Effective Shopper Marketing Mastery Program

The ANA Marketing Training & Development Center’s Mastery Programs advance your marketing team’s capabilities in key disciplines by addressing strategic talent needs, sharpening skills, and putting new strategies to work immediately.

Our Mastery Programs are designed to be flexible and fit your team’s needs and budget. These programs can be delivered over multiple days or as a series of independent half- and full-day workshops.

Shopper Marketing is more than just tactical approaches to boosting sales through the use of coupons and the like. 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.

Through a curated and tested 9-Step Shopper Marketing Plan, participants master the key elements of effective shopper marketing to drive brand loyalty and growth.

Your team will master:

• How to formulate Shopper Marketing objectives that are shopper-focused, relevant to your shopper challenges, and fully aligned with your brand/ marketing objectives
• How to select the most appropriate targets and desired changes in shopper behavior to achieve your Shopper Marketing objectives
• How to build a Shopper Marketing creative brief from a client or brand brief
• How to overcome shopper barriers and deliver a stand-out campaign message
• How to effectively activate your campaign in the retail space
• How to track the results of your campaign and build Best Practices for future campaigns
• How to select and properly analyze data for meaningful conclusions
• How to formulate effective omnichannel Shopper Marketing campaigns

101
Effective Shopper Marketing: Converting Shoppers to Buyers (In-Person) (Virtual)

• Why Shopper Marketing should be an integral part of the marketing communications and brand strategy planning process
• How to practically align your Shopper Marketing initiatives with your Brand Marketing objectives
• A 9-Step framework for developing Shopper Marketing strategy and campaigns

201
Setting Objectives, Targets, and Expected Changes in Shopper Behavior (In-Person) (Virtual)

• How to formulate Shopper Marketing objectives that are shopper-focused, relevant to your challenges, and aligned to you brand objectives
• How to select the most appropriate Shopper Targets and identify the key shopper behavior change needed to achieve your Shopper Marketing objectives

301
Developing Powerful Shopper Marketing Campaign Briefs and Campaign Ideas (In-Person) (Virtual)

• How to build a Shopper Marketing creative brief from a client or brand brief
• How to properly formulate Shopper Barriers that explain why expected changes in shopper behavior haven’t happened / aren’t happening
• How to set a Shopper Creative Strategy that will be the most effective at overcoming barriers

401
Building Powerful Shopper Marketing Campaign Activation and Control Plans (In-Person) (Virtual)

• How to overcome shopper barriers and deliver a stand-out campaign message
• How to effectively activate your campaign in the retail space, and select the most appropriate channels for your messaging
• How to track the results of your campaign and build a Best (and Worst) Practice reference for future campaigns

501
Powering Shopper Marketing with Data (In-Person) (Virtual)

• How to select, access, and leverage the appropriate data, data types, and data gathering methods to optimize your Shopper Marketing analysis
• How to properly analyze data for meaningful conclusions, that form the foundations for a Shopper Marketing campaign

601
Successful Shopper Marketing Campaigns for the Omnichannel World (In-Person) (Virtual)

• How to define Omnichannel shopper profiles, expectations, and behaviors
• How to formulate effective Omnichannel Shopper Marketing activation plans
• How to review and assess the Omnichannel activation capabilities of your retail partners

 Download the full agenda here