • How to formulate Shopper Marketing objectives that are shopper-focused, relevant to your shopper challenges, and fully aligned with your brand/ marketing objectives & strategies
  • How to select the most appropriate Shopper Targets that will help you achieve your Shopper Marketing objectives
  • How to identify the key shopper behavior change needed to achieve your Shopper Marketing objectives

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 second 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 skills acquired in Effective Shopper Marketing 101 and now learn how to analyze shopper insights, segment target audiences, and develop powerful marketing strategies that drive engagement and revenue.

Who is this workshop for?

  • Marketing coordinators, managers, and directors (in charge of Shopper Marketing) struggling to formulate objectives and targets that are shopper behavior-focused and brand-aligned.
  • Marketing management executives overseeing Shopper Marketing efforts – especially those needing deeper understanding of the differentiation between shopper marketing objectives & targets from traditional brand or sales objectives & targets, or the justification and value of such differentiation.

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:

  • Learning how to develop appropriate and effective Shopper Marketing objectives, Shopper targets, and shopper behavior changes.

This workshop helps attendees increase marketing efficiency by teaching them:

  • Ensuring that the campaign is focused on the most appropriate Shopper Marketing objectives, targets/ personas, and expected changes in behavior
  • Identifying the core shopper challenge behind the campaign.

This workshop helps attendees improve marketing ROI by teaching them:

  • Understanding how to use appropriate targets, objectives, and changes in behavior to drive short- and long-term results/ revenue
  • Aligning Shopper Marketing and Brand/ Product Marketing for an optimized combined impact on business growth.


 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.


Renee Azoulay

President and CEO, Diamond Edge Network LLC

As the owner of her customer activation agency Diamond Edge Network LLC, Renee uses her more than 30 years of research and strategic thinking experience, creativity, and smarts to develop and manage marketing initiatives. Major companies she’s consulted for include the NBA, MTV Networks (Nickelodeon), A.O. Smith and AXA Equitable.

After earning her B.S. from Cornell University, Renee held positions in the consumer research client-side and agency side (Bristol-Myers Squibb and BBDO) followed by serving as SVP at a marketing/promotions agency.

Renee is an Adjunct Assistant Professor at Fashion Institute of Technology teaching shopper marketing, research methods in integrated marketing and direct marketing. “Converting Shoppers to Buyers” the textbook she has co-authored is in use at FIT. She has also taught consumer behavior and management to Chinese college students in China.

As a professional speaker, Renee has presented for leading organizations that include The NY Emmys, American Women in Radio & Television, Columbia University, the Professional Insurance Marketing Association, the Brand Activation Association (BAA, formerly the PMA), the eMarketing Association and the Manhattan Chamber of Commerce.